1.
Video Marketing & YouTube
The Fast Track to Visibility, Credibility and Profitability

2.
What we’ll cover…
• Why use video marketing
• YouTube: Perception vs. reality
• Is YouTube right for your business?
• YouTube success stories
• Easy and affordable ways to get started
www.LouBortone.com

3.
Why you need to know this stuff!
• The Internet is being driven by video
• Video content is becoming a critical information source
• YouTube is the 2nd biggest search engine
• 60% (and rising) of all web traffic is video
• Video is more compelling & engaging than other media
• Video connects!
www.LouBortone.com
www.LouBortone.com

4.
Why video now?
• If you have video on your website, you are 53X more likely to
appear on the first page of Google’s search results!
• Visitors who view video stay two minutes longer on average
and are 64% more likely to purchase than other site visitors.
(ComScore)
• Websites with video sell 45% more!
• 60% of all Internet traffic is currently video. By 2016, Cisco
reports that 90% of all Internet traffic will be video!
www.LouBortone.com

5.
Why Video?
• Breaks through the online noise
• Increases your visibility & credibility
• Attracts clients so they come to YOU
• Turbocharges your social media
• Opens up new opportunities, JVs,
speaking gigs, etc.
www.LouBortone.com

6.
Video Marketing Rocks!
• Generate more web traffic
• Improve search engine rankings
• Increase conversions and sales
• Build a bigger list more quickly
• Create stronger relationships with customers
• Reach a much bigger audience
www.LouBortone.com

7.
But why listen to me?
• 20+ years in the TV business (Fox, E! Entertainment TV)
• Have been doing video marketing since before YouTube!
• Experienced marketing and branding executive
www.LouBortone.com

8.
If a picture is worth 1,000 words…
• One minute of video is said to be
worth 1.8 Million words! –
Forrester Research
www.LouBortone.com

9.
Why use video?
www.LouBortone.com

10.
Why use video?
www.LouBortone.com

11.
Why use video?
www.LouBortone.com

12.
Video is the future
• It’s time to lead, follow or get out of the way!
www.LouBortone.com

13.
The Video/Profit Connection
• Use video to establish an immediate, personal and
powerful connection to your clients and prospects
• Video accelerates the sales process
• Video dramatically increases the “know, like & trust”
factor
• Video breaks through the clutter and makes you more
memorable…
www.LouBortone.com

14.
Video myths & misconceptions:
Perception Reality
• Video is too techie • It couldn’t be simpler
• Video is expensive • Most tools are free!
• Video needs to be slick • Content trumps quality
• YouTube is for kids • YouTube is mainstream

15.
Speaking of YouTube…
• Second largest search engine, third biggest site
• Broad demographics (18 – 54)
• 4 BILLION views per day!
• 60 hours of content uploaded every minute
• 98 of AdAge’s Top 100 advertisers have run campaigns
on YouTube
www.LouBortone.com

16.
YouTube
Perception Reality
• Dog & Cat Videos • Corporate Videos
• Teenage Wasteland • All Demographics
• Just Techie Dudes • 50/50 Gender Split
• Just for Kids • 53% Have Kids!
• Poor “Slackers” • More Affluent
• 56% make over $100K

17.
You Tube
Perception: Cats Reality: Cars

18.
YouTube is Social
• Over 700 YouTube videos are shared on Twitter
each minute!
• There are 500 tweets per minute that contain a
YouTube link
• 500 years of YouTube video are watched every
day on Facebook
www.LouBortone.com

19.
YouTube Pros and Cons
• Pros • Cons
• Visibility and SEO • Learning Curve
• Builds Credibility • Maintenance
• Social Sharing • Getting Views
• Free Video Hosting • No “Buy” Button!

20.
YouTube Uses
• Use as a free “hub” to host your videos
• Use as a “base” and share to other sites:
• Share to Facebook, Twitter, Google+
• Use embed code to add video to your site
• Use to improve your search engine rankings
• Even use to edit and enhance your videos!
www.LouBortone.com

21.
Advanced YouTube Uses
• “Pin” your video to Pinterest
• Plays as a video on the photo site!
• Post your video to LinkedIn
• Check out Slideshare.net (also takes video!)
• Use YouTube video “creator” tools
• Use YouTube’s onboard editor
www.LouBortone.com

22.
Is YouTube right for you?
• Is your target market there?
• Are you building your brand online?
• Do you need to boost your Google rankings?
• Are you trying to enhance your credibility?
• Do you have the resources to produce videos?
• Set up a YouTube Channel
• Create one new video per week (ideally)
www.LouBortone.com

23.
What works on YouTube?
• Liquor store?
• Kitchen appliances?
• Cosmetics?
• Coaching?
www.LouBortone.com

24.
Who is “crushing it” on YouTube?
www.LouBortone.com

25.
Wine Library TV
• Gary Vaynerchuk
• 1.7 Million video views
• Low production values
• Now a bestselling author – Crush It!
• Net worth: $10 Million
www.LouBortone.com

26.
The right “blend” of video!
www.LouBortone.com

27.
Will It Blend?
• 2 Billion views on YouTube
• Instant viral hit
• National TV exposure
• Retail sales increased by 700%
www.LouBortone.com

28.
A Viral Sensation
www.LouBortone.com

29.
Michelle Phan
• Massachusetts native!
• “How to” make-up videos and beauty tips
• How to get the Lady Gaga look, etc.
• Over half a billion views
• 2 Million YouTube subscribers
• Net worth of 3 Million at age 25
• Hired by Lancome
www.LouBortone.com

30.
Who’s Doing it Right?
www.LouBortone.com

31.
Who’s Doing it Right?
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32.
YouTube 101
• Be consistent – One & Done doesn’t work
• Always include a compelling call to action
• Upload right – Keywords in title, etc.
• Add captions/annotations
• Edit if necessary – right on YouTube
• Share to Facebook, Twitter, etc.
www.LouBortone.com

33.
YouTube Basics
1. Upload – Drag and drop simple
2. Share - One click sharing to Facebook
3. Distribute – Use links and embed code
4. Promote – Via email, twitter, etc.
5. Measure – See YouTube’s analytics
www.LouBortone.com

34.
www.LouBortone.com

35.
Quick Tip:
• Maximize YouTube
• Optimize the latest changes to YouTube
• Customize and organize your channel
• Use YouTube sharing for leverage
www.LouBortone.com

36.
The Ever-Evolving YouTube
• Feature rich
• More interactive (Add Video Questions)
• Social media-friendly
• Easier to navigate
• Many more options
www.LouBortone.com

37.
Little Known Features
• New Video Manager – Better curation
• On board editor
• New “Enhancements” feature
• Annotations & Captions
• Extensive analytics
• Creator Tools
www.LouBortone.com

38.
YouTube Branding
• Customize Your YouTube Channel
• Upload content (videos) that are RELEVANT to your target audience
• Use consistent keywords in every video
• Link your videos with the Antion Keyword Trick
• Add your web address as a caption
• Always “close” your videos with a call to action and branding
statement (your web address)
www.LouBortone.com

39.
Branding with YouTube
• Think of each video you upload as a “building block” of your online
brand
• The content you upload should be consistent with your brand
• Post the b-day and pet videos somewhere else
• Or use the privacy settings to limit sharing
• YouTube is being used as a search engine, so post relevant content
*How to videos are most popular *Serving before selling!
www.LouBortone.com

40.
More Branding Tips
• Use Playlists to organize videos
• Add your video as a “video response” to similar, highly-viewed
videos
• Upload quality content consistently
• Build community – Comment on other videos
• Call attention to your “subscribe” button
• Make your videos “sharable”
• Short and sweet
• Relevant content
• Share and be shared
www.LouBortone.com

41.
YouTube branding should match your
site!
www.LouBortone.com

42.
YouTube channel customization
www.LouBortone.com

43.
Explore & Experiment!
• Your customers & prospects are looking for you
on YouTube!
• Make sure you can be found there!
• Maximize all the new YouTube features!
www.LouBortone.com

44.
Quick Tips
• Video E-Mail
• Videos on Slideshare.net
• Videos on Pinterest
• Mobile video apps
www.LouBortone.com

45.
Quick Tip:
• Engage with Video Email
• Video in email can double your email open rates!
• According to Small Business Trends, Video in email increases
click through rates by a whopping 96%!
• Want more response? Put
video in your email!
• Two free ways to do that include:
• mailVu.com and Eyejot.com
www.LouBortone.com

46.
Video Email Options
www.LouBortone.com

47.
MailVu.com
www.LouBortone.com

48.
www.LouBortone.com
© Lou Bortone

49.
Check out Slideshare
• “Like YouTube for PowerPoints”
• Also allows video uploads!
• Tremendous exposure
• Connects to LinkedIn
• So you can have videos on your LinkedIn profile
www.LouBortone.com

50.
Slideshare.net
www.LouBortone.com

51.
Leveraging Pinterest

52.
Video and Pinterest

53.
Don’t Neglect Mobile!
• YouTube Mobile gets 600 million views per day
• Traffic from mobile devices tripled in 2011
• Make sure your video is mobile friendly
www.LouBortone.com

54.
New App Alert! Tout.com
www.LouBortone.com

55.
Action Steps: (Do this stuff!)
• Set up a free account on YouTube
• Create and optimize your videos for YouTube
• Record and send a video email (it’s easy!)
• Visit www.LouBortone.com for more tips
• Contact me if you need help!
• Join our “Video Marketing Jumpstart” program!
www.LouBortone.com

56.
Special SMMT Offer
• Video Marketing Jumpstart Group Coaching
• Small Video “Mastermind” for 6 weeks
• Includes private FB group for Q & A
• 6 Weekly Webinars w/ Coaching & How To
• Online Video Resource Center w/ tutorials
• Starts next Thursday, November 1st
• All Webinars are Recorded for Replay
www.LouBortone.com

57.
Video Marketing Mastermind
• www.EndVideoOverwhelm.com
• $397 for 6-week program
• SMMT Discount! $100 Off!
• Enter discount code “100off” at checkout
• Your investment is just $297!
www.LouBortone.com

58.
Let’s Connect!
• vip@loubortone.com
• www.LouBortone.com
• www.TwitterLou.com
• www.FacebookLou.com
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