YOUTUBE & LINKEDIN MARKETING FOR SMALL BUSINESS

YouTube & Linkedin
MARKETING FOR SMALL BUSINESS
Taught By Molly O’Kane
bloggerithm.com/blog

What is the hardest part
about being a small
business owner?
We will use the answers later

This workshop will be perfect for you….
• If you currently have a small
business
• If you’re new to social media
• If you’re looking to grow your
business

My Promise to You
1. All about YouTube & LinkedIn
2. Loads of ideas to try out
3. There are tools to make your life easier!
In about 3 hours you’re going to learn:

Why are you
excited about this
class?
What do you
want to learn?

Meet Molly
Social Media & Marketing Consultant
for San Francisco Small Business
Development Center
With over a decade of starting new programs
from scratch, speaking, and most
importantly, real-life, in-the-trenches
business experience.
I started helping small business owners over
three years ago deal with the sometimes
overwhelming marketing, advertising & social
media aspects of starting a new business.

Close your eyes
and think of your
best customer

25
34.5
53
37 34
15
23
45
31.5
25 25 28
72
31
1516.5
11 12
27
8
30
129.5
6
10
17
3
21
2
0
10
20
30
40
50
60
70
80
90
100
Facebook Instagram Twitter Pinterest YouTube Linkedin Snapchat
% Users by Age in 2016
18-29 30-49 50-64 65+
www.globalmediainsight.com/blog/social-media-users-infographic
www.statista.com/statistics/326452/snapchat-age-group-usa

48 51
45
29
62
54
30
52 49 55 71 38 46 70
Facebook Instagram Twitter Pinterest YouTube Linkedin Snap Chat
Users: Male/ Female
Male Female
www.globalmediainsight.com/blog/social-media-users-infographic
www.statista.com/statistics/326452/snapchat-age-group-usa

52
ASSETS NEEDED: VIDEO
Videos work when:
• Authentic
• Entertaining
• Evoke Emotion
• Personal/Relatable
• Useful
• Educational

Consumers Share Videos For 5 Main Reasons:
• To be social
• To express how they are
feeling about a particular
topic
• To show off, or humblebrag
• To prove they were the first
ones to find something
• To make friends and
colleagues laugh
http://tubularinsights.com/buzzfeed-video-formula/

52
TOOLS: VIDEO HIRE
• Upworks- Find freelancers and
freelance jobs
• Fiverr is the world's largest
marketplace for digital services. Get
logo design, marketing services,
whiteboards and more, starting from
only $5.

52
• Filmora is an all-in-one home video
editing production software that has
powerful functionality and a fully
stacked
• PowToon – Create animated videos
and presentations with PowToon to add
a commercial quality experience to your
TOOLS: VIDEO DO IT YOURSELF

52
TOOLS: VIDEO SCRIPTS
• Plan in advance
Write a Script
Why: Maintain brand or product image, right
language & cover all key points.

52
TOOLS: STORY BOARDS
Story Board
Visual guide typically consisting of a rough
sketch for each shot in the video.
Include:
• what you need to shoot
• where to position the camera
• where to place items and people on screen.
The typical YouTube viewer has a short
attention span, so plan your videos to be no
more than two or three minutes.

Enjoy the videos and
music you love, upload
original content, and
share it all with friends,
family, and the world
on YouTube.

YouTube is the second largest
search engine on the internet
today, behind its parent
company, Google.
over 1 billion users

You Tube- Stats
52 percent of marketers
name video as the type
of content with the top
ROI
YouTube is available
in 61 languages and is
being used in 75
countries
YouTube reaches more
American adults aged
18 to 34 than any cable
network
Shoppers who view
video are 1.81
times more likely to
purchase than non-
viewers
YouTube videos are
easily shareable,
with 323 days worth of
YouTube video viewed
on Facebook every
minute

You Tube- All Stars
Post Content
Consistently
Post Quality
Material “Add
Value”

You Tube- Create Channel
Step 1 Step 2 Step 3

Upload an image
that is at least
2560 x 1440
[pixels]
You Tube- Channel Art

YouTube
recommends using
an 800 x 800 pixel
JPG, GIF, BMP, or
PNG file.
You Tube- Channel Icon

Showcase Your
Products/Services Many
successful businesses use video
marketing as their primary strategy
to introduce customers to their
products and services.
Ideas:
• explainer videos
• Webinars
• video presentations
Example Go Pro: used the
channel to upload content ranging
from informational videos on new
products to compilations of
footage from their camera being
in use.
You Tube- Content
https://youtu.be/oCUjAmW5yCA
GoPro YouTube Case Study | YouTube
Advertisers

Demonstrate Your
Expertise & Educate
Every day, users
search for answers to
their questions and
problems.
Searches for “how-to”
videos are growing by
70% year over year
Offer expertise in the
form of short videos (3-
5 minutes) with advice
and tips.
You Tube-Content
https://www.luxyhair.com
Sell Hair extensions

Brand Storytelling
• Inspiring videos that fit
into your business’ identity
are perfect for
communicating your
brand’s image and ideals
to a wider audience.
• Gear towards building a
lifestyle.
• Buying an experience, not
just a product
You Tube- Content
https://www.youtube.com/user/GoProCamera

Entertain
Fun videos that cater to
your audience’s interests is
one of the best ways to
capture viewers’ attention
and focus it onto your
products.
You Tube- Content
https://www.youtube.com/user/vat19com/videos

Inspire
Inspiring videos with
emotional & relatable
stories
You Tube- Content
https://www.youtube.com/watch?v=CPQ1budJRIQ
PROVE THEM WRONG - Motivational Video

Inspire
Inspiring videos with
emotional & relatable
stories
You Tube- Content
https://youtu.be/8wYXw4K0A3g
Heineken | Worlds Apart | #OpenYourWorld

Optimizing
Your Videos for
Search
• Key Words or
tags
• use about 10
tags that include
the video
category, video
content, shoot
location and
names of anyone
in the video.
You Tube- Grow Audience

You Tube- Keyword Tools
• AdWords- Display
Planner
• Keyword Dominator 3
searches free a day
http://www.keywordtoold
ominator.com/k/youtube-
keyword-tool
In AdWords- Display Planner change to video
Then search for keywords

• Pick your title and description
wisely
• Add a keyword phrase at the
beginning
• YouTube’s maximum title length
set at 100 characters Channel.
YouTube search shows just 70
characters, and Google search
shows only 55 characters,
including spaces. Keep it short.
• Finding Trends
https://www.youtube.com/feed/tre
nding & Google Trends
You Tube- Titles

You Tube- Titles
1. How To
How To Master 5 Basic Cooking Skills - Gordon Ramsay
2. Vs.
$27 Cake Vs. $1,120 Cake
3. The Remarkable (“Epic” “Awesome” “Incredible”)
EPIC TRAMPOLINE PARK ON ROOF!
4. Trend Friendly
Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”
5. Question
Do You Like Broccoli Ice Cream? | Super Simple Songs
6. Functional but SEO friendly
Stitch Fix Unboxing & Review
7. Lists
10 Most Amazing Vehicles

Your descriptions: Approximately 980
words
• Don’t leave it blank—Many people make
the mistake of leaving this area blank,
missing out on a big video optimization
opportunity.
• Use tags—Tags act as keywords for your
videos, so if you neglect adding these
you’re missing out on huge discovery
opportunities.
• Don’t copy and paste—Instead, write
unique, descriptive and keyword rich
content in the description that YouTube
can recognize.
• Add URLs—Send traffic to your website
and other social channels by including
URLs in the description .
You Tube- Description

Personalize Video Thumbnails 90% of
the best-performing videos on
YouTube have custom thumbnails
1280 x 720 resolution with a 16:9
aspect ratio.
Make use of branded fonts, colors,
and images that reflect what your
content will speak to, and
remember that a thumbnail’s worth
a thousand words.
https://creatoracademy.youtube.com/page/lesson/thumbnails#yt-creators-
strategies-1

Use Annotations
• The possibilities for annotation use are limited only
by your creativity, but some common uses include:
• Letting viewers skip ahead (keeping them watching
in the process)
• Suggesting other videos for the viewer to watch
• Linking to your website
• Linking to a subscribe button for your channel
• Adding a CTA (sign up, learn more, etc.)
the annotation tool lets you easily layer text, links, and spotlights to your videos.

Whenever you provide a
link to your channel, add
“?sub_confirmation=1” to
the end of your channel’s
URL and a pop-under will
automatically appear on
your channel prompting
visitors to subscribe.
You Tube- Enable an Automatic Subscription Prompt
https://www.youtube.com/watch?v=XndWJ1ieKwY

Adding Call to Action
• Include a clear call-to-action
• A vocal call-to-action: If appropriate, have the person speaking in the
video tell the audience what action to take next step
• A text call-to-action: Use titles or captions to share information and
suggestions for your customers’ next steps
• Call-to-action buttons: To add a level of interactivity to your videos,
you can add a CTA button or overlay to your content.

• Here’s how to do it.
https://support.google.com/youtube/ans
wer/150471?hl=en
Or watch this video
https://youtu.be/LOI_zSR-BPo
You Tube- Adding Call to Action How To

Add a Watermark
• A watermark is perfect for driving new viewers
back to your channel and encouraging them to
subscribe. These customizable images will be
overlaid on every one of your uploads and link
back to your channel, making it easy for new
viewers to find more of your videos.
How to
• click on ‘Video Manager’.
• This should take you to the Creator Studio where
you’ll be able to access some more in-depth
settings for your account.
• click on ‘Channel’ in the sidebar
• Click on ‘Branding’ and then ‘Add a Watermark’.
You’ll now be able to upload an image that will
show up in the corner of every one of your
videos.

Link Merch Cards to Your
Website
To add Merch Cards to your
videos
1. Video Manager and
2. click on ‘Edit’ for the video
that you’d like to add a card
to.
3. At the top of your screen,
several tabs will appear.
4. Click ‘Cards’
5. ‘Link Cards’ and then add in
the information for your
products.

Collaborate with other YouTube Users
Ideas for YouTube partnerships:
• Guest appearances in each others’ videos
• Making one YouTube video and dividing it
• Uploading your videos to each others’
channels
• Collaborating with Google Hangouts on-air
• Exchanging shout-outs
• Collaborating through social media
https://www.youtube.com/watch?v=bOHV8mWKntM&feature=youtu.be

Cross Platform Promote
• Help direct traffic to your
YouTube channel through
consistently including links
from your email newsletters,
website, and other social
media accounts.
www.glossier.com

Engaging Trailers
Great channel trailers includes
• Include a clear CTA encouraging viewers to subscribe.
• Entertain the viewer to show what your channel is about
rather than tell.
• Indicate the type of videos your viewers can expect, and
when they can expect them .
• Think about the video’s context, as it will be seen on the
channel (possibly after a viewer has already seen at least
one of your videos).
• While there’s no perfect length, shorter is generally better.
https://www.youtube.com/watch?v=M4UivUe2z
u4 Indy Mogul
https://youtube-
creators.googleblog.com/2013/03/convert-
viewers-into-subscribers-with.html

Reward Subscribers
Everyone loves the chance to win free
things, prizes, and valuable assets, so
give them a reason to subscribe & stay
subscribed.
Ideas:
• host a contest,
• a giveaway, or
• offer a shout-out to subscribers in
exchange for them being loyal fans, or
sharing your channel and videos.
You Tube – Grow Audience

• Some key ways to engage with other users and get
more YouTube subscribers are:
• Take a few minutes each day to view other
YouTubers channels and content, and pose
appropriate questions or comments
• Encourage your audience members to ask
questions
• Ask audience members to contribute ideas for your
future content
• Run a YouTube contest where you ask for video
replies
You Tube - Engage with Audience

1. Great for Events
2. Customer Service (Office Hours)
3. Interviews & Guest Features
4. Product Announcements
Every Live Steam Needs:
• A Promise of Value
• A reason to watch until the end
• Interaction with Viewers (comments or live Chat)
You Tube - Live
https://www.youtube.com/watch?v=rnAXVIuYI7E&index=64

• .
You Tube – Measure Performance
Plus Gender, Country, T
raffic Source

• https://searchenginewatch.com/2016/03/15/google-
adwords-average-conversion-rates-by-industry-
study/
You Tube – Ads
The top five best converting industry types for Display are:
•Home Goods with an average 2.19% CVR
•Finance & Insurance: 1.75% avg. CVR
•Real Estate: 1.49% avg. CVR
•Employment Services: 1.28% avg. CVR
•Technology: 1.04% avg. CVR
https://searchenginewatch.com/2016/03/15/google-adwords-average-
conversion-rates-by-industry-study/

Your trying to sell your product not
someone else’s product, good idea to
not allow other ads to run before and
after your videos.
You Tube – Turn Off Ads attached to your video

Color Factory
https://www.youtube.com
/watch?v=_NYy1iWHkPc

The YouTube Creator Playbook for Brands
https://think.storage.googleapis.com/docs/creator-playbook-for-
brands_research-studies.pdf
50 Free Ways To Grow Your YouTube Channel Subscribers And Views
http://www.forbes.com/sites/jaysondemers/2015/06/25/50-free-ways-to-grow-
your-youtube-channel-subscribers-and-views/#17d0b5e53a47
You Tube- Resources

LinkedIn is the
world's largest
professional network
with hundreds of
millions of members,
and growing rapidly.

LinkedIn- Getting Started

LinkedIn- Profile Picture
Use a current professional profile picture
• Profiles with pictures get 40% response rate.
• Your LinkedIn has 11 x more chances to get viewe
d if you add your picture.
Steps:
1. Choose a photo that looks like you.
2. Make sure your face takes up at least 60% of th
e frame.
3. Choose the right expression.
4. Wear what you’d wear to work.
5. Choose a background that isn’t distracting
https://www.linkedin.com/in/lindsaywerner/

LinkedIn- Headline
Headline acts as a mini value propositio
n. Use verbs & active language
WHAT you do, for WHOM, and HOW

LinkedIn- Headline (5 Minutes)
Your Turn; Craft your Headline

LinkedIn- Description (summary)
Write a short & direct description
68.6% users use LinkedIn for
reconnecting with past business
associates
Write in first person
Add keywords
https://www.linkedin.com/in/brennenlukas/

LinkedIn- Description (summary) Formula
WHAT I DO: I help [MY TARGET AUDIENCE] achieve [THEIR TOP GOAL] by providing [MY PRODUCT or
SERVICE].
WHO I WORK WITH: I partner with [TARGET AUDIENCE or INDUSTRY TYPE] including:
[Insert Bulleted List of Job Titles, Industry Names, Client Types, etc.]
WHY IT WORKS: When you partner with [MY COMPANY NAME], you get the most efficient, effective, and
affordable [PRODUCT or SERVICE] that [TARGET AUDIENCE] are looking for right now.
WHAT MAKES ME DIFFERENT: [Answer that question! What makes you unique/different/better than similar
vendors or competitors? XYZ years of experience? Certifications/Patents/etc.? Something else?]
WHAT OTHERS SAY: [Copy and paste two-three testimonials in this area. Make them specific to the product
or service you're offering or the industries you're serving. Focus on the results clients got from using your
product or service. Include the full name of the person and his or her company to give your testimonials more
legitimacy.]
HOW IT WORKS: [Explain how your process -- "we start with a free evaluation, we do an analysis of your
website's SEO rankings," etc.]
READY TO TALK? Feel free to connect with me here on LinkedIn, drop me a line at [EMAIL ADDRESS], visit
me online at [WEBSITE URL] or call me directly at [PHONE NUMBER].
http://www.inc.com/john-nemo/how-to-create-a-killer-linkedin-profile-in-5-minutes.html

The Mission-Based Summary The mission-based summary o
pens with a broad description of what you do, then gets mor
e and more specific.
Use :you’re using LinkedIn to engage with a variety of people.
The Personality Summary: Because this type of summary foc
uses more on soft skills than on hard skills.
Use: networkers and the less-experienced.
The Short and Sweet Summary The short and sweet summar
y.
Use: professionals in conservative or technical industries.

The blended summary blend between the personality an
d the mission versions. Use: professionals in more creativ
e industries and people whose work involves lots of other
people (think sales reps, managers, or HR specialists).
The accomplishments summary accomplishments
summary for those who are seeking work—either a
full-time position or freelance gigs. It cuts to the chase an
d tells potential employers or clients exactly why you deser
ve the job, as well as the (high) caliber of work they can
expect from you.

LinkedIn- Customize Your URL
Makes your LinkedIn
profile look more
professional by
customizing the URL

Increase your Social Proof
by emphasizing skills
• Endorsements
• Recommendations
• Connections
• Posts
LinkedIn- What to Do

Highlight
• Work experiences
• Volunteer experience
• Organizations you care
about,
• Awards and certificates

Turn your company page into
a lead generation page.
• First, use an image that gets
attention or creates interest.
• Second, create a clear and
compelling pitch in your company
description.
• Third, make your Recent Updates
section clickable and conversion-
focused.

Find Customers & potential
Partners to Connect with
• Use Advance Search

Join Groups
• Look for groups with the following
features:
• Highly relevant. The group must be
a nearly exact match to what you are
seeking in a target audience.
• Active. LinkedIn ranks groups
according to their activity level, so all
you need to do is pay attention to
how active they are in the search
results. Select groups that are “very
active.”
• Medium size.

Post Stories
Take a narrative approach
and share a mini story with a
valuable business lesson.
Example results so far:
• 18,000 views
• 20 comments
• 120 Likes
• 11 shares
• 200 profile views
• 35 new connection
requests

LinkedIn- What to Do Posts
Coschedule

LinkedIn- Tool Analyze Message
https://coschedule.com/social-message-optimizer

•Buzzosumo –Analyze what
content performs best for
any topic or competitor

WHERE?
Who?
Who are you trying to reach?
The more specific the easy it
will be
What?
What are they searching for?
What words do they use on
google & What signals buying
intent?
Where?
Where are they hanging out?
Where are they doing research
prior to purchase?
WHO?
WHAT?
SALES HAPPEN & MONEY IS MADE WHEN..
Best Ideas all in One Place
www.Bloggerithm.com/blog

WHO + WHERE + WHAT
WORKSHEET
SALES +HAPPY BUSINESS OWNER
13
Learn Faster, Best Ideas all in One Place
www.Bloggerithm.com/blog

Post Articles/ Blogs: (Pulse)
Post a certain percentage directly into
LinkedIn to get the best benefit
Share with Groups

Post Articles/ Blogs:
Post a certain percentage directly into
LinkedIn to get the best benefit
Make sure people need to go to your
website for something of value
Idea:
Post 10-20% article read more on website.
(about 300 words)
Make something they need to download
Share with Groups

Engage
• Comment on posts
• Reply to comment on your posts
• Ask Questions
https://www.linkedin.com/feed/

Types of Groups You would Join?
Who would you want to follow?
What would you post?
LinkedIn- How Will Use (5 min)
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________

1. Go to your LinkedIn homepage, then
click on My Network and select
Connections.
2. From here, click on the gear icon on the
right-hand side. You’ll now have the
option to Export LinkedIn Connections.
3. Make Facebook Custom Audience
Use tactic if you’re active on LinkedIn -
engaging with others, publishing status
updates, and posts - and have connections
comprised of prospects.
Why Use:
Helps lower your CPA only if your LinkedIn
connections already have several touch
points with you whether in-person to online.
Their emotional rapport will make them
more likely to convert into leads and
customers.
LinkedIn- Bonus Export LinkedIn Connection
Email addresses

LinkedIn Video
Some have it already
LinkedIn- Coming Soon

• 6 LinkedIn Ecommerce Marketing Tips https://www.shopify.com/blog/4696032-6-
linkedin-ecommerce-marketing-tips
• How to Use LinkedIn: 35 LinkedIn Tips for Professional Networking, Business
& Marketing http://blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-
Cheat-Sheet-for-Mastering-
LinkedIn.aspx#sm.001t7mrsup0fd6a113d1a25kvt2vs
Learn More LinkedIn

What Did We Learn Today
• Learned more about YouTube
& Linkedin
• Reviewed assets we need for
social media
• Tools To Save Time

If you loved the class, I would love to hear about how
you will use what you learned
Before you leave write a review
@Bloggerithm on Facebook

Contact Info:
Molly O’Kane
bloggerithm@gmail.com
Visit: bloggerithm.com

YOUTUBE & LINKEDIN MARKETING FOR SMALL BUSINESS

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (10)

Mehr von Molly O'Kane

Mehr von Molly O'Kane (14)

Kürzlich hochgeladen

Kürzlich hochgeladen (16)

YOUTUBE & LINKEDIN MARKETING FOR SMALL BUSINESS