Four Lessons Learned from the 2020 LIV Commercials
A few things stood out during last night’s commercials and I thought I should share my point of view, for better or worse, about what I observed. So without further ado…
I. Abstract Trumps Realism
Why is it that the content creators of big brands believe we prefer abstract art over realism? The majority of last night’s Super Bowl commercials were prevalent in animation and augmented reality? Are they creating commercials for adults or kids, because what I saw looked like their target audience was adolescents.
II. Throwing Celebrities Into A Commercial Does Not Improve The Content.
Why on earth would you throw in a handful of celebrities into your commercials, yet have no discernible storyline or clear CTA in the content? (“Garbage in, garbage out” comes to mind.)
III. 80s and 90s Music and Characters Are Making a Comeback.
I did enjoy seeing Wayne and Garth, as well as hearing the jingle for The Greatest American Hero. This says, people in the age range of 40-50, we’re targeting you! At least we marketers can’t pick up on that one good cue when creating new content for the near future.
IV. The Lousy Lemonade Lesson
Smh. The 2020 crisis metaphor of “when life gives you lemons, make spiked lemonade” was a poor choice. This commercial added insult to injury with the despotic lemons pelting passers by, and the suggestions that we have a drink to get through it is sadly lacking in humor, at best, and poor advice at worst. What we need is a sober stance to overcome our serious issues in our country, not more alcohol or drugs. We need to step up as a society and act like better role models for the kids who are watching us and how we deal with life’s challenges. Having a drink during a sporting event is fine, but that’s not what was conveyed here. I challenge you to do better next time.
There you have it, my comments on what I saw in the super bowl commercials. I hate to sound nostalgic, but the “good ole days” were better than what I saw last night, apart from the FPL commercial – that one, I liked.
Today, I want to talk about using YouTube in a way other than watching your favorite music videos.
Begin With the End(user) in Mind!
Personally, as a real estate broker who is new to YouTube content creation, I began by creating content in mid-2020 for other agents who are new to the business. However, that’s not bringing in revenue and there really wasn’t a marketing plan in place. (Enter John 2.0)
Identify & Craft Content to Your Target Audience.
Start with identifying the demographics (age, gender, education, marital status, geography, etc.) and psychographics (social media habits, spending habits, etc.) of your ideal clients. Discover what they want, then give them what they want. The goal of communication is PIE (persuade, inform, and entertain.)
Start With a Marketing Plan!
Personally, in 2021, I want to make videos where I talk about real estate in Florida, beginning with Jacksonville. I want to deliver the content in a fun and entertaining way, while being educational and inspirational. I can do this by sharing home buying and selling tips, infusing enthusiasm and humor in the process, and dressing sharp to convey that I still mean business! 👔😉
I see YouTube as a FREE TV channel where we can advertise our companies and build our brand recognition up with a shoestring budget. As a solopreneur or small business owner, your strategy should be to use your YTC (that is, your YouTube channel) to help bolster your website’s SEO.
For example, by posting videos about Jacksonville real estate on a regular basis, prospects are more likely to view my videos, blog posts, or website if they search for the phrase “Jacksonville Real Estate” on Google. Given my topics, I don’t think too many people of the 1.2 billion YT viewers will see my videos in general, but my target audience will! And if I happen to get, say, 5,000 views, then I will feel like my keyword research and topic selections are working. 🥇
We “entrefluencers” think of our YTC as part of a marketing machine, along with Google Ads and other social media channels.
– John W. Tanner, JD|MS
Brand RAMP and TOMA. If these two marketing terms are new to you, don’t fret. Brand “RAMP” is an acronym for Recognize, Articulate, Memorize, and Prefer. “TOMA” stands for Top of Mind Awareness. Consider publishing new videos on a weekly basis as an excellent way to nurture & incubate your leads (Brand RAMP) inside your sales cycle, while simultaneously allowing you to stay Top-of-Mind with your current client base.
Action! Batch Your YouTube Vids Quarterly.
📝 Create a storyboard & script 12 commercials for the next 12 weeks.
🎥 Schedule your video production team to shoot all 12 video commercials in a day.
🖥 Outsource your post-production editing and SFX to save time.
📺 Hand over the content to your social media manager to upload & email your videos weekly (or DIY).
For scripting ideas, consider what your ideal client is concerned about. Look online for FAQs, see what your competitors are doing, and observe what other top performers are doing in other markets! Lastly, take time to review keywords and topics that are presently trending in your niche and/or market. Use these terms and phrases in your title and thumbnails.
Final Thoughts: KISS
Keep it simple, silly. 🤪 Jump right into the water (topic) 🏊 and get out within 3 to 5 minutes. ⏲ Keep your videos short & sweet! 💛 That’ll keep your prospects and clients wanting more! 🤩
Isn’t it time to move forward from dabbling with Facebook ads to actively implementing a well-planned annual social media marketing campaign?
If you do not engage in a strategic, well-designed marketing plan, your business will not benefit from the opportunity to grow in 2021. There’s still time to decide to level up your social media marketing.
Market research takes time, as does testing, copywriting, and distribution management. That’s where we come in!
We know the path for your firm to achieve social media success (and more financial security). By learning from the failures and successes of others, we can curate a marketing plan that is just the right fit for you.
Imagine people chasing you to become your clients, seeking out your wisdom, and trusting you. Why? Because you are delivering proven results (and they’re watching online).
Imagine becoming highly recognized as the local celebrity attorney in your community by people who acknowledge your expertise and credibility. Why? Because they’re following you online.
And imagine how you will feel to be generously, financially rewarded for doing the work you love! Why? Because you hired us.
Our film crew will capture your personality and your gifts in the best light possible, while your dedicated social media manager will increase your audience engagement and convert your followers into lifetime clients and brand ambassadors. Discover how our business-changing video production, marketing and distribution management can work for you.
Option One: Done-for-You Social Media Marketing Plan
You will maintain the duty of managing the distribution of your creatives across your preferred social media platforms.
We will provide you with a curated 12-month social media marketing plan based on your wants and needs. You will receive step-by-step instructions, which include both organic and paid marketing content, on how to use the creatives we design for your firm from our videography and photo shoot. Use these creatives to distribute across Instagram, Facebook, YouTube, and LinkedIn, as well as in Google PPC campaigns.
We strive to balance providing a quick turnaround while maintaining superior quality in post-production. For this reason, we commit to provide you with a proof within 48 hours for your preliminary approval. We will then have all deliverables available to you within seven days of production.
Your videos and photos, as well as ready-made ad copy, will be uploaded and stored to a dropbox file, exclusively made for your firm’s use, and available for instant download.
The Done-for-You Social Media Marketing Plan is a happy compromise for solopreneurs and small firms with limited advertising and marketing budgets. You can still accomplish your marketing objectives by trading some of your time for marketing activities, while outsourcing the creative process to us. As your business grows, we will be here to take the reins of all your marketing outreach needs.
Simply schedule a discovery session below to see if we’re able to help you. We only work with ten clients per month, so we want to be sure that we are both a good fit for working together.
Option Two: Marketing and Distribution Management Retainer
After our director and cinematographer have filmed your commercial content, your firm will be assigned to a dedicated social media manager. These marketing professionals only work with up to 10 accounts per month to ensure that your firm gets more than enough first-class marketing research, creative ad copy, and top notch distribution service. Put another away, your marketing specialist will oversee the distribution of your creatives, test ads for performance and optimization, as well as monitor your competitors for strategic planning.
We create the same twelve-month marketing plan as discussed previously in option one, then distribute your creatives on your behalf on a daily, weekly, and monthly basis. Our retainer service is month-to-month, so you will have the freedom to start and stop this service as you wish. However, when you see the ROI, we are certain that it will make sense to keep moving forward.
Organization of organic and paid content – and their distribution – occurs daily, weekly, and monthly.
Your main website, Google PPC, Instagram, Facebook, YouTube, Twitter, and Tik Tok.
Our Marketing and Distribution Management Retainer option is ideal for firms of all sizes who are ready, willing, and able to outsource their social media marketing campaigns to a firm that delivers maximum ROI, month after month.
This part is easy. Let’s sit down over a cup of coffee and discuss whether we can help you bridge the gap between where you are now and where you want to be.