Why Use Video: Rosalind Gardner and Jeremy Palmer

Biggest Marketing Opportunity Since Google

I recently attended a talk by Rosalind Gardner (author of the Super Affiliate Handbook) and Jeremy Palmer (of QuitYourDayJob.com) on the importance of using video in marketing.  They spoke at the Affiliate Summit West conference in January 2010 in Las Vegas.

Here is a partial overview of what we learned.

There are 21 billion online videos, with Youtube.com being one of the largest video hosters.  The average video viewer spends 8 hours a week viewing video.

Youtube users range in age from 18 to 55.  There is roughly an equal male/female split and 51% of visitors come back weekly.

Youtube is the biggest referrer to Ros’ websites.  She also said that How-to videos appeal to the older audience.

Why Use Video?

The main reasons for using video are to

• Build trust
• Engage your audience
• Increase conversions
• Videos are indexed in the search engines very quickly

Sample results

Having a Landing Page + text only can yield conversions of 2% affiliate sales

Add Video to the mix:  Page + text + video can yield conversions of 4%.  Video definitely produces results.

Video Equipment

You don’t need a lot of expensive equipment.

• Camera can be a webcam, mini DV, or Flip type camera
• Tripod – desk size or full size
• Studio should be uncluttered and clean and shouldn’t detract from the subject.

Video Editing Software

This doesn’t need to be elaborate either.

• Windows: Movie Maker (free)
• Mac: iMovie (free)

Screencasting software

• Windows:  Jing (free), Camtasia
• Mac:  Jing (free), Screenflow

Jing does have the option of putting a watermark on the video.

It is important to have a good external microphone.  Make sure the camera has an external mic jack to avoid camera noise.

Optional

• green screen for background

How to make a Youtube Video

• Create an outline or powerpoint presentation
• think about the purpose or point you wish to convey
• consider your audience – who will they be?
• What do you want them to do?

Tips for a Smooth Video Presentation

• Have your powerpoint in front of you or print it off for reference.  Ros puts a sticky note on her camera on the tripod as a cue card.
• Practice in front of a mirror (this is a technique I have used in Toastmasters, an organization that teaches public speaking. It works very well).
• Avoid sounding scripted.  It is important to sound natural (you are not a news anchor!)
• Pretend you are talking to someone
• Have confidence and speak naturally
• Let it run and edit later
• **Be energetic – you have to be animated**
• Practice makes perfect.

Put Video on the Web

• Create a Youtube channel
• complete your profile and be detailed
• make friends and promote
• customize your layout
• Set a customized background
• put your url in your video
• AND Say “look to your right for my link to learn more”  (This is a call to action for the user).

Optimizing the Video

• Title is super important, as are the description and tags.  Do your keyword research before making the video!
• Choose the right category and be very specific
• Choose your thumbnail (after the video is uploaded).
• Put the title screen on the front of the video
• Allow moderated ratings and comments

The bottom line of this presentation was “if you aren’t doing video yet it is time to do so”!

[Note:  Jeremy Palmer runs QuitYourDayJob.com, an affiliate education Web site and actively runs over 100 affiliate sites across dozens of different industries.  He is the recipient of many awards and is a frequently featured speaker and panelist at affiliate conferences.  Rosalind Gardner has been a leader in affiliate marketing since 1998 and is recognized best through her best-selling affiliate training manual, the "Super Affiliate Handbook:  How I made $436,797 in One Year Selling Other People's Stuff Online" and a contributor as the "Affiliate Corner" Columnist for Revenue Magazine. She is close to releasing a Affiliate Marketing Video training product.]

Next Page »