40. Moon Landings, Forever Chemicals, and Hogfish Skin: Erum & Karl’s Labor Day Bio Bonanza!

[00:00:00] Lisa: So let's talk about video. Lisa, why do you think we should have more video For our clients. I know for me it's, hard because they, nine times outta 10 don't have, video.

[00:00:10] Lisa: we have to make it for 'em, which is really bad.

[00:00:12] Laura: That's what I was gonna say. That always happens that way, where the client says, just tell me what you need. And so I give them my ideal wishlist and then they come back and say, oh, we can't do that.

[00:00:23] Lisa: right. then we end up taking stills and make them into a video It's a video.

[00:00:29] Laura: And the funny thing is it's still better than just a still,

[00:00:32] Lisa: No, it is. And it performs better.

[00:00:33] Laura: and that's what is, wild. I don't know. it definitely doesn't look as good as if an actual video production company made it

[00:00:40] Lisa: Oh, no. Oh, no. no, Definitely. But it depends on what it is, if it's a, if carpet store, for example. Doesn't necessarily matter, especially if it's in Russian and three people are saying it, which is what happened to us a couple weeks ago.

[00:00:58] Laura: the owner took video on his iPhone and emailed us those and we used that and it actually looks great.

[00:01:05] Lisa: Well, that's cool.

[00:01:06] Lisa: He's got a good phone,

[00:01:07] Laura: Mm-hmm.

[00:01:09] Lisa: you know Hey, I'll take it. We'll take it.

[00:01:11] Laura: That's the other thing, right? if it's for online content, you can use your phone. It doesn't have to be this whole like four camera setup

[00:01:19] Lisa: Right, right. Just have to have something to shoot.

[00:01:23] Lisa: if you're shooting a product, that's wonderful, but if you're, for example, a transit authority, it's a little different to do a video because they'd have to literally start, using their phones on buses

[00:01:34] Laura: Yeah.

[00:01:34] Lisa: and getting releases,

[00:01:36] Laura: I think that's the hardest part is the general public.

[00:01:38] Lisa: Mm-hmm.

[00:01:39] Laura: we had one client that launched with banner ads because that's all they had, because that's always what they do first. And I said, okay,

[00:01:47] Laura: but I'm not spending your full monthly budget on this.

[00:01:51] Lisa: And a couple weeks later, they gave me four different videos.

[00:01:54] Laura: they're just talking heads. It's again,not like a super high production or anything, and we quadrupled their click through rate. That's

[00:02:01] Laura: really all it takes.

[00:02:02] Lisa: yeah, you gotta do video,

[00:02:04] Lisa: you gotta do it. And you save your banner ads for your retargeting and reminding people, but it's never gonna do the heavy lifting of a campaign like a video will so much more effectively. Even audio, I'm just, you can tell your little story.

[00:02:19] Laura: Yeah, a banner ad really only works if the person getting the ad recognizes brand or the content in it.

[00:02:26] Lisa: No, it's true. It has to be like a, known entity. Don't introduce anything unless you have something. I mean, like for example, like 8 1 1, you start seeing that everywhere and you start maybe thinking about, you don't know what it means yet. But if it's everywhere, you'll be like, what the heck is that? And then eventually you still have to have your video to tell people what it means.

[00:02:51] Lisa: call before you dig. It's the law. video's important. And then of course, so is paid search,

[00:02:57] Laura: Yeah, but they do such completely different things.

[00:03:00] Lisa: Mm-hmm. Mm-hmm. I mean, those two work together and then, As does banner ads for retargeting. Those are my like three favorite things at the end of the funnel.

[00:03:11] Lisa: Close to the end of the funnel.

[00:03:13] Laura: they all do their own part really well,

[00:03:15] Laura: but they can't do one of the other's job.

[00:03:18] Laura: Like you're not gonna get conversions off of video. YouTube has started doing this, conversion campaign for YouTube, and I've tried it a couple of times I don't know what they think they're doing.

[00:03:29] Laura: Why are you making this an option? Maybe for e-commerce? Maybe for like, oh, that's a cute dress. I'll go buy it.

[00:03:35] Lisa: Yeah.

[00:03:36] Laura: But that's not for anything we're trying to talk about.

[00:03:39] Lisa: No, no. Spur of the moment purchase. Like that would be good that you're right.

[00:03:43] Lisa: online, shopping on social. Which I do too much. Nordstrom figured me out. I mean, I have a Nordstrom app on my phone, but I go on Facebook and I shop on Nordstrom, on Facebook. It's not cool.

[00:03:58] Laura: It's

[00:03:58] Laura: an

[00:03:59] Lisa: me at, yes, it gets me in I'm in, whatever.

[00:04:03] Laura: Well, in order to not be a total hypocrite, do we have to justify where we are not doing video?

[00:04:09] Lisa: Oh no, we should be doing video. We are going to be doing video, Eventually,

[00:04:16] Lisa: you know, what I was gonna do is make videos and kinda like what Jesse did for me and make a video for a new business,

[00:04:22] Laura: oh, I meant for this podcast

[00:04:24] Laura: for Get people to click.

[00:04:27] Lisa: we could do that.

[00:04:27] Lisa: could

[00:04:28] Laura: but neither of us want to, because making video sucks, which brings us back to the client side of that's a lot of work.

[00:04:35] Lisa: I know you're right.

[00:04:37] Lisa: Did, Danny edit it in like iMovie? he used

[00:04:41] Lisa: Adobe. Okay. I mean, I think, honestly, I think there's like super, super easy apps now that do easy movies, but we would just take our, snippets of our podcast, And put it in,

[00:04:54] Laura: we have hired someone to do that for us,

[00:04:56] Laura: but for example, I'm wearing a sweatshirt right now.

[00:05:01] Lisa: No, it

[00:05:02] Laura: That's not the most compelling video content.

[00:05:05] Laura: Yeah.

[00:05:06] Lisa: on.

[00:05:07] Laura: So does adding the video element makes production more complicated.

[00:05:11] Lisa: Yes, Yes, it does. And. Yes, it takes longer. And if you are in a situation unlike us, like you're a marketing director and you have 75 people that need to sign off on it before you can even run it, that's another, issue. I know that when we have our government clients, everybody has to see it you have to get like all the changes at once. Otherwise, it starts piecemealing in and the editor keeps editing, so

[00:05:37] Lisa: that's the other pain in the

[00:05:38] Lisa: ass.

[00:05:39] Laura: I love that you paused and then decided to go with it

[00:05:41] Laura: anyway.

[00:05:42] Lisa: well, yeah, I'm not gonna say, but I was like, there's no children that are gonna wanna listen to, uh, advertising, analytics and paid media. this is a field that you don't aspire to be into, but once you're in it, you like it. But it's not something like, someday I'm gonna be a media buyer.

[00:06:04] Laura: not a lot of little kids going, well, if I can't be an astronaut, I can at least go paid media.

[00:06:10] Lisa: Exactly. it's a weird thing that you kind of just end up in and once you're there, you're like, oh, I think I belong here. This is good. it is pretty rewarding. I mean, you get to, measure everything that you can. And that's nice, you know, so you're always delivering a product, we're not making anything but making jobs for people.

[00:06:32] Lisa: That's nice. And bringing people business.

[00:06:34] Laura: Really just helping people get what they're trying to do.

[00:06:37] Lisa: Mm-hmm. That's true. don't wanna deal with this. No, it's, a lot of work, but if you've done it forever, get good at it.

[00:06:45] Laura:

[00:06:47] Lisa: in closing.

[00:06:48] Laura: Video is a lot of extra work, but it ends up paying off.

[00:06:51] Lisa: Yes. It ends up paying off. So figure out a way to get a video made.

[00:06:56] Laura: It doesn't have to be

[00:06:57] Laura: like Spielberg

[00:06:58] Lisa: Super cheap. It's gonna get people, further down the funnel than a band Rev

[00:07:03] Lisa: ever will.