Businesses all have a story and it should be told.
When you tell your story people will relate to your product or service.
We are breaking it down on what types of stories you should be sharing with your customers in this weeks episode of Moron Monday.
If you missed last weeks episode, you can find it here.
Hey guys. What’s up? Jace over here at Ydraw.
Today we’re going to be talking about one of my favorite subjects. We’ve been trying to push this down companies throats for years now, and I just thought I’d sit down and break it down for you guys so you know why stories matter.
Here are six stories you should be telling your customers. We have another blog that has seven, but I put two together.
I’m going to go over these and then, at the end of this video, I’m going to show you guys what we did for Ydraw. We just created a simple video to show you step number one, a history of our business case.
So let’s run through these real quick.
Very first thing, every company should be talking about their history. They should be telling the stories of how their company got started. And that does matter.
Think about the story of Apple, we all know it.
Think about the story of Tesla, about SpaceX, about Facebook. Zuckerberg…young… didn’t know what he was doing, built a billion dollar company. We all get pulled into the stories, and majority of companies don’t tell their stories.
So it’s important that you go out there and tell them how you got started.
HOW YOUR PRODUCT/SERVICE WAS DISCOVERED
Next is how your product or service was discovered. What did you do to figure out your product or service?
Now, you can combine these a little bit, but people want to know….how did you discover your product or service?
And by doing that, what happens is, they’re like, hey, I was in that same guy’s shoes.
I was looking for the same solution to a problem. And if you tell people how your company came about or how the problem was discovered, then they’re more likely to buy into your business.
And remember, what all of this does is it gets multiple touches so people want to do business with you.
People do business with those who they like and trust. And all these stories get people to like and trust you so that they’ll give you money.
Back in 2011 explainer videos where the hot thing, everyone went out and got explainer videos because they were told that’s what they need, but they didn’t realize there was a bunch of other stuff that needs to go with it.
So they would have a great explainer video, stick it out on YouTube and hope they get business but it didn’t happen that way.
But a good explainer video is simple. You need to do a strong opening, a headline, problem, solution, and call to action.
That should be your formula because it just shows, here’s the problem, here’s how our product solves that problem, and then it gives them a call to action.
So what’s the difference between Paid Traffic and Organic Traffic? What even is TRAFFIC? Is it really possible to get on the 1st page of google? Watch this week’s episode of Moron Monday to find out. The answer might surprise you!
If you missed last week’s episode, you can watch it here. (We talked about creating the right message for your target audience)
Hey guys. What’s up? This is Jace with another episode of Moron Monday. This is actually one of my favorite episodes which is, Traffic. We’re going to talk about paid traffic today. We’re going to be talking about organic traffic.
Now, is traffic hard? I put this up here first. Yes, traffic’s hard. Yes, this is difficult. Can you do this alone? Probably not, unless this is your full time job.
Now, you have to also be careful because this is where most people are being sold. You’re getting phone calls all day that say, “Hey, we’re going to rank you #1 on Google.” All of you have probably got those phone calls and it’s BS. A lot of people are saying, “Hey, I’m going to get you thousands of Facebook leads, for $3 a lead.” Are they good leads? Probably not.
This is where the good marketers and all of the bad marketers separate themselves. When you find somebody who really knows what they’re doing at Google Ads, you’re going to get an ROI. If you know somebody who’s really good at Facebook, you’re going to get an ROI there. But first, you have your video, you have your website, everything’s sitting there ready to go.
So, now what? If you build it, will they come? No, they will not. Just because you have a video, just because you have your website, doesn’t mean you’re going to sell your product or service.
That’s probably the number one thing I see, people come to us, we create their video, we give it to them, it sits. Then they call us a year later saying, “Hey, I need help.” So, let’s go over that.
The very first thing, paid traffic. Now, I like paid traffic and I recommend everyone out there to do a Google Ads campaign. Why do I say that? Because Google Ads always have an ROI. Now, if you bid position one, or even two, three, you might not get a return on investment there. But you might say, “Okay, I’m going to bid a few cents, position six, seven, eight.” And you’ll get a return on investment later on. But you just have to play the game and you have to optimize Google Ads.
Google Ads is not a set it and forget it thing.
You need to be on there every day, adding negative key words, until you get everything dialed in. Then you can let it run. I love Google Ads because people are searching for your product and service. So, somebody types in plumber in California, and you pop up as a plumber in California, pretty efficient. Got it?
Facebook and Instagram
Next, Facebook and Instagram, I love Facebook, I love Instagram, I run ads there all the time.
It is cold traffic. What that means is you need to nurture them. You can’t just run a simple ad and hope they convert. You need to run an ad, run a remarketing ad, get multiple touches. All this stuff, the reason you’re doing everything is because you want to get multiple touches.
I harp on that a lot because, I myself, I take probably 12 to 15 touches before I buy a product or service, so you’re going to use all this.
Facebook, Instagram, I like. If you’re marketing anything like in the sports industry, sports products, fitness products, weight loss products, all that stuff, Instagram’s probably your play. Boutiques, Instagram’s your play. I have tons of tutorials on Facebook and Instagram ads.
I also have set up some tutorials on YouTube, I love YouTube ads. Not a lot of people are doing it, they’re new. They are getting better and better with Google and how they’re optimizing things, so I like YouTube ads.
Pinterest, LinkedIn, Twitter, and Solo Ads
There’s other ones. You have Pinterest, LinkedIn, Twitter, Solo Ads, all these ones are great but they’re not as efficient nor do they have all the tracking capabilities and all the targeting that these other ones have.
Now, LinkedIn is good if your product or service is 7 to 10 thousand dollars, then you could probably do LinkedIn. Got it?
Now, organic traffic. This is a tough one.
SEO, let’s talk SEO. SEO is search engine optimization. Is SEO easy? No, it is one of the most competitive. Because think about it, you’re competing against some of the the biggest company’s Yelp.com. You’re trying to take the number one spot from Yelp, or you’re trying to take the number one spot from the biggest companies in the world, who are spending thousands, if not hundreds of thousands of dollars on search engine optimization.
Normally how this goes is you get a call, somebody says, “Hey, I’m going to get you ranked number one on Google.” And you’re like, “Hey, that’d be great, perfect. How much is it?” They sign you up for some fee and six months down the road, a year down the road, you see nothing. This is why SEO is a problem.
One of my companies I started, we did awesome at SEO for two years, Google changed the rules and all of a sudden it was like, okay we’re on page two. Bigger companies went ahead of us and we can’t seem to beat them out.
Other companies that I’ve done stuff with, we’d get lucky, we’d beat out a lot of people. But does it take time? Yes. If you think that you’re going to dominate in search engine optimization, you need to plan on a year, minimum. Two years is a good number and it takes huge amounts of content, takes back links. That’s the only way.
If you’re being sold on SEO, be careful because it is a game that is difficult. Google changes the rules all the time and it requires you to beat out the big boys. Got it?
So be careful with SEO. I always say create your own content and do 15 hundred word articles, if you want to win at that game.
Social Media, Daily Posts, and Interaction
Social media, daily posts, interacting with your audience. This works really well. A lot of people don’t interact with businesses, so just know that.
If you’re going out there posting on your Instagram, your Facebook, and thinking hey, why aren’t I getting any interactions? It’s probably because you’re under your business name, not a lot of people interact with businesses.
And the other one is Outbound. You can outreach to people. I do a LinkedIn outreach, which is Outbound. I do cold emails. That works really well, so there’s a lot of Outbound tactics that you can use to get traffic.
The whole idea of everything here is to get people to your website so that they can listen to your message, and fill out a form or give you a call and do business with you.
Which ones do I recommend? Which ones do I like the most? I like them all. I do them all.
I don’t know which one’s going to convert the best. So, the best thing you can do is start with everything and then eliminate. If SEO is just not your thing, eliminate it. But I like to do everything here.
You don’t need to put all your budget into one spot. You can say five dollars here, five dollars here, ten thousand here, ten thousand here, just depends on your budget.
I hope that helped. Go out there and start pushing the traffic, because that’s what matters. That’s what’s going to get you the conversions. Then follow this up with an actual remarketing campaign.
Don’t just go out there and send traffic to your website, go out there, get the traffic, follow it up with a remarketing campaign and nurture it with an email campaign. Which we will talk about on the next episode.
If you have questions, look us up. You can go to our different websites. You’ve got ydraw.com or you’ve got marketinghy.com, reach out to us, we’d be happy to help. That’s it. Peace.
Is your website actually communicating the right message to your audience or turning them away? Don’t let yourself fall into the category of those who are doing things incorrectly! We’ve got plenty of tips that will help guide you to the perfect website and make sure you are sending the right message to your audience.
Take a look at this weeks Moron Monday video to learn what you should and shouldn’t be doing when it comes to your website.
If you missed last weeks episode, you can find it HERE! We talked about how to run successful video ads!
Hey, what’s up guys? I want to welcome you to another session of Moron Monday.
It’s not Monday, we call it Moron Monday because we just show you the different things that morons do in marketing, and especially video marketing.
Today is probably one of the most important episodes we’ve had. We’ve only had three, but it’s probably one of the most important episodes you’re going to see and continue to see, because we’re going to talk about the words. The words we use and the messaging we use. If you are a business and you are creating a website or you’re creating a new video, it’s really important that you say the right things to get people to take action.
And then same with your video message, it needs to be in there.
STEP NUMBER 1
This is probably where we see people screw up the most, is with simplicity.
I am a big fan of keeping things simple, and a lot of times when a customer comes to us and they’re like, “Hey, we want you guys to create our script,” (because we do all the scriptwriting when it comes to our videos), most of the time there’s a bit of a clash because what they’re focused on is actually confusing the heck out of the audience.
There’s that knowledge gap where they have been working in that industry, they know everything about it, and then you have a consumer who knows nothing about it.
What happens is they try to take all their jargon, all of their message, all of their features, and they just cram it into a video, and usually it doesn’t turn out good and it confuses the audience.
What we try to do is get them to step back and say, “Hey, let’s keep things simple and do not confuse.” Because if you confuse your audience, you’re going to lose them. They’re going to jump over to somebody else who doesn’t confuse them.
STEP NUMBER 2
And then the next thing, everything that you do needs to be customer and problem-solution focused.
Don’t go out there and say we, we, we, we, we.
You need to talk about what it is that you’re going to do for them.
How can you solve their problem? Because people really don’t care about your awards, they don’t care about that kind of stuff.
Now, you do need to show social proof, I’m not saying go get rid of all your awards, go get rid of all your testimonials. No. That comes a little later, like if you’re creating a website, social proof should be down below.
But you don’t want to start off with “we’re the number one lawyer in the world”. And I’m going to show you some examples of different sites.
I’m going to jump over to a simple screencast and give you guys an idea of what to do and what not to do on what makes sense.
So the very first site we’re going to go jump into is a lawyer site.
Lawyers are actually notorious for confusing their audience, and they love cramming so much information on above the fold.
It just doesn’t make sense. And people don’t pay attention to it anyway.
So the very first one I pulled up was this NevadaDivorce.net. And you will see above the fold, which above the fold is above the crease, you have a bunch of call to actions.
You have a ton of paragraphs. You have no idea what it is that these guys do, I mean they’re divorce attorneys, but it just says Nevada divorce and document service.
Now they have some bullet points, they have a whole paragraph here, paragraph there, and bunch of links on the right, call us … You just don’t know what it is that they actually do here, so most people will bounce.
Compare that to this. Neil Patel. If you don’t know who Neil Patel is, he’s one of the SEO experts out there. He ranks for a lot of different things.
But on his website he just says “Do you want more traffic?”
Great. You come there and you’re like, “Oh, what it is that Neil does? He gets me more traffic.” Do you want more traffic lead sales? Enter your URL below if you want to grow your traffic and revenue.
And then he has a website. Now, what he’ll do with this website is more of a lead capture. You put your information in here, and that’s it. That’s what his whole website is set up to do.
It’s simple, effective, and I like to use some of his stuff.
Here’s another attorney. I just kind of make fun of attorneys, sorry. But their websites are usually the worst.
So they start off, here’s my number. They’re the 702 Firm.
Now, you have a smiley, a mean, a half-smile guy here, and they’re awarded the best personal injury law firm. That is a hundred percent me, me-focused, it is not consumer-focused.
Best injury lawyers in Las Vegas…personal injuries…
They’re trying to do a lot of stuff with search engine optimization and load it in here, but this whole website does not talk one bit about the consumer.
Compared to this. This is StoryBrand.
If you don’t know who he is, he actually writes about clarifying your message. So workshops to help you clarify your message, that’s what he does.
He does workshops to help clarify message. And then he just says eliminate confusion, connect with customers, grow your company.
You can see that that is customer-focused and it’s not about him, he doesn’t say, “We do this, this, this, this,” it’s like no, you’re going to eliminate confusion, you’re going to connect with your audience, and grow your company.
And then in the background he actually shows a good image of what’s going on so there’s just no confusion.
Compared to this one, this is a mortgage one. So hundreds of mortgage options under one roof.
Then they have this slider here that is going way too fast. They have nothing here, they just have some images and then this creepy little thing that pops up.
And then if you scroll down, there’s this long old paragraph here that nobody reads.
If you looked at the bounce rate and just said, “Hey, what happened?”
Now, if you space it out it’s okay to do some paragraphs. I’ll show you what I’m testing right now.
Okay, if you jump over onto this page here. I’m testing some longer form because long form sales letters do work.
Then I go into these long form paragraphs here, where I talk about what kind of results we get for customers, and this seems to be working.
But you’ll see I space it out. I very rarely have two sentences per paragraph. I space it out, I highlight it. I don’t make it look all slammed together where people aren’t going to read that stuff.
You don’t need to eliminate all the writing on a website. This seems to be working, and we’ll keep testing.
But the main point it, just don’t confuse your audience.
Keep things simple, don’t confuse them.
Go back through your material.
The best way to get the most out of these courses that we do is go back through your material and apply these things that we talk about. Look at your website messaging and say, “Am I confusing my audience? If they come here, do they know what it is that I do within five seconds?”
And then another big thing, on a website you should have your headline. You can have a sub-headline here.
Make sure you have a call to action. You want to say, “Hey, if you’re here at my website, this is what I want you to do. Here’s what you’re going to get.” Don’t forget to put a call to action, and most of those websites that I did show you did not have that.
Same with video. So video, it needs to kind of fall in the same format, but it’s a little different.
What we like to do on videos is a headline, problem, solution, call to action, and then we’ll extend it out.
There’s a lot of popular videos that have millions of views that follow this same formula. They will do a guarantee, another solution, another call to action.
But don’t forget this call to action in your videos. You want them to do something. After they engage with any of your material, whether it’s brochures, website, videos, you want to ask them to do something so that you can do business. So don’t forget that.
And that is it. Go through your stuff, make the changes, and we’ll see you on the next episode.
Hey, guys. I want to welcome you to the second episode of “Moron Monday“. This is where we talk about the dumb things (and good things) people are doing in marketing. Last week, we went over a little bit about video remarketing. I want to show you a little more on this. We’re going to go over the different ways you can target your audience. Remember, I’m Jace with Ydraw and Marketing Hy.
Here are the different ways you can run ads in front of your audience. This is specifically for YouTube. One cool thing that YouTube came out with last October is what’s called TrueView for action ads.
This year, they also came out with being able to target TVs. So you know if people are watching your videos right on their TVs.
1. Placement campaigns
What is a placement campaign? We’re able to handpick the videos we want to run your video ads in front of.
If you’re a financial company and you want to get in front of other financial videos or in front of your target audience who is watching financial videos, you are then able to run them a placement campaign, and you’re also able to target your competitor’s videos. A lot of people like doing this.
If your competitors have a YouTube channel, you’re able to run your videos in front of theirs.
We went over this last week, but you’re able to target your website visitors and your YouTube viewers. If they watch a video on your YouTube channel, you’re able to run them more YouTube ads, or if they go to your website, you’re able to run them YouTube ads.
3. In-Market Audiences
There’s four steps, but I just combined these. I ran out of whiteboard space.
You have keywords and in-market audiences. In-market is kind of like your TrueView for action. If they’re searching for a new car, we can run them a video ad if we have a new car video ad,or if you’re a car dealership.
I don’t know why car dealerships aren’t doing this, but what they should be doing is running video ads in their local area to people who are searching for cars. Simple to do, nobody’s doing it.
Same thing for restaurants. If you’re in a local area and you want to get a little bit of traction, you might as well be running your video ads to those who are searching for restaurants, or just in your local area because it’s so cheap.
The last one is keyword base. You can go and focus on certain keywords like you would a pay-per-click campaign, or a search campaign on Google Ads. You can do the same thing on YouTube.
If people are searching for running shoes, you can have your video pop up at the top for running shoes. Got it? That’s a simple thing you can do for video ads.
If you have questions, just go to our site ydraw.com. We’d love to help you. We’d love to create some of these video campaigns for you. It’s cheap, and we’ll post on there some examples and some results that some of our clients have got.
In 2019 we are sharing all the goodies. We’re starting a video series called Moron Monday talking about what we’ve learned about video marketing over the years and what you should be implementing into your business. You can check these out weekly on our YouTube Channel.
In this weeks video, Jace is sharing some tips on video remarketing and why it’s important.
Hey guys, Jace over here at Ydraw. Today I want to go over just a couple things on video remarketing, why it’s important and what you need to do to put it into play.
1. Build Your Audience
First off, most people take multiple touches for them to become a customer.
If I’m going to go get a product, usually I’ll look at it online, I’ll talk to somebody, I’ll look at it some more, and then finally a couple months to sometimes years down the road, I’ll finally make a decision.
Something you can do to stay in front of your audience is create a simple video remarketing campaign.
Very first thing you need to do is actually build that audience.
Google gives you the ability to put a pixel on your website. If you go to Google Ads, within Google Ads or Google Analytics, you will find a pixel. You can also use Google tag manager.
You go in there and you find a pixel, you get the pixel and then you put it on the header of your website. That way when someone comes to your website they then get a cookie and you can start running and remarketing.
But you can go a step further… so instead of just running and remarketing, you can run them a video remarketing campaign that shows up on YouTube.
Also, they’re getting pretty aggressive on their TV advertising, so if people are coming to your site, they’re home watching TV, you can then run them an ad.
The very first thing is to get that pixel and get it on your site. You should be doing that anyway and building out your audiences. A 30 day, a 15, a 7 day, a conversion, there’s all types of audiences.
Then also, make sure that you build out an audience of anybody who has watched your YouTube videos.
2. Get A Video
Step two, you need to get a video. It can be professional or it can be homemade. You just need to get one, make sure that video’s very engaging.
Make sure that you have a good call to action on there and you’re telling the audience what you want them to do.
Another thing you can do to help it be engaging is educate. Kind of like what I’m doing here, I’m going to give you guys a lot of education, provide you some value, and then you can turn around and ask for their business later on.
If you can’t afford an expensive video, pull out your phone and give them some good education. Then make sure you give them a call to action like go visit your website.
3. Create Your Google Ad
Then finally when you have those two things in place, you got your pixels, you’ve tracked your audience, then you have your video, now you need to go create your campaign.
Go to Google Ads.
You’re going to target your website visitors or target anyone who’s watched your YouTube videos.
A small budget works but if you have too small of a budget, you need to make sure you exclude videos like games.
I even like to exclude mobile sometimes. I feel like when people are on their mobile phones they’re going to a YouTube video they want to watch that’s there and they’re more likely to skip.
But on their desktop, I get higher conversions. So, I’ll turn off my mobile remarketing campaign and just leave it on desktop.
There it is. If you have questions, you can go visit us at Ydraw.com. Feel free to call us. We’d be happy to help you on your video. We’d also be happy to help you set this up.
We’re doing video marketing campaigns all the time and this is just one little aspect of video marketing.