Despite the business potential of video marketing, many companies don’t actively pursue it. Some may have put up a clip or two on their YouTube channels, but leave their video marketing efforts at that. Is this a mistake which could hurt businesses in the long run?
Jeremy Vest and Dane Golden say, “Yes. Definitely.” For episode 102 of Vidpow’s Tube Talk, the two video marketing experts provide seven compelling reasons why businesses need to be doing video marketing today. Jeremy even provides a bonus eighth reason at the end of the episode (because the number of reasons to do video marketing simply don’t end at seven!).
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It’s time for Vidpow Tube Talk, everyone’s favorite podcast for video marketing tips, brought to you by Vidpow, your video marketing team. Get your free YouTube channel audit by going to vidpow.com/vidchop.
Jeremy Vest: Good day, everyone. My name is Jeremy Vest of Vidpow.com. Today, we’re gonna be talking about the seven biggest reasons why businesses should do video marketing right now. Today, I have special guest, Dane Golden. How’s it going, man?
Dane Golden: Hey, what’s up, Jeremy?
JV: Dot com.
DG: Dot com.
JV: So Dane, most of you guys don’t know this, but by the way, welcome, Rainmaker.FM new listeners.
JV: How cool is it? To be on Rainmaker.
DG: It’s awesome. I think this is gonna be really good for more people to find out about us, ‘cuz we’ve been offering these great tips for two years now.
JV: 102nd episode today, pretty wild. So Dane, can you give our listeners the background of why and how you started TubeTalk?
DG: Yeah, and just really, really quickly because for our new Rainmaker listeners. Well, I started this with Matt Ballek and Tim Schmoyer because I just simply wanted to give the community YouTube marketing tips. And I brought together them, you, Jeremy, were our fourth person, brought other people on because there was nothing like this and podcasting is one of the best ways to communicate everything.
And I had this crazy idea is make an audio show about video. And we’ve had a great response, and just continue building it and growing the audience.
JV: Yeah, and now we’re pretty big. So Dane got pretty busy last year, so I was able to help him take over the show while he was busy.
Now he’s our regular guest again, and we’re definitely glad to have him. Our dream, honestly, is just to help businesses grow. How do you do that? Well, telling visual stories is very important. Storytelling in general, with online and content marketing, is very important and that’s why we’re here.
DG: Absolutely, yeah I should have said that, but Jeremy, you’ve taken over this podcast and improved it even better than we were doing before, and brought in some incredible guests, and I think everyone should subscribe to this on Rainmaker or wherever they find their podcasts.
JV: Awesome. Well, today we’re going to be talking about the seven reasons why businesses should do video marketing now. The first reason is inbound marketing. Dane, do you have any thoughts on why you should use video for inbound marketing?
DG: Yeah, and we should tell, not everyone is totally advanced of our listeners, we try to communicate at a good level for all. And it’s, inbound marketing is basically anything organic that’s coming in to your website or transaction or whatever you’re driving traffic for, and so this could be any non-paid social media, content marketing on blogs, podcasts like this one, ebooks, video that we’ll talk about today, and also things like email newsletters, SEO.
So I also consider influencer marketing which is my specialty, YouTube influencer marketing, to be one of the factors that can drive your funnel or growth acting or whatever. Outbound marketing is more of the paid component of a lot of those pieces. Now, so it’s also appropriate marketing too, so if Facebook for instance, native Facebook video comes up very high in pagerank, algorithm, and if it’s appropriate to the medium that video can do very well.
JV: Absolutely. Do you have any success stories with inbound video marketing that you want to share or have heard of that may give some people some perspective here?
DG: I think I’d like to recommend some people to check out a blog post that I wrote today for how you can, how anyone really can use YouTube influencers, ‘cuz again that’s my specialty, is in bringing traffic to your own website. So, I have 11 top tips and that’s on the Act On blog today. It’s blog.act-on.com but this will be published a little bit after the blog was posted. There’s just tons of ways. How about you, Jeremy?
JV: You know, I’ve done a lot over the 300 or 400 hundred million views we’ve gotten for our customers.
I would say a big portion of those have come from teaching people how to do something. So making videos around how to bake a cake, or how to change your alternator on your car. We do a lot of that type of content marketing, because what happens is we’re actually creating content around a subject someone’s searching for.
So, by that, we become a perceived thought leader, and we’re the answer to the question being asked. So, building yourself as a thought leader is very important. And if you’re actually the answer to questions being asked frequently, people may subscribe to you. You can then push people to a landing page or a conversion page or get them to watch more videos.
You could remarket them with advertising. There’s a lot of really cool things you can do to someone that starts becoming into your funnel. So if they watched a few videos, you can keep on pushing them and pushing them farther and farther down the lead pipeline.
So we have a lot of examples of using how-to videos, and we also have, there’s a ton of videos out there, we could call them the viral videos, you know, videos that people share a lot, and like, comment on a lot. But I don’t think winning the lottery is a business plan, so for most of our customers, we kind of stay away from that genre. And we just focus on the core fundamentals of good marketing, which is searchability, things like how-to content.
Believe it or not, testimonials, when done correctly, can be very, very powerful. If Bob is in accounting, and you’re in accounting, and Bob is talking about how your company was able to change their bottom line by 3%, that’s the conversation you want to hear.
DG: Absolutely. I think that also people don’t necessarily have to spend a billion dollars on it.
What’s more important, I feel, is the message. I know we have a lot of video marketers that charge a lot to make videos as our listeners but I personally feel that it’s the message that’s most important. What is being said and, as you said, what do people look for when they’re… they don’t search for videos in order to be sold, they search to find out things: find out how to use a product, how to do a task, and they want to know what features look like before they buy. And video’s a great way to do that.
JV: I heard a stat yesterday from YouTube that over 65% of upper management and companies in the United States look for at least one video a week on YouTube now. That’s pretty staggering, right?
DG: That’s very staggering and I’m curious as to how they got that data, but I don’t disagree with it.
JV: I can get to the bottom of the data. It was presented by YouTube, so I’m sure it’s pretty standard.
But you know what’s interesting about that is, let’s say you’re doing marketing or you’re a sales guy, you know, finding compelling messages on YouTube.
If a picture is worth 1,000 words, what’s a video worth? Is it easier to sell with text, with an image, with a video? I mean, it just makes so much sense from a content marketing perspective that video would be more powerful. If you can make someone laugh or cry, you’re going to psychologically kind of earmark your message to someone.
If they just watch an image, that’s great, maybe it’ll make them laugh or cry. If they read text, that’s great, maybe it’ll move them. But visually and audibly moving someone emotionally is just proven science that It can be more effective, right? So, video is unbelievably powerful and in my opinion, the most powerful medium with online marketing, period.
DG: That’s right, and when you think about the reason that an in-person sales is so effective is because it’s much like video. Video is as close to in-person sales as you can get and it’s also in the real life, it’s one of the most expensive things. But you productize this and when you communicate properly in a YouTube video, one-to-one, if the presenter in the video, the person in the video is talking directly at the camera, directly at the viewer, directly at the customer, that is the closest you have to a one to one sales experience but it’s easily replicable.
JV: Absolutely. The second point we want to talk about today is, the video discoverability optimization, or, video search engine optimization ranking. The reason we use video discoverability versus video SEO or video search engine optimization is especially for YouTube. The way you’re able to find a video, is a lot more than just search rankings.
For example, most businesses and YouTube channels actually get more organic traffic from the suggested videos on the right hand side than they do any other organic traffic method on YouTube. That’s not search engine ranking. YouTube is the second largest search engine in the world. But, if you type a question in the search box and get a result, that’s video SEO.
We’re actually talking about when I say video discoverability optimization, we’re actually talking about there’s about 12 or 13 other ways your videos can be featured and show up on the YouTube platform, or your RSS feeds or your email, a lot of different ways. So we actually here at Tube Talk shy away from the word video SEO, because the genre is so much bigger.
Do you agree with that, Dane?
DG: Right, what you’re saying is, when you use the word SEO, you’re really talking, you’re putting people in the mindset of what they do with text. But with video and particularly YouTube, there’s all sorts of other techniques that don’t really have to do with search, but have to do with just getting seen and getting clicked on, which are not strictly related to keyword tags essentially.
JV: Absolutely, and by your company being in the second largest search engines in the world, you’re part of the game. So a lot of people think being in Google, a lot people have physical location, so they’re thinking local. How am I gonna show up in Yelp and Google Maps and things like that.
But for some weird reason, most brands and companies aren’t thinking video discoverability, even though it’s the second largest search engine in the world. So, those tags and keywords that you’re optimizing for, to have customers find you, need to live in YouTube.
The problem is, most of these words aren’t a one-to-one translation. An example would be an ice cream shop. If you put in ice cream shop on your cell phone, odds are you’re going to get a store near you to go buy ice cream and get a hot fudge sundae or something.
If you put that same result on YouTube, it’s going to probably show you some weird Play-Doh toy about ice cream. Or, it’s going to give you a recipe for ice cream or how to make your own ice cream. So the intent of what someone’s trying to do with the word ice cream on YouTube versus Google, is 180 degrees from each other.
It is not the same. You can’t just take your keyword optimizations that you’re trying to rank for on Google and put them in YouTube most of the time. What do you think about that, Dane?
DG: That’s right, it’s two totally different approaches. And I didn’t want to let pass that you and others are starting to do really great work on Facebook video. And there’s a whole different attitude with optimization there as well, so discoverability and how it’s presented there, super important.
People do not always realize that some people do not even know that YouTube is a part of Google, and that is why their search engines are so intricately connected, and why video on YouTube can come out so high in search on Google. When it is almost impossible to get your webpage to come up on the first page.
JV: Right, absolutely and a lot of people also don’t realize that Google Plus is owned by Google.
DG: That implies there even is a Google Plus.
JV: Right. What’s that? Besides photographers in their forties. I don’t know what’s up with that.
But Google for the most part denies this, but I can assure you the more properties you show up on in Google, and you post to on Google, the more likely you are across their entire platform of services to rank and show up.
And we’ve tested this literally hundreds of times in the last five years. You can actually sync your YouTube videos with Google Plus and profiles and updates and comments and all this really cool stuff. So, the universe gets more and more blended all the time. So, you definitely should be using Google Plus with your videos for optimization ranking and video discoverability.
JV: All right, the next, the third item we wanted to talk about is competition. So, why would I use YouTube to compete with my competitors, Dane?
DG: Well, either they may not be doing it or doing it as well or they may be doing it better.
In any case, if you’re not there and they have a presence, then you don’t have a say, you don’t have a share of voice. And logically, if they’re not there and you have a share of voice, you have an advantage.
JV: You know what’s funny? I have a lot of bigger brand customers and by the way, I love big brands, but some of them just don’t think in reality.
DG: I love big brands and I cannot lie, those other brothers can’t deny.
JV: Wow, that was a good one. So I love big brands, but some of them have some weird thoughts. For example, one of the biggest pushbacks I get on YouTube for big brands are, “Well, people may be searching for that, but we don’t want any part of that” as if you can protect your brand against social media.
If people are searching “big brand name is a scam” or sucks or “I hate big brand name,” those conversations are happening. Why don’t you create videos with the titles they’re searching for? “My brand name sucks and here’s why.”
JV: And actually address the conversations people are having and be part of the conversations. If you’re not part of a conversation that’s already taking place in social media, then you don’t have a say. So it just blows my mind that these companies, for the most part, a lot of them would rather bury their heads in the sand than actually go out and proactively be part of these conversations.
There are just countless, countless, this happens so often to us, where companies just want to bury their hand in the sand. You can’t do that with social media. Hit it head on, talk about it, tell people how you want to change, be part of the conversations. There’s a lot of negative conversations on YouTube.
DG: You’re exactly right. If there’s negative conversations happening about your brand online and you ignore it, then basically, it’s them just talking about you behind your back. Wouldn’t you prefer to engage and respond proactively to negative comments?
Because people, if they feel you are ignoring a community or ignoring the comments on your own videos, for instance, then they’re just having conversations about you and you don’t get a say. Your part of the conversation doesn’t end when the video’s uploaded; it’s really just begun.
JV: Absolutely, and you know one of the things we’ve done is, we capitalize on that. So for example, if a competitor is not addressing their issues, we go create videos for the other brand I’m working with on the competitor’s issues, and address them.
If you’re not happy with your service because maybe your company does x, y, and z, we don’t ever name the company, we don’t try to apply it, but we literally use the keywords used to, you know, questions being asked. And we create solutions, but we’re not them, we’re the other competitor.
DG: That’s very legitimate.
JV: Yeah. Yeah, and we address exactly why we’re different. And let me tell you it’s effective.
DG: Company’s not servicing you. We will service you. They don’t want to be on YouTube. Fine, we’ll be on YouTube and help you.
JV: And you know what? Some of the biggest conversion strategies we have are around those type of thinking.
DG: Very smart.
JV: Number four is, and I mentioned this earlier, sorry to steal your thunder, Dane. If a picture is worth a thousand words what’s a video worth?
DG: Yeah, we basically covered this, but the point is is that YouTube provides you with a low cost, long tail opportunity and Facebook Video can provide you with a great day one opportunity, and these are again, the potential costs of these videos is quite low. It’s what you do with the video, how you position it, what it’s about, how you engage with people around the video.
JV: Absolutely. Couldn’t have said it better. Number five are ads currently right now today on YouTube, AdWords, and Facebook for videos are very inexpensive. Our average, let’s just call it from $0.01 to $0.12 per view, and the $0.12 would be a lot more targeted.
DG: Highly targeted.
JV: Very highly targeted, and the $0.01 would be a lot less targeted, more general, more broad. And you can’t always get $0.01, but I can tell you that we have $0.01 campaigns that have run on Facebook and YouTube very recently.
DG: And I want to add to this, it’s not apples to apples.
For instance, if you run just a very general campaign with an irrelevant video to your audience, it’s trash. It doesn’t help anyone, not the client, not you, not the consumer. But if it’s a very broad type of product that everyone needs, then general is very good, and a general type of ad can work very well.
But if you have a very special niche product, like only so many people are gonna be in the market for Aston Martins. So be very specific.
JV: Yeah definitely. And you know, there’s a lot of reasons why most people fail. A lot of people, a lot of marketers that I talk to, they’re like, yeah YouTube, that place is horrible, it doesn’t work. Facebook videos, yeah, that doesn’t work.
Well, most of the reason it doesn’t work is it’s not them, it’s you. Now, sorry to say that everyone, but for example, most people just don’t understand the psychology of a video ad. For example on YouTube, the skip button is the first five seconds.
Do you know what us as humans do? We hover over that skip button and we are ninjas. 4.98 seconds, we’re already clicking, right? To get to, to click skip, to not have to watch that ad. So what you mean.
DG: I wanna,
JV: Go ahead.
DG: I wanna, I went in another topic, I wanna put you on the hot seat here. Videos can, you can shoot video with your own phone, camera and upload it. But what’s a good budget for people to think about when approaching the video and based on what factors, sort of briefly.
JV: You know, the biggest thing about video production, honestly, is the story you’re telling.
Make sure, if you have a video ad, make sure in the first five seconds you’re compelling enough where people don’t skip the ad. That could be on an iPhone, you know it doesn’t really matter.
The only thing matters in video quality itself is the actual audio quality and the eyes have to be lit. Eyes are the window to your soul. If you have dimly lit eyes, people are not going to trust you. If you have bad audio people are absolutely not going to trust you. So those two things you cannot compromise. Everything else is pretty simple.
If you do use your iPhone, I would definitely recommend getting an upgraded lens attachment. I would get a wireless lapel mic so that there is a little $7 adapter that you can get because you have to have perfect audio. And the biggest thing about using an iPhone is putting it on a tripod. Don’t make it shaky.
But I can tell you that on the very lowest side for us as a company, we do a lot of video production. We shot basic how to videos, like how to work on my air conditioner or maintenance. Basic how to replace an air filter in my house. Those type of videos for us from a very big company. We did 90 of those last year for a company and we’re only charging about $750 a video.
JV: Those videos normally with a video production agency would be between $2000 and $9000.
JV: All day long.
DG: And that’s the very, very basic productized videos. And it can go up with the most expensive production companies to how much? A billion dollars? How much?
JV: You know for how to content, specifically, $20,000 is pretty average.
JV: For a big, you know commercial like, the GEICO commercial with the dog. I don’t know if you guys have seen that, it’s amazing, with the dog jumping on the table. Those types of commercials, we have, Dan and I both have friends in the industry that charge over half a million dollars to create those types of ads for one commercial.
DG:So, prices very variable, but it also depends on what you want and what you need.
JV: Absolutely. And you know understanding what your customers want is way more important than your needs. Because you’re not gonna win on YouTube unless you actually understand what people are looking for. Don’t shout your messages all of the time to people because you won’t have an audience. Instead, understand what your audience wants and develop content around that so you have a bigger audience.
DG: Okay, what’s next?
JV: All right, number six is teach your customers. What do you think about this, Dane Golden?
DG: Yeah, we talked about this, so it’s just how-to is huge. Unboxing is huge because people wanna see, they wanna learn how to do something, they wanna be shown and they wanna learn. That’s why they’re on YouTube when they’re making a buying decision. They wanna learn how to fix the whatever it is and if it includes that product, you basically sold them.
JV: Absolutely. Absolutely. Number seven is community. So Dane what do you think about community-building on YouTube?
DG: I think YouTube is just like TV and you should upload the video and not do anything else. All your job’s done.
JV: And then run away.
DG: Do you agree?
JV: Absolutely and then two months later say that YouTube’s horrible; it doesn’t do anything for me.
DG: No no no. It should be, you really should think of it much more like Facebook than TV. Because when you’ve uploaded, it’s the first step. After all that work you’ve done with creating the video, and researching what to do and doing the optimization and doing the format right and getting the editing, all those people involved… that’s just the beginning because the next step is what you do with it. How do you engage with people in the comments section? How do you send it to your email list?
What do you, you know, you repurpose it and put it on your, your website, and always, always engaging with comments with people on Twitter about it, on Facebook, on YouTube. It’s the most pervasive social media in that it can be enacted on every other social media. So engage, engage, engage in the community.
JV: And we like to tell our customers, once you do all that hard work to create and produce and upload the video on YouTube, now the real work starts. You haven’t even started yet with how much work you really have to do. For a big video, it is not uncommon for us to do distribution to over 100 different magazines, PR places, influencers. We spend at least ten times more effort on optimization and distribution as we do creation.
DG: And then once people do start to see it on these very, I don’t know, I mean you go so far to do this, but I’ll bet you something even you aren’t doing is, once it’s posted on like the Huffington Post, do you tell your clients to say, go over on that Huffington Post page and comment?
JV: Yeah, not often and the reason for that is when we do get our customers on the front page of these big magazines, normally, I mean, they have their audiences to a point to where that is almost trivial, like most of the time there could be five, six, eight hundred comments on one of these articles.
If that doesn’t happen, though, and we see an article starting to go down, then we actually do have a friends and family plan. We don’t like to do that and normally we don’t, ‘cuz we like organic growth. But commenting four or five times to try to get the algorithms back up is not a super bad idea or-
DG: I just mean say, “Hey, you have any questions about this product? I’ll answer it right here.” And you know I do this on blog posts, you’ve seen me do this.
JV: Yeah, I love it, I love it. Actually you’re the only person I’ve ever seen that every article you write on Facebook or you share on Facebook, you like it, and then you actually say, any questions let me know, I’d love to hear your feedback.
I bet you’ve promoted more questions with that format than most; it’s very powerful.
DG: Yeah, and not just that, but on these various blogs, if I write a blog post, I’m the first commenter, and I say, “Hey, do you have a question? I will respond to you here” and you can do the same thing.
It doesn’t cost you anything on videos. You can be the first commenter and says, “Hey, if you have any questions about my product, ask me right here in the comments.” That gets you more views, more engagement, and it keeps the trolls away, too, because they see, he’s hanging out here, we’d better be on our best behavior.
JV: That’s a good point about the trolls, you’d be humanizing the comments. Another thing I found when you do that is a lot of times you’ll end up as the top comment of people like, because they appreciate you being there. And then number eight is storytelling. Storytelling is the most powerful online marketing you can possibly do. Video is the closest you can actually get to being somewhere or showing someone something. The combination of audio and video, honestly, you just can’t beat it.
How many of us tear up a little bit when one of those sad dog pound commercials come on TV, right? Those things work. Humor works. If you look at, on your Facebook feed today, or Instagram, what’s the hottest thing happening right now, odds are it’s a video. Odds are, it’s a video that’s funny or emotional, right?
DG: Absolutely. I agree. That’s what YouTube does best. It’s the most shareable medium of all time. It’s really, it’s what’s so amazing about the platform; it combines video with shareability with meme, with emotion.
JV: Absolutely. All right Dane, how can people find you?
DG: People, I love to engage with people, you can follow me on Twitter, I’m danegolden everywhere. D-A-N-E-G-O-L-D-E-N. And you know, I love connecting with people on LinkedIn too so follow me there or my blog hey.com; I’m everywhere.
JV: And you can find me at jeremy@vidpow or vidpow — bam — everywhere. Until next week, keep talking, Tube!
Thanks for listening to this episode of Tube Talk. Don’t forget to get your free YouTube channel audit now by going to vidpow.com/vidchop.