Published on March 1, 2014
Ten Tips to Take Your Business Viral Mark Hatjakes Please ask questions at any time. First, my story…
Why use online video? Video takes a bunch of boring text… and turns it into a 60 second story. Now, for some boring text: 1. 2. 3. 4. 5. 6. 7. A user is nine times more likely to click on a facebook post with video Youtube reaches more adults 18-34 than any cable network 75% of ad agencies think that online video is as effective as television advertising A user will spend two to three times longer on your site if there is a video on your homepage You can tell your story in a new and engaging way, that taps into your customers’ *emotions* Distribute your story to an audience that larger than the Super Bowl audience, each month Online video is as effective and 1/4 the cost of television, radio, outdoor or print advertising Cited from: Nielsen / Adweek / SocialMediaToday.com
A video would’ve made that a lot easier. (for both of us)
Ten Tips to Take Your Business Viral Mark Hatjakes It’s about telling your story In a new way To more people It’s about building an audience While showing measurable results ! Now, let’s get into the zone…
Driver: Family Love | Vehicle: Nostalgia
Tip 1: Get Emotional Your customers will evaluate with their mind, but they’ll buy with their hearts. Two step process: 1. Choose an emotional marketing driver: Dedication, Anger, Human Connection, Fear, Chaos, Pleasure, Inspiration, Success, etc. 2. Choose a creative vehicle: Testimonial, How-to, Interview, Musical, Infographic Additional Resource: 602communications.com #emotionalmarketing
Case Study Dollar Shave Club • • • • • • Dollar Shave Club, CEO Michael Dubin Marketer & Part-time Comedian Video Cost: $4500 13 Million Views on Youtube Sales generated from video: 12,000 units in first 48 hours +9.8 million investment. (Bonus!) Cited from: nytimes.com
Driver: Humor | Vehicle: Interview
Tip 2: Be Creative What’s the wildest idea you can dream up? Great! Now, take it “one louder.” Two step process: 1. Crowdsource ideas Family, friends, staff 2. Incentivize your audience Facebook contest for best idea Additional Resource: socialmediaexaminer.com/facebook-contests/
Driver: Inspiration | Vehicle: Animation
Tip 3: Be Straightforward You don’t have to be outrageous to reap the beneﬁts of online video marketing. 1. How-To 2. Product Explainer 1. Whiteboard 3. Interview 4. Testimonial 5. Music Video 6. Animated infographics 7. Livestream Events
Tip 4a: Low budget. High quality. Using prosumer products, you can capture and edit amazing video. Here’s what you need to DIY: Shoot it. Cut it. • • • • • • DSLR w/ Video Tripod POV cam Mic / Headphones Three-Point Lighting Kit • • iMovie (mac) PowerDirector (pc) Adobe Premiere (advanced)
Tip 4b: Tips for shooting Keep these tips in mind whether you DIY or hire help. Interview Tips • • • Be concise Be heartfelt Be yourself Production Tips • • • Get clear audio - use a mic Get a stable shot - use sticks Framing - Rule of thirds !
Learn how to shoot your own videos.
Tip 5: Call to Action Drive the viewer through your video with a great hook and a clear call to action. • • • • • Annotations In-video programming Subscribe Feature Branding Watermark CTA Overlay Additional Resource: youtube.com/reelSEO
Here’s an example of a good call to action
Tip 6: Maximize Youtube Best practices for posting videos for maximum views and search engine optimization. 1. Have a clear, descriptive title 1. Include the word “video” :) 2. Make sure your description has a link to your website 3. Add as many keywords as you can. Helps with SEO! 4. Use hashtags, like & comment on yours - and others - videos Additional Resource: youtube.com/creatoracademy
Tip 7: Data is Good. Use Google Analytics to track viewers, analyze trends and reﬁne video content. 1. 2. 3. 4. 5. Create Adwords & Analytics Accts. Link Adwords / Analytics / Youtube Integrate AdSense for monetization Track viewer engagement Analyze demographic trends
Enough talk about data. Let’s watch a video.
Drivers: Humor, Juxtaposition | Vehicle: Explainer
Tip 8: Share & Promote Go guerrilla or pay-to-play to build your audience. Organic 1. Share your video on facebook / Google+ 1. Tag others in posts / circles 2. Ask your family, friends and staff to share 3. Boost it for $5 for 1000 views 2. Tweet it 1. Use popular hashtags and @_____ 3. Post multiple videos at once 4. Re-post social media links regularly
Tip 8: Share & Promote Go guerrilla or pay-to-play to build your audience. Paid • • • • • • • • Use Adwords to begin a paid campaign Choose geographies Choose demographic Choose Interests Import keywords from youtube Start with a smaller, ﬁxed budget • $10/day @ .01CPV = 1,000 views/day Preview ad units Schedule Campaign
No presentation on online video marketing would be complete without babies, and…
Driver: Compassion | Vehicle: Feel Good
Tip 9:Take the road less traveled Skip YouTube, and head straight for Instagram and Vine • • • • Fewer video posts means increased engagement • Cut through the clutter You can tell a great story in :06-:15 seconds • Real people - testimonials • Product explainers / How-to’s • Identity - have fun and be relatable Again, use hashtags These platforms are great for contesting! • Have a vine / instagram contest • Let others tell your story!
Let’s take a moment to be #inspired… by this #infographic
TITLE TEXT Description text • Bullet Driver: Inspiration | Vehicle: Graphic Explainer (Animated Infographic)
Tip 10: Just Do It Video Challenge - Instagram Contest #SoSuTVShorts #YourBusiness Winner receives a SoSu.TV video and marketing setup package ($2500 value) Subscribe. Comment. Like. Thank you and go viral!
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