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.

Video Remarketing Strategy For YouTube Ads – Moron Monday

Video Remarketing Strategy For YouTube Ads – Moron Monday

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.

 

 

 

 

 

Video Transcription

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.

We Don’t Read Minds!

When talking with a Project Manager or other Creative here at Ydraw, it is important to help us understand exactly what your company wants.

Otherwise, how can we blow your mind with incredibly awesome and mystical videos?

One of our favorite things is getting to work with heaps of companies with unique brands and differing requests. Unfortunately, working with a wide range of opinions can make it difficult for our team to pinpoint your companies wishes.

It’s true…we are made of stardust and wishes and magical things, but let me tell you a secret…we can’t actually read minds.

I know, weird right?

For years, we have been diligently looking for a mind-reading crystal ball and unfortunately haven’t found one yet. But…we haven’t given up hope just yet, so we will let you know when that happens!

Until then…

It’s important that we continue to ask lots of questions and paramount that you and your team clearly communicate your wishes.

If you don’t know what you want, and we don’t know what you want, we’re just shooting in the dark. And although our accuracy is near perfect… we aren’t quite there yet.

Listen, we do this all day every day, so trust us when we say we don’t get our feelings hurt. We love working with diverse companies and that is why we have made our process collaborative and flexible.

So be raw, be truthful and communicate clearly.

By the way…

We are POSITIVE that if we did have a crystal ball, it would tell us that YOU ARE FULL OF MAGIC!!

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