Desiree Martinez Of All In One Social Media gives you tips on how to repurpose your YouTube videos and promote them on your blog and social media.
GUEST: Desiree Martinez of All In One Social Media. Find her on YouTube | Instagram | Facebook | Twitter
HOST: The Video Marketing Value Podcast is hosted by Dane Golden of VidiUp.tv and VidTarget.io | LinkedIn | Twitter | YouTube
SPONSORS: This episode is brought to you by our affiliate partners, including: TubeBuddy, VidIQ, MorningFame, Rev.com, and other products and services we recommend.
PRODUCER: Jason Perrier of Phizzy Studios
TRANSCRIPT:
Dane Golden:
It’s time for the Video Marketing Value Podcast. This is the podcast where we help marketers and business owners just like you get more value out of your video marketing efforts. My name is Dane Golden, and today we have a special guest, Desiree Martinez of All-In-One Social Media. Welcome, Desiree.
Desiree Martinez:
Hi, thanks for having me. I’m super pumped to be here.
Dane Golden:
Thank you for coming on. I asked you on today because I saw you on Renee Teeley’s Make It Awesome show on PowToon, and you talked about how to repurpose your YouTube videos across social media. And I wanted to ask you about that today, is that okay?
Desiree Martinez:
Absolutely. No, you’re not allowed to talk about things I love talking about, only things that are terrible.
Dane Golden:
Great, excellent. So as I understand, when you’re doing this content distribution or content multiplication, you start first on YouTube, is that correct?
Desiree Martinez:
Yeah. So I think that YouTube, since it’s designed for video, that it should be housing your videos there. It’s going to always be there. You can always find it there, you can always reference it there, you can always send it to other people. It’s just going to be so much easier. Because just like your website is designed to be found, your videos on YouTube are going to also be designed to be found there as well. So you might as well just start with the place that’s dedicated to video.
Dane Golden:
Right, right. So what’s you’re saying is, is there’s a lot of places you could put it, but Facebook as good as it is, it’s not the place where you go to find something.
Desiree Martinez:
No, it is not. Facebook’s the place you go where stuff just kind of finds you based on your activity. I mean, for the most part, I think that the only time people are really searching for things on Facebook is like, “I need to find this specific person or I need to find a group or something to be in to get my questions answered.” I don’t think people are ever going to Facebook and to the search, and being like, “Dentist in Phoenix, Arizona,” right? Or, “Why does my teeth hurt” kind of a thing. People don’t go to Facebook and search. People go to Facebook to connect, ask questions to their existing friends and things like that. And then of course, it’s a place for advertisers and marketers to target their demo based on the activity that’s happening to present their content, present their product, present their services to them to see if they’re interested.
Dane Golden:
So you start on YouTube, then what?
Desiree Martinez:
So once you’ve created your video and you’ve optimize it for search and it goes up on YouTube, then I think that you’re going to want to take it into a series of different places. So you’ve created this one video, I want you to then write a blog about what was in your video. Now I’m sure that you’re like, “Desiree, that’s really counterproductive. The whole reason I did video is to share my information.” So I just want you to stay with me. So the reason you want to write your blog is for three things. Number one, Google likes it when you have fresh content on your website. You’ve already got all the content mapped out of what you said. You’ve already done the keyword research, so you might as well get some more legs out of it. And by blogging your website, you’re making Google happy.
Desiree Martinez:
And what your going to be able to do with that blog is then, number two, embed your YouTube video into that blog. And here’s why pays to do that. Number… I guess like sub category A of number two is going to be, Google loves YouTube and Google loves video and Google loves when you have fresh content on your website. So what do you think by creating a whole new blog for your website that has a video from YouTube on it is going to help with your ranking? And number two, if you have a competitor that’s talking about this same exact thing and your blog posts is the one that has the video on it, Google’s going to give that one preferential treatment over the others, so you might as well get more information from it, right?
Dane Golden:
What I hear you saying is that a blog post matched with a relevant YouTube video brings them both up in search, probably both on Google and YouTube.
Desiree Martinez:
Actually, if you have done this correctly, and that basically just comes down to proper titling of your video, if you were to search… For example with me, I have a video on how to go live horizontally, from your cell phone. For some weird reason, it’s a really hard thing for people so I created a video on how to do it. So when you Google it, not only does my blog article show up near the top, but my YouTube video is the top thing you will see in search.
Dane Golden:
So you’re twice on the Google home page for the same topic.
Desiree Martinez:
Exactly. Yeah, not even the same topic from the same piece of content.
Dane Golden:
Yeah. So then the blog-
Desiree Martinez:
Yeah, and so then I had-
Dane Golden:
Yeah, the blog… Go on.
Desiree Martinez:
I’m sorry, say that again?
Dane Golden:
Go on. On the blog…
Desiree Martinez:
Yeah, and so the third thing you want is to write a blog, number one. Number two, embed that video onto the blog. And number three is the reason you also want to do it is because not everyone wants to watch your video. My very dear friend runs a food blog and it’s really wonderful and she has a great job with sharing recipes, creating new stuff. She does killer, mouthwatering photos, but you even say the word video to her and she’s going to shut you down, and why is that? Because she knows that her clients don’t want to watch a video on this recipe. They want to see the recipe in the photo and then be told how to do it from the blog post that has the recipe.
Desiree Martinez:
So you kind of see that you need to be putting your content in a way that people want to consume it. Not everyone wants to watch your video, and about 20% of people are just want to read it and that’s how they can consume your content faster, so you might as well make them happy. Again, you create it once and then you put it where your target demographic wants to consume it.
Dane Golden:
Now, you talked about how to share that YouTube/blog combination and I wanted to ask you particularly about sharing on Facebook. Should I just put a link to my YouTube video on Facebook and I’m done, that’s it?
Desiree Martinez:
So I have had some data be presented to me lately that kind of argues that you should not only be uploading your video to Facebook natively, but you also should promote your video on Facebook from the YouTube link. So bear with me. So there’s two ranges of thought for this.
Desiree Martinez:
Number one, at the very least, if you’re going to create that YouTube video and you want to share and you just don’t have the ability or the time or whatever your reasons are for not being able to natively upload it to Facebook, it’s really important that you share your link for your YouTube video onto Facebook. Facebook recently, I don’t know, got their life together a little bit, maybe even accidentally. Where when you share that YouTube link on Facebook, you get the big thumbnail, you don’t get the little, tiny, weird cropped-off square. It’s a link. They actually show you the full thumbnail video, so it’s very newsfeed presentable.
Dane Golden:
Right, but you don’t-
Desiree Martinez:
Yeah. And so a lot of people-
Dane Golden:
But you don’t get any views?
Desiree Martinez:
Yeah, so a lot of people in the YouTube space have been studying their analytics around doing this and a lot of people said that a big percentage of their traffic does actually come from Facebook, from sharing it on Facebook. So I think that it’s important to include that as a part of your sharing strategy. But it’s also really important in addition to it, is that you should upload your video natively to Facebook because you want to be able to boost it so that your video can be seen if it’s going to help solve a problem.
Desiree Martinez:
So number one, it’s always really helpful to have content for your content calendar to Facebook that state, and then you’re playing Facebook’s algorithm game. You’re making them happy. You’re able to create playlists around specific problems just like you can on YouTube, and things like that. You’re going to be able to have a video that you can share with people directly so if you’re in a Facebook group and you share your natively uploaded Facebook video that’s on your Facebook page, it’s going to help with your views. It’s going to help with people watching. It keeps people on the platform, which is making Facebook even more happy.
Desiree Martinez:
And then if you want to keep that video alive for whatever the reason may be, whether it’s in three months, this video is still relevant and something happens in the world that makes it even more relevant and topical now; you’ve already created something so you can just boost that video to your target demo to get it seen to help drive your relevancy for that. So we think that it’s important to not only be sharing your YouTube videos, but you also should upload it natively to Facebook as well for the people that want to consume your content through Facebook.
Dane Golden:
Now a lot of people are starting to say, “Okay, they’ll upload natively, maybe the same video or some clip of it, to YouTube… Rather, take a video that you may have been on YouTube, upload it natively to Facebook, and then say in the description of the Facebook video, “By the way, link to YouTube in the comments.” Is that a good idea?
Desiree Martinez:
I think what you’re actually trying to say is that they take the thumbnail from their YouTube video and they upload it, and then they say, “Link in the description below”, like in the comments. There is no data really saying what works or doesn’t work. I’m not sure, honestly. I have asked everyone from like my fellow YouTubers to Michael Stelzner as to why you say, “Link to video in the comment section.”
Desiree Martinez:
And the things I get back is like, “Oh, it’s for… Facebook doesn’t like it,” or “Oh, it helps with my retention or my boost in the newsfeed because when Facebook sees comments it makes it look better.” “People don’t want to see links. They want to see pictures.” There’s all these different things. It’s just super complicated. That is why I think YouTube is the best place to start with because it’s literally, you make it, you title it, you give it a good thumbnail and description, and you add your tags and then it does its job versus having to like game the system.
Dane Golden:
Okay, and on Facebook native video, do people mostly watch with sound on or sound off?
Desiree Martinez:
So 84% of people are watching videos on Facebook without sound.
Dane Golden:
Without sound.
Desiree Martinez:
And you kind of got to think about that this makes a lot of sense because you have to think about where people are thumb scrolling. People are thumb scrolling in line at Starbucks, their thumb scrolling when they’re around their kids or thumb scrolling when they’re out doing errands or it’s late at night and they’re in bed winding down or wherever it may be, and so those are situations where you can’t always hear what’s going on, but you can read what’s happening in the video.
Desiree Martinez:
So it’s always really important to make sure that you invest the time into making sure you have close captions for your videos. What’s really wonderful if you are willing to invest a little bit of extra money, there’s a website called rev.com where you can pay a dollar a minute and it will send you a transcribed CRT file, which you can upload to Facebook and YouTube to put your subtitles into. Or there are tools like QuiCC, where you can send them your video and they’ll embed the captions into the video for you, and then you can upload that one to YouTube and to Facebook.
Dane Golden:
And there’s my friends at Splasheo too, do a really cool thing where you can send them your video and they sort of letterbox it and put the captions below and a title of above.
Desiree Martinez:
Yeah. Like I said, there’s countless tools. But the very bare minimum if you’re not in a position to invest in that, you can turn on auto captions with Facebook. In fact, I do that after every single live stream that I do, and it’ll auto-generate it for you. And if you speak clearly, it kind of helps in your favor and it can generate them for you ahead of time. So just try to make sure that you’re being conscious of, again, being aware of what the platform has going on and how people are consuming your content on those platforms.
Dane Golden:
And what about Instagram? What if I want to promote my YouTube video on Instagram? How would I do that?
Desiree Martinez:
So now we’re getting into more at the content strategy of this. So again, you’ve created this piece of content and you’ve put up on YouTube, you put it on Facebook, you’ve written a blog, right? So now we’re going to get into the distribution of it. Now what I love about the strategy that I recommend to my clients and to marketers and stuff is that when it comes to Instagram and to stories and to Twitter and to LinkedIn and all these platforms where you’re posting and sharing, you can create, what I call a teaser. So that’s when you give them this just a little something, something. You drop a super knowledge bomb, you leave them hanging and wanting more.
Desiree Martinez:
And at the end of that clip, you have watched the full video over on my YouTube channel and you can put in LinkedIn bio or if you have like a pretty link or something like that, you can drag people to your YouTube channel to keep watching. And you can do that literal same thing with stories because stories you can use on Instagram and also with Facebook. And what you can keep doing with them is keep using them as a part of your content calendar strategy, so you can kind of keep re-sharing them over and over again.
Dane Golden:
And what about email? Do you have an email strategy with video?
Desiree Martinez:
I think it depends on what your clients… Let me rephrase that. I think it’s important for you take into account how active your email list is. If you have an email list that wants to hear from you all the time, every time you post up a video, send them an email. I know some YouTubers that use their list for promoting new videos or their month of videos. Or maybe they have an important ad or a sponsored video that they really want to make sure it gets some attention. And so they’ll correspond with their list weekly, bimonthly or just once a month to give you kind of the notes and touch base with them to help with their viewership and staying relevant and drive traffic to their business.
Desiree Martinez:
So it’s all about what your list expects from you, but I definitely think that you should be promoting your videos in some way through your email list. And you can simply upload them like off the thumbnail with a button and they click it and takes them to the YouTube video or embed it straight into the email. There’s a lot of options for it there, but definitely use your email list to grow that new content because that’s kind of what both the email list and the content pieces for
Dane Golden:
And they want to hear from you. I mean they’ve asked to hear from you.
Desiree Martinez:
They do. Yes, especially when you’re giving them something. You’re giving them value from what you are sharing them. Like, “Hey, Bob, I just have this new video out. I know that this is a very big problem with you and people like you and this is a solution for you. I hope that this helps you.”
Dane Golden:
Amazing, amazing. Desiree Martinez, how can people find out more about you and All-In-One Social Media?
Desiree Martinez:
Yeah, so if you want to learn more about how you can grow your business with better content marketing, definitely check out my YouTube channel. You can find it at youtube.com/mrsdesireerose or just search me on YouTube under Desiree Martinez. And if you are looking to take the burden of handling your content creation off of your plate, you could head over to allinonesocialmedia.com to find a solution for you. And just know that we are a mission-driven agency, so when you are working with us, you were helping to put military spouses to work anywhere that they get stationed around the world.
Dane Golden:
That’s fantastic. That’s great. How does that work exactly.
Desiree Martinez:
So I started my agency when we got stationed in this first teeny-tiny town in the middle of nowhere in Texas and the town just this was really not down for hiring military spouses. And I have been doing social media marketing for so long that I was very much like, there has to be a way for me to help my community of military spouses that can’t get work and this social media knowledge that I have. And so what I decided to do was train military spouses on how to be social media managers and then put them to work helping businesses grow through content creation through the business; and so we’re able to help businesses and military spouses together.
Dane Golden:
That’s a great mission. Fantastic. And kudos to you and your team.
Desiree Martinez:
Yeah. No, we work hard, and so we work with businesses of all sizes, we work with agencies to be their social media team, all that stuff. So like I said, the more businesses that we can help, the military spouses we can put to work.
Dane Golden:
That’s great. And people will be able to find this episode by searching for HEY and Desiree Martinez. My name is Dane Golden and I want to thank you, the listener, for joining us today. We do this podcast, The Video Marketing Value Podcast from HEY.com and the videos because we believe marketers and business owners just like you can grow a loyal customer community through helpful how-to videos. Because when you share your expertise in a way that helps your customers live their lives better or do their jobs better, you’ll earn their loyalty and their trust and their business. Thanks to our special guest, Desiree Martinez of All-In-One Social Media. Until next week, here’s to helping you help your customers through video.