An open letter to my peeps…

You and I go back a way, online at least… And I think the time has come for us to re-evaluate our relationship. Now I’m not saying we should see other people (lol), but I do want to make sure “we” are good.

In other words, is the info I’m providing relevant to you? Is my “Marketing Tips” ezine helpful to you? Are we connecting on social networks? Is my advice resonating with you? Are you taking advantage of the many resources and opportunities I offer you?

The reason I’m asking is I know you get a ton of email, and I want to make sure I’m adding value and being of service whenever I can. In fact, I’m switching email providers and moving to Infusionsoft so I can target my communications more carefully.

I’d be lying if I said it wouldn’t hurt my feelings a little if you decided to “opt-out,” but you’ve always got that option. The truth is, as my business grows, I want to serve fewer people, but with a much greater level of service.

(That’s why I recently launched my “Video VIP” coaching and mentoring program, which you can learn about here: http://www.loubortone.com/vip) I’m also unveiling a new, streamlined website soon so you can find the info you need fast.

In the meantime, I want to share with you exactly what you can expect from me if you choose to remain part of our “tribe.” Call it my client ‘bill of rights,’ or a customer care commitment – by any name it’s my pledge to you moving forward…

1. I’ll do my best to provide you with valuable tips and advice, both in my blog posts at www.loubortone.com, and in my weekly, no-pitch/no-hype “Marketing Tips” ezine that comes out every Friday.
2. I will usually send you one email per week with an opportunity, offer or other information. If we’ve got a webinar or special program that that week that you’ve registered for, you may also get reminder emails.
3. In some cases, I’ll bring other experts to you by offering webinars or free classes. I only promote and present people I personally know and trust, and whose products I believe in. I will never ‘whore-out” my list just to do an affiliate program for a quick buck. That just bites and it doesn’t help anybody.
4. I’ll continue to provide as many no-cost or low-cost resources, products and programs as possible, so that support will always be available to those who need it – regardless of your budget.
5. At the same time, access to me will be limited, and reserved for those who purchase coaching or enroll in one of my VIP mentoring or mastermind programs. (So if I don’t always answer your DMs or questions on Facebook, it’s not personal – it’s strictly business!)
6. Finally, I’m also limiting my video production and kick-ass editing services to coaching and consulting clients, and to my Video VIP members. I want to see your business succeed, so I’m focusing on video marketing strategy, and doing much less “one and done” videos. Making a video for you is fine, but it’s going to fall flat on its ass without a strategy behind it! I won’t sell you a video without including a plan for it!

So there’s my client manifesto. It may not be for everyone, but that’s okay… Because it’s time to lead, follow or get out of the way.

I hope you’ll stick with me, and I hope to have to opportunity to serve you – whether it’s with private coaching on marketing your business, or through webinars, products or even just ezine tips and blog posts.

I look forward to working with you and helping your business grow!

Thank you,

Lou Bortone,
Video Marketing Strategy Expert

P.S. For more info on the new Video VIP coaching and mentoring program I mentioned above, please visit: http://www.loubortone.com/vip. It’s the ideal way to get full access to me, get your video done and get a solid video marketing plan in place.

Profitable Content Creation – Content Is Cash and How to Get Your Fair Share (About Time, Right?)

Content is the basis of EVERYTHING online. Creating your content and then marketing it well is how you profit from your content online.

Create It - The key to successful content creation is to be prolific. What most people do is wind up staring at a blank screen. I don’t want you to do what most people do because most people are broke.

Instead of staring at a blank screen I want you to use templates. Create a 7 tips article or a 3 mistakes article. Then all you have to do is fill in the blanks with your information.

Another great way to become prolific is to just write on regular basis. Make it a habit, and you’ll find yourself the flow.

Market it - So many people create their content and then do nothing with it. Again, don’t be most people.

There are so many ways to market your content that you really can’t run out of ideas. Start with your blog. Then post your article on EzineArticles and other top Article Directories. Next is Social Media. Use your article content or parts of your content on Facebook, YouTube, Twitter and LinkedIn. You can also turn your content into teleseminars and webinars.

Convert it into products & services and sell it - What most people do not realize is that while you are creating your content you are also creating your information products.

For example, a simple 7 tips article expanded on easily becomes a great eBook. In a similar way, a collection of several articles on a specific topic gathered into one document becomes an ebook or mini-guide.

And that’s really just getting started. There is so much more you can do. One of the best ways to offer an info product is in multimedia, and you can easily create print, audio and video training from your content.

To get in on the no-cost webinar with Jeff Herring, register here: http://jeffherring.com/workshop/20120213-8.php

As you can imagine, I get a TON of questions about video marketing…  Below, I answer some of the most Frequently Asked Questions, so you can maximize your marketing and stay one step ahead of your competition!

Online video is very effective because it creates a strong, personal connection, helping to increase the “know, like and trust” factor among your prospects and clients.  Video can also help you enhance your online visibility and make you stand out in a crowded and competitive environment.

Here are a few video marketing basics to get you on the right track:

What are some of the best ways to get started with online video?

How you approach video depends totally on your overall marketing strategy.  Your video marketing plan should be based on your specific goals.  With that in mind, some “must haves” include a video for your home page.  This “welcome” video should be a short introduction to you and your services for anyone who visits your web site.  This is your first impression video, so make it count.

You should also have a version of this video on your “About Me” page.  And even though this is your about me video, you should make it about them!  In other words, focus on your viewer and let them know what you can do for them and why they should work with you.  Keep it short and sweet, and always remember that your web visitor is thinking “WIIFM?” (What’s in it for me?)

What other types of videos are effective?

In addition to your “welcome” video, another excellent use of video is a “tips series” based on your particular area of expertise.  Create a short series of 1 – 2 minute videos and share your best tips for your niche.  Your tips series can be posted on YouTube and on your own website.  These videos are great for establishing trust and credibility with your target market. 

Since these videos are meant to build credibility, don’t make a pitch or an offer just yet.  Remember to serve first, sell second.   And because you’re establishing a personal connection with your viewer, it’s usually best to be on camera to deliver your tips.  (As opposed to “screencast” videos like PowerPoint or screen captures where you’re not on camera).

What types of video content create the most engagement?

 With so much video content available online, it’s crucial that your videos are engaging and compelling.  The best way to break through the clutter is to make sure your video is relevant to your target market.  In short, don’t be boring! 

Whether or not you should be on camera or off camera again depends on your objectives.  On camera videos are more personal and are usually best for touting your services or sharing your expertise.  Off camera videos like screencasts or instructional videos can be very effective for teaching, product demos or sharing ideas.

What is the best length for videos?

In today’s attention-deficit society, the shorter your video, the better.  Your video should be no longer than it takes to effectively express your idea or message.  As a general rule for promotional videos, 2 minutes or less is best.  The exception is for instructional or demo videos, where you may need longer to teach or demonstrate your idea. So get right to the point and get on with it.

What about equipment and editing?

When it comes to video, we tend to get hung up on technology.  The truth is all the equipment and technical know-how in the world is useless without a video marketing strategy.   A low tech video shot with a $50 webcam that features great content is far more effective than a fancy video that doesn’t contain a compelling message.  Focus on your content; the technology is less important.

Having said that, you can get started doing video with a simple webcam, or even by using the video feature on your iPhone or mobile device.  As for editing, the same “keep it simple” rules apply.  If you don’t have your own editing program like iMovie, use YouTube’s easy video editor to trim the front and back of your video and make it look more spiffy!

How often should I post a video?

You may see a theme developing here but, once again, how often you post depends on your strategy.  Develop a video marketing plan that addresses your goals, whether that’s visibility, list-building, driving web traffic or conversions.  Plan your videos so that they support those goals. 

I use a Video Marketing Editorial Calendar to map out my video activities.  You can get a free copy of my Video Editorial Calendar template at http://www.LouBortone.com.  This will help you think more strategically about video and make sure your videos are tied to your business objectives. 

Can You Feel The Shift?

Business is changing rapidly and radically.  We must change with it or risk being left behind…

There is a seismic, historic shift underway – and we can either embrace it, or be swallowed up by it.

That change is being driven by video.  In fact, last week YouTube made the bold prediction that soon, 90% of all web traffic will be video.  http://www.reelseo.com/90-percent-of-all-web-traffic-will-be-video/

What does this mean to you and your business? According to ReelSEO, “It means video is everything, and any business–big or small–that refuses to believe that is taking a huge risk of being forgotten.”

This should come as no surprise to you if you’ve been following me for any length of time.  I’ve been preaching the “Video or Die” battle cry for years.  Today, being video marketing-savvy is more crucial than ever.

Fortunately, this year I’m offering help and support on an unprecedented level.  In 2011, my goal was to help 1,000 entrepreneurs get up and running with video.  If you count my online classes and webinars, I actually exceeded that number.

This year, however, rather than provide a little help for a lot of people, I’m providing a great deal of help to very few.  On January 1^st, I launched “Video VIP,” my exclusive new coaching and mentoring program.

My new Video VIP program gives you comprehensive, ongoing support and strategy in the form of one-on-one coaching calls, a customized video marketing plan, development of a Video Editorial Calendar, and even “Video 911″ lifeline calls when you get stuck.  In addition, Video VIP provides you with your own, animated “sizzle” video that I create for you. (These are gorgeous AfterEffects motion graphics videos that you really can’t do on your own!)  You can see a sample “sizzle” video, along with a red-carpet invitation to the program, in the video below…

Because of the extensive one-on-one, customized support provided in Video VIP, I have space for exactly 24 individuals.  I can tell you that 5 of those spots have already been scooped up, and I haven’t even rolled out the program announcement to my entire list yet.  (This is new and exciting to me, I must admit!)

If you’re serious about moving your business ‘fast forward’ this year, I invite you to quickly claim one of the 19 spots left and become a Video VIP.  Details and pricing here: http://www.loubortone.com/vip
I’m offering Video VIP Gold (three months coaching plus 1 video), and Video VIP Platinum (six months coaching and 2 videos).  I’d like to personally invite you to join me as a video VIP.  Working together, you’ll quickly become a video ninja, and I guarantee we’ll have a great time along the way!

Right now, you can get grandfathered in with special “friends & family” pricing before I raise the rates.  In other words, you can get your personal video marketing strategy/coaching AND a customized video, for just the cost of a video!

You can learn more about the program on the Video VIP webpage at:

http://www.loubortone.com/vip
I encourage you to look strategically at your video marketing plans for 2012, so that together we can use video to help you achieve your goals and accelerate your success.   And remember, business is all going in the direction of video, so the sooner you do this, the better position you and your business will be in…

The shift is on… Get ready for the future and set yourself up for success at http://www.loubortone.com/vip

Let’s do this,

Lou

P.S.  There are currently just 19 spots available to work with me this year, and I can only guarantee the introductory rates until Tuesday, January 31^st.  So if this sounds like it’s right for you, please act quickly.

If you haven’t jumped on the video bandwagon by now, you may be left behind! If you’re wondering if there’s still hope for you, check out our “10 Signs You Might Be Completely Clueless” and find out if you’re in the game or totally lame…

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1. You think Ustream is a urinary tract infection.
2. When your spouse asked you to burn a DVD, you threw their entire 5th season of “Family Guy” into the fireplace.
3. You thought Tivo was the quarterback for the Denver Broncos.
4. You’re afraid of “flash” because you think it involves taking off your clothes.
5. You assumed the “Embed Code” was a new novel from author Dan Brown.
6. Your idea of a viral video is the DVD version of the movie “Contagian.”
7. When your spouse ordered “Hulu,” you were expecting a new dish from Chinese takeout.
8. You yell into your webcam, because your Aunt Millie on Skype is 3,000 miles away.
9. The last video you saw on YouTube was “The Evolution of Dance.”
10. Your website has no video, but you’re digging those flying toaster graphics!

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Even if you’re just slightly clueless about video marketing, don’t be ashamed… You can “get a clue with Lou” by checking out my video strategy sessions at: http://www.loubortone.com/video-marketing-strategy-sessions. When you’re ready to go from clueless to kickass, we’ll help you out!

As a video marketing strategist, the biggest question I get these days is not “How do I get started?” but “How do I get more video views?”  Obviously, getting people to view your video is important, but we seem to be getting way too obsessed with the numbers.

While you definitely want eyeballs on your video, what you really need is the right eyeballs.  I’ve always maintained that it’s not how many people see your video, but who is seeing it.  Don’t get so hung up on the number of views that you forget your marketing objectives.  Who is your target market? Will your video appeal to them?  Where is your target audience most likely to see your video? On YouTube? On Facebook? On your own website? And most important, will your intended viewer take action on your video?

The newest YouTube layout is more social media-friendly than ever.  Building a community around your videos, and getting viewers to react and interact with your videos has become much more significant. Views are cool, but engagement is cooler!  Video views may feed your ego, but responses will feed your wallet.  That response can be in the form of comments on your blog, “likes” if your video is on Facebook, and perhaps even a purchase if your video is on a sales page.

Consider all the actions a viewer can take when your video is on YouTube:  Viewers can subscribe, like, favorite, comment, post a video response, share, embed, email, and even start a Google+ Hangout and watch videos with friends.  It’s no longer simply about getting views, it’s all about connection.

Of course, your prospects can’t connect with your video if they don’t see it.  Which brings us back to views.  There are plenty of tips and tricks for getting more views, but most of that groovy SEO stuff doesn’t take into account the most important ingredient of all: Your video’s content.  Is your video’s message going to resonate with your target audience?  Does it pass what I affectionately call the “who gives a sh*t” test? 

Could it be that video viewers just aren’t that into you?  Yikes!  If your video is not “landing” with your intended audience, go back and do a gut check on your content.  Ultimately, it’s the message that matters, not whether your video is super sophisticated.

A saw a statistic about YouTube that really put things into perspective.  If you were to sit down today and start watching every single video now on YouTube, it would take you roughly 8,000 years to view all the videos.  That’s a shitload of video!  So the old “upload and hope for the best” isn’t going to cut it.

With that many videos out there, you’ve got to be compelling. You’ve got to be interesting and relevant.  You’ve got to be unique and memorable. Most of all, you’ve got to have a video marketing strategy!  (Sorry, “post and pray” is not a strategy!)

Stop worrying about getting video views just for the sake of views.  Create your video to resonate with your target audience, and focus on getting those people to view your video.  Those are the people who will become your viewers, your fans and, ultimately, your customers.

Let’s just admit it.  Crazy is the new normal.  Seriously, when’s the last time you told someone…

I’m all caught up on my work.

I’ve got plenty of spare time.

My business is on cruise control.

There are no emails in my in box.

I don’t have to pick up the kids at soccer.

No one will notice if I take the day off.

Yeh, right!

If you’ve ever actually uttered any of the ridiculous statements above, then you’re not normal.

Crazy is the new normal.

Things are crazy, and they’re going to stay that way.  We’re overscheduled, overburdened, overworked and overwhelmed.  We’re up to our asses in alligators.  Our heads are spinning.  And there’s no end in sight. 

It is what it is.

You can kid yourself into thinking you can stem the tide, but it ain’t happening.

Automate. Delegate. Outsource.

Yes, do all of the above, but it’s still gonna be crazy. 

Simplify. Streamline. Cut back.

 Just as crazy. 

Hire. Expand. Build.

Still crazy.

What is an overwhelmed entrepreneur to do?

You can learn to love the new normal.

You can embrace the chaos and roll with the punches.

My own personal cure for the crazy? 

It’s something my coaches and colleagues enthusiastically recommend…

Double your prices.  Raise your rates.  Simple as that.

My friend and colleague Michael Port tells the story of how he advised a crazy-busy chiropractor to double his fees.  “But I’ll lose half my clients!” the chiropractor objected.

Exactly!

So, yes, crazy is the new normal, and the only relief may be serving fewer clients, but with a much higher level of service.  It’s something I’ll be initiating in 2012 for sure.  So if you need a video marketing pro, get me while you can.  Because my rates are about to double!   But no worries, because you’ll be doubling your fees so you can afford me!  And there’s nothing crazy about that…

Image courtesy: http://www.theworldsbestever.com/2011/11/30/busy-relaxing/

Each month entrepreneur Evan Carmichael creates “Top 50” Lists of movers and shakers to watch in various industries…

This month the website listed the “Top 50 Branding Experts to Follow on Twitter,” and I’m really excited to have made the list! http://www.evancarmichael.com/Business-Coach/4492/December-2011-Top-50-Branding-Experts-to-Follow-on-Twitter.html  (There I am at #24!)

I’d be lying if I said I didn’t pay any attention to top ten lists and Klout scores. (Mine is 64, by the way) After all, who doesn’t like a little recognition – and I have to admit: I do keep score!

In any event, the reason I got so excited about making this list is that it’s recognizing BRANDING experts.  And whether it’s been in my television gigs, my jobs with national cable networks, or with my current video marketing focus, the one, common thread that has run throughout my entire career is branding.

That’s why I was honored to see my name on the “Branding Experts” list – Especially since I’m sharing the same list with heavy hitters like Chris Brogan (who tops the list at #1), author and marketing guru David Meerman Scott, bestselling author Keith Ferrazzi, and personal branding strategist (and my New Hampshire neighbor) Kirsten Dixon.  I’m a big fan of these folks, and you should be following them, too!

But back to branding…

A lot of folks get hung up on branding because there are so many ways to define it.  Yet in the hyper-competitive, information-flooded environment we live and work in, it’s crucial to develop a compelling and memorable brand.  Building a brand for your business can be elusive, but the rewards of a well-defined brand are so worth it.  Just ask Lady Gaga. Or Apple. Or ESPN.  You get the picture…

One of the most important ingredients to creating a strong brand is personality. That doesn’t mean you have to be a personality, or be over the top like Lady Gaga – It just means you have to have a personality and own it.  And I believe there’s no better way to share your brand personality than online video.

Think about it… More than email, more than direct mail, more than print, video allows you to truly express your brand and share it with a worldwide audience immediately. With video, you’re able to quickly and effectively show your personality and define your brand.  It’s visual (obviously), it’s personal, and it’s powerful. Best of all, with video, you don’t have to create a personality, you just have to be you!

Sure, you can be funny or provocative or emotional, but you don’t have to be.  You just need to develop an identity that’s unique to you and then be consistent.  Again, video is the perfect resource for building your brand because it will get you seen and known faster than any other medium.

That’s why I find video marketing to be the single most effective way to “make a name for yourself” and build a compelling and memorable brand.  So what are you waiting for?  Fire up the webcam and start building your brand!