How One Man from the U.K. Generated a Flood of Traffic from Video

Image of Video StudioOnce upon a time, from a land not so far away, Paul Wolfe shared a secret with me during a mastermind call.

He’s a bright guy who has been running a flourishing membership community in the guitar lesson industry.

Paul uses video to share his guitar tips, lessons, and tricks with a paid community.

But he takes this video marketing thing to a whole new level.

Video marketing steps

Here’s the skinny on what I gleaned from a conversation with Paul.

Phase 1: YouTube is the primary video sharing site Paul used for his guitar lessons project. His channel grew to become a traffic source of over 500 visitors per day to his website. He did this by consistently uploading quality how-to videos to his channel.

And when I say consistently I mean he has over 130 videos on YouTube with over 1.3 million views combined in the “how to play bass guitar” niche. Think big, folks. If you want to drive website traffic using video then continue to produce and upload video.

An upload here and there isn’t going to cut it.

Paul also included keywords and phrases in his video titles, added keyword rich tags, and he linked to his website in his video descriptions.

But his strategy tips didn’t stop there.

Phase 2: As we were talking about creating these videos, he brought up another great tactic. Paul shared the inspiring idea with me to mention premium content, from within the recording, that is accessible for a fee or email opt-in.

For clarification, you make your video lesson (or whatever your topic is) but at the end of your video you share with your viewers that there’s more great stuff in store for them.

Then you tell them where and how to get it. Destinations to which you can push your traffic include:

  • Your website
  • An email opt-in page on your website
  • A sales page

Phase 3: In this phase, you have a transcription made (PDF format) for the video. If you’re short on cash you can do it yourself or head to Fiverr and find someone to transcribe your video. There are other transcription services you can try such as CastingWords.com

Video marketing wrap-up

Let’s review.

Record a video for YouTube. Actually, record many videos over time and keep growing your YouTube channel. The cumulative effect of keyword rich titles, tags, and links back to your site will drive a lot of web traffic back to your site.

At the end of your video on YouTube you mention that there’s more content “in this video” if people sign up or purchase at yourdomain.com.

(Just remember to film that premium content and either record it in one pass or edit it onto the end of a “lesson” that you record).

Send the video to a service such as Fiverr or CastingWords and have them transcribe the video to text which adds an article format to your video content.

Heck, down the road you can bundle numerous videos and PDF’s and sell them as a product or charge monthly access in a module-based learning environment (if you happen to be teaching a skill, as Paul does).

These tactics are universal. You aren’t limited to the music niche or even the how-to market. It’s all about maximizing ROI and squeezing out every drop of marketing muscle from your content.

Do you see the genius in leveraging each and every video this way after you upload to YouTube or add it to your site?

What would you add to this or are you already using these strategies?

Photo: racum


31 Responses to How One Man from the U.K. Generated a Flood of Traffic from Video
  1. Murray Lunn
    July 13, 2011 | 9:55 am

    Hey Jon,

    Great example of video marketing man.

    The company I used to work for originally hired me for video production. We ended up creating a bunch of tutorial videos for our products and a dozen of them really took off because we were the first to get videos up and they ranked well in search results.

    Last I remember, one video had nearly 150,000 views which is really remarkable because it’s very product related (especially for the business niche).

    Really shows you how powerful video is and that you can always get a lot more done if you start with the top down.

    Video > Rip audio for podcast > Text for blog post > PDF on doc. sharing sites, etc.

    Syndication at its finest :)

    • Jon
      July 13, 2011 | 9:13 pm

      You got it, Murray! I like the flow you added at the end; it’s smart to re-purpose your content you’ve worked so hard to complete.

      Great to see you here, I hope you’re enjoying your travels! Are you home yet? (did I ask you that recently? hehe)

  2. Paul Wolfe
    July 13, 2011 | 12:19 pm

    Ha ha – that pristine video studio pictured in your photo is nothing like the cluttered mess that I work in!

    Murray’s comment above shows you some of the ways you can leverage video – there are plenty of others. Although video is not a necessity for everyone yet – it’s not long before it will be. The sooner you jump on board, the better.

    IN fact I think the real reason you posted this was to force me into doing some videos for my One Spoon site! ‘Fess up Jon – I know you’re game!

    Thanks for the mention – I’m honoured and flattered.
    Catch you on the 30th!

    Paul

    • Jon
      July 13, 2011 | 9:11 pm

      Ok so maybe I exaggerated with the home studio ;)

      Yes, Paul. You know I’ve been bugging you about finding your rhythm with video for OneSpoon. You know how to work video man, it’s worth investing the time! You’re right, video will be a necessity and the sooner we incorporate it into our strategy the farther along we’ll be when the masses come to clutter up the space.

  3. Jk Allen
    July 13, 2011 | 2:42 pm

    Paul Wolfe is the man. When I think of him, I think of “talent”…(and not natural talent, Paul!)

    I knew that he had something big going on with his Bass site, but I didn’t realize that he had such a great video marketing thing going!

    Thanks for sharing the tricks of the trade here. Very valuable lessons learning right from underneath a pro.

    Thanks John!

    PEACE

    • Jon
      July 13, 2011 | 9:10 pm

      Jk,

      Hey man great to have you around here again. Paul is a fountain of solid marketing info man, definitely a great guy to share a Skype chat. Paul has a thriving community over there, he’s so busy running it he doesn’t have time to go out everywhere bragging about it ;)

      Thanks, Jk!

      • Paul Wolfe
        July 14, 2011 | 9:23 am

        Aw man – I’m blushing again.

        You’re right about the busyness….I need either a clone or a couple of paid content creators who’ll work for peanuts. (I’ve got a couple already…but they’re not quite old enough to enslave in my business. I mean employ. And before anyone takes umbrage, I;m talking about my kids!)

  4. Jeanine Byers Hoag @ Dressing My Truth
    July 13, 2011 | 11:09 pm

    Jon, you were really talking to me there, about not just uploading a video here and there on YouTube. And his example astounds me! I better get busy.

    And yes, that is a great idea! I usually just mention how to find my blog at the end of my videos, but can see the value now of sending them to opt-in pages, sales pages, etc.

    Thanks!
    Jeanine

    • Paul Wolfe
      July 14, 2011 | 9:21 am

      Jeanine

      Youtube can be brutal. You can’t wait until the end of the video to deliver a call to action.

      Here’s what I do:

      Intro: hey, it’s paul from how to play bass dot com

      Tell Them What They’re Going To Learn: In this video we’re going to learn the bass line to….(30 second intro – max).

      Call To Action: if you’re not already a member of my how to play bass newsletter, please click the link underneath the video and go to my website and subscribe (plus tell them what they’ll get for subscribing)

      And then go to your video.

      Paul

    • Jon
      July 15, 2011 | 12:49 am

      There you go, Jeanine! Sounds like you’ve been inspired. Now all it takes is some action – you can do it I know you can.

  5. Sarah Russell
    July 14, 2011 | 8:31 am

    Nice tips, Jon! Video marketing is something I’m trying to incorporate into my website, but I’m a long ways from having that kind of kick ass studio or the production value Paul has.

    Definitely something to aspire too, though! :)

    • Jon
      July 15, 2011 | 12:51 am

      Soon enough, Sarah, soon enough. You’re doing well practicing now and gaining momentum.

      The green screen and lighting is definitely on my list of toys but camera and a nicer mic for the podcast come first.

  6. Hi Ian,

    Really good stuff here. It sounds like he uses the same techniques many bloggers use on their blog in order to grow their list. Premium content is a great idea. Better not encourage me too much in that idea or I’ll start charging my readers to see the last episode of my short stories. :)

    Lou

    • Jon
      July 15, 2011 | 12:53 am

      Haha, the way you leave those cliffhangers I imagine you’ll have a few people chomping at the bit! Or ticked off. Hey, a little scandal can get attention :)

  7. Adrienne
    July 14, 2011 | 11:53 am

    Great takeaways from that mastermind session. Little did Paul know he was bait for one of your posts. I knew he was talented, I love his blog, but I had NO idea he had the rest going. I bet he’s a master on that bass too.

    Glad Paul shared these with you Jon and he’s right. A little plug here, turn that into some great content and you are well on your way. Consistency is the key. That I do know for sure.

    Thanks Jon, oh and Paul too! :-)

    Adrienne

    • Jon
      July 15, 2011 | 12:55 am

      That’s funny – he was bait! True I suppose.

      You certainly know a thing or two about consistency, Adrienne. You’ve been showing up everyday for years in this space – keep rocking it. Maybe you have a few videos to create on the books??

      • Paul Wolfe
        July 16, 2011 | 12:55 pm

        Adrienne

        Here’s another important lesson that I’ll write about in detail on One Spoon at a future date.

        If you asked me where I was as a bass player on a scale of 1 to 10 – my honest appraisal would be a 4 (maybe a 5 on a good day).

        There are literally thousands of people who toast me on the bass – but very few of them have created a 6 Figure business teaching bass guitar. (Disclaimer: My business is not 6 figure yet – either this year or next year it will be!).

        And a lot of these better bass players forget what it’s like to be a total newbie or a 1 – and their lessons are aimed at people like me and NOT newbies.

        My lessons are aimed at newbies….and for a certain kind of newbie they hit the spot. And hit the spot well enough to build authority and trust.

        And with authority and trust the decision for them to buy some of my courses or ebooks or other products is much easier.

        That’s the really powerful lesson here – you don’t have to be a ‘guru’ to teach newbies. In fact it’s sometimes easier to not be cursed with too much knowledge because you can remember the frustrations of the ‘newbie mindset’ and cater to those.

        In any field you can do well doing this.

        HTH

        Paul

  8. Jayne Kopp
    July 14, 2011 | 10:00 pm

    Hi Jon, excellent tips on ways to maximize marketing using video.

    I am prompted many at time from my coach to keep adding content to my video channel. I have not done so for quite some time.

    I have to admit, my camera has been on the blink, but still not a good excuse considering the price of decent equipment these days.

    Your post came at the right time for me. I will definitely have to take your advice.

    Thanks Jon for your informative and encouraging posts as usual.

    Jayne

    • Jon
      July 15, 2011 | 12:56 am

      You’re welcome, Jayne. Paul inspired me and he’s vlogging proof that a well stocked channel creates the opt-in funnel a site needs to build a rock solid membership. Yes, equipment is very reasonably priced these days – I’m going to go shopping soon.

  9. Rachael Slorach
    July 15, 2011 | 12:06 am

    Hi Jon,

    These were some great tips you got from your friend. It is the same with most things in building a business – consistency, having a marketing funnel and leverage!

    I hope to get into videos by the end of the year so thanks for passing this info on!

    Rachael

    • Jon
      July 15, 2011 | 12:58 am

      Welcome, Rachael!

      Consistency is so important. It’s tough in the beginning when the rewards are minimal (or non-existent) but we just have to stay the course. It’s amazing what kind of traction you gain over just 6 months. Get those videos going – I will too :)

      • Paul Wolfe
        July 16, 2011 | 12:45 pm

        @Rachael

        Think of your self as a ‘TV Show’ for your blog. Set a day of the week and a time. And publish every week to a consistent schedule.

        Over time the compound interest effect of that consistency will kick in.

        Paul

  10. Dr. Bob Clarke
    July 15, 2011 | 7:27 am

    Hi Jon,

    I’ve known for a while that video marketing is huge and only going to get bigger, but have not been consistent in my video creation. Now I will take a fresh look.

    I love the idea of linking videos directly to an optin page or a sales page for premium content. I hadn’t thought of that, but it makes perfect sense.

    I also love the idea of including a PDF transcription of the video. Sometimes I am in a place where I can’t easily watch a video, but I will print out a PDF and read it over lunch.

    Thanks for revealing these strategies here, Jon!

    • Paul Wolfe
      July 16, 2011 | 12:41 pm

      Bob

      You need to be careful on YouTube when linking to Sales Pages….never forget that YouTube is a Social Media site. Being overtly commercial is one way of getting your account suspended pretty quickly….instead focus on providing great content, driving people to your webiste for more great content. And sell them at your website.

      Paul

  11. Catarina
    July 15, 2011 | 10:11 am

    Great suggestions Jon & Paul.

    However the main thing is to only use professional made videos. The home made videos people make and use on their blogs are so embarrassing. A nicely designed blog with intelligent content falls to pieces when such a video is posted. On top of it they are usually 10-20 minutes long.

    • Paul Wolfe
      July 16, 2011 | 12:40 pm

      Hey Catarina

      I agree that you should strive to make the best videos possible – but you don’t need to have professional videos to succeed.

      What you have to do is aspire to the quality that people are used to – and on YouTube it’s NOT professional level video quality that’s the norm.

      Here are the crucial factors (IMO:

      1) Reasonable Lighting
      2) Good camera
      3) GREAT Audio
      4) Great content

      Put those together, and optimize it in the right way and YoUTube will serve up a constant stream of subscribers and potential clients.

      It’s not only true on Youtube either. Three words: Blair Witch Project.

  12. marquita herald
    July 15, 2011 | 8:13 pm

    Excellent article Jon – I jumped over to take a peak at one of Paul’s video’s and was stunned to see there are 268,000 videos on how to play a bass guitar! He must have some pretty powerful keywords to get found in that crowd. Great tips, especially the importance of posting good content consistently – that really makes sense.

    • Paul Wolfe
      July 16, 2011 | 12:42 pm

      Hey Marquita

      It’s not just the keywords – it’s how you deploy them! And a whole host of other tactics! I’d tell you more….but as that info is going into a subsctantial Online Video Course I’m afraid I’ll have to leave it for now!

      Paul

  13. Extreme John
    July 16, 2011 | 2:45 am

    This is really very helpful article about video marketing. I am actually in the process of using Youtube videos to promote products and my sites. And these tips are just great for me to grow my productivity and efficacy in promoting my business. So thank you so much for sharing this Jon.

    • Paul Wolfe
      July 16, 2011 | 12:44 pm

      John

      Be careful when using YouTube on how overtly commercial you are. There was a recent slew of high profile suspensions in the ‘make money online’ space on Youtube.

      I prefer to provide great content, drive people to my website to subscribe to my newsletter, and then market to them via traditional email methods.

      Get it right and it works well.

      HTH.

      Paul

  14. Rowena Bolo
    July 20, 2011 | 9:22 pm

    Hi Jon,

    Thanks for sharing how Paul Wolfe has successfully used video marketing. I completely agree that no matter what the niche is, we can definitely tap into the power of YouTube (of course, being mindful that we don’t become overtly commercial as Paul mentioned).

    I’ve read Paul’s reply to Adrienne’s comment, and I couldn’t agree with him more that instead of aiming to be a 6-10, there are always newbies who would resonate with us, since we are always a few steps ahead of the newbies (read: we don’t have to be of guru status! :) ) That’s very encouraging!

    Thanks Jon and Paul!

    - Rowena

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