The 3×3 method is a framework for how you meet and engage with your costumers at different stages of the buying process – using videos.
This strategy ensures that you have warm leads flowing your way.
The videos fall into 3 phases of the sales process:
Awareness “Why” Videos
The first step in developing a social media video strategy for your business is to create “why” videos. These videos generate brand awareness and help people to connect with you more deeply and stay top of mind.
The goal of these WHY videos are not to push a product or service.
By relating your stories of gratitude, kindness, perseverance, courage, character, things of that nature, people will form deeper trust and connection. Allow for consumers to understand your business and develop an emotional connection.
Industry Example (Health and Wellness):
Video 1: A business owner may have had a past injury or chronic pain that drove them into
opening a fitness/injury rehabilitation center to help others with their discomfort.
Video 2: A business owner may refer back to college sports where they always pushed their
teammates to focus on the fundamentals of proper weight-lifting which lead them to a career in
physical therapy.
Video 3: A business owner may share a story about the first time they received physical therapy
or athletic rehabilitation and how that experience drove them into starting their own business.
The “How” Videos
A very important stage of the buying process is consideration stage. Customers here have become aware of a brand or two in the marketplace. They are open to learn more here to be shape their consideration of who they choose to work with.
This is where we promote informative, helpful and educational content.
The how videos are designed for you to demonstrate your expertise. Regardless of what industry it is there is always something educational that a business can share with their prospective customers.
When the how videos establish the business as a trustworthy source of information, it will generate engagement that will help us identify warm traffic to move on to the next phase of the buying journey.
The purpose of the HOW video is to generate consideration with your content. Consideration comes in many forms, whether it’s video views, reactions, comments, shares, or even link clicks.
This is a key step in the process to build positive connotations towards your brand.
Industry Example (Health and Wellness):
Video 4: A fitness/injury rehabilitation center will record and share how-to videos with tips on proper stretching techniques for shoulder pain.
Video 5: A fitness/injury rehabilitation center will record how to deal with the mental issues that stem from injury or dealing with the stress of not being able to work due to injury.
Video 6: A fitness/injury rehabilitation center can share tips and tricks for people who sit in an office chair to avoid a tight neck/upper back.
The “What” Videos
The what videos are the last phase of the sales funnel. Their designed to go for the sale/conversion. We see “what” videos most often. They’re the ones that say “Buy Now!” or “Call Now.” Most advertisers only make “what” videos, going straight to selling and ignoring the “why” and “how” videos.
This is a mistake because without the why and the how to set the stage for the what, you will get ignored by prospective customers, as they do have been conditioned to ignore businesses who spam with ads.
When you apply the 3×3 method, prospective customers have been sequenced through a buying journey (three phases) and are now warmed up for that sales pitch! That’s the job of the “what” video.
Industry Example (Health and Wellness):
Video 7: A fitness/injury rehabilitation center could promote their one-on-one therapy services.
Video 8: A fitness/injury rehabilitation center could promote their mental health awareness month (May) specials and talk about the relationship between fitness and stress relief.
Video 9: A fitness/injury rehabilitation center could promote their BOGO deal.
