March 18, 2025 • 45 mins
Welcome back to the 66th episode of Rumbling Facts Podcast! In today’s episode, we’re diving into one of the most powerful tools in the modern business world—video marketing. That’s why I’m thrilled to have Robert Weiss on the podcast, a true industry leader with over 1,500 videos produced for businesses of all sizes. Robert is the President of MultiVision Digital, a New York-based video production and marketing company, known for creating effective video strategies that help businesses drive sales, improve SEO rankings, increase lead generation, and boost customer loyalty. From solo entrepreneurs to global Fortune 500 companies, Robert’s company has worked with clients across almost every industry, designing holistic video strategies that match each client’s unique objectives. In this episode, we explore the vast world of video production, video marketing, and video strategy. Robert breaks down how businesses can use video to enhance their online presence, boost SEO efforts, and create content that resonates with target audience. We also discuss common misconceptions about video production, the most critical elements of a B2B video marketing strategy, and how businesses can integrate video into their marketing plans. We touch on several key topics, including: • The power of video in driving sales and brand awareness. • Why video marketing is crucial for improving customer engagement and building brand trust. • How businesses can tailor video content to different industries and business sizes—from small entrepreneurs to massive corporations. • Common mistakes businesses make when starting with video, and how to avoid them. • The role of video SEO in increasing visibility and driving traffic. • The importance of remote video production, especially in today’s digital-first world. This episode is perfect for entrepreneurs, marketers, and business owners looking to leverage video production as a powerful marketing tool. Robert’s tips on creating authentic videos, keeping production costs low, and ensuring that your video content resonates with your audience will help you unlock the full potential of video marketing for your business. Key insights include: • Why scripting isn’t always necessary, and when you should opt for unscripted content for a more authentic feel. • The importance of video quality and how businesses can achieve it without overspending. • The best way to use video to drive leads and convert viewers into customers. • What makes a video truly effective, and how businesses can measure their success. Video marketing isn’t just about creating flashy content—it’s about delivering a message that resonates with your audience, enhances your brand’s credibility, and drives results. If you want to master video for your business, whether you’re just getting started or looking to improve your current strategy, this episode is packed with actionable tips that will transform your approach to video marketing. Your Host = Sam Gladu @DjRetsam @Retsam64 PODCAST LINKS Rumbling Facts Podcast on SPOTIFYhttps://open.spotify.com/show/28EVivBWPFZ25qSDwTUWSn?si=795e94fc93404d5bRumbling Facts Podcast on RUMBLEhttps://rumble.com/c/RumblingFactsPodcastRumbling Facts Clips on RUMBLEhttps://rumble.com/c/c-5646792Robert Weiss LINKShttps://www.multivisiondigital.com/Website #2https://videoformanufacturing.com/LinkedIn URLhttps://www.linkedin.com/in/robertweissnycYouTube URLhttps://www.youtube.com/user/MVProductionsNYC/videosALL LINKS Sam DjRetsamhttp://linktr.ee/djretsamMUSIC on SPOTIFY https://open.spotify.com/artist/3YgKupXc2ID3mnPZOlgJ2H?si=DQDD43iIRbOMAmydUMu1hwALL my Releases in 1 PLAYLIST-https://open.spotify.com/playlist/2gNzano55YrL39Gmlgk1pH?si=3e97588c182b470ehttps://www.instagram.com/djretsam/https://www.tiktok.com/@SamGladu https://twitter.com/samgladuhttps://www.facebook.com/DjRetsamhttps://rumble.com/user/DjRetsamhttps://www.youtube.com/@UC2OrYbprFHlOkOiWScR74dA
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
If somebody feels like they're doing quality content in advance
and they already feel that, but it ain't working though.
That's that's another conversation.
Then we need to peel back the onion and figure out.
Where? But now?
I mean, how can this guy figure out that he's doing crap
content? Yeah, sometimes you can't.
(00:23):
Given your vast experience, whatadvice would you give a first
time entrepreneur looking to usevideo as a key marketing tool
for their business? Like literally go see a fucking
professional my friend. Yeah, have a plan, have a
business objective, do video forthat business objective, get it
(00:43):
out there. But there's a lot of things that
go into planning, shooting, editing that you just don't
know. And unless you're going to be a
video person, you probably won'tknow you, you probably spend
money on on a professional to doyour taxes rather than going to
do it yourself, no. Or you have a lawyer rather than
(01:04):
going to LegalZoom there was a professionals and video
companies or professional services.
(01:50):
Yeah, that's much nicer. OK, Yeah, that was great video,
guy, what can I say? You have to look good.
Kind of book one second. I just want to get a book, OK,
that's a, that's a little nicer frame.
So thank you for bearing with methere.
So it's perfect. So welcome back on the rumbling
(02:12):
facts podcast where we uncover uncomfortable truths and dive
into depths of knowledge and challenge the conventional
thinking. I'm your host, DJ Red Sam that's
DJ with master upside down. Go check out my music 200,000
streams in the past year. Fucking amazing.
Thank you all for the support and subscribe to a podcast.
I want to thank you all for tuning in today.
Today I'm thrilled welcome a truly remarkable guest on the
(02:34):
podcast. Joining us is Robert Weiss, the
President of Multivision Digital, leading video
production and marketing companybased in New York.
Robber has built an incredible career as a first time
entrepreneur and video expert, producing over 1500 videos that
have helped businesses of all sizes ranging from solo
(02:55):
entrepreneurs to the top of Fortune 500 companies and
achieve real results. His holistic approach to video
strategy has driven increased sales, improve SEO rankings, and
elevated brand awareness for clients across nearly every
industry. With a deep understanding of
video, growing influence and B2Bmarketing and beyond, Robert is
(03:17):
here to share his expertise and actionable insights on how we
can harness the power of video to transform our own business.
Robert Weiss, welcome to the Rumbling Facts podcast.
I'm feel amazing after that introduction.
I'm like, wow, like dogs barking.
(03:38):
She's so happy, you know? I, I think I'm doing something
right because a lot of the guests really appreciate how I
do it, so I thank you for that. You've produced over 1500
videos. How did you initially get
started in video production and what made you decide to or like,
OK, I'm going to do this as a career as well.
(03:59):
So I'm going to start off with one life lesson here is that,
you know, everybody should be appreciate themselves.
Take a moment to appreciate themselves.
And we don't do that a lot. True that.
And I'm gonna appreciate myself for a moment because I started
this business without any background in video nothing.
You know, most of the people whowork for me, they were in film
school. They wanted to be in, you know,
movies or film or TV. I was I was in the Internet and
(04:24):
saw the writing on the wall. I was a sales guy basically for
web development companies, e-mail marketing companies,
software as a service. Before SAS was even SAS, I was
selling SASS, SASS, you know, and I just saw the adoption of
(04:45):
websites like, you know, today, of course you need a website.
It's, it's undisputable that youneed a website for your
business. Back in the day, it wasn't,
people were like, I don't need awebsite, this Internet thing.
But, you know, they got burned by the, the, the, the bust of
the stock market and they hated the Internet.
But, you know, Fast forward all these years, I saw the adoption
(05:09):
of websites, saw the adoption ofe-mail.
So the adoption of SEO, so the adoption of social and apps and
all this other stuff. And I saw the writing on the
wall with video, because video is the most powerful mechanism
out there to communicate, period, end of story.
And you know, even in person, face to face, video is better,
(05:34):
right? Because it's it's crisp, it's to
the point it says the same thingevery time and nobody interrupts
a video. You know.
So that's how I started the business and I started it with
with my background in sales and I learned what I needed to
learn. I can't say that I'm still, I'm
not a videographer, I'm not an editor, but I know enough about
(06:00):
what those people do, you know, to be able to direct and
produce. And, and that's what I do.
I'm, I'm a director and producer.
I'm a sales guy, I'm a marketingguy, I'm a lead Gen. guy.
I developed this strategy from asales and marketing standpoint.
And then produce and direct and also building out a team.
Let's not forget that I had a, ameeting with my, with my team
(06:24):
just this past Friday and there was eight of us on Zoom.
And I was like, wow, like there's eight people in my
company. Molly, you start Smalling and
you you add people along the waythough for sure to delegate
because you can't just do everything on your own for.
Sure, love, I always say love. I love the people I work with.
(06:47):
It's so much fun. And they they in their area of
what they do for me or with me, they know more than me, you
know, so it's very much a collaborative process when we go
out and, and, and we shoot and produce.
Obviously I'm the boss and I'm directing and everything like
that, but I so rely on their expertise.
(07:09):
Everybody has their part there. Yeah, yeah.
So it's fun. Can you explain SEO to a 5 year
old? Because a lot of people don't
even know what SEO. Means means search engine
optimization and it's basically a way to optimize your website.
So when somebody goes searching for a problem that they have,
(07:31):
you come up on the Internet in an organic search, not in a paid
advertising search. Um, and that is based upon the
content of your website, the quality of content.
There's a lot of different things I won't get into, but the
content is the leaping off pointto that you need to have quality
(07:54):
content. So what's Google's job?
Google's job is to give their customers the most amount of the
most accurate information in thequickest manner, right?
So they do that by sending spiders out to websites to find
out what's on the website. And if I wanted to search for
video your your website would not come up.
(08:16):
It shouldn't. But if you wanted a DJ or
podcast then your website will probably come up and mine would
not. OK.
It's base form. That's what SEO is.
What role does video play in enchancing brands online
presence in particular in terms of SEO and engagement.
So one of the key mechanisms to ranking is called dwell time and
(08:41):
and there's. I never heard that before.
There's probably 1000 different points of SEO.
Yeah, that's Google secret sauce.
OK, But one of the the bigger ones is dwell time.
So if I search for DJ's and I goto Multivision Digital, I'm
going to say wow, this is a video site, not relevant.
(09:02):
I'm gonna go back if I go to your site.
Oh, wow. This is a DJ.
I'm going to stay there because it's relevant to me.
OK. So therefore the dwell time that
that person that Google's customer goes to get that
information, Google says, wow, they searched this, they went to
that website and stayed there. That website must be relevant
(09:25):
for that. OK, So what video does is keep
people on the website. Why?
Video is easy. People don't have to read, they
don't have to think so much. They can.
They can get visuals, they can see people, they can see text,
they can get emotion. They can learn and and absorb a
(09:47):
lot more than they can with text, which is why they stay on
that website. That that is OK.
Times they they convert into. A league.
Or something like that. And, and Google's really good at
tracking all of that, and that'swhy video helps with SL.
(10:08):
Wow, I was looking for a certainAI last night and what you just
said right there is so true thatthere was a some of the the the
websites, it was just writing everywhere and I was playing a
video game at the same time, watching a movie at the same
time and I was like, man, I don't have time to read it.
So I just click the other tab side.
I had I'm like, oh, this one hasa video.
(10:30):
So I press play there, press pause on them, on the movie,
kept playing my video game, but at least like I stayed on that
website for sure for hours. Yeah, you're listening.
Yeah, exactly. So video just kept me there for
sure. And the, the, the reading, the
writing on all the others, like it's discouraging for a lot of
people for certain stuff. So a video is just way more
(10:50):
accessible. Too.
So I, I don't say that we will never read because we do, but we
have become a nation or continent because you are a
different nation than I am. But we have become a continent
of, of watchers first, right? Show me that I, I, I get some
information from you in the quickest manner there is, which
(11:14):
is video, and then I'll take thetime to read or convert, spend
time with you on the phone with whatever that is.
With so many businesses jumping into video nowadays, like what
do you think is the biggest mistake they they make when
creating content? Well, I would say businesses
(11:34):
that are not getting into it, that's the biggest mistake.
OK, But you said businesses thatare not focusing on what you
hear and what you, what you justsaid about the video that you
were listening to is a great example.
OK, You were listening to that. Um, when I work with my clients,
(11:57):
when we start a video project, Itell them very early on, I do
not care what I see. They're like, wait, this is
video. I don't care.
I care about what I hear. What I hear is going to drive
what I see. OK, so if the video says, Oh
well, you know, I saw this guy talking on the phone with his
(12:19):
iPhone. Well, I've got an iPhone next to
me. I'm talking on it.
Ohhh. I saw this guy drinking a cup of
coffee. OK, I need two different types
of props for the two different messages.
I can't make a video that startsoff with I want a guy drinking
coffee, but it talks about iPhone.
So that's that's the big thing is start with the message and
(12:41):
then and then appropriate a decent budget.
And every company is going to bedifferent in terms of what that
means. OK, do not do video on the
cheap, especially if you're justgetting started because it won't
work. Meaning like try to save books
(13:03):
to do a cheap 1 instead of a. Cheap.
Whatever that means. You can do a good video on an
iPhone. Yeah, yeah, for sure.
OK. So it's not, it's not
necessarily the technology, but it's the video is a lot of
professional services. And I think that's what people
don't understand when they hire somebody that there's a lot of
(13:24):
skill set that goes into creating a video like, you know,
just like like us today for those who are watching this,
this frame that I have, it was avery different frame and I
didn't like it. So I turned on the lights, I
moved the camera up, I adjusted it.
So it's a nice frame, whereas before it was not not nice.
(13:45):
So there's a, I mean, that's just one thing, but there's a
lot of things that go into planning, shooting, editing that
you just don't know. And unless you're going to be a
video person, you probably won'tknow, Um, you, you probably
spend money on, on a professional to do your taxes
rather than going to do it yourself, you know, or you have
(14:09):
a lawyer rather than going to LegalZoom.
There was a professionals and video companies or professional
services. Well, what, what percentage of a
company like let's say the person just starting out there,
what percentage of his money, that of profit that he's making
that he should think about putting in marketing, you think?
(14:30):
Think the golden rule has been like 2%.
OK. Right.
I think that's that's been the golden rule, but I know I spend
more because I'm the company. But yeah, me too there.
But it's like a, for example, like my music there, I did
200,000 streams in a year and that's worth 350 bucks.
OK. And so I didn't put one cent in
(14:52):
marketing yet. And so that's why I'm asking.
I'm like, like, let's say somebody's building his company
from the bottom down, no matter if it's a podcast or music or,
or anything like that. It's like, so I, I should stick
with that 2% as well, or I should concentrate on something
that's like, let's say a great song or one of the best podcasts
(15:15):
I did and maybe put a lot on that one.
Yeah, I think it's I, I'm not. I don't know if I can, I'm
qualified to answer this question.
OK, I can answer this for me andalso respond to your question.
But I think everybody's different depending on where
they're at with the company in in your situation, you know, you
(15:37):
you've had some songs out there,but then you're coming out with
one that's super amazing, right?For me, we've got a video that
we like more. We're actually going to put more
money into marketing that one video where that one song and
you know, maybe we don't do something else.
So it's it's all about, you know, marketing is about trial
and error. You go in there with a plan.
(15:59):
You don't just throw money to you, right?
You have a plan, but at the end of the day, you never know if
it's going to work, right? But that's why you spend money.
You get back numbers, you make some tweaks, you get back
numbers, and then you decide to stop it or say, you know, let's
do it something else. But that's really one of the
(16:20):
good things about digital is, you know, you can spend 100
bucks on a Facebook ad, $200 andget some good data back.
OK, So our target audience is onLinkedIn, but we're spending
money on Facebook to drive traffic to a landing page, which
(16:43):
hopefully people will fill out and go through a step or two of
the funnel. OK?
We're doing this because Facebook is a lot cheaper than
LinkedIn. We're doing this to be able to
see the metrics of that funnel before we spend more money on
LinkedIn, which is, which is just, it costs more per per lead
(17:03):
because it's just better data tothe target audience that we
want. Versus so wow, so that's kind of
strategy so solid there. You're marketing on Facebook to
re bring them at the end of everything to Lincoln, because
Lincoln, you don't have a well, it's way more expensive to
(17:23):
market. I saw that too.
It's probably because like a, everybody's an entrepreneur like
so they're like, oh, we got to put it higher Facebook.
It's probably that those. Those it's a business site, you
know, and. You're going to pay the
business. Yeah.
Video is such a powerful tune out.
(17:45):
When should a business first consider integrating video?
Like right away. Do you think?
Yeah, why not? Yeah, everybody knows Dropbox.
I'm sure when Dropbox started their company they had nothing
but an animated explainer video on their home page of their
(18:05):
website. And I think they paid back in
the day like 20, five, $35,000 for the video, which for one,
you know, minute and a half video is a lot of money.
Yeah, Yeah. OK.
Well. But look at Dropbox now.
Yeah. Was that, was that a good deal?
You know? And again, they I'm sure they
(18:26):
had some marketing, but yeah, you know, give away free space
at the at the at the time, it was kind of like a novel thing.
But the point is, is that that explainer video converted
everybody because they didn't know it was new.
Give away free storage space online.
Like that's a thing. Like, yeah.
It's like PayPal how how fast itgrew.
(18:48):
It's like there wasn't really a 15 others like this.
So PayPal just blew so fast. It was a it was incredible.
I will say the second part to that question is really think
about video for your business objective.
So if you're gonna launch your website on social, if you're
gonna launch, sorry, launch yourbusiness on social.
(19:09):
If you're gonna launch your business in a, in a, in a sales
way, if you have a product, um, think about the business
objective and how video plugs into the business objectives.
Like if you're going to launch aproduct, don't do a corporate
overview video. Do a product video and then get
(19:34):
to your corporate overview videolike six months down the road, a
year down the road. OK, so align video to your your
business objectives like that. OK.
And I, I think it's almost better that you do it like that.
And a lot of people are on YouTube for example, they're
going to do a review of your that object.
So like the other parts, like they're going to promote it a
(19:57):
lot of people like they're gonnado like a how to videos and
stuff. And so you don't need to do that
second part because a lot of people are gonna fuck with that
object if it's a good object and.
If or what is it the unboxing videos?
Yeah, exactly. Those are popular people that
just watched that for days. But if you do a corporate
overview video, nobody's going to understand the product to buy
it, right? Now, what's that one
(20:22):
unconventional way you've seen avideo content used that
completely surprised you, but ended up being quite effective?
It's one way they saw video be used.
OK, um, a video wall and a tradeshow.
OK. The whole booth, the whole booth
(20:45):
was an LED screen, OK. And they had motion graphics and
animation to that just wrapped around the trade show booth and
the messages on that animation and the way it was done, I was
just like, wow, that was that was awesome.
(21:09):
And I went out to them and I'm like this, this is great.
This is like the execution and the thought that went into this
was was awesome. We're kind of looking for it
now. Let's see if I can find it to
show you guys. So that's the that's a trade
show booth. So is that?
My. And so anyway, so that was just
(21:32):
really, really cool. Wow.
If you could produce a video fora historical event or figure to
help them convey their message into this modern audience that
we have now, who would it be andwhy, or what would it be?
I think I would do Karl Marx. OK, wow, that's nice.
Because he is widely misunderstood.
(21:53):
Everybody thinks he's like the father of communism, and he is
not at all. And everybody says Marxism.
People don't even know what Marxism is.
You know, I'm not going to get into it here, but I studied
Marks in college and I've read him enough, not recently, but
enough in my early days to really think that he's a super,
(22:15):
super smart guy from economy, sociology, governance, like and
he he's basically predicted kindof what we're going through in
modern society here in the United States.
And one of the bases of what he wanted, it was just equality.
It's like it was that simple. No, no, nothing like fucking
(22:37):
crazy. You just equality.
Everybody should be treated thisfucking save like it's not the
money of the pocket that makes the person, is the person in
front of that money that makes that person himself.
What's 1 video project you've worked on that profoundly
changed the way you view storytelling and marketing now?
(22:58):
Is there a story that stands out?
There's, there's quite a few that we've done over the years.
You know, as you said in the in the intro, we've done 1600
video. I think you said 1500, but I
think it's 1600 now. And, you know, some of those I,
I kind of didn't know what I wasdoing in the early days, you
(23:19):
know, and, and I think one of the thing, no, I think I know
one of the things that I've always done for me and my
company is pressed the envelope doing things that we've never
done before. Even now we're integrating AI
into the stuff that we're doing.We did a movie, we did a, a 90s
movie shoot. We did that was a check Czech
(23:40):
Republic feature film. And we spent seven days in the
city shooting at these amazing locations, renting prop cars and
hiring actors and getting dressed up like the 90s, you
know, and stopping people from walking on the streets with
their phones to the pro bono video we just shot last week,
(24:03):
which the stories were amazing. You know what this law firm did
with their pro bono practice, You know, and there's probably
10 others that we've done that Ilearned from that I'm proud of.
That just kind of affected me inin some way.
You worked on a such a wide range of different clients that
(24:24):
what's one of the most common challenges business face when
trying to leverage video for marketing?
Putting in appropriate budget tovideo and then having.
Too much. Not usually, not enough.
OK, OK. And then the second thing is
(24:48):
having a plan to leverage those videos across the channels that
they built the video for. So is it a social video?
Is an advertising video? Is it a recruiting video?
Is it a product video? Is it a series of videos for SEO
(25:08):
ranking? Is it a landing page video?
So you create a video for specific use case and then you
kind of like put it up on YouTube and then that's it.
Seen so many companies time and time again just not really do
anything with their with their videos.
(25:32):
Especially like not putting enough marketing.
Like I saw an on YouTube, like Ijust went to test it out and it
said like I could market for 25 bucks if I want, but it says
directly it's better if you guysspend $225.00.
So I'm like, wow, are they just pushing for for to steal from
(25:53):
the person or there's really a fucking huge Obviously there's a
difference in the in growth there because of the price.
But like why would it be better for this company to take that
225 instead of accepting that 25bucks?
It might be because you can get a wider reach.
(26:15):
OK. And you can get the metrics back
that show you what to do with your next 225. 225 is a lot for
a lot of people because a lot ofpeople are not really making
money yet with YouTube. Yeah, that's so you you need to
spend money to make money. Yeah, exactly.
(26:36):
That's why do you believe business businesses should
script their video or there should be room for.
It depends what kind of video itis.
I would say most of the time notOK then that.
Doesn't just have the basis, butnot the script.
Exactly. Yeah, Like us, we, we prepared
(26:57):
for this. We kind of generally knew what
we were going to talk about, butwe're not that.
The jumping off point for me working with people is that they
know their business. They know their shit, right?
So anything that I asked them, it's not like it's a surprise.
Yeah, they should know their business.
(27:18):
So I'm just asking them about their business.
Hmm. And I'm not looking for them to
be perfect, but it's the communication, right?
And, and, and we can do a lot with editing to make them a
little bit more fluid if we will.
But that's where the professional services comes in,
OK? Professional services of
(27:40):
planning, coaching, directing, helping somebody to be natural
on camera when they might not have ever been on camera before
and they just don't know. That's why it's hard for a lot
of people like it. They they want to do marketing,
but they don't want to do it thesame time, hey, come listen to
(28:01):
my stuff. So it's hard for them to, it's
like contradicting to what they really want.
They want traffic, but it's likethey're not that usual type of
looking for that attention, but you want attention if you want
to build your business. Yeah.
So this is where you need to getstarted and you need to do it
because you're going to learn. And I think, you know, you've
(28:22):
done many, many podcasts before.You can probably relate to.
You're very different now than you were the first times.
We're like at 65 right now, technically we're and well, my
journey has changed and that theway I do it really, really is
getting built differently now than at the start for sure.
(28:44):
Because you failed to start. Same with music.
The music was really, it was really what you just said,
because the first one that I putout, I was like, God damn, it
wasn't perfect, but I was like, I didn't release the song in 21
years and I've been writing for 20 years.
So I was like, might as well release 1 and then move on and
get better after that. So since then, everything's just
(29:05):
been little by little better. So, so that's, that's the same
thing with, with video, right? With everything in life, you
find your voice, you find your cadence, you find, you know all
of that. And that's when you're, that's
when you when you jive. Can you explain what B2B
marketing and B2C marketing is like?
(29:27):
The key differences between the two?
That's easy. One is business to business and
the other is business to consumer.
I mean that's it. So, OK, if I am selling like my
most of my as a as a video production company, it's
business to business. I'm selling my services to other
businesses. Whereas this this mug and this
(29:48):
iPhone are B2C, right? Or an accountant is is both B2B
and B2C? See, I like, yeah, I googled it
before there, but I'm sure a lotof people didn't fucking know
that because I know a lot. They're always like, what the
hell is this? I need a Google listening.
Oh shit. For those who are new at video
(30:09):
production, what's the first step in creating an impactful
video strategy? Umm.
Like know what you wanna sell orknow like the the direction of
the what's the main goal like? So let's start with what I said
before about the video. Not the video strategy yet, just
the video. And that is the messaging.
(30:32):
OK, so I want the messaging of avideo.
And then the second part to a strategy is, you know, one video
is not a video marketing strategy.
So how am I going to create videos?
Yeah, multiple or one a month? Or, you know, maybe it's a like
a podcast or, you know, video cast once a month, but then I'm
(30:56):
going to do a product video oncea month.
And so you have different business objectives.
All, all businesses are creatingcontent for their business.
OK create content for product launch, for recruiting, for
promotion, for SEO, for e-mail marketing.
Everything. Video is just content.
How does video again going like this?
(31:18):
How does video plug in to that those business objectives?
And that would require putting stuff on paper, Build a road map
for the next year or two and then start to plan out video.
And what are the most important elements to consider when
(31:39):
creating a video that will drivecustomers loyalty and sales?
Is there a, like, I would say like a, a way to build a video
that, uh, maybe would attract more sales?
Well, people, People, kind of people.
They research has shown that there's humor, emotion and fear
(32:03):
are like the three drivers. OK, now I feel that that's
mostly in the B to C world, you know, like go to the gym or else
you're going to get fat. Join this gym for $99.00 a
month, you know? Yeah, I think that's mostly in
(32:23):
the beat of SeaWorld. I think in the beat to be world,
it's just give me the information, that's it.
I don't even need a story. Tell me why this product works
and why I need it. Cut the fluff, get to it because
(32:44):
I'm a business guy or girl. I mean, I my time is valuable.
I gotta go, go, go, go, go. Like don't have time for this,
right. So that's kind of what what I
think and it really does come down the type of video.
Uh, you've seen a video trends evolve.
Like how has the video marketingchanged over the five year past
(33:05):
5-10 years? People are getting more invested
in it. Obviously the the channels, the
distribution channels are more complex.
There's more of them. And they're scams as well, I
saw. More content, I mean, all of
that stuff, but I think the nutsand bolts of building a
(33:26):
marketing plan, integrating video, making sure that that
video resonates with your targetaudience, you know, which you
should be doing before you even shoot the video you're thinking
about that. I think all those those nuts and
bolts basics are pretty pretty the same.
So what's changed is. Is it like more now, more
(33:51):
important than be like 10 years ago?
Yeah, for. Sure.
Yeah, because I think so. Because now no matter what
business you have, there's millions of business.
No matter what YouTube video youhave, there's millions of
videos. So you're just going to fall
into the ocean of all these companies, of all these videos.
So for sure marketing is going to help putting in the face of
(34:12):
the people that want that video.Yeah.
I mean, just go back to your example.
When you were, you know, playingthe video game, you went to a
website that had tax and you hada website that had video.
Where? Where did you stop?
At the video person. That's we're becoming a nation
of of watchers versus buyers first implies that.
(34:33):
What are some misconception about why someone's video ain't
picking up traction? Wow, there could be a lot of
reasons. Um, creative distribution wrong,
distribution channel, wrong length.
(34:54):
It's crappy. Um, yeah, there's probably a lot
there, you know, not meant for the business purpose at hand.
Let's hope that these things just don't happen.
I guess sometimes they do, you know?
Now, what is the biggest factor in ensuring a video is actually
(35:15):
affective? So besides their like, I know
that getting the emotion of somebody works, but let's say
it's a, for example, a podcast. So is the best do like a
compilation of something that you already filmed or literally
creating a video that you're just going at it?
(35:37):
Is it would it be better going to compilation or route or
literally doing a video be like,hey guys, go to or something
like that. What what would be the best
thing? Yes.
Yes. So the answer to that really
starts again before you're even going into the whole production,
(35:58):
right? What's the messaging?
What's the? If the messaging deems a
compilation, then it's a compilation.
You. Know like if you're trying to
get people on the podcast, so you you can't just show like 11
kind of expert that you have on.So you would have to have a
(36:18):
range of. Yeah, here's all the experts
that I have. Here's the numbers, here's the
traction, here's the millions ofviews I've gotten.
Yeah, that's more of like a sizzle reel, a compilation,
right? But just going back to a
product, you know, like I want to see the product.
I don't want to see a compilation there.
So again, it's really going backto the business objective at
(36:42):
hand and the messaging. The messaging will drive the
visuals so. How can somebody choose a good
company? For sure, you're going to name
your company there. But I mean, let's say people are
scouting for different marketingcompanies.
Like how do they, they, they choose because like, for
example, just on, on a fiber man, there's like fucking
(37:05):
nonstop and there's like 1004 star half rating.
You're like, which one really? Like, so how do we a
differential, a good one and a fucking bad one?
Because they all promise you theworld, yes?
Well, there's a lot of good video production companies out
there. I mean, I, it's one the industry
(37:28):
I've been in, in different industries, and I have to say
that video production companies,they're solid.
I mean, we're, we're good, but we're not the best.
I mean, there's some other ones that are so freaking good, you
know, like they do shit that is just amazing that I aspire.
But you know, when it comes downto it, I would first be open and
(37:52):
honest. You go through the buying cycle,
you know, go to the websites, look at their work, who who do
you resonate with? But when you start talking to
them, the open and honest with them with your budget.
I have 1000, I have 5000, I have10,000, I have 20,000, whatever
that number. Is I have 22 bucks?
Whatever. Be open and honest with them and
(38:15):
challenge them to make the most out of that budget and have them
tell you what they're going to deliver for that budget.
How many cameras? How many people?
How many hours, How many days? How many videos, right?
Because one company will ask youdifferent questions versus
another company and they they both might give you different
(38:36):
stuff, but they'll both be working off of that number
versus saying, Oh, well, how much is this going to cost?
Right. Yeah.
Because the only thing a video production company wants is more
money from you. Not because we're selfish.
Because we know that the more money you can give, more budget,
the better quality we can give you in cameras, equipment, time.
(39:01):
People like everything, you know?
I can't shoot with this. Yeah.
Which is good, yeah, but it can also shoot with a $30,000 camera
with a $15,000 lens. For sure.
That needs tables and a tripod and lights and all this other
stuff. Guess which one you will like
(39:21):
better. For sure, that is for sure.
And we we see that I especially like in music videos like I
didn't push her music videos yetthere because for sure I want it
to be gold. And I realized that by myself
later, no matter how I want it, it won't be gold.
It won't look incredible like wesee the the rappers or whoever.
(39:42):
So I'm like, OK, so let's wait till we do money to start
investing in this there, becausefor sure you want you want that
music video or that video that that that you want and promotion
to be done by professionals. That is fucking for sure.
Yeah, yeah. And you know what, once you get
I, I said earlier, once you start with video or when you
(40:04):
started higher professional because you want to lead with
the quality content. Quality content will do better
than not quality content. OK, so if you lead with quality,
yes, you'll invest more. You'll probably get a better
result out of it and then after you've done a couple quality
(40:25):
videos then you could do your stop this stuff yourself so.
But if somebody feels like they're doing quality content in
advance and they already feel that, but it ain't working.
That's that's another conversation.
Then we need to pull back the onion and figure out.
Where? But now?
I mean, how can this guy figure out that he's doing crap
(40:46):
content? Yeah, sometimes you can't.
You. Literally need to show.
It to a stranger. Self.
How do you balance creativity and strategy when designing a
video marketing plan for a client?
We don't balance OK, we merge them together.
(41:09):
OK. That's really, Yeah, that's it.
I got two more if that's OK. Yeah.
What do you think is the most unutilized aspect of video
marketing that business should pay more attention to?
I think what I, what I mentionedbefore I'll double down on is
that there's not a lot of video marketing going on.
(41:31):
There's some, there's a lot of video production and then they
stop there. They don't really leverage that
video as much as it can. Video can be multi purposed in
many, many different ways from SEO, from e-mail marketing to
social to sales support, trade shows, press releases, if if
(41:51):
it's done right and a lot of people just don't understand
what a video first marketing strategy is, hmm, that's even
possible. And then how to do it.
So I think that's where companies fail is like not
really doing the marketing. So.
And not doing it Well yes. Given your vast experience, what
(42:13):
advice would you give a first time entrepreneur looking to use
video as a key marketing tool for their business?
Like literally go see a fucking professional and their friend.
Yeah, Have a plan, have a business objective, do video for
that business objective, get it out there.
And then in six months do video for another business objective,
(42:36):
get it out there And then six months later or nine months
later. And what's going to happen is
over the next three or four years are going to build a
library of videos. Most videos last a long time and
can be reused over and over again for sure.
So that's, that's my, that's my advice to do that.
(42:57):
Is there a site creation that isyou would recommend?
People like to create our own website.
Do you do that? Or you just we just do video.
Do you know a certain company that that's good for building
for somebody that's starting? Yeah.
Um, not really. Most of the people that I know
(43:19):
they they either like have a website.
OK, Yeah. I mean Wix, I know Wix,
WordPress, they GoDaddy has page, even Google has a website
builder. So there's there's a lot.
Of tools that we have, we have too many choices, sub dives that
it's crazy. So we're working at everybody.
(43:39):
Find your work and and your socials as well.
Multivisiondigital.com I mean that's that has everything.
There's a perfect libraries of portfolios there and we do a lot
of thought leadership content around some of the topics we
talked about today. You know, like what is a video
first marketing strategy, how todevelop a strategy around video?
(44:00):
How long should a video be? What makes the most where where
should you start with video? Like all these topics that we're
talking about we've done within minutes on.
So there's a lot of educational content and and it's free and
everybody go there if they want.Perfect, do you have any socials
that we could go follow you on or?
I do. I mean, they're all on our
(44:20):
websites. OK, perfect.
I'll put them on the side. Perfect.
So thanks everybody for watchingand I'll see you guys next week.
If somebody feels like they're doing quality content in advance
and they already feel that, but it ain't working though.
That's that's another conversation.
Then we need to peel back the onion and figure out.
Where? But now?
I mean, how can this guy figure out that he's doing crap
content? Yeah, sometimes you can't.
(00:23):
Given your vast experience, whatadvice would you give a first
time entrepreneur looking to usevideo as a key marketing tool
for their business? Like literally go see a fucking
professional my friend. Yeah, have a plan, have a
business objective, do video forthat business objective, get it
(00:43):
out there. But there's a lot of things that
go into planning, shooting, editing that you just don't
know. And unless you're going to be a
video person, you probably won'tknow you, you probably spend
money on on a professional to doyour taxes rather than going to
do it yourself, no. Or you have a lawyer rather than
(01:04):
going to LegalZoom there was a professionals and video
companies or professional services.
(01:50):
Yeah, that's much nicer. OK, Yeah, that was great video,
guy, what can I say? You have to look good.
Kind of book one second. I just want to get a book, OK,
that's a, that's a little nicer frame.
So thank you for bearing with methere.
So it's perfect. So welcome back on the rumbling
(02:12):
facts podcast where we uncover uncomfortable truths and dive
into depths of knowledge and challenge the conventional
thinking. I'm your host, DJ Red Sam that's
DJ with master upside down. Go check out my music 200,000
streams in the past year. Fucking amazing.
Thank you all for the support and subscribe to a podcast.
I want to thank you all for tuning in today.
Today I'm thrilled welcome a truly remarkable guest on the
(02:34):
podcast. Joining us is Robert Weiss, the
President of Multivision Digital, leading video
production and marketing companybased in New York.
Robber has built an incredible career as a first time
entrepreneur and video expert, producing over 1500 videos that
have helped businesses of all sizes ranging from solo
(02:55):
entrepreneurs to the top of Fortune 500 companies and
achieve real results. His holistic approach to video
strategy has driven increased sales, improve SEO rankings, and
elevated brand awareness for clients across nearly every
industry. With a deep understanding of
video, growing influence and B2Bmarketing and beyond, Robert is
(03:17):
here to share his expertise and actionable insights on how we
can harness the power of video to transform our own business.
Robert Weiss, welcome to the Rumbling Facts podcast.
I'm feel amazing after that introduction.
I'm like, wow, like dogs barking.
(03:38):
She's so happy, you know? I, I think I'm doing something
right because a lot of the guests really appreciate how I
do it, so I thank you for that. You've produced over 1500
videos. How did you initially get
started in video production and what made you decide to or like,
OK, I'm going to do this as a career as well.
(03:59):
So I'm going to start off with one life lesson here is that,
you know, everybody should be appreciate themselves.
Take a moment to appreciate themselves.
And we don't do that a lot. True that.
And I'm gonna appreciate myself for a moment because I started
this business without any background in video nothing.
You know, most of the people whowork for me, they were in film
school. They wanted to be in, you know,
movies or film or TV. I was I was in the Internet and
(04:24):
saw the writing on the wall. I was a sales guy basically for
web development companies, e-mail marketing companies,
software as a service. Before SAS was even SAS, I was
selling SASS, SASS, you know, and I just saw the adoption of
(04:45):
websites like, you know, today, of course you need a website.
It's, it's undisputable that youneed a website for your
business. Back in the day, it wasn't,
people were like, I don't need awebsite, this Internet thing.
But, you know, they got burned by the, the, the, the bust of
the stock market and they hated the Internet.
But, you know, Fast forward all these years, I saw the adoption
(05:09):
of websites, saw the adoption ofe-mail.
So the adoption of SEO, so the adoption of social and apps and
all this other stuff. And I saw the writing on the
wall with video, because video is the most powerful mechanism
out there to communicate, period, end of story.
And you know, even in person, face to face, video is better,
(05:34):
right? Because it's it's crisp, it's to
the point it says the same thingevery time and nobody interrupts
a video. You know.
So that's how I started the business and I started it with
with my background in sales and I learned what I needed to
learn. I can't say that I'm still, I'm
not a videographer, I'm not an editor, but I know enough about
(06:00):
what those people do, you know, to be able to direct and
produce. And, and that's what I do.
I'm, I'm a director and producer.
I'm a sales guy, I'm a marketingguy, I'm a lead Gen. guy.
I developed this strategy from asales and marketing standpoint.
And then produce and direct and also building out a team.
Let's not forget that I had a, ameeting with my, with my team
(06:24):
just this past Friday and there was eight of us on Zoom.
And I was like, wow, like there's eight people in my
company. Molly, you start Smalling and
you you add people along the waythough for sure to delegate
because you can't just do everything on your own for.
Sure, love, I always say love. I love the people I work with.
(06:47):
It's so much fun. And they they in their area of
what they do for me or with me, they know more than me, you
know, so it's very much a collaborative process when we go
out and, and, and we shoot and produce.
Obviously I'm the boss and I'm directing and everything like
that, but I so rely on their expertise.
(07:09):
Everybody has their part there. Yeah, yeah.
So it's fun. Can you explain SEO to a 5 year
old? Because a lot of people don't
even know what SEO. Means means search engine
optimization and it's basically a way to optimize your website.
So when somebody goes searching for a problem that they have,
(07:31):
you come up on the Internet in an organic search, not in a paid
advertising search. Um, and that is based upon the
content of your website, the quality of content.
There's a lot of different things I won't get into, but the
content is the leaping off pointto that you need to have quality
(07:54):
content. So what's Google's job?
Google's job is to give their customers the most amount of the
most accurate information in thequickest manner, right?
So they do that by sending spiders out to websites to find
out what's on the website. And if I wanted to search for
video your your website would not come up.
(08:16):
It shouldn't. But if you wanted a DJ or
podcast then your website will probably come up and mine would
not. OK.
It's base form. That's what SEO is.
What role does video play in enchancing brands online
presence in particular in terms of SEO and engagement.
So one of the key mechanisms to ranking is called dwell time and
(08:41):
and there's. I never heard that before.
There's probably 1000 different points of SEO.
Yeah, that's Google secret sauce.
OK, But one of the the bigger ones is dwell time.
So if I search for DJ's and I goto Multivision Digital, I'm
going to say wow, this is a video site, not relevant.
(09:02):
I'm gonna go back if I go to your site.
Oh, wow. This is a DJ.
I'm going to stay there because it's relevant to me.
OK. So therefore the dwell time that
that person that Google's customer goes to get that
information, Google says, wow, they searched this, they went to
that website and stayed there. That website must be relevant
(09:25):
for that. OK, So what video does is keep
people on the website. Why?
Video is easy. People don't have to read, they
don't have to think so much. They can.
They can get visuals, they can see people, they can see text,
they can get emotion. They can learn and and absorb a
(09:47):
lot more than they can with text, which is why they stay on
that website. That that is OK.
Times they they convert into. A league.
Or something like that. And, and Google's really good at
tracking all of that, and that'swhy video helps with SL.
(10:08):
Wow, I was looking for a certainAI last night and what you just
said right there is so true thatthere was a some of the the the
websites, it was just writing everywhere and I was playing a
video game at the same time, watching a movie at the same
time and I was like, man, I don't have time to read it.
So I just click the other tab side.
I had I'm like, oh, this one hasa video.
(10:30):
So I press play there, press pause on them, on the movie,
kept playing my video game, but at least like I stayed on that
website for sure for hours. Yeah, you're listening.
Yeah, exactly. So video just kept me there for
sure. And the, the, the reading, the
writing on all the others, like it's discouraging for a lot of
people for certain stuff. So a video is just way more
(10:50):
accessible. Too.
So I, I don't say that we will never read because we do, but we
have become a nation or continent because you are a
different nation than I am. But we have become a continent
of, of watchers first, right? Show me that I, I, I get some
information from you in the quickest manner there is, which
(11:14):
is video, and then I'll take thetime to read or convert, spend
time with you on the phone with whatever that is.
With so many businesses jumping into video nowadays, like what
do you think is the biggest mistake they they make when
creating content? Well, I would say businesses
(11:34):
that are not getting into it, that's the biggest mistake.
OK, But you said businesses thatare not focusing on what you
hear and what you, what you justsaid about the video that you
were listening to is a great example.
OK, You were listening to that. Um, when I work with my clients,
(11:57):
when we start a video project, Itell them very early on, I do
not care what I see. They're like, wait, this is
video. I don't care.
I care about what I hear. What I hear is going to drive
what I see. OK, so if the video says, Oh
well, you know, I saw this guy talking on the phone with his
(12:19):
iPhone. Well, I've got an iPhone next to
me. I'm talking on it.
Ohhh. I saw this guy drinking a cup of
coffee. OK, I need two different types
of props for the two different messages.
I can't make a video that startsoff with I want a guy drinking
coffee, but it talks about iPhone.
So that's that's the big thing is start with the message and
(12:41):
then and then appropriate a decent budget.
And every company is going to bedifferent in terms of what that
means. OK, do not do video on the
cheap, especially if you're justgetting started because it won't
work. Meaning like try to save books
(13:03):
to do a cheap 1 instead of a. Cheap.
Whatever that means. You can do a good video on an
iPhone. Yeah, yeah, for sure.
OK. So it's not, it's not
necessarily the technology, but it's the video is a lot of
professional services. And I think that's what people
don't understand when they hire somebody that there's a lot of
(13:24):
skill set that goes into creating a video like, you know,
just like like us today for those who are watching this,
this frame that I have, it was avery different frame and I
didn't like it. So I turned on the lights, I
moved the camera up, I adjusted it.
So it's a nice frame, whereas before it was not not nice.
(13:45):
So there's a, I mean, that's just one thing, but there's a
lot of things that go into planning, shooting, editing that
you just don't know. And unless you're going to be a
video person, you probably won'tknow, Um, you, you probably
spend money on, on a professional to do your taxes
rather than going to do it yourself, you know, or you have
(14:09):
a lawyer rather than going to LegalZoom.
There was a professionals and video companies or professional
services. Well, what, what percentage of a
company like let's say the person just starting out there,
what percentage of his money, that of profit that he's making
that he should think about putting in marketing, you think?
(14:30):
Think the golden rule has been like 2%.
OK. Right.
I think that's that's been the golden rule, but I know I spend
more because I'm the company. But yeah, me too there.
But it's like a, for example, like my music there, I did
200,000 streams in a year and that's worth 350 bucks.
OK. And so I didn't put one cent in
(14:52):
marketing yet. And so that's why I'm asking.
I'm like, like, let's say somebody's building his company
from the bottom down, no matter if it's a podcast or music or,
or anything like that. It's like, so I, I should stick
with that 2% as well, or I should concentrate on something
that's like, let's say a great song or one of the best podcasts
(15:15):
I did and maybe put a lot on that one.
Yeah, I think it's I, I'm not. I don't know if I can, I'm
qualified to answer this question.
OK, I can answer this for me andalso respond to your question.
But I think everybody's different depending on where
they're at with the company in in your situation, you know, you
(15:37):
you've had some songs out there,but then you're coming out with
one that's super amazing, right?For me, we've got a video that
we like more. We're actually going to put more
money into marketing that one video where that one song and
you know, maybe we don't do something else.
So it's it's all about, you know, marketing is about trial
and error. You go in there with a plan.
(15:59):
You don't just throw money to you, right?
You have a plan, but at the end of the day, you never know if
it's going to work, right? But that's why you spend money.
You get back numbers, you make some tweaks, you get back
numbers, and then you decide to stop it or say, you know, let's
do it something else. But that's really one of the
(16:20):
good things about digital is, you know, you can spend 100
bucks on a Facebook ad, $200 andget some good data back.
OK, So our target audience is onLinkedIn, but we're spending
money on Facebook to drive traffic to a landing page, which
(16:43):
hopefully people will fill out and go through a step or two of
the funnel. OK?
We're doing this because Facebook is a lot cheaper than
LinkedIn. We're doing this to be able to
see the metrics of that funnel before we spend more money on
LinkedIn, which is, which is just, it costs more per per lead
(17:03):
because it's just better data tothe target audience that we
want. Versus so wow, so that's kind of
strategy so solid there. You're marketing on Facebook to
re bring them at the end of everything to Lincoln, because
Lincoln, you don't have a well, it's way more expensive to
(17:23):
market. I saw that too.
It's probably because like a, everybody's an entrepreneur like
so they're like, oh, we got to put it higher Facebook.
It's probably that those. Those it's a business site, you
know, and. You're going to pay the
business. Yeah.
Video is such a powerful tune out.
(17:45):
When should a business first consider integrating video?
Like right away. Do you think?
Yeah, why not? Yeah, everybody knows Dropbox.
I'm sure when Dropbox started their company they had nothing
but an animated explainer video on their home page of their
(18:05):
website. And I think they paid back in
the day like 20, five, $35,000 for the video, which for one,
you know, minute and a half video is a lot of money.
Yeah, Yeah. OK.
Well. But look at Dropbox now.
Yeah. Was that, was that a good deal?
You know? And again, they I'm sure they
(18:26):
had some marketing, but yeah, you know, give away free space
at the at the at the time, it was kind of like a novel thing.
But the point is, is that that explainer video converted
everybody because they didn't know it was new.
Give away free storage space online.
Like that's a thing. Like, yeah.
It's like PayPal how how fast itgrew.
(18:48):
It's like there wasn't really a 15 others like this.
So PayPal just blew so fast. It was a it was incredible.
I will say the second part to that question is really think
about video for your business objective.
So if you're gonna launch your website on social, if you're
gonna launch, sorry, launch yourbusiness on social.
(19:09):
If you're gonna launch your business in a, in a, in a sales
way, if you have a product, um, think about the business
objective and how video plugs into the business objectives.
Like if you're going to launch aproduct, don't do a corporate
overview video. Do a product video and then get
(19:34):
to your corporate overview videolike six months down the road, a
year down the road. OK, so align video to your your
business objectives like that. OK.
And I, I think it's almost better that you do it like that.
And a lot of people are on YouTube for example, they're
going to do a review of your that object.
So like the other parts, like they're going to promote it a
(19:57):
lot of people like they're gonnado like a how to videos and
stuff. And so you don't need to do that
second part because a lot of people are gonna fuck with that
object if it's a good object and.
If or what is it the unboxing videos?
Yeah, exactly. Those are popular people that
just watched that for days. But if you do a corporate
overview video, nobody's going to understand the product to buy
it, right? Now, what's that one
(20:22):
unconventional way you've seen avideo content used that
completely surprised you, but ended up being quite effective?
It's one way they saw video be used.
OK, um, a video wall and a tradeshow.
OK. The whole booth, the whole booth
(20:45):
was an LED screen, OK. And they had motion graphics and
animation to that just wrapped around the trade show booth and
the messages on that animation and the way it was done, I was
just like, wow, that was that was awesome.
(21:09):
And I went out to them and I'm like this, this is great.
This is like the execution and the thought that went into this
was was awesome. We're kind of looking for it
now. Let's see if I can find it to
show you guys. So that's the that's a trade
show booth. So is that?
My. And so anyway, so that was just
(21:32):
really, really cool. Wow.
If you could produce a video fora historical event or figure to
help them convey their message into this modern audience that
we have now, who would it be andwhy, or what would it be?
I think I would do Karl Marx. OK, wow, that's nice.
Because he is widely misunderstood.
(21:53):
Everybody thinks he's like the father of communism, and he is
not at all. And everybody says Marxism.
People don't even know what Marxism is.
You know, I'm not going to get into it here, but I studied
Marks in college and I've read him enough, not recently, but
enough in my early days to really think that he's a super,
(22:15):
super smart guy from economy, sociology, governance, like and
he he's basically predicted kindof what we're going through in
modern society here in the United States.
And one of the bases of what he wanted, it was just equality.
It's like it was that simple. No, no, nothing like fucking
(22:37):
crazy. You just equality.
Everybody should be treated thisfucking save like it's not the
money of the pocket that makes the person, is the person in
front of that money that makes that person himself.
What's 1 video project you've worked on that profoundly
changed the way you view storytelling and marketing now?
(22:58):
Is there a story that stands out?
There's, there's quite a few that we've done over the years.
You know, as you said in the in the intro, we've done 1600
video. I think you said 1500, but I
think it's 1600 now. And, you know, some of those I,
I kind of didn't know what I wasdoing in the early days, you
(23:19):
know, and, and I think one of the thing, no, I think I know
one of the things that I've always done for me and my
company is pressed the envelope doing things that we've never
done before. Even now we're integrating AI
into the stuff that we're doing.We did a movie, we did a, a 90s
movie shoot. We did that was a check Czech
(23:40):
Republic feature film. And we spent seven days in the
city shooting at these amazing locations, renting prop cars and
hiring actors and getting dressed up like the 90s, you
know, and stopping people from walking on the streets with
their phones to the pro bono video we just shot last week,
(24:03):
which the stories were amazing. You know what this law firm did
with their pro bono practice, You know, and there's probably
10 others that we've done that Ilearned from that I'm proud of.
That just kind of affected me inin some way.
You worked on a such a wide range of different clients that
(24:24):
what's one of the most common challenges business face when
trying to leverage video for marketing?
Putting in appropriate budget tovideo and then having.
Too much. Not usually, not enough.
OK, OK. And then the second thing is
(24:48):
having a plan to leverage those videos across the channels that
they built the video for. So is it a social video?
Is an advertising video? Is it a recruiting video?
Is it a product video? Is it a series of videos for SEO
(25:08):
ranking? Is it a landing page video?
So you create a video for specific use case and then you
kind of like put it up on YouTube and then that's it.
Seen so many companies time and time again just not really do
anything with their with their videos.
(25:32):
Especially like not putting enough marketing.
Like I saw an on YouTube, like Ijust went to test it out and it
said like I could market for 25 bucks if I want, but it says
directly it's better if you guysspend $225.00.
So I'm like, wow, are they just pushing for for to steal from
(25:53):
the person or there's really a fucking huge Obviously there's a
difference in the in growth there because of the price.
But like why would it be better for this company to take that
225 instead of accepting that 25bucks?
It might be because you can get a wider reach.
(26:15):
OK. And you can get the metrics back
that show you what to do with your next 225. 225 is a lot for
a lot of people because a lot ofpeople are not really making
money yet with YouTube. Yeah, that's so you you need to
spend money to make money. Yeah, exactly.
(26:36):
That's why do you believe business businesses should
script their video or there should be room for.
It depends what kind of video itis.
I would say most of the time notOK then that.
Doesn't just have the basis, butnot the script.
Exactly. Yeah, Like us, we, we prepared
(26:57):
for this. We kind of generally knew what
we were going to talk about, butwe're not that.
The jumping off point for me working with people is that they
know their business. They know their shit, right?
So anything that I asked them, it's not like it's a surprise.
Yeah, they should know their business.
(27:18):
So I'm just asking them about their business.
Hmm. And I'm not looking for them to
be perfect, but it's the communication, right?
And, and, and we can do a lot with editing to make them a
little bit more fluid if we will.
But that's where the professional services comes in,
OK? Professional services of
(27:40):
planning, coaching, directing, helping somebody to be natural
on camera when they might not have ever been on camera before
and they just don't know. That's why it's hard for a lot
of people like it. They they want to do marketing,
but they don't want to do it thesame time, hey, come listen to
(28:01):
my stuff. So it's hard for them to, it's
like contradicting to what they really want.
They want traffic, but it's likethey're not that usual type of
looking for that attention, but you want attention if you want
to build your business. Yeah.
So this is where you need to getstarted and you need to do it
because you're going to learn. And I think, you know, you've
(28:22):
done many, many podcasts before.You can probably relate to.
You're very different now than you were the first times.
We're like at 65 right now, technically we're and well, my
journey has changed and that theway I do it really, really is
getting built differently now than at the start for sure.
(28:44):
Because you failed to start. Same with music.
The music was really, it was really what you just said,
because the first one that I putout, I was like, God damn, it
wasn't perfect, but I was like, I didn't release the song in 21
years and I've been writing for 20 years.
So I was like, might as well release 1 and then move on and
get better after that. So since then, everything's just
(29:05):
been little by little better. So, so that's, that's the same
thing with, with video, right? With everything in life, you
find your voice, you find your cadence, you find, you know all
of that. And that's when you're, that's
when you when you jive. Can you explain what B2B
marketing and B2C marketing is like?
(29:27):
The key differences between the two?
That's easy. One is business to business and
the other is business to consumer.
I mean that's it. So, OK, if I am selling like my
most of my as a as a video production company, it's
business to business. I'm selling my services to other
businesses. Whereas this this mug and this
(29:48):
iPhone are B2C, right? Or an accountant is is both B2B
and B2C? See, I like, yeah, I googled it
before there, but I'm sure a lotof people didn't fucking know
that because I know a lot. They're always like, what the
hell is this? I need a Google listening.
Oh shit. For those who are new at video
(30:09):
production, what's the first step in creating an impactful
video strategy? Umm.
Like know what you wanna sell orknow like the the direction of
the what's the main goal like? So let's start with what I said
before about the video. Not the video strategy yet, just
the video. And that is the messaging.
(30:32):
OK, so I want the messaging of avideo.
And then the second part to a strategy is, you know, one video
is not a video marketing strategy.
So how am I going to create videos?
Yeah, multiple or one a month? Or, you know, maybe it's a like
a podcast or, you know, video cast once a month, but then I'm
(30:56):
going to do a product video oncea month.
And so you have different business objectives.
All, all businesses are creatingcontent for their business.
OK create content for product launch, for recruiting, for
promotion, for SEO, for e-mail marketing.
Everything. Video is just content.
How does video again going like this?
(31:18):
How does video plug in to that those business objectives?
And that would require putting stuff on paper, Build a road map
for the next year or two and then start to plan out video.
And what are the most important elements to consider when
(31:39):
creating a video that will drivecustomers loyalty and sales?
Is there a, like, I would say like a, a way to build a video
that, uh, maybe would attract more sales?
Well, people, People, kind of people.
They research has shown that there's humor, emotion and fear
(32:03):
are like the three drivers. OK, now I feel that that's
mostly in the B to C world, you know, like go to the gym or else
you're going to get fat. Join this gym for $99.00 a
month, you know? Yeah, I think that's mostly in
(32:23):
the beat of SeaWorld. I think in the beat to be world,
it's just give me the information, that's it.
I don't even need a story. Tell me why this product works
and why I need it. Cut the fluff, get to it because
(32:44):
I'm a business guy or girl. I mean, I my time is valuable.
I gotta go, go, go, go, go. Like don't have time for this,
right. So that's kind of what what I
think and it really does come down the type of video.
Uh, you've seen a video trends evolve.
Like how has the video marketingchanged over the five year past
(33:05):
5-10 years? People are getting more invested
in it. Obviously the the channels, the
distribution channels are more complex.
There's more of them. And they're scams as well, I
saw. More content, I mean, all of
that stuff, but I think the nutsand bolts of building a
(33:26):
marketing plan, integrating video, making sure that that
video resonates with your targetaudience, you know, which you
should be doing before you even shoot the video you're thinking
about that. I think all those those nuts and
bolts basics are pretty pretty the same.
So what's changed is. Is it like more now, more
(33:51):
important than be like 10 years ago?
Yeah, for. Sure.
Yeah, because I think so. Because now no matter what
business you have, there's millions of business.
No matter what YouTube video youhave, there's millions of
videos. So you're just going to fall
into the ocean of all these companies, of all these videos.
So for sure marketing is going to help putting in the face of
(34:12):
the people that want that video.Yeah.
I mean, just go back to your example.
When you were, you know, playingthe video game, you went to a
website that had tax and you hada website that had video.
Where? Where did you stop?
At the video person. That's we're becoming a nation
of of watchers versus buyers first implies that.
(34:33):
What are some misconception about why someone's video ain't
picking up traction? Wow, there could be a lot of
reasons. Um, creative distribution wrong,
distribution channel, wrong length.
(34:54):
It's crappy. Um, yeah, there's probably a lot
there, you know, not meant for the business purpose at hand.
Let's hope that these things just don't happen.
I guess sometimes they do, you know?
Now, what is the biggest factor in ensuring a video is actually
(35:15):
affective? So besides their like, I know
that getting the emotion of somebody works, but let's say
it's a, for example, a podcast. So is the best do like a
compilation of something that you already filmed or literally
creating a video that you're just going at it?
(35:37):
Is it would it be better going to compilation or route or
literally doing a video be like,hey guys, go to or something
like that. What what would be the best
thing? Yes.
Yes. So the answer to that really
starts again before you're even going into the whole production,
(35:58):
right? What's the messaging?
What's the? If the messaging deems a
compilation, then it's a compilation.
You. Know like if you're trying to
get people on the podcast, so you you can't just show like 11
kind of expert that you have on.So you would have to have a
(36:18):
range of. Yeah, here's all the experts
that I have. Here's the numbers, here's the
traction, here's the millions ofviews I've gotten.
Yeah, that's more of like a sizzle reel, a compilation,
right? But just going back to a
product, you know, like I want to see the product.
I don't want to see a compilation there.
So again, it's really going backto the business objective at
(36:42):
hand and the messaging. The messaging will drive the
visuals so. How can somebody choose a good
company? For sure, you're going to name
your company there. But I mean, let's say people are
scouting for different marketingcompanies.
Like how do they, they, they choose because like, for
example, just on, on a fiber man, there's like fucking
(37:05):
nonstop and there's like 1004 star half rating.
You're like, which one really? Like, so how do we a
differential, a good one and a fucking bad one?
Because they all promise you theworld, yes?
Well, there's a lot of good video production companies out
there. I mean, I, it's one the industry
(37:28):
I've been in, in different industries, and I have to say
that video production companies,they're solid.
I mean, we're, we're good, but we're not the best.
I mean, there's some other ones that are so freaking good, you
know, like they do shit that is just amazing that I aspire.
But you know, when it comes downto it, I would first be open and
(37:52):
honest. You go through the buying cycle,
you know, go to the websites, look at their work, who who do
you resonate with? But when you start talking to
them, the open and honest with them with your budget.
I have 1000, I have 5000, I have10,000, I have 20,000, whatever
that number. Is I have 22 bucks?
Whatever. Be open and honest with them and
(38:15):
challenge them to make the most out of that budget and have them
tell you what they're going to deliver for that budget.
How many cameras? How many people?
How many hours, How many days? How many videos, right?
Because one company will ask youdifferent questions versus
another company and they they both might give you different
(38:36):
stuff, but they'll both be working off of that number
versus saying, Oh, well, how much is this going to cost?
Right. Yeah.
Because the only thing a video production company wants is more
money from you. Not because we're selfish.
Because we know that the more money you can give, more budget,
the better quality we can give you in cameras, equipment, time.
(39:01):
People like everything, you know?
I can't shoot with this. Yeah.
Which is good, yeah, but it can also shoot with a $30,000 camera
with a $15,000 lens. For sure.
That needs tables and a tripod and lights and all this other
stuff. Guess which one you will like
(39:21):
better. For sure, that is for sure.
And we we see that I especially like in music videos like I
didn't push her music videos yetthere because for sure I want it
to be gold. And I realized that by myself
later, no matter how I want it, it won't be gold.
It won't look incredible like wesee the the rappers or whoever.
(39:42):
So I'm like, OK, so let's wait till we do money to start
investing in this there, becausefor sure you want you want that
music video or that video that that that you want and promotion
to be done by professionals. That is fucking for sure.
Yeah, yeah. And you know what, once you get
I, I said earlier, once you start with video or when you
(40:04):
started higher professional because you want to lead with
the quality content. Quality content will do better
than not quality content. OK, so if you lead with quality,
yes, you'll invest more. You'll probably get a better
result out of it and then after you've done a couple quality
(40:25):
videos then you could do your stop this stuff yourself so.
But if somebody feels like they're doing quality content in
advance and they already feel that, but it ain't working.
That's that's another conversation.
Then we need to pull back the onion and figure out.
Where? But now?
I mean, how can this guy figure out that he's doing crap
(40:46):
content? Yeah, sometimes you can't.
You. Literally need to show.
It to a stranger. Self.
How do you balance creativity and strategy when designing a
video marketing plan for a client?
We don't balance OK, we merge them together.
(41:09):
OK. That's really, Yeah, that's it.
I got two more if that's OK. Yeah.
What do you think is the most unutilized aspect of video
marketing that business should pay more attention to?
I think what I, what I mentionedbefore I'll double down on is
that there's not a lot of video marketing going on.
(41:31):
There's some, there's a lot of video production and then they
stop there. They don't really leverage that
video as much as it can. Video can be multi purposed in
many, many different ways from SEO, from e-mail marketing to
social to sales support, trade shows, press releases, if if
(41:51):
it's done right and a lot of people just don't understand
what a video first marketing strategy is, hmm, that's even
possible. And then how to do it.
So I think that's where companies fail is like not
really doing the marketing. So.
And not doing it Well yes. Given your vast experience, what
(42:13):
advice would you give a first time entrepreneur looking to use
video as a key marketing tool for their business?
Like literally go see a fucking professional and their friend.
Yeah, Have a plan, have a business objective, do video for
that business objective, get it out there.
And then in six months do video for another business objective,
(42:36):
get it out there And then six months later or nine months
later. And what's going to happen is
over the next three or four years are going to build a
library of videos. Most videos last a long time and
can be reused over and over again for sure.
So that's, that's my, that's my advice to do that.
(42:57):
Is there a site creation that isyou would recommend?
People like to create our own website.
Do you do that? Or you just we just do video.
Do you know a certain company that that's good for building
for somebody that's starting? Yeah.
Um, not really. Most of the people that I know
(43:19):
they they either like have a website.
OK, Yeah. I mean Wix, I know Wix,
WordPress, they GoDaddy has page, even Google has a website
builder. So there's there's a lot.
Of tools that we have, we have too many choices, sub dives that
it's crazy. So we're working at everybody.
(43:39):
Find your work and and your socials as well.
Multivisiondigital.com I mean that's that has everything.
There's a perfect libraries of portfolios there and we do a lot
of thought leadership content around some of the topics we
talked about today. You know, like what is a video
first marketing strategy, how todevelop a strategy around video?
(44:00):
How long should a video be? What makes the most where where
should you start with video? Like all these topics that we're
talking about we've done within minutes on.
So there's a lot of educational content and and it's free and
everybody go there if they want.Perfect, do you have any socials
that we could go follow you on or?
I do. I mean, they're all on our
(44:20):
websites. OK, perfect.
I'll put them on the side. Perfect.
So thanks everybody for watchingand I'll see you guys next week.
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