Dane Golden is the CEO of HEY.com. Through the YouTube channel, the Video Marketing Value Podcast and online training, Dane helps marketers and business owners get more value from their video marketing efforts. HEY.com focuses on helping content marketers adopt the proven techniques of YouTube tutorial and how-to channels to bring in customers searching for solutions, through both organic and paid media. Previous to HEY.com Dane was vice president of marketing for Octoly, a micro-influencer company, and president of TWiT.tv, a tech podcasting media company.
Here's where you'll find Dane Golden (CEO - HEY.com)
July 12, 2019
Help, Don't Sell! How-to Create Loyal Customers via Tutorial Videos
This session will show businesses how they can grow their customer community by creating helpful how-to videos that bring in customers searching for these tips. Instead of being based on what a business sells, this practice focuses on the larger sphere of expertise in the category. This strategy brings in viewers based on what they want to know that is related to the industry the business is an expert in.
While businesses need a well-rounded approach, this strategy focuses on the "Help" area of YouTube's "Hero, Hub, Help" pyramid, in which Help is identified as the foundation and largest part, but also the part that is most often overlooked. The approach has three main techniques that can be used separately or together:
- The Long-Tail Approach: For YouTube (and website).
- The Feed-based Approach: For social video platforms.
- The Paid Approach: How to amplify for best results.
Attendees will come away with a clear approach to what it takes to implement this strategy.