Allen Martinez, Founder of Noble Digital

I'm Allen Martinez, I'm the founder of noble digital we're creative production agency in Los Angeles, and we mostly primarily focus on digital marketing. That means everything from branding to digital funnels to campaigns on Facebook. And also of course I'll creative assets that you made. It's part of that messaging while I will say I was told by someone that I they were drinking from a fire hose. So I was covering a lot of things but at the end I kind of summed everything up by saying the beginning of 1900 s we had the Model T car. Okay, and if you think about what that looked like it looked like a horse carriage, right? It didn't look like a Tesla and I feel like you know the past 15 years most small and medium businesses were focused on AdWords search bottom of the funnel practices. Video is something that goes on the top an explanation video by the way is not the top of the funnel video. It's a mid funnel video. Okay, and so I was focusing a lot on the top of the funnel and so what I'm really trying to do in essence was try to get people to think about what a car should really look like. So to speak and get their mind off the horse buggy kind of concept. So it's taking a while for the world to kind of catch up. It really sucks to be an early adopter. I can definitely say that but now we're at a critical point where I'm talking about inbound actually people want to hear about video. And it's a brand new thing to them and I've been talking about these same things for six years. So it's kind of interesting to see it kind of falling, you know, become more mainstream videos are interesting with Facebook. You can create custom audiences for example, and so if someone watches that first video you can start making Rules by the level of Engagement they have so if they have like. Maybe 50% 75% engagement. Their little will say a warmer lead. Look the way a salesperson would score lead same way and they get to see a different video. Maybe we see something a little bit more that's further down the funnel which now we're going to the explanation video if they watch 10% that video they're not ready to hear your explanation video and you don't want to show them that so you need to start separating those audiences something that's kind of interesting with the HubSpot video that just launched this week is that you can actually do that through HubSpot as well. Not just on Facebook, so. That's a great way to also kind of see metrics and see the behavioral patterns that are happening because video has time, right if used to do a static image on Facebook. You can't measure how much time they stared at the imager, right? They can see that they can see the click the article nice about it. But with video you can actually see that the oh they watch the whole thing and even from my own metrics to my own website have a video on my my site Noble digital.com. You know, I noticed that my conversion. Is astounding on people that watch the whole video because I'm very clear about my message. They want to opt in if they don't watch the video at all. They'll go on my site. Maybe they'll scan through it and they will take action if they won't so I find that video definitely definitely see a difference because they can feel your presence your energy and a lot of people that don't like to read anymore. Right and they're scanning. Anyways at the top of the funnel. I will just say this where you want to spend the most money when allocate the most money to that. This should be your sexiest most provocative video. It should be the thing that people want to share makes them laugh makes them cry makes them think whatever. That's great. And it's probably way more user-centric than product-centric will say 1820 maybe 90/10. It's all about the user. How about the pain points? And it feels like it's custom designed for them as you move down that ratio starts to shift the explanation video still hitting those pain points, but you're trying to introduce the product what you're about and then we get the very bottom. That's we get to the it's all about you culture testimonials of other customers what they've done and now, you know now they're really engaged and hopefully they're about to make a purchase or decision by something bottom of the funnel can be literally meet screen sharing or simple. You know face on it, you know on camera that's cheap a testimonial can be generated by the user and cost to zero dollars. That's the bottom of the funnel think a lot of people already doing those practices and mid funnel stuff. But as these are the top of the funnel you really need something that lets them. Let me make it clear people may never make it to your website. Let's just be really clear about that. Okay. And so that video may be the only touch point they have. All right, so you got to make it count right? It's like it's like having an amazing. Corporate building you spend billions of dollars in this company of millions people and then you walk in and the receptionist is annoying or noxious you like. I don't want to do business these people. She's that one person is a little captures your culture. Right? And that experience is horrible then what do you think about this entire Corporation? Right the same kind of thing video is its owner, It really is. I'm surprised when companies that are let's say they're amazing at making chocolates suddenly believe they can be amazing at making videos. I mean some of them pull it off but a lot of them don't it's really it's another discipline. I would expect them to be great at making videos. I would say that my answer that is to find a great creative partner that can help you solve that problem. So you can focus on what you do really well and continue making those chocolates. I've been doing video in four years already. But when I told my agency I already saw the future and those little too early the why back then and even to this point was like internet speeds not only had 200 megabytes internet speed. I wasn't normal and so video was kind of a difficult medium to deal with there's more resources. Now, there's more people now there's more filmmakers. There's you know, there's people that there's there's platforms that help people like create things. So I think the bar to enter is a lot easier now it's lower. So at that point, it's really it's a matter of what value do you want to that video? You know, and I touched on my talk about, you know, you have to think of your like an assets. How much should you pay, you know to pay for a video? For example, the answer is take one of your sales people. What do you pay them? Annually, that's not a bad Benchmark to use because that video is going to work more hours in that salesperson. It's going to work for you 24/7 doesn't take vacations holidays and think the weekends off. It's working nonstop. At the same time it can actually communicate to thousands or millions of people at the exact same time where people can't really do that. Right? So it's going to be the heart and soul of your brand automated. Okay. And so when you have some like that becomes very valuable the return on what you spent on that pays for itself. It's almost like you have to think of it like Talent you would hire it's the same thing. It's going to be it always has been an important asset but the problem was 20 years ago where we gonna put it. On TV that was like your only option in the movie theater. So those are two options you have that was it and so Facebook didn't have video Until only three four years ago. Think about that. That's another thing that turned but it didn't get popular it was on there. And as soon as I saw the like yes, yes, I was like I was on it but still was like people were like we want AdWords it literally was like we want we want the we want the horse buggy. Why are we doing? You know, what is this Tesla thing, you know, so that was the problem. They know that search worked has been working for 10 12 15 years. Why are we doing this new thing? It's not new Fortune 500 been using video since the 50s is nothing new at all. The bar for entering is lower. Now, you want to television media spend you have to start they want to start fifty thousand hundred thousand to start, you know, just if you want you to buy a halt block of time face was like you can buy five dollars at a time with whatever you want and now that domination. It's definitely top of the funnel. It's definitely top of the funnel. There's no one's really doing that bottom final practice has been around forever. You know, if we're really being honest like why would you use video for bottom funnel it helps but emails are doing great Messengers great and you don't necessarily need a video, but I think if you're doing messenger and adding a video that people can click on even automated messages. It's only going to enhance that experience, but we're at the top we're talking about someone who doesn't know you doesn't care about you. You're trying to make them aware and attract them. So they're moving in down, you know the drill. What is that? They're leaning forward versus leaning back. Like what do you want? You know, so I think that's one of the missing elements that's happiness. It's the reason why I really focus on this because I work with a lot of startups and they're always focused on scale. They got investors that want to see their money back and they have these goals to hit and so scaling is really critical for them. And so. You know, we're really trying to like it's got to be we have to we start at the top, you know, I mean unless you build the bottom your funnel that's all working. But that top of the funnel is where you open everything up and everything turns to turns on and comes life itself is going to be video ar vr. I think it's not for every company. It depends on what the goal is. I think ARB air is really interesting. It has to be with the right objective. It's gonna be little I would be able to look more finicky about ar vr but just traditional video. I'll go all-in and video and when I talk about video I'm talking about integrating with the whole Solution on how about this Standalone thing? And so again when I talk about a creative partner, make sure you find someone who understands not just to make a beautiful video but understands how to take your marketing message how to take your users and your brand and combine that all into one holistic component that is like just an extension of your company.