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email marketing strategy ps

Email Marketing Strategy: The Power of the P.S.

Video Transcript:

I’m not sure if you’re aware of this fact, but did you know that the traffic coming to your website from your email campaign converts higher than from any other source? That actually makes sense. You know the right email marketing campaign that delivers consistent value will end up making you more credible and more memorable than your competitors.

Now, today I want to show you a really simple addition you can use in just about any email marketing campaign and it has all to do with the PS. If you didn’t see my video about my ultimate email marketing campaign, you can find that right up here, but if you did, then you know already that I’m all about crafting emails that are all about your potential customer. You know, helping them solve problems and getting the information they need to make their lives easier. So how does this translate though into more sales for your business? It’s actually really simple, so you’re going to want to keep the body of the email 100 percent customer focused value added emails. You also want to use the main body of the email to not only educate but to change the way they think about something. For instance, in my business, I often need to reframe the way people look at their website from a glorified digital brochure that just sits there to something that can actually have a lot of potential to bring them in.

More customers very actively, and that simple act of changing or reframing, the way they think about something is actually a micro conversion. You’re essentially converting them from one frame of mind to another, and that very act of making that micro conversion is going to make them much more likely to make a real conversion once that is put in front of them, but I said, remember that this all has to do with the PS, so how does that come into play here? So at the end of this email that educates them and changes the way they think about something, you’re just going to add a ps that finally encourages them to take the desired action you want them to take. This can be as simple as to click through to a piece of content on your site or it can be more directly sales related. It can be something like to schedule an appointment or a consultation or even to make an actual sale on your site.

So why does this go in the PS? Well, you’ll find that most people when they get an email, they’ll skim the body of it, but then their eyes are going to go right to that PS at the very end because they think there’s going to be something particularly juicy in there or they think it might even be the primary reason for the email itself, and the other reason is it makes it stand out and it comes at the very end and people love to be told what to do next. So basically by giving your audience that are marching orders, you’re taking all the guesswork out of the equation and you’re making the path very clear for them. This helps set you up as a trusted guide and that’s going to pave the way for others and micro conversions which lead to actual sales conversions when the time comes for that.

So I hope you can see how simple and effective this strategy actually is, but now is the time where I want to hear from you and I want to know what your biggest takeaway was from this video or even better. How do you plan on using this PS strategy inside your own business? I want to know all about it, so leave that or any questions or comments you have right in the comments below.

testimonial video

The Perfect Testimonial Video Formula

Video Transcript:

We’re living in an online world and every business needs testimonials. That’s just the bare minimum, but smart businesses, take it one step further and get really compelling testimonial videos. Now, these videos can do a lot of the heavy lifting for your marketing and your sales because praise coming directly from you as a business is never going to be as powerful as if it’s coming from other people.

Just like your customers who you’ve already helped. So really a compelling customer testimonial video can move more people down through your sales funnel in a shorter amount of time, moving them much closer to a closed deal. So what goes into making one of these compelling customer testimonial videos and how can you actually produce one yourself without spending a fortune? Well, you know, from a high level perspective, it really has to accomplish two things at as to show how a previous or current customer a was changed for the better buy your product or service. And the second objective is it has to be watchable. Now we’re going to talk about both points in detail, starting with telling that complete story. And the best way to do that is to make sure that your customer is the hero of that story. The hero is not you or your business. It has to be your customer. So essentially they’re the hero and your business is the guide that gets them to where they want to be. So essentially your customer is the Marty and you are the duck.

So let’s go over the basic story arc that you want your customer testimonial video to follow. So first you want to introduce the main character, which is of course your customer. Next, what do they want or what did they want going into it back then like in any good story, there’s an obstacle that they have to overcome. So what does that obstacle? How do they overcome it? Which is where your business comes into play. So how did your business finally help them get what they wanted, and then in the end, how were they transformed as a result? Now, if this sounds complicated, don’t worry. I’m going to give you a very simple 92nd framework that you can use to make this work. So in the first 30 seconds, just introduce your customer and what they want it. Then the next 30 seconds, they’ll just talk about their main obstacle.

Maybe it’s other things they tried that didn’t work or they just weren’t what they were looking for. Then the final 30 seconds, they’re just going to talk about how your business came in and saved the day and how that impacted them for the better. Now, how do you actually get your customer to tell this kind of story? Well, the biggest trap I see businesses fall into when they’re making a video like this is they just lead their customer kind of talk free form at length, which can really result in a meandering kind of video, and a really soft testimonial. Instead you want to ask very specific questions which are going to allow this story to be told once you edit it together and edit out the parts where you’re actually asking the questions. Now I’m actually going to leave all of the questions in the description below.

I’m not going to get into all of them here, but uh, you can find them all right below this video. Now it’s really important that you actually get these questions to your customer in advance so they aren’t caught off guard when you ask any of them. And then I would even say when you get to the shoot, before you get started, just ask, make sure that they made all the questions made sense to them or if they need any guidance before we get started. And just coach your customer up to know to rephrase the question into the answer. So if you were to ask them what’s your name, you don’t want them just to say, John, you want them to say, my name is John, because in the end video you don’t want any of your questions to be asked. You just want it to appear as if the customer is speaking on their own.

So then once the interview’s over, you’re just going to isolate the best parts that tell the most compelling story using that 30, 30, 30 second framework. Okay, so that’s how you get the story. But how do we make this video watchable? You know, most people unfortunately have an attention span of somewhere around eight seconds, so it’s really important to hold their attention for the entire 90 seconds of your video testimonial, which means you want to make it as visually appealing and interesting and varied as you possibly can. Now, of course, there’s a lot of really pro level things that I could recommend that would just be expensive and likely confusing and make you just want to give up on the whole thing. So I’m not going to do that. My aim here today is to show you a few really great ways to get as close as possible to that pro level.

Look without spending much, if anything at all. So let’s start with the camera. You know, you could easily spend a lot of money on a new camera, but it’s not necessary. You probably have a smartphone right into your pocket and almost all of them have a great camera built into it, so by all means, just use your smartphone and if you wanted to get a little fancier with that, there are apps you can buy it. It’ll give you a smartphone footage, a little bit more of a cinematic film, like look, there’s one called filmic pro that costs 1499 in the APP store. It’s totally not required, but if you want to go for it, the much more important thing I want you to focus on is actually audio. Most people are much more likely to put up with bad video than audio, so if you’re going to spend money anywhere, here’s where I recommend it.

Know the sound that comes out of your iphone by itself isn’t horrible, but it can be much improved with a simple lavalier mic like the one I’m wearing right now, and I will leave a link to that in the description below on Amazon just to compare, here’s how it sounds with the mic, and then here’s how it sounds with the audio or picked up just by my camera. Maybe not necessarily a deal breaker, but you can definitely tell a difference in it sounds much better with the microphone. Next, try to choose a setting that has a decent looking background and really good lighting so me, just make sure it looks professional in the background. You clear out all the clutter if there is any, and try to get your subject to be facing a window because that’s generally the cheapest way of getting really good quality light.

Natural light always looks really good on camera. Next, you’ll probably want to stabilize the image. Um, and you can get a simple little a tripod like this on Amazon that’ll hold a smartphone and you can set it on a table top. Next, you want to vary the angles up, you know, so between questions, try moving the camera to a different spot or at least to get closer or further away. You might notice periodically in my videos that all zoom in here and there and the reason I do that as just to keep attention by changing it up every now and then. Now my next point has to do with the subject themselves, your customer. Be Sure you only ask people who you think are actually going to be engaging on camera. If someone comes across as super boring, it’s really going to get people to tune out, so you want to make sure you get people who are kind of more high energy and before we get started, even people that do have good energy, you’ll find do get a little bit nervous once the camera comes out so you might have to spend a few minutes with the camera out.

Just kind of talking to them, joking with them, having a fun conversation and that will likely get their guard down a little bit once it’s time to actually start rolling. Then once the interview is over and you’re definitely gonna want to get a good amount of b roll footage, which is basically just cutaway shots of objects in their office or in their house, um, have them working and finally have them, you know, enjoying your product or service. Then you’re just going to want to kind of cut some of that footage into the final video over them talking because it is hard just looking at a talking head for an extended period of time. This keeps the action moving and varied and interesting. Then lastly, I definitely recommend including some royalty free music to play underneath the video. You know, if you’ve ever watched a movie, I’m sure you have, you know that music definitely can enhance a mood even if it’s on a subconscious level.

So be sure you choose music that really goes with the mood of the testimonials. So if it’s kind of a heartfelt testimonial for a doctor, you might want something that’s more uplifting and emotional versus if you’re a doggy daycare, you might want something that’s just kind of more fun and upbeat and no matter what kind of vibe you’re going forward, you can find a lot of pretty good royalty free music right here on Youtube and I will leave a link to that in the description below as well. Now in the end, you’ve got a few options. You can cut this all together yourself. If you feel confident enough to do that, you can use a pretty consumer level program like I’m movie that will most likely do the job for you, but if you’d rather outsource this and it’s something you don’t want to handle, you can go to a site like upwork and find somebody who is pretty skilled at this and you give them all the footage and you kind of let them know which parts of the video you want to use.

You’ll be able to get a finished video for under $100 in most cases. Okay. I know that was a lot to cover, but now I want to hear from you and I want to know specifically what was the biggest takeaway that you got from this video. I really want to know, so leave that or any questions you have in the comments below. I will read through all of them and I’ll answer any questions that I can.

facebook lookalike audience

How to Create Facebook Lookalike Audiences (& Scale Your Business)

Video Transcript:

One of the best ways to get cold traffic to your website is through Facebook ads. They offer a lot of really cool targeting options, but none is more effective than the lookalike audience. Now, after analyzing tens of millions of dollars in ad spend, lookalike audiences had the best click through rates in 80 percent of campaigns and the lowest cost per acquisition in 60 percent of campaigns, which means you can get as creative as you want and coming up with new and innovative ways of targeting new customers, but your best bet is just going to be to input your current customer list and let Facebook do the hard work of duplicating those people and finding them for you.

It’s just going to get you better, much more accurate results. So let’s start by defining what exactly a lookalike audience is in its most basic form. Facebook starts with a list of people who have taken some kind of action with your business already. It then uses the hundreds of data points that it has on every single user and it basically comes up with a bunch of matches that come as close as possible to those original people. He uses things like basic demographics, interests, and just the overall likelihood that they are going to take the same action as well.

Now there are a few ways of making a lookalike audience. One is from a customized audience of people who have viewed any of your videos or interacted with your Facebook page in any way, but by far the most powerful is by uploading a spreadsheet of email addresses of your current and past customers and there’s a new feature that they’ve added to this that can make it even more powerful, which we’ll get to in a minute.

So let’s go over a few basics. You’ll need to get started. So first of all, you can start with a general email list of subscribers. Let’s say you have a lead magnet and people have just opted in. You can use that list, but it’s always going to be much more powerful if that list is actual customers. So think about a, do you want to advertise to people similar to the people who’ve opted in for a free piece of content? Or would it be much more beneficial to be able to advertise to people that are just like your paying customers? And one question I always get is how big does this initial listening to be? Well, Facebook’s technical requirement is you need at least 20 people, but that’s generally not nearly enough for them to do a good job of, uh, of finding lookalike. So what I recommend is a list a thousand people or more, if you have it, several hundred admitted mum, anything less than a few hundred a year likely just going to be wasting money and you’d probably be better off just using, using more traditional, uh, targeting options like basic demographics, location and interests.

Okay, so now I want to go over to the computer and give you a peek over my shoulder basically to see exactly how to set up your Facebook look alike audience for maximum impact, including the new feature that’s going to allow it to be even more powerful. That’s pretty new. All right, let’s jump into it.

Okay. So the first thing you’re going to want to do is just go to the ads manager within Facebook. And to get there, just go to Facebook.com/ads manager. Okay? So in order to set up your lookalike audience, you’re going to go back up to where it says ads manager and you’re going to click on audiences and then just click on create audience. Creating a lookalike audience is actually a two step process. The first thing we have to do is create a custom audience that they’ll look alike. Audience is built off of. So let’s go ahead and click custom audience and now we’ve got some options. So there’s many ways you can create a custom audience for Facebook. So the first one is customer file, which is what we’re going to be doing, which is where you’re basically uploading a list of your customer’s website traffic.

So if you have the Facebook pixel installed, you can actually build a custom audience of people who have been to your website or even as specific as any individual page on your website. Now, this is also a great way of making a custom audience of customers because let’s say you have an online store and once someone buys something, they go to a thank you page. You can actually have this set up to make a custom audience of everybody who got to that thank you page, which means they ended up being a customer and there’s APP activity. So if you have an APP, it’s anyone who’s, uh, who’s used it offline activity, I have not really used this one yet, so we’re going to skip that. And engagement is basically just a way to target anybody who has interacted with either your Facebook page or watched a video ad or anything like that.

So, but let’s go back up to customer file. That’s what we’re really going to be talking about today. And now you’ve got another couple of options again. So in this first case you can just upload a list of email addresses or a spreadsheet of emails, names, phone numbers, all the information you have on. The second option is if you use mailchimp as your email program, you can actually import all that data right from mailchimp. And, uh, this third option is what we’re going to be getting back to it a little bit. It’s similar to the first option, but it has a little bit of a twist that might make it perform even better for you. But to start, let’s just go to the first option. Okay. So here is where it’s going to give you the opportunity to upload all your customer information. So, uh, the first thing you need to do is select the origin of the upload.

So basically there’s a few options here. One is saying from customers and partners, this means you got this information directly from your customers and maybe you have some of this information that you paid for from a data agency. The second option is all directly from your customers. And the third one is you basically bought all these email addresses, um, in this case, uh, and kind of what Facebook wants is the second option. They want to know you’ve got it directly from your customers. And then from here I’m just going to drag and drop a CSV file right in there. And all that file is, is a spreadsheet of one column of email addresses that is it. And make sure that the audience has a name. I’m just going to leave it example, email this for now and then click next and that would basically just wants to know that that this column is to do with email addresses, which it is, and if you have a more complex spreadsheet that has a column of email addresses and a column of first names, last names, phone numbers, zip codes or whatever that is, that’s going to come up here below and it’s just going to like give some samples and then it’s gonna make you choose.

Okay. These are the email addresses or these are the first names. These are the last names. These are the zip codes, so just basically as a way of mapping the information correctly, but in this case it’s a simple a spreadsheet of just email addresses. So I’m going to click upload and create. Okay. And it’s saying it was uploaded but with error, which is common, which just means some of the email addresses in there are not a arrive, they’re not formatted correctly or not matches with the, with Facebook users, which is to be expected. But we have 2025 rows up bloated. So I’m good enough to get started. So now it gives you a next steps option where it says create a lookalike audience. Perfect. So let’s go ahead and click that. And it’s already going to bring up example email list as the source. Remember, that’s the custom audience we just uploaded.

Now it’s going to give you an option for location. So what they want to do with a lookalike audience, you can only do one country at a time. So pick the country. In this case, it’ll be the United States. And the next thing is okay, and here’s where it gets a little interesting. So it wants you to pick an audience size and I’ll explain this um, as easily as I can. So basically what they’re asking for is, of all those people on that list, do you want us to find the one percent of the population of the United States that’s most similar? Um, or do you want the top two percent? And see how the, the audience size keeps getting bigger. So at two percent we’re at four point 3 million people and you can go all the way up to 10 percent, which tells Facebook I want the 10 percent of Americans who were as similar to my list as possible, and this of course, gives you a bigger number, but it makes the targeting a little less pinpointed.

So what I always recommend is start very small with one percent that gives you an estimated reach of over 2 million people, which is almost always enough to get started. Then if you find that that’s working really well and you want to kind of scale your ads up, you can go and do this again and bring it up to two percent and so on. That will double your audience and you can keep going this way until you start seeing that your cost per lead is going way up. That’s when you know it might be a good idea to take a step back and give up a certain audience size for a much more pinpointed targeted audience. So let’s go ahead and leave it at one percent for now. And then just click create audience. Okay, so what it’s doing now, we’ve got that email, for example, email list, which is the custom audience which is still updating.

It’s still finding everybody and then once that’s done, then the look alike audience can start building. Both of these steps individually, can take anywhere from an hour up to. I’ve seen it take as long as 24 hours before. So you know, step away from the computer, get some coffee, eat some lunch, and then come back to it and see where you’re at. What you’re looking for is for it to save ready, just like that. So once you get to that point, now your lookalike audience is ready to use and you can go ahead and create your ad. But remember I promised you an interesting tweak that you can add to this to make it even more powerful. So let’s go ahead and check that out real quick. So we’ll go back over to create audience, custom audience, customer file, and now we’re going to go with this third option customer file with lifetime value.

So with this option is, is that it still allows you to upload that spreadsheet or that CSV file with all your customer information with one additional column, which is lifetime value. So let’s go ahead and take a look at what I mean. Okay. So this is obviously just an example customer list. I’ve only got a few a fake names on here, but so it’s got your no first names, last names, email addresses. You could have phone numbers on here, zip codes, anything that will help Facebook match more people to its database. But then you’ve got this column here, lifetime value. So let’s say you own a flower shop and you know about half your customers only come in once they buy one bouquet of flowers and you really never see him again. But then you’ve got certain customers who come in every week and spend a certain amount of money.

And then you’ve got certain customers who may have hired you to take care of all the flowers for an entire wedding. So what this allows you to do is not only tell Facebook, hey, go get me a bunch of other customers that are just like my customers, but it allows you to prioritize. So basically you’re telling Facebook, get people like my customers, but really put an emphasis on this one who spent $3,000 over a lifetime and this is the kind of thing that Facebook is really good at it. It’s getting better at it all the time. So when you can put in lifetime value. So let’s say, you know, Tom has spent $24 over the years. Patricia has spent $3,000 over years. It’s much more beneficial for you to find more people like Patricia, right? And you know, it may or may not be feasible for you to add these values.

Maybe you don’t really have good records of it. And if you do, it might actually take a long time, uh, actually putting these values into the spreadsheet. But this is something that’s easily done by a virtual assistant or someone in house. Um, and I, I think it would be well worth the time if you have those kinds of records laying around or if you have an ecommerce store, you should be able to export this list with all those lifetime value’s already inside of it. Now, a few important things to note, they do want you to just basically format it like this, uh, without dollar signs. They definitely don’t want you to do commas for thousands. So it would just be the number would just be three zero, zero without the comma and cents are okay as well. So as long as you keep the commas out of it, I think everything should be okay. Now, let’s go back to the ads manager and you’re going to name this audience. Let’s call it example, lifetime value. And then you would just go ahead and you would upload that audience right here. Again, select the origin of the upload and you would just click next. Next,

I will hopefully that got you excited about setting up your very first lookalike audience. One of my best performing campaigns I’ve ever run was based off of lookalike audience and I can assure you how powerful it really can be, but now I want to hear from you and I want to know if you have any questions about any of this or any tips that I may have missed. If so, go ahead and leave it in the comment section below. I’ll read all of them and I’ll answer as many questions as I possibly can.

B2B buyer persona creation

How to Create B2B Buyer Personas

Video Transcript:

Today I’m going to walk you through, start to finish exactly how to create a buyer persona for your B2B business. So what exactly is a buyer persona anyway? Well, basically a persona is a fictional customer that’s based on everything you know about your real ones.

And today we’re just focusing on your B2B businesses or business to business. So if you’re a business that caters to other businesses, this is going to be the video for you because B2B businesses have their own set of criteria and their own set of questions that you’re going to need to answer. And it’s really important to remember that even when you cater to other businesses, you’re always trying to appeal to a person or possibly a group of people. You’re not ever just talking to a faceless soulless corporation. So again, today’s all about B2B, but don’t worry if you’re B2C or even a startup. I will be doing buyer persona creation of videos for those categories in the very near future as well.

So why would you want to create a persona for your business anyway? Well, it’s the best way to really put a face on your customer and just like looking at a bullseye helps you aim a dart, keeping your eye on the persona is the best way to make sure your messaging stays on target. And it also helps keep your digital marketing sharp because by really targeting exactly who’s going to see your ad, you can really keep those costs down because you’re only paying to be seen by your most ideal prospects. And it also helps you increase conversions on your website because the more you know about your customer, the more you can speak their language, play to their goals and motivations, and overcome their objections in real time. Okay, so now let’s get into it. Let’s talk about exactly how to create these buyer personas. Uh, the first thing you’re gonna want to do is you’re going to want to refine it down to your most ideal customers or the ones you really love doing business with. We’re not targeting everybody here. We’re really narrowing our focus to the most ideal customers you want to work with.

It’s also important to refine this down to the decision makers or the, at least the gatekeepers who you need to initially attract. Depending on your business, you may have just one persona or you may have many personas. If you have different areas in your business, in different people you want to attract, but I highly recommend you start small and just really start with that number one customer and you’re really just going to start with what you already know about them, so you’ve probably already had many conversations with your customers or if you haven’t, your sales team probably has to. You’re definitely gonna want to involve the people in your business who have the most customer interactions under their belt because they’re probably gonna. Be the most knowledgeable about all of these questions that we’re going to have to answer so beyond what you know about your customers or what you think you know about your customers.

You’re actually going to definitely want to interview some past and current clients or customers, even the unhappy ones. You’re going to learn a lot from those people. Even if it sounds unpleasant to do it. Can you create personas? Without these interviews? You can, but they’re likely to miss the mark. If you’re just going on your own intuition and imagination, filling in the gaps and you may not really get their goals and motivations and objections dialed incorrectly that way. For instance, you may think that your pricing is the biggest objection people have when maybe that’s not it at all. Maybe it’s more of a feature that’s missing from your product or a lack of confidence in your track record. The bottom line is you don’t know for sure until you ask. Okay, so how do you go about finding these interviewees? Well, you’re definitely gonna want to reach out to a few of your good customers and even a few of your bad ones.

Um, no. Don’t tell them that they fall into that category. In any case, good or bad, just tell people how much you value their input and you’ll be surprised how many people just want to be heard. And I’d actually take this a step further and reach out to a few ideal prospects who haven’t yet become a customer. You know, their insights are going to be really valuable to. You’ll be able to get to know their thought process and what it might take to actually sway those people over to your side. And if it’s a case where you can’t really find anyone who’s actually connected to your business in any way, for whatever reason, you can always try sites like craigslist, usertesting.com, or even run facebook ads to really target those ideal customers and bring them in for an interview. Okay. So you’re asking people to come in for interviews.

How do you make sure you get more of them to say yes? Um, unfortunately you’re probably going to have to use incentives for most of these people. I’m happy customers may come in on their own, but you’ll find that you’re more unhappy. Customers or cold prospects are probably going to need something not only for them, but it’s good for you as well because this really ups the likelihood that people are going to show up. It’s just human nature. Unless something’s in it for them, they’re likely just to kind of skip it. So what do you use for that incentive? You know, some people, uh, you may be able to do is offer a free service or product to get them in, but in most cases what I recommend is a gift card or a visa gift card or an Amazon Gift Card or great, I’m usually around $50 I found is the good price point.

And I actually like the Amazon gift card because if you’re doing the interviews over the phone or on Skype, uh, you don’t, there’s no need to actually give them a physical card. You can just email them, uh, the gift card number. Also, if you’re going to want to make it very clear that this is not going to be a sales call, I think some people’s brains are just wired to be pessimistic and they think, okay, great. This is really just going to be one big sales pitch. Make sure they know it’s not that it’s just an interview to help you improve your business and you’re probably going to be tempted to just send a list of questions for them to answer. I highly recommend against doing that because what’s going to happen is if you emailed this big list of questions that are going to take a look at it and think, oh, I’ll do this later and likely they never will.

Right. So I definitely recommend you set up a time for a phone interview where you ask the questions, you record it, and you write down the answers and people are much more likely just to show up for that scheduled time than to fill out a form in their own time. Now, the amount of interviews you need to get this done, it’s going to vary from case to case. Um, I generally think it’s somewhere around three to five interviews per persona. But the good rule of thumb is once the answers start becoming predictable, that tells you that you now have enough information to go on because you can accurately kind of predict what it is they’re feeling. Okay. And as for the questions themselves, I am not going to go through every single one of them here. This video. It’d be way too long if I did that.

So if you go in the description below, there’s going to be a link to a Google doc. You can access all of those questions there, but basically the questions go over their specific role in the company, the company itself, goals, challenges, how they keep up to date, and their knowledge, personal background, and shopping preferences, and again, for those specific questions, just click in the link below in the description. And my best piece of advice here is when you’re going through those questions, always ask why. If you feel like you really haven’t gotten to the heart of the answer to a question, just dig deeper by asking why you’ll go from just hearing about the symptoms to what the actual problem is. Okay, so now once you have all the answers to these questions, how do you begin forming those answers into your customer persona a?

Well, basically you’re going to want to start by listing out all their basic demographic information lists, their job title, whether the gender skew one way or another age ranges, and all of this helps you really target the messaging on your site. You know, you would use very different language and different design choices if you’re appealing to a 25 year old male than if you were talking to a 55 year old female, for instance. Next, list out their motivations, goals, and challenges. Remember, I told you to keep asking why you know, and here’s where all those whys become so important. We want to show, uh, what keeps your persona up at night, you know, what do they want to accomplish and what can your business do to help them with that? Next, you’re going to want to grab some real quotes from your interviews. It’s really helpful to record your interviews, to capture, you know, the actual quotes that illustrate we are personas are worried about and what they want.

Not only does that help you hone in on your general messaging, but if you can use some of their exact, within the copy on the site, people are going to feel like you’re in their head a little bit, uh, which really will help them to trust you. Next, you’re going to want to list out some of the common objections that you keep hearing over and over again. Now, this is possibly the most important piece of information you’re going to get from these interviews, so be sure to really dive deep with it. Know when you’re coming up with content for your website, it’s going to be really tempting to kind of sidestep these objections and just like if I don’t mention it, they don’t ever think about it not true. They’re already thinking about these objections in their head, so what you want to do, the best thing you can do is not sidestep those objections, but address them head on and rebuke them and tell them why these are not actually problems that need to worry about with you.

Now, this can be done in a few ways. You can either dispel it as a myth. If it’s something that’s just not true for you or you can anchor it to an alternative. If it might be an actual concern, basically explaining why your version is better or why it brings more value. For example, you know, in my business, the deep end, we are definitely not the cheapest provider out there, so we would never say that we are, so we actually do is we anchor that to our competitor will say with them you could pay less, but they were going to do a lot less research and a lot less conversion optimization. So yes, you pay less, but then you basically get a site that never pays you back versus you pay a little bit more with us and you recoup that money very quickly through new customer acquisition.

And I could also say that other companies that do all the discovery and research that we do, uh, do charge quite a bit more than we do. So it’s really just a matter of positioning your offer as opposed to the alternatives and showing why your option is a much more appealing one. So next you’re going to want to craft your elevator pitch. So basically you’re going to take the main motivation and the main objection and use the word without right in the middle of it. So it emphasizes what they get and the fact that they don’t have to suffer through the part that they don’t want. An example of this might be we make it easy for job seekers to get multiple offers from employers without filling out countless applications. And lastly, you want to bring your persona to life by giving it a name and a photo you know this makes a difference between thinking of your customers are real living, human being, and just a generic type, so give your persona a name, even if it sounds silly to you, remember it’s just to be used internally, but this really helps you picture a real person and speaking of picturing them, find a photo that makes sense to use with them so you can see an image and have a name and really begin to attribute this persona to real customer that you need to appeal to and you can really get this image anywhere since it’s only to be used internally.

You can pay for one from a stock site or just do a google search a bit. If you use a google image, it’s very important not to ever distribute that outside of your own business and once you have all this information written down, you can either just simply put it all on a spreadsheet, but I actually recommend making it a little more visually appealing. You can actually use a free tool by hubspot called make my persona. It’s just a really cool interactive tool that helps you put it altogether and it looks nice and you. Then you can download the pdf when you’re finished or if you have an in house graphic designer, they can handle the project or if you don’t, you can go to a website like fiverr and get someone to pretty inexpensively designed one of these for you. Make sure you print it out and posted up anywhere where you need to really be inspired by your customer itself and whenever you’re in doubt, if there’s any kind of a marketing or content decision to be made, ask yourself, is this what they would want to see?

All right, and now is the time in the video where I want to hear from you and I want to know in the comments below, are you using buyer personas of any kind right now, and if so, do you have any tips that you would like to add that I haven’t covered? You know, our other viewers would love to see what you have to say and so what I, so we have that or any comments or questions in the comments section below and I will look at everything and answer everything I can.

perfect homepage design secrets

7 Secrets to a Perfect Homepage Design

Video Transcript:

If you’re watching this video, that probably means you are in charge of your business website — and very few pages are as important to a small business’ website, than their homepage.

Simply because it’s usually the entry point into your business, so if you want to make that good first impression and entice way more people to stick around on your site, rather than going for the back button, I’ll show you what you should include on your homepage to move people through your sales funnel or at least to move them to the proper landing page on your site.

That’s going to be the most important for them, making it more likely for them to convert into a customer. So the way you handle your homepage is really going to depend on what you offer as a business. So I’m going to go over when it makes sense to include, you know, some really persuasive content on your homepage itself or when it makes sense to more quickly funnel people to other areas on your site. And because I know how much it helps, I’m of course going to show examples along the way. So the first thing is if you sell multiple products or services that are of equal importance, the best thing you can probably do is just very quickly get your visitors to, you know, pick a lane and go to the page that’s going to be more likely to convert them. Take Carmax for example.

You know, there’s a clear headline that covers both services of buying and selling and two options and their goal is pretty clear here. It’s just to get you to go to their buyers area or the seller’s area where they can start selling you on the benefits of either of those choices, so this option works great if you have more than one product or service of equal importance, but what if you have multiple offerings were one is much more of a focus than the others and honestly you have some options, but I would start by asking how much more important is this core offering? Then the rest, if you’re a main offer is only slightly a main offer and not really head and shoulders above the rest. It might still make sense to funnel people to separate landing pages, a broken out for your individual products or services, but you might want to consider doing it more like ring.com.

Does it see how they put much more visual interest on their flagship product, which is their doorbell. You know, this way people know this is their main product, but they do still offer cameras and security systems and other things as well. But if you know that your main offering accounts for let’s say 80 percent of your business or more, you might just want to make your homepage mostly about that core service. For instance, if you were to sell fencing, decking and Gazebos, but you know that 80 percent of your business comes from just selling the fencing. You might want to lean into that. So when that great majority of people come into your site that you know are looking for the fence, they’re not going to be turned off by the fact that you appear to be too general and what you offer, you know, in that case, putting equal emphasis on all three services is likely going to turn off your bread and butter customers which account for most of your business.

So your best bet as a business that offers one main or core service is to just treat your homepage as the landing page for that product. Okay, so let’s just go over all the main elements that your homepage needs. Starting from the top down first. And this one is probably the most obvious on the list and that’s clear visible navigation. So ideally on a home page or any kind of landing page, you want to be able to tell a structured story from the top to the bottom, but every person that comes to your site is going to be a little different, meaning they’re going to have different things that interest them the most. So some people may be most interested in pricing. Some people might be interested in reading testimonials or FAQ. So the more you can make that information instantly accessible, the better chance you’re going to have of connecting with everybody.

So make sure it’s right at the top where it’s supposed to be, and always visible. Next, you want a strong hero section that instantly communicates what it is you do and how that benefits your customers. It should include a strong headline, subhead or that gives even more explanation and an image that’s visually represents the written text. So the goal here is just to make it 100 percent clear exactly what you do within three seconds and you want to use no industry jargon whatsoever. Using technical language may show off your expertise, but it does absolutely nothing to connect with your customers and it ends up often coming off way more about you than them, so it’s best to avoid it. Now, the big trend here used to be using an image slider with rotating images and headlines to accompany them, but they’ve done a lot of studies in the past few years.

They basically all said the same thing, that these are just really bad for conversions, so you’re better off just sticking with one image and one strong headline and message. Okay, next you’re going to want to call out the benefits of what you offer. Now, a big homepage trap I see a lot of businesses fall into is they want to go right into the features that, uh, that people will get with their service or product. But instead of talking right away about what your customer is going to get, you want to start communicating about what they’re going to get out of it. In other words, the benefits they get from the features. Think of this simply as the perks they get from working with you. What I usually like to do is come up with three main benefits, distill it down to three, and then just put her in a simple three column layout, name the benefit, give a short description and use an icon or an image to make it very visually clear to glance.

Remember, most people don’t so much. Rita page is they skim it, so visual cues are really important, so we’ve covered the benefits which really satisfies that emotional part of a buyer. And remember, most buyer behavior is actually motivated by emotion and only after they’ve decided on a product to some degree do they decide to back that decision up with logic. So next we’re going to play into that logic part of the brain and now it’s time to talk about the features. So include a little features section that shows exactly what they’re going to get. I like to put this into a simple bulleted list. Just list out what’s included and rather than list out every single thing which may be overwhelming for the average viewer, I had limited it to maybe 10 or so bullet points. Okay? Next is very important and that is social proof, so we live in a world that’s pretty run by reviews and testimonials.

You know, it’s pretty rare these days to ever buy anything online or go to a restaurant or even go to a movie without reading the reviews about it first, right? Well your website is no different, so you’re gonna need this on your homepage as well. So if you’re a service business, include a few testimonials or if you sell a product, you’re going to want to have a few product reviews right there on your homepage and rather than just written text, you’re definitely gonna want to include a real photo of the reviewer. It just helps it connect much more and people are more likely to believe it as being true if they can see the face attached to it. I know it came from a real person and I really recommend going one step further with this and actually getting at least one video testimonial or product review.

It just connects much more powerfully than written text even with that photo. So I really challenge you to go out and get at least one of those. Another way to use social proof to your advantage is through a plugin such as proof. This works great if your main call to action is to schedule an appointment or a consultation or to download a free piece of content. All you have to do is set it up and track. Every time someone completes that desire to action, then it captures it and displays it to other visitors. It basically shows people that others are taking action, which studies have shown can be a powerful psychological motivator. Silly as it may sound. And that leads me very nicely to my next point, which is your primary call to action. In other words, what is it you want your site visitors to do on your site?

Do you want them to call you, book a consultation buy an actual product? Whatever that action is, you want to make it ridiculously easy for them to do it, so put it in a really prominent location and style it as a button. The button should stand out from all other page elements. I even recommend not using the same button color anywhere else on the site. You can display it in multiple key areas on the page such as the bottom of each individual section, or make it constantly visible in a sticky navigation bar that stays at the top of the browser as you scroll down the page. Okay, so that’s your primary call to action. But if you’ve seen any of my other videos, you’ve probably already heard me say that only 10 to 20 percent of the people coming to your site today are ready to take that action.

So I highly recommend a secondary call to action that’s designed purely to get those other 80 to 90 percent of people onto your email list. Once they’re on that, you can stay in front of them, sending periodic emails to them over the course of time that it takes for them to decide if they want to work with you or one of your competitors. So the first thing you’re going to want to do is decide on a lead magnet idea, and I’ve got a video that I just made a. You can click up here for that, so once you’ve come up with what your lead magnet is going to be, you’re going to want to include a dedicated section to it lower down on your homepage. It should just be a really simple form encouraging them to give you their name, email address, possibly phone number in exchange for that lead magnet, and I actually recommend taking this a step further and including an exit intent pop up, which gives people one last chance to opt in when the browser can detect that someone’s and bouncing back up toward the back button.

Okay, so those are my main content and layout recommendations. But I do want to give you a few design tips as well. So we made design. Tip is you want to keep things visual with large images that illustrate the main concepts or at least enhance the feelings that you want people to associate with your brand. And generally speaking, images of people resonate best if it makes sense for your particular site. But be careful to stay away from obvious stock images. People hate those, so just choose them very carefully. And icons are great to emphasize benefits and features, so be sure to use icons and whenever you can, and I can’t stress this enough. Use plenty of white space. You short sentences, short paragraphs, bullet lists whenever possible headlines. Whenever there’s an important point or an important phrase you want to make sure people see, use bold.

It just really helps to break things up and it makes it page much more skimmable, which again is how you know he needed. 80 to 90 percent of people are actually going to consume your homepage. All right, now who want to hear from you? I want to know specifically of all the things we went over in this video, what are you most excited to bring to your own homepage? I want to know all about it in the comments below. And of course I’m just a comment away. So if you have any questions or anything you want to add to this conversation, go ahead and leave it below and I’ll read everything and answer whatever I can.

website about me page tips

7 Secrets to the Perfect ‘About’ Page

Video Transcript:

If you want to know how to create the perfect website about page, we’re starting right now.

Okay, so today’s video is all about the about page on your website. So by the end of this you’re going to have all my best tips to really make yours stand out and be as impactful as possible. Now this is really important because the about page or the about us page or whatever you want to call it, is usually the second most viewed page on any website right behind the homepage, which means it’s very heavily factored when customers are deciding who they want to work with.

So it’s really important that we get it right.

So the main goal of any about page is to make a connection with your customers and ultimately humanize your brand because people actually love doing business with people that they like and trust not so much with faceless corporations. So I want to show you the seven things you’re definitely gonna want to nail down to maximize the impact of your about page, to earn trust, and ultimately drive sales, whether that means appointments, bookings, or actually selling products. Okay? So starting off with number one, and this is gonna sound really counter-intuitive, but your about page really isn’t about you. So as with every element on your website, you need to turn it around and tie it back to your customer specifically. You want to address the benefits that you’re going to get for your customers or clients. So if you’re an accountant, you’re going to talk about your dedication to get your clients every deduction that they’re entitled to.

Or if you’re a salon, you’re going to talk about the amazing results you get for your clients. So anytime you talk about yourself as a business, you’re going to want to find a way to turn that around into a tangible benefit for your customer.

Now this really helps to think about it in terms of a transformation. So talk about that transformation you bring to your customers or clients. Simply talk about the before state and then what you do to bring them to a happier after state. Okay, so next up is your mission statement and story. So people love a good story and the right reason for you doing what you do is going to go a long way toward getting people to relate to your brand and your business, especially if that overlaps with your customers own experience. So I really want you to talk about why you do what you do other than the money side of it.

Obviously, if you’re in business, the money side is very important, but why else do you do what you do? Who Do you help and why do you love helping those particular people? And if you have a really great origin story about how you got into this business in the first place, people will definitely want to know about that. For instance, for my business, the deep end, I might say, how I work with small to medium size businesses to maximize their website so they can fill their business with many more of their ideal customers. I also might talk about how I come from an entrepreneurial family, so I’ve had a front row seat to see all the biggest challenges that small business owners can face. And I really want to help as many small businesses as possible overcome those challenges using their website. Okay. So number three, you want to talk about what makes you different.

So there’s likely to be many competitors that do what you do, maybe even in your own area. So you want to talk about specifically what do you bring to the party that’s different, special or unique. But remember, you want to keep it benefit driven. So I like to think of this is talking about the perks the people are going to get for working with your business. I had a recent client who is a really high end luxury car rental agency, so, um, since their pricing is definitely on the higher end of that spectrum, we wanted to focus on those benefits or perks that people would get above and beyond what they would get from one of their competitors. So we talked about the fact that they had laid model cars, free pickup and delivery, and more appealing fuel in mileage options than what our competitors offer.

So this way you’re talking about what makes your business unique or special, but you’re putting it in terms that means something to your customer. In other words, you’re letting them know what’s in it for them. Okay. Number four, you’re gonna wanna. Use Your about page to reinforce your brand. So every brand has a voice, a unique voice, whether it’s funny like Taco Bell or progressive or more quirky like virgin or more down to earth and natural like burt’s bees. And yes, these are all big brands, but it’s important to bring up because you can learn a lot from them. They all have a really strong voice, personality and point of view. And they use it very consistently across everything. So your about page is a great way to reinforce your unique brand personality and it’s really just all about using the right tone to address all the other elements we’re talking about here.

And no matter what your brand personality is, I definitely recommend using the first person here, so using words like me or we and definitely avoid using the third person here. Um, it just creates a needless distance between you and your customers. Even though you may think it sounds more professional, it really just comes across as cold. Okay? And your about page is a perfect place to add a little social proof. Basically here you’re just providing some evidence that you’ve actually helped other people in the past, you know, because people are generally very adverse to taking risks and by seeing the have helped other people just like them, that really helps us mitigate that risk. And it makes people feel better about doing business with you. So this can come in the form of testimonials or reviews or even screenshots of complimentary messages you get from customers on social media.

You can show logos of companies that you’ve worked with or logos of media outlets that may have covered you like newspapers or news stations or even blogs. Okay. Number six is keep it visual. So of course people hate reading long walls of text. Um, and most people will just scan a webpage rather than read it. So you really want to format it with those people in mind. So think about what makes the most sense to show is written text and what might make it even better video, you might want to film a short behind the scenes or a how we work type video that really gives people a glimpse at the people behind the business and what the process is going to be like working with you. When you do this, people will feel like they know you a little bit and you’re definitely going to stand out, uh, for most of your competition.

Not to mention the video is just a much more consumable medium than written texts, which means way more people are actually going to receive your message than if it were just text alone and videos that are actually also perfect for social proof. So you could use a testimonial video or a case study video where either you were a team member, explains how you helped another customer in the past year. Of course, also gonna wanna include lots of images, you know, especially real people who worked for the business. Remember a relatable business is a memorable business. Another way I like to make a page more, a visual is by using icons to get key concepts across and I definitely like to use these for those perks or benefits that we talked about. And as with any page on your website, you’re going to want to use short paragraphs, lots of white space, bullet lists and headlines.

And number seven, you’re definitely gonna want to make your about page an opt in opportunity. So you’re going to want to end it with a clear call to action. Whether that’s a direct response to book a consultation with you or schedule an appointment or to actually buy something or it could just be an opt in form to get more leads on your email list. And I did just do a video all about using your website to get leads. So if you want to get that video, just click right up here for that. Okay. No, that was a lot to cover. But now I want to hear from you and I want to know specifically which of these items are you currently getting right on your site or which could use some improvement. So please leave those in the comments below. I’d love to hear from you.

youtube ad cost

How Much Do Youtube Ads Cost?

Video Transcript:

Youtube ads can be really effective for your business, but how much do they cost? We’re going to get into all of it and we’re starting right now.

Now, my goal for this video today is by the end of it, you’re going to know exactly what to expect in terms of Youtube ads cost as well as all the different factors that make a difference when you’re talking about what you’re gonna pay. So basically right now there’s a lot of talk about Facebook ads, but the thing is the prices for Facebook ads are pretty much skyrocketing.

Yet Youtube remains a very affordable way to pinpoint your ideal customer with lots of really interesting targeting options. Now, what I like best about Youtube ads is you really only pay for them when you know someone has viewed it, usually for 30 seconds or more.

Compare that with Facebook where they define a view is three seconds, which is pretty useless when you think about it. You’re not really going to get your brand out there in three seconds. Now it’s important to know that Youtube ads are basically a bidding system just like Facebook, so you can basically set the total amount you’re willing to pay per view as well as setting a daily cap or a lifetime budget for the ad. So after you’ve done your targeting, so you know exactly what group of people are going to be eligible to see your ad. So whenever someone in your targeted group watches a monetize video, a Youtube algorithm goes to work and they basically way your bid, the highest price you’re willing to pay for the video against how relevant they think your video is going to be to the viewer.

So right now I want to start by talking about the different factors that are going to play a part and then we’ll finish the video off with some really ballpark estimates of what you can expect to actually pay. Okay, so the first contributing factor here is targeting. So think of it this way, the more granular you’re targeting gets meaning the smaller the group is, the more you can expect to pay in general. So if you show your ad to a really large group like just everybody in the United States, your costs will generally be lower because Youtube is probably just going to show your ad to the people that nobody else has really advertising to. On the opposite end, if you get really specific, it’s going to drive your cost up because basically now you’re competing against a bunch of other advertisers that may be running ads to that same group of people.

It might help to think of this like a dating app. So let’s say you’re willing to go out with just about anybody on the APP while you’re probably going to get a lot of dates that way, but the pickier you are, and if you’re only willing to go out with those nines and tens, a, you’re gonna have a lot more competition for those people. So it works the same way in the auction system with Youtube ads. Okay? So the next contributing factor is the placement of the ad. You know, where on Youtube is your ad being shown? Um, I’m going to talk first about the instream Trueview ads, which is basically probably what you think of when you think of a Youtube ad. It’s the ad that runs before a video that you can skip after five seconds. Now the thing that I really like about these instream ads is if the viewer skips it in five seconds, you’re not charged for it.

In fact, they have to watch up to 30 seconds of the ad before you are ever charged for it and less. Here’s the caveat. If your ad is under 30 seconds, so let’s say you wanted to try to beat the system and make an ad that’s only 29 seconds in that case, if they were to finish the ad at 15 seconds, if it’s done then or 20 seconds, if it’s done, then you’re still charged for it. So for that reason you’re definitely gonna want to make your ad more than 30 seconds. Okay, so the next type of ad are called discovery ads. So think about these are the search engine results within Youtube. So if someone were to type in a keyword phrase about dog training and it came up as a clickable thumbnail, either in those search results or if someone’s watching another video and it shows up in the right sidebar as a related video.

Now these ads are charged a little bit differently because they’re not automatically shown to a viewer. They have to click on them. So here’s the thing, anytime anyone clicks on those ads, you’re charged for it, regardless of how long they watch it for. The next kind of ad is a non skippable in stream ads. So these are the ads that are really annoying, that come before a video that you don’t have the opportunity to skip a. usually these are 15 to 20 seconds and they’re pretty much dominated by the big brands like Geico or movie trailers. Now these kinds of ads are mostly for brand awareness, like, like I said, from larger companies, I actually do not recommend them. For small businesses, they’re very expensive and the fact that you can’t really skip them means you’re probably just going to generate more bad we’ll toward your business than good.

And the thing that’s really important to remember is you actually want people to skip your ad if they’re not qualified to be your customer. When people who aren’t interested, skip your video, you’re basically then only paying for people that are interested. So it’s actually a great way to save some money and really qualify your prospects. A lot of times they actually recommend saying in the very beginning of the video, either verbally or through text on the screen. If you’re not interested in fill in the blank. Just go ahead and skip this video. We actually recently did a video like this for the deep end. We’re in the very beginning. We said, if you’re not interested in a new website that’s going to bring you more customers for your business, just go ahead and skip it. You know, it doesn’t really make a lot of sense for us to advertise to people who aren’t actually looking for a new website.

And the other advantage of saying something like this in the beginning is not only do you weed out the people who aren’t interested, but you’re kind of specifically calling out the people who are interested, letting them know that this video is actually 100 percent for them that gets their attention and makes them actually stick around to watch much more of the video. Now, there are a few things to keep in mind here. So basically those instream ads run before another video. Those work okay as a promotional video. But I would never recommend doing a promotional branding video as a discovery ad because remember, you’re paying every time someone clicks on one of those discovery ads. So, uh, once they figure out that that is a pure commercial for your business, they’re are going to get right out of there and you’re still going to have to pay for that click.

So what actually recommend if you’re doing those discovery ads, you need to make them purely value based content based that really fills the search that they were looking for. So if someone’s looking for how to fix a clogged sink, you’re not going to want to bait and switch them into an ad for your plumbing business. You’re gonna want to actually show them how to fix the clogged sink. And then at the end of that video, you can end it with a call to action. Like you might say, if you need help with any of this, go ahead and give us a call so you’re still delivering value and also getting your call to action in there at the very end. And it also encourage you to think of ways you can get your brand name within the first five seconds of one of those instream ads before they’re allowed to skip it.

Getting these brand mentions of your business can be really valuable on its own, especially if people are seeing the ad multiple times. So basically this is a way to cheat the system a little bit and actually get people to hear the name of your brand even if they’re not viewing the video, which means you’re getting all that attention for free. Okay, so now that you know all the different factors and considerations that go into how much your Youtube ads we’re going to cost, let’s talk about numbers and exactly what you might expect to pay. And as you may expect, there is a range here. I can’t really tell you the specific number, but I can say I’ve seen them as low as one to two cents per view. I’ve actually gotten that for the deep end, but to be honest with you, that generally ends up settling somewhere more in the four cent per view range and that’s targeting people who are in market for a new website in the US between the ages of 35 and 65.

So what I did was I set a bid of twelve cents per view, but it ended up costing only around four, but the standard is more in that 10 to thirty cent range. So why were the deep ends adds so much lower than that considering how tight the targeting was? Well, I believe it has something to do with what they call the quality score, meaning the more people watch her out and the longer people watch your ad, the lower the cost is going to be because they basically determined that this ad is very relevant to that audience. So they feel better showing it to them knowing that their user experience is going to be better at. Our ads had really high watch rates of around 75 percent. Most of the time that average is more around 20 to 30 percent. And the reason I think it was so high for us, these were mostly value based videos, not purely promotional.

And we’ve really got our targeting right. So that’s why it’s really important to set your targeting correctly so that the people that are viewing your ad are definitely looking for the service or product you provide. You know someone’s actually in the market for an interior designer and then there you are with your interior design tips in front of them. People are naturally going to pay attention to that because it’s really important to them in the moment and of course, as with all advertising in the end, the only thing that really matters is the ROI it brings in. And Youtube ads are a great way to introduce your business to your customers. Let them get to know you and your process. This builds trust and with multiple impressions, people are really going to start to think about you and your business when they need exactly what you can provide them.

Okay, so now I want to hear from you and I want to know what kind of Youtube ad you’re thinking about running. So just leave it in the comments below along with any questions you have about any of this. I will read all of them and answer as many as I can.

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4 videos you need on your website

4 Videos You Need on Your Website

Video Transcript:

In the last video I showed you, all the different ways of video can help you better engage with your prospects and increase your google ranking power. So if you haven’t seen that video yet, just go ahead and click right up here to access that.

Otherwise we are moving on and today I’m going to give you some more concrete ideas of the different types of videos you can create as well as the benefits of each so you can decide what type of video is going to make the most sense to include on your site as well as to advertise your business in various places around the web. Now, almost any of these videos we talk about can work on any of those advertising platforms like Facebook, Instagram, Youtube, you name it, so they’re very versatile that way and I’m of course going to give you some tips as we go. What you might want to do with each and even though video is a huge topic of conversation lately, I’m betting that most of your competition still is on board with it yet, so the time for you to start off with video is now.

While you can still use it to stand out before everybody is forced to do it, just to keep up. Okay. So the first type of video I have for you is an explainer or demo video. So let’s say you offer something that requires a little bit more explanation and explainer or a demonstration video is a great way to do that much better than through text alone or images. It’s easier to digest and retain that information and people are generally three times as likely to actually watch that video. Then they would be to read about the same thing and if you’re selling a product, showing it in action is definitely going to amplify your sales because it takes the mystery out of the equation. You can show people exactly how it works and I have an example of this to show you actually a. we’ve recently consulted with a client who sells high end salon shares.

Now they usually always sold them through distributors or a trade shows and this is the first time they were going to be selling them directly online on their site. So the challenge was how do we justify this high price point with a product that people generally before always needed to pick up in order to feel the quality. So how do you replace that online? Well, you know, this video shows this year is an action while real stylists are using them for the first time, giving their real time thoughts and it’s basically acts as the next best thing to actually picking them up themselves and this video is actually being used as a facebook ad to drive people to their website and it’s getting some of the highest click through rates that I’ve ever actually seen on a facebook ad and I know you might be wondering what exactly did it take for them to for them to produce this ad.

Basically they hired a camera crew and a videographer for about $250 to shoot and edit this whole thing, so it was really affordable and it gave him a crazy return on their investment and yeah, they probably could have actually filmed a version of this on a smart phone without losing too much quality. Okay. Next up we have a testimonial video, so we’re definitely living in a ratings and reviews driven world. There’s no getting around that. When’s the last time you bought anything online without reading a review or got in contact with the company? Without seeing that five star rating, we always want to know what other people thought about a product or service before we are comfortable using it. You know, I don’t go to a restaurant without first reading a yelp review and I bet you’re the same way, but what’s even more powerful than a written review or testimonial when you can see, hear and feel video is amazing at doing this because it transfers all that emotion, a appreciation and excitement that a previous customer had right onto a new one.

Video also has the ability to remove most of the doubt that people may feel about its authenticity. Whenever a read a written review on Amazon or Yelp, there’s always that question of, you know, is this a legit review or was it written by the business owner or a friend or even paid for, and I particularly have that thought when a review is just a little too glowing, but with video, you generally won’t be able to get away with that kind of trickery. I’m, unless you’ve got Meryl Streep Herself, Oh, that meryl streep. Just such a phony baloney. Most people are just not that good at acting to really pull off a fake video testimonial because if it’s fake in any way, people are generally going to subconsciously pick up on it. So the opposite is also true. You know, if their bs meter doesn’t go off, they’re generally going to perceive it to be true.

So I definitely recommend getting at least one video testimonial, but get as many as you can and even if you only have one or two video testimonials, you can supplement those with written text testimonials because the videos will tend to increase the believability of the written testimonials. Now as well. It’s basically saying, you know, this video feels authentic, so we’re going to trust these other testimonials too. So first, pick out a few of your current or past clients that you know, we’re going to have nice things to say about you and you’re definitely gonna want to try to do this with more recent customers. Uh, so that the excitement they’re feeling is more fresh in their mind. Now what you don’t want to do is just leave it up to the customer to say whatever they want, that’s generally going to lead to a pretty weak testimonial, so what you want to do is control it a little bit more so that the testimonial tells a story from beginning to end, so I would make sure that they know what that story is you want to tell, so make sure they hit the important points of what was their life like before they found you, how did they find you, and then how has their life been changed for the better since they went with your product or service, and then I would have them finish it with a simple.

I would recommend this to anyone looking for dot, dot, dot. It’s just a really strong way to end a video testimonial. I would then edit it down to one to two minutes if it’s a single customer or maybe two to three minutes if it’s a Mashup of several customers in the same video. Alright, next up we have a behind the scenes or how we work type video. Think of this as a way to add a face and a personality to either your homepage or your about page and it’s perfect for showing your process or why you do what you do. And the goal here is really to make your brand more relatable and more memorable. You know, people are definitely going to remember the company that the assault a video for rather than just reading a bunch of text on a page. You want to frame this all around the benefits that you deliver to your customers.

So think about it in terms of not talking about what you do, but instead how you help your customers. Some tips here, you know, use plenty of b roll which is just basically shots like this or this, so it’s not just a talking head the whole time and also use some music underneath it to make it more engaging that you can use this on your home page, on your, about page or in video ads. Okay. Now the next type of video I want to talk about are helpful blog videos. So these are either instructional or inspirational, and I should mention these are not one off videos like we’ve been talking about, but there are more ongoing. Now, a blog is helpful for businesses for many reasons. You know, you get to establish yourself as an expert, grow a loyal fan base of potential customers, and continually grow your site, which a Google looks at as a leading indicator that they should rank you higher, but written blog posts are only going to get you so far.

You know, as we’ve been talking about, video can always really amp up the engagement and loyalty factor for your site. And if you’re looking for an example of what a blog a video looks like, this is one right here. Just talk to the camera like you’re talking to your ideal customer and offer valuable tips that they can use with or without what you actually sell. So definitely resist the urge to make your blog videos overly promotional. Your product or service should never really be the topic of the video, but you can certainly end the videos with a call to action to learn more or to schedule a consultation with you, book an appointment, that sort of thing. And the cool thing about blogs, videos is they can look a little more diy then some of the other types we talked about. You can even absolutely just use your smartphone.

Um, it’s definitely more about the value you provide. Then having a polished look. Aim these to be around five to 10 minutes is enough to cover your topic without artificially padding the length. You don’t want to do that. You want to just to be all the good stuff. Now, again, I would use this on your blog, either with a straight up transcript of the video or an accompanying blog post. You know, because that written content is still going to be very important to google. So that really knows the topic of your page. Another great use for one of these helpful blog videos is a as a video ad on Facebook that you can use as the top of your Facebook ad funnel. More on that topic in this video right up here, and if you have a Youtube channel that you could always use it in there as well.

Alright, now it’s time where I want to hear from you. I want to know if this gave you any great ideas for a video that you can use in your own business. I definitely want to know it. Just leave it in the comments below along with any questions you may have about anything we’ve talked about today.

video marketing strategies

6 Video Marketing Strategies to Amplify Your Business

Video Transcript:

Today we’re talking about something that I am very passionate about and that’s the idea of online video. So basically the way people are treating websites, but they expect when they get to a website is rapidly changing and video is one of the best ways to really engage with your customers.

So my aim here today is to really go over some of the biggest video marketing strategies that can help transform your business and fill it with all the right kinds of customers and a very steady, predictable way. Okay? And starting right off the top video is an excellent way to grab and keep attention. So according to Animoto, a product video is four times more likely to be watched than read about in text alone. And according to Forbes, 59 percent of executives prefer video over text and that’s just executive. So these are people who are highly educated and they still prefer to watch a video over reading. So we’re living in a world where it’s getting increasingly and increasingly difficult to capture people’s attention, but video really makes it more appealing and palatable to most people. So the next wave video can help you is actually SEO benefits.

So Marketing Sherpa’s actually concluded that putting a video on a page will more than double the amount of time that people spend on that page. Now why is that important for SEO? Will Google actually rewards time on page? So the more you can keep someone on your page, the more you’re signaling to Google that, hey, this page is really what the searchers had in mind and this is what they want to see because they’re sticking around for it, right? And as a reward, they’re going to give you higher placements in the searches as a result. So there was actually a study conducted by forrester that said a page with a video on it is 53 times more likely to rank higher in a search. So this really shows the google prefers video based content and again, we’re going to reward that with higher search rankings. Okay, so search engines aside, the third benefit the video provides you is it really gives you a way to simplify and clarify your message.

So if you have some kind of a more complicated product or service, one that needs a little bit more. Explaining a video is an excellent way to really get your point across in a short amount of time. And even if what you offer isn’t necessarily complicated. Research has definitely shown over the years since about the early seventies that whenever you communicate information both visually and verbally, people are going to absorb it in much quicker and much more effectively as well. In other words, showing and telling is a great way to get your point across. And you know, there’s many ways you can do this so you can either directly demonstrate something that you offer or you know, you can use visual metaphors if that makes more sense. Okay. Next up we have the idea of brand awareness and recall. So let’s just say you’re looking for a web design agency and you’re looking through all the different websites just to see, you know, whose work you like the most.

But then let’s say one of those websites has a video on it. They give a glimpse of how they work, what makes them different, and maybe even include a case study of how they helped a former client achieve a great result. So of all those websites, most of which were just text and photo based and then the one with the video that really gave you a sense of how they work and their personality. Which one are you going to remember the most? So it’s really important to remember that most people coming to your site, or in some stage of research mode, whether it’s, you know, b to c, or especially if you’re a B to b niche, people are definitely there to check things out and you want to make the shortlist, right, that they’re going to have people that are thinking about contacting and a video is a great way to make yourself memorable and stay top of mind for when it’s time to make that decision.

Okay? So the next reason the video is a great idea is the idea of perceived value. So think about it, you know, putting together a video is a little bit taller. Have an order than just plain written text and that’s not going to go unnoticed. The average person coming to your site is going to take note of it and they’re going to assign a higher value to you and your service. So in other words, a well done video is going to make you look more reputable, capable, give you a higher perceived level of expertise and professionalism because of it. And as a result of that, people will generally give you more time, more contact information, and even pay you a higher price for the same service based on that higher status level. Okay, one caveat here. So obviously this is only gonna work if you do leave a positive impression.

So if you end up producing a video that looks cheap or ends up being perceived as kind of a waste of time by the person watching it, meaning the content wasn’t really there, it was a lot of fluff, then it can actually backfire on you. So make sure that you’re providing good content and it actually looks and sounds good and kind of going along with our last point, we have the idea of trust. So people generally want to do business with other people that they know, like, and trust and video can make all three of those happen for you. So you really want to deliver high quality content, didn’t give your viewer a quick win, you know, like a tutorial or a quick tip that’s really closely aligned with what it is you offer. Or you can use a video, uh, to really just to establish your credibility through a, behind the scenes look at what you offer or even a video testimonial.

Okay, next step. And this is an important one. It’s the idea of emotion. So if you know marketing, you probably already know that most people make most of their buying decisions based purely on emotion. And then only after they’ve made that decision, do they really want to back it up with logic? And as you can probably imagine, it’s actually really hard to get emotion through with written text alone. A video can really help you get there. And when I talk about emotion, I don’t mean overly schmaltzy or sentimental or sappy. All I really mean is getting somebody excited or emotionally invested based on a feeling that you can bring out in them. For instance, if you run a dog boarding Kennel, you might play on that emotion that people are feeling when they’re, you know, bringing their dog in, which is probably a sense of anxiety or nervousness.

But if you can produce a video that shows how caring your employees are with the dogs, you’re creating a really positive emotion and your potential clients, which is going to result in more of them wanting to take action, pick up the phone, or let’s say you’re a family attorney. You might want to talk about what could go wrong without proper representation. By speaking authentically, you know, like a real human being about a potentially scary subject. You’re creating a very different kind of emotion that will make people much more likely and motivated to contact you. Another great way you can get a motion to work for you and your website is through customer testimonials. By showing an existing or past customer talking honestly and openly about you know what you did for them. That excitement and appreciation is going to just come through naturally and it’s going to end up being much more persuasive than a text based testimonial could ever hope to be.

And here’s an expert tip you can use to bring out the right kind of emotion that you want to convey. Just steal a truck from Hollywood and use music. I don’t know if you’ve ever seen a rough cut of a movie before they ever add the music to it, but it’s such a different experience. You know, you don’t really get the emotion that the director wanted you to have until the add the music and so music is going to do the same thing for you. It’s going to subconsciously, you know, give little emotional cues to people that they may not have picked up on otherwise. In other words, it’ll set the right tone and help them feel the way you want them to feel. Emotionally manipulative maybe, but it’s also good business, so I highly recommend it. Just make sure to use copyright and royalty free music so you stay out of trouble.

Okay, so those are all the ways that a video will help you succeed and stand out online. But now I want to hear from you. What do you want the video to do for you and your business? Do you want it to build trust? Do you want to convey emotion to connect with more of your prospects or do you just want to use it to make your brand more memorable? Leave it in the comments below and of course if you have any other comments or questions, leave them in the comments as well, and I will get to all of them.

email marketing tips

Email Marketing Tips to Build Trust & Skyrocket Sales

Video Transcript:

In our last video we talked all about how to get leads from your website. We talked about lead magnets, so you’ve started building your list. Now what? What do you do with all those people on your list? Well, ideally you want to get them into a really powerful email campaign that’s going to deliver value and build those relationships so that you can close more deals over time.

Here are my best email marketing tips.

Now we’re going to talk about this campaign in basically two steps. The first step is delivering on your lead magnet, so if you missed the last video about how to get leads with your website, we talked all about the different kinds of lead magnets you can use. Just click right up here to get that video, but when we’re talking about delivering that lead magnet, ideally that’s going to come with more than one email. In that video we did talk about several different kinds of lead magnets. Some are one offs and some were more in a series and I mentioned that I prefer to the series because it lets you build that relationship over time. So that’s why I like things like the multi-day challenges or video series and either of these it lets you send out different parts of it every single day which just results in a deeper relationship being built.

So ideally what I might recommend would be basically a five part series that could either be video, audio or a challenge where you’re giving different assignments every single day with a special offer, a call to action at the end. As a thank you for completing it and for that special offer. I definitely recommend you put a 24 hour or 48 hour clock on it. That’s just really good at getting people to take action right away. Okay, so that’s just delivering on the lead magnet. That’s the bare minimum. But what I recommend we do after that as a step two is a more ongoing nurturing campaigns. So what these are, are valuable, you know, a value added emails, uh, that usually will link back to your site for that valuable content, what they are not our promotional emails, you know, buy, buy, buy, that’s just going to really annoy people and you’re going to get a lot of unsubscribes from that.

And as a result, most of the big email programs will actually stop putting your emails in the inbox and they’ll go more to the promotional tab. So you don’t want that. You want all your emails to really add value to your customers. That’s what we’re trying to do here. We’re really not trying to outright sell. We’re trying to establish you as the go-to person in your field so that when they’re ready, they’re going to just naturally think about you. So what should these emails be? Well, again, they’re going to be helpful content, so what I would recommend is a that can either link to helpful blog posts on your site or videos on your site or if that sounds like too tall an order like you don’t really want to be writing a blog post or making a video every week. You can simplify it a bit by just including one quick tip in each email so that would be completely self contained.

A wouldn’t necessarily link back to your site or if the idea of writing that blog post sounds like too tall in order for you, but you have some money to put behind it. You can always find freelance writers on upwork who can take care of those blog posts for you. Sometimes for as low as about $25 a post that is on the low end. You might need to pay a little bit more for a really high quality posts, but just letting you know that is an option. You don’t have to do it all yourself. Now, in terms of your call to action within these emails, it’s really up to you so you can either end every email with a really soft call to action. Something like if you ever need any help implementing any of this, you can reach out to me here, or you can choose to limit those to every three or four or five emails so that it’s just basically a value value, value call to action.

Now, if you’re leading people back to a blog post, where I would recommend is just ending every blog post with that light called action. So where you can do is just either you or your developer can just build that into the template. So every time you write an article that called action just naturally appears at the very end of it. And if you’re choosing to lead people back to a video or to a podcast a, what I would do is just naturally end every video or podcast with that same call to action. So in any case here, what you’re really doing is you’re just adding a lot of value upfront and then you’re closing it with a really natural, hey, if there’s anything I can do for you to help you out with any of this, you can contact me. So I know I’m going to get the question.

How often should I send one of these emails? I would shoot for at least once a week, maybe two week. Some people say once a day, I tend to think that’s a little heavy. Um, and, but once you start getting any less frequent than once a week, now people are starting to forget about you in between. So, uh, I think once or twice a week is the sweet spot that I would recommend for you. Okay. So on the tech side, how do you actually get this done? Well, you’re definitely gonna want to set up an email autoresponder? Um, think of a service like mailchimp. I prefer the service called drip and I’ll leave the link to that in the description below. I like drip because it’s free up to 500 subscribers and it has a lot of really automated features that you’ll find in some of the more expensive programs, again, for free until you get to 500.

So that’s pretty cool. So once you’re in there, you’re gonna want to put together your delivery for your lead magnet and if it’s a one off, obviously you’re just going to have it send immediately. And if it’s a series you can play around with the timing a little bit. What I might do is the first one would go out and immediately, uh, then the second one might go out the following morning around 9:30 AM. And then each subsequent one would go out around the same time and you can test and play around and see when these emails tend to get open to the most because you can see all those analytics right there in the dashboard. And then as far as the ongoing element goes, you know those follow up emails that you’re sending, adding value, you can either send each as a manual blast, meaning every week you write a new email and you blast it out to your entire list.

Or what I like to do and what I would recommend you do as well, is as you write all these emails, because you have to start from scratch, probably once you write all these emails out once a week or twice a week, save each one as part of another auto responder series. So what happens when you do that is let’s say you put together six months or a year’s worth of these emails, then you can pretty much stop because every new person that gets your lead magnet then gets put into that same series starting with email one. So you write all the emails and then they become part of a series that anyone can pick up with today, tomorrow, next week, and then we’ll get all those emails you already wrote, right? In order. That’s just a really good way to automate things. And it’s smart because you know you may not have time to keep up with this forever.

Just one word of warning about that. If you do that and set these as kind of a set it and forget it, automated campaign, you’re definitely gonna want to keep an eye out for any changing trends or any helpful advice that you gave that may become outdated so you’re gonna want to keep track of that and then swapped those emails out with newer versions as needed. Okay. Now I want to talk a little bit about the design of these emails. So basically a lot of these programs including mailchimp and drip, what have you, they come with a lot of really professionally designed templates, but I would actually resist the urge to use those. And here’s why. The more image heavy that your emails are, the more they’re going to look promotional. This means two things. This means they’re probably going to get ignored by most of the people reading them because they look like they’re just from accompany.

And secondly, the email programs like g mail outlook, these things are going to tend to want to put those kind of emails into the promotions tab. What you want is to wind up in people’s actual inbox, but one thing to do actually like to do, um, and it’s going to depend on your brand’s personality, but what I like to do is add animated gifts. Sometimes in those emails, they just make the emails a little more entertaining and they can get a point across better than plain text alone can. But again, it depends on your business. If you were an attorney that might not really fly, so use your judgment there. And if you’re looking through to a video, would I like to do is take a screenshot of the thumbnail image and embedded right in the email so that people will click on that and then go right to the video.

You’ll tend to get a few more of click on the video if you do it that way. Few other design considerations, just keep the paragraphs nice and short and keep the width of the text pretty narrow as well. Okay. In terms of copywriting, how to actually write these emails, um, I can give you a few tips. The first one would just be to write with a certain degree of personality. Um, I know a lot of companies make the mistake of thinking the more professional they can appear, the more people are going to want to work with them in general. That’s not actually the case. People want to do business with people that they like. I’m in. One of the best ways to do that is to write conversationally and you’d be surprised you can even get away with this and a lot of business to business or more corporate a niches as well.

So I challenge you to get a little less corporate and a little more conversational in your writing, especially with emails. Uh, they should be fairly short to get right to the point. If you have a helpful tip just included in the email and if you’re linking to the blog post or the podcast or a video, make the texture. Just give a few reasons why they might want to watch it or read it, and then just get them right over to the post. Next, you’re going to want to make it personal, and I know you’re actually writing this to all of your list, but you’re definitely gonna. Want to do a few things like using their first name, which is basically an automatic thing you can do within the email program, so really think of it as you’re writing. You’re writing to that one person. You’re not writing to everybody, you’re not speaking to a group, you’re speaking to one person.

Use words like you and me to really establish a bond between you and your customer. All right, now I want to hear from you. I want to know if this gave you any good ideas for your next email campaign. I want to hear all about it in the comments below, so just leave that or any comments or questions down there and I will get to all of them.