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Discover Who Your Biggest Competitor Is (It’s Not Who You Think) (Ep. 122)

by Todd Hartley • September 29, 2017

Almost every business has misidentified who their real competition is, and yours is no different.

Contrary to what most businesses think, your biggest competitor isn’t the business down the street or the company who recently stole work from you.

No, no, no.

Your biggest competitor… is your customer’s ATTENTION SPAN.

It’s the most scarce and valuable resource today.

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Why Digital Agencies Struggle with Video (Ep. 121)

by Todd Hartley • September 26, 2017

Video marketing is a whole ‘nother beast compared to its counterparts.

Unlike your day-to-day content marketing efforts, a great video that generates ROI requires the right equipment, a video production team, scriptwriters and funnel experts.

And considering most digital marketers are first generation search marketing and web development specialists, it’s easy to see why agencies struggle with video — it’s a new paradigm.

But anyone with a daily commitment to educate themselves and stay relevant with industry trends can improve their skills.

Just like my good friend and mentor, Arnie Kuenn, CEO of Vertical Measures. He’s an expert in SEO and content marketing, but he’s actively studying how video complements his business.

Together, we’ll explore the challenges that agencies face with video as well as what’s working now with SEO and mobile.

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How Chobani Used Video Ads To Generate 21.9 Million Views (Ep. 120)

by Todd Hartley • September 22, 2017

Let’s face it. Running a video ad campaign can feel scary, especially if you’ve never done it before. You’re hoping to find that winning ad, but results aren’t guaranteed.

So, is there a smart way to approach it?

Well, there are a few lessons we can learn from the Greek yogurt brand, Chobani, who achieved viral success with their recent video ad — amassing 21.9 million views and 400,000 engagements.

Here’s what they did…

Instead of playing it slow and testing one ad at a time, they ran 12 different ad campaigns with 8 different partners.

This allowed them to collect exponentially more data in a shorter amount of time, and find the one ad that resonated most with their market, which happened to be a 90-second video showing you how to make different banana berry dishes with their yogurt.

The bottom line is this:

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How Shorter Attention Spans Are Changing The Music Industry (And What Digital Marketers Can Learn) (Ep. 119)

by Todd Hartley • September 19, 2017

In the mid-1980s, the average time that passed before you would hear the vocals on any radio song was 23 seconds.

Today, that number has dropped to just 5 seconds.

The music industry is adapting to our shorter attention span, which averages 1 second less than a goldfish.

They understand that attention is a scarce commodity, and you have to get to the goods quickly if you want people to hear your message.

The same goes for digital marketers who want to capture their audience’s attention and convert at faster rates.

My guest on today’s episode is Hubert Léveillé Gauvin, a doctoral student in music theory at The Ohio State University.

He analyzed the Billboard’s top 10 songs over the last 30 years and made some fascinating discoveries as they relate to attention span, and how marketers need to adjust to stay competitive.

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How to Use Facebook Ads in Different Stages of the Buying Process, with Steve Hetrick (Ep. 118)

by Todd Hartley • September 14, 2017

Looking to use Facebook Ads to generate more targeted leads for your business?

With over 1.71 billion monthly active users, it’s a utopia for virtually any business that wants more traffic.

But the Facebook gold rush has spread like wildfire, and our news feeds are saturated with more ads than ever before.

Marketing experts see the trends — people are becoming more immune to ads and costs are rising due to increased competition.

After all, no one wakes up and thinks, “I can’t wait to sign up for a free webinar on Facebook today!”

So how do you hack their attention and get them interested in what your business has to offer, without hemorrhaging your budget?

I’m bringing on Steve Hetrick, Director of Advertising at Wirebuzz, to shed light on this topic.

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How Video Content Amplification & Paid Media Work Together, with Erik Solan (Ep. 117)

by Todd Hartley • September 12, 2017

It’s one of the greatest challenges for any business:

Just how do you personalize the buyer’s journey to deliver the right content at the right time to get the result you want?

Consumers have higher expectations today than they did a few years ago. Spraying the same message to your entire audience not only lowers conversions, but it annoys your potential customers.

Today, I’m going to share actionable techniques to amplify the right piece of content to different segments of your audience using video and paid advertising.

My guest on the podcast is Erik Solan, Director of Amplified Content at Vertical Measures.

Erik’s an expert at designing full-funnel paid strategies so that businesses can increase their content footprint online, penetrate new audiences, and convert more traffic into leads and sales.

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The Three Building Blocks of a Successful Video (Ep. 116)

by Todd Hartley • September 6, 2017

Looking to create a super successful video?

These three building blocks will give you the guidance needed to create a high-performing video, the first time.

Maybe you’re creating an explainer video [interlink] that educates visitors on your product or service and sits at the top of your homepage. Or, perhaps you need a testimonial video to help move prospects closer to making a purchase by building trust and overcoming common objections.

In any case, you can follow these three steps systematically to ensure the highest ROI for your video.

Building Block #1: Strategy

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Why-Most-Business-Videos- Fail

Why Most Business Videos Fail, and How To Ensure Yours Succeed (Ep. 115)

by Todd Hartley • August 31, 2017

Just because little Timmy has a camera and plays 6 hours of Starcraft everyday on his iPad doesn’t mean he’s the best video production partner for your online business video.

Nor is the wedding videographer guy who did a fantastic job capturing the bride and groom’s sentimental moments on camera.

As ridiculous as this sounds, I see marketers make this mistake all the time after their boss tasks them with creating a business video.

They start by asking, “Who do I know who has a camera?”

My friends, I’m telling you that’s the wrong way to get started, and it’s one of the main reasons why most business videos fail.

When you’re looking for someone to create your online business video, you need someone who already lives in the digital marketing world and who specializes in conversions.

Because what good does it do you if they don’t know how to increase ROI with that video?

Here’s a quick tip:

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How Long Does It Take To Make a Video? (Ep. 114)

by Todd Hartley • August 24, 2017

If you want to get married, you can run down to the courthouse and tie the knot with your lover in an hour, or you can spend 6 months pre-planning the perfect destination wedding at your favorite tropical paradise.

The point being, not all weddings are created equal.

The same goes for creating a professionally produced video — some are more complex than others.

In some cases, your video requires multiple interviews, with different people, in different locations. Other videos need animation, b-roll and professional voice over.

Some video shoots can be finished in a day, but others need three or more days.

So how do you know what the right timeline is for you?

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Why Amazon Might Expand Their Services (And How to Know If You Should Too) (Ep. 113)

by Todd Hartley • August 22, 2017

Are there additional services you could provide to offer a more complete experience for your customers?”

Before you answer, let me give you an example…

After working with dozens of clients, we noticed a recurring speed bump that was delaying our video marketing projects.

Often times, the client needed their web developer to add critical components to their website in order for the video to perform successfully.

And in some cases, they needed to create a brand new site.

As you can imagine, this was pushing back timelines and adding another layer of complexity to the client’s project.

So that’s when I asked myself, “How can I better cater to our existing clients?”

Suddenly, I had my lightbulb moment.

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