I have spent the last year and a half helping missionaries build a successful online presence. In the process, I have watched and researched HUNDREDS of YouTube videos on digital marketing.
To save you a lot of time and effort, here are the 15 most practical videos - my "go-to" list.
Even if you've already built a good online presence, I think you will find it amazingly helpful to revisit the foundational concepts in these videos.
So here they are - my top 15!
Video #1: The Neuroscience Of Branding
Branding and marketing get a bad rap (and often for good reason). Our time is valuable, and we hate being manipulated and taken advantage of.
But we do like buying stuff!
Here’s a quick video discussing branding and how it affects your brain.
Key Takeaway: Clarify what type of people your brand is for and then tell them.
Video #2: Show Up As You Are To Build A Good Brand
Simply defined, a brand is a reputation. And a personal brand is your personal reputation (as opposed to a corporate one). Think Tim Tebow for personal brand and Apple for corporate brand.
The key to building a good brand either way is to be more human (flaws and all). It's the only way people will be able to connect with you.
Video #3: Start With ‘Why’ (Your Purpose Statement)
God put you on this earth for a specific and unique purpose. It's not random. Simon Sinek talks at length about finding your 'why' in his book “Start With Why”.
Do this and you'll be ahead of the pack. You'll also start attracting the right people.
Pro Tip: Ask, "Why am I doing this job?"... Then take the answer and ask 'why' again... Then ask yourself 'why' at least one more time (and again if you need to).
Video #3: What Future Are You Creating? (Your Vision Statement)
In life, we typically pick a vague direction and start running. But if you know exactly where you are going, you're going to get there a lot faster.
A good vision is a goal that drives everything you do between now and then.
Video #4: How Will You Get There? (Your Mission Statement)
If the vision statement is the 'future you', the mission statement is the things you will do today to get there. This is where we ask, "What are we here to do and how will we get it done?"
Video #5: Truths That Drive Your Day-To-Day Decisions? (Brand Values)
Values are the foundational truths that make you you. What fires you up? Brings you joy? Makes you lose track of time or infuriates you? When you clarify these and share them, other people will have something to connect with on a deeper level than, "Hey give me money."
Video #6: Solve A Problem (And Keep Your Personality)
The BIGGEST value you can offer someone: showing them how to solve a problem you have already solved. What problems have you solved?
And remember: share the solution without leaving out your personality.
Video #7: Who Are You Online? (Your Brand Archetype)
Which one of these describes you best?
These are Brand Archetypes and they are one of my favorite tools. When you pick a Brand Archetype and stick to it it keeps you organized. Added bonus: you sound like a real person (which can be harder than you think online).
(Julia Liebich has a video for EACH of the 12 archetypes here.)
Bonus: a great quiz from Kaye Putnam to help you find yours:
Video #8: Know Who You Are Talking To (Your Audience Persona)
The internet is like walking into a room with a thousand people talking to you at the same time… If you want to stand out in a room of a thousand people selling stuff, know your customer and bring something the customer actually needs.
Audience Personas (aka Customer Avatars, Ideal Customers, etc.) give you someone, real or imaginary, to write for so you can bring something the customer needs every time you get online.
Warning: This will change everything you create. But it will start attracting the best people for you to work with.
Video #10: What Are You Going To Give People? (Your Value Proposition)
We get online for OURSELVES (to be entertained or get information). And we have a very short attention span.
A value proposition quickly and clearly states what someone will get if they follow you. If you don’t let them know, they will scroll right past you as they hunt for entertainment and info created for them.
Pro Tip: This is commonly used in social media bios to quickly let people know if you are going to provide something they need.
Video #11: Building Super Fans (Audience Segmentation)
Think of your biggest fan… wouldn’t it be nice to have more of them?
Pat Flynn explains the process that guides potential customers from ‘Casual Audience’ to ‘Super Fans’.
Video #12: What Should You Post? (Your Content Pillars)
Your Content Pillars are where you start to apply 'who you are' online in an organized manner. Amber Figlow guides you through identifying the 3-5 big categories you feel you can talk about from a position of experience.
(Some pillars for missionaries might be: Ministry stories, family updates, info about your country, info about your sending organization...)
Video #13: Where To Find The Time For Posting All The Time? (Scheduling)
Scheduling, batching, and systems will allow you to do more with less time: especially as a one-person-shop.
Video #14: The Right Mindset Is A Giving Mindset (How To Get Followers)
Brands that sell, sell, sell, are ones you avoid in your inbox and scroll past on your feed. A winning approach: Give, give, give, THEN ask. Brands that give more (freebies, info, or entertainment), are the ones we come back to again and again.
Chris Do talks about what he would do if he had to start from scratch on Instagram (the same general principles apply to other platforms as well).
Pro Tip: If you don't give something away, no one will show up. Sorry. So put out content that will help people NOT to have to use you. People will like the content, use it, share it and follow you for MORE. A surprising amount will like the content and STILL ask/pay you to help them.
Video #15: Be A Better Communicator
Communicating is hard in person. It's even harder online. The problem: We are experts on OUR perspective, but often horrible at sharing FOR someone else's perspective.
Chris Do and Jasmin Alic give easy tips on writing approachable content that connects and helps you talk like a human talking to another human.
Conclusion: You can build your brand while sitting in the waiting room (literally and figuratively)
I watched (and re-watched) these videos in waiting rooms, cleaning the house, driving (I only listened I promise), and in the place of Netflix movies after the kids were in bed. (And I finished up this article in the Belle Tire lobby while my broken windshield got replaced.)
Building a good reputation/brand online is a marathonwherever and not a sprint. Patiently add to it piece by piece, where ever you have the time.
(And share this with someone you know who is trying to make their mark online whether it's a missionary raising support or a small business owner!)
