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Online Video Success Secrets - My Top 3 Video Strategies for Small Businesses
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Transcript of Online Video Success Secrets - My Top 3 Video Strategies for Small Businesses
Online Video Success SecretsHow To Grow Your Business With
Simple Online VideosANDREW GUNN
Copyright © Andrew Gunn 2017
Online Video Success Secrets
My Top 3 Online Video Marketing Strategies for Small and Local
Businesses…
Even if You’ve Never Used Video Before.
Online Video Success Secrets•How to attract more clients, customers and subscribers with simple videos.
•How to grow your followers and turn them into buyers.
•How to drive more traffic, leads and sales using video.
Online Video Success Secrets• How to ‘sell’ your products and
services from the first page of Google and YouTube.
• How to outrank your local competition with simple videos.
• How to get your business and brand in front of a highly targeted audience with video ads.
Why Is Video Important To You?
• Almost 5 billion videos are watched on YouTube every day.
• Video has been shown to increase conversion rates and Return on Investment. You get more bang for your buck.
Why Is Video Important To You?
• When it comes to searching on Google 70% of the top 100 searches are for videos.
• 69% of total Internet traffic will be video by 2018.
Why Is Video Important To You?
• Over 60% of consumers spend at least 2-minutes watching a video about a product or service they are thinking of buying. • 90% of users say that seeing a video about a product is helpful in the buying decision process.
Internet information overload.Increasingly difficult to get noticed and get your message in front of the right audience.Noise, distractions and competition…
That’s the Bad News
THE GOOD NEWS IS…
Very few Small Businesses in the UK are leveraging the power of Online Video
DON’T try to second-guess Google and YouTube.
Google and YouTube want relevant, value-driven, search-driven CONTENT, but WEB SEO isn’t CONTENT.
Find out what people are searching for online…and GIVE IT TO THEM!
Preferably on VIDEO, in a place where they can FIND IT.
Online video can be a real business asset, not just a ‘glossy’ addition to your website.
It should be something that gets you results.
Why is VIDEO So Powerful?
VIDEO
Highly SearchedHighly Viewed and SharedSearch Engines LOVE VideoPeople LOVE VideoVideo Connects with your audienceVideo is King of Content on Social MediaVideo is TRACKABLEGives the best R.O.I. (Return on Investment)
Why is VIDEO So Powerful?
Top 10 Super Powers
1. Value-driven Content on Social Media. 2. Outrank Your Local Competition 3. Drive Traffic and Capture Leads. 4. Boost Optins, Conversions and Sales. 5. Educate, Train and Entertain.
Why is VIDEO So Powerful?
Top 10 Super Powers
6. Promote a Product, Service or Event. 7. Build your Authority and Credibility. 8. Get more Exposure at the Top of Google. 9. Build your database. 10. Showcase your Brand.
How important is video marketing for small and
local business? Video is the most versatile and powerful sales tool in the small business toolbox.
Video marketing is more accessible and achievable than ever before.
How important is video marketing for small and
local business? With a little know-how and a few easy to use gadgets, ANYONE can use video in their business.
OR… There’s the Done For You Option, even on a limited budget.
How important is video marketing for small and
local business? The only thing standing in your way is you; your trepidation, fear, misconceptions…
and evil of all evils, thinking that video doesn’t apply to your business.
The Main Ingredients of Video Marketing
1. Idea and Objective2. Content3. Coherent strategy4. Marketing message5. Optimisation6. Call To Action7. Platform
The Main Tools of Video Marketing
1. Camera / iPhone / Smartphone
2. Microphone3. Tripod / Selfie stick4. Laptop / Computer5. Internet connection
The Main Tools of Video Marketing
6. Basic lighting kit7. Screen capture
software8. Video editing software9. Backdrop10. Teleprompter iPad
app
Optional
VLOGGING
Vlogging is another term for Videoblogging. Vlogs are DIY videos in which the ‘Vlogger’ shares unique and ‘personal’ content.
Vlogging represents one of the most popular types of online video.
VLOGGING
Anyone can Vlog, about anything. It’s just a matter of identifying your audience.
YouTube has served as the go-to platform for vloggers, but more recently Facebook Live has exploded in popularity.
VLOGGING
Vlogging has evolved rapidly since the development of the Smartphone and iPhone.
Technology has democratised the digital marketing world, which has allowed both the creation and consumption of video content.
How Vlogging Works
• Promotes engagement from your audience• Builds a community of followers• Boosts exposure and ‘authority’ online•Enhances awareness of your product, service or brand
Where To Vlog
• YouTube Channel• Facebook Page and Facebook Live• Your Website and Blog•Other social media networks: Twitter, Instagram, Pinterest, even Linkedin
How To Vlog Like a Pro
• Be interesting and engaging• Be yourself. Let your personality shine through•Think about what your audience wants or needs, and give it to them
What Is Video Ranking & Video SEO?
The ability to get simple ‘high-converting’ videos found and seen on the first page of Google and YouTube, and by doing so allow the people who are searching online to find your business, product or service easily and quickly.
Google is the world’s largest search engine…YouTube is the 2nd largest…and Google own YouTube.
So you can make both work for you.
Since YouTube content is more easily ranked on Google, Video is one of the easier ways to provide high value results for your business… and your audience.
THE BENEFITS OF VIDEO
Video is highly SEARCHEDSearch Engines LOVE video. People
LOVE video.
Video is highly VIEWEDMore than 500 years worth of video is viewed each day on Facebook alone.
Video is highly SHAREDVideo Sharing is at the heart of Social
Media and Content Marketing.
Video Engages People EmotionallyThey’re more likely to take action, like
buy or subscribe.
Video Boosts Traffic and CONVERTS!
Video Allows you to Outrank Your Local Competition.
Video is Trackable and Measurable.
Because video has a higher perceived value it will immediately enhance your credibility and exposure.
When you combine the high-demand of online video with the high-value of first page ranking you have a very powerful combination.
Ideal For LOCAL BusinessesThe simplest and quickest way to rank your business on Google is with a simple but effective Business Review or Testimonial Video.
Types of videos you can rank easily:
• Review and Testimonial videos• Your main industry keywords + your location
REMEMBER…
There’s no benefit in creating a glossy video for your business, unless you
transform it into a traffic-driving, lead-capturing, high converting ‘asset’.
Local Success StoryThis basic optimisation strategy resulted in this video being ranked on page 1 of Youtube in just 10 minutes
Local Success Story“Instagram Marketing for Estate Agents”
Page 1 of Google.Ranking 2nd against 1,420,000 listings
Your Path to Ranking Success1. Keyword research.2. Create search-driven, high-
converting videos.4. Upload to an fully customised
channel.5. Add Basic or Advanced YouTube
optimisation to each video.6. Publish and Rank your videos.
My Prediction
In the next 3-4 years the first few pages of Google will be dominated by VIDEOS
Do You Want To Be There?
Incredibly cost effective.
Highly targeted traffic, leads and sales.
Control your budget and spend.
Track and monitor every click.
The Super Powers of Online Video Advertising
Cross-platform campaigns.
Retargeting your audiences.
Video usually out performs regular image ads.
Video has the highest average click-through rate (1.84 %) of any digital format.
The Super Powers of Online Video Advertising
Consumers are ignoring traditional media and turning to digital video for discovery, brand awareness and buying decisions.
Video generates a powerful medium for conversion when strategically targeted across multiple platforms.
The Super Powers of Online Video Advertising
Facebook Video Ads & YouTube AdsThe objective and outcome is the
same but the strategy and approach is different.
Facebook is a social network.People’s intentions for being there are very different, and therefore their motivations are too.
YouTube is a search engine.People are seeking a solution, an answer to a problem, or information, and are prepared to buy if you address their search need.
Facebook vs. YouTube
• Fast, scalable and often cheap.•Highly-targeted audiences based on interests, likes, age, location, job.• Upload your database or list• Deliver ads directly to your fans or subscribers
The Benefits of Video Ads
• ‘Custom audiences’ (derived from email lists you’ve
uploaded)•‘Lookalike’ audiences(based on existing audiences you’ve uploaded)•‘Retargeting’ to people who have previously visited your website, or who have taken one action but not another.
The Benefits of Video Ads
Run ads only when you have a funnel, a product or service to sell, or an event to promote… DO NOT run video ads unless you have a way of getting a ROI.Send traffic to your content, your website, your landing page, optin page, registration page, sales page.
When and Where?
Until you run paid ads you can’t effectively market your business, or scale your marketing efforts, or indeed automate your marketing campaigns.
Test and tweak. If a campaign is getting results scale up. If not, re-optimise or switch off.
When and Where?
Pixel PowerBoth Facebook and YouTube allow you to create a Conversion Tracking Pixel to install on your website pages.
You can therefore track website conversions such as sales, optins or registrations. Very useful for Retargeting campaigns.
Facebook Video Ads.PRO: Videos autoplayCON: No audio until enabled by viewer
YouTube AdsPRO: ‘Hijack’ other videos and channelsCON: Some ads can be skipped after 5-seconds
Pros and Cons
Discovery Ads (formerly ‘In-Display’)You pay to have your video/ad show up at the top of the search results.Or it appears on the right hand column in Related Videos.
The YouTube Triads
In-Stream Ads (a.k.a. ‘Pre-Roll’ Ads)Inserted before, during or after the main video.
The YouTube Triads
MOBILE ADVERTISINGMobile is leading online access.
Video is the preferred content platform for mobile users and will soon make up two-thirds of mobile online traffic.
Mobile is the Future, and the Future is Now
Mobile video advertising offers the same targeting and delivery options as desktop, with two distinct advantages. 1. Mobile video holds more attention and provides additional opportunities for real-time engagement. 2. 68 % of video on mobile devices is non-skippable. Your views are more valuable, with higher click-through and conversion rates.
Mobile is the Future, and the Future is Now
To take advantage of this opportunity, keep your videos actionable, short, and develop content that adapts to different screen sizes.
To get the most out of your video advertising, develop a cross-platform strategy that incorporates a variety of delivery methods.
Mobile is the Future, and the Future is Now
The Power of Facebook Video Ads
Before…Between 2010–2015 - (6 Years)• 97 Likes on Facebook Page• Organic Traffic to Website• Word of Mouth Sales• Non Mobile Responsive Website• NO Marketing or Advertising• Low Sales, Low Revenue
Product and Brand AwarenessLimited Product RangeChildren’s Sizes OnlyNon Mobile Responsive WebsiteLimited Advertising Budget
Purpose and Objectives 1
Traffic to WebsiteTargeted Traffic (by Interest, Gender, Location,
Age)Small NicheCombine Video Ads and Image Ads CampaignsResults >> More Traffic to Website = SALES
Purpose and Objectives 2
The Power of Facebook Video AdsAfter…
2015 – 2016 (Over 3 Months)• 1,900+ Likes on Facebook Page• 8,500+ Targeted Clicks to Website• Minimum Cost Per Click 0.29p• Maximum Cost Per Click 1.99p• Huge increase in enquiries on FB Page• Requests for Adult sizes, more range• Shares, Likes and Comments• Increase in new customers and sales
VIDEO WILL LEVERAGE YOUR TIME
Video works for you 24/7, like a virtual sales team.
My Top 5 Reasons Why You Should Leverage Online Video in Your
Business
VIDEO WILL INCREASE YOUR EXPOSURE
Video extends the reach of your visibility online.
It gets you found and seen.
VIDEO WILL HELP YOU OUTRANK YOUR COMPETITION
Most SMB’s aren’t using video, so you already have the edge over your local
competitors.
VIDEO CONVERTS!
More cost effective and targeted than Print, Banners, Local Listings, Yellow
Pages, Flyers and Google Ads.
Online Video Success Secrets
Using video in your business is not a luxury,
a bonus, or a novelty.
Today, it’s a business necessity.
CONCLUSION
Online Video Marketing is one of the most effective, least expensive ways to drive traffic, capture leads, attract
more new clients and customers, build your business, showcase your brand, market your product or service and
make more sales.
Online Video Success SecretsMy Top 3 Online Video Marketing Strategies
for Small and Local Businesses… Even if You’ve Never Used Video Before.
1. VLOGGING
2. VIDEO RANKING
3. ONLINE VIDEO ADVERTISING