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 SecretsHow To Grow Your Business With Simple Online Videos

Online Video Success Secrets

My Top 3 Online Video Marketing Strategies for Small and Local

Businesses…

Even if You’ve Never Used Video Before.


1. VLOGGING

2. VIDEO RANKING and VIDEO SEO

3. ONLINE VIDEO ADVERTISING

The BIT ABOUT ME…

Who the heck is Andrew Gunn?

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BBCITVCHANNEL FOUR

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Imelda StauntonAndy Serkis David Morrissey

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The BIT ABOUT ME…NOW…

James Wedmore

Brandon Lucero

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Paul O’Mahony

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Nick James

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Dr John Demartini

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Sam Ashdown

Estate Agents’ Marketing Specialist

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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.

“No Matter What Business You’re In, You’re In The Business of Attracting

Customers…”

“A year or two from now, Facebook will be mostly video…”

TED ZAGATFacebook’s Head of Ad Product

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.


• 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.


• 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.

THE SHOCKING REALITY

Only 9% of U.S. small businesses use YouTube.

The UK?

SO WHAT?

Internet information overload.Increasingly difficult to get noticed and get your message in front of the right audience.Noise, distractions and competition…

AND…WEB SEO is in its death throes.You can’t trick Google, not any more!

That’s the Bad News

THE GOOD NEWS IS…

Very few Small Businesses in the UK are leveraging the power of Online Video

We’re all at an advantage.We’re at the bottom end of an upward

curve that is set to sky rocket

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.

The BEST kind of CONTENT is…

VIDEO

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)


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.


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.


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.


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.

HOW?

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

Strategy #1

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

CONTENT, CONTENT, CONTENT!


• Be interesting and engaging• Be yourself. Let your personality shine through•Think about what your audience wants or needs, and give it to them


• Provide ‘value’• Give a Call To Action• Be frequent and consistent

Facebook LIVESuper easyImmediate

Curiosity factorEngagement and

interactivity

Facebook LIVEGood, reliable Internet

connectionAudience

Content & SubjectRelevanceDuration

VIDEO RANKING

Strategy #2

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.

What Is Video Ranking & Video SEO?

I prefer to call it…

VIDEO CONTENT OPTIMSATION

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.

YOUR VIDEO ON GOOGLE

More Traffic, Leads, Clients & Customers

More Sales & Profits

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.

Because of the Eye-Catching thumbnail people are 70% more likely to click on your video listing.

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’.

Make YouTube Work For YouHelp YouTube help you, by taking the path of least resistance.

Local Success Story“Twitter Marketing for Estate Agents” Page 1

on YouTube

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?

VIDEO ADVERTISING

Strategy #3

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.


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.


Facebook Video Ads & YouTube AdsThe objective and outcome is the

same but the strategy and approach is different.

Facebook Video Ads & YouTube AdsExtend your Facebook Video Ads

onto Instagram

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

Overlay AdSmall box ads that appear in the lower 20% portion of a 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.


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.


The Power of Facebook Video Ads

Small Ecommerce Business Case Study

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 BUILDS CREDIBILITY

Video’s higher perceived value boosts the “Know, Like and Trust” factor.

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.


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

This presentation and its contentsCopyright © Andrew Gunn 2017