Video Marketing Principles with Rick Cesari

Today, Rick explains his video marketing principles. Also getting an audience for your products in a way that pays for itself.

Learning evergreen marketing principles 
Evergreen structure 

Not only speeches - like the Carnegie book 50-60 years old still works

The reason why is that human nature doesn’t change.

Youtube is big now - now we buy via Amazon but it may change again.

Rick is a fan of learning from past generations. Copywriting from Direct response for the sears catalogue.

Reading
Budgets and ROI/ affordable
How to do an MVP video affordably

This can be one of the blocks. How to get started inexpensively.

Video marketing - it’s not the production quality; it’s the CONTENT.

Marketing today is easier than it used to be though. Even 10 years ago, you had to hire a crew and an expensive camera - $50-60K cost!

Lower barriers of entry are the quality of the video you can produce on your iPhone or Android phone - it’s 4K =same quality.
Two classic errors in production
Get the visual part right -the phone will do this.

Lighting
Sound

For under $100, you can buy a lighting and sound kit.

Rick just ordered one on Amazon - lighting kit with an attachment with a circular lightbulb “Ubeesize” light with remote control and an attachment for your iPhone!

IF you go to the “video marketing institute” - Rick has the basic subscription.

Adam Paine  - British but lives in Tokyo - does an amazing job of getting into the detail of creating a video for Pinterest, Instagram etc. He really cares about helping his subscribers.
When to scale up/invest in videos
A downloadable guide to most effective video content and how to produce them.

Companies that are successful and looking to scale - 5X or 10X

Rick Cesari tries to find the one things that people are responding to

And put ad dollars in and getting a return.

Doesn’t matter if it’s $50/week on FaceBook based on the breakeven model.

Find the channel you can make successful and gear it up.

It doesn’t matter what the channel is.

Rick goes for 2:1 - 2 dollars back for every dollar invested.

Once you have the key to one channel, it will usually continue to work.

Some campaigns spend up to $1 million a month on ads.

Until the results start to diminish, you should keep spending.
What about Facebook “ad fatigue”?
That’s a tricky issue - Rick has not run into it himself.

The other thing Rick’s agency does with companies, especially Amazon businesses, are trying to help them build a database of customers outside Amazon.

Rather than selling people to products via 2 steps from FaceBook, they’ll try to build a mailing list and try to build the business. Product marketing via emails

It’s a slower way to build but creates more value.

One example is Rick working with “Puriya” to build an email list and do email marketing.
Emails still work
Natural star based in Seattle - based on email marketing

YouTube seems to be creating more evergreen value than FaceBook

Plugable is a high-8 figure Amazon seller (top 150 Amazon) and Rick’s clients

Largest seller of docking stations on Amazon - competing with giants like Anker

Every new product has a YouTube video and that is deployed on YouTube channel (15K subs)

Use that on product listings as well.

They find that helps conversions.

One thing Rick is working is making in the videos more effective -

Build-in infographics
Build in a Call To Action

Origin story
They’ve been doing this for 8 years now - it’s really important for sellers that the founder has an origin story.

On your commerce site and your YouTube channel, you should have an origin story.

People are curious about the “Why” behind companies. The best way to communicate that is with a video interview.

Look at what they are doing on YouTube, own site, Amazon - consistency is crucial.
Branding
Consistency in the message and in the visual messaging helps build a ...