Create videos, not for reach but for a very specific Google featured snippet – William Schultz

William Schultz, a Youtube video marketing expert was born in Minneapolis in an Engineers’ family.

He was very interested in the field of Sales & Marketing since his childhood and after completing his graduation in Marketing, he started his own photo/video production agency.

After running it for 3 years he sold the company and joined as a Lead Video Consultant in IMPACT Company.

Read on to know more about him, his Youtube video marketing tips and his Film School for Marketers.

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1. Tell us about your life journey, William?

I was born and raised in the suburbs of Minneapolis, MN. I had always been a very outgoing child that was looking for attention from teachers and peers alike.

Both of my parents were electrical engineers that emphasized rigid processes and logical decision-making. When I graduated high school, I had a serious professional interest in sales, marketing, and entrepreneurial ventures.

Although I had passions for film and music, I never really compartmentalized those trades as being professional paths forward until after college.

I graduated from business school with a major in marketing and started my own photo/video production agency with my college roommate. He and I both had a craving to see what we could make of ourselves independent of an employer.

Within 3 years, we had a team of 10 people on our payroll creating photo and video content to showcase the real estate professionals and their hotels, apartments, and homes.

After selling the company, I looked for a new medium of education where I could learn to teach or consult midsized businesses on how to be more effective with their content creation.

IMPACT was the perfect-fit employer to begin to hone my consulting skills and work on my personal brand as a Video Consultant.

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2. What is your thought process behind ‘Film School for Marketers’?

Film School for Marketers started as a community made up almost entirely of previous video consulting clients of IMPACT. We wanted a place for our clients to collaborate and share ideas on how to execute their own video strategies better.

Now, it’s become a terrific “starting place” for small and mid-sized business marketers that want to start their own education on how to leverage educational videos within their own organizations.

Often, it’s a great gateway into working with IMPACT, once the realization hits that there is so much to become competent in to execute insourced video properly. The learning curve can be quite long, particularly for larger organizations.

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3. What are the best tips for marketers to leverage Youtube?

There’s more competition than ever to make content that stands a chance on YouTube. With more than 500 hours of video being uploaded EVERY MINUTE, the best thing you can do is go as niche as possible.

The more long-tail that a business goes with its YouTube content, the better of a chance it has at not getting lost in the shuffle.

I always tell my clients to create videos, not for reach or exposure, but rather to hunt for a very specific Google featured snippet. And I say this for a few reasons:

One, because you should only be creating videos about something that’s already being actively searched. There’s no time to try to create quality “stumble on” content.

Two, because YouTube and Google are slowly becoming more and more assimilated into one big search engine mesh. With video consumption now being 80% of total web traffic, many questions asked to Google have a YouTube video as the “best” answer available.

Three, this reminds viewers to go niche and create video content that answers some of the few long tail questions yet to be properly addressed online.

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4.  How one can repurpose his/ her Video content?

There is no shortage of ways to repurpose videos. From video memes on social media to snippets created from long-form videos, to voiceover versions or montage b rolls of older content, there is ALWAYS more value to be soaked out of previous videos.

People forget that not everyone has seen their video just because it was already published in one spot.

The key to an effective video has to do with the right people seeing the content, and there are always more ways to reach new right people, even if some viewers are redundantly hit by information.

We also use a tool called Repurposehouse.com to make the internal processes easier for our team to get more value from each video.

Finally, finding ways for sales/service teams to use video content within their processes more easily is one of the best ways to get the most value from each piece of content.

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5.  How marketers can categorize the types of video content for their business?

I train businesses to make three pillars of videos for their sales & marketing initiatives:

1. Search Engine Videos: Videos that are formatted to be easily searched by prospects on Google/YouTube with keywords that are actively being searched for.

These are hosted on YouTube and are meant to educate and build trust with prospects that don’t yet know your business.

Their purpose is to drive traffic to your website.

2. Website Videos: Videos that live at the top of specific web pages for prospects to watch while exploring your website. The objective of these videos is to lower the bounce rate for each page and give more of an intentional path, or sequence of information.

These videos turn your website into a “choose your own adventure” game of video content. Their purpose is to convert existing web traffic into sales or conversations with sales teams.

3. Sales Enablement Videos: Videos that are used at specific points of the sales process after a prospect has made themselves known to an organization.

They are typically sent in 1:1 format, usually by email, and educate prospects about given stages in the sales process.

Their purpose is to close sales conversations faster and more often by streamlining the pre and post-sales processes with video.

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About Vidsaga

Vidsaga is a global marketplace for Organisations to create Videos. Consider it as “Upwork/ Fiverr for videos” with Creative script writing and professional project management.