Video Marketing & YouTube with Lou Bortone

Video Marketing & YouTubeThe Fast Track to Visibility, Credibility and Profitability

www.LouBortone.com

What we’ll cover…

• Why use video marketing

• YouTube: Perception vs. reality

• Is YouTube right for your business?

• YouTube success stories

• Easy and affordable ways to get started

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Why you need to know this stuff!

• The Internet is being driven by video

• Video content is becoming a critical information source

• YouTube is the 2nd biggest search engine

• 60% (and rising) of all web traffic is video

• Video is more compelling & engaging than other media

• Video connects!

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Why video now?

• If you have video on your website, you are 53X more likely to appear on the first page of Google’s search results!

• Visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (ComScore)

• Websites with video sell 45% more!

• 60% of all Internet traffic is currently video. By 2016, Cisco reports that 90% of all Internet traffic will be video!

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Why Video?• Breaks through the online

noise

• Increases your visibility & credibility

• Attracts clients so they come to YOU

• Turbocharges your social media

• Opens up new opportunities, JVs, speaking gigs, etc.

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Video Marketing Rocks!

• Generate more web traffic

• Improve search engine rankings

• Increase conversions and sales

• Build a bigger list more quickly

• Create stronger relationships with customers

• Reach a much bigger audience

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But why listen to me?

• 20+ years in the TV business (Fox, E! Entertainment TV)

• Have been doing video marketing since before YouTube!

• Experienced marketing and branding executive

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If a picture is worth 1,000 words…• One minute of video is said to

be worth 1.8 Million words! – Forrester Research

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Why use video?

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Video is the future• It’s time to lead, follow or get out of the way!

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The Video/Profit Connection

• Use video to establish an immediate, personal

and powerful connection to your clients and

prospects

• Video accelerates the sales process

• Video dramatically increases the “know, like &

trust” factor

• Video breaks through the clutter and makes

you more memorable…

Video myths & misconceptions:

• Video is too techie

• Video is expensive

• Video needs to be

slick

• YouTube is for kids

• It couldn’t be simpler

• Most tools are free!

• Content trumps quality

• YouTube is mainstream

Perception Reality

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Speaking of YouTube…

• Second largest search engine, third biggest

site

• Broad demographics (18 – 54)

• 4 BILLION views per day!

• 60 hours of content uploaded every minute

• 98 of AdAge’s Top 100 advertisers have run

campaigns on YouTube

YouTubePerception

• Dog & Cat Videos

• Teenage Wasteland

• Just Techie Dudes

• Just for Kids

• Poor “Slackers”

Reality

• Corporate Videos

• All Demographics

• 50/50 Gender Split

• 53% Have Kids!

• More Affluent

• 56% make over $100K

You TubePerception: Cats Reality: Cars

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YouTube is Social

• Over 700 YouTube videos are shared on

Twitter each minute!

• There are 500 tweets per minute that

contain a YouTube link

• 500 years of YouTube video are watched

every day on Facebook

YouTube Pros and Cons

• Pros

• Visibility and SEO

• Builds Credibility

• Social Sharing

• Free Video

Hosting

• Cons

• Learning Curve

• Maintenance

• Getting Views

• No “Buy” Button!

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YouTube Uses

• Use as a free “hub” to host your videos

• Use as a “base” and share to other sites:

• Share to Facebook, Twitter, Google+

• Use embed code to add video to your site

• Use to improve your search engine

rankings

• Even use to edit and enhance your videos!

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Advanced YouTube Uses

• “Pin” your video to Pinterest

• Plays as a video on the photo site!

• Post your video to LinkedIn

• Check out Slideshare.net (also takes video!)

• Use YouTube video “creator” tools

• Use YouTube’s onboard editor

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Is YouTube right for you?

• Is your target market there?

• Are you building your brand online?

• Do you need to boost your Google rankings?

• Are you trying to enhance your credibility?

• Do you have the resources to produce videos?

• Set up a YouTube Channel

• Create one new video per week (ideally)

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What works on YouTube?

• Liquor store?

• Kitchen appliances?

• Cosmetics?

• Coaching?

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Who is “crushing it” on YouTube?

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Wine Library TV

• Gary Vaynerchuk

• 1.7 Million video views

• Low production values

• Now a bestselling author – Crush It!

• Net worth: $10 Million

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The right “blend” of video!

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Will It Blend?

• 2 Billion views on YouTube

• Instant viral hit

• National TV exposure

• Retail sales increased by 700%

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A Viral Sensation

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Michelle Phan• Massachusetts native!• “How to” make-up videos and beauty

tips• How to get the Lady Gaga look, etc.• Over half a billion views• 2 Million YouTube subscribers• Net worth of 3 Million at age 25• Hired by Lancome

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Who’s Doing it Right?

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YouTube 101

• Be consistent – One & Done doesn’t work

• Always include a compelling call to action

• Upload right – Keywords in title, etc.

• Add captions/annotations

• Edit if necessary – right on YouTube

• Share to Facebook, Twitter, etc.

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YouTube Basics

1. Upload – Drag and drop simple

2. Share - One click sharing to Facebook

3. Distribute – Use links and embed code

4. Promote – Via email, twitter, etc.

5. Measure – See YouTube’s analytics

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Quick Tip:

• Maximize YouTube

• Optimize the latest changes to YouTube

• Customize and organize your channel

• Use YouTube sharing for leverage

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The Ever-Evolving YouTube

• Feature rich

• More interactive (Add Video Questions)

• Social media-friendly

• Easier to navigate

• Many more options

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Little Known Features

• New Video Manager – Better curation

• On board editor

• New “Enhancements” feature

• Annotations & Captions

• Extensive analytics

• Creator Tools

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YouTube Branding• Customize Your YouTube Channel

• Upload content (videos) that are RELEVANT to your

target audience

• Use consistent keywords in every video

• Link your videos with the Antion Keyword Trick

• Add your web address as a caption

• Always “close” your videos with a call to action and

branding statement (your web address)

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Branding with YouTube

• Think of each video you upload as a “building block” of

your online brand

• The content you upload should be consistent with your

brand

• Post the b-day and pet videos somewhere else

• Or use the privacy settings to limit sharing

• YouTube is being used as a search engine, so post relevant

content *How to videos are most popular *Serving before selling!

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More Branding Tips• Use Playlists to organize videos

• Add your video as a “video response” to similar, highly-

viewed videos

• Upload quality content consistently

• Build community – Comment on other videos

• Call attention to your “subscribe” button

• Make your videos “sharable”• Short and sweet

• Relevant content

• Share and be shared

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YouTube branding should match your site!

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YouTube channel customization

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Explore & Experiment!• Your customers & prospects are looking

for you on YouTube!• Make sure you can be found there!• Maximize all the new YouTube features!

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Quick Tips

• Video E-Mail

• Videos on Slideshare.net

• Videos on Pinterest

• Mobile video apps

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Quick Tip:

• Engage with Video Email

• Video in email can double your email open rates!

• According to Small Business Trends, Video in email

increases click through rates by a whopping 96%!

• Want more response?

Put video in your email!

• Two free ways to do that include:

• mailVu.com and Eyejot.com

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Video Email Options

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MailVu.com

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Check out Slideshare

• “Like YouTube for PowerPoints”

• Also allows video uploads!

• Tremendous exposure

• Connects to LinkedIn

• So you can have videos on your LinkedIn

profile

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Slideshare.net

Leveraging Pinterest

Video and Pinterest

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Don’t Neglect Mobile!

• YouTube Mobile gets 600 million views

per day

• Traffic from mobile devices tripled in

2011

• Make sure your video is mobile friendly

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New App Alert! Tout.com

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Action Steps: (Do this stuff!)

• Set up a free account on YouTube

• Create and optimize your videos for YouTube

• Record and send a video email (it’s easy!)

• Visit www.LouBortone.com for more tips

• Contact me if you need help!

• Join our “Video Marketing Jumpstart” program!

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Special SMMT Offer

• Video Marketing Jumpstart Group Coaching• Small Video “Mastermind” for 6 weeks• Includes private FB group for Q & A• 6 Weekly Webinars w/ Coaching & How To• Online Video Resource Center w/ tutorials• Starts next Thursday, November 1st

• All Webinars are Recorded for Replay

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Video Marketing Mastermind

• www.EndVideoOverwhelm.com

• $397 for 6-week program

• SMMT Discount! $100 Off!

• Enter discount code “100off” at checkout

• Your investment is just $297!

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Let’s Connect!

• [email protected]

• www.LouBortone.co

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• www.TwitterLou.com

• www.FacebookLou.co

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Video Marketing & YouTube with Lou Bortone

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Transcript of Video Marketing & YouTube with Lou Bortone