- According to the internet, a goldfish has a 9-second attention span. The human attention span has dropped from 12 seconds in 2000 to 8.25 seconds.
- Short-form video is one of the strongest tools at our disposal to captivate and convert.
- If you want to nab their attention, get ready to start recording!
- AI content is everywhere. But it’s only making people thirstier for more authentic content.
#PROTIP – Don’t Overcomplicate It – All you need to start is a phone, some natural light and a quiet place.
Captivate
Types of content to consider
- Explainer content and skits
- Trending sounds
- Clips of longer content
- Talking heads
- Collaborative content
- Memes
Attention Hacking
You have to grab people’s attention. Here are some tips for the top of your video:
- Immediate movement (like putting down your phone)
- A text-based hook
- A scroll stopper (why is that guy sitting in the snow, what is happening?!)
- A camera change
“94% of people do online research during the purchase process. They might see your video today. Or in a year. Whenever they see it, it helps build trust and further the connection.”
Video Helps Create Connections
- When people watch your videos, they feel like they know you. This is GREAT for bringing people into your funnel, and potentially closing a sale.
- It helps you share your vision, which can help make your point memorable.
Video Content Is Sharable
- People are more likely to share video-based content than anything else.
- And the platforms LOVE shares.
Things to consider sharing:
- Common customer problems
- Customer quotes or questions
- Upcoming events
- How tos and explainers
- Your passion and personal stories
“Create an idea bank (on your phone, notes app, notebook, etc.) that you add to whenever inspiration strikes!”
Content Matrix
You can create content that serves people at many points in their customer journey:
- Problem awareness
- Solution research
- Decision making
- Post-purchase
***Never forget that people buy from people… that they trust!***
Authenticity + Education = Trust
- Short-form video is a great tool to help you do this.
- Always remember that “if you are in sales or marketing, you are a teacher!”
Convert
- To convert, make it easy to work with you. Have a direct call to action.
- But also offer transitional CTA(s), inviting people into your sales funnel without a hard pitch. These can align with the stage of the customer journey your video was created for.
- Some examples of early stage CTAs are inviting people to sign up for your newsletter or to subscribe to your podcast.
Growth Takes Time
- Don’t get frustrated if you don’t see immediate results.
Resources
- Photo Recap of the event, thanks to Alex Killian
- Link to Ema’s Presentation Deck
- Ema and her husband James have some free courses mentioned during the presentation:
Thanks to Gray Miller for this Sketchnote of the January presentation!
SPEAKER BIO: Ema Roloff
Ema Roloff is one of LinkedIn’s Top Voices in Sales, Social Selling, and Digital Transformation.
Along with the team at Roloff Consulting she helps companies set and execute their Digital Sales strategy. As the host of the series Leading Change, she has conducted over 300 expert interviews in the space of Digital Transformation and Innovation.
Ema has been recognized as a RISE 35 under 35 Award Winner, named in Lightico’s Insurance Innovators Top 100, and an Industry Influencer Honoree by InsurTech Hartford.
NONPROFIT SPOTLIGHT: Monroe Street Arts Center
Monroe Street Arts Center is a community school of the arts located in the dynamic Dudgeon-Monroe neighborhood in Madison.
Since 1997, Monroe Street Arts Center has been making the arts come alive for many families in our community. By providing high-quality private and group instruction to all ages, MSAC is keeping the door open for a lifetime of creative expression and appreciation of the arts. MSAC is a welcoming, inclusive environment where they come together to learn, make, and share music and art. The organization cultivates a team of caring instructors who are first-rate artists and musicians and create outlets for artistic expression through recitals, exhibits, and outreach opportunities.
MSAC is hosting their annual “Arty Party” fundraiser on April 19th to raise funds for their scholarships and financial aid. They are looking for volunteers, sponsors, in-kind donations for a silent auction. All are welcome to attend.
Connect with Monroe Street Arts Center on their website or follow their socials on Facebook, Instagram, and LinkedIn.
SPONSOR APPRECIATION
A sincere Thank You to our sponsors who provide their locations, time, talent and financial resources to keep our events FREE and accessible to all!
