Branding and Storytelling in Video Content: Keigan Shares Marketing Trends for 2024

Brett: 00:00:15

And welcome to a new episode of Digital Coffee Marketing

2

: 00:00:18

Brew, and I'm your host, Brett.

3

: 00:00:21

Er and this wig are gonna be talking

about, mostly about content marketing,

4

: 00:00:24

a little bit about ai, because it's

always on top of mind to everybody

5

: 00:00:28

how to use the dang thing, but also

video content, local SEO, not not

6

: 00:00:33

the big SEO, but the local one.

7

: 00:00:36

So much more.

8

: 00:00:37

But with me, I have Keegan with me,

and he is the founder and vision

9

: 00:00:40

management of digital marketing firm

that specializes in content solution for

10

: 00:00:44

B2B NSEO, and PPC for local businesses.

11

: 00:00:49

He has generated over four 50

million impressions and over six fi

12

: 00:00:52

figures in revenue for his clients.

13

: 00:00:55

So welcome to the show, Keegan.

14

: 00:00:56

Thanks so much for having me.

15

: 00:00:58

Yes.

16

: 00:00:59

And the first question is, all my guests

is, are you a coffee or tea drinker?

17

: 00:01:03

Coffee for sure.

18

: 00:01:05

Do you have any like specific brew

you like or you just like, just

19

: 00:01:08

gimme Starbucks and leave me alone?

20

: 00:01:10

Keigan: I'm in, I'm Tim Horton's 'cause

I'm in Canada and religiously like iced

21

: 00:01:14

Brett: coffee up here.

22

: 00:01:15

Gotcha.

23

: 00:01:16

Yes, I've heard of Tim Horton's

different addict because I

24

: 00:01:18

haven't been to Canada yet.

25

: 00:01:20

It's it's worth it.

26

: 00:01:23

I bet it is.

27

: 00:01:23

But I gave a brief summary of your

expertise when you give our listeners

28

: 00:01:27

a little bit more about what you do.

29

: 00:01:29

Keigan: So we know, like you said, we

specialize in video content solutions for

30

: 00:01:34

B2B and on the local side, more on the

SEO, but starting to mix in social media.

31

: 00:01:40

Some of our clients include invisible

people, habitat for Humanity, Dennis U.

32

: 00:01:44

We've worked with Jake, Paul,

Rudy, Rudy, Maor, and Tickner.

33

: 00:01:47

The list goes on and on.

34

: 00:01:51

Brett: Nice.

35

: 00:01:51

And so what do you think is the key

trends for content marketing and

36

: 00:01:54

business, either B2B or B2C that

people should be aware of in: 2023

37

: 00:02:00

in 2020, moving into 2024 as well?

38

: 00:02:03

Keigan: Well, the biggest thing,

it's been like, kinda like the short

39

: 00:02:05

form content wave and a lot of people

still aren't necessarily writing

40

: 00:02:10

that, at least people that we see.

41

: 00:02:12

In the B2B side, it's more kind

of like the image and infographic

42

: 00:02:16

stuff, but having short form content,

even like a podcast clip format, it

43

: 00:02:21

really allows you to tell your story.

44

: 00:02:23

'cause from our experience, it's.

45

: 00:02:25

People buy from your why and

not really what you sell.

46

: 00:02:27

Because all markets are pretty saturated.

47

: 00:02:30

It's really rare to kind

of fund that blue ocean.

48

: 00:02:32

So at least on the trend side, it's

more or less kind of jump on the short

49

: 00:02:36

form wave and then tell your story.

50

: 00:02:39

Tell why are you company do

things, that sort of thing.

51

: 00:02:44

Brett: So the why, I mean, I feel like

that's the hardest part to understand.

52

: 00:02:48

Mm-Hmm.

53

: 00:02:48

For small businesses, but also large

businesses too, like understanding

54

: 00:02:52

the why people should buy from you.

55

: 00:02:53

Why are you better than the millions of

other or thousands of other competitors.

56

: 00:02:58

So how do you, how do PR pros and

marketers start to figure out the why?

57

: 00:03:03

Well,

58

: 00:03:03

Keigan: what we do specifically is

we kind of build something called

59

: 00:03:06

a topic wheel for our clients.

60

: 00:03:07

So essentially it's just a visual

representation of kind of their interests,

61

: 00:03:11

their expertise, and then they'll

interview people along those lines.

62

: 00:03:16

And you kind of just wanna craft the

show around like you as a person, because

63

: 00:03:21

like everybody has their own story to

tell how they got to where they are.

64

: 00:03:24

And if you can highlight that, that's

what's really gonna separate you.

65

: 00:03:27

'cause for me at least, there's a

thousand other digital marketing firms I.

66

: 00:03:32

Willie, why are people gonna buy from

me compared to the other ones that,

67

: 00:03:35

you know, what have like VC funding

or have been in the game longer?

68

: 00:03:38

But it's, no, it's because I

tell my story, I'm vulnerable.

69

: 00:03:42

I'm authentic online to my

70

: 00:03:44

Brett: customers.

71

: 00:03:46

Gotcha.

72

: 00:03:46

And so how can businesses effectively use

storytelling in their content marketing to

73

: 00:03:52

engage and connect with their audiences?

74

: 00:03:55

Keigan: First off, if you have next

to no real online presence, all

75

: 00:04:00

you should be focused on completely

is, like I just said, your why.

76

: 00:04:04

Then from there, you're

getting people engaged.

77

: 00:04:05

You're starting to get to know you.

78

: 00:04:07

Then you can dive into your expertise,

so you know what you talk about, your

79

: 00:04:10

story of why you started the company,

how you got to where you are, and then

80

: 00:04:14

you dive into like your ad strategy

or SEO strategy, et cetera, et cetera.

81

: 00:04:19

You kind of bring people along a

journey that doesn't feel like they're

82

: 00:04:22

being sold, because that's kind

of like the ads that we see a lot.

83

: 00:04:25

It's like VSL.

84

: 00:04:27

Customer pain point, book a call,

or if that's all you're seeing.

85

: 00:04:30

But if you can kind of transition, be

an actual person and act like you care

86

: 00:04:35

or actually care, then you'll be golden.

87

: 00:04:39

Brett: So it's almost like you have to

first start crafting your origin story,

88

: 00:04:43

I guess is the best way of saying it.

89

: 00:04:45

And then you go on to figuring

out the celly, but not too celly

90

: 00:04:49

type, and then your expertise,

and then hopefully you'll find.

91

: 00:04:54

The revenue at the end of the

92

: 00:04:55

Keigan: rainbow?

93

: 00:04:56

Pretty much.

94

: 00:04:56

So, kind of what my opinion is, is

people will pay for implementation,

95

: 00:05:02

but you should be putting all

the information out for free.

96

: 00:05:05

So if you follow everything give away

a ton of value everywhere, all over the

97

: 00:05:11

internet, and people actually implementing

their business and see a result,

98

: 00:05:15

eventually they're gonna come back to you.

99

: 00:05:16

It's almost like what Alexey does,

where he gives away a ton of value,

100

: 00:05:20

but eventually down the line.

101

: 00:05:22

People will come to him once they've

scaled to a certain point because

102

: 00:05:25

they know, like trust him because

of all the values given away.

103

: 00:05:29

He's talked about his why

and how he's done things.

104

: 00:05:31

He's talked about his story.

105

: 00:05:32

That's just one example

of kind of how this works.

106

: 00:05:36

Brett: And then moving on

to like the video content.

107

: 00:05:38

How can PR marketing pros have their

video content stand out from the others?

108

: 00:05:43

Because everybody's trying

to make content, whether it's

109

: 00:05:46

good or bad is well up to your.

110

: 00:05:49

Consumers, but I think everybody

should know if you first start out,

111

: 00:05:52

it's probably not gonna be good.

112

: 00:05:53

So how can they start

out, how they stand out?

113

: 00:05:56

Keigan: Biggest thing would be

is the issue of organic is you're

114

: 00:05:59

not getting in front of your

clients', prospects, et cetera.

115

: 00:06:03

And so that's, you're not

really gonna stand out.

116

: 00:06:05

It's not a blue ocean,

it's extremely saturated.

117

: 00:06:07

What we use for our clients, if people

wanna build their personal brand

118

: 00:06:10

it's called the dollar day strategy.

119

: 00:06:12

So.

120

: 00:06:13

Say, you and me take the clips

from this episode, right?

121

: 00:06:15

I'll take the clips, I'll

post it on my social media.

122

: 00:06:18

I will boost it for a dollar a day,

for a week to get in front of my

123

: 00:06:21

ideal client audience, et cetera.

124

: 00:06:24

That's how I'm gonna stand out

above my competitors, because if I'm

125

: 00:06:26

posting a clip a day that's 30 times

in front of my ideal prospect versus

126

: 00:06:30

organic, praying to God that they

eventually come across my content.

127

: 00:06:36

Brett: Mm-Hmm.

128

: 00:06:37

And then what strategies can

businesses employ to create compelling

129

: 00:06:40

content and effective video content

for their marketing efforts?

130

: 00:06:44

So

131

: 00:06:44

Keigan: we call it like kind

of the three by three grid.

132

: 00:06:46

So that's why, how, what the, why

obviously we just talked about, that's

133

: 00:06:50

telling your story, the how is, how

you do things, how what, what does

134

: 00:06:54

your fulfillment process look like?

135

: 00:06:56

That's kind of area of expertise,

all the sauce, all the value.

136

: 00:07:00

And then the final part of that,

that's kind of more of like the

137

: 00:07:02

call to action sort of thing.

138

: 00:07:04

So if you incorporate all three

properly, you take people along a

139

: 00:07:09

journey and you create a synergy

where it's like, like I said, people

140

: 00:07:12

don't feel like they're being sold.

141

: 00:07:14

Instead, they're kind of walking

themselves towards that process of buying.

142

: 00:07:20

Brett: Phil, you could tell a lot

of people on LinkedIn how to sell

143

: 00:07:23

to people without selling to people.

144

: 00:07:25

'cause I think we all get a lot

of those emails where it's like,

145

: 00:07:29

Hey, I could help you along.

146

: 00:07:30

And I'm like, I just met you.

147

: 00:07:32

How about we like.

148

: 00:07:33

Like, let this sit for a while and

I see who you are and you see how

149

: 00:07:37

I am before you just start to sell

your products or services that I

150

: 00:07:42

may or may not actually need or one.

151

: 00:07:44

Exactly.

152

: 00:07:46

And then you, you talked

about the three grid.

153

: 00:07:48

Is it sometimes where you have more

whys than hows and does eventually

154

: 00:07:53

the three move to a different like.

155

: 00:07:55

Different questions or should you

figure out how to balance that out

156

: 00:07:59

between the three different grids

for video and content creation.

157

: 00:08:03

Keigan: So it's like

anything you're kind of.

158

: 00:08:05

Nobody ever knows what's gonna work.

159

: 00:08:07

I've never met a marketer that

can tell me what's gonna convert.

160

: 00:08:09

If I did, I would hire them immediately.

161

: 00:08:12

But it's like you just, you know what,

you create everything and you see

162

: 00:08:15

what works and resonates and actually

converts into what, like dollars.

163

: 00:08:19

So it's like, you know what,

you start with the framework.

164

: 00:08:21

If you find stuff that works, you

keep creating content on top of that

165

: 00:08:25

and then just kind of go from there.

166

: 00:08:27

But it's just the basic framework

that you can use that kind of creates

167

: 00:08:30

that synergy I was talking about.

168

: 00:08:31

Then from there you should

be analyzing your content.

169

: 00:08:34

If that works, make more of it.

170

: 00:08:38

Brett: And I mean, should, should

the goals be different, bet.

171

: 00:08:42

Depending on how you create the video

content or the why or the how should each

172

: 00:08:47

of 'em have different goals and how do

you actually measure that if you're doing

173

: 00:08:50

different goals for different videos.

174

: 00:08:52

Keigan: So in regards to the goals

of kinda like the why, how what,

175

: 00:08:54

the why that you're just kind

of looking for brand awareness.

176

: 00:08:57

If people are gonna convert, they're

gonna convert no matter what.

177

: 00:09:00

But there you're just kind of building

people like wanna know you, like

178

: 00:09:03

you, trust you, and then once you

move into how that's when you're

179

: 00:09:06

looking for the actual conversions.

180

: 00:09:08

And then how we track that.

181

: 00:09:10

And how they should track that.

182

: 00:09:11

Everybody should have Google

Analytics on their website.

183

: 00:09:14

That should be the number one thing

you do if you're posting content

184

: 00:09:18

as well mentioned a dollar a day.

185

: 00:09:19

So you should have a pixel on your website

so you're able to track everything, user

186

: 00:09:24

engagement on the website, et cetera.

187

: 00:09:26

You're also able to run remarketing ads

towards those people that visit your

188

: 00:09:29

social profile, the website, et cetera.

189

: 00:09:34

Brett: And then for short form

content, how can brands look

190

: 00:09:37

to create the engaging ones?

191

: 00:09:39

Because everybody can create short

term or short form, which can't be

192

: 00:09:44

short term video, but how do you

create that engaging aspect of it?

193

: 00:09:47

Because I've seen a change in like

how it's actually made, usually it

194

: 00:09:51

was just someone talking with some

subtitles and now they're doing like

195

: 00:09:55

cuts and transitions to other things

with memes or something like that.

196

: 00:09:58

So how do you create that

if it's always changing?

197

: 00:10:01

Keigan: So it, you gotta follow the

framework of a good 60, 92nd video

198

: 00:10:05

that's hook body call to action.

199

: 00:10:07

Whether that call to action is book

a free call, follow me for more,

200

: 00:10:10

save this for later, et cetera.

201

: 00:10:12

That's a framework that you should

start out with no matter what.

202

: 00:10:15

Then on the editing style, it's.

203

: 00:10:18

Always changing because

our attention spans suck.

204

: 00:10:22

So you have to keep people

engaged, especially if the

205

: 00:10:24

content isn't that great.

206

: 00:10:25

And honestly, most people's content

isn't that great, that people are

207

: 00:10:29

gonna watch for 60, 90 seconds,

at least millions of people.

208

: 00:10:32

So on the editing style, you can

do a bunch of things like you could

209

: 00:10:35

B roll, obviously the captions as.

210

: 00:10:37

Kind of like the basics everybody

uses, but it's same sort of thing.

211

: 00:10:41

You test and you see what resonates for

us, it's the simple style that works.

212

: 00:10:45

Just basic captions let the

content speak for itself.

213

: 00:10:48

But like you said, I've seen people

add game plan underneath videos.

214

: 00:10:51

So when the viewer stops watching,

they're watching whatever game plan

215

: 00:10:54

on the bottom, that sort of thing.

216

: 00:10:58

Brett: So basically different

types of editing process for

217

: 00:11:00

different types of industry.

218

: 00:11:01

'cause you've talked about gameplay and

gameplay's vastly different from like

219

: 00:11:05

a Talking Head podcast type of a thing.

220

: 00:11:08

So I mean.

221

: 00:11:09

Could for, let's say for example,

someone has a product, could they do

222

: 00:11:13

like an explainer with the unboxing or

with showing off the product for short

223

: 00:11:18

form type of content where it kind of

gives the user both experiences without

224

: 00:11:23

too many videos going on between them?

225

: 00:11:26

Keigan: A hundred percent.

226

: 00:11:26

I mean, it's, again, testing thing I

keep coming back to like if you're B2C.

227

: 00:11:31

The product and boxing and the UGC

style content is what's gonna work.

228

: 00:11:35

Rather than just a CEO talking

about why they should buy

229

: 00:11:37

their product service-based

and more founder-led business.

230

: 00:11:40

That's a completely different

animal because it's like, no,

231

: 00:11:44

like trust, as I mentioned.

232

: 00:11:45

So it's kind of dependent on what industry

you're in, what your goals actually are.

233

: 00:11:52

Brett: And then with, obviously with

the rise of video content, like we all,

234

: 00:11:55

like, we all know, every marketer knows,

and PR pro knows about this, but how

235

: 00:11:58

can businesses leverage the YouTube,

the TikTok, the short forms, the reels,

236

: 00:12:02

the shorts, the, and everything else?

237

: 00:12:05

How can they actually enhance their

content marketing efforts when using

238

: 00:12:08

all these different types of platforms?

239

: 00:12:10

Keigan: Create a ton of content because

if you're creating a handful each

240

: 00:12:15

a month, it's never gonna convert.

241

: 00:12:17

It's never gonna meet your goals,

basically, I like to say throw a bunch

242

: 00:12:21

of shit at the wall and see what sticks.

243

: 00:12:24

Brett: Shotgun.

244

: 00:12:24

Bless.

245

: 00:12:27

It always works I think with new style

or new type of format for people because

246

: 00:12:32

like I said, we're all figuring out what

actually sticks and a lot of times when

247

: 00:12:36

you're trying to figure it out, usually

shotgun bless is probably the best effort.

248

: 00:12:40

Exactly.

249

: 00:12:42

And then.

250

: 00:12:45

The how, how?

251

: 00:12:46

Well, how do you connect with your

audience through social media?

252

: 00:12:49

Because I mean, that's the other

part is that you can create

253

: 00:12:52

this content, but if you're not

connecting, then you're just basically

254

: 00:12:56

shotgun blasting with no purpose.

255

: 00:12:58

Keigan: I.

256

: 00:12:58

So to connect with an audience, it kind

of comes down to like engaging with them.

257

: 00:13:04

But again, it kind of

depends on what your goal is.

258

: 00:13:07

Like if you're a service-based

business, your whole goal is to drive

259

: 00:13:10

people from social media into clients.

260

: 00:13:13

So those people are the

ones you really care about.

261

: 00:13:16

So connecting with an audience.

262

: 00:13:18

Isn't really that important,

but more on like the B2C side.

263

: 00:13:21

A lot of people are gonna be commenting

that sort of thing, but having like

264

: 00:13:24

a dedicated social media manager to

either DM a ton of people that follow

265

: 00:13:29

you, being like, Hey, thanks for the

support, engaging back in comments.

266

: 00:13:32

That sort of thing is kind of

the best way to engage because.

267

: 00:13:37

The way everything's going.

268

: 00:13:38

You mentioned you want to touch on

ai but as AI becomes more and more

269

: 00:13:41

prevalent, it's gonna be the human touch

is what's actually gonna separate people.

270

: 00:13:45

So I think engaging with an

audience in that way is what's

271

: 00:13:48

really gonna make people stand out.

272

: 00:13:52

Brett: Speaking of that for ai, could,

could it help with the three great

273

: 00:13:55

parts that you talked about, the,

the why, the how, like that type,

274

: 00:13:58

could it help with creating video

content or creating ideas for video?

275

: 00:14:03

And what other ways could

you implement AI too?

276

: 00:14:05

Better help your content

marketing strategies.

277

: 00:14:08

Keigan: At least for what we do, we really

emphasize the human touch and the person.

278

: 00:14:13

So AI doesn't really help too much.

279

: 00:14:16

The way that we use AI in house is

more on like the post processing side.

280

: 00:14:20

Like for this podcast we use.

281

: 00:14:23

Software called Swell ai.

282

: 00:14:25

We use like d script for all of our

videos that just kind of helps clean

283

: 00:14:29

everything up in regards to like the

actual video content, in my opinion.

284

: 00:14:34

And my advice would just be, be

a person and just stick to that.

285

: 00:14:38

That's the best thing that you can do.

286

: 00:14:42

Brett: Could you help to write

questions for like podcasts as well?

287

: 00:14:45

Obviously, I'm saying that you

should still look at it and make it.

288

: 00:14:49

Make it look like it's flowing

and that you wrote it, but yeah,

289

: 00:14:52

could it help that as well?

290

: 00:14:54

Keigan: From, I've tr I've played

around a little bit with like

291

: 00:14:56

chat GPT and making questions.

292

: 00:14:58

It provides a good framework, but I don't

think it's there at this point in time.

293

: 00:15:01

Like you still really, you still

need to do research on a guest for it

294

: 00:15:05

to actually provide good questions.

295

: 00:15:07

So it, as an example, digital marketing,

short form content, it'll come back

296

: 00:15:11

with a handful of industry specific

questions, but then you need to tailor it

297

: 00:15:15

accordingly to the guests so it doesn't

sound like you're just asking questions.

298

: 00:15:19

That chat, GPT threw

together in 30 seconds.

299

: 00:15:23

Brett: So, I mean, what, what I'm also

hearing is that also know your subject

300

: 00:15:26

matter before you actually start doing it.

301

: 00:15:28

Because if you're like, yeah,

that sounds like a good question.

302

: 00:15:30

And the guess is like, no, I don't

know what you're talking about.

303

: 00:15:34

You're like, uhoh.

304

: 00:15:35

Keigan: Exactly.

305

: 00:15:36

It's, it's only as good as

the person providing the

306

: 00:15:38

Brett: prompts.

307

: 00:15:41

Got you.

308

: 00:15:41

And then.

309

: 00:15:43

How, for the ad side of it,

how can you optimize actual

310

: 00:15:46

ads, let's say for video ads?

311

: 00:15:47

So we talked about that.

312

: 00:15:48

How can you optimize that for the

most effective way to use ads?

313

: 00:15:52

Because we all know social media,

it's great for the organic, if you can

314

: 00:15:56

get the organic, but Facebook, it's

like if you don't do boosting your

315

: 00:16:00

post, you're getting nothing really

316

: 00:16:03

Keigan: impressive.

317

: 00:16:05

Exactly.

318

: 00:16:05

So easiest way would just be to analyze.

319

: 00:16:10

All the time.

320

: 00:16:11

So analyze how it's doing.

321

: 00:16:12

So like I said, we start out with a

low cost testing strategy, usually

322

: 00:16:15

for a week, gather that data

and then we see what's working.

323

: 00:16:19

So if it's hitting our KPIs,

then throw more money at it.

324

: 00:16:23

My advice to optimize ads would

just be, create a ton of SOPs

325

: 00:16:26

and be super checklist oriented.

326

: 00:16:29

If the ads do not meet

that criteria, kill it.

327

: 00:16:31

If they do keep throwing money behind it.

328

: 00:16:35

Brett: So, I mean,

everything's about the goals.

329

: 00:16:37

Like what are your goals?

330

: 00:16:38

What are you trying to hit?

331

: 00:16:39

And then from then you can figure

out, well, this is not doing well,

332

: 00:16:42

so let's pivot to something else.

333

: 00:16:44

Keigan: Correct people overcomplicate ads.

334

: 00:16:47

It's honestly pretty simple.

335

: 00:16:49

It's just is it hitting the goal?

336

: 00:16:51

If yes, more money.

337

: 00:16:53

If not, kill it.

338

: 00:16:54

Simple

339

: 00:16:55

Brett: as that.

340

: 00:16:56

Gotcha.

341

: 00:16:57

Which I mean leads to what's the

most effective advertising strategy

342

: 00:17:00

to get the most optimized ads

343

: 00:17:03

Keigan: for us, it's a low cost testing

strategy with a ton of creative, so we can

344

: 00:17:07

crank the volume up, won't burn through

ad budget, and then we're able to see,

345

: 00:17:12

okay, can we put more money behind this?

346

: 00:17:14

Great, we can now let's create

more content about about that.

347

: 00:17:17

That's working.

348

: 00:17:18

Then put the money behind that.

349

: 00:17:20

So we always have evergreen content

that's driving us leads, sales, et cetera.

350

: 00:17:24

I.

351

: 00:17:26

Brett: And is evergreen content

for B2B different from B2C?

352

: 00:17:30

'cause I Evergreen content could

be like this podcast for example,

353

: 00:17:34

it's gonna live on forever.

354

: 00:17:35

You can do a ton of

different things with it.

355

: 00:17:37

So should between each industry, is

evergreen content gonna vary a little

356

: 00:17:41

bit or is it still the same between

different types of B2B two B2C?

357

: 00:17:45

Keigan: If it continues to hit

your goal, then it's evergreen

358

: 00:17:48

and it'll work will run forever.

359

: 00:17:50

There's ads that we're running that

have been running for over a year.

360

: 00:17:52

That's just because it continues

to work, so why kill it?

361

: 00:17:56

Same thing.

362

: 00:17:57

It's like if you're B2C is selling

a product and it continues and

363

: 00:18:00

continues and continues to make an

ROI, there's no reason to kill that.

364

: 00:18:06

Brett: And then how can you create

content to convert, basically

365

: 00:18:12

converts into like business results,

like we talked about, like the

366

: 00:18:15

different types of goals, but I mean.

367

: 00:18:19

What are like the beginning stages of

this, because I feel like it's great.

368

: 00:18:23

The end result is like, oh look.

369

: 00:18:25

But like what are some of the steps

to create those actual results for

370

: 00:18:29

Keigan: businesses?

371

: 00:18:30

There's a couple different

things that can go into it.

372

: 00:18:33

The stuff that we really specialize in and

that we see that works is, like I talked

373

: 00:18:37

about, that three by three, we create

that synergy, but then oftentimes people

374

: 00:18:41

aren't jumping to buy the service, right?

375

: 00:18:44

So, but you know what?

376

: 00:18:45

They're watching the content

they're visiting, the social

377

: 00:18:47

media profiles, the website.

378

: 00:18:49

So then what we'll do as part of the

funnel is we'll create retargeting ads.

379

: 00:18:53

Drive them to either like a long form

YouTube video, a free training, a

380

: 00:18:56

webinar, something that has like a value.

381

: 00:19:00

Some sort of value associated to

it, drive them there, then they're

382

: 00:19:03

more likely to buy after that.

383

: 00:19:05

So that's kind of what we like to do.

384

: 00:19:07

We kind of have the ads at like

the top of funnel, and then we

385

: 00:19:10

drive them further into the funnel

using retargeting and remarketing

386

: 00:19:15

Brett: and is a brand voice

like extremely important.

387

: 00:19:17

Before you start all this process

down, should you just start and be

388

: 00:19:20

like, okay, what is our brand voice

before you start anything else?

389

: 00:19:25

Keigan: In regards to like the brand

voice, and obviously you're kind of

390

: 00:19:28

gonna want one or two people in regards

to being in front of the camera.

391

: 00:19:32

But in regards to the messaging, that has

to be the same across everything, whether

392

: 00:19:36

that's that person going on podcasts

and talking to the website, copy, to the

393

: 00:19:42

all the value stuff in the middle of the

funnel, the messaging has to be the same.

394

: 00:19:46

And in regards to like the brand

voice and the person should be

395

: 00:19:49

pretty similar, at least consistent.

396

: 00:19:55

Brett: And then for a rapidly changing.

397

: 00:19:58

Landscape, like what do you see for 2024?

398

: 00:20:01

Do you see more short form

content being utilized more?

399

: 00:20:04

Do you see more brands, more businesses

trying to do, I mean, you said

400

: 00:20:08

it's not as good or people aren't

doing as much this year, but you

401

: 00:20:13

see, do you see next year becoming

more prevalent with brands actually

402

: 00:20:16

trying to start short form content?

403

: 00:20:20

A

404

: 00:20:20

Keigan: hundred percent I think.

405

: 00:20:21

'cause the barrier for entry

for online business is so small.

406

: 00:20:25

Anybody can whip up a marketing agency,

be a personal trainer, a coach, et cetera.

407

: 00:20:30

People are gonna be

pushing that more and more.

408

: 00:20:32

But I think that's a good thing

for the people that understand

409

: 00:20:36

actually how to make that work.

410

: 00:20:37

It's just gonna push them

further ahead of the competition.

411

: 00:20:40

But to answer your question, yes, I see

eople posting more content in: 2024

412

: 00:20:46

Brett: Do you think brands are gonna

start using podcasts more because

413

: 00:20:50

it's still not a very crowded space?

414

: 00:20:51

No.

415

: 00:20:51

Regardless of what people actually think.

416

: 00:20:53

No,

417

: 00:20:54

Keigan: I a hundred percent

agree it's podcasts.

418

: 00:20:56

It's very not a lot of people

have them, and I'm guilty of that.

419

: 00:20:59

I just launched mine.

420

: 00:21:00

I've been a guest hundreds of times,

but I didn't have a personal one.

421

: 00:21:03

But I do think that we're moving more

towards that because this is an easy

422

: 00:21:07

way to make a connection to my audience.

423

: 00:21:09

Your audience, and to you.

424

: 00:21:11

Host, guest, whatever.

425

: 00:21:13

And I think coupling that with a good

content strategy of like the know, like

426

: 00:21:16

trust, a podcast is a great way because

it really emphasizes authenticity.

427

: 00:21:22

It's really hard for me to sit

here and bullshit for an hour.

428

: 00:21:25

People are gonna see right through that.

429

: 00:21:26

If I am

430

: 00:21:29

Brett: true.

431

: 00:21:29

I mean if it's a video podcast,

obviously it's a little bit harder.

432

: 00:21:33

Mm-Hmm.

433

: 00:21:33

Audio, you could probably do

it, but you eventually get

434

: 00:21:36

found out through social media.

435

: 00:21:38

Exactly.

436

: 00:21:38

'cause everybody's, wait a minute here.

437

: 00:21:40

Exactly.

438

: 00:21:40

Alright.

439

: 00:21:42

And what other content do you

see is gonna be rising in: 2024

440

: 00:21:46

We already talked about video.

441

: 00:21:47

Mm-Hmm.

442

: 00:21:48

But do you see any other content

actually rising up that we may not even

443

: 00:21:51

Keigan: heard of?

444

: 00:21:53

There's something I don't see rising up.

445

: 00:21:55

There has some, been some

stuff that we've worked on.

446

: 00:21:58

Kinda like interactive VSLs.

447

: 00:22:00

There's a couple different platforms

like Toll Story Lightspeed, where you

448

: 00:22:04

can create like a full interactive

experience, whether that be in a course,

449

: 00:22:07

have that as your VSL on your website.

450

: 00:22:09

I don't see that taking over,

but I do think that's an

451

: 00:22:12

option that's pretty unique.

452

: 00:22:16

Yeah.

453

: 00:22:16

Brett: Is it like a choose your own

adventure from the old school days?

454

: 00:22:19

Keigan: It, that's exactly what it was.

455

: 00:22:21

It what it is.

456

: 00:22:22

Sorry.

457

: 00:22:23

So it basically be like, we did

it for Lauren Tickner and it was

458

: 00:22:27

just like a full lead magnet.

459

: 00:22:28

So it was basically like, are

you doing over x, Y, ZA month?

460

: 00:22:31

If you click yes, you go

further into the video.

461

: 00:22:34

If, no, okay, here's my podcast with

Grant Cardone and our free training,

462

: 00:22:38

and then continue to go down the funnel.

463

: 00:22:40

If you click yes, do all the objection

handling within there, the, the rest

464

: 00:22:45

of the everything that you need.

465

: 00:22:47

Brett: Yeah.

466

: 00:22:48

And with all this video content

as well, do you see live

467

: 00:22:51

streaming actually doing much?

468

: 00:22:53

Because I know live streaming

was popular like five years ago.

469

: 00:22:57

Whether you, Facebook was trying

to get people to live stream.

470

: 00:22:59

Everybody was trying to live stream.

471

: 00:23:01

I mean, we still have Twitch and Twitch

was still around with Amazon, but do you

472

: 00:23:05

see live streaming kind of moving the

needle or is it still like kind of those.

473

: 00:23:09

If you have time and you, you

actually have a good personality,

474

: 00:23:12

it's great, but if you don't, you

probably should stay away from it.

475

: 00:23:15

Keigan: B2B, no.

476

: 00:23:17

Me personally, I don't

see the ROI on that.

477

: 00:23:19

I could be talking outta my ass, but I

don't think that would be that effective.

478

: 00:23:24

B2C, maybe like I've seen.

479

: 00:23:28

TikTok, like Lotus as an example, one

of the car brands, they had a social

480

: 00:23:32

media manager who was like super on

the trends and I think maybe like big

481

: 00:23:36

brands, if they did something like

along those lines, I feel like it

482

: 00:23:39

could convert really, really well.

483

: 00:23:43

Mm-Hmm.

484

: 00:23:45

Brett: And so where can people

485

: 00:23:46

Keigan: find you online?

486

: 00:23:48

At Kegan car anywhere or to find the

company website, vision management.co.

487

: 00:23:55

Brett: All right.

488

: 00:23:55

Any final thoughts

489

: 00:23:56

Keigan: for our listeners?

490

: 00:23:57

No, but I wanna thank you

so much for having me.

491

: 00:24:00

I really enjoyed the conversation today.

492

: 00:24:02

Brett: Alright, and thank

you for listening to Digital

493

: 00:24:05

Coffee Marketing Brew.

494

: 00:24:06

As always, please subscribe to

Digital Marketing, marketing Brew

495

: 00:24:09

on all your favorite podcasting

absolute and lead the five star

496

: 00:24:12

review if you can really does help.

497

: 00:24:13

And join us next month as we

talk to another great fellow in

498

: 00:24:17

the PR and marketing industry.

499

: 00:24:18

Alright guys, stay safe, understanding

your video content and how to effectively

500

: 00:24:22

use it for your brand and see you next

week or next month, actually later.