Video Visibility Strategies 3
We're going tow turn you all into online video rocks does because we'll be talking about video visibility strategies how you can get much better on mohr exposure online so that us seen as a thought leader and they go to expert in your niche so there's one thing about being seen online of being visible but there's a whole nother level two wins people start referring to you as a thought leader that's pretty cool I think a thought leader means that you can write books but actually thought leader thing is where people actually looking for you and seeking you out and you are the go to expert in that niche and I know all of us could do that if we focus and if we use our videos correctly going to go back to sort of the beginning and talk about how I took ah lot of the summer off and people thought I was really, really busy and I was actually just mess around because I had my video's working for me and that's the great thing about doing videos for your business is that they're out there workin...
g for you on youtube on facebook, on pinterest on your block and it's kind of account compound effect where the video's keep racking up views even if you're sitting by the pool so that's pretty cool long after you produced them they'll still be out there working for you which, if you have certain videos on youtube, may not necessarily be a good thing, but but you can always delete them. S o I want to talk a little bit about one of my favorite subjects. I call it social video and really what it is is just combining video with social media and we call it social video. But it's essentially leveraging your video on various platforms and maximizing your video distribution and reach and the key to social video of video combined with social media is to keep your content short. Um, if it's short it's, terrible that's like a tweedle, if it's short it's terrible again really it's much, much easier to share content and to get things passed along on social media if it's short and sweet, I know a lot of the stuff that gets passed long is silly and funny, but even the silly and funny stuff you know, like get to the point cut to the chase and let's get right to the meat of it. I always wondered about that cut to the chase when people say that that's that I guess it's an old hollywood expression for, um in the movies, you just want to get right to the the actions you know, the chase, right, so cut to the chase there you go you're content for social video should also be relevant to your target market so like I said, if you're posting certain videos on youtube and you're forwarding that to facebook and it's not concluding too with your brand then there's going to be a disconnect which isn't to say you can't occasionally post pictures your kid playing baseball if that's part of who you are and that's part of your brand because I've been talking about my son plays baseball so much I want to also mention my brilliant daughter sophie who is going to be president of the usa someday because she's pretty much president of everything at her school. So um so again um short relevant targeted so has to be relevant to your target market it should encourage interaction now I don't like these like fake, you know artificial interaction things like you know name ah dog name of thing that doesn't begin with the letter d those things on facebook of ridiculous and that's not real interaction you should encourage real conversation and real interaction. In the previous section we looked at video sales letters and the product launch formula and in those product launches there often facebook comments are comments below the video and that again is just to encourage into action to get a conversation going even if it's a little heated even if it's a little controversial that's totally okay you're content should also be on social video should also be shareable ahs I mentioned funny is a great way to do that but it's sort of hard to force funny so you have to be careful you also have to be kind of um I don't want to say politically correct, but you know you just don't want to be completely obnoxious so something's just not funny no matter what um and when you share your social video content trumps quality and you can see that almost in any viable video ah lot of the videos that you know so called viral videos are home movies are home videos and the quality is just horrendous. But if it's engaging enough, if the content is good enough, people will watch it anyway regardless of the quality now it doesn't mean you should go out and create crappy videos. It just means if you see an opportunity in the moment off your out there with your iphone and a video opportunity presents itself even if the conditions are perfect go for it so on dh finally, your video should be mobile friendly because after all it's social media and enormous amount of folks are accessing videos and the social media on the go on their ipads on their iphone so you want to make it mobile friendly and this is really going to help you maximize your reach and leverage your content because you can't be everywhere at once but you can look like you're everywhere at once and ultimately what you want to go for it I'll come back to this we've talked about it a few times already but we want to give you the I feel like I already know you effect you want to be able to have enough video presence and enough social presence so that you walk into a room we've never met somebody and they say, oh my gosh, I feel like I already know you it happened just today with, um some friends that doing the podcast asking presentation across the street I've seen you so much on video I feel like I already know you so that's a really beautiful thing because with the right message and a little bit of personality you can create a strong brand identity with video a lot more quickly than you can with traditional means like print advertising or blogging a networking I mean video just accelerates that no like and trust factor and there really is no substitute for being seen and heard consistently so let's talk a little bit about video brands what do great video brands have in common? We've seen the tonight show we're seeing bree folio we've seen some of our own stuff here and I want to talk about what some of these brands have in common first of all they are consistent everything that these brands put out fits on that page you don't see marie folio showing some wacky video that wouldn't fit there every single video on her youtube account looks like it belongs there, they're all relevant. They are all consistent and that's not easy to do because like I said with as entrepreneurs we may have short attention spans, we may have varied interests and we want to do this and that the other thing but unless you make that part of your brand and you're consistent it's not gonna work you also want your video brands to have a point of view. This is a tough one because a lot of people want to sort of stay vanilla when they're online and maybe not caused too much trouble. I can tell dre has a point of view and we're starting to hear it today, so but it's good to have that you know you really have to take a stand and have a point of view it may not always be popular, but it's going to attract the people who you meant to serve and the other folks will just wither away. Great brands also have a unique attitude in common, you know, seen again in our examples people that do this really really well gary vaynerchuk re folio the tonight show they all have very unique attitude's they have something about them some kind of charisma, and that doesn't necessarily mean you're allowed and gregarious, but some kind of, you know, charisma that gives them that unique attitude. Video brands also usually contain not also usually, but they do contain strong visuals and, again, it's everything from your power point templates to your website to your videos. You want to make sure that you have a strong visual presence, and I want to pick andre again, because I know you do this and get you a take on that particular, uh, guideline. Uh, well, there's, so many different ways that you can bring your videos depending on what you're doing. So if you're doing the talking head, type it on camera, having a watermark, or having that lower third, as you called it on, and that doesn't necessarily mean that it has to be that long line that has a title or anything. You showed a little bit of marie for leah's, she just puts her want occur on the side, her earl in the bottom right corner. If you're using power point our keynote, pick a temple and branded with your color palette and your fonts, and continue to use that template, andi and, you know, have ten or so graphics, like you've consistently used to circle, and it that creates the same we can recognise this if we all went home when we saw another presentation and another and another this is now your look so it's important to create that look because we run into if you think about it, most of us don't run into people's content on their site we run out of two it on social media so we don't have the background of their sight and all that other things to really brand them but if they branded themselves correctly and they've created that visual pattern that we recognize, we confined them wherever we are and that's really imp porton it is with this social way don't know the context where people are going find you right not necessarily going to be a website and also two with what you were saying about the colors that I love your color because I'm really into color but also to keeps me interested because like if that was all black and white one time I wouldn't even look back right? But I don't want to keep looking at it because it's so cool you know what I think you're turquoise is and all your colors that you throw up there just eye catching and I think they're awesome yeah and this I don't know, but we're just a visual society obviously we all grew up on television it's like, you know for some reason I don't really like sponge bob square pants, but I could just sit in washington for help because pretty picture moving, changing every seven seconds. So yeah, I mean that's, that's, a big one, visual strong visuals and oftentimes the video brands of professionally produced. Now I want to make the distinction of sort of alluded to it before, but there's a difference between the professionally produced video that's going to be the heart of your brand? You know, obviously movie folio can't go to the park and just, you know, with no microphone and just wing it, she's got a certain look, videos have professionally produced, but there are those videos that are going to be part of your brand that you really want to spend some time on the home page video, any kind of video that's going to be kind of evergreen, and they have to live with for a while, you want to really represent your brand and have it professionally produced. And then there were the other times when it's like, okay, here, I'm here on vacation, but I want to stop just to give you this quick tip, maybe it's, because you had a specific location that ties back into the tip you're giving. Or maybe it's just something that just happened that you want to share immediately and that's ok, those of those videos you could get away with, sort of being on the fly and more like the live you know iphone, camera video, but in a lot of cases you are going to want to, you know, like you have a professionally produced website, you want professionally produced video and finally, video brands know their video sweet spot on what that means is essentially, you know, the best kind of video for you to create. A lot of folks will say I love sketch videos, I'm only gonna do sketch videos, that's, my look and that's great other folks will say, you know, I just want to be on camera, and I love being in front of the camera, and I just want to talk to the camera and that's their video sweet spot for me. I like to do a combination, but I really do lena lot on google hangouts with powerpoint because I'm usually teaching for a long period of time and it helps with learning to have the visual reinforcement. So you have to know your video sweet spot. I'm wondering if anybody sort of nose after what we've talked about over the last few days if they have a video sweet spot, and if so, what might that be? It can almost come down to like what's your favorite you know what do you want to do? Animation on camera video scribe powerpoint so again, you just have to know that sweet spot for yourself anyone? Well, I know that power point is always my default because it's the easiest way I know exactly how to use it and I don't have to be on camera I think my sweet spot is to get on camera and like we've talked about showcase the personality and really who I am and I think that will serve me better than hiding behind the slides yeah, and I have to admit that I hide behind my slides off time that's why I love you I'm still experimenting but I think that my sweet spot might be speaking to someone else like interviewing I've done a lot of that and I feel really comfortable with it and it seems to work well yeah and that's the thing and because you have a video sweet spot doesn't mean that's the only kind of video you can ever do but you just sort of like like traces you've got defaulted fall back you've got a certain kind that best represent you and it doesn't necessarily have to be you on camera you could be seen as the next, but if you're a curator of content, so maybe you interview the experts but you're the person that brings them all together for them so you feel like oh well I don't really know that subject I know my people would like to know about it my community would like to know but that's not my thing bring somebody else in and be the interviewer or the curator or the moderator for something like that you can even bring in aa group of experts and I've seen folks do this a million times it's a great way to get instant credibility and expertise they set up a summit or tell a seminar bowen event and bring in all the experts and they just basically the organizer of the moderator but they're immediately associated with those people so it kind of puts them on that kind of level anything else sweet spot wise no okay um so I'd like to say that little things add up to a big brand and that's all these things that we've been talking about that sort of build upon each other so you may think oh you know what you know bigger sweet spot what's that all about well it's just another one of those little things like color like tone like attitude like point of view that all add up to a big brand so when you're doing video branding you have to stay focused on your message you have to have a create you have to have a consistent look feel tone attitude you can do this with your location you can do it with your appearance. You could do it with graphics. You could do it like that. I did with music. I thought that was really powerful in that video. It just felt like okay, this is this is a meditation video. I mean, the music matched in the testimonials. Um, one of my colleagues, travis greenlee, lives in steamboat springs, colorado, and all of his videos outdoors almost all of them from steamboat springs, colorado. And travis talks about lifestyle and loving to ski and loving to mountain bike and being able to have a business that allows him to do that so he'll just, you know, without his iphone from the ski slopes and do a video hey it's travis coming to you from beautiful steamboat springs, colorado so his location and his home is part of this brand and it fits because he's talking about lifestyle I want to have time to ski, I won't have time to mountain bike. I want to live in the beautiful colorado and be able to do that so it can be a location if it makes sense so consistent look, feel tone, attitude, location is fine. You can do it with the way you dress, you could do it with the way your graphics look also, you want to again develop a point of view some kind of you know you don't necessarily have to take a stand to be obnoxious, but you do want tohave sort of ah certain worldview a certain view of the world that that is consistent to you and that you use all the time um part of my point of view and you know, this is a sort of a smaller part of my brand I don't let out that much, but part of my point of view is that I'm from this really tough town where what it was the capital of the mafia in the northeast forever for many, many years most of the folks in my town are dead or in prison and my little league was run by the mafia so that that's like my point of view is like, okay, this is this is where I come from this is who I am maybe that's why they call me the godfather of video I I'm not sure, but I can't really talk about it, so um so and then finally find a platform that works for you this goes back to our sweet spot conversation do you want to do direct camera? Do you want to do google hangouts? Do you want to do video interviews, youtube tips? We've shown you just a ton of options here and a lot of different ways to do video, so it doesn't mean you have to stick to one. But you do want to sort of find the platform that works best for you. Have a good day. Who says that they think their sweet spot is a video scribe intro powerpoint slides maybe tipped the toe in for on camera. Yeah, just give me a little anything else today. What is your take on? Sort of mixing the medium. So having, you know, scribe teo, maybe show you a framework or something, but introducing the video on camera and then maybe going to slides afterwards, sometimes out feels like it's actually going to be more work because you're producing out the videos, and then you have to kind of think of up in transition. Um, but do you think that that adds any power in in sort of they always talk about what's the terminology, but surprising, you know, getting you off the pattern of, you know, if it's a power point, you know that clyde was she so what's your take on just think every once in a while once you sort of established you yourself, you can kind of philco bowling there just to keep people kind on the toes and like, you don't want to be completely predictable it's, you know, for me. I kind of feel like I have to do a lot of different kind of videos because I'm advising clients on different kind, so I'm not always testing this and testing that, so I'm kind of all over the place because part of my job to be I think if you're working on a particular initiative or like a launch, you wouldn't want the three videos in the launch to be one power point in one video scribe and one animation, so you want to keep that part consistent, but but that's, part of your overall grand, I don't think you have to be locked into one thing for any length of time anybody else have opinions about that looked in thing, but I was just kind of one of the reasons why I didn't want to say that I'm willing to commit to a sweet spot is because I have ideas for a couple of different things, and I could see potentially doing blogged post type videos where they're short tips and tools. I see that that would be on camera stuff for me, and then I do want to start pulling in doing that monthly webinars, there would be maura confirmation of like the first part being informational, which could be talking head on then the second part would be more about a guided visualization to support whatever the theme of the event is and part of what I'm thinking off with regard to that is that it would be off camera but I would perhaps use timelapse visuals or something like that so people typically do end up closing their eyes but while you're kind of getting settled in, that could be a good support so I don't know how that gets to be a sweet spot they develop a long time and again, you know, certainly the last person that would want to, you know, rain in anyone's creativity and I think a lot of what you can do with these platforms you don't necessarily need to stick to one, but you're content can be the thread that ties it all together or you're you know brandon could be the thread that ties it all together got out your question yeah, I I have a pretty strong opinion about things here I think it's very important that people go through a whole variety of emotions especially if it's a long presentation so whatever medium will induce that is what I use so I'll use music because very emotional I use humor and, you know, storytelling interactive stuff where they're engaged all these really just to keep attention to computer course you're communicating your content, but you've got more the great variety of emotions that you can evoke while you're living your content the mohr effectively you're going to communicate by excellent point thank you. Okay, so the other thing I want to kind of mention here is that you have to step back once in a while and look at the big picture to make sure that all those videos are working together and serving your business goal also mentioned this earlier, but but every now and then take a look at what you're doing, like I take a look at my youtube channel and like, oh, my god, woman, you know, like, look at the big picture, step back, get some perspective because you're sort of in the day to day to it and cranking the stuff out, and you want to step back and say, I is this going to serve my business goals into these videos as a group work together? In other words, you are what you post, so that means, you know, youtube facebook, pinterest, twitter, um and all of that stuff adds up to create your band cumulatively, so you might think, oh, this little innocent little post oh, that's, you know, but if it's totally off brand off base, then you know, you are what you post I keep telling my kids that, but they won't listen to me.