[00:47] Lisa’s Background
[04:40] The Value of College
[08:40] Working Under a Tough Boss
[12:08] Living In a Disney-Developed Town
[13:41] From Her First Job to The Buyer Group
[18:54] USP of The Buyer Group
[21:22] Why Video Content Is Crucial
[25:22] Taking a Digital Detox
[30:47] Docuseries Are Trending
[34:25] Examples of Great Video Content
[37:27] Best Video Marketing Tools
[43:55] Common Video Marketing Mistakes
[50:35] Yoga, Travel, and Recharging Yourself
Video content marketing is hot hot hot. According to Wyzowl, 87% of businesses are using videos as a marketing tool. What’s more, out of this, 83% of marketers said that video content gives them a good ROI.
Clearly, video content marketing is the future. And it’s the perfect time for you to start producing more video content. The best part about video content is that you can use it to inform, engage, or influence purchase decisions. There is a lot to experiment with.
Video Content Marketing Strategy Essentials
Video content marketing involves everything from planning and producing a video to distributing and promoting it. In this post, we’re going to take a look at how you can succeed at video content marketing.
1. Decide What Kind of Video You Want to Make
The first step to creating a successful video content strategy is to conceptualize your video. For this, you need clarity on what kind of video you want to make and what you want to achieve with it.
To help you get started, I’ve prepared a list of different types of video content you can choose from.
- Brand Videos – Brand videos showcase a brand’s vision, mission, and products. If you want to build brand awareness, you should produce this type of video content.
- How-To Videos – These types of videos are used to educate consumers about your products or services. Typically, these videos include step-by-step instructions on how to use your product.
- Live Videos – You can use live videos to interact with your audience or to give them a sneak peek into an event, conference, presentation, or interview. They work well if boosting engagement is your aim.
- Docuseries – This is a new trend which focuses on covering a particular topic or area of interest in-depth in a series of videos.
- Unboxing Videos – These types of videos are popular when a new product is being launched. From packaging to product features, it allows you to explore everything.
- Personalized Messages – You could also use video as a tool to answer questions or to continue any conversation with your audience. Think of it like a personalized and more engaging version of a FAQ page.
- Testimonial Videos – Video testimonials can boost your credibility and can provide social proof of how great your product is. To produce a great testimonial video, get your loyal customers in front of the camera. Ask them to describe why they like your product and how it solves a particular problem for them.
2. Write a Video Script
Depending on the type of video you want to create, your video script will vary. Except for live videos, it’s always recommended to have a video script ready before you start shooting your video. Otherwise, you may end up spending a lot of time in editing.
Begin by writing a rough outline, just as you would do while writing a blog post. Note the key points you want to discuss and arrange them in a logical flow. Once you are done with the outline, think about the visuals that will go with each key point.
Finally, get down to writing your video script. Remember to keep it short, concise, yet engaging. As you write, be aware of the length of the video that the script is for. You don’t want to write something that is too long or too short.
It is also a good idea to refrain from using long words or sentences. Keep it as simple as possible. Once your script is ready, you can proceed to shoot and editing your video.
3. Upload Your Video On Multiple Platforms
In this article, I’m going to skip over the video production process. I’m assuming you know how to shoot your video and add a voiceover to it. Let’s focus on the marketing aspect.
When your video is ready to publish, it’s time to post it on multiple video platforms online. This way, you can maximize your reach and boost your visibility.
Undoubtedly, YouTube is the first platform that comes to mind when you’re thinking of video content. After all, it’s the largest platform for video hosting. But that doesn’t mean you should stop there.
Look beyond YouTube. Upload your video on other video content platforms like Vimeo, Vidyard, Wistia, and Twitch.
4. Work on Video SEO
Your video content marketing strategy is nothing without video SEO. When a user types a relevant keyword in a search engine, you want to make sure your video comes up in the search results. For that, you need to optimize your videos.
A good strategy is to write the titles of your videos based on keyword research. Using tools like KWFinder, you can figure out which keywords are relevant to your video content. It’s recommended that you use relevant keywords optimally in your title and video description.
If you’re embedding a video on a webpage, make sure the text on the page is relevant to your video. Google’s crawlers can’t read a video. So, they use the webpage text to understand the context of the video. For this reason, it’s also a good idea to add video transcripts. They make it easier for your page to get indexed.
5. Share Your Videos On Social Media Channels
While it may be obvious, I can’t stress this video content marketing tactic enough. Take your video link from YouTube or other hosting platforms and share it on Facebook, Instagram, Twitter, and other social media channels.
If your video is too long for social media, you can post a snippet with the most interesting bits along with a link to the full video. In this way, you can redirect traffic from your social media profiles to your video content.
As video content becomes increasingly popular, it’s important for marketers to embrace this powerful marketing opportunity. If you want to stay in the game, the message is clear — produce more video content.
To ensure your videos get engagement, you need to focus on making quality videos. In addition to this, focus on video SEO and share your videos on multiple platforms to increase the visibility of your videos.
Is there anything else marketers should keep in mind to create an effective video content marketing strategy? Please share your insights in the comments section.
Shane: Welcome to the podcast. I am Shane Barker, your host of Shame Barker marketing madness podcast. Today we're going to talk about video content marketing strategy. My Guest Lisa Buyer is the founder and CEO of the buyer group, a Boutique Agency that specializes in public relations, social media, and branding. Listen, she discussed what kinds of videos are trending and which brands have a killer video marketing strategy.
So cool, let's get this started. So, we always said, Lisa Buyer today guys on the podcast. We're really excited to have you, Lisa. Thank you for spending some time with us today.
Lisa: Thank you for having me.
Shane: Absolutely. So why don't you give the audience a little background, like where did you grow up? Like kind of give us a little preview.
Lisa: Sure, so I grew up in Chicago and Miami, so very diverse cities there.
Shane: Or opposites kind of.
Lisa: So yeah, so going from the Chicago suburbs to Miami, you know, back in the day it was super interesting and I was in a little bit of culture shock, but it was exciting too. Yeah. And I went to school at the University of Florida and Gogaters.
Shane: I was going to say, yeah gators for sure.
Lisa: Yeah, so that's awesome and I was actually able to teach as an adjunct for a couple of years, social media management. So kind of like fun going full circle.
Shane: It's funny. So when I was down, I did some consulting and work down in Florida for a few months. I was actually like, she lived down there while my wife was going to nursing school. She's like, yeah, go do yours consulting thing. So I was, I was down there. It's crazy. Like how big a fan they are of the Gators.
Lisa: Oh yes.
Shane: Every, well I don't think people really understand the magnitude of it. Like when you say Gogators, it's like, I mean it was everywhere. Like I've seen college or have seen football, like NFL teams that weren't promoted or didn't have like the loyal following. I mean, it was crazy.
Lisa: Yeah, definitely and my household is a divided household. So my husband graduated from UM and my son graduated from FSU. So certain days those football games like we, you know, are on separate sides for sure.
Shane: Yeah, was there ever any violence or anything like that or is it all pretty closer?
Lisa: Yeah, we try to keep cool.
Shane: That's good. That's good because I mean we want to keep the violence down, especially when it comes to football games. But I'm sure the bragging rights, if somebody was to win the game can go on obviously til the next game.
Lisa: Exactly, So we have to pass the torch.
Shane: Yeah, we'll hopefully keep the George, but yeah. Do you have to pass it and that can be a difficult moment, so awesome. So yeah, you definitely have some different football teams there, right? Everybody kind of going at it for their division. So how big was your family growing up? Like, and show, where did you mainly grow up? So obviously you were in Chicago and then you went over and you were in Miami as well. Like where did, where would you spend most of your time?
Lisa: Well, I grew up mainly in Miami, so my family, my mom was a single mom and I had a sister and so we moved to Miami when I was in junior high. So I would say, you know, mostly grew up in Miami and growing up with a single mom that taught me a lot. I was, you know, had to basically take care of a lot of things that don't normally have to take care of
So I grew up fast and grew up very responsible and had a job when I was 14 and learned how to write checks and go grocery shopping when I was still in high school just to help my mom out. So I think that gave me the work ethic that I have today, almost sometimes to a fault, you know? Yeah right we're delivering.
Shane: Yeah, I mean, I think that's a good thing it's like, you know, you see sometimes, and this is up for debate, you know, they say millennials and although, sometimes this and a little lazy. Not always, but, and then it's funny. And then you have somebody like you that was like, you know, you're like, you gotta be kidding me like it's hard to stop you at age 14, right and even up until this day.
Lisa: Yeah, definitely, definitely, we're in a whole different kind of like universe now when it comes to, you know there's life ethic and work ethic depending on your outlook and life can be, you know, very different.
Shane: Yeah, for sure, for sure. So it was your mom's, so you as a single mom and then you got a sister were a younger sister.
Lisa: My younger sister, yeah. So I'm, I pretty much was, you know, a little bit in charge of her when my mom was working. So we grew up very close and you know, I helped her make sure that she, you know, when once I graduated high school, kind of made sure that she stayed on the right track and you know, did what she was supposed to be doing even though I was away at college, I, you know, still would come home and you know, help make sure that everything was being taken care of and she had some direction.
Shane: Did your sister go off to college?
Lisa: She did not know. She started working early like I did and she ended up entering the corporate world and like took off like crazy. And so now on, her and her husband actually own a restaurant in Chicago called the Gondola.
Shane: Nice. I always, I love, that's why I was kind of asked these kind of questions because I'm always really intrigued by people's pass, right? I mean, not that you need to finish college to be successful. And I think that's, you know, you see that a lot more these days back and back and it's like that finished college, you're not going to make it. But that's not always ideal, especially with online training and there's like so many different things you can do online, it's absolutely phenomenal.
Lisa: Yeah, I mean it was definitely a stigma, I think before. I think today it's starting to become like people are actually starting to grasp the concept of not going to college and doing some of these certifications and you know, what the value of college is when you know you're paying some of these crazy tuition fees. So you know, I'm not at all discounting college but I think that today there's more choices and that it's not such a stigma to not go to college. There’s certification, there's tech colleges you can go to and you know entrepreneurship is a beautiful thing to actually does not require a college degree.
Shane: Well and especially now because the training's online, it's like it's all accessible. Like whatever you want to like find out or figure out and be involved with. You can, if you really want to do whatever it is PVC you want to open a restaurant. Like, I'm trying to think of like, I always joke around about like what happened 20 or 20 years ago, let's say 10 years ago or 15 years when the Internet wasn't around.
Like who do you go to that would say, oh this is how you open a restaurant. This is what you do, like would have to be either in your family or you just go and try it. Like I don't know, I just need access to and people that have done it hasn't done it that were successful, that weren't successful. It's just through the roof. I mean it's kind of mind blowing to me actually.
Lisa: It is. It is. I mean, you know, before you could Google anything or sign up for an online course like you can today it was more about going to the library or buying books, you know, going to a bookstore and those were your resources where, you know, they were more like hard resources and now we have these soft resources, digital resources that are available that we can do everything from get certified.
You know, one of my employees, Andy, who works with me, he was actually one of my students at UF, you know, he is getting his whole degree online through the University of Florida. So, you know, you don't even have to actually go to a campus, which makes it easier in some ways, but also it's taking away that experience, yeah.
Shane: Yeah, for sure.
Lisa: You have choices now that we didn't have.
Shane: Yeah. And so books and libraries, I've heard of those. I'm trying to think of like where I heard of those, that books in libraries help to Google that. I will Google that when I'm all done here.
Shane: So familiar no, I'm being facetious obviously, yeah it is. It's kind of Boston so, and so you actually have a student that actually was part of your course, at the University of Florida and now they're actually helping you work for your company.
Lisa: Yeah, I actually have two of my former students working, three of my former students working with me.
Shane: That’s awesome, like internship style or actually works for you?
Lisa: Work for me. Yeah.
Shane: Awesome. Awesome. It kind of knew there, again, that's kind of nice because I taught at UCLA as well, so I didn't know, I only did it for a few quarters and I'm still in their system. But it's funny, like I don’t; I'm trying to think of any of those. I don't know if I would have hired any of them. Not that they were bad people by any means, but they were, it was a, most of the people that I taught words a later class or the, the idea of it was people that are already in their profession I guess. So it's not that I would have the opportunity to hire them, not that I wouldn't have hired him and we can kind of rephrase that.
Lisa: Yeah. Well if you think about it, it's a great funnel. You know, if you are looking for insurance or...
Shane: Yeah, for sure.
Lisa: You can funnel them out also to anybody else that you know, looking, and obviously I went to UF, but no, seriously, University of Florida from the standpoint of colleges, journalism, the output of students when somebody graduates from UF they have the equivalent of somebody with two to three years’ experience, so.
Shane: So, putting on quality product outside.
Lisa: Yeah, definitely.
Shane: Awesome, well tell us an interesting fact about yourself, like growing up, like what was something that people wouldn't know? I mean his own thing, too private or too personal, unless you really want to go there. But like what, like give us like a, like an interesting back, like nobody would know that this,
Lisa: Yeah well, I mean I have a couple I can think of. So one, when I was going to school at UF, one of the ways that I put myself through school, again, the whole like entrepreneurship I guess started early as I started hand painting T-Shirts and started selling them to the sorority girls. And that's how I ended up like making all my extra money through schools. So that company was called, Designs by Lisa, so that was kind of fun.
And then one interesting fact after I graduated when I just got into the professional world was, I was working for a family owned business and Florida Trend had a contest for Florida's toughest boss. So we entered my boss at the time and he won. And I ended up quitting that job because he was so ridiculous. But it actually was a huge learning experience.
And I ran into him about six months ago and I thank him, you know, I said, Mark, you actually gave me a lot of experience early on that if I wasn't working for somebody, you know, as tough as you, and I'm saying tough like a really nice way.
Shane: Yeah, yeah. I'm sure there’s other term. Yeah. You're like, yeah, go for it, don't be shy.
Lisa: I feel awesome that you were, you know, I just, I learned a lot from him and you know, it kind of goes back also. You mean he didn't apologize, but he was not a happy person at the time. So you just, you don't know what comes out of you when you're not happy. You're kind of like making everybody else around you also unhappy and you don't even realize it. So he was a smart businessman, but definitely didn't have to be as tough as he was.
Shane: Yeah. I think for me, you know, it's funny. So I lead with a gentle hand, like, I'm always very jovial and very, you know, well, I guess we should probably ask my employees. Of course, I can say that I'm always jovial, but I mean I think 90% of the time that I feel like I, cause I've been in situations where you've had bosses where I've had bosses that I feel like I'm expendable, they don't care but they're rough and I'm very, I don't know how to put it.
Like I'm, I don't put up with a lot of crap for people, right? Like I, what I mean by that is like I'm the nicest person in the world until somebody comes in, either wants to take advantage of me or talks down to me when they have no reason to then I'm like, then the Irish red beard comes out and then I'm like, no, not today.
Shane: Like you I have no problem that constructive criticism, but you just have to be very careful with the way that you come at me with saying is there's no reason to be that way, right. So I think there is some value in that. I mean I think there is some value in learning that and having somebody like that in your life. But at that time you're like, man, how do I get out of this thing?
Like you got to be kidding because it's just cause nobody really wants, again, constructive criticism and saying, Hey, this is how you improve things and if you're a little low show on occasion, to me it's like, hey, that's okay but to like just to be that way. Because then you have to influence, as you said, like you have to assume that you're just not happy with life, right.
There are just so many things that are going on and you're taking that down to your employees, which is not helpful for your business. Not helpful too many angles, especially if you learned a lot from him. I mean, but you having more to learn what not to be like.
Lisa: Exactly, yeah and you learn how to deal with difficult people and you know somebody who's toxic, you know how not to get toxic back.
Shane: Yeah there are definitely valuable lessons in there. I mean, I think, you know, one of the things I always think about is like they have, not to get into religion but like Mormons and some other books where they knock on doors and you see God that's the hardest job but it also makes them into excellent salespeople.
Shane: Because it's very difficult so I think growing up, like I had to knock on doors and I'm not Mormon, but when I would knock on doors it was very difficult. Or when I would make phone calls and like, God I hate this, but it put me in a situation from a psychology standpoint where I know how to work with people or deal with people or how to, you know, make a situation the way that I want it to look.
And then there was just a lot of interesting stuff that happened from doing this stuff I absolutely hate it but I'm sure you're going into work. I was like, oh my God; I did not want to go into work today because I got to go deal with Mark. And we all know what Mark is and so it's like, you know, one of those deals. So that's interesting, that's cool. At least you made it through that, right? It made you who you are today.
Lisa: Oh yeah
Shane: So it's been a good thing.
Lisa: Yeah, definitely.
Shane: Awesome and then where do you currently live? Are you still in the Miami area?
Lisa: No, so I live in Celebration Florida. So if you haven't heard of Celebration, it's located in central Florida. Where, right out five minutes outside Disney. It's actually a Disney, developed town. So I live in Disney World.
Shane: Oh wow, good knowing this, and this is intriguing. So we're like, I'll skip over content as I read this all day. So, is really Disney, like actually made the development and so is it very heavy Disney theme?
Lisa: It's not a Disney theme. It's, it's just developed by Disney, but it's, you know, everything's kind of like perfect and beautiful and architecture is, you know, it's a beautiful town to live in. You know, you have kids, especially because it's like, you know, almost like you're like a little bit of a bubble. So that could be a good and bad thing. But, so Disney was started in about 25 years ago.
And so Disney isn't actually involved in the town anymore, but they, they gave the land and had their hand in and everything. And so yeah, if you're ever in the Orlando area, definitely come visit Celebration Florida. It's beautiful and I'm here at Starbucks, anybody who's listening.
Shane: Celebrations, when you said celebration, you said even did like Disney put together. I was like, what's celebration like? That makes total sense, right? What other name would you use for a town other than Celebration if we would?
Lisa: Well the purchased name, right.
Shane: Yeah I mean it doesn't get any better than that.
Shane: Excellent. So tell us a little bit like how did the transition starts? Do you ever talk about Mark? We know Mark is in for this so if mark is hearing this morning, we don't, you know, mark be nicer to people in the future, but other how was your transition out of college? Like what did you out a college to be able to get to where you're at today? Like I obviously we have the buyer group, but yeah, like give us a little bit of that transition, like how, what was your journey?
Lisa: Yeah, well I mean it's amazing how every decision you make leads to the bigger picture. Like literally, from even you’re so my first job out of school, the market was really bad. The job market was very bad at the time. And so I just ended up actually getting a job as a, like an Admin job for a company called Arvida. They were building a huge; I don't know if you're being in Florida, Westin, do you remember living in Florida?
Shane: Oh yeah.
Lisa: So they developed Western, so I just got the very entry level position. But the senior executives, they could see that I was definitely overqualified. So they kind of took me under their wing and gave me these little projects to do and I did. And then somebody there, you knew somebody and I got a job working as the first employee of a very small PR agency, which when you're the first employee that's, it's an awesome experience because you're literally learning everything A to Z of what goes into an agency from billing to everything, like the admin stuff, filing, pitching.
So I was able to get a lot of really good experience and my boss at the time, Julie, she was a former journalist reporter. So she really taught me that style of PR where you're thinking like a journalist and that's really hard to teach somebody, you know, you don't really get that unless you're working with somebody that was a former reporter where you were doing it yourself, you know?
So that kind of was the next build. And then I went and worked for the family owned business and Mark was my boss. And then I ended up like literally, you know, just quitting that job after about a year and just without another job. And I just started freelancing, but that wasn't really my point wasn't to start my own agency. But my first client was Arvida, my first job. So they heard that
I was freelancing and you know, then it, the freelancing just turned into an agency. You know, I started picking up clients and getting help, like different divisions of Arvida, their country club, their athletic clubs, so you know, it's amazing. You know, some of my friends were like, oh, you're taking an admin job, and you have a college degree.
I'm like, well if you make the most of it, you don't never know what can come of that. And so yeah, it was just basically the beginning of my agency, been able to pick up significant clients and you know, that really like paved the way for new business development and establishing myself.
Shane: Yeah, that's interesting. So I think, you know, it's funny, I think you could make like just name people say just being an admin. But the thing is like if you have drive and you could least made a company that recognizes that and then you can move up fast. I think it's just getting your foot in the door, you know? And once again, there was a small enough company, I think that you had some eyeballs on you and so people recognize it. You know, if you do that for say a company's got 10,000 employees and become a lot more difficult to be seen.
Right I mean we were like, hey, just come in, do your admin work and then get out of here. I think especially with all the different roles that you had and the things you were doing, I think that's really awesome at that opportunity.
Lisa: Yeah, definitely and that was my first agency that I started I had a partner who is a graphic artist, so that our differentiating factor was, you know, we were able to bring brand into the PR services. So that set us apart from other PR agencies at the time.
Shane: Got you, so, okay, so you obviously had a lot of experience in. How long have you had the buyer group for?
Lisa: So the buyer group, it was established in 2005 and prior to that, my first agency was called LNL Communications. My partner was Lisa LNL, you know,
Shane: I know well.
Lisa: Oh yeah and then we had another partner buying and that transitioned to a new identity. It was Maxie group and then those partners just decided they went in different directions. So I kind of absorbed the clients and rolled it into the buyer group. And it was, actually perfect timing because we had attracted a lot of tech clients, a lot of dots. It was during the big.com boom and bust so we started doing them PR for these dot com clients.
And that really was a super critical turning point because we had to go from, you know, in a PR agency, you have a year to do a campaign or six months condense that down to okay, they're trying to get investment investors, you know, to invest.
Lisa: So it was boiled down to a week, like we had to like get PR fast, so that really taught me the digital side, how to like use Google to leverage. And you know, I was doing SEO and PR before I really knew what SEO was, you know just all these little hacks. So, you know, that was, I saw the light of like the possibility of optimizing public relations using and leveraging search.
So that led me in the direction of, you know, becoming as proficient as possible in SEO, that I can apply it to public relations and that was a huge, you know, kind of, it's not that different today, but still agencies, PR agencies today are still in my opinion, very much archaic. They're not really optimizing like they can leverage search and social.
Shane: Yeah, I think there's a huge, huge piece of that they're missing. I know that for a fact because I have a lot of companies that will come and say we're going to hire this PR Company. And I'm like, yeah, but you're a tech company. Like there's just a lot, unless they have those relationships because a lot of it's old school you are, which can work, right?
I'm not saying radio doesn't work and TV can't work and on stuff like that, but you really have to be savvy online. Not all the time, but, but I think a good percentage of the time you want a presence there and you want somebody that knows what they're doing in regards to that. So it sounds like you have both those, Huh?
Lisa: Yeah, definitely, so the difference between the buyer group and other traditional PR agencies is we really use search and social as part of the PR strategy as much as it makes sense to match the brand's business goals and objectives. So I just feel like there's a huge opportunity also for media outreach, which there wasn't 10 years ago. So the number of blogs, the number of podcasts, the number of media outlets online if you like, you know, just visualizes how much that has grown.
Shane: It's crazy.
Lisa: So there is still definitely a place for media outreach and leveraging that with using search and using social to reach your audience, whether it's the journalist or just your personas, you know, is something that is critical today to really reach an audience in an organic way.
Shane: So how did the new obvious you've authored, I think, well you've got the social PR secrets was a book that you authored. Did you write that book because you said, my God, there's a huge need in the industry and it's like I kind of feel like I need to get some stuff out there. Or was this something where you're saying, Hey, I'm going to develop this book and it was kind of a lead generation type thing so then people can read it and go, hey, list looks like Lisa's the person I want to work with and let me, what was your purpose behind writing the book?
Lisa: Yeah, well the first edition I think published in 2013, so that one was literally, it came from me just saying the same thing over and over again. And educating clients, educating, you know, I did a lot of speaking and I still do doing workshops and you know, sorry, I thought, okay, I'm starting to saying the same thing over and over again.
Let me put this into a neatly packaged book and you know, it started out, I wish I could show you the difference between like first version and now the fourth edition. The fourth edition is like that and you know, it was just a compilation. I had an update every couple of years because things change in social. So it's a mix of evergreen public relations sprinkled with search and social tactics to, you know, get more exposure, get more reach, do it organically.
And also, you know, sometimes put a layer of paint on top of it. So I was super excited also for the fourth edition to get, so Guy Kawasaki wrote the foreword for it and you know, that really just like, I was so honored. I still am so honored from that because he's such an icon and he's also a believer in social media and the power of it, but also the power of public relations and doing it the right way.
Shane: Yeah, well he's definitely an advocate for that, right? I mean he's done a phenomenal job for himself in regards to building a brand and kind of put it out there and anytime Guy puts his stamp on something, I think things go pretty well last time I check. So, okay, so we talked about you where you wrote the book, and obviously the reason we're talking today is about like video content, right?
That's kind of the premise of this. So where do you feel like the biggest places that businesses are missing out when it comes to video content? Like is there something other than producing the videos, but like what do you think? Like if you look at, most business and most businesses are missing out on this part of the video or missing this and their video strategy.
Lisa: Well, I think that I'm just in general; I think the majority of businesses aren't taking advantage of video. And that's a decision now. So video isn't a secret, it's not like video is like chat box today. You know, maybe.
Shane: How do we do it?
Lisa: We can understand why maybe not every single company is taking advantage of Messenger and Chat box but you know video is no secrets. So not doing video is a conscious decision and so if you're not doing video, you know, somebody needs to figure that part out for that brand. So if you are doing video, the good news is not everybody's doing it so you can, you know, it's not saturated, right? It's not like, oh mobile, you know, like of course everything needs to be mobile today, right?
Lisa: So I just feel like brands need to incorporate video that makes sense for them and maybe start in small steps. I think that, you know, one easy area to start in is Facebook live because you don't need to have any special equipment, it's free, you can do it from your mobile device, and you can do it from your desktop like we are right now.
You can repurpose it, download it, upload it to YouTube; you can turn it into a podcast. I mean, there's just so many ways that you can easily jump into video and just start with something as easy as Facebook live. It is, you know, a little bit more saturated than it was a year or two ago. But video in general is not saturated.
Shane: Yeah, I think that's a things when we, this is a common thing that I talk about with, you know, entrepreneurs and people who have their own business, you know, instructors as well or talked to a number of instructions. It's like, you know, and that's really the deal is it doesn't have to be perfect, it really doesn't. And just start and I know it's uncomfortable, your first video is going to suck.
That's the only thing you can guarantee. Like, I mean it's like you just got to do it, you know? It's like anything else. I think that's the hardest part is like, just doing some, like you said, like live is like Facebook lives easy, right? I mean you click a button, you're live and then there we go. It doesn't have to be overly prepared or you know, have the hold camera crew set up and you're spending 10 grand to do a video. Like, I mean there are the resources with your phone.
You can do anything, like literally do anything. I mean you just make phone calls now. You can do everything except make phone calls almost. You know, it's pretty crazy I think the thing is just getting that start, hitting that start button.
Lisa: It is, it's hitting the start button and also sees this with larger companies, it's harder for larger companies to hit the start button because there's so many approvals that need to get to take place. And so that's going to hurting the larger companies just like larger companies getting into socially, you know; now of course every brand is on social.
But when social first started popping up, not every brand was incorporating social. They were like, oh, let's just get let the intern do it type of thing. Or you know, we can wait on that. It’s not invested in that.
Shane: We know how well that turns out.
Shane: Yeah, that's awesome. So I was kind of thinking about this in regrets from like a marketing perspective. Like, if I was a marketer in new, like if they were already doing some video, like, or let's say they weren't doing some video, I mean, do you think the business and the marketers are the same in the sense that like a business should just start in the marketers says, hey let's send a menu. Should, they just, how would they integrate video into their strategies as it Kind of the same thing as the business you think?
Lisa: Well I, yeah, I think so. I think, you know, using video to tell your story. I'm just coming from the PR perspective. You know, if you have news, get on Facebook live and announce it, let the video allow you to share your news. You see you can use it as basic as that. And that is pretty basic. If you announce maybe you're launching a book, you know, maybe you're launching a course.
So using video and you know, I have some examples of marketers that are, I think doing great jobs with video, just announcing it or going live or just interacting with their audience. doing and ask me anything for 15 minutes, you know, is a great way to just have like natural interaction with your audience.
Shane: That's awesome and I think we'll probably touch on that a little later, that is important to touch on in regards to like I want to talk to you maybe about the marketers or the people that are doing a great job and where their video strategies as well. But I did want to talk to you about you have a, one of your new projects.
So you're a little crazy in regards of projects because you might be in the same, maybe graduated from the same school, but I did like, hey we can't have enough projects and we have to keep viewing project on top of projects. So I don't know if you're on any medication because I know that I should be. So I was going to probably ask you that off the podcast if there's anything to slow down this process in our brain, but we'll figure that out one day.
Shane: I figured naturally I would just naturally slow down somehow get hit by a rock or something like that. Then popped back up few years later but, so tell us about, so we've got digital detox secrets, right? And so you had tell us a little bit about that. I mean, really what you're looking at, is how to really be more productive and increase your happiness. Right?
Because I think obviously these days digital is everywhere, right? And I think there's some value to it, but it's also like drinking water out of a fire hose, right? I mean there's so much out there and you get very easy when I get these updates on my iPhone and hey Shane, you were on your phone, you know, 17 hours this weekend. I'm like, oh my God, that's so unproductive.
Like, you know, some of the stuff I'm responding to stuff and doing things, but I'm assuming that's what you're looking at is like, how do you maybe optimize your life where you're being more productive and, but you still include this step called happiness, which I think that is something that's very important in this whole process. Tell us a little bit about what you got going on there.
Lisa: Yeah. So digital detox a secret was actually came about when I was writing social PR secrets. So I was having a hard time finishing the first edition and I had a business coach say, Lisa just, he knew I did yoga. He said, go, you know, drop your daughter off at school, go straight to a yoga studio straight from the Yoga Studio, go to the closest coffee shop with your laptop and just write for two hours, three days a week.
Okay, so I had been working like that for about a year and I did that for 30 days and I finished the first edition. So it just made me realize that you can sit in front of a computer and try to write or you can create space in kind of your brain and like get to a mental place where the writing just like flows out. And so I just realized like that's a great example, like of creating space in your life when your life is super busy that it's actually going to help you be more productive.
That's kind of where the original idea came from and then, you know, I have teenage daughters, you know, stress and anxiety from a parenting and just teenager standpoint. You know, I thought, hey, I'm a social media expert. I my daughter you know is going to be on snapchat and Instagram. Like I can handle this like I understand what's going on. But there's so much that even as much as you might know that's going on and teenager’s life right now.
So that really inspired me from a parenting standpoint. So the book is divided up into three sections, business, personal and parenting somewhat. So for the business it's more for the entrepreneur, you know, how are we going to balance out like being on 24 seven because everybody expects us to, you know, a mompreneur that is maybe being challenged with work life balance to parents who are just also looking for help and support and how they can help their kids manage this digital life that they're in.
Lisa: Without getting taken down by depression and anxiety and stress. I mean those are real things.
Shane: It's crazy like, I can't imagine because junior high and high school are just hard, especially for girls. But I just think it's just hard. Like it's just never an easy time and I can't imagine adding a layer of social media. Because then it's like, well at school you have two people you're dealing with or something like that. But social media opens it up to the world, right?
Like you could be bullied or harassed or have any thing that has a huge impact on you because you're very impressionable, right? Like everything that happens, is like the worst thing ever that's ever happened. Yet Johnny breaks up with you, you've been together two weeks. Oh my God, it's, this is the worst day of my whole life, you know?
But I just think, I can imagine that extra layer, and I think you talking about that from a parenting perspective, but also from a business perspective is important because I don't think parents really understand and like that extra layer of what that means.
Like, what that brings to how it like is things are already confusing at that age and it makes it 10 times more confusing.
Lisa: For sure
Shane: Right now you have all these other things and these pressures and stuff that you do and when I've felt that a little bit like with social media and stuff like, oh, you got to be here and, I do this and you know, you get this anxiety of like, I've got, you know, a new platform, I got to jump on there, I got to do this, I got to do that. And it's like there becomes a point where I'm like, you know what, I just don't want to be on 10,000 platforms right.
And I don't have the bandwidth for that. And I don't necessarily have to be right. I don't have to be on tick-tack, I just don't, right. I mean, of course it's great that's a new hot place where everybody's at and is real young demographic, but that's not my demographic, so I don't have to do that.
So it's interesting when you talk about detox because I think that is, you know, I know people and my wife is very strategic about detox. And what I mean by that is she will go to like a resort that's like in the middle of nowhere and she will go like, oh, we're going to go like this Lake Town and go, sounds good. And I'm like, this isn't like tile. And they're like, oh, cell reception was gone like 45 minutes and she looks at me and goes, oh, I didn't know that. And I'm like, oh you didn't did, you, a little detox for Shane.
Shane: When I got another funny thing. So my wife and we always, she always goes, are you going to bring your girlfriend on our trip? And my girlfriend is my laptop, so she dubbed at my girlfriend. And so anytime she's like, we're going to bring your girlfriend, I'm, where are we going? And she goes; you're not going to have reception.
Like, okay, well then I won't bring my girlfriend. I guess I will leave my girlfriend home, which is rock, were to say out loud when I, my wife's asking me, are you going to bring your girlfriend? It's like, I don't really have a girlfriend obviously, but it's just a laptop that I'm very close to, but. Interesting so that's, and how long have you been doing that for the detox?
Lisa: Well I'm finishing writing it this summer, so I'm sending it off to the publisher at the end of July and hopefully it'll be out like I'm hoping around September, hish yeah.
Shane: Okay and so I have another question for you. So we're going to I'm going to switch gears a little bit, like contact with the video stuff a little more as well. Because are you like, what kind of videos do you see that for yourself or for clients? You do a lot of video work; I guess that's probably my next question.
Lisa: I do yes; it's just part of the PR strategy, whether it's for myself or for a client.
Shane: Yeah, I've got to be in the screen for sure. And then what kind of videos mean? I guess, I'm sure this depends on the client, if you like PowToon videos, educational videos, like what have you seen that, perform well? I mean, is there anything that you said wow, for these types of clients, we've done these kinds of videos and it's absolutely crushed.
Lisa: Yeah. So I think right now trending is the Docu-series or the web series. So one of my clients is launching a video called Paid Invoice and it's, basically she brought on seven agency owners, brought them to New Zealand. Her name's Kate Howell, I don't know. Yeah, so she's creating, she's launching Paid Invoice. So it's basically a docu-series following her and these agency owners around where she is.
Basically, you know, taking them under her wing and showing them the ins and outs of running an agency, optimizing your agency, so it's following them through. So I think it's a super creative example of, you know, creating a docu-series or a web series. Another example that, you know, a bigger brand would be Deepak Chopra and Oprah Winfrey. So they launch every, I don't know if you follow them, but they just launched today, the 21 day meditation program that's free.
So it's free for the 21 days as long as you start on day one and you know, keep doing it each day. But you know, once it's day, five day one isn't available anymore. So it's basically like an intro to this package that at the end they end up selling it for 20.95 or something like that. So you got to do it sort of, you know, the first launch for free for 21 days. It's not exactly video, but that's the same idea as the docu-series or the web series where they're dropping one video a day.
That's, you know, it's a story that has a beginning and an end or it's part of a series, you know, maybe it's anti-aging and so each day is focusing on a different subject within anti-aging, it's free. And then at the end it expires. And then if somebody wants to buy the whole series they can and then it comes with the program in a package. And you know, different types of content, but you get the idea. So the docu-series is you know, super creative and super trending right now and a lot to be learned from some of the major filmmakers that are doing it and doing a great job.
Shane: Yeah, I didn't know that Oprah, I know that they had that came out today, 21 days.
Shane: I love the, I know that's always really awesome. Like when they do the thing where you have to watch this and then if you don't that you miss out on and then you lose. I mean cause it, by the end of that you have somebody that's 21 days, it's pretty much they've developed a habit of watching this and so now they're, you know, the likelihood of them, you're going through the thousand people, right.
And you're going to the 500 people that are absolutely soldiers and that finish all thing and that are ready to go into that next step. So I can imagine the conversion rate at the end of that thing. You've gone through 21 days on day 22, you're like, like, what do I need to do to pay for this thing?
Shane: Like that, you go to be kidding me, like what you know, just take my card for God's sake and give me day, you know, giving my 22nd video or whatever.
Lisa: Right and then, you know, it's beyond whatever that is, so maybe they are getting, you know, more of, you know, more content or books or things like that, that go along with it. And then also, you know, just imagine like, you know, the retargeting opportunity for everybody that's watched the video, you know, so, it's definitely something that is trending and you know, if you even Google docu-series, there's not that much information on it right now, so.
Shane: Docu series?
Lisa: That's what I'm hot on.
Shane: Yeah, absolutely that's kind of awesome. So who would you like in your opinion, who's like crushing their video marketing strategies right now? Like whom do you look at and go, okay, I need to be like that when I get older, or something like that. They are just doing like an awesome job.
Lisa: Yeah. Well I already mentioned if you just look at Digital Distillery, Cat Howell, Pay the Invoice and kind of follow that I mean I just think it's brilliant. So GoPro, I think as they kind of set that like this whole like video craze up. But if you, I don't know if you go back and you followed like any of how they did their video marketing. So one thing they did is they you know, they start all their videos out with, hey, is this thing working?
You know, like they, you know, it's almost like so authentic that it's, looks like it's a mistake. But what they ended up doing is they released their intros and their outs, you know, made them public so that anybody could just go and create this, their video, their GoPro video using their intros announced. So they had all of this like incredible user generated content that all of their brand levers made. I mean, how brilliant is that?
Shane: Yeah. It doesn't get any better than that. Once you have people that are naturally putting on the content and they're like setting them up to be successful, that like doesn't get any better.
Lisa: Yeah. So I mean I think they're doing an amazing job and then another example of the whole docu-series. So if you go to secrets science.com, they do a great job also in creating these videos where it's a you know, one hour of free video based on a theme and then you know, it's you know, that's the free giveaway and then that leads to the, you know, it's like you don't really have to sell if you're capable of telling a great story is basically the gist of what they're doing.
Shane: Yeah, that's awesome.
Lisa: About storytelling.
Shane: Yeah, you're making it easy for them to do it. That's the key, right if like, because people are naturally lazy and so it's like, if you can get people to make it easy, make it a no brainer. It's like, how do I kind of get this content out and you know, the quicker and the faster, the better is awesome. I was really excited; It's a win-win for the brand for sure.
Lisa: And it doesn't, you know, you don't have to be GoPro, you don't have to have this huge budget. I mean, just one easy kind of way. You could, you could do what I'm talking about where you're creating something free to sell something that's paid. So I could do a 30 minute video sharing some of my social PR secrets that's free, you know? And then the lead up to that is to buy the book. If you want more, you know, you got to give it away.
Shane: Yeah, it is a minute. And that's what's funny we started that probably seven years ago, or maybe eight years ago when I started my blog was I was like, I think we'd need to just give more information, like give it everything. And people are like; do you got to be kidding me? But then everybody's going to know what you're doing. I'm like, yeah, but if they read it and they can do it, they're going to do it anyways. Like real at the end of the day. Right.
So it's like I, that's how we kind of jumped to our height, , kind of jumped into the thought leadership stuff was because we just started giving out information and said, hey, let's just, you know, we'll pull in leads that people want and naturally I don't need to sell anything I can need to go. I want them to go, wow, this Shane guy seems to be pretty smart and you know that, hey, we want to reach out to him because we read his blog posts and that's kind of stuff.
I've talked about this in the past, but that's why I got my job at UCLA was not because I applied for the job, it's because they reached out to me and said, hey, we want somebody that is, it was a personal branding and how to be an influencer course and want somebody who's a practitioner. So I wasn't writing that content. I might have that content out there. There would have been no knock on my door for that. Right. So, that's what's interesting.
Lisa: It's very similar that's how my ended up teaching at UF for a few years because I wrote social PR secrets and they didn't want somebody that was just teaching out of a textbook social media, you know, they wanted somebody that was out there practitioner and you know, could share real stories and
Shane: Getting it done, that's awesome.
Shane: So what video marketing tools can you not live without? I mean, is there any video marketing tools? I mean, I know you've talked a little bit about Facebook live. Is there anything else you're like, you tell your clients like, hey, you do this and you have to, you know, here goes some tools that I think your tool set that you use.
Lisa: Yeah, sure. So Be Live is my go to. So, and to do my Facebook lives I use Be Live. So it's a platform that allows you to kind of do different types of interviews. So you, would be like a split screen where you could then, you know, like kind of like CNN type news, you know, you can interview multiple people at the same time and you have different sliders up. So that allows you to kind of like tell the story while you're doing the videos, so that's one.
This other one is called Lumen5, I don't know if you've heard of it, but it's amazing. So you know how many clients are, you know, brands like we say, oh, we're not doing video yet, but we know it's important, but we're not doing it. We just don't have the resources. Well, if you have a blog or you know any this Lumen5, you just put the URL of the blog post into it and it creates a video from your blog post. It's amazing you have to check it out.
Shane: Wow. Lumen5 now, that might become my best friend.
Lisa: Yeah, it'll take like your subheads and turn it into a short video. I mean, it's, and you can bring in the images from your blog where you can bring in stock images. That's, I mean, that's like a no brainer.
Shane: Yeah. I mean let's put it this way. I'm so excited about it. Then I'm doing a Google search as we podcast. That's how excited I am about to check that out when we get out here.
Lisa: Yeah and then my other kind of like hack, I guess you could call it when I'm doing my own videos. So I'm part of a bunch of mastermind Facebook groups and I'll do office hours once a week and then I'll have com people are asking questions. So I liked instead of to just respond with a comment, I'll create a video for the response.
And I really just to kind of get creative, I use snap chat to create videos because of the filters and the different lenses that you could use just to create like a video selfie of me, you know, explaining something or answering a comment or, you know, just to give it a little bit of like creativity. So you can also do it in Instagram. You can create your videos, you know, using Instagram stories filters as well.
It doesn't have to go live, you just download it to your camera roll and then you upload it to, you know, whatever you're using. Another, like, I really love this idea of using video to kind of, when you send a proposal, like just to walk through a proposal with somebody, you know, it's just gives it a very personalized touch.
Shane: So I'm smiling cause that's what we do and then that was like one of my, yeah, that's absolutely we use Loom. So there's a, you know, so we use Loom. So what we do is I, that's actually what I'll do is I'll go, hey, you're going to see a proposal. Hey guys, want to run through the proposal with you, John.
Hey was meeting you the other day and then people watched the video and you can see if they watched a video. And it is very personal because when you send a proposal it's like, oh, what's this? If you mean this or what was this? And when this I really confusing that one part. I'm with this, it's like, you know, then they don't want to jump on the call again. It's like I can just clearly within two minutes, three minutes, I can explain everything, let them know, hey, some people worried about this.
There's not a problem with that because of, this, is just some of the things you will look at worth this and it's just a real easy way to be able to get in contact with people and have more of a personal touch to it. Right. Because an email is very dry and very like, oh this guy just wants my money. What if you had a little personality behind it and do that kind of stuff.
So I mean I'm a loom abuser like I think I probably have like 900 videos on like between my team and everything. I do a video for everything. Like if somebody writes a long email, all those answers in a thing, I'm like, hey guys, this is going to be a lot easier for me. I'm just going to answer this in a video and I can send it over to him within a minute.
Lisa: Yeah, it's so much easier.
Shane: Yeah, for sure.
Lisa: Long emails are my pet peeve. I hate when somebody sends me long emails.
Shane: It drives me through the roof. Like there's very few things that drive me nuts but if you send me an email, it's got like 19 questions. I shut down, like I'm just like, okay, you know that I have a small attention span. Like you know, you can tell from the way that I talk, I talk fast, I want to move fast, I'm always in sixth gear. Would you ask me 19 questions and it just tries to be batty.
I'm like, okay, I'll, I mean all of a sudden it's one of my team members and say, hey, you guys need to help me out with this answer 14 of them and I will answer the 5 that like take my, you know, that I have to because it just to me it's just like a respect of time as well. Like it's like you can don't, why are you asking me that many questions? Like we could jump on a call real quick or something. So I don't know anyways,
Shane: So clients, you send me 19 questions, just know that I secretly don't, like you just did to me. Done. I'm like, I don't know why it keeps going to spam. That's so crazy, anything over four questions and it goes to spam or it gets deleted. It's so weird. My computer has this weird thing I don't know who trained to do that, so odd probably me actually.
Lisa: Yeah and working with the media, you know, and you know you have to be, brevity is key. You know, you just don't get to the point. And so, you know, I just put myself in the position of when I'm receiving emails, you know, like you said like your bandwidth is whatever it is, you know the media, the same thing. So like when I'm sending emails to clients or anybody, I'm trying to be super respectful of like, okay, what's the point? Like we don't have to get into all the nitty gritty.
Shane: Yeah, no, no, just keep it short and sweet. I love those emails in fact; you do even have to put a period on it. For me, like I'm just like, just hit me with the facts. Like I don't need a long, I had one guy, this is one of my old, he will never know because I had hundreds of employees for this business. But one of my old businesses and sky used to send me crazy long emails.
His name is Jeff, I won't say his last name, but, and he used to send me emails that would send me into a tizzy cause he was very like analytical and he would just explain everything like Shane, wanted to, It was great seeing the other day I'm sitting in my chair and I was thinking about this as I'm, you know, reading this and I'm like, dude, just leave. Just send me what you want.
Like just hit me with a few questions. And it used to drive me nuts and I told him, I was like, hey bud, I love you to death man. I'm like, you're just, your brain is like very different than mine. But like anything over like four questions, you're going to cause me to have to like heavily medicate myself or something. So I just need you to like just get to the point and he couldn't do it.
Shane: And so I finally, I think I fired him, but no, not really. He stayed around for a little while, but so it was one of the things that used to drive me nuts, like, oh no, no, just keep it short and sweet. Let's just keep it short and sweet. That's better for everything you know. When talk about video marketing, what is the one thing that you see like marketers doing wrong? Is there anything that you look at, you think, God, I wish they would quit doing that. Is there anything like just get your go?
Lisa: Well, I mean, I just think when you see marketers or brands just trying to sell too hard, you know, you don't really need to sell. If you're telling a good story is basically, you know, the point and I got that inspiration from Ron Lynch and you know, it's just you're putting in the hard sale, then you're probably, it's probably going to ruin the video.
Shane: Yes. Because people should know what you do for the most part right. I mean, if they need to figure that out, they're going to go look you up and see you do this. You do that. But really you're selling your expertise or knowledge and if they want to come and ask about services, that should be, it's the icing on the cake. Right? I mean, and then the idea is for that thought leadership. If people go, God, who would I need to hire her? Oh, it's Lisa who I've been listening to the last 50 videos, right.
Lisa: And I mean definitely, always, you know, you should always be selling, but it doesn't have to feel like that. Right. It doesn't.
Lisa: It doesn't have to come across like that but yeah, always be selling, but you know, just make them feel like they're really, you're able to get relevant content that is helpful to them one day. You know, like you said, they'll come to you and you know, hire you. Yeah, let's stick with you.
Shane: If they realize it's about them, it's not about you. Right. I mean, I think that's always the big thing is people want to like, oh, but I want to tell them what I do but nobody cares what you do. They don't because there are 10,000 people that do what you do unless you do something that unique. But if they want to find you, they can. That's really your ever, you should be everywhere and people can come and find you, look your name up, do this, that you don't need to over like overcompensate by telling people what you do every time you want to talk about what you do.
Lisa: Yeah. I think another mistake that I see clients doing are that everything, you know; they want everything to be perfect. They can't go live or hit the play button or you know, do the video thing until they have this lighting and this camera and this, you know, area to do it in. Or you know, it's just, it reminds me of kind of like SEO where, you know, there's surveys on CMOs and CEOs and they always say, oh, SEO is super important and yes it's a high priority, but are they investing in SEO? You know.
Lisa: They're not creating the time for it. So I just see brands knowing that video is important. They know it's critical, but they're either over analysing it and you know, it's like analysis process or they're just, I'm basically trying to be perfect and everything. And you know, six months has gone by.
Shane: Yeah. Right. I mean perfection is the killer of all anything creative.
Shane: So what else you work on? So rumour has it, you're working on a thing, Little Female Disruptors.Com, is that, tell me a little bit about that project because obviously I didn't get my invitation because I'm a male, which I get, I not here to hold at against you.
Lisa: It's open to males who are female disruptor supporters.
Shane: Wow well, hey, there we go. All right, I'm in there. That's all I had to do is ask on the podcast. Tell me a little bit about your project.
Lisa: Yeah. So, I got super inspired slash very annoyed, you know, when the whole me too movement came about and it definitely touched on for me, having been a business owner in the 90s a female business owner in the 90s. I definitely put up with shit that I shouldn't have to.
Shane: Yeah, yeah.
Lisa: So, you know that was one inspiration and then the whole doctor for Kavanagh, tuition, you know, that it just, I was like, okay, this is ridiculous too. And then an equal pay. I just was like, you know, there's so many females out there that are disrupting in a very positive way. So this is just my way of featuring female disrupters, whether they're their own business owner, they're disrupting maybe in corporate America in a certain way, and singling out.
I mean those and featuring them and lifting them up. That's number one, what we're doing on the site. And number two is we're going to be putting together a virtual summit of these female disruptors so that they can share their super powers are and how they can inspire other women and also men too. And we're also going to be featuring men who support female disrupters. And so, you know, it's, there's definitely men should get credit for helping and I think that we're seeing change for sure It's just needs to happen quicker.
Shane: Yeah, I was going to say it's going to be a little slow, but I yeah, for sure. I have another question for you. How big is your team? Because you're, you've got like 46 projects that we've already talked about that you're like launching this year. Maybe give or take a few, but like how big is your team?
Lisa: Yeah, so I have a staff of 5, so we're a boutique agency. I use a whole team of, freelancers as well in addition to the 5. So depending on the project and the client, you know I have somebody that helps with my book publishing side of things and you know, the female disruptors, you know I have a team that's working with me on that project that believe in it and you know are helping support it and lift it up. So it's not, my main focus is the buyer group.
The agency side of things and really been focusing on the past year on scaling it up and leveraging my brand with it and just using these passion projects as you know, you have to eat sound like you have a lot of projects going too. So I just love doing like things that are inspirational and also disruptive. And I, you know, I feel very passionate about digital and like how it can take down, whether you're a business owner or a parent or in relationship with somebody.
So I just feel like that's my kind of way of like giving, like kind of almost like my therapy is in this together. And then the whole female disruption thing, it just, you know,
Shane: Make sense, well I think the thing is choose, it sounds like you have good partnerships, right? The thing is you have, you don't need to be in there every day, but you have people that are passionate about what you bought your vision of what you want that to be and then people are helping you with those projects, which makes sense.
Because you can't, you know, it's difficult to be on in the middle of every single project. And, but I do think you can tell that a lot of your other projects are passion projects, right? Or something that Kind of hits you over the head and you're like, you know what, I'm going to have tons of time to do this, but I'm going to make it work. We're going to figure this thing out. I'm going to build this thing and we're going to see who's going to be behind it. And then you naturally have people that want to help you with it. So that's awesome.
Lisa: Yeah and it also develops the culture of the agency and also, you know, you attract what you put out. So you know, I'm a big believer in health, wellness, you know, Yoga and meditation. So I like to work with clients that either also believe that or have that same chemistry, that same belief system or those are the types of brands that I love to work with when it comes to female disrupters. You know, I want to support other female disruptors and like attracts like. So you know, it's part of the culture in addition to being the passion project.
Shane: Yeah. You put it out in the universe, comes back to you. That's awesome. That's awesome. I was raised by hippies. So I get all that. And I love that. When I'm raised in California, my family's always like, all right, let's set this out. Let's hold hands, let's hug I'm like hey I like it, I'm a big hugger. So where I'm all in for all that
Lisa: Oh, big hug out to you.
Shane: Yeah, big hug back to you. So tell us a little bit, obviously you said that you're talking about yoga and talk about like balance and the other fun stuff. Like, so you're also a certified yoga instructor. How often do you do yoga?
Lisa: I just did yoga today I try to practice at least once a day, even if it's for 5 minutes. Not that I always do it every day, but that's the goal. And some people are just like, oh, I don't have time for yoga. It's a 90 minute class. So there's lots of ways to, you know, there's a app called, or a website called glow.com where you can put in how much time you have, what level. And like, I just did it this morning, you know, I had 30 minutes, so I did it for 30 minutes. There's even a 5 minute class.
Shane: Yeah I think sitting thing is don’t let any of that hold you back. Like the idea in the same thing with reading. Like, oh, I don't have time to read for an hour or read for 10 minutes. Like anything, like it just a disconnect and you know, because obviously yoga helps you with balance mean just mental and stability and there's just a lot of things that help you in regards to that gets it.
It takes you away from the real world and you're kind of doing your thing. And it's, and then I know for me, I mean I do Pilates that's only because I was in cross fit and I hurt myself in some higher above just tell me, hey Shane, you can't do any more physical sports for now.
Lisa: Yeah but Pilates, is amazing for your body.
Shane: Oh, it's awesome like my core is probably never been this strong like, I just, just quit drinking beer, I'm sure there's a six pack underneath my seminar for like, I'm pretty confident in this point that we're getting close to something potentially protruding through. But that's awesome. And you have liked a virtual entity, like a virtual summit or something like that for like yoga.
Lisa: Yeah. So that's, I was teaching a class in virtual reality or yoga in virtuality class as part of like this Beta program on all space VR and we're taking a break over the summer. But yeah, so, you know, part of my, you know, the agency type of industry that I work with, I work with a lot of disruptive type of, either types of brands or industries. And so ARVR is definitely kind of like, oh, video's going, videos come in, and ARVR is definitely coming. It's just like when everybody actually is able to embrace it.
And that doesn't, I mean is definitely coming we just don't know when. So it just, my way of, kind of being able to dabble in VR and AR and just actually like working with the technology, working with the headset, you know, being able to integrate yoga, which I'm already, you know, teaching every once in a while. So it was able, it gave me the opportunity to immerse myself in these platforms.
Like all space VR, like Facebook spaces. I don't know if you've tried that out yet, but you know, just it's where everything's going from a social standpoint for sure. So it just, my way of kind of like junior foot in the door, yeah getting my foot in the door educating myself without going crazy.
Shane: And so what do you do, I mean, so is yoga your way to like recharge? Is there anything else that you like, I mean, because obviously you talked about, you know, detoxing and Yoga and all the fun stuff. Like how do you, like what do you do to recharge yourself? Is it usually yoga? Is that kind of your go to or is it, hey, we take a family vacation for two weeks and I totally like don't use any internet. I don't use anything or what’s your secret?
Lisa: Yeah, I mean it's, I would say it's a mix like, you know, my husband and I are going on a vacation for 10 to 12 days where we're going on a cruise and Europe and purposely like, you know, the time zone difference itself is going to make us just connect because we're not going to be able to be on when everybody else is on here.
So, we try to do one of those like at least once a year and then besides yoga, I use CBD oil as part of my, daily dose of it. And it really does help whatever your body is needing. So if I'm really stressed, I'll just like take a little bit of it. If I want to go to sleep and get a good night's sleep, I'll take it before I go to sleep. if I, you know, having a hard time focusing.
So that actually kind of like you've heard how meditation is the new super power for CEOs for the C Suite. So I think that CBD oil is kind of like that next trend coming because it's health and wellness focused. I mean now people in order to be, you know, it's not seen as cool to like stay up and work 24/7, you know, people would want.
Lisa: Investors want to invest in companies where they have a healthy.
Lisa: Yeah, healthy balance. So I mean that's definitely like my newest thing that I see working and I get my sleep analytics on my fit bit so I'm able to see, I see a definite difference in my sleep quality ever since I started taking the CBD oil.
Shane: It's funny so I'm used CBD as well, mainly because I had some cannabis clients and stuff like that in the industry. And so we're doing some stuff for some cannabis plants now. But I, it is, I found it to, it's helped me with a few things, you know, in regards to your body and sleeping and stuff like that. Because I've had issues in the past of sleeping as it's going to be. You always got 10,000 things going in this that gather from being able to disconnect, because I used to work a lot.
I mean it's work 18 hours a day, which was extremely unhealthy. I was a lot bigger, probably 30 pounds overweight. Not the deal anymore but it is, interesting. It's like when you have to have that balance. I think it is important. I do, I can tell by what you put together that you are always striving for that balance of life. Right. Which is always so, the hardest part, right, because you have always more stuff.
Lisa: It's super hard
Shane: Yeah. It's not easy.
Lisa: Also just to your point of like, you know, we both seem to have that similar characteristic where we have a bunch of projects going. I mean one thing I do, and I did this at the end of last year, I've, I did a couple months ago, is I just kind of like take inventory of what I'm actively doing and serving on or in what is serving me or whatever. You know, if it's not serving me then you are not serving you.
You need to stop doing it because you can't just keep saying yes to everything. So you know, I was on the board for, you know, the celebration foundation and I just realized, you know, this is not something that I, you know, I can't do everything. So no, I resigned from that after you know, two or three great years and it was just different things like if you're on a committee or you know.
If you maybe are helping a friend out, like there's just certain things that you just have to say no to because all of a sudden you're going to be finding yourself completely burned out and spread thin doing all these things for everybody else.
Shane : So, I've got to look up, library books and then saying no I kind of looked that up cause I haven't, that was something that I've always been really like my mom was always just like, do you ever say no? And I'm like, I think I did one time but then I probably call back and say, I was just getting it. I will help you.
Lisa: I think saying no is probably easier than undoing something you're already involved in though, you know.
Shane: Great. Yeah because you, you've already gone down that road. Now you're like knee deep in, in the middle of it and you're like, okay, now how would I get out of this?
Lisa: Yeah. So I mean, you know, you kind of have to balance those things out and, you know, another thing that, and I just have to have happen to have this book here, so I just started getting back to reading fiction. I probably for the past 20 years, all I've read mostly is just business books, you know, or health and wellness books or self-help books or, you know, it's an amazing way.
I'm reading Big Little Lies right now. It's amazing what, you know, just like you said, 10 or 15 or 20 minutes, just a reading of something. You're in a story that your mind is, you know, giving your mind a break and focusing on something else.
Shane: So, I've got a funny one for you. So I've been reading for like last two years. I don't know what biker gang books; I have no idea where like it came from. I just, there was one called Mongols and I was like, oh, it's like an audible type deal. It's like, oh, I'll listen to it. And like I between like, I will read like, oh, you know, business self-help, how to do this. And I'm like, now how to talk about how the Mongols killed all of that. Not really, but I mean it's like this like weird.
I'm like really stuck on this. I'm probably going to jump over to like, you know, gang lands or something. I don't know what it is, but there's something that like the stories intrigued me, you know, not necessarily the violence and all that, but just, I don't know, it's something that's kind of pulled me in, which is outside of my usual business and self-help and you know, helping, you know, whatever that is.
Lisa: Yeah. So it just got us this year, right?
Shane: Yeah, who knows maybe I'll join the Mongols one day and ride a motorcycle? Probably not, but all right, so we've got our last question of the day. So if I was to give you, hopefully my wife doesn't hear this because she's going to be really mad if I give you a card that has a $50,000 limit on it. I'm not get my wife, but let's just start with you. If I gave you a card with a $50,000 limit, where would you, what's a store would you go to go max it out? Where would you go and said, oh my God, this is like, that's my store?
Lisa: It's such a hard question.
Shane: I know, you're like, come on, tell me two stores. Give me three, yeah.
Shane: Is there any one place, I mean is the one place you're just like, oh my God. Like my husband can't get me away from this store or are you like, no, I'm not really that into that. I would get a vacation with a family I don't know.
Lisa: Yeah, I, well, I think it would be, well, you said store, so if it was a store, I guess I would have to pick Neiman Marcus. And if it wasn't a store, I would definitely spend it on an experience like travel. You know? I think that that is something that you need to give yourself and splurge on and make time for is having those experiences. So some sort of an experience, I would invest and spend it on.
Shane: Makes total sense. Well, Lisa, thank you so much for coming on the podcast today. It was a pleasure having you.
Lisa: Thank you
Shane: And once again, have an awesome day.
Lisa: Yeah, thanks Shane so much for having me I appreciate it. Have a great day.
Shane: All right, thanks Lisa.