Posts By: Todd Hartley

The Power of Intention in Video Marketing (Ep. 88)

by Todd Hartley • May 24, 2017

Believe it or not, there’s something more valuable to marketers than “attention.”

Sure, you’re always trying to reach new audiences and re-engage our customers. And by now, you already know that video is the best way to do that.

But if you really want to see phenomenal results, you have to consider your intentions first.

At the end of the day, the best copy, the most cinematic footage, and the coolest special effects aren’t going to produce value if your intentions weren’t clear to begin with.

So before you begin anything — whether it’s executing your next video project or starting your own business — make sure you’re setting smart goals and are intentional about your sales and marketing priorities.

To learn more about the power of intention, as well as the latest news in social and video marketing, be sure to listen to this podcast episode!


How to Use Video in Each of the 5 Organic Traffic Strategies (Ep. 87)

by Todd Hartley • May 23, 2017

In today’s chaotic, noisy, overstimulated world, it’s hard to capture the attention of your target audience.

To cope, most buyers have trained themselves to tune out the noise and rely on their own research to make buying decisions.

So if your target customer is prepared to ignore your marketing message long before you approach them in the first place, how do you persuade them to pay attention?

Well, if you’re a regular listener of Video Marketing Mastery, then you know that video is one of the best ways to capture attention, persuade prospects, and ultimately convince them to buy.

As long as you have some sort of traffic strategy in place, then you’re already off to a good start. Video has the power to supercharge any of the big 5 traffic strategies available to businesses, so you won’t need to start from scratch.

But if you don’t know what the 5 organic traffic strategies are — don’t worry.

In this podcast episode, Marcus and I explain everything you need to know about each, as well as how to use video to supercharge your results!

Tune in to this episode, and you’ll be on your way to attracting valuable prospects with video in no time!
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Ep. 86: The Importance of Facebook’s Dwell Time Metric

by Todd Hartley • May 17, 2017

Imagine someone scrolling through Facebook’s News Feed on their phone.

Between funny animal videos, news stories, and posts by friends and family, they pause on your carefully targeted ad.

Perhaps they notice the clever copy, or they resonate with your video’s message. And although your Facebook ad caught their eye amongst the noise, they didn’t engage.

No likes. No comments. They didn’t even click-through.

In reality, that person expressed some level of interested in your product or service, but traditional metrics had now way of reflecting that. That’s why Facebook created dwell time.

Dwell time accounts for the time a user lingers over your ad. This valuable information now gives marketers access to helpful projected metrics like Estimated Ad Recall Lift, Estimated Ad Recall Lift Rate, and Cost Per Estimated Ad Recall Lift.

If you’re thinking about running Facebook ads, Dwell time is a metric you won’t want to overlook. To learn more about this new way to measure results — plus the latest in video marketing news — then tune into this episode of Video Marketing Mastery!
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How to Use Longer Videos to Identify Qualified Prospects (Ep. 85)

by Todd Hartley • May 16, 2017

Contrary to popular belief, short videos aren’t necessarily the best for driving results.

Sure, more people might watch to the end of the video, but holding someone’s attention span for 30 seconds doesn’t necessarily indicate a high level of interest in your message.

Think about it…

Your most valuable prospects are savvy, curious people searching for as much information on your product as they can get. Your ideal customer would be willing to sit through a 4+ minute video, as long as your information is relevant to them, right?

So why waste ad dollars on short videos designed to attract the masses? Instead, narrow in on the people that really care about what you have to say in a longer video.

Because the longer you can hold someone’s attention with helpful, compelling video content, the more chances you have to convert them into a customer.

Still feeling a little skeptical? Then you’ll want to listen to this in-depth conversation I had with Marcus Krieg. In this podcast episode, we discuss the benefits of using a longer video, and how to keep your audience engaged until the end!
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What Marketers Can Learn From the End of YouTube Annotations (Ep. 84)

by Todd Hartley • May 10, 2017

Annotations were the go-to feature for marketers who want to use YouTube to drive traffic back to their website. Those versatile little boxes popped up anywhere in your videos, and offered unique capabilities.

Whether you wanted to add a link, send viewers to another channel, or update your content with a note, Annotations were a great tool to enhance any YouTube video.

However, they had one fatal flaw — they weren’t mobile compatible.

Of course, back when they debuted, this wasn’t an issue. Ten years ago, we would have never imagined the significant impact smartphones would make on video viewership.

But with 60% of YouTube users watching on their mobile devices and a clear preference for End Screens, the verdict was clear: it was time for annotations to go.

Even though this might seem like a simple update, the end of Annotations indicates a significant shift in the way we use and interact with video content. So to explore the topic, I asked Vidyard’s Content and Social Media Manager, Jon Spenceley, to join me on this podcast!

Tune into this week’s episode to learn the latest news about YouTube, Twitter, Snapchat, and more!
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