An essay by John Melonakos
Video Marketing Lessons from Kevin Daum
At an EO learning event tonight, Kevin Daum spoke about video marketing. Kevin is the author of Video Marketing for Dummies and Roar! Get Heard in the Sales and Marketing Jungle.
He talked about creating an Awesome Experience and broke it down into 3 steps: 1) Compelling Messaging, 2) Intentional Marketing, and 3) Memorable Delivery
Compelling Messaging
- Amazing content attracts customers predisposed to buy at a premium price, and repels those that are not (since they are just distractions).
- Lead networking intros with the pain that you solve rather than a statement of what you do; you’ll get a lot further more quickly if you do.
- Come up with differentiators that make you truly unique, not just rare, but truly unique. Let your customers know you have those differentiators.
Intentional Marketing
- Intentional marketing starts with a solid understanding of sales. Go here to get a solid understand of your sales process by answering 100 questions.
- Marketing is the application of efficiency tools for scalability of this sales process.
- Branding is just marketing that we don’t know how to measure.
Memorable Delivery
- Video is an efficiency tool
- Last year marketing was about attention. This year measurable ROI. Don’t think 1-to-many; rather, think 1-to-few or 1-to-1.
Other messages he shared are:
- Identify choke points (such as inconsistency, redundancy, and confusion) in your marketing. Eliminate those.
- Create internal-use videos to better ingrain rules and processes into your organization.
- Use humor.
- Tell a story.
We are working on some pretty cool videos for AccelerEyes, so this talk resonated with me.
How have you used video in your startup? What tips do you have for effective video marketing?