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24/7 Sales Boost: Video Marketing Secrets with Alex Sheridan


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Episode Summary

This week’s episode of Win The Hour, Win The Day Podcast is sponsored by Win The Hour, Win The Day’s Signature Coaching Program the Winners Circle. Kris Ward who helps entrepreneurs to stop working so hard interviews, Alex Sheridan.


Transform Your Business with Video: Unlock the Power of 24/7 Sales Reps with Alex Sheridan

In this powerful episode, Alex Sheridan reveals how video marketing can work tirelessly for your business:
-Discover how video marketing can serve as your 24/7 sales rep.
-Learn why video should be part of every step in the customer journey.
-Find out how to effectively place video content to engage potential customers.

Embrace the strategy that keeps on giving, even while you sleep! Don’t miss this opportunity to revolutionize your approach to marketing.

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 Alex Sheridan Podcast Transcription


[00:00:00] Kris Ward: Hey everyone, welcome to another episode Win The Hour Win The Day and I am your host Kris Ward and today in the house we are lucky we’ve got a return visit from Alex Sheridan.

[00:00:11] Alex is a video marketer and listen, he is a badass and if you don’t know him well, you also don’t know he does some male modeling on the side. Welcome to the show, Alex.

[00:00:20] Alex Sheridan: Wow. I, I’m learning some things about myself that I didn’t even know. So this is really cool.

[00:00:25] Kris Ward: I threw that in there just to taunt him. Okay. All right. So don’t be disappointed. He does look good in the videos. I don’t know if he’s in any actual layouts, but here we go, Alex, you’re going to talk to us today about using video marketing as a 24 seven sales rep. So we talked a lot about video. We’ve been forced into this. Hey, video is king.

[00:00:44] We’ve got to do it. It’s got to be everywhere, but you’re now coming at this from, I want to say in a way a different angle, but it’s, it shouldn’t be a different angle because whatever, I’ll stop doing the talking. You start, where do you think we’re missing the boat on this, that we’re not utilizing our video tool or video options as a sales rep?

[00:01:05] Alex Sheridan: So I would start by saying that I think most people in most companies look at video marketing wrong or I, as I would see it, they have a different, Sure. Yeah. Philosophy on how they approach it, and I’ll give you an example, right? So most companies and most people are going to hit the scene and say, I heard we should be doing video, builds trust, credibility.

[00:01:23] It converts and all that’s true, right? So what do we do? We want to make some videos. So maybe we’re going to post some videos on LinkedIn, or we’re going to start a podcast and do a YouTube channel or whatever it is. Or maybe we’ve got a, a big video that we’re going to launch for the website.

[00:01:37] And so they almost think is it’s like video as the thing where I look at as, Hey, from a philosophical standpoint, video, we should be looking at implementing across all layers of the customer buyer journey. So it’s not about just Hey, we’re starting to do video for LinkedIn. Great. We’ve done some TikTok videos.

[00:01:56] Great. We’ve done YouTube. We’ve done a couple of website videos. Great. But what we, how we need to start thinking about it is how do we use video in the customer buyer journey, whether that’s top of the funnel, mid funnel, bottom of the funnel to basically replicate ourselves. And that’s an increase, this, I spent 10 years in B2B sales where I had to do all of the selling myself.

[00:02:19] I had to generate leads from scratch. I had to make people aware of me and create demand. Convince them to use my services. I had to answer a lot of their common questions. I had to address pricing. I had addressed their fears, concerns, desires. And what I learned is that you can actually do 80 percent of that now through video there’s strategically thinking about where can we get video in the right places to where our customers would be at to get them farther along down that customer buyer journey without having to talk to us first. So that’s the philosophy behind it.

[00:02:53] Kris Ward: That’s a great philosophy because I know it’s almost if you’re visiting a small town, like a tourist place or something like that, and like Niagara Falls or something, and there’s these little shops and it’s almost Ooh, I don’t want to go into that little shop even though I want to see what’s in there because nobody else is in there.

[00:03:08] I’m going to feel trapped. And so I think to your point is when you have some video strategically placed at the right place at the right time is then they have questions and they’re afraid to reach out because they don’t want to be yanked into a sales call or now you’re gonna it’s like showing up in a car lot and asking a few questions oh, let me get your phone number.

[00:03:28] We’ll keep in touch and then it’s wow white on rice, you know so I think what you’re saying is we can get them from a, really a cool lead to a warmer and warmer lead. And we’re nurturing them in that relationship so that they are a little bit more educated, a little bit more informed and feel, okay, great.

[00:03:43] I have some information. I think this is the right fit for me. Now I can take a little bit further instead of ducking and hiding because they have questions, but they don’t want to get stuck in that sales cycle.

[00:03:54] Alex Sheridan: And I’ll use the example that you just used, because I think it’s really clear to illustrate.

[00:03:58] This is a little bit more on the B2C side, but it applies the exact same way in B2B, just difference of services and pricing and products.

[00:04:05] Kris Ward: Yeah.

[00:04:05] Alex Sheridan: If you talked about Niagara Falls, right? Let’s say you’re going to visit Niagara Falls, lot of websites, and you’re looking at a hotel, let’s say, right? You’re trying to pick where should we stay at?

[00:04:14] What’s the best hotel? What’s located by it? Where do we eat? All that stuff. You’re trying to plan your trip, family trip, whatever it might be. If you landed on a couple hotel websites. And all I did was say, call us for a quote or buy a room here or select your room now. And that’s all they had on there.

[00:04:30] Sure. You might do that, but you probably keep looking. But what if you found a website landing pages that had, “Hey, you’re thinking about planning your trip to Niagara falls.’ Amazing. Welcome. Like we’re happy to have you here. Now you’re probably wondering if you’re looking at hotels, “Hey, what’s near this hotel, what are some fun attractions I can do for me and my family?

[00:04:50] How close am I to Niagara falls? What restaurants are close to me? And are there some places that are even walking distance? What are the must hits that I have to see while I’m here that maybe most people don’t know about, but the locals do know and we’re going to let you in on that, right? And then, hey, maybe let’s address also pricing.

[00:05:09] Why are you going to pay more for a hotel, in this range versus a hotel that’s located here? There’s a difference between, what you have access to. We’re basically going to take them down a lot of those questions that they’re trying to figure out themselves. But most people don’t even answer those questions.

[00:05:25] And again, that’s the bottom of the funnel, right? So that’s, we’ve got them now in consideration, but I’m going to probably buy something. I just not, I’m not sure if it’s you or if it’s somebody else. And so my whole point is imagine having a 24/7, 365 salesperson, they’re helpful salesperson, a value add salesperson.

[00:05:42] They’re constantly while you guys are sleeping, why the company’s closed down or why you’re on a holiday or why you’re with your family or whatever it might be.

[00:05:50] Kris Ward: So do you think, so one of the questions often when I’m dealing with entrepreneurs, coaches, consultants, small business owners who want to get out of their own way and they’re just stretched beyond their limitation and been doing this quite some time and they keep thinking, Oh, once I get past this next thing.

[00:06:05] So when, one of the questions I get from them is, okay, I am stretched beyond stretch. And I need your help, but how much time is that going to take when in fact, actually you’ll start getting time back really soon. Most of my clients say it’s 25 hours within the first month, 25 hours a week. So would I also, one of my questions, I would have that in the FAQs and maybe put an FAQ video there and said Hey, we’re often asked how much extra time do you need for this?

[00:06:31] But in addition to the copy, I would be putting videos there because of course there’s more information in video. This explanation is completely different. And then. Are you recommending that?

[00:06:41] Alex Sheridan: I love where you’re going with this because most people are like, I don’t have time to make video content. And I’m like, no, you don’t have time not to make video.

[00:06:49] Kris Ward: Yeah. Yeah.

[00:06:49] Alex Sheridan: Because what you’re going to do by not addressing things like pricing, your services, who you’re right for, who you’re not right for. Commonly asked questions, all of these things, you’re going to drive more people to you that end up wasting your time on calls.

[00:07:03] Especially as, coaches, consultants, this is especially for you.

[00:07:06] You’ll end up getting on way more calls that are not fully qualified because they would have known or disqualified themselves out. Had they watched the video that you explained your pricing and talk through, Hey, this is what we do. This is what we don’t do, which is what I do on my pricing video, right?

[00:07:22] You would also create your, create a situation where when I get on calls now, because I’ve already addressed pricing and I’ve qualified them in by time, they book the call. Now we spend way less time in pricing and negotiations. And do you have budgets? And we just spent time talking about what is the big problem that you want to solve?

[00:07:40] Where is the place that you want to go? Your big goal and how the hell can we help you get there? Let’s roll. And so the whole experience becomes better for the customer, but all also better for you as the business. So by not having video strategically in some of these areas, you’re actually spending more time on the back half when it would have took you 15 to 20 minutes to make a few videos.

[00:08:02] Kris Ward: So would you obviously need to be strategic where these go? Because I think we all think, all right, I got to crank out these videos and I now need different videos for different points of the consumer’s journey, customer journey, but then we still throw them all up on TikTok, LinkedIn or what have you.

[00:08:18] Alex Sheridan: If you look at there’s difference between again, buyer ready content, which is the bottom of the funnel where that’s, you’re talking about pricing, answering common questions, that kind of stuff. There’s a difference between that and again, going back to the sales rep.

[00:08:30] Methodology and analogy between that and hitting someone top of the funnel or mid funnel. So if I’m going on TikTok or LinkedIn, I’m not posting a video about my pricing. People are like, the hell is this? I don’t want to watch this, right? They’re just not there. They’re not at that place. What I want to do top of the funnel, mid of the mid funnel is I want to talk about their problem and what they’re trying to accomplish, right?

[00:08:51] I want to talk about solutions. I want to talk about educating them sharing insights with them, sharing a customer success story, how they transformed their business by implementing X, Y, and Z, whatever you offer, these are the types of things that you would hit the feed with. This would be more like your kind of your cold call or meeting people out top, way top of the funnel here, maybe some mid funnel, and then even more on that mid to low funnel, we’ve got what we call nurture videos.

[00:09:16] So right now you could opt into a videos, the video sales rep series, where I teach all of this. It’s a five part video series. It’s an email series. And so once you opt in, it’s a quick name, email, boom, you’re done. And now you’re getting these, this series fed to you over a course of a couple of weeks, and you’ve got an opportunity to really get educated on how to build this out for your business.

[00:09:37] But along the way, I have touch points to say, Hey, let’s chat. If this is something you want help building out in your business at the end, there’s call to actions. So now there could be someone watching this video, regardless of an algorithm, regardless of if the social media platform shuts down or goes away, these videos are now in their Ecosystem via email because I’ve set up that automation and active campaign.

[00:09:59] So the video content is selling for me 24 seven while I’m sleeping with my family, with clients on vacation.

[00:10:06] Kris Ward: So what I think what you’re doing is talking about things that like, so we get somebody to opt into our mailing list and then, here’s your onboarding emails and here’s whatever, and and who’s going to read them and all this stuff.

[00:10:17] And. So I think what you’re saying is, Hey, you could be getting them to opt in. And now, often a misunderstanding I get all the times you can say I just need a VA. Can you help me find that? It’s sure, we can give you this magical person tomorrow. It’s not going to solve anything because you’re not set up for them.

[00:10:33] You just be throwing, turning them into a task puppet. It’s going to burn them out and you out. It’s just not going to work. So those are… When I explain to people why that won’t work, Oh, wow, that’s powerful. So then instead of these dry emails that we’re all writing, trying to make them more dynamic and personable, which it is harder to be entertaining or whatever in text, so we place that with videos.

[00:10:58] And then have that sequence follow in because you can give more content, it’s going to be more dynamic. I think for myself, I pulled it back from that because you’re like, Oh, they could read the, they could read the post or the email, but you have to get them to click the video, right? So we thought, Oh, what if they don’t click it, but they’ll scan, seem like more of a commitment.

[00:11:15] So you’re using that in your warmup, follow up email sequence for back, lack of better word leaning more heavily on the video.

[00:11:22] Alex Sheridan: And it’s one layer as part of the overall strategy. So right now we’re talking here, Kris, there’s someone for a fact right now, there’s someone on YouTube searching for video marketing, LinkedIn video marketing, LinkedIn strategies, and my videos are coming up.

[00:11:37] So as part of not, I call that search based videos. So we’ve talked about buyer ready videos, nurture videos, search based videos, and feed based videos. Search based videos are, a little bit more SEO driven, YouTube driven podcasts, potentially where people are have intent and they’re searching, they may not be ready to buy, but they want to learn about your area of expertise, which is a great thing to pop up when they’re searching for that.

[00:12:00] Because if you’re the one that’s educating and providing value and building credibility with them, chances are if they’re serious about buying. They’re now going to come to you because they see you as the proven expert that they trust. That’s important to have, right? That’s one aspect. And then again, we talked about feed, which is LinkedIn, TikTok, YouTube shorts.

[00:12:17] And then we’ve got, of course, the nurture content, which is the video emails, the series, the thing that hit people’s inbox constantly. So it’s, they’re all at different layers. They’re all in different places, but they all work together as one sort of ecosystem. So no matter where you’re at on my In my process, you’re getting hit with videos that are tailored to where you’re at based on, your buyer intent.

[00:12:38] Kris Ward: I think what I find is when somebody knows something well, it’s so simple. It’s profound. And I think what you’re pointing out to the rest of us is we all have come to the agreement that, look, you’re not going to be able to be in business. You can’t get away with it without having video. You just can’t.

[00:12:56] It’s You know, it’s like going back to bricks and mortar and saying I’m not going to meet with clients. They can’t see my face. I’ll just, it just doesn’t work. So we’ve accepted that we all have to be on video. And then I think what’s happened is we hung our heads and said, okay, step four, I’ll do the damn videos.

[00:13:11] And then we got sloppy with its intent. And so when you’re pointing out these things to me, it’s of course, somebody doesn’t know you on LinkedIn. So we want to be talking about these types of things and then follow up with them with a video and stuff. But I think we just got sloppy because the way you’re laying this out is just yeah, why are we not all doing this?

[00:13:31] It makes sense to me, but I think again, for many people I heard Oh, you have to get them to click the video. What if they don’t click it at all? But I do also know more and more everyone’s leaning another thing leaning towards video I don’t need to tell you this, but you can’t tell you but you can’t tell somebody when they stop reading the post but you can tell when they stop watching the video like there’s so much more data on video, right? So we’re gonna get that everywhere. So why not lean into it?

[00:13:56] Alex Sheridan: Yeah, absolutely. Yeah. Yeah I think there’s other concerns to the video which is You know, it’s getting on camera there. You’re battling insecurities, fears, doubts. It’s really easy to be critical of yourself on video because with text you’ve just got text.

[00:14:12] So it’s if you misspelled something that is what it is on video. You’ve got the lighting the visual the audio I don’t like how I sound I look weird in this video. My hair wasn’t the right way, there’s Oh, the audio wasn’t synced. There’s a lot of mistakes that can happen. And so I, I’m very upfront about video.

[00:14:29] I’m like, video is not easy. It’s not the path to least resistance. Guess what? Neither is entrepreneurship.

[00:14:36] Kris Ward: Yeah.

[00:14:37] Alex Sheridan: Decided to do that. So it’s to me, yes, of course, you’ve got to battle through something. That’s a little bit more challenging. That’s why it’s so rewarding on the backend because so many people are going to quit.

[00:14:49] So many people are not going to do it. They’re not going to follow through. They won’t be consistent. But if you are, you’re going to reap the benefits on the backend because you were the one that stayed in the arena and kept putting in the work. I often, when I’m on calls, I tell people, I ask people like, why do you want to do video?

[00:15:04] Why not just not do it? Why do you need to do video and like, why you asked me I shouldn’t be doing it or something like, no, I just want to, I want you to sell me on the fact that you really want to do this because I’m not looking to work with people that are going to half ass it or going to, get in and do a couple of videos and then get discouraged and quit.

[00:15:20] You got to be committed to the longterm and it does get easier or maybe you just get better, right? Like now

[00:15:26] Kris Ward: I think both. Eventually you just go, Oh this is how I look and this is how I sound. Get over yourself.

[00:15:31] Alex Sheridan: Yeah. I can make better videos faster today than I could four or five years ago, where they sucked and they took way longer.

[00:15:39] And I was like, man, and now I look at what the amount of videos I produce on, between YouTube, the podcast, TikTok, LinkedIn, the videos on the websites the email videos. And I’m like, I’m doing like 50 times what I did four years ago. Yet I’m spending less time doing it. Why? Because I built skills, which give you leverage.

[00:15:57] I have processes and systems, which give me leverage. I have hired a video editing talent for very affordable. That gives me leverage. And so you need to create leverage in your video content process and in your business. And then once you get good at that and you have the videos out there, that creates leverage for you to go do other things in your business because you’ve got the video now they’re selling for you 24 seven.

[00:16:23] Kris Ward: Oh my gosh, you’re preaching to the choir. Okay. And I think too, what I’m hearing also is really anything that we do in text, there, if nothing else, we should have an accompanying video so that somebody has the option, cause some of us would rather watch video, nevermind that they’re going to know and trust you and understand, everything.

[00:16:41] Oh yeah. That person sounds like me. I want to connect with them, whatever. There’s all that other secondary, all this nonverbal stuff where they say it’s only 7% of what we say has the impact is all the other stuff and the other thing I often find really fascinating is when you’re reading copy, studies show you’re reading it in the mindset of yourself.

[00:17:01] If somebody sends you an email and you’re cranky about whatever, your mouse isn’t working and then you read that email, they always say, reread it. With a smile on your face and the interpretation will be totally different, which, people often praise me all the time for sending videos.

[00:17:14] Whenever I can, I communicate through video, like thanking somebody for something or yeah, but a, it’s easier and it’s more of a conversation and then they do feel like they know me and it comes off really sincere if I say, listen, thank you so much for being on my show. That comes out very different in video than it does.

[00:17:31] If I thank you so much for being on my show, it just sounds like a polite word at the end of an email like, Oh yeah, whatever. Best wishes. You know what I mean? Okay. So I think again, it’s just a great reminder of the value and the importance and how we should be doing it. I think the already for this part of the show, the big takeaway for me is anything we put in copy, why not do it in video?

[00:17:52] Then it’s done once and we can reuse it. Excellent. Okay. So you also talked about feed based videos. What does that look like to us?

[00:17:59] Alex Sheridan: Feed based videos are videos that show up in any type of social media platform that would have a, what we would call a feed. So it’d be something that you’re scrolling through, just like it sounds.

[00:18:08] So it’s LinkedIn, TikTok, Instagram reels, Facebook, YouTube shorts, X, and you need to be showing up there. Now, some of these platforms, I still post texts on LinkedIn. Occasionally pictures on LinkedIn do really well. So it’s not like I’m saying all video, a hundred percent, a lot of these platforms have moved to video pretty much a hundred percent.

[00:18:26] If you look at what happened with Instagram. Over the last year and a half, it’s really become a mini TikTok. So it’s it’s just the way it is. They were going to have to do that or they were going to die. It was just, didn’t really have an option. Facebook got reels and it’s, it is what it is, but these are opportunities where we have more top of the funnel, to highly educate people, make them aware of problems, make them solution aware. Teach them, educate them, edutain them, entertain them, and it draws people into our ecosystem. So maybe they see a short form, they follow us, they like us, they connect with us, now they start consuming more stuff, right? They drop a comment, whatever it might be, maybe they turn into a lead, maybe they sign up for our newsletter now, maybe they go, oh, you got a YouTube channel too, now they go to the YouTube channel.

[00:19:06] So it gets people in that ecosystem, I would say, at that point. One thing I want to say about social media, the feed based content though, videos, but also text too, is too many people on social media are more concerned with being popular than being

[00:19:23] respected and being seen as an expert in their space and someone that’s high impact.

[00:19:28] And I think that is something I see on video where people get on TikTok or LinkedIn or whatever and they try to create stuff like what’s the most common trend right now? What’s the biggest trend? Or how can I do this 7 second video with no voice and I do this and it’s what are we trying to accomplish here?

[00:19:42] Because I can tell you for a fact, I’ve watched people pass me up in follower count, pass me up in the amount of engagement that they get, and their business didn’t grow as fast as mine did. Because I wasn’t focused on being the most popular person. I was focused on my craft and how I could deeply impact my potential customers, my dream clients as much as I possibly could every single day.

[00:20:05] So when people saw me, they’ll go, this guy’s really, this guy’s good. He can take our business to the next level. This person over here, they’re doing whatever they can to try to be popular. They’re chasing the algorithm. Like you can’t lose yourself on the algorithm. You can’t get so obsessed with what’s going to work on this platform.

[00:20:20] I got to do anything that’s going to work. And then you lose your message. You lose why you’re on the platform in the first place. So I just want people to really think about that when they’re starting off. Some people are good and they get it right away. Other people just, they really start chasing the impressions and the algorithm.

[00:20:36] And that’s not you, like that’s not your message. So certainly you need to understand how different platforms work and how it distributes their content, of course, but focus on your craft and focus on impacting your clients. And that will take you far long term. You’ll have people pass you up short term with numbers.

[00:20:52] Who cares? You’re growing a business.

[00:20:55] Kris Ward: And you also can’t let the vanity metrics define your success because I remember one person totally. She reached out to me and said, can we connect? And when we connected, this person had read my book, she’d heard my podcast, she heard me on other podcasts. 15 minutes of the conversation if you had said we were related.

[00:21:12] She couldn’t have known more about me if she, if she’d been keen. Yeah. And I’m thinking, I said, wow, I’ve never, like you’ve. I’ve never seen her comment on anything. I don’t know her from anyone. And yet she had all this extensive, oh yeah, I listen to that show and this show, and she knew she had accumulated a lot of my content and I was surprised.

[00:21:31] And she said you never know who’s watching. Yes. Kris, I’ve been following you for years and I really wanna work with you. And I’m thinking, ah, that’s a good point. Like we know is business owners, coaches and consultants and entrepreneurs that it does serve us well.. Like even you, you don’t need my engagement, Alex, you’re doing fine.

[00:21:48] But whenever I trip across your stuff, I want you to know, Hey, I’m here. I’m cheering you on. You don’t need it, but I’m still, I want to maintain this relationship. I want you to see that I’m still following and do whatever I can. So I look at that as networking, but a lot of people are just consuming your content.

[00:22:03] And then when you’re looking at all these videos not working, I got whatever, four people engaging. You’re right. At the end of the day, does it matter if somebody is reaching out to me and DMing me and say, I want to meet with you. I’ve been following you all this time. Listen, that’s all we’re here for.

[00:22:16] This is not high school. So also I’ve had to learn that. Yeah. My numbers may not look great on LinkedIn, but I’m getting messages.

[00:22:24] Alex Sheridan: And that’s it. A lot of it. And I, people ask me, like, how do I know if my video contents working in the beginning, if I’m not getting leads what are some of the leading indicators or how do I know?

[00:22:33] Because your videos are not going to blow up the first month that you do videos typically, unless you’re a celebrity. So I look for leading indicators. I look for things that would show, a positive sign that there’s good things to come. Cause you’re going to have to go through a period of time.

[00:22:46] And this is where most people quit with video. You go through a period of time where the amount of effort that you’re putting in doesn’t match the output or the results that you’re getting. And that is the same exact thing that we go through as entrepreneurs. So some people give up when they hit that ah, this isn’t worth it.

[00:23:00] I’m putting all the works not working. They might’ve been one month away, two months, three months, four months away from the big breakthrough. So when it comes to video, I look for things like, am I getting occasional comments or DMS or messages? And sometimes you got to go out and ask for this. You got to say, Hey, I saw that you liked my video from the other day, or you liked a couple of my videos.

[00:23:18] Now, can I ask for your honest feedback? I’m creating content for founders like you. So I’m glad that you’re here. I’d love to know what are you getting out of it? What are some takeaways? Like anything that I could address that maybe I’m not addressing that you’d want to learn more about. And sometimes you can ask for it.

[00:23:32] Great. That’s fine. Other times people will reach out to you and say, Hey, thanks for I saw we’re connected now. Great to be connected. I love your content. By the way, I showed your last video to our CEO on potentially adopting this strategy. To me, those are buying signals. Those mean, Hey, if somebody’s taking your content and they’re showing it to a decision maker, an executive, a CEO, a founder, that means you’re doing something that’s getting one person’s attention.

[00:23:54] And it’s so influential that they want to show it to somebody else that could potentially be a customer. So yeah, there’s engagement, there’s likes, there’s shares, there’s all types of things that we can look at. But a lot of times I’m looking for the qualitative feedback in the very beginning. And making sure that I continue to learn.

[00:24:10] I continue to get better because I know if those things are hitting and I’m really truly putting out the right type of content. It’s only a matter of time before someone reaches out and books the meeting or turns into a customer. It’s just a matter of time.

[00:24:23] Kris Ward: And I think. What we hear so often with video which I get, it has value in it is, make sure you repurpose your content.

[00:24:29] And so you don’t have to keep doing things over and over again. And there is value in that. But I think what I’m learning from you today is be mindful that we don’t just say, make this video, repurpose it on all the platforms. And I’m like, Oh yeah, I did get likes or whatever on whatever Instagram. So let’s put it on the website.

[00:24:46] So now looking at this is we have different like outfits, what I wear to the gym is not what I wear when I’m doing a speaking engagement, right? So we’ve got different purposes for these videos and I think before we’ve all, there’s been so much moaning and complaining and crying about, oh no, we, there’s no way around it.

[00:25:04] We have to do video. So then we leaned into the repurposing. But B, you can repurpose, but be purposeful like that. Be purposeful about where you be. Purpose. Repurpose, be purposeful.

[00:25:14] Alex Sheridan: Yeah. Yeah. . So I think lemme a quick thing on that too.

[00:25:18] There’s a difference between reposting videos and repurposing videos.

[00:25:22] So I don’t do a ton of reposting the same video over and over again, and I don’t think that’s really a good thing to do. I think you test and try, occasionally you repost something. Repurposing means I’m doing my daily activities, whether that’s a client call, a podcast interview, I’m speaking on stage, I’m going to an event.

[00:25:38] And I’m basically creating me as the content, I’m positioning me as the content. And so all I’m doing is documenting and recording the things I’m doing throughout my day, throughout my week, throughout my month. And I’m turning that into clips of videos, long form or short form potentially, to be distributed on the social media or the content channels.

[00:25:56] That to me is a very smart strategy to be able to do. It also shows you in a different light. It’s a little bit more authentic because it’s, you’re just talking, you’re living your life versus I’m going to make a video to communicate this. That’s just a different medium. So I think repurpose

[00:26:11] absolutely. Make original content. Absolutely. Position yourself as the content. Absolutely. And then, yeah, occasionally if you want to repost the same video to see how it hits, maybe change a couple of things, tweak the copy and it’s still relevant. Absolutely.

[00:26:25] Kris Ward: But to my point is also be mindful that if you are repurposing or reposting or whatever we’re redoing, then you have to be mindful.

[00:26:34] Is this a search based video or is this a buyer ready video where I don’t think that I think you’re correct. I just don’t think that came into the bandwidth of our thinking. It’s I got this damn video. I had to do it. So how many different places can I use it? But again this may not be, we’re reusing it, but it doesn’t mean it belongs here.

[00:26:55] Alex Sheridan: So a hundred percent. And a really good example of this is if you go to people’s LinkedIn profiles and what do you see in the featured content section, which is, I think is one of the most important sections on the entire profile. You see a lot of content that they’ve posted and that they’ve tagged as featured, but the mistake that it, that they make there is.

[00:27:13] You’re not thinking about the buyer landing on your LinkedIn profile, right? When they’re landing on your profile, they’ve probably seen a content. They’ve seen a piece of content. They’ve seen you comment. They’ve got some level of interest probably coming there. They’re not concerned with your like performing video from three months ago that had 100 likes that you’re proud of.

[00:27:31] Great. That’s awesome. If it’s super relevant to your customer, maybe you have one of those up there. But why not, have an opportunity for them to take the next step with you to have a talk with you to go to your website to join a, video series or an email list that really can potentially provide high value or access to a long form YouTube that educates them on a thing that they came to your profile for.

[00:27:51] So I think it’s a misstep there where, again, just like you talked about, the Instagram video, the TikTok video that did well for you. Awesome. But is that the video that you need to put on the website? It may not be right. Cause you got to think about why someone’s on your website in the first place.

[00:28:04] They want different information there than they were stopped in and searching for on YouTube or that they saw on their feed on TikTok. So to your point, we’re in different mindsets when we’re on different social media platforms. My mind on LinkedIn is different when I’m going through the feed versus if I’m on YouTube or on TikTok, or I’m on someone’s website, looking at pricing and comparing.

[00:28:26] So knowing where the buyer’s at and where they’re, like physically located virtually. And then positioning content based on that is really important.

[00:28:33] Kris Ward: Yeah, that’s a great example as well, because I think for so many of us, I have learned from you, so I’m going to speak confidently and maybe I still flub this, but I have video testimonials, that were just from different sessions of working with my clients and I believe I got that from you.

[00:28:48] So you’re nodding. So I did good there, but I didn’t want to, I didn’t want to ring my bell and tell you somebody did something and then you’re like, that’s not right. But. I think for so many people, you look at that section as showcasing, you’re right, your best video. It’s Oh, this did really well.

[00:29:01] I’ll put it here and show that, cause everybody liked this, but you’re saying, let’s look at now we’re in a different process of the buying journey. It’s not just highlighting our best work. It’s taking them to a new stage. Again, I think we’ve all missed that simple, but very profound. Oh my gosh.

[00:29:19] Okay. Alex, we can never get enough of you. Where can we find more of your brilliance?

[00:29:25] Alex Sheridan: I think YouTube is really good place to go for a long form in depth strategy. So if there’s something that you heard in here that you’d love to hear me go for 20, 30 minutes on and take notes and really learn at a deep level.

[00:29:37] YouTube’s great for that. So Alex, be sure to, and you can find me there. I drop new videos every couple of weeks. LinkedIn, I’ve got, TikTok are my daily kind of feed based platforms that I post, tidbits insights, high value type stuff. And then if you sign up for the video sales rep series, I walk you through that email sequence where you learn how to implement the video sales rep strategy, how to implement videos and 24 seven sales rep for your business. And that’s free to sign up. It’s pure value. I, it’s, I put a lot of time and effort into these videos. And so it’s worth anyone to go through it. Minimum. You’re going to get a lot of insights and you’re going to think about different.

[00:30:09] You’re going to think about video differently in your business and maximum you go through it and you actually implement it and you see the power that video can really have once you actually use it as a 24 seven sales rep. Yeah.

[00:30:18] Kris Ward: Oh my gosh. Okay. Alex. Oh, come back anytime. And everyone else share this, yeah, share this episode with a business buddy.

[00:30:28] Do not leave them just floundering around by themselves struggling. This is really valuable content. I totally think that it is, but to your point, Alex is extremely overlooked and we’re getting really sloppy with just crank it, making out the videos and cranking them out. So please share this with the business buddy and we will see you in the next episode. Thank you again, Alex. Bye guys.

[00:30:49] Alex Sheridan: Thanks, Kris. Appreciate it.