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How Video Marketing Increased Traffic by +700%

Andrew Dymski
Andrew Dymski I'm a Founder at ZenPilot where I help marketing agencies buy back time by developing the processes and systems they need to scale without reinventing the wheel for every client. I'm co-host of the Agency Journey podcast where each week we interview an agency owner, consultant, or author.

 

Question for You

Do you want to help your clients create more engaging content on a regular basis? Sure you do, who doesn’t, right?! 

Creating a large quality of quality content comes down to an air tight process. You process dictates how efficiently you can capture original subject matter expertise from your client and re-purpose that expertise through inbound tactics. 

On the show we’ve heard some great stories of agencies who have very well documented processes. Check out the interview with Kuno Creative, PageLadder, and Revenue River as a start. 

Today we bring David Caron from DCD Agency in Atlanta, GA to share how video-centric inbound can deliver amazing results for clients by delivering inbound marketing with video. David has a great process for extracting content from industry experts. 

Discover Your Niche or Diversify Inside Inbound? 

David positions his business as a video-centric inbound marketing agency. He did this in place of selecting a specific vertical or industry to focus on. For more information of selecting your agency niche, check out our conversations with Michael Redman and John McTigue

inbound-marketing-with-video

The more focused you can be as an agency, the easier it is to differentiate yourself from the competition. Focus also helps you rank more quickly for targeted keywords. The more focused, the less competition you face. 

What is Video-Centric Inbound Marketing? 

By adding video to your inbound marketing mix you’re goal is to increase engagement. Here are a few areas where David and the team have seen big returns for their clients:

  • Blog Posts
  • Landing Pages
  • About Pages
  • Case Study Interviews

This visual content in an entertaining way can help the same content or the same story be consumed at a much higher rate.

inbound-marketing-video

David has found that leads are viewing several videos before contacting a client. Consuming this level of video creates a more engaged and more educated lead coming into the sales process. 

Get Your Clients Video Blogging Once a Week

David and the team have created a unique process that keeps them efficient and on-task. They can crank out 40 pieces of video content in 4 hour period. That blows my mind!

By snagging all this content early in the process, David has the resources to then create a lot of content in advance. He doesn’t need to worry about waiting for the client to send him ideas or articles. 

It comes down to interviewing the authority about questions that personas are asking. Through this process, think of yourself like a reporter. Make sure to ask follow up questions based on the client’s response. Sometimes the content gold is found two or three questions deep.

inbound-marketing-with-video-agency

Each response that the client gives should end up being about 1-2 minutes long. Doesn’t have to be anything too crazy here. 

Repurpose, Repurpose, Repurpose

After the session, David’s team can take each response, create a short video, create a transcription, and boost the transcription into a full blog post. 

For one attorney, David found that leads were watching 2-4 video before they converted. This increased the overall amount of conversions and transformed the client’s sales funnel. 

Adding video to their website also helped increase this client’s local search rank. They were able to go from not ranking for any of their target search terms to ranking on the first page in Google as a content expert. 

How Video Content on Facebook is Delivering Crazy Client Wins

DCD Agency does a lot of work with start ups. One example is 4Sleep mattress company in Atlanta. David and the team have helped 4Sleep with all aspects of their visual marketing assets. From product shoots, to website, to video. 

One area where video is delivering amazing results right now is Facebook. The journey started out by sharing a commercial-like video. This performed average at best. It was when David pivoted the strategy that the results started pouring in! 

The switch flipped when they changed up the video style from an informative commercial to an entertaining unboxing video. One unique aspect of a 4Sleep mattress is that is arrives at your house in a box. David decided to play up this differentiation in a creative video. Check it out below!

Ramping Things Up with Facebook Promoted Content

Promoting this video on Facebook is delivering some great results and awesome engagement: 

  • 8,200 likes, comments, and shares
  • Less than $0.01 per impression
  • More visits back to the website

What does it take to be good at video marketing? 

Be yourself. Don’t worry about being perfect. People today have an ability to pick up when people aren’t authentic. This causes people to subconsciously loose respect for you and your brand. 

Don’t be afraid of mistakes and don’t promise perfection to your clients. This only sets yourself up for failure. 

Once you do find something that clicks with your audience, run with it! It won’t be around forever, so get as much traction as possible with that strategy. 

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