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Going Viral & Getting Leads with Video Marketing with HGTV Star Eric Stromer

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Christopher Marentis
Christopher Marentis

This document provides guidance on how to create effective marketing videos. It discusses coming up with video content ideas, planning video shoots, optimizing videos for search engine optimization through titles, descriptions and embedding, and getting video conversions through calls to action and annotations. The overall goal is to create shareable videos that can generate leads and traffic for a business through video marketing on websites and YouTube.

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Going Viral & Getting Leads with Video Marketing with HGTV Star Eric Stromer
Meet Eric Stromer You know him from HGTV & People magazine’s “Sexiest Men Alive”, but Eric’s here today for another reason… Eric Stromer was a contractor who became a brand through online video marketing. Today, you are going to learn how he did it & how you can do the same.
------Common Question------ Why is it important to have video on my website?
------Common Question------ How does video help my reputation?
------Common Question------How do I optimize my videos for search?
Table of Contents: 1. Coming Up with Video Content Ideas & Creating Videos 2. Optimizing Videos for SEO 3. Getting Video Conversions
Going Viral & Getting Leads with Video Marketing with HGTV Star Eric Stromer
Going Viral & Getting Leads with Video Marketing with HGTV Star Eric Stromer
Going Viral & Getting Leads with Video Marketing with HGTV Star Eric Stromer
Going Viral & Getting Leads with Video Marketing with HGTV Star Eric Stromer
Video Formats:  Tutorial (step-by-step/how to)  Video response to a question/online comment  Answers to common questions  Show a recent project  Product demo  Video series  Case studies  Showcase your company culture Step 1: Decide what type of video you want to make
Step 2: Come Up with Content Ideas  Find the types of content your audience searches for in YouTube with YouTube Suggest  Use other web tools to find frequently searched topics in your industry such as Google Keyword Planner, Quora, or Delicious  Listen to sales calls and take note of callers questions, requests, & needs to figure out what content your audience wants  Do a content gap analysis - Review your competitors content, your businesses content, consider verticals that need more attention and think of the best ways to reach them  Think about areas on your website that can benefit from a personal touch
Step 3: Plan Your Video Content • Decide what content you want to convey & create a story board • Consider your speaker: choose someone with a great speaking voice, who is a good fit for the content of the video, and your business • Figure out timeline (how long it will take to share your message) • Consider a location for your shoot • Decide what props & tools will be needed
Fundamentals of Your Video Shoot  Borrow or rent a professional camera. For spontaneous video on a job site or at a conference, you can use your phone  Shoot in a well lit spot & consider the backdrop  Keep the camera balanced when you shoot using a tripod or table  Speaker should be dressed in a solid color (vibrant colors best)  Give speaker an external mic if possible  Post production: Add in background music if it fits
The Secret to Viral Video…
Is creating sharable content
Going Viral & Getting Leads with Video Marketing with HGTV Star Eric Stromer
Increase Shareability I Elicit Emotion: Make the audience feel something, ideally, strong positive emotions such as excitement, awe, inspiration, or surprise. Collaborate: Incorporate other people in your videos in the form of shout outs, guest speakers, interviews (with the end goal of making content that can be cross promoted to both of your audiences). Make the Content Seem Spontaneous & Natural: Don’t script everything, but do script parts like the greeting and ending (to mention your business name). Try including a live interview or conversation. Make Content Personal: Create a personal connection between the viewer and your company by addressing the audience and using relatable speakers.
Increase Shareability II Capture User Attention Immediately: You have 5 seconds to get viewers interested. Accomplish this with a dramatic introduction, celebrity spokesperson, or engaging music. Use a Strong Thumbnail: People click on videos that peak their interest. Title your video to tie in with the thumbnail to create a cohesive, click attracting story.
Click Driving Thumbnails • Don’t just use the default, take high quality stills during a shoot that will make impactful thumbnails • Accurately represent the content of your video • Image should pop and make a strong impression • Close-ups of faces work well • Frame the content & make sure the foreground is most prominent
Marketing Your Videos Video Marketing Plan: Choose the day & time for a video release, where it will be released, and organize targeted partner/influencer outreach to get your video in front of “tastemakers” in your industry. Marketing to Coincide with New Video Release: • Embed the video in blog posts • Add it to your website • Promote the video to your mailing list • Share the video on social TIP: Video added directly to Facebook outperforms video on Facebook linked from other networks in likes, comments and shares.
Optimizing Your Video for Search
This is what ranking in Google looks like
VIDEO SEO • Create an engaging video title that includes rich keywords that match the title tag of the page. • Additionally, use keywords in the video description, video file name, and keyword tags. • Include a link back to your website in YouTube video descriptions to get referral traffic. • Post your video on both YouTube and on your website. • Make the 1st few sentences of your video description count because that’s all that will appear in search results and above the fold on a video player page. • Add video to existing sitemaps to get them indexed. Instructions can be found on Google's support page.
Using YouTube Embed Code Add YouTube videos & playlists to your website or blog by embedding it. Here’s how to embed a video: 1. Click the Share link under the video. 2. Click the Embed link. 3. Copy the code provided in the expanded box. 4. Paste the code into your blog or website. Why Embed? It helps your videos rank higher in search & allows you to customize the player.
Getting Video Conversions • Webforms: Ask prospects to submit their contact info to see a video. • Call-to-Action: Add a call to action to your video (verbally and/or in the description), ex. “If you liked this video, please click the link below to get a free demo.” • Add a citation to your description: List your business name, phone number and address as they appear in your other online profiles & directory listings. • Use YouTube Annotations: To direct traffic to other videos on your channel or to your website, or use it to direct viewers to the new updated version of a popular video.
Summing it Up! 1. Decide what type of video you want to make 2. Come up with content ideas 3. Plan your video content and shoot 4. Organize a marketing campaign around your new videos, with the end goal of shareability 5. Optimize your video for search and conversions
Talk to Us Chris Marentis is the Founder and CEO of Surefire Social. With over 25 years of experience leading traditional and interactive marketing businesses, Chris is a leader in helping businesses use new technology to enable dramatic growth. Need help or want to find out more? Come see us to get your FREE Online Website Analysis now at www.surefiresocial.com or call 888-804-8685
Who is Surefire Social? Surefire Social delivers personal, comprehensive strategies for effective local Internet marketing. www.surefiresocial.com To learn more about our Marketing & Lead Generation Services, visit us @www.surefiresocial.com/marketing-solutions

More Related Content

Going Viral & Getting Leads with Video Marketing with HGTV Star Eric Stromer

  • 2. Meet Eric Stromer You know him from HGTV & People magazine’s “Sexiest Men Alive”, but Eric’s here today for another reason… Eric Stromer was a contractor who became a brand through online video marketing. Today, you are going to learn how he did it & how you can do the same.
  • 3. ------Common Question------ Why is it important to have video on my website?
  • 4. ------Common Question------ How does video help my reputation?
  • 5. ------Common Question------How do I optimize my videos for search?
  • 6. Table of Contents: 1. Coming Up with Video Content Ideas & Creating Videos 2. Optimizing Videos for SEO 3. Getting Video Conversions
  • 11. Video Formats:  Tutorial (step-by-step/how to)  Video response to a question/online comment  Answers to common questions  Show a recent project  Product demo  Video series  Case studies  Showcase your company culture Step 1: Decide what type of video you want to make
  • 12. Step 2: Come Up with Content Ideas  Find the types of content your audience searches for in YouTube with YouTube Suggest  Use other web tools to find frequently searched topics in your industry such as Google Keyword Planner, Quora, or Delicious  Listen to sales calls and take note of callers questions, requests, & needs to figure out what content your audience wants  Do a content gap analysis - Review your competitors content, your businesses content, consider verticals that need more attention and think of the best ways to reach them  Think about areas on your website that can benefit from a personal touch
  • 13. Step 3: Plan Your Video Content • Decide what content you want to convey & create a story board • Consider your speaker: choose someone with a great speaking voice, who is a good fit for the content of the video, and your business • Figure out timeline (how long it will take to share your message) • Consider a location for your shoot • Decide what props & tools will be needed
  • 14. Fundamentals of Your Video Shoot  Borrow or rent a professional camera. For spontaneous video on a job site or at a conference, you can use your phone  Shoot in a well lit spot & consider the backdrop  Keep the camera balanced when you shoot using a tripod or table  Speaker should be dressed in a solid color (vibrant colors best)  Give speaker an external mic if possible  Post production: Add in background music if it fits
  • 15. The Secret to Viral Video…
  • 18. Increase Shareability I Elicit Emotion: Make the audience feel something, ideally, strong positive emotions such as excitement, awe, inspiration, or surprise. Collaborate: Incorporate other people in your videos in the form of shout outs, guest speakers, interviews (with the end goal of making content that can be cross promoted to both of your audiences). Make the Content Seem Spontaneous & Natural: Don’t script everything, but do script parts like the greeting and ending (to mention your business name). Try including a live interview or conversation. Make Content Personal: Create a personal connection between the viewer and your company by addressing the audience and using relatable speakers.
  • 19. Increase Shareability II Capture User Attention Immediately: You have 5 seconds to get viewers interested. Accomplish this with a dramatic introduction, celebrity spokesperson, or engaging music. Use a Strong Thumbnail: People click on videos that peak their interest. Title your video to tie in with the thumbnail to create a cohesive, click attracting story.
  • 20. Click Driving Thumbnails • Don’t just use the default, take high quality stills during a shoot that will make impactful thumbnails • Accurately represent the content of your video • Image should pop and make a strong impression • Close-ups of faces work well • Frame the content & make sure the foreground is most prominent
  • 21. Marketing Your Videos Video Marketing Plan: Choose the day & time for a video release, where it will be released, and organize targeted partner/influencer outreach to get your video in front of “tastemakers” in your industry. Marketing to Coincide with New Video Release: • Embed the video in blog posts • Add it to your website • Promote the video to your mailing list • Share the video on social TIP: Video added directly to Facebook outperforms video on Facebook linked from other networks in likes, comments and shares.
  • 22. Optimizing Your Video for Search
  • 23. This is what ranking in Google looks like
  • 24. VIDEO SEO • Create an engaging video title that includes rich keywords that match the title tag of the page. • Additionally, use keywords in the video description, video file name, and keyword tags. • Include a link back to your website in YouTube video descriptions to get referral traffic. • Post your video on both YouTube and on your website. • Make the 1st few sentences of your video description count because that’s all that will appear in search results and above the fold on a video player page. • Add video to existing sitemaps to get them indexed. Instructions can be found on Google's support page.
  • 25. Using YouTube Embed Code Add YouTube videos & playlists to your website or blog by embedding it. Here’s how to embed a video: 1. Click the Share link under the video. 2. Click the Embed link. 3. Copy the code provided in the expanded box. 4. Paste the code into your blog or website. Why Embed? It helps your videos rank higher in search & allows you to customize the player.
  • 26. Getting Video Conversions • Webforms: Ask prospects to submit their contact info to see a video. • Call-to-Action: Add a call to action to your video (verbally and/or in the description), ex. “If you liked this video, please click the link below to get a free demo.” • Add a citation to your description: List your business name, phone number and address as they appear in your other online profiles & directory listings. • Use YouTube Annotations: To direct traffic to other videos on your channel or to your website, or use it to direct viewers to the new updated version of a popular video.
  • 27. Summing it Up! 1. Decide what type of video you want to make 2. Come up with content ideas 3. Plan your video content and shoot 4. Organize a marketing campaign around your new videos, with the end goal of shareability 5. Optimize your video for search and conversions
  • 28. Talk to Us Chris Marentis is the Founder and CEO of Surefire Social. With over 25 years of experience leading traditional and interactive marketing businesses, Chris is a leader in helping businesses use new technology to enable dramatic growth. Need help or want to find out more? Come see us to get your FREE Online Website Analysis now at www.surefiresocial.com or call 888-804-8685
  • 29. Who is Surefire Social? Surefire Social delivers personal, comprehensive strategies for effective local Internet marketing. www.surefiresocial.com To learn more about our Marketing & Lead Generation Services, visit us @www.surefiresocial.com/marketing-solutions

Editor's Notes

  1. -Decide on your objective for this video -Explainer videos are typically 60-90 second videos explaining how your company works and what sets you apart from the competition (your unique selling proposition, or USP)
  2. Note: have a beginning, middle, and end – your content should tell a story – a compelling story -even simple videos and have simple story board – they help you to get organized
  3. *Audio and video quality set pros apart from amatures you can use a flood light to keep light consistent If you shoot outside, make sure the light is consistent.
  4. -Because the prevalence of social media sharing is becoming especially pronounced as of late, fewer and fewer consumers turn to YouTube directly to get their video kick—instead they just play the content from Facebook, Twitter, Tumblr, etc. Without shareability, videos don’t get the boost they need to go viral. -conduct expert interviews during trade shows
  5. -Include a mix of video-specific and more general (but still relevant) tags -Use quotation marks (“) to convey multi-word tags (ex: “Harry Potter”) - announced support for schema.org video markup. This allows video publishers to add video metadata directly in the body of the HTML. Schema markup is not visible to users, but is readily indexable by search engines. The standard schema markup uses the VideoObject to assist Google in understanding what the video content is about. - See more at: http://www.3playmedia.com/2013/03/06/video-seo-series-5-seo-strategies-publishing-short-form-video-transcripts-captions/#sthash.4iRZqXHW.dpuf -Include a transcript of your videos when posting them on your website.
  6. Embedding helps in google and youtube search Embed video on a page with existing content for added value and engagement. Rich, diverse pages typically rank better and will invariably improve conversion rates. Not everyone consumes web video with the same enthusiasm, so the more text, images, and diverse media on a page, the better it will appear to both the algorithms and potential viewers/customers.
  7. Youtube annotations: Ask viewers to like, favorite or share a video. Ask a specific question to enhance viewer engagement. Make it easy for viewers to subscribe right from your videos. Create a table of contents for long-form videos. Link to related videos or content you reference in the video. Link to other videos in the series. Link to other videos, playlists, channels or full versions of shorter video clips. Make areas of your video clickable and interactive. Highlight your dot com or merchandise store. Link to your social media presence. Direct viewers of older videos to newly uploaded content. Place hidden “Easter eggs” or interactive games in your videos. Add text clarification to a specific part of the video
  8. Getting Started Showcasing Your Work Engaging with Users Taking Advantage of the Reviews Feature Increasing your Visibility on Houzz Charting Your Success Introducing Houzz’s Newest Feature: Site Designer