The latest episode of the Rocket Cast brings in Youtube Advertising Wizard Tom Breeze to speak with James Nicholson and take a deep-dive into what is working on Youtube right now for businesses.
James and Tom talk about what equipment you need to record quality video-or-podcast content, the importance of personality when engaging traffic and exactly how to ask for the commitment in your Call-To-Action which converts them into a lead for your business.
Everyone knows how big Youtube can make a brand or person, but we’re going to take that potential and amp it up for your business – and with Tom Breeze’s proven insights and strategies he’ll completely transform the results you’ve been seeing or wanting from Youtube Advertising.
In this RocketCast Episode:
- Get Immediate, Engaged Traffic & Conversions that you can turn into Thousands of £££s in Revenue!
- Hone your Brand and start Marketing with Personality.
- Create an Effective Advertising Strategy to connect with over 1-Billion Youtube Users! And much more!
Thank You for listening in this week – we’d love to hear from with any feedback you may have.
Review us on iTunes and be sure to stay tuned for further episodes!
Rocket Cast Episode 17:
YouTube Advertising Whats Working Now With Tom Breeze
Welcome to the Rocket Cast – It’s time to Blast your Sales into Orbit! Hold Tight! Here is your host – James Nicholson!
James Nicholson: Hey, it’s James Nicholson and I’m really excited today to have my good-friend Tom Breeze – from Tom Breeze.com and Viewability.co.uk. Tom is the world-leading YouTube Advertising expert and was one of the best speakers at the Traffic & Lead Gen Boot-camp – so thanks for joining us today, Tom
Tom Breeze: Thank you James, it’s really good to be here.
JN: Yeah it’s good to do some more work with you. What we’re gonna do is quickly go through some questions that we’ve got from our audience. Some of them are people who met you already at the Traffic & Lead Gen Bootcamp and some are from our Facebook Groups. I can imagine they’re really looking forward to picking your brains agin and learning more about Youtube Advertising.
TB: *laugh* Yeah Okay, fine, as long as the questions aren’t too hard.
JN: *laugh* No, no – they’re not too difficult – well, there’s a few difficult ones about trains and their different speeds, but I took those ones out for you.
TB: *laugh* Okay alright.
JN: First question is from someone we both know quite well – Jody Raynsford of Jody Raynsford Copywriters – and he’s saying, basically stripping it back to the beginning;
“What the first step someone should take when someone is looking to start Youtube Advertising, or what would you suggest they do?”
TB: That’s a really good question, and it’s quite a broad question so I’ll try and answer it as concise as possible. I think there is 4-things that I would focus on from a mindset perspective and then just get on with doing it. The 4-things start with 4-Ps, in fact – the first P is the Platform itself.
When we look at you Youtube as platform, we have to appreciate that 87% of people go to because they’re looking for something – they’re looking to learn something or looking do something or looking to buy something. For instance, How-to videos on seem to be doing very well and are very popular on because they are instructional types of video.
That’s people are going to Youtube for, their searching for information and we want to be in-front of them at that time – when their doing that research – for instance I know that, when I’ve been in a store looking to buy a buggy for my second boy that’s just be born and needed specific type buggy. Went into the store and immediately started looking on my phone typing in ‘What’s the best buggy’ and ‘how to use this buggy’, and I did that on Youtube because I could actually see visually the videos and see how that buggy would work. That was kinda my intent, and that’s I wanted from Youtube.
TB: So that’s the first thing to consider. The 2nd P stands for ‘Person’.
So, when you’re advertising on YouTube you can really zero-in on your ideal audience – you can do it by their demographic information such as age and gender; location as well, so you can really go down to a post code or zip code, internationally if you wish to reach people you are selling to.
When you can really zero-in on your audience you’re normally gonna start focusing on keywords or other videos – I want to get my pre-roll ad, or in-stream ad in front of that video there. As soon as you pin-point that video you can say ‘I want to have my ad in front of that’.
JN: So you can do that to your competitors video?
TB: Precisely, Yeah.
JN: If you know that people are going to be interested in your video – you can piggy-back off of their work, effectively.
TB: Exactly, it can competitors – any thought leader in your space that you know the audience would be interested in you if they have an interest in that other person. Say for example, for some of our clients we know that someone like Tony Robbins is almost like a ‘niche celebrity’ – we know that if their interested in his videos, we know they’ll potentially be interested in our clients videos.
So we’ll look to target other peoples like that – not to say that every video will show advertising on them but the vast-majority do, so you can really pin-point those videos as well. Obviously you can make sure that you appear at the top of the search results on YouTube with the videos there – I’m sure we’ve all seen before where we’ve typed in a keyword of some-sort, and we land on that page where it’s got all the search results for all the different videos and right at the top there’s normally two ads that will appear there, and actually when you’re watching a video sometimes on the right-hand side you’ll get those ads there. So you can make sure you’re appearing where you want to appear when it comes to the YouTube platform. That’s kinda like looking to target the right person.
Then it comes down to the actual 3rd-P which we’ll call the ‘Pursuit’, and really this is kinda a consideration to the next step that people want to take, so when you are showing your ad to people and they are watching your video ad – what do you want to do? Where do you want them to go? And what’s most likely to work? So if their watching your video, chances are you going to want something that’s going to continue that relationship.
One of the things I do in my videos is to give good content – lots of good training – and then at the end of the video I say ‘this is just a short sample of what I’ve what I’ve got on my website – if you want to get the whole thing, go there right now’, and it’s actually a presentation of me on stage in London to like 600 people so it makes sense for people for watching the ad on YouTube, and then I say to them ‘great – if you like this content you’re going to love what I’ve got for you next – go and register your name and email address and you can get instant access to this particular presentation’. I find that works really well as a continuation of that relationship I’ve just built on YouTube – it’s just being aware of what that pursuit is – what that journey is for that customer.
TB: That’s the third P – the Final P comes down to actual ‘Promotion’ itself, so the actual ad when you create it, what are you specifically going to do. Now, for YouTube – because people are there for content – I would say just literally get out your iPhone or smartphone – they’re generally of good quality nowadays to create some really good video – maybe make sure your lighting and audio is good enough (you can buy the little lapel mics and such) and in general the phone set-up is really only going to cost around £200s – and then you’ve got all the equipment you need. Really when it comes to the video itself, Really like I am right now I’m just sat in front of the wall in the office, and I can just speak about a particular topic and you want to start off by telling them what’s going to be in the video, so sell the content of the video, say ‘in this video I am going to cover 5-steps to …’ whatever that might be.
Then you may want a slight Call-to-Action there, saying ‘Hey, look, if you like the content of this video there’s so much more I can give you – in fact, we’ve got a webinar coming up’ or ‘we have a free report’ or ‘so go and download this straight away by clicking the link in the video’. Then what you would do is deliver some really good content – 5 tips, or even 1 tip should you want – just making sure that the viewer could leave that video but know they’ve gotten some really good content from you.
Then at the end of the video you put in a final Call-to-Action as well – again just reiterate ‘look I’ve got something really amazing on the website so click on this button, and fill in your name and email and you’ll have instant access’ – and that is an video ad that works very well indeed and it doesn’t have to be a huge amount of editing – people are looking for that authenticity – it doesn’t have to be a high-spec, beautiful kind of video where it’s a car driving down the mountain-side or anything – instead it’s really about that really good content and really good delivery of that content.
So if you get those 4-Ps – the Platform; the Person; the Pursuit and the Promotion – those 4-Ps, if you frame that up and know ‘that’s what I want to do’ then it comes down to getting the iPhone out, filming a video and running that on Youtube.
JN: Cool, sounds good! Also Jody is saying;
“With what approach does Youtube Advertising work best? Would you suggest giving away a product; a lead magnet or a free consultation; a direct product sale or is there any other offerings we should be using on Youtube advertising?”
TB: Good question – I think that one of the best things about Youtube is when you’re promoting something that is evergreen. So if you know you’ve got something your people want to have and have instance access to it – I wouldn’t necessary say a free report, because you’re going from video content to written content, so it’s normally best to carry on with that content so I’d say give a free video away; like a really good bit of content and advice by video, they work well.
A free video – a webinar for example, they work well as well – what you’re looking to do; remember is that people are in that search mode; that research mode and they want information quickly so giving that information quickly in the best format possible is normally the idea here. It depends on what you’re selling and depends on what you’re giving away, but something for free that just asks for a name and email means you know that’ll run constantly, doesn’t matter time of year; it’s just a constant promotion and if you keep that promotion going, the beauty is that your campaign you’re running on Youtube will just get better-and-better.
You’ll be able to optimise more-and-more, scale-up in the right places, where-as you were just building up to this one big webinar or one big live event, for example, I would say don’t necessarily promote that straight-off, because it comes down to some many different factors. You’ve got time before the event; can they get to the event; are they interested in live events? Where-as if you have something for free that is very valuable and can be run constantly – your campaign is so much easier to optimise and scale as you constantly improve. Once you’ve got a really good email follow-up marketing campaign you can sell whatever you may have on the back of that.
So not initially a free consultation, I’d probably go for some kind of free product to begin with – build that relationship – and then go to the free consultation. That’s the approach I’d take.
JN: Okay, cool – so I know some of your clients work with a book giveaway and that works quite well, because the perceived value is quite high and they just get free plus shipping, is that right?
TB: Yeah, exactly. When we’re promoting a book it’s nice because, it’s normally free plus shipping like you said, and we might just ask them for 4-or-5 pounds or dollars for the delivery of the book but, obviously once they’ve opted-in or they’ve bought the book – credit card details are on file, and then you can ask them for up-sells and all the other offers you might have for them until you’ve really got that valuable client, customer or asset on your database. It’s like you quite rightly said, the beauty is that, if they get to that page and they decide not to buy the book – the impression you’ve left them with is that you’re an author; you must know what you’re talking about and there’s a lot of credibility there
The next level of promotion, say for example where you following up all those people up that didn’t necessarily opt-in and you had a retargeting list of people that all got to that page and didn’t convert, you might want to show those people ads to go to a webinar for example, which they are more likely to do, it’s cheaper because it’s re-marketing and that point, they’re going to your webinar already knowing you’re an author – they’ve seen your book – and now the webinar might just resonate with them better and it might be more likely their a buyer at that stage.
JN: So when you’re launching a webinar, do you send them to a webinar that is literally one that is going to start a few minutes after they click? Or do you still have the delay, for example – like a lot of people – we run webinars on a thursday evening. Now, for example if someone saw the advert now or on the Monday and we were talking about our webinar would we want to have a version of that webinar they could watch there-and-then, or would we still get them in for the Thursday edition of the webinar?
TB: That is a good question, and it does depend on what kind of campaign you want to build. I know that you’re conversion rates and your show-up rates are going to better, probably, if you sent them straight to webinar.
TB: Say if you did a ‘just in time webinar’ and get there and they see one is going to start in 20 minutes or 10 minutes – whatever it might be – that could be the perfect thing for people because they’re in that research mode and you’re giving them a webinar there-and-then, they’re likely to sit down and watch that webinar, because it’s a good idea.
One thing that I do, instead, is … I don’t think that – especially when your marketing to marketers or advertising people, and they know the idea of what a webinar is; they know what a ‘just in time webinar’ is so they know the deal, so to speak. I kinda prefer to run my webinars live, if I can – not to say I always do that but I like to if I can. So what I do in my funnel, which is slightly different is that when I promote a live presentation – like I have a presentation for 75 minutes and it kinda walks people through on exactly how to do things and it’s good credibility because I’m on-stage in front of 600 people.
TB: But I get people to opt-in for that, and before I delivery that presentation which is going to come through email in 10-to-15 minutes, what I do instead is that I say ‘it’s going to come in 10-15 minutes and – in the meantime – why don’t you sign up to this webinar that’s going to happen 2-days from now’ so I can send them that video – that long presentation – to other videos I do, so they feel they’ve gotten to know, like and trust me. Then when they sign-up to webinar – sure I might not have as good a show-up rate as good as a ‘just in time webinar’, but the people that are showing-up are kinda almost like fans, and converted people that love my stuff already. Then I can follow-up after the webinar with videos after as well – so it becomes it becomes a whole campaign.
TB: Where-as if it was a ‘just-in-time webinar’, you know you’re getting cold traffic onto a webinar and you can get some good show-up rates, but you don’t tend to find the conversion rates are quite so high. Yeah – it is definitely one to test, for sure.
JN: Okay, makes sense – Jody is also asking;
“Obviously PPC – Google Adwords can be tough because the costs are so high. Youtube Advertising is not so expensive at the moment – how long do you think it’s going to be until people cotton onto the good value you can get from Youtube Advertisement at the moment. Are you seeing costs go up at the moment or is it still really, really cheap?”
TB: I’ve been using Youtube for Advertising for about 2-and-a-half years now, and when I first started it was so cheap – I mean very, very cheap – but I think people compare different platforms and try to say ‘well ones cheaper than the other’, and what I normally say is each platform behaves in a very different way, so, advertising on Facebook you’re pushing your message in front of that audience and you’re hoping that their going to respond – but their not looking for that information there-and-then.
With Facebook, the issue is you can get really, really cheap leads but the quality of the leads might not be amazing. Whereas with Youtube it’ll be a little-more expensive to procure those leads, but those leads from Youtube will tend to go deeper inside the funnel, so you’re getting a higher conversion rate going through, with people actually buying your stuff.
And then – *Skype breaks-up*
JN: Oops it’s breaking up a bit, there.
TB: – with Google, there’s a difference – with Google, for some businesses it’s the perfect positioning being on Google – yes it’s expensive but, sometimes, when you look at life-time customer value, and see that you may lose money in the first 2-3 months but you know that client will be with you for 5-6 years and pay you a lot of the money monthly, it’s a bit of a loss-lead but you know you going to be picking up the right clients for yourself.
So, yeah, it’s a consideration but I’d say don’t just look at it purely as the cost-per-lead, but the quality-per-lead as well. Also the relationship you’re building with people because that’s, ultimately, more powerful sometimes than the actual cost you had to pay to get them onto your database in the first place.
JN: Okay, makes sense – now we have Pete Cann who owns a product called ‘The Chef Tree’, and it’s like an online recruitment site and a community for chefs, and he’d like to do some YouTube Advertising but he just wonders
“Are chefs using YouTube, and whether recruiters of vacancies looking for chefs look there – are there any tools out there that he can use to put search suggestions there and find out if his audience is there?”
TB: I think, as a platform, YouTube might not be the best place for chef recruitment. You may find that chefs are watching other chefs videos, say, watching the other channels out there that are dedicated to chefs and cooking etc – I think you’ll find other chefs looking at stuff.
So I’d say you couldn’t do worse than running a few ads on those videos, when you see those channels run ads there. But YouTube may not be the perfect model for every business, and if you’re looking to drive very, very cheap leads it’s not always the best platform; if you’re looking to get in front of a certain type of audience and you’re thinking ‘that is purely my audience there’, they’re not always accessible on YouTube. Normally what you find is best, on YouTube, is that people are going there to search out information and if you’ve got content that can correspond with that and connect, that’s where it can do very very well.
So if someone is looking up, let’s say for example; ‘how to advertise on Facebook’ – there’s loads of searches for that stuff and there’s probably marketers, advertisers and business owners and stuff looking to advertise their business on Facebook and so, if you provide good training there you’re likely to pick-up a lot of traffic and really, really high quality traffic at that because people are looking this information out and therefore likely to buy.
I can’t think of a keyword, off the top of my head, where I can think of chefs looking for work, and if they were I wouldn’t think they’d go to YouTube in the first place, so instead of trying to invest all you’re time and effort in creating a video and getting running on YouTube in that instance, there’s probably groups like that on Facebook, maybe LinkedIn for example or even Twitter. You can probably advertise to that audience there – and there’s obviously all the recruitment sites you can get in front of. It might be worth trying to pay for an ad on a recruitment site dedicated to chefs – that could work quite well.
JN: Alright, makes sense – Kieran Penrose has a ‘flask that doesn’t leak’ – I didn’t realise this was a problem, but Dee Woodward told me it was a bit of nightmare, so Kierans invented a product that stops coffee flasks from leaking. This is a bit less about advertising and more about rankings;
“Will advertising going to improve the ranking of the video in Youtube?”
TB: Yes it will, as long as the video is of high quality. If you have a salesy, low content video, like a direct response-type video, people don’t necessarily want to watch that on Youtube – people aren’t likely to watch it all the way through and we know if you’re not getting good watch-times on Youtube you’re likely to be penalised; you’re not going to ranking to the top of the search results.
But if people are clicking to watch your video and are watching all the way through, then that’s a big-big ranking indicator. So, whilst I don’t necessarily do a great deal of SEO stuff on videos any longer I used to do a lot of stuff and what we found was, when we started promoting clients videos through ads, along with building the right keywords, descriptions and tags that sort of good stuff.
What we’d end up doing is kinda advertising that video when it was a really high content piece, because we we know people are actually interested and would get a lot of value out of it – and then we’d push it with ads – and the fact we were pushing it with ads meant we were getting a lot more watch time per video. In fact, when we knew it was working really well in terms of driving conversions we’d be more than happy to spend as much as possible – as a result we’d get more views and more watch time, and get top video ranking on Youtube. So it wasn’t difficult for us to start getting higher results with a lot of the videos.
So if they’re content-rich videos and they just wow’ing the audience – make them want to share and talk about it – I’m sure you can with that sort of product. Making something their impressed by and want to share it etc because as you know people are watching that video and you’re amplifying it with the ads; you’re going to find you’re going to get really, really good SEO results as well and start appearing at the top of the search results.
JN: Great, makes sense. Last question is from Mike Taylor, and he’s interested to know;
“Are whiteboard videos & animated videos better than just talking-head videos?”
Three different options there – which one would you suggest? Whiteboard video, animated video or a talking head video? Which would get the best response? (I know you’re going to say test) *laugh*
TB: Oh no, I won’t *laugh*, but you probably don’t want to hear ‘it depends’. But I would say – gut reaction – I would say ‘get on a video!’. People are looking for information on Youtube and their also looking for that connection – it’s kind of a community-type feel. So if you can be on the camera – even if it’s the case of being the first 5-seconds to introduce the topic you’ll be talking about, just so people can connect with you in those first few seconds – when you’re advertising on Youtube it’s all about that recognition because that first ad you show to people, they might connect with you and get interested in what you have to say and they might come to website and then not convert.
That’s all good because we will have pixelled them, both on the video and then on the landing page. What I mean by pixels is that they hit our pixels and re-marketing pixels meaning we can follow those people up on the internet. What we’ve found is that if you provide really good content and get a really good brand across to people in that first video – what you tend to find is, after, that if you are retargeting and re-marketing that audience what you’ll find you’ll get a much better response when you’re actually in the video itself, because they recognised that person; ‘oh I seen your stuff before, I really like it, but I didn’t opt-in in for some reason. Now I might opt-in’ because of that second exposure.
If that was just a whiteboard you’re not going to have that same effect, because their not going to remember the brand so easily; no-where near as a good as a face of person. From that standpoint of advertising, being on video and having a talking head – even mixed-in with whiteboard, that’s brilliant and that’s what I’d recommend.
TB: Obviously once you’re on the website, it depends on what kind of video you want to create whether it’s a sales video. Again I would almost try to be on the camera at some point – something I do is that I stand in the studio, at the home office and I might have a laptop on me – talk for about for about thirty seconds and then say ‘hey, let me go to the laptop and tell you exactly what I mean’ and the go to slides – and I know from then it’s just pure slides or a whiteboard, animation or it could be any kind of animation video you might have.
I would always try to get into the video, if possible. That-said, I do respect the fact that some businesses don’t necessarily want to have a person, as a business owner being on camera because they may look to sell the business in the future and wouldn’t want to rebrand the business around a person as such. Then again you could always get a spokesperson for the business, and deal with it in that way as well.
So yeah it’s always an interesting one; but I think that having a personality behind a brand always works really well. Even product-based adverts like the Dyson vacuum cleaner adverts – that’s with James Dyson and his stuff and you’re like ‘yeah, okay, cool’, and you know the personality behind the brand and, as result, you build that connection with the business owner as well as with his products – same as Steve Jobs and Apple and – also in maybe a negative way for some people – it’s the same with Microsoft and Bill Gates as well so … *laugh*
JN: *laugh*Well I prefer the Steve Bulmer videos – I think they’re amazing – have you seen those?
TB: Oh, they good, yeah!
JN: The developers videos, probably one of my favourite videos of all time – he’s probably the most awkward guys on stage. *laugh*
TB: That’s how I’m coming to speak on your stage at your next event.
JN: *laugh* Exactly – that’d be good – that’d be awesome, I look forward to that – I’m going to hold you to that now! You’ll probably feel more awkward than everyone else, now!
TB: I might just be ill all week then.
JN: Alright, cool, I really appreciate your time – really good questions there and really good answers so, thank you for that. So, if people want to find out a little more about you – how do they go about doing that?
TB: I think the best thing to do, on the training site, which is the tombreezedotcom website, go there. There’s actually the 75 minute presentation on stage, in London, in front of 600 people on there talking about video ads; how to create your video and how to get it on Youtube and also on Facebook as well, because there’s a couple of videos that you can create that can go on both platforms really elegantly. So that whole presentation is dedicated to that and, it’s quite funny because I do a live demo on stage – muck it all up – and a lot of people had a laugh at me so its all good.
JN: Yeah, it was good, I was there – it was a really good talk!
TB: I swore a little bit, not too much though. *laugh*
JN: It’s fine. *laugh*
TB: So if anyone wants to know about the Agency that’s viewabilitydotcodotuk and that’s where we work with clients, based on a cost-back position model (?) so we don’t charge monthly fees, we don’t do percentage of ad spend or anything like that, we just do it when we deliver leads – all customers for our clients, and only get paid on that front. So, yeah, it’s a very different kind of agency – and we work with our clients rather than ‘for’ our clients which is slightly different.
JN: Perfect – Brilliant! Thanks your for your time today, really appreciate it – I know you’re really really busy – we’ll speak soon; I’m sure we’ll get you in front of our audience again at another event or something like that so – thanks again, Tom, really appreciate it – bye!
TB: Thanks James, Bye!
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