Social Media Marketing for Small Business:Class four- YouTube & LinkedIn (Updated)

What is the hardest part
about being a small
business owner?
We will use the answers later

This workshop will be perfect for you….
• If you currently have a small
business
• If you’re new to social media
• If you’re looking to grow your
business

My Promise to You
1. All about Youtube & LinkedIn
2. Loads of ideas to try out
3. There are tools to make your
life easier!
In about 3 hours you’re going
to learn:

Why are you
excited about
this class?
What do you
want to learn?

Meet Molly
Social Media & Marketing
Consultant for San Francisco
Small Business Development
Center
With over a decade of starting new
programs from scratch, speaking, and
most importantly, real-life, in-the-
trenches business experience.
I started helping small business
owners over three years ago deal
with the sometimes overwhelming
marketing, advertising & social media
aspects of starting a new business.

Close your
eyes and
think of
your best
customer

http://www.pewinternet.org
81%
64%
40%
34%
91%
29%
68%
27%
78%
40%
27%
34%
85%
33%
26%
32%
65%
21% 19%
26%
68%
24%
10%
17%
41%
10% 8%
16%
40%
9%
3%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Instagram Twitter Pinterest YouTube Linkedin Snapchat WhatsApp
% Users by Age in 2018
18-29 30-49 50-64 65+

http://www.pewinternet.org
62 30
23
16
75 25
23 20
74 39 24 41 72 25 31 24
Facebook Instagram Twitter Pinterest YouTube Linkedin Snap Chat Whats App
Adult Users: Male/ Female percentages 2018
Male Female

Videos work when:
• Authentic
• Entertaining
• Evoke Emotion
• Personal/Relatable
• Useful
• Educational
Assets Needed: Video

● To be social
● To express how they are feeling about a particular topic
● To show off, or humblebrag
● To prove they were the first ones to find something
● To make friends and colleagues laugh
Consumers Share Videos For 5 Main Reasons:
www.statista.com/statistics/326452/snapchat-age-group-usa

• Upwork Find freelancers
and freelance jobs
• Fiverr is the world's
largest marketplace for
digital services. Get logo
design, marketing services,
whiteboards and more,
starting from only $5.
Tools: Video Hire

Tools: Video Do It Yourself
• Filmora is an all-in-one home video
editing production software that has
powerful functionality and a fully
stacked.
• PowToon – Create animated videos
and presentations with PowToon to
add a commercial quality experience
to your original content.

Tools: Video Script
• Plan in advance
• Write a Script
Why: Maintain brand
or product image,
right language & cover
all key points.

Story Board
Visual guide typically consisting
of a rough sketch for each shot
in the video.
Include:
● what you need to shoot
● where to position the
camera
● where to place items and
people on screen.
The typical YouTube viewer has
a short attention span, so plan
your videos to be no more than
two or three minutes.
Tools: Video Script

Enjoy the videos
and music you
love, upload
original content,
and share it all
with friends,
family, and the
world
on YouTube.

YouTube is
the second
largest search
engine on the
internet
today, behind
its parent
company,
Google.
Over 1 billion
users.

YouTube - Stats
52 percent of
marketers name
video as the type
of content with
the top ROI
YouTube is
available in 61
languages and
is being used in
75 countries
YouTube
reaches more
American adults
aged 18 to 34 than
any cable network
YouTube videos are
easily shareable,
with 323 days worth of
YouTube video viewed
on Facebook every
minute
Shoppers who view
video are 1.81
times more likely
to purchase than
non-viewers

YouTube - All Stars
Post Content
Consistently
Post Quality
Material
“Add Value”

YouTube - All Stars
Step 1 Step 2 Step 3

YouTube - Channel Art
Upload an image that is at least 2560 x 1440 [pixels]

YouTube - Channel Icon
YouTube
recommends
using an 800 x
800 pixel JPG, GIF,
BMP, or PNG file.

YouTube - Content
Ideas:
• explainer videos
• Webinars
• video presentations
Example Go Pro: used the channel
to upload content ranging from
informational videos on new
products to compilations of
footage from their camera being
in use.
Showcase Your Products/Services Many successful businesses use video marketing
as their primary strategy to introduce customers to their products and services.
https:youtu.be/oCUjAmW5yCA//
GoPro YouTube Case Study | YouTube Advertisers

YouTube - Content
• Demonstrate your expertise & educate.
• Every day, users search for answers to their questions and problems.
• Searches for “how-to” videos are growing by 70% year over year.
• Offer expertise in the form of short videos (3-5 mins.) with advice and tips.
https://www.luxyhair.com
Sell Hair extensions

YouTube - Content
Brand Storytelling
• Inspiring videos that fit into your business’ identity are perfect for
communicating your brand’s image and ideals to a wider audience.
• Gear towards building a lifestyle.
• Buying an experience, not just a product
https://www.youtube.com/user/GoProCamera

YouTube - Content
Entertain
Fun videos that cater to your audience’s interests is one of the best ways to
capture viewers’ attention and focus it onto your products.
https://www.youtube.com/user/vat19com/videos

YouTube - Content
Inspire
Inspiring videos
with emotional &
relatable stories
https://www.youtube.com/watch?v=CPQ1budJRIQ
PROVE THEM WRONG - Motivational Video

YouTube - Content
Inspire
Inspiring videos
with emotional &
relatable stories
https://youtu.be/8wYXw4K0A3g
Heineken | Worlds Apart | #OpenYourWorld

YouTube - Grow Audience
Optimizing Your Videos for Search
• Keywords or tags
• use about 10 tags that include the video category, video content, shoot location a
names of anyone in the video.

YouTube - Keyword Tools
• AdWords - Display Planner
• Keyword Dominator 3
searches free a day
http://www.keywordtooldomin
ator.com/k/youtube-keyword-
tool
• VidIQ
https://vidiq.com/solutions/bra
nds
In AdWords- Display Planner change to video
Then search for keywords

YouTube - Titles
• Pick your title and description
wisely
• Add a keyword phrase at the
beginning
• YouTube’s maximum title
length set at 100 characters
Channel. YouTube search
shows just 70 characters, and
Google search shows only 55
characters, including spaces.
Keep it short.
• Finding Trends
https://www.youtube.com/fee
d/trending & Google Trends

YouTube - Titles
1. How To
How To Master 5 Basic Cooking Skills - Gordon Ramsay
2. Vs.
$27 Cake Vs. $1,120 Cake
3. The Remarkable (“Epic” “Awesome” “Incredible”)
EPIC TRAMPOLINE PARK ON ROOF!
4. Trend Friendly
Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”
5. Question
Do You Like Broccoli Ice Cream? | Super Simple Songs
6. Functional but SEO friendly
Stitch Fix Unboxing & Review
7. Lists
10 Most Amazing Vehicles

YouTube - Description
• Don’t copy and paste—
Instead, write unique,
descriptive and keyword rich
content in the description
that YouTube can recognize.
• Add URLs—Send traffic to
your website and other
social channels by including
URLs in the description .
Your descriptions: Approximately 980 words
• Don’t leave it blank—Many people make the mistake of leaving this area blank,
missing out on a big video optimization opportunity.
• Use tags—Tags act as keywords for your videos, so if you neglect adding these
you’re missing out on huge discovery opportunities.

• Personalize Video Thumbnails 90% of the best-performing videos on YouTube
have custom thumbnails
• 1280 x 720 resolution with a 16:9 aspect ratio.
• Make use of branded fonts, colors, and images that reflect what your content
will speak to, and remember that a thumbnail is worth a thousand words.
https://creatoracademy.youtube.com/page/lesson/thumbnails#yt-creators-strategies-1

Use Annotations
• The possibilities for annotation use are
limited only by your creativity, but some
common uses include:
• Letting viewers skip ahead (keeping
them watching in the process)
• Suggesting other videos for the viewer
to watch
• Linking to your website
• Linking to a subscribe button for your
channel
• Adding a CTA (sign up, learn more, etc.)
the annotation tool lets you easily layer text, links, and spotlights to your videos.

YouTube - You Tube- Enable an Automatic
Subscription Prompt
Whenever you provide a link
to your channel, add
“?sub_confirmation=1” to
the end of your channel’s
URL and a pop-under will
automatically appear on
your channel prompting
visitors to subscribe.
https://www.youtube.com/watch?v=XndWJ1ieKwY

Adding Call to Action
• Include a clear call-to-action
• A vocal call-to-action: If appropriate, have the person speaking in the
video tell the audience what action to take next step
• A text call-to-action: Use titles or captions to share information and
suggestions for your customers’ next steps
• Call-to-action buttons: To add a level of interactivity to your videos, you
can add a CTA button or overlay to your content.

YouTube - Adding Call to Action How To
• Here’s how to do it.
https://support.google.co
m/youtube/answer/15047
1?hl=en
Or watch this video
https://youtu.be/LOI_zSR-
BPo

Add a Watermark
• A watermark is perfect for driving new viewers back to
your channel and encouraging them to subscribe. These
customizable images will be overlaid on every one of
your uploads and link back to your channel, making it
easy for new viewers to find more of your videos.
How to
• Click on ‘Video Manager’.
• This should take you to the Creator Studio where you’ll
be able to access some more in-depth settings for your
account.
• Click on ‘Channel’ in the sidebar
• Click on ‘Branding’ and then ‘Add a Watermark’. You’ll
now be able to upload an image that will show up in the
corner of every one of your videos.

Link Merch Cards to Your Website
To add Merch Cards to your videos
1. Video Manager and
2. Click on ‘Edit’ for the video
that you’d like to add a card
to.
3. At the top of your screen,
several tabs will appear.
4. Click ‘Cards’
5. ‘Link Cards’ and then add in
the information for your
products.

Collaborate with other YouTube Users
Ideas for YouTube partnerships:
• Guest appearances in each others’ videos
• Making one YouTube video and dividing it
• Uploading your videos to each others’
channels
• Collaborating with Google Hangouts on-air
• Exchanging shout-outs
• Collaborating through social media
https://www.youtube.com/watch?v=bOHV8mWKntM&feature=youtu.b

Cross Platform Promote
• Help direct traffic to your
YouTube channel through
consistently including links
from your email
newsletters, website, and
other social media
accounts.
www.glossier.com

Engaging Trailers
Great channel trailers includes
• Include a clear CTA encouraging viewers to
subscribe.
• Entertain the viewer to show what your
channel is about rather than tell.
• Indicate the type of videos your viewers can
expect, and when they can expect them .
• Think about the video’s context, as it will be
seen on the channel (possibly after a viewer
has already seen at least one of your videos).
• While there’s no perfect length, shorter is
generally better.
https://www.youtube.com/watch?v=M4UivUe2zu4 Indy
Mogul
https://youtube-creators.googleblog.com/2013/03/convert-
viewers-into-subscribers-with.html

Reward Subscribers
Everyone loves the chance to win free things,
prizes, and valuable assets, so give them a
reason to subscribe & stay subscribed.
Ideas:
• host a contest,
• a giveaway, or
• offer a shout-out to subscribers in
exchange for them being loyal fans, or
sharing your channel and videos.

YouTube - Engage with Audience
• Some key ways to engage with other users and
get more YouTube subscribers are:
• Take a few minutes each day to view other
YouTubers channels and content, and pose
appropriate questions or comments
• Encourage your audience members to ask
questions
• Ask audience members to contribute ideas for
your future content
• Run a YouTube contest where you ask for
video replies

YouTube - Live
1. Great for Events
2. Customer Service (Office Hours)
3. Interviews & Guest Features
4. Product Announcements
Every Live Steam Needs:
• A Promise of Value
• A reason to watch until the end
• Interaction with Viewers (comments or
live Chat)
https://www.youtube.com/watch?v=rnAXVIuYI7E&index=64

YouTube - Stories
A story is a collection of short videos
that can remain visible for a day or
until they're deleted.
15 second, mobile-only videos that
allow you to connect with your
audience more casually and on the go.
They are currently in beta release.
https://www.youtube.com/watch?v=rnAXVIuYI7E&index=64

• .
YouTube - Measure Performance

YouTube - Ads
• https://searchenginewatch.com/2016/03/
15/google-adwords-average-conversion-
rates-by-industry-study/
The top five best converting industry
types for Display are:
•Home Goods with an average 2.19% CVR
•Finance & Insurance: 1.75% avg. CVR
•Real Estate: 1.49% avg. CVR
•Employment Services: 1.28% avg. CVR
•Technology: 1.04% avg. CVR
https://searchenginewatch.com/2016/03/15/google-adwords-average-
conversion-rates-by-industry-study/

YouTube - Turn Off Ads attached to your video
Your trying to sell your
product not someone else’s
product, good idea to not
allow other ads to run
before and after your
videos.
https://searchenginewatch.com/2016/03/15/google-adwords-average-
conversion-rates-by-industry-study/

Color Factory
https://www.youtube.com/watch
?v=_NYy1iWHkPc

YouTube - Resources
The YouTube Creator Playbook for Brands
https://think.storage.googleapis.com/docs/creator-playbook-for-brands_research-
studies.pdf
50 Free Ways To Grow Your YouTube Channel Subscribers And Views
http://www.forbes.com/sites/jaysondemers/2015/06/25/50-free-ways-to-grow-your-
youtube-channel-subscribers-and-views/#17d0b5e53a47
How to grow you YouTube channel to 160,000 vies a month
http://www.uncovermarketing.com/how-to-grow-your-youtube-channel-to-160000-views-a-
month-within-1-5-years/

LinkedIn is the world's largest professional
network with hundreds of millions of members,
and growing rapidly.

LinkedIn - Getting Started

LinkedIn - Profile Picture
Use a current professional profile picture
• Profiles with pictures get 40% response
rate.
• Your LinkedIn has 11 x more chances to get
viewed if you add your picture.
Steps:
1. Choose a photo that looks like you.
2. Make sure your face takes up at least
60% of the frame.
3. Choose the right expression.
4. Wear what you’d wear to work.
5. Choose a background that isn’t
distracting
https://www.linkedin.com/in/lindsaywerner/

LinkedIn - Headline
Headline acts as a mini value
proposition. Use verbs &
active language
WHAT you do, for WHOM,
and HOW

LinkedIn - Headline (5 Minutes)
Your Turn
Craft your Headline

LinkedIn - Description (Summary)
• Write a short & direct
description
• 68.6% users use LinkedIn for
reconnecting with past
business associates
• Write in first person
• Add keywords
https://www.linkedin.com/in/brennenlukas/

LinkedIn - Description (Summary) Formula
WHAT I DO: I help [MY TARGET AUDIENCE] achieve [THEIR TOP GOAL] by providing [MY
PRODUCT or SERVICE].
WHO I WORK WITH: I partner with [TARGET AUDIENCE or INDUSTRY TYPE] including:
[Insert Bulleted List of Job Titles, Industry Names, Client Types, etc.]
WHY IT WORKS: When you partner with [MY COMPANY NAME], you get the most efficient,
effective, and affordable [PRODUCT or SERVICE] that [TARGET AUDIENCE] are looking for right
now.
WHAT MAKES ME DIFFERENT: [Answer that question! What makes you
unique/different/better than similar vendors or competitors? XYZ years of experience?
Certifications/Patents/etc.? Something else?]
http://www.inc.com/john-nemo/how-to-create-a-killer-linkedin-profile-in-5-minutes.html

WHAT OTHERS SAY: [Copy and paste two-three testimonials in this area. Make them specific
to the product or service you're offering or the industries you're serving. Focus on the results
clients got from using your product or service. Include the full name of the person and his or
her company to give your testimonials more legitimacy.]
HOW IT WORKS: [Explain how your process -- "we start with a free evaluation, we do an
analysis of your website's SEO rankings," etc.]
READY TO TALK? Feel free to connect with me here on LinkedIn, drop me a line at [EMAIL
ADDRESS], visit me online at [WEBSITE URL] or call me directly at [PHONE NUMBER].
http://www.inc.com/john-nemo/how-to-create-a-killer-linkedin-profile-in-5-minutes.html

The Mission-Based Summary The mission-based summary opens with a
broad description of what you do, then gets more and more specific.
Use :you’re using LinkedIn to engage with a variety of people.
The Personality Summary: Because this type of summary focuses more on
soft skills than on hard skills.
Use: networkers and the less-experienced.
The Short and Sweet Summary The short and sweet summary.
Use: professionals in conservative or technical industries.

The blended summary blend between the personality and the mission
versions. Use: professionals in more creative industries and people whose
work involves lots of other people (think sales reps, managers, or HR
specialists).
The accomplishments summary accomplishments summary for those
who are seeking work—either a full-time position or freelance gigs.
It cuts to the chase and tells potential employers or clients exactly why
you deserve the job, as well as the (high) caliber of work they can
expect from you.

LinkedIn - Customize Your URL
Makes your LinkedIn
profile look more
professional by
customizing the URL

LinkedIn - What to Do
Increase your Social Proof
by emphasizing skills
• Endorsements
• Recommendations
• Connections
• Posts

Highlight
• Work experiences
• Volunteer experience
• Organizations you
care about,
• Awards and
certificates

Turn your company page into a
lead generation page.
• First, use an image that gets
attention or creates interest.
• Second, create a clear and
compelling pitch in your company
description.
• Third, make your Recent Updates
section clickable and conversion-
focused.

Find Customers & potential
Partners to Connect with
• Use Advanced Search

Join Groups
Look for groups with the following
features:
• Highly relevant. The group must be a
nearly exact match to what you are
seeking in a target audience.
• Active. LinkedIn ranks groups according
to their activity level, so all you need to
do is pay attention to how active they
are in the search results. Select groups
that are “very active.”
• Medium size.

Post Stories
Take a narrative approach and
share a mini story with a
valuable business lesson.
Example results so far:
• 18,000 views
• 20 comments
• 120 Likes
• 11 shares
• 200 profile views
• 35 new connection requests

LinkedIn - What to Post
Coschedule

LinkedIn - What to Post
https://coschedule.com/social-message-optimizer

• Buzzosumo – Analyze what
content performs best for
any topic or competitor
Including questions

WHERE?
Who?
Who are you trying to reach?
The more specific the easy it
will be
What?
What are they searching for?
What words do they use on
google & What signals buying
intent?
Where?
Where are they
hanging out?
Where are they doing
research prior to
purchase?
WHO?
WHAT?
SALES HAPPEN & MONEY IS MADE
WHEN...
Best Ideas all in One Place
www.Bloggerithm.com/blog

Who + Where + What
Sales + Happy Business Owner

Post Articles/ Blogs: (Pulse)
Post a certain percentage
directly into LinkedIn to get
the best benefit
Share with Groups

Post Articles/ Blogs:
Post a certain percentage directly into
LinkedIn to get the best benefit
Make sure people need to go to your
website for something of value
Idea:
Post 10-20% article read more on
website. (about 300 words)
Make something they need to download
Share with Groups

Engage
• Comment on posts
• Reply to comment on
your posts
• Ask Questions
https://www.linkedin.com/feed/

LinkedIn - How Will Use (5 min)
Types of Groups You would
Join?
Who would you want to
follow?
What would you post?
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________

LinkedIn - Bonus Export LinkedIn Connection
Email addresses
1. Go to your LinkedIn homepage, then click on My
Network and select Connections.
2. From here, click on the gear icon on the right-
hand side. You’ll now have the option to Export
LinkedIn Connections.
3. Make Facebook Custom Audience
Use tactic if you’re active on LinkedIn - engaging
with others, publishing status updates, and posts -
and have connections comprised of prospects.
Why Use:
Helps lower your CPA only if your LinkedIn
connections already have several touch points with
you whether in-person to online.
Their emotional rapport will make them more
likely to convert into leads and customers.

Don’ t Use Automation Anymore!

LinkedIn - Coming Soon
LinkedIn Video
Some have it
already

Learn More LinkedIn
• 6 LinkedIn Ecommerce Marketing Tips https://www.shopify.com/blog/4696032-6-
linkedin-ecommerce-marketing-tips
• How to Use LinkedIn: 35 LinkedIn Tips for Professional Networking, Business & Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-
Mastering-LinkedIn.aspx#sm.001t7mrsup0fd6a113d1a25kvt2vs

What Did We Learn Today
• Learned more about YouTube
& Linkedin
• Reviewed assets we need for
social media
• Tools To Save Time

If you loved the class, I would love to hear about how
you will use what you learned
Before you leave write a review
@Bloggerithm on Facebook

Contact Info:
Molly O’Kane
📧bloggerithm@gmail.com
🌐bloggerithm.com

Social Media Marketing for Small Business:Class four- YouTube & LinkedIn (Updated)

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