Welcome to the Marketing Show Podcast.
There are a million reasons you should be doing video and a million more reasons you should be using YouTube.
On this new podcast episode, Clay and Andy share a cool, under-the-radar way to put views of your YouTube videos through the roof – without using social media, PPC advertising, or emailing your list.
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Clay: Hello everyone, this is Clay Collins. And joining me is Andy Fosset, the head coach here at the Marketing Show. And today we’re going to talk about how to skyrocket views of your YouTube videos and increase engagement without social media, without SEO, without advertising or even without a freaking webpage. So here’s the tip, right? Here’s the trick: If you embed any YouTube link in an email that you send out, Gmail or anyone who’s using Gmail or anyone who’s using Google apps for their company, which a lot of companies do. There are hundreds of thousands of companies that use Google apps for domains, it might be millions at this point, but any Gmail user or anyone who’s using Google apps for domains will be able to actually play that video directly from their email. What I mean is that if you open up a Gmail message and there is a link to a YouTube video within that message, then at the very bottom of that email someone will be able to directly from Gmail watch that video. And this is truly amazing when you think about what this can lead to at scale.
So we’ve been playing around with embedding a link to a video about LeadPlayer™ in our email signature. So the email that you got actually about this podcast episode is going to have a link to a YouTube video in it, just in my email signature, right? So at the bottom, it says Clay Collins and then it lists like my Twitter username and it has a link to… it probably says the co-founder of LeadPlayer™ and then there’s a little link there that says, “The LeadPlayer™’s story”. So it belongs in your email signature right at the bottom. And we’ve been using this to great success. And it has drastically increased conversions and sales of LeadPlayer™.
So actually let’s talk about… Andy and I are going to talk about five different ways you can use this tactic to increase views of your YouTube videos and increase engagement. So what’s the first use of this tactic Andy?
Andy: Well, the first one is basically just what you described already, the way that you’ve been using at LeadPlayer™ is for an evergreen sales video. If you’ve got a really great video that you’ve put a lot of time and effort into that really tells a story of your company or product and explains why people are going to love it and what’s so great about it, you’ve invested a lot of effort in that and you know it probably converts. You’ve probably tested it. So why not put that video in front of as many people as possible. And so that’s probably one of the top candidates to definitely… if you’ve got a great video put it in your signature. And that way everyone who opens or gets an email from you is going to be seeing that video every time.
Clay: Yeah, absolutely. And this isn’t just about emails that you personally send out in your own email signature, this also applies to when you email your list. So when we email out the Marketing Show I add my signature to those emails and the YouTube videos are going to show up in there. And we’re actually in the footer right now of my signature or not in the footer, but in my email signature is a link to a video called the LeadPlayer™ story and it tells the story of why we created LeadPlayer™ and talks about some of our favorite features. And that has peaked people’s interest in LeadPlayer™, maybe people who wouldn’t go to the LeadPlayer™ site. Maybe people who weren’t initially interested. They just opted for the Marketing Show. But they’re viewing this video because it’s in the signature of an update to the Marketing Show.
So kind of what’s cool about this or I think one aspect of this, is that it doesn’t require people to change contexts. Every time you take someone from a webpage to their email, that requires some effort. When you take someone out of their email to a webpage that requires a transition. So any kind of transition from one mode of engagement to another, from online to offline, someone gets a postcard in the mail and they have to get that and then they have to go to a computer and type in a URL right? Whenever you get someone to change their contexts that requires energy and effort. And by allowing people to view videos from within their Gmail, which is used by millions and millions of people and probably a significant percentage of your audience uses Gmail or they’re using Google mail for their business, it reduces the need to change context.
The second use of this is when you want to update people about a course. Or when you’re releasing a new program or you’re releasing new software you have something that’s new and current. So Andy was just talking about one application. Andy released a new program for his company Gold Medal Bodies. Andy, how are you going to use this?
Andy: Well, definitely from now on anytime that we have a new program coming out, we’re going to make sure that our launch sequence videos that we produce publicly are in the footer because want people to see them. But for anything new, any updates we have, anything that we’re trying to promote especially that’s timely, that’s current, those are the videos that we’re probably going to choose to put in these signatures because those are the ones that are kind of most critical at the moment for people to see.
Clay: Cool, cool. So it looks like you just launched Parallettes 2 or was it Rings 2 or Parallettes 2?
Andy: It was Parallettes 2.
Clay: Ok, so you just released a new course and as you were prepping for that much you could have embedded some of those YouTube videos in the emails. And now that it’s actually launched you can let people know about it using this method. Another use of this is for webinars and special promotions. So if I were doing a webinar and talking about that webinar, I could email my list about that webinar and I could link to the webinar registration page. But also in the footer could be a video explaining why someone should show up on that webinar. But if I’m emailing my list with any kind of update at all, so an update about new blog content or an update where we’re giving away new free templates, that could also contain a link in my email signature that contains the YouTube video, which means that that video will play directly from email.
We’re actually… let’s paste below this on the Marketing Show. We’re going to show a screenshot of, (1), the signature and (2), how that video shows up within Gmail so that people can get a quick screenshot of how this looks. What’s another use for this Andy?
Andy: For customer support, I think it’s great. When people get in touch with you with questions and support issues. You might have a lot of the same questions coming up again and again if you’ve got like an FAQ video that shows people how to do some technical tasks related to your products or your software whatever. Those kinds of videos are great for a footer if you’re answering the same questions over and over again. And also just when people get in touch with general questions. That’s a great place to… if you’ve got a video that highlights the top five reasons that people should buy from your company or one of the greatest features of your product something like that as well. Any of those customer support type emails.
So this isn’t just from your autoresponder. This is emails that when people take the initiative and get in touch with you pro-actively and when you respond to them, every member of your team even could have a different video in their email signature that highlights maybe their own potion of what they do in the company, and shows off something that’s relevant to the kind of communication that they’re giving.
Clay: Yeah, absolutely. Like for example with LeadPlayer™ in support, there’s we call it the sizzling seven. But the seven things that someone can do before they contact support to just ensure, to reduce the likely hood that the problems will persist. So, for example, one is making sure you have the latest version of Lead Player installed. Another one is making sure you have the latest version of word press installed. Another thing is making sure you have the latest version of your theme installed. And so that could be in the email signature for our technical support.
But even if we didn’t have the time to create that, we could have even had the sales video for LeadPlayer™ in the footer. Because that means every time someone emails support, sometimes they’re frustrated, sometimes they are not, but let’s say this is someone who maybe they are one of the few people that are having a problem with LeadPlayer™ and it isn’t working for them for one reason or another, if we embedded the sales video of LeadPlayer™ in our footer, they can watch that video and be reminded of why they bought LeadPlayer™ in the first place. Be reminded of the value that’s there. And maybe that will make them a little bit more or encourage them to be a little bit more understanding and to remember why they’re doing this in the first place. I think that’s another use of it in customer support.
Andy: Yeah, exactly, I like how that turns frustration into desire and positive expectancy again.
Clay: Absolutely, absolutely. I think this is even more relevant for information products where people often buy something because they wanted to accomplish something. But after they purchase the information products a lot of times there can be buyers’ remorse. People are wondering if it’s actually the right time in their life to be making that change. They might wonder whether or not it’s still possible for them to accomplish the thing that they hope they were going to accomplish when they purchased the information product. They might have lost motivation.
And if you could, maybe if you have an info product especially, you might want to embed a motivational video in your customer support person’s signature and their email signature so that they can kind of get re-inspired to engage with the program again if they are feeling frustrated or if they aren’t taking initiative like they should or if they are not using the content at all. Provide them with some motivation, maybe some case studies, maybe some testimonials. Maybe remind them of what’s present in module II of your course module III et cetera. So I think that can be a really effective way to do that.
I also use this in my personal email signature. So every time I email a partner, someone who I’m hoping to advise us, someone, that I’m looking to work with, peers, for example, they get that video in my email signature. And if they’re using Gmail or Google apps for domains, in which most of them are, they can watch that video. I’m really surprised how often I’ll tell someone who’s a peer about a new feature that we’ve added to LeadPlayer™ and they already know about it because we’ve exchanged a few emails prior and they went ahead and watched that video.
So this isn’t just about customer service, this isn’t just about autoresponders, this isn’t just about broadcasts, this is also about your own personal email. And in fact, any method by which emails show up in someone else’s box, any method that that can happen is a method that you can use this tactic with. So for example, if you have a feed burner feed that is emailed to people you might want to put at the bottom of all your blog posts your signature. And that means when feed burner sends out these emails, those emails are going to show up in people’s inboxes and watch the videos from there. So there are lots of interesting applications to this.
Andy: Yeah, I think that’s especially good when you’re talking about for emails you send to partners and things or sometimes we have to send kind of like cold calling emails to people and we think they might know who we are. People we’ve met one time and we’re not sure if they remember everything we do. And instead of having to explain that in a long email and be like, “Hey this is Andy. I hope you remember me. We talked this one time. I do this.” And instead of having to kind of encapsulate your entire backstory and hope that they remember who you are, being able to have a video that shows all of that automatically insert itself is extremely handy. You can have a much more concise communication and know that that video is showing up for probably 90 plus percent of the people, and explaining a lot of this for you. And I think that that can be a major advantage because people don’t want to open their email and have somebody that they… explaining a lot of stuff and asking for a favor out of the blue. But if there’s a video there that’ really enticing there’s a lot better chance that they’re going to open that up and see that and respond.
Clay: Absolutely. I think a lot of people have demo reels, right? So if experts they’ve been interviewed on the media. Not demo reels, I think they’re called press reels where it’s just different clips of them being… maybe one clip of them talking from the stage, another clip of them being interviewed, another clip of them talking on maybe one of their own videos, but just things to position them as an expert. And if you have a press reel, that’s the kind of thing that would be great for your email signature, because it means when you reach out to people the chances are very good that they’re going to watch that video and you won’t have to convince them of your authority. You won’t have to market to them when you get on the phone with them if you do end up talking to them later. They will have already watched the video that does that for you. So you can start off the conversation in deal-making mode rather than in selling mode or in positioning mode, which is a great way to start off the conversation. So I absolutely agree with what you just said there, Andy.
Andy: Very cool and I also think that… so we’ve talked a lot about the reasons and some applications of this. I think that we should mention hypothetically some of the numbers what they were talking about here. Because if this is a YouTube video what you’re really doing is you’re driving up the views on your YouTube channel overall. And so if you’ve got a list of a thousand people and half of them actually click and view that video, that’s 500 views. And that’s just for one email. So if you’re sending an email every week and especially if that link is updated with a different video or something from time to time, you could be adding … even with a small list of 1,000 people, you could be adding 500 views of the video each week. If you’ve got a larger list, 5,000, 10,000, 20,000 people, you could be adding many thousands of views to your YouTube channel every week just by automatically inserting this link. It’s really an easy and big win I think.
Clay: Absolutely and I think the leverage even extends beyond that because when you drive up views within your YouTube channel and when you drive up views of a particular video, then that increases not only the likelihood that YouTube is going to refer more traffic to you within YouTube, but also that it’s going to send more traffic to you when someone searches for relevant terms within Google. So this isn’t just about the people who are watching this who within Gmail or within some form of Google application, but this also extends well beyond the inbox, so amazing point. I absolutely agree with you.
Andy: Very very cool.
Clay: Well everyone that about wraps this up, but one more thing, we’ve decided that Andy and I are going to be answering questions. So if you have a question that you would like to submit to us about growing your audience, growing your base of leads, growing your list, growing the number of people that pay attention to what you say and what you do, go ahead and call 707-969-7469. That number is 707-969-7469. And leave us a voicemail message with your question. We will play that on the Marketing Show and we will answer your question if it’s one of the questions that we decide to answer. Anyway, thank you so much for joining Andy Fosset and myself. This is the Marketing Show podcast and we’ll talk to you next week. Take care.