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.

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?

Your 2018 Video Marketing Budget: Use It Or Lose It!

We’re coming up on the end of the year, folks! It’s time to look back on your company’s marketing expenditures, evaluate your results and begin planning for the year to come.

But wait, not so fast!

Though it’s always important to look ahead don’t forget to follow through with 2018’s marketing campaigns and finish the year out with a video-marketing bang!

Most companies slow their marketing efforts as the year-end approaches. By consciously doing the opposite of this common trend, you can gain a competitive edge to break away from the pack by keeping your marketing push strong right up until the 2019 ball drops.

 

Top 3 reasons to for beefed-up fourth quarter marketing:

  1. Spending Deadlines:It ain’t over, till it’s over.

As the year comes to a close, some departments may locate excess budget floating around. With the “use it or lose it” policy found in most organizations, department managers are looking for opportunities to spend these additional dollars.

Don’t let your department get passed up. Be vocal and visible with your video campaign ideas just in case these other departments are looking for ways to spend their dollars.

Stay on top of your marketing efforts. This includes value-based bullet points that highlight achievable results in the current year and extending into the next year. Being organized and keeping your campaigns rolling forward can help justify last minute marketing purchases.

  1. 2019’s Budget:Spend More Now= Get More Later.

Now is the time when many companies start kicking off their budgeting efforts and mapping out spend for next year.

During this time, department heads are looking for ways to get the biggest bang for their budgeting buck.

This also makes now a good time to use the current year’s budget to get a head start on next year’s campaigns… think ahead by producing next year’s content NOW!

  1. Marketing Momentum:Stay Visible To Your Audience.

Don’t let preparations for a busy first quarter make you invisible to your customers during the Holidays.

This is the most wonderful time of the year, where they are programmed to spend some serious $$$. Keep your products and services in view with some fresh videos.

Ongoing communications is key to creating leads and keeping your target prospective customers engaged.

 

Video and Marketing Are A Match Made In Heaven

If you want your message to find it’s way in front of a set of eyeballs and a pair of ears, the proof of video’s prowess is in the statistical pudding:

  • 75 Million people in the U.S. watch online videos everyday.
  • Merely mentioning the word ‘video’ in an email subject line, the click-through rate increased by 13%.
  • Nearly 50% of all video is watched on a mobile device.
  • By 2019, internet video traffic will account for 80% of all consumer Internet traffic
  • Videos up to 2 minutes long get the most engagement.

 

Create Videos Now

These forgotten fourth quarter months can be the prime time to wrap up 2018 with a video that will create a buzz leading into the new year while also increasing your spend that may lead to more funding for the future!

Creating new content can ensure ongoing communication with your audience while building and maintaining brand recognition. This constant buzz breathes life into your value proposition, year round.

 

2018 Budget: Use It Or Lose It… Create With Ydraw And Market Strong All Year Long

Confessions from a Project Manager

Here at Ydraw, we work with amazing people every day, from all over the world, to create awesome videos.

Our completely custom videos are perfect for companies, because we can create EXACTLY what they need. From the scripting, to the choice of art style, to your voiceover selection, to our custom music composer, everything is tailored to our customer’s needs.

Since each video is entirely unique, it requires both parties to be equally invested and provide timely feedback. COLLABORATION IS KEY! This can be both a blessing and a curse.

One of the biggest challenges we run into when creating videos is understanding each parties’ roles in the project. We rely on the client to provide the information needed for us to understand their product or service, and in return, ask our clients to trust us when it comes to creating the best content for them.

Sometimes clients will focus in on one minor detail that has little or no impact on the overall messaging of the video, and can eventually lead to an experience or end product that isn’t so spectacular.

For instance, have you ever looked at a word so many times that you convince yourself it’s spelled wrong? The more your stare at it, the weirder it looks… even though it was right from the beginning. This can happen when creating content.

When creating videos, we notice this problem in the artwork phase. For example, a client will get so hung up on the color of “Mary’s shirt”, and before you know it, they’ve convinced themselves that their ENTIRE video is a failure, because absolutely NO ONE is going to understand or even watch the video, if her shirt is red, and NOT blue…

Sounds dramatic… but we see examples like this happen with our clients often.

We completely understand that these projects, these videos, are as important as your first born child! You have a lot of pressure to produce an amazing product, but it’s imperative to remember to step back and focus on the overall message of your video.

So if the color of Mary’s shirt isn’t the most important part to creating a successful video… then what is?

The message!

First, you want to establish your message. Keep it clear and concise! Second, ensure that your content helps to portray that message.

 Don’t know where to start? The good news is that Ydraw can do it all for you!

(and don’t worry.. if you want Mary’s shirt to be blue, we’ll make sure it’s the prettiest blue you’ve ever seen.)

The Conceptual Creative Process

The Conceptual Creative Process

 

If you fail to plan, you plan to fail. Take any man-made wonder for example. The Great Pyramids, Eiffel Tower, Empire State Building, Sistine Chapel etc… all of these remarkable accomplishments had to be mentally and visually created before being accomplished. In other words, someone had to think these things up before they were made. I believe any artist, whether they be sketching or preemptively visualizing, goes through a conceptual creative process. The world literally looks the way it does today because of this process being successfully actualized through creators minds over the course of thousands of years.

Not in all cases, but in most, the success of any art form is derived heavily from the conceptual creative process. This is why this process is so critical when trying to create an effective end result, whether that be constructing a building or styling someone’s hair. Whenever I start a new visual project, I like to do several things. First I like to sit down and brainstorm ideas, often times with the client. This helps me gain a better understanding of what needs to be included in the final product. Sometimes clients aren’t sure what they want so be prepared with visual ideas and be sure to ask lots of questions. Second I like to add fuel to the “creative fire” by gathering and absorbing materials that inspire me. For example, listening to music and gathering ideas from other types of media. Everyone is inspired by different things so this may be different for everyone.  And third, I usually create a rough storyboard containing visuals and descriptions of what I plan to create.

These three things are in no way an exhaustive list, every creator is different. However, at Ydraw we have found this process to work really well for our videos. As you start the creative process you may discover that some steps work better for you than others so make sure to experiment and find what works best for you.  However you may decide to carry out your own conceptual creative process, do it! By taking the time to plan out your next creation beforehand, you will increase the effectiveness of the final product.

Written by Brenden Nelson -Ydraw Video Animator