Business Speaker on YouTube for Business
Patrick Schwerdtfeger is a motivational keynote speaker whose topics include using YouTube for business and social media marketing strategies. He’s a leading authority on self-employment and the author of Marketing Shortcuts for the Self-Employed (2011, Wiley). There are four chapters in his award-winning book (2012 Small Business Book Awards) that cover a variety of marketing strategies on YouTube (in Part 6 of the book: Leverage Social Media) and is included below for your review. The book has a total of 80 short chapters, each ending with an Implementation Checklist. Also, Patrick’s perspective on the business marketing opportunity on YouTube as well as the increasing shift to video-based content is summarized below.
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Keynote Speech about YouTube Marketing
YouTube is the second largest search engine on the internet today, just behind Google itself. Of course, Google owns YouTube also! In fact, when surveying people within different age brackets, those between 8 and 13 years old actually went to YouTube before going to Google! And the trend is accelerating every year. That means that the population will soon be getting their questions answered by watching videos rather than reading the answers in text format. Patrick has been following this trend since its inception and has four chapters in his book devoted to the exploding popularity of YouTube. He also has 500+ videos on his own YouTube channels, giving him an insiders view of the trends in action. If your attendees need to learn about the opportunities of marketing their businesses on YouTube, Patrick is the perfect person to convey the message. His presentations are well known to be actionable and inspiring, leaving attendees excited and empowered to use the same strategies themselves.
Chapter 75: YouTube Viral Videos
What’s the most effective type of content?
Before we answer that, we have to determine what the options are. There are basically just four types of content available: text, audio, photos (or images), and video (or animation). Which do you think is the most effective from a marketing perspective? You guessed it. Video! People love video. Period. It’s easy. It’s intuitive. It’s fun. Video requires the least amount of effort to watch, understand, and/or learn from. As a result, good video content tends to get shared more than other types of content.
Next up: where does your marketing content come from? Well, there are really just two places where relevant marketing content can come from: your business or your customers. Think about this for a minute. Peer reviews: that’s content about your company provided by your customers. What about photos? Yes, you could be sharing photos of your business online, but your customers might be posting photos about your business too. What about videos? Same thing.
What’s more effective, content provided by your business or content provided by your customers? Right again! Content provided by your customers is far more effective than content provided by your own business. It makes sense. People will always believe what someone else says about you more than what you say about yourself. It’s more credible. It’s a third-party endorsement, whether it’s a positive comment or a negative one. So what’s the most effective content available? Bingo! Video content about your business that is provided by your customers is the most effective content you can get.
Back in January 2009, the Australian Tourism Board advertised for “The Best Job in the World.” It got huge media coverage. Maybe you remember it. Anyway, the job paid $100,000 for six months—not bad. The successful candidate would live in a beautiful house on an island in Australia’s Great Barrier Reef area. He or she would be provided with all the snorkeling gear, scuba diving apparatus, and parasailing equipment he or she could handle. The responsibilities? Simple. He or she would have to write one blog post every day on the Australian Tourism Board’s blog.
In order to apply, candidates had to submit a video (one minute or less) demonstrating why they would be perfect for the job. Well, as you can imagine, the buzz exploded and the job opportunity was reported by media outlets around the world. The result? Almost 35,000 people submitted videos. Talk about spectacular content! We’re talking about almost 35,000 videos featuring beautiful young human beings (for the most part) talking about why they love the Great Barrier Reef. Brilliant. All those videos were posted on YouTube and collectively watched by millions of people around the world. Awesome, awesome, awesome!
But it gets better. People were allowed to vote on the videos they liked best—one vote per e-mail address. So they ended up with an opt-in list of more than 400,000 e-mail addresses. The brilliance of this campaign is insane. The interesting thing is that the eventual 6-month contract wasn’t nearly as successful as the campaign to hire the candidate in the first place. The hiring campaign delivered most of the benefit. That kind of video exposure is priceless.
I recently met with a company that makes accessories for wheelchairs. They make a great product that make it possible for wheelchair users to move forward by either pushing or pulling vertical levers instead of manually turning the wheels. We put together a brilliant strategy based on the same concept as the Australian Tourism Board. Unfortunately, the company never pulled the trigger, but I’m convinced it would’ve been a winner. The idea was to send e-mails to their past customers letting them know we’d be having a contest where owners of these accessories could submit videos of how they were using the product. The most creative and inspiring videos would win great prizes. The plan was to purchase 20 Flip digital video recorders and send them out to interested customers along with self-addressed postage-paid return envelopes. “Record your video and send it back,” the insert would say. I bet we would’ve gotten some fabulous videos.
I could imagine a video of someone (maybe a veteran) using the levers to propel himself up Lombard Street in San Francisco, the steepest street in the country. Or someone going up a hiking trail … in a wheelchair! It’s really too bad we never got a chance to test the strategy. How can you incentivize your own customers to create content about your business? Give them a good reason (like contest prizes) and you’ll be amazed at what you get back.
YouTube Viral Videos: Implementation Checklist
What do you do that’s remarkable?
How can your customers tell their story?
Imagine videos about your business.
Incentivize your customers to make them.
Have a contest and offer great prizes.
Support the process by providing cameras.
Post and promote those videos on YouTube.
Chapter 76: YouTube Educational Videos
Are you building exposure on YouTube?
YouTube is serving more than two billion video views per day right now. Are any of those videos yours? Are any of those videos about your business? Those two billion views are being watched whether you’re there or not. People with questions are searching on YouTube whether you’re providing answers or not. So how do we get your content in front of that traffic? How do we get your business in front of those eyeballs?
You may be familiar with the name Gary Vaynerchuk. If not, we’re talking about a super high-energy and fast-talking 31-year-old guy who inherited his parents’ retail wine store in New Jersey, just outside New York City. The store is called WineLibrary. So what did he do? He started his own video blog called WineLibrary TV and his frantic communication style make his videos extremely entertaining to watch. He literally eats dirt and chews leather to explain the flavors in wine. He’s not exactly your typical French sommelier! But the younger generation loves this guy.
To be clear, Gary Vaynerchuk posts a new video almost every single day, so this is no small undertaking. But he managed to explode his annual revenue from $4 million to more than $60 million per year in the process. Imagine: $4 million to more than $60 million!! And two thirds of the revenue came from online orders. His parents never once took an online order. He started it. Two thirds of $60 million is $40 million! This guy went from zero to $40 million in online orders! How? He demonstrated his expertise in a clever way in the middle of a raging river. You’ve heard this before. These stories are always the same.
Consider Blentec, a company that manufactures commercial and residential blenders. As the story goes, the newly hired marketing manager, George Wright, was walking through the factory one day and noticed the CEO, Tom Dickson, trying to destroy a 2×2 block of wood with an entry-level residential blender. He succeeded. The room was littered with sawdust and chips of wood. Apparently, he did that on a regular basis. It was his way of testing the durability of their products.
George saw the potential immediately. They needed to record it on video! So they started a series called “Will it blend?” to share the results on YouTube. The start-up costs for the campaign totaled just $85. They started blending all sorts of things. They blended marbles. They blended golf balls. They blended a full size rake! And they also blended an iPhone. Yes, it’s true. They blended an iPhone and it got completely destroyed. It literally turned to dust. On the video, they called it “iDust.”
What were the results? Sales didn’t double. Sales didn’t triple. Sales soared 500 percent! Why? They demonstrated the capabilities of their product in a clever way in the middle of a raging river. It’s always the same. Bottom line: it worked because it was remarkable! What do you do that’s remarkable? What do you do in your business that’s remarkable?
A woman recently attended a conference where I spoke and she e-mailed me a few days later, all excited. Her business sells premium foods like caviar, truffle mushrooms, and foie gras and she wanted to create a video about her business and put it on YouTube. “A video.” One video. Why stop at just one video when her company sold 85 products? I told her she should make 85 videos—one for each product! And then optimize each video for the relevant keywords for that particular product.
She never made all 85 videos but she did make 27 of them, and they were all optimized for highly specific keyword phrases like “black truffle oil.” People are searching for that stuff. They found her videos and each one pointed back to her website. She racked up more than 25,000 views in her first 12 months and her revenue doubled.
When I launched the first edition of this book, I recorded 57 videos, one for almost every chapter (the original book had only 60 chapters). I set up the camera in my office and recorded one chapter after another, and then chopped up the footage into separate videos later. A good friend of mine told me I should change my clothes in between each video. No! Nobody is going to watch all 57 videos. They’re only going to watch one. Each video is optimized for different keywords, based on what that particular chapter is about. So people searching for information on YouTube will find one of my videos and each one points back to my website. Mission accomplished.
Think about your business. What’s the area where your customers are most fascinated? Where do they give you the most animated response? That’s it! Get that on video. Share that on YouTube. Pick an angle or a gimmick to make your videos unique. There are basically three different strategies for creating videos: educate, entertain, or shock.
Educate: The fastest growing content on YouTube is educational how-to content. Every day, the demand for valuable how-to content increases. Teach your prospects how to use your products or services. Teach them how to avoid common mistakes. Teach them about the tips, tricks, and tools that will make their lives easier.
Entertain: People love to be entertained. Humor will always get a warm welcome from YouTube users. Show your prospects the humor in your industry. Show them the irony in your products or services. Find ways to make people laugh while engaging them about your value proposition. Gary Vaynerchuk basically chose a combination of education and entertainment and enjoyed enormous success in the process.
Shock: You want viral? Shock people. We’ve all seen examples of this approach. The “Will it blend?” campaign by Blentec essentially falls into this category. Their demonstrations were shocking, albeit with some great entertainment sprinkled in. What’s shocking about your product or service? How can you shock your prospects with the results you deliver?
Regardless of which direction you choose, YouTube offers a tremendous opportunity to those who share video content. Find a way to participate with your own business.
YouTube How-to Videos: Implementation Checklist
Demonstrate your expertise on YouTube.
Display the capabilities of your product.
Exhibit the benefits of your service.
Identify what you do that’s remarkable.
Upload new videos regularly.
Educate: provide how-to information.
Entertain: show the humor in your field.
Shock: surprise viewers with wild videos.
Chapter 77: YouTube Video Promotion
Are your YouTube videos getting 100,000 views?
Everybody wants their videos to “go viral.” They want the video to catch on and spread like wildfire, accumulating hundreds of thousands of views along the way. Turns out, getting a video to “go viral” is hard work. Don’t get me wrong. There are definitely some videos that just hit it right. They strike a chord and get shared around the globe. But there are also countless great videos that get a few hundred views and then fade out. To give a video the best possible odds of becoming successful, you need to give it a good push at the beginning. There are lots of things you can do to promote YouTube videos and there are companies that specialize in doing just that. What are they doing?
First, make sure the video isn’t too long. These days, we live in an ADHD society. Nobody has any patience anymore. Most of the successful “viral” videos are between 30 and 45 seconds long. As a rule of thumb, your videos should be no longer than three or four minutes.
Second, ping your network. Once your video is uploaded with an effective title, description, and tags, send it out to your e-mail list. Post it on Facebook. Tweet about it. People enjoy videos and will often take a few minutes to watch yours, if invited. That will get you some initial views.
Third, encourage comments—right on the video itself! Near the end of your video, ask people to leave comments below. Ask them a question. Ask for their input. Also, invite controversy. Controversy leads to more comments and comments improve YouTube rankings.
Fourth, find a high-traffic forum that’s related to your video’s topic and embed your video in a new thread. Use an enticing title and encourage posts. The longer your thread (and video) are in the “fast water” (see Chapter 53 for full instructions) the more views it’ll rack up. In many cases, you can get a few hundred or a few thousand views by effectively managing your thread on the forum.
Fifth, do the same thing on two or three other forums. These are all independent communities and you can double or triple your results by repeating the exact same steps on multiple communities. Post your video on Facebook Groups and LinkedIn Groups and Google Groups and Yahoo! Groups. Post it anywhere your target audience spends time.
The companies that specialize in this sort of thing generally maintain multiple accounts on all these various platforms, including YouTube itself. By doing so, they can start the initial dialog (via comments) and controversy all by themselves. They can also keep their forum threads active and popular within those communities. Understandably, YouTube tries to limit these types of artificial conversations and will automatically check to see if the various accounts are being managed from the same IP address. That means you’d have to have people in different locations using different Internet connections to do this safely.
My advice? Be careful. It’s important you understand what people are doing. That’s your competition. Whether you decide to employ similar techniques yourself (or hire a company that uses these strategies) is entirely up to you. My objective is to give you a clear picture of how these things happen and then leave the final decision up to you. Ideally, you want your video to make it onto the “Most Popular” pages on YouTube. They’re featured on the homepage and show the trending videos each day. There are a variety of factors that determine which videos make the cut, including the numbers of views and comments. The point is that once you get to the “Most Popular” pages, your views soar.
At the end of the day, you work like crazy to get the first few thousand views, and then you get the next 50,000 for free. Once you’re on the “Most Popular” pages, the exposure explodes. And that’s when you’ll find out if the video has true viral potential. Once you get to that point, the video is circulated widely enough to really take off . . . or not. Some will go to 100,000 views. Others will go to 1,500,000 views. It all depends on the video. Is it catchy? Is it educational? Is it funny? Is it shocking? If so, you could be in for an exciting ride. By the way, once your video gets a bunch of views, YouTube will offer to “monetize” it with advertisements, giving you a share of the revenue. If your channel does well in general, they’ll offer you an opportunity to become a “YouTube Partner.” Both will result in revenue and exposure.
Moral: promote your videos! It can change your business.
YouTube Video Promotion: Implementation Checklist
Make your videos short.
After uploading, tell all your friends.
Post it on Facebook and e-mail your list.
Ask for comments—right on the video!
Create a thread on a high-traffic forum.
Embed your video and invite interaction.
Post it to Facebook and LinkedIn groups
Post it to Yahoo! and Google groups.
Try to get it on the “Most Popular” pages.
If you succeed, sit back and enjoy the ride.
End of chapter – click here to buy the book on Amazon.