Welcome to our interview series, where we introduce you to marketers around the globe. Every few weeks, we’ll dive into best practices and tips from people who live and breathe marketing. To be considered for an upcoming interview, please contact firstname.lastname@example.org.
Tell us who you are and what you do.
What aspect of marketing do you focus on? What audience?
I focus on video marketing, YouTube advertising, and YouTube channel growth, as well as video SEO and ranking. My agency, Viewership, helps manage and grow people’s YouTube channels.
We work with authors, speakers, or anyone with an existing business who wants to get their message out via YouTube and build a followership with potential customers.
How long have you worked in marketing?
I worked as a professional speaker, touring hundreds of colleges, early in my career. Most of that work is marketing, getting the word out to buyers and people who would hire me.
I launched Viewership a year and a half ago.
How has your field of marketing changed since you first got started?
There’s been such enormous focus and priority on video. Written content, of course, will never go away, and is very critical, but brands and companies are trying to get ahead of this video revolution.
There’s been a huge shift in video, and it continues to grow in the double digits every year. People prefer to consume content on all platforms (social media, YouTube, etc). Small creators can still beat the big players out of creativity and creating content that really connects to people.
What’s one big mistake you see people make in your area of marketing?
Investing too much in production and not enough time in crafting a message. People think that just because they spend $10,000 on a videographer and a cool editor that they can spend 30 minutes creating their video. I’d rather you spend five hours drafting a really cool story and messaging and shooting it with your iPhone.
You don’t need a fancy shmancy $5,000 camera to make a really kick-ass video.
Another mistake is lack of consistency; at least once a week, you should be releasing a video to your audience.
If you could give your audience just one piece of advice about marketing, what would it be?
My style of marketing has always been to throw a lot out there and see what sticks. Test, test, test. Ask your audience what they want, and when they give you feedback, test it. Implement quickly. Fail quickly. Fail hard. Fail fast. One in five of my initiatives work really well; the other four usually don’t work really well.