1. We’re here with James Wedmore, you don’t want to miss this presentation. Let me tell you, this guy will help you rock your YouTube videos. I’m telling you, it’s going to be on fire here, it’s going to be incredible. James, tell us a little background about you first.
So people know me for doing things like YouTube videos and video marketing and stuff, but the real secret is I’m actually a huge introvert. I didn’t even say that in the presentation, but I’ve grown up really shy and awkward and I just like to say, if I can do it, then anybody else can. What it’s allowed me to do is just kind of share like who I am, my uniqueness as a person and some people resonate with that and it’s a great way for people to find me, learn more about me, and take the next step to work with me. But really, that relationship that video has created for me is the most invaluable thing that YouTube and video marketing itself has done. Does that make sense?
First, let’s just talk about what you call the left-brain side of it. Let’s talk a little about, hey, our people want to know, how do they get ranked on YouTube? What do they have to do to get up there? So give us a few tips on that.
James: Are you a left brainer or a right brainer?
Bill: I love both sides of it, I guess I go both ways. What can I tell you?
Most people, just like people are right-handed or left-handed, people are either right-brained or left-brained. So the left-brainers are the technical, analytical stuff and there’s a lot of that analytical stuff that goes into ranking a YouTube video. Even the word rank is very left brain. We talk about things like how to have a keyword phrase, like what is the question that people are searching for when they want to find you? How to jump higher, how to tie your shoes, how to make a million dollars, whatever it is, that becomes the title of your video, you put that in the description, you put that in your tags, and you even say it in the video because YouTube is reading what you’re saying. Okay, so that’s the left side of stuff, if that makes sense.
2. Okay, so how do you do research on what tags you want to use, what keywords you want to use?
Yeah, we could do a whole hour on that, but my favorite and simplest way is to just go to the YouTube search at the top or a Google search, and just start typing in one of your keyword phrases, one of your questions that you have, or that someone would have about you. If I’m a relationship coach and people who want to work with me are looking to find the man or woman of their dreams, maybe someone is typing in, “How to attract a woman.” I can type that in and Google is going to give me a bunch of suggestions and I can pick one of those and make a video about it. It might say, “How to pick up women,” I go, “Cool, I’m going to make a video about that,” I don’t know how to do that, but if I were a relationship coach, maybe I would.
3. Okay. Why don’t we go from there and talk about how do you capture people’s attention? There’s just so much stuff on and people just go between videos all the time, how do you capture their attention and keep them watching the video?
I think the big secret is really in the scripting and the preparing. A lot of people want to make the video thing as easy as possible and say, “Just press record and let’s go and figure it out as we go,” but what ends up happening is we start rambling, we’re not very cohesive, we go off on tangents and people kind of, their attention starts to wan and get boring, you’re probably already losing your attention with me a little bit. It’s a one-off video, that’s how it is.
What we do is we spend more time planning and preparing, we write out scripts or outlines and do things that are different. If I were to do a video that’s how to pick up a girl, we might come up with a simple script, a simple outline, and then come up with ideas, like what if we actually acted it out and I’m in a wig picking up myself—oh, that would be a great idea! We just come up with those what-if ideas that would keep the story or the video engaging and entertaining, so people stay to the end. That’s the basics of it.
4. One of the problems, I guess I see in my own videos, is the difference between doing a script and not sounding quite as authentic or just doing bullet points and coming across as authentic. Can you help us on that?
Yeah, well, the big secret, which we don’t tell everybody, but I’m telling you here, is we use a teleprompter. So the teleprompter, actually we use a teleprompter, which you can get on Amazon for like $150, that has something called beam-splitter glass and what the beam-splitter glass is, the glass actually goes over the lens right here and I’m reading the words in front, so I’m not down here going, “And in this video,” I’m looking right in the lens, so no one has any idea, you just have to be a good reader. I actually read the script, but I do my best to make it look like I’m not reading. So it would be like, “Hey, in this video,” and not like “Hey, in this video, today we’re going to,” it’s hard, but it saves time and we can bust through a whole video a lot quicker that way.
5. Okay. Let’s jump to another subject real quick. Getting their attention to begin with, they look over there, they have all these thumbnails, you talk about custom thumbnails, tell us about that.
The custom thumbnail is simply a preview of what your video is all about. When someone is doing that search, like how to make a million dollars, the secret of the universe, how to tie your shoes, or how to tie a tie—that was actually one I—that’s a great example—go to YouTube or Google and type in “how to tie a tie,” the thumbnail at the top, the one that has 13 million views, is of a beautiful woman and a tie like right down her cleavage, like of course people are going to click on that, right? That’s the power of a good thumbnail and 13 million views later it’s working and it’s this girl teaching us how to tie a tie—and yes, I had to search how to tie a tie recently.
So you have the opportunity with your YouTube videos to upload a custom thumbnail and so we say take advantage of that, make them pop. We put copy in, like text on the thumbnail, we have a bright background, and usually a picture of myself or something that represents what the video is about.
6. They watch the video, now how do you grab them, how do you get that call to action that are going to make them do something?
If people have stayed to the end of your video, that means they like what you got. One of two things are going to happen, they’re going to go click on someone else’s video and say goodbye and forget about you forever, or they’re going to take the next step with you and the next step is to get them the heck off of YouTube, onto your website, your blog, your squeeze page, your opt-in page, your sales page, wherever you want to send them, get them off of YouTube. We do that with a three-part call to action that tells people what to do, why to do it, and how to do it. If I did a video—this is a great example—if I did a video on how to tie a tie, someone just learned how to tie a tie, at the end of that video, I could say, “Now, if you’re looking for more men grooming tips to show you how to look more professional and more stylish so you know what to wear and how to wear it confidently, I’ve put together a free report called the Men’s Survival Guide to Dressing for Success. I want to give you this free report, absolutely free, all you need to do is click the link below this video right now and I’ll give you that free report right now. Go ahead, click that link right there, and I’ll send you that free report. Thank you, and I’ll talk to you soon.”
7. So can you actually put the, embed link right on the video?
There’s something you can, do a YouTube search for this called an external link annotation where you can actually have a button pop up on the video, people can click that button in the video and go right to your website. We’ve seen a huge boost in conversions, like now we get about 20-30% minimum of our views turning into traffic to our website.
8. How do you do that, can you tell us a little detail in doing that?
How to do an annotation is pretty easy, in your video settings, there’s a little button underneath the video that says, “Add an annotation.” You add the annotation, you write some copy, it’s like a little Post-it note that goes on your video that says, “Click here to get the free report,” and then you would just link it up with your website. It says, “Where do you want to send this when people click on it?” You just put the URL in there, it’s all the setting in YouTube, and then you press publish and you’re good to go.
9. If my viewers want more of James Wedmore, where should they go?
Definitely my YouTube channel, YouTube.com/JamesWedmore. Yeah, that’s where I’d love to hang out with you more.
Watch our video interview with James Wedmore at Social Media Marketing World