Presented by Cindy Speaker, a frequent PILMMA contributor and President of Speaker Marketing,
Audio Transcript
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Erik Smelser: Joining us today is Cindy Speaker who will be talking about creating a roadmap for YouTube advertising very interesting presentation for you today. A couple of
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Erik Smelser: housekeeping items before we get started, everyone has joined today in the listen only mode. So if you have questions for Cindy please submit them through the
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Erik Smelser: chat function or the actually better yet, the Q AMP a function on your zoom software and I will read them to Cindy at the end of her presentation.
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Erik Smelser: A recording of this is going to be available for four pillar members on the member resources section of Tillman’s site.
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Erik Smelser: Other than that, Cindy. Take it away.
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Cindy Speaker: Okay. Thank you, Eric. Well, good afternoon everyone. Happy to be with you today. So we’re going to talk about today is YouTube
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Cindy Speaker: And I think that it is completely under utilized by law firms and I hope that we can help to instill in you. The, the reasons that I that I believe
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Cindy Speaker: It is so important for all firms today. So let’s, let’s go ahead and get started. So initially
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Cindy Speaker: When you’re getting started, and this is going to be kind of just an overview and then at the film is summit.
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Cindy Speaker: I’m going to do a deep dive into this. So this is kind of the whet your appetite, and then at the summit, we’re going to go into
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Cindy Speaker: Specific will show you actual ads and things like that. But in getting started. The first thing you need to understand is, you have to have great content.
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Cindy Speaker: If you don’t have great content. Nobody’s going to be watching your channel, no matter what you do, and we talked a little bit about that recently at the boot camp.
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Cindy Speaker: We talked about types of content that I think makes sense for law firms and that is something if you’re a pillar member
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Cindy Speaker: It’s probably available to you in your members area, it has to also be the right kind of content because for law firms. Again, you’re not going to have the same kind of content as maybe
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Cindy Speaker: Some other type of business or retail outlet or something like that.
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Cindy Speaker: And then in getting started. It’s very, very simple. It’s as simple as just setting up a Google AdWords account. So in this
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Cindy Speaker: slide you’ll see on the right hand side, but that’s just a picture of the interface. When you go to Google ads to set up your account very simple process all free.
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Cindy Speaker: And but let’s talk a little bit about the great content because you have to have a strategy.
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Cindy Speaker: And. And again, I encourage you that the interesting thing about YouTube is and you’re going to see this later on in a slide but YouTube has surpassed
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Cindy Speaker: The popularity of of live TV, which is astounding because I come from a world that that most of my firms have been in and we’re actually still are.
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Cindy Speaker: Big TV advertisers, which is all well and good, but I think we all see the writing on the wall, what I would say.
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Cindy Speaker: To firms that maybe are not be big TV advertisers, you have a really interesting opportunity because you can compete in this space.
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Cindy Speaker: And and if you understand YouTube and really master it. I think there’s tremendous opportunity to get clients from this, because remember, YouTube is the second largest search engine.
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Cindy Speaker: When people go to YouTube. They have intent. They don’t have intent when they are watch when they’re on Facebook.
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Cindy Speaker: And so when somebody goes to YouTube. It is very search driven again even TV broadcast is not search driven. And so, YouTube is a is a unique type
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Cindy Speaker: Of engine, so to speak. So in getting started, I really encourage you to have a strategy you want to research your competition, spend some time on YouTube.
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Cindy Speaker: Look at metrics for insights, but look at what your competitors are doing going to YouTube and do some searches, find out what comes up.
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Cindy Speaker: And look at why it comes up, look into how to view source code look at keywords you can all of that is public, if you know how to do it. And there’s an opportunity to research and understand why.
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Cindy Speaker: Videos that are relative to law. Whether it’s personal injury law criminal law or state law, whatever it is, there’s opportunity for you to do research right there on YouTube.
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Cindy Speaker: And start to understand why certain videos are showing up higher than maybe yours are. So you want to start with a strategy and part of that is competitive analysis.
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Cindy Speaker: The next thing is you want to have the right kind of content. And again, we’ve talked about this in previous sessions.
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Cindy Speaker: But, but with with YouTube having the right content. I think there’s multiple types of content that makes sense for a law firm. I think that you certainly want to do the short FAQ keyword driven
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Cindy Speaker: Videos. Those are going to be very valuable because you can make them keyword driven. I think you’re going to, you’re going to also want to, I talked about
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Cindy Speaker: That I think it’s important at this point for every law firm to consider a a TV show is streaming TV show.
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Cindy Speaker: And what I have recommended as a easy way to get started is some version of a talk show. So I think that is part of the right kind of content for all firms and then as we said, you set up your Google AdWords account very simple to do.
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Cindy Speaker: So we’re going to talk briefly about the types of ads because there are a limited number a limited number of ad types.
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Cindy Speaker: And you need to understand them so that you can choose which ones makes sense for you and I’m actually going to tell you which one I recommend you start with
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Cindy Speaker: So let’s talk about the true view ads. There’s actually two types of true view ads. THERE’S VIDEO discovery ads.
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Cindy Speaker: And those used to be called display ads and they certainly look very much like display ads, the image you see on the other side is actually an in stream ad, which we’re going to talk about in a moment, but the video discovery ads.
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Cindy Speaker: They’re going to show up on the homepage or the search results page or as related videos on video. Watch pages. So that’s one option for you. The second option.
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Cindy Speaker: Under true view ads is the in stream ads that are skippable. And I don’t know about you, but when I’m on YouTube. These are probably the more common ones. I think I see
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Cindy Speaker: And and with a skippable ad, what happens is you can see here, I don’t know if any of you have watched the daddy daughter duets but I’ve watched a lot of them. It’s this
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Cindy Speaker: Father and her daughter, and there are great. So I did a search for that.
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Cindy Speaker: I pull up the daddy daughter, and you can see their daddy daughter to wet but what you see is a skippable ad by Insta page. And that’s actually a retargeting ad because I had been looking at that.
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Cindy Speaker: And so what you see in that banner is actually a call to action overlay.
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Cindy Speaker: And then to the right where it says skip bad’s there was a countdown there 54321 and those first five seconds.
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Cindy Speaker: They force you to watch of that ad, but then you can click through and go right to the daddy daughter duet so skippable ads in in stream format.
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Cindy Speaker: And we’re going to talk about that but that that’s where I think you should start. You need to give them a reason to keep watching. And what I found is that a short story driven video is going to be a great thing to use
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Cindy Speaker: For these types of ads.
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Cindy Speaker: So let’s go to other types of ads, you’ll see that pre roll ads are also in stream ads, but they’re non skippable
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Cindy Speaker: Now I don’t know about you, but these are actually ones that I don’t care for because they’re 15 to 20 seconds in duration.
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Cindy Speaker: Which is fairly long when you want to get to your content and your, you can’t skip through them, you have to watch them. So those are they have another purpose.
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Cindy Speaker: I and and i i would not start there. I think it’s okay to incorporate them into your strategy, but I would not start there. You have to have pretty good content.
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Cindy Speaker: That so people are not going to get annoyed with those types of ads, they can play. They can be pre roll mid roll or after the main video. They’re called pre roll, but they can really
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Cindy Speaker: Be inserted in various places. And you’ve probably seen that. And when you use them. You want to encourage the viewer to click on your ad and receive something in return.
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Cindy Speaker: The bumper ads. The six second ads are short videos I was watching some bumper ads last night and I you know again on YouTube where you can find things you want to find quickly as you can on Google.
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Cindy Speaker: I just put in some of the great bumper ads and some of the ones where that there were bumper ads for movies for next Netflix videos where they’re very short and very
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Cindy Speaker: Brief memorable messages. It’s really about brand awareness and i i don’t think that’s necessarily where you want to start but they could be a good thing to incorporate into your branding. If you are able to create those brief memorable messages.
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Cindy Speaker: Okay, let’s go to the recommended first step. Now I’ve kind of talked about this, but where I would start is with the true view in stream ad. So one of the ones that we’ve used successfully with
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Cindy Speaker: A number of my firms is I’ve had the lawyer do a brief video on why I became a lawyer. And what I find is, in some instances, probably most instances, there’s a there’s a really
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Cindy Speaker: A heart driven story to that. And if it’s a heart driven story and you use it as an industry mad, it can really be great because
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Cindy Speaker: You’re, you’re not, it’s not likely that the person is going to skip through that they’re going to go ahead, beyond the five seconds and listen to the whole thing.
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Cindy Speaker: Now once you set up this in stream skippable ad. You can also direct to a landing page or an internal page on your website, it’s important for you to know.
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Cindy Speaker: That in order to get some of these opportunities as going to an internal page on your website, you have to have 1000 subscribers.
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Cindy Speaker: On your YouTube channel. So that is a lofty goal and it’s important for you to be making a point of trying to get people to subscribe to your channel. You want to get
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Cindy Speaker: To that point of 1000 subscribers because unlocking that opportunity of linking directly to your website is huge. You can then drink, you can then link to specific internal landing pages. And that’s going to be a very valuable thing to be able to do
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Cindy Speaker: So let’s talk about the key performance metrics. Once you start to do your ads, you’re going to want to closely, analyze and track your key performance metrics and we’re going to look at seven of them.
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Cindy Speaker: So the first thing is impressions, and I think that for the most part you all probably understand this. But let’s just review them briefly your impressions are how many times your ad was shown
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Cindy Speaker: To a potential audience that’s not anything about the viewership. It’s just how many times it was show
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Cindy Speaker: And then when you go to views. When someone watches, at least 30 seconds of your ad it’s considered a view very different from Facebook. So if you’re on YouTube.
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Cindy Speaker: Is really valuable if somebody wants just 30 seconds. That’s pretty good. The view rate is the total ad views divided by the impressions.
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Cindy Speaker: Cost per view this is extremely valuable and this is one of the first ones that I look at the cost per view is how much you spend every time someone watches your video now for
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Cindy Speaker: For videos on YouTube. What I typically find is you’re going to, it’s going to be two to three cents. So the cost per view is going to run in the neighborhood of two to three cents for mostly rides. That’s been my experience.
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Cindy Speaker: With earned actions. This is earned actions are a little harder to grit to get and they show up as subscriptions likes and other actions.
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Cindy Speaker: That indicate interest in your ad and they’re considered earned actions, they’re harder to get. But if you’re able to get earned actions you know you have a home run. Video.
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Cindy Speaker: Video viewership your ship this difference difference from the standard views metric, because you can get more specific insights into how long people are sticking around to watch your video.
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Cindy Speaker: And then the call to action overnight. You saw that in that first instance paper. Paper ad with the daddy daughter video. These are like buttons little banners that can be placed to drive traffic to a landing page or back to your website.
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Cindy Speaker: What I want you to understand. Next is the power of the platform. And I’ve alluded to that a little bit.
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Cindy Speaker: But YouTube is truly a very fat valuable platform. It’s powerful. And it’s definitely my favorite platform. When you look to the internet that the big platforms.
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Cindy Speaker: A lot of people, and I would probably tend to agree. Facebook is probably
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Cindy Speaker: Has some bigger opportunities, in turn, it definitely has some bigger opportunities in terms of targeted.
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Cindy Speaker: Ads and things like that but YouTube has some unique opportunities that I really value greatly so I feel that
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Cindy Speaker: I would err on the side of being more a fan of YouTube. Even then, Facebook, although Facebook.
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Cindy Speaker: Hands down. GREAT PLATFORM great opportunities there for lawyers, but so many lawyers everybody’s doing Facebook.
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Cindy Speaker: Every lawyer gets it that Facebook is important. And you have to be doing it using their ads and all that, but not everybody is
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Cindy Speaker: Is got the fact of the power of YouTube. And when I see is all too often, people are using YouTube is
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Cindy Speaker: As a repository for their for their videos. It’s not just a video library. There’s so much you can do there. So we’re going to talk about structuring your videos.
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Cindy Speaker: Elements of your videos and the power of playlists and let me just say when you think about playlists. We think about playful playlist with with music.
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Cindy Speaker: And I know for for me if I want to listen to music, you know, when you set up a playlist.
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Cindy Speaker: You just keep it’s like it’s endless you just are continuing to be immersed in that music because you’ve set it up as a playlist so one song goes to the next to the next. We can do the same thing with your videos so
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Cindy Speaker: This is what I was saying, initially, five years ago, YouTube surpassed the popularity of live TV. And my question is, so why aren’t more law firms approaching the platform strategically and making it core a core element of their marketing efforts.
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Cindy Speaker: Take a little drink there.
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Cindy Speaker: As I said, YouTube is not just a repository for video for video. So let’s talk a little bit about the structure of your video when somebody comes to YouTube to watch your video.
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Cindy Speaker: I would start out restating your title you want them to know that they’re in the right place that they’re actually going to get the content that your, your title says it’s going to deliver
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Cindy Speaker: In in the body of the content you want to deliver that and then cards or something that I highly encourage you to use. So what that is, is you’ve probably seen that you could be watching a video and it’ll pop up and you’ll see
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Cindy Speaker: These cards come up, you can click on them and it may be a link to something
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Cindy Speaker: And so what I would do is I use cards if my lawyer has 1000 subscribers I use the cards to link to internal pages of his website or to a landing page. If you don’t have 1000 subscribers, you can link to a video or playlist and still keep your, for instance, a lot of times what I’ll do.
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Cindy Speaker: Excuse me, with the lawyer.
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Cindy Speaker: Let’s suppose it’s a video on Social Security disability. So at some point in the video or towards the end of the video, I’ll set up a card and I’ll link that to the social security disability playlist, which may be
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Cindy Speaker: a playlist of X number 30 1030 whatever it is additional videos that are relative to that topic. So in cards are very important to us. And I think that a lot of lawyers get that I do see cards out there.
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Cindy Speaker: But if you go to end screens. I don’t see a lot of lawyers using end screens. There’s templates for n screens that you can use. And one of the most important elements of that template.
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Cindy Speaker: Is your
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Cindy Speaker: Is your subscribe button because again, think about that 1000 subscribers that you really want to get to
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Cindy Speaker: One of the ways to do that is use your end screens and include a subscribe button on there. There’s other ways to do that. That will talk about at the summit where you can use a watermark and have it linked to a subscription to a subscribe button.
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Cindy Speaker: And looking at the elements of your video. You want to make sure that there’s a continuity to your branding elements, use the same colors. The same fonts.
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Cindy Speaker: In in in short videos I i really think using music as a valuable thing to do.
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Cindy Speaker: There’s a lot of places that you can, you could get music one place that I use a lot is audio jungle, you have to purchase it. It’s very inexpensive might cost you.
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Cindy Speaker: $10 or something for music might might cost you $2 depends on what you choose, but you always want to use any images music. I think we all know you have to buy it. You have to purchase the rights, you cannot just randomly select something
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Cindy Speaker: The next thing is very, very important, and that is to create custom thumbnail thumbnails in my research in preparing for this. I read that 90%
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Cindy Speaker: Of the highest performing videos on YouTube have custom thumbnails. Why is that important, because that’s going to be the first thing
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Cindy Speaker: That you’re that the viewer sees, they’re going to see your custom thumbnail and that Custom Thumbnail is going to help them make the determination as to whether or not they want to watch your video.
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Cindy Speaker: How do you do a custom thumbnail. There’s a couple ways to do it. I am doing my custom thumbnails to design pickle. I think I had mentioned that before but design pickle.
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Cindy Speaker: Is a graphic design company, you can pay $399 a month and you can get one or two designs every day. So when I’m doing thumbnails. I can get to thumbnail to custom thumbnails a day that are that are really beautiful branded with a logo and image.
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Cindy Speaker: And they’re really well done. I can, I can get two of those a day. I really highly recommend design pickle. If you’re a smaller firm and maybe you don’t want to start there.
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Cindy Speaker: There’s a program called Canada and you can set up your, your dimension size and you can import images I use I stock.
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Cindy Speaker: Which is Getty Images and I buy my images there so you can create your own image, your own thumbnail by going to I stock and then using the free program of Canvas.
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Cindy Speaker: For I stock. It’s $95 a month. If you do a typical consumer brand. But if you if you get a a customer service agent, you get a brand.
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Cindy Speaker: Brand representative, I get it for $76 a month. I think that’s about as low as it goes, I don’t know, maybe other people are getting to know it, getting a lower price if you are, let me know.
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Cindy Speaker: But anyway, custom thumbnails are extremely important and then I talked briefly about building and leveraging playlists and what you’re going to do. For instance, if you’re doing a series of videos on truck accidents.
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Cindy Speaker: Which which I’ve done and I’m thinking about a playlist that I did recently for an attorney. It’s a series of about 10 or 12 short
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Cindy Speaker: Two minute keyword driven FAQ videos relative to truck accident injuries and so
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Cindy Speaker: That now you don’t want to have everything you I think for a lawyer, you want to be much more informational driven. You want to inform and educate
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Cindy Speaker: This is not about sales pitches. This is not the place for sales pitches. And yet, but you do want to call to action. So I would use.
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Cindy Speaker: I would definitely build and leverage your playlist through your cards, when you’re setting up videos.
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Cindy Speaker: The other thing, you’re going to have to determine is the best best length for each type of video you produce, and I can tell you that video across all platforms is getting longer and you’ll note that even with even with Facebook.
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Cindy Speaker: They definitely want you to have a minimum of 10 minutes for your Facebook Live videos and for YouTube
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Cindy Speaker: I know I was one of the research, one of the one of the companies that I was researching. Said that their sweet spot for video on YouTube is 20 minutes because they’re informational driven
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Cindy Speaker: Were informational driven to I don’t think you need to do 20 minutes but for your long form videos you may want to do a 10 minute video
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Cindy Speaker: And then for your FAQs do two or three minutes and then you may have shorter ones that you use for ads. So don’t be afraid of long form video because if somebody comes to YouTube with intent and they have an interest in finding an answer to their problem.
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Cindy Speaker: They will watch a longer video if it’s truly a good well structured informational video
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Cindy Speaker: Okay, let’s talk a little bit about optimizing your channel and and also optimizing each video. So in optimizing your YouTube channel.
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Cindy Speaker: You need to have banner or trailers titles and descriptions at a minimum. So let’s talk about banner art.
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Cindy Speaker: I again. I use design pickle. I found them to be very cost effective, but it’s fine if you use if you know you may have a regular graphic designer that you use.
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Cindy Speaker: Terrific. But you want to get good banner art, and I would encourage you to keep, keep it simple don’t have too many things going on there.
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Cindy Speaker: Just keep it simple. If you want to make a call to action, their watches here or you know subscribe or whatever, that’s fine. And then one thing I
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Cindy Speaker: Have noticed that I don’t see a lot of firms doing trailers a trailer a video trailers going to be 30 to 60 seconds.
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Cindy Speaker: And that’s where you’re going to tell your viewers what they’re going to see on your channel, you need to have YouTube is structured so that you can do.
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Cindy Speaker: A video for new visitors and a separate busy video for returning subscribers and I encourage you to use those because that’s probably the first thing
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Cindy Speaker: That your viewer is going to say, if they just come to your channel because you have piqued their interest with some other piece of content.
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Cindy Speaker: entitles you want to do some keyword research and you can do that in the Keyword Planner, you can do that in a place like answer the public, but you want to do some keyword research and better understand
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Cindy Speaker: What it is that viewers are searching for and you want to use those keywords in the beginning of your titles.
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Cindy Speaker: You also in your descriptions for the, the part of the description. That’s going to show up, you know, show first YouTube’s only going to give you 100 characters, which is only about two to three lines.
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Cindy Speaker: That’s all of the description, but it’s going to show without going to read more. So you want to use your keywords. If you have a link that’s important. Use your link right there in the beginning.
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Cindy Speaker: I had mentioned custom thumbnails. And I want to just let you understand that you do have to verify your account.
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Cindy Speaker: In order to get custom thumbnails. So there’s a couple things YouTube requires along the way to have more opportunities.
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Cindy Speaker: As we saw 1000 subscribers in order to unlock the ability to link to your website and for custom thumbnails a much lower threshold, you need to verify your account to use them.
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Cindy Speaker: Channel growth. So again, I’d like you to rethink your YouTube strategy. It’s not just a repository and library for your videos.
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Cindy Speaker: It is a place where you can get clients. It’s a place where you can you know you can. They are coming there and they want it. They want information if you supply that information.
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Cindy Speaker: And you have a clear call to action at the end, whether it’s your, your phone number or however you want to be reached. They go to your website.
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Cindy Speaker: And then they get on your chat your chat forum or whatever it is you want to clear channel to get to from A to B in in terms of bringing clients in the door. So YouTube SEO is very important.
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Cindy Speaker: Engaging with your audience is very important. And I know that you want to know how to get more views and subscribers. So let’s talk a little bit about YouTube sp. Oh, so
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Cindy Speaker: There are ways with analysis that you can get your content to rank higher in YouTube itself. And part of that is in the competitive analysis that we talked about in the beginning, looking at keywords.
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Cindy Speaker: Looking at when you do searches what videos are showing up. I think that sometimes you will find probably more often than not, you will find older videos showing up.
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Cindy Speaker: But what is really valuable is when you find a new video that shows up. So if you do a search for car accident car accident lawyer.
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Cindy Speaker: And and you see a video that was done in the last three months, showing up.
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Cindy Speaker: Boy, you really want to analyze that video because you want to know how to rank your videos that you’re doing today, you wouldn’t know how to get them ranked the the videos that have been up for a long time.
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Cindy Speaker: Tend to get some of those top spots I just see longevity as a as a value which is another reason you want to be.
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Cindy Speaker: Doing video strongly right now because your future proofing your business but but analyzes videos that are showing up.
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Cindy Speaker: That are only three months old. Find out why they’re showing up. Look at that. Look at that carefully look at their content evaluate their source code look at their keywords and there’s different
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Cindy Speaker: There’s different algorithms that will allow you to rank higher in YouTube versus ranking higher in Google. And again, we’ll talk about that at the summer at the summit, excuse me.
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Cindy Speaker: You want to make great content that solves problems or is entertaining. Those are the two reasons that people were going to come to YouTube.
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Cindy Speaker: And then I want to talk about optimizing because, again, I don’t see things well optimized and here’s a few things that I want you to understand with all of your videos.
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Cindy Speaker: First of all, when you upload the video you want to use your keyword in the file name in the file name. So, name your file using the keyword
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Cindy Speaker: I, you have to be doing captions. You just have to be used doing captions. And the reason for that is because the vast majority of people that are watching your videos.
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Cindy Speaker: Are on mobile devices. And more often than not it’s with the sound down. So you’ve got to be doing captions. So here’s how I do captions. So I put my YouTube video up
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Cindy Speaker: I grab the share link I send it over to rev calm ref.com will do a transcript for me, I get the transcript. I look at over it usually is 100% accurate. They’re very good. I used to use fiber for my
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Cindy Speaker: Transcripts and they’re cheaper but it’s it to me. It wasn’t worth it because I practically had to rewrite it. It was too many errors.
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Cindy Speaker: So rev is very, very accurate. And my understanding is that they have just partnered with YouTube. So I think soon you’re going to see
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Cindy Speaker: An easy interface in YouTube where you can use rev calm, for the time being, just go there directly, you get your transcript and then here’s what you want to do you want to
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Cindy Speaker: Take out the speaker’s name and you want to save it as a plain text file, actually, before you do that if it’s from rev com
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Cindy Speaker: They’re going to have a header and footer on it. You need to go in and remove the header and remove the footer and remove the speaker name. So all you have is the text, save that as a plain text file.
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Cindy Speaker: And then you want to upload that plain text file into YouTube and you know at your specific video and that will create a timed transcript.
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Cindy Speaker: Okay, once it’s once it’s done. What I do is I go in. I click on the right, there’s three dots there, click on the right and it said, One option is to edit.
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Cindy Speaker: On the classic studio. So YouTube just switched from the classic studio to YouTube studio
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Cindy Speaker: There’s pros and cons to each I’m so glad they still allow us to go into the classic studio to edit the captions, because that is just way easier.
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Cindy Speaker: Than it is on the YouTube studio. So then go into your captions. One of the things I find a lot of times
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Cindy Speaker: Is that the timing at the end they cut it off short. So sometimes I’ll just adjust that tiny just to make sure it’s okay. But you shouldn’t need to adjust much
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Cindy Speaker: But if you’ve forgotten to remove the header in the footer, you’ll need to remove it there because you don’t want it saying copyright
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Cindy Speaker: Rev. COM. So you want to make sure that gets removed. All right, save that and then another tip. You can then download that caption file as a dot SRT a separate file.
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Cindy Speaker: And that’s the same caption file that you’re going to want to upload to other sites like Facebook or if you’re putting it on LinkedIn, you’re going to need a separate file in order to caption it and so I create my sub rep files, my dot SRT on YouTube. Alright.
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Cindy Speaker: So let’s talk about engaging with your audience comments can be so valuable because you want to know what the public thinks you want to know what resonates with them.
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Cindy Speaker: To a certain degree. You want to know what what their what doesn’t resonate. But here’s an issue that you need to be aware of.
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Cindy Speaker: I usually set comments to be
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Cindy Speaker: Reviewed so they have to be reviewed before they go live and what YouTube is saying now is that you can actually get videos blocked.
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Cindy Speaker: If you have inappropriate language and comments or that inappropriate language and comments.
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Cindy Speaker: I’m sorry that the inappropriate language could be in the comments. So that’s why you have to moderate your comments because as we know
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Cindy Speaker: There’s going to be some crazies out there and they’re going to have awful things to say about lawyers and you need to make sure that you’re on top of that, you’re either delete those comments or you moderate that and they never go lie.
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Cindy Speaker: Never go live. You may also want to create a set of words that are blocked so that nobody can put them up there. Typical curse words and and things like things like that.
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Cindy Speaker: So you you really, it’s valuable to get comments but it truly is tricky because you have to be careful.
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Cindy Speaker: That you don’t have inappropriate language in your comments that you’re not on top of you want to remove that if you get it.
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Cindy Speaker: And then getting more views and subscribers and a lot of that is just making sure
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Cindy Speaker: That the types of videos you’re putting up are resonating with your audience, your viewers want to feel that your videos are worth spending their time watching. And I don’t know that there’s anything more valuable to us than our time.
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Cindy Speaker: So that is the overview. And what I want to say to you is that at the summit. We’re going to do a deep dive. I wanted to, I want to go deep into the various types.
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Cindy Speaker: Of advertising, because I think there’s huge opportunities there. And when you think about it, you can get a view.
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Cindy Speaker: On your videos for two to three cents. I mean, that’s a tremendous, tremendous opportunity. So I really hope that you’ll join can and his team and all of us at the summit this year and will take a deep dive into this and I hope to see you there.
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Cindy Speaker: That’s all I have Eric
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Erik Smelser: Excellent. Thank you once again, Cindy. As usual, a great presentation. We’ve got some questions. All right.
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Erik Smelser: Okay, uh, the first two questions are actually somewhat related, you mentioned thumbnails.
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Erik Smelser: Yes. So there’s a discussion, there’s a question about simply, could you explain that further.
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Erik Smelser: Sure. Part of that from another user is, um, you mentioned that you needed a verified account to have a custom thumbnail.
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Cindy Speaker: Yes.
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Erik Smelser: If you talk about that just a little bit.
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Cindy Speaker: Yes. Okay, so first of all with something else. So we’ve probably all gone, we’ve probably all done videos at one time or another. And what happens is
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Cindy Speaker: YouTube kind of lands on an image. And so when you’re not playing the image you see that image.
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Cindy Speaker: And, you know, if it’s happened to you. It certainly happened to me where that that still that that resides on either YouTube or Facebook.
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Cindy Speaker: Is an image of you like in motion with your mouth half open. So that’s what you want to avoid. So not only
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Cindy Speaker: Not only do you want to avoid that. You want to make sure that you have a thumbnail there that that causes the person to one, watch your video because that really has a lot to do.
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Cindy Speaker: With whether or not they watch your video. And so you can create these thumbnails relatively easily.
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Cindy Speaker: If you’re starting out, you might want to do it on camera. So for instance, on YouTube that dimension would be 1280 by 720 if you go into Canvas.
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Cindy Speaker: You can you can choose custom dimensions 1280 by 720 you can then get an image that you have the license to drag it into that frame of 1280 by 720
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Cindy Speaker: And stretch it to the size that works. And then if you want to create text on that.
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Cindy Speaker: Or a logo or whatever you want to put on that and then just export it as a dot PNG file so thumbnails are not hard to create. I think I had said, I am using design pickle.
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Cindy Speaker: A service. It’s $399 a month and I like them because they’re much more preferable.
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Cindy Speaker: Professional than I am with i’m not i don’t have the graphics thing going on. I’m not good with graphics. So I like to use design pickle.
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Cindy Speaker: And then as far as verifying your account, it’s, it’s something. It’s literally like youtube.com forward slash verify
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Cindy Speaker: I, I, I’m not sure exactly, but if you do a search for how to verify your account. You’ll find it. It’s a simple process. So there’s no
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Cindy Speaker: It’s not like with subscript. It’s not like you have to get the thousand subscribers to use a link with verifying your, your account. There’s no barrier to that.
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Cindy Speaker: I hope that answers the question.
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Erik Smelser: Very good before the next question, a thumbs up from Stephen who says, Cindy great presentation.
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Thank you.
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Erik Smelser: Next question is this. Can you get YouTube viewers to a landing page with pre roll ads or bumper ads and is there a subscription threshold to pass before getting viewers to a landing page with these
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Cindy Speaker: Yes, there is a there is a threshold and it is 1000 subscribers.
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Cindy Speaker: So many. Some of you may have heard of a program called click funnels click funnels or lead pages. But what I encourage you to do. If you go, what I would do. Once you get to that thousand
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Cindy Speaker: Then, then what you want to do is you want to create either a landing page or just go to an internal page on your website. And that’s where you want to direct your traffic. So you at that point.
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Cindy Speaker: You can’t do a pre roll on. I don’t think you can do a pre roll. Well, I don’t know if you can do a pre roll on your own website.
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Cindy Speaker: I’m not actually sure about that, but I don’t think so. But you wouldn’t need to because you’re driving them to your website. And so at that point.
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Cindy Speaker: You have your landing page and exactly what you want them to do. But here’s the work around
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Cindy Speaker: A lot of firms don’t have 1000 subscribers and that’s going to take some time. So the workaround to that is what you can do. You can use a card and direct them to another video that’s relevant.
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Cindy Speaker: Or you can direct them to a playlist so it’s really, really valuable and it should be a goal for every firm to try to get to those thousand subscribers, because it just unlocks so many capabilities.
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Erik Smelser: Alright, we’ve got another question philosophical question for you, Cindy.
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Erik Smelser: Okay. Should you post your TV commercials on your YouTube channel or should YouTube only be reserved for educational videos or more entertaining fair
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Cindy Speaker: I think that’s a great question. Who is that
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Erik Smelser: I don’t know they’re anonymous
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Cindy Speaker: Okay, I think that’s a terrific question. I would not. I am not an advocate of posting your TV commercials there. And here’s the reason.
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Cindy Speaker: Because your rankings as your channel, not just of your videos but also have your channel are going to be impacted by the view rates of all the videos on your channel when somebody comes to YouTube.
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Cindy Speaker: I do not think, even though there’s intent I you know what what’s what’s statistics show is they want to learn something, or they want to be entertained.
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Cindy Speaker: And I think that they’re going to learn something a lot better if you do an educational video then if you say, call me, call me so I personally do not think you should be putting your TV commercials on YouTube.
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Erik Smelser: All right. Question from another listener.
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Erik Smelser: For smaller firms.
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Cindy Speaker: Yes.
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Erik Smelser: What are some tips that you would suggest to gain subscribers.
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Cindy Speaker: Well, first of all, I think I would do some of the basic things in terms of, you want to
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Cindy Speaker: I would use a find out, learn about watermarks because I would put a watermark which allows you to include a subscribe button. I would put that on every video I would use an end screen or a card.
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Cindy Speaker: And screens actually are going to allow you to subscribe. One thing that people on YouTube, understand it’s understood
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Cindy Speaker: That you want to gain subscribers for your channel. And so I would, on every video at some point, I would say, you know, please subscribe to us because that will allow you
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Cindy Speaker: To be notified of our future content. So you’re actually giving them something in return. It’s not call me, call me it’s please subscribe
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Cindy Speaker: Because when you subscribe, you’ll get a notification when we have future content like this available. So I think that with with subscribing. You’ve got to vocally and visually ask for that subscription on every video
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Erik Smelser: Good. All right, another question.
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Erik Smelser: This is our Google AdWords and YouTube ads. The only way to promote a YouTube video.
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Cindy Speaker: Yes, as well in terms of a in terms of an ad. Yes. As far as I know, in terms of an ad. Yes. I’m not sure I’d like to add more information on that. In terms of promote
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Cindy Speaker: You know, I think that using as is going to be the best way to promote it. I’m trying to think I’m I think that you could be using it in a landing page on your website is certainly a way to promote it.
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Cindy Speaker: I always recommend that firms embed their videos on their internal pages on their website so you can certainly promote promote them there because you probably have more traffic on your website, then you do on your YouTube channel.
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Erik Smelser: Sure. Okay, Daphne asks if there’s an advantage to using the watermark versus using the screen.
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Cindy Speaker: There is an advantage to the watermark. That’s a great question.
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Cindy Speaker: Here’s when I do Daphne on I went when I do short videos I don’t typically I don’t typically use it and screen on short videos, but I would use a watermark and everything.
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Cindy Speaker: And here’s the reason. Because that end screen. You can shorten it up. But the way that it’s set by default. Is it. It’s like the last 10 to 15 seconds. So I don’t want to put a 10 to 15 610 to 15 second overlay on a video that’s 60 seconds.
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Cindy Speaker: So with the watermark you can put on everything. So the watermark I would use on everything. The end screens, I would use on videos that are over 90 seconds.
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Erik Smelser: Very good.
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Erik Smelser: Question from another anonymous listener.
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Erik Smelser: Okay, how frequently, would you suggest uploading videos.
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Cindy Speaker: I think you need to be doing at least one video a week. Here’s what I would recommend to you.
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Cindy Speaker: Do quality videos. It is absolutely fine to do videos with a smartphone. Make sure you have a lava layer mic so that you have good audio good audio.
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Cindy Speaker: is as important, if not more important than the video so i i think you need to be doing them at least once a week.
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Cindy Speaker: And when you’re asking people to subscribe. They need to know why they’re subscribing winner, how frequently are they going to get something there should be a continuity, so that your viewers begin to know that every week on Wednesdays. You’re putting new video up
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Erik Smelser: All right, good.
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Erik Smelser: Moving around a little bit. Angel asks you mentioned Google and YouTube SEO. Could you elaborate how keywords from Google will help YouTube
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Erik Smelser: Well,
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Cindy Speaker: You know what, I, I know more about YouTube than I do about Google, but my understanding is that Google has a separate set of
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Cindy Speaker: Rankings that they use to rank your videos. So just because your video is high in YouTube doesn’t necessarily mean it’s going to be hot be high in Google. But you know what, I love that you asked that question and I am going to write it down and study Google rankings.
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Cindy Speaker: So that we can at the summit, look at how to because you know when you when you put a search in Google.
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Cindy Speaker: You’re going to get back. Sometimes you get back a video in that search. Sometimes you don’t but by my question to myself is
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Cindy Speaker: How do I, how do I get my video to show up in Google because people make out a search on YouTube.
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Cindy Speaker: But Google is the number one search engine. What we would really love is that our videos shows up in Google. So we’ll look at that at the at the summit, I will study that it’s a great question. I don’t know the answer to that.
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Erik Smelser: All right, a two parter combined from two different listeners ready
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Yeah.
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Erik Smelser: All right, so should should videos have the actual attorney in it or an actor.
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Erik Smelser: And which
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Erik Smelser: Lawyer YouTube channel is your favorite
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Cindy Speaker: Well, I can tell you what my favorite YouTube channel is and it’s one called I believe it’s called legal eagle. Um, if you look at legal eagle. I think that’s the name of it, um,
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Cindy Speaker: He’s doing some really good stuff and has many, many views in terms of video actual spokesperson versus the, the attorney itself.
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Cindy Speaker: Here’s the trade off on that because I actually deal with that all the time. If the lawyer is has some charisma.
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Cindy Speaker: And is able to carry this in a conversational way I would always opt for the lawyer, but some lawyers just really you can’t get them comfortable
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Cindy Speaker: On a or in front of the camera. And so if you’re just not comfortable in front of the camera. There’s a workaround. And one of the workarounds can be
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Cindy Speaker: There’s a couple. You could use a spokesperson. But what I like to do is I will have the lawyer to just a brief intro just
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Cindy Speaker: A cup, you know, a couple of lines. Hey everybody this is whoever it is, and I’m coming to you here. I get a lot of questions about what to do after you’ve had a car accident.
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Cindy Speaker: This is what we suggest. And then what I do is I actually use voiceovers a lot, so I will then get a professional voiceover to do the rest of that.
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Cindy Speaker: That conversation and then I’ll have my editors pros produce it so that the lawyer is only in the beginning.
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Cindy Speaker: If you, if the lawyer just can’t get comfortable on camera at all, you can at least use his voice for the beginning of it. So there’s many workarounds but I would always choose the lawyer first if he or she
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Cindy Speaker: Can get comfortable on camera but you don’t want somebody to just look like they’re reading all the time. It’s just, it’s not going to work.
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Cindy Speaker: So it depends. It just depends on the comfort level of the lawyer, but a lot of times we, you know, I would say, in most instances, we can get the lawyer to where to where he can be conversational because here’s the reality.
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Cindy Speaker: Those of you that are lawyers listening the lawyers know this stuff inside and out. So if you can get them into a conversational tone I would always prefer that they are the ones that carry it.
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Erik Smelser: All right. We’ve got a couple questions about putting the videos on your website.
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Erik Smelser: Okay. Chris asks if when placing a video on the firm website is a better to place the actual video
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Erik Smelser: Or the thumbnail that links to YouTube.
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Cindy Speaker: Oh, that’s a great question. Now, what I would do is the actual video I would grab the embed code. So from YouTube, you want to grab the embed code and that embed code from YouTube will include the thumbnail.
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Cindy Speaker: And the reason you want to do that is because you don’t want to be directing traffic away from your website.
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Cindy Speaker: If you just use the thumbnail and link it to YouTube, they’re going to be clicking away from your website. If you embed it in your web site. They’re going to be staying on your website.
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Erik Smelser: Alright so this was kind of a related question.
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Erik Smelser: If the videos are being used in both places. Right.
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Cindy Speaker: Yeah.
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Erik Smelser: You still suggest requesting a subscribe in the video itself.
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Cindy Speaker: Yes. And if you’re using. If you’re using a YouTube video all of the elements of that video are going to carry you know what that
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Cindy Speaker: I’m actually thinking that through, I would still do it, because even though that would take them off your website. Those subscribers are so valuable. The reality is when you embed that video on your website.
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Cindy Speaker: There’s it’s it’s related to YouTube, so they could potentially click off of your website and go to YouTube to watch it, but they probably won’t
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Cindy Speaker: They’ll probably just watch it there on your website, but that’s a terrific question. I would still use the subscribe button. Yes, but I see where that person is coming from. And it’s an excellent question.
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Cindy Speaker: And other people may have different opinions about that. I would say I would say yes because the only other way would be to if you were really advanced would be to
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Cindy Speaker: Create separate sets of videos for your website, then for your channel. And that, I think that’s way too much.
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Erik Smelser: On a related question then Daphne’s back with this question.
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Cindy Speaker: Okay.
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Erik Smelser: If the if the video is embedded
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Erik Smelser: Yeah. Does a view count.
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Cindy Speaker: Yes, it does.
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Erik Smelser: There we go.
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Erik Smelser: Short and simple.
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Erik Smelser: Yeah. Alright, here’s another one. What are the types of content should be added as far as a law firm, you know, aside from the informational stuff. Are there any other things such as case studies.
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Cindy Speaker: What else is proof case studies are great. Yes, case studies are terrific and and they’re still informational but anything, anything that is story driven
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Cindy Speaker: That’s going to be your best performing content. I can tell you that right now. And that’s why when we have lawyers do I always have new law firms do
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Cindy Speaker: Why did I become a lawyer because it’s story driven and anything that is story driven is probably going to outperform anything you have on your YouTube channel. So yes, case studies are terrific if you can, if you’re free to talk about them.
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Erik Smelser: Alright, our last question comes from Greg and he asks whether you suggest creating a single ad to begin with, or to begin with various ads.
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Cindy Speaker: You know what, what, what, usually I usually start with a single ad to gauge it and and get an idea, because every. I don’t think I would do three or four ads right off right off the bat.
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Cindy Speaker: Just you have to kind of learn the process. And once you do your first video and you look at the elements
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Cindy Speaker: Then then kind of that’s a starting point, once you do that first ad and you start to get a feel for the metrics.
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Cindy Speaker: Then I think what you’re going to do is you’re going to learn. Oh, OK. I see how this works, maybe a different video would work better for this reason.
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Cindy Speaker: And then I would start adding them one of the time because it’s going to be extremely, extremely valuable to compare the metrics on inch each video
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Cindy Speaker: And try to analyze why one is outperforming the other what elements are different in each video. Why do you think this one’s performing better
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Cindy Speaker: And just add them one of the time. And then as you go. The best performers. You want to amplify with with, you know, more impact. I’m sorry, more, more budget, the ones that are not performing if they’re still at a two to three cent.
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Cindy Speaker: Rate or if you know or whatever you may be doing a different kind of video, obviously. But if the views are down around two to three cents. I would do them every day of the week.
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Cindy Speaker: So I would start with one and build it up once you get up to doing 1010 ads, then you’re kind of in the realm where you’ve got a good base of
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Cindy Speaker: Of understanding so that you can then start maybe adding adds a little more actively
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Erik Smelser: Very good. That is all the time we have today folks, Cindy. Thank you very much. If you have questions for Cindy, you have her contact information there right there on the screen.
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Erik Smelser: If you’re anything like me, you think of something 10 or 15 minutes after we hang up. There’s her email. There’s her mobile number. I’m sure she’d love to hear from you.
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Erik Smelser: I would want to hear more from Cindy, I would encourage you to look into the pillow growth summit that is happening, October 27 through the 30th in New Orleans, Louisiana.
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Erik Smelser: Cindy was with us last year, gave a great speech. She’s going to be with joining us again this year with another great lineup once again a recording of this webinar is available to film a members on our website that’s at P AMP l m m a.org
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Erik Smelser: And until next time.
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Erik Smelser: wish you all a good weekend. Cindy will talk to you soon. Thanks for joining us.
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Cindy Speaker: Okay, thank you.
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Erik Smelser: Bye, folks.
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