Throughout his career, Casey has worked with thousands of small businesses helping them build brands and get their names out there. When budgets are tight, I find that getting customer advocates and growing through word of mouth is one of the businesses best assets.
He often says, investing back the few hundred dollars you would spend on FB ads in to your customers will yield far greater ROI. He now works for Bonjoro, that does personalized video emails, and allows small businesses to build relationships with customers easier than ever before.
Today he’s going to discuss customer evangelism, how to invest in your customer base and how to use personal video to enhance your customer experience.
Links mentioned https://www.bonjoro.com/
This is Casey hill on the small business marketing podcast and today I’m going to talk to you about how to use personal video to build relationships in your small business. It’s
time for small business marketing Made Easy podcast,
the fastest growing podcast for the business community
with your host, acclaimed marketing trainer, international speaker and author of the best
selling books got attitude
and the 90 day marketing plan. Cody Butler
Hey, Cody Butler, welcome to another episode of small business marketing Made Easy today I’ve got with you, Casey here of boerne, Georgia. And we’re going to be talking about using video in your marketing to create relationships to build rapport trust, all of that stuff. Now, most of my marketing, I’m a video marketer, for sure. So I really am excited to hear what Casey’s got to say about video. So welcome to the show. Casey. How’s it going?
It’s going great. Thanks so much for having me, Cody.
You’re very welcome. So tell us a little bit about tense just a little bit about yourself very briefly, what what you do all that kind of stuff? What’s your story, Casey.
So for the last about 10 years, I’ve basically been working with small businesses in various capacities. I’ve been a small business consultant, so kind of working with people to set up their systems and kind of build out their processes. And then I’ve also worked with various SAS organizations. So with an inbound marketing company for about four years, and now with bon giorno, which is a personal video email tool. So that’s a little bit about kind of where I come from.
Awesome. So like, you mentioned, two things that are very, very close to my heart. And and everybody I work with everyone I’ve talked to, I advise them to highly invest in scaling up in email marketing, and video. So you mentioned the personalized video with an email. So I want to know about that a little bit. So talk to me about that.
Yeah, absolutely. So I think in today’s market, you know, inboxes are being crowded, right? You look and more and more places like Gmail, have promotions, folders, and it’s harder and harder to stand out, and become differentiated with your email list with the people that you’re connecting with, with your new customers. And so I think there’s this new brand of companies that are doing personal video email, as a way to essentially cut through that noise, landing people’s primary folders and create that personal relationship with, say, a new customer or a new prospect. And it’s used in a lot of different use cases, it could be personally welcoming onboard a new customer, it could be reaching out and connecting with a prospect or a vendor, or a new business opportunity. But the concept is that you’re trying to have yourself stand out, you know, I often use the example from Seth Godin, who’s kind of an iconic marketer of the purple cow. He basically uses this example. He says, if you’re driving down the road, and you see a cow, you probably wouldn’t think too much of it. But if you see a purple cow, you would be like taking a picture and sending it to your friends, and what the heck is going on with this purple cow. So I think that, to me, represents a little bit of what kind of catches people with personal video, that concept of seeing something that is wholly differentiated. And then, as you know, well, as someone who’s a practitioner in video, there’s so many facets of video itself, you get the advantage of having body language, and someone can hear your tone, and they can see an actual human being that exists behind the brand. And I think that’s powerful and compelling people as well.
So when we’re talking about personal video here, Casey elaborate on that a little bit for me, so is it? What What is that? Exactly? Explain that to us?
Yeah, absolutely. So personal video is basically the concept that you record a video kind of in that time in place. So for instance, if you know you had it, too, if you had it triggered to happen, when a customer buys a product, you could send them a personal video saying, Hey, I saw that you just bought XYZ, we’re so excited to ship it out to you just wanted to invite you to be part of our Facebook community or just wanting to welcome you to the tribe. So use it as kind of a connector right there. Or if you’re using it more in an outbound sense, this might be how you connect to someone who runs a webinar, someone who runs a podcast, someone who you might be interested in doing a content collaboration with some means of not having to just be that standard text email. So this is actually going to be a personal video that you’re going to record that’s going to hit someone’s inbox, and then they’re gonna be able to open and play that video. And just so for everyone who’s listening can know the difference. Well, why don’t I just record that on my cell phone? Right? Like, what is the difference here?
That was gonna be my next question.
Yeah, there’s a couple key things. So number one is you don’t want to have something that comes through as an attachment, right? If someone gets an email or has like an attached video and they don’t know you super well, they’re not going to open that. So that’s the first thing you need to have something that is appealing. So with personal video, you often have like a GIF where someone’s like waving to you or you get like two seconds emotion and it’s a thumbnail where they click on it and it plays a landing page. So I think that’s one of the first big components is that it’s not coming together as an attachment. And the other thing, too, is I think with a lot of these systems, as you’re building up systems in your business, you want it to be as turnkey as possible. So you want it to be as few clicks, as you’re going through that process flooding. That’s another important part of executing it.
So I love stats case, if you got any stats for somebody on the spot here, we didn’t talk about this before, maybe we should have it if you get any. No, that’s on how people interact with personal video and anything like that. Anything,
anything you can tell us about that? Absolutely, you’re talking to the right person, I read use case series where basically all I do is hop on zoom calls and interview customers that nauseum. So I have lots of infinite amount of stats. So generally, when it comes to like a lift from standard email, we’re seeing about a 20% initial open rate, and about a 25%. watch their engagement rate lift. So in terms of that, that’s kind of from standard rates, a lot of our people that are doing personal video, see somewhere between about like a 50 to 70% engagement rate, just quite strong and click through rate normally somewhere between 20 to 40%. Now, of course, there’s huge variance, depending on the use case of how people are using this. So someone who’s using this for outbound prospecting, or someone who’s using this to welcome a new customer is going to be wildly different, right. But it is important to note that because often with personal video, the idea of being personalized, it’s one to one, right and you’re landing in someone’s primary inbox, that is also a huge factor on why you’re going to see a much higher engagement rate than, say, an automated email campaign to 10,000 people. So that’s and without going down the rabbit hole unless you want to email deliverability overall as kind of a an area. The reason I say it’s about a 20% lift is because people have a domain reputation that they send from. And some people have really good domain reputation. And some people that do a lot of you know, not as high quality lists or lower quality group have a lower email reputation. So there’s no one rate that you can say, you know, personal video does an X percent engagement rate. But normally, that’s kind of the elevation that you see versus standard text based email.
Yeah, yeah. So you’ve got you touched on some interesting points. So the thing that really stops me from sending a lot of personal videos is going to be the fact you’re going to recall, if you do it on your phone, for example, you record it on the file, and then you’ve got to you’ve got to upload it somewhere, right, and then you got to send the attachment. So you will deal with Pandora. So let’s talk about Missouri for just a second. So you guys are personalized videos. So barrier to entry is going to be difficulty, right one of the things is going to stop people from using personal personal video and it stops me to some extent it is the barrier to entry, the amount of difficulty that’s involved. So how do you solve that problem?
Yeah, great question. So the one of the big things that we’re focused on is tying into people’s systems. So let’s say that you use some sort of either CRM or ESP system, you use Click Funnels, or use MailChimp, or you use one of these many, many systems on the market, right? We connect directly in with those. So now whenever you have someone who gets added to a tag, or they get added to a specific list, we create that video task where task based system pops up on your phone and says, Hey, Cody just signed up for your product, you click it, you record you click Send, that’s it, there’s no pasting in your inbox, there’s no going anywhere else. There’s no doing literally anything other than clicking on that notification, record and send. So what it facilitates is it allows people to do it quickly. And it allows that volume to go way up. So what for me, for instance, I do about 30 personal videos per day. And I just do that within less than a 30 minute time period, I hop out from my daily walk, I just start recording these long cruising down the street, sending them out. And the average one maybe takes me 45 seconds. And that’s with personalization, I’ll check out a customer’s website, and so on and so forth. So actually, it can be quicker than people initially anticipate. Because most people, like you said are used to a lot more steps beyond that.
Yeah, to one of the things just saved me just a crap ton of time is responding to just standard emails with video, I’ll get an email and it requires me it’s going to take maybe 15 minutes to really wordsmith your responses except, or I can just click record and boom, boom, boom, it’s like I can get that response in maybe two minutes versus 15. And it’s probably going to be it’s going to be consumed more and and it’s definitely going to be easier for me to do so. That’s so that’s awesome. So how does one one gerow work exactly is it like? Like I use loom For example, to record videos and just stick them into into the email? How is it different to that or is that different?
Yeah, great question. So basically, loom is as he noted, you kind of like how the video asset then you paste that video asset there. So the first thing is with ours, you get that notification as a task. You just click and record you never have to go to your inbox. You never have to paste anything. We’re basically setting it directly the major differences. loom, which kind of started as this customer support tool is like you grab something, oftentimes your screen, although obviously you can do yourself as well. And then you send it out. It’s not really built to be triggered. Ours is built to be triggered. So something happens, then you get told automatically to record a video. So we work with dozens and dozens of native integrations, like the ones some of the ones I was naming, we also have Zapier so you can work in with anything beyond that array that’s on Zapier. And the idea is when some behavior happens, a tag or list add or something like that, you just dynamically are told, hey, you should record a video about this context. And then you kind of go from there. So that’s the primary difference. It’s kind of more of a system stuff.
Gotcha. Gotcha. So somebody, somebody buys a product, your Infusionsoft would tag them, or your CRM will tag them send you an email saying, hey, cases, just bought your 60 gazillion dollar coaching program, you should probably send him an email saying thank you very much. Is that correct?
Exactly. Right. Exactly. Right.
That’s cool. So that’s obviously great for people that are that are using CRMs. And a little bit more advanced on that side of things. If you’re not at that point, how can you use video marketing, if you’re not quite at the point where you’re tagging people, and you’re using automations, and triggering automations, and stuff like that?
Yeah, hundred percent. So you can always you can always create a video task yourself, right. So if you met with someone at an event, or someone emailed you in, and you just wanted to click record and send, you can do that it just in the same way as loom works, you can do exactly like that totally works within our tool as well. But essentially, the idea is that we just have both of those functionalities kind of opened up to give people a little more flexibility. And you can always take a video asset, and you can paste it into an email and also send it to more people. You know, if you wanted to use a video asset scale, you had 100 people that were, you know, maybe interested in a webinar, and you wanted to send out a message to those 100 people? Absolutely, you could do that as well. I think to me, the cornerstone of it again, getting back to kind of the relationship side, is to try to get some of that recognition that feels different. People are so used to a standard way of marketing that I think as a small business, the onus is on you to figure out how do I differentiate myself? How do I stand out versus these other brands. And I think that the more that you invest in that personal side, the more that you have, maybe even I always tell people, if you can get one or two facts about the person, before you reach out, your personal video will be so much more compelling, as the person who received that and be like, wow, this person did their homework, they actually know who I am. So there’s a range of different ways that you can use video. But I think that if you can get that personal ization infused into it, it’s simply powerful.
Absolutely. And I tell you, I’m an email marketing myself. And I can tell you the number one mistake that I see people making when they say email marketing doesn’t work. It’s like, it’s lack of personalization show show the person that you you’ve actually done some research show the person, you’ve actually done some due diligence in, that there is at least a ballpark chance that you can actually help that person versus sending out a mass email so that I have no idea who you are no idea what you do, but I’m pretty sure I can help you if you give me some money, right. I think that’s how most people, they attack the email market and saying anything you can do that’s going to personalize the outreach is going to increase effectiveness. And the second thing that people really don’t consider, I think is like, make it easy for the person who’s receiving the email to consume the content in the email. I, I’ll get emails from clients that are paying me decent amounts of money. And it’s like, it’s hard for me to read an email that’s got four or five paragraphs, and it’s like, man, come on, can we can we do an executive summary here? It’s like,
yeah, it’s funny. It’s funny that you bring that up, because, you know, I absolutely agree. And for a long time, as a small business consultant, I would hop in and help people with their coffee, I’d say this is this is way there’s way too much stuff going on, you have five different calls to action, you need to streamline, you need to understand how a consumer takes that information in. And it actually correlates a little bit too personal video too. Because a personal video, like in our tool, there’s one simple call to action next to your TV. I think that’s one of the reasons why it’s very effective at driving action. I always tell people, you know how that one central thing you want them to do? Don’t get it muddy with a whole bunch of different pieces going on. So I totally agree with that. I think it has a huge difference in your actual click through rate. When you look at the data, when you look at the analytics, people who simplify down, are usually quite happy if it made that choice.
Absolutely. Absolutely. So moving forward, Casey put your your psychic hat on Where are we going? We’re recording this in late 2020. Where do you see marketing going? What are the trends that are going to start to take over in 2021? Where do you Where do you see marketing going in 2021? And how can people get ahead of what’s going on and take advantage of that?
Yeah, great question. I think there’s a number of big trends that are happening. I’m I’m big on chatbots I think chat bots are going to be a huge growing space. And some of those chat bots even interplay with video, but that’s kind of beside conversation. But I think more and more people are landing on pages and your ability to be receptive as a small business is going to be critical to field questions answered kind of guide people. So I’m a big advocate of having some way to have that responsiveness on your website. So I think it’s gonna be big. I think personalization across the boards, we were talking a little bit about, like video personalization. In that context, I think also things like website, personalization, you were talking a little bit about like email automation, personalization, but more segmented, and the more narrowed down, you become the better curated experience that you can provide. And I think that’s huge. So I think that’s another big one. Another one that I talk a lot about is subscriptions. So I see more and more of an appetite across the population, especially us to moving products towards subscriptions. You see lots of e commerce brands that used to just sell one time that now have these subscription off options. Obviously, Amazon has been doing a huge push, if you look at the rates in the last five years, if anyone goes on Amazon will now see this like added as a subscription. So they’re trying to get more and more of that subscription style thing going. So I think website personalization, chatbots. And subscriptions are three huge ones. I also think voice is going to continue to grow voice in terms of like SEO, you’re going to start to have people that are asking questions of like their smart device. And that’s essentially going to search and you as a marketer are going to have to be thinking in your head, what kind of phrases are people going to be asking in that way, and it’s going to change a little bit, that whole idea of how people search for content. So having to drill down in any of those. That’s interesting, but those are four kind of broad categories that I see are really going to expand quite a bit in 2021.
Awesome, thank you. Thank you for that. Thank you so much for sharing this, this information with us. If people want to learn more about yourself or, or video marketing or one Jorah where would they find you how they get in contact with you? Yeah, so
anyone can go to bond row.com bo njoro.com or feel free to reach out to me firstname.lastname@example.org I’m more than happy to answer anyone’s questions or talk about video in general.
Thank you so much, Casey, please make sure you like the podcast, leave a comment, share this around helps us get the word out. Thank you so much again for coming on Casey, bless you and we’ll talk to you very soon.
Cheers. Thanks, Cody.