The Social Experience......Helping the Unsigned Artist Get Heard!!!
By Rich Brooks
Published July 27, 2011
Are you on YouTube? Are you getting the results you hoped for?
In this article I’ll share 8 actionable tips to enhance your YouTube marketing.
The most recent statistics on online video and YouTube are mind-blowing: Nielsen reported that Americans streamed 15 billionvideos in the most recently recorded month (May 2011). While traditional TV viewing was up only 0.2% over last year, Internet video viewing was up 35% and mobile video viewing went up 20%.
Before you throw all your marketing dollars into YouTube, however, you might want toconsider this other statistic: 35 hours of video are uploaded to YouTube… every minute. In the time it takes you to read this article, about two weeks of fresh content will be posted. Watch the video below and add another three days.
In other words, there’s a lot of competition for those eyeballs. So, how do youmaximize your YouTube marketing results?
Most of us will never create a “viral” video with millions of views because we don’t own a piano-playing cat or a sneezing baby panda, but thankfully those aren’t required for success. In fact, most of us couldn’t handle a million new customers all at once, anyway. “Now serving 3,424,022. No? Now serving 3,424,023. Please, everyone, form a straight line. No pushing.”
Instead, you should create content that addresses your audience’s needs. Your goal should be to create videos that are helpful, valuable and compelling to your prospects and clients. If you can blog about it, you can create a video about it. Your video content may consist of how-to’s, answers to frequently asked questions, expert interviews, screen video captures, slide shows and more.
Mari Smith provides some great suggestions on content creation in How to Integrate Video Into Your Social Media Marketing.
While many people may have questions on the technical aspects of video creation, I’ll leave that to people more skilled than myself. Be sure to check out video guru Steve Garfield’s site and Dave Kaminski’s WebVideoUniversity.com.
Your videos should be findable both within and outside of YouTube. Videos often appear on the first page of search engines, and are a proven method of leap-frogging your competition to the top of the search results page. The fact that Google owns YouTube can’t be overlooked.
To make your video more findable, you’ll want to focus on three key areas:
These aren’t the only variables in getting found, but they’re the easiest to manage and control. Page views, subscribers, comments and likes can all affect your video’s visibility.
Even without spending the big bucks for a brand channel or becoming a YouTube partner, you still have the opportunity to create a branded experience on YouTube.
Consider your YouTube channel your “home away from home.” In other words, you can turn your channel into a destination. Here are some suggestions to get you started:
You can add annotations to your YouTube videos that include clickable calls to action. These annotations appear on top of your videos for a specified length of time and can include links to other videos, playlists or channels, or include a subscribe option.
This is also helpful if you have created a video with out-of-date information. Rather than deleting the video, you can create a new video. Then go back to the original video and embed a link that takes people to the updated, corrected version.
(If you make Facebook how-to videos, you should expect to use this trick quite a bit.)
At the top of your channel is the Post Bulletin tab. You can create a bulletin and a link to a video that will appear on your subscribers’ and friends’ home pages. This is a great way to draw extra attention—and traffic—to your video.
Julie Perry, the social media director at BLASTmedia, calls these the “last frontier” of online advertising.
She reports, “People are coming [to YouTube] and directly entering in search queries of what they’re looking for… You can bid on those keywords just as you would Google pay-per-click. But instead of a text ad coming up on the right-hand side as it does on Google, you get a video and a thumbnail of a video.”
“The best part is that you can bid on keywords for pennies on the dollar compared to what you pay for a Google text ad or even a Facebook ad.”
Julie also talks about another type of YouTube advertising, “Once you have your video submitted as a Promoted Video, it then has the opportunity to run what are called ‘CTA’ ads. CTA stands for ‘call to action.’ They’re clickable and they allow you to click right over from a video to a website.”
For an in-depth interview with Julie Perry, check out Killer YouTube Marketing Tactics for Small Business.
YouTube is a social media platform, not an island. Here are some ways to extend the reach of your video and make it more shareable:
YouTube has some powerful analytics that give you insight into who’s watching your videos and how they discovered them. You can gather information on an individual video or on all the videos you’ve uploaded.
Reviewing your most-watched videos or the videos with the most community feedback (comments, likes, etc.) can point to what type of content resonates most with your target audience.
By creating content that resonates with your audience, building up a branded channel and using bulletins and ads, you can greatly increase the return on your investment in creating online videos.
However, this is just the start of increasing your online visibility through YouTube marketing.
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