Name: Bite-Sized Video Tactics to Use Across the Customer Journey
Uploaded: 2024-10-03T19:47:41.181Z
Duration: 59 min 8 s
Description: Bite-Sized Video Tactics to Use Across the Customer Journey

Transcript for "Bite-Sized Video Tactics to Use Across the Customer Journey": Hello, everyone. I am so excited to see that the chat is already popping off here. We are so excited to have you all here for our next Goldcast Insider webinar. We are here to talk about bite size video throughout the customer journey. So who is pumped up to learn about video today? I sure am, and we have a great, great presenter here today. But, of course, we have a little bit of housekeeping to go through first. So like I said, welcome, everyone. So excited you're here. If you have a favorite fall activity, drop it in the chat. You're gonna wanna engage in the chat because I'm a little surprised to share with you. But we are here today for the Goldcast Insider episode titled bite sized video tactics to use across the customer journey. So let's get into a little bit of our housekeeping today before we jump into our content. 1st, let's share your comments and engage in the chat. Like I said, there's a special reason there that you'll want to engage in the chat. If you have questions, for RJ at the end, drop those over in that q and a tab. We are gonna have some time at the end to answer any of your questions. There's also a little incentive coming up for that as well. There's also gonna be an on demand recording available, so don't worry. You will get that in your email inbox here shortly. And then if you want to get even more helpful content around using video throughout the customer journey, check out that docs tab over in the right. We have a lot of super helpful resources available for you. And then, also, if you see that button at the top right, it says create more video. If at any point in today's, webinar, if there's something that we've talked about that's Goldcast related, you wanna learn more about, if you wanna be able to scale your video quickly, easily with using Goldcast, click that button. We'd be happy to share more details with you on that. So a little bit about what we're gonna cover today. So first, we're gonna talk about the power of bite size videos, do a little bit of a conversation with RJ, and then we'll talk about getting started and short form strategies, how you can kind of take this and run with it. We'll talk about how to insert video in each step of the customer journey and bring in some actual examples for you. We'll talk a little bit about multimodal, and then we'll finish off with q and a. So, hopefully, that sounds good with all of you watching. And then we actually have a giveaway today. So you know how I alluded to how we want to, have you engage in the chat, ask some q and a. Well, that is because we have a giveaway. So we're hoping that you'll walk away from this episode with lots of video ideas. So we wanna gift you a journal to write those video, video ideas in as well as a, espresso and toffee arts and chocolate bar. So give you a little caffeine to get your creativity kicked off. So if you want to win this really fun giveaway, all you need to do is engage in the chat throughout the episode, and then also drop a question in the q and a, for RJ and I to discuss at the end. So if that sounds good for you all, I am so excited to kick off the GoldCast Insider episode, bite sized video tactics to use across the customer journey. So I wanna introduce RJ. RJ, come off mute, tell the audience who you are, what you do, a little bit about your background, and then we'll jump kind of into our q or not our q and a's, our q and a's at the end, but kind of our our discussion around video before we jump into examples. Awesome. Thanks, Lindsey. Appreciate it. Excited to be here. Thank you, everyone. I'm a big fan of video. Video is like, how I've been standing up online, LinkedIn, everywhere else, including across the customer journey that we're talking about. A little bit about me, I'm the former content director at Appcues. Appcues is a product adoption user engagement platform. I've recently transitioned to to do my own, business, helping companies, with their customer onboarding across the customer journey. So it's like this is right in line with what I'm doing. I'm the founder of DelightPath now as well, so I'm excited to be here. Well, we are so excited to be, I think, one of the first audiences maybe that you've been able to introduce you that way. So that's super exciting. Congratulations on making the jump. Super, super, super exciting. So we are gonna dive into a little bit of a video discussion first. So we're gonna stop sharing slides real quick and kinda just do a little bit of a conversation. So, RJ, tell the audience why did you get involved in creating videos in the first place? Yeah. I think it's just, you know, now more than ever, you know, we're we've all been talking about AI. Lindsay, we were just at HubSpot inbound. Almost all the sessions were about AI. And, of course, that's not a surprise. AI has really taken the world by storm. And the challenge now is that it's, you know, getting so much easier. There's more content out there in terms of written content. But in terms of video, it's one of the ways to really, really stand out on on social to really grab attention. We are now past this this world where, like, now there's so much content out there. How do you stand out? One of the way is through to video. And standing out not just when I think about standing out, it's not just right at the top of the funnel where you're trying to get them to pay attention to your offer or your product or your service. It's also when they've signed up your customer. This is something that I've heard from customer success and customer experience folks where they reach out to their customers and you don't reply back. How do you get their attention? One of the ways is to send a personal video, and I think that's why I'm such a big fan of using, video content because it's it could be personal. It it really shows your your thing. It's right now, at this very moment, AI videos of humans, you know, try to mimic real people, it's not perfect. You can tell right away that there's a little bit of twitch there. It's one way to really say, hey. There's a human behind the the the this brand or this content or this product that they actually care that it's not just a faceless company or a brand. It really is some somebody behind it that they that they can care about and really want to reply to. So that's why. Yeah. We are truly in an attention economy. I think that's a term that we've seen kind of on the up and up these past few years. And you are right. Video is a great way to capture attention when everyone is fighting for it. And I think we're starting to see too that certain platforms at LinkedIn are skewing more towards video. Right? And they're finally getting more impressions, more visibility to video, so that's why it's time to join the video train. So I wanna ask you, you know, I think video strategy is something that a lot of people have on their mind, and they're not sure what even a video strategy looks like should look like. So what are your thoughts around a video strategy? How formal does it need to be? Any advice on creating a a video strategy for your org? Yeah. I think it starts with, like, any kind of strategy. What is what is your goal? Are you trying to reach out to sales? Are you trying, to prospects? Are you trying to reach out to custom? Like, where where in the customer journey are you trying to, you know, really try to grab attention. And depending on that, you have multiple options. Obviously, at the top of the, very top of the funnel, like, it's much harder to do 1 on 1. I imagine trying to send 1 on 1 videos to every single email subscribers that you have. That would not be scalable. But as you go down deeper in the funnel, you can actually be more personal. You can actually mention the name. Just say, hey, Lindsay. How's it going? Here are some really actionable things that can help improve your video strategy. And those kind of things, I think people pay attention because they know that it's not mass produced, but it's also feels like it's tailored specifically to to them. So I think that's exactly where I start. What is your goal? Where in a customer journey do you do do you see the the, you know, do you do you want to, like, make an impact with this? And then, finally, once you have that, figure out how video fits into that. Like, how, like, how what is what is the point of the video? Is it trying to educate them? Is it trying to entertain them? Is it trying to give them the next step or how to show them how to do something in the product? Is it to give them some advice or some, nugget of wisdom that they couldn't get otherwise. So I think that's where I would start even before, you know, really thinking about, like, oh, let's think about, cameras and and lighting. And I know I saw a comment from Reagan. It's like your lighting is so beautiful. Thank you very much. But, like, that's not where I would necessarily start with video strategy because usually people think like, oh, which camera do I need? Do I need a Sony a 64100? Which lens do I need? Do I need the Sigma 16? All of this stuff should be secondary to the why, like why should it matter? Yeah. Yeah. I think you make a great point. It is so easy to jump start into those things and then get very overwhelmed because that world, especially if it's not in your playground of toolkits and whatnot, can be very overwhelming very quickly. You make a great point of starting out with your why and your strategy. What's the goal? What does success look like? Starting small and beginning there. Kind of a follow-up question on that video strategy question. You know, why should businesses invest in a video strategy? How can you, you know, get the buy in from your leadership that it's time to have a video strategy at your org? Yeah. So how how can you start off with it? I think I like you mentioned it, I think I would really start small. There's, you know, Goldcast has some some free free tools that you can start with. I think that's where I would start. It really is like especially if the exec is not fully bought in into video strategy. If you can show the results potentially before, and show them, hey. Here's this, small minimum viable content or MVC. You know, there's this whole thing in startup world, minimum viable product. Like, you know, start launch with a smaller piece of product rather than trying to launch a fully customized studio that's well lit and all that. Like, how do you start off with a, like a smaller scale and kind of beta test that and show the results? I think that's really where you can get momentum and move forward and really get buy in. One of the things that we that I did with Appcues was, like, when we are trying to prove out if we can use 1 on 1, like, video, like, suggestion. Like, we would go I would go in, review their onboarding experience, and then the sales team would actually send that out to the company, the contacts they have as a as a little small test. And, you know, before we we pitch that up to the the sales exec team that, hey. This this could be potentially something helpful where rather than, like, sending the generic email, like, hello, their prospect name, wanna put on a demo for us. Like, rather than that, it'd be like, hey. We went into your product. We found these tips that can help you in onboarding. Here's a video about it. And I think that was a small test that we were able to do to to prove to the exec team that they're that we can invest a little bit more time in especially high value targets or high value leads that we have in our in our database. Yeah. I think that makes a lot of sense to try to identify just one way you can test video. Try to kinda level set with that and then start from there because it's, again, easy to fall into a trap of, like, all these big, huge, massive, crazy video ideas, but that's that's gonna make it a lot harder to get, a, that buy in, but, b, like, produce and do that and achieve that. So starting small with something that is feasible and that you can easily measure and kind of show that success back to leadership, such a smart tip. And I'll also add, you might also consider finding other orgs who have successfully used video packaging that together as like, hey, look what our competitors maybe are doing and like the success. Obviously, you're not gonna know all the success because you don't have their back end analytics, but there are things you can glean from social media and campaigns and stuff. So I would say too, if anyone in the audience is wondering, you know, how to start out to package some things your competitors are doing or other people you aspire to kind of look alike in the marketing, world you're you're playing in, and bringing that to the table because that can really spur some like, oh, well, if if they're doing that, then we should be doing that. So for those who might already be investing some in video, RJ, I wanna ask you about how to better use that video. So in this instance, I wanna talk about people who are already running, like, webinars, virtual events, video podcast, I think that's a very easy entryway into video. How can people get more use out of those types of video content? Yeah. I mean, this is the the the remix strategy. You take one thing you have and try to remix it. Is it remix or replay into other types of content? You know? You you mentioned LinkedIn earlier, Lindsay, how they have a video tab now. One of the things that they have with the video tab is vertical videos where it feels like TikTok. In my mobile app right now, you go to the video, you swipe up to watch the next video. Obviously, like, LinkedIn is trying to do that to get more engagement, people get people to stay on on LinkedIn more. So that's one way to approach it. Can you take your webinar and slice it up into different formats, not just the typical, you know, 10 80 p or or this landscape video? Can you create, you know, vertical videos, square videos, which take up more, real estate on social feeds? And then, like, trying to find those nuggets, especially with longer podcasts as well and longer webinars. Like, cutting it down to, like, 15 to 60 second video can really have, an impact into, like, people what like, oh, this part is interesting. I should watch the whole hour long webinar or hour long episode of that podcast. So that kinda gives them, like, the quick hits or quick bites, which is the the topic for for for this this, this session is exactly. So I think finding those quick bites that people can take and share, so that people, oh, I get it. This is the funny part. You should watch people should watch what comedians do. Like, this is what comedians do, what they do. They have, like, an hour long set. But if you go on Instagram, Reddit, anywhere else, they take one joke. They take one interesting joke. They share it on Reddit. They share it on Instagram. They share it on, TikTok. And that joke is funny. It gets it's like one punch joke so that people are interested in going to their shows, interested in going into their other sessions, and watching their whole a whole video. I think that's a great approach that b to b b to b's b to b or companies in general should watch what comedians do with video specifically. So, yeah, hopefully that helps. Oh my gosh. That might be one of the best repurposing tips I've ever heard. No one has ever positioned it like that to me, but it makes so much sense. I will say an easy hack and easy tip if you are interested in doing this strategy with your longer form content. If you don't wanna waste the time rewatching it, GoldCast ContentLab can make this super easy. So one prompt I like to use, if I'm repurposing content that it's been a while since I watched it or since I hosted it, I like to go into ContentLab, which is our AI powered repurposing video tool. I can go find the event, webinar, video, podcast, whatever it is, and go into my blog post generator, which will kind of create a blog post based off that video content, and I'll feed a prompt that says, find me the most controversial moments in this webinar. I define controversial as surprising facts, things that go against the status quo, stuff like that. You definitely need to define what that means to you because it's gonna be different according to your brand. But it's an easy way to do exactly what you're talking about of sourcing those, like, highly engaging, controversial. You could even do funny, you know, if you had someone funny on your episode or your video and you knew add some jokes. But that's, like, such a smart way to think about that. I'm never gonna not think about this now. So thank you for your Thank you. I love that. I love that tip that you shared. I think that's another great use of AI. Like, you can help it like, an hour long will like, rather than going through the whole hour, you can use AI to find that controversial point like you mentioned. That's awesome. Yeah. And it's very helpful too if, let's say, you're a demand generation marketer and you might not be creating the content or sitting in on those events or podcast recordings, but you're likely crafting campaigns based off of them. It's just a great way to be able to find what you need without wasting hours of time. Anyways, on to our next question. So let's say you're at an org that has already bought into video, but you haven't really gotten started yet. You're just kind of in the infancy stages of video. Where do you suggest starting first as your first kind of, like, trial on video? Like, what what Trial on video. Yeah. I think you've touched upon this a little bit already. Like, do I would start off with what video content do they already have. Right? Do they, do they have some webinar content? Do they have video podcasts if they do that? In that case, do they have some videos in the past? And then is there a way to kind of, like, re repackage, reformat, remix those videos? Do what you suggested. Plug it into Goldcast. Find me the controversial fun parts here, and and that would be a great way to to kinda scale up what's already there. If it is starting from from scratch, I would, you know, definitely find the go back to the why. Like, why are we doing this? What were would be the most impact in terms of video that we can help? Is it more top of the funnel where we're trying to get folks in in that case? Maybe social videos, if it's related to your brand or or, you know, a safe bet is definitely starting off with an interview interview like this or, a a webinar could be a great place to start with a video. I think that's a very safe bet. On the other end, a more extreme end could be doing skits. I've seen some people, some companies do that, companies like Clay. Clay is like this sales intelligence tool, and they've been doing a lot of social funny videos. That does require a little bit more editing and resources. So that's just something to keep in in mind of. And if it's more in the middle of the the funnel, around activation or prospecting prospect closing, then in that case, maybe more educational videos where just a talking head could be very helpful there as well. Yeah. Great advice there, and I'll add to that. Lean into the skill sets on your team. So don't try to put, you know, a square peg in a round hole situation. If you have people who have great skill sets in writing those skits and doing those short form videos, lean into that. If you have people who are stronger of doing, you know, moderation, podcast hosting, webinar hosting, lean into that. Like, you're just getting started, figure out what skill sets exist on your team and kind of start there and then grow into those other skill sets. So, you know, if anyone watching has any of those short skit tips, let me know because that's my next foray into video. But I think thinking about assessing what skill sets you have in your team Mhmm. Using those, their full ability. Because otherwise, you're just it's gonna take so much more effort to, like, push into those things that might not be natural or not just points. That's a good point. I think there are you know, one of the things we tried at Appcues was, like, having people share video, you know, a talking head, which is just one person sharing. They were we reach out to customer success, and there were 1 or 2 folks that were like, these people are great. And I found out one of them was a cosmetic YouTuber on the side. I'm like, how did I not know? Like, how do we not notice? Like, she has a YouTube channel focused on cosmetics, and she is a customer success for enterprise company on product adoption. Like, we need to tap into this. I think you're totally right. Just, like, reaching out, the other company I was at, one of our ops person was also a video, like, side editor. And I'm like, how come we never knew this? I think that's a really good point. Just finding out who in your team you can tap into to really help out. Yeah. You never know. You never know, so ask. That that's that's your push today, everyone. Ask. Ask your teammates, who likes video? Who does video on the side? Who has these skill sets? So let's talk more about how you source your ideas. I think that's another barrier for people is they might feel like, I just don't have any video ideas. I don't have creative ideas. I don't know how to source those ideas. So for those who are winning that notebook today and wanna fill that with ideas, what's your advice for, like, sourcing creative ideas? Where do yours come from? How do you do it? Yeah. I think there's that's a good question. I think I would I usually look at 2 2 places. I think the first kinda ties to what you mentioned. When we did our mother's day campaign at Appcues, we actually sourced it from the team. We just reach out. Like, what should we what what's fun thing we can do for for mother's day for b to b Appcues? And what and we ended up with somebody suggested, not from marketing, from customer success, was, like, we should write we should get AI to write a song, and we'll sing it and poems. And we'll we'll wrap it or sing it or, to our top 10 customers, and we'll post it up on social. I was like, what the heck? That's creative. So we asked AI to write poems, and then people would read it. I I added the background music, and then we shared it on social. I did a rap video for Hotjar at that point, and I think that's one place to get ideas. It's just, once again, ask ask your team. Like, we're especially if something's coming up, like, hey. We're trying to do x. We're trying to get attention during Thanksgiving, which is coming up, or Halloween, or we're trying to get our attention from our customers. They're not responding. What are some, ideas you have? No create no bad ideas. We'll just dump brainstorm without any negativity at that in that sense. I think that's good. The second thing is I would find inspiration outside of b to b. I think I would look, you know, look at the shows that you watch, look at, you know, YouTube channels that you that you if you watch YouTube or even TikTok, it's like a great place to get certain ideas. I would also look at other companies. So just try to get inspiration, like companies that are doing great at video. Obviously, HubSpot is one of them. We were there. Like, they're they have a great YouTube channel as well as a really great video content. I mentioned Clay. You know, there's a few other ones. I'm sure you I'm sure you you have some suggestions of, like, oh, if you're looking for a video inspiration, you should check out these companies. So I I'm curious what if you do have any other suggestions in terms of, like, inspiration from anywhere else, including me potentially companies. Yeah. I mean, this one's probably pretty common right now because I feel like they're everywhere, but ClickUp has been killing. ClickUp. Oh my goodness. They're skits. Right? ClickUp on TikTok. Like, they're they're oh, yeah. Please. And I will say, if you wanna learn more about how ClickUp is using the videos, we are hosting a virtual event on October 23rd. Mark y'all's calendars, the content resurrection. It's gonna be great. We're actually gonna have Greg from ClickUp who's gonna talk about, you know, how they are using video to fuel their marketing strategy. It's gonna be a fun time, but ClickUp is definitely one I love. Leaning into I think b 2 b can get a lot of inspiration from b 2 c, and I love Liquid Death. I think they are so clever and so smart with what they do, and they're like they do, like, music videos. And, like, one thing they did is they took all these bad reviews of Liquid Death, which is weird because it's just, like, canned water. Like, how can you, like, badly review canned water? But they took all the bad reviews, put it in, like, a wrap, did a music video. Hilarious. And then Duolingo too is another one, killing it with their videos. I love that. So those are suggestions for me. I'm, like, who to to get Yeah. Ideas from. You were talking about when you ran App Queues. When you have these creative ideas, how do you get the buy in? How do you convince your leadership, your manager, whoever it is to get the buy in? Yeah. How do I get buy in? I think it's making sure that they understand they under you know, when leadership is involved, they care about, first of all, the ROI. But, like, what is the problem this is solving? Right? What is why why are we doing this, particularly? And I think just explaining that well rather than like, oh, I have this crazy idea for this video. We should do this and this and this. I would start from from their point of view. I noticed that we're having a problem reaching out to our customers. Right? That they haven't responding to us. Well, here's an idea that that we wanted to try run for a few customers to to do x, y, and z or for that mother's day video. It's like, we noticed our organic traffic has flattened because of AI and Google. We need to do something more social, and we're seeing a lot more companies trying to get attention to this. Why don't we celebrate? And one of the top, you know, content on LinkedIn is celebrating wins. Why don't we celebrate our customers' wins by writing them a song? And then they they understood that. Right? So, like, trying to, you know, not necessarily pitch, but try to share the the idea, not from the idea point of view, but from their problem. Like, what are they what is a problem that they care about that video is the solution? So think trying to understand what keeps them up at night and and positioning video as a potential solution that we should try it's a great way to approach it. Positioning video as the solution. I really like that. We're going to jump back into our slides. It closes out on the conversation around video. Why video? Why bite sized videos? Now we're going to have RJ talk about how to get started with video. Talking a little bit more about the tools, what you need, and then just how to get started. RJ, take it over for me. Yeah. I would say, if you were gonna do some kind of videos like the, you know, what ClickUp is doing or Clay, don't go you know, this is my problem. When I got it started to video, I watched all the YouTube videos of what YouTubers, what camera they use, what lenses, what lighting. That's great. I think I would not start there because you'll take months and research and money, like, to set up all that stuff. I think as simple as your phone. I'm reaching out to this phone. This is an iPhone 13. This is not a new necessarily new phone. This is a 2 year old phone, but it can take, like, high quality if you're familiar with video, it's 4 k. Right? There's a lot of phones, even iPhone 10 can you know, even Samsung. There's a lot of video, cam phones that can really take some great, quality videos that you need to start off there. And I think that ties into the next point where rather than worrying about the tech, in the beginning, I would think about the 80 20. And this is something that, Jay Acunzo, if you don't follow him, you should check him out. He's really great at, like, at this talking about, like, figuring out your concept and your story first. You know, a lot of great talk shows or even, like, TV shows, they have a concept that makes it easy for you to share, like, how I met your mother. Like, it's about a guy who's, like, trying to tell a story to his kids about how he met his mother or, you know, other shows on even on TikTok where I know you're gonna talk about this a little bit, Lindsay, but man on the street where, like, you interview people on the street. There was one YouTuber I follow where he asked people how much they make and where they spend it. Or, like, he interviews people who drives Lamborghinis and ask them how they made their money. That's a very simple concept because a simple concept is easily shareable. So, like, oh, here's a guy who goes to rich people and ask them where they made the money, and he posted up on TikTok. That's such a simple simple thing. You wanna make sure that your, your video concept is is, simple. It could be like, hey. I'm trying to review our prospects videos and sharing it to them. That could be that simple as well. And the other thing that we've talked a lot about, and I know you're gonna talk a little bit more, we're gonna talk a little bit more, is repurpose your content. I think that's a great place to start. You know, webinar and workshops and, and panels when you have a like, multiple people having a chat, screen recordings. All of those things are really great, content that is often a lot of companies, they end up shelving on the replay folder, and then, you know, it it's there forever and it's not used again. I think giving them life in other ways could be super, super helpful. So I think this is just simple tips to to get started with video when, you know, when you're getting started with it. And you kinda led me into exactly why we're doing that content resurrection event because it's so often that the videos that are already in our repertoire are just left in those folders for so long and there's so much more we can do with them, but we just don't have the buy in or the time or the tools and resources. That sounds appealing to y'all. I hope to see you there. But, yes, great tips here. Start small. Start simple. Just know your goal. Take it one bite at a time. Right? I feel like I need the moo dang GIF or something right now. I'll take it one bite at a time. Right? So next, I wanna talk a little bit about 10 short form video styles to try. So I'm gonna run through this a little quick. But first, self record skits like RJ was talking about, making a really short skit, film it on your phone, and then using, you know, some tools to edit that, get that out. Next, webinar clips. You know, if you're running webinars, that's a video. It's a video. It's a video. So use it like video. Right? Find those controversial, funny, smart, snappy clips and share those. Product walk throughs, you can make GIFs, you can make short videos. Those are another great way to integrate video into your customer, journey. Man on the street, like we talked about too. I was just at inbound a few weeks ago. I think I did about 20 man on the street interviews. Here's a shot from one of those videos of John from Everlaw. That's just going on the street. If you're b to b, maybe going to an event, being on the floor, interviewing people, making short snippy videos that you can use on social, YouTube, your campaigns, whatever. Product release hype videos are another one. If you have a big release coming about a new service, a new product, creating some kind of video to hype that up and get the word out about that. Employee highlights, another great one to do, asking employees to record just a short video about themselves or even like, kinda, RJ, you were talking about integrating employees in the holidays. One thing we did was we had 5 or 6 employees share what they did for 4th July, and we did a short little video, you know, montage of all that. And it was just a fun way to show off our employees and our our company culture. Another one is solo thoughts. So, again, kind of the idea of podcasting or things like that, just getting on to a video recording tool, recording some of your thoughts, snipping that into a short snip, or recording it in, you know, one take in a minute or something like that. So you can use it as, like, a YouTube reel or Instagram or whatever it might be. Event promos, another one. So if you're running events or webinars, doing short, snappy videos to promote those, I have some examples here coming up. Screen recordings. So I think people sometimes don't think about, like, screen recordings are video too. So if you're trying to walk through something, show off something to either a prospect or a customer, screen recordings are a perfect opportunity to start using video. And then customer highlights. So taking interviews with customers, snipping those into clips, integrating those across things. So, RJ, anything to add on to these top ten ones? No. These these are great. I think this is, like, really great. I was gonna say skit, but that was it's already up there. This is this is perfect. Awesome. Well, before we jump into all of the examples throughout the customer journey, just bringing up this slide to remind what that journey looks like. Going from awareness into nurture engagement, evaluation consideration, making the ding, ding, ding, the purchase, baby. And then comes the onboarding, the activation, and then the retention, loyalty, advocacy, and of course, you know, resigning, re upping, continuing their journey with you. So now we're going to get into some awareness examples. So I'm gonna stop sharing my slides, and we are gonna do some screen shares. So let me hop into this first example. This one is from RJ, and this one is talking about how to use memes, as a way to go in the awareness stage. So here we go. Let me hit play real quick. There's no sound. Don't worry. Yeah. RJ, explain, you know, the example here for us. Yeah. Okay. This is something that I actually forgot to mention the top ten. I am on Reddit and 9 9 gag a lot. And, like, I think another great way to get attention from the top of the funnel or awareness is being funny. And I found this video of a plane, like, landing and taking off. I was like, well, how can I apply that to onboarding? And one of the things I did was, you know, it says here, I'm trying to read it right now, you know, 40 free 14 day trial, and then it's like, okay. Check your email to verify email. But a lot of people, I think 30 to 40% of people, they see this, and they actually don't verify their email because you don't have time or they get lazy or they don't find it. So I just use this little meme to, like, hey. Here's what's happening to your thing, and and you can grab attention with that. So I think there's an another hack would be, like, finding videos online and, like, re resharing it as related to your topic. Some people who do this really well, folks like Elena Verna. He's she's more in a PLG space, but she's been posting up a lot of videos related to that. Elena Verna, Leah Taryn as well, Enzo Adigo. Those are folks that are using meme videos to capture attention and share something educational as well. Love it. I will say that's a good point you're making. You can use memes and GIFs that are not your own creation, and that can be part of your video strategy too. Brilliant point there. So I'm gonna pull up another one from RJ real quick. So we're gonna plug this bad boy in here. Let's go. Okay. And so let's play this one. I'm gonna put my Pitch are fantastic. They are presentation software, And due to just the nature of their platform and their team, they're so design minded and design focused. The main kind of star of this Yeah. Yeah. For this one, we, this is Pip, our customer success manager. And one of the things so, concept we did was, like, well, let's let's praise up our our customers and share, like, a experience that we love that they're doing. And we we had a video editor help us with this, and that's just another great example of, rather than talking heads. You mentioned earlier, screen share is a great one where, like, can you share a win of your customer and just talk about that? I think that would be a great example of of another idea that people can can potentially pull off. Yeah. A great example there. Okay. Now, audience, did you hear an echo on that? Because I think maybe we both need to mute when I play those videos, but I'm not sure if it was just my own echo. So I want to pulse check here. Was there an echo or did you all hear that okay? No echo. Okay. So it's just me. Okay. Good to know. Thank you for pulse checking me on that. Sometimes I just get a little lost in here. So Next, I'm going to bring up a Goldcast example. I'm going to put this one in here. Now, I'm going to give a little bit of context before I hit play with this, but this one is going to be an example of how to use video to promote your webinars. So this is actually a promo video we crafted, for one of our other Gold Cast Insider, episodes. It was about our brand voice and tone. So let's take a look at this. That's just bringing together how you might use a movie trailer style idea to promote your upcoming webinars. Now, this video can be made either using a video designer, video team, but I'm almost betting you, you can probably find AI that can help you do things like this too. Then our next example is going to be on that repurposing side. So this one is actually a repurpose of a Goldcast event, again, using ContentLab to do that. So I'm gonna put this view on here. Of your time on your hook. And there's not just one type of hook. It's, like, one of the most common misconceptions in social and on LinkedIn. People think that the hook and your rehook is just the first and second line of text. What On this one, this was actually a snippet from our July Goldcast Insider series all about LinkedIn best practices, and I actually did use that ContentLab prompt to find this clip. What I did is I went back into the episode a few weeks after it aired. I asked it, you know, find the most, like, controversial, like, against the status quo, best practices that are surprising kind of tips. And this is one of the clips that it pulled out for me automatically. And what was interesting on this one is it was actually like, oh, yeah. People always talk about drop the link in the comments. No. That's wrong. Don't do it. And that was kinda like the controversy there. So this is just kind of showing you that ContentLab example, in motion. Again, if you are interested in learning more about that, hit that button at the top. So I think that is the last one about awareness and bringing awareness to your campaigns, your content, what's happening. So now we are going to dive into the nurture, ones. So I'm gonna bring up a one from RJ real quick. Okay. So, RJ, you wanna tell us about this? Yeah. This is one of our videos in our academy. So we have a product adoption academy where we have videos of folks, share, you know, just a snippet of insight that they have around this. So this is Andrew Kaplan. He's a leader in the product and option space, and he shot a 2 minute video just explaining why that is so important. I think that's a great you know, doesn't have to be when people think about courses, like, all all the videos, you know, it has to be all video content, but, like, it could just be small snippets and with some text there. So I think that's an a way to nurture our our prospects and and get them in and excited and also educated around the space as well. Yeah. Awesome. I'm gonna play this one for just that entry. I love the opening of this, like the preview and the little, like, wave, and that's really nice. We're gonna give this, like, a 30 second play just to get a feel for this, Scott. Hey. I'm Andrew Caplins. As a two time head of growth, I spent a lot of time working on onboarding and activation. And throughout the years, my teams have tried different tools, different delivery mechanisms, different frameworks, and we built and rebuilt the experience multiple times. Yeah. So, again, just using that talking head video, super easy. Well, maybe not super easy. You know, it does take effort to do this. I just we get that. It doesn't. But, again, you you this kind of video doesn't take a lot of video editing overall when you're just talking into a camera, so it might be a nice place for people to start. Then another one I want to bring up for, exploring or not exploring topics, that's what the video is about, but in that nurturing stage topics. That's what the video is about. But in that nurturing stage too is making videos that are kind of going into topics, that you might wanna track the right audience about. So modal content is the combination of different types of media. So Multimodal content is the combination of different types of media. Multimodal is the future of content marketing to me. Essentially, it's bringing together different mediums like text, images, video. Audio, and image recognition to create a more dynamic content experience. And it's important because not all people are in the same, not all people are in a team's safe. So the more opportunity you have to create content that addresses your audience in the way they want. This example is showing when you're trying to nurture people and get them through that funnel to identify some categories or content you want to dig more into. For instance, that video was all about explaining multimodal, what multimodal means to the Goldcast team because that's part of our sales narrative and what we're selling, which is a perfect transition into the next level, which is sales. RJ, I'm going to bring up this Loom video you shared. So one second. Alright. And, actually, RJ, you wanna set us up at all before I bring this video? For sure. This is the one that I mentioned earlier where we were testing out, sending out videos of of me reviewing, an onboarding experience. They decided to choose me because I'm, I'm known in the space, in the onboarding space. So I I reviewed this as, and then our SDR, Avery sent this out to to this prospect, and he got this conversation started with Patreon. Patreon is, a creator tool where people can get some patrons to pay for their their space. So the this is just quick video me of of me, reviewing Patreon and giving a few tips of how to improve the onboarding experience. Alright. Let's give it a play. I love this. I think sales does not use video enough, and I think creative ways like this where you can show off your product in a way that's very personal to the brand and very, like, curated to the brand is so smart. So let's give this one a play. Let's do about 30, 45 seconds. Hey, Patreon team. Super big fan of your product. I'm, also creative on the side, so I love what you all, are doing also. Yeah. Let's just think, you know, I'm gonna be thinking about your onboarding experience. Really love it. I think there's just a few things that I there are opportunities for you to just kinda level it up. I've already gone through this. I'm just gonna pick up the video that I have with this here. Great experience. The checklist is great. Super straightforward. You you know, you make it easy. What I need to do here. You know, there's 5 things that you want new creators to sign up for this. Do a profile pic of photos so that they can own their page or their their Patreon page. Scribe the page, make the 1st public post, publish a yeah. And what I've I like about doing something like this, it doesn't have to take long. This this is, like, 5 minutes or less per video, and it's something if you dedicate, like, an hour, you can potentially create 10 to 20, of this kind of videos. Yeah. I love it. And I think this is also an interesting way to leverage your people as, like, experts in the field. I think that's a very interesting way to use it. And you could even also even though you're using this in a sales play, in a sales cadence, I think you could also use this as part of, like, a series that talks about, like, what you're presenting here. Right? So I think there's a lot of opportunity with a video play like this. Okay. And so now it's kind of into the last segment of the sales funnel or this customer journey, and that is the activation and post sales, which, RJ, I feel like you are the king of all kings when it comes to these kind of things. I mean, that's where you made your name. So if you want to set the stage of this next one I'm pulling up. Yeah. I think this is the alright. This is perfect. I think another place that you can use videos, especially, you know, this is something that people do if, like, they're trying to figure out how to do something in Photoshop or another tool is to show, a screen share, essentially. And I think that's something that could be done easily. Once again, with with any kind of tools that you have, just walk them through it. Sometimes people actually, me personally, I prefer watching a video of what to click rather than, like, oh, click on the file button on the upper right. Like, where where is that? Rather than you having a visual of where to do things, I think it's very helpful for for cost your customers to to really get started with your specific product rather than, you know, going through the instructions where it might not be as simple. Okay. We're going to give this one a play. And I will say too, I love visuals because I'm a visual learner, especially when it comes to product things. So I think the more you can skew video with your product onboarding and your post sales, the better. So let's give this little boy a play. Hey, folks. Ricky here with Appcues. And I'd like to personally welcome you to the Appcues platform. 1st and foremost, Appcues is a product messaging platform that allows you to send beautiful experiences to your users in the way of banners, pins, modals, surveys, cool tips, hideout, hotspots, so much more. You can do all this having to write a code after. What I like there is that you have a personal element too. It's not just the screen share recording of either your tool or your deck. You see Ricky there. Fun fact, the day I used to work with Ricky, small world. Well, I forgot about that. You're right. You used to work with Sheena. It's awesome. But I love the opportunity here to focus on your product, but also bring your people into it. I think that's very smart. And I will say if you're watching this video, post live event, if you want access to all these examples to watch them through, to take some time with them, they are actually in the docs tab. So people who are live, you can hop over there, grab all the examples in the docs tab, and if you're not watching this live, if you get to the on demand page, it'll all be listed there too. So just an FYI for anyone who wants to look more into these. So we have one last example from RJ in the post sales and activation. So let me pull this one up. And, RJ, do you wanna kinda set the stage for this one as well? Yeah. This one is one of our welcome videos in our welcome flow or product tour, and it's just, like, makes it more personal when you have somebody waving at you. I do find that it depends on what kind of user or customer that you have, if they're video content folks, or do they want more flight they want that guidance, that more clicking. So here's one of the videos that we have on our welcome product here at Appcues. Great. Let's go hit play. Welcome to Appcues. We're excited. With Appcues, you can build a new on brand experiences in your product. No code required. To start, we build flows just like these. You can style your things that are native to your app, add custom images or videos, then you'll use our targeting engine to reach the right users at just the right time. And once you publish your flows live with one click, you can head to your analytics page to see the impact of your content or connect with an analytics tool you've already used. We can't wait to see what you build. And again, the human touch. So you started out the webinar speaking about this, and I think this is like a nice ending video before we enter the q and a, that it's not just again showing the product or having animations of what the product can do. Like, you all brought in a real person and put them on camera. So I think that's a very nice touch there too. Yeah. For sure. I and it's one of our team team members. Like, team this is funny. Sometimes, like, the person on the video is like you're talking to them. Like, oh, I just watched your video. You're famous. And, it's not me. It's that late that person. And I think that that's what happens when you know, one time I signed up for this product, Thinkific, and they had a course, and I asked for support, and the person I was talking to was the one in the video, which was super, super cool. I love that. I love it. I think that's just such a fun, like, surprise and delight moment. Right? Like, oh, it wasn't a paid actor. It's like, oh, you're saying they exist. Like, you know, I'm talking to Ricky at AppQ. So Yeah. I I love that. It's a really great way to integrate people into your video flows. So now we're gonna get into q and a. I will ask, viewers, please go over q and a and upvote the questions that you want most answered, because then that will kinda give me a sense of, like, what questions are, like, you all most hungry for. So, Stacy, who actually is gonna be on our next episode of Goldcast Insider. So, thanks, Stacy, for, sharing a question today. But Stacy asked, is there ever a time where you're putting out too many videos? Oh, this is a good question. RJ, what's your thought? That's a good question. I guess it depends on are you talking about social? Are you talking about LinkedIn? Are you talking about, your customers? At the top of the funnel, yeah, I I think I've seen I've never seen somebody put out too many videos because it takes a little bit more effort into actually creating them. If you can do one video a a weekday, I'm impressed. I'm already impressed. Right? Like that for me, I typically post 2 to 3 videos a week on LinkedIn. Even then, like, I you know, it does take more more time to find, like, the the snippet. If I had to record it, then put it out there. And then I do see some people, that do get some help, like, you know, some, they're hiring a video editor or they have, like, a little bit of a system or a team dedicated to video. And then in that case, the most I've seen is probably one one a day is is on on LinkedIn. Have you have you seen the same thing, Lindsey, or do you have any other ideas here? Yeah. I think on this one, it's probably I I think about more of, like, the distribution of your video. So if you're using, like, email campaigns to get videos in front of people, you can definitely email people too much, you know. Or, I think too of YouTube, like, the strategies of how you share your content on YouTube, and is there a point at which you have too much? And I think when you're thinking of distribution, it's how can you trickle it out strategically to get in front of people consistently, but not con all consuming. So there's a balance there, I think. And we have a kind of a related question from Matt that we're gonna jump into next. And Matt asked, is there a suggested frequency for a b to b business of how much they should be putting out videos? Yeah. I think that's a I'm going on I'm basing this question on social or LinkedIn again, unless it's, you know, like you mentioned around email campaigns. Like I mentioned, I think typically, 2 to 3 is is a week is is what I've I've seen. Even then, I think, that takes a lot of effort and and editor, like, and things like that. If you did wanna start off, I would find your own cadence that you can support as well. As long as the video is great, this is something that I've I've been hearing a lot more YouTubers. It used to be that YouTube cares, like, that you have to post 1 a week. One video a week or else the algorithm will hate you or slap you down. But what I've heard from folks like Jay Klaus is that they're actually caring more about producing or putting out good videos that people watch through all the way. So it's more about engagement retention. Are people watching all the way to the 32nd? And if there's any indication that LinkedIn is if they did if I have a hypothesis that if they're gonna care and invest more in on t on video, then they're gonna start caring about video retention as well. Like, if if post you put up a a minute video, they only watch 5 seconds. That that that's a clue to LinkedIn that that's not a great video versus if people watch the whole thing, that means it's a great video. So I probably more focus on on putting a video that you think that you your audience would care about rather than than frequency itself. Yeah. I will definitely double click into that one. We've seen in our own research, and I think research that's coming out too, that now, you know, things like LinkedIn are putting more emphasis on the watch rate. So that is important, and, actually, I am presenting, at demand, coming up at the end of, the month. And one of my tips there when you're thinking about the videos you're repurposing or the videos you're putting on social is just watching how long they are because that watch rate and how long people engage does matter to your reach and your impression. So great points there. Miranda asked oh, let's pull this up. Oh, sorry. I don't know what I just did. There we go. Miranda asked, what is your favorite AI system to use for bite sized videos from webinars? We use Opus, but it could be better. So, RJ, any thoughts here? I think I feel like I feel like I have to mention here. Is that something? Lindsay, do you wanna a good question. Don't worry. No. I think that I think Opus is great. Obviously, Gold has some. You know, as long as he it's more about finding that good part in the video. I think that's what matters more is that if you can find that nugget of gold, that hot date that, Lindsay, you shared earlier from that previous Goldcast insider guest, like, oh, it's not about this. I think that's what's gonna matter more, in in my opinion. If you have, you know, Opus does help with that, I think Goldcast does as well. So yeah. Yeah. So if you're interested in learning more about Goldcast and how we can help you scale video, hit that create more video button. Anyways, one last question is we're coming up against time, but Lisa asked, what's the best source of open source video? RJ, are you using any tools to get royalty free video to use your videos? Yeah. I think pex, Pexels, they also now offer videos, pexels.c0. I think that one has some royalty free videos that you can I'll just drop, I think yeah. Drop it in the the chat here. There's definitely a few other ones, but from what I've seen since Pexels is known for royalty free photos already, they have some royalty free videos as well. Yeah. I think that's where I would go. If you could shoot it with your phone, that would be better. It feels more authentic. I think just simply like shooting a book or a table or something like that, that would be very funny. But if that's not possible, then, yep. I think Pexels is a good one. I think it depends on the video you're creating, but 2 tools that I've been playing around with that are AI based depending again, like if you're doing something that's more graphic or virtual. What is it? Oh, I just looked at them. Let me look again. So 2 I've been looking at for imagery that you can bring into videos. Ideogram and Visual Electric are 2 I've been playing around with that have some options of building out graphics, and I think videos too possibly that you could integrate in. Well, but, that is kind of getting to the end of our time here today. So I'm gonna stop sharing this question and we're gonna close it out. Thank you, RJ, for joining us today. You dropped so much helpful knowledge around video. We really appreciate it. Thank you. Any final words for our audience around video, getting started with video, doing bite sized videos through the customer journey? I think I would reiterate what you mentioned earlier, just ask your team, ask you know, what what they've already done. Ask for ideas, and then find that, the next, you know maybe find an a next event or something like that that you can really get started with it. And I would really reiterate, like, don't get too caught up with tech. I think that's maybe just me. I'm like, oh my goodness. I I love acquiring new small things like cameras and lenses and and oh, should I get a better webcam? No. It's not oh, should I get this? And it just I think just, just get started. I think just start with a minimum viable content and go from there. Well, everyone, just get started. That's your mission. I hope you have fun enacting these tips. We will be emailing the winners hereafter, so maybe there's a journal in your future. So pay attention to your email inbox. But thanks everyone for watching. We really appreciate it. We'll see you at the next Goldcast Insider next month featuring Stacy. So super excited to jump into how to increase your on demand views for webinars. So gonna be great. Lots and lots of helpful tips there. So thanks for joining us for this video journey. We hope you have a great afternoon. Bye, everyone. Thank you. Bye.