Sound Solutions: North Bank Audio Solutions

Video is really hot right now, but as with any one tactic, I think there is a tendancy for those who are passionate or knowledgeable about it to over-hype the results.

Most of us will not strike it rich quick by posting our promo videos on YouTube. It just won’t happen for most of us.

This said, it’s important to acknowledge the long-term benefits on putting your videos out there online. Similar results can be achieved from articles, press releases and even audio podcasts, but there really is something special about how videos can move your audience to work with you.

Case-in-point: here’s an email I recently received from my friend, client and marketing mentor, Adam Urbanski:

Just a few minutes ago I got off the phone (true story) talking to a guy who owns a photography business and is looking to invest in some of my courses. It turns out he found through my video on youtube. Caleb, you may recall that last year for a couple of months you worked on re-purposing some of my videos and putting them online… And we also tagged those videos with tracking links because I wanted to know if it will end up doing anything for my business.

I’ve since largely forgot about this project, but in the last two or three months more and more people are telling me they found me online through my videos. So I decided to take a closer look at how those videos are performing. Well, what I realized was that even with the tracking links monitoring the performance of multi-media content isn’t an easy task. Still, from what I gathered, I realized that putting these videos online was a really good move!

In the past year my videos got a combined total of over 35,000 views! (that’s between all the videos) And that’s ONLY on YouTube. I’m sure this number would be much bigger when adding views from about a dozen of other sites where you uploaded my videos. From what I was able to track, those videos brought over to 2000 web visitors - and those were really good, targeted potential customers. Those visits resulted in close to 400 new subscribers. Now, keep in mind, this is what I can track - and have a feeling these numbers are actually greater if I had paid more attention to making the tracking system more robust. Finally, from what I can tell from my data, the website traffic generated by the online videos brought in around $15,000 in additional sales - again, this is just what I can track!

One additional comment I would like to share with you - and you already know this - is that when we started working on putting those videos online we both were just learning what type of content works well and how to actually format the videos for maximum impact. So I know that our future video submissions will be much more impactful because of what we have learned from those past results.

Bottom line - I’m glad I hired you to multi-purpose my content and put those videos online! It was a smart move!

Adam Urbanski
TheMarketingMentors.com

Here are the three hidden benefits of building your online video presence:

1. You allow your potential clients and customers to see you in action. If someone resonates with you on a personal, emotional level, they’re more likely going to take the next step to work with you.
2. You leverage what you already have. If you’re a speaker, presenter, trainer, coach or consultant, you likely have enough content for hundreds of hours of videos. Just repurpose what you’ve already created (and in many case have already recorded) into videos and put them up on YouTube.
3. Long term results: in this fast-paced internet marketing world, it’s easy to dismiss something if you don’t see results right away. Rather than blasting the web with a ton of content all at once, I recommend consistently publishing high quality content in a multitude of media channels (video being just one of them.) Think of it as laying a foundation.

   In the tradition of Ron Popeil, you can “set it and forget it” with video. As long as your content is good and you understand who you are trying to serve, you can throw up a few videos and forget about them. I recommend putting a few out there with keyword rich titles. Not all of them will pick up traction, but some likely will. This can also be a great research tool to see which words and topics resonate best with your market.

Check out the most popular video from Adam’s $15K series here: http://www.youtube.com/watch?v=pr9nn04jtPA.

A final tip: make sure that you always include a call-to-action in your videos. Put your URL on “lower third” of the screen for the whole video and include a clear “next step” at the very end of the video. In the description box on YouTube, make sure your URL is the first thing you include.

Make sure to include the “http://” so that it is clickable. I recommend linking it to an opt-in page with an offer for free, relevant and valuable information in return for the visitor giving you their name and email address.

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