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E-BOOK READ HERE--
Chapter 1:
Introduction
Y o u T u b e M a r k e t i n g-- Established in 2005, YouTube is one of the first global social
networks around, and its relevance continues to do nothing
but grow.
The video content posted, viewed, and shared on
YouTube can be watched on desktops, laptops, notebooks
and smartphones—any time of day or night. YouTube attracts
a larger range of demographics across all ages, hobbies,
interests, and careers than any other social media platform—
and YouTube videos can generate high search engine page
rank.
If that’s not enough, the combined audio/visual makes
content more memorable than plain written text.
The Numbers Speak for Themselves
As the demand for quality video content increases, YouTube
continues gain more subscribers. Below is a closer look at
some of the benefits to creating an organic video marketing
strategy.
Worldwide, YouTube has over 1 billion users (yes, a billion)
and a whopping 30 million of them watch videos every day.
An astounding 5 billion videos are viewed each day, totaling
in over 500 million hours of daily viewing. Over 300,000 new
videos are uploaded daily. 80% of people ages 18 to 49
regularly watch YouTube videos. Over 50% of YouTube
videos are viewed on mobile devices.
The average mobile
viewing session lasts 40 minutes, so there’s an amazing
Y o u T u b e M a r k e t i n g --opportunity to connect with your audience there. 38% of users
are female and 62% are male.
So clearly the general stats and demographics are there and
by themselves they warrant using YouTube as a marketing
channel, but the marketing-related stats are even more
compelling.
Today, around 87% of online marketers use video content.
One-third of online activity is watching videos. 92% of mobile
video viewers share the content they watch.
When given the
choice, 59% of executives will choose video content over
written articles. Video drives a 157% increase in organic traffic
from SERPs. The click thru rate of emails with videos is 96%
higher. Content retention increases from 10% to 95% when
comparing video to text. Users spend 88% longer on websites
with video.
Blog posts with video attract 3x more inbound
links. Adding video to ads increases engagement by 22%.
And 85% of businesses have in-house staff who curate video
content, which shows you how important all your competitors
think video marketing is.
That settles it. You obviously need to be marketing on
YouTube. Next up, we’ll talk about establishing YouTube
marketing goals.
Y o u T u b e M a r k e t i n g
Chapter 2:
YouTube
Marketing
Goals
Y o u T u b e M a r k e t i n g P a g e 6 | 26
Establishing marketing goals is critical to the success of your
YouTube marketing. Countless entrepreneurs and
businesses have setup an YouTube presence, made a few
posts, and then let it sit untouched for months or even years.
This is usually due to a lack or absence of goals. So, before
you even begin establishing any sort of YouTube presence or
strategy, you need to establish clear marketing goals.
Your goals should be specific, measurable, and attainable.
They can be long term, short term, or a mix of both. Deadlines
and milestones can be helpful as well. “I want to increase my
social following” would be an example of a bad goal that will
likely result in your marketing efforts petering out after a while
because there are no specific milestones. “I want to gain
1,000 likes by Christmas” is an example of a good goal. It’s
specific, measurable, and certainly attainable.
Below are
some examples of the various goal categories you might be
interested in.
Y o u T u b e M a r k e t i n g
Traffic to Website (Sales, Leads, Content)
Probably one of the most popular goals of YouTube
Marketing is to funnel your YouTube traffic back to your own
web properties. After all, most businesses don’t do business
“on” YouTube. You’re leveraging YouTube to obtain traffic
and convert that YouTube traffic into brand-followers, leads,
prospects, and customers. So maybe your goal is to get
people to a landing page with a free offer where they can
subscribe to your list and become a lead. Maybe they’re being
sent to a sales page or an eCommerce store.
Maybe you just
want to do some content marketing and send them to your
blog. Whatever the case, the end goal for a lot of businesses
will likely be bringing YouTube traffic AWAY from YouTube
and over to their own web properties.
Social Following (aka YouTube as Autoresponder)
In this goal category, your aim is to build a large number of
followers. The reason we also refer to this as “YouTube as
Autoresponder” is because the main sought-after benefit here
is to increase the number of people who will see your uploads
in their feeds. In this sense, your YouTube posts become
similar to sending out email broadcasts via your
autoresponder.
If you grow a large enough community, this
can be very beneficial and if your content is engaging enough
to get a lot of traction in the form of likes, comments,
Y o u T u b e M a r k e t i n g
subscribes and shares, you can significantly increase the
range of your organic reach into people’s feeds.
Passive Presence
Some businesses might have purely passive goals. Simply
being present and discoverable inside YouTube is a benefit
that has wider appeal and greater utility than you may think.
In many cases, a company’s YouTube presence might
supersede or at least augment what was once the role of a
blog, assuming most of your content can be conveyed in the
form of or attached to videos. When people come across this
content of yours and look at your account they can see some
basic info about your brand or business and you can get some
traffic to your website. This same approach can also be used
for events, communities, and brands.
Y o u T u b e M a r k e t i n g
Brand Awareness
Another goal that’s less thought about might be spreading
brand awareness and recognition.
If you’re just starting out,
there’s a good chance your brand might be in need of a
jumpstart. If nobody’s ever heard of you, a great way to
increase recognition is to simply create and share unique,
helpful, or entertaining content and get your name, logo, and
overall brand identity in front of as many people as possible
as many times as possible.
If this is your goal, you want to
avoid being salesy in the beginning. Ensure you’re focused
almost entirely on posting helpful, relevant, or entertaining
content.
Expand Existing Audiences
If you’ve already got an audience, your goal might be to make
it bigger.
This can be done via several social marketing
methods. Sharing viral content, either curated or created
yourself, can lead to a huge increase in your YouTube
audience. Although creating your own viral content like that
can be great, if you don’t have the time or means to do so,
you can simply leverage existing content that’s already proven
itself to be viral by curating/re-sharing it with your own
comments or angle added to it. Obviously, you don’t want to
actually steal and re-upload someone else’s videos. We’re
talking doing a little video review or commentary about a
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content piece. Also, a few humorous videos can’t hurt either.
Other ways to expand existing audiences can include
contests, sweepstakes, and gamification. Assuming your
offers/prizes are compelling enough, incentivized sharing,
liking, and subscribing can be very effective. Just ensure your
methods are permitted by YouTube’s Terms of Service.
Enhancing or Repairing Public Relations
Do you want to set your company apart in the public eye?
Do
you want to associate your brand with feelings of good will and
community involvement?
Was your business recently
involved in a controversial incident that requires damage
control?
It doesn’t take a humiliating public catastrophe to make PR
enhancement a good idea.
This is a goal that any business
can engage in. Non-sales related campaigns can include
videos that foster positive values and goodwill or even
involvement in social movements (be careful not alienate half
your prospects) and noble causes.
Did your business recently
donate to a charity, build a school in a third world country,
serve food at a local pantry?
These are all things to post
about. These don’t necessarily need to be about things that
your business participated in. They can be content about
general things like a heart-warming video about helping the
poor or caring for the elderly. Special holidays like Christmas,
Y o u T u b e M a r k e t i n g
Thanksgiving, or Mother’s Day also present opportunities to
leverage emotions, foster goodwill, and enhance your PR.
Market Research
A hugely beneficial goal of YouTube marketing is market
research. If you’re just starting your business or going down a
new path, YouTube can be an excellent place to learn more
about your audience and your market. This can be done in a
structured way with things like mentioning surveys and
questionnaires at the end of videos and linking to them in the
description, or in a less structured way by simply engaging
with your audience, commenting, asking questions, and so
on. Also, lurking or conversing in YouTube channels or the
comments of videos related to your industry can teach you a
ton about what your customers want and who they are.
Beyond that, you can monitor your competitors’ accounts and
posts to see what their customers like and what they’re
complaining about so you can adjust your business
accordingly.
Creating your own account, posting, and
engaging within it is another great way to get a constant
stream of market/audience data flowing into your business.
Ultimately, your goal should be to come up with one or two
ideal customer avatars that you can then base your marketing
and product development on.
Y o u T u b e M a r k e t i n g
All of the goals you’ve learned about in this section require
some sort of presence on YouTube. Getting that presence
started is what we’re going to talk about next.
Y o u T u b e M a r k e t i n g
Chapter 3:
Getting
Started On
YouTube
Y o u T u b e M a r k e t i n g
The first step in getting started on YouTube is to create your
company Channel. If you already have a company Channel,
you can organically optimize your Channel with the tips below.
Selecting Your Channel Name
In a perfect world, your Channel name will be your business
name. If your business name is already taken, get as close to
your business name as possible. For example, you could
abbreviate your name or add or delete identifiers such as
“Inc.”
If the product or service you are promoting is singular, or in a
clear niche—try looking for a creative, catching, and
memorable Channel name. However, you must be forward
thinking when selecting your Channel name. For example,
what if you expand your product line?
Would you have 2
separate Channels, or one cohesive Channel?
If appropriate, you could even use your first and last name as
your Channel name. Consider keywords, but remember that
keywords are in constant flux.
Currently, you can create up to 50 Channels. But in most
cases, it is more strategic (and time-efficient) to have one
Channel with lots of videos and playlists than several singular
Channels. But we will talk more about strategy in the next
chapter.
Y o u T u b e M a r k e t i n g
Optimizing Your Images
If you are familiar with optimizing blog post and website
images prior to uploading them to your website, the concept
is the same. This is one of those tiny details that many people
underestimate, or simply don’t know exists—but which can go
a long way in organic YouTube and search engine
optimization.
The best way to optimize your images is to use Google Trends
or a paid keyword tool to identify the best keywords. Then,
name and save your YouTube profile pic and banner with the
most suitable keywords. Even if you are using your company
logo, you must first name and save it with your relevant
keywords.
Even if you maintain the same profile pick and banner, update
them both with new keywords on a quarterly basis.
Y o u T u b e M a r k e t i n g
Don’t Just Copy And Paste Your About Section
It is tempting to simply copy and paste the About section of
your website in YouTube and your other online platforms,
sales sites, and social media Channels. However, it is
important to write unique descriptions for each of your online
descriptions. This minimizes the amount of duplicate online
content, but it also ensures you take the time to write a unique
description relevant to the purpose of each online profile. For
example, your YouTube description should touch on the value
you plan to add with your Channel.
Once you have written a few unique sentences or paragraphs,
take the time to add the About section links to your website,
other social platforms, and top trending news.
Y o u T u b e M a r k e t i n g
Chapter 4:
Content &
Optimization
Strategy
Y o u T u b e M a r k e t i n g P a g e 18 | 26
Before you begin creating your video content, you want to
develop a video content strategy. Avoid the common
temptation to just post about your products and services, and
consider how you can create relevant video playlists which will
meet a wide range of your target audience’s needs.
Yes, this
can include sales—but it’s time to think outside the box.
Posting just a handful of relevant and high-quality videos is
always better than posting a high volume of useless videos.
Use any combination of the ideas below as inspiration as
content your customers will engage with.
Start with your FAQs
An excellent place to begin is to take a look at your customers
most frequently asked questions.
This can include industry
questions and product questions alike. Answer the questions
via a video or video series, and drive instant engagement.
Y o u T u b e M a r k e t i n g
Educational or Instructional
Educational and instructional “How To” videos are another
popular choice. Here are a few examples:
• Does your product require assembly? Great create a
step-by-step video of how to put it together.
• Do you sell a digital product? Create a video of the
screen shots for performing common (or advanced)
functions using your software or app.
• Do you sell a tool that can be used for a versatile
range of functions? Create a video highlighting its
most common features. For example, a makeup
demo.
• Is there an adjacent software, product, or tool your
customers use? Create a video on how to integrate
with your product.
You can even create videos that you can use to train your
team—and post them online in an invitation-only video
playlist.
Y o u T u b e M a r k e t i n g
Client Testimonials
Your passionate and happy customers are often eager to
share their great experience with others.
The next time you
receive a raving online review or direct email, ask the
customer if they would be willing to record a client testimonial.
And yes, it’s ok to incentivize them for their time.
Live Stream an Event
If you have an upcoming live event, fundraiser, speech,
product demo, or convention—take a few minutes to record
the event and upload it to your YouTube Channel.
Interviews and Team Profiles
One of the ways to connect and engage in our current digital
world is to do an online interview or video profile. This can be
short and sweet and answer a few questions.
The goal is to
make you and your team feel human and relatable. Also, take
advantage of the opportunity to interview industry innovators
you come across—and post the video to YouTube.
Y o u T u b e M a r k e t i n g
Mini-Commercials
Most small or mid-sized businesses do not have the budget
to produce and place a TV commercial for local or nationwide
placement, which makes YouTube videos the ideal
alternative. In most cases, it is still best to have an online
video expert produce and create your mini-commercial—
including professional audio, voiceover, scripts, graphics, and
editing. However, the price will be far more cost-effective than
a commercial designed for TV. That being said, you can turn
to DIY video tools to create white board videos, videos from
images, or to edit the footage you shoot. Some of the best DIY
video tools include:
• Nutshell
• Magisto
• Animoto
• Videoshop
• iMovie App
• iMovie for Macs
Videos That Support Your Content
As mentioned in the statistics in Chapter 1, when given the
choice 59% of executives would rather watch a 30 to 120
second video—opposed to reading a blog post, article, or
email. Also, email marketing campaigns with videos have a
96% higher email open rate. This means you should look for
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ways to create image, text, and white board videos that
support your written content. The DIY tools above will help, or
outsource to a video designer.
Share Your Story
Don’t discount the value of sharing engaging content
designed to share your company’s story, or a story that will
emotionally connect with your subscribers. For example, think
of all the viral animal and baby videos that trend on YouTube.
While babies and pets may not be relevant to your target
audience, actively look for other ways to share stories that will
brand your business in a positive light.
Mapping Out Your Video Content Plan
Use the video categories above to break your video content
up in to relevant playlists, and map out how many videos you
want to create each quarter. Your organic, and your paid,
video marketing plan must be integrated with your entire
online and social media marketing plan. For example, after
your video goes live you can add it to an upcoming blog post—
as well as sharing it to your other social media platforms.
Y o u T u b e M a r k e t i n g
Posting Videos Outside of YouTube
One of the unique things about video content, is that unlike
blogs and articles—you can post the same video in multiple
places online. Look for every opportunity to post your relevant
videos, and remember that you can share them more than
once. For example, if your “How To” video is a hit on
Facebook—post it again in a week or two. This will help
increase views, likes, comments and shares. Here are just a
few places to post your videos:
• Facebook, Twitter, Instagram, Snapchat, LinkedIn, etc.
• Within articles and blog posts.
• Within relevant paid ads.
• Upload to relevant email marketing campaigns.
• Add to one-off relevant emails.
• Add to your newsletter.
• To relevant website pages.
• To the video section of your website.
Even if you have the option to add a video independently from
the source file and not just from YouTube—upload the
YouTube link.
This will help to create more backlinks, and
send more traffic back to your YouTube Channel.
Y o u T u b e M a r k e t i n g
Organically Optimizing Your YouTube Videos
Before you upload a new video to YouTube, you must make
sure it is organically optimized. This is similar to optimizing
your profile image and banner as detailed earlier, but a bit
more in-depth.
Rename Your Video File
Before you upload your new video to YouTube, create an SEO
optimized filename.
Use Google Trends or a paid keyword tool
to name and save your video with relevant keywords. For
example, you may be tempted to name your videos
chronologically—but “The Perfect Smokey Eye” is a better
name than “Makeup Tutorial #12.”
Input All Metadata
If you are familiar with filling out the metadata for your
webpages and blog posts, it is somewhat similar within
YouTube.
Title—your title needs to include the question and/or relevant
keywords viewers will type in to YouTube when searching for
the information your video provides.
The more specific the
better, just make sure your video name makes sense.
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Description—Utilize the video description to highlight the key
points within your video. While the description can be up to
5,000 characters—the first 160 characters (with spaces) is all
that populates in search results. In other words, make sure
there is a keyword or two in the first 160 characters. And don’t
forget to invite your viewers to subscribe to your Channel!
Captions and Subtitles—search engines can’t crawl for
videos, but they can crawl and index your captions and
subtitles so make sure they are SEO optimized.
Tags and Categories—filling out the related tags and
categories is just one more way to get your videos showing
up organically in YouTube’s search results and Up Next
section.
Customize Your Video Thumbnail—add an optimized
thumbnail to your videos as an often underutilized organic
method of SEO.
Don’t Forget to Add Links—be sure to add relevant external
links to your video description. While you will certainly want to
link back to your website, sales site, or other social media
platforms—your organic performance will improve if you find
quality links that are relevant to your video. For example, link
back to the official source of your statistics.
Where many B2B and B2C marketers fail, is in uploading
videos to YouTube without organically optimizing their files
Y o u T u b e M a r k e t i n g
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