Video Marketing & YouTube

The Fast Track to Visibility, Credibility and Profitability

 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

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 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!

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 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!

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 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.

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 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

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 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

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 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?

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Why use video?

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Why use video?

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

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 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…

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 Video myths & misconceptions:
Perception Reality

• Video is too techie • It couldn’t be simpler

• Video is expensive • Most tools are free!

• Video needs to be slick • Content trumps quality

• YouTube is for kids • YouTube is mainstream

 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

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 YouTube
Perception Reality
• Dog & Cat Videos • Corporate Videos
• Teenage Wasteland • All Demographics
• Just Techie Dudes • 50/50 Gender Split
• Just for Kids • 53% Have Kids!
• Poor “Slackers” • More Affluent
• 56% make over $100K
 You Tube
Perception: Cats Reality: Cars
 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

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 YouTube Pros and Cons
• Pros • Cons
• Visibility and SEO • Learning Curve
• Builds Credibility • Maintenance
• Social Sharing • Getting Views
• Free Video Hosting • No “Buy” Button!
 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!

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 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?

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 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?

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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.

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 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

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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)

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 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!

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 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

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 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

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 www.LouBortone.com
© Lou Bortone
 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

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Slideshare.net

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Leveraging Pinterest
Video and Pinterest
 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

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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!

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 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!

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 Let’s Connect!

• vip@loubortone.com

• www.LouBortone.com

• www.TwitterLou.com

• www.FacebookLou.com

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