Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Joseph LeBaron. Here’s that interview
About the interviewee
Joseph LeBaron, co-founder and co-owner of The Good Line. Joseph has a strong background in branding, copywriting and directing. After working with traditional ad agencies for several years and seeing the financial waste passed on to those clients, Joseph recognized the need for a better way to share story through marketing. Together with his business partner, Travis Pitcher, Joseph went on to found The Good Line to address that need.
Tell me about your firm (number of employees, location, type of companies you work with, etc.).
The Good Line is a creative agency based out of Salt Lake City, Utah. We focus on helping clients grow and market their businesses by telling stories through short documentary films optimized for the web and social media. While only 3 years old, the company has grown quickly and we now employ seven people full time and two others on a part-time basis.
What type and size of companies do you have as clients?
The Good Line is one of the fastest growing creative agencies in Utah. We’ve worked with such behemoths as Google and Adobe, yet we keep a keen eye focused on the nonprofit world by working with groups like Inter-American Development Bank and Operation Smile. Our work has been featured in film festivals, on Discovery Channel, Good Morning America and Dateline NBC to name a few. Our unique strength is balancing strong marketing content with highly shareable stories on social media so our clients receive media content that works for them rather than a delivered video sitting on the proverbial YouTube shelf. High quality content aside, our branding videos and social media campaigns have resulted in ROIs in the millions for our clients.
What comes to mind when you see this topic?
Social media is changing the way we communicate and the marketing landscape. It’s breaking down barriers between consumers and businesses and enabling brands to be more transparent than ever. At The Good Line we believe that when it is correctly executed this added transparency can create much more meaningful brand experiences and, ultimately, more loyal consumers. On the other hand, poorly executed social media campaigns can quickly undermine a strong brand and business.
What are the best practices when it comes to this issue?
Within the social media umbrella, video is king. A few quick stats for you:
emails sent with a video have a 3x higher open rate than email marketing without video
having video leads to a 6x higher likelihood that people will donate to a nonprofit cause
only 20% of visitors read more than 50% of the copy on a website
while they may not read the website copy, 80% of visitors will watch the same content in video form
Because video is so vital to a successful online business presence, businesses with an array of story-focused, documentary-style films have a great advantage in engaging and acquiring customers. People are sick of being “pitched” or “sold” and would much rather engage with you and your brand through authentic stories.
Having multiple videos for followers and potential followers of a business enables users to personalize their web experience. We call this “permission-based marketing.” There are multiple reasons that consumers or clients choose to give their business to you, and permission-based marketing via short films increases the opportunity for people to find you based on the aspect of your business that speaks most to them. Once they connect to that piece of your brand, you can then draw them in with other parts of your story and turn those new followers into paying customers.