If you have found this article, your Addiction Treatment Center may be experiencing a PPC shutdown. Google came out last week and said they are going to kill PPC for rehabs. Don’t worry! Here is a video where we talk about ways to fill your beds, without using Pay Per Click campaigns. (more…)
#1 By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic (Source: SmallBizTrends)
#2 Facebook generates 8 billion video views on average per day (Source: Social Media Today)
#3 YouTube reports mobile video consumption rises 100% every year (Source: Hubspot)
#4 55% of people watch videos online every day (Source: Digital Information World)
#5 92% of mobile video consumers share videos with others (Source: RendrFx)
#6 90% of users say that product videos are helpful in the decision process (Source: Hubspot)
#7 Social video generates 1200% more shares than text and images combined (Source: SmallBizTrends)
#8 Video posts on Facebook have 135% greater organic reach than photo posts (Source: Social Media Today)
#9 Including a video on a landing page can increase conversion rates by 80% (Source: Unbounce)
#10 After watching a video, 64% of users are more likely to buy a product online (Source: Hubspot)
#11 Companies using video enjoy 41% more web traffic from search than non-users (Source: SmallBizTrends)
#12 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch video (Source: Digital Information World)
#13 People spend 3 times longer watching a live social video compared to one that has been prerecorded (Source: Social Media Today)
#14 Video in an email leads to 200-300% increase in click-through rates (Source: Hubspot)
#15 Top three most effective types of video content: Customer testimonials (51%); Tutorial videos (50%); Demonstration videos (49%) (Source: Curata)
#16 A whopping 80% of users recall a video ad they viewed in the past 30 days (Source: Hubspot)
#17 67% of marketers found video marketing somewhat successful (Source: Digital Information World)
Yesterday I received an email from one of our clients asking me what I thought about his headlines. It was perfect timing, because I was in the middle of writing a post on how to create headlines that can drive more engagement. Here are the headlines he sent me to review:
– What does Harvard Business think of MLM’s? (or other industry recognized experts)– Right now I’m working 40+ hours per week. Yet my job security, pay and satisfaction are low. Is there a better way?– Does it really work for someone like me?– I don’t know how I’ll ever get ahead. I’m smart, work hard and have initiative. How can I get paid what I’m worth?
Here are the tweaked versions of his headlines I sent back:
“Who would’ve thought Harvard Business would say this about MLMs? Now I think they are complete Geniuses.”“You might be working 40+ hours per week already. Yet nothing can prepare you for what is coming.”“5 facts on how you can get paid what you are worth. You should see who is doing it.”“They laughed when we showed them the secret. You should see them now!”
It doesn’t really matter the kind of content you are creating, you really need to focus on generating great headlines. By doing so you can increase engagement, social sharing, conversions, and CTR.
I’m a huge fan of video marketing, and I spend a lot of time studying what works and what does not. Do you know what makes a good video marketing campaign? Why do some video campaigns succeed, while others bomb?
We’re going to discover this right now. This is going to be a two part series. First, we’ll go over what makes a great video and secondly we’ll set up the actual campaign.
You can’t have one without the other.
I know some of you hate the thought of spending hundreds of thousands of dollars on a video marketing campaign. We do too. We have been on a video set with a fortune 500 company that spent $12 million to create 12 simple videos.
They went nowhere.
Most of you can’t do that, but that should not prevent you from creating a successful video campaign. I am going show you how.
Who are the Harmon Brothers?
They’re guys that charge $500,000+ for a video marketing campaign because they can. They take on winning products like Chatbooks, Squatty Potty, Fiberfix, and Purple, and accelerate their growth with a video marketing campaign.
They do this by creating a great video and pushing it out through Facebook, Instagram, New Wires, Google, and YouTube. It’s a system that has proven to be very successful.
They don’t just create viral videos. That’s the aftermath of a great video, a great product, and money well spent on ads. We hate the word viral. Millions of views don’t mean that you’re going to sell product.
My kids have a video with 1.5 million views and they’ve never sold a thing or had one person reach out. Forget the word “viral.”
We’re going to focus on sales and growth.
Meaning, we’re able to scale campaigns to where we can spend more on ads and make more money. This should be the focus of every campaign. It’s what matters. It’s not about branding or views, it’s about sales.
Lets assume the life time value of your client is $200 and your video campaign is producing clients at $100. That is scalable. You can increase your spend which will increase revenue. That is the goal. Create a campaign that you can spend $1 in ads and get $2 back.
A great video marketing campaign looks like this;
Are successful video campaigns a success because of the product, or does the video campaign make the product successful?
Both!
Almost all the companies that Harmon Brothers worked with had some momentum and a budget. Very important!
There’s no saving grace for a bad product or service. In fact, a video could accelerate the collapse of a business.
So before you even look into a campaign, make sure you have a great product or service.
Everything starts with the video script.
I transcribed 3 different scripts and you’ll notice they have the same basic pattern of every other successful script…with a couple of exceptions.
Exceptions
Daniel Harmon, one of the founders of Harmon Brothers, said their videos are a mix between a branding video (Nike, Apple) and an infomercial (Shark Vacuum). That’s were the guarantee, social proof, and clear call to action come into play. Those are techniques that come from infomercials.
Here’s a simple breakdown of the Squatty Potty script and the Purple script.
H – Headline
P – Problem
S – Solution
G – Guarantee
CTA – Call To Action
S Proof – Social Proof
Squatty Potty Script Structure
You can see how they stick within a simple formula. Their opening scenes and headlines are exceptional. Go back and read the first line of the Squatty Potty Script. It’s a master piece. A Unicorn pooping on an ice cream cone is an attention grabber.
Let’s watch the Chatbooks video so that you can see the formula live.
Something that really stands out in the Chatbooks video is how much randomness is found in the script. If you do a quick break down here’s what you’ll get.
Problem – Making photo books sucks. It takes too much time, is expensive, and hard to do.
Solution – Chatbooks will do the work for you. It’s easy to use, takes no time, and only cost $8.
Their video could have done this in 30 seconds, but it took well over 3 minutes.
Why?
They needed you to buy into the story.
This is where the difficulty lies.
When creating a video script you must know your target audience and get them to buy into the story. If you can make this happen in 30 seconds, great. If not, don’t worry about the length. Do what it takes.
The message should dictate your video length. The length should not dictate your message unless the video has a time restriction. Like a 30 second TV commercial. Everyone says our attention spam is getting worse and nobody will watch a 3 minute video.
That’s simply not the case.
Nobody will watch a 3 minute video that is boring and does not apply to them. Big difference!
Who do you think wrote the Chatbooks script? It was written by a woman who grew up in a crazy house with a lot of brothers and sisters. Here she is.
She nailed the message perfectly for mothers. What mother doesn’t see herself in some of those same situations?
Know your target audience and speak to them.
Here’s your takeaway.
Once the script is wrapped up, send it out to a couple of people and get some feedback. Don’t expect to nail it on your first time. You will have to adjust headlines and call to actions. This is how you optimize a campaign.
Now you’re ready for production. I am not going to dive into the production process. We will leave that up to the creators, editors, and producers
The one piece of advice, to owners and CEOs, is to step aside and let the creatives do what you hired them to do.
Your opinion does matter, but at the end of the day, the results matter more. Let them go to work.
Here is a copy of the Chatbook’s script if you would like to break it down. A lot of times it is easier to use a template then try and create a whole new script from scratch.
Once your video is done, it’s now time to start pushing it out to your target audience. We will discuss this in part 2.
To be continued…
Let us know if you like this kind of content. Share it, comment, or reach out if you have questions.
Thanks for reading.
If you need a script or a video let us know.
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Yesterday, July 13th, two things happened.
What does this mean?
You’re now able to remarket search ads to those who have watched your YouTube Videos. We did a RLSA tutorial a while back, but this is a bit different. We’re now going to implement video.
Basically, it means your YouTube channel and your videos are becoming much more relevant. You are now able to create Remarketing Lists on search for those who have watched any videos on your channel. This is how it works.
Why should you care?
Because you get more touches with a potential buyer, patient or client. You’re also able to bid higher and have a wider range of keywords that you otherwise might not be able to afford. Bid high and go broad. (I like to get very aggressive on competitor keywords.)
I know this can be confusing. Especially if you are not familiar with RLSA ads. I am familiar with them and I’m still having a hard time explaining this…:)
Let me show you how Video Remarketing Lists For Search works. Let’s set up our first campaign.
RLSA Video Remarketing Video Transcript
Hey, what’s up? Jace over here at Marketing High and today we are going to go over RLSA, ads for videos. This is something that just came out on July 13th, it is new. It has not been around now. RLSA ads have been around for a long time, but, this is a little bit different, because, now you’re able to run RLSA ads to people who’ve viewed your videos.
That’s the difference. Before, you could always run them to people who visited your site, now you’re able to run those to people who’ve actually looked at your videos, been on your YouTube channel. It’s a big, big step.
I want to show you this. Let’s assume that you own an addiction rehab recovery center and somebody is over here watching your videos. Okay, I know, New Roads. Eric does a lot of good videos. We’ve shot a few of them, but if somebody is on their YouTube channel, you can see that they got a lot of videos over here. Let’s say they watch this video here that they just launched three days ago.
Well, this video is just talking about one of their worker’s story. She came to the rehab, got fixed up, I mean, great story. If I watch that video and then I’m over, looking for an addiction recovery center … addiction, recovery, center. So then, if I Google addiction recovery center, because I have watched this video on New Roads, now, they should pop up at the very top. They can bid a lot higher for keywords and I’m more likely to buy.
Whenever you do remarketing, if they’re visiting you at third, fourth, fifth time, it’s just that more likely they’re going to convert. I always tell people they need multiple touches. These new video ads that have come out allow for multiple touches. You really want to do them. I’m going to show you how to set one up.
First thing you want to do is have a good YouTube channel that is step number one. Have a good YouTube channel and this YouTube channel needs to be attached to your AdWords account. There’s just a lot of things you need to have done. You need to have your website attached up here. Make sure you have a good call to action. Then, produce really good videos. People are watching all of these videos.
Now, the next thing you’re going to do is jump over here to your campaign … How bout we do it. I’m just going to set one up. The first thing you’re going to want to do is set up over here on your shared library, you’re going to click audiences, then you’re going to click on your remarketing list right here. You’re going to go to YouTube users and viewed any video from your channel, viewed video from channel. Okay, we’re going to hold everyone on here for 300 days and then we’re going to create that list.
Now, right here, anyone’s who watching a video … I probably already have those down here, but anyone who watches a video from our YouTube channel is now going to be on this list. Next thing you need to do is jump over here on your campaigns, you’re going to click search network, ’cause remember, we’re now going to create a campaign for search. So, if they type in anything to do with addiction recovery, addiction rehab, we’re going to show up, we’re going to bid high, because we want to make sure that somebody who’s been on our YouTube channel is now seeing our ads.
We’re going to go … Okay, now let’s go through, leave that, we’re not going to use that. I like to do all features. Blast, nope, it’s fine. Got it, got it. I usually click off, I don’t like to be included on their search partners, just don’t. You can go to your locations. Let’s say, obviously we want more United States, you could go down to all the way into each state, zip code, whatever you want to do here. Just depends on your budget, what you want to maximize.
Default, we’re going to go $10 and we’re going to go $20 a day. Click on … I always like to accelerate, just ’cause I want my ad showing and I want to know how often they can show. You will want your locations, you’ll want your … All this stuff, you’ll want to make sure you do. Just develop a good ad. I’m not going to go into that, there’s some other videos out there that will go into that, just make sure the ad is really, really good. Have your extensions, have your call extension, have your call-outs, have your services, those all need to be included. Nope. I’m sorry.
I’m going to come back and create that ad here in a second. This is the big part. Normally you want to be really, really strict on your keywords. Especially in the rehab, you’re going to be paying anywhere from 60 to $100 just to get this keyword. Well, what you can do, since you’re only going to be targeting those who have visited your YouTube channel and watched your videos, you can be very broad here. We can just add almost everything, which, normally you don’t do this. Just to make sure you…
We’re going really, really broad. We’re going to hit every keyword we can or combination of keywords.
Okay. Now, once you’ve saved those, then, what you want to do is jump over here to your audiences. We’re going to click here on our audience and we’re going to go down here to ad group. You can do it campaign. Let’s just do campaign, because it’s set up under campaign. Interest and remarketing, then you’re going to click right here on video view list. It’s updating right now.
I just set up this list a second ago, you’re going to send that over to that side. And then it’s target and bid or bid only. Add these lists or categories so I can set bids on them, but show ads when my other targeting methods.
We’re going to go to target and bid. Show ads only to people associated with these lists or categories. That basically … If you do this, it opens up the door to anyone, so you want to target and bid, that’s important. Then you hit save. That is it. That’s how you’re going to out there and set up a RLSA search ad for your YouTube viewers.
If you have any questions, you can always visit us online. Go to marketinghigh.com. If you are looking for some help for YouTube advertising, any type of AdWords, those types of things we can help. Just go to our website, get in touch with us.
Check out our channel and subscribe to it. If you have comments, if you like videos like these, let us know and we’ll keep creating them, but these should be really helpful, especially if you’re spending thousands upon thousands of dollars on AdWords.
This is going to save you some money. Get you a lot more. More qualified patients, more qualified leads. And, I am out. Talk to you later.
