How to create a video marketing strategy for your brand? (Genius Talk ft. Lou Bortone)
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How to create a video marketing strategy for your brand? (Genius Talk ft. Lou Bortone)

I guess one is that you can do
video from anywhere. They don’t care about the platform they
just care about the content. It’s really happening and TV is becoming Internet
and Internet is becoming TV And now video is vertical Well the difference between
a viewer and a fan is engagement Stay viewer centric Welcome to the Animaker Genius Talk, a
Talkshow where we interview the genius brains from the world of videos and we
transfer their amazing knowledge to you I’m Aravind
from team Animaker hosting the show for you today. I’m pleased to present to you
“The Video Godfather”, Lou Borton He is a video strategist who helps brands
entrepreneurs and companies create and craft their own video strategy
he has also authored three amazing books latest of which is called, “Video
Marketing Rules” and is available on Amazon right now. Welcome to the show
Lou we’re happy to have you here today Thank you and thank you so much for
reaching out and having me here Great, so you have any introductory words for
our audience today? No I’m actually I guess one is that you can do video from
anywhere because I’m actually a guest in my sister’s basement this is not my
usual location but you know as long as you have a webcam you are ready to go Amazing! so this is a great example of how anybody from anywhere can create
great videos all right so let’s dive into the show right away, I’m going to
give you a simple glimpse of how the videos, the show is going to work today
we have three different sections in the Animaker talks show alright! The first
section is called “The Genius journey” Every great story always starts with the
hero’s journey, today Lou Bortone you are the hero of the show, so help us
understand your journey and how you started into the world of videos sure
I started really young because I I grew up at a TV station. My dad worked at a
television station in Boston and I spent a great deal of time there with him
surrounded by TV pretty much all my life while I was growing up, so I never really
wanted to do anything else but work in the TV business so I went to college for
that, I went to college for video and communications and I worked in
the television business for over 20 years in Boston and Los Angeles and then I finally
started to move online in the early 90’s and I’ve been doing video marketing
since 2005 the same year YouTube started Amazing! Wow so an interesting follow-up
question when and how did you decide to switch from the TV world onto the
Internet it’s funny because when I worked in the
TV business in I remember at the entertainment television we always used
to talk about convergence which was the coming together of TV and Internet and
it took a little longer than than they anticipated but it really did start to
converge and come together and my last real traditional media job was probably
in 2005. I have boy girl twins and I remember when they were growing up when
they were five six seven years old they didn’t make any distinction between
screens whether it was a computer or a television or an iPad it was just all
entertainment to them and they just wanted it wherever it was convenient and
immediate for them so I you know they don’t care about the platform they just
care about the content so that’s when it really started to hit me that you know
this convergence thing with TV and Internet is really happening and TV is
becoming Internet and Internet is becoming TV and that’s really when I
realized I needed to get on the Internet side of things instead of just the TV
side. that’s that’s a really visionary thought process given that you started
very early in the lifespan of the Internet videos so what was one defining
moment in your career with videos I remember I mean I’m sort of an introvert
so I do a lot of things online I don’t do a lot of networking things typically
but I do remember going to a conference once and this was way back but in
Philadelphia and I walked into a room and people like actually recognized me
like oh there’s the guy from YouTube that I was really surprised and
it was kind of an aha moment that oh my gosh these people actually know me from
my videos and I’ve never met them and a lot of people come up to me and say I
feel like I already know you because I’ve seen you on video and that was a
real defining moment for me realizing that you can connect with video just
like you can connect in person so you basically became a celebrity
right? I don’t know about that but they recognized me from the videos I had been doing alright
so what would you call as one big success and one big setback in your
journey with videos I think I remember one of the big successes is one of my
clients that I’ve worked with for many years she was initially very you know
not very tech savvy and not and she was very camera shy she didn’t really want
to do video but working with her and helping her she now has over half a
million views on YouTube 500,000 views so she went from 0 videos
to over a hundred videos and 0 views to some of her videos have hundreds of
thousands of views and I mean that’s a real for me I’m really proud of that
because we took somebody that was not video savvy and now she has hundreds of
thousands of views on YouTube so that was definitely a kind of a success story
on the flip side I’ve had a few products and courses that have really flopped and
not gone over that great which is interesting because I thought like okay
I’m the video expert I’ve got a great idea people will love this and I just
assumed that I knew what folks wanted and it turns out that you know you
really don’t always know what your customers want unless you really engage
with them and ask them specifically so I think the lesson there was don’t assume
you know what your customers want you have to really ask them and dig deeper so
I had a few you know products that I worked a long time on and just didn’t
get off the ground at all that’s a really interesting insight, okay so we’ve
come to the end of the section one we will move on to the next section which is I’m really
excited about this section we call this “Inside The Genius Mind” whenever we
simpletons see some video on the Internet we always get this thought
“how did they even come up with this idea?” Today, we’re gonna see a live-action demo
of how your brain tackles a simple problem ready to go? yeah okay so I have
a simple case for you let’s assume that I am a high-profile prospect that you
are trying to make a client out of and I am a big blockchain technology company
and I’m big on bitcoins and I’ve made a lot of money but I’m very new to videos
and I have absolute zero knowledge on the world of videos but I want to start
making videos and utilize video strategies for my monetary benefits how
would you come up with a video strategy for a client like me you have five
minutes of the floor and you’re going to show us a live demo
how you come up with a video strategy okay
the first thing I do is I go to their website and know as much as I can about that
company and then obviously talk with them and find out what their specific
goals are and marketing into sales and I what I find is that every situation is
different every company is different everyone has unique needs and you can’t
really use a cookiecutter solution folks so really try and build a customized
strategy based on you know sort of the big picture where they want to
accomplish what are their goals and objectives and build the video strategy
around that so we don’t even start talking about video production until
we’ve really talked about what their goals are so once the company is clear
and we’re all on the same page as far as the goals then we can start to put
together a plan at a time table and what I do is I have a seven step process
that I bring clients through which is what I outlined in my book video
marketing rules and that is purpose which is what we just talked
about so so the questions I would ask them is you know first one is purpose
what are your video marketing goals and objectives the second one is premise, they
are all ‘P’ words and that is basically what is the key message that you want to
convey or the overarching theme of your videos and then the next one is platform
and that is I call that your video sweet spot we try and find the company or the
individuals you know ideal video platform so what is the best platform
for them and their goals and their personality for some people it’s on
camera for some people it’s off camera so it really just depends on what their sweet spot is and then finally we get into production so we’ve still got all this foundational work before we actually start producing videos and once we start
producing the videos that’s really a matter of how we how we’re going to
create and systemize and try and streamline the process so take all the
overwhelm out of it and create a system that’s that makes sense for them, the fifth p is
promotion and that is basically how and where you will market and promote your
videos you know YouTube, Facebook Instagram, LinkedIn any number of
platforms your own website and then six is power which is basically leverage how
will you use those platforms and social media to leverage your videos and
distribute and spread them out and make sure that they get seen and then the
seventh and final step that I use with clients is called profit which is
obviously how will you put all this together to monetize your videos and you
can make sure that you’re generating a return on investment so that’s the whole
seven step process that I use to post mine That’s that’s really amazing Lou,
7 P’s of video strategy wow that sounds amazing so all of these different points
were really interesting but I have a question so can you just elaborate a little bit
on power, what exactly you mean by that particular step yeah power is really
just leverage I just was looking for a P word but leverage in terms of are you
repurposing your existing assets and your intellectual property maybe you
have a lot of blog post maybe you have a lot of articles that can be repurposed
to a video are you making sure that you’re getting them and all the right
platforms no it’s interesting because I was reading an article about CNN and
Turner Broadcasting and one of the things they said is they’re on every
platform they don’t care where people watch as long as those three little CNN
letters are there so it’s it’s really about getting your message in front of
people wherever they may be. That’s that’s an amazing thought process coming
from a leader in video technology like CNN, all right so that’s amazing you’ve
come up with a live video strategy for us and I’m sure all of our audience will
be able to extrapolate it according to their niche that’s that’s very
interesting insight lou so let’s move on to section three, what we call, “Picking The Genius Brain” all right so we’re gonna ask you some simple questions and you’re going to give us some valuable answers and we’re gonna pass it on to our
audience for free so this is going to be rapid-fire sections so let’s have one to
two-minute answers for each of these questions all right let’s get started
question number one What do you think about the latest trend in the video world IGTV? Right, Instagram is really yeah making a big play with video and you know maybe too soon to tell how it’s gonna work out since it’s so new but
obviously Facebook Instagram putting a huge emphasis on video and on video
platforms and I just read that Instagram now there’s 1 billion monthly active
users, Facebook has 2 billion users which is even more than YouTube which I think
has 1.5 so both platforms Instagram and Facebook are really really vital if you’re
a video creator and you really can’t ignore them anymore the other thing
that’s interesting about those platforms especially Instagram TV is that coming
from the TV business we were always taught that video is is you know
horizontal and landscape and now video is vertical because that’s the way
people use their phones so it’s really time for people to invest in vertical
videos and really time to embrace mobile videos because more than half of videos
are viewed on mobile so I think that’s where Instagram and Instagram TV is
gonna come in you know be powerful because so many people are just using
their phone for video great great really your your thoughts on mobile and vertical videos is really a very very relevant point so moving on to question
number two which brand do you think has the smartest video strategy and why? this is interesting I was thinking about this earlier because I think the brands who
integrate video into everything that they do and they realize like I
mentioned earlier that it’s all one screen
I mentioned Turner Broadcasting they have their properties like CNN and and
ESPN they’re very fan centric and they really focus on the the end user
experience and in fact I wrote down a quote from Jeff Zucker president CNN
like I said CNN we no longer care where you watch as long as it has those three
little letters on it so I think those the brands that are embracing that are
gonna do well another quote from that same article I was reading about Turner
said that and this is important the difference between a viewer and a fan is
engagement so when you work on that engagement that’s when a viewer becomes
a fan and that’s what is a really really important asset one of the other
brands that I think is doing really well video is The Tonight Show with Jimmy
Fallon on NBC because they’re repurposing all of their content for
YouTube so a typical audience for the Tonight
Show on NBC might get three million viewers meanwhile one of the videos on
YouTube has a hundred and fifteen million viewers so they have multiplied
the the amount of people seeing this because of the repurposing and they’re
taking YouTube very seriously That’s that’s an amazing insight so
let’s go on to the next question a very interesting question then I’m personally
looking forward to what advice you would give to our audience on this question
Vlogging vs Blogging? right good .one this is I think that nothing beats
video for creating know, like and trust and that’s why I think video blogs more
powerful than written posts alone so again you know you’ve got an opportunity
not to necessarily abandon blogs but to repurpose your written contents for the
videos because video helps put that I feel like I already know you effect that
I mentioned earlier and I think you know there’s a couple statistics that back
this up one is I think was Mashable that said 59% of executives agree that it’s
both text and video are available on the same topic they are more likely to
choose video another cool statistic on why it’s so
important to vlog and not just blog is that viewers retain 95 percent of a
message when they hear it in a video compared to only 10 percent when reading
it in text so for me vlogging is a no brainer Perfect, that’s that’s really
what I was expecting too, so next question is five simple steps that I can start,
take right now to get my first thousand views on my new YouTube channel Good one! the first step would really be to research first and shoot later like
don’t just okay I’m gonna shoot this video take a step back think about who
your viewers are what they want from you what they expect from you you know you
have to know your audience and what they want and do that research before you
start to do the videos second step would be is again on the research side is to
do your keyword research especially if you’re using YouTube a lot of creators
and a lot of smart youtubers will really focus on you know what are the keywords
and key phrases and build their videos around that before they even start to
shoot, they are basically creating the videos from the keywords
out on long those same lines the third step would be to be really smart about
your video titles and optimize your videos for discoverabilities that
means putting those keywords in the title and the description and the tags
you also want to create a really clear compelling call to action in all your
videos you really have to tell the viewer what to do and encourage that
engagement and that interaction I often say you know I tell my clients you know
the sad truth is that most people don’t care about you on your videos until you
air so if you’ve done your homework and you’ve identified your target market and
you’ve really figured out what they want and what they need then you can build
your videos about that and lastly is to really be consistent keep posting keep
improving you know keep trying to build upon what you’ve already got
and you know double down on the videos that are working and you know keep
researching just you know keep going all the time it’s not it’s not a
one-and-done scenario Yep consistency is a real simple but very tough a task to go on and so last question for you in the rapid-fire section can you reveal
one secret video strategy that you would otherwise charge your clients a million
dollars to reveal. yes and it’s it’s surprisingly simple and it sounds a
little trite but I always say if you want more video views make better videos
make better videos begin, keep in mind know your audience and what they crave before you
shoot before you best record you know forget all the bells and whistles and
focus really on content and you can add add bells and whistles later but it’s all about the content stay viewer eccentric you know really think in terms of your viewers
what do they want what do they need what do they expect and that’s how you make
better videos and if you want more views you just simply try and keep making
better videos amazing simple yet the truth that’s an
important fact of how you can actually become a video influencer right so we’ve
come to the end of the questions that I have for you today so one last question
for our viewers today how can they find you or can they reach out to you yes
They can find me at l-o-u-b-o- r-t-o-n-e. You can engage with me
there or you can find my book Video Marketing Rules on Amazon sounds good
all right so lou for the sake of our audience and our animaker community from
across the globe I give you 30 seconds to send one important message that they
should carry from this interview Right I think one of the important messages is
that video is easier than ever and more accessible than ever and even if you
don’t like being on camera I don’t particularly being on camera there are
hundreds of ways to do video you can use Animaker to make explainer videos but
you don’t have to be on camera, you can do screen captures of screencasts you can do
webinars, PowerPoint presentations so video has a lot of forms and you know
really just find your sweet spot and go for it That’s that’s an amazing insight
Lou Thank you so much for spending your time
with us today I am definitely sure our audience would have really enjoyed the
amazing insights that you have given to them Awesome! thank you thank you so much Guys if you really enjoyed the show
don’t forget to subscribe and click on the bell icon just below this video so
that you can stay updated on all the latest episodes of Animaker Genius Talk
and if you’re looking forward to see someone else on the show make sure to
comment below and we’ll make sure to get them to the next episode until then take
care stay safe this is Aravind from Team Animaker signing off goodbye

About Ralph Robinson

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2 thoughts on “How to create a video marketing strategy for your brand? (Genius Talk ft. Lou Bortone)

  1. 0:14 – "The difference between a viewer and a fan is ENGAGEMENT." — Lou Bortone

    "Hey, There's a One-Liner for THAT"

    "Tell me and I forget. Teach me and I remember. Engage me and I learn." — Ben Franklin

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