James is the founder of Video Traffic Academy, a 6,000 plus strong members’ community of small business owners leveraging the power of YouTube and video to grow their businesses on line.  He actually has a film degree from a prestigious LA Film School and James has taken his passion for video marketing to show anyone how to drive more traffic, attract more leads and make more sales using the power of video.
So I was a big fan of that and at the time in college when I was in film school I was working as a bartender and I had these same kind of experiences that I was experiencing in film school and you had to do these free internships and be really good at getting coffee for people for years before you even get to do anything or make any money. Everything from getting my videos found and ranked in YouTube and Google, to having video testimonials, videos on my website, video messages to past customers and all kinds of fun stuff. Jon: As we dive into this, a little further … the next question that I get in this space as we’re dealing with so much from blogging to video to podcasting, just really text (writing); how do you get traffic to your website? I realize there’s a lot in there, James, from building out the content and scripts, there’s cameras and equipment, of course you have the iPhone and the power of that, lighting issues, etc.
So what I did was, created this around “Kathy”, who is my persona who deals with her day spa.
You mentioned the word strategy a few times and as marketers and business owners, it is our job to focus first on the strategy. With that being said, anything that you’re doing on line needs to follow one of two intentions for your strategy and video is no exception. So with this example of Kathy, the first video I would want to make, or series of videos, are traffic getting videos. So if you want to get more traffic and Kathy wants to get more eye balls to her website, it’s not necessarily to get more customers yet, it’s let’s get more people to her website.
The way we get those videos found and ranked starts with a very simple concept of keyword research. We put them on YouTube and the goal is to optimize them, put the keyword in the title, in the description, in the tags and get them ranked at the top of YouTube. We do a lot of experiments with this, actually now it’s our practice, the more we are uploading video the more we exponentially grow with the results.
James: We have a lot of real-estate agents that go through my program and that’s all they do.
The question really then becomes, if Kathy says “I’ve learned so much from you, James, already but how do I create a deep tissue massage video”? Let me tell you this, one of the latest predictions on the internet by some big company that does all these predictions, is that by the year 2014 90% of all on line traffic will be video based. If Kathy is saying “I don’t want to be on camera”, I know a lot of people have a face for radio and don’t want to be in front of a camera.
I have another guy in the Philippines who edits together little videos using animations, texts and images and we put these things on YouTube. Even with the iPhone, you can get a little extender piece and connect a wired or wireless lavaliere and hook it to your blouse or collar and now your audio is right there, just a few inches from your mouth so it picks up perfect, clear, crisp audio.
James:  This is like the age old question of ROI, but it’s more of an ROI on our time investment. So the first way, I do it from the beginning, is I don’t make any judgments until I know my video is in the number one spot. They are sold on the idea of a push button magic software that can make them money by just doing this one thing really quickly. Once it gets to the number one spot now I know that everyone who is typing that in they’re going to find me first.  If I’m the number one spot and I’m the most looked at video on the list, because I’ve got the number one position, the next step is to look at how many of those people are taking action. James: In a nut shell and this is basically what we teach in our programs, YouTube is looking at three things to rank a video.
Relevance is everything that we have been talking about; where if someone is typing in deep tissue massage your video has to be titled deep tissue massage. We just spoke over about 30 to 35 minutes on this and it gives a good overview, but the way I keep things simple; follow me step by step.
A lot of our students who come to us will admit that they don’t use any other of this social media stuff anymore because YouTube is their number one marketing strategy.
Improving your branding, how you communicate, create and being systematic to save time and be more efficient. About jon rognerudEntrepreneur Magazine says Jon Rognerud is one of the most sought-after SEO and Digital Marketing Experts for Small Business. Knowing that this Scheduling Function exists on YouTube, how can we really take advantage of it?  Here are a few action steps to point you in the right direction. Awesome now I can focus on uploading adding in the tags and descriptions but schedule to post later and a set time at that cool.
I can’t stress enough how much it is important to be focused and consistent when scheduling those videos. YouTube user James Wedmore has released a kinetic typography video that informs us of a bunch of interesting and inconceivable facts about the world’s largest video sharing site.
The stats in Wedmore’s video encapsulate the true popularity and marketing utility of online video. In addition to those crazy stats, the video also displays the power of YouTube as a marketing tool. Wedmore’s channel also offers tips for increasing visibility on YouTube, and he has released a comprehensive report on his website. SUBSCRIBE Get Tubefilter's Top Stories, Breaking News, and Event updates delivered straight to your inbox. If you have a great news tip, are interested in advertising on Tubefilter, thinking about possible partnership opportunities, want to find out more about our upcoming events, would like to write a guest post, or just want to say "hello," be sure to drop us a line. James ability to teach and communicate his effective strategies creates a blend of professionalism with simplicity that allows his students to produce real results. I appreciate it.  What I have here today is a little case study I want to blurt this out in a minute and I hope it’s okay to put you on the spot. Also, I should say in the small business marketing community, small business marketing on line, being an entrepreneur or solepreneur there’s just so much to do. As a bartender, I was experiencing the same thing where I had crappy managers telling me what to do all day and drunken patrons yelling at me because I didn’t put enough booze in their drink. Play with all the marketing that I was learning and at the end of the day video was still my specialty and still such a new media at the time that I was able to do some very cool stuff with video. That really set me off on this path of understanding of where the internet is going in terms of this more interactive medium … which is video.
When things are working and everyone around you, peers in the industry and even mentors, are coming to you and asking; how did you do this? When we drill down into video questions it quickly becomes; how do you use video to do that and what platforms – the most heard of one is YouTube, but is that the only one?
If we don’t have a strategy or an intention, with what we’re doing how can we get a result? I don’t use any of the others, I have in the past but I know I am going to get the majority of my results from YouTube. If you get them at the top you have a really good chance at finding them inside of Google and people will stumble onto them. I told you earlier that I had a bartending business that I turned into an event staffing company I sold the business, but I still get leads and still get people coming in who found me from the YouTube videos that I made four years ago.
Let me ask you this; what happens to your latest status update or link that you shared after two or three days or a week ago.
When you not only have more videos out there spreading your virtual property all over the Internet, you’re getting more people finding you in more places and watching multiple videos, which then causes people to share your stuff with other people, which gets ranked even higher.
I had a video I had forgotten about on a locale SEO, tips and stuff, it’s number one in Google, YouTube.

Meaning, if I spoke to camera or made a power point slide and spoke to that, what content and what scripts? I want to start by saying, I teach in my program a six step process for creating any video. I told myself about two years earlier that I was clearly never going to jump out of an airplane as long as I lived. We already talked about this, are you going to use this to use it to drive more traffic or are you using it to get some type of conversion or to take an action? Here’s my big secret: I don’t like being in front of the camera myself but I do it to be the genie pig for my audience.
I went to film school but I hire guys all the time and outsource a lot of the videos I do because it takes away from the stuff that we are meant to do which is serve our customers. I have another channel that I don’t even tell people about where I do a lot of test videos. To create this video we talked a little bit about this outsourcing and a person coming to your place of business but what about if you just wanted to go at it yourself?
It actually takes, and this is what’s so funny and why a lot of people don’t jump onto YouTube, is because people are searching for that instant gratification.
You can put a link inside your YouTube video that when people click on it, it goes to your website.
This is what it comes down to; when you have great keyword like deep tissue massage LA and you get your video to the number one spot your good. Now clout is simply the fact that I eluted to that the more you upload videos, the more of an exponential growth curve you will see.
It’s funny, as I’ve seen my views, I would put up a video once a month and I was getting accumulate of 20 to 25,000 views a month. What I actually did is, because I’ve been doing this for so long, I choose a random niche, a random keyword and a random video and I walk people through from scratch, showing them how I came up with an idea, keyword, made a video from that and then got it to the number one spot and got all this traffic from it. And the best part is…you won’t need to film videos for two or three more months!
I’ve been in the internet marketing gig for a few years and if I had to give one advice is to be consistant. These are numbers many of you readers have heard before, but displayed in a new way for easy jaw-dropping consumption. With all the traffic YT has it also has a tremendous amount of clutter in terms of how many videos are loaded on their network. I know we haven’t talked about this, but I think it will be very useful to put both a tactical and strategic plan right here on this call today.  If that’s okay, I’ll start diving in. One thing is running your business, but doing all this on line marketing stuff can be pretty time consuming. The reason I didn’t pursue the Hollywood route, after my parents invested this $30,000 – $35,000 education into, was because I thought of my creativity and what I wanted my control was always authoritative. I was actually so feed up with that stuff that I created my own little business on the side of doing private party bartending. That can range from deep tissue massage, facile, mud wraps, body and foot treatments, and even product sales.
The first thing which you really touched upon and I do want to make sure to say a little piece here; a lot of people don’t wind up doing anything or taking any type of action because they fill themselves with all these questions of the unknown. There are other sites out there and people ask me all the time if they should be using them. People are going there to get answers to their questions not just to search for silly videos. So to keep this very simple, we need to know and Kathy needs to know what her audience, or ideal customer, searches for when they want to go to her day spa.
People tend to (business owners), gravitate towards sites like Facebook, I’m not knocking Facebook in anyway, but because it’s simple and easy. That’s where they get their calls, traffic to their website, people fill out forms, and they go through the funnel. How do I write this out and get it to be applicable to my business and not sounding to weird, sales-y, hype-y, long, short or whatever. If we’re doing this video, Kathy’s video, and we’re putting it on YouTube and the intention is just to drive traffic I like to say then from there the world is your oyster. You can buy lighting kits on Amazon for $100 to $200, but you can also use the free lighting kit up in the sky called the sun.  You should use the sun at the right time of the day in the morning hours or the afternoon hours where it’s not directly overhead. If you already have the iPhone or a video camera you are not spending any additional money.
I track those links and look for a minimum of 10% of my views converting into unique visitors to my website. So if you say deep tissue massage four or five times throughout the video, you’ve done a much greater job to tell YouTube what your video is all about.
When you have a channel with one or two videos that has much less clout than a similar channel with a 100 videos.
Perhaps the most mindboggling stat in the video is a statement that the average human on earth watched 140 videos last year. From industry news, to web series reviews, to related events, and one heck of an Awards Show. I transitioned into doing a lot videos for other people to the point now that we’re truly to point of where my passion lies, which is in the teaching. We need people to come to our website, blog, or wherever we want to send them and then we need them to take an action. If she’s out in LA and businesses like hers, brick and mortar, is going to be geographically limited, it’s targeted.
Today it would be hard if you want free long term organic traffic it’s hard to play that SEO game.
What’s your recommendation there are you start to drill down into this?  This is great, by the way. The reason I make it six steps is because I did indentify that most people don’t make a video because they are afraid.
You have an absolute unlimited amount of potential with what you can do with this video, as long as your goal stays the same.
It could be as simple as writing a script or having someone else write it, talking about the amenities of your facility, the benefits of what having a deep tissue massage can do for you. As long as you know what your strategy is, what you’re saying in the video, what the intention is and what it’s supposed to do.
If you want a better video, we can use our iPhone and iPads, but the number one thing that should be absolutely essential if you decide to video yourself is …audio! If I have a hundred views on a video, I should get ten people to my website minimum.   I want higher than that, but I use that as a bench mark. Once someone is on your website, just because they click a link doesn’t mean they are going to call you, buy from you, and give you money, whatever. For some this will go faster, but if somebody was in the 3-4 position, what can they do to move their position to number one?
But YouTube is looking for three things to determine if that is your video or somebody else’s video.
That video is still at the number one spot inside of YouTube and inside of Google because of that.

I would also love people to find me on the social networking sites or find my YouTube channel. Instead of dreading the next time that you have to make a video – just make a 10-20 once a month.
I think I personally skewed that stat by watching  Guy runs into wall a few thousand times last year, but it’s still an unfathomable amount of views. That’s where the entrepreneur inside of me starts to come out and it’s all about freedom and doing it our way, on our terms.
There’s just so much that you think you have to learn before you think you can make your first video that you wind up not doing it. It’s what you do with that video and in turn what that video does for you that will see result. Your videos can get indexed not just inside of YouTube, but on the first page of Google for search results. If you’re willing to put some time into something you can see it absolutely mature and grow. A good friend of mine business went bankrupt because of Googles latest SEO algorithm shift that happened back in July or August. At the end of this video you’re telling them to hop on over to my website, adding a call to action. It’s all about them more than it is about Kathy; it’s all about the customer and the end result that they are getting. We can use video footage of the facility, of the building, you can even just do images, have a photographer come or you take pictures, and use images in a slide show. You could have a $5,000 state of the art, top of the line camera but if there’s a plane overhead or wind blowing in the microphone and we can’t hear you because your ten feet away, I don’t care how good the picture looks, I’m not going to watch the video because I can’t hear you. You just type in lavaliere microphone for video camera and you’re going to find one for 30 to 40 bucks. Now it’s part two of the strategy, what are we going to do to get them to pick up the phone or give you their contact information or give you their credit card information.
YouTube has recently changed their algorithm to include much more on the topic of engagement and audience attention. Doing a video every couple of weeks consistently will, in a long term marathon, get much larger results than just putting up one video, walking away and never coming back. You’ve broken this down to strategy, intention, competitive analysis, keywords and looking for the tracking and via the 3 factors you mentioned.
I just show people, step by step how you can do this and then the magic comes when you replicate it.
You can just Google my name, James Wedmore, and just reach out and say hi and tell me just listened to the interview so that I can say hi back. Kathy is very busy and she doesn’t have a lot of help to deal with this online stuff and video marketing.
So for someone like Kathy and she’s in this place, let alone being in front of the camera; what kind of camera do I need to get? Unlike stuff like Facebook or Twitter where we can play around on there for a couple minutes, how long does it take to send out a tweet, we can afford to experiment a little more before we dial in with what’s working and what’s not?
It’s like a fine wine where the older with age it gets the more clout and authority your videos get and the higher they can get ranked, the more views that they get.
It was like from a year ago and it’s absolutely amazing how it keeps on growing and growing.  It speaks to exactly what you said. The thing is, when you send them to a YouTube video, they’re never going to de-rank a video. He posted it on Facebook, saying James is too afraid to go skydiving and won’t you help me convince him.  20 minutes later 200 people commented and I felt like I had to go.
Maybe you have a free report, more free content, a free session, or a discount.  You can get so creative with your marketing if there is a call to action to have them go fill out a form or call our number and tell them you saw our YouTube video and we’ll give 20 or 50% off your first massage. I’ve seen videos that are really not well put together, the lighting is not awesome, the sound is not great, yet they have an insane amount of views. Right now as you guys are listening, both Jon and I both have really nice microphones and we’re speaking about three inches away from them so it’s crisp clear audio. I know you don’t have the blue sky, but from a lighting stand point you won’t have any of those harsh shadows, so that’s the best time to film.  The lighting of the sun is what most low end cameras were built for.
We talked about this, scripting, benefits, short videos, keywords, competitors – all of that is awesome. That’s were video can come in again, when you tell people what the next step is; now that you’re here on my website, sign up for a free session, free massage or 50% off your first massage, whatever it is. If people dislike your video and leave after the first five seconds, YouTube is tracking that.
I think the idea that something is simple doesn’t necessary mean it is easy.  Today, as we’ll see, James is going to break this down into a kind of live case study and make this pretty straight forward for you. The only way that I could mentally do it, jump out of an airplane willingly, was if I only let my brain focus on one step at a time. We can be so creative with this marketing if we know what our intention is, which is get people to the website and we have a call to action.
It’s really up to you and your budget, your style and where your strengths lie and go with that. So go film when the sun is at 11 in the morning or more like nine or ten in the morning right on your face and you’re going to have this beautiful crisp and clear image. If you’re producing junk that is just like spam, that is the best way that YouTube knows that they have to push this guy or gal down. That’s just an incredible experience to always be testing your marketing and tweaking your messaging.
I built it out to a staff of about 15 all throughout southern California and I got to learn all about the principals of marketing, copy writing, and direct sales.
So I wanted to use this mini case study and perhaps apply some of these rules and thoughts you have on how we can drive traffic, get some visibility and really what we should start with. What should she do to get started with video and video marketing to meet those objectives of traffic and client building?
That stuff is really secondary, in fact it’s those types of questions that can really hold you back completely. They want more people on YouTube because now, this year especially, advertising venues coming from companies paying to put little video placements, 10 to 15 second little ads videos placed at the beginning of videos, is generating so much venue for Google and YouTube that they would be crazy to de-rank.
You’re going to be like “man why doesn’t it look this good when I film this inside my office?”  It’s because you have crappy lighting in your office. If you have great content, maybe you give tips and advice on how to take stress out of your life, because that’s what someone who wants to get a deep tissue massage would be interested in, people are going to watch your video. We got that wonderful introduction, but I wanted to dig down a little more personally and see what drove you to get started. People have this false sense about the order of importance as to what they need to make a better video.

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