Uzair Kharawala - Modern Digital Marketing, Clarity In A Hyper Competitive Landscape

Uzair Kharawala - Modern Digital Marketing, Clarity In A Hyper Competitive Landscape
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Uzair Kharawala, runs SF Digital Studios along with his wife, Farzana. Their business was founded back in 2002, and they specialise in helping businesses with their online marketing via Google AdWords & Youtube. 

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Uzair Kharawala: [00:00:00] Yeah. I mean, you have a video is the fastest, quickest, cheapest way to build trust. When people seeing you on a video, they're either trust you or they don't trust you. They like you. And don't like, you. So I would say if you haven't started with video marketing, absolutely 100% . 2021, we've got to stop in specially with the short video for less than 60 seconds is the way.

Joseph: [00:00:31] You're listening to Ecomonics at Debutify podcast. Your resource for one of the kind insights into the world of e-commerce and business in the modern age. This is Joseph. I'll be presenting a wealth of industry knowledge from interviews with successful business people and our own state-of-the-art research. Your time is valuable so let's go.

Uzair Kharawala talks about what you can do to be viewed in the best light by Google, between his company's years of experience and Google certification, working with them means working with the best. Uzair and I talk about what it was like adapting to this industry early on and what it's going to take to continue to adapt going forward. Uzair is uniquely positioned as a forerunner in the video ad game. And I strongly recommend listening to his methods or, and you know what, getting him in your corner is not such a bad idea either.  

Uzair Kharawala, thank you. It's really good have you here on economics. Uh, we're talking to you in the UK right now, and I know it's late, but uh, I want to thank you for, uh, for being here and for being dedicated to your craft.

I looked into what you're up to and you've been around for quite a while. Your, your, your business set up in 2002, but as good as I might be able to tell the story, I definitely want to hear, uh, your telling of the story instead. So let's, let's get into this. Uh, who are you and what do you do? 

Uzair Kharawala: [00:01:50] Thank you very much, Joseph and lovely to meet you.

And, uh, thank you for the invite. Um, yes. Um, so I'm based in the UK. Uh, we are a full service digital marketing agency where we can take businesses of any shape and size from concept to campaign. What I mean by that is with my background as a photographer, when we started back in 2002. The internet was just evolving and coming along, there was no Google aside.

So our main focus was obviously photography. As internet came up, then we started getting photos for product shots, headshots. Um, then video came along, our business evolved quite rapidly. And we had to adapt to the changing times because, um, I used to be an evangelist for Nikon and I knew the changes, the technological changes coming through.

And if we didn't evolve, we are going to die. And hence, we thought, okay, we've got to move on with the times. And one day when a follow up client said, well, you're doing our photos and videos. Why don't you do our website? On a website, as you know that the two most important things are photos and videos.

If she got good quality photos and videos, your website is going to look really good. And we thought, yeah, why not? So we started doing web design and then in 2009, I'm not sure whether you remember the doom and gloom and the Lehman brothers crash. The, the recession started as a matter of fact. 

Joseph: [00:03:31] I do remember, um, if I can tell you a very brief story about my own perspective on that, that was when I just started getting into podcasting and I was using a free podcasting hosting service.

There was a whole bunch of different pot terms. Cause they were all like pod bean or pod sprout or, or pod pod or something like that. And we were notified that the recession that they had to shut down the business. So, uh, I'll, I'll, I'm in, I'm in college in Canada and we're all having a laugh because of all the people to be affected by the recession and Canada.

It was me and my podcasting. 

Uzair Kharawala: [00:04:01] So our traditional ways of advertising back then, you know, magazines, newspapers, trade shows were getting expensive and not working. And I came across Google ads and I thought, what's this, you know, and I started dabbling with it and I put up some campaign without knowing much how to set up and what to do.

And we started to get profit again, leads and so on. And before, you know, it. We were running campaigns for ourselves and generating loads and loads of work from it. And I don't know how much you know, about the South Asian culture that if somebody is doing something. They're going to latch onto you. I said, Oh, can you run my campaign?

So can you get me leads or can you sell my stuff on there? And I don't mind helping out as much as I possibly can, but then it started to affect our work was all day long. I was like running campaigns for other people and I'm thinking where's my day going. So then I knew back then that there is a niche, there is a demand for this.

So we looked into it and I came across, uh, the Google partner program where you have to qualify you to go through certain exams and then you have to perform, uh, as a minimum level of, for Google's best practices, spend a minimal amount of money, client money on ads, and then you get the certification. So that's why, when I said from concert concept to campaign, Meaning images, videos, websites, pretty much everything.

And then obviously Google ads. So we can. We can offer the whole, whole, uh, gambit of, uh, services as well. 

Joseph: [00:05:43] You have the resources and the expertise to continue to adapt to whatever new changes are taking place in media and in advertising. Have you guys, by any chance, have been putting your ears to the ground and notice anything new coming down the way like AR VR headsets going to suddenly become a household items?

Uzair Kharawala: [00:06:02] The thing which I have been preaching for the last two, three years. Is video marketing, pretty certain you came across me because of one of my videos on YouTube or on the internet. And this is how most of our clients find, uh, find us. We don't go out. Cold calling, knocking on doors, um, or approaching clients.

Most of these leads, which come through to us is through our, uh, videos or through our YouTube channel, which is pretty much 95% of our lead generation is through that. And all we do is we keep putting up content, a video content, um, on a daily basis. 

Joseph: [00:06:47] And you know, it's, it's been, it's been brought up in previous episodes. I, and I think one of the, the, the main components to why a video is like these standard is because it's the closest parallel to our own experience. Even something as simple as talking to people in the store, or just interacting with my family, interacting with my friends. Video is the format that most so far.

Anyways, I joke about VR, but you know, it's putting on a headset and get being immersed in a completely different 3d environment. It is the experience that our subconscious is having the easiest time processing information for.

Uzair Kharawala: [00:07:22] You've read a video is the fastest, quickest, cheapest way to build trust.

When people see you on a video. They are the trust you, or they don't trust you? They like you, they don't like you. Well, not everybody will like someone, lots of people may not like my videos don't like me or whatever, but a lot of people appreciate the content which are put up. And those are the people who I'm, um, targeting. So I would say if you haven't started with video marketing, absolutely 100%. 2021, you got to start. And especially with the short video forms, that's in 60 seconds is the way. So going back to your question about what's the latest and the greatest coming along the way, the shorts, because because of tech talk, the short format, video, the word tickle video, less than 60 seconds long is what every.

Platform is pushing out. Now, Instagram has got reels. YouTube has got shorts, uh, LinkedIn, Facebook, they're all pushing up the short format, um, video era.

Joseph: [00:08:32] Yeah, I didn't actually put that together, but between that on Twitter, for instance, they just integrated stories into it. Now I have to say me personally, I've been, I've been a Twitter users since I dunno like 2000.

That's what does say 2009, but that can't be right. It's been awhile, but, uh, but the point is, is that I'm so used to Twitter being the format that it is. I feel like I'm not watching the, the Twitter story is almost out of protest to the point where I don't want to suddenly have a different view of this, not when it comes to Twitter for now, other than other people, they will, as they join onto Twitter.

And I don't think they have that. Um, that habit formed and that for them, this is now going to be the new way for them to form those habits. Because I did notice with Instagram, I started using Instagram and then it didn't take very long at all before stories were then implemented. But because my habit hadn't formed, I got used to starting to look at stories.

So it's weird. Now I go to Instagram, the photo app to just watch the videos. And then the second observation, and again, this is something that I did not put together, but in a way, the video technology has, um, Come full circle because I'm talking about like way back when video projectors were just coming out and the first footage of the train coming towards the screen and everybody runs for it.

Cause they thought they were actually going to get run over if people remember, or if they have to look it up the most early video content was actually quite short as well, mostly due to limitations. They, they didn't have much time. They didn't have much film to actually shoot these things on. So people would just watch very, very brief videos.

So it's interesting to see that with the advancement of the technology, the format has actually returned to its starting point. 

Uzair Kharawala: [00:10:08] Yeah. And another example, a good example I can give you is that offer radio station. Although radio is just an audio, uh, form. They have these multiple cameras within the studio and they're live streaming.

They're creating video content. They're creating, you know, mini interviews of the person who was being interviewed on the radio and creating video out of the audio content and repurposing it. 

Joseph: [00:10:34] Yeah. And it's also a conversation that, um, uh, we're having to hear too, because up till now, uh, it's been an audio podcast and we're seeing what's going to change in 2021, which by the way will be when this, uh, episode areas.

Cause we, uh, book these quite in advance. I mean, there are still some elements to audio specific content that are advantageous because there are points in time where people are not going to be looking at a video and they're going to be in the car or they're doing chores. Um, or they're exercising.

They're on the treadmill. Why we, some people, they watch screens on the treadmill, but. If seven someone's jogging, they're not going to put a camera in front of them. So, because audio will always have a niche. There is incentive to then make sure that niche is maximized. Um, and one example I tend to point to is somebody like a show like Radiolab, where they really take their time.

And they're meticulous about the presentation because they know if someone's going to listen, they have to maximize that. There's there's a lot of things I want to ask you to just cause, uh, your, your, your experience is so vast. And what are the things that I'm personally curious about? And by the way, sorry, I guess I should give you a chance if you want it to respond to what I said about the audio.

I would be curious to hear your take on it first. 

Uzair Kharawala: [00:11:39] No, it's absolutely because you know, you think if when someone has got a website and a blog, you got to put all these three formats on it, because all you want to think about is the landing page experience. So you've got text. You got images, video, audio PDFs, or didn't as much pieces of content on your blog.

Google will love you. They will say this guys are doing the right thing. They're putting every piece of content. So if somebody likes videos, they'll watch with video. If someone else listen, they can listen. If somebody wants to see an infographic, they can, or you can add text. So, and transcribing the audio and the videos into text format is again, is repurposing the content into text format which is all good for your SU. 

Joseph: [00:12:35] Okay. So here's the question that I wanted to ask. Just, um, this is like a brief, uh, history tale, because I think a lot of our listeners coming up they've entered the internet while the internet, I think found its legs and their foundations and social media was implemented.

And, uh, people, uh, relatively like people understand the structure of the internet as it is before us. And when you said your, your business opened in 2002. I remember that was when I just started getting onto the internet. And like one of the first things that I did was, was to try to set up a GOC city's website, which actually might still be up.

Yeah, yeah. Am I am my, my Zenga blog was a hit between me and my, uh, my seven friends. All of them also set up Zenga blogs. Um, so I would love to hear a little bit about like your first, uh, uh, encounter with the internet and what impressions did it leave and, um, what did you think. It was going to be for you.

Did you think it was going to have professional application or did you think it was just like this quirky hobby thing? Cause that's kinda what it is for me, for me, it was, I guess first major thing I discovered was like an intender community website so that I could talk to other Nintendo fans. That was like thing for me.

It just seemed like, Oh, this little thing to augment. Um, my life's preferences to talk about things I can't talk about in school. 

Uzair Kharawala: [00:13:53] When we started our website, the days were where you had to dial in it, wasn't like a broadband or wifi. You just connect, you have this little more damage or die, dial out to the internet and take ages to connect.

And then it's going to download all your emails and stuff. 

Joseph: [00:14:09] And people couldn't use the phone either, by the way, it was on the one phone line. 

Uzair Kharawala: [00:14:13] Oh yeah, yeah. That's right. Yeah, you're absolutely right. Um, we used to do a lot of, uh, equestrian photography in those days. We used to cover about 300 horse shows, mounted games, uh, show jumping, dressage.

Cross-country you name it? We showed them the problem was we had all these shows used to happen on the weekend and we couldn't be in two places at the same time. So we had a team of photographers and then we would go there on the shows and print on site. But the disadvantage was, we used to have got to have multiple equipment and lots of logistics problems and all that.

So. We were one of the first ones to go online with the little website and then an American company approached me and he goes, Oh, you can sell your photos online. It's really because yeah, you can just upload all your photos and then do your web address to people and then they can buy online. Yeah, let's try it.

No problem. So we started selling online and I remember one day a phone call came through and the lady told me, Oh, thank you so much, et cetera. Or you put your, our photos on the side. All the family went to the public library and we had a great day out to look at our photos and order online. It was very exciting and I never forget that that the whole, they had to go to a public library because there was no internet in the, in the area.

And that's when. I knew that this is something big. And then we very quickly had about eight to 10 photographers every weekend. We'll send a couple to one, show another one to a smaller show and so on. And all we did was we used to hand out our little cards with the website address on it, and people would love to Bible is such a novelty and a new thing that.

We were getting sales and I'm not exaggerating. I mean, the amount of envelopes we used to post the post man, the guy at the post office used to say, what do you guys sell? What are you posting? Like we would have hundreds and hundreds of, you know, photographs with that do not bend, um, envelopes. And in, in crates we used to take them like we will have multiple click crates.

And that's how popular it was. And we used to, that's how we started with our online presence. And we have continued that activity because online is the way forward. And right now, especially with this log down, there's no other way to reach out to your clients. You can go and see them physically. 

Joseph: [00:16:59] Uh, I, I have one other, um, uh, history question for you.

And then we'll, we'll, we'll move on to some of the stuff regarding Google ads and YouTube and your, your, your expertise that you're officially recognized by. Uh, but one other thing I wanted to hear about historically was when you started to see video implemented online, um, cause I was a hurdle for the internet that's video does take a lot more, uh, resources and images and images take more resources than texts.

So there was a process before video wasn't just available, but it could be disseminated in a way that was pleasing to the eye. And I will just give you my experience, like the first videos that I had seen again, this promotional I'm like 13 years old, or I always think about as Nintendo and all the videos that I would see were these like two 40 by three 80 QuickTime videos that were blurry.

Um, it looks, it looked like, um, and I mean, it was a Canadian artists, a group of seven. If somebody like took like a, uh, an image and then just like. Bingo. Well, actually that's a poor way to characterize the group of seven. The point is it was not clear again, it wasn't crisp. Um, so how about you, when did, uh, when did you start spotting a video?

Where, where was it first to show up on, uh, from your perspective? 

Uzair Kharawala: [00:18:12] So I first came across a video on a DSLR camera. I think it was 2010 or 11 or something like that. Um, one day I had this Nikon on camera and it was video on it. And I'm wondering why the hell I have to put video on there. It's a camera. We don't need video.

And that's when I realized that. Yes it is. It is going to be big because before you knew it, the iPhone came out at all. Obviously on the first iPhone, the video wasn't there. I think it was on the second or the third word. You're not going to remember. Video started coming in and then YouTube was, um, picking up and gathering pace.

That's when I knew that the video is here to stay. 

Joseph: [00:19:06] So, so the next question is going to be about your studio and I'm going to use this one to transition from the history, into what we're up to today. I think this would be a perfect way to do it. So you, you started your, your studio in 2002.

And just to make sure that I'm understanding everything it started as just a photography studio, and then over time, it, you were, uh, uh, cognizant enough to identify what were the major changes and you capitalized on them. So. What did it take to get your digital studio up and running at that time? Like how far along were you in your career that you could afford that investment?

And then a second to, this is how it evolved over time. And finally, um, what, what does a state-of-the-art digital studio have to stay in the competition to this day? What's in your studio right here, right now. 

Uzair Kharawala: [00:19:55] I mean, if we talk about the present. You don't need to have an thousand, $20,000 worth of kit, the best videos in your pocket, which is your phone.

And you can do wonderful stuff. As long as the audio quality is fairly decent. You just need a, like a 10, $15 Mike, clip it on to your, uh, top or shirt and you're good to go. And the other thing is a little bit of good lighting. And you don't need to see what you need to understand is you are not trying to create a Hollywood blockbuster.

We are trying to create content, be it to educate or entertain. And as long as people can see you and it's not out of focus and the lighting is semi decent, and I'm not talking about, you know, Hollywood style lighting either and decent audio, your content needs to be good quality, in fact, great quality and people don't look, look at the quality of the video quality as such as long as they're enjoying it.

They are going to consume the video content. 

Joseph: [00:21:05] Yeah. I could speak to that one. Uh, the most regular YouTube creators that I watch, he certainly doesn't shoot in 4k and he certainly doesn't have a, um, uh, uh, instead of the, uh, ribbon microphone. He said that he had like a, uh, a Yeti or one of those, um, blue ones.

But the way it's positioned is that he sits pretty far away from it. And so I can hear the echo of the room, but the key is, is that his content is compelling and the algorithm knows that I like watching him for breakfast. So the, with the assistance of the algorithm, um, it's become like a ritual for me to, to sit and watch him while I'm having my oatmeal or buy my peanut butter toast on the days where I'm lazy during any days.

Next one I want to ask is it says on your profile that you're a YouTube certified professional, as you mentioned as well. It also says that you're a, uh, as you mentioned as well, that you're a recognized authority and there's four fields here and I've let you, I want you to, uh, just break down these for us.

And I remind our audience that. As always, you know, we do our best to get as much as you can in an hour, but you know, you have much more time, um, in your, in your day to sink your teeth into the content that our, our, our guests here are creating. So with that out of the way, um, the four fields, uh, that you're a recognized authority are content ownership, asset monetization channel growth and content strategy. I think everyone has at least some familiarity with these, but I would like to hear from your perspective, your take on these and, um, how each one are important. And if there's anything specific about them that people don't normally know that you've have to tell people about this would also be a good chance to let us know about those as well.

Uzair Kharawala: [00:22:53] Sure. So those are kind of like the tactical stuff, which we need to go through when we. Uh, have to sit through the YouTube certified exams. We need to understand what each, uh, each one means. So things like the monetization out to keep it in simple English, other than going into the techie bit.

Joseph: [00:23:15] You do me a favor, yes. Thank you.

Uzair Kharawala: [00:23:18] Um, Monetization is how do you earn money by putting up content? So to do that, you got to have a thousand hours, a thousand vagabond and thousand subscribers and 4,000, uh, uh, watch time, hours on your channel. And then you, Google is going to now, Google owns YouTube, obviously, um, YouTube or Google will, uh, enable your channel or your videos, which will allow other content creators to put their video as an ad. Do you know the skip ads? Which, which pop up on.

Joseph: [00:24:00] Oh, I've, I've never skipped an ad in my life. I've I've never seen that before.

Uzair Kharawala: [00:24:04] Those are the ones which pop up, and this is how a part of that revenue sharing is with the, with the content or the channel owner.

With regards to the ownership, you know, you need to be mindful of the copyright. Don't infringe. It's very, it's a very serious, and it's a criminal offense to just copy somebody's content. If you're creating content, make it your own content. If you're using music, make sure that you've got the license for it.

If you're using some other additional video footage as part of your video. You can't take a clip from a Disney movie or any other movies or any other channel and put it on as part of your, um, of your video. So you need to be very mindful of that because a copyright claim is a serious, um, serious thing on YouTube and it can.

Um, well, three strikes and you're out, uh, from the monetization, they give you three, three strikes. So you'd be very careful that you don't get those strikes. 

Joseph: [00:25:05] One thing that I see, and this is very popular as a, uh, in, in meme culture where I will see, uh, YouTube videos though, very briefly use a, um, a meme or the very briefly refer to say like, uh, uh, a scene involving Matthew McConaughey now has.

Uh, have, have content creators. And by the way, we're not, uh, formally giving anybody, like, not telling people to take other people's content, but have you seen that there was a threshold that people have to cross where if people just use copyrighted content over a couple of seconds, that they're okay. Or is it, this is a hard rule.

It just don't bother.

Uzair Kharawala: [00:25:47] Don't go there and the algorithms will pick it up. Even if you use a copyrighted music. It will pick it up that you are using somebodies lessons, music, and especially Facebook also is pretty hot on that in some of the videos, which you are being monetized, because what you do when all these platforms don't want is you making money out of somebody else's content.

It's kind of like a piracy, you know, you're copying, you're ripping somebody off and trying to make money. So I would never. Um, even tiny bit, a little bit. Don't do it. 

Joseph: [00:26:26] It's it's, it's good to, um, I think if anybody in their mind was like 99% versus a hundred, it's good to make sure that we kit, uh, 100%. Um, the other thing that you brought up too, about the ads that are skipped and I say jokingly, but.

I have skipped plenty of ads, uh, but there are also ones that are unskippable as well. And they go for about six seconds. And this is, it is, this is cool too, because earlier we, we established the idea that videos are getting very short. So I think content creators are thinking I have six seconds where.

Uh, unless they, you know, they take their headphones off and they look away for six seconds out of protest. I've got their attention for six seconds on the, on the backend side. How do content creators decide that? Or how are they able to set up the unskippable ads versus the skippable ones? And is there a cost difference between those two?

Uzair Kharawala: [00:27:18] Yeah. So the skippable ones are usually called in-stream video ads. And the skippable also, the non-skippable ones are called the bumper ads. So when you set up a campaign through your Google ads account, but so again, you, you set up your video ads through Google ads. There's just one account. And then you run up your campaigns from them, the bumper as our price per thousand views.

That means a thousand times or impressions. So it could be $10, 20, 30 depends how much you are betting. The in-stream is CPV would just cost per view every time someone. Now, this is where YouTube differentiates a lot from Facebook on YouTube. On average of a session per day is around 40 minutes of content being consumed on average by people visiting YouTube.

So a view is classified. As someone continues to watch your video ad for a minimum of 30 seconds or until the ad finishes or the video finishes, whichever is the first, if that skippable ad pops up on your screen and you continue to watch it and you skip after 27 seconds, the advertiser has got. 27 seconds worth of free branding and free.

Ah, no, you a magazine telling you. Look, if we don't give you a brand awareness or eyeballs on your ad or drive traffic through the website, don't pay us. They can't do that. Magazines, newspapers, or any kind of other format like radio stations. Whereas over here, You can. So if you want people to watch it, because that's the whole idea of your ad, but if they're skipping after five seconds, that means either your targeting is not good.

Or the FA the hook is not the, in the first five seconds to grab somebody's attention. So you need to make sure that more people view your ad. Obviously it will cost you, but that's the whole idea. So this is why 20 seconds is a long time, too. Because you have interrupted someone's pattern, you went to YouTube to watch cooking football or a golfing video.

And all of a sudden this ad popped up before video or during the video interrupted your viewing pen, just like on TV. When we are watching a movie or drama or something and ads pop up, but on TV, unfortunately we can't skip it. Whereas on YouTube, you have the luxury of skipping it. Even if you skip it five seconds free branding.

Joseph: [00:30:09] It's been probably at least a year. Might've been even two years by this point. For me, since I've watched television complete with ads, it's even got to the point where I'll pull up say YouTube and I will watch it on TV as just to kind of mimic the ritual I used to have. And. One of the things about television shows is that the symbiosis between the show and the advertisement are, um, it's, I think it's much more ingrained than, uh, the way it is here, but you will, you will see this in some YouTube videos, which are getting into in a second.

So my, my point is let's just take an episode of the Simpsons, the way it's written. They know in advance where the commercial breaks are going to be. So that is when they do the act breaks and they rely on hooks within the story to keep the audience from at the very least not going to watch another show and staying there.

They want people to, at the very least come back after the commercials. Now people get up and this is, I guess this has always been the problem with advertising. Um, pretty much up until. What we're talking about today, which is whether it's a billboard, a magazine or a TV, there is no way to know whether or not the person was paying attention.

And if they were paying attention, if they care. So what you're saying right now about, uh, Google ads, if, if it's a 32nd ad and I skipped it at 25 seconds, they're basically getting a refund. They can just, they can just try again so that I have to tell you that's massive. I. I did not know that one. Now I feel a little bit better about all the times I skipped because I, I watched quite a bit of YouTube.

Um, to all my, uh, all my favorite creators get, uh, it gets sent packing, and then I'm going to end up on a, on bid shoot or something. But until then it is. Really difficult to keep someone's attention. And a lot of it just has to do with how much control we have at our computers. I have a mouse, I have a lot to do a lot of things I can do with my mouse.

A lot of things I could do with my keyboard. So for me, I, I can't really think of the last time that I sat and watch an ad for 30 minutes. Because I was hooked. I just, so all of this is to say it is great to hear that the Google ads is really on the side of the advertisers. They understand how difficult it is to really reach people and the content creators.

They just want to focus on making the content and really trying to come up with an ad that really connects with people and gets them hooked for, uh, for the 30 seconds, however long they go. 

Uzair Kharawala: [00:32:34] Yeah. I mean, you know, there are four people or four parties. We've got the viewer, the advertiser we've got Google.

It needs to be a fine balance between Google is in the business of making money. They want clicks and there they want views without. Making kind of like, uh, distracting from the viewer, getting, you know, the viewers getting cheesed off every two minutes, there's an ad popping up, which will be annoying.

And then they're going to switch off and go to some other networks or platforms. So it's a fine balance because with the skip button, skip ad button that gives the viewer the total control. You don't want to see the ad, skip it. And you carry on. And five seconds is not a huge amount of time. You either want to watch it, or you don't want to watch it.

Joseph: [00:33:26] Yeah. And one thing too, is that the skip button I'm just to make sure that you mention it. You can't skip for the first five seconds. So at the very least that the audience does have to commit five seconds to it before they can move on to it. And then the other point that I wanted to make too, is that I am noticing, um, content creators. I think I've seen this in the last year, but it could have been going on longer than this, where once they've made their content, they do have an idea where they want to insert their ads. Like I know, I know for our, a number one favorite episode of Cobra, Kai, and then it just cuts to an ad.

I'm like, okay, that wasn't a coincidence. They knew what they were doing. 

Uzair Kharawala: [00:34:02] Yeah. You, I mean the advertisers, especially in Google, as I've got a variety of ways to target your audience and it's amazing what you can target. 

Joseph: [00:34:14] So, um, I guess, uh, from across the, the, the clients that you've worked with, as well as your own experience, can you think of any ads in particular that, uh, guide good response and manage to hold people's attention?

Um, whether it's specifically of an industry or if it was a product, like, are there any standard examples of ads that actually managed to you know, consistently work. 

Uzair Kharawala: [00:34:36] Yeah. So an interesting one is for a local client of ours, uh, a 60 year old company. So they've been around for a long time and we give them this proposal of taking on, on radio Beto, who is, I believe is 85.

He instantly said, yeah, let's do it. And we created a series of videos of me, the team of the staff members, 15 second, 32nd videos, very short clips. And then once we created these and we put them up on YouTube or Facebook and all that, then there was a little mini competition going on between the each one of the staff members as to who's going to, who's getting the most likes comments shares, et cetera.

And the views. And what was happening is they, uh, promoting the company video because they were featured in that video. So they were sharing it with their friends and family and their network, and it just kept on going wider and wider and kind of like world. So that was a great exercise in brand building.

And also it builds that trust. With your audience that this company is, uh, promoting. Not promoting the staff, but showcasing the staff members as to who they are, what they do to get them to know them a little bit more better. 

Joseph: [00:36:11] Do the competition, by any chance have a prize? 

Uzair Kharawala: [00:36:13] No, it was a healthy combination. Yeah. We bring them, there might be.

Joseph: [00:36:18] Yeah. I was just wondering about like the, the incentive structure for like, you know, somebody who was getting it from Bush and at the end of it and think, Oh, I'm going to go into my Facebook. I need to get all my family and friends on it. So the next couple of questions that I have, uh, Uh, chambered for you are, uh, are also Google ads related.

And what I did was I just try to keep in mind of the different subjects that I've talked to other guests about regarding Google ads. I just want to make sure I don't ask everybody the same question over and over. So I looked through your content and just tried to find some stuff, a little more specific that I've seen on your content that I haven't seen on other people.

One of the most, uh, recent posts, um, least as of this recording is smart bidding. And, um, on your thumbnail, you may or may not have used an image of an Android. Uh, I couldn't figure out where the Android was from. I was thinking it was the Terminator Android or the I robots. Okay. Okay. Okay. That, wasn't my first guess.

My first guess was I robot, but anyways, um, so what's going on here with smart bidding? What do we, what do we know about it? 

Uzair Kharawala: [00:37:17] So, so bidding has been around for the last few years is getting better and better by the day to the point that there's no way in the world, the human can be the machine, just like in the Terminator movies.

It is fascinating how it works. It's taking away all the control, all the expert expertise experience from the human myself and loss of thousands of other professionals who have really learned Google ads. And we see somebody switching on these, um, smart bidding campaigns. It doesn't run straight right off the bat, but it needs to be fed the right data.

Once the machine knows who you are looking for, what you want out of it, it is kind of like unstoppable. It will just keep on getting you the results, the conversions, the sales, the leads, and so on. I dread to think what's going to be around coming around in the next year, two years or so, because Google ads is evolving at such a rapid pace that I don't know whether I'll be in a job or not.

Joseph: [00:38:27] It's a, it's a bit the process, especially because I'm a fan of the Terminator series and I'm drawing parallels in my mind with what's true about what you're saying versus what's true about terminators. Um, one of them is that. In the first Capitola. Okay. I can't believe I'm doing this. Okay. So in the first Terminator movie, a human does take down the Terminator, but it took so many resources to, to bring the machine down.

Um, it costs a spoiler. Spoiler alert, give you a second to stop. Go watch a Terminator series. Come back. Okay. The human resistance fighter. They sent back in time to stop the Terminator he parishes, and then Sarah Kotter, she finishes it off, but she had to undergo such an evolution of her character in order to be able to do it at first, at the beginning of it, she's a meek, waitress and IDN.

Okay. Now you see she's the mother of the resistance leader, John Connor. So the, the effort that it took to bring one down. Is the parallel that I'm drawing with the effort it would take to meet. Um, and then surpass the, um, the, the potency of this AI. Then it gets the Terminator two and they said, well, we should really just get one of these machines on our side.

And so I think that's where we're going with this is that well, when, uh, we, we, we harness this and we use our machine versus their machines. And I think too, to some degree, and I'm hoping I'm right about the sex here, but I think you always do it need some sort of human to, uh, oversee things. Um, previously I was doing some research on, um, AI copywriting where an AI and a human both wrote copy for, uh, for our address.

And the robot copy was like, Uncanny Valley. Okay. It kind of worked, but it seemed like it was somebody who didn't speak English, trying to write English, uh, versus the natural cadence of a, of a native English writer. So that's, I guess that's what I see happening here is what a human still needs, like step in and just like observe and make sure everything is running smoothly.

Uh, but then yeah.

Uzair Kharawala: [00:40:30] You need to rein in the machine a little bit. Don't do this. Don't go there. I want to do something like this, but it does all the heavy lifting for you. You don't need to worry about bidding. You don't need to worry about mash types and all that kind of stuff. It does all the heavy lifting.

Now a good analogy to give you is when we sit in the car and we put on the sat now, even though, I mean, it's become a habit now, even though, you know, the way to go from a to b, but you still put the sat now on. And then all of a sudden the Google maps or the sat nav is going to take you a different direction.

And you swell at that little box. Why are you taking me from that is straight. I know it goes straight. The machine knows that there is a traffic jam or an accident in front of us, which we don't. So that's why it's taking us through a diversion to reach our destination quicker. The same thing with this, uh, smart bidding in the auction.

The machine knows who they're up against, which we can't see and how much to bid up, how much to bid when not to bed. And sometimes it does go crazy with the cost-per-click going really high and the client goes, Oh, I don't want to pay 20 bucks a click, but they don't realize that being 20 bucks a click does result in some really good conversions, which brings your cost per acquisition right down.

And gives you a better ROI on your ads. So why wouldn't you bed high all day long? And that's what happens with these smart bidding campaigns. The smart campaigns will work really well once they have got the right data in it, we've fed the right data and then we turn it on. So I. Then not to switch off or switch on the smart campaigns right off the bat with zero data in it, we let it manually gathered the data.

Then Google knows exactly who we are looking for. How much are we prepared to pay for a conversion? And then it's going to go out and get it for us. 

Joseph: [00:42:46] Uh, I'm going to move on to a different, um, part of Google. I want to ask you about not, not that I can get going, but I feel like. I've hit my quota for Terminator two references.

And I just, I just find it again. I'm just going to, so, um, I know they're a super unique one that I saw from your content is a Google ads. Call recording now. Again, I didn't realize this was happening. And I happen to think that there's lots of things going on at Google that would, uh, surprise me. I think this would be a bit more focused on local businesses, um, advertising locally, because I would imagine that the further someone to await further away, someone is the more reluctant they are to dial somebody else's phone number, right. Uh, long distance charges and stuff like that. Um, so that was just my initial impression, but, um, yeah. So Google ads call recording. What can we get out of this feature? 

Uzair Kharawala: [00:43:37] Yeah. So the call as you're referring to, right? So then instead of clicking through to your website, the viewer, the person searching for that product or service makes a call.

So a button on your ad will then dial out to that company. So, if you are looking for, let's say car insurance, we all hate filling in those long forms. We will just call them and then go through that questionnaire, which will take 10, 15 minutes. But at least we'll be talking and not typing. So the call has worked really well for any kind of lead generation business.

Be it local national or international. It really doesn't matter. Uh, but nationally it works really well because it's in the same, um, not internationally. I beg your pardon, uh, on a national level. It really doesn't matter where you are. Um, somebody can call you from the other part of the country. And as long as you can service the client in that area, yeah.

You can run call ads. It's the, one of the most powerful ads you can have to generate leads because. Somebody is super interested. They are on the phone to you. The ball is in your code to convert them. It's not like somebody is filling a form, you got the form. And then you are trying to get in touch with that time.

They may be at work or not available or in the meeting, and you need to try 10 times to reach that person. And then most companies will give up. Okay. He's not responding. Whereas with a phone call, That person has called you to inquire about your services. So I would highly recommend that if you're in the business of lead generation, you should switch on a call only, right?

Joseph: [00:45:24] Yeah. That's something that, uh, I, I guess didn't occur to me when I was, um, uh, prepping the question. I just, I know a company like Walmart, for instance, and they're, they're all over the country, all over my country as well. So. Yeah. I mean, they, they run a call at, I would call them and maybe I'm not getting through to like head office, but I'm getting through to a Walmart that's relative, but it's being an international company.

Uzair Kharawala: [00:45:48] Yeah. So, you know, websites like Walmart target Amazons, they would run an e-commerce where people are clicking to buy online. But if you're selling a high ticket item, Where people will want to speak to somebody before they make that decision to buy from you. Then the call ads will work really well for you.

So like a car company, um, you won't just go online and buy a 50,000. Yeah. 

Joseph: [00:46:19] There are a few people like that, but it's a small market. Yeah. Yeah.

Uzair Kharawala: [00:46:27] There was more, well, more money than sense. I would say because without looking at the car and that's driving it, they bite. And there are lots of companies now selling cars online, where they, you buy the deliver to your home and they have this 14 day. No money by gun deal. 

Joseph: [00:46:44] I mean, we're talking about the market of like popular YouTubers who would do that just as a challenge.

Like I just bought a car online. I didn't look at anything. Oh, let's see what happen and that's life, you know? 

Uzair Kharawala: [00:46:57] So for those. Kind of, uh, companies, car dealerships call that would work really well.

Joseph: [00:47:09] Coming up on the, uh, the final stretch of this episode. And, uh, I don't, I w I don't want to mix it up. I want us to, um, I want to ask you some other questions, just in some different avenues of what you're up to, um, this, this one, and this is one that I'm asked that I've been. Wrestling with in my mind, this is a personally it's about video format.

So with my own process so far, Um, by the time I had enough gear for, uh, to be able to shoot in 10 ADP. Uh, and, and I'm not. And I don't just mean like, you know, as far as I can go with a cell phone ads, I mean, if I wanted to say, shoot some law informed content or even a web store or something along those lines.

So by the time I had enough gear to shoot in 10 ADP 4k basically took over and I'm debating on waiting out 4k and then just making the jump to the next video format, which I think would be eight K or 16. K if. You know, just based on the, uh, uh, the naming conventions. Um, so w in, in the, in your experience, um, I'd love to hear your recommendation on this.

Like, do you recommend that people bite the bullet and just get on board? Whatever is the most current gear, or can people pace these things out on a generational basis? 

Uzair Kharawala: [00:48:18] Yeah, I would say stay one, one step behind. So if, if the fork is the next best thing, Shoot in DP. Once the aide is released or is getting more popular, then start and move over to 4k.

Because most of the devices you can't see foci. Well, it's no bond in shooting. So I would say Dan MVP right now is more than enough, but get started. That is the key. Mostly most business owners are still shy of getting started. They have this, um, Oh like a brick wall, which they can't, you know, go over.

Once you get over the fact that you don't like watching yourself or you don't like your wife, how have you come across on a video or like listening to yourself? Well, don't do that because other people will be listening. It's not you sitting in front of the YouTube everyday, looking at your own videos.

Other people. Let other people decide how good or bad the content is. It's the content, which would be bad. It won't be you personally. But if they don't like the videos, that means the content is not good. If the watch time is very low or they're skipping the ass, that means the hook is not there. Or if they are not taking that call to action, which you want them to do.

That means that the call to action is not strong enough, but just get started. Don't worry about this techie bits. What shall I do? Even if you want to start at 720 P. 

Joseph: [00:49:55] Um, I know they're a, another mix up for you. Um, people we haven't talked about quora on this podcast at all. And I, I, uh, so far my, my memory has managed to hold on to all of that, the key subjects that have been brought up.

Um, so, uh, if anybody listening to this show can actually call me out on this, let me know. I'll send you a $20 iTunes gift card. Tell me what episode we talked about quirks. Certain that we didn't. So you, you talk about how this is like one of the best kept secrets. Yeah. If it data reason and it hasn't been brought up yet.

So I would love to have you explain to our audience how important and useful quora can be. 

Uzair Kharawala: [00:50:30] Yeah. Quora is a gold mine, just like reddit is. Um, so people go there and ask questions and then there'll be lots of people who will reply to that question. And that's how you build up your authority. And the way I did that, I'm not saying that I did this in a big way, but I started to do quite a bit on there is most people will reply in text format.

Joseph: [00:50:55] Oh, I didn't even know you could.

Uzair Kharawala: [00:50:56] I would make a video and then embed the video in the reply. So my photograph of the custom image, my branding, and it would take up a huge space and all the replies would be in text format. Whereas mine would be in video format. And that's how I used to do it. So I had one of my guys, I would tell him, look, go and find me questions.

His job was to just go and find me questions. How do I do Google ads? How do I write ads? Or I don't know how to do set this up a video campaign and all that. And we have a spreadsheet and you have all the links to those questions. And I would then go to that link, but that's the time consuming bit of finding those questions.

So you can outsource that, but don't waste time, um, trying to find it yourself, anybody can do this. And all you do is then just shoot three to four minute videos and then keep putting them up. And before you know it, you build up your authority on that.

Joseph: [00:52:02] I really did not know that I participated in quora couple of times and not naming names, but a certain and someone I know got into an argument about the changes they were making to Ariel.

And so I had to go in and, uh, defend my friend. So, but the one, the one thing that happened to me on quora is that I noticed I was having a hard time replying to the replies, or I couldn't find like a direct reply button. I dunno if I'm just like. Crazy. And I didn't quite look at it, but it looked to me like Quora is designed specifically so that everybody answers the questions of the, sorry.

Everybody answers the question and has everybody responding to the original posts, but I don't think quora has much in the way of like back and forth between the people answering the questions themselves. I think everybody just responds to the first person.

Uzair Kharawala: [00:52:48] Like in Facebook, you would reply to a comment on the main thread.

So quora would just be kind of like replying to the main question, but you can upload, uh, no, you can like, um, on other people's reply on there as well. And you can join the conversation in there. Yeah, for sure. 

Joseph: [00:53:11] So the next one for you, uh, you talked about a, a daily marketing hustle. This is also a concept that I think the definition might've come up in previous episodes, but certainly the term itself hasn't um, so what's daily and marketing hustle.

And can you share your version of it with us? 

Uzair Kharawala: [00:53:28] Yeah. So how, how often do you go out and reach out to your audience? Right. And the way we do this is we upload at least two to three pieces of content right now. And going forward in 2021, we are going to increase it to maybe four or five pieces of content.

So we've got three different types of videos. One is the live stream, which we do every weekday on YouTube. And we're now going on Facebook, LinkedIn, Twitter, and we have worked out a hack on Instagram as well as to how we can livestream. Just, I mean, you can live stream on Instagram, but we want to show the setup as well as one camera on me.

So using two mobile phones, we've worked out a way of how to live stream without the echo, the sound echoing from multiple devices and all that. We were trying to do that and put the content out on various channels. So we've got the 30 minutes to each live stream is around 30 minutes. Then we repurpose part of it of about five to eight minutes long and repurpose it at a later date.

And then we have our six less than 62nd short videos. So what it goes square, um, and horizontal format. So this is the gut dive of a hostel, which we are doing is to put out content on a daily basis once a week or once a month is not enough. Uh, I believe so. Um, in this day and age, when there's so much noise out there that you got to start shouting from the rooftops as well.

And the more you go out and put your content, the more likelihood you're going to get found. 

Joseph: [00:55:16] And yeah, and that speaks to what I was saying earlier about my, um, Uh, about the YouTuber that I, you know, that I follow, he puts content on every day and the algorithm understands that I want to, uh, watch his content for breakfast.

He skips a day. Okay. Whatever, but. If he were, if he, if he wasn't doing that consistency, I wouldn't have that ritual where I can look forward to that each and every day. And then I can depend on that each and every day. And what that does is it creates this sense of solidity in my own ritual. The difference between things I know are going to happen tomorrow, versus the things I don't.

I do like a solid center, things that I know are going to be there. So I think to your point, your, your followers and the people you will continue to, uh, reach out to who also become followers. They're expecting that as well. Um, but on the, on the flip side of that, that also, I think, uh, presents some unique challenges too.

So how do you devise what content you're going to put out on a, on a regular basis? How do you do, do you get together like once a month and do a plan or is it just like whatever you're up to in the days? So, yeah. 

Uzair Kharawala: [00:56:25] Yeah. So our content marketing team now has got eight of us from planning, creating, editing, shooting.

Uh, uploading syndicating and we have a pretty good workflow where everybody knows the things to do when to do it and so on. And it just moves in a very. It's kind of like a McDonald's, you know, the hamburger goes from one, uh, one stage to the other, uh, station and so on. And these are our pieces of content goes from, you know, transcribing graphic design, video editing.

And so, so initially I used to do everything myself. When I started video marketing very seriously in January, 2018, it used to take me hours just to do one. Video at least four to five hours by the time I've shot it. And I was really bad at it. I would reshoot reshoot them multiple times, editing, transcribing, uploading.

And by the time I finished one video, I'd be like, Oh, thank God it's done in the fall. You know, time to shoot the next one. So slowly, slowly, you know, I thought I've got to systemize this so that I can scale it. Now we have the systems, the processes in place to really scale it because. What's happening now is every time we upload a video on YouTube, it gets ranked in Google as well for that keyword.

So you may have noticed on the Google page one, when you search for a particular topic or a subject, you get this three pack videos, but now they're putting four back. That means instead of showing three videos on Google page one, Google is showing four videos on page one. What this tells you is Google is paying even more emphasis.

On video format, otherwise, why would they increase it from three to four? Now, most of my competitors, aren't putting those kinds of videos with the consistency which we are putting out of. The four are quite often fine. Three of the videos are mine. Now that is, you know, music to anybody is to get three links on Google.

Page one, effortlessly. SEO is extremely hard to go on Google page one. I need to be companies like HubSpot WordStream support dot, google.com and many other higher authority websites. I can't do that, but in video, they can beat me because they are not putting up that kind of the color, not the quality, but the, the, the frequency.

And now what's happened is YouTube. And Google knows that I keep on putting up content about Google ads, Google ads, Google ads. They know that. Okay. When I'm, I'm putting up this content it's relevant, it's engaging people like it, the watch, the view it, and then my videos. So we've got about 350 keywords where our videos ranked on Google page one.

I want to keep on accelerating this process to thousands of keywords. So by the time someone, one of any of my competitors start doing. Want to compete with me, I'll be far ahead of the game. 

Joseph: [00:59:46] Well, I have to say your, your expertise is, uh, something to be admired. And, uh, I, I, I have no doubt that the strategy is effective because it's already working.

And so it was just continuous growth from there. Um, you know, the, the last. Well, th th aside from the traditional last question, the last question I wanted to ask you, I think you just answered it. I'm just gonna tell you what the question was. It just in case it actually ends up being a different answer, but it's a quote from your, from your Twitter, uh, which is your mountain may be harder to climb, but.

Oh, the view, the view is divine. So I'm listening to what you're saying. I think, I think that's the mountain that you climbed. Am I right? Or would you say that there, I was going to ask you, like, what's been your mountain to climb and I feel like that's what actually might be it. 

Uzair Kharawala: [01:00:31] Yeah. We're still climbing the mountain and we're quite high up the mountain.

So we're not right at the base camp. 

Joseph: [01:00:38] Yeah. You're not in the gift shop. 

Uzair Kharawala: [01:00:39] Yeah, that's right. Quite high up in the mountain. And for someone to catch us up. It will take, uh, a monumental effort now to keep pace because no stopping, since the log down in March this year, we triple down our content marketing.

We've gone live stream every single day, except a few days when we had no internet or some technical get glitches. And so on every weekday we are putting up and we continue. Uh, to do so in the near future. And this is our ritual now, you know, If it's not four o'clock, we don't go alive. Joseph. I'm telling you, I start to get messages on WhatsApp, on Skype.

All you're not going live today. So they expect us to go live. But sometimes I'm a bit late. 

Joseph: [01:01:30] I bet you they're worried too. Like, are you okay? Is everything all right? 

Uzair Kharawala: [01:01:32] I have and I'm thinking, Oh, I'm trying to get online because my internet is playing up. I can't go live. And I want all these messages pinging up on my iPad and phone and all that.

So it is kind of like they expect and they, some of them are kind of like regulars. They will be there at four o'clock every day, no matter what, and this is the kind of loyalty you build up with your audience because they, they like, and they love what we put up. That's why they are here because time is precious for everyone.

Joseph: [01:02:08] Well, on that note, um, you've given us a lot of your time today and I am very grateful and I'm going to definitely get, uh, when I get, I review every episode before it goes live. So I'm looking forward to reviewing this and just like letting what I've observed today, be reabsorbed. And, uh, it, it amazes me how each time I get to talk to new guests.

Uh, there's just so much more that I don't understand. There's so much more to learn. So, uh, so thank you for that. Uh, I, I know my guess. I've got, sorry. I know our audience has also got a lot to take away from today. Our last question to you is always a chance to deliver any parting wisdom just in case there was an answer you wanted to give for a question I didn't ask.

So anything along those lines feel free and then let us know how to reach out. 

Uzair Kharawala: [01:02:55] Sure. I mean, all I would say to anyone listening to this is. If you haven't started with your marketing, um, you be kicking yourself that you didn't start when you could have, because I do the same thing to myself. I wish I started six, seven years ago, but I've gone to the past and I can change the future.

And this is what we are doing is get started. This is the best marketing tool anyone has. Um, which will help them to take the brand to the next level, generate more leads or sales, and also look at companies like Amazon. They are the world leaders. Have you noticed now they've started to put videos on the shopping cart, on the checkout pages, where they used to have five or six photos only next time, go on there.

And you will start to see videos on there that will tell you. That if you, even if you're an e-commerce store, you got a Shopify store. How important video is to dig that conversion level? Uh, high with regards to reaching us and me a website is the best place. www.sfdigital.co.uk. 

Joseph: [01:04:18] Fantastic. Uh, Uzair Kharawala. Uh, thank you once more for your time and to our audience, you guys know what to do, so I will leave it in to your best judgment take care and we'll check in soon. 

Thanks for listening. You might've found this show on many number of platforms, Apple podcasts, Spotify, Google play, Stitcher, or right here on Debutify. Whatever the case, if you enjoy this content and want to help us thrive, please take a few moments to leave a review on Apple podcasts or wherever you think is best. We also want to hear from you. So whether you think you'd be a good guest or want to weigh in on anything related to our show, good email podcast@debutify.com or connect with us on Facebook, Twitter, Instagram, and tiktok. Finally, this podcast is created by the passionate team at Debutify. If you're ready to take the plunge into e-commerce or are looking to up your game, head over to  Debutify.com and see how it can change your life and the lives of many through what you do next. .

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