Tom Breeze has made it his duty to educate people on the massive potential of YouTube advertising. He was inspired to spread the word after the roaring success of a video advert he created for his previous therapy/self-help business. Having never done video advertising before, he uploaded his own advert to his site, and was amazed to see his lead conversion rate go up from 7% to 22%.

Since then he has created over 1,700 video ad campaigns and has analysed the data from every single one of them, so he certainly knows what he’s talking about! You really must listen to it, but if you’re still not persuaded, here is a sneak preview of some of his best advice:

** Video doesn’t have to be complicated, in fact sometimes the opposite is better. An honest and down-to-earth description of why something is good can be a lot more effective than a contrived sales pitch.

** Don’t forget, YouTube is not merely an entertainment resource. More people than you think are researching products/services on YouTube.

** It’s always the ‘right time’ for the buyer on YouTube, because they’ve just proven they’re keen by typing in a particular search term.

** When you’re starting out it’s best if you create a campaign that can quickly turn leads in to sales. A long lead time between initial traffic and the possibility of buying will make it very hard for you to measure your progress effectively.

  Think of YouTube as a place where people go window shopping, but a place where there still are not all that many shops.  Youtube advertising is so often overlooked in the marketing mix, so there is a great opportunity to make a real impact. In this episode of Business Brain Food you will learn:

** The ‘four p’ formula

** What an Indisplay ad is

** How to use key phrases to your advantage in YouTube searches

** The most effective use of skippable, pre-roll ads

** The optimum length of video ads

  Resources mentioned in this episode:

** Leave feedback on this podcast and receive a free business coaching CD from Ben.  Winners are also entered into a draw for a DVD pack worth 500 AUD.  Email screenshot of your feedback to: ben@actioncoachanz.com

** Tom Breeze’s personal website (http://www.tombreeze.com)

** Tom’s Agency, Viewability (http://viewability.co.uk/)

** One-on-one 90-minute business assessment with Ben (http://www.businessassessment.com.au)

** Facebook (www.facebook.com/businessbrainfood)

** Business Brain Food Facebook Group (www.facebook.com/groups/businessbrainfood)

** Twitter (https://twitter.com/bfewtrell)

** ActionCOACH (http://actioncoachanz.com/itunes)

** ActionCOACH (http://actioncoachanz.com/stitcher)

  Remember, Tom has done 1,700+ campaigns in his time, so if he says there’s a gap in the market that can be exploited on Youtube, you should believe him!  Don’t think that you don’t need video advertising, and don’t think that it’s going to be too much hassle to pull it off.  Get cracking with it today! Also, if you are enjoying these Business Brain Food podcasts, then make sure to share them via social media sites or email the links to family and friends. A lot of time and effort goes into producing each of these podcasts with the goal in mind of the more people we can inspire about business the better. You can help us do just that! Until next time, have a profitable day. Cheers, Ben Fewtrell (02) 9111 5000

Mark Schaefer is an absolute guru when it comes to social media. Having worked with numerous Fortune 500 companies over a number of years, he left the corporate world to indulge his obsession for sharing his knowledge with others, as a lecturer and author of six different books.

In this week’s podcast we are lucky enough to hear Mark giving us a sneak preview of his new book, The Content Code. Mark was inspired to write the book when he kept being asked the same questions from business owners, i.e. How do we get started? How do we create the strategy? How do we respond to negative comments? How do you measure all this? Here are some useful snippets:

** You can’t have a digital strategy unless you have a marketing strategy.

** Can you easily complete the sentence “only we….”? If you can’t, then you don’t have a strategy.

** Don’t be a slave to the different social mediums. Think first what the best kind of content is that you can create, and then find the platform best suited to delivering it.

** Zone in on who is sharing your content and tailor your output for them and people like them.

** It’s not all about traffic! Interaction is the key.

  By 2020, the amount of info on the web is expected to increase by 500%, so it is vitally important to focus properly on your content in order to stand out. As Mark puts it, “the rules of engagement” with the public are changing almost daily, but the main social platforms do not change regularly, so businesses should not be intimidated by all of the different choices out there. A working knowledge of the two or three most useful social platforms for your business is all you really need. In this episode of Business Brain Food you will learn:

** What makes a social media channel popular

** How a business works out where their customers are

** The future viability of blogging

** How to get your content seen and shared

** The ‘alpha’ audience

  Resources mentioned in this episode:

** The Marketing Companion Podcast (http://www.businessesgrow.com/podcast-the-marketing-companion-2/)

** Content Code Audiobook. You can get it for free from Amazon by signing up to the Audbile Book free trial (http://www.amazon.com)

** Mark’s website (http://www.businessesgrow.com)

** Business Assessment free tutorial (http://www.businessassessment.com.au)

** Facebook (www.facebook.com/businessbrainfood)

** Business Brain Food Facebook Group (www.facebook.com/groups/businessbrainfood)

** Twitter (https://twitter.com/bfewtrell)

** ActionCOACH (http://actioncoachanz.com/itunes)

** ActionCOACH (http://actioncoachanz.com/stitcher)

  Every business needs to understand social media, but more importantly; they need to understand how people are using it to interact with their business. If you believe a man of Mark Shaefer’s experience, this is not as difficult as it sounds…… just buy a book and you won’t go far wrong! Also, if you are enjoying these Business Brain Food podcasts, then make sure to share them via social media sites or email the links to family and friends. A lot of time and effort goes into producing each of these podcasts with the goal in mind of the more people we can inspire about business the better. You can help us do just that! Until next time, have a profitable day. Cheers, Ben Fewtrell (02) 9111 5000

Steve Hui is the leading authority on optimising credit cards for frequent flyer points. Dubbed “The Points Whisperer”, his company I Fly Flat helped his customers spend 125 million points in 2015.

Steve was inspired to start the business when he once flew business class and decided that he wanted to do it more often. He realised just what was possible by earning loyalty points on credit cards. He then advised his friends to switch credit cards and cash in on the benefits. When none of them took him up on the advice, he was frustrated enough to create his own company that helps people use points that they don’t know what do with, as well as pointing people in the direction of the right cards that will earn them the most points. They can then look after the entire flight booking process. The highlights of Steve’s story were:

** Starting a business where there is no existing market is worth the risk (he has no competitors)

** Businesses should use their credit cards to pay their suppliers – they can even pay their rent with it

** Using a credit card to pay monthly bills can pay your supplier immediately, but still give you 30+ days of credit

** By spending as little as 60,000 AUD, you can get free business class flights

** He received a great boost from media coverage, but wrongly thought that his company wasn’t interesting enough to be covered in the media. He advises anyone to have a media strategy, whatever their company

In this episode of Business Brain Food you will learn:

** How to decide which credit cards are best for you

** How many points you will need for certain flights

** Strategies to achieve flight upgrades

** The concept of ‘remarketing’

** The 95% rule

** The pros and cons of using a marketing agency

Resources mentioned in this episode:

** I Fly Flat website (http://www.iflyflat.com.au)

** Facebook (www.facebook.com/businessbrainfood)

** Business Brain Food Facebook Group (www.facebook.com/groups/businessbrainfood)

** Twitter (https://twitter.com/bfewtrell)

** ActionCOACH (http://actioncoachanz.com/itunes)

** ActionCOACH (http://actioncoachanz.com/stitcher)

If you are using your credit card for regular purchases, you might well be entitled to significant frequent flyer points. If you are not using your credit card for regular purchases then you should, especially if you are a business! Also, if you are enjoying these Business Brain Food podcasts, then make sure to share them via social media sites or email the links to family and friends. A lot of time and effort goes into producing each of these podcasts with the goal in mind of the more people we can inspire about business the better. You can help us do just that! Until next time, have a profitable day. Cheers, Ben Fewtrell

Facebook marketing is something that every business could benefit from. This week’s guest Greg Cassar shares his online marketing expertise with us, offering some of the tricks of the trade to make your facebook campaigns stand out from the crowd. This is actually the second time Greg has appeared on the show (see his last appearance here: http://actioncoachanz.com/bbf-071-how-to-get-more-leads-customers-and-sales-with-digital-marketing-expert-greg-cassar). We decided to invite him back because the feedback from his last show was so darn good; so keep reading for a brief summary of Greg’s no-nonsense take on facebook marketing.

If you are uncertain whether Facebook is the right medium for you, then Greg will have changed your mind by the end of the podcast. Here are some of the main reasons why Facebook marketing is so powerful:

** Facebook is a more targeted form of marketing than banner ads

** Greg believes there has never been a better time in history to position your brand, and Facebook is one of the main reasons for this

** Every time someone clicks ‘like’ or they share or comment, Facebook logs this as part of an intelligent database that can be used when you buy Facebook advertising

** For no more than 20 AUD per day, you can run a very advanced and targeted advertising campaign

** By just changing an ad’s image, you can hit way more people

** Running a wide range of adverts is very easy on Facebook

The phrase that Greg keeps referring back to is “perpetual motion”, i.e. whatever marketing you do on facebook, make sure it is part of a consistent flow. A surefire way to waste money is by spending big and then pulling the plug. Facebook will also give your ads better priority if you’re consistent. Another important thing to consider is your mindset when analysing a campaign. If a campaign goes badly, don’t take it personally. See each advert and each campaign as an experiment, but an experiment that is always effective enough to give you the data you need to make your next marketing decision

In this episode of Business Brain Food you will learn:

** Why you should market on Facebook

** How ‘big data’ is set to shape Facebook marketing in Australia

** The different ways of advertising on Facebook (there are a total of 15 different advert types)

** The concept of ‘remarketing’

** The 95% rule

** The pros and cons of using a marketing agency

Resources mentioned in this episode:

** For a one-on-one business assessment (http://www.businessassessment.com.au)

** Greg’s website (http://www.collective.com.au)

** Podcast Addict for Androids (https://play.google.com/store/apps/details?id=com.bambuna.podcastaddict&hl)

** Facebook (www.facebook.com/businessbrainfood)

** Business Brain Food Facebook Group (www.facebook.com/groups/businessbrainfood)

** Twitter (https://twitter.com/bfewtrell)

** ActionCOACH (http://actioncoachanz.com/itunes)

** ActionCOACH (http://actioncoachanz.com/stitcher)

Remember, there are 1.5bn people on facebook worldwide (18m in Australia), so unless you want to miss out on a load of potential leads, you simply have to understand the brilliant marketing opportunities that facebook has to offer, and who better to teach you than a straight-talking Aussie called Greg? Also, if you are enjoying these Business Brain Food podcasts, then make sure to share them via social media sites or email the links to family and friends. A lot of time and effort goes into producing each of these podcasts with the goal in mind of the more people we can inspire about business the better. You can help us do just that! Until next time, have a profitable day. Cheers, Ben Fewtrell