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

www.LouBortone.com

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!

www.LouBortone.com

www.LouBortone.com

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!

www.LouBortone.com

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.

www.LouBortone.com

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

www.LouBortone.com

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

www.LouBortone.com

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

be worth 1.8 Million words! – Forrester Research

www.LouBortone.com

Why use video?

www.LouBortone.com

Why use video?

www.LouBortone.com

Why use video?

www.LouBortone.com

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

www.LouBortone.com

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

www.LouBortone.com

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

www.LouBortone.com

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!

www.LouBortone.com

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!

www.LouBortone.com

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

www.LouBortone.com

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)

www.LouBortone.com

What works on YouTube?

• Liquor store?

• Kitchen appliances?

• Cosmetics?

• Coaching?

www.LouBortone.com

Who is “crushing it” on YouTube?

www.LouBortone.com

Wine Library TV

• Gary Vaynerchuk

• 1.7 Million video views

• Low production values

• Now a bestselling author – Crush It!

• Net worth: $10 Million

www.LouBortone.com

The right “blend” of video!

www.LouBortone.com

Will It Blend?

• 2 Billion views on YouTube

• Instant viral hit

• National TV exposure

• Retail sales increased by 700%

www.LouBortone.com

A Viral Sensation

www.LouBortone.com

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

www.LouBortone.com

Who’s Doing it Right?

www.LouBortone.com

Who’s Doing it Right?

www.LouBortone.com

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.

www.LouBortone.com

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

www.LouBortone.com

www.LouBortone.com

Quick Tip:

• Maximize YouTube

• Optimize the latest changes to YouTube

• Customize and organize your channel

• Use YouTube sharing for leverage

www.LouBortone.com

The Ever-Evolving YouTube

• Feature rich

• More interactive (Add Video Questions)

• Social media-friendly

• Easier to navigate

• Many more options

www.LouBortone.com

Little Known Features

• New Video Manager – Better curation

• On board editor

• New “Enhancements” feature

• Annotations & Captions

• Extensive analytics

• Creator Tools

www.LouBortone.com

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)

www.LouBortone.com

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!

www.LouBortone.com

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

www.LouBortone.com

YouTube branding should match your site!

www.LouBortone.com

YouTube channel customization

www.LouBortone.com

Explore & Experiment!• Your customers & prospects are looking

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

www.LouBortone.com

Quick Tips

• Video E-Mail

• Videos on Slideshare.net

• Videos on Pinterest

• Mobile video apps

www.LouBortone.com

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

www.LouBortone.com

Video Email Options

www.LouBortone.com

MailVu.com

www.LouBortone.com© Lou Bortone

www.LouBortone.com

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

www.LouBortone.com

Slideshare.net

Leveraging Pinterest

Video and Pinterest

www.LouBortone.com

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

www.LouBortone.com

New App Alert! Tout.com

www.LouBortone.com

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!

www.LouBortone.com

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

www.LouBortone.com

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!

www.LouBortone.com

Let’s Connect!

• vip@loubortone.com

• www.LouBortone.co

m

• www.TwitterLou.com

• www.FacebookLou.co

m