A Good Video VS. A Bad Video. What makes all the difference?
As of late, I have been talking with leads and prospective clients about our NEW video marketing system. It’s funny that my main job as a business owner is still closing deals and getting more leads in the pipeline. The hustle never ends. This new video marketing system has been working like charm, but 87% of businesses still can’t seem to jump into Video Marketing.
Case in point.
Yesterday I was speaking with a guy that said he was not interested in running YouTube or Facebook video ads, because he had tried it, and it didn’t work for him. He spent some money promoting it, but didn’t get new clients. They even had 600,000 views.
That’s weird…
If your video has 600,000 views and you did not get one client…then you have a video problem.
If you never get any shares, likes, or comments, you have a video problem.
If you don’t get leads, sales, or more customers, you have a video problem.
When I speak at conferences, I always put this quote at the beginning.
“If you can’t link your video back to leads, sales, or customers…you’re doing it wrong.”
The exception to this is education videos and training videos. Those are in a totally different category.
So how do you do this? How do you create a video that will pull in viewers’ emotions to cause them to act? How do you create an insane video that will get you the results you desire?
We do this by creating a an actually story.
Video Storytelling 101
For the past 8 years we have focused on “Storytelling and Messaging.”
Our job is to convince people to take action.
We’ve found that great stories make all the difference.
I have been listening to an audio book called “The Hero’s Two Journeys.” Written by Michael Hauge and Christopher Volger. They laid out the simplest foundation for a good story.
This might surprise you, but all good movies are based off of a simple formula. I learned this when I read the story behind Pixar.
Once upon a time
Every Day
One Day
Because of that
Because of that
Until Finally
The next time you watch a pixar movie, you’ll be able to identify the formula.
It’s a bit more complicated than the one I like to use, but it works.
Michael and Christopher made a formula that is even simpler. I recommend following this formula. Every good story should have:
Character
Desire
Conflict
Michael says, “Good stories have a captivating character who is pursuing some compelling desire and who faces seemingly insurmountable obstacles to achieving it.
You will obviously build on this structure, but it’s a great place to start.
Luke grew up in the outskirts of the galaxy. He wanted to learn the Force. Yet, he had no idea he was going to have to defeat Darth Vader who was part of the dark side.
Character: Luke Desire: Learn the Force Conflict: Darth Vader
Isn’t that easy? That’s a multi-billion dollar formula. ☺
Now, let’s apply this formula to the addiction recovery space.
A young doctor decided he was going to open up his own drug treatment facility. He wanted to help those who were struggling with addiction. The doctor soon realized that he was not able to get anyone to come to his new facility. He needed a way to deliver his message. He started to run ads on Google, but was paying over $115 per click. He could not afford to compete, so he closed the doors.
Character: Young doctor Desire: Help people who are addicted Conflict: Marketing and Google’s cost per click was too high
For a real estate business
The Jones family is looking to move because the father received a new job offer. There is just one problem. They have to sell their house ASAP. Are they going to list it with an agent and take a 6% hit or should they list it themselves and run the risk of not selling the house?
Character: Jones family Desire: Sell their house Conflict: List their home with an agent and pay 6% or list their home by themselves
I am leaving out one key component in the formula, which we discover a little later.
Why does this story telling formula work?
Sticking with the theme of addiction recovery, I want to show you a video that converts. I know this, because we use it for our clients.
How well does it work? Well, let’s just say that we get leads at 1/10th the cost of a click.
Take a look.
If we break it down, you will get the following:
Character: The drug addict Desire: Wants to be clean and get his life back Conflict: Battle with addiction and getting help
A couple of factors you will want to consider when telling your story.
1. The character has to be relatable in some way. If nobody can relate to your character the video will not get the desired result.
2. When watching your video, the viewer needs to feel something. If they can’t relate to the desire or the conflict, they will not act.
3. End with a resolution.
All great stories have a resolution. Have you ever left half way through a great movie?
It’s like torture.
You’ll do anything to see the end.
TV sitcoms are exceptional at this. They will keep us watching for months and some for years because we need a resolution.
Remember when you were a kid watching your favorite sitcom? Every couple of weeks your show would end with this:
…To Be Continued.
There’s nothing worse.
We can’t just end our story with a character, desire, and conflict. There has to be some kind of resolution. Good or bad.
Introducing… The Resolution.
When designing your video, your product or service is going to be the resolution. You can introduce your product in many different ways, but you have to make sure that it clearly helps achieve the character’s desire.
So how do you create a story in under 5 minutes that includes a Character, Desire, Conflict and a Resolution?
It’s not easy to design a story in under 5 minutes, let alone 30 seconds for a TV commercial. You have to create a character, explain his/her desire, battle the conflict, and end with a resolution.
That is a lot to do.
The goal is to dig deep into the viewer’s life. Make them feel like we are talking about them. We are describing THEIR desires and conflict.
Step 1: Character Development
This is one of the reasons that big brands pay huge amounts of money to get a superstar.
We already relate and know the superstar. They can jump right into the desire, conflict, and resolutions.
There’s no need to spend precious seconds defining the character.
If you are starting from scratch, here are some ideas to get the right character for your audience.
1. Know your target audience. Age, Desires, Wants, Likes, Color, etc.
2. Find, build, or create a character that matches your target audience.
3. Make them likable, lovable, kind, powerful, cute, or pitiful.
Step 2: Desire
What does the character want to accomplish? What’s his or hers greatest desire? Does the desire relate to the viewer?
Step 3: Conflict
The conflict should take up the highest percentage of the time. This is where you get the viewer to hurt a bit. We all hate conflict when it’s our battle, but we all love watching someone else battle. It’s what makes great stories.
Step 4: Resolution
This is the simple part. The conflict gets solved with your product or service and the character is happy. Problem is solved.
I hope this helped.
Now that you understand what it takes to create the story, the tricky part is actually getting started. If you would like us to create your story, we can do that. Our writers are exceptional at creating stories. We can take you product or service and design a video your audience will love.
If not…
Use the formula above and create an Insane Video that will get you results.
I get asked all the time if video marketing actually works. Well it does and here is one of the reasons why.
People do business with those they like, and we buy products and services from people we have built a relationship with.
According to “The Like Switch” it takes Proximity, Frequency, Duration, and Intensity to form a relationship and get people to like you.
So how can you do this with video?
1. Create a video that will solve their problem.
2. Run YouTube, Facebook and Instagram video ads. (Proximity)
3. Run a remarketing campaign to those who have watched your video or visited your website. (Frequency and Intensity)
4. Rinse and repeat. (duration)
I have noticed that with all of our Facebook ads, as our ad frequency increases, our conversion rate increases. Meaning if someone sees our ads 3 to 8 times, they are more likely to convert into a Lead/Customer.
This last week I gave a simple Video Marketing Presentation at the ITEXPO. It’s more like a video marketing workshop. I enjoy teaching people about video marketing and how to use it in their business.
I recorded the power point and had my person overseas write down the transcript. Enjoy!
[Start of video Video Marketing Tutorial and Presentation given at Florida ITEXPO]
[Beginning of recorded material]
Jace Vernon: Hey, good morning everyone. Jace over here, at Yinc Marketing. I’m sitting here in Las Vegas. Just got back from doing a presentation in Fort Lauderdale Florida, and I thought I would come home and record that presentation for you guys, just so you can use it abuse it. Always some pretty good information. This is my second time recording this thing. I don’t know what happened. I am sitting here in an Airbnb, and big noise, freaky. So, this is Round 2. Got it? So, let’s jump in.
First thing, whenever I give a presentation the first thing I like to do is inspire and educate on you guys, on how you can take video and use it for your business. Okay? Everything that I talk about, all these videos that I’m giving you, I want you to take them and I want you to apply them to your business. We always get bombarded with so much information that we figure it to apply that information. It’s a lot better to learn little and apply it, than it is to learn a ton and not to apply it. So, try to take this PowerPoint; try to take these slides and use them. Put video marketing to work right away. And, if you ever have any questions, you can always text me; you can always send me an e-mail. My information is all over. Okay?
So, a little bit about myself. I started two companies Ydraw, Yinc Marketing. I’ve started other companies before that, but right now what takes up my time is Ydraw and Yinc Marketing. Ydraw- we have created the Whiteboard animation thing, and Yinc Marketing- we do video marketing, Instagram marketing, Facebook ads, Mail marketing, those types of things. You can always just go to the websites and see what we do. That’s me. Father- I’ve got four great kids; spend a lot of time with them, spend a lot of time with work, love what I do. So, like I said, I am available for you guys if you have questions or need anything, let me know. But we’ll jump right into this presentation.
Videos, our video- I kind a like to do then and now.
So, it all started…
I put up some numbers up here- $4.500.000 vs. $0.08. When I asked the people in the audience what do that $4.5 million represent, no one really knew, so I’m just going to tell you. $4.5 million is the amount you’re going to have to pay for a Super Bowl ad this year. Okay, it’s like in two weeks. So, that’s for a 30 seconds commercial ad. You’re going to pay $4.5 million vs. $0.08. Now, that $0.08 represents the amount of money you’re going to pay for one view on YouTube. Go back in the day, a lot of small businesses or companies couldn’t afford to put $4.5 million out there, and a lot of times that $4.5 million does not get them a return. It’s just to say they have a commercial on the Super Bowl. They’re usually terrible commercials that are just fun, but most do not get that get of a return. The $0.08 is something that small business can afford. You can afford $5 a day to run video ads. So, it is available to us now. It used to don’t be, is like computers. Not everyone had a computer when they first came out, now everyone does. Not everyone can do a video marketing; well, now everyone can, because it’s now affordable and technology is only going to get better. You think video marketing is good today; wait till five years. So, my recommendation is jump on it quickly. I also put a number here. I spent $120 to make $18.000 in one day.
So, I’ve given a presentation at the affiliate summit a couple of weeks ago, and before the presentation, I wanted to find out what we were spending. I called Wes, who is my sales guy. I wanted to know what we made, and I just said ‘hey Wes, what did we make today on Instagram ads only, not counting all our other sources?’ And he said ‘well, I’ve made over $18.000 in sells just from Instagram video ads today’. Well, I looked up how much I spent that day so far and it was $120. Got it? So, not saying you’re going to get this kind of a return, you may, you may not. Here, we have continued to run video ads ever since we could, and they work. They get comments, they get shares, they get likes, and obviously they get us business. Got it? So, what I mean by giving that to you is hey, you do not to jump on the bandwagon. It’s only going to get more competitive. So, it’s pretty cheap right now, so get on it. If you can’t link video marketing to leads, sales and customers, lead sales, customers and revenue, you’re doing it all wrong. Got it? It’s not about the views- it’s all about the results. Everything we do, everything I talk about, I want you to be able to take that through you funnel and say, okay, these video ads are generating these many leads, these many customers, these many sales. Long gone are the days of just blasting and hope it works. So, make sure you have your conversion pixels in place.
Video marketing workshop break
So, here we go. Four steps to video domination. Got it? So, all of us have ADHD. We only have s long to capture people’s attention. One of our videos says 54 seconds, and it’s funny. The video that says 54 seconds it’s actually a 2-minute 30 seconds video, and people make it all the way to the end all the time. The whole idea about us having ADHD is you need to entertain first, educate second. Get their attention first, educate second. Got it? You can’t just do your standard boring videos anymore, because there’s just too many other things that the viewer could be doing. There is too many other things that they could be watching, and a lot of times you’re interrupting them while they are doing something. You’re interrupting them while they’re on their Instagram; you’re interrupting them while they’re on Facebook, on YouTube. So, you have to make sure that you’re entertaining and just unique.
So, I’m going to show you a video that we created. This was created specifically for YouTube ads. So, let’s go here, bring yourself a browser.
“W-w-w-wait, wait, wait. We have an amazing message for you. But first, we have to get rid of the skip button.”
Okay. Basically what happens is we first have a pattern interrupt, where he jumps up, wave his hands as w-w-wait, wait, wait, we have good message and then he does something kind a fun. That skip button will appear right at five seconds and he shoots that skip button. And obviously doesn’t go anywhere, just hits and drops. And then…
“Obviously that doesn’t going to work, but you will want to stick around.”
Then, they sit around for the message. Okay? So, we get comments on all the time that people love this video. Make sure that’s entertaining. It does get us good business. Here is another really fun video that I like to show. I wish we would’ve done this one. You can always go back to and find these videos.
“You could skip this ad, but then you’ll electrocute this puppy.
Good for you. You just saved the puppy.”
Okay. So, wish I would’ve thought of that video. That’s another something that this guys did and obviously people are watching. You’ve got 300.000 views on this one just from some communications. So, very kind a creative to think of that; obviously have the puppy, cute little puppy there, a guy, skip button interacting with that. And Geico does some really good ones. You have some, let’s click on this one.
“What if this one time you didn’t press skip? You’re going to set the whole eye play through. What journey could your life take? You can see the world, places that are unbelievable.”
Okay. Now, there is another good one that’s a pre-roll ad, but here is the problem with that one. It’s only 15 seconds. So, you don’t want to create a pre-roll ad that’s only 15 seconds due to the fact that now every time that plays, you’re going to be paying. Got it? So, just some stuff that you can do.
Now, what makes a good video? You need to make sure- go back to your… A good video always has a headline problem solution call to action. That’s kind of how you need to structure your videos. It’s a simple formula, but it’s a formula that works. You always open up with a strong headline. Then you go through and identify the problem so that the person is like ‘yeah, I have that problem’. Then you show them the solution or your product and service, and how it solves their problem, and then obviously do a strong call to action. And that is where you ask them to do something. You get them to click on your website; you get them to call you. These are kind an all marketing 101. Your copy should have kind of the same structure. Okay? And then, I like to wrap it all within a story; stories convert. So, if you can tell your story, but to have a fall within the headline problem solution call to action, that is what you need. And, headline can be anything. It can be a pattern interruption thing, can be something exciting. Just, you can start at a high, high point of like excitement or desperation, or you have somebody in a situation that just gets their attention immediately, and then you can go through the rest of the script. Problem solution call to action, got it?
Video marketing workshop break
Everyone ask what links they should have on their video- doesn’t really matter. You do whatever it takes. Now, you don’t want to go up one-hour video, but you need to do whatever it takes to get the conversion. Sometimes you can do it in 30 seconds, sometimes it takes 7 minutes. So, just don’t get repeating yourself.
Now, once you have that video done, first thing you want to do is get it onto YouTube. I like t use YouTube, I don’t like to use my own like hosting services or any other, just because YouTube is the best. It has all the capabilities, everything you’re going to need, plus you have the ability to remarket anyone that watches your videos, which is huge. So, you get your video on YouTube, and then what you want to do is rank that video. You might as well get some good SEO, which is search engine optimization out of it. So, give it a good title tag, give it a very good description tag, a long one. Make sure your website, your URLs are in there, make sure you have good keyword tags. And then, what you want to do is go out and get some links to that video. I have other videos that explain how to rank them exactly and some examples of use ranking. In like 20 minutes we get them to page 1 of Google, Facebook. Got it? So, it is something you can take a video and get some traffic immediately from it, as long as you rank it. Now, you can see an example. We just got this video. This took about two minutes to do. We create a video for an orthodontist and immediately we ranked at first local area. Here is another example. These are ours ranked at ‘I want a best video marketing company’. It took me about 30 minutes ranked at there. Also, that’s an ad that I bought. So, I have both an ad out of the top three spots, I’ve got two of them. Got it? So, you just want to be out there, get people to your video so they can watch your message and then from there convert them.
So, let’s talk about ads. Once you have the video done, it’s time to start putting it to work with some video ads. You have some options, you have YouTube ads, you got Instagram ads, and you have Facebook ads. And when I say ads, I’m talking video ads. You can also do standard image, but this is specific for YouTube ads, and Instagram and Facebook. I mean, specific for video ads. Okay. So, let’s talk YouTube. And, I don’t know why that clicked on. So, on YouTube you have two options. You have an in-stream ad, which plays before the videos, and then you have in-display ad, which are the search results ones I showed you earlier, right here. Let me jump over back here to… Not there. Okay, let’s go to YouTube. Let’s type in lawyer. I don’t know why I give examples of lawyer. Interesting. Okay, there is about 2.5 million results when you type in lawyer. Right there, that’s one of our clients. You can see he pops at number 1, for that spot on lawyer. So, that’s an in-display ad right there. That’s an in-display ad. Got it? If you want to type in, let’s say you are in the speaking industry. Speaking coach. Got it? That’s- no ads. So, if there is a speaking coach out there, they might want to look at running some ad. So, let’s click on this one, and I want to show you where else you can run ad. Okay, stop. So, right here, this video right here is allowing ads. So, you can not only be here at the top, where you can have your ad here for the keyword ‘speaking coach’, but you could also if they click on this one, what do you want to do is run your video ad right here. Got it? So, you know you have a captive audience, you know you have an audience that is interested in at what you do. So, you play your [Inaudible 13:57]. Then you click on this one. She does not allow ads, and how you know that is there’s a little yellow bar. If you don’t see them at the front, it doesn’t mean they’re not available. It has a little yellow bar right there. I’ll find one for you. So, this is what you want to do, is just keyword it out. Do like 20 keywords and then go through the first two pages. Skip a few. One, two, skip a few. I would pick something that… I just want to show you this bar. So, this is kind a time-consuming thing. There’s some softwares out there that will do it for you. Come on, show me the yellow bar. There is some software, but I don’t recommend it, especially if you knew I recommend going through and doing it manually like this. Funny, funny, all these speaking people. I just want to show you guys that little tag. Actually, I think I’ve been looking for that guy. Speakers is probably not. Let’s jump over to- what can we do here? Try anything. Okay. Telecom. We had some people yesterday on Telecom stuff. That one does allow ads, but we didn’t see the yellow bar. So, you can take that one, that one showing at the first. Okay, there. Finally. So, right there. Here is a little yellow thing that just says that it allows ads. So, you want to go through every single video with your keywords, go through the first two pages actually. So, get like 10 keywords, 20 keywords. You want to rank four; you want your ad to pop up four. Then go through them and find the exact videos you want to play on. Got it? And you can do that with YouTube. And you’re going to use the Ad Words platform. So, you got before videos, and then you got in-search results; so, in-stream and in-display. Got it?
And like I said, I’ve got tutorial videos for every single one of these. So, here is something you need to watch out for on YouTube videos. Placement- obviously you don’t want to be playing on videos like “Wheels on the bus”. You’re going to waste your money. You make sure you’re very selective on where you’re placing your videos. Keywords- use quotes and be very strict. So, if you’re going to put in a keyword make sure you put quotes around it or make sure you put brackets. Brackets is an exact quote as a phrase. So, use quotes, use brackets. And then the other one is remarketing only for now. So, display… I meant discuss remarketing in the second. Oh display- so Google gives you option to put on a display videos where it’s the one that pops up in the bottom of videos. I don’t recommend doing those only for remarketing. Just big as you could waste, a lot of money. I watch my kids all the time on their phones and they always accidentally click those display ads and that’s not what you want. Got it? Here is an example of some results of some YouTube pre-roll ads. Total cost- $264. You got 2.000 clicks, 676 conversions, 39 cents of conversion. That’s very good. You may get those, you may not. I’m willing to pay $20 a conversion, $30 a conversion, $100 a conversion with some of my products. Got it? So, everybody’s numbers are going to look a little different, you just need to make sure you get where you need to be to get that return on investment. Got it?
Okay, after that you have Facebook, you have Instagram. So, Facebook video ads, Instagram video ads, we are loving these right now, and here is the reason why. With Facebook and Instagram they have so much information on consumers. They know what their liking, they know their e-mail addresses, they know how they interact, they know how much time they spend on computers. They got all this information that we’re able to take and use as advertisers. So, I can say ‘I want to run my video ad in front of all the mothers in Texas that are at this zip code, that are soccer moms, that like these pages, that do this things; or I want to run an ad to all the CEOs in New York. Okay? So, you can be very, very selective on the audience as that you want to choose, which is just so powerful. And then, the nice thing about Facebook’s algorithm is it adjust. So, as you get more conversions, you can then take your conversions and do look alike audiences. Facebook will automatically start adjusting to get you more conversions. Okay? I don’t understand how the algorithm works. All I know that it works and it’s only going to get better. Facebook is under a lot of pressure to perform and to perform, while will their stock prices are going to perform well, if us advertisers are spending money. Got it? So, their algorithm is awesome and I just feel like it’s getting better and better. I just build a look alike audience so I went and put a pixel on my conversion page, did a look alike audience, and I’m converting like $5 a conversion all day long. Go it?
Video marketing workshop break
Stuff about Instagram that you have to be aware of, it’s not like your typical platform due to the fact that people like to interact on Instagram. So, you need to keep an eye on it. This video ad that we’re running has 97 comments and a lot of these comments are like ‘hey, can you e-mail me information?’And also a lot of them are ‘take a look at this’. So, they share it back and forth, so you can really interact with the consumers, answer questions on there. It’s just a different platform, but it’s working. Facebook is the same way. People are able to interact, make comments, share it with others. So, that’s a power. And, I really like retargeting for both YouTube, Facebook and Instagram. Okay. Let me explain now how that works, after I go through these numbers real quick. So, here is an example of some tests I was running. You can see during the December years, if you go back her from December`, the price went way up. That’s due to the fact of all your holidays, people running ads, and then it just dies down. Got it? So, you can see my cost per lead up here goes up during the holidays, and then it goes back down. Got it? I’m paying 374 cost per result, website clicks- 27. See over here. Now, this is the one where they’re interacting on Instagram. We made a lot of money. I’ve spent $3.000, but trust me I’ve probably made a way, way, way more than that. Got it?
So, let me go back and I want to discuss retargeting with you guys. I didn’t do this on the presentation, but I’m going to do that now, just because I want to show you. Let’s say that I watched this video. Okay, if I decide to watch this video, if you want- you can pixel anyone that’s watching your videos. Then you can turn around and run them another video. So, let’s say they’re going to put a cookie in your browser. So, they’ll put a pixel on your browser, so they know I watch that video. Let’s say I click this guy. Of course… Let’s say I click this guy. Okay, this allows an add. So if I wanted to, I could then run that person another ad. That I know that they’ve watched one of my videos, now I can run them a different video. And, there is a lot you can do with that. Let’s say they watch a video on a certain page; you can then retarget them. Same with Facebook, Instagram. You can put a pixel on your website. So, if you go to Ydraw.com, I’m going to pixel your browser. Got it? Then I’m able to run you video ads, I’m able to run you banner ads. I just know you’re a visitor, and I’m able to take that information and build audiences of my visitors. But more powerful than that, like I talked about was look alike audiences. I know that people are coming to my site. I want those people. I could go to Facebook and say ‘Build me an audience that looks like all the people visiting my site, and they’ll build out a million person audience and you can run them ads. Okay. And we’re seeing really good conversions from that also, from the look alike audiences.
That is it. That is a quick short presentation on video marketing. If you have any questions, feel free to contact me. My e-mails are usually on my website. Go to Ydraw.com Yincmarketing.com. I’m Jace@Ydraw.com. Feel free to contact me. Let me know if you have questions. Let me know if you need help. I’m always producing these types of videos, so for some reason you need some more education, jump over onto my YouTube channel, both Ydraw and Yinc, and you can get educated. Got it?
During my morning routine at the gym I had an idea about video marketing. I seem to get my best ideas when I am actively doing something besides work. It’s kind of weird.
If you are like me… you tend to start lifting weights or exercising and then the next thing you know you’re off in space thinking about business.
It’s a curse… 🙂
A good curse that can bring you guys a lot of value.
So I was on some back-lifting machine when it hit me:
“Why don’t you create a guide on the whole video marketing system, so they can see how it all works together?”
Genius!
I have yet to create an article or webinar that covers the whole video marketing system.
Sure, I’ve covered parts of the system – but I have yet to show you how it all comes together.
The whole system is what gets the best results and I am about to show how it all works together.
But first let’s talk numbers.
“Does video marketing really work?”
Yes!
Here are some case studies:
Rick Case Honda launched a simple YouTube TrueView campaign encouraging people to trade in their vehicles.
After launching the ads, the dealership doubled their number of trade-ins and increased their website traffic by 18%. They found that video advertising converted 4x as much as other advertising avenues.
The best number of all… They got a 12x return on their investment.
My company, Ydraw, has received over 1000 qualified leads from video marketing ads. That doesn’t even count all of the calls I get from people searching for explainer videos on YouTube and my ads pop up in front of my competitor’s videos.
Here are a couple of screenshots:
Keywords in-display video ads:
Placement video ads:
These numbers are amazing and you can see what some of my conversions are costing me. I would be happy to explain these numbers to you, if you would like to set up a free consultation just click here.
If you’re on the fence about video ads, I recommend that you get in touch with my team. We can tell right away if you have a product or service that will work great with video ads.
I believe every company needs some type of video marketing campaign, but I also know that video ads do not work for everyone.
Let’s jump in. We are going to cover the following:
1. It all starts with a video
2. Place the video on your home page
3. Create a YouTube channel then post, rank, and optimize the video
4. Place annotations and YouTube cards on your video
5. Run YouTube video ads
6. Cookie people who watch your video
7. Upload the video to Facebook and run Facebook ads
8. Share your video everywhere
It all starts with a video.
Have you ever heard of Dr. James McQuivey?
Me neither, but everyone in the video world keeps quoting the guy. And since he has “Dr.” in front of his name we will use his study to build our case.
The Doc says, “The value of one minute of video is equal to 1.8 million words.”
That is a lot (a lot of BS, that is). Sorry, most stats are made up and this one is no exception.
You, my reader, are smarter than the average Dr. but at the same time I hope you see that a one minute video can say a lot more than 150 words of text.
Yes I know it doesn’t equal 1.8 million words, but it is somewhere in the ballpark.
Either way, video is better, and needs to be placed on your home page, social media, video ads, and email campaigns.
The video you create needs to be customized to speak to your audience. Unless you’re a huge organization that everyone knows, your video has to use more of a direct sales approach for it to be effective.
Meaning…
You consider where your audience is in the buying cycle and design accordingly. Here’s one of the better quotes/ideas I have heard about this subject.
It came from Russell Brunson who was quoting Gene Schwartz.
“If your prospect is aware of your product and has realized it can satisfy his desire, your headline starts with the product. If he is not aware of your product, but only of the desire itself, your headline starts with the desire. If he is not yet aware of what he really seeks, but is concerned with the general problem, your headline starts with the problem and crystallizes it into a specific need.”
The Story
We all relate to stories and if you are looking to convince someone to buy your product or service, a story is where you should begin.
Here is a great example:
I love speaking at conferences, because I get the chance to help other business owners. I have found that whenever I share my story about how I started my first company, was a multiple millionaire within a couple of years, and broke just a few years later, I get a lot better result. (Obviously there’s a lot more that goes into it than that, but we’re summarizing.)
By sharing my ups and downs the audience relates more and is willing to listen to what I have to say.
Video is the same.
Use experiences, stories, and testimonials that others can relate to. Big corporations have a tendency to become too robotic and start talking facts. Stop with the crazy facts and features and start with a story; your message will stay with the audience longer.
Entertain first, educate second.
Your video can’t be boring!
Over the last 8 weeks we have been working on a big project. It is actually one of the biggest projects we have done so far.
Curtis did an amazing job on selling the vision to this company. It was exciting and we were going to create a masterpiece.
It started out great, but because of bureaucracy, boring executives playing it safe, and lame suggestions by people who have no idea… the video has gone from great to junk.
Instead of creating a masterpiece, the client has become concerned with not offending anyone. They’ve forgotten the simple rule of polarity.
I can’t tell you how much it hurts to say this, because Ydraw hates creating junk.
This is one of the reasons that so few videos get shared or passed around. We have to first entertain and then educate.
So when you design your video, if you want to get any traction at all, you take risks.
Please trust me on this one.
Polarity works. Stop trying to make everyone happy.
Moving on…
If you’re really nervous about creating video ads, let Ydraw do it, they can help you get the job done.
If you are on a very tight budget you can check out some of the resources that Google provides here. It’s kind of cool!
https://www.youtube.com/videoadbuilder
Once your video is done, you’re going to put it to work. The rest of this article is going to discuss the different ways to get your video pushed out.
1. Place it on your home page
Self-explanatory.
2. Create a YouTube channel. Post, rank, and optimize the video
Treat your YouTube Channel like an extension of your website. Take a quick look at a couple of this channel.
You will see that they are totally decked out and have the following:
Icon photo
Cover photo
Social media links
Website link
Your cover photo should have some type of benefit, message, or call to action.
What you’re not seeing is that this YouTube channel is also connected to Google Analytics and their website. That way, they are able to direct traffic from their videos to their website.
I’ve created some articles and videos on how you can do all of this in about 30 minutes. Here are the links:
4. Place annotations and YouTube cards on your videos
This can make or break your campaign. When a video is uploaded, your first step should be to add YouTube cards and annotations.
It is so simple
Step 1: Click on “edit” or “video”
Step 2: Create some annotations (calls to action)
Step 3: Create YouTube card
5. Run YouTube video ads
There are two different kinds of YouTube ads: skippable ads and non-skippable ads. I am sure you have all seen both types. I tend to play in the skippable space.
If people do not want to watch my ad, I want them to skip it as soon as possible–that way I don’t get charged.
With YouTube, the viewer has to watch the video to the end or out to 30 seconds before you get charged.
**Note: this is the reason that I tell people to create a video that’s more than 30 seconds.**
Here is a screenshot of the different types of ads you are able to run:
I will use both in-stream ads and in-display ads.
I will use the in-stream ads when I’m looking for specific placements and I will use in-display ads for keywords.
I like to keep them separated.
Watch this simple video to see how I set up in-stream ads to run on my competitor’s videos, it will give you a visual to see how it is done:
When you create in-display ads you’re going to get a different look:
Make sure you use the right type of headlines and call to action, this is where your copywriting skills come into play.
Here’s an example of a video ad that I created, and below that, you’ll find another one. Notice how the bottom one uses a customized image that has text. (great idea)
If you are still a little bit lost on how to create YouTube ads, I suggest watching a couple more of our YouTube videos and reading our YouTube marketing guides.
6. Cookie (build lists of) the people who watch your videos and run video ads to them.
Did you know that you could create retargeting lists to people who have watched your videos?
You can!
Video retargeting or retargeting in general is awesome and I love it. We spend 1000’s on remarketing ads and they can have an amazing ROI.
“We’ve found that conversion rates actually increase the more users see an ad within remarketing campaigns. It’s true that click-through rates decline over time, but those people who do click on your ad, after having seen it a few times already, become twice as likely to convert!
Understand that people are busy and have other stuff going on in their life. Remarketing gives people a gentle reminder to finish what they started on your site, while reinforcing your branding and messaging to that user every time they see you around. They’re getting to know you, and learning to trust you, and when they finally do have a free moment, they are increasingly likely to do business with you.”
-Larry Kim
But, it does not stop there. You have multiple combinations of retargeting that I am going to show you in another blog. It is going to be called “Advanced Video Remarketing.” Keep an eye out for it.
Here is how it works:
Let’s assume someone searched for your product or service.
You show up in the search results and they click on your ad or web page. You’re then able to run video ads on YouTube for a couple of cents.
I was about to write this all down when I realized it is going to be easier if I just show you…
So here’s a simple video on how to set up remarketing lists on YouTube:
7. Upload your video to Facebook and run video ads
If you’re looking for a way to get $.01 views, Facebook is a great avenue. Although they are not nearly as effective as YouTube, I am constantly running and testing Facebook video ads.
8. Share your video
A video needs to be shared. Here’s your list:
Google plus
Facebook
Twitter
Slideshare
LinkedIn
Instagram
Pinterest
Blog
Email list
There you have it. If you need help, let us know. Thanks for reading.
The Most Incredible and Comprehensive Video Marketing Article You Will Ever Read
PS
Huge updates are coming down the pipe for Video Ads and Video marketing. I am so excited and I am counting the days.
Are you ready? Do you have a powerful video in place and do you have a video marketing strategy that is prepared to take on these new avenues?
Google knows how powerful video is and three weeks ago they joined Video ads with Search ads which mean we have more capabilities for running video ads.
Behold the everlasting devastation of a Sprained Ankle
This sucks…It’s finally happened and it couldn’t be at a worst time. Miami camp is coming up. I woke up Saturday morning to play some 2 on 2 basketball. We needed one point to win the 2nd game and tie up the series.
I took my typical jump shot and that was it. Game over.
But wait…I ended up coming down on the foot of my defender and immediately hit the deck. Within seconds my foot started filling up with fluid and my anklebone turned into a softball. ME OVER!
If you have ever sprained your ankle, you should feel sorry for me. They hurt like the dickens (whatever that is supposed to mean). Once I got home I had about 5 hours of throbbing. I even asked my wife to hit me over the head with a baseball bat, but she declined. Which is funny because I know she has wanted to many times.
The point?
Just because you get hurt, doesn’t mean you stop playing the game.
Not every video is going to be perfect, not every ad is going to be a winner. We do get hurt.I can’t tell you how many times I thought I had the perfect advertising plan lined out, just to watch it fail.
Since I now have time on my hands I am going to create a series of blogs and videos to help you guys get your video marketing in place. I want to show you how I am getting qualified leads at $0.44 with video ads.
Just yesterday one of our clients came in and said:
“People are always calling from our video ads, lets increase our spend.”
I love hearing this because the same thing is happening to me. We are killing it with video.
But, this is not always the case. I have another client that has not taken the time to set everything up. They are not willing to do the little things that drive sales and leads so we continue to send them views. They are happy, but I am not.
They spend $500 a day on ads and I know they are not performing like they should. They are one of those bigger corporations with a lot of money to waste.
Their video sucks, their YouTube channel is a disaster and I can’t get them to change anything. I can’t even get them to link up their website to their channel. It’s crazy.
If you are going to run YouTube ads or you just want people to listen to your message, you need an amazing video.
The first 5 seconds has to grab their attention and the next 30 seconds has to keep it.
“You want to communicate with an audience that suffers from ADHD. You have five seconds to hook their interest and 30 seconds until they decide they’re done with you. How do you do it?”
Last week I spoke in North Carolina at a Marketing Conference. I usually like to hand out a couple hundred dollars in cash. It makes for great entertainment. I do this for a reason. It grabs attention and people won’t forget it.
Shameless plug (If you ever need a handsome, entertaining, well educated, speaker that hands out cash…I’m your guy.
I like to use the acronym AIDA
ATTENTION, INTEREST, DESIRE, ACTION (CTA)
Or
HEADLINE, PROBLEM, SOLUTIONS, CALL TO ACTION
So your first step is to get a video. If you have one already, make sure it is good.
Arnold Schwarzenegger just launched a video campaign for a Charity and he nailed it. Just pay attention to the dumb little sequel comment (that’s funny).
Long Version
Short Ad Version.
These are so right in so many ways. They have call to actions, their YouTube channel is optimized, it’s entertaining and grabs your attention from the very beginning. He gets two thumbs up, but more importantly he is going to get some huge results.
In the following days (weeks) we are going to show you how to get results.
1. YouTube Channel Optimization (linking your channel)
2. Video Optimization and how to hit page One of YouTube and Google in minutes
3. Video Ads (Hacks that will give you a 10 X return)
4. Script Writing techniques (Copywriting 101)
5. Annotations, and New YouTube Cards
6. How you can Buy Video Traffic for a couple dollars a day.
7. How to capture leads from your Videos
Get ready, because this is going to be fun. I am in a 10-day rehab process so lets see if I can get all of this done in that time period.
Peace out!
Jace Vernon
PS. You guys are awesome! Thanks for reading about our Video Marketing Failures and Successes. We hope you enjoy Video Marketing 101
