When I pivoted my company to focus on digital video marketing I’d been a producer and director for 30 years, with my own production company for over 20 years.
Despite the fact that I was an expert in video PRODUCTION, when it came to attracting new clients I was dead in the water for years.
In retrospect, my problem with my own video marketing was an obvious one. I was too focused on the video and not focused nearly enough on the marketing.
Which makes sense. Coming from a traditional video production background, I never marketed myself very much. Back in those days, the referrals came thick and fast. All I needed was to be an expert on how to make high-quality, effective videos.
It took me a long time to figure out how to make my videos work inside a comprehensive marketing strategy.
Once I did it was like …