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.


Ep. 115: Why Most Business Videos Fail, and How To Ensure Yours Succeed

August 31, 2017

Just because little Timmy has a camera and plays 6 hours of Starcraft everyday on his computer doesn’t qualify him as the best video production partner for your online business video.

Nor is the wedding videographer who did a fantastic job capturing the bride and groom’s sentimental moments.

As ridiculous as this sounds, I see marketers make this mistake all the time when their boss tasks them with creating a business video.

They start by asking, “Who do I know that has a camera?”

My friends, I’m telling you that’s the wrong way to get started, and it’s one of the main reasons why most business videos fail.

When you’re looking for someone to create your online business video, you need someone who already lives in the digital marketing world  — experts who specialize in conversions.

Because digital marketing experts will know how to map out the right strategy to generate results with that video.

Think about it like this...

Generating ROI with your business video is just like a passenger train.

You need to lay the tracks BEFORE you start the train, otherwise your passengers will never reach the final destination where they can BUY.

This is all lined out in the strategy phase before you start the creative process.

So listen in to discover how to build your train tracks the right way so that you ensure your business video succeeds.


Ep. 114: How Long Does It Take To Make a Video

August 24, 2017

If you want to get married, you can run down to the courthouse and tie the knot with your lover in an hour, or you can spend 6 months pre-planning the perfect destination wedding at your favorite tropical paradise.


The point being, not all weddings are created equal.


The same goes for creating a professionally produced video — some are more complex than others.


In some cases, your video requires multiple interviews, with different people, in different locations. Other videos need animation, b-roll and professional voice over.


Some video shoots can be finished in a day, but others need three or more days.


So how do you know what the right timeline is for you?


The WireBuzz team shoots over 1,000 videos a year, and we’ve learned a thing or two about how to make the right video the first time.

When you budget enough time for each stage of the video creation process (pre-production, production, and post-production), then you’ll come away with a video asset that is less expensive and something that your organization can be proud of.


So if you want a clear understanding about how long it will take to make a video, then listen in to episode 114.


Ep. 113: Why Amazon Might Expand Their Services (And How to Know If You Should Too)

August 22, 2017

Are there additional services you could provide to offer a more complete experience for your customers?”


Before you answer, let me give you an example...


After working with dozens of clients, we noticed a recurring speed bump that was delaying our video marketing projects.


Often times, the client needed their web developer to add critical components to their website in order for the video to perform successfully.


And in some cases, they needed to create a brand new site.


As you can imagine, this was pushing back timelines and adding another layer of complexity to the client’s project.


So that’s when I asked myself, “How can I better cater to our existing clients?”


Suddenly, I had my lightbulb moment.


I tapped into my existing contacts, brought a web-developer onto my team, and started providing web-development services for our clients.


Now, if our clients need it, we’re able to optimize their website without delaying our primary business.


PLUS, we increased our revenue because 30% of our clients needed to update their website to get the best results from the video marketing tactics we were recommending.

So, I invite you to ask, “How can you better cater to your existing clients?”


And if you want to hear how Amazon is implementing this strategy into their business, along with the latest news in video marketing, then tune into today’s episode.


Ep. 112: How To Use Video In Each Stage of The Buyer’s Journey

August 18, 2017

Did you know that 80% of the buyer’s journey happens before someone reaches out to your sales team?

Consumers are different today.

They want to be independent of the sales person.

With all these changes in consumer behavior, you have to ask...

"How do you move people towards a buying decision without a sales person?"

The short answer: by using video at each stage of the buyer’s journey.

But if you really want to understand how to use video throughout the buyer’s journey, we need to go deeper than that, so tune in to today's episode of Video Marketing Mastery.