How would you get the word out in the crowded “build your authority with video” space?
The company
Boost Win Rate (“BWR”) is a video strategy and production house for B2B companies that helps them produce ‘talking head’ videos for social media to connect authentically with their audience and boost their authority.
Problem they tackle
We believe that B2B video is broken. It’s too expensive, B2B teams are uncomfortable getting on camera, and they give up once they see their videos get no views or engagement. Video’s time-to-value is too long, to the point that companies give up and never see the ROI.
Competitors are only solving for the “time is precious” problem by conducting interviews to capture lots of content and then chop it up. But the bigger issue is that clients don’t get results and say “video doesn’t work.”
The solution
First, you need to be comfortable and look good on camera, so we start with training to improve your on-camera presence and at-home video setup. Small things make a big difference. Many start with the “7 videos in 7 days” challenge where we fix 1 thing every day and create great content along the way.
Second, you have to say “no” to the rhetoric that you need to educate your audience on social media. Remember: it’s called social media for a reason. People want to be entertained and engaged before they get educated. So you need to start with content that shows your personality and shares your wins and struggles authentically. Only then will your audience be receptive to more educational content.
We accomplish this by asking the right questions (we’ve interviewed hundreds of B2B executives to learn what works) + inviting you to mini Mastermind groups where you share insights with fellow executives and we capture authentic “behind the scenes” content.
And third, you need results fast! Video marketing is similar to going to the gym because it’s hard. If you don’t see results fast, you’ll give up. Besides, what’s the point of putting out videos for a year and get 100 views?
We solve this by building our own B2B content channel. We already have 100k followers and growing fast. Which means that we can get your videos in front of your audience immediately and get you tons of views from the right customers.
We also organize small ‘traction pods’ where you engage with each other’s videos – watch, comment and give feedback – to give an immediate boost and demonstrate to social platforms that indeed you create great content.
The challenge
We have a very differentiated solution centered around training + masterminds + captive distribution channel + traction pods. Our challenge is how to best communicate it to the market.
We asked the experts, and here’s what they said…
There’s a difference between being differentiated and being different. You’re differentiated when you’re comparing yourself to the competition. Maybe you’re better, faster, cheaper in some way. But you view yourself through the lens of competitors. You’re different when you truly stand out and have no competitors.
To truly stand out and win, you want to be different. If BoostWinRate produces better videos for social or makes the experience better, then it’s differentiated. But it seems that it can actually be different by saying “B2B video does NOT work” and positioning itself as the first company that focuses on traction-first or ROI-first video instead of simply producing video for social.
– John Rougeux
Category Designer, Category Design Advisors
SEO isn’t a tactic for immediate results, but it can make all the difference if you want to dominate your category over the longer term. It’s a slow build of authority that becomes a moat around your business and it’s difficult for others to copy.
Use tools like Ahrefs and Surfer to research companies winning in your space and get a sense of their content (how long it is, how frequent, etc.). This way, you will know what you need to accomplish to compete.
For SEO you want to create a ‘“cloud” of content around your keywords, and link each of your posts to the other.
BoostWinRate is in a very new space with no established competitors, so you can look at the neighboring “podcasting” space and copy the way companies won there with SEO. The good news is that all the competitors have very new sites with practically “zero” authority so it’s a level playing field. And none of them is investing behind SEO because they are small teams that work on validating the market so they focus on quick results. That’s an opportunity to start investing in the slow and steady approach showing your conviction in the space.
– Tim Hanson
Founder of FiveThreeOh (SEO agency)
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