The Sharpest Tool™

Building Trust through Video Marketing

Cheryl McRae
Josh Smith
Jill Wilson, PR Director at Scorpion, is excited about one of their most recent Public Relations efforts, their new original series "Get to Work." This unscripted show follows Jill and her co-host across the country as they visit their clients and do their job for the day. Their most recent trip to Austin, TX for Episode 4 involved investigative plumbing. She shares how experiencing and filming a day in the life of their clients gives her team a better understanding of their clients. It also allows them to create new video content for their clients to use in their marketing mix which is incredibly valuable.

Josh Smith (00:03):

Hello, and welcome to the sharpest tool where we take the sting out of marketing. My name is Joshua Smith. I am your host and I have an exciting guest in the booth right now, Joe Wilson, scorpion welcome, Joe.

Jill Wilson (00:17):

I'm happy to be here. I'm

Josh Smith (00:18):

Excited for what we're going to talk about today, but why don't you give our listeners a little insight, scoop out what what's a PR director do. Dana day.

Jill Wilson (00:26):

I get this a lot. Even my parents asked me this one. Exactly what you say you do. Basically. I'm PR director at scorpion and I run scorpion cares. I handle all the media. So that'd be any of the trade magazines, blogs, national magazines, like entrepreneur I'll do that. And then even more currently I've been helping create media, which is something I'd love to chat with you about tonight. Yeah. Creating content and getting social media up to speed and where it should be at.

Josh Smith (00:57):

And what's the media you're working on right now. So we just can't. I mean, if you could say, I don't know, is that taboo right now or

Jill Wilson (01:03):

No, we just announced it. We are creating a Scorpion's first unscripted show called get to work,

Josh Smith (01:10):

Get to work, get to work.

Jill Wilson (01:12):

And it's not meant it, it has two meetings, so it's get to work. Like everybody knows, like stop messing around, get to work. And it is also, we get to work with some of these amazing clients. So like we're grateful to have the experience to work with these clients. So as two meanings, it's called get to work and we go travel around the country and we, um, do our client's jobs for the day. Um, Yeah, like dirty job style. And we do something fun with the clients afterwards and kind of delve into why are they so successful? What's what are they doing? Right. Um, to be growing their business.

Josh Smith (01:48):

That must be fun with the home services industry that you get to our quiz. All right. What's the craziest thing that you've had to do so far in this, get to work show like that these plumbers or electricians or HVAC people do.

Jill Wilson (02:03):

Okay. So I have, I want to preface this with, I have the utmost respect for plumbers who do investigative plumbing, because I just got back from our episode four in Austin, outside of Austin, visiting a client there. And we, well, my co-host did this, but I can say we all just go with that. Went and crawled in a crawl space at 40 foot tunnel, under a house to replace piping and you know, a mid century home that, that needed, oh,

Josh Smith (02:39):

I don't know if I could do that.

Jill Wilson (02:42):

It was a hundred degrees in Southern Texas and we're wearing these sanitary suits, which a lot of the guys are like, yeah, we don't even wear those because they're too hot. Um, but they zip up and it's basically what wrestlers would wear to like cut weight because you're sweating. Yeah. And then fit yourself into this tiny hole, which is dug under a house and you get a few degrees cooler. So that's nice. You get a little bit of shade and

Josh Smith (03:13):


Jill Wilson (03:14):

I mean, roaches like everything. So yeah, crawl down there. My co-host, he took apart about 50 pieces of piping in an hour. So it's actually, they did a great job like doing the job for the day. And then I did the sewer pipe inspection, those cameras that roll down into like the sewer pipes. And we can kind of see what's going on with the piping down there, but either way, I mean, we were wet to sweating and it's hard to keep a conscious mind and to do that job for the day, day in and day out. I mean,

Josh Smith (03:50):

Absolutely. Well, that's what you guys are doing there. It ties into a bunch of what we're going to talk about today, which is video marketing hugely in the important in today's marketing mix. I would venture to guess. So let me give our listeners a bit of an inside scoop. What is video advertising? Um, exactly.

Jill Wilson (04:09):

So if you're on social media these days, or if you're searching for something, be a Google, what have you, what you're going to see first is videos. I mean, if you scroll through your newsfeed now you'll see bird that's friends with a cow and it has 43 million views. You know, every single thing that is really getting play is a video, a lot of the written blogs and things like that are getting, not downplayed, but they're just not getting the algorithm favoritism from Facebook and LinkedIn and Instagram. I mean, they just launched. I G T V so video is becoming of utmost importance and without it, you're going to have to pay a lot of money to get seen. So it's a nice organic way of getting your voice out there and letting your potential customers know who you are, what you're about that they can know like, and trust you.

Josh Smith (05:05):

Feed is very telling. I think I see videos, every scroll,

Jill Wilson (05:11):

Every single one. I mean, and I think there was just a study done that 72% of people would rather see a video on something than read about it. So,

Josh Smith (05:21):

So what are the different types of video? What are uses of video for your marketing? Um, what are the different reasons that you might have video as a part of your mix?

Jill Wilson (05:33):

One, it just gets the attention of people, whether you're using it for a paid advertisement or organically through your social platforms or your website. I think it's all about getting your audience to know like, and trust you, which is super important for home services. You're letting someone into your home, they have to trust you. And if they don't, they're probably not going to call you and use your services and to know like, and trust that's that can create a client for life. So if they like you and they know you and they trust you, um, I think video just gets you there quicker so they can have those feelings about you before you even stepped foot into their home, um, or having an experience with them versus they're not so sure they might've seen a Yelp review or something, but they're going to go with you because they trust what other people have said about you. It just gets you there faster. People can see what you're about. Definitely.

Josh Smith (06:26):

Let's talk about the different platforms that we have available. You mentioned Instagram TV, super interesting. Instagram owned by Facebook, um, which is awesome powerhouse right there. And then you have the big, big powerhouse of YouTube, you know, where to get the maximum amount of benefit to your video content that you're putting out. Is there a best place to put your content right now? And is that changing? Do you see that changing in the next three, four years?

Jill Wilson (06:55):

Yeah. I mean, I thinks of so quickly changed in the past three to four years that I think for sure it'll continue to change, but right now Facebook is really geared up with Facebook. Watch. I mean, they're buying out, uh, shows like Mike show return the favor. It's it's not on Netflix. It's not on an ABC or CBS. It's on Facebook watch. So they're getting big names to sign on to Facebook. YouTube is doing the same thing. Everyone is kind of preparing to do battle and that battle is led by Netflix and streaming. And that's why Amazon's creating their own content. Hulu's has not been creating it, but now they are. And YouTube they're all there, the new networks. So they're the new ABC CBS box. All of that. I think the social channels, they have so much data on people and their viewership television has suffered from that because they only had an Nielsen ratings. I don't know if

Josh Smith (07:48):

Our listeners might not know. So what are, what are Nielsen ratings

Jill Wilson (07:52):

Ratings would tell you how many people are watching a show? Um, they could see when people are tuning in and out, and it was used for advertisers to kind of, uh, create a value for what their advertisement should cost during the show. And, um, but it was pretty rough around the edges. It's not the most exact, they couldn't tell your age. They couldn't tell your, if you're male or female or what zip code. I mean, they probably know your zip code from the cable network, but that's about it. I mean, Facebook knows what you like, what you've clicked on all your friends, what they like, like where you're going to dinner, what kind of person, your religious experience like they know everything. So it can be that much more targeted. And I just think it's, it's inevitable that these platforms will be the powerhouses.

Josh Smith (08:40):

So how do you think video really impacts a customer lead generation? I know you mentioned it's really important from service businesses. You're inviting somebody into your home. It builds trust that that value, that lifetime value can be built in through video marketing. Um, how do you think impacts customer lead generation, customer retention, things like that?

Jill Wilson (09:00):

I think lead generation, for sure. Because they're able to kind of vet you out. Everyone does a research now. I mean, if you're going out to dinner, you're going to probably, I know I do check out their Yelp ratings, see there's photos. I even want to see, you know, videos of the restaurant. I want to see how comfortable their chairs are. I'm not trying to be hipster. You know what I mean? So people do their research where they're going to spend a lot of money. So if it's something important like their home, which is a lot of people's biggest investment, they're going to do research on, on who they'd hired, letting them

Josh Smith (09:34):

Sure. I like to call it the interview without the interview. It's the opportunity for you to showcase yourself to somebody, for people to look at you, talk to you, see how your body languages, if you're smart, you know, that those kinds of things come through with that visual representation, but you're not sitting in front of somebody to do that. So, um,

Jill Wilson (09:53):

We used to call it stocking back in the day I stopped you online. And I saw that you did this

Josh Smith (10:00):

Google via quibbling. So how does it differentiate businesses from their competition? Their competitors are in the air.

Jill Wilson (10:07):

I think it completely differentiates as far as the value of your leads as well. Because if someone can see a video of you and know that they'd be, you'd be a good fit for them, I think the value of that person will go up because they're mostly, they could see almost immediately, you know, I get this person, I trust them. It's something that we do as humans and like a blink of an eye. That's what the whole book blink was based on. Um, you make a snap judgment, like, yes, no. I mean, and that could be based on appearances the way you talk. I mean everything, but I find that most people, if they're themselves and they're not trying to put on a fake persona on video, it comes across. Well, definitely. And if you're passionate about what you're doing, obviously that's great. Depression

Josh Smith (10:52):

Is cute

Jill Wilson (10:53):


Josh Smith (10:55):

So w uh, you know, you mentioned blink, you mentioned, you know, people that it's, you don't get a second chance to make a first impression, right? So from your experience, your vast experience in the PR world and running video content and your background in that, what are some of the most important factors when it comes to producing video content? What do, what do, what does a home service business owner need to pay attention to?

Jill Wilson (11:20):

I think first and foremost, I think a lot of people don't bring the energy to video. They get kind of scared. I've seen a lot of people have amazing personalities and a lot to say, and then the cameras turn on and it's like, oh, okay. And I'm done. And so people get a little nervous about just cameras being in their face, but you shouldn't be because there's editing this fabulous thing in production. We like to call posts where you can not use a clip if you don't want it. So what I would suggest is people over excite other viewer. If you look at any infomercial, they're overly excited and regular life, you would think these people are over caffeinated. Yeah. But guess what? That's what sells, like, if you look at a QVC or taking it up a level in television world will be, that's where you should exactly be at. So I would suggest over caffeinating yourself and being super passionate about what you're doing. Um, I also find another tip for people would be writing out what you're going to say and not necessarily to memorize it because we're not actors. Right. Most of us. So instead of memorizing it word for word, just knowing what you're going to say, just trains your mind to know what you're going to say. So when you get in front of the camera, it just comes easier when you're actually, um, and I find that works a lot. Yeah.

Josh Smith (12:40):

So small business owner doesn't have tons of money to hire an awesome video team like you probably work with at scorpion, but, um, w what are some ways that they can get some real awesome content above and beyond, um, you know, uh, just being awesome and energetic on camera. What are the things might they have to consider?

Jill Wilson (12:59):

I would ha I would have themes. So whatever your business is, maybe you have some employees that work for you that are, have great personalities, you know, show the same people again and again, keep consistent. So having locations be pretty consistent and, you know, social media loves their, you know, media, Mondays and transformation Tuesdays and follow me Fridays and all that stuff. So I think kind of going with that and being creative with your brand and your theme is, is great. I also think just production wise, I mean, I phone X now. I mean, the 10 is like, yeah, the camera's pretty up there. So if you don't have like super fancy camera equipment sure. You can record on that. The biggest thing, I think people do it themselves as audio.

Josh Smith (13:49):

Oh yeah. Yeah. We can all see seen those videos.

Jill Wilson (13:53):

And that's something that you'd have to just, you know, if you are doing it yourself and you don't have love mikes or other mikes, I would just do it. No quieter, like, I mean

Josh Smith (14:05):

As possible. Yeah. Yeah. Make sure the air conditioner's turned off

Jill Wilson (14:09):

Your car is always a great place if I see everybody recording in their cars. Um,

Josh Smith (14:14):

Yeah. So person personalization is important for them to identify with their consumers. Um, w w why in marketing, is it really important to kind of put a face behind the logo, um, to really personalize the brand with the video component?

Jill Wilson (14:30):

I think that who you are these days is everyone has a personal brand, more than ever, because everything is transparent on social media. They're buying you, they're not buying blankety blank business name, they're buying who you are and what you represent. Are you a good person? Do you, are you a family guy are someone that has integrity with their work? Like all of that is what they're buying. They don't really, they're not going to care so much about the things that, that people kind of gloss over now, because there's a lot of people that can have a same level of expertise. A lot of people know the same things, but then at that point, it's like, who do I like better? Yeah.

Josh Smith (15:10):

Ah, I think that's a very real, a real world scenario. I mean, we do that all the time. There's so much competition, so much noise and, you know, it seems to me like the people that you do business with at one July, I kind of like that. He's my person first. And that's why I'm going to do business

Jill Wilson (15:25):

With it's my kind of people.

Josh Smith (15:27):

Yeah. That kind of thing. What content do you think is really beneficial and best really suited for home services? When it comes to the types of video, you shoot educational business, promo like all the different variances that you can have. What's most beneficial.

Jill Wilson (15:42):

I love educational pieces that are short and quick and well done. I think for home services, I know myself and I can only speak for myself, but I think a lot of people don't know about plumbing for example, or how to fix their garbage disposal. I mean, I don't know how many times I've called over a plumber and they're like, yep, I'm just going to do this little thing that takes two seconds. And

Josh Smith (16:13):

You know, what role does humor play into that too? I mean, it's people like the laugh. Do we need humor? Should it be super serious? Should it be just straight forward and informational? Is that an advantage to,

Jill Wilson (16:25):

If you're funny and people say, you're funny, I would go with it. If, if you're more of a straightforward kind of person, then I'd go with that. I think just being genuine is where you gain trust. So I think just being yourself is the best thing you can possibly do, but it takes a little bit of time to, to get comfortable with that with cameras rolling and Mike's on and, um, broadcasting to the entire world. So,

Josh Smith (16:49):

Uh, well, this has been awesome. Jill, I know we're wrapping things up here. I want to tie this up with a little bow. I know a lot of people, some people may have some big [inaudible]. I know some people might be listening and they're like, yeah, but I need to be, I need to be the next YouTube star. I need to be the gen the next, uh, the big YouTube there's so many big YouTube starts out, but is that even possible? I know it's probably not necessary for business to have that, but it can somebody still become a YouTube star today or is that just so rare? Yeah.

Jill Wilson (17:21):

If you haven't noticed we're in a society where people get bored real quick. Yeah. I mean, it's like down to three seconds. So if you think about it, for example, in Hollywood, the same actors are cast for the same roles and like, oh, look, I'm an action star again in my 10th action movie, like it gets old. Right. So there's always room for new always. Um, it's just, I think consistency is key. You're not going to grow an audience, um, video wise, otherwise without consistency. So I would just really encourage everybody if you're going to do something, um, like video marketing online, just to have a really consistent schedule and you just knock it out and do it. And definitely don't think twice about it. And your business will like definitely flourished from it.

Josh Smith (18:07):

Very good. Well, Joe, this has been awesome. Thank you so much for taking the time. I know it goes by so fast, so fast. Well, thank you so much. I appreciate all the time you spent and all the great insight that you're able to give. Thank you so much for all you listeners who are enjoying all the content we're putting out. Definitely hit that subscribe button wherever you might be at. And from all of us here at the sharpest tool, we will catch you next time. Thanks.

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