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The 3×3 Video Grid

What Is The 3x3 Video Grid?

Dennis Yu created this strategy and says any successful marketing requires guiding people along a specific path – WHY, HOW, and WHAT. Without this path, you have a random, confusing and often irrelevant marketing campagn.

The idea is to film 3 videos for each of steps along the path and then introduce people into each stage of the path with retargeting.

Visually, it looks like this:

It’s called the 3×3 grid because you have three pieces of content in each stage of WHY, HOW, and WHAT.

By sequencing your message in this way, you can guide prospects through a traditional sales funnel—from awareness to engagement to conversion—much easier than if you engage them in random marketing content.

Record Your 3x3 Grid

You’ll record nine videos for the 3×3 grid.

Dont worry! You don’t need to be a professional videographer or an expensive camera – pull out your phone and get it done.

Here’s what you should cover in the videos…

WHY:

The purpose of WHY videos is to grab attention, establish authority, and have a meaningful first impression with your audience. This is where you tell your story – stories from the founder, customers, and other authoritative figures. Every business has a story about how it started. By sharing this story, people can relate and develop an emotional connection.

Example: Chiropractor

Video 1: Talk about a past injury or chronic pain that inspired you to open a wellness center and help others.

Video 2: Refer back to college sports when you pushed your teammates to focus on lifting weights and stretching, which lead to a career in chiropractic.

→Video 3: Share a story about the first time you received chiropractic and how that drove you to start your own business.

HOW:

HOW videos teach others what you know. The most effective of these is what you’d reccomend to fix a problem if your product or service didn’t exist. Structure your education in simple 3-step recipes of how to get something – be sure NOT to talk about your products or services. It’s ok and encouraged to talk about larger industry wide issues or even interview an expert.

Example: Chiropractor

Video 4: Tips on proper stretching techniques for lower back pain.

Video 5: Give advice on how to deal with mental health issues that stemming from a major injury or not being able to work due to an injury.

→ Video 6: Share a routine for people who sit in an office chair all day to alleviate or prevent a tight neck and upper back.

WHAT:

WHAT videos are your sales videos. This is where you talk about your products, pricing, features, special dates, testimonials, and other traditional marketing.

Example: Chiropractor

Video 7: Promote your chiropractic services.

Video 8: Promote mental health awareness month (May) specials and talk about the relationship between chiropractic and stress relief.

→ Video 9: Promote your signature or special service.

Most businesses only create WHAT videos, but by only talking about your products and services, you are “sales mode”, which people do not look kindly on. That’s why building a relationship with your WHY and HOW videos first is so important.

Ultimately, you’ll have built something that looks like this:

Set-Up Your Campaign

In Facebook Ads Manager, create a new campaign.

Be sure to use different ad sets to for each stage of videos – WHY, HOW, and WHAT.

The idea is to retarget across, down, across, down, across. Potential customers should only see videos from their current stage of the funnel and videos from the next stage of the funnel in order to guide them easily into purchasing.

As soon as someone watches 75% of a WHY video, they’ll then start being able to see HOW videos as well as your other WHY videos, like this…

Once someone watches 75% of a HOW video, you’ll stop providing them with WHY videos and continue to provide them with HOW videos along with WHAT videos. Like this…

And then, when they view at least 75% of a WHAT video, you’ll stop being providing HOW videos and only show them WHAT videos. In the end, you have something like this:

It looks complicated, but it’s pretty simple to set up.

Group 1 (WHY) is shown to a standard audience
Group 2 (HOW) is shown when a Group 1 video has been watched to 75%
Group 3 (WHAT) is shown when a Group 2 video has been watched to 75%

You can accomplish this by creating a campaign and choosing the video views objective.

Next, create a Custom Audience. Use Engagement > Video.

Under Engagement, select People who have watched at 75% of your video.

Select the Campaign you created.

Now, select your videos. Make sure that all videos are in the same published campaign or that they were previously posted to your Page.

Lastly, you have to set up exclusions so that the your prospecitve customers see the right videos at the right times.

Ad Set 1: Why Videos

This example is using a standard lookalike audience with the exclusion set to ad set 3 viewers. In other words, this ad set will only show to ad set 1 (Why) viewers and potentially ad set 2 (How) viewers, but never ad set 3 (What) viewers.

Ad Set 2: How Videos

This will be shown after an ad set 1 (Why) video has been shown. It will continue to show until the viewer watches a WHAT video in the final ad set.

Ad Set 3: What Videos

Ad set 3 will be shown when an ad set 2 (How) video has been seen. It will continue to show forever.

Ad Set 4: What Videos

Even though this is the bottom of the funnel, it’s recommended to continue to show WHAT videos until they convert.

To help with any confusion, here’s a summary:

  • Ad set 1 => Ads: WHY videos. Audience: Group 1 (Lookalike), Exclude: Grp 3.
  • Ad set 2 => Ads: HOW videos. Audience: Group 2 (Viewed Group 1), Exclude: Grp 4.
  • Ad set 3 => Ads: WHAT videos. Audience: Group 3 (Viewed Group 2), Exclude: None.
  • Ad set 4 => Ads: WHAT videos. Audience: Group 4 (Viewed Group 3), Exclude: None.

Good job!

Now, it’s all set up! 

Optimize Video Performance

After they’ve been running for a while, you’ll want to check and see if your videos are doing well or not.

Compare your campaign stats to these benchmarks:

If you’re not close to $.02 per video view, $3 per lead, or $10 per conversion, your videos aren’t doing as well as they should be. That’s ok – Just record new ones and try again.

Eventually, you’ll shut 90% of the videos you film down, but that’s the way it works and why testing is important. Keep trying new videos and your results will grow.

The good news? Once you find the right videos that your audience want to see, you’ll have built an evergreen marketing funnel that will work for you timelessly and tirelessly—no need to keep producing content.

Tips:

  1. Keep the videos short, ideally around 30-60 seconds.
  2. Each video should be unique.
  3. By creating 3 unrelated WHY videos, 3 unrelated HOW videos, and 3 unrelated WHAT videos, you can test which perform best.
  4. The videos don’t have to be Hollywood quality. No need for expensive lighting, graphics, or a set. Your phone will do fine.

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