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Building Your Audience with Live Video

Lesson 3 of 26

Terminology & Building Trust

Casey Zeman

Building Your Audience with Live Video

Casey Zeman

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Lesson Info

3. Terminology & Building Trust

Lesson Info

Terminology & Building Trust

Okay, so this is obviously what we're going to be focusing on for the next few days, all these things and just just excuse me just, you know, here's some of the definitions that we're going to be talking about for the online audience as well as for y'all in here, here's, what we're going to be talking about a lot of, you know, probably about this stuff some of you do not google hangouts can you see video optimization it's a big one, search engine optimization content repurpose ing a very big one as well? Webinars I know that a lot of you are doing him in your business or wondering about how to do them better or monetizing them. Cnn's content delivery networks, platforms, formats leads, conversions live streaming these are all things we're going to be talking about so it's gonna be a fun filled uh, few few days here, so it's going to be fun? So let me ask you for either you here or on the online audience, what are some ways that you're building trust and your existing business trust? Yo...

u know, kind of like we're talking forward. I think the I want to say, like, the worst your story is like, you know, is if you've had, like, serious struggles and big time hardships that that that's a good for building your business I think a lot of times when people are looking to people online or see some guy doing a webinar they think he's some grew guy that's you know on ly small percentage of people even know how to do these things so anything you can do too share that story ing and have those connections with your audience I hate this is this is a normal guy that does the same sort of things that ideo s so you know, just telling that story, which is exactly what I do and perfect have lots of pictures of my family I think just my harvey's this like stuff I would do on a typical saturday or something to have a good time just to let people know I'm just a normal, normal guy dealing with the same sorts of things that everybody else is it's very so anything you can do too share that with your audience thanks a good thing. So anthony found a single most powerful thing that I've done to build trust is tell someone that I can't help them then refer them to someone who can yeah, and I find that people almost argue with me when I tell them that no is a powerful word them you know and and because you don't want to over promise, right? So for me that would be my answer yeah, yeah that's that's terrific if you don't know something really you should feel confident to say I just don't know I feel confident about saying things like that when I don't know something I don't know it I'll definitely say that I'm not really a tech person per se like I know so how to set up a home studio but I'm not the tech guy here I'm also not a software engineer I didn't create easy weapon hard and create the software okay, so and I can I can admit that thoroughly and feel very confident about that I'm more of the creative I like kind of the big vision stuff that's my thing so I love that that the power of no the power was saying I don't know but I can pass you along to somebody who does yeah the kind now I love that online casey authenticity has come up again saying about how building that time katrina is hungry saying it is about being authentic it is about being the real you including all the floors I think that ties into that what actually was saying is, you know being honest and saying I don't know the answer to that, but I don't find it out for you weigh do have a segment a natural segment on authenticity and storytelling? Yes, we didn't sign it wait just not much later on nancy saying they're sharing their story on through a facebook group giving members the opportunity to share their own stories as well and that way they're building trust and interaction as well. So the cia techniques that we're already seeing a lot of this these are things we're going to be talking about throughout the day we're already seeing and now eh? So it's sze interesting these air things that definitely people want to know about that they that their customers and consumers want to know about as well flew side of the no thing if you don't do that that's going to come back to buy because if you're telling me do you know something you can go home and you can't you know then there goes your trust there goes everything is very easy to lose trust it's very easy to lose trust on one of the hardest thing is is to get it back the hardest things to get it back and you know, I think we've all been there it's it's not a very simple process so being able to be uh you know, forthwith forthwith forthright with your customer or consumer is the best thing you could possibly do. Let them know exactly the things that you know things you don't know things you're passionate about because you never have to qualify your passions you never have to say you never have to say I don't know about my passion because you do know about your passion yeah, one of the things I'm going to build trust is create little teachable moments and using video to do that's been a really powerful a friend of mine we got I got a joint venture partner named jason swank and we're sit around talking about, um what does our audience struggle with? Right? And so we went in the studio the next day shot a video like two or three minutes long on, um, scope creep, so web designers deal with scope creep, and we just had this playful video. How do we address it when we work in the agency on we put that in a sequence ahead of the opt in box so it builds trust it's great, because we're not asking you for an exchange like we'll tell you all this if you'll just give us the email, right? And I actually have crafted this into kind of a sequence I called the trust sequence, where you give that value, the solution, and then you ask them they hit next, give them another bit to that and then ask them to sign up for a webinar where you can take it deeper that's a great way to do it that's a great way to do it, you know, when I find that when you know when I mail out let's, say a mail out to my list my list is my subscriber list, by the way, so if I mail out to my list, I wanted to send into an opt in oftentimes, you know, I'll get I'll get the opt ins, but the better I found that it works better when I can send them to just full value without any within, not giving them the option to opt in yet, like, for instance, like a two step opt in let's say where its first they will come watch a video where it explains how to do something. You know, I've done a video with my friend chris farrell, where we explained the power of of broadcasting your message out to the world, right? And we did that first and then said, if you want to learn more information, go here, right and so it's a second step people generally are at a point where there yes, I want to learn more information. What do I what do I get this? Click on the next button that will take you in to where I have an e book for ur ah report or five things that you can do for this, or even a sales sale of a product could be at that point, so, yes, you say that you you give them something for invaluable up front, and then they click a button to get to something else free invaluable and then you ok you do do do two steps and then the third is the opt in I call it four steps for staff because on dh it's on my website but um the videos I mean if you actually want to see it actually example of this identified problem give a solution step one if you like this clinton the next but that's step two you took an action to get to the next video given given other element of that same problem right? Solve it and then the fourth step is asked for an email return for exchange of a webinar or for the book or anything else of value related. So all of those things that be related even more value and this only works and this is the part rugged, so excited when you really know your customers and you really know their problems because if you're that jack of all trades, you're not gonna do that, you know you can't now because it ends up being let's grow your business and here's your problem and it just doesn't work. You can't don't assume what your your your audiences problem is asked them what their problem is and I mean chances are if they're with you and you're already teach about something or you say I saw this problem well, chances are yes, they're there because you are already giving them answers to their problems right like facebook sequence where we're buying traffic to come in on and it's been working like a champ we had forty two people sign up just because we gave them that that is the sequence is the first and we made them really playful like I'm not as good at this is jason is but he was doing bunny ears behind my my head that's great! It was just laughing, showing your personality showing yeah, mostly his personality, not mine, but, um is that what we're going to tap into jeans, personality, open me up case yeah, I'm ready but it really worked well because we're talking about trust I gave first I did not use copy too persuade them to give me their email address so I can give them something else, right? I said, look, I know you here is what you want, right? Yeah it's you know, sales e sales, the letters and gimmicks they're just not going to work anymore. It really is about how do you how do you just create that trust? How do you give give free give value give it without, you know, without hesitation give good stuff away I know a lot of us are fearful of how much do we give? What do we give is it going to be what I'm selling and I don't know if I want to give all that generally speaking you can give your best stuff away and you could still sell it, so let me ask the question because I'm gonna set you up you basically just answer that most people fear that they're going to give away too much and that people aren't going to be their customers, right? So what is your response to that? My my response to that is you don't have to give away a full two hundred page book to build trust you create a two minute video right? A burst of information that's helpful for people yeah that's what you do so what it is it's a short video what I tended to do in the day is I would create a fully book there was huge two hundred twenty five pages, I was like, I'm going to create this gigantic e book and I'm going to give that away and people are going to know that I love them but actually what happens is they buy it it's overwhelming it's too big they can't consume and it's not consumables, not digestible they're going to put it on the shelf and say I would have liked to have read it but it's too much information so instead of that doing bite size information doing bite size content that's easily digestible that that stays within our attention spans is the perfect way to do it and buy buy in that right? You're not going to give away your good stuff, you're not going to get way everything you can't give it all away, you can't give it all away if you create these little little little snippets of ideas and concepts it's all about repurpose ing really, we've talked a lot of setting up the framework for what we're going to be talking about in the coming segments, which has been great. Yeah, we got formats, platforms coming up, yes, so we're going to talk about where you can broadcast your message from and what we're going to be really focusing on over the next sessions. I have one personal thing that you know and money of you in this room know what I'm goingto probably say, but it's it's one platform that I really want to focus on because it it really helps us establish and build our audience online. So that's, what we're going to talk about in the next session.

Class Description

Ready to share your business with the world? Casey Zeman will teach you everything you need to know about creating, producing, and promoting online video events and webinars.

In this course, you will learn about the different equipment you can use to shoot your webinar, from your laptop all the way up to a professional production camera, audio, and lighting setup. Casey covers ways to use webinars to build leads, generate sales, and convert your community of live-streamers into paying customers. You’ll also learn everything you need to know about Google Hangouts -- from YouTube integration to using Google+ to promote events, and much more.

This course will give you the concrete, easy-to-apply skills to confidently share your business’s message with a whole new audience in a whole new way.

Class Materials

bonus material with purchase

3 Stages of Video Creation

Being There

What Is Your Story

Your Promo Video Checklist

12 Steps Google Plus Hangout Checklist

7 Video Marketing Strategies to Boost Engagement

Google Hangout Gear Checklist

Ratings and Reviews

Student Work

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a Creativelive Student

Since I have been using Easy Webinar for a few months it was a pleasure to attend this workshop live and meet Casey in person. I learned a lot about how to take my already successful Youtube campaigns to the next level by including Google Hangouts. Casey is very knowledgeable and even though I have participated in the workshop, I have already reviewed the material again, simply because there is so much value in having access to this course again and again. The CreativeLive staff is simply awesome and I enjoyed meeting other, like-minded individuals who participated in the workshop as well.

Nara Lee

Brilliant class, worth every penny! If you are thinking of buying it, do it, it's super clear and detailed, love it x

a Creativelive Student

In word, Amazing! I learned more in 3 days with Casey than I could have in a year on my own. If you're looking to build an online audience from scratch or exponentially compound your existing audience, make the time to take this course. The great thing about owning the course is I can review whenever I want, I find myself going back over and over again to find just the right advice when I need it. Thank you Casey, and Thank you Creative Live Dennis Thompson