#126 Video Marketing for Small Business Trends & Why I Stopped My Weekly Video Show

If you’re reading this or listening to this, you may have noticed that I’m not doing as many weekly video posts and I was in 2013, 2014 and early 2015.

Video Marketing Small Business Trends

You might be curious about the video marketing for small business trends I’ve noticed…

So I want to address why I stopped doing my video show on a weekly basis… and why I’m going all-in on other mediums. I’m also going to address whether or not video is still a viable marketing channel, and how to decide if it’s right for you.

The Evolution Of Video In My Business

I’ve had YouTube videos as part of my marketing mix since I started my very first business online in 2009, all about healthy eating… and you can still find many of my home made kitchen recipe videos online today.

Video Marketing Basics

Some of these early videos have tens of thousands of views, and a few “one hit wonders” were responsible for a flood of traffic to my website in those early days.

When I transitioned to doing more digital strategy, I moved to how recording “how to” tech training mini lessons… many of these videos were just seen by my email subscribers, but a few got popular thanks to people searching for specific keywords that I had optimized for.

You know how it is: when you have a tech issue or you’re looking for a technical solution to a problem, finding a video that shows you the answer can be a godsend.

And while these videos were easy to make, they weren’t always the most inspiring or fun, for everyone in my audience.

By this point, Marie Forleo my mentor and coach at the time, had started her successful MarieTV show and was getting the weekly on-camera video trend started big-time.

Marie shared with me and her mastermind clients how she organized her video shoots, and it seemed really doable to record a whole bunch of videos in one day and then to have a bunch of content to release over time.

With my techy videos, I was often recording and editing each one just a few days before sending them out… and that kept me on this constant “content creation hamster wheel”. So I loved the idea of batching my videos, and of having someone else edit everything into a neat package that we could upload and send to our email subscribers and tribe.

Then when a young videographer reached out to me after we moved to Brooklyn, New York… I knew I had found my video co-creation partner! Adam was a total pro, he went to film school, and he was creative and loved the vision that we came up with for the show.

The Off The Charts weekly video show was born.

Video marketing for small business trends

We filmed the videos in my tiny Brooklyn apartment, dealing with the interruptions of having a daycare right outside our window (screaming children in the background doesn’t make for the best audio quality!) and our crazy-hot radiator heating system in the winter.

I figured out how to script these weekly episodes, and we got to the point where we could record 8–10 short episodes in one day. I hired a hair and make up crew, we ordered some take out, and the show was off to a great start.

Video Marketing for Small Business Trends: How Video Helped Us Grow

At this point, I realized that my business was quickly shifting out of the “teaching the tech stuff” phase and into more of a coaching and consulting space. So being on camera was helpful for prospective clients who might consider hiring me, attending a live event, or working with me in other capacities.

I could definitely see the benefits that these weekly videos were having – I was able to connect in deeper ways with my tribe, and show my personality, too.

That’s not to say that there weren’t snafus, and that I didn’t stay up late a few nights trying to write all my scripts for our video shoot days… Or that I didn’t need to take a whole day off to recover after doing intense “on camera” work.

After all, I’m an introvert and as much as I love being around people, it can be taxing to be “on” all the time. Give me a laptop and a blank document to write in, and I’m happy as a clam. And while I do get energy from sharing what I’m passionate about on camera, I usually end up with tense shoulders and sore cheeks from tons of smiling.

Why We Moved Away From Doing a Ton Of On Camera Videos

When we moved to Dallas, Texas my goal was to keep doing our weekly video show. We even dedicated a whole room in our new house to be our designated studio space. We bought fancy videography lights, upgraded our background to shoot videos in front of… and set out to find a new local videographer.

Around this time, a few different things started happening in my business.

We were really excited to keep doing what had worked so well for us in the past: like continuing on with hosting our live event, and doing lots of on-camera video, plus running my coaching mastermind program.

The first challenge we faced was finding the right video team, and getting on the same page for the vision of the Off The Charts show. Although we did find someone as soon as we could, there were some differences in work styles and it became more of a burden to organize and manage the videography projects.

Around the same time, we were hiring other local employees and really learning a lot about the types of people we loved working with, and those that didn’t jive with our fast paced business.

We ended up having a lot of turnover with the local team we hired, and we pared things back to just necessities. We had the Off The Charts event to plan, so we focused on that instead of scheduling another video shoot like we would normally have done.

How AmbitionAlly Took On A Bigger Role

At this point, there was a lot of stuff “in transition” in our lives – we had moved across the country, we had hired in a rush and fired out of frustration, and we had a big event with over 180 people to pull off.

WordPress plugins for small business

At the same time, our AmbitionAlly software brand had been taking off…

If you were to look at our spending, you would see that in previous years where we would have spent money on videography – we were now spending on new team members with programming skills to help us develop our software tools.

I was also realizing that with plans to start a family, I wouldn’t be able to keep doing as much one on one coaching or running a big mastermind program each year… So our focus on building the AmbitionAlly software brand was really becoming a no-brainer.

I was coming full circle with a focus on technology again, but this time with our own software tools for WordPress.

That’s when it really hit me: investing heavily in doing weekly on-camera videos was just not the best strategy for my business anymore. With a baby on the way, I knew that scheduling a whole day to do video would be impractical – and instead I could definitely see myself sneaking off to record a podcast episode or write a piece of content for the blog.

I also knew that some of the topics I was addressing on video were resonating with my audience, but that they didn’t always want to sit in front of their computers to watch – instead they told me they loved to listen on the go and fit learning into their busy lives.

As a soon-to-be mama I totally get it.

How Doing Less Video Helped Us Earn More Money

Now, I’m not saying that video is not an incredibly useful part of your online marketing mix. In fact, I still want to do on-camera videos in certain special cases… I just think that you should really consider if on-camera videos are your best delivery mechanism or not.

And if you need to invest in the type of high end production that we were investing in, or not. Sometimes a down-to-earth web cam video with good audio quality can be just as effective as something recorded with a fancy camera.

If you freaking love being on camera and you could smile and talk all day… then by all means, video might be your jam.

But video is not the only way to communicate online, and I really don’t think it’s a one-size-fits-all. I absolutely love podcasting because I can record an audio file in my pajamas without getting all dolled up (hair and make up is so not my favorite thing to focus on!)… and I can pause and re-record as often as I need to, without worrying that we’ll go over schedule on our video shoot.

We’ve also looked at the numbers – and while some of my YouTube videos got thousands of views, overall most of my videos got a few hundred views… most likely the same loyal viewers week after week. And while there’s nothing wrong with that, one of the big reasons to create content online is to be able to reach new audiences…

Podcasting

In contrast, every single day my podcast gets hundreds of downloads or listens, and this platform has allowed me to reach a new audience that I wasn’t getting to on YouTube.

In turn, because it’s easier and less resource intensive to create podcast episodes, we’ve been able to branch out and start interviewing amazing guests and focusing more on our core competencies: creating amazing software for small business.

That in turn, has helped us to earn more money and create more value in the world.

For example, take the launch of our WebinarAlly tool – instead of spending a full 4 days prepping and recording videos, then managing the editing of these shows… We got a ton of buzz by releasing a small but mighty piece of software that enables business owners everywhere to unleash their voices on a webinar without being technical.

And as my business continues to grow, the AmbitionAlly brand is no longer “just me”. While NathalieLussier.com will always be my place to share my journey in business with you, I know that I don’t want to be the only person that represents my company anymore.

This business is bigger than me, and stroking my ego by being on camera trying to represent all the amazing people that make magic happen behind the scenes doesn’t feel right anymore…

So there you have it. A peek inside my thought process around video and marketing… and why we’re going all-in on other mediums. I still believe in the power of video, so don’t expect me to totally go into hiding, but if you’ve been waiting for permission to explore other mediums, this is definitely it.

Here’s to building a business that you love, on your terms, and using the expression mediums that really light YOU up.

Oh, and now that video studio room is being turned into our baby room… Exciting times ahead!

40 Comments

  1. Chris Rose on January 19, 2016 at 9:36 am

    Hey Nathalie!

    Thanks so much for sharing this! After attending your seminar in NYC two years ago, and with a baby on the way, my partner and I sat down and thought about the future of our business and came to the same conclusion – we dropped video production and took on podcasting twice a week. Best choice ever! Our podcast has taken off (approaching 1 million downloads!) and it is really great marketing for our online courses. Podcasting is so intimate – you get 20-40 minutes of in depth time with your audience, on demand. Brilliant! For the first six months after our daughter was born we recorded with her sleeping in a carrier. Now that she is a little older we book childcare and bang out a few episodes at once. As mama entrepreneurs podcasting is a powerful form of creating valuable resources for our audience, great marketing and keeps our brains going full steam. Blessings to you and your growing family! Cheers!



  2. Eve on January 19, 2016 at 10:18 am

    Very interesting ! Thanks for sharing your experience with your video show. It really proves that each business is different, the situation evolves and as business owners, we need to ajust our strategy regularly.



  3. Chivon on January 19, 2016 at 2:04 pm

    This was such a helpful post Nathalie! I’ve been thinking about venturing into podcasting and everything that you mentioned about video was point. It’s been inspiring to watch your journey over the years!



    • Nathalie Lussier on January 20, 2016 at 10:45 am

      Thanks Chivon, I’ve loved seeing you kick butt and take names online too! :)



  4. RonaLynn on January 19, 2016 at 9:35 pm

    Hi Nathalie

    I totally get it. making videos is a ton of work! Much more than podcast and while it is nice to connect with a person visually, the voice is also a very powerful way to connect.

    BTW, I do not believe a person has to smile all the time. I certainly don’t :) Hopefully people feel my sincerity and value it more than cheerfulness. haha.

    I wonder if you have checked out Adobe Voice? I just finished creating two videos and it is super fast and fun. Much faster than my personal videos and quite frankly, I think they will be more user friendly. Time will tell.

    Thanks as always,
    RonaLynn



  5. Marta on January 20, 2016 at 2:44 am

    Hi Nathalie!
    I am one of those who have followed you almost from the beggining: I found you in the Raw Switch (Witch) phase, when my eating habits where changing thanks to my then new boyfriend and now my husband, then continued following you with the how-to techie videos that helped me starting changing my website. And through you I discovered Marie Forleo and with your programs and her B-School I changed my life and my business.
    I didn’t need the coaching videos that much after that, but I loved keeping hearing from you every week and would watch them once in a while. I also bought and still use your first plugin (the other don’t match my needs right now, but I’m sure they are equally great).
    Unfortunately, I’m not a podcast person: my mind tends to get distracted with audio-only and wander away. A video helps me stay focused, and they tend to be shorter, too, which I prefer.
    Now that my baby Edna is almost 3 months old, we lie on the sofa to breastfeed and she falls asleep but doesn’t release the latch: it’s a good thing to have my IPad nearby so I can watch short videos. I stay awake and it’s easy to get back to them later if she wakes up and I have to stop watching/hearing.
    But anyway I’m happy that things are going well for you and that you’ll be soon a mom, too. I’ll still be happy receiving your emails every week, even if I don’t click on them that often anymore.
    Love from Barcelona!



    • Nathalie Lussier on January 20, 2016 at 10:48 am

      Love that you’ve been here from the start Marta and how much your life and business has changed, even though we’ve never met in person – we have had a big impact on each other. :) You’re the first person that comes to mind when I think of Barcelona! :) And congrats on your baby Edna, and I totally hear you on having something to listen to or watch while breastfeeding – I hear it’s very much all consuming.



    • Sabina on January 20, 2016 at 12:53 pm

      Dear Marta

      Will be driving into Barcelona in June or July – lets meet – maybe we could meet –
      Sabina Marti from Switzerland



  6. Lisa Stein Chang on January 20, 2016 at 10:43 am

    Nathalie, what a great honest post. I love that you shared something that wasn’t working for you and what process you went through to figure out why and what your next steps were going to be that fit you. Thanks for sharing!



  7. Summer Star Howard on January 20, 2016 at 11:02 am

    Nathalie! I absolutely love how you take us on your journey and give us the permission to pivot into what will work for us today. Totally honoring the current circumstances and not reaching for an ideal that is out of alignment. Thanks for the extra nudge that “podcasting is where it’s at” for some of us!!

    Oh, and I’m moments away from breaking out your ‘sales page’ module from Launch It and Profit. I need a sales page for my coaching services (can’t believe I’ve made it this far without one!!) and you are my go-to-gal.

    So, again, thank you for creating as much as you have since 2009, it all matters!

    xo – Summer Star



    • Nathalie Lussier on January 20, 2016 at 11:41 am

      Aww yay Summer, love that you’re diving back into the Launch It and Profit lessons – and yes, you’re so right: sometimes our alignment changes, and that’s okay! :)



  8. Brian on January 20, 2016 at 11:02 am

    Nathalie,

    I always love your no nonsense, straight-forward, refreshingly honest and transparent style. You’ve always got something really intersting to share and a perspective that gives so much value and wisdom. Thanks for being so authentic and for allowing everyone to see who you are and what you are all about in an effort to always make an empowering and transformational difference.

    Dr. Brian Haig



    • Nathalie Lussier on January 20, 2016 at 11:41 am

      Aww, that’s so sweet – thank you Brian! Hope you’re doing awesome :)



  9. Lynn Louise Wonders on January 20, 2016 at 11:03 am

    Seeing this article in my inbox was Divine intervention! I was JUST saying out loud to myself 1 minute before I saw your email, “Why can’t I just stick with my audio production? Making videos is just too time consuming and I can crank out professional audio so much faster!” Then I saw your email with link to this article. I think your video series’ and Marie TV are fabulous but I appreciate your down home human honesty about how much work it is and if we have a lot of other interests making videos indeed might not be the best…. Thanks for sending me some relief today! As always I am grateful for the mentoring of your blog!



    • Nathalie Lussier on January 20, 2016 at 11:42 am

      Talk about divine timing right Lynn Louise?! Sometimes you gotta prioritize, and if audio works for you and your audience – then why not? :)



  10. Jane Copeland on January 20, 2016 at 11:11 am

    Great post Nathalie, thanks for the insights. I’ve been wondering the same thing about videos. Good to know also that podcasting is working well for you. I have tried podcasting. The conclusion I came to at the time was that listening to podcasts wasn’t that popular for women. Looks like this is incorrect. I might need to pick it up again.



    • Nathalie Lussier on January 20, 2016 at 11:43 am

      Ooh that’s interesting Jane! I think it might depend on your audience, but I do feel like podcasts are becoming a lot more mainstream and also easier from a tech standpoint to access. I keep hearing about people who listen to podcasts in the car, on their commute, etc. :)



  11. Amy on January 20, 2016 at 11:19 am

    Nathalie, you rock.

    I read and listened to this and it felt like this weight was coming off my shoulders. Thank you for being so open and honest.

    I LOVE understanding your thought process and hearing these types of evolution stories.
    First of all, it makes me so happy and excited to see how you’ve created success on your own terms, but then selfishly it gives me permission to do what I want to do too!

    Like you, I considered myself a rebel in some ways, but I seem to have gotten caught up in the “shoulds” and the comparison trap of looking to everyone else to see what they’re doing. Bottom line is we all have to do what makes sense to us-whether or not it does to anyone else.

    Sharing and expressing your feelings the way you do has had a tremendous inpact on me, so many, many thanks!!

    To my fellow rebel with a cause ;)
    Amy



    • Nathalie Lussier on January 20, 2016 at 11:44 am

      Aww yay for being rebellious with a good cause! ;) And thank you for your sweet words, they mean a lot! Here’s to doing it your way!



  12. Kara on January 20, 2016 at 11:20 am

    Hi Natalie, I loved this post. I’ve been doing video for about a year now, and like you said some videos only get a few hundred views and some in the thousands! It’s also A LOT of work! I’ve been thinking about getting into podcasting this year, not to completely replace video, but to do less video and replace that portion of it with podcasting. I really appreciated your breakdown on the pros and cons of these two mediums. Thanks!



    • Nathalie Lussier on January 20, 2016 at 11:44 am

      So glad this was helpful for you Kara! And congrats on doing video for a year, it’s definitely a commitment. :)



  13. Katie ColorMaiden on January 20, 2016 at 11:27 am

    Helpful and interesting, Nathalie. Even though I was an actress early on, I’ve never wanted to do videos for my design, copy and tech business and have felt odd that I never wanted to. However, I love audio and have gravitated to it with zero stress. It’s very helpful to see your great business’ journey and how it’s evolving along with the reasoning. Plus, I love your products. Thank you for sharing this.



    • Nathalie Lussier on January 20, 2016 at 11:45 am

      Yay thank you Katie, love that you’ve got such a diverse background to pull from and that you’re listening to your gut on how to create content that resonates, too! :)



  14. Kim McIntyre Cannold on January 20, 2016 at 11:48 am

    Thanks for sharing your process so beautifully with us. I so appreciate that you share with us authentically about your decision making and business transitions. It’s a great reminder than even as we work hard, we still need to trust ourselves & go with the flow of our lives!



  15. Marcia Benavides on January 20, 2016 at 12:07 pm

    Hi Nathalie,
    awesome post, thanks so much I really needed it!
    I loved the way you explain both pros and cons of video and youtube, depending on each case, and just leave it up to us to really think which suits better for each of us.That is very smart.
    I blog from México and hope to really soon turn my blog into a business, so Im definitely considering all of your info. Oh and I found you from Bschool, your help is awesome. Thank you!



  16. Ieva Kalvane on January 20, 2016 at 12:25 pm

    Nathalie, it sounds amazing! I think your products are excellent and are high quality! I love what you do and how you do it! Keep rocking girl!



  17. Sabina on January 20, 2016 at 12:46 pm

    thank you so much – great insights!
    Sabina



  18. S. Brooke Bailey on January 20, 2016 at 1:22 pm

    As several of the other comments have mentioned – this post came at the perfect time for me. I feel strongly that I need to provide my audience with video content because I offer online coaching services. Much of the group coaching content that I deliver is via video and it makes sense for my audience to be comfortable with the platform and to get to know me through video. However, I have another website that focuses on the local New Orleans yoga community. I think podcasts would be great for this audience and I actually sent them a survey yesterday to gage their interest. I’m looking forward to taking your podcast Heartquarters training to learn more about creating a podcast program. Thanks so much for your honesty and insight. It’s incredibly helpful!



  19. Debra Guttas on January 20, 2016 at 1:30 pm

    Thank you, thank you, Natalie for your open-book summary of how you got where you are and your decision to change course in mediums. Your conversation around this confirmed my own feelings that I in fact did not want to do video, that that was okay, and that Podcasting and video screen capturing fit both me and my business model, for the same reasons that you mention, the only difference being that my life change doesn’t involve a new baby but a transition into retirement. I want a LIFE and a business! I no longer feel pressured to move into video and am moving forward with forming my Podcasting content.



  20. Bren Murphy on January 20, 2016 at 3:54 pm

    Hi Nathalie,
    Love where you are headed with this – de-cluttering your content array makes for more focus and specialization where it really matters – connecting with your fans, followers and clients.
    Tried video myself (in a couple of them I am making a fruit basket of all things!!) and whilst it converts well, I’m more a podcast kinda guy.
    Thanks
    Bren



  21. Allison on January 20, 2016 at 5:22 pm

    What an interesting post, thanks for sharing! I’m pretty new to discovering your fabulous blog, but I really enjoyed reading a bit about your journey in the video department.

    I super love the idea of decluttering and focusing your content because I’m all about simplicity. Some times I feel like I need to do it all but then quickly remember that I can’t. Ha!

    xoxo
    Allison



  22. Nathalie on January 20, 2016 at 11:22 pm

    Hi Nathalie,

    I loved reading this. And knowing why you made those decisions. How many people can you teach? Very interesting.

    Live & light,

    Nathalie



  23. Cynthia McIntyre on January 26, 2016 at 7:08 pm

    I certainly enjoyed the honesty and sincerity of your post. Your journey has been quite interesting. You are very talented and we are fortunate that you are so willing to share them with us.



  24. angelasartarea™ on January 27, 2016 at 1:59 pm

    I absolutely love it. That sounds so exciting. A baby on the way! I’m not one that loves being in front of the camera personally. I’ll do it, but it’s not my favorite thing to do. I was actually only on the local news here once, and had to be talked into that.I’m alright on-stage with the lights in your eyes, you can’t see the audience. Off-stage is a totally different story though! I’ve gotta give you alot of credit doing that so much. You astound me. I like the fact that you wrote a bit about Marie Forleo too. She’s another one that I just think is amazing. Thanks for sharing this post with us. :) I hope that everything works out wonderfully for you. :)
    *HUGS*
    Angela



  25. Cody Lister on February 7, 2016 at 8:24 pm

    Hey Nathalie,

    I can totally relate to the screaming children issue in NYC, my gf and I live across the street from a Middle School in Harlem where they let the kids play outside all day long. Ahh…

    Thanks for sharing this great post. I always enjoy reading your posts and can relate in many ways to your introvertedness. I experience many of the same feelings you describe in your blog posts.

    – Cody :)



  26. Stevie on February 15, 2016 at 4:23 am

    Hi Nathalie

    Great idea, I am not as busy as most but certainly find we are all going round in circles watching stuff and reading tons of emails that flood in daily, before we know what has hit us the very reasons of what we want out of life, have upped and gone like our children, there is more to life than work for loving life gain, I am still not that happy about all the social media, spending most of your day trying to reach as many people as you can, all work and no play, is that really what having a successful business is all about? Good luck with your change, I think you will realise that the videos weren’t that important, and just love being a mum, this is beyond doubt the most enjoyable time of your life spending as much time as possible with a little one and watching their every movement is the best ever!



  27. Tyhson Banighen on February 24, 2016 at 1:10 pm

    Great post. I chose to take the approach to launch The Wellness Show on Health and Wealth as a bi-weekly podcast and then decided to do the interviews on Zoom and release the show as both a podcast and on YouTube, so now I have the best of both worlds.



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