March 12, 2025 • 55 mins
How can professional services firms get started with video marketing?
Yes, it is possible to get started with video, even right now! In this episode of Spiraling Up, Austin, Joe, and MB explore whether or not professional services marketers can actually measure ROI on their marketing. And then video producer Dane Frederiksen joins the show to play a game called 'fill in the blank.' In this fun conversation, we cover:
- The biggest mistakes firms make when starting with video
- The most important element of a video marketing strategy
- What to consider when scripting videos
- Keys to creating high quality content, consistently
- The best type of video for showcasing thought leadership
- How many times you should post videos per week
- How to use videos for client testimonials
- The future of video marketing
Connect with Dane on LinkedIn: https://www.linkedin.com/in/digitalaccomplice/
Visit the Digital Accomplice website: https://www.digitalaccomplice.com/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Austin McNair (00:00):
In today's episode of spiraling up our team
discusses if professionalservices marketers actually can
measure ROI on their marketing.
And then we're playing a gamefill in the blank with video
producer and marketing guru,Dane Frederiksen.
Welcome everybody.
This is spiraling up with hingemarketing Joe, Mary Blanche.
(00:28):
How are you guys today?
Mary-Blanche Kraemer (00:30):
What's up?
Joe Pope (00:32):
Just doing our best to make it through another week,
buddy.
Austin McNair (00:36):
Another week, but another podcast episode, another
episode spiraling up.
We're really excited for today'sepisode.
Uh, we get to talk to, uh,another friend of Hinge.
But, uh, someone who I've seenrecently really going to town on
LinkedIn in terms of makingvideos every single day.
He's been doing videos for over30 years.
(00:58):
I'm excited for ourconversation, Joe, uh, with Dane
Frederiksen today to learn alittle bit more insights on.
What's going on in the world ofvideo marketing and what we
should be doing about that.
Joe Pope (01:08):
Yeah, yeah.
Now, Dane is, uh, is, you'redefinitely a friend of Hinge,
uh, son of Hinge's, uh, out,outgoing, since retired managing
partner, Lee Frederiksen.
Uh, so, you know, we've, we'vehad a relationship going back
with Dane quite a bit in thevideo space.
I know he's going to dive intothis, but in the video space,
he's, he's really kind ofcrossed the spectrum, work B2B,
(01:30):
work B2C, consumer products, soon and so forth.
But like you.
You said, you know, as LinkedIncontinues to push video as a
median blame tick tock, I guess.
But as that has been a thing,uh, Dane has really got that
forefront.
And as a podcast, it's focusedon trying to get the right type
of information in the hands ofthe types of folks that we hope
(01:52):
are listening.
Uh, Dane is the perfect guest.
Austin McNair (01:55):
That's right.
But before we talk to Dane, MaryBlanche, I think this week you
have our pivotal story of theweek.
Let's go ahead and dive intothis week's pivotal story.
Mary-Blanche Kraemer (02:06):
Alright you guys, let's do it.
It is time for this week'sPivotal Story and today we are
going to dive into a topic thatwe know is critical for
effective marketing, which ishow professional services firms
are measuring their results.
And the findings from thisyear's high growth study told us
a pretty interesting storyaround a couple really good
(02:27):
topics.
So as it turns out, companiesare still really struggling to
both capture and leverage theirmarketing data effectively.
Our research revealed a clearlink between high growth and how
well firms are measuring theirmarketing performance.
Thanks.
The data showed high growthfirms were 50 percent more
likely to rate themselves ashighly proficient in this area
(02:50):
compared to their slower growingcounterparts and that they were
more likely to have theresources, the training and the
technology in place to support adata driven approach.
Now, the kicker, though, evenamong those high growth firms,
More than half of them admitthat they're still not
proficient in capturing or usingtheir marketing data.
(03:12):
Um, so Austin, you know, I wantto, let's go to you first.
Uh, were you surprised by thegap between the high growth and
low growth firms?
What's your take?
Austin McNair (03:23):
Yeah.
I mean, in terms of things thatare surprising, I wouldn't say I
was surprised to see that thehigh growth firms have an
advantage.
We've seen that in previouseditions of the high growth
study.
Um, 1 thing that we've measuredfor a while is this idea of
digital maturity and high growthfirms tend to be kind of ahead
of the curve in terms of howthey're implementing and using
technology.
(03:44):
That piece wasn't reallysurprising to me.
I think the surprising piece washow many, even of the high
growth firms are still sayingthat they're not.
That proficient or they'relacking a lot of confidence in
terms of capturing and usingmarketing metrics.
Um, I mean, I think so the waythat we scale this research,
right?
(04:04):
Is we ask people to ratethemselves on a scale of 1 to
10.
the ones that are highlyconfident would normally rate
themselves as like a 9 or a 10,right?
Then and of the high growthfirms, that was only 11 percent
of high growth firms would ratethemselves as a 9 or 10.
90 percent of people were belowthat.
Um, so while the high growthfirms do have that advantage,
(04:25):
um, wow, I, I just, I, I'm stillsurprised that so many
professional services marketersare still rating themselves, um,
as, you know, with lowerconfidence and lower
proficiency.
why would that be the case?
Joe, I I'm, I'm eager to hearyour thoughts.
A couple of minds, just more onthe marketing side of things.
(04:45):
Um, I, I think now thatprofessional services marketing
has gotten so, um, just intensein terms of how many different
channels and streams, uh,people, marketing managers are
running, you know, you have yourevents, people, you have your
paid ad specialists.
Sometimes these people are inhouse.
Sometimes they're outsourced.
We've got social media LinkedIn,which of course.
(05:06):
Goes is it's much more than justyour corporate profile, right?
You're you.
We got to be thinking about howour part, you know, partners and
lead experts using linked in.
Um, we're looking at emailmarketing.
I mean, you just go down theline of all these different
things.
How do we integrate these intodashboards that guide decision
making?
(05:26):
I can relate as a marketer.
There's a lot of, it'schallenging.
I mean, we, we, we at hinge workvery hard to kind of integrate
all this data together tofacilitate meaningful
conversations.
And I'm sure Joe on the BD side,I think it's even more
complicated, uh, in terms ofdiscussing ROI and connecting
that to marketing.
Joe Pope (05:45):
Well, this is the promise that has been made by
groups like Salesforce andHubSpot, you know, you name it,
right?
These marketing technologyplatforms that are supposed to
bridge that gap between thefluffy marketing and the, the
ROI, the money, the things thatyour CEO really cares about and
tells you, if you can't proveit, you're not getting any more
money from them as a part of thebudget.
(06:07):
That's, that's what thosetechnologies were.
I guess the brainchild behindit.
That being said, here we are.
Right?
Salesforce has been around for awhile.
HubSpot has continued to growand especially the professional
services space drive their focusand investment into this, this
arena.
But yet, you know, we've got.
(06:29):
The high growth folks who arebarely cracking that, you know,
that 50 ish percent, like,getting even halfway there and
the no growth folks are justthrowing their hands up,
basically saying, I don't know,we're not able to do this.
So why I guess it's I'm less Iwas less surprised from this
finding just knowing that I.
Talk to people who sit in thisarena every single day and hear
(06:50):
these stories over and over andover again.
I mean, it's, it's how manytimes have I heard the marketers
they've they're spending 50, 60,70 K on some of these software
platforms and they're still not.
Able to track these metrics, andit's because there's a lot that
goes into this.
There's a there's many differentways, both digitally and
traditionally, where you canmeasure effectiveness from
(07:14):
marketing effort all the waydown to what it turned into.
I think the inherent challengehere is, especially with these
larger platforms is you canovercomplicate it really
quickly.
You can.
Try to measure every nittygritty little thing.
And a lot of times that's a,that's an, that's an investment
that most companies want,they're not going to make.
(07:35):
Because we want to be trackingsuccess, not paying to track
success.
Uh, but but to the, there's alot of time and effort that goes
into making sure that thesethings are plugged in on an
ongoing basis.
So, 1 of the big.
Recommendations that we almostalways will make is 1, you need
a strategy, right?
You can't just be thinking.
Oh, throw stuff at walls andtrack it and eventually
(07:57):
something will work its way out.
Basing something in a, somethingthat's testable and, and that
you can look at an ongoingbasis, making changes,
modifications within thatstructure, you'll find.
Uh, you're going to end with amuch better result, you know,
having that strategy then lendsitself to being able to create
campaigns or to focus in onvarious channels.
(08:21):
And when you bring that listdown from the 50 to 60 different
ways.
To track success to, okay, well,let's combine a few, but it's
all wrapped up around thisgrowth initiative that our
organization has, or somethingthat showed up in research that
when we were talking to ourclients and our ideal buyers,
those types of things that itreally stood out.
Okay.
So all these tactics now, let'smeasure.
(08:44):
The KPIs that come across eachdifferent item, and then we can
lean into whether it's aspreadsheet or a tool like a
Salesforce or HubSpot to startto use what's native in those
platforms.
But the minute you try toovercomplicate this, try to
measure every single detail, theeffectiveness of somebody,
especially those not nine tenorson that scale, you'll, you'll
(09:08):
get lost and you'll spend a lotof money.
Mary-Blanche Kraemer (09:10):
Yeah, I think you touched on it with the
KPIs a little bit.
Um, I think that has to be partof the conversation, right?
It's like, what are these mostimportant metrics?
So I know from like anoperations perspective, you
know, client retention is one ofthose critical KPIs.
Um, and I don't think we've,we've talked about that one a
ton, but, you know, acquiringnew clients is just, is so often
more expensive and timeconsuming than just, you know,
(09:32):
Maintaining those existingclient relationships because
when you think about it, youknow, when you have those high
retention rates, it reallysignals that your firm is
delivering the value thatthey're building the trust.
And the longer a firm retains aclient.
Naturally, the moreopportunities that there are to
cross sell services and upsellservices.
Um, you know, I always like totell clients that just, you
(09:54):
know, by focusing on thatretention piece, they really
allow for the opportunity tostabilize their revenue and then
also reduce the volatility thatcomes from constantly having to
find those new clients day inand day out.
Austin McNair (10:09):
Yeah, that's that's really good.
I mean, I think in summary here,I mean, we're talking about
marketing business developmentoperations.
I, I have 2 words here that I,when I think about this topic, I
just keep coming back to thesewords and those words are
accessibility.
The accessibility is if I needto make a decision, can I access
(10:30):
the data quickly and rapidly?
Can my team members access thatconfirm leadership access that?
And sometimes that's difficult,right?
I mean, and it takes a littlebit of training and
conversation, but thataccessibility part is really,
really important.
The 2nd 1 is accountability.
How often are we actuallylooking at these different
metrics when it comes to thecampaign marketing campaigns
(10:51):
that we're running the differentinitiatives that have been
ongoing when it's time to makedecisions we want to be have not
just be guessing or you knowgoing back to conversations that
happened over a year ago we wantto be constantly making sure
that we're building space withinour marketing teams within our
business development salesoperation teams where we're
familiar with the most up todate data and for you all you
(11:13):
know for listeners out therethey might be thinking okay How
do I get to that place?
We'll build in those rhythms,identify what kind of technology
gaps you might have, and startmaking some moves.
Because as we've seen from thedata that MB shared, the high
growth firms have an advantagehere.
And there's definitely apositive payoff.
Well, it's time to bring in ourguest, Dane Frederiksen.
(11:34):
Why don't we transition over toour conversation with him?
All right.
I want to welcome to thepodcast.
Friend of hinge as we elatealluded to Dane Fredrickson.
Dane has over 30 years ofexperience.
In video production business,working with brands like
national geographic discoverychannel, Google, Adobe, Twitch,
(11:55):
and Coca Cola.
Wow.
Nice portfolio, Dane.
Uh, and his, his company digitalaccomplice helps B2B companies
grow faster by developing andexecuting a video first content
marketing strategy.
Dane, welcome to the podcast.
How are you doing?
Dane Frederiksen (12:10):
I'm good.
Thanks.
Awesome.
You nailed it.
That's, uh, that's what I do andwho I am.
So I'm glad to be here and, um,you know, let's add some value.
Austin McNair (12:18):
Let's do it.
Yeah.
Well, we were talking in ourearlier segment a little bit, as
we were previewing the segment,I, I called out the fact that
recently you've been justposting every single day, kind
of a new video on LinkedInbefore we get into today's kind
of segment and kind of game.
I wanted to ask, how's thatgoing?
You've been, you've been postingquite a bit on LinkedIn.
(12:39):
Tell us about that strategy.
How's it going for you?
Dane Frederiksen (12:42):
yeah.
So the, the big idea that Iwanted to tackle was, you know,
I'm a video professional, uh,with a lot of experience, but
I've never been the one on thecamera.
But I recognize that in this newage of social media and video
becoming more important.
If I don't build my personalbrand, I'm really missing out.
(13:03):
I like, how else am I going toget out there?
And as a video professional, Ithink I'm especially sort of
like obligated to pick up themantle and like do it to myself
before I can like help adviseother people.
So I started this grandexperiment of building my
personal brand with video.
And the way that I thought thatthat could be sustainable was to
(13:23):
create A format, a process, aplan that helps me create
content on an ongoing basis in aeasy enough, sustainable way
that's ideally adding some valueand, um, what I basically came
up with is a video podcastformat where I'm interviewing
(13:44):
marketers, content marketers,and asking them a set of seven
questions.
Which, uh, then allows me to,uh, go through that content and
make short form video on each ofthose, uh, questions and
answers.
And then what I do is I postthat on LinkedIn every weekday,
and I repurpose also to YouTubeShorts.
(14:04):
And, um, it's been a reallyinteresting experiment.
So, as far as, uh, my success, Iwould say it's definitely proven
the formula.
This is doable.
This is something I can do.
I was, I think everyone'suncomfortable being on camera.
It's just awkward, right?
We're face to face human beings.
That's what we like.
(14:25):
But if you can get over thathurdle, and get on the other
side of the fence, you canreally take advantage.
And you know, the more you doit, the better and easier it's
gonna get, right?
And so I look at this as a longterm thing.
I'm going to get better at this.
I'm going to learn the lessonsand the lessons that I'm
learning is, um, people watchthis stuff.
YouTube is now, excuse me,LinkedIn is now optimized for
(14:47):
video as you may or may notknow.
So the algorithm there isbasically promoting that
content.
So I've seen, I think prettyimpressive, uh, impressions, uh,
and views and some engagement.
I think I would caveat thatwith, okay.
I'm pivoting my business now.
So I'm really looking at who myideal client is and what my
(15:09):
offers are.
I'm moving from just a videoproduction, um, company where
people come to me and they say,Hey Dane, I need this video.
This is what I need.
And then I go make it.
Now I've seen the marketplaceconditions are people know they
want to do video, but they don'tknow where to start.
They're like, well, what do Ido?
What kind of content?
Like, how do I know it's goingto work?
All those questions.
(15:30):
So I'm pivoting to offering astrategy, right?
And I haven't quite offered itas a package before.
So I've done all that, likethinking and help people do
that, but it's always been afterthe sale.
Now I'm just moving it in front.
And so I'm figuring out as abusiness, Like what's the right
fit for my customers andservices, but I know that even
(15:51):
without that being dialed init's working as a format, right?
So something like Hinge or someother company that really knows
your ideal client.
You really know your audience,the issues that they're
interested in.
This is a great format for youand potentially guests or other
subject matter experts.
To use the video format toharvest for free and kind of
(16:15):
it's kind of free, right?
If you're just talking and we'redoing this with webcams.
You can get that content outthere on a regular basis, like I
am, and you're going to getimpressions.
You know, even if people are notengaging with your content, if
they're connected to you,they're going to see it in the
feed.
And people, people are coming tome now.
They're like, I saw yourcontent.
Do you want to be on a podcast?
(16:35):
Uh, I need this.
There's an opportunity I needhelp with.
So it's not quite as robust as Ithink it could be for someone
like of your size.
But it definitely works.
So that's a very long windedanswer, but that's, you know,
how it's working.
It's working
Austin McNair (16:51):
no, and it's working.
And our research is kind oftalking about it has, has proven
that this is becoming more andmore, um, of a popular
technique, especially among thehigh growth firms that are, have
historically been morecomfortable with doing some
video blogging, getting some,some video out there.
Um, but especially with the,like with thought leaders,
experts, uh, partners atcompanies, this is definitely a
(17:12):
strategy that we're seeing work,uh, with our clients as well.
Well, Dane, uh, we want to getmore insights from you here.
So today we're going to bestructuring our conversation
around a game called fill in theblank, uh, MB.
And I are going to present youwith some thought provoking
statements about all things,video marketing.
(17:32):
Video production, uh, but with akey part missing.
And so your challenge Dane isgoing to be to fill in the blank
for us and to share yourinsights on what this missing
piece is.
So why don't we get started withour first one, Dane fill in the
blank for us.
What is the biggest challenge invideo marketing for professional
services today?
It is blank.
Dane Frederiksen (17:54):
getting started, right?
I don't want to be on camera.
Um, what do I do?
How do I do it?
I'm too busy.
Uh, it has, I have to make sureit's good enough.
I know I'm counting too many onmy hands here, but like, those
are the kind of things that thathappened is like, They know they
want to do it.
They know it's a good idea.
(18:15):
They see the potential.
They're seeing the data andthey're just like, ah, they're
stuck.
Right.
So getting started, I'd say isthe biggest, biggest thing.
Joe Pope (18:24):
If you were to give a quick, like, 1 sentence type
suggestion on how do youovercome that?
Because you got the naturalchallenges of stage fright,
right?
Folks are constantly concernedabout how they may appear.
I mean, zoom.
The zoom world we live in, uh,over the last post pandemic few
years has solved some of that,right?
(18:45):
Because we're all staring ateach other on camera nowadays,
as opposed to staring at eachother and cubicle farms.
What what's that tactic?
What's that element?
That's going to help putsomebody's mind at ease to sit
in front of the blinky red light
Dane Frederiksen (18:58):
Um, I'll show it to you.
Are you ready?
Your phone.
You can do it right now.
Watch.
I'm going to do it right now.
I'm going to do, you can do italong with me.
I'm going to take a video andI'm going to say, uh, Oh, I got
to, I got to turn it around.
So there's your first thing isright.
You got to test.
And that's why we're doing this.
(19:19):
It's right.
Hey, look, I'm on a videopodcast.
Uh, I'm hoping it's addingvalue.
Uh, we'll see.
So I just did a test that youcould do in the same amount of
time.
You can watch it.
You can see how that, how thatwas, how it felt, right?
That's your first thing.
You rip the band aid off and yousay, okay, I'm going to just
start.
(19:40):
Cost you nothing, took no time,right?
And then now you can say, oh,I've started to experiment with
video, right?
Then, uh, you can start takingbaby steps.
I'm a big advocate of babysteps.
The cool thing about video isunless you're doing a live
stream, you can record and notpost it right.
You like mind blown.
I was like, you, you don't haveto put yourself out there to
(20:03):
start putting yourself outthere.
Joe Pope (20:05):
Yeah.
Yeah.
In fact, some people should takethat advice and not post things
that they record.
Dane Frederiksen (20:09):
Right.
Austin McNair (20:11):
think that all the time.
Yeah.
Uh, all right,
Dane Frederiksen (20:13):
Everybody does
Austin McNair (20:15):
Let's get onto the next one here.
Uh, fill in the blank.
The biggest mistake mostprofessional services marketers
make in their video marketing isblank.
Dane Frederiksen (20:25):
I guess it would be like making it not
clear what the value is, right?
Make, making sure that, I mean,really you have to be helping
your customers, right?
Otherwise you're not doingcontent marketing.
Right.
And so I think.
It's just easy to make stuffabout us, right?
To make it about your company,your agenda for us, CEOs,
(20:46):
entrepreneurs, it's really easyto go into sales mode.
Hey, uh, let me sell you thisthing, right?
But really we should be helping.
And that might not be.
of funnel closing business, itmight be top of funnel,
educating people, helping themalong.
So I'd say that's probably thebiggest thing is make sure that
you're adding value to yourideal clients.
Mary-Blanche Kraemer (21:06):
right.
That's a good one.
Let me take a stab at the nextone.
So fill in the blank, the mostimportant element of an
effective video marketingstrategy is blank.
Dane Frederiksen (21:18):
Testing and optimizing, if you're not a
video expert, which I'm guessingmost professional services
companies aren't, there's goingto be a learning curve, right?
And you know, if we're able toeven start, which as we've
already talked about might nothappen, And we're adding value.
You know, you're probably notgoing to.
It's not a direct like you'renot going to get to point Z
(21:40):
right away.
Anything you do in life, you'regoing to get better at it with
experience and let's face it.
The marketplace is constantlychanging.
Look at AI every day.
There's a new thing.
How can you possibly make a plannow?
That's going to be relevant 2years from now, right?
So, baked into your process hasto be.
(22:00):
The idea that this is an ongoingexperiment, we're going to put
time into testing, we're goingto learn, we're going to review,
learn, and then optimize as wego.
Joe Pope (22:11):
What's one of those tests?
Give us an example.
Dane Frederiksen (22:14):
Well, we already talked about getting
started, right?
So the earliest test you coulddo is like, before launching the
rocket, let's just make sure allthe pieces are there, right?
Like, is there, is there video,is there sound?
Like, can we make a cohesivepiece of content that has the
potential of posting, right?
That we feel comfortable.
So just getting started would belike the earliest test is, um,
(22:37):
making something.
Then you get into what I wouldcall live testing, right?
You're posting content.
You're getting feedback, ideallyfrom people, um, Hey, this
performed really well.
This didn't, right?
optimizing as you go.
Mary-Blanche Kraemer (22:51):
All right.
Let's talk about scripting alittle bit.
So fill in the blank for thisone.
The most important thing toconsider when scripting a video
is blank.
Dane Frederiksen (23:01):
The hook, the hook.
If you don't make it past thatfirst second when they're
swiping, right, or they'rescrolling, if you can't get them
right away, everything thathappens after that is pointless.
Mary-Blanche Kraemer (23:13):
How many seconds do you think you have?
What, like with the hook?
Three seconds?
Five
Dane Frederiksen (23:18):
how, how long does it take to swipe?
That's how long, like if you'rereally good at swiping, that's
how long, or if you're like me,a little slower.
You know, or, you know, ifyou're, if you're a boomer, you
might have a couple of seconds.
Joe Pope (23:31):
I was going to say, if your target audience has got
arthritis in the fingers and
Dane Frederiksen (23:34):
Yeah.
Yeah.
I mean, milliseconds.
That.
So when we talk about hooks, letme just say with video, I know
we're talking about scripting.
But, a script could, can be justtext, like what you say,
depending on the format of thevideo, but it can also be what
you show.
And you could really have a planto, there's really three types
(23:56):
of hooks.
There's a visual hook, um,there's an audio hook, and then
there's sort of like the texthook, as you, as you post that
video.
So if you're checking all threeof those boxes, and in that
first second, You've gotinterest, then you have a chance
to continue and give them thevalue.
Joe Pope (24:16):
do you, do you think that one of those three carries
more weight?
Is there one?
That's the king, if you will,
Dane Frederiksen (24:22):
Yeah, so, um, I think it's 60 percent of
people on LinkedIn watch a videowith the sound off.
The sound is off by default,right?
So I think the visual hook isthe most important one.
Text, I mean, it could be that,but think about it, like the
real estate of like a verticalvideo.
is a pretty big visualfootprint, right?
(24:45):
And if it's got something thatcatches your eye, like motion,
color, visual interest,intrigue, that is probably the,
the king of, of the hooks.
Austin McNair (24:56):
All right, Dane, next one here.
Fill in the blank.
The key to creating high qualityvideo content consistently is.
Dane Frederiksen (25:06):
A plan, a strategy, a process.
You can kind of like those wordsare interchangeable to me in
some way, right?
But you got to have a system inplace.
You can't leave it to like whenwe're inspired, we make good
content or when we feel like it,when we have time, it's got to
be baked into your schedule, youknow, your team's process of how
(25:27):
we're going to do thissustainably.
The good news is video has neverbeen cheaper to produce.
There's all kinds of qualitylevels that you can produce all
kinds of use cases.
There's AI tools.
Now that we're mostly remote orpartially remote as as workers
that opens up a global audienceas well as a global talent
(25:47):
talent pool.
Right, so like now you can getpeople overseas to help edit,
that sort of thing.
So, there are definitely ways tocreate a sustainable process.
And I think that's kind of oneof the things that's probably
not visible to a lot ofprofessional services firms.
When they hear video, they thinkexpensive and time consuming.
Because it has been.
(26:08):
But there's been things thathave happened.
Some revolutions with video, thebusiness culture, like remote
work.
And, uh, AI revolution thathave, that have changed things
you may not be so aware of, butit's doable.
Austin McNair (26:21):
Yeah, no, one way that we've talked about this
internally is having a campaignmindset.
And I think video, it's a veryimportant component.
But like, I would, I mean, tellme what you think about this.
I wouldn't say that, Let's dosome videos is a great strategy.
Uh, it's like, how do we addvideo to something else that
(26:42):
we're already investing in?
You're invested in maybeproducing a research report.
You're invested in doing alimited series on a case story,
you know, a significant, youknow, project that has come
underway.
Like video becomes a, a way todo something that you're already
doing.
Do you think that that?
Is that, is that kind of mesaying back to you kind of a bit
(27:04):
what you said?
Dane Frederiksen (27:06):
Well, you've kind of touched on a couple of
different things, so, like, Iguess the way I would start
talking about this is, like,saying that you want to do more
with video kind of makes senseif you say it, like, you get the
value of, like, the opportunity.
But if you really kind of, like,look at what you're saying, it's
sort of like saying, we need todo more with text.
We need to do more with photos.
(27:26):
Like, what?
That doesn't sound right.
Okay.
Like no one has a text strategy,right?
So I'm saying you need a videostrategy, a little weird when
you get into it.
So really what video is, it'sjust one type of content.
It's a content container, right?
A bucket, just like images ortext as part of your overall
content strategy, which reallyis your marketing strategy,
(27:48):
which is really your businessstrategy.
Right?
So it's a tool.
It's a way to put informationout there.
And I think if you think aboutit like a campaign, um, to me,
campaign means a set race.
We're going to run right?
Which really is kind of whatwe're talking about earlier is
like, it's an experiment.
(28:09):
You know, if we do this for acertain amount of time, will we
get the results?
That we are expecting and hopingfor.
Right?
So it's kind of, again, the samething.
Does our plan, does ourstrategy, does our, our content
marketing strategy account for atest mentality?
And is it sustainable for acampaign?
However long that is?
(28:29):
or a business function, right?
You decided a long time ago,you're going to do a website.
That's just, we're going to doit.
We have to do it, right?
That's the world we're livingin.
Maybe that happened with socialmedia.
Maybe some professional servicesaren't there yet, but they're
probably thinking, yeah, we needto do social media.
That's just part of what we do.
And I think video is the samething.
It's because that's what theaudience wants.
(28:51):
That's where the audience is.
That's what the platforms arerewarding, right?
That's just everything isskewing more video.
And what you may not realize isthat video as a content
container actually contains allthree content types.
It's visuals, it's audio andit's text in the form of
transcriptions.
So all the things you're doingnow to make text or that you're
(29:13):
making images with, if you justexpand that to add video as a
medium, you're really doing allthose same things you were
doing.
You just added this otherdimension of moving pictures,
right?
And so you can work video intoyour strategy so it can probably
replace, to some extent, some ofthe other things that you're
doing.
If you are doing long form videoand taking those interview
(29:36):
transcripts and repurposingthose as text based content,
you're now saving yourself sometime because you've already, you
know, that work has already beendone.
Of creating valuable content.
Joe Pope (29:46):
I think the text example is amazing, especially
now with the content farmcreation, plug it into AI and
let it roll approach that somany folks are taking.
And of course, we know thatdoesn't work.
Unfortunately, Google's toosmart for that.
They either want you to pay fortheir tools.
Or, you know, they are wantingto make sure that they're going
(30:07):
to continue their dominancy onthe thought process.
And the fact that everything islike, well, Google it, look it
up.
Right?
They're not going to peoplearen't going to keep saying that
if their product suffers,because it's a whole bunch of AI
generated crap.
So you take this type ofconversation.
It's original, right?
We're talking to each other.
We're having a, we're going backand forth.
Might even make something funny,right?
(30:29):
It might make somethinginteresting or original.
And that translated to text isnot something AI created.
It came from this organicexperience.
So I, I, that hits hard, right?
And especially in the marketingspace right now, where we have
to kind of sometimes explain tofolks, no, Writing a blog isn't
always just popping somethinginto Gemini or Chatsypt and
(30:53):
letting it rip, right?
There's some thought that needsto go behind this.
Dane Frederiksen (30:57):
Yeah.
It's that's what you're talkingabout.
Sort of like checkbox marketingis like, we're doing it just to
do it.
And you know, if everyone elsecan do it at scale with AI.
You're not really addinganything and but you touched on
the thing is like the the humanelement, right?
Be yourself.
Everyone else has taken right?
It's like you have a unique lifeexperience unique insights to
(31:19):
your industry, your experiences,like all the stories you have to
tell.
That's all stuff that's not outthere.
You can put it out there.
It's already up here.
You just need to get it out andthen monetize it by making it
the content that's going to getyou business.
by helping you stand out, right?
Because you're different.
Other people are probably notdoing video content as much
(31:41):
because it's still so new thatcan help you stand out in the
marketplace.
And, um, it's sustainablebecause you've always got
thoughts.
You've already, you've alwaysgot opinions.
And so anything new that comesup, you can always add, there's
your ideation machine is whatyou think about it.
Austin McNair (31:57):
Well, we've touched a little bit there on
the thought leadership contentspecifically.
Let's dive in a little bitdeeper on on that thread.
So, Dane, fill in the blank forus.
The best type of video forshowcasing thought leadership is
blank.
Dane Frederiksen (32:13):
uh, conversational that I think that
is the key.
If you have rehearsed answers,rehearsed responses, you know,
that's sort of canned.
Um, I think it's the, it's theconversations just that happen
like in between moments.
Like, You're coming out of ameeting and you're talking to
someone else and like, theselittle nuggets, they spill out
(32:35):
in conversation, right?
And if you can harvest those,again, that's going to help you
stand out.
That's not AI regurgitated slop.
That's genuine insights, newideas.
Someone says something to you asyou're talking about something
you already know about, you geta new idea.
It's like, Oh, I hadn't thoughtof that.
You know, idea A, idea B becomeidea C in real time.
(32:57):
And now you've recorded it.
In a conversation and it'sunique and it's out there
Austin McNair (33:02):
would be like the best if you're a professional
services marketer, right?
And you're working with, youknow, your firm's leadership,
you've got a number of differentthought, you know, thought
experts that are scatteredaround your company.
What are the best ways to bringthose conversations together and
get them on video?
Have you, like, what, what haveyou seen working out there in
terms of what businesses aredoing?
Dane Frederiksen (33:22):
Yeah, there's um, there's an idea.
It's called video first contentmarketing.
I think I probably mentioned itIt's basically the the whole
model we're talking about isbuilt around This is really the
idea of I would say record oncerepurpose everywhere, right?
So your subject matter expertsare busy as uh, they're around
the world Um, you know, but nowwe've got remote video and just
(33:45):
like we're doing right now, thisbecomes a harvesting, uh,
capability, right?
You set up, let's say one hour amonth, right?
Hey, give me one hour a month.
We'll do a remote interview withsubject matter expert.
We'll answer the top 10, top 20questions or talk about the
topics you're interested Youraudience cares about you cut
(34:07):
those into short form video andthen that's content that's out
there and it can also berepurposed as we talked about as
an audio podcast as transcripts.
So, for 1 hour of time, you canget a month's worth of content.
I think that's really the model.
You know, there's other ways todo this.
Of course, you could go onlocation, shoot at a much higher
quality level with, you know,cool cameras, lights, you know,
(34:30):
really set it up and make itlook nice.
and take the lift off yoursubject matter experts plate
because it does require a littlebit of work for them to get the
camera right, maybe get amicrophone, some lighting,
change the background.
There's a little effort up frontto do that remotely, but once
you got it set up, you've gotyour regular engine.
You could do, take one hour amonth of their time on a regular
(34:52):
basis and just have a pipelineof content, or you can go on
location, Get five subjectmatter experts and in one day
shoot 10 questions with each ofthem at a higher quality level.
And then they don't have to doanything.
They just show up and sit in achair, right?
They don't have to worry abouttheir lights and their remote
setup.
So that may make more sense insome cases.
Austin McNair (35:12):
And in those cases, that would be kind of a
bigger investment, right?
And, you know, maybe there's alot of smaller companies out
there, you know, one personmarketing team, stuff like that.
The idea that you, you listed tome, I mean, I, I, I can resonate
with that a lot in terms of theamount of content that you're
grabbing and capturing.
All at the same time and theability to repurpose, we talk
(35:33):
about that all the time withour, with our clients is that
just constantly reinforcing howimportant it is to repurpose
content to get it out there justbecause you've shared it once
doesn't mean people won't wantto see it again or that they
caught it the first time.
Um, it's essential.
And so I, I like how you'reapplying that into the video
space and kind of challenging usmarketers to say.
You know, look into these toolsto get it to, you know, to, to,
(35:55):
to capture more video, um, andto use that as more of a forward
part of your, your marketingstrategy.
And B, what's our, what's ournext one?
Mary-Blanche Kraemer (36:02):
Yeah, so let's, uh, let's shift the focus
for a minute to video cadence.
So fill in the blank for thisone, Dane.
Professional services expertsand leaders should post blank
number of video posts per weekin their LinkedIn account.
Dane Frederiksen (36:18):
three to five.
Mary-Blanche Kraemer (36:19):
Three to five.
Okay.
Dane Frederiksen (36:21):
That that's, that's the goal.
if you're only posting contentonce a month, I don't think
that's really enough to keep upwith a modern social media
cadence.
If you're posting daily, everysingle day you get in front of
people, right?
You're a top of mind.
Like that's kind of what thealgorithm wants frequency.
(36:41):
That's what people start toexpect.
They get to know you.
They kind of like having youaround in their feed.
Now, posting every day soundsreally hard, but that's because
we're used to the old way ofproducing video, like, Oh my
God.
But if you think about reallywhat that means in a video first
content marketing strategy isremember, we've only taken one
(37:02):
hour of time of the subjectmatter experts, um, uh, time and
then edited that affordablyinto, you know, 20 clips.
And then.
How long does it take to put apost on LinkedIn?
A few minutes, right?
So you spend a few minutes everyday posting your video and then
(37:22):
that model gives you contentevery single day.
So I can't pretend to understandthe algorithm completely.
Nobody does.
They're going to change it.
Appetites change, tools change.
Like I, I can't really say forsure what like the optimal
amount is, but I think once amonth is not enough and what's
(37:43):
wrong with every day if you cando it right, if it's
sustainable, why not?
That seems better.
I mean, I think we're going tosee companies start to realize.
Hey, this is really working.
This is a good idea.
Let's, you know, build out ourteam.
So we have in house expertise tomake this sustainable, to do
this every single day, maybemultiple times a day.
(38:06):
Like what's wrong with that?
Like if it's sustainable, ifit's doable and it's showing
results, why not 10 times a day?
I know that sounds crazy, but Ithink we're going to start to
see that right as AI tools.
Make it more affordable, morescalable, and remember there's
lots of different types ofcontent.
It's not all just talking headslike this.
(38:27):
There could be photos that youtake and you have voiceover, uh,
AI voiceover reading transcriptsof somebody else.
You can make those AI voicessound like someone else.
That may or may not be a goodidea from a branding
perspective, but just to likethink about what's possible, if
it's useful to people, I thinkit's okay.
(38:49):
You know, there's a lot of likehow to videos, let's say you
want to explain, Hey, here's thelatest about SEO.
Here's a technique I want toshow you.
It's a five minute video andit's, you know, you don't see
anyone on, on screen.
You just see the screen andyou're just hearing AI content
that could be useful contentadded to that mix of like
posting frequently.
So just to kind of like, Showthe range of things that are
(39:11):
possible as long as it's useful.
I think that's the way to go
Austin McNair (39:14):
My takeaway from that is that we can expect Joe
to be posting a video every dayon LinkedIn from, from this
moment forward.
Isn't that right, Joe?
Joe Pope (39:22):
I don't think anyone wants to listen to me talk that
much, but, uh, you know, I, Ithink the, Thing that really
stands out to me though, Dane,is that ability to, you talked
about it right at the beginning.
It's like testing, right?
The idea that we can alwaystest.
If you're doing something once amonth, you're not testing,
you're just not going to be ableto see what these differences
are.
You joked it, but it's so true.
(39:43):
Like LinkedIn could probablychange their algorithm 5 times
in a month.
Dane Frederiksen (39:47):
Right.
Joe Pope (39:47):
might want people to leave their site a month from
now.
We know that's not the case now.
In fact, anything that keeps youon a social media site is.
Good, right?
YouTube, LinkedIn, all theseplatforms are the same because
that's how their advertisersmake their money.
If you're staying there, thenpeople keep paying to keep
getting their products in frontof you.
So I think there's some, Ithink, I think I said, woof,
(40:10):
right?
When you said the 3 to 5, but asyou unpack this, there is such a
good value in the ability tomaking content.
A commitment, even if it is onlyan hour or so of your sneeze
time, your visible experts time,but that's what the marketers on
the team are here for, right?
Like, that's what potentiallysome of these other resources
and having this becoming moreand more affordable.
(40:32):
Heck, I'm using my iPhone as acamera, right?
Everybody's got an iPhone or anAndroid, if you're weird and
like green boxes, but theability to take these tech
platforms that are already inour hands and turn it around
into something like this You're,you're not going to get me doing
it every day, but maybe everycouple of days.
Dane Frederiksen (40:50):
And you know, that's why we have teams.
Um, and you know, this is kindof a new thing.
It's going to take some time toget there, but once you get the
formula down, once you get theprocesses, you start to see, oh,
wait, we can scale this, this,you know, we, we have the
systems in place.
So like, what else are you doingto market yourself?
How else are you going to bevisible?
You know, video is such a greatway to do it.
(41:11):
It's such a great way torepurpose.
I think we're going to see thatstart to replace other ways
you're spending time.
So you say, okay, posting everyday.
Well, what else are you doingevery day?
What's working better than that?
What's a better use of yourtime.
And you may have a betteranswer, but I think it's just
worth asking the question.
Austin McNair (41:28):
I think if I was, uh, listening to this as a, as a
marketer with big team and a lotof people, I would, I would
think about how could I startthis with one person?
Like who is a competent speaker?
Who's somebody who wouldn't careor mind, or they might be
already pretty seasoned in termsof being on video.
And I would test this, um, everyday, I think every day is, is
(41:49):
highly ambitious, but definitelymultiple times a week, have that
expert, you know, go througharound, you know, cut, do that
one hour filming shoot.
that into seven videos, eightvideos and hand them all over to
the person.
Tell them, Hey, post this, youknow, every other day for this
month and see what happens.
And one thing that I know thatwe've experienced with our
(42:11):
clients is that sometimes in anorganization where it's hard to
get, Uh, visible experts to, tolend you their time to be a part
of marketing.
If they see kind of in adifferent part of the
organization, somebody elsehaving a lot of success, that's
the trigger and becomes the realmotivation to go, I want to do
what that person's doing, lookat their visibility has exploded
(42:33):
recently and you know, they'vegotten this new speaking
opportunity and this and that,and they see the wins that come
as a cross because of the extravisibility, I think that that's
one way that professionalServices marketers can start in
terms of, you know, get oneperson and kind of, like you,
you, you described, you know,building a model and kind of
getting, you know, some of the,uh, getting the process ironed
(42:54):
out.
And all of a sudden you mightstart seeing other people that
you didn't expect jump into theprocess and say, Hey, I want to
do this too.
Dane Frederiksen (43:01):
I think it sort of stands to reason that,
you know, the youngergenerations, millennials, Gen Z
are more familiar with socialmedia.
They're more comfortable onvideo and a lot of
organizations.
I can see that being like theshortcut to get this started is
like, right.
Just get them doing that tostart with.
And like you said, it'll startto dawn on them.
Wait, I need to be the face ofthe company.
(43:22):
It's not going to be thembecause they may not be here
forever and they may not havethe expertise that they have
that I can share.
Right.
But I think getting thosesystems up and running might,
might make more sense, uh, inthat model.
So, or, and then there's alwaysoutsource as well, right?
You don't have to do thisinternally.
You can work with an outsidevendor.
There's all kinds of people outthere now just get on LinkedIn.
(43:44):
And look at, uh, you know,people who are offering, um,
video services, uh, remotelythey're out there.
So this is doable and it'saffordable.
And if you can get over thathump of saying, okay, I'm
committing to testing, being oncamera, then you've already
started your journey,
Mary-Blanche Kraemer (44:02):
alright, let's talk client testimonials
for a little bit.
Um, fill in the blank here.
So, the most effective way touse video for client
testimonials is to blank.
Dane Frederiksen (44:13):
Well, I mean, case studies, but that's kind of
already what you're saying,right?
Um, I, I just see case studiesas like a, uh, a proof point, I
think if you can accentuate thedrama of the story and saying,
look, things are terrible.
And then I worked with thisperson and here's what we did.
(44:35):
And here's been the result.
That is a winning case study,right?
But you gotta feel the sting upfront of the problems.
Like my accounting was a mess.
I was up until 4 a.
m.
every day.
And if that resonates with youraudience, they're like, Oh yeah,
I want to hear how they solvethat.
Right.
So I think story is maybe theway I would answer that.
(44:57):
Um, A lot of case studies, theyseem kind of self serving to, to
the, the brand is putting themout there.
But if you can speak with storyto the pain and the journey that
that customer went on to go fromthe bad place to the good place,
And how you help bridge, youknow, get them to the other
(45:18):
side.
I think that's a, that story isgoing to be.
the compelling way to do, uh,testimonials, case studies,
Austin McNair (45:25):
What tips could you give us for like drawing
that out more?
Because I, I, you kind of jumpedin front of one thing I was
going to say, which, uh, I'veseen a lot of client testimonial
videos, uh, you know, across theindustry.
Some of them are so boring,right?
You know, you're not going toget past the first 20 or 30
seconds because it's just, youknow, the video is too long.
(45:46):
It doesn't have a lot of energy.
It's, it's usually just, youknow, uh, someone talking, you
know, Like how can videoproduction people or like
marketing teams collaboratingwith video producers really, um,
draw out more energy when itcomes to these kinds of videos
and testimonials?
All
Dane Frederiksen (46:08):
the way I think about, uh, where case
studies and testimonials fit inthe buyer journey, the, the
marketing funnel is, I'm notquite sure if this is accurate
or if you agree, but I thinkthat's late funnel, right?
They didn't know they had aproblem.
They were researching asolution.
They kind of evaluating you isthe right thing.
(46:28):
And then they're kind of at thislate stage where they're like,
are they really going to be ableto help me?
We've identified the problem.
There's a potential solution.
Are they really going to helpme?
Do they really understand myproblem?
Now, if you can have really highquality storytelling that, you
know, I don't really know theanswer other than.
(46:48):
Working with people who reallyknow the craft of video
production.
And I think this is a placewhere you double down and you
spend some money hiring anoutside agency, because you
probably don't have this inhouse.
You know, this is traditionallyhard for companies to have in
house, unless you're like areally big company with lots of
money.
And even then, dubious at best,right?
So working with people whoreally know the craft of
(47:10):
storytelling, and you can seetheir examples of other case
studies that they've made orother compelling videos, You
know, we're talkingcinematography, right?
Um, we're talking about emotion,right?
I want to feel the pain of thatperson and that resonates with
me because I'm having thatproblem too.
I know that place that they'recoming from.
So, um, if it's a boring videoshot, you know, like remotely
(47:33):
and they're just a talking head,I'm not drawn in, right?
I want to feel the cinematicquality of that, right?
And really get into that story.
That to me, those are the mostcompelling case studies.
Those are the ones we love tosee and share, right?
It's like, Oh my God, look atthis.
This is so cool.
Like it's well done, wellcrafted, um, high quality, uh,
(47:57):
cameras, lighting, um,storytelling, uh, someone who's
skilled at interviewing otherpeople who can really emote and
pull that stuff out of them,that's a skill.
You know, pulling that out ofpeople, editing those, taking
the good parts of that story,weaving them all together,
adding like in the edit, addingB roll, other shots of things
(48:17):
that we're talking about, youknow, or metaphors, visual
metaphors that kind of like helpme feel that music, like all
those things kind of playtogether and videos, the only
format that can really do that,but that level of emotion.
So if you're not tapping intothat, you're kind of like not
getting the most bang for yourbuck.
It does cost money and takestime.
So I'd say like that is oneplace to really like double down
(48:40):
and invest if you want to havelike a good quality case study,
Joe Pope (48:44):
My mind goes to that go to reference, right?
Because anybody who's sold thistype of work before professional
services, B2B, you know, you getto that end stage and there,
that pen's hovering over theproverbial Adobe sign button.
And they just need to talk tosomebody to feel like this is
(49:05):
going to work out for me in thelong run.
And I think we all have our goto references, right?
The ones that can amoeba theirway into the unique circumstance
that this special snowflakethinks that they have and so on
and so forth.
And that, to me.
That type of person, that typeof creativity, that, that one
who you always rely to, I justthink you, you do all those
(49:26):
different pieces.
You were just talking about thisproduction quality, this video,
the post prod B roll, and youtake that personality, even if
it's not me interviewing them,you find a, you find a voiceover
person, whatever it might be,and you feature that.
I could see that really hiddenjust because we know it works
(49:47):
without the video element whenthey're just giving them a phone
call or hopping on a zoom.
Dane Frederiksen (49:50):
Right.
Yeah.
And you know, the, the beauty ofvideo is it's, it's, if you have
the right kind of content, itcan do that job for you 24
seven, even while you're, you'reother people are sleeping or
busy with other things.
Right?
And so like, how much is yourtime worth?
And like that one timeinvestment.
You know, who knows how long youcan use that for?
Maybe it's a year, maybe it'stwo years.
(50:11):
I can even see potentially ifyou've done a good job and it's
relevant and your industrydoesn't change too quickly,
maybe five years.
Is that unthinkable?
I don't know.
Joe Pope (50:21):
If something's built right, it can last.
We, uh, I was on a callyesterday.
We had a former client.
We built a website for them 11years ago, and they just reached
out to us and they're like, allright, we're ready for our new
website.
Yeah.
It was a case story.
They were a case story on ourwebsite for about 5 years and
(50:42):
then we personally were lookingat and saying, okay, well, that
website's now 5 years old.
So we're going to move on.
They kept it for another 6 yearsand now they're ready to come
back to it.
But that's that's really likethat doubling down.
If you're going to make aninvestment.
This is probably the place, thislower funnel, where it carries
such a closing energy for it,where that makes sense.
(51:03):
It really resonates to me.
Austin McNair (51:04):
right, Dane, one last one for you before we, uh,
let you go.
Um, fill in the blank for uslooking into the future.
What the future of videomarketing is blank.
Dane Frederiksen (51:16):
Integrated.
It's integrated into yourmarketing strategy.
You know, I, I, I see it verymuch like the same transition we
had, I'm dating myself, but 1999era.
Companies are thinking, do Ireally need a website?
Right, what is this new webthing?
And so like all companies had togo through this adoption
(51:40):
struggle, right?
Their competitors started doingit, like everyone else is doing
it.
They started to realize, okay,yes, we do need to do this.
And I think the same thing ishappening with video.
It's like, it's becoming veryquickly because of the pace of
things has accelerated.
It's starting to be more of aneed to have than a nice to
have.
Um, I don't know what thetipping point is for companies
(52:00):
to kind of get there and believethat.
You know, maybe they have tofall way behind before they
realize and get the message.
Or maybe they're going to hearit sooner and be able to be an
early adopter and start testing.
But I think it's going to bejust like a website's integrated
into your marketing plan andyour business plan.
It's it's just going to be partof it.
Joe Pope (52:20):
We always joke that the professional services space
is usually, you know, 10,sometimes more years behind
where some of these differentelements are.
You know, your law firm's 15,20.
Uh, and that type of opportunityas you've kind of just laid it
out, and I, I think you'vedefinitely made a good case for
how this can be something thatgets up and going and we're
(52:43):
always looking for what's thatnext growth hack.
What's that next ability todifferentiate?
Uh, what's what's going to bringin those leads?
We know we hear that all thetime.
So this does seem like somethingthat's just such a no brainer,
especially at the low cost ofentry.
Dane Frederiksen (53:00):
Yeah, and if you like you just said that
professional services are 10years behind If you start now
and do that little challengethat we did earlier like take
out your phone and start testingright now You're 10 years ahead
Of everybody else, right?
Uh, if you don't start doing it,your competition will figure it
out.
And would you rather do thatbefore them or after them?
(53:22):
Like, look around.
Is everybody else on video allthe time?
Is the, are things trending upin watch time?
The, uh, is it getting cheaperand easier to make video?
Like, I think you know theanswer to these.
Right, so that's where we'reheaded.
It doesn't seem like it's goingaway.
I mean, radio is still here,right?
Print is still here.
(53:43):
So it's not going anywhere.
So you want to get on the busnow or you want to wait?
Yeah, it's never been easier tostart.
Austin McNair (53:50):
And it's a good challenging question, I think,
for, for companies that arestill trying to sort out what,
how, how to fit video into theirstrategy.
Um, Dane, thank you so much forsuch a good, productive,
insightful conversation today.
Uh, where can people learn moreabout, uh, what you do, who you
are, how to get in touch withyou?
Dane Frederiksen (54:09):
So, um, my company is called Digital
Accomplice.
You could check out our website.
Um, I'm in the middle, as Imentioned earlier, like I'm, I'm
sort of pivoting.
So it's not quite up to datewith my latest offers.
LinkedIn is a great place toconnect with me, um, see my
daily video posts.
You can look at the examples ofwhat's working for me and you
can, you know, um, follow me.
(54:30):
I've got a newsletter, um, onLinkedIn and Substack.
Uh, every Tuesday I post aboutB2B, uh, video tips and insights
like we've talked about here.
And, um, you know, I just reachout.
I'm always available to answerquestions and provide resources.
You know, I'm sort of aevangelist here for video.
I've been drinking the Kool Aidfor 30 years.
There's no need that, uh, you,you can't have some too.
(54:52):
So.
Austin McNair (54:53):
Well, I think, uh, you, you've got a few Kool
Aid drinkers here with you on,on this call.
This has been very insightful.
I know that, uh, we as a Hingeteam are all in on this.
And especially with helping ourclients.
Um, thank you to everyone who'sbeen listening.
Uh, this has been anotherepisode of spiraling up for Joe
and B and Dane.
(55:14):
Thank you guys.
Great episode.
We'll see you guys on the nextone.
Take care.
In today's episode of spiraling up our team
discusses if professionalservices marketers actually can
measure ROI on their marketing.
And then we're playing a gamefill in the blank with video
producer and marketing guru,Dane Frederiksen.
Welcome everybody.
This is spiraling up with hingemarketing Joe, Mary Blanche.
(00:28):
How are you guys today?
Mary-Blanche Kraemer (00:30):
What's up?
Joe Pope (00:32):
Just doing our best to make it through another week,
buddy.
Austin McNair (00:36):
Another week, but another podcast episode, another
episode spiraling up.
We're really excited for today'sepisode.
Uh, we get to talk to, uh,another friend of Hinge.
But, uh, someone who I've seenrecently really going to town on
LinkedIn in terms of makingvideos every single day.
He's been doing videos for over30 years.
(00:58):
I'm excited for ourconversation, Joe, uh, with Dane
Frederiksen today to learn alittle bit more insights on.
What's going on in the world ofvideo marketing and what we
should be doing about that.
Joe Pope (01:08):
Yeah, yeah.
Now, Dane is, uh, is, you'redefinitely a friend of Hinge,
uh, son of Hinge's, uh, out,outgoing, since retired managing
partner, Lee Frederiksen.
Uh, so, you know, we've, we'vehad a relationship going back
with Dane quite a bit in thevideo space.
I know he's going to dive intothis, but in the video space,
he's, he's really kind ofcrossed the spectrum, work B2B,
(01:30):
work B2C, consumer products, soon and so forth.
But like you.
You said, you know, as LinkedIncontinues to push video as a
median blame tick tock, I guess.
But as that has been a thing,uh, Dane has really got that
forefront.
And as a podcast, it's focusedon trying to get the right type
of information in the hands ofthe types of folks that we hope
(01:52):
are listening.
Uh, Dane is the perfect guest.
Austin McNair (01:55):
That's right.
But before we talk to Dane, MaryBlanche, I think this week you
have our pivotal story of theweek.
Let's go ahead and dive intothis week's pivotal story.
Mary-Blanche Kraemer (02:06):
Alright you guys, let's do it.
It is time for this week'sPivotal Story and today we are
going to dive into a topic thatwe know is critical for
effective marketing, which ishow professional services firms
are measuring their results.
And the findings from thisyear's high growth study told us
a pretty interesting storyaround a couple really good
(02:27):
topics.
So as it turns out, companiesare still really struggling to
both capture and leverage theirmarketing data effectively.
Our research revealed a clearlink between high growth and how
well firms are measuring theirmarketing performance.
Thanks.
The data showed high growthfirms were 50 percent more
likely to rate themselves ashighly proficient in this area
(02:50):
compared to their slower growingcounterparts and that they were
more likely to have theresources, the training and the
technology in place to support adata driven approach.
Now, the kicker, though, evenamong those high growth firms,
More than half of them admitthat they're still not
proficient in capturing or usingtheir marketing data.
(03:12):
Um, so Austin, you know, I wantto, let's go to you first.
Uh, were you surprised by thegap between the high growth and
low growth firms?
What's your take?
Austin McNair (03:23):
Yeah.
I mean, in terms of things thatare surprising, I wouldn't say I
was surprised to see that thehigh growth firms have an
advantage.
We've seen that in previouseditions of the high growth
study.
Um, 1 thing that we've measuredfor a while is this idea of
digital maturity and high growthfirms tend to be kind of ahead
of the curve in terms of howthey're implementing and using
technology.
(03:44):
That piece wasn't reallysurprising to me.
I think the surprising piece washow many, even of the high
growth firms are still sayingthat they're not.
That proficient or they'relacking a lot of confidence in
terms of capturing and usingmarketing metrics.
Um, I mean, I think so the waythat we scale this research,
right?
(04:04):
Is we ask people to ratethemselves on a scale of 1 to
10.
the ones that are highlyconfident would normally rate
themselves as like a 9 or a 10,right?
Then and of the high growthfirms, that was only 11 percent
of high growth firms would ratethemselves as a 9 or 10.
90 percent of people were belowthat.
Um, so while the high growthfirms do have that advantage,
(04:25):
um, wow, I, I just, I, I'm stillsurprised that so many
professional services marketersare still rating themselves, um,
as, you know, with lowerconfidence and lower
proficiency.
why would that be the case?
Joe, I I'm, I'm eager to hearyour thoughts.
A couple of minds, just more onthe marketing side of things.
(04:45):
Um, I, I think now thatprofessional services marketing
has gotten so, um, just intensein terms of how many different
channels and streams, uh,people, marketing managers are
running, you know, you have yourevents, people, you have your
paid ad specialists.
Sometimes these people are inhouse.
Sometimes they're outsourced.
We've got social media LinkedIn,which of course.
(05:06):
Goes is it's much more than justyour corporate profile, right?
You're you.
We got to be thinking about howour part, you know, partners and
lead experts using linked in.
Um, we're looking at emailmarketing.
I mean, you just go down theline of all these different
things.
How do we integrate these intodashboards that guide decision
making?
(05:26):
I can relate as a marketer.
There's a lot of, it'schallenging.
I mean, we, we, we at hinge workvery hard to kind of integrate
all this data together tofacilitate meaningful
conversations.
And I'm sure Joe on the BD side,I think it's even more
complicated, uh, in terms ofdiscussing ROI and connecting
that to marketing.
Joe Pope (05:45):
Well, this is the promise that has been made by
groups like Salesforce andHubSpot, you know, you name it,
right?
These marketing technologyplatforms that are supposed to
bridge that gap between thefluffy marketing and the, the
ROI, the money, the things thatyour CEO really cares about and
tells you, if you can't proveit, you're not getting any more
money from them as a part of thebudget.
(06:07):
That's, that's what thosetechnologies were.
I guess the brainchild behindit.
That being said, here we are.
Right?
Salesforce has been around for awhile.
HubSpot has continued to growand especially the professional
services space drive their focusand investment into this, this
arena.
But yet, you know, we've got.
(06:29):
The high growth folks who arebarely cracking that, you know,
that 50 ish percent, like,getting even halfway there and
the no growth folks are justthrowing their hands up,
basically saying, I don't know,we're not able to do this.
So why I guess it's I'm less Iwas less surprised from this
finding just knowing that I.
Talk to people who sit in thisarena every single day and hear
(06:50):
these stories over and over andover again.
I mean, it's, it's how manytimes have I heard the marketers
they've they're spending 50, 60,70 K on some of these software
platforms and they're still not.
Able to track these metrics, andit's because there's a lot that
goes into this.
There's a there's many differentways, both digitally and
traditionally, where you canmeasure effectiveness from
(07:14):
marketing effort all the waydown to what it turned into.
I think the inherent challengehere is, especially with these
larger platforms is you canovercomplicate it really
quickly.
You can.
Try to measure every nittygritty little thing.
And a lot of times that's a,that's an, that's an investment
that most companies want,they're not going to make.
(07:35):
Because we want to be trackingsuccess, not paying to track
success.
Uh, but but to the, there's alot of time and effort that goes
into making sure that thesethings are plugged in on an
ongoing basis.
So, 1 of the big.
Recommendations that we almostalways will make is 1, you need
a strategy, right?
You can't just be thinking.
Oh, throw stuff at walls andtrack it and eventually
(07:57):
something will work its way out.
Basing something in a, somethingthat's testable and, and that
you can look at an ongoingbasis, making changes,
modifications within thatstructure, you'll find.
Uh, you're going to end with amuch better result, you know,
having that strategy then lendsitself to being able to create
campaigns or to focus in onvarious channels.
(08:21):
And when you bring that listdown from the 50 to 60 different
ways.
To track success to, okay, well,let's combine a few, but it's
all wrapped up around thisgrowth initiative that our
organization has, or somethingthat showed up in research that
when we were talking to ourclients and our ideal buyers,
those types of things that itreally stood out.
Okay.
So all these tactics now, let'smeasure.
(08:44):
The KPIs that come across eachdifferent item, and then we can
lean into whether it's aspreadsheet or a tool like a
Salesforce or HubSpot to startto use what's native in those
platforms.
But the minute you try toovercomplicate this, try to
measure every single detail, theeffectiveness of somebody,
especially those not nine tenorson that scale, you'll, you'll
(09:08):
get lost and you'll spend a lotof money.
Mary-Blanche Kraemer (09:10):
Yeah, I think you touched on it with the
KPIs a little bit.
Um, I think that has to be partof the conversation, right?
It's like, what are these mostimportant metrics?
So I know from like anoperations perspective, you
know, client retention is one ofthose critical KPIs.
Um, and I don't think we've,we've talked about that one a
ton, but, you know, acquiringnew clients is just, is so often
more expensive and timeconsuming than just, you know,
(09:32):
Maintaining those existingclient relationships because
when you think about it, youknow, when you have those high
retention rates, it reallysignals that your firm is
delivering the value thatthey're building the trust.
And the longer a firm retains aclient.
Naturally, the moreopportunities that there are to
cross sell services and upsellservices.
Um, you know, I always like totell clients that just, you
(09:54):
know, by focusing on thatretention piece, they really
allow for the opportunity tostabilize their revenue and then
also reduce the volatility thatcomes from constantly having to
find those new clients day inand day out.
Austin McNair (10:09):
Yeah, that's that's really good.
I mean, I think in summary here,I mean, we're talking about
marketing business developmentoperations.
I, I have 2 words here that I,when I think about this topic, I
just keep coming back to thesewords and those words are
accessibility.
The accessibility is if I needto make a decision, can I access
(10:30):
the data quickly and rapidly?
Can my team members access thatconfirm leadership access that?
And sometimes that's difficult,right?
I mean, and it takes a littlebit of training and
conversation, but thataccessibility part is really,
really important.
The 2nd 1 is accountability.
How often are we actuallylooking at these different
metrics when it comes to thecampaign marketing campaigns
(10:51):
that we're running the differentinitiatives that have been
ongoing when it's time to makedecisions we want to be have not
just be guessing or you knowgoing back to conversations that
happened over a year ago we wantto be constantly making sure
that we're building space withinour marketing teams within our
business development salesoperation teams where we're
familiar with the most up todate data and for you all you
(11:13):
know for listeners out therethey might be thinking okay How
do I get to that place?
We'll build in those rhythms,identify what kind of technology
gaps you might have, and startmaking some moves.
Because as we've seen from thedata that MB shared, the high
growth firms have an advantagehere.
And there's definitely apositive payoff.
Well, it's time to bring in ourguest, Dane Frederiksen.
(11:34):
Why don't we transition over toour conversation with him?
All right.
I want to welcome to thepodcast.
Friend of hinge as we elatealluded to Dane Fredrickson.
Dane has over 30 years ofexperience.
In video production business,working with brands like
national geographic discoverychannel, Google, Adobe, Twitch,
(11:55):
and Coca Cola.
Wow.
Nice portfolio, Dane.
Uh, and his, his company digitalaccomplice helps B2B companies
grow faster by developing andexecuting a video first content
marketing strategy.
Dane, welcome to the podcast.
How are you doing?
Dane Frederiksen (12:10):
I'm good.
Thanks.
Awesome.
You nailed it.
That's, uh, that's what I do andwho I am.
So I'm glad to be here and, um,you know, let's add some value.
Austin McNair (12:18):
Let's do it.
Yeah.
Well, we were talking in ourearlier segment a little bit, as
we were previewing the segment,I, I called out the fact that
recently you've been justposting every single day, kind
of a new video on LinkedInbefore we get into today's kind
of segment and kind of game.
I wanted to ask, how's thatgoing?
You've been, you've been postingquite a bit on LinkedIn.
(12:39):
Tell us about that strategy.
How's it going for you?
Dane Frederiksen (12:42):
yeah.
So the, the big idea that Iwanted to tackle was, you know,
I'm a video professional, uh,with a lot of experience, but
I've never been the one on thecamera.
But I recognize that in this newage of social media and video
becoming more important.
If I don't build my personalbrand, I'm really missing out.
(13:03):
I like, how else am I going toget out there?
And as a video professional, Ithink I'm especially sort of
like obligated to pick up themantle and like do it to myself
before I can like help adviseother people.
So I started this grandexperiment of building my
personal brand with video.
And the way that I thought thatthat could be sustainable was to
(13:23):
create A format, a process, aplan that helps me create
content on an ongoing basis in aeasy enough, sustainable way
that's ideally adding some valueand, um, what I basically came
up with is a video podcastformat where I'm interviewing
(13:44):
marketers, content marketers,and asking them a set of seven
questions.
Which, uh, then allows me to,uh, go through that content and
make short form video on each ofthose, uh, questions and
answers.
And then what I do is I postthat on LinkedIn every weekday,
and I repurpose also to YouTubeShorts.
(14:04):
And, um, it's been a reallyinteresting experiment.
So, as far as, uh, my success, Iwould say it's definitely proven
the formula.
This is doable.
This is something I can do.
I was, I think everyone'suncomfortable being on camera.
It's just awkward, right?
We're face to face human beings.
That's what we like.
(14:25):
But if you can get over thathurdle, and get on the other
side of the fence, you canreally take advantage.
And you know, the more you doit, the better and easier it's
gonna get, right?
And so I look at this as a longterm thing.
I'm going to get better at this.
I'm going to learn the lessonsand the lessons that I'm
learning is, um, people watchthis stuff.
YouTube is now, excuse me,LinkedIn is now optimized for
(14:47):
video as you may or may notknow.
So the algorithm there isbasically promoting that
content.
So I've seen, I think prettyimpressive, uh, impressions, uh,
and views and some engagement.
I think I would caveat thatwith, okay.
I'm pivoting my business now.
So I'm really looking at who myideal client is and what my
(15:09):
offers are.
I'm moving from just a videoproduction, um, company where
people come to me and they say,Hey Dane, I need this video.
This is what I need.
And then I go make it.
Now I've seen the marketplaceconditions are people know they
want to do video, but they don'tknow where to start.
They're like, well, what do Ido?
What kind of content?
Like, how do I know it's goingto work?
All those questions.
(15:30):
So I'm pivoting to offering astrategy, right?
And I haven't quite offered itas a package before.
So I've done all that, likethinking and help people do
that, but it's always been afterthe sale.
Now I'm just moving it in front.
And so I'm figuring out as abusiness, Like what's the right
fit for my customers andservices, but I know that even
(15:51):
without that being dialed init's working as a format, right?
So something like Hinge or someother company that really knows
your ideal client.
You really know your audience,the issues that they're
interested in.
This is a great format for youand potentially guests or other
subject matter experts.
To use the video format toharvest for free and kind of
(16:15):
it's kind of free, right?
If you're just talking and we'redoing this with webcams.
You can get that content outthere on a regular basis, like I
am, and you're going to getimpressions.
You know, even if people are notengaging with your content, if
they're connected to you,they're going to see it in the
feed.
And people, people are coming tome now.
They're like, I saw yourcontent.
Do you want to be on a podcast?
(16:35):
Uh, I need this.
There's an opportunity I needhelp with.
So it's not quite as robust as Ithink it could be for someone
like of your size.
But it definitely works.
So that's a very long windedanswer, but that's, you know,
how it's working.
It's working
Austin McNair (16:51):
no, and it's working.
And our research is kind oftalking about it has, has proven
that this is becoming more andmore, um, of a popular
technique, especially among thehigh growth firms that are, have
historically been morecomfortable with doing some
video blogging, getting some,some video out there.
Um, but especially with the,like with thought leaders,
experts, uh, partners atcompanies, this is definitely a
(17:12):
strategy that we're seeing work,uh, with our clients as well.
Well, Dane, uh, we want to getmore insights from you here.
So today we're going to bestructuring our conversation
around a game called fill in theblank, uh, MB.
And I are going to present youwith some thought provoking
statements about all things,video marketing.
(17:32):
Video production, uh, but with akey part missing.
And so your challenge Dane isgoing to be to fill in the blank
for us and to share yourinsights on what this missing
piece is.
So why don't we get started withour first one, Dane fill in the
blank for us.
What is the biggest challenge invideo marketing for professional
services today?
It is blank.
Dane Frederiksen (17:54):
getting started, right?
I don't want to be on camera.
Um, what do I do?
How do I do it?
I'm too busy.
Uh, it has, I have to make sureit's good enough.
I know I'm counting too many onmy hands here, but like, those
are the kind of things that thathappened is like, They know they
want to do it.
They know it's a good idea.
(18:15):
They see the potential.
They're seeing the data andthey're just like, ah, they're
stuck.
Right.
So getting started, I'd say isthe biggest, biggest thing.
Joe Pope (18:24):
If you were to give a quick, like, 1 sentence type
suggestion on how do youovercome that?
Because you got the naturalchallenges of stage fright,
right?
Folks are constantly concernedabout how they may appear.
I mean, zoom.
The zoom world we live in, uh,over the last post pandemic few
years has solved some of that,right?
(18:45):
Because we're all staring ateach other on camera nowadays,
as opposed to staring at eachother and cubicle farms.
What what's that tactic?
What's that element?
That's going to help putsomebody's mind at ease to sit
in front of the blinky red light
Dane Frederiksen (18:58):
Um, I'll show it to you.
Are you ready?
Your phone.
You can do it right now.
Watch.
I'm going to do it right now.
I'm going to do, you can do italong with me.
I'm going to take a video andI'm going to say, uh, Oh, I got
to, I got to turn it around.
So there's your first thing isright.
You got to test.
And that's why we're doing this.
(19:19):
It's right.
Hey, look, I'm on a videopodcast.
Uh, I'm hoping it's addingvalue.
Uh, we'll see.
So I just did a test that youcould do in the same amount of
time.
You can watch it.
You can see how that, how thatwas, how it felt, right?
That's your first thing.
You rip the band aid off and yousay, okay, I'm going to just
start.
(19:40):
Cost you nothing, took no time,right?
And then now you can say, oh,I've started to experiment with
video, right?
Then, uh, you can start takingbaby steps.
I'm a big advocate of babysteps.
The cool thing about video isunless you're doing a live
stream, you can record and notpost it right.
You like mind blown.
I was like, you, you don't haveto put yourself out there to
(20:03):
start putting yourself outthere.
Joe Pope (20:05):
Yeah.
Yeah.
In fact, some people should takethat advice and not post things
that they record.
Dane Frederiksen (20:09):
Right.
Austin McNair (20:11):
think that all the time.
Yeah.
Uh, all right,
Dane Frederiksen (20:13):
Everybody does
Austin McNair (20:15):
Let's get onto the next one here.
Uh, fill in the blank.
The biggest mistake mostprofessional services marketers
make in their video marketing isblank.
Dane Frederiksen (20:25):
I guess it would be like making it not
clear what the value is, right?
Make, making sure that, I mean,really you have to be helping
your customers, right?
Otherwise you're not doingcontent marketing.
Right.
And so I think.
It's just easy to make stuffabout us, right?
To make it about your company,your agenda for us, CEOs,
(20:46):
entrepreneurs, it's really easyto go into sales mode.
Hey, uh, let me sell you thisthing, right?
But really we should be helping.
And that might not be.
of funnel closing business, itmight be top of funnel,
educating people, helping themalong.
So I'd say that's probably thebiggest thing is make sure that
you're adding value to yourideal clients.
Mary-Blanche Kraemer (21:06):
right.
That's a good one.
Let me take a stab at the nextone.
So fill in the blank, the mostimportant element of an
effective video marketingstrategy is blank.
Dane Frederiksen (21:18):
Testing and optimizing, if you're not a
video expert, which I'm guessingmost professional services
companies aren't, there's goingto be a learning curve, right?
And you know, if we're able toeven start, which as we've
already talked about might nothappen, And we're adding value.
You know, you're probably notgoing to.
It's not a direct like you'renot going to get to point Z
(21:40):
right away.
Anything you do in life, you'regoing to get better at it with
experience and let's face it.
The marketplace is constantlychanging.
Look at AI every day.
There's a new thing.
How can you possibly make a plannow?
That's going to be relevant 2years from now, right?
So, baked into your process hasto be.
(22:00):
The idea that this is an ongoingexperiment, we're going to put
time into testing, we're goingto learn, we're going to review,
learn, and then optimize as wego.
Joe Pope (22:11):
What's one of those tests?
Give us an example.
Dane Frederiksen (22:14):
Well, we already talked about getting
started, right?
So the earliest test you coulddo is like, before launching the
rocket, let's just make sure allthe pieces are there, right?
Like, is there, is there video,is there sound?
Like, can we make a cohesivepiece of content that has the
potential of posting, right?
That we feel comfortable.
So just getting started would belike the earliest test is, um,
(22:37):
making something.
Then you get into what I wouldcall live testing, right?
You're posting content.
You're getting feedback, ideallyfrom people, um, Hey, this
performed really well.
This didn't, right?
optimizing as you go.
Mary-Blanche Kraemer (22:51):
All right.
Let's talk about scripting alittle bit.
So fill in the blank for thisone.
The most important thing toconsider when scripting a video
is blank.
Dane Frederiksen (23:01):
The hook, the hook.
If you don't make it past thatfirst second when they're
swiping, right, or they'rescrolling, if you can't get them
right away, everything thathappens after that is pointless.
Mary-Blanche Kraemer (23:13):
How many seconds do you think you have?
What, like with the hook?
Three seconds?
Five
Dane Frederiksen (23:18):
how, how long does it take to swipe?
That's how long, like if you'rereally good at swiping, that's
how long, or if you're like me,a little slower.
You know, or, you know, ifyou're, if you're a boomer, you
might have a couple of seconds.
Joe Pope (23:31):
I was going to say, if your target audience has got
arthritis in the fingers and
Dane Frederiksen (23:34):
Yeah.
Yeah.
I mean, milliseconds.
That.
So when we talk about hooks, letme just say with video, I know
we're talking about scripting.
But, a script could, can be justtext, like what you say,
depending on the format of thevideo, but it can also be what
you show.
And you could really have a planto, there's really three types
(23:56):
of hooks.
There's a visual hook, um,there's an audio hook, and then
there's sort of like the texthook, as you, as you post that
video.
So if you're checking all threeof those boxes, and in that
first second, You've gotinterest, then you have a chance
to continue and give them thevalue.
Joe Pope (24:16):
do you, do you think that one of those three carries
more weight?
Is there one?
That's the king, if you will,
Dane Frederiksen (24:22):
Yeah, so, um, I think it's 60 percent of
people on LinkedIn watch a videowith the sound off.
The sound is off by default,right?
So I think the visual hook isthe most important one.
Text, I mean, it could be that,but think about it, like the
real estate of like a verticalvideo.
is a pretty big visualfootprint, right?
(24:45):
And if it's got something thatcatches your eye, like motion,
color, visual interest,intrigue, that is probably the,
the king of, of the hooks.
Austin McNair (24:56):
All right, Dane, next one here.
Fill in the blank.
The key to creating high qualityvideo content consistently is.
Dane Frederiksen (25:06):
A plan, a strategy, a process.
You can kind of like those wordsare interchangeable to me in
some way, right?
But you got to have a system inplace.
You can't leave it to like whenwe're inspired, we make good
content or when we feel like it,when we have time, it's got to
be baked into your schedule, youknow, your team's process of how
(25:27):
we're going to do thissustainably.
The good news is video has neverbeen cheaper to produce.
There's all kinds of qualitylevels that you can produce all
kinds of use cases.
There's AI tools.
Now that we're mostly remote orpartially remote as as workers
that opens up a global audienceas well as a global talent
(25:47):
talent pool.
Right, so like now you can getpeople overseas to help edit,
that sort of thing.
So, there are definitely ways tocreate a sustainable process.
And I think that's kind of oneof the things that's probably
not visible to a lot ofprofessional services firms.
When they hear video, they thinkexpensive and time consuming.
Because it has been.
(26:08):
But there's been things thathave happened.
Some revolutions with video, thebusiness culture, like remote
work.
And, uh, AI revolution thathave, that have changed things
you may not be so aware of, butit's doable.
Austin McNair (26:21):
Yeah, no, one way that we've talked about this
internally is having a campaignmindset.
And I think video, it's a veryimportant component.
But like, I would, I mean, tellme what you think about this.
I wouldn't say that, Let's dosome videos is a great strategy.
Uh, it's like, how do we addvideo to something else that
(26:42):
we're already investing in?
You're invested in maybeproducing a research report.
You're invested in doing alimited series on a case story,
you know, a significant, youknow, project that has come
underway.
Like video becomes a, a way todo something that you're already
doing.
Do you think that that?
Is that, is that kind of mesaying back to you kind of a bit
(27:04):
what you said?
Dane Frederiksen (27:06):
Well, you've kind of touched on a couple of
different things, so, like, Iguess the way I would start
talking about this is, like,saying that you want to do more
with video kind of makes senseif you say it, like, you get the
value of, like, the opportunity.
But if you really kind of, like,look at what you're saying, it's
sort of like saying, we need todo more with text.
We need to do more with photos.
(27:26):
Like, what?
That doesn't sound right.
Okay.
Like no one has a text strategy,right?
So I'm saying you need a videostrategy, a little weird when
you get into it.
So really what video is, it'sjust one type of content.
It's a content container, right?
A bucket, just like images ortext as part of your overall
content strategy, which reallyis your marketing strategy,
(27:48):
which is really your businessstrategy.
Right?
So it's a tool.
It's a way to put informationout there.
And I think if you think aboutit like a campaign, um, to me,
campaign means a set race.
We're going to run right?
Which really is kind of whatwe're talking about earlier is
like, it's an experiment.
(28:09):
You know, if we do this for acertain amount of time, will we
get the results?
That we are expecting and hopingfor.
Right?
So it's kind of, again, the samething.
Does our plan, does ourstrategy, does our, our content
marketing strategy account for atest mentality?
And is it sustainable for acampaign?
However long that is?
(28:29):
or a business function, right?
You decided a long time ago,you're going to do a website.
That's just, we're going to doit.
We have to do it, right?
That's the world we're livingin.
Maybe that happened with socialmedia.
Maybe some professional servicesaren't there yet, but they're
probably thinking, yeah, we needto do social media.
That's just part of what we do.
And I think video is the samething.
It's because that's what theaudience wants.
(28:51):
That's where the audience is.
That's what the platforms arerewarding, right?
That's just everything isskewing more video.
And what you may not realize isthat video as a content
container actually contains allthree content types.
It's visuals, it's audio andit's text in the form of
transcriptions.
So all the things you're doingnow to make text or that you're
(29:13):
making images with, if you justexpand that to add video as a
medium, you're really doing allthose same things you were
doing.
You just added this otherdimension of moving pictures,
right?
And so you can work video intoyour strategy so it can probably
replace, to some extent, some ofthe other things that you're
doing.
If you are doing long form videoand taking those interview
(29:36):
transcripts and repurposingthose as text based content,
you're now saving yourself sometime because you've already, you
know, that work has already beendone.
Of creating valuable content.
Joe Pope (29:46):
I think the text example is amazing, especially
now with the content farmcreation, plug it into AI and
let it roll approach that somany folks are taking.
And of course, we know thatdoesn't work.
Unfortunately, Google's toosmart for that.
They either want you to pay fortheir tools.
Or, you know, they are wantingto make sure that they're going
(30:07):
to continue their dominancy onthe thought process.
And the fact that everything islike, well, Google it, look it
up.
Right?
They're not going to peoplearen't going to keep saying that
if their product suffers,because it's a whole bunch of AI
generated crap.
So you take this type ofconversation.
It's original, right?
We're talking to each other.
We're having a, we're going backand forth.
Might even make something funny,right?
(30:29):
It might make somethinginteresting or original.
And that translated to text isnot something AI created.
It came from this organicexperience.
So I, I, that hits hard, right?
And especially in the marketingspace right now, where we have
to kind of sometimes explain tofolks, no, Writing a blog isn't
always just popping somethinginto Gemini or Chatsypt and
(30:53):
letting it rip, right?
There's some thought that needsto go behind this.
Dane Frederiksen (30:57):
Yeah.
It's that's what you're talkingabout.
Sort of like checkbox marketingis like, we're doing it just to
do it.
And you know, if everyone elsecan do it at scale with AI.
You're not really addinganything and but you touched on
the thing is like the the humanelement, right?
Be yourself.
Everyone else has taken right?
It's like you have a unique lifeexperience unique insights to
(31:19):
your industry, your experiences,like all the stories you have to
tell.
That's all stuff that's not outthere.
You can put it out there.
It's already up here.
You just need to get it out andthen monetize it by making it
the content that's going to getyou business.
by helping you stand out, right?
Because you're different.
Other people are probably notdoing video content as much
(31:41):
because it's still so new thatcan help you stand out in the
marketplace.
And, um, it's sustainablebecause you've always got
thoughts.
You've already, you've alwaysgot opinions.
And so anything new that comesup, you can always add, there's
your ideation machine is whatyou think about it.
Austin McNair (31:57):
Well, we've touched a little bit there on
the thought leadership contentspecifically.
Let's dive in a little bitdeeper on on that thread.
So, Dane, fill in the blank forus.
The best type of video forshowcasing thought leadership is
blank.
Dane Frederiksen (32:13):
uh, conversational that I think that
is the key.
If you have rehearsed answers,rehearsed responses, you know,
that's sort of canned.
Um, I think it's the, it's theconversations just that happen
like in between moments.
Like, You're coming out of ameeting and you're talking to
someone else and like, theselittle nuggets, they spill out
(32:35):
in conversation, right?
And if you can harvest those,again, that's going to help you
stand out.
That's not AI regurgitated slop.
That's genuine insights, newideas.
Someone says something to you asyou're talking about something
you already know about, you geta new idea.
It's like, Oh, I hadn't thoughtof that.
You know, idea A, idea B becomeidea C in real time.
(32:57):
And now you've recorded it.
In a conversation and it'sunique and it's out there
Austin McNair (33:02):
would be like the best if you're a professional
services marketer, right?
And you're working with, youknow, your firm's leadership,
you've got a number of differentthought, you know, thought
experts that are scatteredaround your company.
What are the best ways to bringthose conversations together and
get them on video?
Have you, like, what, what haveyou seen working out there in
terms of what businesses aredoing?
Dane Frederiksen (33:22):
Yeah, there's um, there's an idea.
It's called video first contentmarketing.
I think I probably mentioned itIt's basically the the whole
model we're talking about isbuilt around This is really the
idea of I would say record oncerepurpose everywhere, right?
So your subject matter expertsare busy as uh, they're around
the world Um, you know, but nowwe've got remote video and just
(33:45):
like we're doing right now, thisbecomes a harvesting, uh,
capability, right?
You set up, let's say one hour amonth, right?
Hey, give me one hour a month.
We'll do a remote interview withsubject matter expert.
We'll answer the top 10, top 20questions or talk about the
topics you're interested Youraudience cares about you cut
(34:07):
those into short form video andthen that's content that's out
there and it can also berepurposed as we talked about as
an audio podcast as transcripts.
So, for 1 hour of time, you canget a month's worth of content.
I think that's really the model.
You know, there's other ways todo this.
Of course, you could go onlocation, shoot at a much higher
quality level with, you know,cool cameras, lights, you know,
(34:30):
really set it up and make itlook nice.
and take the lift off yoursubject matter experts plate
because it does require a littlebit of work for them to get the
camera right, maybe get amicrophone, some lighting,
change the background.
There's a little effort up frontto do that remotely, but once
you got it set up, you've gotyour regular engine.
You could do, take one hour amonth of their time on a regular
(34:52):
basis and just have a pipelineof content, or you can go on
location, Get five subjectmatter experts and in one day
shoot 10 questions with each ofthem at a higher quality level.
And then they don't have to doanything.
They just show up and sit in achair, right?
They don't have to worry abouttheir lights and their remote
setup.
So that may make more sense insome cases.
Austin McNair (35:12):
And in those cases, that would be kind of a
bigger investment, right?
And, you know, maybe there's alot of smaller companies out
there, you know, one personmarketing team, stuff like that.
The idea that you, you listed tome, I mean, I, I, I can resonate
with that a lot in terms of theamount of content that you're
grabbing and capturing.
All at the same time and theability to repurpose, we talk
(35:33):
about that all the time withour, with our clients is that
just constantly reinforcing howimportant it is to repurpose
content to get it out there justbecause you've shared it once
doesn't mean people won't wantto see it again or that they
caught it the first time.
Um, it's essential.
And so I, I like how you'reapplying that into the video
space and kind of challenging usmarketers to say.
You know, look into these toolsto get it to, you know, to, to,
(35:55):
to capture more video, um, andto use that as more of a forward
part of your, your marketingstrategy.
And B, what's our, what's ournext one?
Mary-Blanche Kraemer (36:02):
Yeah, so let's, uh, let's shift the focus
for a minute to video cadence.
So fill in the blank for thisone, Dane.
Professional services expertsand leaders should post blank
number of video posts per weekin their LinkedIn account.
Dane Frederiksen (36:18):
three to five.
Mary-Blanche Kraemer (36:19):
Three to five.
Okay.
Dane Frederiksen (36:21):
That that's, that's the goal.
if you're only posting contentonce a month, I don't think
that's really enough to keep upwith a modern social media
cadence.
If you're posting daily, everysingle day you get in front of
people, right?
You're a top of mind.
Like that's kind of what thealgorithm wants frequency.
(36:41):
That's what people start toexpect.
They get to know you.
They kind of like having youaround in their feed.
Now, posting every day soundsreally hard, but that's because
we're used to the old way ofproducing video, like, Oh my
God.
But if you think about reallywhat that means in a video first
content marketing strategy isremember, we've only taken one
(37:02):
hour of time of the subjectmatter experts, um, uh, time and
then edited that affordablyinto, you know, 20 clips.
And then.
How long does it take to put apost on LinkedIn?
A few minutes, right?
So you spend a few minutes everyday posting your video and then
(37:22):
that model gives you contentevery single day.
So I can't pretend to understandthe algorithm completely.
Nobody does.
They're going to change it.
Appetites change, tools change.
Like I, I can't really say forsure what like the optimal
amount is, but I think once amonth is not enough and what's
(37:43):
wrong with every day if you cando it right, if it's
sustainable, why not?
That seems better.
I mean, I think we're going tosee companies start to realize.
Hey, this is really working.
This is a good idea.
Let's, you know, build out ourteam.
So we have in house expertise tomake this sustainable, to do
this every single day, maybemultiple times a day.
(38:06):
Like what's wrong with that?
Like if it's sustainable, ifit's doable and it's showing
results, why not 10 times a day?
I know that sounds crazy, but Ithink we're going to start to
see that right as AI tools.
Make it more affordable, morescalable, and remember there's
lots of different types ofcontent.
It's not all just talking headslike this.
(38:27):
There could be photos that youtake and you have voiceover, uh,
AI voiceover reading transcriptsof somebody else.
You can make those AI voicessound like someone else.
That may or may not be a goodidea from a branding
perspective, but just to likethink about what's possible, if
it's useful to people, I thinkit's okay.
(38:49):
You know, there's a lot of likehow to videos, let's say you
want to explain, Hey, here's thelatest about SEO.
Here's a technique I want toshow you.
It's a five minute video andit's, you know, you don't see
anyone on, on screen.
You just see the screen andyou're just hearing AI content
that could be useful contentadded to that mix of like
posting frequently.
So just to kind of like, Showthe range of things that are
(39:11):
possible as long as it's useful.
I think that's the way to go
Austin McNair (39:14):
My takeaway from that is that we can expect Joe
to be posting a video every dayon LinkedIn from, from this
moment forward.
Isn't that right, Joe?
Joe Pope (39:22):
I don't think anyone wants to listen to me talk that
much, but, uh, you know, I, Ithink the, Thing that really
stands out to me though, Dane,is that ability to, you talked
about it right at the beginning.
It's like testing, right?
The idea that we can alwaystest.
If you're doing something once amonth, you're not testing,
you're just not going to be ableto see what these differences
are.
You joked it, but it's so true.
(39:43):
Like LinkedIn could probablychange their algorithm 5 times
in a month.
Dane Frederiksen (39:47):
Right.
Joe Pope (39:47):
might want people to leave their site a month from
now.
We know that's not the case now.
In fact, anything that keeps youon a social media site is.
Good, right?
YouTube, LinkedIn, all theseplatforms are the same because
that's how their advertisersmake their money.
If you're staying there, thenpeople keep paying to keep
getting their products in frontof you.
So I think there's some, Ithink, I think I said, woof,
(40:10):
right?
When you said the 3 to 5, but asyou unpack this, there is such a
good value in the ability tomaking content.
A commitment, even if it is onlyan hour or so of your sneeze
time, your visible experts time,but that's what the marketers on
the team are here for, right?
Like, that's what potentiallysome of these other resources
and having this becoming moreand more affordable.
(40:32):
Heck, I'm using my iPhone as acamera, right?
Everybody's got an iPhone or anAndroid, if you're weird and
like green boxes, but theability to take these tech
platforms that are already inour hands and turn it around
into something like this You're,you're not going to get me doing
it every day, but maybe everycouple of days.
Dane Frederiksen (40:50):
And you know, that's why we have teams.
Um, and you know, this is kindof a new thing.
It's going to take some time toget there, but once you get the
formula down, once you get theprocesses, you start to see, oh,
wait, we can scale this, this,you know, we, we have the
systems in place.
So like, what else are you doingto market yourself?
How else are you going to bevisible?
You know, video is such a greatway to do it.
(41:11):
It's such a great way torepurpose.
I think we're going to see thatstart to replace other ways
you're spending time.
So you say, okay, posting everyday.
Well, what else are you doingevery day?
What's working better than that?
What's a better use of yourtime.
And you may have a betteranswer, but I think it's just
worth asking the question.
Austin McNair (41:28):
I think if I was, uh, listening to this as a, as a
marketer with big team and a lotof people, I would, I would
think about how could I startthis with one person?
Like who is a competent speaker?
Who's somebody who wouldn't careor mind, or they might be
already pretty seasoned in termsof being on video.
And I would test this, um, everyday, I think every day is, is
(41:49):
highly ambitious, but definitelymultiple times a week, have that
expert, you know, go througharound, you know, cut, do that
one hour filming shoot.
that into seven videos, eightvideos and hand them all over to
the person.
Tell them, Hey, post this, youknow, every other day for this
month and see what happens.
And one thing that I know thatwe've experienced with our
(42:11):
clients is that sometimes in anorganization where it's hard to
get, Uh, visible experts to, tolend you their time to be a part
of marketing.
If they see kind of in adifferent part of the
organization, somebody elsehaving a lot of success, that's
the trigger and becomes the realmotivation to go, I want to do
what that person's doing, lookat their visibility has exploded
(42:33):
recently and you know, they'vegotten this new speaking
opportunity and this and that,and they see the wins that come
as a cross because of the extravisibility, I think that that's
one way that professionalServices marketers can start in
terms of, you know, get oneperson and kind of, like you,
you, you described, you know,building a model and kind of
getting, you know, some of the,uh, getting the process ironed
(42:54):
out.
And all of a sudden you mightstart seeing other people that
you didn't expect jump into theprocess and say, Hey, I want to
do this too.
Dane Frederiksen (43:01):
I think it sort of stands to reason that,
you know, the youngergenerations, millennials, Gen Z
are more familiar with socialmedia.
They're more comfortable onvideo and a lot of
organizations.
I can see that being like theshortcut to get this started is
like, right.
Just get them doing that tostart with.
And like you said, it'll startto dawn on them.
Wait, I need to be the face ofthe company.
(43:22):
It's not going to be thembecause they may not be here
forever and they may not havethe expertise that they have
that I can share.
Right.
But I think getting thosesystems up and running might,
might make more sense, uh, inthat model.
So, or, and then there's alwaysoutsource as well, right?
You don't have to do thisinternally.
You can work with an outsidevendor.
There's all kinds of people outthere now just get on LinkedIn.
(43:44):
And look at, uh, you know,people who are offering, um,
video services, uh, remotelythey're out there.
So this is doable and it'saffordable.
And if you can get over thathump of saying, okay, I'm
committing to testing, being oncamera, then you've already
started your journey,
Mary-Blanche Kraemer (44:02):
alright, let's talk client testimonials
for a little bit.
Um, fill in the blank here.
So, the most effective way touse video for client
testimonials is to blank.
Dane Frederiksen (44:13):
Well, I mean, case studies, but that's kind of
already what you're saying,right?
Um, I, I just see case studiesas like a, uh, a proof point, I
think if you can accentuate thedrama of the story and saying,
look, things are terrible.
And then I worked with thisperson and here's what we did.
(44:35):
And here's been the result.
That is a winning case study,right?
But you gotta feel the sting upfront of the problems.
Like my accounting was a mess.
I was up until 4 a.
m.
every day.
And if that resonates with youraudience, they're like, Oh yeah,
I want to hear how they solvethat.
Right.
So I think story is maybe theway I would answer that.
(44:57):
Um, A lot of case studies, theyseem kind of self serving to, to
the, the brand is putting themout there.
But if you can speak with storyto the pain and the journey that
that customer went on to go fromthe bad place to the good place,
And how you help bridge, youknow, get them to the other
(45:18):
side.
I think that's a, that story isgoing to be.
the compelling way to do, uh,testimonials, case studies,
Austin McNair (45:25):
What tips could you give us for like drawing
that out more?
Because I, I, you kind of jumpedin front of one thing I was
going to say, which, uh, I'veseen a lot of client testimonial
videos, uh, you know, across theindustry.
Some of them are so boring,right?
You know, you're not going toget past the first 20 or 30
seconds because it's just, youknow, the video is too long.
(45:46):
It doesn't have a lot of energy.
It's, it's usually just, youknow, uh, someone talking, you
know, Like how can videoproduction people or like
marketing teams collaboratingwith video producers really, um,
draw out more energy when itcomes to these kinds of videos
and testimonials?
All
Dane Frederiksen (46:08):
the way I think about, uh, where case
studies and testimonials fit inthe buyer journey, the, the
marketing funnel is, I'm notquite sure if this is accurate
or if you agree, but I thinkthat's late funnel, right?
They didn't know they had aproblem.
They were researching asolution.
They kind of evaluating you isthe right thing.
(46:28):
And then they're kind of at thislate stage where they're like,
are they really going to be ableto help me?
We've identified the problem.
There's a potential solution.
Are they really going to helpme?
Do they really understand myproblem?
Now, if you can have really highquality storytelling that, you
know, I don't really know theanswer other than.
(46:48):
Working with people who reallyknow the craft of video
production.
And I think this is a placewhere you double down and you
spend some money hiring anoutside agency, because you
probably don't have this inhouse.
You know, this is traditionallyhard for companies to have in
house, unless you're like areally big company with lots of
money.
And even then, dubious at best,right?
So working with people whoreally know the craft of
(47:10):
storytelling, and you can seetheir examples of other case
studies that they've made orother compelling videos, You
know, we're talkingcinematography, right?
Um, we're talking about emotion,right?
I want to feel the pain of thatperson and that resonates with
me because I'm having thatproblem too.
I know that place that they'recoming from.
So, um, if it's a boring videoshot, you know, like remotely
(47:33):
and they're just a talking head,I'm not drawn in, right?
I want to feel the cinematicquality of that, right?
And really get into that story.
That to me, those are the mostcompelling case studies.
Those are the ones we love tosee and share, right?
It's like, Oh my God, look atthis.
This is so cool.
Like it's well done, wellcrafted, um, high quality, uh,
(47:57):
cameras, lighting, um,storytelling, uh, someone who's
skilled at interviewing otherpeople who can really emote and
pull that stuff out of them,that's a skill.
You know, pulling that out ofpeople, editing those, taking
the good parts of that story,weaving them all together,
adding like in the edit, addingB roll, other shots of things
(48:17):
that we're talking about, youknow, or metaphors, visual
metaphors that kind of like helpme feel that music, like all
those things kind of playtogether and videos, the only
format that can really do that,but that level of emotion.
So if you're not tapping intothat, you're kind of like not
getting the most bang for yourbuck.
It does cost money and takestime.
So I'd say like that is oneplace to really like double down
(48:40):
and invest if you want to havelike a good quality case study,
Joe Pope (48:44):
My mind goes to that go to reference, right?
Because anybody who's sold thistype of work before professional
services, B2B, you know, you getto that end stage and there,
that pen's hovering over theproverbial Adobe sign button.
And they just need to talk tosomebody to feel like this is
(49:05):
going to work out for me in thelong run.
And I think we all have our goto references, right?
The ones that can amoeba theirway into the unique circumstance
that this special snowflakethinks that they have and so on
and so forth.
And that, to me.
That type of person, that typeof creativity, that, that one
who you always rely to, I justthink you, you do all those
(49:26):
different pieces.
You were just talking about thisproduction quality, this video,
the post prod B roll, and youtake that personality, even if
it's not me interviewing them,you find a, you find a voiceover
person, whatever it might be,and you feature that.
I could see that really hiddenjust because we know it works
(49:47):
without the video element whenthey're just giving them a phone
call or hopping on a zoom.
Dane Frederiksen (49:50):
Right.
Yeah.
And you know, the, the beauty ofvideo is it's, it's, if you have
the right kind of content, itcan do that job for you 24
seven, even while you're, you'reother people are sleeping or
busy with other things.
Right?
And so like, how much is yourtime worth?
And like that one timeinvestment.
You know, who knows how long youcan use that for?
Maybe it's a year, maybe it'stwo years.
(50:11):
I can even see potentially ifyou've done a good job and it's
relevant and your industrydoesn't change too quickly,
maybe five years.
Is that unthinkable?
I don't know.
Joe Pope (50:21):
If something's built right, it can last.
We, uh, I was on a callyesterday.
We had a former client.
We built a website for them 11years ago, and they just reached
out to us and they're like, allright, we're ready for our new
website.
Yeah.
It was a case story.
They were a case story on ourwebsite for about 5 years and
(50:42):
then we personally were lookingat and saying, okay, well, that
website's now 5 years old.
So we're going to move on.
They kept it for another 6 yearsand now they're ready to come
back to it.
But that's that's really likethat doubling down.
If you're going to make aninvestment.
This is probably the place, thislower funnel, where it carries
such a closing energy for it,where that makes sense.
(51:03):
It really resonates to me.
Austin McNair (51:04):
right, Dane, one last one for you before we, uh,
let you go.
Um, fill in the blank for uslooking into the future.
What the future of videomarketing is blank.
Dane Frederiksen (51:16):
Integrated.
It's integrated into yourmarketing strategy.
You know, I, I, I see it verymuch like the same transition we
had, I'm dating myself, but 1999era.
Companies are thinking, do Ireally need a website?
Right, what is this new webthing?
And so like all companies had togo through this adoption
(51:40):
struggle, right?
Their competitors started doingit, like everyone else is doing
it.
They started to realize, okay,yes, we do need to do this.
And I think the same thing ishappening with video.
It's like, it's becoming veryquickly because of the pace of
things has accelerated.
It's starting to be more of aneed to have than a nice to
have.
Um, I don't know what thetipping point is for companies
(52:00):
to kind of get there and believethat.
You know, maybe they have tofall way behind before they
realize and get the message.
Or maybe they're going to hearit sooner and be able to be an
early adopter and start testing.
But I think it's going to bejust like a website's integrated
into your marketing plan andyour business plan.
It's it's just going to be partof it.
Joe Pope (52:20):
We always joke that the professional services space
is usually, you know, 10,sometimes more years behind
where some of these differentelements are.
You know, your law firm's 15,20.
Uh, and that type of opportunityas you've kind of just laid it
out, and I, I think you'vedefinitely made a good case for
how this can be something thatgets up and going and we're
(52:43):
always looking for what's thatnext growth hack.
What's that next ability todifferentiate?
Uh, what's what's going to bringin those leads?
We know we hear that all thetime.
So this does seem like somethingthat's just such a no brainer,
especially at the low cost ofentry.
Dane Frederiksen (53:00):
Yeah, and if you like you just said that
professional services are 10years behind If you start now
and do that little challengethat we did earlier like take
out your phone and start testingright now You're 10 years ahead
Of everybody else, right?
Uh, if you don't start doing it,your competition will figure it
out.
And would you rather do thatbefore them or after them?
(53:22):
Like, look around.
Is everybody else on video allthe time?
Is the, are things trending upin watch time?
The, uh, is it getting cheaperand easier to make video?
Like, I think you know theanswer to these.
Right, so that's where we'reheaded.
It doesn't seem like it's goingaway.
I mean, radio is still here,right?
Print is still here.
(53:43):
So it's not going anywhere.
So you want to get on the busnow or you want to wait?
Yeah, it's never been easier tostart.
Austin McNair (53:50):
And it's a good challenging question, I think,
for, for companies that arestill trying to sort out what,
how, how to fit video into theirstrategy.
Um, Dane, thank you so much forsuch a good, productive,
insightful conversation today.
Uh, where can people learn moreabout, uh, what you do, who you
are, how to get in touch withyou?
Dane Frederiksen (54:09):
So, um, my company is called Digital
Accomplice.
You could check out our website.
Um, I'm in the middle, as Imentioned earlier, like I'm, I'm
sort of pivoting.
So it's not quite up to datewith my latest offers.
LinkedIn is a great place toconnect with me, um, see my
daily video posts.
You can look at the examples ofwhat's working for me and you
can, you know, um, follow me.
(54:30):
I've got a newsletter, um, onLinkedIn and Substack.
Uh, every Tuesday I post aboutB2B, uh, video tips and insights
like we've talked about here.
And, um, you know, I just reachout.
I'm always available to answerquestions and provide resources.
You know, I'm sort of aevangelist here for video.
I've been drinking the Kool Aidfor 30 years.
There's no need that, uh, you,you can't have some too.
(54:52):
So.
Austin McNair (54:53):
Well, I think, uh, you, you've got a few Kool
Aid drinkers here with you on,on this call.
This has been very insightful.
I know that, uh, we as a Hingeteam are all in on this.
And especially with helping ourclients.
Um, thank you to everyone who'sbeen listening.
Uh, this has been anotherepisode of spiraling up for Joe
and B and Dane.
(55:14):
Thank you guys.
Great episode.
We'll see you guys on the nextone.
Take care.
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