Enterprise Marketer - Make Your Marketing Matter.

Video marketing is no longer the future, it is the now, and it’s becoming more and more attainable according to this week’s hosts, Marcus Sheridan and Sherri Powers. Marcus is the Founder and CEO of The Sales Lion and Sherri Powers is the Director of Marketing at TechSmith Corporation.

Marcus works to share with his audience the basics of video marketing so that they can meet consumer’s expectations. “If you say, "It's our people that make us different," it doesn't matter because everybody else in the marketplace is saying it. Unless you show it, it's not true. Or if you say, "Our product or service is the best," doesn't matter because everybody else is also saying it. Unless we show it, it's not true.”

Sherri believes that the key to successful video content lies in authenticity: “One of the biggest hang-ups I see marketers having in creating video is the fear that it had to be perfect. Or that a video's not a video if it's not perfectly polished, with an intro and an outro and all the right transitions in between. I think some of the most successful content that I've seen out there is just brands being authentic.”

Watch these two video experts as they discuss their own approaches to sharing video marketing knowledge with their audience and clients.

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- So Marcus, I'm Sherri Powers, the director of marketing at TechSmith. And we provide software, so desktop software that allows for easy screen capture or video editing or image editing for, you know, do it all kind of marketers who have to provide feedback on an image where Snagit or Camtasia provides video editing so that they can at least get a jumpstart on creating some video content if they don't have out of house contacts or a huge budget to do so.

- Yeah, yeah. And so your team is how big?

- So we have a team about 25, yeah.

- 25. So here's the thing, you know, at The Sales Lion, we are oftentimes working with companies that, you know, they might have a team of, if they have a team in marketing, maybe it's three or four or five max, you know. A lot of companies that are sub $100 million. What's the biggest difference between a team of three or four in a marketing department versus your case of 20-25, like, what does that look like?

- Yeah, so I think the biggest difference might be the luxury of some innovation time and some time to step back from just the everyday, we have to do this, this and this and we're all doing 50 things at once, the do it all marketer type of busyness to being able to say okay, well, what if we approach this a different way? Or what if we were to realign our efforts in this direction, do we have the time and the capacity while we have a group of people also keeping these things cooking to kinda reach out and try those things and see if they pay off or not?

- So it's like, if you get a team of 20-25, what would you say are the top four or five most significant position?

- [Sherri] Ooh, that's interesting.

- In other words, you're like, these are my core five and the rest kind of just filter out underneath that.

- So I don't know that you can rate them in that way, actually. Because what ends up happening is, you know, you've got a team of three or four. Then you move and you expand from that. The luxury that happens is those three or four can start to specialize in different areas. So you're still covering all the same areas, you know, you've got your digital marketing, you've likely got a little ad spend going on, you've got your direct marketing, you've got your content development, your video production. But all those jobs were still being done, they were just being done on a smaller scale when people had time as opposed to really being able to dedicate the time to really evolve those areas into what could be more of a demand generation process or strategy or more of a consistent cadence of content being delivered and things like that. I don't know that there's one key area or a group of key area per se, but you just get that luxury of specialization in a sense, to an extent, yeah.

- Yeah. So for you guys, you've been with the company how long?

- So I joined last January, so it's been just about two years for me there, yeah.

- About two years, okay.

- And before that, I was on a team of, you know, five or six marketers.

- Yeah, yeah, so you've seen the--

- I've seen the scale, definitely.

- Yeah, you've seen the two differences. We were talking about this a minute ago. And maybe we could bounce this. In terms of what you're seeing, in terms of strategy for content.

- Yeah.

- Say, five years ago, two years ago and today.

- Yeah.

- Let's scale that out. What does that look like for you, and then maybe I can talk about what it looks like for some of our clients or what we're pushing or we're trying to push, you know what I'm saying?

- Yeah.

- A lot of changes that are happening right now.

- Yeah, so I'd love to hear what you're doing for your clients in that respect as well, and we talked a little bit about too what you, you've spoken at Content Marketing World since the start of Content Marketing World.

- Sixth year, I think.

- So the evolution of those topics and what you have been, even from a thought leadership perspective, evangelizing from that realm. I would say the biggest evolution that I've seen is really the buy-in that content no longer needs to revolve around products and the end solution that you're trying to push across from your brand. And people are really buying into the idea that you need to take a step back and really get people to start in from more, you know, a problem aware, solution aware area, from a thought leadership perspective. You know, if they are not bought into the fact that they need a, you know, end table, they're not gonna be purchasing a certain brand's end table or they're not in the market to do so. So evangelizing the first step so that people are bought into the idea that they need to be looking into this type of solution or this type of product before all of your content starts integrating products.

- Yeah. You know. When I look at this, it seemed to me, I actually, overall, I don't think things have changed a lot in six years. So in other words, I would say six years ago, when I started speaking here, and if I said to somebody, "How would your organization define "the phrase content marketing?" I think it would've been a very marketing-centric definition, which is fundamentally flawed. Because if it's marketing-centric in definition, then you're gonna have a problem with buy-in out of the gate because you've got semantic issues with the way that you're describing the thing, right?

- [Sherri] Yep.

- And so I think the biggest issue in the space that is content marketing six years ago was buy-in. I still think the biggest issue six years later is buy-in of people, organizations catching the vision. Maybe you have a leadership team that catches the vision. Oftentimes, not everybody does, if they do, oftentimes somebody in sales, if not the sales manager, doesn't catch the vision.

- There's someone, yeah.

- Yeah, and so the question is why, and I think a lot of it has to do with the way that we have explained the thing. So like, if you go to a sales team today. And you say, "Why does the marketing department "produce all of this content?" I'm really curious as to what the answers to that are.

- [Sherri] Right.

- Because I think oftentimes the answers, to a marketing department, would be appalling as to what they would hear from the sales team. Because there's such a big disconnect. So I still think that the biggest issue, I think the biggest trend is video. And if anybody's not recognizing that for what it is, I just, you almost would ask are they blind to the marketplace, you know what I'm saying?

- [Sherri] Yes, yes.

- To trends. And so I would say over the last two years, our biggest change with our clients at The Sales Lion has been taking companies that say we know video is, we've gotta show it. But they just don't know how to create that culture in house.

- Right.

- Versus hiring a video production company once a year to produce those three or four videos that cost, you know, $25,000 to $100,000.

- And that's all that's in budget.

- And that's it. And then you're out. And then you've got no more video content.

- [Sherri] Delivery mechanisms, right?

- Exactly.

- So is the sales team understanding how to share those appropriately to actually get the message in the right place? So TechSmith creates video editing software, obviously. So we're a little bit more culturally aware of the need for video, I think, on our internal sales team, but we do distribute through a lot of channel partners. Even our software as well for enterprise buyers, and getting them to use the video content even that is created and delivered to them, we still get a lot of calls and requests for, when they think of content, they think I need a PDF for this, you know.

- [Marcus] It's crazy.

- Can you make a PDF, you know, we just need a PDF.

- I think a lot of the problem is, take an event like this, Content Marketing World, right.

- Yep.

- I don't know how many people are here this year, like 3,500, let's say, whatever it is. If we broke it all up and said what percentage of the people here are marketing department, it's probably about 85 to 90%.

- [Sherri] Absolutely, I would say the same, yeah.

- Yeah. And so let's just assume that the other 10% is made up of sales and leadership teams. I think until we get to the point where that number's like 75/25. How many people are gonna be here over the next couple of days, they're gonna be inspired, they're gonna be moved, they're gonna learn, they're gonna be touched, they're gonna return and report and they're gonna--

- [Sherri] Get a lot of--

- Immediately, somebody's gonna rain on their parade, if not a lot of people because they weren't here. Because they didn't hear and see and catch the same vision and have the same feelings. It's more important that the sales team manager is here than the CMO. You know, it's more important that that person on leadership, regardless of scale of company, but that person on leadership is here again, then somebody in marketing. But we send all of our marketers here and we still have a big big issue. And it's the same way at INBOUND. It's the same way at any major conference. And somehow, we thought to do that because the majority of the issues that we're having with frustrated marketers, it's because of a lack of education of ignorance of the team, and the ignorance is spawned by the fact that they just weren't present for those learning moments.

- Right, yep. And then taking the time to absorb, even from the marketing team, in some cases, that can be hard for a sales team that's, you know, they're there to sell, you know, to take time off from the sales floor, even they can't be there so pushing that message of the importance as well and bringing that back is something that, it's a problem to solve, definitely.

- One of the things that we believe in a lot is what we call insourcing and using your employee talent, your subject matter expertise in house to help produce content. How have you seen that with, whether it be with TechSmith or with other, like say larger brands. Have you seen them successfully leverage, outside of marketing, subject matter experts? And specifically, I like to lean towards the sales team here, but maybe outside of that, maybe the engineers and whoever it is. Have you seen companies successful with that, like what are your thought on that? I mean, I've got lots of thoughts on that, what are your thoughts on that?

- Initially, my head goes towards authenticity. You know, one of the biggest hangups I see marketers having maybe in creating video is the fear that it had to be perfect, right. Or the sales team thought that a video's not a video if it's not perfectly polished, with an intro and an outro and all the right transitions in between. I'm in the lower thirds and I think some of the most successful content that I've seen out there is just brands being authentic, putting themselves--

- [Marcus] So how do you get over that though? So let's say you take a brand that has this image.

- Yeah.

- So an SMB can pull it off, that nimble video element, I think, easier than say a TechSmith or somebody that is a very well known brand. Because, you know, once you get to a certain place, your resistance to not produce stuff that looks amazing every time. And I'm all for what you're saying, I mean, I am screaming let's accept that really frankly, the majority of videos that we produce with companies are not gonna be high end production. 10 to 20% might be a high end style, but the other 80% is that just good salt of the earth educational stuff that is show it so they can see it. So how do you have success with that, helping especially those in leadership say it's okay that it doesn't look like a $30,000 production?

- Yes, so we, you know, we're still not 100% there, I would say, but we have had success with this. One of the things we started doing this year is just live Facebook streaming, which is very in the moment, authentic, never perfect.

- That's atypical.

- Someone trips, you know, somebody stumbles on their speech in the video, and that's okay. One thing that's really important to our brand is that people feel like they can reach out to us and ask questions about their video journey and not feel as though we're a super intimidating company that is doing a lot of things right, because we do have the software and we have a larger team to do so, we run into a lot of the same scenarios that any marketing team would. You know, which lavalier should we buy? What lighting's the most affordable and can be used outside for an interview? How do you get your sales team to follow a quick little script if you wanna put one of them on video? We have all of these same problems that we face on our team as well, so size isn't, that doesn't make those problems go away. So we want to be authentic in a sense and make sure people know that we're humans over here and we're facing the same problems you are and we're very passionate about video. And we're creating maybe more than the average team, but we're still not covering all the areas we would like to be and we don't have all of those problems solved.

- With live video, what's been the hardest element or obstacle to get used to or overcome for you guys?

- So I think the hardest obstacle we had to overcome is not necessarily doing it, Facebook, obviously, makes it very easy, for instance, to do a Facebook Live video, or there's other live video options out there. It's understanding what value are we providing consumers. And I think an obstacle for us and probably a very relatable obstacle is are they, is this topic too small? Is it gonna be valuable to them, why should we put this on video? You know, so understanding that there are some things that we're doing just in our day to day that do bring value. For instance, if we're setting up our studio to do some kind of production, taking a moment to stop and say, you know, hey world, this is how we set this up, this is how we set up our lights, this is how we set up our cameras, because somebody might be facing that same problem and wondering how in the world they'll ever do that. And then just opening that up for commentary as well. Asking would you have done this a different way, we'd love to know. Or what did you like about this setup, what did you not like about this setup, what are you doing in your own studio as well or in your own areas of your company to set up a similar scenario? And what that does is it opens up kind of a collaboration space for those people watching as well where they can get advice from other marketers who aren't even us in the comments field and things like that. I think just creating an avenue for conversation.

- [Marcus] Have you had any moment that blew up in your face?

- You know, we've certainly had a couple--

- That's the fear of live video, right?

- Absolutely.

- Is it gonna blow up in my face? So like, have you had any of those?

- Nothing that blows up in your face. You know you wanna be professional, you wanna be authentic, you wanna be relatable and just show what you know, essentially, which is what we're all creating content about anyways. So it's just a matter of talking through that live, in a sense, as opposed to taking a couple hours and putting it into a nice document or a nice blog or something like that. Essentially, you could share that information in a more engaging way now, not that we would replace the other, but just give a chance just to be a little authentic while you do stuff.

- Yeah, Solomon mentioned that one.

- Yep.

- One of the things that we have found is we're starting to put more and more people on camera, right.

- Yeah.

- Organizations. We've been approached more and more over the last 18 months by organizations specifically wanting their sales team to perform better on camera and their subject matter experts.

- [Sherri] So what does that mean, perform better?

- Yeah, so perform better on camera is the way that we portray ourselves on screen. So that we can carry out a thought. So that we can deliver that authenticity that you're talking about so that the viewer says, "They seem so warm and so friendly and so believable "and they're unbiased." So it's everything from the way that you hold your body to the way that you might move your hands. And you know, the open palm and the way that you might smile and start with the smile or to the way that you may always present both sides of a subject so that you come across as wow, he or she really is looking out for my best interest, not just trying to sell me something, right. So there's all these elements of, when I say performance, it's the way we communicate. It's what we show and what they hear. Media trainings happen for years for CEOs of bigger brands, right. But we're now where everybody is their own little media company, I'm seeing that there's this huge need in the marketplace. Because like, I had a company recently approach me saying, "Yeah, Marcus, we shot our first set of videos "and I realized we just suck on video." And they had hired a video production company, they weren't doing it in, and so it was a big waste. And like you said earlier, the budget might be gone at that point.

- Right.

- So I'm seeing that this is a huge need area. And we can't just throw our subject matter experts on camera and say go. I think it's our obligation to train them, to teach them, to capacitate them on the skillset that is communication and performance on camera. Have you done anything like that or like, are you teaching anything like that to your team or to your customers as well?

- So that'd be a great topic for thought leadership to bring out to customers as well, but we face that same problem, in a sense. I think it's really up to your video team that's gonna sit down with that person, that subject matter expert and make them feel comfortable, make sure they're well prepared.

- But don't you think most video teams aren't really good at this? Like, I have seen over and over that most, I'm not saying yours. But I am finding that most video teams, they understand how to cut video and how to set up video, but they don't understand how to train the talent on the camera to be at their highest, most comfortable level. That is not good.

- So I think there's a gap there, right. 'Cause you've got a video team who's used to being around video all the time. They deal with cameras, they deal with lights, they see talent on camera all the time, they probably dealt with really good talent and of course, really poor talent as well. And they almost forget that there is a gap there for people who aren't around the camera equipment. Yeah, you know, it's intimidating to be on camera first and foremost, so you can have the most brilliant subject matter expert in the world who will just--

- Wet the bed.

- Melt the moment the camera turns on him, they see the red recording light. To put someone at ease is truly a skill and should be something that's talked about more definitely. I think it starts with making sure they know in advance what are we talking about, here's what I'd like you to hit on. Giving them the flexibility to know we'll do a million takes if we need to, it's okay, I want you to feel comfortable as we do this. But it's difficult, even when you do that, to make sure people are prepared, yeah.

- Yeah, you know, this is one of those areas, I think it's only gonna grow in its significance.

- Yeah.

- In the coming years. I know that's, and then I'm curious to get your thought on this, especially, you're such a visual company, right.

- Yeah.

- We are at the point where we're telling most of our clients, if you're doing more than a couple million dollars a year in revenue, you really need to have a full time videographer. Okay, if you want to stay ahead of the marketplace. Because our saying at the sales line is, "If you don't show it, it doesn't exist." Whatever it is, in other words, if you say, "It's our people that make us different," it doesn't matter if you say it 'cause everybody else in the marketplace is saying it. So unless you show it, it's not true, right. Or if you say, "Our product or service is the best," doesn't matter 'cause everybody else is also saying it. So unless we show it, it's not true, at least in the minds of the buyer, of the consumer. And I really think a videographer is key to this, not just outsourcing, because if we just outsource, we're never gonna produce the amount of visual storytelling and teaching that's necessary. What's your take? How far away do you feel like we are until pretty much the majority of companies, we'll call it above a couple million a year in revenue, right, 'cause there's always gonna be the really small organizations that it might not be there, even though they need to be doing video, it's just not there in the budget to hire a videographer. Where do you think we are on that trail?

- So I think there's another option there, actually. So you've got, you know, you're outsourcing, you've got your in house video production specialist, but you also have the ability to create video content yourself. So video editors right now, of course, you've got your high end editors like Premiere and very skilled video production specialists that would be using tools of that level for very advanced, you know, national commercial type things. But then you've got products like Camtasia as well that are developed to make video editing easy so that you can bring in content you filmed externally or just record your screen and do a screen capture of your product's interface to talk someone through something and put that into a--

- But the issue therein is that that is for the screen, right. So there's a big big difference in the editing tools that we have for screen capture versus like--

- But it's not just for the screen--

- Like let's say a manufacturer, right. If I am a manufacturing company and I've never really shown my process. Like, really the secret sauce. By the way, I am a manufacturing company so this is a passion area of mine. We manufacture fiberglass swimming pools and we distribute them all over the world, right. And so we're going through this huge campaign right now of just showing every card on the table, which no fiberglass pool manufacturer has ever done. We're doing it through video. But I know that I couldn't do this without somebody that truly had like video editing and just skillset on staff. 'Cause it's too intensive. Like, I could never hire a video production company and do it the way that we're doing it because it's literally well over, it's like eight major videos, they're all around 10 minutes, they're each phase of the manufacturing process, it's intensive, you know what I'm saying? And not just a manufacturing company, but that's what I mean when I say I think that, although a lot of people can do the basic editing if they try, many won't try as you know. But I think there's a whole other step of video that we need to be producing that, I think Premiere is out of reach for most people right now, too intimidating for the majority of just regular marketers, let's say. They dive in, maybe not. That's my take, what's yours?

- I would say in the same way that, you know, we all started coming to these contents, we started, we needed to start creating more and more content and we dove in and we learned how to use a WordPress backend to deliver that content. You can teach yourself how to use a video editor. And it doesn't need to be a Premiere style video editor. So taking a tool that is designed to make it easy, that lets you drag and drop elements on a timeline that you have filmed externally. So in your case specifically, if you are showing fiberglass pools, you're showing the manufacturing process. The biggest asset that people have right now, especially if you're not doing any audio to connect in, and even if you are, really. The biggest tool you have is your phone right now.

- [Marcus] Yes.

- We have phones that capture beautiful video.

- [Marcus] Oh, no question.

- In this day and age, so taking that external content, transferring it to an editor that you can drag and drop things onto a timeline, add different elements, add audio in the background. I'm telling you, marketers can do this.

- How many, how many, like so, how long does it take, let's say a marketer knows marketing but doesn't know video editing. How long do you think it takes them to get to the point where they're able to say, you know what, I can do pretty solid video editing that's respectable, that's not like video production company stuff.

- Exactly.

- But it--

- It gets the job done.

- It's beyond the basic, you know, hold a phone and then upload it to YouTube.

- And then just share that, yeah. I don't think long at all. I think somebody could capture some video, throw it into a timeline and within the matter of a half of a day have a very respectable video that they could showcase and wanna share externally, and it only goes up from there. You know, once you build that initial confidence level and see I can do this and I actually shared this piece of video content. That's something that's repeatable and you're only gonna add additional flare from there, maybe add a lower third, maybe discover new avenues for implementing new audio and things like that. It only goes up from there. But I think if you could, especially for the do it all marketers out there that are used to teaching themselves every single tool, you know. You've discovered how to set up a drip campaign, you know, you're doing A/B--

- I mean, if you can use a tool like HubSpot, you can do video marketing.

- Exactly, if you can use a tool like HubSpot, you can dive into a video editor and kind of cross that bridge for the first time and get better at it. You know, you didn't start with HubSpot and have 50 campaigns running all at the same time that were directed on your behavior and your consumers' behavior and things like that, you built up to that. So just like anything else, you can dive in a little bit, test the waters, build up to that confidence level.

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