SBP 011: The Power of Video Marketing with, Jon Mowat

On this edition of the Sleeping Barber podcast, we welcome Jon Mowat, award-winning content creator and video strategy expert. Initially working as a director at the BBC, he now turns his expertise to helping businesses achieve their objectives through engaging and powerful video campaigns as managing director of Hurricane Media - one of the UK's leading video marketing agencies.  Author of the book, Video Marketing, Create Engaging Video Campaigns to Drive Brand Growth and Sales, we spend time discussing the nuances of video marketing, some of the do's and don'ts and tea towels! It's a great listen we hope you enjoy. ____________ Our Guest: Follow Jon Mowat on LinkedIn: https://www.linkedin.com/in/jonmowat/ Hurricane Media: https://www.linkedin.com/company/hurricane-media/ Link to book: https://www.koganpage.com/product/video-marketing-9781398601147 20% off Promo code: sleepingbarber20 ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps 0:45 - Jon Mowat Bio 2:08 - A funny story from Iraq 4:01 - What makes video so unique 6:03 - Video across the sales funnel 8:17 - How video has changed 10:45 - How to use video across different touchpoints 13:46 - Video is more than just a TV commercial 16:09 - Where people watch video matters 19:44 - Video marketing planner 21:06 - Don’t waste your money: pre-plan your video shoot 25:08 - Less is more - Emotion, Fact and Action helps brand videos Airbus example https://youtu.be/Bw66ZJR2-8w 28:44 - Which emotion is important for your brand? 31:49 - Why emotion is important in B2B 33:14 - Why does video work 37:48 - How to prioritize the goals of video 42:48 - Why video costs more than email 45:47 - How to test a video 48:44 - Death by committee: how to protect ideas for your video 52:00 - Do you build videos for the channels, the idea or the audience? 55:40 - Do your objectives match your video’s performance metrics? 59:30 - More about Jon discount code: SleepingBarber20 1:01:01 - Post pod with V and Marc