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Scroll-Stopping Creative

Justin Kelsey is the Founder and Chief Experience Officer of VAXA Digital, a digital strategy, advertising, and analytics company for e-commerce brands and agencies. Justin is also the Co-founder of Drone Multimedia, where he is responsible for the growth, marketing, and financial wellness of the brand.

Previously, Justin was the Associate Vice President of Digital Strategy for Bank of America and the Digital Strategy Consultant for Accenture Interactive. He earned his bachelor’s degree in business administration and finance from the University of Florida.

Here’s a glimpse of what you’ll learn:

[01:46] Justin Kelsey talks about filling the content gap for e-commerce brands and shares the key to creating scroll-stopping videos
[06:07] Optimizing the four stages of the buyer’s journey: awareness, consideration, conversion, and nurturing
[12:00] How to engage with your target audience online
[16:25] Justin’s tips for creating product-centric ads that outperform competitors
[22:31] The power of user-generated content for converting consumers
[27:39] How can you establish and nurture life-long customers?
[33:18] Justin explains how he helps clients build strong creative strategies

In this episode…

How do you build awareness and drive conversions for your brand? With digital platforms being increasingly saturated with content, how can you stand out and effectively engage with consumers?

The key question is this: how do you get your audience to stop scrolling? Justin Kelsey is a leader in digital marketing campaigns — and he has the perfect solution for e-commerce brands looking to make an impression. He brings scroll-stopping content to life for each stage of the buyer’s experience. By combining analytics and content visuals, Justin’s proven strategies can take your brand from run-of-the-mill to best-in-class. So, where should you start the journey of creating captivating content for greater consumer engagement?

In this episode of the Quiet Light Podcast, Joe Valley sits down with Justin Kelsey, the Founder and Chief Experience Officer of VAXA Digital, to discuss how to hook consumers using creative digital content. Justin talks about creating scroll-stopping videos to build brand awareness, how to optimize the four stages of a buyer’s experience, and the key to establishing life-long customers through digital media. Stay tuned!

Resources Mentioned in this episode

Sponsor for this episode…

This episode is brought to you by Quiet Light, a brokerage firm that wants to help you successfully sell your online business.

There is no wrong reason for selling your business. However, there is a right time and a right way. The team of leading entrepreneurs at Quiet Light wants to help you discover the right time and strategy for selling your business. By providing trustworthy advice, effective strategies, and honest valuations, your Quiet Light advisor isn’t your every-day broker—they’re your partner and friend through every phase of the exit planning process.

If you’re new to the prospect of buying and selling, Quiet Light is here to support you. Their plethora of top-notch resources will provide everything you need to know about when and how to buy or sell an online business. Quiet Light offers high-quality videos, articles, podcasts, and guides to help you make the best decision for your online business.

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What are you waiting for? Quiet Light is offering the best experience, strategies, and advice to make your exit successful. To learn more, go to quietlight.com, email [email protected], or call 800.746.5034 today.

Episode Transcript

Intro 0:07

Hi folks, it’s the Quiet Light Podcast where we share relentlessly honest insights, actionable tips, and entrepreneurial stories that will help founders identify and reach their goals.

Joe Valley 0:29

Hey folks, Joe Valley here from Quiet Light Brokerage. Welcome back to another episode of the Quiet Light Podcast. today’s podcast is brought to you by Yes, The EXITpreneur’s Playbook. If you own an online business, and you want to make sure you get maximum value when you exit that business, even if you’re doing it on your own to an aggregator, pick up the book read chapter 12, Chapter 11, negotiating with aggregators, all the deal structures, it’s there for you and we’ll help you build a better business and get more value someday. Building a better business is something that we all want to do. And today’s guest is helping lots of folks do that through video and digital aspects digital marketing, his name is Justin Kelsey. He’s a former banker realized the errors in his ways and started his own company called VAXA Digital. Justin, Welcome to the Quiet Light Podcast.

Justin Kelsey 1:18

Appreciated Joe thanks for Thanks for having me. I’m stoked to be here.

Joe Valley 1:21

Now you’re looking pretty hip and cool Did you did you wear the black t shirt and hat backwards when you were working at Bank of America

Justin Kelsey 1:29

all the time every day and that’s why I got fired. Just quit on my own accord and much more relaxed obviously attire now that we’re in the startup world here and so this is this is pretty much my day to day and

Joe Valley 1:41

it’s a good world to be in Tell us about that VAXA what you do there and why it’s necessary.

Justin Kelsey 1:45

Of course so we you know, I noticed I’ve always loved creative I’ve been making videos my whole life but only about a year and a half ago realized that there was a massive gap in the e commerce world when it came to content. So I saw an opportunity again, I’ve been in banking and finance and strategy consulting my whole careers have never anything aligned with video or e commerce. But I’m able to kind of quickly see gaps and I saw a gap in this market aligned with one of my passions and realized ecommerce brands need a video creative and they’re willing to pay good money for it and that’s basically how we launched VAXA started as a side hustle did it while I was working at the bank for about a year year and a half before finally jumping you know to feed in and just saying let’s do this thing. Now we’ve you know had a chance to work with some really awesome brands from pure one to a good company and you know everyone in between just really the goal being create scroll stopping video content that’s going to stop someone in their tracks that really any stage of that buyer journey as a ecommerce customer.

Joe Valley 2:43

It’s not It’s not the initial video that’s some it’s not the it’s not the product demonstration video but it’s use a scroll stopping meaning somebody online looking at ads and something pops up. And they watch that video. Click after seven seconds so they go through to it and Is that what you’re doing?

Justin Kelsey 3:02

To some degree, I mean, believe it or not, there are many different frameworks we use, we have about 15 frameworks so we’re gonna walk through those and some degree of detail today but I you know, there’s really no magic formula it comes down to testing you know, those scroll stopping quick, snappy short, seven to 10 second videos definitely have a place, but also the product explainer videos, the demonstration videos, the FAQ videos, some of the more boring content also has a very specific place in the customer journey as an ad itself, rather than just sitting on the product page. So a lot of brands don’t realize that a lot of brands are misusing the video that they’re producing in the wrong places. And you know, hopefully after listening to this, today, we’ll be able to solve some of those pain points for anyone who out there is an e commerce brand.

Joe Valley 3:42

So as timing would have it I just got off a call with Chris Moore, our cmo talking about this very thing for the Exitpreneurs Playbook. Talking about doing you know a quick video that leads to a five minute video that leads to a you know, 15 or 20 minute deeper video explaining the problem to be solved. But you’re doing this all for product oriented e commerce companies correct?

Justin Kelsey 4:06

Correct. And everything we’re going to talk about today is well under 60 seconds. So we’re talking short, snappy videos that are all going to be able to be run on pretty much any platform from YouTube to Facebook, Instagram, tik tok, Snapchat paid social paid search, for the most part, mostly paid social. So everything’s gonna be under 60 seconds in most cases, okay, why 60 seconds. Just because that’s again, really what the cut off is on a lot of these platforms, you don’t want to be producing something that’s going to go to three, four or five minutes and expect somebody to sit there and stop in their scroll and watch that, again, people want to consume content fast. The magic number is really actually between 20 and 30 seconds and a lot of cases that’s what the data is suggesting. But there’s definitely places for longer 40 50/62 videos as customers kind of get into that retargeting phase, like more long form content kind of works there. And when I say long form, I mean 50 to 60 seconds. But it really is gonna vary and again, come down to testing but you know, there’s a place For different video durations as well.

Joe Valley 5:02

So it seems, you know, necessary to have video content, but it seems overwhelming to produce it. What How does somebody get started? If they’re not using VAXA Digital? What advice can you give them if they’re going to try to do this on their own?

Justin Kelsey 5:18

Yeah, so believe it or not some of the highest performing content right now looks the worst, I don’t know how else to say it. But it’s like very low fidelity, very organic to the platform it’s sitting on that’s why you see what we call UGC ads, user generated content, you know, the selfie style iPhone testimonial type content, really outperforming so many other content types, especially it’s, you know, certain points in the funnel. But you know, that is content. For example, the anyone can, you know, grab their smartphone, start recording a selfie, pass it off to their friends pass off to their family, have the product in it, follow a general framework, again, which we can kind of, you know, talk through today. But as long as you have an iPhone, and as long as you have halfway decent lighting, and you’re in a quiet environment that’s somewhat controlled, you can make pretty, pretty amazing content that actually converts really well without having to hire an agency or even go to Upwork or Fiverr, or something of the sort.

Joe Valley 6:06

Walk us through that phases that you’re talking about, then let’s get started on that.

Justin Kelsey 6:10

Yeah, of course. So when we think of content, and this is again, how we think of content, but should align with just about how every marketer thinks of, you know, bringing a customer through the journey. there’s really four stages and a customer buyer journey for e commerce customers. And again, a lot of you may know this, but it’s good to relate it to video. So at the very highest level, we have the awareness stage, you know, following that we have the consideration stage, the awareness stage is really meant for just again, cold audiences, someone who’s very unfamiliar with the brand, the consideration stage is, hey, we exist as a brand we’re here to solve these problems that you’re having now that we kind of you know, know you’re interested in aware of the brand, then you have the conversion stage which follows the consideration stage, the conversion stage is what we call our almost level two retargeting that’s going to be you know, bringing someone from that consideration stage into actually converting going back to the website purchasing something buying something and then finally have what we call the nurturing stage of content which is someone’s already bought, they’re hopefully going to be coming back to buy more in the future increasing that customer lifetime value, really getting you know, the most juice out of the lemon if you want to think of it that way. You know, buying gifts for friends, family, etc. So those you know, at the highest level are the the four content types you want to think through. And you know, it would be helpful, we can always kind of, you know, go a level deeper talk about specific content types for each of those categories. Yeah,

Joe Valley 7:28

let’s do that. Because, you know, I want people to be able to take action on their own. The reality is we want to try to do these things on our own, and maybe some will be successful and maybe somebody’s like, okay, that’s cool, but I just want let me just let me just get in touch with VAXA. So yeah, yeah.

Justin Kelsey 7:46

Very highest level awareness stage. Again, the goal of this is to add value to the customer. So for anyone out there thinking, Okay, how do I be, you know, build awareness for my brand? How do I make people more aware of my brand, let’s say you have an easy example would be some sort of like keto products, we’ve worked a lot of keto products in the past, a good example would be a keto product, let’s say you’re brand new keto brand is a very saturated space. The goal is should should not be Let’s sell everyone on our keto product at this stage of the funnel at the awareness stage, it’s let’s add value to the customer. So what can we do to add value there’s really two main ways to do it. The first being informative style content. So this is again, very low fidelity. You could shoot this on an iPhone, you can edit it in iMovie, or you know any basic video editor. The goal is you want to give out as much free advice related to the niche. So maybe again, if you have a keto product, seven recipes you can make from home involving you know keto baked goods, or Here are seven ingredients you have in your pantry that are keto friendly, it’s all of these almost BuzzFeed style videos that you see running out there that the sole purpose is not to get anyone to click to your website, it’s not even really to get them familiar with the brand. Maybe one of those seven keto friendly foods is your product to build a little bit of early brand rapport but the goal is let’s educate the customer let’s give it a lot of free value with then the you know the target of that being to retarget them and we’ll get with that in a second but we want to give out as much value as possible we want to educate the customer we want to get them to click LIKE SHARE comments on these videos. Again, you’re running these hopefully on Facebook on Instagram anywhere they can get engagement on them so that customers just really share them as much as possible engage with them as much as possible to almost the opposite effect of that the other type of I guess value you can give to a customers is humor everyone likes humor videos, everyone likes memes, you know satire type videos, you see them all the time on Instagram, Facebook, Snapchat, because you know people like them. People like to laugh people like to, you know, tag their friends and funny videos. The goal of this is make it as relevant as possible. Find something you know, again, if you’re on the keto space, like make fun of people who are on the keto diet, like do do things that people are gonna relate to and laugh about. And because of this, they’re going to share the content. They’re going to tag people in it, they’re going to like it. Again, you’re not pushing anybody anywhere. You’re just you know, if anything, familiarizing them a little bit with your brand, because you’re Paige posting them. But again, you can make these skits on an iPhone if you have, you know, some degree of a sense of humor. If you don’t go to Fiverr and hire someone to write a funny comedy script for you for literally like 20 bucks, there’s so many like funny freelance comedians out there that can do this for you. And then just take your iPhone and record it again, low fidelity is totally fine at awareness stage content that fits into the platform, people expect it and there’s really like, no, no need to have a massive Cinema Camera setup here.

Joe Valley 10:26

Where’s the call to action and all of that, you know, I used to do this on radio and 30 to 60 seconds and it was always a CTA at the end. Is there a call to action in the awareness stage,

Justin Kelsey 10:34

you could use a call to action but again, you don’t really need to, you don’t want to seem salesy. You don’t want to seem like you’re selling the product. So if there is a call to action, it could be like, you know, do you have another food, you’d recommend adding to this list, things like that things that are subtle call to actions that get engagement comments on the video, but not actually calling them to go visit, click out of the video, go to your website. Obviously, if they really think they want to they’ll they’ll do it anyways, they’ll find a way to find your website, click on your profile, etc. But the call to action, if anything should just be to get them to engage with that video. It’s a like, it’s a comment to share it with a friend that might find these, you know, seven keto friendly foods helpful. But really, the call to action should just be engagement. And I’ll tell you about that in a second as to why that’s so important.

Joe Valley 11:17

And you can do that in 60 seconds, or less than 60 seconds.

Justin Kelsey 11:20

Think about it like BuzzFeed if you want to get some examples of this, go go to the BuzzFeed or tasty pages or any of those on Instagram and look at how they make a recipe video or one of these informative listicle style videos and under 60 seconds. And again, you spend less than 10 seconds on five different things and boom, you’ve got your video.

Joe Valley 11:38

Okay, I’m just going to stop the podcast here. I’m going to drive to Charlotte and you and I are going to work on some video content for the EXITpreneur’s Playbook. That’s the end, folks. I’m just kidding. It’s gonna happen though. I know this already. Alright, what’s next? What’s the next phase?

Justin Kelsey 11:51

Yeah, so those were great in that phase. You know, there’s other things you can test in that phase, UGC content, etc. but for the purpose of this conversation, we’ll talk about those in these other phases. So in the next phase, really, all we care about now is engaging those folks who watched those videos and this is what I call again, the consideration stage, or what I call level one retargeting. So now what we’re going to be doing is creating again, this is again, paid social. So we’re using Facebook or Instagram as an example, we’re going to create a look alike audience of anybody who engaged with that video. So anyone who watched that first video, anyone who liked it, commented on it, shared it, you know, you can pull into these custom targeting audiences on Facebook. Again, if you’re a marketer, you’re probably familiar with this. If not, you know, you probably know someone who can help you do this. But the goal is, you should be able to now target anybody who engaged with that video who watched more than 75% of that video, you can put them into a custom little buckets, for lack of better terms, anyone who watched more than 95% of this video, chances are, if they’re watching a video, that’s seven keto friendly foods, you can find it home, they’re gonna be interested in keto friendly products, and now is when you’re gonna start hitting them with your product ads. So that’s kind of the strategy of this phase. And in terms of specific videos now is when I’m going to introduce the actual product.

Joe Valley 13:02

So this is a separate video, this is not service video, separate

Justin Kelsey 13:05

video. Okay, totally separate video, if you had to think of it and kind of phases again, these four phases, you’re going to start with getting them to, to learn about the brand a little bit to just overall give them value, now we’re gonna actually sell them. So this is when the selling takes place. So now we’re going to retarget. Again, anyone who watched those first bits of content, anyone who’s maybe maybe you’ve been to the site could could get lumped into this audience. But the goal is, we know that the people who watch those first videos are interested in something related to your product. So there’s a really good chance that getting them to watch these next sets of videos are going to give them they’re gonna convert a lot better your customer acquisition cost is going to be significantly lower than just going after a, you know, blank, wide open audience or something of the sort. So now the best way to do that is something called an explainer ad. So this is almost your your typical product video that you’d see on Instagram. So it’s going to follow a general framework of we’re going to grab your attention again, that scroll stopper, we call it the hook or the scroll stopper, grab your attention in this first couple seconds, it could be through texts, this could be through visuals, anything that’s going to stop somebody like what’s going to stop someone in the tracks for you to figure out. But from there, what we’re going to do is follow a general framework that goes something along the lines of problem agitate that problem talk through the benefits than the features. So describe the problem somebody is facing in the keto example might be trying to lose weight or to eat healthier. You’re gonna agitate that by saying or you know, this is maybe an extreme example but are you tired tired of being the fattest person in the room or something like that? It’s

Joe Valley 14:29

about how would you like to look better naked now you can with exactly yeah, something’s actually an ad that I recorded three decades two decades ago, and it is crazy successful fat, fat assassin I was selling that product. Okay, tangent, get me back on track. Keep going.

Justin Kelsey 14:47

Yeah, but I mean, you did it exactly what I was explaining you agitated that problem. So you name a problem and then you exaggerated or agitated a little bit. And then after you’ve done that, the person is like, Whoa, that is totally a problem I have and that’s something I can relate to you Now you talk about the feature or the benefits of what you’re selling them so hey help lose weight or you know made was seven natural ingredients then you explain that a little bit. You’d wrap it up with some sort of social proof, you know, 500 5 star reviews or 10,000 5 star reviews. Following that maybe with a little UGC testimonial like cut into the video. Again a lot of a lot of this you could shoot on an iPhone explainer testimonial start to get a little higher produced if you want them to convert. I would recommend working with maybe a freelancer and agency photographer videographer and at least getting the footage and you can kind of chop it together yourself now the captions but for this video, it’s very much product centric, it’s fully focused on the product the product and action cool shots of the product and then you wrap it up with a call to action driving them to the website in this case so

Joe Valley 15:43

the How long is that that video? Is that one the explainer video still another 60 seconds or you go longer?

Justin Kelsey 15:48

Nope, any video we’re gonna talk about today under 60 seconds. So this one specifically, I would say 30 ish seconds is kind of the sweet spot up to 40 seconds if you have enough content if you’re adding in some UGC bits to it, but for the most part, very short, very sweet, to the point following that framework, ending with an offer maybe like a 20% offer scarcity offer you know, software only lasts for the next week, and then ending with that final call to action being Hey, visit our website to learn more. And this is when you’re finally driving traffic with a direct sales call to action to the website with the goal then they’re going to look at the product page, etc. Do you have a question? Now keep going. Okay, cool. So next, in that same category are still talking retargeting. We’re still talking consideration. Another ad that’s really powerful here to kind of complement that explainer ad again, you can kind of create a campaign around specifically consideration and just bucket these different ad types in their tests these different ad types. Slight diversion testing is absolutely key. With any one of these there’s no like perfect prescription as to like this is definitely going to be the best retargeting video, you can do test all of these at all stages of the funnel. This is just what we found based on our data works best. The other type of ad in this second stage this level one retargeting is a lifestyle or use case ad. Lately, believe it or not, we’ve actually seen these not performing quite as well for some brand types. But they do really perform well for clothing and shoes, and anything that’s going to be worn. So in this framework, it shows somebody using the product out in action, showing it in a specific use case. So if you’re a shoe company, it’s going to be showing a bunch of people running with the shoe tying the shoe, again, very heavily driven by the product centric shots, it’s gonna be very be real heavy, maybe there’s a voiceover and maybe there’s some captions that kind of explain what’s happening. But following really the product all throughout its day and different use cases, maybe the backgrounds changing, if it’s a shoe, it’s at the beach, it’s at the, you know, the gym, it’s at these, you know, various environments, and those performed pretty well. Another one that works really, really well in this phase is what we call a side by side or comparison ad. Again, you’re still trying to prove that, you know, you can help a viewer solve their problem in this case. So a side by side comparison ad might literally be a split screen, you know, straight down the middle and showing you know your product on the right hand side. The left hand side can be your competitors product, you want to make sure that your product looks drastically better at whatever this feature is you’re highlighting the new competitor. And this framework has actually been around for decades, you go back to the 1950s you see paper towel commercials using this obviously is probably one of the easiest examples like hey, look at our absorption on the right hand side, look at our competitors absorb absorption on the left hand side exaggerates the absorption feature of their paper towels.

Joe Valley 18:25

You can really try to think of those paper towel ads and I don’t think the brand name of the competitor was there. Do you hold up the actual competitors product? You know if you’re selling pickleball pickleball paddles? I guess they’re called I don’t know. Um, you know, are you literally holding up your competitors? pickleball paddle on people I don’t I’m sorry, I sold the pickleball business amazing aces and I can’t remember the name of the racket, there you go racket. So do you show the actual competitors product and is that kosher is that is that acceptable?

Justin Kelsey 18:56

is definitely a gray area. To be honest, we always err on the side of caution and just say the competitor or the big competitor, you can almost kind of like you know, you can see it and sometimes know exactly who you’re talking about depending on the product. Technically, and again, I’m not a lawyer, so don’t take this as legal advice. In a lot of cases you are allowed to use a competitor’s name, but it has to be purely facts, if you start to like skew it at all, you start to make them you know, you know, not properly use their product and it just gets really hairy. In my opinion, I would always avoid using competitors names unless you have a massive legal team to back up these claims that you’re making. But I see

Joe Valley 19:31

you know, when you’re buying software, something like that they’ll do all of the competitive products in different boxes to check that you’re getting with their product versus the other. So as long as it’s true, I guess it’s okay.

Justin Kelsey 19:43

Yeah, as long as it’s purely like apples to apples facts, to fact, no problem music and competitive design. But otherwise, in a video like this, we typically just avoid it say the competitor. Another one that works really good in this phase is what we call a man on the street video. So this is basically let’s say You know, we’re walking around the streets of Charlotte here we’re literally going up to people with a product and handing it to them. And let’s say it’s a sweater we actually shot one of these yesterday we had a sweater that we were trying it’s obviously a little hot for sweater right now, but we were faking it. We’re saying like, hey, try this on, give us your reactions to it. We were literally walked up to people in Uptown and said, try on the sweater, tell us what you think. And people were taking it on feeling. It’s like, wow, the fabric feels great. Blah, blah, blah. And you walk up to actors or to strangers, real strangers, yeah, real strangers, can set for him, give them a $10 Starbucks gift card, if they, if they appeared in the video, just super easy. That’s what I would recommend. If you guys were gonna go out and film one of these yourselves. incentivize some people and they’ll do it. But basically capturing as many of those raw organic reactions as possible. Again, this can feel very organic, tik tok does this, you see it on Tick tock, a lot of times you see it on Instagram, Facebook, you can film it on an iPhone, no problem, throw it on a tripod, have a little mic, fake mic, if you want to look like you’re holding something up to someone’s face, but say, Okay, give us your reaction on this. And then this is basically just a highlight reel of those best reactions you gathered about the product, we see it work incredibly well in this phase just to again, you know, drive traffic to the website showing how you can help someone solve a problem. And basically just showing a quick again, 3045 seconds, it’s kind of that sweet spot version of hey, these are all these natural real reactions to our product works really well in this phase, okay.

Joe Valley 21:17

But we’re, which phase are we in?

Justin Kelsey 21:21

Last, that was the last video of this consideration phase, that second phase of content. And again, these are these kind of cross phases. So we’re really talking about more of the video types, you can use them, test them as needed. But yeah, for for that second phase, someone who’s you know, maybe generally familiar with a brand, but not very familiar, they’ve never been in the website, the purpose of these videos, the call to action is going to be very much driven towards, let’s get these people to the website to learn more about the product. Okay, so now we enter the next phase, which is the conversion stage, basically, in this stage conversion stage is all about now, somebody has been to the website, but they didn’t purchase, maybe they added it to their cart, for whatever reason, they’re still considering the product and not converting yet. So we call it the conversion stage, what we’re doing now. So now, again, someone’s been to the website, they clicked away the pixels, hit them, the Facebook, pixel, Google Pixel, whatever, whenever pixel gets set up on the site. Now the goal is we want to retarget them back to the site. So you know, chances are they saw the product, but they are not sure if it’s maybe the best fit for them and this space. So you know, they’ve seen all the previous videos, but they’re like, I can go buy this other paper towel brand, or I can go buy this other scarf. Like, why do I really want to go buy this scarf that may be slightly more expensive from a brand I’m not super familiar with. So now we’re gonna hit them with this conversion stage content, the best way to do that, in my opinion, is what we call a UGC compilation. That’s basically that UGC, user generated selfie style content, but a bunch of it chopped together into one quick video, again, you might have, you know, 10, five second bits, that’s a bit extreme, more so like 510 second bits, there’s just a bunch of people giving their like natural raw talking to the camera selfie style reaction to the product, generally, it’s going to follow that same framework of let’s talk about the problem and how this problem helped, or how this product helps solve that problem. So what’s up guys, I’m Justin, yeah, I was always freezing, and I could not get warm, and I could not look good while I was doing it. That’s when I discovered the blah, blah, blah, scarf. And since that I, you know, felt great, I’ve looked good, I can throw in a suit, I can wear it with this, blah, blah, blah. And you’re going to take that bit and you’re going to do five other bits like that with various demographics. If you’re going after multiple customer personas, this is a perfect framework to do that. So if you have again, a children’s product, maybe you’re going after teachers, maybe you’re going after the kids themselves, maybe you’re going after your parents, you can have multiple personas in the same video and kind of capture multiple audiences in a single video. And it’s adding that social proof. So again, if someone’s like, I know this scarf brand exists, and I know this scarf brand exists. Clearly all these people are picking, you know, the scarf brand here, maybe I’ll go try it for myself as well.

Joe Valley 23:51

And those people that are actors that you hire, friends families to say it,

Justin Kelsey 23:55

it depends, it depends. So and a lot of cases now brands are collecting their own UGC, no ad vac, so we have a tool we give every client we work with to collect UGC for them, because again, it helps make our life a lot easier when we already have a library of UGC to pick from. Otherwise, we always film it ourselves with every shoot we do you know, the entire crew and team will film some UGC with a product will reach out to family friends that fit that demographic have them film some UGC. But again, someone at home that wants to do one of these videos, this is one of the easiest frameworks to do from home. You know, have a bunch of your friends family, take an iPhone, record some of this content, holding up your product, talking problem solution, and then chop it together in iMovie. With a little call to action to go, you know, hey, visit the website for more again, we’re trying to get them back to the website, they’ve already been there. And in a lot of cases, this could also work top of funnel, this could be the very first video people see and they might convert. So again, testing is absolutely key when it comes to that in the same phase of content, what we call the conversion stage. A couple other frameworks that work really well one that particularly works well is what we call our expert testimonial. So in this case, it’s going to be interviewing an expert in that field. So we’ll go away from the scarf example and maybe go into, you know, coffee or something of the sort. So maybe it’s a coffee product you’re selling. In this case, maybe we have a little more organic of a setup, or not organic, I should say a little more studio based. So a little more higher fidelity, Cinema Camera, professional lighting, professional mic, maybe they’re sitting down if it’s a coffee product and a coffee shop, and it’s all well lit really looks good. And they’re talking to the camera now and saying, like, Hey, guys, I’m a barista at a coffee shop owner, I recently discovered so and so coffee brand, and we’ve been serving out to our customers, and they absolutely love it. So it’s similar to a UGC in a way, but it’s coming from an expert, someone who’s trusted in the field. Ideally, you have a lower third graphic that you know, shows their actual full name with, you know who they are. So somebody could actually go look them up, realize, hey, they are an expert in this field. You know, they must know what they’re talking about. Otherwise, it wouldn’t be endorsing this product. You can also test a lower fidelity, almost UGC version of this too, you know, we do with the same, same crew, same cast, we’ll film this high fidelity version, but then we’ll also, again, haven’t taken iPhone record a quick testimonial, very low fidelity, very organic and test that against that one as well, when sometimes the iPhone version outperforms the the ones we shot on $7,000. Cinema cameras just kind of comes down to testing as well. Wow. Okay, so yeah, pretty crazy.

Joe Valley 26:15

Yeah. All right. So is there another phase with with the video sequence here? I think we’re under there. Yeah.

Justin Kelsey 26:20

So there is one more phase. And one caveat to that last phase, there is a kind of bonus video type that I would recommend for, again, customers who are on the edge, what we call an FAQ video, it’s basically taking the FAQ version of your website and converting it into a video format. Very easy to do. Again, for anyone who has an e commerce brand, you can do it one of two ways you could do just very text heavy graphics heavy, go to Fiverr and hire someone to literally say, here’s my FAQs. Can you make these into a visual video for me and run these? The goal of this is you’re addressing those concerns that customers have. So you pick the couple questions that you know, Joe, if you’re really interested in coffee, you’re like, well, how does it make me feel? Am I gonna get too jittery? Where’s it sourced from? Is it ethically sourced? Things like that, that would maybe have you on the line of purchasing this new coffee brand you’ve never heard of? And literally answering those could be the founder answering them could be a person answering them could be you know, just a random person on an iPhone. A lot of the times that the framework that works best here is we show problem in texts kind of pop up on the screen, and then goes to someone actually talking answering that question. And this works really, really well for someone who’s kind of just on the edge that maybe has these concerns, and you’re literally speaking those questions back to them with the direct answers. So that converts really, really well as part of this third or conversion stage of content.

Joe Valley 27:32

Interesting, interesting. Okay,

Justin Kelsey 27:34

that’s the last stage. I’m sure you’re curious. Let’s do it. Yeah, last stage is what we call the nurturing stage. So this is very often overlooked by a lot of brands, a lot of brands I would say 80% of the brands we’ve worked with never even consider it today have never created content there but it can be probably the most powerful when it comes to recapturing that customer lifetime value. So this is going to be the content customers are getting hit with after they’ve purchased the product so a lot of times brands will kind of give up they’ll say hey you know we sold it we won you know, we made that $50 average order value, you know, cool on to the next customer, when realistically it’s much much cheaper to get your previous customers to come back to you and buy again than it is to go capture a whole new Cold, you know, cold customer and and bring them all the way through those other phases. Again, why not just retarget to your existing customers and kind of skip the first couple phases. So this nurturing phase content is going to be very much like similar to an awareness stage, but the customer already knows your brand so we can switch them the video formats a little bit. One easy video is similar to the FAQ video is called the Getting Started video. So it’s like hey, we know you’ve purchased the product now now we’re going to show you the best ways you can brew coffee with our product, things like that. So might be like hey, here’s you know you just purchased XYZ coffee brand. Now we’re gonna show you the best way to French press your XYZ coffee or Hey, you want to cold cold brew your XYZ coffee, here’s how you do it. So these are videos people are getting hit with right after they’ve purchased as an ad, that’s getting them to again further engage with the brand for as an advertiser or through email or both. Both you can you can certainly use these videos that they have, you know multi-platform value to them as an email as you know, organic social, you can blast it out on the blog if you need to. But also running these as an ad ensures again more eyes get on that video, you know, keeps people in that that funnel that you’re trying to keep your customers in, gets them to engage with it, comment on it, share it with other, you know potential customers who need who they know have bought from them. Just a really good way to again, keep that engagement up. Another way to do this, again, really easy on an iPhone that anyone can do is what we call a founder thank you video. So it could be literally me as the Coffee Company founder saying, you know, Hey Joe, I really want to thank Joe But hey, thanks for buying our brands, you know, we really appreciate you. Sometimes it gets borderline creepy because they know they’re being targeted after buying the product. So use it with an air of caution in terms of how you’ve messaged this, but it’s as simple as like, Hey, thanks for buying our brand. We’d love to know what you’re thinking about it click below to fill out a feedback form on the on the product, we’re always trying to improve it and instead of driving them back to a landing page, you’re driving them to maybe to a You know a type form that’s giving us feedback about the product and showing that you care about their voice as a customer. And they’re constantly using this feedback to now improve your product offerings going forward. So a lot of lot of brands see success in this when we implement it. Not a lot of brands are doing it probably 98% of brands running paid social are not running any type of video like this, and gathering feedback, but it just makes customers feel like their voice is being heard in this future products that are released. And now you can you know, remarket as those products come out and people see that their voice was captured in some way so I’m really

Joe Valley 30:31

really proud of this all of this should be done you know, I think about it just with quiet light. Everybody that buys or sells a business should get a thank you video with a survey form type form from myself and Mark asking them about their experience and how we can improve it next time.

Justin Kelsey 30:47

Exactly as to that same point you can use it on email, you can take that video and blast it out on email or put out on social put it out as a thank you page after somebody checks out with their order. There’s so many ways you can you can do that basically, and get more use out of just an ad from that type of video.

Joe Valley 31:02

Yeah, so VAXA walks people through this does all the video shooting and editing and getting it all done. But then do they have an outside agency that helps with the Facebook advertising the social media advertising and retargeting and all of that or does VAXA do that as well?

Justin Kelsey 31:23

Exactly. So the ladder so we are very much involved on the strategy side again, my background background being in strategy and the creation. After that we basically give customers the roadmap of here’s exactly where you should place these videos. But we have found you know, we’ve actually had a paid ads team in the past we had a paid social team in house just realized like, Sure, it was fun. That’s a whole nother ballgame, whole nother set of stresses made much more sense for us to rather than try to keep up that team, just partner with the best of the best when it comes to executing video ads. So we’ve actually kind of now identified, you know, a handful of agencies that we have in our partner program that are specifically aware of how to run these videos, were producing that we have our 15 different video frameworks we produce, they know exactly how to take those videos and put them in the right places. So we have again, based on level of ad spend, whether you’re spending 10,000 a month, you know, 100,000 a month 200,000 a month and Facebook ads, we kind of connect you with the right partner for that level of ad spend, it’s going to basically help take these ads and and execute them and again in ways that a lot of paid social agencies might not a lot of paid social agencies might not do your 95% viewership retargeting because they don’t know that’s a thing or they might not be pushing, nurturing stage content. So these agencies we work with are all about that and that’s why we work with them.

Joe Valley 32:34

Excellent. Okay, cuz that’s the missing piece. You know, for many people it’s well first shooting this they could probably pull it off and at some level on their phones, but then they have to do something with it. The editing I would think is very hard doing the the digital overlay the names and things of that nature. It’s just outsource that stuff, folks. That’s why we’ve got it, we got Justin here. Okay, that’s all the phases, I think, right?

Justin Kelsey 33:00

Pretty much and there’s, you know, other video types will sprinkle in and test from here, here and there. But for the most part that covers the basics, that someone from home again, if they weren’t gonna work with us could easily create almost all of those from an iPhone or, you know, a Basic Editor on Fiverr, or something not gonna say they’re gonna convert nearly as well, you could still, obviously, you can still produce them.

Joe Valley 33:18

But yeah, let’s just assume now that somebody wanted to reach out to you, how would they get? How would they get started? If I was a new client of viewers? What’s the process like?

Justin Kelsey 33:26

Yeah, so we initially start before we even worked with the client, make sure it’s gonna be a good fit for us, we have a couple different boxes we like to check in terms of are they running ad spend, are they going to be able to do the proper amount of testing where we’re going to get learning off of this though, we do what we call our 20 minute creative strategy consultation. So we have customers book that from our website, vaxadigital.com once they book that we hop on a call with them, a lot of times, it’s personally me hopping on this call to talk through saying, hey, show me all the ads you guys are running, I’ll take a look at all their paid social channels, where they’re running ads, how they’re using ads, and basically just give them a free breakdown, like, Hey, you guys are missing the mark here, here here. You know, we think we can solve it, you know, fill those gaps with this type of creative in this specific spot. If they do decide they want to work with us to solve that for them. We have a what we call a repeating content cycles. So we have a four week cycle of fresh content for every single brand we work with. So almost every clients on a retainer with us every month, they’re getting fresh, new add concepts, to fuel whatever product or skewer you know, product line they’re going after. It’s about a week of pre production and planning. We have a strategy call, we talked through what worked the previous months, what’s worked for them in the past, we have about a two week production window where we’re shooting, editing, planning, scripting, getting feedback, getting revisions done, and then we have about a week of testing. So during that testing window, again, we’re working with our partners or their in house team to get data and that’s really all we care about at the end of the day is what does the data tell us if you know UGC videos aren’t working for a particular brand, even though everyone else swears by him. Doesn’t really matter what’s working for that specific brand. Let’s make more of that. So if lifestyle promos are crushing it, we’re going to create more lifestyle promos, the next cycle, switch up the copy, switch The elements, the actors the tenant location. But really we want to have a minimum of a week of testing and getting data back on click through rates row as before we even try to figure out what we want to do for the next cycle and it just hopefully continues to pay for itself and repeat itself. And that’s how we build ideally, lifelong relationships with most of our customers.

Joe Valley 35:18

Yeah, beautiful. How does How do folks reach you Justin? They want to go ahead and get that initial consultation.

Justin Kelsey 35:24

Yeah, so the easiest way to do it is just on our website, vaxadigital.com. You can also go to vaxadigital.com/booking to go directly there. But if anyone has any questions on video, you know, we’re not gonna like, you know, force you to get on a call with me if you don’t want to. If you just have a simple question based on this episode, you can always DM me at Justinreels on Instagram or Tiktok respond to pretty much on my dm so you’re just like, Hey, give me your quick feedback on this UGC video I produced happy to you know, quickly run through some notes send you back a voice memo. So feel free to DM me any questions you have around ecommerce video creative and you don’t even need to hop on a call with us. But obviously if you’re a bigger brand and you have some budget, I would love to chat and we can certainly figure out where some money’s being left on the table. Beautiful.

Joe Valley 36:07

That’s great that you’re offering that up. That’s fantastic. Justin, this was great. I’m intrigued and overwhelmed. We’re gonna have another conversation. Separate from this about doing some of this for The EXITtpreneurs Playbook. Appreciate your time today.

Justin Kelsey 36:20

Thank you, Joe. Appreciate you.

Outro 36:23

today’s podcast was produced by Rise25 and the Quiet Light content team. If you have a suggestion for a future podcasts objector guest Email us at [email protected]. Be sure to follow us on YouTube, Facebook, LinkedIn, Twitter and Instagram and subscribe to the show wherever you get your podcasts. Thanks for listening. We’ll see you next week.