In this webinar, Twenty Over Ten Chief Marketing & Business Development Officer, Samantha Russell and Director of Marketing, Amanda Larson take a deep dive into video marketing, how to utilize it and some of the best tools to use when implementing video into your overall marketing strategy.
In case you missed it, here’s our last video marketing webinar, “Video Marketing From Start to Finish.” Check it out below to get a recap of everything we went over last time!
Video Marketing From Start to Finish
- Creating your script
- Thumbnails and end screens
- Youtube SEO
- Creating transcription
- Advertising on YouTube
- Growing Your Subscriber Base
SEO stands for Search Engine Optimization, and it is how you get your website to rank higher.
Video is something that until you try it, you don’t realize how important it is and it’s too good to be true. In the world of social distancing, video is a great way to connect with people and see someone’s face. When you use video with your audience, it doesn’t have to have high production. You can just use your smartphone or whatever you have in your back pocket and record a video.
4 Tips for Recording Professional Quality Video With Minimal Equipment
Video Marketing For Beginners
Success Story [6:10]
Tools + Equipment [7:46]
Samantha records it where she can see herself in the camera and make sure you record where the light is coming towards your face and you don’t have any bad shadows.
The ring light/tripod Sam uses can be found below.
You can make your captions with the Headliner tool. Find out more about it below.
Canva is great for making thumbnails with its preset templates, thousands of elements, and the ability to set your brand’s colors, fonts, logos, and much more.
To remove the background, you can use photo scissors. With this tool, it automatically detects your body and removes the background, so you can use those to put on your thumbnail which you can use on YouTube.
Where to Host your Videos? [10:30]
If you are going to use it on your homepage, then you should do it on Vimeo. You won’t get a suggested pop-up video.
For anything else, we would suggest YouTube. If it’s a blog or trying to get more organic search traffic, then you want to upload to YouTube. It will give you the biggest bang for your buck when it comes to searching. When it comes to SEO, YouTube is going to give you way more SEO juice than Vimeo.
From Scripting to Sharing [18:28]
- Submit to Compliance
- Record the Video
- Upload to YouTube
- Embed it Into your Landing Pages
A really easy way to do this is how can add your YouTube video to any page.
- Don’t look at your script and say everything single word, but it’s more like a general outline.
- Once you have your video, you go in and upload it to YouTube.
- Once you have your video, all you have to do is hit the URL at the top, copy it, and choose where on the page you want to add it.
- Paste in your video, and you’re done.
Now you have the landing page with the video, you can save it and then click share. You don’t need to create a landing page for this particular video. The landing page is ready with the logo and all you need to do is add the video.
When it comes to creating your video, just have the main points to jot down, so that you have the bullet points that you want to talk about, and re-read the article beforehand. It makes your video seem more natural.
If you send your viewers to a landing page, then you are able to entice your audience to subscribe much better than just uploading them to your YouTube.
Creating Plain Text Emails
Through July 31st if you scheduled a call with our team members, then you can get 50% through the first year.
Focus on the first 15 seconds. It’s important that you don’t ramble as you need to grab their attention right from the start. Start with a story or a stat or something compelling so that you immediately grab their attention. Additionally, you need to have a great thumbnail in order to grab their attention visually.
Use PPP Formula
- Preview: Give them a preview of what they will be learning
- Proof: You will give proof that is has worked for other people before
- Preview: Go back through the preview
Setting Up Your Channel [20:42]
- If needed, set up a new Google account
- Complete the “About” Section
- Add a cover photo
- Upload a profile photo/logo
How To Create A Free YouTube Account
A Guide For Financial Advisors
When setting up a YouTube channel, we get questions about if you need multiple Google accounts. If you have a personal one, you may want to create one for your business, but everything is housed up the GSuite, so once it’s set up you can keep everything in there.
Once your account is created, your cover photo is very important. Include your branding, a tagline, a picture of yourself, your logo, etc.
You just click the picture icon and swap that out. If you use Canva, you can pull templates from there, so it will be sized correctly, so you won’t have to mess with size and get it to fit.
Your About Section can be edited, so add a bit about your firm, and discuss the type of content that will be put out on your channel, so people will know what to expect when they land on your channel.
You can also add links to your cover photo, which will help to drive traffic to your other social profiles so people can follow you there.
With our templates on YouTube, we keep the same theme to be consistent with branding and we use photo scissors to cut out Samantha’s headshot and place it into the template. You can click on any of them to edit it, or swap out the text, just to make it coincide with the topic of the video for the week.
Once you get the basic template, you can easily swap them out. You can upload all your logo colors, your brand assets, etc. so that you can have all you need to get started from the “get-go.”
Whenever working with an advisory firm, if you want to have a solid marketing strategy, find someone who will be the face of your company. People don’t connect with brands, they connect with people.
YouTube is the second most used search engine aside from Google, so there are any things you can be doing to boost them from searches. You can go into any of the videos that you have already posted, go back, and optimize them.
Optimizing In YouTube [30:31]
- You click the pencil button to optimize. Start by editing the title and thinning about the keywords, especially the “long-tail” keywords. They’re probably looking for a “How-to” or numbers and adjectives. Think about your title first and foremost.
- Secondly, go down to the description box. You can add links which is a great practice if you are promoting certain pieces of content. You can pop links in there. You can also put transcriptions in. With longer videos, however, you are limited to 5,000 characters.
- At the very bottom, we have hashtags so those will display at the very bottom of your YouTube and you can add up to three hashtags.
Putting parentheses at the end of your titles has also helped with getting clicks.
How Do I Get the Transcription? [33:26]
You can use Headliner or you can use YouTube. YouTube will create them for you automatically. Go to subtitles on the left, and once you upload a video, it will generate it for you.
Once published, you just hit download. You may need to go through a do some editing just to make sure there aren’t any typos or errors.
When you download, you won’t have captions on it and Headliner will add those captions for you and you can set your orientation. When we are going to share something on social media, you want captions because so many people will watch them with the sound off.
How Do Comments Affect SEO? [37:00]
The more comments someone gets, the algorithms will boost the video. We usually start a comment and pin it at the very top. We usually ask a question to provoke conversion from people and then we will send the video around internally to the rest of our teammates and ask them to watch it and comment.
End Screens [38:25]
We think of End Screens as a call-to-action, so what you want to appear at the end entices your viewers to take the next step. Once you have your video on the YouTube channel, you have a few different options for how you want them to show up. You can use it to show a playlist of yours. You can promote a playlist, promote a video, or subscribe to your whole channel.
You can also opt to have a variety, so you can have up to three different CTAs on your end screen.
Can You Upload a Video So That It’s Private?
When you go to upload your video, you will see the option for visibility. You’ve also got unlisted and private.
With unlisted, only you or other people with access to the backend of your YouTube account. For private, anyone with the link can view it, but it isn’t visible to the general public on your YouTube channel.
With Schedule, you can schedule them to go out on your channel if you want to bulk upload.
When you share the video matters. Everyone who is a subscriber will be notified when a video is published. We like to try to make videos happen on Sundays when people can watch them right then or Friday afternoons, when people may have more time to digest videos.
Play around with the time that you schedule.
Sharing on Social Media [42:31]
- Create one video and share it in different formats.
- Upload the raw video file to Headliner to automatically add captions
- Download the video as an MP4 file from Headliner once the captions are added and use that format to share on social media. You will be able to get it ready for different platforms and then share it seamlessly on different platforms.
- Do not just take the link and put it on the social platform. You need to upload the file to the social media site. Platforms don’t like it as much as you have to leave their site to view the video.
- Upload the raw video file to Headliner to automatically add captions
- Add hashtags so that people can find them. 3 seems to be the magic number, and make keep them all about the same things.
- Tag people so that they will see the video.
Sharing via Email [44:56]
A big mistake we see in emails is that people will add the video to the email. You should take a screenshot of the video and use it because many times it won’t load well or it will go to their spam folders.
It’s important to keep in mind that video is so important to use because the subscriber-to-lead conversion rate increases by 51% when the video is included in an email marketing campaign.
- Use a screenshot with a play button on top
- Use a GIF of the video
- Add it to your email signature
- Include (video) in the subject line.
YouTube Advertising [49:29]
When you come into YouTube studio, you can see right off the bat how many views they are getting. Click the 3 little dots and click promote. You will need to have a Google Ads account to run your YouTube ads. It’s pretty intuitive.
- Click get started
- Choose your ad account
- Search for your video or paste to the URL.
- Choose where you want people to go once they click on your ad
- You want to be using thumbnails in your ads that will capture the most attention.
- You can choose who you want to target and what geographic location.
- It will guess what the cost will be based on who you are targeting.
- It then lets you target, gender, age, parental status, etc. You can also choose interests based on different topics.
- Lastly, you choose your budget. You will only pay when someone interacts or watches at least 30 seconds of your video.
You can check on the analytics, as well. You can get emails telling you if there are any issues, as well too. You can get really granular with ads
The best social media channels for advisors can be found here:
What Social Media Platforms Should Financial Advisors Be On?
If you click on the scheduled 1:1 demo by July 31st, you can get 50% off for the first year. You will have the ability to pull from over 500 articles. You can deploy all of your videos seamlessly, we have drip campaigns, etc. It makes everything so seamless minus just recording.
Editing note: This article was originally published on July 17th, 2020and has been updated to ensure consistency