ISSUE #13 - May 18th, 2018
One Strategy To Rule Them All...
Combine SEO, SMO And PPC To Grow Your Business
Tapping Into The Second Largest Search Engine...
Learn How To Leverage YouTube
Creating Videos That Hook
How To Create Amazing Videos For Your Business
One Strategy To Rule Them All
Hello there superhero!

We’re so glad to have you here that we feel like dancing!

Thank you for being so awesome and for your continued support to the POM Cause. 

Here’s to make your 2018 super amazing!

On this opportunity, I wanted to address a recurring question that I get every time I go live or that I upload a new YouTube video (In case you haven’t yet, please make sure you subscribe there too as I post some amazing content every week).

The question is: “Hernan, should I use paid traffic or free traffic to promote my business?”.

And while I always respond with a resonant “Both!”, I wanted to give a little bit more insight as to why you should be focusing on squeezing every last drop of traffic from all of your sources.

“One Is The Worst Number In Marketing”

This is a phrase by the great Dan Kennedy. And he’s 100% on point.

ONE is the worst number in marketing.

Nobody will ever hire you if you are an expert in only ONE aspect of your business.

If you have just ONE client, you’re on the verge of going bankrupt.

And if you depend heavily on ONE source of traffic, your business can turn real ugly really fast.

For example, one of my partners and students is an email wizard. He’s been sending emails to lists since I can remember…

And unfortunately he’s struggling right now with the whole GDPR situation. 

He even told me that 90% of his recurring income will be GONE in a couple of weeks.

Can you imagine this? 90% of your income GONE just because some politicians decided to do something behind a desk?

This is one of the biggest risks of depending on ONE source of traffic. So I want to help you to “future proof”, “politics proof”, and “slap proof” your business and your online assets.

Ready? Let’s go!

How To Actually Implement An All-Encompassing Strategy

When you’re thinking on how to be more effective with your time and the money you’re investing in your website, you need to think this as an all-encompassing strategy.

Meaning that you want to leverage all of the aspects of traffic, both paid and free, so you can get results FASTS and in the future.

And it all starts with creating content.

Step 1: Create And Upload Videos Consistently

I love video content because you can re-use it, embed it, upload it, transcribe it, etc.

So start there: Make videos about your subject.

They don’t have to be super professional or polished. The main point here is to get it done. Progress beats perfectionism every day of the week.
In fact, some of my videos are just phone recorded. Some of them are plain ugly, but they get the job done.

If you see any of the “top dogs” today, like Gary Vee or Casey Neistat… their first videos SUCKED!

So don’t compare yourself to those guys that have been doing videos for 5-7 years. Just get it done.

Once you have your video, upload them to YouTube and optimize them for SEO, following VidIQ’s recommendations.
This will help you appear on the search results for YouTube (World’s second largest search engine) and in the suggested videos tab.

Step 2: Get Those Videos Transcribed

The next step is to get those videos transcribed using This is by far the cheapest, easiest and most professional service out there.

It’s not perfect, but it gets the job done better than anything else I’ve tried out there.

You want to transcribe the video for text purposes but also to add the captions to your YouTube videos.
Those captions will help you with the video rankings, as YouTube recognizes the keywords in your content and rank you higher because of this.

Step 3: Upload And Embed Those Videos In Your Blog

Once you have your videos recorded, edited ( and transcribed, it’s time to embed them in your blog.

This is where the On Site SEO tips we shared in a previous issue of The Power Of Marketing come to play.

You want to optimize your blog for SEO, use the YouTube video embedded in there, paste the transcription and get a Summary like I do on my own blog. 

I do this for SEO purposes, but also for my audience. Some people want to read, some people want to watch… to each its own!. 

Don’t forget to add Call To Actions to your blog and your videos, so that you can collect leads and emails right of the bat.
Step 4: Upload That Video To Your Facebook Page

I mentioned several times that I love video on Facebook. At the moment, it still gets more reach than anything else…

And it creates a lot of rapport too! If your content is valuable, it can take you really far!

With that said, you want to upload your video natively to Facebook.

Do not just share the YouTube link and call it a day. That will kill your reach!

Upload your video to your Facebook page and SEO optimize it as well.

Facebook has an internal search engine that will make your video pop up every time someone searches for a specific topic.
Step 5: Enter Paid Traffic With Video Views

From the same video you’ve just created, you’ll create a Video Views campaign so that you can get that content going out there to your audience.

This Video Views campaign needs to be targeted to the audience that you want to reach.

On my case, I run Video Views campaigns to people that are into Tony Robbins, Frank Kern, Gary Vee, etc., with a specific demographic in place that I know it works.

You might want to find your target, because you’ll start building a list out of these video viewers.

Step 6: Retargeting And Audiences

By now, you should have your blog, your YouTube channel and your Facebook page populated with the same piece of content.

Provided that you have installed the pixel on your site (go watch this tutorial if you don’t know how), now you can create several audiences:

- People that visited your blog.
- People that watched your video on Facebook.
- People that engaged with your page.

Now you can start a retargeting campaign to these folks based on the rest of the funnel, whatever that is (a free PDF, a webinar, a small priced offer like my book, etc).
On YouTube’s end, you’ll start gaining video views and channel subscribers, so you can launch a retargeting campaign on the Google Display Network or even YouTube itself.

On my case, I have a YouTube video running for video viewers and channel subscribers so that I can turn them into email list subscribers.
The All-Encompassing Strategy: Recap

This strategy can be very powerful because you’re targeting several fronts at once:

- SEO with your blog.
- YouTube presence with your videos.
- Facebook presence with your videos and campaigns.
- Retargeting on Facebook and Remarketing on Google.

And it doesn’t take you that much money or effort to pull this off.

You just need to be clear on your objectives and the overall strategy for your funnel.

That way, you’ll never depend on just ONE :)
Tapping Into The Second Largest Search Engine
Learn How To Leverage YouTube
Let’s talk about YouTube and how you can leverage it to get more exposure.

YouTube has been an amazing source of leads and clients for me, and I’ll tell you exactly how to use it to promote your products and services.

Having in mind that YouTube is the second largest search engine in the world, and it’s a place where people spend A LOT of time, you want to have it on your radar.

Benefits Of Leveraging YouTube

As I mentioned before, leveraging the power of YouTube has a lot of benefits for your company.

For example, video content is much more approachable and creates a lot more rapport and authority than other forms of content, like audio or written posts.

Besides that, YouTube has an advanced search function (powered by Google), which makes it the second largest search engine in the world (it’s even bigger than Bing and Yahoo!).

People go to YouTube to be entertained and to be educated, so you want to combine the two when you’re doing videos for that network.

Last but not least, the videos can rank on YouTube itself, but they can also rank on Google search queries, which makes them a great asset to have.
With that said let’s jump into this video I recorded for The Power Of Marketing members on how to leverage YouTube the right way.
“Strength does not come from winning. Your struggles develop your strengths. When you go through hardships and decide not to surrender, that is strength.”
 - Arnold Schwarzenegger -
Creating Videos That Hook
How To Create Amazing Videos For Your Business
Since we’re in the topic of creating videos, I wanted to give you guys some pointers that have helped me tremendously when it came to creating videos for my channel.

Creating videos can be as complicated and professional as you’d wanted it to be.

In fact, there are no limit on how much you can spend on your setup, lightning, audio, etc.

But we’re here to make things simple, straightforward and actionable.

If you’re taking too long with your setup and with your video quality, then that’s probably not a good idea.

The main point of this guide is to give you some factors so that you can make your videos look nice, professional and polished… without spending a fortune or a lot of time editing!

I’ll also leave some pretty cool resources that helped me increasing the quality of my videos for YouTube and Facebook.

Value + Entertainment = Success

As I mentioned in the video above, people watch videos for entertaining and information purposes.

If you’re doing videos for YouTube and Facebook, you want to have this formula in mind: Value + Entertainment.

This means that you want to be entertaining (so that you keep people engaged with your videos) but you also want to provide value or teach something (otherwise, your videos fall into the category of “waste of time”).

You see the big channels and YouTube celebrities within the digital marketing and entrepreneurship space like Grant Cardone, Gary Vaynerchuk, Tony Robbins, even Tai Lopez and Alex Becker…
Those people know how to teach, but they also know how to grab attention immediately, they know how to entertain and keep the audience engaged while they are teaching something.

I’m not saying you should aim to become a comedian, but there’s a healthy amount of entertainment you can apply to your videos that could give them that extra “boost”.

Grabbing The Attention Fast

When it comes to video, everything is decided over the first 3 seconds, even further when you’re making videos for YouTube or Facebook, and you’re trying to get more people to know your brand and your product.

Over the first 3 seconds of your video, you want to grab the viewer's attention and present them with the overall idea of the video.

We’ll talk about scripting in a minute, but if you want to create videos that bring more leads to your business, make sure you use those first 3 seconds as much as possible.

How To Script Your Videos

For the most part, I wasn’t too fond of scripting my videos. I’d just jump on camera and spit out whatever came to mind.

But once I started scripting my videos, everything changed.

Nowadays I don’t follow a teleprompter-type of script. 

But I do have some pointers for you to use when scripting your videos.

Every video needs to have an intro when you’re basically telling people what you’re going to teach them and why they should stay (remember the 3 seconds rule?).

Once the intro is done, you can proceed to drop a Call To Action, whatever that is. It can be to subscribe to your channel, follow you on social media, download your free cheat sheet, etc.

After that CTA, you’d go ahead and teach the stuff that you say you’d teach, and then close out with a reminder of the CTA.

So it’d look something like this:

- Benefit based intro.
- Call to action.
- Teaching part (main portion of the video).
- Call to action.
- End

That’s all my scripting and it has been working amazingly well for my channel and to grab leads out of my videos!
Here’s an example of a video I recently made:
Lightning, Audio and Software.

Last, but not least, there’s a lot to say about audio and video. 

I’m not an expert on this, but over the past 3 years of recording videos I’ve come to certain conclusions.

For example, I’m using a Canon Rebel T3i to film my videos right now, but you could certainly use your phone when you’re starting out. It will get the job done.

Again, you can spend a chunk of change trying to get the best camera or lens out there, but I’d rather have videos out there than waiting to get the top of the line equipment.

One key factor to have in mind is lightning

Lightning can change the way your video looks in a lot of ways.

To put it in short, you need good lightning pointing at you.

For example, in the place I’m recording my videos right now, I have a big window that gets me a lot of light during the day (which is usually when I’m recording my videos).

And while my lightning is not perfect, you are advised to use natural light or a set of cheap lights that you can buy at Walmart.
The audio of your videos is almost as important as your image. 

In fact, you could have a mid quality video with great audio, and people will watch it. If you have a great video with crappy audio, people will leave.

Initially I bought a cheap $10 lapel mic and I recorded with that forever. 

That mic was hooked up to my camera directly, so I’d have audio and video being recorded at the same time.

But a videographer friend recommended me that I should record the video separately

So I got a cheap Zoom A1 audio recorder with a Sony lapel mic and it works great.

When it comes to editing, you’ll need to sync your audio file with your video file so that they run together, but that’s really easy to do.

And when it comes to editing software, I just use Sony Vegas, a simple to use platform to get everything done. 

You can get all fancy with Adobe Premiere, or just use Camtasia and the videos will come out good enough.

Here are some tutorials that you can use to get your video recording setup, up and running!
This Week In Marketing 📇🗞✅
 May 18th, 2018
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