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It's Not Rocket Science! Five Questions Over CoffeeHelping business owners explode their business growth Author: The Complete Approach
The mission of It's Not Rocket Science! is to bring a new idea for building business to growth-hungry business leaders and owners who want to do more with less time and so increase their business and influence. We deliver actionable ideas using our five questions over coffee. thecompleteapproach.substack.com Language: en Genres: Business, Entrepreneurship, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Five Questions Over Coffee with Andrea Stenberg (ep. 135)
Thursday, 6 November, 2025
Who is Andrea?Andrea Stenberg is a social media whiz who really knows her stuff when it comes to video marketing. She loves helping business owners figure out how to use video to get noticed online and turn viewers into customers. Andrea’s all about sharing simple, practical tips that actually work, no jargon or tech headaches. As a guest on “It’s Not Rocket Science: Five Questions Over Coffee,” Andrea brings her friendly vibe and tons of helpful advice for anyone looking to grow their business with video.Key Takeaways00:00 “Aligning Video with Brand Strategy”04:45 Building Trust Through Videos07:39 Authentic Video Marketing with AI11:25 Authentic Video Outperforms Polished Content17:21 “Start Marketing with Video”21:23 Instagram & LinkedIn Content Strategies22:29 Challenges of Creating Short Videos25:53 Improving Videos Through Feedback_________________________________________________________________________________________________Subscribe to our newsletter and get details of when we are doing these interviews live at www.systemise.me/subscribeFind out more about being a guest at : link.thecompleteapproach.co.uk/beaguestSubscribe to the podcast at https://link.thecompleteapproach.co.uk/podcastHelp us get this podcast in front of as many people as possible. Leave a nice five-star review at apple podcasts : https://link.thecompleteapproach.co.uk/apple-podcasts and on YouTube : https://link.thecompleteapproach.co.uk/Itsnotrocketscienceatyt!Do You Need a P.A.T.H. to Scale?We help established business owners with small but growing teams:go from feeling stuck, sceptical, and tired of wasting time and money on false promises,to running a confident, purpose-driven business where their team delivers results, customers are happy, and they can finally enjoy more time with their family -with a results-based refund guarantee: if you follow the process and it doesn’t work, we refund what you paid.This is THE P.A.T.H. to scale your business.————————————————————————————————————————————-TranscriptNote, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)SUMMARY KEYWORDSvideo marketing, social media video, lead generation, customer conversions, coaches, course creators, healers, expertise marketing, personal branding, seat of your pants marketing, marketing strategy, brand consistency, going viral, target audience, client journey, personalized videos, AI in video, video editing tools, video content repurposing, audience trust, showing up on camera, authentic video, video length, LinkedIn Live, Instagram Reels, closed captions, video accessibility, video engagement, video production quality, content funnel, repurposing contentSPEAKERSAndrea Stenberg, Stuart WebbStuart Webb [00:00:00]:Hi, and welcome back to It’s Not Rocket Science. Five questions over coffee. The important thing here is the coffee. And I want to really welcome Andrea, Andrea Stenberg, who’s going to talk to us about the importance of doing a video in your social media and helping us to increase our lead generation and help us to increase our customer conversions by using effective video in, in lead generation. So, Andrea, welcome to It’s Not Rocket Science. Five questions over coffee. And I hope you’re ready to give us some pearls of wisdom.Andrea Stenberg [00:01:08]:Oh, thank you, Stuart. Thanks for having me.Stuart Webb [00:01:11]:So let’s start by trying to understand exactly who, who, who the who, who the people are that you help with understanding how to use video better. And how do you, how, how you understand what their needs are?Stuart Webb [00:01:25]:Well, I, I work with coaches, course creators, healers, anyone who’s selling sort of what’s up here, their expertise and their knowledge. And they’re usually people who are really good at what they do and they’re really passionate about helping people. In fact, they’re almost more passionate about helping people than they are about growing their business. But they’re also serious about growing their business. And one of the things that that happens is, you know, they’ve learned along the way that video is becoming really important and they understand that video is important. So they’ve started using video, but they don’t really know what they’re doing. So what happens is like, so they’ve got over here, their website, their social media, their emails, all their marketing is kind of professional and branded. And then they put their video and it’s over here and it almost looks like they’re not even coming from the same business because they’ve just kind of added it on.Stuart Webb [00:02:22]:And they’re doing what I call seat of your pants marketing, where they’re just, when they, you know, on the rare occasions they have a few spare minutes, they do a video because, and they model it on somebody else’s. But they don’t really figure, haven’t really figured out where it fits in their marketing and really is, I want your marketing and your video to like work together seamlessly like this so that they all support each other, they all work together, they all look like they’re from the same business and they’re all sharing a similar message. And so that’s, you know, that’s, that’s who I work with. And that’s my, my end goal for everybody is to have their video and their, the rest of their marketing all working seamlessly together.Stuart Webb [00:03:05]:You’ve kind of already Excuse me, you’ve already sort of answered the second part of my question which is, you know, we, you’re right, we’re all, we’re all very aware of the fact that video is really important in, in marketing nowadays because it starts to help to sort of demonstrate who you are as a person. And you know, we have to remember at the end of the day even big businesses buy people. So, so what is it you’ve seen people do that perhaps doesn’t quite gel? You’ve sort of talked about the website not looking the same as the video or the video somehow not looking as if it’s coming from. What are some of those things that people have done that you’ve sort of spotted potential problems for them?Stuart Webb [00:03:42]:Well, I mean some of the problems is like, so everybody gets focused on the idea of going viral and I want to go viral and get discovered. And yes, part of video is getting discovered. But for most coaches, course creators, consultants, healers, going viral is actually not good for your business. For example, I had a video that went viral like it didn’t get millions of people but it was like easily 10 times my normal viewership of videos. And the interesting thing was the vast majority of this new audience were 18 to 24 year old boys. And they’re not my target audience, they’re not going to be a customer of mine. Like I don’t know why they liked this video but you know, like it was not really of any business value to me that these 18 year old boys were liking this video. So, so going viral, like yes, it’s nice to be discovered but it’s if you’re being discovered by the wrong people, that doesn’t help you.Stuart Webb [00:04:45]:The other thing about that is when people come into your world like they don’t just hear of you today and become a customer today. I mean sometimes that happens but usually there’s a process and there’s a journey where people have to get to know like and trust you and, and that’s where video becomes really powerful because not just from being discovered, but as people are getting closer and closer to making that decision, to becoming your client, you can build that trust. You can let them see that you have some expertise. They can, you can get them to experience what it might be like to work with you in a completely non threatening way. So if you’re posting a video on LinkedIn or YouTube, somebody doesn’t even have to give you their email address to watch your video. So it’s a very low risk on their part to get a taste of what it’s like to work with you. And then, of course, you know, once people get closer to becoming a client. For example, one of my favorite strategies is you can do personalized videos that you create one video for one person and you can say, hey, Stuart, I really enjoyed talking with you.Stuart Webb [00:05:52]:I just wanted to remind you about A, B and C and send a video to them and that, you know, really creates that. Wow, that’s. This person really heard me. This person is really interested in me. And look, they sent me a video just for me. So there’s lots of different places where you can use video, not just at the top of the funnel of just getting discovered by new people. And I think that’s. That’s the biggest change that people can make is start incorporating it into all the stages of your marketing, not just at the beginning.Stuart Webb [00:06:27]:I think that’s a very, very, very, very interesting way of doing things because I’ve. I’ve seen and done similar things where. And that personalization, even if that video that you create for that one person is, you know, it’s just their name and everything else is exactly the same to something you sent to somebody else, they feel it’s theirs, don’t they? Because you can’t create a video easily without putting some effort in and making it very personal to them. We ought to just sort of COVID off the AI thing because is that something that you think AI generated videos are helping or hindering in these respects?Stuart Webb [00:07:08]:Well, I mean, for people who I work with. So, like, for example, if you’re a coach or a healer, like, say you’re a healer and you’re going to help me make my child healthier or do better at school or whatever that you do. I need to trust you a lot, Especially if it’s about my child. Like, if it’s about me, I might be willing to take some risk. But if it’s my child, I want to trust you a lot. And having an AI video like that doesn’t build any connection to me. Whereas. But AI is useful.Stuart Webb [00:07:39]:But I really think if you’re an expert and you’re sharing your expertise and you work closely with your clients and they need to trust you, I think there’s real power in getting your face on camera, getting your voice, letting people hear your enthusiasm, your passion for your industry, and getting a taste of what it’s like to work with you. So having an AI avatar do the talking for you, I think is not going to help you grow your business. That being said, there are lots of ways you can Use AI as part of your video marketing. For example, I have a video editing tool that I use that creates a transcript so that instead of editing video, you actually edit the transcript. And when you delete a sentence in the transcript, it deletes it from the video. That’s AI but it’s like, it’s still me, I’m just editing what I said. Or the same AI, you can go in and say, put in a 15 minute video and say, pull out five 30 second clips that I can share on social media. It’s still my words.Stuart Webb [00:08:46]:It’s just doing it for me. So it’s kind of like having an assistant rather than, than, you know, AI creating everything. So I, I am very, very passionate about the idea of people showing up on camera, showing their faces. And you know, I, I sometimes get pushback from people saying they don’t want to. And it’s like, you know what? I, I don’t like being on camera either. I’m, you know, I’m pushing 60, I’m not as thin. I have, you know, gray hair and wrinkles like everybody else. But you know what, my ideal clients don’t care about that.Stuart Webb [00:09:17]:What they care about is how I can help them. And that’s the same with anybody watching this. Your ideal clients ultimately don’t really care that much about what you look like. It’s like, how can you help them and do they trust you enough that you can actually do the things you say and video is really the thing that’s going to help you?Stuart Webb [00:09:33]:I think you’ve got a valid point actually, Andrew. And you know, to an extent, I can remember talking to one consultant who actually said, at long last, I’ve got the gray hairs. Because now it looks like I’ve got the experience to help you rather than just having the experience to help you. So sometimes those gray hairs and wrinkles are really helpful and useful. Andrea, let’s, let’s move on to your, the way that you can help people. You’ve given us an offer that we’ve put into our vault at Systemize Me Free Stuff. What, what’s the offer that you’ve got available for people if they go there and they, they read about this?Stuart Webb [00:10:09]:Well, the number one question I get from people is, okay, I get video is important, but what do I say? And it goes back to what, you know, what I said earlier about having that, that kind of funnel is you want to have videos for each stage. And so I have, I have a free guide that’s called this seven Essential Videos for Explosive Growth. And it is, it’s seven videos that are for different stages of a client, of the client journey. And if you follow that, you will create seven videos that speak to people in different stages of that journey. And then, you know, if you do one video a week, that’s two months worth of videos you’ve created following this guide.Stuart Webb [00:10:53]:One video a week is so easy to do as well, isn’t it? Let’s face it, I mean I’ve, I’ve had a, I’ve had a look myself and they are not, these are not, these are not very difficult videos to create, are they? You’re not, you’re not telling people they need to book a studio or go and spend time learning how to be a professional presenter. This is how normal people, I’d like to consider myself normal. Normal people can just do these things in a very simple way just to get themselves started, even if they don’t, even if they don’t have all of the necessary professional equipment.Stuart Webb [00:11:25]:Well, and what’s really interesting is there’s actually lots of data now that shows that if your video is too polished and too well edited and too slick looking, they actually perform worse than somebody taking their cell phone and holding it up and, and talking and walking and it’s jiggly and it’s not perfect. And I think the reason is we’re all used to, you know, commercials. As soon as a commercial comes up on television, what do you do? You get up and you go get a snack or you go and, and go use the, the, the facilities or you do any commercial. So when you’re on, on social media, if you see something that feels like a commercial, your blinders go up and you go, no, I’m not going to listen to that. But if you get on camera and it’s not perfect and you make a mistake or you stumble over a word, people go, this is a real person.Stuart Webb [00:12:20]:Do you know we’ve had a comment in from Derek. Derek’s another video person I know, and he said, he’s just said AI videos are great and can be personalized. What love said. But it’s still easy to insert. Some of you, it’s the dynamic captions that annoy the heck out of me. And I think Derek’s got a point there. You’re talking about the fact that we need to be us on those videos, don’t you? You’re saying that having the jiggliness sometimes just shows that you’re a human being and you’re still relatable. And that’s the really key thing to making your video hit home with people.Stuart Webb [00:12:53]:And I’ve even seen, like, you know, Tony Robbins was doing video back when we were still using VHS to watch video. And I’ve seen him now online doing videos where he’s clearly holding the cell phone and speaking to the cell phone. So even, you know, somebody who has been doing video for decades is recognizing that sometimes this off the cuff, just speaking to your audience, speaking from your heart, sharing a message resonates better than a really polished professional done in a studio. And all the flashy bells and whistles, sometimes those, those convert better.Stuart Webb [00:13:30]:So, Andrea, tell us how you, how you got to who you are. Was there a book or a course or something which sort of, which you used as a way to sort of help you to understand how video marketing was going to help your business grow?Stuart Webb [00:13:45]:Well, it’s kind of. I felt really long and hard about this question because there’s lots of things that got me to where I am and when I started learning video, because as a marketing professional, I knew my. I had to learn it for me so that I could help my clients figure it out. And there, there wasn’t a lot available, but I came across, I think it was about 20, 20, 19. Somebody had an ad online for a course and it was going to be like, learn how to do video. And I was like, oh, yay, I’m going to get support, I’m going to get coaching, I’m going to get accountability. And I swear, I think my credit card was smoking. I pulled it out of my wal about to pay for this course.Stuart Webb [00:14:27]:And then imagine my crushing defeat when I opened up the course and the course was a PDF with 30 topics to do. When I went live every day for 30 days and the hashtag to you to post with my videos, I was like, this wasn’t what I was looking for. But I went live every day for 30 days, including one day I was at my sister visiting my sisters. And the only place in the house that was quiet enough was. Was the bathroom. And I sounded like I was at the bottom of the toilet because it was all echoey. It was terrible. And so at the end of that, I thought, well, okay, if I can do that.Stuart Webb [00:15:05]:Okay, so I’m not scared of being on video because, like, that was bad. And I did it. I didn’t die of embarrassment. Nobody threw virtual tomatoes at me. Like, it was fine. But I still didn’t have a strategy. So I had to spend. I spent the next year being very UN Canadian.Stuart Webb [00:15:22]:I started like If I saw people doing interesting things with video, I would like message them. Can we get on zoom? Can we get on the phone? I’d like to pick your brain and what you’re doing. And I just like, sort of, I just spent time talking to people and looking at people and just trial and error and learning from people because there wasn’t really good guidance back then for how to use video as marketing. And so it kind of. But then the other thing, other side about it is video marketing. While it. It is different, it’s actually still the same principles as offline marketing. And, you know, a lot of times I have older entrepreneurs come to me and say, well, I don’t know if I can do video because I’m not a digital native.Stuart Webb [00:16:05]:I didn’t grow up with this stuff. And I was just, you know, what? If you have the knowledge and the skills to talk to people and talk to customers and. And find out what their pain points are and talk to them about how you can help them, all you have to do is learn which buttons to push on video, because it’s the same skill set because you’re still talking to human beings. And that’s. That’s really the most important part.Stuart Webb [00:16:31]:Yeah, absolutely, Andrea. That there’s a. There’s a sense in which I’m sure that you’ve sort of got a question at the moment which you’re wondering why I haven’t asked yet. And I’m sure that that question is the one that you sort of really will help us to sort of to nail what the next step is or something. So I don’t have that question because I’ve got to admit, I haven’t thought that deeply about it. But you have got a question that you think I should ask. So what’s the question that I should have asked you by now? And therefore, once you’ve asked it, you can have to answer it for us.Stuart Webb [00:17:05]:Well, earlier when I said you want to take your. Your marketing and your videos and make them work together, like, you know, a handshake. It’s like, well, how do you do that when you’re busy and, you know, busy entrepreneurship?Stuart Webb [00:17:19]:I like the question very much.Stuart Webb [00:17:21]:And so my answer is what I like, you know, people to do is turn their marketing on its head and start with video. So if you start with one video that has your message, has your voice, has your face, you start with the video and then repurpose that video. So you take your video and then you’re repurposing it into a bunch of other Content. And you can do it quickly, you can do it easily, AI can help you, but it still sounds like you because you started with your words, your ideas, your voice. So, for example, you take a transcript of your video that you created and turn it into an email or a blog post, or do some LinkedIn posts based on content that you’ve created. And, and that does a number of things. I mean, first of all, it saves you time because you’re starting with your words and then you’re just recreating it. The second thing is one of the fundamental marketing principles is people need to hear the same message over and over again.Stuart Webb [00:18:27]:That’s why, like, if you’re watching commercial television, the advertisers don’t make a commercial play at once and they never play it again. They play it over and over until we’re sick of it because it takes that long for us to remember it. So if you take a video and then maybe you do an email or a blog post, then you do a LinkedIn post and maybe a LinkedIn carousel post, that’s all on the same messaging. People start recognize it, remembering it. And sometimes they may even think, oh, I’ve heard that before. That Stuart must be really smart because I’ve heard that before, even though they heard it from you. So it’s the repetition and the different formats that help. So that’s, that’s for me, is if you start with the video and then build from there, but using, you know, the same basic messaging, you can speed up your marketing.Stuart Webb [00:19:15]:You can make your, make it easier for you and more effective.Stuart Webb [00:19:21]:Brilliant. Brilliant. Absolutely brilliant. I love it. Andrea. I mean, you’ve left us with what can only be described as the action for the rest of the day. We. Which is to do that, start with video and take that first step and go, go live.Stuart Webb [00:19:37]:I mean, you’re right. It didn’t kill you to go live 30 times in 30 days. Nobody is yet violently objected to me going live on video. Although personally I have. But that’s another story. Andrea, thank you so much for encouraging us to sort of go and do these things and really make it happen. I think it’s brilliant that you’re pushing this message. I wish more people were taking it on board.Stuart Webb [00:20:00]:And I’m just going to ask people if they would value, like Derek was earlier, being alive and listening to us live, talking. If you can go to www.systemize.me, subscribe, that takes you to a simple form which allows you to actually just ask for my email once a week where I Send you who’s coming up so that you can do like Derek, join and listen to the comments that are being made. We’ve got, we’ve got other people here talking as well and I’m just going to share these you Andrea, so that you can answer them. Derek, what is the sweet spot regarding video length?Stuart Webb [00:20:38]:That is a fabulous question. It’s one of my most common questions and my answer is a terrible answer. And it’s terrible because the answer truly is. It depends and it depends on a number of things. One, it depends on what your audience is expecting and what they’re used to. Two, it depends on your skill as a presenter. You know, if you’re really skilled and engaging and interesting and speak and sound bites, you can go longer. The other thing, the third thing it depends on is the actual content of the video because you need to give be long enough to give all the information that you promised at the beginning, but not so long that people are dropping off.Stuart Webb [00:21:23]:For example, I know I, I have two clients, one who is doing massively good reach with seven second Instagram reels. People are commenting, people are DMing her. They’re, you know, you know, they’re not just top of the funnel. These are people reaching out and taking the next step from 7 second reels. And then I also know somebody who does. This is also an Instagram example, but hour long live videos on Instagram five days a week and has hundreds of people showing up live, have people commenting, people are staying all the way through and engaging. So I know it’s a terrible answer but it really is true. But if you’re just starting out and you know, for example, If Derek’s on LinkedIn, if you’re doing a LinkedIn Live, often 10 to 15 minutes is a good place to start because there’s that, you know, that quota that’s been attributed to Mark Twain and a few other people is I apologize, my letter is so long I didn’t have time to make it shorter.Stuart Webb [00:22:29]:So making a really short video that has a complete message and is really succinct is actually challenging. Where it’s talking for 10 to 15 minutes, you know, if you have an intro that’s one to two minutes, you maybe you have three talking points and you have an example or a story for each one of those, that’s probably two to three minutes each. And then you have your, your closing statement which is probably at least a minute. There you go. You’re already over 10 minutes. So, so that’s a good place to start. And then you can sort of adjust up or down as you figure out what your audience expects from you and wants from you, and also what you’re. Your skill as a presenter and how much work you want to put into making them shorter or making them longer.Stuart Webb [00:23:14]:Love it. We’ve got one question from Nicholas. Closed captions are on nearly every video now. They’re always wrong somewhere. Do you have a comment on that, Andrea? As closed captions, I’ve always thought the closed captions were useful because, you know, we do have people who don’t necessarily understand all of our accents. We do have people who are not able to hear everything we’re saying. Sometimes they’re in a busy office and they’ve got to have the sound off. There are a whole range of reasons why closed captions might be useful.Stuart Webb [00:23:40]:Are you a fan?Stuart Webb [00:23:42]:Yeah, absolutely. I actually have a client who is hearing impaired, so even when we’re in person, she’s got an app that will do closed captioning. So, yes, I think it’s important for all sorts of reasons. There’s also lots of data that show a lot of people watch videos with the sound off. So if you want to engage your audience having captions and really it’s. The problem with closed captions is most of them are done with AI and the AI is mostly trained with American accents. So if you don’t have an American accent, that’s problematic. I speak quickly, and some.Stuart Webb [00:24:21]:Some of the AI has trouble with the way I speak. And then if you have, you know, particular terminology for your industry, they may not understand them. Now, depending on what you’re like in a live stream, if there’s closed captionings, there’s not really anything you can do while you’re live. If you’re editing videos, people, you know, it just depends how much of a perfectionist you are, whether you go in and edit the closed captioning that the AI created or whether you just go, you know what? This is close enough. I’ll just. I’ve got more important things to do in my business and. But closed captioning has gotten better. A year ago, I just about always edited, even on Instagram, the AI closed captioning because they were so wrong.Stuart Webb [00:25:09]:Now a lot of times I’ll just leave them because they’re close enough and they may get better as time goes on.Stuart Webb [00:25:19]:Andrea, thank you for answering those questions. I really appreciate you spending a bit of time doing that. I think that’s great advice there. So just to repeat, go to Systemize me Free stuff. Pick up Andrea’s excellent course on how to get your seven messages across and go to the Systemize me. Subscribe and be like Nicholas and Derek. Get your questions answered live by real experts like Andrea, rather than having experts like me tell you something wrong. So Andrea, thank you so much for spending a few minutes with us.Stuart Webb [00:25:53]:I really appreciate what you’ve been able to do teach us today and I look forward to getting my videos better because of the advice you’ve given.Stuart Webb [00:26:01]:Thanks for having me, Stuart, that. Get full access to It's Not Rocket Science! at thecompleteapproach.substack.com/subscribe
