This video is a part of Shopify Ecommerce University’s 15 part video series on ecommerce content marketing. You can take the entire course on this page. Just watch each video in the order it’s presented on this page:
Video Transcript Chapter 1 Introduction:
Hi, I’m Ezra Firestone, and welcome to Shopify Ecommerce University. Now, this is the premiere place on the planet to get information about how to build, scale and grow your Ecommerce business.
I’m an ecommerce business owner, just like you. I run drop shipping businesses, six-figure drop shipping businesses, seven-figure manufacturing and importing businesses where I’m actually manufacturing product and importing it, and warehousing it and shipping it myself. I have white labeling businesses. I have multiple different kinds of physical products ecommerce stores.
I also have a marketing blog where I share my research, I share what’s been working for me in my businesses with people like you. It’s my passion, it’s what I like to do. My motto in business, my motto in life, is serve the world unselfishly, and profit. Because I believe that’s really the only way that you can profit, in the fullest sense of the word anyway, is if you’re serving other people.
So, you can only give from your own surplus, so I have to have this knowledge and experience in order to give it to you, and luckily Shopify has provided us with this platform where I can share whats been working for me, in my businesses, with you. So, thank you so much for taking the time to watch these videos and I hope that you get value from them.
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Chapter 2 Video Transcript: Selling a Product With No Active Search Volume – Ecommerce University
How do you leverage content marketing to generate traffic, conversion, repeat business? How do you build a brand around your store, and what does that even mean, and what do you do if you’re selling a product that has no active search volume, where there’s nobody actually already looking for your products on the search engines? That’s what we’re going to cover in this course.
Now most business owners, most e-commerce business owners understand that they need traffic for their business. They need visibility for their products, and the common ways of generating that are search engine optimization and pay for click, getting people to know that your products and your store exists. The second thing that people know they need is conversion, so once someone finds you to actually take them up on the offers they’re making, to say “yes.”
The third part of the puzzle that nobody pays attention to is repeat sales. So someone’s found you. They’ve bought something from you. Have you done a good enough job? Have you created a relationship with that person and served them well enough that they’re willing to come back and do business with you again. I’m going to show you how to do that.
This process that you’re going to learn handles those three areas, traffic, conversion, and repeat business, and when done properly, it can be the only form of marketing that you ever have to do for your store. Now, of course, we recommend that you do all kinds of marketing for your store, but this can be solely what you do, and you can be successful with it. So what we’re going to be doing is leveraging content marketing to achieve those results. You see, the faceless e-commerce store is dying, and what that means is that you can no longer just list a bunch of products for sale and expect to do well. Eight years ago, when I started in this business, you could just take some products, slap them on a store, and run some pay-per-click and you’d be fine, but times have changed. You now have to add some sort of value to the market place. You have to add something beyond just products for sale, and the easiest way to do that is by creating content.
So what we are going to be doing is creating content that is engaging to your community, that’s relevant to the topics and conversations and problems that they’re having in their lives. We’re also going to create content that’s relevant to your products, but what we have to understand from a content creation perspective is that the way that you create a relationship with people is talking to them about experiences that they’re having. Collective experiences. So groups of people who are all going through the same thing at the same time, you can communicate to about things.
So if we take my skin care company as an example, it’s a skin care company that’s geared toward baby boomer women, and these women are having the collective experience of their hair greying and their skin wrinkling, and they’re have these experiences, so that’s what we’re talking to them about. We’re not talking to them about our products. Of course, we mention our products, but our content is more geared toward the experiences that they’re having. We’re going to create this content, and then we’re going to optimize it, so we get maximum benefit from an SEO perspective. We’re going to take that optimized content and we’re going to syndicate it through the social channels. Places like Facebook and you tube and Pinterest and LinkedIn and twitter, and anywhere that people might be hanging out. Anywhere where people in your community might be consuming content. And then we’re going to take those different social channels that now have our content on them, and we’re going to boost them with advertising, so we’re going to make sure that everyone in our community sees our content, engages with our brand, and ultimately comes back and does business with us and buys our products.
So throughout this training, I’ll be sharing live examples from my own e- commerce stores, and case studies over how this has worked for me in the past. So let’s hop over to the computer now, and I’ll show you a full rundown of what we’ll be covering in this course.
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Chapter 3 Video Transcript Introduction: Creating Your Content Marketing Plan
Hey there, and welcome back. This is Ezra Firestone from SmartMarketer.com, here on behalf of Shopify Ecommerce University. Now, let’s get this party started. First thing I want to say is thank you so much. You know, taking the time to go through this course is going to help you grow your business, and I appreciate you spending some time with me. It’s, you know, the most value asset that you have as a business owner is your time, and I appreciate that you’re spending some of it with me, and spending some of it with Shopify Ecommerce University. And I just want you to know that we will deliver for you, and that the content in this course will grow your business.
So, you know, I don’t just talk about this stuff. I run stores myself. You can see, these are a couple of screenshots from some of my stores. You can see my conversion rates are very high. And I’m recognized as an ecommerce conversion expert, and an ecommerce business expert. So I just want you to know that I do this stuff. I’m not just talking about it. I’m out there actually doing it, and that’s how I know what works.
Now, another thing that we should talk about is that most people are focused on tactics. Most business owners and ecommerce business owners that come into contact with me… because I get the opportunity to relate with thousands and thousands of ecommerce business owners each year. And the common thread that I see is that people are looking for tactics. They want to know the next little thing that is going to work. But tactics without a strategy is a recipe for failure. Strategy, plus the right mindset, plus tactics, equals success. And that’s what we’re going to go through in this course. I’m going to give you a strategy that works, that is proven on my stores, and my clients’ stores, and my students’ stores. I’m going to teach you the right mindset that you need, and the tactics that you need to succeed.
So this is my plan for you. This is the plan that is going to build your business. And it’s content creation optimization, right? So we create this content, we optimize it, and then we syndicate it, and then we market it. So creation, optimization, syndication, and marketing. And you can leverage this content, and the marketing, and the principles herein, for every part of your store. Not just the content that you’re creating, but for your product pages, and your category pages, and your checkout experience, and every part of your ecommerce business, you can leverage the principles that you’re going to learn in this course.
Now, another thing that I should mention is that it’s really about timing. If you take a look at my skin care company as an example, we’re a pro-age cosmetic line. So in America, men are valued for production. In most Western societies, actually, men are valued for production. And what that means is that as we get older, as we make more money, we get more social power. And women are traditionally valued for youth and beauty. So as they get older, they get less social power. This isn’t a viewpoint that I subscribe to, but it is the way that society treats women. And right now, in America, the biggest part of our population is the Baby Boomer generation, and more than half of them are women. And all of these women are collectively having the experience of their bodies aging on the outside faster than they are on the inside, and society treating them differently as a result of it, and they don’t like it. And all of the feedback that they’re getting is that aging is bad, it’s wrong, anti-age, anti-wrinkle. That, like, this experience that they’re having is a very bad thing.
And so we created a cosmetic line… a business partner of mine… my very close friend and business partner, we had these types of conversations, and we thought, you know, we should create a business out of this. Because we had messaging that was resonating with a community of people, which is how you end up having a very effective business, which I’ll talk to you about in just a second. But the point is that we created a business called Boom by Cindy Joseph, and it’s the world’s first pro-age cosmetics line. So the cosmetics are celebrating you as you are, not covering you up. And it was the right time, because there was a group of people having this experience, and we were talking to them about it, and we still are, and having a conversation with them about this experience that no one else is having. So the business took off very quickly because it was the right time for that message, for that product, for that business.
And it’s the right time for ecommerce, and specifically the right time for ecommerce content marketing, which I’ll talk about in just a second. But 8% of total retail sales are done online right now. 8% total retail sales in the United States of America and Canada are done online. When I started, it was 4%. So it’s double in the last seven years. And it’s going to double again in the next seven years, because the growth rate is 15% year over year. So right now is the time to be building physical product ecommerce businesses. People are opting technology. They’re no longer afraid to use their credit cards online.
And other countries are catching on. China just had their equivalent of Valentine’s Day, and they did $3 billion in gross merchandise volume. Two websites, the Chinese equivalent of Amazon and the Chinese equivalent of Ebay, on that single day, did $3 billion in gross merchandise volume. And just to give you an example, our largest day, our largest online retail day, is Black Friday, and we did $1 billion. So they tripled. They did three times the amount of volume that we did in our biggest retail day on their biggest retail day, and only 2% of their population shops online right now, as opposed to 8% of ours.
So where we are in the life cycle of ecommerce is we’re at the very beginning. Ecommerce is a baby. If the internet is in its infancy, ecommerce is a baby. And, you know, the type of businesses that we’re building, businesses that are more than just listing products for sale. Businesses that are talking to people about experiences they’re having. And this process that you’re learning in this video series about how to create more than just a business that’s a few products for sale. How to build a business that relates to a group of people about an experience that they’re having, and adds more value to the world and their lives than just selling them products.
So collective experiences are a very important part of business, because the way that you market and sell things to people is around experiences that they’re having. People who are on a football team together. People who are into yoga. People who are having the experience of aging, or whatever it might be. So I just wanted to kind of give you that introduction to what we’re going to talk about in this course. In the next video, we’ll be going into some ecommerce. But this has been Ezra Firestone from SmartMarketer.com for Shopify Ecommerce University, and I’ll meet you in the next video.
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Video Transcript Chapter 4 Lesson 1: How Google Search Works
To understand why this process is so effective for SEO, or search engine optimization, it’s important to understand where we are in the landscape of SEO, where Google is in its history. Because when we think about SEO and search engine optimization, we’re mainly thinking about Google, because they have 70 percent of the market share, meaning 70 percent of the search volume and organic traffic that you will get to your eCommerce business will come from Google.
Now, Google recently rolled out, a few years ago actually, something called universal search and what universal search is, is when you type in a search query, let’s say you type in the query “costume wigs”, well, Google’s going to list multiple different media formats. They’re going to have videos. They’re going to have image results. They’re going to have what I call “buyer engines,” like Amazon, or comparison shopping engines. They’re going to have eCommerce sites. So they’re going to have all these different types of media formats in their search result page.
Now, Google understands the difference between an informational query like “how to build a chicken coop”. If you put in that word, you’re going to get news results, you’re going to get blog results, you’re going to get other media formats. Google understands that different people prefer to consume media in different formats, and their goal, their stated goal, their mission statement is to organize the world’s information, and specifically organize it in a way that is easy to consume for their searcher because that is their product. Their product is a search engine. They want as many relevant results as possible. So now when we look at a search engine result page for any given query, we know that there is going to be a video result, there’s going to be an image result, there’s going to be a blog result, so you have all these different media formats.
Now when we’re doing our content creation, we’re taking one piece of content and we’re syndicating it into multiple different media formats, which allows us to be able to take up multiple spots on the first page of Google for any given query. So it’s your job to have the right kind of content optimized and uploaded to the proper places so it gets classified as relevant by Google for whatever queries that you want to rank for, and I’m going to show you exactly how to do that in this course. Now it should be noted that that is your goal.
Your goal is to have Google consider your content to be the most relevant piece of content for whatever search query that you are going after. That’s your goal with SEO. You want your content, your different pieces of media to be classified and considered by relevant for whatever search queries that you want to rank for. Now we’re going to cover a lot of the structural and optimization type stuff as we create the content and as we post the content I’ll show you that in the videos in the course, but just for fun, let’s head over to Google real quick and look at a couple results, and look at some live examples of pieces of content like this ranking for different search queries.
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Video Transcript Chapter 5 Lesson 1: The State of Search: SEO And Content Marketing
Hi there, Ezra here from SmartMarketer.com, back with you for another video in this series for Shopify Ecommerce University. Now we’re talking about ecommerce SEO, as I mentioned in the last video. Now, it’s important to understand the state of search, where we are in query-based advertising and query-based retailing; and what query-based retailing is basically when someone goes to a search engine, or a buyer engine like Amazon or EBay or Etsy. The difference between a search engine and a buyer engine is a buyer engine is a place that displays only products, right? Amazon only displays physical products or other types of products; they do information products, but it’s a sales-driven engine. People aren’t querying for information, they’re querying for things to buy; same thing with EBay, and Etsy, and product listing ads, Google Shopping, and some of these different comparison shopping engines.
And search engines, you can query for things to buy, but you can also query for information. So as I mentioned in the last video, a search engine result page is just a collection of channels. And I wanted to show you a visual representation of this, because it’s a lot easier to grasp when you can actually look at it. So I’m going to show you a couple search results in a second here, but I want you to understand this concept of channels, right? As a physical product retailer, we have channels that we can plug into, that we can generate visibility for our products or services by using, right? Because remember, you need to generate visibility for your product, and you need to get people to buy it, and then you need to provide a good enough experience and do good enough follow-up marketing that they come back and buy from you again, or do business with you again, in whatever way that you request from them; and so I want you to understand the different channels that you have access to.
So organic, right? That’s like search engine optimization showing up on Google when people query for different things. There’s paid advertising, like Google Ad Words and Facebook ads; there’s comparison shopping engines and product listing ads, that’s like Price Grabber and Defined and Google Shopping; there’s your own email list.; and then there’s social, Social networking, like Pinterest and Twitter and Google+ and LinkedIn and Facebook; and so this course covers all those. And it’s just good to understand what we’re trying to do with our marketing, which is occupy different channels that are available to us; and one of the ways that you can do that is by creating and marketing content and doing advertising, which is what I’m teaching you in this course.
This is really just to give you an idea and understanding of search engine optimization; so when we look at a product-specific query, right? A query where people have buyer intent like snorkel mask, for example. What we’re going to see on a Google search engine result page is Google AdWords listings; that’s Google’s paid advertising platform. Google product listing ads, or PLAs; that’s another part of Google’s paid advertising platform; it allows you to show images of your product. You’re going to see channels in comparison shopping engines, ranking for any given product-specific query, like Amazon and EBay and Price Grabber. You’re going to see niche-specific websites, which’d be like your ecommerce website, or review websites, or coupon websites, or blogs. You’ll also see images ranking, like Pinterest images, and there’ll be a list of images with the products. You’ll see videos ranking, right? Different videos; which is why I highly recommend creating videos for each one of your products, which I’ll talk about in the conversion module later; but you’ll also see social profiles and things like that ranking. So it’s just good to understand the different types of channels, the different media formats that are most common for a product- specific query.
So here’s an example, like I said with “snorkel mask.” This is above the fold; so above the fold for this query, we’ve got Google Ad Words, right, which is surrounded in the green box. Then we’ve got some organic results, which happen to be two channel listings, Amazon, right? And then over to the right of that, we’ve got the Google product listing ads. Now, this is on my Mac Book Air, this is what’s above the fold. Now, down below the fold, we’ve got some image results; we’ve got a social result in Wikipedia; we’ve got another niche URL in Dick’s Sporting Goods and Swim Outlet, and we’ve got some more ads down on the right-hand side.
Now, if you have a look at this query here, this is “red bar stools.” And what we can see is we’ve got an Ad Words ad up at the top, we’ve got product listing ads to the right, or right below that, and then we’ve got an organic listing, we’ve got a video listing, and some image listing. What you’ll notice is that Overstock has an Ad Words ad, Overstock also has a product listing ad, right? If you look at the orange arrow, Overstock has a ranking; if you look right below, the purple arrow, there’s a ranking for Overstock, and Overstock also has a video and an image.
So this is what I mean by understanding these different media formats you can take over, and for any given query, you can rank multiple different media formats. You can have Google pay-per-click ad, you can have a Google product listing ad, you can have your website ranked, you can have video ranked, you can have your image ranked, you can have your social profiles ranked. And if you follow the process that I’m teaching you in this course for how to create and syndicate your content, you do that for each one of your product pages as well; you will end up with this sort of a search result page for any one of your queries.
And we also see here that this is just another example of a query where we’ve got, you know, a text ad, an image ad, a channel result, and some ads in the right-hand side. And it’s important to know that you can run advertising, right? You can have a product listing ad and a text ad if you look here, Zippos has both a text ad and a product listing ad.
Now, this isn’t specifically focused on advertising. I’m not teaching you Google Advertising in this course. I’m teaching you how to actually build your business without advertising, if you don’t want to do advertising. But I am going to teach you Facebook advertising, because I believe that that is the biggest and most powerful advertising platform on the planet, and it’s only growing, and it works super well for physical product brands. So I’m going to be teaching that, but I do want you to have an understanding of the different channels that you have access to as a physical product retailer.
And the other thing is, look, you can thrive without query-based traffic; when I started in Ecommerce, there was only query-based traffic; we only had Google Search we didn’t even have Google Shopping at the time; we didn’t have Amazon ads. Like, we didn’t have… we only had query-based traffic. And now, we have contextual traffic, and social traffic, and comparison shopping engines, like, we have the ability to generate visibility for our businesses without ever having to worry about people searching for them. We can generate visibility for our businesses by creating content that is relevant to the topics and conversations and lives of our community, and syndicating that content across all the social networks, and marketing that content on the social networks can generate visibility for our brands without query-based traffic.
So don’t worry if you’re freaked out by query-based traffic and search engine optimization. Using the process in this course, you will learn all that stuff, but you’ll also learn that you don’t actually need it.
So Boob is a great example of that. Our company, we spent our first two years without ever doing query-based traffic without ever doing traditional search marketing. We’ve now integrated that a little bit down the road in our business, but we started with traditional press, and traditional content creation, and syndication, and social media. We didn’t start with query-based traffic.
So you’re in for a treat. Let’s move on to the next video, this is Ezra Firestone from Smart Marketer for Shopify Ecommerce University, and let’s dig into the plan.
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Video Transcript Chapter 6 Lesson 2: Introduction to Content Creation and Optimization
This process starts with content creation. Our goal is to get face time with our community. I’m calling face time any kind of interaction, face-to- camera videos, PowerPoint videos, blog articles, any time where their face is focused on your business in some way.
We want to get that face-time and build a relationship with them, provide them with value, and ultimately make them relevant offers. In this section, we’re going to talk about the different types of content you can create. And specifically, how to create them, things like face-to-camera videos and articles and top-ten lists and PowerPoint videos and screen-capture videos and product-demo videos.
We’ll look at all the different types of content that are available to you and where they are useful and relevant within your E-commerce business. I’ll also share with you the different tools that I use for creating this content.
One thing to think about from this content creation perspective is this how you fortify your business from channels. We saw in the E-commerce community a lot of people lose their businesses overnight with the Penguin algorithm update and the Panda algorithm update over the past year-and-a-half now. The reason that happened is because those businesses were leveraging 100% Google traffic as their source of revenue.
By creating content and building a community of people who buy from us when we send them emails, by creating a community that’s engaged with our brand, we generate a new channel of traffic, so that if one of our advertising campaigns stops, we still have some revenue. We still some have some traffic coming to our business. It’s a way that you can fortify yourself from channels, which ultimately stabilizes your business and allows you to sell it for a higher multiple if that’s something you’re interested in doing.
Let’s head over to the computer, and we’ll get started with the content creation module now.
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Video Transcript Chapter 7 Lesson 2: Types of Content to Create And The Tools to Create Them
Hi there and welcome back, Ezra Firestone here, from SmartMarketer.com, for Shopify Ecommerce University. Let’s take about the plan. What we are doing is content marketing. That is fundamentally the process that I’m going to teach you how to leverage content marketing for your business. And as I mentioned before, the faceless ecommerce store is dead. You’ve got to add value to your market beyond just selling products. This is the missing piece of the puzzle. This is what most business owners forget about, don’t know about, don’t do. This is how you generate repeat business. This is how you generate visibility and conversions.
And it all comes to relevant content. And the benefit of this is that you fortify yourself from channels. So you can see here in this business, 51%, sorry 48%, of our traffic is coming from repeat visitors, right? So people who have visited our site at some point before. Because we are engaging them with content. We are engaging our community, and we are engaging our customers. And they are coming back from us. And they’re coming back and buying from us over and over again. The other benefit is that you get higher multiples when you sell. Because you have an increased revenue when you are doing this process.
You’re not just relying solely on your advertising campaigns or your organic rankings. You are generating content and creating content and syndicating that content. And marketing it and getting it out in front of people yourself. And every time you send an email for every week that you send an email to your customers you make money as well, because you’re able to soft sell, right? These videos are phenomenal for soft selling. So you engage with your community and it doesn’t have to be a video, it can be a blog post, too. I recommend doing video which I’ll show you in just a second. But you’re engaging them but you’re also mentioning your products and services.
Now consistency is key with this model. Well, you can’t just do one piece of content and then never do it again. You’ve got to be consistent. Because people build relationships with people who they see, right? You build friendships with people who you relate with consistency on a regular basis. Your friends from your yoga class each week. Or your friends from school. It’s like you have an excuse to relate with these people regularly. So you build friendships with them. So if you are putting content regularly and relating and having face time with your community regularly, you build a relationship with them, and they trust you, and they buy from you.
So it’s called creation, optimization, and syndication. I’m going to teach you about the creation part right now. Then we’ll go on to the optimization and the syndication. So the way that we do it is with video blogs, right? We believe that video is the best media format that you can possible use because it’s very easily [manipulatable] into other media formats. You can transcribe your video. You can pull out the audio so people can listen to it. It’s a very easy format to leverage into other formats. And it communicates the best. It builds the best relationship with your customers.
People can hear your intonations. They can feel you in a way that they can’t with text. So you build a deeper relationship. And the benefit of video is that you get face time with your community. Like I said you build a relationship. The benefit of this whole process is that you, it significantly increases your SCO, because you are getting social signals from all this content that’s being shared and all the social networks are getting freshness. So your site is being constantly updated. You can easily transform that video into other mediums.
Video sells better than just about any other form of content. So the statistic is that 64% of people who see a video on a product page will watch it. And they are 80% more likely to buy from you after to watching that video. And it doesn’t have to be a face to camera video. If you’re afraid of putting your face on camera, that’s okay, you don’t have to do face to camera. And I’ll talk about that in just a second. And this is, you’re building an asset here that makes an impact on people’s lives. So that’s what this process is all about. Let’s get into the content creation.
So when we talk about content creation it’s essentially creating content that is relevant to the topics and conversations and lives of your community. So your opinion is best. What you think about what is going on in your community is absolutely best. And it doesn’t have to be you on camera. It can be a slide show, a PowerPoint presentation with your voice. You don’t have to do face to camera. Face to camera is really good, but it’s not the only style of video.
It doesn’t have to be face to camera video. But your opinion is the absolute best thing you can give. So “Hey, this is Jane from xyz brand.com. And this thing is happening in our community. And here is what we think about it.” For example all of the cycling websites, when the whole Lance Armstrong thing was going on, they all created videos and content about what they thought about that specific thing. You know we create content about what we think about aging and what we think about graying hair and wrinkles, and that kind of thing, in our skin care business. The next type of content is educational videos, right?
Videos that educate your consumer about something. The top ten destinations for spas. Or the top ten destinations for rock climbing. Or education about a specific product line. Or education about a specific topic, like skincare, or any kind of educational videos, really, really solid type of content. It polls really well. People love it. They engage with it. Behind the scenes content. This is some of the most fun type of content to create, what’s going on behind the scenes at your company. Or behind the scene where your products are made.
Or really, anything behind the scenes. You can see here in this image, this is from the Disney store blog. They did behind the scenes of how some of their artwork is created. So anything behind the scenes people really, really like. Listener feedback. So people are going to leave comments on your blog, they are going to leave you voice comments through a plug in that I’m going to show you how to use. They’re going to engage with you and creating content that’s specifically relevant to what people are asking you about.
It’s a really great type of content because it’s based on what people already want. And what they’ve told you that they want. What your customers and community have told you that they are interested. Pod casts, and basically long form audio content. Of any kind. It could be an interview, it could be you talking about a subject. But long form audio content is a really great type of content because people download it to their iPads and their iPhones and their iPods. And they take it with them on the go. And you’ll be seeing how we leverage audio content throughout this process. And then how to un-open the box video.
So basically how to do this and how to do that. Or how to use this product, or unwrapping. This is what this product looks like when you get it. So doing content specifically related to your product. And of course, or products, rather. And of course articles. So long form written content about anything in particular. And face to camera videos or PowerPoint videos. So that’s the type of content that is the best to create. Here is a few more examples of types of content that you might create. I mentioned “Ten Best Destinations for Rock Climbing.”
That’s one that someone done. Or the necessary equipment that you need for this activity. Or how this equipment works. Anything that’s really industry related. And one of the problems that people say that they have commonly is that hey, I don’t know how to create content. I don’t… I feel like the technology for creating this content is beyond me.
And the truth is if you have an apple device, if you have an apple device of any kind. And if you go to tinyurl.com/rode-lav, this is basically a road which is a brand of microphone, smart Lavalier microphone. It plugs right to any apple device. Makes your sound quality better. You don’t even need a microphone. I like to use one because I like to have a little bit higher quality audio. But if you have an apple device you can create content. Every computer has some sort of built in video editing software. We use Macs so we use iMovie.
But if you have an apple device and you buy this microphone, you don’t even need it, but if you do want a little bit higher quality audio, then you can purchase this. And you have iMovie or some form of video editing software, which all computers come with some form of free video editing software. And if they don’t come with it you can easily download free video editing software for PCs and obviously iMovie is for the Mac. And so that’s all you need to create this content, to shoot video or to create a PowerPoint presentation and record audio into it.
Because our computers are so advanced these days. They have got cameras, they’ve got editing software. They’ve got microphones. So it allows us to create this content really easily. And this was really to give you an idea of the types of content that you can create. And to show you that it’s not very difficult. That you don’t have to be some special technology to be able to create engaging content. And the quality doesn’t so much matter. The quality, like if you look at the content we create for BOOM! by sending Josip [SP], which is my skincare company.
It’s just Cindy sitting down in front of her Mac. Half the time she is not even using a microphone. So production value isn’t a big deal. Of course, I like to have high production value on my marketing blog, smart marketer. I like to play with that because I’m really into. But you don’t need it. You don’t need super high production value content. It can be very simple. The reason is because these devices, these apple devices and these commuters, and these cameras and these phones are so good that the quality of the audio and of the video that they shoot on their default settings is more than good enough.
It’s more than what you need for your content creation. So the point here is that it’s not very difficult. And I just wanted to give you an idea of the types of content that you can create. And give you some inspiration for different types of content. And of course, we will go look at my blog. And some of my different ecommerce and have a look at those blogs after we get through this syndication process so that you can see some live examples as well. But this stuff, it’s easy to create. And you can do this. And that’s what I wanted to drill home in this video. So this has been Ezra Firestone from SmartMarketer.com, for Shopify Ecommerce University. Thank you so much. And I’ll catch up with you in the next video.
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Video Transcript Chapter 8 Lesson 2: How to Optimize Your Content for Marketing
Hey there. Ezra here, from Smart Marketer for Shopify’s Eommerce University, back with you in another video in this series. What we’re talking about in this video is optimization. So we’ve created our content. We’ve created it. And now we have to optimize it and prepare it for syndication. So this is going to get step by step. I’m going to show you exactly what you need to do, step by step, to prepare your content so that it is optimized and ready for syndication.
The first thing that you’re going to do is you’re going to create a blank text document, so whatever that text document is. Maybe you’re using text [editor] on a Mac or Microsoft Word on a PC. But you’re going to create a blank text document and you’re going to name after the specific post or after the specific piece of content that you’ve created. And you’ll see why we do this as we go through this video here. But create a blank text document that you’re going to be using for your post.
The next thing that you’re going to do is you’re going to create a title. So you’re going to title your video. So the video you’re seeing here is behind the scenes at Shopify. And I just told you that behind-the-scenes videos are awesome. This is my most shared video on my Facebook page. I’m most engaged with video because it was a behind-the-scenes video about one of the major companies in my community, e-commerce community, and our community, Shopify, which is where you are now. So you know how cool this company is.
But you’re going to create a title. And the title should be somewhat search engine friendly or have a keyword in it that you’d like to rank for. It doesn’t necessary have to be keyword rich, because it’s not so much about ranking this pieces of content. Although we will when we actually post it to our blog. Come up with the keywords that we are optimizing for something. But the content just has to be engaging. So create a title for it.
And create video highlights. So what are video highlights? You can see here in this image that it’s like at five seconds, understanding the life cycle of the e-commerce platform. At 15 seconds, the three major shopping cart platform. So it’s basically different time markers in your video and what thing happened, what the highlight from that time marker is.
We do this for a couple of reasons. It allows people to kind of quickly see what the videos about when you’re e-mailing them or when they come to your blog post page or when they visit your YouTube video.
And also, it’s kind of cool. You don’t need any special code to get YouTube automatically hyperlinked those time stamps to that specific time in the videos. So when you just put 00:05, which is five seconds, YouTube automatically hyperlinks that to five seconds in the video.
So title the video, create highlights for it. And we’re going to get it transcribed through speechpad.com. And the reason that we’re transcribing it is we want to cater to all of our audience. Some people like to watch video, and some people like to read. And some people like to listen to audio. So we’re optimizing this content and turning it into all the different media formats.
I use speechpad.com. They’re about $1 a minute for transcriptions, very affordable. You can also transcribe it yourself if you want to save the money.But here’s how to use Speechpad.com. You go to Speechpad.com, and you sign up for an account. You create an account on Speechpad.com. It’s very easy to do it. It’s free to create an account. And then, once you’re logged in, you click on upload files, which is in the top menu. And you click on upload files from the web or upload files from the computer.
So if you’re uploading the file from your computer, you basically just navigate to it and upload it as you would if you’re uploading an image to Facebook. It’s very easy to do. And if you’ve already added your video to YouTube, which you haven’t, because we haven’t gotten there yet, but you can also do it this way where you can put the URL of a YouTube video and click add URL. And it will add that URL to your queue. And this is what your queue looks like here on the left so you can do multiple things at a time. You can add URLs from YouTube. You can upload a bunch of files.
And basically, you click the “Start Upload” button. And what that’s going to do is it’s going to upload your file to Speechpad. And what you’ll see is this image over here on the right where it will say, “This is the piece of content that you’ve uploaded.” And you can select on the right-hand side whether you want it to around in one week, which is $1 a minute, in 48 hours, which means you’ll have it done in two days, which is $1.50 per minute, or within 24 hours, which is $2.50 per minute.
You can also have them do closed captions, right? Closed captions for your content if you want that, but I just do the transcription. And then, you click submit order. So you’re basically saying, “Please transcribe this for me.” Wait about 48 hours or however long you choose. Come back to your account. Click on completed work, and you’ll be able to see the content. You’ll be able to see the text transcription. You might want to have a quick read through it. I have never had the experience of them spelling anything wrong or mispunctuating. I mean they’re pretty phenomenal. I don’t know how they do it so cheaply. They do it really, really cheap and really well.
But get that transcription done, and then take that text, or that copy, and paste it into the text file that we created right here at the beginning. So now you can start to see what we’re doing. This text file are gathering all of the content for our post in this one text file. So take your transcription, paste it into the text file. And let’s move on.
The next way that you’re going to optimize your content is by creating a custom image. So you can see here with BOOM!, we deliberately do a lower production value with our BOOM! Brand, because we want it to be real. We want people to know that we’re just like them. We’re real people. We’re not fancier or special. It’s just Cindy in front of our computer. So we basically just take a screenshot from the video. And we open it up in iMovie, or we open it up in ScreenFlow or Photoshop or any preview or image [editing] software. And we just put text over it. And that’s our custom image for that post.
So your custom image can be very simple. You can see with Smart Marketer that your image over here on the right. I do a little bit more. I put a watermark or I do a custom graphic. I do a little bit more of a high production value image. But your image doesn’t have to be high production value. You definitely want to have text on your image though. You want people to be able to see. Also, you are going to use this as your video thumbnail. So before people click play, they’ll see this so you kind of want them to know what the video is about. It will also be pinned over to Pinterest. And you’ll also see it on your actual post page. So create a custom image. You can either have a graphic designer do it, or you can do it yourself.
The next thing we’re going to do is create a PDF document. And this PDF document, essentially what it is …and I have the note here. It says “tagline,” because I believe that every business should have a tagline. [It’s] a branding is very important. And people will remember that when…
A lot of people come to me. And they’ve engaged with me deeper because of my tagline. Serve the world unselfishly and profit. I believe that’s really the only way that you can truly profit in the fullest sense of the word is that if you’re serving other people. So I think you should have a tagline. And you should include that tagline on all your social profiles, in your PDF. It’s just something you should do for branding is have a tagline for your business.
But the way that we create this PDF is it really starts with the Word document, right? So you can see, this is just a Microsoft Word document or text [editor] or pages or whatever your text file processing software is. You create the document in that. And what it is is that it’s basically your logo and tagline and then the title of your content or your post, your custom image that you had created, and then your transcription. And you saved that document. And I’ll show you how we turned it into a PDF.
The thing about turning your content into a PDF, you can skip this part if you want. But people like to download your blog post. They like to download your content to their computer and save it for reading at another time. When people share your post, which will happen a lot, people who don’t know you yet, who aren’t already on your e-mail list, will come and download your PDF and join your e-mail list that way. So I recommend creating a PDF.
You do need Adobe Acrobat, which is a paid piece of software. Or you can also use elance.com or odesk.com, which are outsourcing websites, where you can find people to do outsourced tasks for you. And you can send them your Word document and say, “Please turn this into a PDF.”
I’m going to show you right now live how I turn a Word document into a PDF using Adobe Acrobat. And it’s really cheap. It’s like 30 bucks a month to get access to all of the Adobe tools – Adobe Dreamweaver, Adobe Photoshop if you want to do any kind of file [editing] or image editing, then you might to invest in those tools. But if not, you can have it outsourced. It’s very easy to have it outsourced.
But why don’t we go through real quick and show you how to create a PDF document with Adobe Acrobat. So what I did is I saved my Microsoft Word document as a PDF. And I opened it with Adobe Acrobat. You can just save it as a PDF and use that. But I like to add links to my PDF that link back to my content. And I’m about to show you exactly how to do that.
So that’s why I opened it with Adobe Acrobat. You can save it as a PDF from Microsoft Word, and it will be a PDF. But you won’t have links in it. So the way that you add a link to the document, I’ll just scroll through the document so that you can see it. I’ve got my logo and tagline. I’ve got the title of my post. I’ve got my image. And then, I’ve got my transcription. You can see, we’ll just go all the way to the bottom because it’s just the transcription. And then at the bottom, I have a call to action to leave a comment on this post and to click the link to check out my different products and services. So I have two different calls to action.
So this PDF is linking the two different places, right? So the way that I create a link in this is, I click on tools. Then I click over here on content. And from content, I click on link. And that allows me to select different parts of the page. So I’ll just do a big selection here. And what I’m going to do is change the link type to invisible rectangle. And I’m going to set the link to open a web page. And then, I’m going to click “Next.”
And here is where I’ll put my URL. I use Google trackable URLs, which you will learn about before we actually syndicating this content. But for now, I’m just going to put a link to my website. But I would normally put a link to this specific post. I don’t know the actual URL of this post offhand. But it’s like www.smartmarketer.com/tactics-vs-strategy. That would be the URL to this specific post.
And I would use a Google trackable URL so I could see exactly in my Google Analytics who was coming from this particular PDF over to my web page. So I could see how many people actually read my PDF and click through back to my web page. And you’ll learn all about Google trackable URLs. I have a whole video for you that teaches you exactly how to set them up and use them and how powerful they are. Then I would click okay. And I’ve got a link.
I’d come down to the bottom wherever I want my other links. You can already see, I have this linked up already. It’s in blue. If I click next, I would put another link there. And so I would link this also to the exact same post so people could leave a comment. And then this, I would link back to my products. So for your e-commerce store, this would link to your store. And this would link over here to your post. Then you basically just click file save. And you now have a PDF of your post that people can download. That’s how you create a PDF of your post.
The next thing that you want to do for you content is what I called the top, tail, and watermark. You don’t need the top and tail. It’s good for branding. And what a top and tail is basically a little intro that goes on every one of your videos and a little outro that goes on every one of your videos.
So we like to do movement with words. So we have like different words like, you know, inspiration and women and beauty. And then, we have like images and stuff. And that’s just for branding. So we do a little intro at the beginning of each video and a little outro at the end of each video.
If you don’t want to do an intro or an outro, you don’t want to spend a couple hundred dollars to have that created, that’s totally fine. But please watermark your videos, because people are going to be watching your videos from all over the place. They’re going to be watching it on YouTube. They’re going to be watching on Facebook. They’re going to be watching them when other people share them. So you want to make sure that you watermark them with your website domain name with the link back to your website.
People won’t be able to click that, but they will be seeing your website throughout the whole video. So you can see up here in the top image, it says smartmarketer.com right on that video right at the very top, all the way throughout it. So definitely add a watermark. And if you want to get fancy, add a top and a tail as well.
Next thing that we’re going to do is extract the audio and add an audio top and a tail. And the reason we’re adding an audio top and tail is the same thing when people are listening to your audio. It’s nice to have a little bit of a branding message before and after your content like, “Welcome to another video from xyzbrand.com” or “Another audio from xyzbrand.com.”
I use GarageBand to extract my audio. If you are using a PC, it won’t have GarageBand, but the process will be very similar with some other piece of software. It’s very easy to extract an audio from a video that you’ve created. Here’s how you do it. On a Mac, you rename the file so what we do is we basically duplicate it. So we right click on the file, and we click duplicate. And then we rename the file to .mp3 and select use mp3.
So basically, we’re taking this file that’s like an mov file or mp4 file. That’s just a file type. And we’re renaming it to a .mp3 file, which is basically saying we only want to use the audio of this particular file. We only want to use the audio. And then, we open up GarageBand and we click “New Project,” and we select podcast. So this is basically, we’re opening up our audio editing software. And we’re saying we want to edit a piece of audio in this software by selecting podcast. We then name it. And we name it after the post, right? We name the project that we’re creating in GarageBand after our post, and we click create.
Next thing we do is we actually drag our audio. You can see it being dragged in there from my desktop into the audio editing software. So we dragged the audio in there. We would also drag in the intro and the outro if we had one. But if we didn’t have the intro or the outro, we wouldn’t have to worry about dragging that in. We’ll just have the audio file in there.
We’d make sure there’s no space between the intro and the outro, you can see I have them close together. So it’s not like a big gap in time. And if you don’t have an intro or an outro and you want to create one cheaply, what you can do is just record one right into your phone or computer that says, “This is Ezra from boombycindyjoseph.com. And we’ve got another audio here for you. We hope you enjoy it.” And then, it goes into your audio.
So you can create one for very cheap. It doesn’t have to be super high quality. It doesn’t have to have background music behind it. If you want to do all that fancy stuff, you can. But again, the quality of the content, it’s good quality as it is. You don’t need all the frills and bells and whistles.
So basically, what you do next is click share in the top menu and select export podcast to disk. So you’re saying I’d like to export this out of the system and back onto my computer. And you want to make sure that you are compressing using the mp3 encoder, which it will give you as an option. And then you click export. And that will export the audio file for you. A lot of times, if you don’t want to go through this whole process and add a top and a tail or add an intro or an outro onto your audio, you can just rename the file as an mp3. And that will work often times on a PC.
You can also Google “how do I extract audio from video on a PC” if you’re on a PC because, there’s free software for PC that allows you to do it. But it’s not very difficult. I just showed you on a Mac because a lot of folks have Macs. And I have a Mac. But the process of extracting your audio file from your video is very simple. And their software that does it for you. I just want you to know that that is the step in the optimization process. Extract the audio from the video. And this is one way to do it.
The next thing that we’re going to do whether or not you’ve used a PC or a Mac, whether or not you’ve extracted your audio this way or you just rename the file. We’re going to go to auphonic.com. And we’re going to create an account, which is free by the way. And Auphonic is a phenomenal tool that makes your audio. It sweetens your audio. It mixes the levels together. It just makes it sound really good for you for free.
So you go there. You create your account. You login. And you click on new production. And that will bring you to a screen that looks like this where you basically what you’re going to do is choose the proper audio file and click start. All the pre-settings are perfect just as they are. You just select the audio file. And you click start. And it’s going to say, “This audio is now processing.” and “It’s getting ready.” And then as soon as it’s done, it will say, “This is the result.” And it will tell you the file name, the audio type. It will tell you all this information and the length of it. And it will give you a little link to download it.
So you’re going to download that audio from Auphonic. And that’s the audio file that you’re going to use on your blog post because it’s been optimized and compressed and sweetened and made sound really good.
The next thing you’re going to do is you’re going to go to audioacrobat.com. AudioAcrobat is a service that host your audio files. So you need… just the same way that you upload a video file to YouTube so that you can have a video player on the Internet. And YouTube can give you a piece of code to embed that video onto your website. AudioAcrobat gives you a piece of code to embed audio on your website. There’s also some free audio hosting services that you can Google. There’s other audio hosting services.
I like to use AudioAcrobat because I find it very easy to use. And I think it’s a great service. And basically, what you’re going to do is you’re going to take that mp3 file that you had created. That mp3 file that you just created using GarageBand or whatever software you use and sweetened with Auphonic. And you’re going to upload it to AudioAcrobat. And you’re going to get a URL and a piece of code that you can put on your blog. So AudioAcrobat for audio hosting.
Now, I want you to create a Dropbox folder for each individual blog post. If you don’t use Dropbox, that’s fine. I mean, it’s free. They have a free version. So you should definitely use it because basically what it does is it keeps all of your files in the Cloud. So even if you lose everything that’s on your computer, it doesn’t really matter, because it’s all hosted on Dropbox. And it’s saved for you on Dropbox. But if you don’t want to use Dropbox, just create a folder on your computer. And this folder is going to have that custom image that you made for this particular post. It’s going to have the mp3 file that you made for this particular post. It’s going to have the video file that you made for this particular post. Right? The original video is going to have the PDF file. And it’s going to have the text document. So you have a folder on your desktop or on Dropbox that has every piece of content that goes along with this post.
And as you can see here, this is an example of the text file. The text file, when you’re done with it, will have the title of the post. It will have the video highlights. It will have the URL of the mp3 on AudioAcrobat and the embed code for your blog. It will have the URL of the video on YouTube and the embed code from YouTube. This one has a Wistia embed code, which is another video player I’ll tell you about.
It will also have the PDF URL and have the post transcript. So you’ll have this text file that has all the information that you need about this post so that when you’re ready to post it onto your blog, you just open up this text file and you can just grab the content from this text file and paste it right into your Shopify blog without having to go to all these different places. That’s why we create the text file, so that we have an easy, accessible place that has all the information about this specific post. So that’s it. That’s really all you need to do to optimize the content and get it ready for syndications.
So we created the content. We then went through the process of optimizing it. You’re seeing this is really isn’t that difficult. You just have to know what to do and how to it. But it’s not very hard. You can do this. And you will do it. And you’ll do it very well. So it’s not a super difficult process. It’s just takes knowing what the steps are.
So the next thing that we want to do before we actually syndicate our content, before we actually share that to all the social network and market it is, we want to optimize our social profile. It’s just a little bit. Kind of get them ready. So the way that you’re going to do that, we’ll cover each different social profiles quickly here. So for Facebook, you’ve got a profile picture. You’ve got a cover picture. You have a description. And you have two offers – three offers actually. But I only use two of them. So you can see the profile picture here is the one that says, “Serve the world unselfishly and profit!” It’s got my logo. The profile picture is me.
The description… most people don’t know this, you can put a link in that descriptions. So you want to definitely have a link back to your store. And you can see it says visit smartmarketer.com for free marketing training. On our BOOM! page, it says “Visit boombycindyjoseph.com for pro-age skin care products.”
So use that description to drive people back to your website with a link. Make sure that you have a beautiful banner that has your logo and your tagline and matches your brand. And make sure that there’s a picture of your logo or the face of your company here. And also, you can create these things called offers, right? You can see that we’ve got an app, right? You can see that we’ve got an app called fan reviews. And we’re offering a free Mind Map over here.
But you can have a link to shop your products. You can have a link for reviews. But you can use these little boxes at the top of your Facebook profile to engage with people and offer them ways to engage ways to engage with you. So ask them for reviews or give away something. Display whatever your contest is or your prices for that month. Just want to make sure you got at least this baseline amount of optimization done on your Facebook profile so that when you are out there driving people to it, it’s optimized for you.
For YouTube, Twitter, and Google+, the type of optimization that you can do is a description, an image banner, and a background. So you can have a background image that kind of it looks like your brand and has your logo. You can have a banner, a top banner, on each one of these that has your brand and your logo and tagline. You can have a unique description about your company and link back to your website. So you want to make sure that you’ve gone in and you filled out the description on your YouTube channel and your Twitter account and your Google+ account as well. And put your images and logos up on it so it’s branded for you.
Pinterest is an interesting one. The structure of a Pinterest account is that you have a profile. And in that profile, you have boards. And then within those boards, you have pins. So it’s very much like the structure of your e-commerce store. We have a home page. And then you have a category page. And then you have products within those different categories. So for Pinterest, your profile is going to be your brand name or your main keyword like for example, “gift baskets,” right? Only one person gets, you know, pinterest.com/keyword. So pinterest.com/poolcues, only one person can have that. So you want to either name your Pinterest profile your brand name, or whatever your main keyword. I’d recommend doing it as your brand name. And your boards would be your different categories for your store.
So if you look over there, you can see like role models. It’s one of our categories. And we’ve got skin cares – another one of our categories. For you, it might be chocolate gift baskets, it might be a board, or a wine gift baskets. So within those boards, we’ve got pins, the individual pin. This would be your different products. And I recommend creating the structure and going out and pinning, creating boards for each one of your categories and pinning all your products. And we also going to create boards for our content. So we’re going to create a videos board. So mybrand.com videos. We’re going to create a blog post board, and you’re going to see why.
So you’ve got boards for each one of your categories. And you’ve pinned all your products in this categories. You now have board for your videos. And a board for your blog post. And you’ll see why when we get to this syndication in just a second.
So this is the structure for Pinterest. That’s how you set up your Pinterest profile. One other thing to notice. You see that other link up there on left that says source? That’s because every single website have images from Pinterest. Pinterest has a source, which is pinterest.com/source/websitename.com. And that’s basically a list of all the different pins that comes from that website. Every pin, every image ever been pinned from that website or video is listed here. This is one of the pages that will show up when people search for your brand name. So I just wanted you to know about it because it’s a very cool page that Pinterest automatically creates for you.
Here’s an example of a client doing this where they’ve got their main keyword as the brand name, and then they’ve got their different categories as the boards and a different products that fit under each of those boards. And you can’t see it, but down below is a blog board and a blog post board. So that’s how you optimize Pinterest. Now let’s get ready and make sure that your blog is prepared, that your blog is set up and ready to go and ready for content to be syndicated.
So we want to make sure that we’re using AudioAcrobat, which is how you get that fancy audio player above your blog, right? For the video content on your blog. We want to use add this, which is this addthis.com. It allows you to get code for this social button. So when people come to your blog post, they can share it easily. And Disqus, disqus commenting system, very easy to integrate with Shopify. Shopify has a resource in there… knowledge base on how to integrate Diquus comments. It’s a really cool commenting system. You can use normal comments, too, but Disqus is a really good one.
Google Analytics which is already likely integrated with your Shopify store because you probably already using Google Analytics. If you’re not, you definitely should. It’s a phenomenal tool. It can tell you all kinds of stuff, which you’ll see as we go through this. But basically, what content is popular and what keywords real people paid. What the value of each different word is. And how much money your making. It’s just a great resource.
I also use tools, this other tools from my blog called LeadPages and LeadPlayer. LeadPages, they’re both paid tools. You don’t need them. But they are cool marketing tools that you might want to check out. LeadPages allows you to quickly and easily create really cool landing pages that you can use to incentivize people to opt in to your blog. And LeadPlayer is a plugin that lays over your videos. That, as soon, as they’re done watching your video, it pops up an opt-in and says, “Thank you for watching this video. Please join our e-mail list here for X percentage off.” Or you can make it say whatever you want. But basically, allows you to add an e-mail opt in on the end your videos. So it’s a fun plug in to use. And it works quite well.
Related post. So in Shopify, we hard code this. And I’ll tell you how in a minute here. But it’s a cool thing to add down below your blog. Each individual post because it allows people to engage with more of your content after they’ve already read one of your blog post. So it’s a really cool feature that will hard code into your blog. I just want to mention it so that you knew about it.
And SpeakPipe, SpeakPipe voice comment. So SpeakPipe is a free tool that you can use. And you can put it on your blog. You can just put a little snippet of code on your blog. And it basically allows people to leave voice comments. They don’t just leave text comments. They get to actually click it and it pops up this little button that says, “Start recording.” And they can record a voice comment for you right into your blog without you needing any special software. And then what you can do is you can use that and you can play it back on a future episode or a future video and respond to them. You can listen to it and get feedback. But it’s just a really cool, free service that you can use.
Let’s talk a little bit about social engagement. That’s how you optimize your social profile so profiles. So your profiles are now optimized enough for you to be able to do this content marketing process and the syndication process. Just want to make sure that you have those baseline things done. There’s not much to optimizing social profiles as you can see. But you want to make sure that you have that done.
Let’s talk a little bit about social engagement while we’re on the subject of social profile. It doesn’t really have much to do with this optimization and syndication process. But I thought I’d mention a couple of different, cool little tools you can use for your social marketing. Wishpond.com allows you to do. Sweepstakes and photo contest and offers essay contest and all kinds of fun contest and social engagement things that you can do with your community through Wishpond.com. It’s really fun tool to use.
Rafflecopter is probably the easiest way to do a giveaway. And giveaway is really a fun and generate a lot of buzz, so you want to definitely check out Rafflecopter if you have a chance. And heyo.com is another cool little service for doing contest and promotions and deals. These are just some of the different social sharing and social engagement platforms that I use and plug-ins and pieces of software that I use to do a little social engagements.
That’s more on the conversion side of things. But while we’re talking about social profiles, I wanted to mention them. Let’s check out a couple live examples of this. You can see here in my smartmarketer.com website, we’ve got the title, I’ve got the video. I’m using Wistia to host this video, not YouTube. And we’ll talk about that in a little bit. I’ve got my social sharing buttons over here on the left. I’ve got my correlated offers over here on the right, which would be in your navigation obviously on Shopify. You have your store on the right-hand side, you have your features of your products and bundles and things like that.
I got my video highlights. I’ve got the click to download the PDF transcript. And when you click the download, the PDF transcript, look where it takes you. It takes you to a page that says, “If you’d like to get the free PDF transcript, just opt in here and you click that button, it allows you to opt in. I’m using LeadPages, that plug-in I talked about, for you to do that. You don’t have to make people… You don’t have to collect people’s e-mail address when they go to opt-in. I like to do it because… You can have it as soon as you have this thing when they click the PDF transcript, you can have it take them straight to the PDF transcript wherever that host provider upload it to [you]. Shopify website files are using Audio Acrobat or something like that to host the PDF file. But you can just have it download. I like to do this thing where it clicks over to a page that I created with leadpages.net. That makes them enter their e- mail address to get access to that transcript because it tells me a couple things about them. Number one, that they like to read, right? They’re one of my subscribers who enjoys reading content. Or often times, actually, people will get this piece of content shared with them and they’re not yet on my e-mail list. So they’ll click to download it to get on my e-mail list. So it’s just a great way to capture additional e-mail addresses. But you can also just link and download the PDF.
Then we’ve also got the transcript here. Also, on Smart Marketers, this is basically some related post after this where they can keep engaging with my content and then the comments. So all those elements that we talked about.
You don’t see an audio file because the audio quality on this video was messed up, so it won’t able to do an audio for that. Here’s BOOM! BOOM!, again, we do pretty low production value content. Right? So we got our video hosted on YouTube there. Not that YouTube is low production value, we’re actually switching over to Wistia for BOOM! too. YouTube is phenomenal. It’s a great video hosting platform. We’ve used it forever. And I love it. I’m just using Wistia for a couple of reasons that you’ll learn about in the next video when we actually syndicate the content, video highlights, comments.
And we usually put links to our different products that we mentioned in the video. Like you’ll see here, one of my client’s websites where they basically done a video about the best toys in their market. And they talked all about it. They’ve got their video highlights. And they’re doing a giveaway. We’ve got links to the different toys and giveaways. So just a couple live examples of this stuff working really well and ways for you to kind of see it in action instead of seeing screenshots.
So just wanted to show you that quickly.You’ve now created your content, you’ve optimized it, and now we’re ready to syndicate it. When we get in to this next video, we’re going to actually get into sharing your content with world. So getting it out there for people to see it. So it’s going to be… It’s the fun part, really. It’s when you start seeing what people have to say and seeing how your content resonates with your community. This is Ezra Firestone from Smart Marketer for Shopify Ecommerce University. And I’ll catch up with you in the next video.