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Video Marketing & YouTube: The Fast Track to Visibility, Credibility and Profitability with video pro Lou Bortone
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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
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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
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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
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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
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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)
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What works on YouTube?
• Liquor store?
• Kitchen appliances?
• Cosmetics?
• Coaching?
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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
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The right “blend” of video!
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Will It Blend?
• 2 Billion views on YouTube
• Instant viral hit
• National TV exposure
• Retail sales increased by 700%
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A Viral Sensation
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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
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Who’s Doing it Right?
www.LouBortone.com
Who’s Doing it Right?
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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
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The Ever-Evolving YouTube
• Feature rich
• More interactive (Add Video Questions)
• Social media-friendly
• Easier to navigate
• Many more options
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Little Known Features
• New Video Manager – Better curation
• On board editor
• New “Enhancements” feature
• Annotations & Captions
• Extensive analytics
• Creator Tools
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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
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YouTube branding should match your site!
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YouTube channel customization
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Explore & Experiment!• Your customers & prospects are looking
for you on YouTube!• Make sure you can be found there!• Maximize all the new YouTube features!
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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
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Video Email Options
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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
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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
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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
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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!
• www.LouBortone.co
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• www.TwitterLou.com
• www.FacebookLou.co
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