Ep. 125: The 3 Principles To Reclaim Value In The Attention Economy

October 19, 2017

Did you know that traditional media, such as print, television, and radio, is 7x more expensive and only 20% as effective as it used to be?

It’s not because people aren’t watching TV or reading magazines.

People tune out mass media advertising because they don’t need it to learn about new products, services, or technologies anymore. They can search for that information on their own using the internet.

We live in an attention economy, where consumer attention is limited and always comes at a price.

And that price is skyrocketing because every day there are more companies, more brands, and more products all fighting for customer attention.

So what are some solutions to maximize attention rates, reduce advertising cost, and pull people through a buyer’s journey to acquire new customers?

I’ve asked Thales Teixeira, a Harvard Business School professor, to share a few attention hacks with you. He specializes in viral advertising, digital marketing, and how to effectively capture consumer attention to build your brand.

Pretty cool, right?

So if you want to learn actionable strategies that are working for marketing leaders and advertisers today, then you won’t want to miss this episode of Video Marketing Mastery.


Ep. 124: Newsjacking: How Marketers Can Capitalize On Breaking News

October 12, 2017

What if you could create a surge of new website traffic and brand awareness just by piggybacking off of breaking news stories?

It's called newsjacking.

If you haven't heard of it before, newsjacking is when you leverage trending news to elevate your brand's message. And it doesn't always have to be news specific to your industry — it can be local and world news, too.

It’s a marketing strategy that celebrities, politicians, authority figures and brands of all sizes can (and do) leverage.

And it's an easy way to join a bustling conversation and offer unique value that separates you from your competition.

But there's a right way and a wrong way to do it.

The right way can generate new leads and buyers for your business without spending any money on advertising., But the wrong way can offend your customers and create a reputation management nightmare.

So if you want to learn how you can capitalize on breaking news to create floods of traffic and attention for your business, then tune into this episode of Video Marketing Mastery.



Ep. 123: Marketing Lessons Learned From Hugh Hefner

October 4, 2017

In light of Hugh Hefner’s recent passing, I wanted to share a few marketing lessons I learned from him as a 9-years old kid.

At the time, my grandpa was a member of the Playboy club. And occasionally, he’d bring me along (he’d pay the doorman to let me in).

As I’m sure you can imagine, the whole experience was fascinating, but what I really remember are the marketing lessons I learned along the way.

If you want to hear exactly what those lessons were, how I’ve used them to build a 7-figure business, and how you can do the same, then I think you’re going to love this episode of Video Marketing Mastery


Ep. 122: Discover Who Your Biggest Competitor Is (It’s Not Who You Think)

September 29, 2017

Almost every business has misidentified who their real competition is, and yours is no different.

Contrary to what most businesses think, your biggest competitor isn’t the business down the street or the company who recently stole work from you.

No, no, no.

Your biggest competitor… is your customer’s ATTENTION SPAN.

It’s the most scarce and valuable resource today.

Digital marketing experts estimate that most Americans are exposed to 4,000 - 10,000 brand advertisements each day.

That’s a tsunami of commercials, Facebook ads, Google ads, print ads, plus everything else on your phone that’s fighting for your attention, like text message alerts and email notifications.

Today’s rockstar marketers and sales closers have learned how to hack people’s attention and hold it long enough to deliver their message in full.

When I understood and implemented this, people started buying from me 68% faster. and what it takes to win the minds of your customers… then you’ll love this episode.


Ep. 121: Why Digital Agencies Struggle with Video

September 26, 2017

ideo marketing is a whole ‘nother beast compared to its counterparts. Unlike your day-to-day content marketing efforts, a great video that generates ROI requires the right equipment, a video production team, scriptwriters and funnel experts.

And considering most digital marketers are first generation search marketing and web development specialists, it’s easy to see why agencies struggle with video — it’s a new paradigm.

But anyone with a daily commitment to educate themselves and stay relevant with industry trends can improve their skills.

Just like my good friend and mentor, Arnie Kuenn, CEO of Vertical Measures. He’s an expert in SEO and content marketing, but he’s actively studying how video complements his business. Together, we’ll explore the challenges that agencies face with video as well as what’s working now with SEO and mobile.


Ep. 120: How Chobani Used Video Ads To Generate 21.9 Million Views

September 22, 2017

Let's face it. Running a video ad campaign can feel scary, especially if you’ve never done it before. You're hoping to find that winning ad, but results aren’t guaranteed.

So, is there a smart way to approach it?

Well, there are a few lessons we can learn from the Greek yogurt brand, Chobani, who achieved viral success with their recent video ad — amassing 21.9 million views and 400,000 engagements.

Here's what they did...

Instead of playing it slow and testing one ad at a time, they ran 12 different ad campaigns with 8 different partners.

This allowed them to collect exponentially more data in a shorter amount of time, and find the one ad that resonated most with their market, which happened to be a 90-second video showing you how to make different banana berry dishes with their yogurt.

The bottom line is this: run series of little tests often, see what yields the best results, and then do more of what worked.

If you want to learn more about how Chobani used "micro-testing" to generate 21.9 million views, plus the latest news in digital marketing, then you won't want to miss this podcast episode!


Ep. 119: How Shorter Attention Spans Are Changing The Music Industry (And What Digital Marketers Can Learn)

September 19, 2017

In the mid 1980s, the average time that passed before you would hear the vocals on any radio song was 23 seconds.

Today, that number has dropped to just 5 seconds.

The music industry is adapting to our shorter attention span, which averages 1 second less than a goldfish.

They understand that attention is a scarce commodity, and you have to get to the goods quickly if you want people to hear your message.

The same goes for digital marketers who want to capture their audience’s attention and convert at faster rates.

My guest on today’s episode is Hubert Léveillé Gauvin, a doctoral student in music theory at The Ohio State University.

He analyzed the Billboard’s top 10 songs over the last 30 years and made some fascinating discoveries as they relate to attention span, and how marketers need to adjust to stay competitive.

Press play to listen to the full episode!


Ep. 118: How to Use Facebook Ads in Different Stages of the Buying Process, with Steve Hetrick

September 14, 2017

Looking to use Facebook Ads to generate more targeted leads for your business?

With over 1.71 billion monthly active users, it’s a utopia for virtually any business that wants more traffic.


But the Facebook gold rush has spread like wildfire, and our newsfeeds are saturated with more ads than ever before.


Marketing experts see the trends — people are becoming more immune to ads and costs are rising due to increased competition.


After all, no one wakes up and thinks, “I can’t wait to sign up for a free webinar on Facebook today!”


So how do you hack their attention and get them interested in what your business has to offer, without hemorrhaging your budget?


I’m bringing on Steve Hetrick, Director of Advertising at Wirebuzz, to shed light on this topic.


Together, we’ll be sharing the ins and outs of using Facebook ads to move people through the different stages of the buying process.


Ep. 117: How Video Content Amplification & Paid Media Work Together

September 12, 2017

It’s one of the greatest challenges for any business:

Just how do you personalize the buyer’s journey to deliver the right content at the right time to get the result you want?

Consumers have higher expectations today than they did a few years ago. Spraying the same message to your entire audience not only lowers conversions, but it annoys your potential customers.

Today, I’m going to share actionable techniques to amplify the right piece of content to different segments of your audience using video and paid advertising.

My guest on the podcast is Erik Solan, Director of Amplified Content at Vertical Measures.

Erik’s an expert at designing full-funnel paid strategies so that businesses can increase their content footprint online, penetrate new audiences, and convert more traffic into leads and sales.

Tune in to learn more about how video content amplification and paid media work together!


Ep. 116: The Three Building Blocks of a Successful Video

September 6, 2017

Looking to create a super successful video?


These three building blocks will give you the guidance needed to create a high-performing video, the first time.


Maybe you’re creating an explainer video [interlink] that educates visitors on your product or service and sits at the top of your homepage. Or, perhaps you need a testimonial video to help move prospects closer to making a purchase by building trust and overcoming common objections.


In any case, you can follow these three steps systematically to ensure the highest ROI for your video.


Building Block #1: Strategy

The strategy is like a map.

It’s the overall campaign plan that pinpoints the end destination and how to get there.

For instance, your campaign goal might be:

  • Getting sign ups for your email list
  • Converting leads into paying customers
  • Or getting registrants for your webinar

The important thing is to define the goal first, then work backward to map out how you will achieve it.

Building Block #2: Tactics

The tactics are the actions that support the strategy, like:

  • Using a specific hook at the beginning of the video to grab the viewer’s attention
  • Applying a certain scripting structure to the video
  • Deciding on an animated video or live action video

And lastly...

Building Block #3: Technique

These are the nuts and bolts that make up the video, such as:

  • The lighting
  • The shot selection
  • The music

Without knowing the techniques, you might miss reaching your end goal.

Ready to learn more about the three building blocks of a successful video? Get the full episode now.