#12 How to Use Video to Market Your Business

Podcast- How to Use Video to Market Your Business
Autopilot Your Business Podcast Transcription

Andrew McCauley: Welcome back to Podcast #12, this is Andrew McCauley with
„Autopilot Your Business‟ and of course joining me on this Podcast today is Heather
Porter. Hello!

Heather Porter: Hey guys! Hey Andrew, how‟s everybody doing? Well, I hope.

Andrew McCauley: Awesome, awesome, awesome, I think today‟s Podcast we
are going to touch on a topic that we really haven‟t touched on much at all in our
previous Podcasts, and that is all about videos.

Heather Porter: Yes!

Andrew McCauley: Video marketing and Youtube and what‟s all this Amazon S3
stuff, and how do you get your players to work and make them look pretty, and all
that sort of stuff.

Heather Porter: What are players? Where do you get? We haven‟t even talked about
video; I don‟t think at all really, you‟re right! So, this is exciting, this will be good.

Andrew McCauley: Yeah! I love video, and I think one of the- I think that this
could even be potentially two or three Podcasts, because there is so much information
about video, and video is just, it‟s the way of the future that‟s happening now. I think!

Heather Porter: Yeah absolutely. What is just YouTube being the number two search
engines in the world right? I mean people are, that‟s where they are getting their
information, and I‟ve been reading a lot lately that, not only by 2015 is everything
going to be mobile, so people are not even going to really be hanging out on their
computers much anymore. But also they are going to get most of the information from
videos. That is why, T.V stations I know at least here in Australia are lately, their

Listen to the audio version of this document HERE
Get your FREE Online Survival guide at www.autopilotyourbusiness.com
© 2013 AutoPilot Your Business. All Rights Reserved.

Note: We of course can't promise that all links mentioned in this document will be live, and if you stumble upon any that aren't, we
apologise!


putting all of their episodes on websites. So you can watch the T.V episode whenever
they want, because people now want to get their information when they want it.

Andrew McCauley: I don‟t know if they already do that over here. If I haven‟t
recorded something on the DVR over here, then I just go straight to the website, and I
can watch it without the Ads.

Heather Porter: Yeah!

Andrew McCauley: Watch it straight away! Stream it, it‟s pretty fast these days,
you‟re not sitting there like an old-time dial-up networks where it‟s loading, loading,
loading it. It downloads pretty quick. In fact you can‟t watch it as quick as it
downloads, which is great!

Heather Porter: Yeah! And in fact you were actually watching live streaming last
night at 2:30 am weren‟t you?

Andrew McCauley: I was. I was. I was watching my beloved football team.
Here‟s the funny thing, I wasn‟t watching it, it wasn‟t an Australian football game,
Aussie rules! I was going for the Swans. I wasn‟t able to watch it from Australia, they
wouldn‟t send the feed out from Australia, because of some sort of rights that they
have. But they, and they wouldn‟t send that to US, but they would send it to the UK.
So I subscribed to a service that provided live feeds for every game this year. I
watched the Swans play and win via the UK, if you like.

Heather Porter: Love it!

Andrew McCauley: I‟ll tell you the funny thing, and we‟re talking about speeds
of streaming. So I watching the streaming on my computer, and I also have an app


apologise!


that was letting me listen to the radio stations directly from Australia. So, generally
audio is quicker to download and stream than video, right?


Andrew McCauley: But listening to the radio broadcast from the actual radio
stations that were at the game, they were about 20 seconds behind the actual video
that I was actually watching.

Heather Porter: Wow! If that‟s not a testament to the power of video, I don‟t know
what is.

Andrew McCauley: Yeah!

Heather Porter: Actually that kind of makes me want to have a quick chat about
some cool statistics that you and I just came up with, just to really illustrate that you
guys listening to this, you must be using video for your business.

Andrew McCauley: Yeah Yeah!

Heather Porter: We just found out that 72 hours of video are uploaded every minute
to YouTube. This was back in- online isn‟t it? Or is it just YouTube?

Andrew McCauley: That‟s YouTube! That‟s just YouTube.


apologise!


Heather Porter: Just YouTube! 72 hours per minute, that is insane and that was
back in May of this year 2012, so who knows where we are even now! I know you just
found some really cool things about the Olympics as well.

Andrew McCauley: Yeah well, we had the Olympics on recently and YouTube
said that people watched 231 million streams of different, live streams of different
stuff coming through YouTube, because yeah, Youtube offers a lot of live stuff too
which is awesome. There was something like half a million live streams all at the same
time.


Andrew McCauley: So that‟s a pretty powerful bunch of services that YouTube
have. It just kind of, it just blows your mind even if you‟re not technical. How big are
these servers that YouTube must have?

Heather Porter: I know!

Andrew McCauley: To drive all this traffic and 72 hours of video uploaded every
single minute. That‟s a lot of storage space, I mean just think of one video on your
computer right now, it‟s I think a 20 minute video is worth about a Gig, roughly Gig.

Heather Porter: If it‟s raw yeah. Exactly.

Andrew McCauley: It‟s some pretty serious size of servers they‟ve got.


apologise!


Heather Porter: You have that and you have the internet over the Youtube enabled
T.Vs that are coming out for videos and it‟s just everywhere.

Andrew McCauley: You touched on something too, that the world is going
mobile. Cell phones, and mobile phones and that‟s where people are working on. The
iPads is becoming part of their mobile movement as well. YouTube just released a
new iPhone app where you can do so much more with your YouTube channel now and
your YouTube video watching. So they‟re spending a lot of money on it, they all know
that the future is mobile and video, and you got video and mobile together, it‟s going
to be a crazy situation that they are coming up there in a few years.

Heather Porter: It will. It‟s so exciting but I guess you know one thing, if we want to
just tie this back in to business just quickly, there‟s also something quite interesting
that I just researched the other day as well, is that when you have a video on your
webpage, you actually get at least a 40% higher click through rate than if you just use
text.

Andrew McCauley: Click through rate?

Heather Porter: Yeah, I can‟t go there yet. Go ahead!

Andrew McCauley: What does click through rate mean?

Heather Porter: It just means that if somebody actually clicks on something, it goes
somewhere within your websites. So if you imagine that if you have a video in every
single page of your website, and your leading somebody on a journey to either buy
something from you or get something for free, then you have 40% more chance of
people actually doing that, if you put a video on your page. So, videos are powerful
people, people buy more if there‟s a video. But we‟ll go into it a little bit more about
what you guys can do in your videos.


apologise!


Andrew McCauley: I was going to say just by putting AV up there it does not
guarantee it is going to be a 40% increase.

Heather Porter: No! Not at all. It‟s the tricks!

Andrew McCauley: May be up to 40%, just by doing things in your video. We
will touch on that.

Heather Porter: Exactly. So let‟s start with the big question. With video, do you
really need quality? In your video as far as the type of camera you use, the type of
mike, the type of lighting. That‟s always a question I get, initially as what equipment
should I use? And how good does it actually have to be?

Andrew McCauley: The answer I‟d like to give is that, everyone should start
with a minimum budget of $10,000 for their video. I‟m joking.

Heather Porter: Nice!

Andrew McCauley: Seriously, we talked about mobiles, and the iPhone5 is just
coming out today in the US, it‟s actually coming out today. But the iPhones, all of the
smart phones these days today with these flip cameras and this you know, cheap
cameras that are $100, there are digital cameras that are producing awesome videos
and quality video, that‟s all you need. You do not need to have all of that wiz bank
stuff, and you don‟t need to have all the green screens and the super lighting. Yes it
does help, and it does help make your video stand out a little bit more, but don‟t let
that be a barrier to you getting involved with video.

Heather Porter: No, no. I mean I always seen people look literally, you can stand
facing your window when the lighting is decent in the afternoon and beautiful natural


apologise!


light coming in flushing out your face, stick the camera up on a, like prop it up on a
cheap tri-pod or you know something stable in front of you while you‟re looking out of
the window and you can be lit, almost professionally just from that little technique.

Andrew McCauley: Exactly. I‟ve been using video for a long time, and I don‟t
need to have all that sort of stuff. If I haven‟t got a tri-pod, I use my hand. I would
stick my hand and film my self. Now is it the best, stable quality video? No it is not. Is
it something that I would use to try and you know sell my services or sales video? No
I wouldn‟t do that. But if I wanted to use it for content, for some content on my blog
or my site, definitely, just pull it up and start doing whatever you need to do. If you
got a great idea and you are in a location that‟s different. Lets say you‟re trekking up
a mountain somewhere and you got a beautiful view behind you, and all of a sudden
you might think, you know this can be related to what I do in business. Here‟s a great
tip, let me pull out my video camera or your cell phone, your mobile phone and record
yourself just giving yourself a business tip.

Heather Porter: Yeah and here‟s a great example of that actually. We have a client
in the UK. She‟s traveling over to Paris, and she is in this spiritual space, so basically
she researched some of the landmarks, what they are, what they mean from past and
history, as far as spirituality. She would go in front of them and film herself and
literally give a little bit of a background about that, but then tie that into her business
with a tutorial or tip around spirituality. So, it‟s incredible. Little bit of a history, she
can use great titles like, something about the Eiffel Tower, we should go to titles in a
moment, so you know, get creative with it.

Andrew McCauley: Yeah! So you definitely don‟t need a big budget to start a
video. You‟ve already got your equipment in your pocket as we speak, probably right
this minute. So, start using that sutff.

Heather Porter: And if you guys do want to know, we‟ll put on our website for this
on autopilotyourbusiness.com for such Podcasts. We‟ll actually list in this Podcast
episode, on the show notes we‟ll put some suggested equipment that you guys can
actually get access to. I‟m not going to go too deep in to that in this episode, but you


apologise!


there‟s some inexpensive little microphones, things that we use as well that work
really well. Also just a quick point on that, you don‟t have to get in front of the
camera, either you can actually do screen casts, screen flows or Captagia, we‟ll
explain it. Basically you get on your computer, and if you want to do tutorial on
something on your computer, it‟s just a software that allows you to record what you‟re
doing, and package that as a video. And then, on your screen yeah!

Andrew McCauley: Your screen right?

Heather Porter: Exactly. You can record your screen, so you don‟t have to ever be
in front of the camera, if you‟re trying to teach something just somebody can use a
power point or you could just show them what you‟re doing online. So we‟ll list them
as well, there‟s beautiful software programs that are very inexpensive that allow you
to do that.

Andrew McCauley: While we‟re talking about this sort of stuff, and what can you
do in front of the video before you get in to some more techy side of stuff. You know,
one of the questions we often get from a lot of our customers is “well you know, I get
how video is important, I understand why it should be done, but I don‟t have
anything to say, I don‟t know what I can say, I don‟t know if anyone‟s going to watch
me.” So then let those sort of limitations that stop them from doing videos, what are
some of the things that we can come up with right now on the spot to give them an
idea of the things that they can possibly film, so people will watch what they are
doing.

Heather Porter: Great question actually. God there‟s so many things you can film.
Let‟s start with your office. You can do a tour of your office, you can have each of your
team say something if you have an office, you can if you have a product, you can do-

Andrew McCauley: You got to that. What is virtual office, or your plant or your
factory or whatever it is you‟ve got. Or it could even be just a work space that you
work in.


apologise!


Heather Porter: True.

Andrew McCauley: So it can be a virtual tour, then you got the team. You
mentioned the team, now, it could be staff profile.

Heather Porter: Absolutely.

Andrew McCauley: People want to know who they are dealing with on the
phone, there are so many businesses done over the phone, and over the internet.
You got these names to these businesses but no faces or real human contact. You
could do a little video to, “hey this is Mary and I work at this particular venue and my
role here is this and blah-blah-blah.” So you could do a staff profile.

Heather Porter: Especially if you‟re service based. Like if you‟re a hair dresser for
example. A salon, you could, how amazing would it be to have all your hairdressers
and your massage therapists talk about who they are and their area of expertise as
well so you get to know everybody that‟s there and how amazing they are before you
book in. So, yeah that‟s one if you have-

Andrew McCauley: What about customer success stories?

Heather Porter: Absolutely, customer success stories, case studies, so that can be
as small as a testimonial that they give. As big as a before and after; of what has
happened while working with that client. Demos are great.

Andrew McCauley: What about customer feedback.


apologise!


Heather Porter: Customer feedback, yeah! Yeah, absolutely.

Andrew McCauley: It‟s almost as, customer feedbacks and reviews which is
almost like testimonials.

Heather Porter: Almost as much as you can, people send in videos, and do contests
with that even. Back to the demos, if you have a product, show that product in action.
If you have a service, show that service in action. That was actually what I was
speaking about not too long ago, to a spa beauty expo, I was telling them that as a
salon that basically- have a camera in there, and show how you do blonde highlights,
how you‟re the best in the business, or if you‟re a massage therapist, show some of
your massage techniques. There are channels I found on YouTube with millions of
views just massage channels just showing massage techniques. Crazy!

Andrew McCauley: We‟ve been dealing with some massage comings for a while
now, and I remember one of the earlier ones we had was that did some hot rocks,
something, something, bizarre massage technique. I have never heard of that before.
They tried to explain it to me and I said do you have a video, and they said no and
god, go and get a video. Just film, just film yourselves doing that particular massage,
because I‟m a guy and I may not get it but I‟m sure that there are some females out
there who don‟t know that type of massage who don‟t know it either.

Heather Porter: Who want to know, yeah!

Andrew McCauley: Usually if I, why would I go and pay $85 for this particular
rough rock, moonshine, special, duper massage if I don‟t know what it is. So, give me
an example of it, show me what it looks like, and then I can say “Aah! Is that what
you call it. Cool, I‟ll take it”.


apologise!


Heather Porter: And film a couple before they had it, and after they had it. Talking
about how amazing they feel.

Andrew McCauley: Exactly. What else, what else. What about FAQ feedbacks.
You know people have a lot of questions you know, or you‟ll have regular questions
that come through for your business. People often, you know, you go in and you
answer the phone in your business and say what are the top four questions that
people ask all the time, and turn that into a video.

Heather Porter: Yeah! You‟re educating people even before they come to you, and
you can actually turn that into a full tutorial on that topic. But you are also answering
their objections potentially, before they come to you as well, so that does 2 things.
Yeah I love FAQs, they should ask questions as well, those are the questions that
oftentimes, people don‟t know the right questions to ask, it‟s because they actually
don‟t know enough about you. So, if you could come up with the questions you wish
your clients would ask you to get the most out of you, you write those down and then
answer those at the camera. You know, and that‟s a whole other set of videos that you
can do right there, so say you do 10 frequently asked questions, and few should asks,
and you suddenly have 15+ videos that you can put up.

Andrew McCauley: What about things like company update. What if you‟re
expanding or you‟re doing something special, or something that‟s coming up that‟s
worth telling people about. Do a video about those sort of stuff, tell them there‟s a
new service or new product being launched, or you‟ve received an award. You know
often many people don‟t toot their own horns. But we‟ve waited for lot of businesses
that have won awards in their local community for doing something, even if they have
done something charitable act. Local schools may recognize these businesses for
helping out in their school fate. Do a little video on that because it‟s all of this stuff.
We‟ll get in to that a little bit later, but it‟s counting creation that is getting in there by
the biggest search engine in the world which is Google, and all of the other search
engines which are getting you found for certain key terms which you won‟t even
realize which you can get found.


apologise!


Heather Porter: Yes. Do that, make a video newsletter like you said, and I guess
one of the thing to kind of finish this little chunk up with is this, that what you do a
video on is whatever you‟re good at, and often times we‟re all blind sighted or we
have a blind spot I should say, of what we are actually good at. We get so used to it,
we forget that that‟s our area of expertise. So if you could get just somebody that‟s
just in your life or your business to sit down with you and have them say to you, what
do you think I‟m good at? And then write down 5 things, and then you can make 5
videos with those, teaching people with those 5 things that you‟re good at. So
whatever, and again I was talking about, bringing it back to the spa group that I was
with, one of them was saying, well I‟m not really good at anything. I said, ‟well,
mixing, being a chemist and mixing the hair dyes is quite amazing and it takes a lot of
study‟. Then suddenly they had this whole idea of how to do this video series on how
to mix for red hair, how to mix for blonde hair. I mean it was incredible and I never
realized that how incredible their area of expertise actually was, and now they have a
whole series. So, talk about yourselves.

Andrew McCauley: What about someone that‟s got a head for radio? And I know
it, and you know what. I don‟t want to scare my customers off because I‟m not a
Japanese sunset. Or they‟re just completely nervous, and the camera freaks them
out. Alright, so they don‟t want to get in front of the camera. What sort of, I mean I
got a couple of ideas too but, I‟ll hear from you. What sort of ways can you get their
message out without them even having their face on camera?

Heather Porter: Well, they can either record their voice and they can actually talk
through something that they can do, and that can be supplemented with, like a power
point style video that has a combination of photos and images and some sort of
animations as well. Or if they really don‟t like their voice either, you know you can get
a really inexpensive amazing voice over artists now that will read your words for you,
like „Fiverr‟ you know, which we should have talked about before. Yeah so, you can
talk it, or you could get somebody else to talk it for you, put it on the top of sort of an
animated style background.

Andrew McCauley: Definitely, so there is no excuse. I know we had the „no
excuse‟ episode previously, but there is not excuse for you not to be using video right
now.


apologise!


Heather Porter: Absolutely.

Andrew McCauley: Anyway, that‟s probably 10 or 12 ideas that you can use for
your business. Then come up with your own ideas. There are all sorts of different
ways for your own business that you know about more than us. But we just want to
try and get started, get you started, so you can start turning-

Heather Porter: Turning these videos out.

Andrew McCauley: Turning these videos out.

Heather Porter: Exactly.

Andrew McCauley: Alright, so let‟s move on to the next,

Heather Porter: Let‟s talk about differences of what‟s out there, like there‟s video
players, there‟s video websites. What‟s the difference? What do you need to get
started on all the good stuff?

Andrew McCauley: Warning! We‟re going to get a little technical.


Andrew McCauley: Little technical, but it won‟t hurt a bit!


apologise!


Heather Porter: No!

Andrew McCauley: Alright, so let‟s talk about YouTube for a minute. YouTube is
the biggest video player that‟s on the market. It‟s a player that lets you play videos,
from YouTube directly, or you can embed videos from YouTube into your website. So,
that‟s considered a video platform, it‟s a player and a place to go and watch other
videos being played.

Heather Porter: It‟s a public one. It is free, that‟s why it‟s one of the biggest. I
guess the pro is obviously, it is the biggest video player on the internet. The Con,
which we‟ll talk about a couple of these other players as well that you can‟t have
complete control over it, because it is public domain, it‟s going to be branded as a
YouTube video.

Andrew McCauley: That‟s an important thing. A lot of the content that gets put
up on YouTube becomes public, so anybody, even if you created something, and it‟s
your video, with your camera, and your face on it, other people can use that
information on their website, anyway they like.

Heather Porter: Exactly right!

Andrew McCauley: So you do need to keep that in mind. The other thing is that,
the way YouTube and Google make money is through advertising, and they‟ll often put
advertising on videos that starts getting frequently watched. So, you‟ll have ads that
you really won‟t have any control over, popping up on your videos. So, if you‟ve
embedded a video of yourself, and it‟s a pretty popular video, and you put it on your
website, then you could potentially have someone else, or your competitors‟ ads
popping up on your website or on your video.


apologise!


Heather Porter: Yeah exactly, so not complete control but you know, there‟s a time
and a place for using these video players. What else? What are the other really big
ones?

Andrew McCauley: Yeah, the other part to that is, there is a school of thought
out there from some people that think that, having YouTube embedded video on your
website is cheap?


Andrew McCauley: Looks cheap. Because people know that it‟s a free.

Heather Porter: True!

Andrew McCauley: So, if you are down that school of thought, then this next
section is probably for you too. That‟s talking about videos that are played with a
player that doesn‟t have ads, and advertising on it, that you control. How you want
the viewer to see.

Heather Porter: Including the controller, how to player looks, you put your own logo
on it, all sorts of fancy things.

Andrew McCauley: You can make a player automatically, as soon as the person
reaches that page, you can let them seek control buttons that pause, stop, fast-
forward; you can let people download that video on to their computer. So there are
other sections like that. So let‟s talk about some of those. Is that where you want to
go with this, right now?


apologise!


Heather Porter: Yeah I guess, before jumping to that because I know this is going
to take a little bit of time. Quickly let‟s name a few other free players that exist
outside of YouTube.

Andrew McCauley: Oh sure!

Heather Porter: So, we have Vimeo. Vimeo is another very popular one.

Andrew McCauley: Vimeo.com

Heather Porter: Vimeo.com, Metacafe‟. There‟s another one, Dailymotion, Viddler,
now they‟re all similar to Youtube, in the fact that they‟re free to upload your video,
up to a certain level.

Andrew McCauley: Some of them have free, some of them have advance paid
subscription. But most of them are free.

Heather Porter: Yeah most of them are free. They are quite easy to use. You know
for the general smaller player, small to middle size business, you just whack your
video, and up it goes! It‟s easy to put it out there. But again the cons are that you
don‟t have complete control. So, if you want to have control of how your content
looks, and people can‟t click off your site and in to the player, you know, with YouTube
player you actually, even if it‟s embedded on your website, you can still click, down at
the bottom of the player, and leave the website, and go back into YouTube. So, these
videos keep the person on your website, and they can‟t click anywhere else because
they just are a player that you put on your website. They are great for private content
you might use in say a membership site, or private area of your website. They are
great for, videos that you might want to share with intranets, or internally with your
staffs on certain websites. They are great for you know, sales pages, if you‟re doing a
sales page campaign, and the reason why I say that is because, if you have a YouTube


apologise!


video on a sales page, and if somebody wants to get sneaky and research a little bit
further, they can click on the YouTube icon, go off to YouTube and see how many
people have actually watched the video. If they are on a sales page for social proof
and they found out that only 15 people have watched your video, they might not buy
from you. So, using a private player controls that environment, so that no one will
ever know how many people have watched, or have not watched your video as your
growing your business. What else, Andrew, what else?

Andrew McCauley: That‟s great!

Heather Porter: Yeah! That‟s what I always use.

Andrew McCauley: Yeah, so what else. I think maybe a few more will pop up in
the next couple of minutes as we talk about that sort of different things, yeah?

Heather Porter: How they work, yeah! The biggest common theme around using a
private player is that you need a place to store your files. You seen YouTube,
Metacafe‟, Vimeo, all these, when you upload your video to them, they are actually
storing your video file on their server for you. Now these other private players, you
have to store the file somewhere. So the best place to do that, the cheapest, fastest,
the one that we love, that works is the player we‟re going to talk about is the Amazon
S3, and it‟s a big, massive, I guess network of servers all over the world that store
your files for you.

Andrew McCauley: Yeah! The Amazon S3 is part of the Amazon network.

Heather Porter: That‟s right!


apologise!


Andrew McCauley: Amazon is huge as you know, it stores a lot of content
including all of the books and various bits and pieces that it sells. What I found was
that it only served, they had a up time and down time for this service. And they
thought why don‟t we rent out some space to people that are looking for high
bandwidth sort of space. So they come up with the S3 accounts which means you can
put any sorts of files, it can be audio, it can be video, it can even be PDFs and Word
documents, if you like, and Excel spreadsheets, any sort of files you like. It has this on
Amazon S3. Now there probably are some people listening to this Podcast thinking
well I don‟t need that because I‟ve got my own website, and I got my own server, and
if I do videos I just put them on to my own website and house them there. Now you
can do that. So you may have your own website, and you may upload your video to
that website, and then when somebody hits play, it plays the video and comes straight
out of your website. You‟re not paying anything more for it. It‟s totally in the cost of
hosting that you pay on a monthly basis. Now the problem with doing that though is
that when your site goes to load, so when someone clicks on your site, and you‟ve got
a video that needs to play on that page; it‟s going to take up a lot of load time, its
going to take up a fair while for your page to load up. Because what it does is, that it
needs to put up all the elements of your webpage on the screen in front of somebody
who has just clicked it.


Andrew McCauley: So that may include having a video that you may already
got there, because as soon as someone clicks on the video, you want it to start
playing. So that puts some serious pressure on your server.

Heather Porter: The other problem too is that, general hosting accounts don‟t have
a lot of what‟s called bandwidth where you can where people are visiting your site,
they are using your bandwidth to access your content. So if suddenly overnight you
get very popular and there‟s always people coming to your site, watching your videos.
It could use up all that bandwidth in one moment and your whole website will crash
and be taken offline. So, not cool and also most hosting, just general hosting
companies are not great for hosting video because, again, like Andrew said, it‟s all
about the speed or the lack there of. So you really want a place to store your videos


apologise!


that‟s easily accessible globally, quick, reliable, and can be seen on all devices,
computers and mobile devices as well.

Andrew McCauley: So let me just tell people how that works. So if you‟ve got a
video that‟s housed on S3, Amazon S3 or another hosting site like that, let‟s say
you‟ve got one on Amazon, what it does is you still grab the code from Amazon or
your video player, and we‟ll talk about these video players in just a moment. But you‟ll
grab that, it‟ll give you a certain code, just like the codes that YouTube gives you.
Okay, so you copy that code, and you paste it into your own websites, so you get back
to your website and you may say, you may write an article about this video that says
“watch this video”, and you grab the code that Amazon or your video player gives you,
and you just paste the code into your webpage. Now the good thing about this is when
somebody clicks on your site, you‟ve got your server, and your website delivering the
information to the screen the person‟s on, but you‟ve got this super, super duper
scooped up computer servers through Amazon that will deliver your video faster than
you can ever believe. So what‟s happening is 2 things at once, your website is being
loaded by your own server, the main information, the text, and the beautiful borders
you‟ve got and your headers. And then Amazon is downloading the videos just as fast,
so that your website loads up real fast, and you‟ve got instant access to your videos
when somebody hits „play‟.

Heather Porter: Absolutely. Well said actually. Very well, I understand that, I would
understand that if I didn‟t understand that. So, that‟s good! That‟s good, that‟s good!
And I guess, where does the player come in? Well like Andrew is saying, where you‟re
just uploading your video on Amazon S3, it does give you a little bit of, like a link or a
piece of code that you can use, but you have no control over the size of the player.
Last time I embedded or stuck a link from Amazon S3 to my website, you click on it
and it opens up in a private, in another page, and your video is just whacked in there.
So it‟s kind of clumsy, so these, these--

Andrew McCauley: Yeah, yeah, the thing about this the other day, it‟s a bit like
having, say you have payTV, and the PayTV company will deliver the cable to your
house.


apologise!



Andrew McCauley: Okay, so you got to sock it in to your house. Now you
essentially have cable TV, you have the ability to watch cable TV, except the
component that‟s missing is something to play it on. Like a TV.


Andrew McCauley: Alright, so this is what a player is. It‟s now something to
make it look pretty, and there‟s all sorts of different players out there, different TVs
out there. You got digital, you got the old analog, you‟ve got black and white, you‟ve
got whatever, you‟ve got 67 million inch, you got 3 inch. So there‟s all sorts of
different players with different controls with different things you can do on each of
those TVs. Same with these players. So what a player does is, it grabs the information
from Amazon and it actually connects the 2 together so it lets people watch what they
want to see.

Heather Porter: In the way you want to. So if you want to say your site to be filled
with plasma screens for example, big, wide, amazing plasma screens then you‟d have
a player that looks like that, yeah! We love a couple of players, one that we‟ve been
using for a while, but also there‟s another one out there that‟s floating around that
we‟d like to, the one we use is Easyvideo player.

Andrew McCauley: Easyvideo player yes, that‟s been a good video player for us,
we house a lot of videos there. Some of the cool things you can do with some of the
video players, while we‟re talking about these is, I think we touched on this a bit
earlier but you can even have things like different screens and borders and skins
around your video player. You can have different controls where people can do certain
things. You can even have opt in boxes in some of them now.


apologise!


Heather Porter: It‟s incredible.

Andrew McCauley: Which is pretty cool, some might even watch a video and
enter their e-mail address inside the video and it gets sent to you. You put your
Facebook likes, and your share icons in that sort of stuff too, which is pretty powerful.

Heather Porter: Yeah you have „buy now‟ buttons that pop up at certain times in the
video so you can say in 30 seconds, in I want the button to pop up, you can
completely hide the video controls, I know a lot of people are doing this now with
sales pages. Which is, I have my own thoughts about that, but.

Andrew McCauley: Yeah! I‟m not a big fan of that anymore, it used to be good,
but now it‟s a bit annoying. Because I‟ll often get to sales page, I want to watch it,
and maybe I‟ve got things to do, you know it‟s a 20 minute sales page, I don‟t want to
watch it all right there, I need to come back and watch something else.


Andrew McCauley: So, that can be annoying, but that‟s another thing.

Heather Porter: That‟s another topic altogether, we cut time on sales pages I guess.
Yeah so I guess, Easyvideo player, how it works, and why it is easy is because
basically you get an Amazon S3 account, but after you get it, you really don‟t have to
deal with it ever again, it‟s easy in the fact that, you log into Easyvideo player
account, they can either log in with their servers or you can actually create your own
website where you have the Easyvideo player on it. I‟m not going to go too deep into
that, I think that‟s just going to fry people‟s heads.


apologise!


Andrew McCauley: Let‟s just say they give you a website, you log into it and all
of your accounts and all of your videos are in there. It says upload a new video, you
click on upload, and it automatically uploads it for you, and it puts it in Amazon for
you as well.

Heather Porter: Yes, that‟s right!

Andrew McCauley: So, you don‟t, I haven‟t touched my Amazon account for
years, I can‟t even remember how to get in to be honest with you. But I know there‟s
hundreds of videos there because I‟ve been uploading in Easyvideo to it.

Heather Porter: It synchs automatically which is great so, it‟s just how you upload
anything else, so you click on upload and find it on your hard drive so, yeah, I want
that file and it sucks it in and puts it on your Amazon and that‟s actually where it
accesses the file. So, it‟s a really cool little tool. And it‟s got great statistics as well,
you can see how many people have watched it, most popular videos and all those
good stuff that you would like to see to.

Andrew McCauley: Any idea of the cost of that one?

Heather Porter: Gosh it‟s been a while, what is it a 100?

Andrew McCauley: I was going to say, you wouldn‟t know because I‟m the one
who--

Heather Porter: It‟s a one off!


apologise!


Andrew McCauley: It‟s around, about $37

Heather Porter: For a?

Andrew McCauley: $37 a month, there‟s a one off payment, and there‟s a rough
monthly payment of around about $37.

Heather Porter: Yeah Okay.

Andrew McCauley: It‟s a little bit on the high side but we‟ve been getting some
great results, so we‟re sticking to it.

Heather Porter: Yeah, so that‟s good. And then the second one out there is Easy S3,
so easys3.com again, we‟ll put these links on our website,
autopilotyourbusiness.com/podcast, but EasyS3 is a similar sort of tool isn‟t it
Andrew?

Andrew McCauley: That‟s right!


Andrew McCauley: EasyS3 is around about I think from memory around $20 to
$25, does the same sort of thing. Of course they have each of these unique little
features, so click on a link and check that out. There‟s another one that‟s out there
which has been around for a long time, and that‟s called the JW player. JW player has
been around doing rounds for different people that lets you put all sorts of skins


apologise!


around it‟s videos and that‟s a cool video player. I can‟t tell you the price on that one,
I can‟t remember what it is, but it‟s not that expensive either.

Heather Porter: So, you have a lot of different options, and I guess the easy way to
look at this would be if you want to use, just getting started, just get yourself a
YouTube account, use your YouTube account initially and as you grow, and you want
to have private content and on some of your websites, webpages, think about one of
these private players to use side by side, so that actually brings me to another point
which is, if you have both these players, what sort of videos do you use on one versus
what do you use on the other? Is there sort of a method around this madness?

Andrew McCauley: Well there is, a lot of our free content, and the content that
I‟d like to get out to people are usually put out on the free video, like YouTube and
send them out to other sites like Dailymotion, and your Metacafe‟ and all of those
ones. So I‟d like to tell people because that‟s information that I want people to
discover, but when it‟s content that people have paid for such as a membership site,
or a product we have, then I don‟t want that to be public because what‟s the point of
having it available to everyone if they are going to get it for free rather paying for it.

Heather Porter: Yeah so like a good thing we‟ve done before is, we call „teaser
content‟, or a little short video on YouTube, and it doesn‟t cover the whole topic but
it‟s just a couple of minutes, and then it might say that, underneath the video under
comments to finish watching this video or to get the rest of the video „click here‟ and
that will actually take you in to a website off of YouTube but into a website where you
can then click somebody‟s e-mail address to give them the rest of the video. And in
that case you would have that video played in a private player. And we know where
they could download the video if they wanted to or other options from there.

Andrew McCauley: So, private player versus public player, it‟s up to you, you
can get some relatively good insights or statistics from YouTube on your public
channel. You can get some good information from there. You can also get some other
good information from your hosted Easy video player account or your JW player. So


apologise!


you can get some good information from those as well. So, this is just has been what
you just want to achieve with your videos at that time.

Heather Porter: Yeah! So, I think that‟s a great overview about the players in the
public accounts and how they work. I guess what we should wrap up with is once you
have your video and you put it up online, how do you name it, and what do you
actually put in the description, so people can find it and so, it‟s helpful not only to your
business but to users.

Andrew McCauley: Sure, the description stuff is all part of the, and I think we‟ll
do another video, podcast on video marketing and SEO, and all that sort of stuff, as
well. But there are 3 components you want to have in a video generally. One is a good
introduction, or something to capture the people‟s attention when they first listen to
you because I think that the statistics out there say that if you haven‟t captured the
people‟s attentions in the first 8 seconds, they‟re not going to watch the rest of that.

Heather Porter: Yeah it‟s like that whole first impression thing isn‟t it, I think 7
seconds.

Andrew McCauley: Yeah, so you want to make sure you make some good first
impressions straight up. Then inside the video, particularly if it‟s a free video like a
YouTube video, you might want to put something like a, what they call it, a bottom
third, which is essentially your name or your website, your website address on the
bottom of your video, and let that happen, or stay on the video throughout the whole
entire video. And one of the reasons you might want to do that is because if somebody
embeds your video on their website. Let‟s say you got some great information, and
they can‟t be bothered to make their own video, then they can grab your video and
stick it on their own website. Now if they do that, so be it. But what‟s going to happen
is your name of your website or your business name is going to come across the
bottom of that website, and they‟ll have to, they can‟t scrub it, they can‟t delete it.
They are going to have to leave it on there. So that you are getting some props for
that content you‟ve delivered them.


apologise!


Heather Porter: Well said. And say you‟re using one of the public players as well
and you‟re uploading to say YouTube for example. A great rule of thumb on how to
name your videos is by the very thing that you‟re teaching in the video. So most
people go to YouTube and they type in „How to‟ „How do I‟ so they want to learn
something. So, instead of naming your video, you know for me example, I do an
interview with somebody and it says Heather Porter interviews Andrew McCauley, well
most people don‟t know us yet, probably.

Andrew McCauley: But they are not searching for our names right now.

Heather Porter: They are not searching for our names.

Andrew McCauley: Looking for the content of the interview.

Heather Porter: Exactly, so, a much better name would be find out how, or how to
market your videos, or how to use video marketing, so that would be the topic of the
interview we‟re talking about right now, and that‟s what we name the video. And then
in the description below, you could then use Heather Porter interviews Andrew
McCauley about using video marketing, get another cool free video with more
advanced tips and strategies and tactics here, and then you would put a URL in your
description. So your description really actually is a call to action or is actually saying
„hey here‟s what you can do next‟ if you liked this video, so you will always-

Andrew McCauley: That‟s in a written description of your video when you
upload it.

Heather Porter: That‟s exactly right. So, that‟s in the written description. So the title
is the topic of the video that you‟re talking about and the description is little bit more
about the video but most importantly you always want to put a URL for them to go
somewhere else to get more things from you. So that could be your sales page, that


apologise!


could be your free bonus, or the thing that you‟re giving away on your website, that
could be individual pages on your website that you want to draw attention to. So,
that‟s what you want to do on your description.

Andrew McCauley: So in summary, the 3 things you need in a video are the
intro. A good „attraction benefit‟ sort of thing at the start; a „bottom third‟ that would
tell people where they are or where they can get more information from, and then also
a „call of action‟, tell them in the video itself. Don‟t rely on your description only, but
tell them in the video. „Hey go and get my stuff from this website or click on this link
below to go and find out more‟. So just tell them in the video, so you‟re directing them
to do something particular.

Heather Porter: Everything that you guys do online should have an outcome, if it
doesn‟t, you‟re just adding more noise to the internet. So basically you want to think,
what am I doing, is it to educate somebody? Is it to inspire them? Or is it to sell or
give something away? What am I going to do as an outcome of creating this piece of
content? Is it again to give something away via a form where they can enter their
details? Is it to sell something or promote something that I‟m doing? Taking them to a
page where they can buy it? Or is it something where you‟re just raising awareness
and doing inspiration but also directing them back to somewhere in your site where
they can learn more about you. So jus think about the outcome before you even get
started so everything is tight and consistent and you‟re not just doing content for the
sake of doing content but you‟re doing it to get an outcome.

Andrew McCauley: Exactly, well said. Well I think. You know what I think?
We‟re getting to the time of our podcast, is there anything else that we need to add
about video, anything else we could fry people‟s brains with before we end today?

Heather Porter: No I think we‟ve done, you know, a pretty good introductory,
informative little session about public, so we talked about public players versus the
private ones. We talked about what you guys can do in your videos; how to name
them or describe them or to make them a little more appealing to the public. It‟s a
really cool statistics, why it‟s so important. I guess really just remember that all of


apologise!


you guys are experts, you really are that‟s why you‟re in business and that‟s why
you‟re listening to this. So talk about that, educate people with that expertise that you
have; do tutorials, do case studies, if you could just plan on doing one a month to get
yourself started, some of this great inexpensive gear that you already have access to
that would be great.

Andrew McCauley: Excellent well said. So having said that Heather I think it‟s
time to wrap up now. If you‟re listening to us on iTunes then please go and subscribe
to our iTunes podcast even if you‟re listening to it on the website, jump out to iTunes,
do a search for Internet Marketing or Internet Marketing Strategy. You‟ll find us up
there Business Strategy. You‟ll find us under those key terms. Go and click subscribe.
And the thing about subscribing on iTunes is that it automatically sends the podcast,
any new ones that we do they automatically sends it into iTunes and you can listen to
it anytime you like. It doesn‟t, it means that you don‟t have to keep coming back to
the website to see if we‟ve uploaded a new podcast. So go ahead, do that. If you want
to find out more, if you want the show notes, or you want to get some of the
resources and some of the links that we spoke about today, where do they go?

Heather Porter: www.AutoPilotYouBusiness.com/podcast

Andrew McCauley: /podcast. Alright thank you very much it has been a
pleasure.

Heather Porter: You too Andrew. Thanks everybody for listening.

Andrew McCauley: I always enjoy doing this kind of stuff.

Heather Porter: Yeah me too. They‟re good fun actually. Thanks to you guys.


apologise!


Andrew McCauley: Until next time.

Heather Porter: Talk to you very soon.

Andrew McCauley: We don‟t know what we‟re doing next time but I‟m sure we‟ll
make it up as well.

Heather Porter: Exactly.

Andrew McCauley: Alright everybody. Take care.

Heather Porter: Bye, bye.

**End of Audio.


apologise!

#12 How to Use Video to Market Your Business

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Empfohlen

Empfohlen (20)

#12 How to Use Video to Market Your Business