Hello everybody, I believe we are live, give me a moment, I'll make sure everything is working fine. And those of you watching online, if you are receiving me, and hearing me fine, then please put in a little yes in the comment box, but I know that you guys can hear me fine, but I believe everything seems to be in order.
It is, so we shall get started. Brilliant. So hello, and a very warm welcome to today's YouTube live stream, my name is Uzair, and today is the 7th of July, and it is five o'clock in the UK. Hope you're staying well, and safe wherever you are in the world. So we've gone through lots of Google Ads in the last few weeks, today I'm going to do a little bit different, and we'll switch our attention to video marketing.
How you can take your business to the next level, using videos, and what you need to be able to do live streams like this one. What you need is obviously a little bit of equipment, some software, and a fast broadband, and internet. Absolutely. I'm going to share with you my setup. First of all, all of the hardware, and then what happens after we have created the live stream, what we do afterwards, share with you our workflow, where we have a team of, I believe, seven or eight, and they kick into action, and put out our videos all over the internet.
Okay, so I'm going to go on the photograph, which is my desk over here, so I'm standing here right now. The desk is one of those stand up, go up and down desks, and if you haven't used this, I would highly recommend you do. I recently got this and it's really good, I love it, and it makes a huge difference to my workflow, because I am not sitting on the chair all day long, and getting backache.
I switch between standing, and sitting, every half an hour, or an hour, or so. And I like presenting standing up, obviously whenever I've done presentations, and seminars, and workshops, I've always been standing. Much more comfortable, and I believe it's a lot more natural when you are standing up, rather than sitting down, and trying to present yourself. So I've got an L shape desk, as you can see, so I've got plenty of room and space.
So my main computer is my iMac, so I got this recently and it's pretty fast, I'm absolutely loving the speed of it. Attached to that iMac, I've got two 4K LG monitors, which also have got great quality, and if you are into photography, and videos, and color is important to you, especially when you are editing, and retouching, then you need to have decent monitors or screen.
I did not have this setup about three, four weeks ago, I only recently upgraded to this setup. And here's why I've upgraded to two monitors over here is because, when you are live streaming, you need to have a fair few amount of screens opened up; so you can keep an eye on pretty much everything on the monitor, which is on my right hand side.
And the one which I'm pointing to right now, this has got the OBS software. So for YouTube live streaming, you need to have what they call an encoder, so that piece of software is going to talk to the YouTube live stream app, which is on my left hand monitor. So I need to switch this one on, connect it to this one, it has got a little streaming key, which I take the key from here, from YouTube and put it on there, and then they talk to each other.
And then I start, and stop my live stream, from here. Then I have my main iMac, the screen, which I'm presenting to right now, so you will see me in the bottom right hand corner of the screen, and the screen behind me is the, obviously my monitor. Behind me is the wall, which I've painted completely green, as acting as a green screen.
So I don't need to bring in my green pop ups, or the background, every time I need to create a video, because I create these videos on a very regular basis, and it's much easier to just paint this on the wall behind you, completely as green. And that wall is set up with two lights, so one is over here on my right, and then the other one is on the left hand side, both pointing at 45 degrees, and when you are doing green screen, lighting is extremely important.
And the other thing which you need to have, is a fair bit of space, because if you are too close to the background, these background lights will fall onto you, and also it will reflect off the background, onto you, creating a green cast, or a green shadow over you, and around you on your shoulders etc. So have a bit of distance if you can, I know it's not always possible, but in an ideal world, you want to have a fair bit of distance, so that it is seamless, and now we can see that the green screen cut out of me, is quite clean.
And the reason it is so clean right now, compared to my previous videos is, I used to use a Logitech webcam, which is over here sitting on the iMac. These ones are good, but they're not brilliant, and they will not, I mean, once you see the quality between a webcam, and a DSLR, it's chalk and cheese. you it's a good start you can buy this for around hundred dollars but you will not get the quality which you will get off a dedicated DSLR camera, or a mirror-less camera.
So I've got a Nikon D800, which I plugged it into my iMac, now to plug any cameras into your computer, so right now the camera is recording, or filming me, and then the signal is going through the camera, into the iMac. So you need to have a connector, which converts the, obviously the signals from the camera, into the video signal into, for the computer.
So you can get something like a cam link, or a black studio, a mini recorder, so I personally use a black magic mini recorder, and once it's set up, it works pretty much, you know, as it should, it's fairly straightforward. There is a little bit of a learning curve, in the beginning, you may be pulling your hair out, like I always do, but then I've got a phone a friend, a very dear friend of mine, Martin.
I'm not sure if he's online or not, but yeah, he is my go to guy, the techie guy, any problems I have with my audio, or video he sorts it out for me, so you need a few friends like those. The other thing which you will also need is, a continuous power for your camera, so you don't want to be running your camera from that little battery, because that battery can run out any time, and it probably will run out during a live session.
So what you need is, every camera manufacturer has got like a dummy battery, you inserted it into the camera, and then plug into the mains power, so the camera is now operated through the mains power, and not through its little battery. But that's the camera over here, which is just sitting right above my iMac, and then I've got a Rode NT microphone, which is just over here to my left.
So the quality of the Rode microphone is pretty good, very good in fact, and you need to have a professional quality microphone, so this is a USB microphone, you can plug it straight into the computer. And then we, I use the OBS over here, where you can set up some filters, to clean up the audio. So things like reduce the background noise, and things like that.
But you will find that a lot of people also use a dedicated mixer, which I might get, sometime in the near future, to improve the quality of the audio even more. Okay. So I've got my OBS on my right hand side, I've got my YouTube studio screen over there, so I know that everything is working fine, I'm looking at my iMac straight up, and then the camera is right above it.
To address you guys, and look at you guys, and this is how we run the live stream. Now I've got a MacBook Air over here, or sometimes I use my iPad pro, so this one, I'm using this as a visual, so that I can, for two things, one is the comments. So anyone who puts in a comment or a question, I can see over here, and also I can see that everything is working fine, when the video is, the live stream is running, I can see myself over here as well.
The only thing you need to consider, is there is a delay of about, I believe, 10 to 15 seconds or so. And this is what we, I have on my desk, I've got a little scanner here, which we use to scan all the paperwork, so I try, I tend to keep a paperless office, and everything is scanned into Evernote, and Google drive.
And that is pretty much my setup, on my left hand side, I've got a bit more space for a studio, when we do our video shoots, and headshots, and things like that. Right now, we're just redoing it completely with some new kit coming through, so it's a bit of a mess, but once it's up and running and live, then I'll do a little set up tutorial, as to what we've got, and what we use to create our videos.
Okay, now we, once I've finished all the, and obviously you can see the light at the top. Lighting is extremely important, I'm using a ring light, and it creates a pretty much a shadow-less lighting on me. And also the other thing, which obviously, if you are very fussy about lighting, and videos, and photography, the light from the monitor also lights you up, so it's always a bit of a challenge, as to what lighting I want on me.
But this is, we're not trying to create Hollywood production, quality movies, these are, you know, I would like to say a pretty good quality, we do our tutorials on YouTube. Okay. So once the live stream is done, then we have, it's not, the work is not finished, in fact the work literally starts, for me the work finishes, then my team takes over, and does all the things behind the scenes, which nobody else sees.
And everybody thinks that it's fairly straightforward, that these things happen automatically, but it doesn't, there's a lot of work involved, a lot of hard work, planning, systemization, and to do what we are doing now, it needs to have a fairly robust system, and processes, without that we cannot scale. Absolutely not, because I learned this the hard way, well everybody has to learn this the hardware, because until you don't do it, you will never know what is happening, and how to grow your business.
And the first thing you need to do, is do it yourself, and I've done this for two years, since I started my YouTube channel, and video marketing, well, just over two and a half years now. I used to record, edit, then put up all the videos on Facebook, and Instagram, and all of these places. I'm going to show you in a minute, what we do now, because it is grown quite a lot, and if I was to do it, then it will take me at least four hours, five hours for each video which we put up.
So now we have a rotation going, and we are probably working on at least 10 videos at one time. And they're all in the calendar scheduled, and it works like clockwork. Okay, so let's go into our Asana, which is our workflow tool, but I'm just looking at the comment box, there aren't any questions so far, so that's fine.
If you have any questions, now is the time for you to pencil something in, anything about video marketing, Google Ads, digital marketing, or anything which you may be struggling with, or you are a snookered with. All right, so now we use, we go into Asana, we used to use Trello before, but when our team was small, maybe, well, when a team of one it used to work really well, one or two, but now I think we've got nine, I think.
So it's growing, and we've got one more team member joining on board from tomorrow, so this is our systemization. Why is this not scrolling? Okay. Yeah of course, I'm right at the bottom. Okay. So then we have all these team members, and you will see that you won't see my headshot, or my name in here, because my work is done.
I plan these sessions, and I presented, created the video, and now the team takes over. So we go into, you know, creating Google sheets, and the folders, instructions to our video editor. Then we've got some more admin jobs to do in there, and you will see that each task, has got sub-tasks, so this one has got five things to do, three things to do, five, five, four.
So if I were to go and do one of these, and then you can see that we need to enter the URL, Google sheets calendar, all of these things needs to be to be done, and same here using subvideo titles, and so on. So this is a template, and all we would do then is, we'll copy this template when we get a new video.
Every video, I mean, these live stream videos are around 30 minutes long, so we then chop them into smaller videos of 2-3 minutes, and create more videos out of it. So we are repurposing the content, and creating more content to push out on social media, and the internet. Then we've got all the transcripting, creating text files, which we need to put up, and upload everywhere, graphic design, the cover image for these, then we put up on WordPress, YouTube, what we need to do when we upload to Facebook, we have a list, and a checklist; so the consistency of work is very critical and important.
Then we put up on Instagram, Pinterest, Google posts, LinkedIn article, LinkedIn post. Then we have a SFD, SF digital LinkedIn page as well. So the same content is being pushed out to many channels, daily motion, tumbler blogger, wordpress.com, medium, Quora, all of these bases, and also a lot more, which is for the SEO of all these videos, and blog posts, which will happen, which is on another of our Asana cards.
So to be able to scale your business, you need to have systems, and processes, even if you are a one man band, or a person, that's fine. Create these systems, because then you will be able to grow very quickly, I used to do all of these, you believe it or not, all of these I used to do it myself, and I've done the long graft, and the long hours, but I was adamant that I need to grow this business.
And secondly, be able to scale, so if I'm struggling to scale my own content, how can I get content or work from other clients, who want to do something similar? We have systems, we have processes, we have people in place, and we can scale. And this is how you want to be able to set up your, no matter what you are doing, just set up your checklist, and that's all you need to do.
The thing which I make, which I would recommend, and say is, don't make things very complicated, keep it simple. But some of these tasks are dependent on one another, because if somebody hasn't done this bit, they cannot go onto this one, so these sort of things keep things very systemized, and super simple. Okay. I'm going to go onto the comments and questions, see what you guys have put up, and answer them for you.
So I hope you like the setup, and it's good, I enjoy working, I've got my system, the way I want it, absolutely enjoy working. And I love my work, so you need to have your computers, your lighting, your desk, all these little things, which does matter, and try to buy the best you can, you know, not everybody can buy the most expensive stuff.
And you do your best, and get organized, especially over here, so these monitors are on these little, you can see just about, on these clamps, so they are set up, right above, and so the desk space is plenty for me to be able to do work. Okay, so now obviously I'm looking at my iMac, to read the questions you guys have put up.
Karthik, I hope I've pronounced it correctly? "Can you please help? How can I stop display ads to be shown in mobile apps?" Yep, the only way you can do that is through Google Ads, editor. I've got some videos on this, in our playlist, on our channels, if you just search for them, Google as editor, you will find it.
That's the only way, Google has taken out that facility, to stop running ads in mobile apps, through the interface, so you can't do that anymore, and once you go into editor, you can stop your ads showing for the GDN campaigns. Thank you, MS (inaudible) for your comment, I'm glad you liked the videos. Okay, Hello Adam, "Would two months data for a text ad campaign be enough data, to switch over to TCP, or wait until you have conversions in double figures." Yeah, 15, I tend to go for 15, usually, around that number.
If you can get those 15 conversions in seven days, then switch it over, If it takes you three months, then switch it over. But this is what I always say, try it, you know, copy that same campaign, and run one on manual, one on TCPA, right off the bat, with zero data, and see how it starts to perform.
If you do that, the TCPA campaign is going to go into the learning mode for a few days, sometimes seven days go by and it still is trying to learn, and you might get frustrated, and so can your customer be, because they might say, Oh, why we're not getting any impressions, or clicks. So once you have conversions in your account, what you do is you copy that main campaign, but switch it, use that as the TCPA campaign, don't go make the new one, because the new one will have zero data.
If you want to run two campaigns, one on manual, and one on TCPA, and we do this quite often. Because if I lose out in the TCPA auction, then I've got that manual one to hopefully get ranked, and you'll find quite often, both of them run really well, and work really well running together. So if one loses out, the other one can potentially go into the auction, and get that impression click, and the conversion.
Okay, (inaudible) "I have a website and the bounce rate is very high, how to fix this?" Well, if you have a high bounce rate, and I covered this, I believe last week in one of those videos, that it's not a good thing, or a bad thing, either, it depends on what you have on that page. If you are offering me something, and I come to your page, and I get that solution to my problem, I'm going to go away.
But as long as I have got that information or that solution, then the bounce rate will be high, because you're not asking me to do other stuff, or go to other pages. What you want to do, is to look at the level of engagement, and not just look at that bounce rate. So if you are getting traffic to your website, and they're staying for 60 seconds, or two minutes or so, then that means they are engaged.
They are consuming your content, they are looking at, they are watching the video, or whatever, but to reduce the bounce rate, what you need to do is, to set up goals and event tracking through Google analytics and tag manager. It's very simple, well I say very simple, simple when you know how, but it's fairly straightforward. If I come to your website, and I click on a video player, and watch the video, I scroll to the bottom of the page, I'm consuming your content.
I potentially may click your social media, a like button, or share button, I have taken all these actions on your website, but I will still be classified as a bounce, because I did not go to some other page. But I haven't bounced, I have engaged, I've been on your website for three minutes, or more perhaps, so you got to set up these micro goals, and then you'll be able to see that the bounce rate will definitely go down, and you will be able to see your correct, or the accurate level of engagement on your campaigns.
Thank you John Brandon for your comment, appreciate that. Thanks Adam. Okay, John, "How many different social video channels do you post your videos?" As many as we can. Facebook, Instagram, Pinterest, Twitter, LinkedIn, Quora, and Medium, if you consider them as social media or not, but as many as you can, Blogger WordPress. The more you push out, the more your name is going to go, but the thing which I would also say is, and I used to do this before, but now we've changed it.
Don't put YouTube videos on Facebook, and Instagram, they don't like each other's videos being posted from other places. What you do is you upload that video onto its own, so it's a Facebook video, or an Instagram video. As long as your brand is out there, I know we will not get multiple views from external sources from YouTube, compared to if I was to put my YouTube video on Facebook, and I'm getting views over there, it will be counted on YouTube, right?
Facebook doesn't like it, not one bit. So don't do that, just put up your Facebook videos on there. But some, when I'm promoting my live stream, we have to put that link to YouTube, but if for your own sake, I would say put up the recent video, and upload them to all these channels. Kartik Subu. Yes, it is, It is Google Ads editor, that's right, that's free to download, and it's one of the best tools you can have, to manage your Google Ads campaign, and workflow.
Hello, Rory. I've just finish work, okay. Glad I managed to catch the end, I'll have to go back and watch the rest. Yeah, by all means, you can watch it as always. And thank you everyone for being here today, I hope you enjoyed this session. I'll be here, back online tomorrow at five o'clock UK. Hope you can join me, until then goodbye, and stay safe.
