4 Questions You Must Answer to Succeed on YouTube in 2019

4 Questions You Must Answer to Succeed on YouTube in 2019

Owen Hemsath, better known as consultant and speaker Owen Video, joins the Social Pros Podcast to discuss all things video strategy and YouTube.

In This Episode:

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Full Episode Details

Focusing Your Video Strategy

These days, no one is arguing that a video strategy is one of the most important aspects of your overall marketing strategy. Video puts your business in front of your customers in a far more personal and dynamic way than any other media.

According to Owen Hemsath, your video strategy should go well beyond creating another form of “buy this now” communication. From polished videos that educate and help your customers solve problems to rough live videos giving an up-close look behind the curtain, videos help give a real face and voice to your brand.

Don’t just create video for video’s sake, however! Take some time to understand your audience and what you can do to help them. A successful video strategy should keep your customers as the focus, benefiting them and deepening the relationship they have with your business—and elevating your brand in the process.

In This Episode

  • How to create a successful YouTube ad campaign.
  • Why you should have separate video strategies for Facebook and YouTube.
  • How to set up your live videos to repurpose later.
  • Why you need a multi-structured strategy for your YouTube channel.
  • How to refresh your most successful content on YouTube.

Quotes From This Episode

“Know who you’re marketing to and your purpose. What is the call to action? What is it you want people to do?” — @owenvideo

“My message to brands is to look at creating a live video show.” — @owenvideo

“We use awareness content to create massive retargeting lists of pre-qualified people.” — @owenvideo

Resources

See you next week!

Influencer Marketing Mistakes Great Brands Don't Make

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Episode Transcript

Jay Baer: Hey everybody, it's Jay Baer from Convince and Convert and this is the Social Pros Podcast. Adam Brown, the executive strategist from Salesforce marketing. My special Texas friend is back on the program. We are together again. Adam Brown: Together again, Jay. I've missed you and I know our listeners have missed you, as well, but it's great to be back. And I'll tell you, after today's show, I think we should be charging admission or subscriptions. Jay Baer: Holy cow. Stop listening right now, go make yourself some microwave popcorn and your favorite beverage, and settle in for a heck of an episode here on Social Pros. Owen Video, CEO of Owen Video is our guest. And he dropped some serious, serious advice and counsel on all things YouTube. Adam Brown: We talk channels, we talk platforms, we talk live versus pre-recorded, we talked about the storytelling aspect, the tentacle aspects. So much around video, and as you know better than I Jay, video is so critical to being a social pro. And Owen gave us a master's course in it in about 45 minutes. Jay Baer: For real, guys. I've been doing this for 25 years and I took two pages of notes during this podcast. And that doesn't happen every week, I'll tell you that. Buckle up, ladies and gentlemen. It's Owen Video this week on the Social Pros Podcast. Hey, friends, it's Jay Baer from Convince and Convert. Thanks so much for listening to Social Pros. Before we get into the show in acknowledgement of this week's fantastic sponsor Salesforce at marketing cloud, who delivers to you a terrific free guide called the complete guide to social media for B2B marketers. This thing is jam packed full of goodness, all kinds of research and insights on how to best segment your content in social for B2B, which channels to use how to use advanced social listening in B2B, really good stuff. Grab it at bit.ly/socialB2Bguide. That's bitly/socialB the number 2 B guide, all lowercase, all one word. Also, this week, the show is brought to you by our friends at Tech Smith. They make it so, so easy to create professional images, professional videos. They make tools like Snag It and Camtasia, both of which I use literally every day. And Camtasia, I'm using as we are saying this. Everybody can create custom screenshot, custom screen cast, custom videos. You don't have to be a designer, you don't have to have a ton of experience. Communicating with screenshots in video is seriously easy. I mean, easy with Tech Smith and their products, and for you, listeners of Social Pros. You get 10% off when you buy the Camtasia and Snag It bundle. Go to techsmith.com, use the promo code SOCIALPROS. Techsmith.com, promo code is SOCIALPROS, and enjoy your 10% off. You're gonna love it. Now, this week's Social Pros Podcast. Hey, everybody, welcome back to Social Pros. It is Jay Baer this week on the program Owen Video. CEO of Owen Video, video strategist and all around video advice and counsel genius. Owen, thanks for being on the program. Owen Video: Hey, I'm so pumped to be here with both of you guys and I'm ready to bring the fire today. Adam Brown: All right. Jay Baer: Let's do it. We're gonna bring some fire. Have you always been a video guy or were you like, "Hey, I'm going to be a marketer, a communicator and then video evolve." And so you went into video or have you always thought from Jump Street video was it. Owen Video: Yeah, it's 1989 and it's Christmastime, Long Beach, California. I'm nine years old, there's two big presents under the tree. Big, working class family, didn't have too much money. Two big present under the tree, a video camera and a Nintendo. So it's one of these big shoulder mount, VHS recorders and you put the whole tape in the thing. So I play Nintendo for about 15 minutes, but I played with that video camera for 15 years, stop motion, Lego animation, comedy sketches in high school. So I've always been a video guy and it was with marketing that I found out that I can really make my biggest impact. And enjoying the work that I do because I wanted to be a newscaster and that crumbled under the duress [crosstalk 00:04:16] Jay Baer: Still not too late. Owen Video: Thank you for that encouragement. I'll check it out. Jay Baer: It's funny. You think about now with Twitch, if you just could've videoed yourself playing Nintendo, you could've been way ahead of the game. Owen Video: Mario World 3, let me tell you, I would've dominated those flying turtles. If only I'd seen the trend, but you mentioned Twitch. I am so excited about Twitch. Here it is, it's been underneath the surface, and it's blossoming and ready for harvesting. That's definitely a platform to be paying attention to. Jay Baer: Such a smart buy, and for what will go down as a really low price. It will be their version of the Instagram purchase where people thought, "Man, that's a lot of money for something a lot of people don't use." And then all of a sudden, you fast forward five years, like, "Holy cow, was that a bargain." Owen Video: Yeah. I've got a good friend over in Australia. She has a cooking show. It's a cooking show she runs on Twitch. And that's placed her on cable TV, it's placed her in all sorts of different media sponsorship packages and all sorts of great stuff. Twitch is exciting. Adam Brown: I was watching Twitch actually last night as we recorded this with my seven year old and saw that one of the stream casters was being sponsored by Doritos. And my first question, because wanna hear you talk about the business side of that, one of the things that you answered in our pre-show was the answer question what does your job entail. And I love how you answered this. You said, "I help companies create videos, marketing campaigns that actually, this is mine, convert to new customers." So my question is are you saying that many marketing campaigns on YouTube are not effective, and let's talk about the Doritos one for example? How do you think Doritos is showing value from having those little bugs and sponsoring Twitch stream casters? Owen Video: Yeah, I think it's a wonderful play for Doritos to build awareness for their brand and to really call out their audience. And to say, "Hey, man, we are you." If you're gaming, if you're up at 2:00 AM, and you've got the munchies, we're you're company. And I love the way that they call out their tribe. And they do that using the video talents of other creators. And this is a big move, I think especially for the medium size and the bigger businesses. We have a Fortune 100 company that sponsors a show that we created. So we created this show and we thought, "Hey, this is something that your soccer moms, your stay at home moms can rally around. It won't be about you and your brand, but you're gonna sponsor it." So you're gonna get name play, you're gonna get some brand recognition and acknowledge for bringing this wonderful content into the homes of your customers and your pre-customers. That's very, very important for us. And that campaign supports their on the ground systems, the people that are knocking on doors and saying, "Hey, do you wanna switch over to this company for this reason." And they're thinking, "I've been watching their Facebook Lives, I've been seeing them on YouTube. That's cool, yeah. Let's check them out. Let's try them." So big, big play I think to sponsor content from other creators. But if you're not a Doritos and you're looking to actually get appointments or make more sales, grow your revenue, then your video marketing plan, your YouTube plan, your Facebook plan, whatever it is has to be aligned with your company objectives. And I think what a lot of companies are doing is they're building their company YouTube channel like an influencer, like a YouTube star as opposed to a business using their YouTube channel as a platform for making money. And that's the big switch and that's the switch that I'm trying to be apart of. Jay Baer: How do you mean by that, that brands are creating content that doesn't have a call to action on YouTube or on video and that's the challenge, or that the content on the channel is [inaudible 00:08:13] or not totally relevant to the brand positioning itself? Owen Video: I've seen a little bit of both. I think that the biggest problem that I'm seeing is a heavy, heavy emphasis on production calendars, and making sure that your triggering the YouTube algorithm. And that might be a good play if your play is 100,000 subscribers, if you're building community on YouTube. And these are typically things that we consider in the creator camp. So I'm Pewdie Pie, or I'm a celebrity and I wanna grow an audience, and I get paid off of YouTube Ad Sense. But what if you're selling strollers? I was talking at Social Media Marketing where I was talking to a company. They sell strollers all over the world, hundreds of thousands of strollers every single year. They're struggling on content because they have no idea what they're creating. So this is where you're gonna wanna get into a strategy. And we believe in two main silos that you should be creating. Number one is your content series. What are you doing on a regular basis to engage your audience to say ... So it's like this show, right? Jay Baer: Yeah. Owen Video: This is your weekly ongoing content. I would love to see, by the way, stroller companies out there bring it in. I would love to see a stroller company, by the way, doing a show on safety features and cool new features, and stroller technology. For a family like ours, we had so many kids at one time. Three different strollers in four different years. I would love to see something like that, but what about also the YouTube ad, this is the second silo, that says, "Hey, why not buy our stroller?" That's what's missing, is you've got this great weekly content, but no follow up YouTube ad, pre-roll ad, something that says, "You can buy from us now." And that's the connection that we make. Jay Baer: That's interesting. On those pre-rolls, would you run those only to people who have seen the show. So let's go back to your stroller analogy. A stroller emporium, and I gotta tell you just on the side, my oldest is 20, my youngest is 17. It's been a while since I've been in the stroller game. To me, when I'm in the airport, the technology now of the strollers is frigging bonkers, man. It's like a spaceship, it's like a Tesla stroller. It transformers it down to the size of a lunchbox. What is going on and where was this when I was in the stroller business? Anyway, I sound like, "Get off my lawn," so are you saying that stroller company does weekly stroller reviews, stroller use cases, stroller races, which I think would be the hilarious show, and then they only run the pre-roll to people who have seen an episode of the show? Or does the pre-roll operate parallel and so you're not necessarily only gonna show it to people who have seen the show? Owen Video: Yeah, I think initially, so for one campaign, I would definitely be running the pre-roll ad to the people who have watched the show. Now, that's one marketing list. I think I would also target probably your email list in a separate campaign. I'd probably target your social media visitors, your website visitors in another campaign. So you may be running multiple campaigns with one video, or maybe multiple videos. But yes, absolutely. That's the game plan. So you're creating a weekly content series for your brand and then you're backing it up with an offer that they're actually gonna see in the news feeds. That offer might be YouTube pre-roll ad, but it also might just be, and I don't mean just be, but it also might be an image ad in the Facebook newsfeed. Download a coupon, get my E-book, whatever the case might be. Jay Baer: I'm glad you mentioned Facebook here. You also invoked social media marketing world a few minutes ago. Mike Stelzner, the founder of Social Media Marketing World and Social Media Examiner, will be on the show in a week or two. He announced just a few days ago that he and his team are pulling their series of what I would consider to be video shows or video podcasts off of Facebook and putting them on YouTube. I wanted to get your take on that, Owen, on this idea of Facebook video, which has been much ballyhooed over the last two years versus YouTube video, YouTube of course, has some advantages because when you subscribe, you get a notification when there's a new video, et cetera. But it's a question that a lot of people are asking now and I'd love to get your take on it. Owen Video: Yeah, Mike Stelzner, I'll tell you, a mutual friend. He's a guy that continues to prove why he's such a giant in this space. Major study, he reviews his analytics. He's finding that people on Facebook are only browsing this content very, very quickly. It's a seven minute, 10 minute show, and he's decided to cut that show plus to two other shows. So I think it's a great idea and we have to know where we're placing our video before we place it there. So I wanna make a couple distinctions, number one, between pre-recorded video and live video. So when we talk about long form content, a lot of my tribe is thinking live video. And they're thinking, "Oh, my gosh." In fact, I run a group on Facebook, Video Marketing Mastermind. I'm getting bombarded, "Did you see what SME just did? Should we quit our livestream shows?" And I said, "Guys, listen to what he said. It's not a live show. A live show is great for engagement." Jay Baer: Yeah, it's a video podcast, for the most part. Owen Video: Exactly, and there's a lot of repurposing that can happen there. So that's a different thing. This pre-recorded live. You've gotta imagine Mike makes the analogy of Facebook is like a highway. And people are driving by, they're whizzing by, it's pictures of Grandma, they're looking at this funny vid, NasDaily, Jay Baer's latest posts, all these things. They're gonna watch your video, they're gonna skim by it, and they're gonna go, "That was cool. Seven seconds, I'm in, I've had my fill of that show." And you're sending signals to Facebook that says that you're putting out content that newsfeed doesn't like to engage with. And this can hurt your reach, your organic reach. But let's face it, it's already hurting. It's like my leg muscles after calf day at the gym. I can barely get outside on that organic reach. But you've got another play here on YouTube. So his longer form content is doing well on YouTube, which takes me back to the core point here, you've gotta know the platform you're uploading to. So we suggest a P3 content strategy. A P3, platform, people, and purpose. Know the platform you're uploading to, YouTube is long form, Facebook is gonna be short form and ad space. People, know who you're marketing to and your purpose, what is the call to action, what is it you want people to do. And to track that data for better results with your video. Jay Baer: 3P's. I love pneumonic devices, so kudos for that. I wanna talk about one of the subsets of one of those P's, and that is maybe a T. Hey, look here, we're adding letters, for timing. So I think timing, especially as it relates to live programming rather than pre-recorded and produced content is so important. Time of day, length of time, even how long you wait when you fire up your Facebook Live, YouTube Live, before you actually start to do your programming, when you have warm up act. Love to hear you talk about those things because I know that's really critical to success on either of video, YouTube or Facebook Live. But those are important, yes. Owen Video: Yeah, how about time lapse? If you're a social media manager and big news hits the social media world like Facebook, no longer a great place for long form content. Jay Baer: Google Plus shuts down. Owen Video: Google Plus shuts down, love it. Even better, Jay. Jay Baer: They got more shares on shutting down than they ever got on anything else, which is the great irony of that. The peak of their virality was their obituary, was their most shared content ever. Owen Video: It makes sense. My dating profile went nuts when I announced my marriage. So I don't know if it's the same thing, but it's just something that I'm throwing out there. So it's a great point, so Google Plus is shutting down. You're a social media manager, live video gives you the opportunity to cover that event without too much time lapse, without too much time passing before it's no longer news, which helps to create you and position you as the authority in your field. So timing is huge and I think that brands, a lot of bigger companies, are scared of live because what if they ... Jay Baer: Can't fix it. Owen Video: Yeah, exactly. What if they say something, what if this happens, and whatnot. So it's important, when you're a company like mine, we produce live shows for bigger companies that you have fail safes, you have standards in place, you have SOP's. So if this happens, we do this so you can go live, you can handle a couple flub ups and keep the show rolling in a way that's informative to your guests. And it's an experience and that's what you want. You charge people for stuff. You don't want your only transaction with people to be transactional. You wanna be a part of their lives so that you are the expert they go to when they have questions for strollers, for social media, whatever the case might be, and live video does that. Adam Brown: Follow up on that. When you're creating live content, should you in the back of your mind be thinking about this as recorded content at some point? And are there any tips that you should think about or should you just focus on the matter, and the timing, and the content at hand? Jay Baer: Good question. Owen Video: Yeah, that is actually an incredible question. I'm gonna give you the bell ding. I don't know, hopefully you guys can hear that. Jay Baer: We'll sweeten that in production. Adam Brown: It's like Pavlovian. Yeah, I heard a bell. Owen Video: Yeah, it is. They're drooling right now, folks, is what you can't see. Yeah, okay, so we use an ROS system, an ROS template to create the structure our live shows. And an ROS, I came back [inaudible 00:18:14] TV and a lot of radio production. So the run of the show, step one, step two, step three, step four, and we use that for every show. Now, what we teach in our model is, for example, the opening rant. We model the tonight show thing. So Conan comes out and he does his stand up. Well, we do our show the same way, the business of video podcast. I come out and I do a rant for about a minute and a half, two minutes, and that is aligned with the show, but the rant is also designed to be a minute to two minutes so that we can cut that out. It becomes our short form content on Facebook and it becomes our short form content on Instagram. So the whole live show in general is designed to be cut up and repurposed after the fact so that we can extend the life of that message. Jay Baer: Do you think the biggest problem right now with video is content or production? Are people not getting the mechanics of video creation or they just don't know what to make? Owen Video: Yeah, it's so all over the map. Adam Brown: Where's the bell? Owen Video: That was a good one and here's me trying to get the sound effects in time. Sorry, folks, it's a timing thing. My fingers be slipping. Adam Brown: It's a production thing. Owen Video: Here's the thing. Jay Baer: [crosstalk 00:19:39] it's production. Owen Video: Yeah, people are all over the map, too. I'm seeing these really dramatic, expensive shows with zero message, zero story. Adam Brown: Also, [crosstalk 00:19:50] Owen Video: Yeah, exactly. We followed the conventions of filmmaking, we did that course on filmmaking, but we forgot the course on messaging, we forgot the course on branding and that sort of thing. So I feel like it's all over the place. Here's what my advice would be, rather than picking and pointing which ones are better, I would say you have a nice mix of both. The marketplace has responded. We've seen that portrait style videos shot on your mobile device can do phenomenal things for individuals and for companies. So we should discard the use of on the fly vertical video and then editing it as we need for widescreen spaces and these different things. We've also seen bigger production value things work. The Harmon Brothers, for example, Chamber Media does a lot of this really great high production value stuff. So in your organization, my question to you is where's your balance? Do you have an on staff guy or gal who's your video person? And balancing their skills, helping them refine their skills in the art of production and bringing in someone from your sales team to help them master the message. And that's the role that we play when we work with these companies, is being that intermediary to say, "Look, you've got some great stuff here. Maybe we're over producing it." Right, Johnny? It's like, "Slow down there with the [inaudible 00:21:13] G4X. Calm down, let's just use the mobile device for this one." Finding that balance for your company so that you can continue to create content on a regular basis. That's what's gonna kill you, is you do one good video and you disappear. You've gotta keep showing up. Jay Baer: Yeah, I'm glad you mentioned mobile device. I just finished a large E-book on DIY video for TechSmith, myself, Amy Landino, [inaudible 00:21:37] really, really great piece. And we talk in there about, look, let's not get wrapped around the axle here. For a lot of stuff, you just use your phone. You're better off to make something pretty good than to be like, "Well, we can't make it because we don't have the camera." It's okay, it's gonna be fine. And most video, the reality is most of it's disposable. You don't have an infinite shuffle, so let's not treat it like a Hollywood film production. You don't need a craft service table, and dry ice, and lasers. Just make it good. Owen Video: I Love Lucy, Ethel, they're doing the chocolates on the conveyor belt. Just get the thing wrapped and move it along. Having this, like you said, with your video system where you just have to get it out every Friday at 3:00 PM whatever the state that it's in. This helps you to actually raise your lid on video creation because you're able to say, "All right, in this week, in the same amount of time we only got this much done and next week we'll improve upon that." Jay Baer: I love that point. And then eventually, you'll get faster. It's like Seth Godan would say, just shift the box, just make something and then make it better the week after that. I wanna ask you a question about this Facebook versus YouTube inquiry again. I like the analogy of Facebook being a freeway and you're just zipping by, and your video is an outdoor board for stuckies to go way throwback, whereas YouTube is a little bit more stable. However, the discovery process, or lack thereof is much different. So Facebook, you're pushing video. You're inserting video in theory, somebody's newsfeed using the algorithm, whereas YouTube is a more search generated ... You look for something and then YouTube says, "This is the thing I'm looking for." So does that change the way you title your videos? Does it change the way you handle your SEO and your post production? If you're thinking about somebody has to find this versus I'm pushing it at somebody, what's the ramifications for that? Owen Video: Yeah, that's such a great question. So the adage is YouTube is where you go to find a video, Facebook is where video finds you. And that's the common knowledge, so YouTube is owned by Google, it's the second largest search engine in the world. So people are going to, people like me. I'm almost 40, so I'm not one of those young whippersnappers. I use YouTube as a main source of how to fix the sink, and how to install my TV, and how to cover this hole in the drywall that I put with the Nerf gun. And also how to handle Nerf guns better is another video that I'm currently searching for. Jay Baer: Nerf gun safety is a killer video. Owen Video: Important stuff. So there is a search component to YouTube and a big one. However, the YouTube algorithm, and this is what we talk about at the big conferences, video, Marketing World in Dallas, Vid Summit in LA, which we just came off of. This is the data that we look at. Once you search for a video, so I search for how to do Pinterest like a pro. And I find a video there. What YouTube is gonna do is they're gonna say, "Hey, you watched this video and you engaged with it to some degree. So we're gonna show you more from this provider for a minute. If you don't click on anything there, you're not gonna see that creator in your YouTube suggested feed anymore. So when you're creating content for YouTube, it's important to have a multi structured process. One process is designed to attract new people to your channels, what we call discovery videos. So this is gonna be your how to, your stroller safety, your 101 stuff. What brings someone to the search engine to type for these things. And can you make more than one video on the same basic search term? Just inundate the web with this and maybe you make two to three videos like that a month. They're designed to bring new traffic in. Now, you've got this other piece of content on YouTube that's designed to get people to stay on your channel. So you make this discovery piece, how to do social media marketing, and at the end of that video, you go, "Look, before you guys leave, you watch this video before you leave, you have to watch this one. This is gonna talk about who you need to hire and the systems you need to master for having a good social media campaign." So now, you've got this discovery piece that is leading your viewers to another piece and keeping them on YouTube. YouTube's favorite thing, click through. They love it when you click on a video and you tell them what you like. Facebook tells you what you should like. YouTube loves it when you click through, the love it when you stay on the video. And this is a big difference. Someone goes to the computer to search for something on YouTube knowing they're gonna find a video that's five, to 10, to 20 minutes long. They know that, so we think of it as the family sitting down on the couch, they're ready to watch. Facebook, you're right, it's like the highway. People are zipping by, and they're jamming, and they're all over the place. So you've gotta get in, get out, and hopefully retarget them to YouTube or get them interested enough and treat the two platforms respectfully as you're creating your videos. Adam Brown: So let's say we've taken all of your advice, Owen. So we're creating videos that are awareness, or discovery, onboarding videos. We've got sticky videos that are gonna keep me engaged, maybe get me to hit that subscribe button, maybe hit it twice on YouTube. Let's also say that we're using the different platforms for different things. We're using Facebook for awareness and engagement, we're using YouTube for conversion. I'm curious when you sit down with your clients, how do you set up how you're going to measure the success of this? One of the things you talked a little bit about in our pre-show was a lot of different metrics, views, watch times, live viewers, replay. You even just mentioned click throughs being a really important one for YouTube. How do you reconcile all this and put together a program that the client says, "Yeah, that's gonna work for us and that's what I'm gonna be able to go to my CMO or CEO on." Or if it's a smaller company, how am I gonna rationalize this to myself that this is working, this is driving business. Owen Video: Yeah, phenomenal. So a couple different ways to answer that question. And the first big one is the billboards angle. I say with video, you're in front of your audience for half a penny. If you're doing it bad, you're staying in front of your audience for two pennies a view. And you compare that to driving by a billboard and seeing your brand. So there's a brand awareness thing there that we know 25,000 people saw your content this week. Yeah, they saw this very, very few seconds of it, but it's the same thing as a billboard. It's the same thing in a lot of cases a radio spot. If you can get up to 30 seconds average view time, you're in a really great spot there. Now, that's gonna get you so far because the view campaigns, and this is, by the way, what we call a video sales funnel. This is using video all along the way in a sales funnel process that brings your client to a lead and then nurtures them to sale. So we use awareness content to create massive retargeting lists of pre-qualified people. We know they like your content, we know they saw it. Now, we're sending them ad messages to get them to opt into an offer, number one. Super important. Now, not everybody is fit for an offer. Some companies, they've got a great $27 product and you should start to market that product. It's a lower end product, so it's gonna vary for every company. But in a video sales funnel, we use video to drive our traffic to a lead capture page. This is where you have to be giving something away for free. Maybe it's a coupon, it's an E-book, it's a PDF guide, it's a white paper. It's short, there's brevity there and they can look at it and never have to look at it again. You don't ever want them to have to go back and look at it again. Once you've got their name and email, they go into an email automation sequence. Each of those emails nurtures that viewer to become a sale. And we do that with strategically placed videos inside of that email sequence. So you're conditioning your viewer for you video content. And if you picked up the lead from Facebook, now your email nurture sequence is directing them to YouTube. So you've got them in two different places on two different platforms. You're slowly bringing them up to a place where they can make a sale or, in a lot of cases, set an appointment. With a lot of our service based companies, we try to help them set appointments with their prospects, with their leads. We use an automated calendar system directly into Click Funnels where they can set an appointment. And we use video to tell them what they can expect at that appointment and that sort of thing. Jay Baer: Nice. For that initial YouTube video to get people interested in the channel, do you need to refresh those videos or should you? What's better, a new video or a video that's two years old that has 213,000 views? What's the algorithm thinking there? Owen Video: Okay, so you have a top performing video, you've got hundreds of thousands of views, maybe less even, but it's doing well. The last thing you're gonna wanna do is change the title on that video because changing the title's gonna reindex the video. So we have these brilliant ideas at two o'clock in the morning. I'm gonna take my best video and I'm gonna retitle it something cute. I have this cute idea, and entrepreneurs, we do this. Don't do that. It changes the metadata and it reindexes the video. You could lose everything. But refreshing the video, absolutely. So a lot of YouTubers, what we do is we'll add the word 2018 to the end of a video title. So it's how to generate leads with video 2018. And now, you're dating your videos and creating a silo that you can build on YouTube. And this is essential, that you think about YouTube in a binge watching scenario. YouTube wants you to binge watch, same as Hulu, same as Netflix. Netflix got this whole skip intro thing, so I can watch Cheers for days. YouTube wants you to do the same thing, create series of content, playlists of content. So you've got how to grow on social media 2018, how to grow on social media 2019, how to grow on social media in the future, how to grow on social media in the Midwest, and so on and so forth. And you've got this whole playlist that you could be leveraging to create binge worthy scenarios. So yes, update your content. Put all that content in a playlist so that people can go and watch all of it in one setting and boost the viability of your channel. Adam Brown: Similar question as it relates to live versus replay in terms of what you're seeing, in terms of call to action. Which is better, which is driving more call to action right now? Is that a trick question? Is it related pin, or do you see correlations with live doing some things better than produced or even replay of those live videos? Owen Video: Okay, so we do a lot of webinars, we do a lot of product launches with video. So we have a lot of experience with this. Two years ago, we did a product launch. We had videographers come in here, we staged the home, we did some great stuff. Sales were okay, it was fine. It was fine. We did live video just this last quarter, blew our results away. Having 40 live viewers on your webinar and then moving them all into action right there at that time while you're still doing Q&A, you can actually give a shout out. Jay Baer just joined the course. Welcome, Jay, I'm pumped for you. Adam Brown just bought a course too, that's great. Adam, I'm so glad you're a part of the team. And our next question comes from ... You have this energy there that just doesn't exist in pre-recorded video. So live video converts stronger on the live side, but also on the replay side it converts stronger because that same energy is there, it's just one sided now. So you're live, and here's Molly Brown, and Molly Brown never leaves a comment, she never engages, but she hears you engaging and she decides to take action while you were live even though she didn't engage with you. So that same Molly Brown, someone just like her, Jim Brown, is watching the replay. And for him, it's the same way. He was never gonna leave comments, he was never gonna raise his hand and engage with you, but he liked the energy you provided, he liked that you answered the question, so he's gonna buy. So we see stronger conversion in our replays, in our live replays than we do in our pre-recorded videos as well. And that speaks volume. My message to brands, to Fortune 1,000, 100 companies, is look at creating a live video show. A 25 minute recurring show that you can broadcast on YouTube and Facebook, take little snippets out for repurposing on Twitter and on Instagram. And that is what's gonna get you big results in your awareness, your leads, and your revenue. Jay Baer: Owen Video, CEO of Owen Video joins us this week on social pros. And you're an excitable guy, so I'm gonna ask you three quick questions and you tell me whether you were excited or sad about these three things. Are you ready? Owen Video: Okay. Jay Baer: Okay, first one. Excited or sad, IGTV? Owen Video: I'm excited. Jay Baer: Are you? That surprises me. Owen Video: Yeah, I think it's a big thing. I thin vertical video is going somewhere. I'll tell you, a lot of my attention's on Instagram right now. I'm loving Instagram, I'm loving working with influencers and collaborations. I don't think that they've made IGTV accessible yet. Every time I click an IGTV title, I have this three seconds of static blackness? Do you guys see this on IGTV? Adam Brown: Yeah. Jay Baer: Yes. Owen Video: I don't know if it's a thing, it's stupid. I hate it. Jay Baer: It's supposed to make sure you know that there's something happening. I don't know. It's weird, it's a visual queue. It's their version of the HBO sound or something. Owen Video: Yeah, like the NBC peacock. You know what I mean? Jay Baer: Right. Owen Video: Let's do static, guys. Static. So I don't like that. I don't like how the algorithm shows me who most recently uploaded in IGTV. I wanna know something that's relevant to me. So I'm really excited about vertical video. It changes the game, so yes, I'm excited about it, it's just not there yet. Jay Baer: Yeah. Okay, good one. Next one, excited or sad. Hosting your videos in a dedicated place to do so in addition to YouTube, like Wistia, VID-R, that kind of jam. Owen Video: Sad. And that's no kick in the pants to Wistia and the team over there that's done phenomenal work in the video marketing space. It's just not my cup of tea. If I've got them on my webpage and I'm trying to move them into action, I want them to engage as they see fit. Removing the rewind button and just over customizing it and these types of things. There's a time and a place for that. Maybe webinar videos, but even so. I like to do an unlisted video and then give them the ability to go back and watch it. Here's the thing, most of them never will and the ones that do end up like a percentage buys. So the whole idea of over controlling, I was MCing a conference, Vid Summit LA, just this past week. And one of the attendees said to me, "You know what they should do is everyone has to come back into the main room after each break to get instruction on what they should do." And I go, "That's a great idea. I would be great for me as the MC, but here's the thing, at a conference, people have to be free to do their own thing." And you have to adjust the conference to what [crosstalk 00:37:40] Jay Baer: Somebody's gotta pee eventually. You can't force them back [crosstalk 00:37:42] Owen Video: Yeah, can you imagine? You get there, you're having a Starbucks, and like, "I'm sorry, we need you in this room. No, sir. Sir, we need you in this room." It's the same with video. I believe, so this is a personal philosophy, I believe that you need to allow the viewer as much freedom as they can to engage, click off, fast forward, rewind your content in order to develop the better relationship with them. Jay Baer: Excited or sad, Adam and I doing this show as a live broadcast with the caveat that there's literally no way we could do it at a consistent day or time? Owen Video: Yeah, okay. Excited, super excited. And here's the thing, excitable guy. You just triggered the genie. Jay Baer: Oh, my God. We've released the Kraken, Adam. Owen Video: Tasmanian Devil. Jay Baer: [crosstalk 00:38:29] Owen Video: It's absolutely true. Look, Go Live on Facebook using B Live TV, phenomenal software, company organization. I'm not allowed to say where they're launching. They're launching in some places that are very exciting. So we'll put it there. Get yourself V-Mix. I love V-Mix. Get yourself V-Mix, Simulcast on Facebook and on YouTube at the same time. Even if it's not the same date and time, I think it'll increase. Jay Baer: Won't Facebook allow that now? Because at one point, they would not allow you to Simulcast. Owen Video: So Facebook's rule is this, is that you cannot stream using the Facebook's API if you're using someone else's API. So what we do is we use RMTP servers and every software has this. Rather than just check a box, I wanna stream to Facebook instead, you enter in a piece of code that they give you and that sort of thing. Plus, I love that Mike Stelzner, Social Media Examiner, is moving to a YouTube centric focus. YouTube is part of the social media space and it doesn't always get acknowledged as such. So I think it's great that [crosstalk 00:39:35] Jay Baer: I think a lot of people think of it as content more so than social because of the nature of the discovery and the nature of the topics that are on that platform. But I agree, and the one thing that would make it more social, in my estimation, is if they would do something both at the product level and just at the overall presentation level with the comments. It's the scariest underbelly of the Internet and it's just crap. So if you had YouTube with Twitter underneath it, now I'm talking. Owen Video: Yeah, I think you make a great point there. Google just hasn't figured out social. Google is that company going [crosstalk 00:40:11] Jay Baer: We've demonstrated that over and over. Owen Video: It's a bummer and they've added some new features, some messaging features and whatnot, but here's the thing, especially for this audience of mature marketers. It's not so much about this YouTube audience that you're trying to grow 100,000 subscribers. Although, it would be nice and it would be lovely, what we wanna do is we wanna use your blog. Maybe your blog is the main hub and you're embedding YouTube videos. You are the discovery, you're driving people to your channel. This is the huge advantage that we have as corporations, as companies, is that we have customer lists, and mailing lists, and email lists. A lot of these YouTubers, they don't do this. In fact, I was called out to [inaudible 00:40:52] to speak there to teach YouTubers that they should be doing this. We did some work for a software company that's like, "Look, you've got a list of 15,000 people, potentially users of your product. Let's ask them if they wanna get a weekly email alerting them to our new show." An we crushed it. We then went out to their partnering companies, sister companies, vendors. Hey, do you guys wanna send an email inviting your audience to come and watch our show every week? And that crushed it as well. So email's a big play. We have the ability as companies to leverage that, to drive traffic to our videos. And that's the back door strategy that we're not thinking about all the time. So hopefully, there's value in that. Adam Brown: Owen Video, CEO of Owen Video. So great to have you on the show. Your enthusiasm for this is contagious. And through your books, through your lectures, through your YouTube and your video content, it's so phenomenal to have you here on the show. I just wanna talk real quick here before Jay gets to the last two questions about how you got here, 2018, obviously a fantastic year for you, but I know you're a cancer survivor. You've been named entrepreneur of the year, you continue to double the size of Owen Video. It's a family business, too. I know your wife Theresa and you work very closely together on everything that you're doing. How do you bring all this together and what tips or advice from a human side and a human standpoint would you give to our listeners? Owen Video: Yeah. Well, I'll tell you, I have a good friend, Mike Vardy. He's the productivity-ist. He's really communicated a lot of great strategies on calendar management and time management. Adam, you're 100% right. Three years ago, I was diagnosed with thymoma. I have an eight inch scar down my chest where they pulled me apart, took the thing out, and then zapped me with chemo and radiation for a year. And during that time, I had to make a decision if I was gonna close the doors to my company or if I was gonna power through this. And so I decided to power through it and to be very open, and to be very transparent along the way. So what happened, is through chemotherapy, I can only be a person for so many days in the month. So Monday mornings, I would have four hours of juice poured into me. So I would go into that session ready to do one team call. I started selling a team call, I charged a premium for it. So I was leveraging my income and I would do that for an hour and 30 minutes before the juiced kicked in. The juice, I'm referring to the chemotherapy, would start to hit me and I started to feel that sadness and that pain that comes along with it, but my call was done. And I got that little thing done. So I began to really manage these little 90 minute pockets. I divided my calendar, I was using half hour blocks. I'm now using 15 minute blocks to schedule quick calls and these little things there. I did a lot of calendar blocking, so Tuesdays and Thursday on the first and third of the month, are client days. All clients have to fall into those days. And really managing the calendar, I feel, makes you super productive when everybody else is just trying to manage their whole life. So I feel like I'm living a very fulfilled life. I'm not a millionaire yet. We're gonna get this company to a million dollars in the next two years. And here's the great joy, the great joy of my life is that when we're doing Instagram stories, some of my colleagues are doing this, "I'm in the airport, like I'm cool." And they are cool, I have some really cool friends. Jay Baer: Yeah, I always feel like airports are pretty cool. Owen Video: Yeah, that view. I'm walking through the airport and I've got spit up on my shirt. I've got a baby and a metal detector goes off. How did that Hot Wheel get in there. That's part of the Owen Video culture. It's part of who we are, is my kids are right here with me. We hope to homeschool them somebody. They're right here with me learning the craft, learning the trade. They go to school when it's time to go to school, they come home and they're still with me. And I love that part of being a business owner. Adam Brown: That's awesome. I love it. I'm gonna check that out. I can't wait to see the kids on the road, too. Jay Baer: I'm gonna ask you the two questions that we ask everybody here on social pros, dating back, what do we have Adam? 350 episodes or something? Seven years or something like that on the other show. Owen Video: Wow, that's exciting. Jay Baer: We were there a long time, a long time. First question, what one tip would you give somebody who's looking to become a social pro? Owen Video: Make something. We talked about this a little bit earlier. You've gotta make something, an E-book, a video, a blog post. You've gotta do something that's gonna give you real time feedback, even if that feedback is I hate you and this sucks. And you're gonna get that, but get into that space. Make something that you can get feedback from and make it better. That's, I believe Jay, real work in this industry. It's not number crunching and theorizing, you're actually making something that says, "I did this." I believe in that. Jay Baer: I think that is absolutely terrific advice. As I mentioned before the show, I saw my daughter this week, and she's in advertising school in Boston and wants to be a social pro ironically. And she's talking about starting a YouTube channel. I'm like, "Just quit talking about it and just do it." The things you need to learn are the things you're gonna learn doing it, not the things you're gonna learn reading books." Despite the fact that I've written six books. Owen Video: 100%. Jay Baer: Last question for Owen, if you could do a video call with anybody who is alive, who would it be? Owen Video: Man, Elon Musk probably. And I wanna ask Elon, I wanna talk about the world view and the mindset, and the things we maybe don't think about. I know, as an entrepreneur, I've faced imposter syndrome, I've faced a lot of doubt, a lot of fear. And there's great motivational things to get you past that, but even up a level from that. Waking up every day and knowing you're gonna put someone on Mars, on the Moon commercially. What type of a person, what kind of brain is that. And I'd love to just ramble, rant with him. Jay Baer: Hey, [crosstalk 00:47:17] to do something, there's a cat that's followed that wisdom. Owen Video: Yeah. Jay Baer: They do whatever, no holds barred. We've had several people mention Elon Musk and also people offering free Twitter strategy advice, which is probably a good one. Owen Video: Those conversations could be priceless. If I could throw this in here, I'd love to talk to Donald Trump. I'd love to know how do you deal with everybody hating on you all the time and you just keep trucking forward. I'm not talking about I love Donald Trump, I hate Donald Trump. That's not my point here. My point here is he gets a lot of flak. And whether you love or hate the guy, how do you do that everyday? I know for me, criticism, I've built a wall in my heart of solace to try to not let that stuff in. And those are the things that I think make us powerful as individuals, is conquering some of those big fears we have in our lives. I cheated, I answered twice on that. Jay Baer: It's okay. Hug your haters, baby. Owen Video, CEO of Owen Video. Thank you so much for being here on the show. Fantastic, great value for the audience. We really appreciate it. Make sure to find Owen at owen.video. We'll link up all the stuff in the show notes, as well. It's going to be fantastic. Adam and I will be back next week, maybe a live broadcast. We'll see now that Owen has prodded us to [crosstalk 00:48:39] Next week's episode will be with Bob Glazer. What a super interesting guy. Bob and his company, Acceleration Partners, are probably the largest consultancy in the world on high end brand affiliate programs. So when we talk about this confluence of influencer marketing and affiliate programs, they have written the book on it quite literally. It's gonna be a fascinating conversation next week here on Social Pros. Until then, I'm Jay Baer from Convince and Convert, he is the wonderful Adam Brown from Salesforce Marketing Cloud. Owen Video has been our guest this week. Make sure you go to socialpros.com. We've got every single show, all the transcripts, all the lengths, all the bonus content. And we'll see you next time. Thanks so much for listening.  
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