1. The Basics of Media Marketing: By Joanna Okey 

Mastering Video to Outwit Algorithms and Drive Real ROI – Session Summary with @thejoanna.co

In this insightful session, Joanna revealed advanced strategies for using video to beat social algorithms and achieve meaningful return on investment (ROI). Here’s an in-depth look at the session highlights, including unique approaches to creating engaging media, winning audience attention in a saturated space, and turning engagement into conversions.

1. Decoding Algorithm Behavior for Video Content

Algorithms are highly responsive to user behavior, especially with video, which naturally invites higher engagement. Understanding and capitalizing on this dynamic was a core focus of the session:

• Engagement Signals Matter More Than Ever: Unlike traditional content that relies on likes and shares, video’s unique metrics—like watch time and completion rate—are key. For instance, platforms like YouTube and TikTok heavily reward watch time, so creating videos that encourage viewers to stay till the end (or even rewatch) is essential.some text
  • Tip: Use micro-stories and staggered reveals within longer videos to maintain viewer interest. This approach keeps viewers engaged, allowing you to capitalize on watch-time metrics.
• Captions and Optimization for Mute Playback: Since a lot of social videos are watched without sound, adding captions or even stylized subtitles is essential. The session emphasized that captions not only enhance accessibility but also improve retention, as viewers can follow along even in silent environments.
• Keyword Placement to Optimize Discoverability: Video SEO remains underutilized. Besides titles and descriptions, embedding keywords in video tags and transcripted captions boosts relevance in search algorithms on YouTube, Google, and beyond.

2. Crafting Content that Resonates Deeply

Creating media that connects with audiences at an emotional level requires more than just aesthetics; it demands genuine value and a narrative that reflects your brand’s core. Here’s how Joanna advises creating video that moves audiences:

• Build Relatability with Raw Moments: Highly polished video can sometimes feel distant. Instead, integrate "real" moments—unfiltered clips, mistakes, or behind-the-scenes footage. This technique builds authenticity, making audiences feel like insiders.some text
  • Tip: Consider a “day-in-the-life” format for your brand or team members. This raw, diary-style footage offers viewers a peek behind the curtain, forging a more personal connection.
• Invest in the First 3 Seconds: This hook determines whether your content will thrive or flop. A surprising statistic, compelling question, or visually arresting shot can grab attention. Once hooked, audiences are more likely to engage with your full message.
• Storytelling Beyond the Sale: Rather than focusing solely on products or services, explore the broader narratives related to your industry, audience challenges, or trends. For instance, a fitness brand might share transformation stories or wellness tips instead of merely showcasing products.

3. Rising Above the Content Noise

The sheer volume of content online can dilute individual efforts, so the challenge is to stand out with bold, targeted approaches:

• Precision Targeting Through Micro-Communities: Instead of casting a wide net, zero in on niche communities where your message will work most powerfully. Specificity signals to algorithms that your content serves a distinct audience, increasing its relevance and reach within those groups.some text
  • Tip: Use Facebook Groups or Reddit communities aligned with your industry. Share content that speaks directly to their unique needs or interests, boosting visibility and engagement.
• Compelling Thumbnails and Titles for Scroll-Stopping Power: Video success often hinges on first impressions. Design eye-catching thumbnails and use concise, intriguing titles that prompt curiosity. A/B testing different thumbnail styles can offer insight into what draws clicks from your audience.
• Lean into Trends without Losing Brand Voice: Trend-based content is highly shareable but can feel shallow if it doesn’t align with your brand’s tone. Use trending formats—like challenges or reaction videos—but add a unique twist that reflects your brand’s personality.

4. ROI-Driven Video Strategy: Converting Engagement to Profit

Achieving ROI with video requires deliberate action at every stage of content creation, from concept to promotion:

• Clear Goals and ROI Measurement: Set specific, measurable goals for each video—whether it’s increasing brand awareness, driving traffic, or generating leads. Metrics like conversions, lead form fills, or even time on page after a click-through can provide a clear view of a video’s effectiveness.some text
  • Tip: Integrate tools like Google Analytics with YouTube analytics for advanced insights. Use these metrics to tweak your content strategy based on what converts best.
• Effective Call-to-Actions (CTAs): Don’t rely solely on viewers to seek out more information. Place clear, actionable CTAs within the video and in captions, driving viewers to take the next step (sign up, visit the website, download a resource).
• Retargeting Engaged Viewers: Use video views to build a retargeting audience. Once someone has watched a video, especially those who reached 75% completion, they’re more likely to convert with further, targeted content.

5. Advanced Tools and Techniques for Video Creation

To streamline production and maximize results, Joanna shared tips on effective tools and hacks that save time without sacrificing quality:

• Editing Shortcuts with Mobile Apps: Apps like CapCut and InShot offer extensive editing options for on-the-go content. These tools allow for quick adjustments like transitions, text overlays, and music additions that can be done in minutes, ideal for high-output content strategies.
• AI-Powered Scriptwriting Tools: Tools like Jasper.ai can streamline the content planning process, enabling quick script generation based on keywords or topics. This is especially useful for scaling content production without compromising quality.
• Multiplatform Optimization: Tailoring the same video for different platforms extends its reach. For example, a horizontal YouTube video can be cropped vertically for Instagram Stories or TikTok, allowing you to repurpose content with minimal extra effort.

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Conclusion: Turning Engagement into ROI through Strategic Video

The session with Joanna distilled a core message: while algorithms and audiences are always evolving, the brands that succeed are those that remain authentic, audience-focused, and adaptable. By using storytelling, precision targeting, and ROI-driven tactics, you can leverage video content to not only reach but resonate with audiences, resulting in lasting engagement and measurable returns.

Ready to implement these strategies? Keep experimenting, tracking results, and optimizing based on what works. Join our upcoming sessions for deeper dives into digital strategy and audience connection!

The second episode looks into the practical aspects of marketing, emphasizing that marketing is a part of our everyday lives and a tool for persuading an audience to buy into an idea. As you advance in your marketing career, understanding the importance of Return on Investment (ROI) becomes crucial. The first step in managing ROI effectively is by preparing a budget. This episode stresses the importance of documenting your investments to track ROI accurately.

The episode also explores content strategy and the importance of understanding your niche. A well-defined content strategy is essential for reaching your target audience effectively. Some of the strategies discussed include:

• Referrals: Leveraging word-of-mouth marketing to attract new customers.
• Giveaways: Using promotional items or free services to increase brand awareness.
• Seasonal Planning: Developing a marketing plan that aligns with the different seasons of the year.
• Trade Fairs: Participating in trade fairs to connect with potential customers and partners.
• Hiring for Sales and Business Development: Expanding your team to improve sales and business growth.

A key point from this episode is the importance of tracking your marketing activities. By monitoring what works and what doesn’t, you can refine your strategies to improve performance continually. The episode also encourages thinking about customer retention and understanding your conversion rates. Retaining customers is just as important as acquiring new ones, and understanding how many of your leads convert into paying customers can provide valuable insights into your marketing effectiveness.

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Episode 3: Enhancing Your Brand's Presentation and Accessibility with Odegbemi.

The third episode focuses on the importance of brand presentation and how it affects customer trust. Before potential customers even use your products or services, your presentation—how you appear to them—can significantly impact their decision to trust and engage with your brand.

The episode highlights the availability of free tools on the internet to help you build and enhance your brand’s presentation. It also mentions the growing role of Artificial Intelligence (AI) in marketing, suggesting that AI tools can help even those with minimal resources to improve their brand’s presentation.

Websites are discussed as crucial elements of a brand’s image, providing customers with easier access to your products or services. The episode notes that you don’t need to hire a developer to build a professional-looking website; various no-code tools are available to simplify the process. These tools enable anyone, regardless of technical expertise, to create a website. Some of the no-code tools mentioned include:

• Webflow
• Framer
• Squarespace
• Wix
• Carrd

The key takeaway from this episode is that appearance matters in marketing. Whether it's your brand’s presentation or your website, the initial impression you make can determine whether customers will trust and eventually buy from you. Using the right tools and strategies can help you build a professional and accessible brand, even with limited resources.

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The first episode of the DIY Marketing series focuses on the foundational elements of branding and positioning. It emphasizes the importance of not comparing yourself to others, which can derail your focus and confidence. A key takeaway is the importance of the human factor in marketing—being confident about putting yourself out there is essential.

The episode highlights the importance of engagement on social media. It's not enough to just post content; active engagement—commenting, liking, and interacting with others—is crucial for building relationships. Storytelling also plays a vital role in connecting with your audience. It's not always about promoting yourself; sharing your learning experiences and motivational content can build a more relatable and trustworthy brand image.

A significant principle discussed is the KLT (Know, Like, Trust) principle. When starting out, it's important to focus on letting your audience know you first, then work on making them like you, and eventually trust you. This gradual process is critical in building a loyal customer base.

Lastly, the episode touches on the importance of analytics. Constantly checking your analytics helps you understand what is working and what isn’t, allowing you to adjust your strategies accordingly. The episode concludes with the reminder that anyone can post on social media, regardless of their niche, and should focus on content that aligns with their expertise and interests.

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