Do you feel like you’re not seeing the results you want from your videos?
The majority of your email subscribers are probably going to come from your cold audience - that’s the group of peeps who know you the least (and therefore have the least amount of trust in you).
Here’s four common reasons small business owners like you aren’t growing their email list through video content, and what to do about it.
1. Not making content your audience is looking for
A cold audience doesn’t know you or what you do, they just know they have a problem and they’re searching for the solution. If your content isn’t something people would search for the answer to, there’s a good chance you’re not going to get found in search results. Not getting found in search results means it’ll be harder to find people who’ll want to subscribe to your email list.
Use Google and YouTube’s predictive search results to help you narrow down on content ideas that your potential customers could be searching for.
2. Making the wrong type of video for your audience
There’s certain types of videos that suit a cold audience, and certain types that suit warm and hot audiences better. One of the biggest mistakes I see is a video aimed at a cold audience in tone, but the type is better suited for a warm audience - like a brand video aimed at a cold audience, you’re just not going to see your email subscriber numbers (or client list) climb thanks to that video because that’s not the content people are searching for help with.
Create specific types of video designed to give a cold audience the answers they’re looking for, such as a talking head or tutorial videos. Want to know which types of video work for which audience? Sign up for my free guide below where I give you five types of video for each of the three audiences (cold, warm and hot).
You can read more about my stance on privacy, and what signing up means for your personal data here.
3. Pitching the wrong call to action for a cold audience
Because a cold audience don’t know you, they’re extremely unlikely to buy from you right from the get-go. They need warming up first, literally making them into your warm audience. That’s not to say you can’t ever jump straight to the buy me call to action, just make sure the content and product or service supports the request, and that the people watching know, like and trust you enough to do what you’re asking first.
It can take around three months for a cold audience to move into a warm audience - that means pitching them anything more than a ‘grab my super helpful free [insert your opt-in here]’ is probably not going to work for you. Keep your call to action relevant to your audience type, and cold audiences are perfect for growing your list.
4. Being generally unclear about what you want your audience to do
If you’re not sure what you want your viewers to do after they’ve watched then your audience aren’t going to know either. Whatever it is you want them to do, your content and call to action should all support it, so take the time to figure it out before you get to the ask on camera.
Get super specific about your audience’s next step. Asking for email sign-ups can take the form of a download or sign-up request for a course (for example), so either tease what people can get as a freebie at the beginning to get them to watch to the end, or just plain tell them before you give them the content they’re after so they don’t turn off once the content has finished and miss it.