If You’re Not Using Video Yet — You Should

Over the past decade, video has become one of the most significant trends in marketing. However, video marketing continues to gain popularity — and marketers are getting better results than ever before.

Don’t believe me? Check out these eye-opening stats:

• In the US, there are 244.4 million people who watch digital videos.
• It is estimated that 91% of consumers would like to see more online video content from brands.
• Video marketing is used by 86% of marketing professionals.
• In social media, short-form videos are the most engaging content for 66% of consumers.
• Video marketing has proven to be effective for 92% of video marketers.
• The number of qualified leads generated by video marketers increases by 66% every year. In part, this is due to the quality of education that video content provides.
• According to 89% of marketers, YouTube is their favorite video-sharing platform. Second place goes to Facebook with 70%.
• After watching a brand’s video, eight out of ten people purchased a piece of software or app.
• The average Internet user watches videos online for six hours and 48 minutes weekly.
• Globally, video streaming and downloads accounted for 82% of internet traffic in 2022.

Suffice it to say, if you’re not using video, then you should. And there’s no one more qualified and skilled to help you get started than Todd Hartley. You’ll want to watch this episode!

When it comes to remote selling, video marketing, and sales optimization, Todd is a rockstar. In addition to being one of Tony Robbins’ Business Mastery faculty speakers, he teaches each of Tony’s 74 businesses how to sell remotely and delivers high-energy keynote speeches.

WireBuzz, Todd’s ROI-focused video marketing and sales optimization agency, was named one of America’s fastest-growing private companies in 2020 as a result of Todd’s leadership.

In addition to billion-dollar companies and celebrities, he is also hired by world leaders and celebrities for his sales and marketing strategy development. Among his clients are 23andMe, Justin Timberlake, MD Anderson, and Home Depot.

With those credentials, I spoke with Todd in January 2022 to find out what it takes to become a digital marketing expert and super successful entrepreneur, as well as how video can be used as a powerful tool for your business to hook prospects, prioritize follow-ups, and shorten sales cycles.

It’s time to get out of your own way so you can serve others.

Todd remembers listening to Tony Robbins tapes in his grandfather’s car when he was 12. Fast forward years later, and Todd had the opportunity to work with Tony.

As Todd Hartley explains it, “One of the unique things that happened at the beginning of the pandemic is that Tony’s team reached out and asked me if I could start training each of his 74 businesses on how to sell remotely and help those companies and the staff be able to sell from a safe place — which is one of my superpowers.”  Todd says, “That was like my magic moment, and I started training his companies.”

Todd was diagnosed with skin cancer shortly after being booked to train the company for Tony Robbins, and he still had the guts to do all of his training for Tony — with his face totally gauzed up. Todd thinks that was a blessing in a way, “That was part of the magic moment even though I did not want to represent myself that way,” Todd then said, “I got up and served instead of allowing my vanity to override my willingness and desire to serve, I just put myself out there like Bozo the Clown all taped up, and that audience just bonded and resonated with me.”

“And so, since then, I’ve been training his clients, and they’ve been getting freakish results, and it is an incredible honor for me after being a lifetime of greedy-toadying-taker to be able to give back,” Todd admits.

Why video marketing is your secret weapon.

“I’ve been trailblazing in this space for 12 years, and for a vast majority of that time, people were like, “‘Yeah, why do I even need video?’” says Todd. “And then the pandemic happened, but my business has been growing and thriving since we got started in 2010.” Todd explains that video is an incredibly powerful tool in business today. “After all, you can no longer walk into someone’s office and develop a meaningful relationship with them,” he says. Todd helped me see what a magical moment can be found in all video endeavors in many businesses.

“But you still need to transfer knowledge,” Todd adds. “You still need to develop a relationship. They need to know, love, and trust you. You need to be able to transfer everything from your big, massive brain into their brain with ease so they can understand that you are the logical decision.” He continues, “In a world where prospects know what you know and believe what you believe, they will be more inclined to buy from you.”

And as I understand it — we have to take everything we want to say to help and teach people and learn to transfer all of that information into the video.

The reason? “There are three primary things we’re trying to do with video, and the first is we’re trying to earn attention, and then we’re trying to transfer knowledge,” explains Todd. “You can’t transfer the knowledge until you earn the attention, and the next thing you want to do is convert them into customers. But people are four times more likely to watch a video than to read text.”

Text is boring, and if you want somebody to learn about your business, don’t make them work hard to burn mental calories to understand why you are the best for them. –Todd Hartley

Instead, give them an easy button, and when it comes time to transfer knowledge — they will retain 95% of the message when they watch the video — compared with only 10% when they read the text. Last but not least, after viewing a video advertising a product, a service, or a solution, people are 85% more likely to become customers.

“That’s a game-changer,” Todd says. “All we’re trying to do is accelerate the path to the magic word of yes. And when we use video and in this world right now, there’s a really interesting dynamic at play.”

Todd warns, however, that some videos will be too many. “Those are the videos that live on your website or ones that you’re going to put out on social media, but then other videos are going to be personalized one-to-one,” he clarifies.

Making an incredible point that I’m absolutely going to learn how to do without my office setup, Todd says, “The more dexterous we are, the easier it is for us to use video with our phone to influence the deal.”

The link between video and selling remotely.

In Todd’s view, traditional sales are secondary, and remote sales will take over as the primary form of sales. “Remote sales is a preference decision with like 75% of buyers. We know that 75% of your clients are going to work from home at least 50% of the time. What does this mean for you? It means you won’t be able to go out and meet with people,” he states.

Whenever you want to pitch somebody for an investment, it’s going to be done remotely.

He continues, ‘Some people are even willing to take pay cuts to never return to the workplace, and these people are making decisions,” he continues. “70% of buyers are willing to make decisions on purchases over $50,000.”

The question isn’t, what are the limits? There are fewer limits nowadays. As Todd points out, “Now the question is, how do you reach them? What are your options for transferring that information? What is the least amount of effort you can put into converting them into customers?”

Video is the tool — Using your website to increase sales.

“One of the things that most marketers don’t realize is what salespeople do intuitively,” Todd says. “Salespeople change the conversation based on the needs, desires, and interests of the person that they’re talking with. Websites don’t do that very well.”

Salespeople have intuitively optimized the path to yes. In addition, they know there are different types of persona groups or types of buyers, and they adjust their approach accordingly. “So, the easiest thing to do is to start identifying the different types of persona groups that you are or avatars that you’re trying to engage,” he advises.

Here’s how you do it. “Start creating individual pages that are designed for that type of buyer,” suggests Todd. Start the page by talking about their needs, pains, and frustrations instead of why you are the best. Assist them with the knowledge transfer. Then, on that page, have relevant videos for what their needs are. As soon as they reach the bottom of the page, they’re like, ‘Ooh, this company is for me,'” he proclaims.

The biggest trick, as Todd explains it, is to position your website to be appealing to the most people and to be able to make sure that it doesn’t look like a one size fits all approach. You have to have different kinds of pages based on your persona customers and select the right prospects. “And video is a key component to that,” he adds.

“So, on your journey page on your website, put videos on there, and on the back end, if you’re using the right video player, your sales team should be getting alerts when people are going through it,” he states. “Your sales team should be able to spy on the back end — let your sales team know when people are going through like over 80% of the video because if somebody goes to 80% of the video, yo, they’re a buyer!” You will be sure to prioritize these people. If someone only watches a couple of seconds — “5% of the video,” they will not be a buyer.

Your salespeople will begin to prioritize the right people to invest time in, and they will close deals.

How video can reduce friction in the sales process.

Before you can close a sale, people want to engage with you.

“They want to make eye contact,” says Todd. “They want to know you’re real. They want to ensure all your chicklets in your mouth are there and that your company looks like it’s made for prime time. You want them to know you’re legit.” As with anything great, you become their trusted advisor.

Ultimately, “you’re just influencing them through the process to help them make the right decision. And video has the power to do just that.”

The art of becoming more comfortable in front of the camera.

Make no mistake about it. Video is relevant to most business people today. To do this, Todd teaches over five weeks how to get your mojo on camera, create DIY videos for your phone, and how to use them to win deals at a moment’s notice. You can also sign up for his bootcamp at ToddHartley.com.

Todd says, “I love the transformations that the students go through. Their confidence increases and that will impact their business. I love the stories that I get that are jaw-dropping, people that went through the boot camp and they’re now using video, and they’re winning a $4.5 million deal by the end of the course.”

“People who go through the training and close $100,000 deals within 24 hours of learning the strategies are so excited. That’s why I do this, and I gain so much joy out of it.”

During this five-week program, he teaches people his tricks, and after that, he teaches them how to create a video. Then they have a week to submit a practice video.

“And the cool thing is they submitted that practice video, and we give them feedback on 9 points on how they can make that video even better, more impactful,” he explains. “And in doing so, they get feedback from us. And by the end of the five weeks, they’re legit. They’re creating videos that are impacting business, and that gets me,” Todd Hartley asserts.

Featured Image Credit: Photo by Terje Sollie; Pexels; Thank you!