Maury Rogow is a well-acclaimed video-first marketer. He was featured on our #Limitless webinar series on 19 Sep 2019 at 10 AM PT. Read ahead to know the ‘3 Steps to Create Your Own Salesperson That Never Sleeps (Customer Journey Videos).’
The CEO of Rip Media Group has launched over 200 brands and 3 successful startups using visual storytelling structure. One of his earliest lessons was being a part of selling a startup to Cisco Systems for $2 Billion. He is an out of the box thinker and delivers real results with video first marketing.
Key Takeaways from the Webinar on Video Selling:
- Why are stories so important?
- What is the easiest way to grab your prospects attention?
- How to write the best stories for your brand?
- The impact of the right story in the right place at the right time
- Why your sales and marketing is failing and how to fix it?
Watch the Full Webinar Recording:
Nikhil Premanandan: N.P
Maury Rogow: M.R
Sanjana Murali: S.M
N.P: Let me just quickly start sharing. Let me see who else is attending. Probably we will have a few more attending soon.
M.R: Great. I hope so.
N.P: Yeah, so we’ve got a lot of registrants currently so we expect a lot of them to join us.
S.M: Last time I checked it was 183 registrations.
M.R: Yeah, that’s wonderful. So they mainly you know India area or in the states?
N.P: We have a lot of them from the states the EU and then India, yes. It’s a distributed audience, yes.
M.R: Great, great great. This is gonna be fun. You know the thing is I put this together and I showed to my team you know since it’s a new presentation. I put a couple of new slides in at the end which is literally and I say literally the payoff. You know how much more your company can make if you put these and you know do this correctly put things into place and you know one guy was just stunned he said I think those are the three best slides you’ve ever created. And they’re very valuable and basic things I’ve thought about and known about for a long time which are basically just if you do this it has a little bit of impact magnifies through the customer journey. All of a sudden you have a 30-50% bigger business and revenue without hiring people without you know a whole bunch of you know investments, just by doing a really great story across the customer journey. You know I had to put it at the end because it’s the perfect spot for it but there’s so much value there I think it’s gonna open a lot of people’s eyes.
N.P: It should, it should. So we’re looking forward to it and from whatever we’ve seen till now I mean it’s really going to be exciting you know listening this. So thanks a lot Maury for you know agreeing to do a webinar with us. It’s really good. [Inaudible 02:24]. Thanks a lot thanks a lot for you know sharing our vision there. And we have a few attendees joining us. Hi, where you from? Kamil here, hello guys. Can you just you know put it in the chat. Oh from Boston, welcome.
M.R: Hello Boston. That’s great.
N.P: So we will just wait a couple more minutes and then throw it out and we’ll open it up.
N.P: So Maury I saw that you’ve written two books as well. So I just wanted to understand you know what actually inspired you to write those books.
M.R: Thank you. So well the first book rise of the entrepreneur was all about the entrepreneur journey. I’ve had a pretty you know we’re not gonna talk about on the call but I’ve had a pretty much a rollercoaster ride of a career so meaning a whole lot of fun with a lot of twists and turns. So you know I started off and I was you know just a kid from Pittsburgh, Pennsylvania. It’s a small city, you know big town in the United States here. You know I had to leave there to get you know kind of my career going because it was so small and that kind of thing. So I was like well that’s the first step and I joined a company and said I’ve got to learn from the best people there are, go out on my own. I thought you know going out of my own and I wasn’t quite prepared at you know 25 or whatever it was. So I joined a really small company. By the way the first company I was with is one of the largest companies in America. So I got into a kind of executive track program you know at ATNT. So it was really wonderful but there was after a few years I thought are people going with us because of me and what I’m doing with my marketing campaigns or just because it’s a big-name. And I said if I go to a tiny company I’ll find out. So I went to this small small company and you know and we exploded and it was great. I learned how to tell really great stories for. By the way, hello Boston because Geotell was in… Hello Massachusetts, a suburb of Boston by the way.
So it was there and it you know went really well and we were purchased by Cisco for two billion dollars. So that was an amazing thing so you know again like I said rollercoaster ride. Then the market crashed and so a whole different change of life and career you know and a thing there is you know millions of dollars were lost you know and so many other things you know around the globe and for me personally. So I said if I could do it all again, take the last 15 years of experience, what would I do? And I said I’m gonna go ahead and I’m gonna move to Hollywood. I’ve always wondered what it’s like to live at Hollywood. When I was a kid that’s always what I dreamed about. Let me come out there and let me just start to create all these things that are on my mind and that’s when I started to write the book. But I didn’t finish it until I got candidly until I got successful enough that I felt like I can do this on my own. So I produced two films. I was in some films you know like Ocean’s thirteen and you know and Entourage, this TV show and things like that.
N.P: Probably will like to see the movie again. Big fan of Ocean’s.
M.R: Oh that’s great, yeah yeah yeah. I was with those guys you know I mean like you know Brad Pitt and George Clooney and Matt Damon and now I got a little scene with Al Pacino you know kind of a hero. You know it was amazing and that’s when I sat back and I was like wow this has been you know from being a business biz dev person to you know standing there talking to Al Pacino this has been pretty interesting. The only way I did it because I don’t have a whole lot of acting talent was just pure dis den salesmanship. So I said I’m gonna put some of these down so that was when I put together two things. One is this company Rip Media Group you know where I am right now and you know with my team and so forth and we started creating stories, creating videos for companies. They were just exploding so we mapped things to their sales journey and so that’s when I said all right. If this book is inside of me I’ve got to put it out there. So I wrote the rise of the entrepreneur about two guys that you know decide to start a company and that everything they have on it and they just… It’s a little bit of it’s a parable so they fly out to the universe and they try their projects and they get turned down everywhere and they come back and they find a mentor named Master Coda. So the whole thing’s a parody, it’s a parody of Star Wars. So Master Coda teaches them the ways of the sales force and then their company explodes so it’s very fun. I can actually put that link to that or maybe even a digital giveaway at the end of this presentation if people would like that.
N.P: Yeah. And thanks a lot. That was a really inspiring story. So what I’ll do is probably we will start with the webinar. I welcome everybody who’s attending. Good morning to everybody who is attending from the US and good evening to everybody else. So guys thank you all for attending. We are heard here with Maury Rogow and he’s going to tell us how to use videos. Let me quickly share my screen here and you know I’ll quickly start the webinar. So this is the agenda for today. I’ll just briefly introduce everyone to Hippo Video what we do and you know that is I just take up five minutes of your time to explain about Hippo Video. It’s just two slides and two videos that is it and after that it is all about Maury. I’ll introduce Maury to you and you know I’ll give you a brief about his bio till now. From there you know Maury will take you on this exciting journey about how he creates videos that targets you know different buyers throughout there you know buying journey and after that we’ll open it up with. So a little bit introduction about me. I am currently the head of marketing at Hippo Video. I regularly contribute at New Schaffel social media examiners and chess player. So their global influences when it comes to marketing and social media and you can find my articles and contributions there at their website. I’ll introduce Hippo Video to you. Hippo Video is actually a personalized video distribution platform. So what I mean by that is videos currently are exploding in the marketplace. So you have the you know use case of when it comes to marketing, when it comes to email campaigns, you have the use cases when it comes to training and collaboration in sales and you know customer success and support. So in different business processes videos are actually finding a place through different use cases and Hippo Video is actually at the helm of all these things. So in Hippo Video you can actually find you know all the use cases being covered and we actually you know look at the distribution of these videos as well.
So you can distribute these videos by our blogs, you can post them in your websites, you can distribute them via email, via landing pages and you know through your social media as well. When it comes to personalization, what we actually do is, we take one video asset and we include merge fields you know inside those videos. You actually are leveraging one video asset and creating unique video assets and sending it to each and every user on your list. What we are doing is we are cutting down the time that you take in creating unique video at you know assets. So that is what Hippo Video is all about. Let me just quickly show you two videos that will actually summarize what Hippo Video does when it comes to personalization.
Sorry about that there’s a little drop in connection. Let me see if I can reload that. In the meanwhile I just have a quick video about the use case. How you can create 1-1 personal videos on Gmail said. Let’s take a look. All right, so that was how you could record you know short videos, short intro videos and how your sales team can actually use it. I’ll actually look at you know that particular video if it is loading. Probably I can share that video at the you know after the webinar as well. You know I’ll just cover this particular part here.
So hippo video actually is integrated with you know different CRM. So we are integrated with Salesforce, Hubspot and Freshsales. We are also integrated with Outlook and Gmail so that you can create short videos, you can record your videos right there on Outlook and Gmail. If you’re using email marketing platforms or sales outpitch platforms like out page and MailChimp, we are also integrated you know with these popular platforms.
So I’ll quickly introduce Maury Rugo with all of you. Maury actually founded Rip Media 20 years ago and he’s been very successful in launching close to about 200 brands and three successful startups. He’s been you know in the video marketing business for over 20 years now, long before you know the importance of video was even realized by businesses. He’s helped you know iconic brands like Cisco, Amgen, Comcast, Benn and Jerry’s, and Howard’s and hundreds of other startups. You know tell their story using visual storytelling methods. He’s actually won a lot of awards at Avaya, Cisco Geotell and ATNT and he’s also the author of two books that is rise of entrepreneur that he was just talking about and ninety seconds to impress. So you know after introducing Maury I’ll you know throw it open to him probably he can take it up and you know introduce our audience to this amazing journey of videos. So Maury over to you.
M.R: Thank you very much. Appreciate you being here. You guys are doing a fantastic job with your technology and helping companies grow and so I really do appreciate you having me here. Hey everybody. So I’d like to take today and you know honestly I’d like to make today as interactive as possible. So let me get this thing geared up and we should be ready to go. We should be looking at the green slide here. So I got to start off with something pretty real which is basically you’re wasting money on marketing, right. You wouldn’t be here if you thought everything was perfect but the real reason that that’s happening is companies like this they’re our customers Harvard and Comcast and you know Nikhil just mentioned all of them. You know technology companies, Spirent and even consumer companies like Remax and Ben and Jerry’s, they figured something out a couple of years ago and it’s a major change. It’s a major change and it’s in the world of marketing.
Lower Marketing Costs by 70%
So what happened is they know that things are totally different now. So this presentation also is gonna be totally different. And just a side note, I’m gonna answer that big question. I’m gonna help you guys out as much as I possibly can and give as much value in here as I can because we know that we’re wasting money on marketing.
These guys figured it out. I feel like we figured it out. We’ve lowered our costs dramatically in marketing by 70% and still have the same run rate. I want to be able to help you guys do the same thing. So you know this would be different because I’m gonna try to give as much value away as I possibly can.
So the reason it’s different is we’re in a different era right now. You know if you look back 2006-2014; social media you know got a rise, we had you know Facebook and before that Friendster and you know now of course we have the you know four major platforms; Instagram and Facebook etc. etc. Then we moved into the native ads; you know blogs were all the rage and SEO was how you win. Then it moved into YouTube and network speeds got fast enough that video really started taking off like a rocket which was, I can’t believe, really good for the prediction I had for my business. And now we’re at personalized attention. People really need and want to be focused on one by one. So how do you do that? Well I made a discovery here at my own company and then after we tested the theory I put it out to our customers and they found the exact same thing. That is you can create a sales person based in video that never sleeps. So you know this is really something that you can implement with or without help. Obviously I’m gonna give as much help as I can today but companies really and you make an investment in this one time you know it’ll work for you for years. So let’s take a look.
So first thing is who’s here? Who’s on this call? And I’d love to see you know is this for you. So I do have some kind of metrics; are you feeling like things are green pastures, green trees, blue skies or there’s a recession coming? On the right side of the screen, you know it’s a desert, it’s tough out there, maybe you’re not doing so well right now but I’d like to know if you could just jump to the chat. You know just put you run your business, you own your business or you are in marketing or just your job function. If I could get a couple pieces there in the chat that would be great and I can kind of tailor the presentation towards you a little bit more. Owner, all right sales, great, and I’ll kind of keep an eye on that sales. All right, so is this for you? This is for you. There we go, great great great. Thank you for those. All right, so we got a little more sales function, sales. Okay, now that’s TR gotcha. All right, so inbound sales, outbound sales, starting my business. Good ,well then great. All right, I’m gonna keep this more towards the owner and more towards sales than kind of general marketing then. But anybody that’s here CMOS and etcetera, you’re gonna get a lot of value from this too. So this is for you if you’re those folks and you’re able to get traffic to your website then this is for you. And if you don’t have the best or the most amazing salespeople, this presentation is for you. If you’re unable to revive leads or leads that ran cold or still staying cold, this is for you. I’d say if you love your product or your service, this is for you and it’s partially just I feel you have to be passionate about what you’re doing and where you are to really make a difference. You can’t believe in something and sell it, right. That’s my belief. Some people are able to do that. I really have to believe full force that what I’m doing makes a difference to the world.
Exceed Sales Targets with Video Emails
So let me give a couple examples of folks that have used the you know some results of some people that have used this video selling technique and the results and these are our customers. So this company came to us, a very small company, one owner. He said look I’ve seen your work and I’d love to see if we can work with you and he’s got a Kickstarter goal. Which isn’t exactly our typical market but I said I’m very confident we can help this person out. So we put a video together for him and then we did, what we did is we mapped it to the customer journey.
We did it a few different versions. We created one marquee video for the crowdfunding and then we did smaller videos for him that did different pieces of the product. They exceeded their goal by 420%. So they crushed it and he raised enough money that he was able to launch the product and go much further than ever had before. We did multiple videos after that for them and they sold out of their product.
Next company, a little bit larger he had some funding. They needed to show one huge clients that they could really pull off what they said they could do. He wanted to do that in video. So we created a 3d animation for him. You’re seeing one scene right there the video, they got a million dollar deal. And you can see that all over at LinkedIn because I still keep in touch with the CEO of that company. Another company, slightly larger, this was about a 10 person company. No capital raised, they were having trouble raising capital. So they came to us. We put a series of videos together for them. They were able to go out prove to the market what they did and really get be understandable in the marketplace, raised 6.8 million dollars. And then the big one, Vigilant. I met with this company when there was three people and we sat at a Mexican restaurant having tacos and burritos talking about their company and I put the plan together for them. And they ended up going from almost no sales or literally from no sales to a 100 million and they were purchased for over 400 million dollars by Motorola very recently. So there’s some huge success stories and we have many more as well.
So what’s the common thread? It’s understanding this; your brand is gonna live or die based on the story that you tell. We know it’s critical and you’ve got to do it across the customer journey the right way. So you’ve got to tell the best story that you can to your best audience at the best time in the journey. I do have some that’s also, that’s also the agenda for today. So I’m also going to be putting up some bonus materials. So if you stay on till the end, we’re gonna put out some links so you can download a guide, you can download my book and some things like that we talked about before. So let’s jump into step one. So far just any questions any thoughts throw it in the chat, I’ll try to react to it as quick as I can.
You got to talk about the best story. You got to have the best story. Because a confused mind does not by, a confused person doesn’t purchase. A quick example here is in California it got very hot this summer and I had some electrical problems in the house. I needed some help. So I went up to a couple different websites and I saw one that did this. Talked about semiconductors and contractors and this and that and the other thing and I was like oh my gosh. This is great for them, they’re proud of what they do. It’s just like so many technology companies and software companies out there, they’re talking about themselves. I came across, well this is actually a little bit fictionalized because I recreated this, but if I come across this; we fix electrical issues in your home in four hours. This is who I would go with. Who would you go with? So I do want to put that question out to the chat, do you want to see a website or be told a story the talks about this, the bits and bytes and feeds and speeds? Or just look they made me smile, they made me laugh a little bit. I don’t want to be the guy that got completely skorts trying to fix this myself. They talked about what they can do for me. So I’m wondering which one would you rather go with?
We Tend to React to Stories More and that helps in Video Selling
And their story was simple and it was creative and this is the same thing that we do and we suggest for our customers all the time. Keep the story simple, make it elegant, but be as creative as you possibly can. Does it work? After reading over you know so many books because as you heard at the beginning of the call. I wasn’t from you know the creative industry. I was in business development and you know helping technology companies grow. So I read everything. When I got to Hollywood I read everything I could. I took everybody to lunch was talking about you know meeting Al Pacino and Brad Pitt and Matt Damon, these guys. But really it was the directors, the producers and watching viral videos take off, commercials that take off, Superbowl commercials that take off and FIFA commercials and so forth. And the greatest films and scenes. Why does it work? Because in our bodies were programmed for story. We’ll remember stories more than we will bullet points. So it’s science. It’s science.
The only goal of the story is to get the audience thinking what happens next. The only thing that matters is if you get your audience to say what’s gonna happen next year. In this scene, in this movie, the Empire Strikes Back, you take a look at it. That scene created the first real franchise in movie history. The first movie was out there and so was Close Encounters, The Third Kind. They both made somewhere around 300 million dollars but one of them took off and that’s this Star Wars and it became a 50 billion dollar franchise. 50 billion dollars! And all the offshoots and all the different you know basically you know multi-platform sales so they have you know animation, they have the different movies, they have comic books, they have toys, they have action figures etc. etc. And your product can be exactly the same if done well. One movie, 50 billion dollars is where it went. Because they kept getting people to ask well what happens next, what happens next. So we remember great stories and let me bring this back to the business world and I’d like to ask you a question and I’m serious about the chat. I’m seeing some people take part here. This is great.
Please put in there who came up with the very first mp3 player? It was about 20 years ago, maybe 25 years ago. Who created the first mp3 player? Please put your answer in the chat and I’ll even get a little Jeopardy music playing here.
Great. So those are the typical answers; Sony, the Walkman, that kind of thing. Good for you, yep. It wasn’t Sony, and let me say this; one company came along and told a story that we all remember so we all think it’s Apple. We think Apple came up with this technology because Steve Jobs walked out on the stage with this little iPod and said you can put a 1000 songs in your pocket. He made it so simple and so easy to understand and it sounded amazing at that time. Now a 1000 songs today is nothing. We have the world of music at our hip right now but right then a 1000 songs in pocket was simple easy to believe in everybody else from Sony to you know the rest of them. We’re talking about how many megabytes they had, how much storage etc. Job is simplified it made it easy for people to understand. Now the real answer is F10 networks out of South Korea. F10 networks now, gone. They ran out of business. They ran out of business because Apple took off like a rocket.
So I’m curious out of the story structure, and again I do have handouts for you, there’s some downloads to help you create your own story. And quite honestly when we talk through story this is what we do here every single day as I go through these slides. We have whole presentations on story. Obviously we create great story and wondering what spoke to you. Anything that you learned in the story portion of the presentation here. Let’s see here so. Good for you, Bala, good answer. If you type in answers, I’m just going to go ahead and move forward here with the second step to success in creating the salesperson that doesn’t sleep. You need your best audience, all right. So you need a great story but you have to be speaking to the right audience. A great story to the wrong audience does not make a difference in any way. It can hurt you rather than help you. So you know the example I have up here is; are you gonna take you know Sunday afternoon football and put ads for milk and diapers on during you know during football games? The answer is no, right. In this country people want to watch, they want to learn a little bit more about alcohol and you know and erectile dysfunction apparently because that’s what the market research says, those are the folks watching the game. You know middle aged males and that’s what they care about. So that’s why you’re gonna see all the commercials that you do. Not milk and diapers.
Demographics along with Psychographics
So there’s a big example but your audience can be won over by you knowing the exact messages to speak to. So it’s not just demographics, it’s also the psychographics. What they do? What they like? You know how they react to different things? So you can actually go to those trade shows or just put ads out when people go to a Dreamforce trade show. Let’s say you’re a b2b company and you’re marketing sales. Well Dreamforce is the biggest sales conference there is so you want to make sure you’re getting people that attend back, talk about that, hashtag that etc. for example. So know your audience. So question for the group here who knows, let’s post your questions and the questions of tab. Oh I see some over there. So what I’m wondering is how many of you just, yes or no, do you know your audience? Do you know your core, your best audience? Please give me an answer in the QA or in the chat, either one is fine. From there, if you know your audience… Not enough, yeah Fredrik ,thank you for being honest about that. Pretty sure, so most people you know feel decently or you’re making an educated guess and again at the very very beginning you do need to make an educated guess about who your audience is. And then see if you can get some resonance, see if you can get that story to take off and learn and adjust and then really hone in again. There’s some you know go, pivot, go, pivot you know to find your best audience. Once you have them, there’s even a book out there that talks about 1000 people in the world. That’s all you need, 1000 people in the world to know about love your product and your product and take off like a rocket.
So when you’re getting to those folks there’s three main rules, right. You’ve got to keep your message short and shareable. This little fishy right here has a longer attention span than everybody on this call. Isn’t that insane? Because we have 70,000 pieces of information that are hitting us every day, buzzers beeping, our phone’s going off, emails popping, text messages etc. Advertising, you know what it is, it’s all coming in and distracting us. So our attention span has dropped significantly where the fish has a couple of bubbles and maybe some food to look for, he can stay focused for longer than us. So you got to keep your message short and shareable.
The stakes have to be high. I showed this tightrope walker from the movie The Walk. It was something that we worked on with Sony Studios. Basically you know this is high stakes. This guy is between two extrude… The tallest buildings in the world, two twin towers actually way back. And the stakes to your customers are extremely high because if they’re not, they’re not going to buy from you. People only buy to solve a real problem in their life, right. So to you, your messaging has to be urgent. You have to do something else and that’s disrupt their day and disrupt their thinking. So it’s not easy. Got it know your audience and we’ll go back got to keep the first messages at the beginning of the customer’s journey short and shareable. But the stakes have to be high and you got to disrupt their day. So I found an ad and I’m gonna play this. It’s only 23 seconds long. I’m gonna show it to you and let me see if you think that they did a decent job with it.
And there’s the callback. So that’s one way to do it. They disrupted the day, the stakes are high. I think they did a really great job with the callback as well. So here is the core, all right. So the core to all this and I want to spend the most time here as the best time. So if you’re really good at getting a great story or you’re not and you can certainly download some materials or join other webinars or give us a call and we’ll help out by getting the best message the best story out there, harnessing the best audience, and now you’ve got to talk to them at the exact right time. So the bottom line is you’re a storyteller, right, and you’ve got to tell the right story at the right time along the customer journey. So let’s talk about this. Now most people look at the customer journey as a marketing funnel. So if you think about a funnel, you know if you look at me for a second they say all the customers are in at the top, you want to put as many ads out there as you can, get them to fall in. Sift through, sift through and then a customer pops out of the bottom. I’ve always felt that that’s insulting to customers. If I ever saw a customer and they saw a marketing funnel, they wouldn’t feel very special as I’m just trying to sift through you know the world to try to get to them. So the way I look at it is we’re actually a Sherpa, we’re a guide. We’re actually gonna guide our customer and help you guide your customers through the buying process. And think about it as if you walk into something got you to walk into a store. When you walk into that store, if you’re immediately greeted by somebody it’s very helpful, you know very kind and wants to help and sincere about it and authentic. They show you, let’s say it’s a Best Buy, they show you the different departments, they take you from place to place, answer questions but deliver more value to you than any place else. That’ll be the place you buy from. You know you came in there for some reason so that they know you’re a buyer. If they ignore you, they don’t pay attention and they don’t give you value, you will move on like most people unless it’s really unless it’s what you know I don’t know come up with something and throw me in the chat.
But you’re gonna buy from the people that really treat you the best which means you need to treat your customers better than any of your competitors out there because nobody in the world is unique. We all think that our products are unique, excuse me you all, personally we’re all unique but the products typically have a competitor of some kind or other. So let’s walk this through real quickly here.
So I’m gonna let this play out and I’ll talk it through. So you got to understand the customer journey and if you’re gonna walk people through your buying cycle, you’ve got to map it out. So if you take a look at this video that’s playing right here look at the couple at the bottom and the right of the screen. They’re going about their lives and they hit stage one and that is the attract stage which means ads. So maybe they saw an ad on YouTube, a very short format like we talked about before. Maybe it’s a Google ad, maybe something on Instagram. If you’re b2b maybe it’s something that helps them through their day. Okay, you’ve got their interest. Well you immediately need to guide them along. What’s the next step in their journey, not what you want them to do but what they want to do.
Give them more information this is where a marquee video, a high-end video and investment really needs to play out so you can explain what you do and explain what your product does in the best way possible. Not having your salesperson do it because they’re still doing all this online. Then you’ve got to nurture them along. So now maybe they’re on your drip list, they’re on your email list, you’ve got it had more value. Maybe they want to see some testimonials from other customers and now they’re gonna go and educate themselves. They’re thinking, huh, this is a good thing. Who else is on the market? Maybe we can get it for cheaper, maybe there’s better service somewhere else. Now they’re gonna be looking around, you can see the guy with the telescope on the right saying huh who else is out there? What else can they do?
These guys got me interested but they’re not giving me enough service. Who else can I look at? You want to make sure you’re giving enough value whether it’s online or offline and you want to convert them into being a customer. So yay, they become your customer. Now you don’t stop. Now you’ve got to immediately give them next steps, set expectations for what happens, show them some gratitude and thanks and expand the relationship. What other products do they need to make themselves more successful. Not do you need to sell, but what else did they need to be more successful. So that is the customer journey. That’s the way we look at it from. Attract, capture, nurture, educate and convert and then expand the relationship. So I’m curious if that makes sense. If I can just get a thumbs up or a yes, I’d love to know what you think there. And then I’m going to pause for a second, catch a breath and I’m going to show you some ways to do it. Any questions at this point? Yes, thumbs up, great. Good, all right. Excellent, thank you. So good good good, thank you.
All right, so let’s move on to how you do this. So what we can do we’re gonna recap. We got a great story, we got the right audience. Now we understand the timing so I’d like to have your permission to move forward with how. So videos, obviously, deliver the best message to your audience 24 hours a day, 7 days a week. I’m gonna back up for a second to this slide right here. Attract, capture, nurture and educate. All of this happens, as you can see my mouse come across the screen, typically happens without a sales person being involved at all. Everything down here, you know this whole path on the way up, is all being done online. Even two and three years ago you still had a heavy dose of sales team in here and customer service reps but now this is being done online helped with customer service reps but mainly with automated marketing tools and then the educate and convert that’s now when the b2b or b2c salespeople get involved. So moving forward here, how do you get people’s attention in the way that they want? And so I’m gonna give you some different video examples to help you there. So each of those spots need a real great marquee video. A marquee video means something as high-end that you’ve really view as an investment that you view as an investment that can replace one person or five people telling that same story again and again. You’ve got to put your best message out there.
Some of the terms in this industry are whiteboard animation you know which was the thing that got us all the early awards, you know seven ten years ago. We were one of the initiators there. We also moved into you know obviously we do commercials, commercial production with live actors. You can see how this is migrated down to people doing recording on their own like I’m sitting here being recorded right now or Sanjana has recorded the opening to this. So there’s also live production, character animation which is animation, motion graphic in 3d. So we do a lot of these pieces for companies that really need to show they’re able to play. They’re able to stand up to big big competitor. So if you’re entering a market that has big players in it, big expensive, I wouldn’t say expensive, I’ll say you know high-value you know they’re more expensive but they invest in their marketing. You got to look like that or better to stand out from the crowd. So you got to get the best message, best audience, the best time. So let’s start to put them in here. So we’re gonna go one by one through. First we take a look at the attract videos. So there’s some companies out there like the video bots. There’s companies out there like you know obviously you know hippo video and persona comm and others that can help you personalize the message you know to get people attracted.
If you have an email list right or if you have their names or if you’re connecting them on LinkedIn or can do some outreach there. You can also do event videos. If you’re going to a trade show or you’re speaking at an event, you need to have something that reinforces your message. Obviously with social media marketing, you’ll have both, the ad side and your feed. You’ve got to be putting a lot of content out there because people don’t check all the time. You’ve got to be able to hit them at the right time there. So display ads, contest surveys, you know public relations etc. all of those should lead to something that’s can tell your story better than anybody else in this stage in the capture. So what you’re doing here is exchanging value. The customer comes to the site, takes a look at your elevator pitch or your value-add pitch, something short and sweet. Don’t go on forever I’d say. The top end should be 90 seconds. You’re even better off at 45 to 60 seconds to get their attention, get their interest and capture their email. That’s the main point; capture their email or capture their like or connection on LinkedIn, however your marketing. And then you can start to feed them more of these. Squeeze video, capture video, landing page videos, these are all just names for what this area does.
You also want to make sure if you can that your videos are interactive. So that instead of people searching around for you know on the web page to find how they get in touch with you, put an interactive link right in the video. So they’re watching the video, they’re interested, put in there, “Click here to learn more.” And they don’t have to go anywhere else. This interactivity is going to become bigger and bigger in the next few years.
Then you need them nurture. So now it’s time they’re interested, they’ve got information. You’ve got to be getting them information that builds trust, that’s testimonials from other customers. Not just information coming from you but you’ve got to build it up credibility. You’ve got to build up you know return on investments, how their life changes. That’s the kind of thing that people really buy. Typically people will solve a problem and solve a pain or buy something that they aspire to be the better version of themselves; more time, more time with family, you know more money. That gets them an experience, so people buy experiences. The next phase, education videos. So now it was when people are gonna give you more of their time, they’re really digging in. Now you can go into deeper dives. You could have a two, three, five minute video into your product itself. Sthis is where I say you can enter in how. So these stages, if we go back a couple slides at the beginning here. Why? You’re answering the question why. Why would I work with you? Why should I look at you? A little bit here, why I would work with you and what you’ll do for me? Okay, a little bit more about what you’re gonna do for me and then over here and educate it. How are you gonna do this for me? How do I use your product? How easy is it? How fast can I get up and running? And then we move to convert. They sign up, they sign on, they become a customer and again we talked about the next expand and contract.
If you’re able to expand your customer base, that is the cheapest way to grow a business. Because it’s 700% or seven times less expensive to expand a relationship than it is to find an entirely new person to buy from you. So it’s really important and a lot of people let this drop off. I’m jumping into terms as Nikhil asked. So I’ll show you some samples, just a couple of quick videos from each of those different stages. This is a capture video and I’ll show you a few seconds.
All right, I’m pausing that right there. What they’re doing is saying hey this is a world that you live in. You’re a business person, you’re in this world. We understand complexity and you have a problem. Let’s solve it. But they’re doing it with 3d animation that we created for them that really makes it stand out, your eyes pop, this is beautiful. I’ll watch more just because it’s visually interesting even if the story isn’t an exact match. But in this case it did both and people converted. The next video, I’ll play it for a couple seconds. This is I believe is a character animation, yeah. So this video is for energy upgrade California getting people to convert to solar and it’s related to solar power and doing what they can to keep the environment clean. So we had to inspire people in a way that they hadn’t been before. A lot of people use live video and examples so we went a completely different route with this. We pitched an idea of mission impossible and we did it in animation and this was a huge hit seeing by you know a tremendous amount of people in California and had a lot of conversions. I’ll play a couple of seconds here. Yeah, I liked that one so I let it play out.
So next one, let’s take a quick look here. Interesting, so this is… I’m gonna turn the sound off and this I’ll talk it through just for a couple seconds. This is whiteboard animation and again this one also is a capture video. This is where people land on the website, they see this, they understand that they fit in and what they should do next. Moving to the next to keep things flowing. This is one that actually Nikhil mentioned that he loves and I do as well. This is Benn and Jerry’s ice cream. Now this is we did some ads for them, we did things that were you know early in the customer journey if you remember you know the path. What this did is we did put some teaser videos out there, obviously it’s a nationwide brand but they have a museum and this video play is not just on their website but actually on a huge screen at the Ben & Jerry’s, actually not museum, but manufacturing facility and they give tours. So actually we had a customer call in last week that had come from the tour and called us and said she absolutely loves this video and can we work together. So that was pretty amazing. I didn’t think my team knew about that. So let me play this out for just a few seconds, a completely different look and style.
Okay, so I’m pausing it right there. A completely unique look, thank you, that we created for them and with them based on their spokes cow. We pitched the idea of back to the future or back to the moocher from Moo the Cow, you know what the gala say. So let me move on, so each of those fit in different pieces of the customer journey. Let me show you something. I think this has a huge huge impact for you guys. So take a look at this. I like you truely to click in here and say okay this looks easy enough. I get it. I think I can improve one two pieces or maybe all of the pieces in the customer journey by a little bit. I can improve by 10%. I can improve by a third. I can prove by 50%. You know based on information I’m going to get to you, information that you can download ,information you can learn or work with from us. Throw me a commit. 50% says Fredrik, thank you. Anybody else? That’s a big one but let me show you the impact that has here as we move forward. So what’s the impact? Watch here: If you can get 10% more people to your website, that’s now let’s say you get a 3000 people, now you’re getting 3300 people, 10% more. That gives you ten percent more chances to capture, right. And if you know what your conversion is, typically that’s going to be another could be another 100 leads a month, can be another 10 whatever it is based on your traffic. If you can nurture and then educate just 10% more people through the journey by including video in your customer path here, you get 10% more to convert. That is not just 10%, remember this compounds. We got 10% more at each level here and then you can expand the relationship. So watch this in the regular math.
But this is incredible. A $500,000 business which was actually so we have companies around here $500,000 and if you just take four of the stages, four of the stages and increase them by 10%, 110%. $500,000 becomes $730,000 in revenue for a small business that has done nothing to hire people, they didn’t put another $100,000 sales person in place. They took an investment in video and video selling and they’ve grown by 40x%. I guess 46% is the actual number. I can see it even math here. This is roughly where we were, my company was, when I got married and had a baby and I knew I wanted to take time and be with my wife and daughter. So I actually set everything up and this is why this exists because two and a half years ago I set up videos and drip campaigns, everything designed so we wouldn’t have to have two sales people in place and this is almost the exact number that we went to at that time. Just investing in video selling and now take a look at larger companies. 11 million in revenue company, we have companies around there, it becomes a 16 million dollar company. So 46% because the 10% compounds. I’m wondering does that… Can I get a thumbs up, hallelujah or yes that makes sense in the chat?
And what I’m gonna do is take a look at the time here, oh perfect. Okay, so I’m gonna start to wrap up. So I have a download for you all that’s called the power of story and power story across the customer journey. It has different docs inside of it, different pages inside of it and I can actually click out and show it to you. I’d love for you to download it to at least get a start. Get a start on your own. If you’d like to have a phone call with us of course or talk to the folks at Hippo Video, talk to us. Absolutely willing to help out. There’s a lot of material on our website that I put out there for your help. Walk you through. So we have the rise of the entrepreneur, digital or you know this, the power of story videos, obviously we create the videos. You can kick back, get a bucket of popcorn and enjoy what we’re doing, enjoy the videos for creating for companies. You know the video bots to help out with you know with those initial outreach videos and so on.
So I’d like to open up to questions. What questions do you have and what can I expand on at this time in the presentation?
N.P: Thanks a lot Maury for a very short, crisp and really insightful you know content. So really we have a couple of questions here. I’d just like to ask them. So let us say now you’re looking at starting your video journey and you are looking at creating video content. Let us say that your team comes up with you know ten different ideas to try out, so how do you actually narrow down and isolate that identify that one concept that you think will be good? What is your process to actually get that right story?
The Process behind Creating the Right Story
M.R: That’s a fantastic question. We actually call that process, we have a name for it, and it’s called the Idea Factory. So companies have come to us just to generate ideas. I have a write-up on that I can include as well but basically it’s this; we have a discovery session with our customers. We ask them a lot of questions. You know you don’t have to come in prepared with anything, you don’t necessarily have to have your analytics, you just have to really know what you want to do, what your goals are and some things about your competitors and we can talk it through. What we do because we have you know collectively have like 200 years of experience you know with a 1000 videos that we’ve created that are very customized and very custom for each of the different people that we work with each of the different companies. So we actually take that information. We come back, we collaborate with each other and customers are invited to this. But typically it’s just us you know say eight or ten of us in a room, we put all the steps that we learn from you on a board and we start going through our process which is very proprietary. But you know basically we go through the pain of what people are going through, the pain your customers are going through. What are they experiencing? What don’t they have in their life? What do they want to experience? And then what does this particular market, some are very conservative based on your customer, some are very loose and freewheeling and so forth. You know what vision, what can we come up with for them? And then we take those ideas and we boil them into stories. This is very much a creative session. So we come up typically with ten or 20 different visions and then we boil that down to the three or five best. We take those three or five best and we present that back to the customer.
I do have the energy upgrade California you know broken down and I have Benn and Jerry’s and a lot of different examples. Again, if people are interested I can put a link out there and you can watch us walk through the process in a blog that I put together showing step-by-step what we pitched you know the final three and then the one that the customer decided to move forward with. Which you actually saw a piece of each of those in this presentation today. So we call that the Idea Factory, yeah.
N.P: I was actually taking notes because you know we’re really trying to implement that Hippo Video so thanks again for sharing that. One last question before I let you go. So do you have any examples of b2b companies because our main target audience is b2b. So do you have examples of b2b companies who have actually excelled at you know creating a video journey throughout their customer journey? That’s the first thing. And the second question again tied to this is, do you know of any examples of b2b companies who have used humor in their story or in video? So if you can share some of those examples.
M.R: Sure sure sure. So almost too many to even mention but I’ll try to find one in the b2b space. We actually truly focus on business-to-business so you know Benn and Jerry’s and some others are out there but the typical is Cisco. You know and most of them you know Cisco and Hypernet and so forth. I’ll talk about Hypernet, Hypernet is a small company was looking for funding and actually ended up with big funding. They ended up with 11 million dollars in their first round of funding here in Silicon Valley and they were actually going after two separate marketplaces. So we decided to make one marquee what I call the marquee video which is you know really beautiful but in their case very simple motion graphic animation and we took that and that’s the elevator pitch. And then from that we took different scenes and we compiled different stories; new voiceovers, news stories for different markets that they were going after so they could go to market and try you know their consumers. They could go to market and try you know the retails article. They could go and try the medical vertical, they could try this vertical. So they have the 90 second marquee video and then they had 20 to 30 second clips that they tested in each different market. From there they would so they’d send those out, people would land, they’d see the marquee video and then there were other cut downs for different areas for what to do next. It has worked out extremely successfully for them. They thought they’re going to come back for more videos and I think they planned on six months but they said that those videos and that strategy is working so well they’re pretty good right now. You know they want to do more but they’re really having great success right now. So that’s just one Silicon Valley startup.
Energy upgrade California was a… There were other videos we did for the consumers but the one that I just showed you was for the contractors. That’s pure b2b. That’s trying to have the contractors, the HVAC, HVAC meaning like air conditioning and heating. Those folks learn and understand they should be a part of this team and then they can go out and resell. So that was a reseller package and that worked out extremely well. Using humor? I love humor. So there’s even more, there’s even more to just hate can we be funny, there’s also what I call the five emotions that people will buy, right. So they’ll buy STUFF, so STUFF. What’s the STUFF? So in every video and I have a whole presentation on just this that maybe we could do another time. But the STUFF is what is what sizzles or is sexy about what you do or about the results of what you do and sell. T, what’s touching. How can we get people to touch their hearts, nostalgia? Feel something in there and say you know what I would love to move forward to that because I would have more time with my kids and that kind of thing. You would be unique, a very unique video for the marketplace. We showed a few of those. You can look at Koopuri, you can look at Dollar Shave Club, those kind of videos really stand out because they are totally unique and they also used humor so that’s the first F, funny. F for funny and the last step is Fear. So I’m answering your broader questions so Sizzle or Sexy, Touching, Unique, Funny and Fear.
So you want to ask about funny. Funny, we had a really great video we put together for spotter fitness. It’s an app that people can go and they get workout partners in their community and they go to the gym together. So we could have gone with just the muscle person route and how great you’ll look and we decided to throw that out the window and we made this hilarious video that really caught on and funny is it really works out. Funny, there’s so many rules to humor and I’ll share some of those with you on another presentation.
N.P: Oh yes, I’d really like to see that. A couple of questions from Frederick here. So this is an interesting question; do you always choose original stories or do you keep you know the traditional range of content? So let us say like a traditional industry like insurance or banking. I think I’m asking that correctly, do you choose original content or original stories or you know you keep it traditional? So probably the percentage of risk that you take and does it pay off?
M.R: So yeah. You know actually part of that question is answered by what I just talked about before, you have to be unique. So it’s the original stories that keep it traditional like insurance. So I say if it’s your brand and you certainly if you got to have the budget to invest, you have to go as unique as you possibly can. Because if you don’t stand out and you keep it really conservative, in some industries you do need to stay conservative, all right. You can’t go out there and do a Dollar Shave Club video you know for insurance or banking. I mean literally they’re so regulated you actually can’t put any promises out there. You can’t put far-reaching things out there at all so you stay a little conservative but you have to be unique. You have to put original content out there. Because if you look like anybody else, and they do one extra thing for your customer when you’re not looking, they got the customer and you didn’t. So you’ve got to be memorable. So above all, yes unique content, yes we always come up with unique stories. Again, sometimes it’s more conservative but it’s still unique, unique is a brand. It looks like them is what I mean.
N.P: And you know one last question. Again, so I guess this is on everybody’s mind, where can we get the bonus.
M.R: The bonus, thank you. I forgot to really pull that up again. Actually let me, how about… I think I can chat, let me see here. There we go. So gets you started on the journey, put a I create a landing page in there. There’s the webinar, the bonus, that one of the bonus is the scorecard walking you through the customer journey, how you rank and so forth. So if you go to that link, you’ll be able to click download. If you like, I can also you know you can jump on our mailing list. Again there’s not a lot that comes out to you. It’s just all value just like my presentation here so you know here’s how you tell a story, here’s the stuff that kind of thing. So if you start with that link that’ll get you started with information and of course here I’ll just put in the chat ripmediagroup.com as well. You can sign up there and more information will be on its way. Thank you so much for asking that question.
N.P: Great. So thanks a lot Maury for doing this webinar with us and I’m sure our audience loved it. So we’ll keep this going. There will be a couple of questions that will be coming after the webinar as well. So when they come in probably we’ll ask them over an email and when we you know publish our blog we can you know attach all these additional questions again with them. All right, so thanks a lot for coming. I thank all the attendees who have taking the time you know out of a busy Thursday morning to attend this webinar with Maury. You know thanks a lot for coming on this webinar. Thanks a lot Maury and thanks a lot to our attendees again.
M.R: Thank you everybody.
N.P: Thanks a lot. Bye bye now, Maury.
M.R: Bye bye.
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