In this webinar, Samantha Russell discussed the ins and out of video so that you can implement it into your marketing strategy.

1. Everything You Always Wanted
to Know About Social Media
(But Were Afraid to Ask)
1
Nov 4, 2021

2. Samantha Russell
Chief Evangelist
@SamanthaTwenty
/samanthacrussell
twentyoverten.com

3. ➔ Creating a video strategy
➔ Creating shareable and engaging video
content
➔ Necessary tools & equipment
➔ Best ways to share via your
website/blog/social media accounts
Today’s Agenda:

4. Why Video?

5. 5
Who Do you Know?

6. 6
Who Do you Know?
On Video
● Steve Jobs, Apple
● Cathy Wood, ARK Investments
● Sara Blakely, Spanx
● Tyrone Ross, OnRamp
Not on Video
● Jon R. Moeller, Procter & Gamble
● John Donahoe, Nike

7. BENEFITS
7
Power of Spokesperson
● Visibility comes from thought leadership
● Get them on camera
● People connect with people, not brands
● Modern day networking happens ONLINE
○ Twitter = speaking opps/quotes in pubs
○ LinkedIn = find talent/network with peers
○ Facebook = local community
○ Youtube = get found

8. 1. Have a great thumbnail
2. Hook people in first 15 seconds
3. Use PPP Formula
○ Preview - quick intro
○ Proof
○ Preview - something
specific from your video
Secret to Getting People to Watch

9. Recording &
Content Tips

10. Video Strategy
● Have 1 big idea
● Don’t Script every word
● Be relevant & timely
● Focus on stories, not sales

11. 1. Find good lighting (light source behind
camera)
2. Position talking points behind camera
3. Camera positioned at eye line or higher
4. Speak extemporaneously
5. Start with a story or stat to hook viewers
Recording a “Talking Head” Video

12. “Get To Know
You” Videos
Where to Place:
● Homepage
● Team page
● Bios
- Short & Sweet
- Use Vimeo here

13. Single-Topic
Videos
Market Commentary
Trending Topics

14. The more specific to
a narrow audience,
the better

15. Take a Popular Blog
or Social Post ,
Create a Video on It

16. 1. Have a great thumbnail
2. Hook people in first 15 seconds
3. Use PPP Formula
○ Preview - quick intro
○ Proof
○ Preview - something
specific from your video
Secret to Getting People to Watch

17. Technology &
Equipment

18. Ensuring your firm’s
success to support a
video-first strategy.
SKIP THE FANCY GEAR
18
https://blog.twentyoverten.com/how-financial-advisors-can-record-marketi
ng-videos-on-a-shoestring-budget/
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19. Leverage Tech to Simplify
● Vidyard, Loom, Soapbox
● Record yourself, your screen or both
● Easy to Trim and Edit
● Built-in Analytics
● Easily Edit/Brand with your logo
● Password protect if you want
● Publish to Youtube directly
● Vidyard: Compliance integration with
Theta Lake - Retention and
Supervision of Communications
https://www.vidyard.com/fmg/
��

20. Vidyard Promo Code
Upgrade to Pro
● use code FMGSUITE for 3
months of PRO free
● $15/month after that
https://www.vidyard.com/fmg/
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21. Other Helpful Tools:
Equipment
● Tripod
● Ringlight
Digital Apps
● Headliner - Add captions
● Canva - to add cover art/create
thumbnails
● YouTube Studio - analytics
● Tube Buddy - for better video SEO

22. Where to Host Your Videos
Largest video hosting
platform, the second
largest search platform
and the 3rd most visited
website in the world.
Free, must have Gmail
account
High quality videos and a
more sophisticated,
professional audience.
Free option or $17/mo
for Business edition
(more video uploads +
extra features)

23. Setting Up YouTube
Page
● Must have a Gmail account
● Create multiple playlists - by topic, by
audience, etc (when one video ends, next
auto plays)
○ One video can be added to multiple
playlists
● Post videos weekly/monthly to build your
audience and subscribers
● Customize channel with links, cover art, and
other settings

24. Sharing Video

25. Video on Websites
25
Websites are 52 times more likely to be found
when they have an embedded YouTube video on it.
Best Practices:
● 30 sec - 1 min (static pages - home, about)
● 4-20 minutes (vlogs)
● No auto-play
● Embed from YouTube
● Take a blog you already have and record a
short video - keep the video laser-focused on
ONE topic
● Transcribe for compliance approval and use
transcription for SEO boost

26. 26
Use Video Thumbnails on Your Blog

27. Video on Social Media
● Upload video natively to each platform
● Length: 1- 4 minutes
● Add hashtags
● Tag @ people/companies you mention
● Ask questions that you want people to answer in the
comments
● Link to long-form content in the comments/text of the
post (your blog, landing page, etc.)
● Always reply quickly to everyone who comments
● Feel free to also tag others in the comments to get more
exposure

28. Video in Emails
28
Video content in emails can improve click-through
rates by up to 300%. (Biteable)
Best Practices:
● Include word {VIDEO} before subject line for
higher open rates
● DON’T ACTUALLY upload/send video
● Take a snapshot from video, add “play” button
over it (CANVA)
● Embed image into video, link image, which
will take readers to Youtube to watch

29. Youtube

30. Every business should have
a Youtube Channel
30
● Must have gmail account
● Can have multiple playlists
● 1 video can be added to
multiple playlists
● We suggest adding videos
weekly to build your audience
and subscribers
● Customize channel with links,
cover art, and other settings
● Use Youtube Studio (free!)
to discover trends
● Easiest way to distribute +
get found

31. Cadence Impacts Performance.
Results Take Time
31
● Subscriber count does
not always = success
● 37 Million Youtube
Channels = NARROW
your audience

32. Your Thumbnails are CRUCIAL-Create w/ Canva
32
❌
✅

33. YouTube Algorithm
33
Top signals:
● CTR (avg 4-5%)
● Total Watch time
● % of each video completely watched
● How many videos the user has watched
from your channel
● How recently the user watched a video
about the same topic
● What the user has searched for in the
past & what they’ve previously watched
● Demographic information and location

34. YouTube SEO
Checklist
34
❏ Relevant, keyword specific title (50
characters max)
❏ Tags (3-10)
❏ Captions
❏ Hashtags (at least 3)
❏ Transcript and links in description
❏ Pin a comment
❏ Have team members comment/like
quickly

35. Building Your Subscriber Base
35
1. Post on a consistent schedule
2. String videos together in a playlist
3. Add end screens and cards
4. Create custom thumbnails using Canva
5. Promote videos on social, email, etc.
6. Look at your analytics - keep audience retention and total watch time in mind
7. Create a link that people can tap & immediately be prompted to subscribe (Take
your channel URL and add ?sub_confirmation=1 to the end of it.)

36. Questions?
36
Samantha Russell
Chief Evangelist, FMG Suite
@SamanthaTwenty
/samanthacrussell
Fmgsuite.com
Youtube Channel