Ep. 4 – Drive Growth Through High Impact Video

A self-described video growth hacker, Robert Cassard is a passionate entrepreneur who loves to help brands crack the code of online video—generating faster growth through online video than they ever thought possible.

Lately, Robert has been fixating on reality-based video marketing to and through the channel. By reality-based, Robert is referring to the fact that video marketing tends to turn out to be around three times the challenge it looks like when companies first decide to undertake the effort. (For more thoughts on managing these types of challenges for partners, check out episode 2 – specifically “Identify and Overcome”)

In our discussion, Robert shares that effective video marketing almost always happens in stages:

Stage 1) CONTENT FOCUS — Vendors/Distributors focus on generating video content.
Brands tend to create expensive and/or creative videos with high production value, put them up on YouTube and their own corporate websites…but the crowd goes mild.

Limited views and no results.

As with any channel marketing tactic, they quickly realize they must engage their channel partners, agents and reps in sharing the videos and finding an audience or there will be limited positive impact on sales or the bottom line. This leads to…

Stage 2) TOOLS FOCUS — Vendors/Distributors give channel partners, agents and reps marketing, social media and video tools.
Today’s marketing teams tend to understand the essential power of video but often make the mistake of assuming that everyone else through the channel will value the video content and tools and actively use them to find new opportunities and set appointments. They hope that their creative storyboarding and top-notch production will lead to organic, viral exposure but they are almost always disappointed.

Many vendor-marketers mistakenly believe that the more sophisticated or comprehensive their partner marketing tools are, the more they will WOW partners, and get them excited and engaged. Robert says that he and his team usually see the exact opposite occur. Tons of time, energy and money put into the ultimate tools and almost nobody uses them.

This is understandable of course; people are busy. Everyone in the channel community is busy doing a million things, strapped for budget, and understaffed. ANY learning curve is a BAD learning curve. Left to their own devices, only a handful of partners will ever launch any marketing program on their own — no matter how great the videos are, no matter how comprehensive the distribution tools are, no matter how easy you think you’ve made it for them.

So reality sets in and the team offering the tools has to figure out…

Stage 3) USAGE FOCUS — How to get partners, agents and reps to actually USE the tools.
Video content is no more effective than the number of people who share it and, consequently, the number of people who see it and react to it.

Note: Don’t lose heart, marketers. This is not meant to imply that the entire problem of partner engagement through video can simply be solved by adding another layer to your technology stack. Your content still needs to serve a need in the lives of your target viewer and if you’re working hard to address that need, the tech is meant to help you deliver your message to the right people at the right time.

LISTEN TO THE ENTIRE CONVERSATION NOW:

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