How To Measure The Sales Impact of Your Videos (3 Focus Points)

How To Measure The Sales Impact of Your Videos (3 Focus Points)

Get Instant Access To Our Pricing Page. Fill out the form below.

Why You Need An Explainer Video (3 Compelling Reasons)

Why You Need An Explainer Video (3 Compelling Reasons)

Explainer videos are short, concise videos designed to explain an idea or system using animation. Through artwork, any concept can be presented in an engaging way and then easily understood. Political processes, scientific methodology, innovative business models, and everything in between can be brought to life through a well-made explainer video.

Hundreds of thousands of companies have commissioned them over the last decade to help deliver messages in an appealing way. Have you put marketing dollars toward an explainer video? If not, you should. Here are three reasons why.

Video is King

There are business owners out there who think the one effective thing they’re supposed to do to engage with their audience is upload a written blog to their site every so often. This is certainly better than doing nothing. But the fact is that video is THE most consumed type of content. Did you know YouTube gets more visitors in a day than Facebook? Today, video is king. It’s what people prefer. And if all you’re doing is creating written content and nothing else, you’re not doing what’s most effective.

When potential customers are visiting your site for the first time, there needs to be a quick video on your landing page explaining precisely what you want them to know. A 2015 Google poll showed that over half of internet users feel more comfortable with websites that have instructional video content. This is because video content helps to legitimize your company, in addition to effectively delivering your message. By the way, the same study showed that the probability of someone buying an online product goes way up if they watch a video about it first.

Nothing is More Effective

Explainer videos are fantastic at catching attention quickly and retaining it. A Forbes study last year concluding that 4 seconds is all you have to engage someone before they click away. This is why well over half of all sharing on social media is video. Why do explainer videos catch attention so well? Because animation is less predictable and more appealing than live footage which makes it more intriguing from the get-go.

Animated explainer videos also have an incredible charm about them. Using visual thinking and metaphors, topics come to life effortlessly in a fun and engaging way. People love them. Plain and simple.

ROI

But the real reason why you need an explainer video is because of the tremendous ROI. Companies who don’t employ video marketing grow more than 50% slower than those that do. A recent study from Adobe polled a large number of marketing professionals. Over half of them said that video has the best ROI compared to any other type of content they roll out.

Conclusion

There’s no reason why an explainer video wouldn’t help what you’re trying to accomplish. Especially if what you’re doing involves complicated process or new ideas. If that describes you, contact us and let’s talk.

We’ll Leave You With This

In the early days of Dropbox, their first huge boost came from an explainer video. Within a year of posting it, their revenue increased by over $50 million. Their user count increased by over 10 million. All directly traced to their decision to create and publish an animated explainer video. Sit on that for a while.

read more
How To Measure The Sales Impact of Your Videos (3 Focus Points)

How To Measure The Sales Impact of Your Videos (3 Focus Points)

If you’re spending marketing dollars on video content, good job. When done right, video content achieves incredible ROI. But just having Ydraw create an awesome video for you and then setting it free on the internet would be unwise. You need to track what it’s doing. What kind of impact is it actually having on your sales? How can you use that data to influence future decisions inside your organization?

Conversion Rate

First of all, you need to track the conversation rate. How many people are taking the action you want them to after watching your video? If the percentage is lower than you expected, you’ll need to do some research. Maybe your call-to-action isn’t as compelling as it needs to be. Perhaps your target audience isn’t being found because you’re not using the right platform. These are only two of the who-knows-how-many reasons for your video’s performance. Dig in and get the data.

On the flip side, if the conversation rate from your video is good or better than good, find out why. Do research on what’s causing it to work so well so you can replicate those things in other areas of your marketing – including future videos.

Engagement Rates

Next, you need to measure engagement rates. Use analytics and software to get your answers. What percentage of viewers are watching the whole thing compared to how many are clicking away before it’s over? Is there a particular moment in the video that has the highest clickthrough rate? How many likes, shares, and subscribes is the video producing? Depending on your video host, there are many more helpful metrics you can track.

If your engagement rate is low, then you’ve got some figuring out to do. Video comment sections can be a helpful way to learn what people think about it. If there’s a pattern in the negative feedback, that should allow you to pinpoint some of the issues. Don’t be afraid to engage with customers directly and ask questions, whether via email or right there in the comments.

And, just like we mentioned above, if your engagement rate is awesome, do similar research to make sure that you understand what’s working. You’ll want to implement these practices in future marketing efforts.

Vanity Metrics

Do your best not to be fooled by vanity metrics. What are vanity metrics? These are things like the number of comments, likes, and views a video is getting. The reason we say not to be fooled by them is that even though those things generate excitement for you, a lot of times they don’t correlate to increased sales.

We’re not saying that more views are always disconnected from sales. You’ll have way more conversion opportunities the more views you get. You may just need to do a little optimizing. Revisit how the video is placed on the page, the video’s size, and its thumbnail image. It’s common to do a lot of experimenting with these types of things to find out what generates the best results.

Conclusion

Don’t make the mistake of failing to monitor the impact of your marketing dollars. You’re wise to spend them on video content. But just because video content has a historically high ROI doesn’t mean you don’t need to monitor it. If you aren’t already, get in the habit of viewing the analytics behind your videos to maximize their impact. Don’t try and let the video do all the work. Lead and guide it to generate the most sales possible.

read more
Why Animated Videos Are Perfect For Social Media Marketing

Why Animated Videos Are Perfect For Social Media Marketing

Animated videos work wonders for social media marketing.

How? First off, remember what the 5 goals of social media marketing are: (1) increase brand awareness, (2) enhance public relations, (3) build a community of advocates, (4) research and development, and (5) driving sales and leads.

Animated videos address each one of these goals perfectly.

1. How Do Animated Videos Increase Brand Awareness?

An engaging animated video with your brand’s colors and logo woven throughout sticks in people’s brains nicely. The video delivers an extra-potent dose of memorability where your brand is concerned. It’s much easier to remember a particular brand if it’s associated with fun visuals as opposed to a stand-alone logo on a landing page or an article full of text.

Using animated videos also sets you apart from the ocean of business Facebook pages that are constantly posting uninteresting company photos and updates. If you’ve got a compelling animated video that autoplays on a person’s feed, chances are they’re gonna watch it. This will make your brand more interesting than your competitors.

2. How Do Animated Videos Enhance Public Relations?

A high-quality animated video shows that you’re serious about delivering your message efficiently. It shows the public that you care about being understood. Even fun or silly videos add an element of legitimacy and professionalism to your brand.

Also, social media is where you find the most accurate info regarding how the public feels about your company. Browsing comments from a meme you shared off someone else’s page is fine. But when you have original, animated content, the percentage of positive feedback is higher. Animated videos leads the public to view your organization as stable and confident.

3. How Do Animated Videos Build A Community of Advocates?

When someone shares your video, a seed of loyalty is planted. That action proves it spoke to them to the point where they wanted others to experience what they did. Whether your animated video made them laugh, cry, or think, them sharing it is a sure bet that you’ve stuck in their brains. This is the first stage of brand loyalty.

Animation has a way of making people feel comfortable. Helping your audience feel comfortable with your business is an important step toward turning them into an advocate.

4. How Do Animated Videos Promote Research and Development?

One of the best things about using videos in social media marketing is how easily traceable they are. You can combine the analytic data of both Facebook and the video hosting platform for your benefit. This makes gathering data and putting it to future use so easy.

There’s also evidence suggesting that for businesses, short, animated videos receive more engagement than live action ones. This is because the nature of animation allows complex ideas to be more easily explained. More engagement means more data which leads to more refined processes.

Plus, they’re cheaper to produce than live action videos. This leaves you with more marketing dollars to make more videos or put toward further research and development.

5. How Do Animated Videos Drive Sales and Leads?

Animation is less likely to come across as intrusive marketing. This means that viewers are more likely to get hooked within the first few moments and watch the whole thing. This does wonders for conversion rates.

Why are they less intrusive? Because animated videos are fun, even when they’re talking shop. Being entertained and persuaded at the same time is an age-old marketing tool, and it’s all over social media. Animated videos exude an element of fun, making the purchase more appealing.

There’s also something nostalgic about animation, and nostalgia is huge in our culture right now. It’s a very effective marketing tool, and animation is a great way to tap into that.

Conclusion

If you feel like your social media marketing is lacking and you haven’t commissioned an animated video of some kind, we highly recommend you consider it. It’s worked wonders for our clients’ social media efforts. There’s no reason it won’t work for you.

read more
Stories Businesses Need to Tell – Moron Monday

Stories Businesses Need to Tell – Moron Monday

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...

read more

WORDS ARE THE ULTIMATE MARKETING WEAPON

By filling your marketing quiver with smart, sentence arrows, you’ll be able to deliver direct hits to your target audience. Certain words and phrases can enable you to connect with audiences and spur them to take action. For email marketers, the importance of using...

read more

Get Instant Access To Our Pricing Page. Fill out the form below.

Why You Need An Explainer Video (3 Compelling Reasons)

Why You Need An Explainer Video (3 Compelling Reasons)

Explainer videos are short, concise videos designed to explain an idea or system using animation. Through artwork, any concept can be presented in an engaging way and then easily understood. Political processes, scientific methodology, innovative business models, and everything in between can be brought to life through a well-made explainer video.

Hundreds of thousands of companies have commissioned them over the last decade to help deliver messages in an appealing way. Have you put marketing dollars toward an explainer video? If not, you should. Here are three reasons why.

Video is King

There are business owners out there who think the one effective thing they’re supposed to do to engage with their audience is upload a written blog to their site every so often. This is certainly better than doing nothing. But the fact is that video is THE most consumed type of content. Did you know YouTube gets more visitors in a day than Facebook? Today, video is king. It’s what people prefer. And if all you’re doing is creating written content and nothing else, you’re not doing what’s most effective.

When potential customers are visiting your site for the first time, there needs to be a quick video on your landing page explaining precisely what you want them to know. A 2015 Google poll showed that over half of internet users feel more comfortable with websites that have instructional video content. This is because video content helps to legitimize your company, in addition to effectively delivering your message. By the way, the same study showed that the probability of someone buying an online product goes way up if they watch a video about it first.

Nothing is More Effective

Explainer videos are fantastic at catching attention quickly and retaining it. A Forbes study last year concluding that 4 seconds is all you have to engage someone before they click away. This is why well over half of all sharing on social media is video. Why do explainer videos catch attention so well? Because animation is less predictable and more appealing than live footage which makes it more intriguing from the get-go.

Animated explainer videos also have an incredible charm about them. Using visual thinking and metaphors, topics come to life effortlessly in a fun and engaging way. People love them. Plain and simple.

ROI

But the real reason why you need an explainer video is because of the tremendous ROI. Companies who don’t employ video marketing grow more than 50% slower than those that do. A recent study from Adobe polled a large number of marketing professionals. Over half of them said that video has the best ROI compared to any other type of content they roll out.

Conclusion

There’s no reason why an explainer video wouldn’t help what you’re trying to accomplish. Especially if what you’re doing involves complicated process or new ideas. If that describes you, contact us and let’s talk.

We’ll Leave You With This

In the early days of Dropbox, their first huge boost came from an explainer video. Within a year of posting it, their revenue increased by over $50 million. Their user count increased by over 10 million. All directly traced to their decision to create and publish an animated explainer video. Sit on that for a while.

read more
How To Measure The Sales Impact of Your Videos (3 Focus Points)

How To Measure The Sales Impact of Your Videos (3 Focus Points)

If you’re spending marketing dollars on video content, good job. When done right, video content achieves incredible ROI. But just having Ydraw create an awesome video for you and then setting it free on the internet would be unwise. You need to track what it’s doing. What kind of impact is it actually having on your sales? How can you use that data to influence future decisions inside your organization?

Conversion Rate

First of all, you need to track the conversation rate. How many people are taking the action you want them to after watching your video? If the percentage is lower than you expected, you’ll need to do some research. Maybe your call-to-action isn’t as compelling as it needs to be. Perhaps your target audience isn’t being found because you’re not using the right platform. These are only two of the who-knows-how-many reasons for your video’s performance. Dig in and get the data.

On the flip side, if the conversation rate from your video is good or better than good, find out why. Do research on what’s causing it to work so well so you can replicate those things in other areas of your marketing – including future videos.

Engagement Rates

Next, you need to measure engagement rates. Use analytics and software to get your answers. What percentage of viewers are watching the whole thing compared to how many are clicking away before it’s over? Is there a particular moment in the video that has the highest clickthrough rate? How many likes, shares, and subscribes is the video producing? Depending on your video host, there are many more helpful metrics you can track.

If your engagement rate is low, then you’ve got some figuring out to do. Video comment sections can be a helpful way to learn what people think about it. If there’s a pattern in the negative feedback, that should allow you to pinpoint some of the issues. Don’t be afraid to engage with customers directly and ask questions, whether via email or right there in the comments.

And, just like we mentioned above, if your engagement rate is awesome, do similar research to make sure that you understand what’s working. You’ll want to implement these practices in future marketing efforts.

Vanity Metrics

Do your best not to be fooled by vanity metrics. What are vanity metrics? These are things like the number of comments, likes, and views a video is getting. The reason we say not to be fooled by them is that even though those things generate excitement for you, a lot of times they don’t correlate to increased sales.

We’re not saying that more views are always disconnected from sales. You’ll have way more conversion opportunities the more views you get. You may just need to do a little optimizing. Revisit how the video is placed on the page, the video’s size, and its thumbnail image. It’s common to do a lot of experimenting with these types of things to find out what generates the best results.

Conclusion

Don’t make the mistake of failing to monitor the impact of your marketing dollars. You’re wise to spend them on video content. But just because video content has a historically high ROI doesn’t mean you don’t need to monitor it. If you aren’t already, get in the habit of viewing the analytics behind your videos to maximize their impact. Don’t try and let the video do all the work. Lead and guide it to generate the most sales possible.

read more
Why Animated Videos Are Perfect For Social Media Marketing

Why Animated Videos Are Perfect For Social Media Marketing

Animated videos work wonders for social media marketing.

How? First off, remember what the 5 goals of social media marketing are: (1) increase brand awareness, (2) enhance public relations, (3) build a community of advocates, (4) research and development, and (5) driving sales and leads.

Animated videos address each one of these goals perfectly.

1. How Do Animated Videos Increase Brand Awareness?

An engaging animated video with your brand’s colors and logo woven throughout sticks in people’s brains nicely. The video delivers an extra-potent dose of memorability where your brand is concerned. It’s much easier to remember a particular brand if it’s associated with fun visuals as opposed to a stand-alone logo on a landing page or an article full of text.

Using animated videos also sets you apart from the ocean of business Facebook pages that are constantly posting uninteresting company photos and updates. If you’ve got a compelling animated video that autoplays on a person’s feed, chances are they’re gonna watch it. This will make your brand more interesting than your competitors.

2. How Do Animated Videos Enhance Public Relations?

A high-quality animated video shows that you’re serious about delivering your message efficiently. It shows the public that you care about being understood. Even fun or silly videos add an element of legitimacy and professionalism to your brand.

Also, social media is where you find the most accurate info regarding how the public feels about your company. Browsing comments from a meme you shared off someone else’s page is fine. But when you have original, animated content, the percentage of positive feedback is higher. Animated videos leads the public to view your organization as stable and confident.

3. How Do Animated Videos Build A Community of Advocates?

When someone shares your video, a seed of loyalty is planted. That action proves it spoke to them to the point where they wanted others to experience what they did. Whether your animated video made them laugh, cry, or think, them sharing it is a sure bet that you’ve stuck in their brains. This is the first stage of brand loyalty.

Animation has a way of making people feel comfortable. Helping your audience feel comfortable with your business is an important step toward turning them into an advocate.

4. How Do Animated Videos Promote Research and Development?

One of the best things about using videos in social media marketing is how easily traceable they are. You can combine the analytic data of both Facebook and the video hosting platform for your benefit. This makes gathering data and putting it to future use so easy.

There’s also evidence suggesting that for businesses, short, animated videos receive more engagement than live action ones. This is because the nature of animation allows complex ideas to be more easily explained. More engagement means more data which leads to more refined processes.

Plus, they’re cheaper to produce than live action videos. This leaves you with more marketing dollars to make more videos or put toward further research and development.

5. How Do Animated Videos Drive Sales and Leads?

Animation is less likely to come across as intrusive marketing. This means that viewers are more likely to get hooked within the first few moments and watch the whole thing. This does wonders for conversion rates.

Why are they less intrusive? Because animated videos are fun, even when they’re talking shop. Being entertained and persuaded at the same time is an age-old marketing tool, and it’s all over social media. Animated videos exude an element of fun, making the purchase more appealing.

There’s also something nostalgic about animation, and nostalgia is huge in our culture right now. It’s a very effective marketing tool, and animation is a great way to tap into that.

Conclusion

If you feel like your social media marketing is lacking and you haven’t commissioned an animated video of some kind, we highly recommend you consider it. It’s worked wonders for our clients’ social media efforts. There’s no reason it won’t work for you.

read more
Stories Businesses Need to Tell – Moron Monday

Stories Businesses Need to Tell – Moron Monday

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...

read more

WORDS ARE THE ULTIMATE MARKETING WEAPON

By filling your marketing quiver with smart, sentence arrows, you’ll be able to deliver direct hits to your target audience. Certain words and phrases can enable you to connect with audiences and spur them to take action. For email marketers, the importance of using...

read more

Get Instant Access To Our Pricing Page. Fill out the form below.

Stories Businesses Need to Tell – Moron Monday

Stories Businesses Need to Tell – Moron Monday

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.

So, we’re going to discuss stories.

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.

HISTORY

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.

 

EXPLAINER VIDEO

Third one is an explainer video.

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.

 

TESTIMONIAL VIDEO

You need testimonial videos.

You need people who will talk about your business, it’s like a case study, or if somebody gets on a camera, that’s good social proof, so you need those.

 

WHY YOU OVER THE COMPETITORS

You need, “why you over your competitors?” I get asked this all the time on sales calls, businesses will say, “hey, Jace, why should I choose you over your competitors?”.

And I just tell them, we have videos that discuss that.

 

TUTORIAL VIDEO

And then, finally, tutorial videos.

When somebody buys your product or service, it’s best if you can give them tutorial videos so they know how to use it.

And then within those you can always ask for referrals. Got it.

 

HISTORY

So let’s talk about history.

Last month I went and spoke at PPAI conference, and it was on video marketing. I always start off with my story, my struggle, my triumph, and then why it matters to them.

Now why do I do this? It’s so that people can look at me and be like, “hey, he’s relatable, he’s been in the dumps, he’s had to overcome some trial stuff like that”.

If you ever go listen to really good speakers, they always start with their story.

Jimmy Fallon, in one of our articles, which I’ll link to this, we talked about the first night when Jimmy Fallon came on the tonight show (I think it’s the tonight show).

All he did was tell the story, he explained where he came from and people loved it.

So you always want to talk about your story.

So when you’re telling the history, tell them where you came from, the struggles, and then how you overcame those struggles, and then why it matters to them.

A video that we just created for Ydraw, I’m going to show you how we did it. Well, I’m just going to show it to you and you’ll get how we did it.

We basically talk about where we started, why it mattered, and then there were stakes at hand.

You have to have some type of stakes in your story. And when I say stakes, that means you have to overcome something.

There has to be an obstacle. If you just go out and say, “oh yeah, I started a company made millions of dollars”, no one really cares.

What they care about is the struggle that it took to start that company.

What were you going to lose? Did you put up all your money? Did you put up everything? And every business out there has stakes.

So, if you’d take a look at Apple, if you take a look at Facebook, the history of all these great companies, they had stakes.

They had something that they were about to lose. They were about to go under. They put all their life on line, stuff like that.

If you go into the movie theaters, every good movie is structured like this.

You have a Star Wars, it starts off with Luke, whose parents die, finds a guide Obi-Wan Kenobi, and he trains him. He overcomes great odds and happily ever after.

And you’ll notice Pixar does the same thing. They have a certain formula that every single one of their movies follow.

 

YDRAW HISTORY

So, I’m going to show you the video that we have, but make sure your company is doing these stories.

Go out there and start off with a history. Tell people (and it doesn’t need to be some big production) how you got started, why it matters, and why it should matter to them.

Tell them what you overcame, and just from doing that, you’re going to get more business. And then also it gives you content to put in front of people.

So, if you have questions on this, we would love to help. We do create scripts for this, we do create videos for this, we’d be happy to help you go to ydraw.com and that is it. Peace.

How To Create The Right Message For You Audience – Moron Monday

How To Create The Right Message For You Audience – Moron Monday

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!


VIDEO TRANSCRIPTION

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.

 

 

 

First off, let’s start with what is a USP?

USP is a Unique Selling Proposition.

If somebody comes to your website, they need to know what it is that you do immediately. It needs to pass the five second test.

If you’re creating a video, they need to know “Hey, what is this video about?”. Don’t go into some long old story before you tell them what it’s about. It’s like a trailer.

But you have to have that unique selling proposition and you should take that unique selling proposition across all your platforms.

It needs to be on your social media page, needs to be on your YouTube page, needs to be on your Instagram.

Whatever it is that you are using to get your message in front of people, you need to have your Unique Selling Proposition there.

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.

 

 

It doesn’t all need to be simple, but if you hit the website, a YouTube Campaign can grow your business.

People hit my website, they know what it is on this page. We create YouTube campaigns.

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.

See you. Peace.

 

Ydraw.com

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How to Run Successful Video Ads – Moron Monday

How to Run Successful Video Ads – Moron Monday

Jace is back to talk all about running successful video ads.

This week, he explains how to use placements, remarketing, keywords, and in-market audiences with YouTube video campaigns.

If you missed last week’s episode click HERE.

 

Video Transcription

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.

 

2. Remarketing

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.

 

4. Keywords

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.

Have a good one. Peace.

What Is Tone and Mood and Why Do They Matter to Your Video?

What Is Tone and Mood and Why Do They Matter to Your Video?

By Erica Schmidt Jabali

According to a Harvard professor, at least 95% of purchasing decisions are made subconsciously – or based on how we feel. We could be influenced by a brand’s commercial, their marketing, brand packaging, and more.

This means simply giving the facts and figures in your video isn’t enough – you have to strike an emotional chord with your target consumer in order to motivate them to act.  (read more here)

This is one reason why we ask in our questionnaire and on our kick-off calls what tone and mood you want in your video.

And, we are usually met with crickets on the other end of the line.

Turns out, for those of us who haven’t been in high school English classes for a long time (okay, a really long time), we might need a little brushing up on our tone and mood skills.

Don’t worry – we got you.

So, sharpen your pencils and sit up straight – because your speed-round refresher course on Tone vs. Mood starts now:

TONE:

Tone is the author’s attitude towards the subject. Remember when your mom used to say, “Don’t you take that tone with me!” Well, she wasn’t wrong – the tone we use in our speech is similar to the tone a piece of writing or voiceover in a video takes.

Here are some examples of videos that use a different tone:

In this video, the client wanted a confident, inspirational, educational tone:

 

Whereas in this video, the client asked for a relaxed, fun, beachy vibe, so our fan-favorite, chameleon of a voiceover talent, Dawson, actually used a surfer accent to achieve this goal

 

 

In this video, we wanted to replicate that infamous movie trailer voice to give it that movie trailer tone:

 

 

So, in short, tone is the inflections used by the voiceover in order to communicate how they feel about the subject.

Our VO talents are pros at taking a script and inferring the tone that it is trying to convey.

WHY THIS MATTERS:

You know your target customer better than anyone. You know what they like and don’t like. You know what their interests are, maybe their demographics, and even their buying patterns.

So, how do you think this person wants to be talked to?

Do they want that warm, motherly tone that says, “I’m here for you…”? It might end up sounding a little bit like this:

 

 

Do you want a fast-talking, witty, lightning speed commentary like this one?

 

 

The tone you choose for your video should be directly related to how your target consumer wants to be talked to.

 So, when deciding the tone for your video, consider the following questions:

  1. What prior marketing campaigns have been the most successful and what tone did they take?
  2. What type of tone will your target consumer be most responsive to?
  3. What tone will best represent your vision for your business and how you want to be perceived?

Try to think of three key words to describe this tone.

Excellent. Now that you have your tone figured out, let’s move on to mood:

MOOD:

 This is how the viewer will feel after watching your video.

For example, this client focuses on food kits for emergencies:

 

How did this video make you feel? That’s the mood of the video.

Our goal was to create a feeling of urgency, to make you feel that you need this product in order to be prepared and protect your family.

You need to think about the mood because you want to have that target in mind when writing your video.

For example, if you want your viewer to feel emotionally moved and compelled to act, then you’ll want to write the video with that goal in mind – and anything that does not compliment this mission has to be cut.

Sometimes, it can be painful to make cuts or reduce a video script to get it to a certain time – but if you think about all of your choices through the lens of – what will make my target consumer feel [x, y, z] – then it becomes much easier.

Since we know that people make most of their purchasing decisions based on how the branding or marketing makes them feel- then selecting the most appropriate tone and mood for your video becomes imperative.

WRAP IT UP:

  • The tone is the author’s attitude in the video and the tone of the VO and the script writing will communicate this
  • The tone creates the mood that your viewer will feel
  • With most purchasing decision made based on emotions – how you make your viewer feel is very important
  • Consider your target tone and mood carefully when preparing for your kick-off call!

There you have it. Everything you needed to know about tone and mood.

We hope this helps as you prepare for the scripting process. We’re here to help and hope to make the process as easy on you as possible.

Please reach out with any questions. We can’t wait to work with you!

The 411 on Social Media and Video Marketing

The 411 on Social Media and Video Marketing

This past week we shipped off two of our Project Managers (Kristen and Lexa) to Miami to teach Estheticians about how they can be using social media and video marketing to grow their business. Here’s a quick run down of what they shared!

 

 

 

 

 

 

 

 

 

 

WHY should you be using video in your marketing plan? And HOW should you be utilizing your social media?

Let’s start with video

Let’s be honest, people are lazy these days and don’t care to read a bunch of information. This is where video comes in. Getting them to click play is a much easier task, than getting them to read paragraphs of information. BUT there are things you need to consider when creating a video to use.

For example, our attention spans are down to a record low and we have 5 seconds, yep you heard me…5 SECONDS to grab our viewers attention. This means you SHOULD NOT UNDER ANY CIRCUMSTANCE start with branding. You don’t need an opening title that has your logo, or anything like that. If you choose to do that, before you know it your 5 seconds have passed and your potential customer is long gone. Instead, you’ll want to jump into your subject right away.  Then proceed to EDUCATE your audience. More education, and less promotion. Try to focus your content on your CUSTOMERS needs. What do THEY want to see, and how can YOU help THEM. Solve their problems and they’re a customer for life. Try to stay away from only talking about your company, and how great you are. Your content should speak for itself.

Not sure where to start when it comes to implementing video? Here’s some advice.

Create a library of the following types of video:
1. 3 WHY Videos (1 minute each)
-Share WHY you are doing what you are doing
-Start with 3 60 second videos
2. 3 HOW Videos (1 minute each)
-Share educational videos
-Start with 3 60 second videos
3. 3 ALL TO ACTION Videos (1 minute each)
-Share promotional videos with a call to action at the end

Tip: Check out what your competitors are doing and then think like your customer…what would YOU want to see if you were them.

Okay, so you’ve created your video library, but now what?

RUN VIDEO AD CAMPAIGNS! This is an amazing tool that not enough people are taking advantage of. Through video ads you can get your video in front of your ideal client. This kind of marketing is genius. You can determine your audience by selecting the location, age group, gender, languages, demographics, interests, behaviors, and more. Now if we are being honest here (and we always are), anyone can set up an ad campaign but they require trial and error to determine how to best utilize them. If you have the budget, hire a professional (spoiler: that’s us, we are the professionals). They’ll be able to better track what is and isn’t working for you, so that they can adjust your campaigns.

Moving on to social media

When somebody comes to your page, it’s important that we immediately draw them in and give them a reason to click “follow”. You don’t want them to be confused about who or what they are following.

4 THINGS TO INCLUDE IN YOUR BUSINESS BIO:
WHO: Who you are/company name.
WHAT: What you do. State the products/ services you offer.
CALL TO ACTION: Website, booking site, etc.
OFFER: Discount code, link to tutorial, etc.

 

Keep in mind what the goal is. We want to use social media to grow and showcase our business and what we have to offer. Don’t show your personal life, what your eating, etc. This doesn’t create value or give your follower a reason to stick around.

Other things you can be doing with your social media:
-Create a personalized hashtag to use on your posts
-Post on your story
-Share customer testimonials
-Create videos to share on IGTV
-Tell your customers/clients to share your product/service on their social media and offer them a discount for any referrals (People want social proof)
-Repost content that your customers/clients share
-Utilize your highlight stories (Share things here that answer your FAQs. This will help make it so you don’t have to answer the same questions all of the time
-Interact with others from your profile (reply to comments/questions you get, comment on other accounts, etc)
-If applicable, use influencers to help spread the word about your business

Other important factors:
-DO NOT post a bunch of stock images/graphics. Be creative and authentic with your posts.
-Produce content that sets you apart from your competitors.
-BE CONSISTENT: Whether its posting weekly or daily, make sure that your profile is up-to-date so people know you are serious about your business.

 

So the question of the day is what can YOU do to better your social media and video marketing game?