3 Video Marketing Tips with Janice Smith
Branding with Friends | Episode 7
Featuring Expert Guest: Janice Smith, Storyteller at Big Dog Little Bed Productions
Watch or listen to the video interview below or scroll down to read the transcription.
Meet Storyteller at Big Dog Little Bed Productions
Annie: Today I'm going to introduce you to one of my business besties in the business world. If you are curious about how you can use video to market your small business, you're going to love today's episode and today's guest. My guest today is the dynamic Janice Smith. Janice is the owner of Big Dog Little Bed Productions, a Durham, North Carolina based video production company working to empower other businesses to grow their great ideas using video. Big Dog Little Bed especially loves creating story-driven, heart forward, branded marketing films as well as helping businesses with both their video strategy and execution when it comes to their marketing. She's also the brains behind the beautiful videos featured on Greatest Story's website. Janice, welcome to Branding with Friends.
Janice: Hi Annie, thanks for having me.
Annie: Absolutely, I'm so glad that you could do this and that you're here. Obviously our story goes way back. I met Janice four years ago or maybe longer than that. I had a problem in my business where I thought everyone knew what I did and I had a close circle of friends I met with for two years monthly. I did a presentation for them on what I did. I thought it was going to bore them, they hear about my business all the time. Sure enough, I do this presentation and they go “I didn't know you did all this”. I just thought you did logos. I had no idea you had this special branding process.
I thought, how do you not know I do all of this? I asked what would have gotten the point across, and they said video. That sent me in search of Janice Smith. I didn't know I was looking for you or for Big Dog Little Bed. But I like to tell people that Janice and the work that she does at Big Dog Little Bed is sort of the Greatest Story of videography. Janice really understands, she does wedding videography as well, in addition to business videography. So she understands how to capture that human emotion and tell a story. But I'm going to let her tell us a little bit more about how she got into this work.
Janice, how did you get into the videography and tell us a little bit about your passion, and don't forget to tell us more about the name Big Dog.
Janice: It started because my background is in education. I was teaching 11th grade US history and that's where it all started. On weekends there were all these places I wanted to take my kids because I was teaching in the south and we were learning about the Civil War. There are all of these landmarks nearby yet logistically it was very challenging to organize field trips. So on weekends I started dressing up in Civil War-era dresses and going to these locations with my point-and-shoot camera and literally holding it out and say “reporting live from the battlegrounds of Gettysburg,” and then I would collect all this footage and had no idea what to do with it. So I came back and taught myself how to edit and every week we would premiere a new episode of the magical history tour. While the original goal was for my kids, along the way I fell in love with the process of video especially the editing side of it. Then at that point, a lot of my friends were starting to get married so it was a natural place for me to play around with this new interest which was wedding videography.
I quickly became obsessed with the storytelling aspect that is available to you in weddings where there's a lot of stories of each individual, of their families, of them as a couple. When I started editing wedding films that was the part that really drew me in the most. I got to create this lifelong keepsake for families. But pretty shortly after some of our wedding clients started asking us to do videos for their business and that's how we made the transition to businesses. I realized that I didn't have to give up the storytelling aspect just because we were doing marketing films. Instead, I started to really integrate storytelling into creating films for businesses. Now we do almost exclusively commercial work for our clients in addition to helping small businesses with strategy and do-it-yourself videos. So that everybody regardless of the size of your business can figure out the right way to integrate video into your marketing.
Annie: Absolutely and that was one of the reasons I wanted to have you on Branding with Friends. Not just because we're actually friends in real life but because you're so good at that. You also have this background as a teacher and part of the goal here for every time you listen to a Branding with Friends episode you come and watch is we want you to take something away. I really want you to learn something that you can apply right now. Janice is the queen of that and she's been doing a lot more teaching these days on this front.
I have asked Janice to come up with her top three tips for a small business owner who wants to use video in their marketing. We all know we want marketing videos but I think these tips are gonna surprise you. Janice if you want to start off, I know this is your key expertise. What is the first tip, the most important thing small business owners need to consider when it comes to creating videos for marketing their business?
#1 Action TIP
Have a strong grasp on your brand identity and ideal client
Janice: This tip is so important that every single workshop we do regardless of the topic I send out an email ahead of time with pre-work that links to this video and asks them to spend some time thinking about this. In every workshop, we spend at least five minutes touching on this. And that is brand identity and ideal client. I'm not just saying this because your specialty is branding. I really believe that making an effective video that will reach your people is nearly impossible if you don't know who you are as a business and you don't know who your people are.
I think a lot of businesses, particularly newer ones try and reach everyone with their marketing in general and are missing this idea that niche marketing can actually allow you to reach your people and build a strong passionate following from those people. But in order to do that you really have to have a clear idea of who you are and what you do and what makes you different from other people doing that work. If you're not clear on that then I always tell all of my clients even people who have inquired hey we want you to create a video for us. I will sometimes push them back to step 1 and say I would love to do that but first, we really need to get clear on what your brand identity is and who you're trying to reach because it's going to be impossible for me as a videographer to create a video that reaches those goals if you're not clear on what they are. That being said this is also the hardest work you're gonna do as a business owner because it's constantly evolving.
I've been in business for nine years and my brand identity. if you ask me at any given year throughout that nine years span. is going to be a little bit different. Right now it's a lot different than year one but each year there are small shifts. This isn't an exercise that I recommend someone do just once. I recommend you do it at least yearly if not more often and constantly keep tabs on how your identity as a company and brand is shifting in small ways and bigger ways and how you communicate that with the people that you want to reach. Who you're trying to reach is going to shift as you grow and ours certainly has over time. Each video might have a different audience and you have to know that before you start creating the film.
Annie: I think that's huge and it can sometimes feel a little deflating because people think, oh the thing my business is really missing is this great video and then you say well actually you need to know who you are and who your audience is. They think, oh really now I have to go back.
Janice: That's not work I can do for you, that's work that you're going to have to do.
Annie: I think you're very wise in teaching your clients that not every videographer you might reach out to, just like not every graphic designer who does a logo for you, they're not necessarily going to tell you that tip. They're going to say okay what do you want on video and they're going to shoot something and it may not reach the goals you want right?
People forget there has to be strategy involved for a video to be successful, for a website to be successful, a logo to be successful. Otherwise, it's whatever you're coming up with off the top of your head and if you're not someone who studied this or has the expertise or has many years into it, it may not do what you want it to do. It may even backfire.
Janice: When you're hiring a professional I think you can find a lot of professionals, not all of them, but a lot are filmmakers first and foremost. They can become obsessed with the visuals and the gear and the filmmaking process. When you're looking for a videographer for your business those things are all nice to have and you probably should have nice visuals because it's going to represent your brand. But if it's just about the nice visuals and it isn't about the intention behind it it's just not going to get you the results that you want. I think it can be easy to get distracted. I think sometimes you hire a videographer and they produce a beautiful film and your first impression is oh my gosh this is so beautiful, you love it and that's good. But then a year down the line you think, I'm not sure that ever really got the traction or the results that I wanted it to. That's what's going to happen if it's just about the visuals and it isn't about the underlying awareness of who you are and who you're trying to reach and what you want those people to do once you reach them.
Annie: I love what you said about reevaluating and taking another look at who you are and your audience. As you move over time I think both us and our businesses have shifted. I've been in business for six years you've been in business for nine. I think when we met, weddings were an enormous part of what both of us did.
That's a fun fact of Greatest Story. Greatest Story used to tell your story in every aspect of your life including wedding invitations. I realized I had four different businesses under one name and I have since become focused on the business aspect of what I do. But you know that's to say that even so I still have the same logo. I still admit much of the same messaging but that audience has shifted a little bit over time.
It is okay, even I tell my clients you're going to evolve. You may revisit some of the wording you use, but fundamentally it's gonna be the same unless you completely change businesses. If you're a photographer who becomes a florist you're going to have to rebrand right? You're going to make a major shift then there's going to be a major shift in your branding and there should be. It's normal, we all grow. We still are essentially the same people we were six and nine years ago. We look about the same but our hairstyles changed, our clothing styles changed. You got those amazing glasses that you're wearing right? So just keeping that in mind and I think it's a healthy thing that professionals like you even though branding is not the core of what you do, videography is, you place such a high emphasis on that in saying let's do a gut check and make sure that you know who this is for so that you're happy with the results. We don't just shoot what you want and then have you to be disappointed later and have it not work for you so that is what we try to do.
Janice: And then not even happy with the results because I have early on before we thought as intentionally about things like brand identity, we had lots of happy clients who were really pleased with the beautiful films that we made. But I think happy with the results and actually getting a return on your investment are two different things. Sometimes if you don't know a lot, if you haven't spent a lot of time thinking about what you want to get out of it then you could put $4,000 into a film and be happy with it. But then ultimately not see the payoff in your business and as a small business owner, I think a lot about things like return on your investment and overall like revenue and profit margins. We want to respect your investment in video in the same way but know that there's more to it than just a pretty film. There has to be a kind of underlying strategy behind what you're doing.
Annie: Right which actually you sort of already said your second tip. Do you want to tell us exactly what that was?
#2 ACTION TIP
Strategy is as important as execution
Janice: Yeah and it's basically what we were just talking about, it is strategy is as important as execution. I think most of the time I would say like 75% of our commercial clients over the past couple years come to us and ask for a fundraising film, an about me film, a film for my website, something very general.
I find that a lot of them don't actually know exactly what it is they want and our job is not just to produce a film for them but to help guide them through the strategy. We always start with that but our kickoff meeting for any project is really the most important thing we do. That's where we can help guide clients with questions to figure out what do you want to accomplish with this.
Who are you trying to reach?
Is this the best format of film?
Can we guide you towards another kind of film that might achieve these goals more effectively than what you originally think?
The reality is a lot of our clients don't have a background in video production or video marketing strategy nor should they. But we do have to help them with that. Our job is again not just pretty visuals but helping them. We do this all the time. How can we help guide them through the process so that it is intentional and there is a strategy behind it? So that means rarely for a business is it just a one film answer. Rarely is it just a film for your website. That is part of the overall strategy but Instagram Stories could be just as effective as part of your video marketing strategy. We're not trying to sell you on us. We're not going to charge you to help you with Instagram Stories. You can do that on your own. But we can help guide you through what content should live on Instagram, should live on YouTube, should live on your website. Those are all very different platforms.
So knowing which platform is the right platform, which content is the right content for each platform, how often you need to put it out, what is the right length, all of those things are part of this strategy. A professional isn't the answer to all of those but a professional who can come help guide you through all of those is probably the best answer so that you know what you're using when and why you're using it.
Annie: I think you're really hitting home this fact of if you are going to hire a videographer these are the kinds of things you guys want to hear. No matter whether you work with Janice or you work with someone else you want to make sure, I would say even any creative service. So whether you're gonna work with somebody like me for branding, or work with Janice for videography, or work with Meg Clark who was on for SEO, you want to make sure not only that they're going to do what you need but that they're gonna come to you and make sure you're getting the right solution.
You may have an idea of what you want but making sure that they have some strategic background to guide you to where you need to be to get to the goal that you want, the results that you want, the impact that you want to have, the clients you want to bring in. That's part of what you pay a professional for, is a perspective and a point of view. Not everybody does that. Some people are just going to say, I'm going to take that logo you drew on a napkin and make it real and there's a value for that too. But what you really want to look for in a professional is somebody who is going to be able to bring more to the table than what you already have. That's part of why you do it and that's part of how you get more out of your return on investment as Janice was just saying.
I also felt it was really interesting that you were just talking about different ways to use video. One of the things I see and I try to teach my clients, I've been talking more and more about this, is a good way to think about branding assets like a logo and the copywriting that I do for clients. It's as if we're putting together the most perfect hammer, the best set of nails, the greatest saw. All of these tools that are just handmade for you that your clients are gonna go that's so beautiful that's exactly what I need to build my next chapter in my business. But they're going to collect dust and rust if you don't go out and use them. So it's not enough to just have a video. If I had just made a video with you and let it sit on my computer for months or put it on a website that I told no one about. People don't realize that branding is not about if you create it they will come. It's that if you create it and then market it, when they come they're gonna like what they see.
Could you talk a little bit, give some insight into once people have their videos what is on them to make the most of that video? Say they have a brand story film, what are you going to tell them in terms of making sure that they can get their return on investment? Obviously they can't sit on their computer or just play on their website. What's the work that they need to put in to make sure it's got eyeballs and that it does the work it needs to do.
Janice: My perspective on this has changed because I think at the beginning I did think that was their work to do. I do think there's an element of it that is still their work to do but just as much as strategy on the front end I do think that the distribution on the back end is something that we need to help clients with. They've never done it before. I can tell them this is on you. You need to do these things after we deliver a film for you. For years I waited and sometimes would be disappointed. We made this beautiful film and I've seen you put it on your about page which is hidden on your website that's not where it should be. Why haven't you distributed it on social media? Why haven't you done these things and that's when I realized just as much as a strategy they've never done this before. We do this with every one of our clients.
I heard on a podcast once, someone described it as the three Ps of business. I really wish I could remember who it was because I have been obsessed with this concept ever since and talk about it all the time.
The first one is product and so as business owners when we first start a business we of course think about product. We wouldn't have a business if we didn't know what we were offering people. We tend to obsess over that product so at the beginning I was obsessing over how do I make the best films for people? How do I get the best equipment? How do I get the best visuals? How do I get the best audio? It was all gear and filmmaking.
The second “p” is process. A couple years into my business I found myself naturally beginning to reflect on process because I realized that the repeat clients we were getting while they loved their films often why they were coming back wasn't necessarily the film. It was that the process made their life easier. They felt supported. They felt like we were a partner in this, not just a one-time here's a video. They didn't have to follow up with us. We were following up with them. I think for any business obsessing about your process is just as important as your product. And so for us a big part of that process on the frontend is strategy but on the back end is distribution. How do we support people with thinking about how many times should you share your brand film on social media? Are there different ways to share it? Which platform is the best place to share it? Should you promote that when you share it on there? If you do, what kind of ads should you use? How do you get more eyes on it?
All of that distribution is as much a part of it as the strategy and the actual creation of the films. We are starting now to create helpful content for businesses whether it be on the blog for just technical how-to. How to put a cover image on your Instagram TV that doesn't crop the top of your head off. You don't do this all the time, you don't know how to do that right that actually matters in terms of distributing your film to make it look as professional as the film is.
It started with blog posts where we gave tips and we would just share them in the final email to a client saying, here's your film and here are three tips for places to share it. We're starting now to think more about how we hold hands more and can we help with them thinking about how they promote it and how often to share it? We're doing some YouTube videos on that. We have a whole category of content we're getting ready to put out that isn't just about making your videos but after you do, how do you distribute it effectively. I think that's a huge part of using video effectively. But I don't think that if you're not a video production company that you should be expected to master those and if someone's making films for you that's where they can really support you in seeing actual impact after the fact.
Annie: I love that you're doing that for your clients. I think that is excellent and it's you can lead the horse to water but as clients, if you have this video you're going to have to take advantage of great resources like what Janice is providing. I know she's going to share that with us shortly about some great things that are coming to the website for her as well on this front in terms of those tips.
I think you're absolutely right in terms of empowering your clients, giving them the tools, not just the video. The video is this amazing piece but if we can't get eyeballs on it how good is it? You can layout what to do but then it's on you to then do the thumbnail and put it on Instagram Stories, and put it on your homepage, put in places where it needs to go, and make sure people keep seeing it. That's the really hard work I think about marketing in general. It seems like it's doable but then it takes up so much time and it's hard to know if you're getting a return on investment. It is a long game. It's not a sprint. It's the marathon of what we all do. Video is just one component of that. It's a huge component of it especially for what you do.
I know we're gonna have one more tip today but I always like to save the third tip for the end so that you make sure you hear everything Janice has to say. I'm so glad you were here with us Janice. But before we get to that third tip you wanted to share a little bit of what you have for our listeners and watchers today. I know there's something special you guys are doing and I want people to know about it and where they can find it.
Don’t miss this special opportunity for “Branding with Friends” fans…
Join Janice’s free online workshops on video marketing at bigdoglittlebed.com
Janice: Yeah so just in the last couple of months we've really begun to launch more teaching content to help particularly small businesses. We work with businesses of all sizes but also recognize that newer and smaller businesses often don't have the same budget for video production that medium to large businesses do. We've been thinking about how we can serve small businesses who are often some of our favorite people to work with. How do we serve them in a way that doesn't break the bank but helps them capitalize on video as part of their marketing strategy?
During Covid-19 we had planned, we had already planned that in 2020 once a month we would have an in-person workshop that was totally free, small businesses new businesses all can come to learn more about video marketing. It just happened to fall on the very first week of quarantine. So we purchased Zoom and continued on with that workshop.
We did it online and had so much fun with it that to make the most of our Zoom investment we started doing them every week for free. What that pushed us to do was really develop the content. If it's a different workshop every Friday it's holding us accountable for creating that content for a new workshop every Friday.
Now we've built up a bank of workshops. We've had a chance to test drive them with people. We've gotten feedback on what was helpful, what we should tweak. Which was a great learning opportunity and now we're fully launching a new website, video marketing with BDLB. That includes all of these workshops we are going to continue doing online. We've also turned them into online classes so you don't have to be there at a specific time. You can guide yourself through it. The online classes are going to come with materials and resources to help you take it from oh these are good ideas I want to do this, to actually implementing it.
We're also rolling out new packages for small businesses. Things that include coaching calls at the beginning where we can talk you through the strategy piece all the way through. The editing can often be the most time-consuming so creating templates that you can just drop new footage into but is branded and has music takes some of the burden of editing off of your plate. It's something we do all the time and can do pretty quickly. All the way to full-scale editing. If you want to shoot it yourself at home and not pay to have a professional shoot it we can take the editing off your plate and get it turned around to you within a week or two. So you have lots of content that you can use for your business.
Our goal is to help small businesses all the way from it can cost you nothing if you want to do it all yourself. You can come to our free workshops and literally use that knowledge and just do it yourself. If you have some money and not as much time then you can also invest in us and we can help to take some of that off your plate. Along with that we've created a group on Facebook where folks who've attended the workshops are throwing out ideas, sharing videos, getting feedback, and we're providing feedback on that video content to help people constantly get better.
The thing that I want small business owners to know if nothing else is that one of the biggest things that stops people from creating video content is a fear of putting themselves in front of the camera and a fear that it's not good enough. If I'm going to do video it has to be really good. I heard someone say something once that we're not creating video content for today. We're creating video content for a year from today. We should a year from today look back at the content we're making right now and feel a little bit embarrassed. If we don't then we didn't start soon enough. That helps me so much every time I create a video because every time I create a video there's still some nervousness about is this valuable to people? Should I be the one teaching this? But if you think about it, I'm doing this for a year from today because by creating it today I'm going to get better and a year from today it's gonna be even better. It takes the pressure off of today. It doesn't need to be perfect today. This is just a chance for me to learn and constantly get better. I say that at the beginning of every workshop because I know that's one of the biggest barriers. Even for me, it helps me think about it that way moving forward.
Annie: I think that is great advice. I hear that a lot too. I help clients do some branded photography. I work with photographers to develop brand photo libraries. I hear that I don't want to be in front of the camera. People feel a little bit odd about that and what I always tell people too along those same lines is the brand is not about you in the way that you're the hero, the client is the hero right? But you're the guide and we've got to see the guide in order to trust them. So in order to help somebody, in order for your business to make an impact it needs, we need to see you and we need to get to know you. That's what video does so well, it's what photography does so well. That means getting in front of the camera and people like you can help.
You gave us a lot of tips to sort of relax in front of the camera but just remember again not only is it for you know as you said a year from now is also really about helping your client. You know, if they can't get to know you then they can't know, like, and trust you and work with you. You can't make a big difference to help them make a difference in their lives or with the product that you have. So that's sort of this step I think that's fantastic.
Janice, if people want to find those resources you were talking about. I know you're in the middle of launching the website. Do you have a URL for that? Should everyone just go to BigDogLittleBed.com?
Janice: It is bigdoglittlebed.com and we will definitely be linking to it there. One page will be all about strategy and coaching.
Janice: Yeah and if you find us on Instagram or Facebook we'll be sharing all of it over there.
Annie: I hope that you connect with Janice because she’s creating amazing content. I do a similar workshop strategy called Branding with Annie and it's always great to get out there and help small businesses and any business where you can. That's what these great workshops do.
You've shared so much with us today, far more than the three tips we'd planned for. You had two specific ones with us. The first one was really knowing your brand identity. So know who you are, who your audience is. That first step in having a great video. So you build it with that in mind. The second step builds off of that which is strategy is as important as execution. Then I know you have one third and final tip you wanted to share. What would that be?
#3 Action Tip
Sharing your point of view is as important as sharing about your product and your process.
Janice: So the third tip is also the third “P” in when I was mentioning the three “Ps” that we think about. Product, process, and the third one is point of view. I think this is the place where some businesses get there but it usually takes longer to get there. But some businesses never get there.
In our desire to reach everybody and have everybody want to hire us, we shy away from expressing our point of view or any part of it that we might deem as controversial or not agreeable to everyone. I actually think that hurts our businesses. Because I think when we know who we're trying to reach and typically our ideal clients share our point of view by not sharing that in our branding and in our marketing strategy we're missing out on building truly loyal clients and followers who don't just hire you but recommend you to everyone they know. Who go out of their way to tell people about you because they feel that passionately about you.
I think for me an example of that is we noticed in our commercial work pretty early on that about 95% of our clients were women. We were being hired almost exclusively by female business owners. There are a lot of reasons why I think this is but I really shied away from ever talking about that, from explicitly stating that we work primarily with women.
By saying anything about being a female business owner I just shied away from all of that I was trying so hard to be what I was seen and all these other video production companies, which were mostly male-run. So I was trying really hard to fit into this world of what I saw as successful video production companies and totally missed that part of our appeal was that there aren't many female video production companies out there.
By being a female lead we are attracting female business owners who want to work with other women and so I was missing that opportunity by building really loyal clients by not ever talking about that. Eventually, I started embracing that I am a female filmmaker with strong feminist points of view and have strong opinions on being a woman running a business, a creative business.
Once I started leaning into that and sharing that more on our Instagram, not related to video just related to being a woman running a business or being a woman in the world more generally the more engagement I started getting, the more DMS I started getting, the more relationships I started building with people who then ended up being clients.
They felt like that connected with me as a human first. So when it came time to make a video it made sense that I would be the first one they called because they feel like they know me .
I think this goes back to brand identity. When you think about your brand identity one question you should ask yourself is what is my point of view? Not just on my product and business but also on the broader world and finding which points of view really connect with your ideal clients and leaning into that and not being afraid to express those via a video, or social media, or writing, or whatever platform you want to use to express them. That should be part of your brand identity.
Annie: I think that's really inspiring and I think it's all about really what do you believe in? I hear from clients a lot another fear is they worry about, they want to appeal to everybody. I don't want to miss somebody. I want to help everybody. It always comes from a really heart-centered place in a lot of cases but when you try to help everyone you really don't end up getting known for anything and you don't end up attracting the people that you can help the most.
So we can help, I can help a lot of people so can you. There's probably going to be a much smaller group, a tighter knit community of people that we can help and add so much greater value to. That's what branding is all about. That's what a great video marketing strategy is all about, is connecting not just to any audience or a general audience but to your audience. It starts with defining that and figuring out who that audience is but also like what do you share in common? What are those values? I love that and it also challenges me I always learn something from these episodes. Am I sharing my point of view enough?
I think you do a great job. Why don't you show everybody what's on your shirt? I feel like that sort of shows our belief system here. So tell us what the shirt says.
Janice: It says the badass woman in me honors the badass women in you. I wore this in our most recent branding photos for that reason.
Annie: You're not afraid to sort of let that flag fly. I think that if you believe in something this is who you are. You know you want to work with people who wouldn't be offended by that, who would be a part of that world. That's not going to be for everybody. My business isn't for everyone. Yours isn't either. But you don't have to be for everybody to have a passionate and profitable business. In fact, if you have a loyal market you're going to grow even more than the people who are trying to appeal to everybody which is what branding is all about.
This is such a great place for us to end today. I really hope you enjoyed this episode of Branding with Friends. So many thanks to Janice, Janice Smith from Big Dog Little Bed Productions. Thank you so much for being here today.
Janice: Thanks for having me!
“Branding with Friends” Episode 7
Show Notes + Resources
Here are 3 key tips on how to use video marketing to grow your service business:
Before you start creating videos, make sure you have a strong grasp on your brand identity and ideal client. You need to know who you are, and who your audience is.
Strategy is as important as execution. Beautiful videos will only get you so far if you don't know what you want them to do for your business.
Sharing your point of view is as important as sharing about your product and your process.
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To learn more about video marketing or to seek Janice’s help:
• To view virtual workshops on video strategy and DIY video creation visit bigdoglittlebed.com.
