Related Posts
Podcasts
If you’ve heard the concept of They Ask You Answer (TAYA) before, you might know that video is one of it’s core components. At RedPandas, we coach businesses to implement TAYA so that they can become the most trusted voice in their space and dramatically improve their marketing and sales. As part of this, video coaching is pivotal in helping our clients do just this. But what does video coaching actually involve?
What Does Video Training Involve?
What is Video Training?
Video training is not about training to be a videographer. It’s not about how to “point and shoot.” The skills of how to shoot, edit and write for video content are a requirement for a videographer. Instead, video training should be geared towards mastering the concept of ‘They Ask, You Answer’ through video.
If you enrol in They Ask, You Answer Coaching with RedPandas, video training is one of the core aspects of training that you’ll receive from us. Video training will be focused on the videographer mastering and owning the video strategy for your company.
Now, you may be thinking, if we’re not covering the hard skills of how to “point and shoot,” then what will we be covering? Here’s a snapshot of what a year in video training could look like:
First 3 Months:
- Define Production quality standards and video creation processes
- Produce the basics of website and sales enablement videos
- Determine the common subject matter experts that will be on-camera
- Streamline what is required during pre-production to begin filming
- Master the Video 6 Formula to ensure that all videos have a specific purpose and value
- Transition to group training with other videographers who are working on the same part of the video journey
6 Months:
- Create a YouTube channel that educates your prospects at an industry-level
- Produce Big 5 content for your website and YouTube learning centers
- Improve the communication between sales and marketing teams so that sales team members begin to request videos needed for their processes
- Refine the tone of your videos to feel as unbiased, honest, and highly produced as possible
- Introduce 1:1 video that your sales team uses during sales processes to assign content and humanise interactions
- Produce a consistent two to three videos per week that are being properly published and maintained online
1 Year:
- Challenge the creation process to ensure that habits have been formed and tested so that two to three videos will be able to be created in perpetuity
- Identify ways for a video culture to be better implemented in the organisation’s sales & marketing teams
- Meet with Sales leadership to ensure that best practices are being followed with 1:1 video and assignment selling video
- Ensure that communication channels are as solid as possible and video is being adopted and leveraged by the entire organisation
- Review video viewership analytics to identify how they should adapt the sales process with specific prospects and how the marketing team should improve the production of future content
Why Do We Need Video Training?
You’ve heard all the stats about how video is the medium of the future. Maybe you’ve even heard it quoted in some RedPandas content you’ve watched or read it yourself in They Ask, You Answer.
Well, forget the future, video is critical right now.
A study in 2020 predicted that by 2022, 82% of internet traffic will be video. As of 2023, there were 2.7 billion YouTube users worldwide. And that’s just one of the platforms.
Think about your own video viewing habits.
Do you watch a video when you want to learn something new? Do you watch videos to be entertained?
No longer is video a “nice to have” when it comes to marketing & sales, it’s a “need to have.”
And you may be thinking, that’s all well and good, but why does this mean we need video training?
The truth is, a lot of companies who try to do video don’t do a very good job when they first start out. It’s an expensive medium to get wrong. Usually, they hire a production company to make a very expensive “about us” video that gets stuck on their website, and never think about it again.
Instead of throwing something at the wall to see what sticks, video training is sharply focused on producing videos that see results and analysing those results.
It’s about empowering your company to best utilise resources and money to see a return on video.
Who Participates in Video Training?
Video training is specialised to focus on the video strategy. In the first few meetings, if a videographer is not in the seat, the hiring manager will be attending video training, with a focus on finding the right person to own video for the company.
Once the videographer has been hired, the videographer will be the primary focus of video training. Generally, nobody else needs to be involved in training as the specifics of the specialty will make it unnecessary for any additional members of the team to attend.
It can be helpful to have the Content Manager and Hubspot Admin join some of the calls, but they will be largely focused on their own training tracks.
How Do We Know Video Training is Working?
You’re going to make videos in the first 6 months of video training that you look back on in a year and cringe. That’s not a bad thing, in fact, our video trainers at RedPandas say that this is one of their favourite aspects to reflect on. This is also one of the indicators that video training is working. With the goal of one day, being able to do They Ask, You Answer independently of RedPandas, it’s critical to start thinking for yourself when it comes to how you create your videos.
Some of the other indicators that the video strategy is working are a mix of anecdotal and analytical evidence. While this could look different for all companies, here are some general principles that indicate the video training is working:
- Customers are giving you feedback (both positive and critical) about the videos
- Your sales and services teams are coming up with ideas themselves
- 1-1 video has become a standard in how you communicate
- The bounce rate on web pages that have videos has decreased
- You can see a journey of how a customer educates themselves using your videos
- You are talking to more qualified leads than not qualified leads
There’s a complete list of confidence statements in the They Ask, You Answer RedPandas Scorecard that you can use to measure each quarter to track your progress.
If you work with RedPandas, as you get closer to the end of the planning period, your video trainer will walk through this scorecard with your videographer, much like you will walk through the They Ask, You Answer mastery scorecard with your coach. This document will be the single source of truth to showing how on track the company is with video to graduate. It will give the team clarity on the most important work to be doing each quarter when it comes to video.
So, what Does Finished Look Like With Video Training?
This is an oversimplified statement, but generally, a company is ready to stop working with a video trainer once they have successfully adopted a culture of video and have become the most trusted visual educators in their industry.
Video training graduates understand how to measure the ROI through their videos, they are able to produce two to three videos each week, and their sales team members are both asking marketing for new videos and are also effectively using video throughout the entire sales process.
In the section above, the They Ask, You Answer Video Scorecard is mentioned; an 85 or above is the criteria to be eligible for graduation from video training.
Recognise that a service like “video training” can sound vague and difficult to buy into without understanding exactly what you’re going to be covering, but the truth is that this journey is very consultative and the path for each client is very different.
However, what stays consistent across clients is the outcomes that we strive to achieve together.
Now that you know what’s involved in video training, check out this article on what else to expect in a They Ask, You Answer Coaching Program.
