Amy Porterfield http://www.amyporterfield.com Social Media Strategy Consultant Fri, 27 Mar 2015 11:00:03 +0000 en-US hourly 1 http://wordpress.org/?v=3.9.3 #52: How to Use Short Video Clips on Facebook http://www.amyporterfield.com/2015/03/52-how-to-use-short-video-clips-on-facebook/ http://www.amyporterfield.com/2015/03/52-how-to-use-short-video-clips-on-facebook/#comments Fri, 27 Mar 2015 11:00:03 +0000 http://www.amyporterfield.com/?p=9118 If you’ve been following this blog (or podcast) for a while, you know we’ve come a long way since the days when everything about online marketing started and ended with Facebook. Still, we all know that social media and Facebook in particular remain a BIG part of how we drive traffic to our websites, build community, grow our ... Click to Read More

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If you’ve been following this blog (or podcast) for a while, you know we’ve come a long way since the days when everything about online marketing started and ended with Facebook.

Still, we all know that social media and Facebook in particular remain a BIG part of how we drive traffic to our websites, build community, grow our email lists and turn leads into happy paying customers.

The journey you create for your prospects that takes them from casual social media fans to loyal customers usually starts on social media. Which means you have to constantly be aware of what’s changing in the social media world, and tweak your strategy to take advantage of these changes.

Don’t worry–that’s why I’m here! To help you master these tweaks and make social media your own.

That’s why today we are diving into Facebook and video, to learn how the two together can make a big impact in your online marketing success.

Image for Ep. 52

In Episodes 50 and 51, we talked about the importance of videos for your business.

And of course you already know that Facebook is important for your business.

But do you know how crucial Facebook WITH Video is for your business right now? Here are some stats that prove it:

  • It’s been reported that there are over 1 billion videos viewed on Facebook each day.
  • The average Facebook user worldwide watched 75% more video this year compared to last year.
  • In the US, that increase in views was actually 94%!
  • Brands posted 20,000 more videos on Facebook than they did on YouTube in December 2014.

I can vouch for these stats from my own personal experience–I’ve been very impressed with the organic reach with any given video I post on Facebook. I’ve been seeing instant traction when I post a video on my page, much more than a post with a static image. The greatest thing about video is how it takes on a life of its own through sharing.

And no, I’m not talking about highly polished, professionally edited videos. I’m not a video editor and I don’t have a big production budget for these. No, the traction I’m getting is with simple, quick videos made mainly on my smartphone and edited with simple software.

Simplicity and ease are the key to making these videos a practical part of your marketing strategy–if they’re not easy, you won’t do them…and if they’re not simple, people won’t pay attention to them! Studies have shown that short video across all social media platforms get the most views and engagement. Short and simple is good.

Today, I’m going to highlight some people and companies that take full advantage of this trend in online marketing through short, simple video posts.

I’ve also made a free cheat sheet for you, with tips for how to post great video to your own Facebook Page. It’s called “The 7 Tried and Tested Tips to Increase Your Facebook Engagement with Simple Videos.Download it by clicking here.

Great Video Example #1: “3 Tips to Prep Your Yard for Spring” (Lowe’s)

Yes, this video was professionally produced–after all, a big brand like Lowe’s can afford to put money into their video. But that’s not what makes it great.

Click the video image to watch it on Facebook.

Click the video image to watch it on Facebook.

Along with being short (just 54 seconds in length) and simple (it’s all imagery–no humans were used in this video, the great virtue of this video is that it’s timely. At the time of this recording, the first day of spring was just a few days ago, and this video steps right alongside the Lowe’s target audience to offer exactly what they need (and nothing extra) to get ready for this moment in the year. The tone is easy, friendly, conversational–like a friend next door is giving you advice. This is the perfect feeling to ignite action in the Lowe’s audience…and where does that action take them? More than likely, to a Lowe’s store.

Great Video Example #2: “How to Make Chocolate Cake Infused Vodka” (The Tipsy Bartender)

This page rotates their posts between videos and images, all accompanied by a different cocktail recipe. And they’ve nailed the formula for success. In fact, one of their quick instructional videos–a how-to for turning a leftover slice of cake into chocolate vodka–had more than nearly 55,000 shares after just one week! It also accrued more than 66,000 likes and nearly 13,000 comments. Not bad for a video that’s only 54 seconds long and uses super simple imagery.

Click the video

Click the video image to watch it on Facebook.

What really makes this one work, besides the brief length and the simple setup, is the snappy cuts between shots and the text layover of all the ingredients being used. This keeps it interesting while getting the point across.

Great Video Example #3: “Check Out My Latest Podcast” (Chalene Johnson)

If you visit Chalene’s Facebook page, you’ll see that she uses simple videos to promote her blogs and podcast episodes. 

Chalene Johnson

Click the video image to watch it on Facebook.

The teasers range from 30 seconds to slightly longer than a minute, like this one. Each includes a direct link to that blog post, making it easy for fans to visit her site and get the rest of the info. 

In addition to entertaining live-action videos, Chalene uses a really cool technique. (I didn’t mention this technique in the podcast audio, so this is an extra feature for all you devoted blog readers!) She takes an audio clip from her podcast show and puts it into video as a voiceover, with simple images that illustrate the point. I love this innovative way of mixing up video material. For those of us who don’t love being in front of a lens, it also cuts down on the number of times you have to get your confidence (and your hair) in camera-worthy shape!

Great Video Example #4: “The Bus Pole” (Lysol)

At the start of flu season, the company launched a “Lysol That” campaign with some great humor. Each video in the series highlights ways to avoid one of life’s…well, grosser aspects.

Click the video image to watch on Facebook.

Click the video image to watch on Facebook.

Touching the bus pole, the bathroom stall, elevator buttons, handshakes during flu season…all these distasteful everyday situations create an instant connection with an audience, because they’re instantly relatable. Lysol follows this connection with a one-two punch–humor and education–and seals the deal with a gentle pitch: how about a little Lysol anti-bacterial hand gel?

Great Video Example #5: “Love Your Curls” (Dove)

Dove has been leading the way with marketing videos for quite some time now. Remember their Real Beauty campaign a few years ago? These videos and the ones that have followed keep people watching with relentless pulls at audience’s heartstrings, encouraging their impulse to do good in the world.

These videos also tend to be on the long side. But Dove makes up for the length with quick shots and lots of variety–interviews, action, text–that hold the viewers’ attention.

Click the video image to watch on Facebook.

Click the video image to watch on Facebook.

Watch the video above one more time…did you actually see Dove’s product? Did they even mention it? The answer is no. Through this emotionally appealing video, Dove has successfully created a call to action that encompasses both buying their product and doing good in the world. Oh, and also grabbed over 5 million views, nearly 80,000 likes, almost 7,000 comments and 47,000 shares.

Videos with this kind of emotional appeal get massive shares. They’re also a little bit harder to create, since they require more thought and craft. But if this is a style that you feel will work for your brand and you are up for the challenge, don’t to pass them up.

Make Your Own

Ready to start making your own videos? Instantly download our free cheat sheet “7 Tried and Tested Tips to Increase Your Facebook Engagement Using Simple Videos” to speed your process along…and also learn about some really cool video apps that will give your video a lot of viewer-friendly polish.

If you have a great Facebook video that you’ve seen success with, or would like to get feedback about, share it with the community here! Post a link to your video in the comments below, or share the video on my Facebook page.

Links mentioned in this episode include:

LeadPages

“Online Marketing Made Easy” Ep. 48

Lowe’s 

Tipsy Bartender 

Meals Made Simple

Chalene Johnson

Smart Passive Income with Pat Flynn

Lysol “Bus Pole”

Lysol “Bathroom Stall”

Lysol “Handshakes” 

Lysol “Elevator Buttons”

ScreenFlow

Camtasia

Dove “Love Your Curls”

“Online Marketing Made Easy” Ep. #40

Adobe Voice 

Constant Contact 

Podcast Details:

Click here to download the transcript.

Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

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#51: Putting More “You” in Your Business—A Guide to Building Brand Personality http://www.amyporterfield.com/2015/03/51-brand-personality/ http://www.amyporterfield.com/2015/03/51-brand-personality/#comments Thu, 19 Mar 2015 13:49:18 +0000 http://www.amyporterfield.com/?p=9080 I have a question for you. What do Seth Godin, Kim Kardashian, Taylor Swift, and Richard Branson all have in common? If the first thing that comes to mind is that they have millions of followers on social media, you are right about that. That’s definitely true. But the answer I am looking for is ... Click to Read More

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I have a question for you. What do Seth Godin, Kim Kardashian, Taylor Swift, and Richard Branson all have in common?

If the first thing that comes to mind is that they have millions of followers on social media, you are right about that. That’s definitely true.

But the answer I am looking for is the reason behind their millions of followers on social media. There’s a single strategy they all share, a strategy that drives enormous numbers of people to follow them.

The answer: their brands are big on personality. 

It would actually be truer to say that their personalities are their brands. From their signature look to their unique ways of expressing themselves, these people package their content in a way that sets them apart from anybody else in their niche.

When you have great content, really smart offers, and a foolproof marketing strategy and you are still not getting the traction your brand deserves, what you may be missing is personality.

People respect someone who works really hard. But they love someone whom they feel is real, someone they can connect with. And in a marketplace that’s bursting with hard-working, hustling entrepreneurs, people are more likely to follow their heart than anything else.

What you want is for their heart to lead them to you.

Today’s episode is all about making that authentic connection with your audience by infusing your brand with personality–your personality.

Image for Episode 51

Before I dive in, today’s free download is called “The Entrepreneur’s Guide To Infusing Your Personality In All You Do.” It shows some of the best examples of strategies I am going to highlight for you today. Download it by clicking here.

Believe it or not, there is even an industry term for this way of infusing your brand with personality. Marketing analysts call it the “personality differentiator.” Here’s what it can do for your business:

  1. It demonstrates why you are different from others who provide very similar products or services.
  2. It engages your audience capturing their interest and drawing them into your message.
  3. It establishes an ongoing rapport between you and your audience, creating a bond that will help you convert leads into clients when the time is right.
  4. It proves there is more to you and your brand than just facts, figures, and fancy technology. It shows you actually have heart.
  5. It transforms your message from boring to fascinating, increasing both the impact of your message as well as the quality of the opportunities your messaging generates.

Big corporations recognize the importance of personality in their brand—that’s why so many of them get celebrities to endorse their product, or invent engaging fictional characters for the job. (Think Flo from Progressive Insurance.)

But entrepreneurs like you and me usually can’t afford to hire an outside face for our company…and guess what? We don’t need to. Instead, we get to use our own personality and everything that makes it special, magnetic, intriguing, funny, maybe even a little bit controversial, to help our own brands instantly stand out in the crowd.

Being Authentic and Professional

Some of you may be hesitating, “Are you suggesting that I use Kim Kardashian tactics to increase my brand’s visibility? No, thanks!” Don’t worry—that’s not what I’m recommending here. There’s definitely a fine line between between showcasing your personality and going to unprofessional lengths for attention.

If you look at someone like Oprah, she definitely has the whole look-into-my- real-life thing going for her while still keeping the respect of her audience. Throughout her career she has given plenty of hints as to her real life so that we feel like we really know her. We’ve seen her gain and lose weight. We’ve heard her start and abandon projects. We’ve heard her talk about friendships and politics and everything else in between. Through it all she’s been admirably consistent with her brand.

The key to being real but maintaining respect is found in being relatable.

Relatable = Staying In Your Niche While Reaching Out to Others

To be relatable to people on a wider scale, you have to do two things:

The first thing is to give of yourself. Don’t just tell them what they need to hear; tell them what you need to say. Speaking from your heart shows that you know your stuff and you’re passionate about what you do.

The second thing is to be honest. Don’t pretend to be someone you’re not. You’ve got to be real about what your life is all about.

Now let’s jump into the various ways that you can start infusing your winning personality into your brand through various kinds of messaging.

Written Content

This applies to blogging, of course, but also to social media updates, email marketing, and anything else your audience might read from you.

It’s a pretty general rule that it’s best to write the way you talk. For some people that comes naturally. For others, it sometimes feels like rocket science.

It can also feel a little bit vulnerable if you want to be taken seriously as a professional. But believe me, it’s always better to sound like you—quirks and all—than to sound like a generic “professional” with nothing unique or charming to make your voice memorable.

If it’s hard for you to write the way you talk, then run your next piece of content by your best friend or spouse, and ask them to tell you honestly if it sounds like you.

Your “About” Page

About Pages can represent over 60% of your website’s total traffic. Sound crazy? It just goes to show that people really want to know who you are. When they click on your About Page, it means they like what they have been reading so far and they want to get to know more about the kind of person you are. Which means you’re more than halfway to getting a new customer!

The most foolproof way to create a compelling About Page is to tell a story. Don’t just state the credits of your resume or the praise you’ve received. Craft a narrative of how you ended up where you are, what you love about it, and what you hope to accomplish in the long run. The silly stuff, the entertaining stuff, the things you think really don’t matter, are what round out your personality and create trust between you and the reader…because they seeing you as a fellow human being.

Melissa CasseraOne person whose About Page helps her stand miles apart from her crowd is publicity expert Melissa Cassera.  Her About Page is so good that I’m including the entire thing in the free PDF that I’ve created for you. Click here to get the download now.


Photos and Imagery

You may already realize the power of Instagram as a messaging tool. But are you using photo sharing to its full potential?

If you narrow your focus just a little bit with the images you post on all social media, this could have a huge effect in terms of defining your brand personality.

Start limiting your brand accounts  to a specific image, or even a category of images, that reflect something true and unique about how you see the world.

A great example of this is Foster Huntington, a graphic designer who created an iconic brand for himself with his photos of camper vans accompanied by the hashtag #vanlife. You can see this and more examples in my free download.

Wondering what to post? The key is not to think about it too hard. Just pare away the number of cute photos of your dog or your lunch, and focus more on images that you really like, the ones that really resonate with you. The pattern will evolve over time, and come to define your brand in an organic way.

Listen to Episode 51 in full to get even more insights…click here to download the audio from iTunes.

Video

If you listened to our last episode, you learned some basics about how to get a lot of compelling lead action into a short amount of video footage. So why not use that same technique to infuse personality into your brand? Videos let your visuals and your words come together with that certain something that makes your personality unique.

A lot of people get really scripted in their videos, because they want to be taken seriously as an authority in their field. There’s nothing wrong with a script, except when it leaks all the real-person charm out of your delivery. Looking like you know your stuff but having a dry, soulless delivery is actually worse for your brand than, say, flubbing one of your lines or having your dog bark in the middle of your recording.

The answer to this is simple: write your script, read it over a few times, and then throw it away before you hit “Record.” Just talk to your audience through the camera about what you want them to understand. (It may take some practice…we’re not all natural players to the camera.)

And no, you don’t have to specialize in videography for your short videos to be a valuable addition to your content. Approach your videos this way: What can you say to your audience that will help or inspire them in 15 seconds?

Network with Your Community (Virtual or Local)

Create a place on your site where you turn the spotlight back on your community.

Poppin imageFor example, the office supply company Poppin has a web page where they feature photos people have taken of themselves with their brand new Poppin products, tagged with #workhappy.

Another example is Zipcar, the rental car company. When you search for cars to rent,  you’ll find little blurbs about iconic local destinations in whatever city you’re searching. This gives the Zipcar brand a well-traveled impression…a very good thing for a transportation business.

The Behind-The-Curtain Approach

Not everything you post has to be about you. If there’s something you’re passionate about, zero in on it and feature it.

Even if it’s something that has nothing to do with your business, maybe a charity project, a certain travel destination, a hobby, a favorite TV show, offering little updates on this throughout your content gives people a sense of who you are.

What you value enough to talk about tells people about you and it will resonate with them in ways you probably can’t even imagine.

Be Yourself

Maybe this goes without saying, but I’ll say it anyway…

The key to infusing personality into your brand is to be yourself. 

I know that feels scary at times. You don’t want to lose potential customers because you say something one way and not another way. When you take risks and really put your personality out there, sometimes it can be a little polarizing. But that’s okay. All you really need to worry about is that

  1. You are being yourself, and
  2. You’re creating content that will resonate with your ideal audience.

Don’t forget to download the free PDF I’m offering with this episode. It will show you examples of infusing your personality in your brand. I’ve also included some practical steps on how to use storytelling to infuse your personality into your messaging. Click here to get it now.

Links mentioned in this episode include:

LeadPages

Thug Kitchen

Ramit Sethi

Melissa Cassera

Murad Osmann

Foster Huntington

Zach King

Poppin

Humans of New York

Podcast Details:

Click here to download the transcript.

Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

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#50: How to Automate Leads and Sales with Smart Paid Ads http://www.amyporterfield.com/2015/03/50-how-to-automate-leads-and-sales-with-smart-paid-ads/ http://www.amyporterfield.com/2015/03/50-how-to-automate-leads-and-sales-with-smart-paid-ads/#comments Thu, 12 Mar 2015 13:30:08 +0000 http://www.amyporterfield.com/?p=9034 Today’s show is #50…that’s right, my 50th episode of the “Online Marketing Made Easy” podcast. In honor of Episode #50, I’m giving away a prize: a membership into my signature program, The Profit Lab. This program shows how to build business funnels so that you can grow your email list and profit from your leads. ... Click to Read More

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Today’s show is #50…that’s right, my 50th episode of the “Online Marketing Made Easy” podcast.

In honor of Episode #50, I’m giving away a prize: a membership into my signature program, The Profit Lab. This program shows how to build business funnels so that you can grow your email list and profit from your leads. Entering to win this free membership is easy—just click here to leave an iTunes review for the “Online Marketing Made Easy” podcast.

For Episode #50, I’m talking all about paid advertising.

Podcast 50 image

And nobody knows this subject better than my good friend Rick Mulready. He actually has a podcast of his own called “The Art of Paid Traffic.”

One of the biggest things Rick does on this podcast is dispel the notion that paid advertisements are a negative thing. People often think you need a big budget to run a paid ad campaign, or lots of time for planning out a strategy. Or they might think they simply shouldn’t have to pay for advertising. In fact, anyone can engage audiences through paid advertising…and they should!

In order to get started right away with two of the most popular types of paid advertising—Facebook ads and YouTube ads—with a simple cheat sheet that I created with Rick. It’s called “The Anatomy of High-Converting Paid Ads.” Get it by clicking here now.

There are three main types of ads that you can and should be using now:

Native ads

A native ad is an advertisement that sends people to a piece of content (as opposed to a direct opt-in form or sales page). It could be a blog post, a video, even show notes from a podcast.

The great thing about native ads is that they contribute to your brand’s total value. They put helpful content out into the world that adds value right off the bat, in addition to pointing to other things (your program or service) that can be of even more value.

When people end up on your content page, that’s where you can introduce an opt-in form, a lightbox or some other kind of offer for your program or service. Just make sure it’s relevant to the content that you’ve sent them to.

They also allow you to retarget people who visit the content that your ad is pointing toward, and put them on a separate list from your regular email list.

This separate list that comes from native ads is what we call a “warm list”—it lets you know a very specific interest group within your list. So if you’re running a native ad for a particular program or service and people click on it, you know that next time you promote that same program (or a similar one), those are definitely people that you should retarget.

Retargeting is also something you need to know about for our next kind of paid advertising:

Facebook ads

Around here, we talk a lot about Facebook ads. The fact is that Facebook changes its setup all the time, and what worked six months ago or even six weeks ago may have changed dramatically. That’s why it’s crucial to be consistently checking out Facebook’s terms and conditions for ads. Check the help pages to stay current with the rules, so that you know your advertising isn’t going to get pulled out from under you!

These days, Facebook’s foundation for advertising is a lot like the native ads we just talked about…ads have to add value to Facebook users. In other words, the less salesy you can be with your ad, the better.

To be honest, this change benefits you as the business owner—running an ad that leads to a blog post is a lot cheaper in what you pay per click, versus running an opt-in page ad. It also builds trust with your users. They click on your ad, get to a page of real, valuable content, and they feel good! That’s something that people will keep coming back for.

Retargeting comes into play when you set up your Facebook page to target who you want to be tracking and what pages you want to track. That way, you can build a specific list from anybody coming to any page on your website.

Don’t worry–Rick and I made a special video just for you that shows how to set up the retargeting audience within Facebook (also known as “Website Custom Audience”):

Get all of Amy’s secrets for easily creating effective paid ads! Listen to Episode #50 in full.

YouTube ads

YouTube is the #2 search engine in the world, second only to Google. Just like Facebook, you can search it by topic, not just by keywords. But the biggest advantage YouTube has as an advertising platform is that videos are, by nature, extraordinarily appealing.

This is the drawback for some people considering YouTube ads…they don’t like the idea of being in front of a camera. In fact, you don’t have to spend any time in front of the camera, if you don’t want to. You also don’t have to hire a huge production crew. Some of the most effective ads are made with just a person holding up an iPhone and talking into it.

If you’re new to YouTube ads, a great place to start is with “in-stream” ads…the ones that come up when someone starts to watch a video, that they can skip after a few seconds if they choose to. What’s more, the ad creator (that means you) start actually paying for the ad after it reaches the 30-second mark.

With these ads, it’s crucial to make your mark on an audience within those first 30 seconds. This is where our handy free cheat sheet comes in. You can download it and get the secret of how to create an effective ad that includes a memorable message and a call to action within those precious 30 seconds before someone hits “Skip to Video.”

Here’s an example of a great YouTube ad:

Take Your Time

It’s important to note that if all these strategies are new to you, don’t feel like you have to implement them all at once. It’s much better to explore one of them at a time. Test things out, educate yourself, take notes on what you see around the Internet that appeals to you.

Don’t forget to download our free cheat sheet for a fast, simple understanding of how to create these ads yourself!

Links mentioned in this episode include:

Profit Lab

Rick Mulready’s podcast “The Art of Paid Traffic”

“Facebook Marketing All-In-One for Dummies”

“Online Marketing Made Easy” Podcast Episode #47 (with Todd Herman)

“80/20 Sales and Marketing” by Perry Marshall

“Art of Paid Traffic” Podcast Episode #5

GEICO commercial

“Art of Paid Traffic” Podcast Episode #6 

The FB ADvantage

Podcast Details:

Click here to download the transcript.

Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

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