Talking head videos are one-sided videos of an individual talking about a particular subject. In this case, probably the founder or other senior leaders talking about the industry you serve, it’s dynamics, and your proposition.
They create a type of marketing asset called ‘Evergreen’ which, as the name suggests, means it works all year round, selling for you while you sleep. Think about it, when a salesperson makes a cold call, the effort is incremental and linear - it takes the same amount of energy each time you do it. However, when you create an evergreen asset and place it in online channels, you only expend the effort once, but the video might be seen hundreds or even thousands of times. These assets scale in a way that direct sales simply can’t. That’s not to suggest for a moment that doing lots of videos can replace your salespeople, but in an environment where buyers increasingly like to self-serve information, having a good pool of high-quality content will lave the way for your salespeople making them far more effective and lowering your CaC (customer acquisition cost).
Distribution
These video snippets can be placed in a number of different channels to boost visibility.
YouTube: These are well indexed with keywords and really help to increase your companies visibility
Linkedin: Slice the content up further into 30 second snippers and have them posted periodically to your execs profile or the company LinkedIn page
Your website: Using video is a boost for SEO, and it also caters to website visitors that prefer to consume content in that medium.
Why don’t more companies invest in talking head content?
It’s amazing how few companies invest in creating any video content. It’s often down to the following reasons
Perceived Expertise: i.e they don’t know how to do it
Value perception: Focussed on direct sales and things that can be easily measured. I.e myopic
Cost: Believe creating some videos will be horrendously expensive.
Some video production companies charge a small fortune, but it needn’t be expensive. If you’re on a tight budget, I’m going to show you how to create these yourself. You can either follow this how-to guide and create them yourself with a little effort for under £1k, or GTMHIVE can manage the project for you for around £5k.
Here are my 7 top-tips for creating this content yourself..
Film in a podcast studio: There are podcast studios popping up everywhere and they can often be booked for between £100-£400 per hour, including both video and audio equipment and an engineer to support you. It’s often better to use a dedicated site because the sets are dressed to look nice and professional and have soft lighting, which creates a really professional look.