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In episode 31 of the Customers Who Click podcast I spoke with Jeff Davis, the founder of Molio, a full service agency which specializes in launching brands through the use of video marketing.
As I’m sure you’re aware, video can be a really expensive medium to use. Producing quality content is expensive, and often has a limited lifetime.
On this episode though, Jeff explains the process Molio uses to produce a video toolkit, allowing brands to mix and match different video segments for the platform and audience they are marketing to.
Jeff spent 23 years building brands at Proctor & Gamble before developing the Molio model of video advertising by launching the Orabrush solely via Youtube advertising, becoming the first brand to do so.
02:21 - 13:18 - Jeff Introduces us to Video Marketing - Youtube launched promotional ads in 2009 and was acquired by Google, Jeff and Orabrush took the opportunity to explore this new channel, put together some amazing video content and managed to build an amazing brand and launch it in 25 countries purely through Youtube advertising. Molio is a full service agency, and Jeff believes this is the way to do it. You can’t have the creative side separate from the media buying. They have to be closely connected so that the creative side and the data side are working together to innovate and improve.
13:28 - 42:33 - The Molio method - It involves the integration of creative and media and analytics, with video at its core. You don’t go about creating 1 video and hope to use it to advertise everywhere. This method is more about creating a toolkit that allows you to put together anything from a 6 second snippet through to a 5 minute video, with content and format determined by the platform you’re advertising on. And it’s just about optimising from there. Testing out the different formats, working out what messages work with each audience and platform and scaling.
43:03 - 50:03 - Where to Get Started with Video - Just get started. Don’t worry about the cost, you can shoot some really cheap video yourselves, even just with an iPhone. Look at what people are doing with TikTok these days, there’s so much iPhone footage because the cameras are quality. So get started, but a tiny bit of budget behind it and then dive into the analytics. Find out what the behaviour is, what the demographics are that are responding positively and negatively to your content. So give it a go, but properly analyse what you’re doing. There’s no point just focusing on CPA and the conversion at this stage.
50:21 - 57:09 - What are the Big & Common Mistakes? - People following best practice as if its the only practice. It’ll only get you so far, you really need to be thinking outside the box about video. It’s just like with other content, if its actually really good quality, people will watch it. You also need to understand the impact that your tactics on one platform can impact those on another platform if you really want to take things to the next level. Treat everything like a hypothesis, ask the questions, as its the person who asks the best questions who will see the best performance.
57:21 - 59:50 - Jeff’s Pet Peeves - Businesses who aren’t transparent with the clients, and try to force long term contracts on people as a standard part of the relationship. It ensures better, more profitable business relationships, and keeps agencies accountable if they could lose a client at any point should they stop performing. It also doesn’t make sense to enforce a contract on a client who might be struggling financially.
If you’d like to find out more about the Molio Method and video advertising head over to Molio.com and contact them there and you’ll get straight through to Jeff.