JAM Chat is a special segment of my blog, where I answer marketing questions and concerns I receive. Client information and scenarios may be changed to maintain confidentiality and anonymity.
Question: Jackie, I currently have 50+ videos on Facebook. How can I get more views for my videos and help grow my brand? Do you have any thoughts on how to leverage this current content to grow the brand? What’s the big picture on the best routes to move forward?
Answer: Creating more online content will do nothing without using a push-pull effort. It’s like opening a restaurant and tweaking the menu without actually going out and inviting people to eat.
The first step is to create consistency. Start by building a quality email list. The simplest way is to push the videos out is via a regular newsletter to draw people back to your pages and stay top of mind.
Another way to increase traffic to your channels is to complement what you’re doing offline. Seek out speaking engagements with reputable organizations will get you in front of your target audience. This will grow your following organically.
Question: What is the best platform? Do we go with television, podcasts, a YouTube channel? What content should we produce and what would be the best overall strategy with a written action plan?
Answer: The channel isn’t as important as the value you provide, since that is ultimately what will build loyalty. Create a service or product that will give your audience next steps toward their goal. The thing is, people will only listen for so long without a clear path toward a bigger picture. If there is no offer to help, or a way to add value, people will perceive the videos as self-serving.
Creating an offer will provide additional opportunities to develop success stories that will authenticate your words, show leadership and purpose, and provide value for your audience. Success stories need to extend beyond your own business to give people a reason to continue tuning in.
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