You know video marketing is where it's at right now, but are you struggling to get started? Do you want to generate leads using video but not sure how to get the right viewers? Wondering how to grow a YouTube channel and leverage it for your new business pipeline? It's time to learn how to utilize YouTube to grow new relationships, make connections, and build your authority.

In this episode, we'll cover:

• #1 thing to grow your YouTube Channel.
• How to leverage YouTube as a search engine.
• How is YouTube ranking videos?
• 3 steps to a successful video.

Today I chatted with Sean Cannell, YouTuber at Think Media and Video Influencers, international speaker and coach. Sean spends his time helping entrepreneurs build their influence through online video. Today he is providing us with insight and tips on building a YouTube channel and generating leads with video.

#1 Thing To Grow Your YouTube Channel

Clarity -  your agency needs to know:

• Where your agency wants to go.
• Who your agency is, in the marketplace.
• Who your agency wants to reach.

To find this clarity, answer these 2 questions before posting videos:

1- Who is your target audience?

• Remember, broader is not better
• The riches are in the niches (yes, really!).

2- What is your value proposition to the target audience?

• What consistent value are you going to deliver?
  • Articulated messages to get viewers to think: "Wow, this is exactly what I am looking for!"
• How often will your agency deliver content?
  • Start out with at least a weekly video, then increase from there.

How To Leverage YouTube As A Search Engine

YouTube is less crowded than Google, as a search engine, so there is a lot of white space and opportunity.

Just like with Google, the search bar in YouTube will predict phrases, based on common searches. So position your agency videos on the other side of people's questions. This will set your agency up to get "views while you snooze."

How do you do this? It's simple:

Take the top 20-30 FAQ's your agency gets and make a video answering each question. Position the videos to leverage search by embedding them in your agency blog or linking to your agency website. Create a library within YouTube, for easy linking access. By pushing people to YouTube, this encourages 'likes' and subscribers.

Video content is powerful. It builds the important Know, Like, and Trust Factor. And Sean says it is 53% more likely to rank on the first page of Google (than written content is). Video is most people's preferred content format, which leads to a higher level of engagement and can help grow your agency!

How is YouTube Ranking Videos?

Minutes Matter Most!

Originally YouTube would track views as a success metric. But, as click-bait started popping up, YouTube started to see the benefit of measuring minutes. YouTube learned that just because viewers where clicking on a video, it didn't mean that they were actually viewing the content. Impressions don't necessarily mean impact. However, a minute of someone's time, is a big deal. So, when you go into the metrics on your agency's YouTube channel, you will see analytics of minutes, views, and subscribers.

YouTube values these metrics because, first and foremost, it is a business and makes money from advertising. So, they reward people and businesses that create lengthy content that get viewers to linger longer on their platform.

3 Steps To A Successful Video

Step 1- The beginning. There are 3 parts to the beginning and should all work in unison.

1. Title - this is what gets viewers to stop scrolling. Keep it straightforward. Having numbers is powerful, so consider things like: 5 Tips, 3 Reasons, etc.
2. Thumbnail - this is what gets viewers to click on your video. The biggest mistake Sean sees is thumbnails with too much text.
3. Hook - this is what gets viewers to stay and watch. The first couple minutes of your video should make them want to keep watching. Another great tactic is to include a teaser for a "bonus tip" at the end, to ensure longevity.

Remember: online interaction is linear and progressive.

Step 2 - the middle. Videos should be as long as they need to be, but as short as possible.

Data has shown that the ideal video length is between 7-16 minutes. A video within this length performs 50% better than videos shorter or longer. But remember, minutes matter, so you want to get viewers to watch to the end. (That's where those "bonus" teasers become helpful.)

If your agency wants to use "i" cards, you will not be penalized if you link away. On the other hand, YouTube will note the end of the viewing session. So be sure this use is intentional and strategic. Don't link away in every video.

If viewers watch your videos to the end and increase the amount of minutes in your channel's metrics, YouTube will help grow your channel by suggesting it more often.

YouTube analyzes the ultimate impact of what your agency's channel is putting out, but also understands that some viewing is programmatic (like with a TV network). It will not penalize if one "show" performs better than another.

YouTube also rewards for an additional metric. This one is hard to achieve, but...

When you get over 50% of your audience watching to the end of your videos (the "end" is considered to be anything >80%), YouTube will provide an algorithmic advantage to your channel.

Step 3 - the end. Every video should include a call-to-action that keeps the viewer engaged. 

There are 2 ways you can approach your CTA.

1. Create a call-to-action, such as a lead magnet, that takes the viewer off platform but grows your agency email list.
2. Utilize YouTube's free end cards to create clickable buttons that link to other relevant videos. Hint:  Create 2 clickable buttons... the first birst button links the viewer to a relevant video of your choice and the second button uses a back-end feature that lets YouTube decide what video the viewer should watch next based on viewing habits and relevancy.

To learn more strategies, check out Sean's Tube Influence masterclass replay.

Related:  https://jasonswenk.com/video-marketing/

Need Guidance and Support to Grow Your Agency 3X Faster?

Need Guidance and Support to Grow Your Agency 3X Faster? Are you overwhelmed by all the information out there on various ways to grow your agency? Do you want direction on how you can grow your agency faster and easier?

Then you’re in luck! I've created an innovative agency owner mastermind called Agency University.

Agency University is a program which provides 1-on-1 mentorship, coupled with the ongoing group support that is crucial to the success of your agency. Click here to see if it’s the right fit for you!

Are you ready for GDPR? Wondering how it will affect your agency and/or your clients? Even if you’re not in Europe, you are required to be in compliance with these new data privacy regulations. In this episode, learn what you need to do to protect your agency and stay in compliance with GDPR.

In this episode, we’ll cover:

• What is GDPR?
• What does GDPR mean for agencies?
• 3 Steps to GDPR compliance.
• What happens if your agency is non-compliant?

I’m super excited to talk to today’s guest, Suzanne Dibble the small business law expert based in The UK. She’s got 20+ years experience and has worked some big time entrepreneurs, like Richard Branson. She has been living, breathing, and consuming everything related to GDPR and how it affect small businesses for the past 3 months. Suzanne is on the show today to explain the ins and outs of GDPR so you can keep your agency in compliance and continue to generate leads despite stricter guidelines.

What is GDPR?

The GDPR (General Data Protection Regulation) is a set of rules imposed by the European Union (EU) who seek to create a harmonized data protection law framework across the EU and aims to give back to data subjects, control of their personal data. GDPR imposes strict rules on businesses hosting and processing this type of data, anywhere in the world.

Suzanne says GDPR comes from a place of good intention, and isn’t just a new set of regulations to make our lives miserable. The good news is that there’s just a few steps to take that will keep you compliant by May 25, 2018. And the really good news is that there’s no enforcement agency waiting to haul you off to prison for non-compliance. :)

What Does GDPR Mean for Agencies?

Basically, this will affect your lead magnets and automated marketing campaign sequences. It’s all about transparency. Under these regulations, when people opt-in for something (like a lead magnet) that’s the only thing you can send them. If you want to continue to use their email address for marketing purposes, this will require additional consent.

3 Steps to GDPR Compliance

Compliance does not have to be an overwhelming process. Suzanne top lined the three steps we can take to make sure we stay compliant:

1. Decide whether GDPR is relevant to your agency.

It affects businesses who either (A.) process data of people in the EU with the intent to offer goods or services, and (B.) businesses monitoring the behaviors of those in the EU. If you’ve answered yes to either of these criteria, then you need to send a re-consent email to your lists to those recipients in the EU.

2. Determine if you have lawful grounds of processing data.

There are 6 criteria that fall under the definition of being lawful under GDPR, though most small businesses will fall under one of the first four.

1. Consent. The real issue is obtaining re-consent after May 25. With that, you have lawful grounds.
2. Contractual agreement. If you’re already under contract with a client, you’re all set and new consent is not required.
3. Compliance with the law. Record keeping or maintaining data on clients, employees, and contractors is consensual and therefore no new consent is required.
4. Legitimate interest. Many of us will fall into this category, where you’re marketing to someone with legitimate interest in your service you can lawfully process their data with consent to do so.
5. Vital interest.
6. Public interest.

3. Write a new privacy policy and a cookies notice.

Under GDPR you must be completely transparent about what you data you’re holding and why. Additionally, you must rationalize what you’re doing with any data, where it comes from, where you’re transferring it to, etc. GDPR has 13 points that must be addressed in your privacy policy so be sure you’re fully covered.

Cookies are considered an extension of personal data. Therefore, businesses are also required to be transparent with their use and handling of cookie data with a cookies policy.

What Happens If You’re Non-Compliant?

As Suzanne explained, there’s no governing agency that’s enforcing these regulations or hunting down offenders. Basically, it just all comes down to a risk analysis.

The real risks are to your brand reputation. Breaking compliance may upset people who are knowledgable on the subject. They may choose to take direct action and make a legal claim. And even if they don’t take action, you risk losing their trust and respect.

There are over 250 pages to the Articles and Recitals of GDPR. If you are unsure whether this relates to you, or you’d like to dig in deeper you can learn more in Suzanne’s exclusive GDPR for Online Entrepreneurs Facebook group. She also has a ton of information on her website here: SuzanneDibble.com/GDPR

Need Guidance and Support to Grow Your Agency 3X Faster?

Need Guidance and Support to Grow Your Agency 3X Faster? Are you overwhelmed by all the information out there on various ways to grow your agency? Do you want direction on how you can grow your agency faster and easier?

Then you’re in luck! I've created an innovative agency owner mastermind called Agency University.

Agency University is a program which provides 1-on-1 mentorship, coupled with the ongoing group support that is crucial to the success of your agency. Click here to see if it’s the right fit for you!

When you think of Artificial Intelligence, do you think of sci-fi movies? Do you wonder or worry if AI can take over some of the data driven work your agency does for it's client? Don't let Artificial Intelligence scare you! AI can be your competitive advantage when you learn how it really works and what it can do for your agency growth.

In this episode, we'll cover:

• What exactly is Artificial Intelligence (AI)?
• The two types of AI.
• How your agency can embrace AI and use it to grow.

Today I got to talk with Paul Roetzer, author, CEO and founder of the inbound marketing agency, PR20/20. He is also founder of the Marketing Artificial Intelligence Institute. Paul got his start in PR, but started questioning the agency model, specifically billable hours. His goal was to figure out ways to achieve economics of scale and profitability, so he set up shop with PR20/20 and created standardized services with set prices. Paul's interest in AI first piqued when he watched the Jeopardy episode featuring IBM's Watson supercomputer which beat out the humans. He has been researching and writing about AI, ever since.

What Exactly is Artificial Intelligence?

It's easy to go to images of science fiction movies and Will Smith, when thinking of Artificial Intelligence (AI), but that's not accurate. AI is the science of teaching machines to be smart.

It's more like when Netflix suggests another show or movie for you to watch after learning what other shows/movies you like. The machine's abilities revolve around very narrow tasks that are data driven, such as what time to send an e-mail, what content to write about, A/B testing of landing pages and predicting conversions, to name a few. They excel at things that are hard or time consuming for humans to do.

When used within data driven areas, AI helps your agency make better decisions.

[clickToTweet tweet="'80% of what we do as an agency will be intelligently automated within five years.' Says @paulroetzer, found of Marketing Artificial Intelligence Institute" quote="80% of what we do as an agency will be intelligently automated within five years. ~ Paul Roetzer, found of Marketing Artificial Intelligence Institute"]

The Two Types Of AI

1. Machine Learning - This is the AI that we are talking about. This is where your agency uses machines to solve data driven problems with superhuman skill.
2. Deep Learning - This is the AI that falls in the sci-fi realm. This involves getting machines to think like a human brain works, by processing through neurons. Facebook has a hand in this type of AI with the facial recognition feature they're developing.

How Your Agency Can Embrace AI

Don't let it overwhelm you, AI is happening.

It's time that your agency starts learning and understanding he capabilities of AI. Then look for ways you can apply it to your business and use it to grow.

For example, Paul says you can utilize AI when automating e-mails. If your agency wants to send emails at a certain time, does it take into account different time zones or the receiver's opening habits? AI can make adjustments to automated sending habits, based on predicative information. As the data comes in from the email blasts, the AI tool gets smarter on it's own and will make the necessary adjustments, based on it's learning. If your receiver usually opens emails at local time of 9AM, there's no sense in sending the email at 3AM, right?

Another great application to use AI for your agency growth is with chatbots. You can let chatbot AI engage with your prospects until a human can take over.

AI is currently all around us, it is present in much of the technology we use every day.

So be aware. Don't define your agency on one little thing. Now that you can see this coming, it's time to pivot, use AI to support and build upon the systems your agency already has so you can grow easier and faster.

Need Guidance and Support to Grow Your Agency 3X Faster?

Need Guidance and Support to Grow Your Agency 3X Faster? Are you overwhelmed by all the information out there on various ways to grow your agency? Do you want direction on how you can grow your agency faster and easier?

Then you’re in luck! I've created an innovative agency owner mastermind called Agency University.

Agency University is a program which provides 1-on-1 mentorship, coupled with the ongoing group support that is crucial to the success of your agency. Click here to see if it’s the right fit for you!

Are you looking to become the authority in your agency’s niche? Writing a book can have a tremendous affect on your business by helping you build authority. You can also use your book to start conversations with potential clients and generate new agency business. Check out this simple strategy that is getting one digital agency owner some amazing results.

In this episode, we’ll cover:

• Who has time to write a book?
• 3 easy steps to writing a book.
• 4 tips for using your book to generate new business.

I had the opportunity to chat with Marty McDonald, co-founder and CEO of the full-service social media marketing agency, Bad Rhino. Marty has also authored the book, Great Beer Is NOT Enough. With over 12 years industry experience Marty found his agency's niche at a speaking engagement, where he realized the craft beer industry was underserved in the marketing arena. After building relationships (and a craft beer brand himself which he used as a testing ground), Marty found that he had acquired a ton of information. He decided to use this information to build authority within the niche by simply writing a book. On today's show he shares how he tackled this seemingly daunting task and how he uses it for lead generation, and relationship building. (P.S. It's not as daunting as you might think!)

Who Has Time To Write A Book?

The quick answer is, you do. (Yes, you!)

Does your agency already produce e-books, and you think that’s good enough? It’s not.

Using an e-book as a lead magnet is crap. No one digests them and they are easily overlooked or avoided. BUT an actual book, that a potential client can hold in their hands, that is something. It brings with it a sense of credibility and authority that no e-book can give you or your agency.

3 Easy Steps to Writing A Book

The process can be broken down in a few easy steps:

1. The longest part of the process comes in the front end, answering lots of questions in order to acquire enough content. Marty did his on audio, that he broke up into two hour chunks.
2. If writing isn’t your thing, then get yourself a ghostwriter. Determine what size of book you are looking to create and hand over the audio with an outline to your writer.
3. Edit the ghostwriter's copy making sure it matches your style and voice after each chapter, until your book is complete.

4 Tips for Using Your Book To Generate New Business

1. Know your niche. When you find potential clients, send them a copy of your book. Do your mailings in short, little bursts.
2. Do your research. Learn about the company your agency is going after and let them know you did your homework. Marty will place his business card in the chapter where he wants the potential client to start reading. The chapter he selects is based on the information he gathers beforehand.
3. Build relationships. Use your book to start a conversation and be sure to add a personal touch. Marty includes a Bad Rhino branded thank you card in the book, with a hand written note. He also very rarely sends a book out if he isn’t familiar with the targeted prospect.
4. Be reachable. Consider including your cell phone number on your business cards, if you don’t already, so book recipients can shoot you a text, if they are more comfortable. (Because even a text message can open up a conversation - and that's all you need :) )

These three easy tips has netted Marty with an approx. 70% response rate!

Need Guidance and Support to Grow Your Agency 3X Faster?

Are you overwhelmed by all the information out there on various ways to grow your agency? Do you want direction on how you can grow your agency faster and easier?

Then you’re in luck! I created an innovative mentorship called Agency University.

Agency University is a program which provides the 1-on-1 mentorship and ongoing support that is crucial to the success of your agency. Click here to see if it’s the right fit for you.

Wondering how you can use Instagram to generate awareness and build your agency's brand? Look, not all social media platforms are the same, so don't treat them all the same. Are you struggling to build a following and find Instagram success for your agency brand? Then it's probably because you're committing some of the biggest Instagram mistakes. In this episode, learn some tips and tricks on how to utilize Instagram to build a culture and drive new business for your agency.

In this episode, we'll cover:

• The #1 mistake agencies make with social media.
• 2 Strategies for Finding Success on Instagram.
• Rules for using direct message on Instagram.
• What to post and share for Instagram success.

Today I chatted with Sue B. Zimmerman, entrepreneur and Instagram expert who consults others on upping their Instagram game. With 18 businesses under her belt and having taught social media, Sue has unlocked and embraced the power of Instagram for your marketing agency.  Today she shares with us how your agency can have success in order to start building a culture that cultivates relationships, with both prospective clients and potential employees.

The #1 Mistake Agencies Make With Social Media

Every platform is NOT the same and should not be treated as such. Your agency should be choosing platforms that serve your audience and which you enjoy engaging in.

Social media, as a tool, should not be a "post and dash," scenario. For success with social platforms, your agency must hang out, show up and engage.

Automating posts might seem efficient, but it can be your biggest downfall. Interactions need to be personal in order to start building relationships.

2 Strategies for Finding Success On Instagram

The magic of Instagram are the micro-communities that exist within. When you invest the time to seek out these micro-communities you'll find more and better opportunities to engage.

1- Search Hashtags

Use the explore tab (magnifying glass icon) and type in a word or phrase of relevance for your prospective clients.

Tap on 'People' to see who is using that word and view the profiles of people your agency or client would want to do business with. Check out their posting habits and what hashtags are they using. Find out what they want, not what your agency thinks they want!

2- Follow Hashtags

When you find hashtags that resonate, you should be following them so they show up in your agency newsfeed. Tap on the hashtag and then hit 'Follow.' Event or conference hashtags are important because it opens a door to connecting ahead of time. You can then use Instagram's direct message to make personal connections prior to an event.

Rules for Using Direct Message On Instagram

Direct message used to have a bad reputation with people thinking it was spammy, but not anymore. Instagram direct message is an intimate way to connect to people. But, it shouldn't be the first place you go.

First, engage. Tap 'Photos' and then like photos and comment on photos. Be sure that your agency is interacting with relevant content you enjoy. Start the conversation in the feed. Then, if you've earned trust and can provide something of value, then engage via direct message. Direct message is where you can get personal by sharing links or sending a video. Add a personal message and, most important, no automated messages!

There are two ways your agency can share a video via direct message:

1. On the Left - Record a video message using the camera icon, from 8 seconds up to 1 minute. This video can be viewed once or twice and then it goes away
2. On the Right- Upload a video using the picture icon, from a camera roll. The person receiving the video can then download the video to their camera roll.

What To Post and Share For Instagram Success

If your agency has built a solid reputation on another platform and is an authority or thought leader, then you have more freedom on what you can share. There still needs to be consistency and the content should align with your core values. The benefit is your agency can reference the account, and what to expect from the content, from the other platforms, where you have credibility.

If your agency wants to have Instagram success and doesn't have another platform where you're crushing it, then you will need to start with a more polished look and feel. Build the account around content that showcases your agency and it's point of differentiation. Think of buckets and put what people say about your agency into separate buckets, like:  customer service, your processes, and even your culture or humor. Then show all of this on Instagram so followers can get a taste of who you are and what you do.

Remember, the photos don't have to be a literal match to the description. Get creative. The images you share need to capture attention and be relevant to the description. And don't forget about the description, if relevant, it can be treated as a micro-blog.

Use the hashtag search function for agencies, and check out what other businesses are doing, get inspiration. Figure out what is and isn't working or what your agency likes or doesn't like. The search function is a great place to do market research. Remember, there is SEO on Instagram, in your bio, so be sure you are using "agency" in your name. Your agency can use its Instagram account to build a culture.

If your agency has a physical location, this is an advantage. Be sure you're using geotags in your stories and Instagram posts. Use geolocations can score up to 72% more engagement... and social media success is all about engagement.

Speaking of engagement, hit me on on Instagram @jswenk

Need Guidance and Support to Grow Your Agency 3X Faster?

Are you overwhelmed by all the information out there on various ways to grow your agency? Do you want direction on how you can grow your agency faster and easier?

Then you’re in luck! I've created an innovative agency owner mastermind called Agency University.

Agency University is a program which provides 1-on-1 mentorship, coupled with the ongoing group support that is crucial to the success of your agency. Click here to see if it’s the right fit for you!