The 4-Step Video Strategy

While I won’t take credit for the automated 4-step video process, I’ve definitely been using and publicizing my use of it for a while and have seen many sites follow suit.

It involves offering 4 free videos in exchange for name, e-mail, and sometimes a couple additional questions in drop-down menus. But be careful; generally, the more you ask, the lower your conversions.

But in our case, at Hearandplay.com, we ask for favorite style (like jazz, blues, gospel, r&b) and experience level (beginner, intermediate, advanced, teacher) on the front end. When the extended questions are perceived as a means to further enhance their experience, the prospect usually won’t mind and our conversions are consistent.

Once they’ve confirmed their e-mail, they’re auto-logged into our free member’s area where the first video appears. Underneath each video, we include surveys that collect even further information that will be used later on in the sequence. Based on custom “time on page” tracking, we are able to know if they’ve watched the video and unlock the next one sooner. On the other hand, if they haven’t been on the page long enough to watch the video, we send reminders for the next several days ┬árather than unlock the next video.

My reasoning is if I can’t encourage them to watch free videos (that are powerfully helpful), I can’t expect them to pull out their wallets to buy anything. So I take consumption and the tracking of it very seriously.

Those who move through the sequence, taking all desired actions are promoted to receiving offers for our free introductory cds, paid supplemental workbook to those cds, home study course, and continuity programs.

The videos serve multiple purposes: Not only do they indoctrinate prospects with my perspective, principles, approach, and teaching style but internally tell me who’s worth more frequent follow-up, offline channels of communication, and personal attention from phone reps.

 

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  • Kavit Haria says:

    Hey Jermaine,

    Hope you’re well buddy. We spoke many years ago for the first time about my business InsiderMusicBusiness.com and HearAndPlay.com. Great to see you’ve taken this next step.

    I’ve recently moved over my venture into InfusionSoft and your blog is a great insight into what you’ve been doing. The results with Infusion so far have been incredible and it’s been only 2 weeks. Got 4-5 campaigns up and a huge clarity around the behaviours.

    Thanks for sharing.

    Kavit

    • J Griggs says:

      Hey Kavit,

      Thanks for stopping by my blog. I do remember.

      Congrats on your move to infusionsoft. You’re in good hands.

      Continue to stop by here to get tips, advice, and strategies to fully harness your automation. We’re just getting started :-).

      All the best,
      JG

  • CPAYNE says:

    Hey Jermaine,
    The video giveaway with sensitivity to time on page is clever. I’m currently offering an eBook through my blog with a follow up system on Aweber. My blog, RegalSpri.com/blog, isn’t tied directly to my website (different domains). Do you think it’s still a good means of driving traffic to my core business, GraphicDesignWars.com?

    Also, any other recommendations on driving traffic? I feel like all of my efforts online (email, social media, blogging) are going virtually unnoticed.

    C-Payne

    • J Griggs says:

      Hey C-Payne,

      Thanks for your comments.

      I think a blog is always a great way of driving traffic to a complementary business. I’ve been a long-time advocate of EVERYONE being in the information business… even if you’re a plumber. Because even in service-based businesses, there is information and knowledge to be dispensed to new customers. My close friends and family know me for asking too many questions. I’m the one asking the plumber about each tool he’s using, the material of the pipes, where they route to, what the snake does, how much the camera on the end of it costs, etc. For you, it’s information on how to find the right graphic designers and things like that. For example, I’ve long wanted to find a designer who has the taste of a site like my buddy’s: http://inflection.com/ Only certain designers have this flavor. I’d love to know where these kind of designers hang out versus the typical ones found on vworker or odesk.com. What kind of techniques are people using to get the really new look I notice in tech sites? When I see a logo that doesn’t look quite right (old school web 1.0-ish), why is that? What elements go into modern design?

      As for traffic, it’s not going to come from facebook or twitter or pinterest or any of these social networks. If you’re doing paid ads, that’s another story but trying to build up fans and all that stuff peddlers of this advice would have you believe… well good luck. You get traffic by going to the places where traffic is and offering to give value.

      How did I build a list of almost 1,500 for this site in less than 30 days (automationclinic is practically brand spankin new.) I started making connections. I got a few partners to mail for me (thanks Bob Keen, Brad Martineau). I offered to guest write on infusionsoft’s blog. I offered to teach webinar on infusionsoft mastery calls (thanks Jordan). I did automize.com webinar. I started providing value.

      I don’t have a product to sell. Maybe consulting but that’s only for a certain type of person ($1400/min 2 hours to $10k days). For you, it’s making a list of every complementary site and going to work asking the owners for the opportunity to write and share your thoughts with their audience. Create graphic/design related webinars and approach sites asking to share this FULL RICH content with their audience. Of course, offer the slides for the webinar and any other incentive in the beginning of the presentation (for me, it’s slide #2) and all throughout. For example, on infusionsoft’s mastery webinar, I picked up about 120 leads. On automize, another 70 or 80. Bob sent around 500. Brad sent about 100. Facebook ads have sent about 200.

      Nothing is left to guesswork. Either leverage other people’s lists/audiences by offering to provide value, pay for the traffic and only keep paying if you can figure out how to convert it, and equip your growing list with the tools and a reason to share your site with others (with really good content or widgets/tools or things to “talk about” — as the song says, “give them something to talk.”

      This also ties into some of your other comments too. Sorry for its length!
      Hope it helps.

  • […] leads online, e-mail will get the conversation started. But at some point, either through an "Address Getting Offer" or other means, you'll get their address and start following up offline. If you're like me, you're […]

  • CPAYNE says:

    Thanks, Jermaine! This post certainly was not too long and I’m extremely gracious for you taking the time to write a comprehensive response. You reaffirmed many of my inclinations such as using a value repository (i.e. blog) to help others, leveraging other people’s networks by sharing valuable content, and disbarring the “spray-n-pray” social media myth!

    You also really sparked my interest when you mentioned webinars and rich content! I think that offering these consistently will be a huge differentiator between me and my competitors. I’ll be sure to update you when I’ve gotten a bit of traction.

    Many Many Thanks!

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