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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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The 5 Types of Videos Every Business Needs (Ep. 83)

by Todd Hartley • May 9, 2017

Not sure where to get started with video?

With all the options, it can be challenging to decide which types of videos to prioritize first.

At WireBuzz, our framework for ROI is predicated on choosing smart topics and ensuring they get enough exposure.
Fortunately, there are 4 types of videos that offer those specific benefits, and another type of video that’s practically free (which means the ROI is quite high). These are the 5 essential videos that every business needs, even if you’re just getting started.

So if you’re committed to creating videos that generate ROI, then you’ll be wise to start with one of the recommendations below.

Listen to this week’s podcast episode (or keep reading) to learn about the 5 types of videos every business needs in their sales and marketing arsenal!
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Why Justin Trudeau Toured Vidyard’s Headquarters (Ep. 82)

by Todd Hartley • May 3, 2017

Every week, I make it a point to bring you the latest news in video marketing. But rarely do the names of world leaders pop up on our radar.

Well, we received an exciting update from our friends at Vidyard, who were recently visited by Canada’s Prime Minister, Justin Trudeau! Not only did they get to show Prime Minister Trudeau how video is changing B2B marketing, they also had an opportunity to ask him a few questions.

To give you a behind-the-scenes look at Trudeau’s visit, I interviewed Vidyard’s Director of Product Marketing, Jeff Gadway. Listen to this episode to learn more about Vidyard’s exciting week, plus the latest news about YouTube, Yahoo, Facebook, and SlingStudio!


12 Tips for Holding Your Viewer’s Attention on Video (Ep. 81)

by Todd Hartley • May 2, 2017

Video captures attention better than any other content format available to us today.

And while it’s sure to outshine a competitor’s whitepaper, is your video good enough to keep people watching?

Your audience is much more likely to watch a video than read text, but video alone isn’t enough anymore. As more brands start using video, the level of quality needed to capture and hold your viewer’s attention is increasing as well.

To stand out from your competition, you need videos that are engaging and high quality.

Fortunately, your audience isn’t expecting cinematic perfection. As long as your videos that are easy-to-follow, engaging, and concise, your viewers will happily give you a few minutes of their time.

So to help get you started, I’ve asked Kristopher Juniel to join me in sharing 12 tips to help you improve your videos and get more of your sales or marketing message heard!

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Why Facebook and Instagram are Copying Snapchat (Ep. 80)

by Todd Hartley • April 26, 2017

As a part of their “video first” strategy, Facebook and Instagram have added lots of new video features in a very short amount of time. But these new features don’t look entirely unique to Facebook and Instagram’s platforms.

In fact, both mobile apps have added Stories, which appear almost identical to the interface of one of their biggest rivals, Snapchat.

It seems strange, right?

Why would two highly successful social media platforms copy their competitor? Shouldn’t they try something new and innovative to attract new users and re-engage fans?

Not necessarily…

This isn’t the first time we’ve seen social platforms steal from each other, and I’m sure it won’t be the last. So if you want to learn why today’s biggest social media companies are borrowing ideas and features from one another, you’ll want to listen to this episode to get the latest news in video marketing!

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How to Use Video to Protect Your Business from a Social Media Crisis (Ep. 79)

by Todd Hartley • April 25, 2017

I’m sure you’ve heard about the United Airlines fiasco that happened earlier this month; the airline overbooked a flight, but when no one wanted to give up their seat, passengers were forced off the plane.

Of course, the way United handled their overbooking situation should not be condoned. But what really damaged the airline’s reputation were the viral videos of Dr. David Dao dragged through the airplane aisle.

Now, images of his limp body and the sound of screaming bystanders are impossible to disassociate with United Airlines, and the public is understandably outraged. This backlash was even reflected in their market value, which dropped by $250 million after the incident.

If you’re a frequent listener of the podcast, you already understand the power of video. But we don’t often talk about how video’s superpowers can work for OR against you.

Turbulent social media videos can cause a PR nightmare for businesses of any size. So in this podcast episode, I’m joined by one of WireBuzz’s Inbound Marketers, Amanda Mollindo, to talk about how companies can use video to proactively insulate themselves from risk.

Tune in to learn how to safeguard yourself from bad press, regardless of the size of your business.

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