Get Schooled on Content Marketing From The Man Who Wrote The Book On Facebook
ABOUT THIS EPISODE
We’re starting off The Content Coalition with an amazing guest for episode 001: Dennis Yu! Dennis is the Chief Executive Officer of BlitzMetrics – a digital marketing company which partners with schools to train young adults.
Dennis’s program has managed ad campaigns for enterprise clients like the Golden State Warriors, Nike, and Ashley Furniture. When it comes to getting content seen, him and his team are the pros. Not to mention … Dennis co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.
He’s an internationally recognized lecturer in Facebook Marketing and has spoken over 730 times in 17 countries, spanning 5 continents. Dennis has also been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News.
So tune in as Dennis gives away some of his secrets on how to properly repurpose your content in this omni-channel digital marketing space we live in, and how you can apply it to your content marketing strategy too.
WHAT YOU’LL LEARN
- [03:43] BlitzMetrics and its incredible background
- [06:45] The #1 content you should repurpose on Facebook
- [10:03] How to properly repurpose your greatest hits
- [11:50] The only size you should make your content on Facebook, LinkedIn, & Twitter
- [14:16] What types of content should be produced professionally or “organic feeling”
- [23:35] 1 actionable thing you can implement for your content strategy in the next 48 hours
ABOUT SHAINA WEISINGER
Shaina Weisinger is the host of The Content Coalition, and founder and CEO of Repurpose House which repurposes your content into unlimited videos and images. Shaina is on a mission to show content creators the untapped potential and repurposing power of the content they already have.
CONNECT WITH SHAINA
Read Episode 001 Transcription
Dennis Yu: My favorite thing is what we call the greatest hits, so imagine all the stages that you’ve spoken on the. Imagine all the podcasts that you had been on, that stuff that you’ve already made. Look, I’m lazy. I don’t want to keep creating new content. I want to be on her show so I can add that to like number 753 now. Right? But I’m lazy and I want to take things if I’ve already said something really well and it’s evergreen, meaning it’s reusable. I want to take that one hour podcast for example. I don’t want to cut out those one minute snippets, square them out, put them into that main format where you have the headline, right, and then distribute them on instagram and twitter and facebook and LinkedIn.
Shaina: I’m Shaina. I love dogs. I trip a lot and I happened to have a knack for making pretty sleep videos for businesses, but the more videos we made, the more questions I got about how video and other content can be leveraged to make a bigger impact in their marketing. I mean 44 percent of marketers say that producing content is their biggest challenge. Get content marketing is 62 percent less expensive than outbound and produces three times more leads. Now I know a lot, but I certainly don’t know it all, so I made it my mission to talk with content, kings, Queens, and bosses to learn as much as I could about crushing content marketing and I’m taking you along with me. Welcome to the content coalition. Hey, thanks everybody for joining us again today. I’m here with the facebook master. Dennis. You spoken over like 700 times across the world. I mean basically you co wrote the book on Facebook and they teach at university,
Dennis: right? That’s right. We’ve got the book on Facebook,
Shaina: the book, and you’ve been featured in like every publication imaginable. I mean the Wall Street Journal, La Times, New York Times you contribute like everywhere. So I’m super excited to have you here today. I’m super excited for everybody else. Gets to learn more about content marketing and crushing their facebook games. Um, I know that your company BlitzMetrics, you guys do a lot with students right? Can you tell me a little bit about that?
Dennis: So we train up young adults and we make them pro level digital marketers through our certification really, because imagine if you’re a young adult, you’re in college, maybe you just got out of the military. What are your job options? Typically you work at home, you work at Chili’s, you work at your parent’s company, but imagine that you could go through the kind of training that you maybe didn’t get in school. You got the book learning, but then you have the work experience and then you can start making $10, 15, $20 an hour all the way up until you can own your own business as an entrepreneur. So one of our friends, Aaron Renbaum, he’s six foot six and he plays basketball and his dream was to be able to work for a basketball team. So he went through a program qualified and he started working on the Golden State Warriors and then coaching other people to be able to do the same, which is really mentorship.
Dennis: That has always been the model of how people get jobs in the United States. It’s been, you get a degree and then hopefully you can take that diploma and trading it traded in the window for a job, but it doesn’t work like that. So we believe that working with the private sector where they need help so badly with companies like yours and to be able to have a workforce that’s certified to execute these packages is exactly what they need. They need help from video production companies. They need help from folks to do as an analytics. There’s an amazing, amazing demand. There is a drought of people that know how to do content marketing and do ads and analytics. Yet there’s a huge labor force that can’t get jobs, so why not? We have so many folks like Adam who just ran up the stairs. He was a maintenance man three and a half years ago.
Dennis: He was fixing apartment toilets and cleaning up, you know, nasty things that apartments and now he runs our learning management system. Kevin, 10 years ago was washing aircraft with high pressure jets and cleaning nasty sorts of things in the middle of the night and now he’s building sites at scale as one of our engineers. Right? And we have all of these different stories of people that were in situations that were really not ideal and they’ve gone through a training and mentorship program. They worked hard. They’ve worked on projects starting at low wages to be able to earn their way in. And that overcomes that catch 22. Right. Can you imagine some of your first jobs where you, maybe you tried to apply but you couldn’t get in because you didn’t have the experience? Right?
Shaina: Right. Wow, that’s amazing. Very cool. Um, so let’s talk about BlitzMetrics then. So explain to everybody what exactly, what is BlitzMetrics? What’s you, what do you guys specialize in?
Dennis: We specialize in facebook ads and analytics. So as an analytics, we considered to be the same thing because I used to run analytics at Yahoo. And the thing is that people thought thought that was reporting, right. You think because you go to Google analytics and you get reports, right, they should call it google reports, Google charts, but analytics is optimizing. It’s figuring out why is something working or not and therefore what should you do? Make that change, test it, and then report back on how it works and continue to iterate and cycle through that, so imagine that you have this cycle of being able to tune and you apply it to facebook, you apply it to your infusion software, email system, you apply it to you, your Google ads, you apply to your youtube, instagram, twitter, LinkedIn, all these other channels. It ends up being the same thing.
Dennis: So we like to take clients that are already organizations, nonprofits, anybody that’s already making some money where there’s customers and there’s data and there’s a signal and then using our process, which we published. It’s not some big secret, right? Come to my session at traffic and conversion summit. We’ll hear all about it and learn how you can. You can go cross channel. You can take like imagine, imagine this was it. This was full of gold. There’s something amazing, right? I know it’s just bottled water from Costco, but imagine we took this and we opened a box and we stuck it in a box, close the lid like a real magician. Press the button and we get 10 more of whatever it was we put in there. Right? Would would you like to play that game? Would you like to have a machine that does that all day long?
Dennis: That’s how we see it works in the world of digital, so Shane, if you have amazing content that you produce maybe for a client and you stick it in this box and you know that this client, you know that this content will drive sales and then this, this box figures out where that content needs to live and also automatically adjust how much money to spend and does that all for you. Then you’re. You’re able to maximize the quality of your assets. The trouble is though, we say that you can’t make chicken salad out of chicken shit talking, so the issue is that they need to hire firms like Shane is because their content sucks, so no amount of tuning and optimizing and reporting and ads and whatever will overcome if their content is terrible, but if you help them make great content, then the systems that we teach are going to drive more revenue because in the algorithm is going to give you a better quality score, a better cost per conversion. Be able to get more reach, you know, take things that are working on facebook, copy him to youtube, copy them to Instagram, copy them to your email, take the things that are working well in email and seo, copy them over into video. Maybe you have great articles that rank on certain key words on google. Make videos based on them because you know what’s already working and that’s what when people talk about cross channel Omni Channel and recycling and remarketing, that’s really what they’re saying.
Shaina: Yeah, yeah. We’re huge and repurposing content so it’s, you know, taking the blog articles and turning them into video, doing everything. He basically just said what is, I mean there’s the general idea of taking something and then you know, making it work, cross channel, cross platforms and facebook specifically what is, what is like your number one way people should be repurposing a piece of content, pick any kind of content you could think of.
Dennis: My favorite thing is what we call the greatest hits. So imagine all the stages that you’ve spoken on the matching all the podcasts that you had been on, that stuff that you’ve already made. Look, I’m lazy. I don’t want to keep creating new content. I want to be on her show so I can add that to like number 753 now, right? But I’m lazy and I want to take things if I’ve already said something really well and it’s evergreen, meaning it’s usable. I want to take that one hour podcast for example. I don’t want to cut out those one minute snippets, square them out, put them into the meme format where you have the headline, right, and then distribute them on instagram and twitter and facebook and LinkedIn, right? If you’ve already the beauty of software for I’m a software engineer. The beauty of software is if you build it once, you don’t have to keep saying the same thing.
Dennis: Well, I challenge you, if you’re listening, are there things that you say over and over everyday let’s be real. Are there things that are repetitive and what you do or say? Right, so if you’ve said something already, package it up and then reuse it. If you’ve taught a client how to do something, one of my favorite techniques to, so number two, so first one is reused the things you already have chocolate them up because the odds of anyone listening through that entire one hour webinar and getting to that particular point in the middle, chop it out so that way they can go straight to the thing and you can remarket and target and all that kind of stuff. Right? But the other thing is that if you’re making amazing content, how do you sequence it together? Right? So it’s one thing to be able reuse content, but now I want to be able to remarket and let’s say for example, you live in Scottsdale, which, which is an amazing town.
Dennis: We’re here in Gilbert and there are. Let’s see, what’s the best way to say this? I, I consider that like relationship central, right? That’s where all the cool people hang out. Yes. And if you want to, if you want to go hang out, if you want to go to the bars and the best restaurants, if you want to go dating, if you want it, like you’re going to go to Scottsdale, like you know, downtown, like all the old town. But let’s say that I’m, I’m in the process of dating and I want to get a girlfriend. I want to get married, you know, all this kind of stuff that’s going to take a sequence that’s going to take a relationship. Right? And the same is true when you have clients, right? We, we understand that there’s a relationship. It’s not technology, it’s about really the fundamentals of the relationship.
Dennis: Now, if we were to film what we’re doing with the clients, like we record our calls and go to meeting, we film interactions when we had a client here just yesterday, $20,000 for three days for a mastermind and we filmed all of it on the board over here. Sitting here in these chairs. Don’t you think that a lot of that is completely reusable for a lot of it? Think about the stuff that you say all the time. Think about the processes that you have. We record it and then we can reuse it so I don’t have to create a separate track on creating content. You and I are already so busy. We don’t really have time to sit down and recreate content, so that’s why Gary v Has Dirac all the time following them around everywhere because if he’s coaching someone and that person’s paying a ton of money that that person’s going to agree to want to be filmed because it actually makes them better because it gets them more reach. So Gary’s getting more content creation at the same time, the clients also getting benefit.
Shaina: So in those situations, how would you repurpose that type of content? Is that stuff that you want to just throw it on the web and say, here I just did this $20,000 coaching deal, or where would you place something like that?
Dennis: So you have to make value for the audience, right? Because if you’re just boasting about, Oh hey, I’m with this client, they’re paying me a lot of money, then that’s pompous. It doesn’t add value. You might as well take pictures of your food at every meal. That’s, that’s very much like look at me. If in the process of taking care of a client, you’re doing it as part of a checklist or recipe, a series of steps that you’re following than other people could follow those steps. So we call these particular kinds of clients a lighthouse. A lighthouse is one that everyone else can follow. Let’s say that you and I were working together on personal branding, your personal brands already. Amazing. But let’s just say that we were working together through this checklist and we were filming how to do it. If we did this in a structured sort of way, other people could watch and they could follow along.
Dennis: Do you like Rachel Ray or bobby flay? Like any of these cooking shows? So if you see that she’s following a particular recipe, then you might follow along later. You might go to whole foods, buy all the ingredients and see if you can make the whatever it is that she’s making. Right. The same is true here. Great content marketing I believe is actually education. Yeah. When an education means following, I was along, it was 20 years ago since I was in school, but it means following these, these lessons and chapters, these checklists and recipes in being able to execute against a particular goal. You have a video production process that I saw just before you turn the camera on that you know how you want to set everything up and I knew that 24 frames per second versus 30 frames per second. You’ve got to process on that, right? So when you have expertise like you do, other people can follow along, but just because you turn the camera on, it doesn’t guarantee anything. Right,
Shaina: right. Awesome. So you touched on something earlier. You said make your content square for facebook and I’m sure it’s other platforms. Do you know why
Dennis: I don’t have my phone on me, but most people when you have your phone, you’re holding that phone vertically, right? Right. If you scroll through the newsfeed, so you could press pause on this video right now. If you scroll through the newsfeed on facebook or on LinkedIn or on twitter and you see something, something in the landscape format, you’ll see it takes about a quarter of the screen, maybe a third of the screen square takes up half the screen. Vertical portrait mode takes up the entire screen. So if you’re. If you’re a marketer, advertiser, entrepreneur, and you want people to see what would you like to have the entire screen or like a little piece of the screen and this is something that I was resistant to because I thought every. Well, if you’re in professional video, if you’ve done ads for a long time, you understand that you put it in landscape format, right?
Dennis: It’s hard for me to and now and then when snapchat a couple of years ago said, oh yeah, vertical videos and like, Nah, that’s just like teenagers doing silly things. And then we started to test and we took some big brand clients who had spent $50,000 on a professional video shoot for a commercial, right? Some something that, you know, the typical like commercial tv production people that are some photographers and then I would come in with my iphone. Now the iphone is now a really nice. I have the new Max, which is fantastic, right? But just a regular iphone, no equipment may with no knowledge of any kind of video but shooting vertical and square and it was driving a better cost per conversion of better Rois, a better cost per lead. Me knowing nothing about video, pissing off all these professional video production companies. And you know why is not because I’m good at video, it’s because I’m making things that don’t look like advertisements. So these companies, I hear this all the time, if I had a dollar every time this happened, they take their TV commercials. How many times have you seen they take their TV commercial and then they try to run that on facebook and it doesn’t work and they say, oh well it’s because facebook doesn’t. Yeah,
Shaina: work. That’s interesting. Well, so you think it was, well you obviously know it was more about it not looking like polished content and that’s something that people get really weird about it is, is I have clients who will be like, okay, we want to be on facebook but we fear that it’s going to look too polished if we do, you know, professional video or whatever. And there’s obviously huge need to do like organic feeling personal type videos as well. Is there like a happy medium between what types of content should be produced professionally? What type should be like organic feeling?
Dennis: So think about this. Have you seen some of the latest Nike ads and their family could be like Kaepernick? Yes. Or for the Olympics last time they had a single shot of a boy. Fat Boy that was running. So when you have something like Nike, you’re expecting to see cinema cinemagraphic like movie quality kind of stuff because it’s a huge brand like Nike. But at the same time, if it’s a small business, if they’re selling furniture, if it’s the local real estate agent, you just want to see, hey, I’m giving an open house. This is the house and we tell you it’s been, you know, built in 1983. It’s 4,300 square feet. Oh there’s a school back here. And she’s kind of like walking around selfie style. Like you would expect that. So the worst thing is a small business that’s trying to make a fancy TV commercial and it just doesn’t come off as legit.
Dennis: So there are some situations where maybe I’m at the mall and I just have an idea and I’m in the food court and I, and I just say, Hey, ready? I just got this idea. I’m going to tell you about it. Right? And so people don’t expect the professional and there’s other times where they’re paying $497 for a course they’re going to expect professionally filmed. It goes back to. It goes back to expectation, right? It’s not to say it’s one or the other or try to do both. It’s the expectation of when, when you’re interviewing a customer, right? Or when you have a course or when you’re speaking on stage, can you imagine if like traffic and conversion summit they had, they didn’t have professional video like that wouldn’t really make sense. Right? So I think the main thing on facebook is that 70, 80 percent of the time you’re just being who you are. You don’t have makeup on, you’re not in this conference room kind of professional environment, but sometimes you are. Sometimes when you go to a wedding or a funeral, when you go to a wedding, a funeral, you’re, you’re going to dress up, but we heard the beach, you’re going to dress differently. And I think people understand that context.
Shaina: Great. So that makes people feel more relaxed to just shoot the content content. Good content is going to translate really, regardless of whether it’s professionally shot or done with the selfie style.
Dennis: Let me give you an example. So one of our, one of our clients, Ashley Homestore, they’re the largest furniture retailer on the planet, 700 plus stores and they’ve produced all kinds. You’ve seen their TV ads, I’m sure you know fourth of July blow out, you know, all the couches are 50 percent off and you can see it’s a commercial. It’s got the red letters with the percent discount one day only. You know, people are too smart for stuff like that. So they, they’ve been spending millions of dollars pushing out commercials like that on facebook and youtube and it doesn’t drive any sales, right? Because people know about that. Then we took people that were salespeople in each of the stores working with Michael Melara who runs their digital and some of the other people that are really smart on their team and we found that the ordinary people. There was one guy in, I forgot what his name was, but he wasn’t well spoken. He wasn’t like a professional video person. He did. He wasn’t like you were your shiny and you know exactly what to do and, and that Ashley was driving the most sales because people saw that here’s some regular guy and he’s talking about a living room sectional, but he said, oh, this is a, we call this a goal, you know, here in the south we’re going to Walmart Dixon to going to young too. And, and so these, these things are kind of fun, right?
Shaina: It makes them real and people want to do business with real live people
Dennis: and when they make mistakes and they’re not, you can tell they’re not professional people actually like that. And we found that when we put our outtakes, so all you guys listening, you’re probably trying to be perfect and you keep reshooting these videos, removing ums and Ahs. I bet if you included your mistakes, I bet if you gathered all those up into a blooper that actually would drive sales for you. If you’re willing to swallow your pride.
Shaina: For sure. I trip a lot first of all, and the more of it we get on tape, I mean they’re there in the intro. He see it on the intro to the show, so I’m just like, embrace it. You are who you are and people like that. You’re human because it makes them feel like, okay, I can. I can do business with this person. Even if you’re a big brand like Ashley’s. Yeah. Yeah.
Dennis: Especially if you go live and people know it’s live. I was live on CNN five times last year talking about the whole Mark Zuckerberg, senator ads, that kind of thing. So I had five spots that were four and a half minutes each. I had over 20 minutes in front of three and a half million people live last year and I botched some of the questions that they asked me because it’s live and I can’t say, oh George, can we rewind that? Can you ask me that again? No, it doesn’t work like that, but the funny thing is that I had people that were calling me up saying, Hey, I was about to. I was at the airport and it was about the board and the plane and I looked up the TV thing, it cnn and I saw that you are on tv and I thought, wow, that is so cool.
Dennis: Right? Because people have the expectation, they know it’s live. They know that you’re just out there sharing. They don’t expect this super level of production, so if anything you guys are judging yourself way, way more harsher than than we would write. Like literally just put it out there. My friend Isaac Irvine runs the personal brands that go daddy, big internet company and last year he put out a video of. He was just. He was in the shower with his son. He had his phone propped up on a bar of soap. He was all smelly and dirty because he just worked out the gym wearing a tank top and it was a video about. He was asking his son how he got bullied at school or they. Because he had long hair and he’s growing it out for kids with cancer and then that kind of thing. And the thing got 100 million views that video, but he could have said, you know what, I don’t want to do it right now because God is ready to talk.
Dennis: You know what? I’m going to take a shower. I’m going to put on nice clothes. I’m going to set up in the studio. And by then it would’ve never happened, right? He got ellen shared it. It was on buzzfeed. He was on CBS and George Takei shared it. Lad, 100 million views across all those different channels. But he was like, the shower curtains were dirty, the furniture didn’t match, the phone was shaky. They didn’t have a professional mic. You can see like we’re lagged up. But I bet you those ones that look, I’m not saying intentionally, Blair witch it where it’s all shaky, but, but the ones that are real people crave authenticity. And you hear a lot of people say, Oh yeah, be authentic. And I guess that’s true, but what does that actually mean? Right? It means just share what’s going on. Share your failures, share the kinds of things that you’re thinking about and people will resonate with you that that’s all that’s ever all of these internet marketing experts and branding people.
Dennis: The reason they’re saying that is because that’s what’s working because we don’t believe in it. We don’t believe in commercials, so people come to me and they say, oh, what are the latest techniques with facebook ads and the latest things that have, and I can tell you, well, some things are under nda so we can’t tell you like whatever they’re doing, but it’s always the reason people fail on facebook with their ads and analytics is always back to these basics. It’s that their content sucks. I need someone like Shane and to help them actually structure something that like if you take away the camera, you take away the internet and we’re just hanging out in old town Scottsdale. How would you treat somebody? And that’s going to be pretty close to what you need.
Shaina: Yeah, I love that. I say a lot about how we’re trying to sell somebody something without having any kind of communication with them. That is like a conversation or just how are you, what are you offering? Some sort of value, comfort advice, anything like that. Just being like, Hey, fun. My kickstarter campaign. Like that’s it’s the same as in business. You wouldn’t do that in real life, so why would you do it as a business and asking for money in addition to just a relationship. Yeah. I just never understood that, but I’m glad we’re in a place now with things like social media can be scary. First of all, the fact that we’re as connected as we are is incredible and also terrifying to me at the same time, but the fact that we’re in a place where now you have to be honest in order to be effective is pretty incredible.
Dennis: Let me tell you one thing. I had dinner with my friend Alex Schultz, who runs growth at facebook. He’s one of Mark Zuckerberg, right hand man, and he used to be a big wig at Ebay and we go way back like 10, 12 years back when facebook was just getting started and we were talking about fake news and spam and all these things that you guys have seen people get mad about and we came to the conclusion that people’s closets are getting smaller. So what that means is 10 years ago when a politician would get found out about, you know, some kind of scandal, it’d be a really, really big deal. Right? But now you, and I’m not political at all now, like Donald Trump gets in trouble for lying about something and it’s just fine. People, their expectations, like when when someone does something wrong nowadays it’s. People don’t care as much because the camera is everywhere. Right? Before even the smallest thing, people would just erupt over and now there’s kind of like, okay, well if, if everyone’s closets are smaller, meaning everyone can kind of see what everyone else is doing, then there’s the expectation that is. I’m not saying it’s okay to commit crime, but it’s not as bad as it would have been the further back you go in time. Does that make sense?
Shaina: Yeah, absolutely. Because it’s more exposed in general, so it’s almost like we’re kind of numb to it a little bit. People expect to work, right? Right. You all should know at this point that you have to be repurposing your content. You need to be taking your audio, your blogs, your podcasts, your videos, and turning them into smaller bite size snippets for social media that are video, that have optimized thumbnails, that are images that say really amazing stats and things that your guests have said. If you’re not repurposing your content yet, then you are behind the game. So that is why I created repurpose house to literally take this piece of your content game off of your hands and to do it for you. So if you know what you should know that you need to be taking all of your existing content that you worked so hard on and probably spent a lot of time and money on.
Shaina: If you know you need to put that out into the world so that it’s able to be engaged with in the right way for the right platforms, then you need to sign up for a purpose. [inaudible] DOT com. One low monthly fee gets you as many assets as you can handle to put onto your social media calendar and start driving traffic to all of your lead Gen landing pages, websites, blogs, wherever it is that you’re taking traffic that actually gets them to convert to check out the link in the description. We’ve got a really cool deal for you right there. It’s [inaudible] dot com that make sure you go through the link because you’ll get a really cool promo code. So one thing that I promise viewers and listeners is that they will have some sort of actionable thing that they can do in the next 24 to 48 hours. That’s not like hire a team of 15 and you know what is the one thing that they can do after they listen that will help their content marketing strategy.
Dennis: One thing you can do right now, and it takes balls to do this, but it’s not hard. I challenge people at conferences all the time, just try to work, pull out your phone and do a selfie thing or have someone like Sarah hold the phone if you’re whatever it is, and speak to the camera and do one, one minute gratitude video. Say I’m so grateful for Sarah because of this, this, and this, right? Or I’m grateful for my children because you know, blah, blah, blah. Or I’m grateful that it’s really nice outside today and Gilbert, right, and we’re going to go play some golf or play some basketball or something a little bit later after this. Get into the practice. Maybe you have like a morning routine, right? Some people, they like to meditate in the morning to read. They like to pray, whatever it is, like whatever is part of your routine built in a one minute gratitude video and there’s no excuse for one minute.
Dennis: You can’t say you’re too busy. You can’t say all, I need a professional videographer. You literally can go like this and say, I’m so grateful that Shaina drove 30 minutes all the way down here to hang out with us here in Gilbert. Right. And for us to be able share content together, like it can be the smallest thing. It doesn’t have to be some like life changing thing. It can be. I was at Panda Express and I had a double orange chicken when I was in the airport and I just really like orange chicken was awesome or just it doesn’t like anything and when you get into that habit of gratitude you start to get better on camera and here’s the thing that won’t make any sense until you try. But it’s true. Listen to this, when you make silly little videos like that about how I love going to costco because these women have these samples on toothpicks and I like to go around and I can have a whole meal doing that and I’ll do the sample and I’ll walk away.
Dennis: But I feel guilty because I feel like I have to buy a bag of meatballs when it’s like one of my favorite things to do, right? That has nothing to do with digital marketing, with optimizing someone’s pixels or google analytics with, with whatever it is that you sell. Right? Those sorts of moments have nothing to do with demonstrating competency about why people should buy from you, but those videos humanize you and actually create conversion. That’s what people don’t get. When you humanize and you help people understand your hopes, dreams and fears and what you like and what you’re grateful for, there are way more likely to buy. Even though just because I’ve seen, you know, x number of your videos doesn’t mean necessarily that she’s any more competent, but people buy from other people they know and thus literally making one minute videos, putting them on your public figure page, boosting them out there is how people get to know you, like you and trust you.
Dennis: And if they just see four or five of these things about kind of what you’re doing, it’s almost like they’re your neighbor and you trust them. Right? Do you know who your neighbors are in your community? Kind of a couple, but the ones that you know better, you just sort of trust them or when you’re at school or your coworkers, there are a lot of people you think you know just because you’ve seen them. Right, but because you know them, you’ve seen them, you think you can trust them, and so that’s really where the social piece comes in.
Shaina: That’s awesome. That’s a great action item and there’s no excuse. Like you said, you have one minute and you’re grateful for something. What are you grateful for today? Like right now, what are you grateful for for sitting here and learning all this awesome knowledge from you? This has been awesome and I’m grateful I took that 30 minute drive. I was also very grateful that there was already lights and cameras in here, so that was one other thing to be asked about. Well, awesome. Thank you so much. This has been incredible. Is there anything else that you want to share with the audience at the moment? I think that like I’ve learned so much so I can’t even imagine what more value you can give us today.
Dennis: I’m going to see you guys take action. You guys have seen a lot of stuff. There’s a lot of things that we’re talking about here and it’s so easy to go off to the next thing because you’re so busy. I want to see your one minute video posted. Tagged me on either LinkedIn or facebook. Oh, by the way, if you take that one minute video post on facebook and on LinkedIn, tell me which one gets more views. I bet you you’re one on LinkedIn. Depending on how big your network is, I bet you the one on LinkedIn gets five times as much traffic in 2019. You’re going to get way more power on LinkedIn even if you’re not to anything. LinkedIn’s becoming another major social network. It’s not only for jobs, it’s not only for resumes and things like that.
Shaina: Awesome. Good will be on the lookout for that too. Can’t wait to see what you guys post. I’m excited to see the gratitude videos. Well, thank you, Dennis. This has been amazing. Have an awesome rest of your day and you guys go, go get those cameras out, get those phones out and fill up some video. We’ll see you next time. Thank you so much for checking out this episode of the content coalition. Now, whether you’re listening or watching to make sure that you subscribe to the Youtube Channel and to whatever platform you’re listening to it on because you’re not going to want to miss out on the incredible things that I’m learning with these amazing content marketing pros. So make sure you subscribe and we will talk to you next week.
Guests this season include:
CEO | BlitzMetrics
Director | Hubspot
CEO & Founder | The James Agency
Sr. Dir, Content Marketing | GoDaddy
Chief Einstein | Endless Events
Co-Founder & Pres. of PR | Serendipit Consulting
CEO & Co-founder | Rebel Base Media
CEO & Founder | Design Pickle
Founder & CEO | Trainual
President & Founder | ParaCore
Entrepreneur, Wife, Mom of 3, & Podcast Host
Founder | FullCast