How To Create The Perfect YouTube Video Marketing Strategy.
Hey everyone I wanted to give you a couple of ideas on how you can turn your marketing video into a YouTube traffic-generating machine. YouTube and video are not going anywhere. So buckle up and jump in. This is your YouTube video marketing strategy.
Why am I doing this?
Because I am nice and I want you, yes you, to succeed when it comes to video marketing.
Lets get started.
“The real fact of the matter is that nobody watches ads. People watch what interests them, and sometimes it’s a video ad.”
You should have a YouTube Channel and a nice explainer video educating the consumer about your product or service. If not you can use ydraw.com.
Once you have those two things in place, you are good to proceed.
I do not really care to discuss the lucky viral video that comes every couple years. I am talking about a consistent Video Marketing plan that will pay you dividends well into the future.
We are going to discuss ways we can use and abuse the YouTube platform to get the biggest ROI.
YouTube, as many of you know, is the 2nd biggest search engine and it is basically the biggest cable company around.
[xt_blockquote author=”NY Times, December 13 2012″]“Once again consumers demonstrated that they will gladly watch a commercial if it is their choice to do so.”[/xt_blockquote]
Specifically I want to show you how to get in front of the right person at the right time.
For example, if someone were looking for your product or service and they typed in your specific keywords, you want your video to be in front of them. Right?
They are a perfect buyer.
This can happen 2 ways.
- Organic Search (this take time, work and money)
- Paid Video Ads (this just takes money)
Business owners need traffic and can benefit from having your content found at the top of YouTube or from running targeted YouTube ads.
Organic Traffic: First How Does YouTube Rank Your Video? (organic)
Since we are playing on YouTube’s platform we need to look at 4 things.
Like Google, YouTube is search driven. They want to give the consumer the best possible choice for every keyword they type in.
If you have a lot of impressions yet nobody is clicking on your video, you have problems. If people are only watching 2 seconds of your video. You have problems. The material you are presenting might not be that relevant.
How can we make Google happy?
By creating a video that will fit the needs of a searching consumer. If you are a lawyer, you do not want your video popping up for a pool guy.
Unless deep down you have an uncontrollable desire to be a pool boy.
To be relevant you will want to:
- Optimize your file name
- Optimize your Title
- Optimize the description
- Optimize your tags (keywords)
- Optimize your transcript
This is not rocket science.
Next you will want to make sure you have good engagement.
- Backlinks and Embeds
About two years ago I made a huge pitch on why you do not want YouTube videos on your website, I have since adjusted my thinking. If you take a look at Ydraw.com you will see nothing but YouTube videos on the home page.
Why the change?
Because I want more views, more subscribers, more backlinks and embeds.
A word of caution…
The main reason I did not want YouTube videos on my home page was because I did not want my traffic going elsewhere. Most people will use the simple embed code that Google provides which will allow them to run ads or give you different video options at the end. We will want to block both.
And hope that your competitors do the opposite. That way we can advertise on their videos…
Take a look at the image below. You will see there is a spot where you can uncheck:
- Show suggested videos when the video finishes
Make sure that is unchecked
You can also block in-stream ads from running on your videos.
You can do this by disabling the monetization tab on your YouTube Channel.
Now back to organic traffic.
There are a couple of tricks you can use when it comes to getting video views and subscribers.
- Go to Fiverr and purchase some views or some subscribers. That will at least get you started.
- Create a blog network and embed your videos on the blogs.
- Create a slide share that talks about your product or service and places the video in the slide share.
There are a lot of ways to get views and subscribers, but do not go overboard. Natural is always best, but it never hurts to give yourself a little push to get started.
Paid Traffic: How To Get Immediate Traffic With Video Ads
Now, let’s talk about my favorite way to immediately drive some qualified traffic to your videos which in turn should produce leads and new customers.
If your video sucks, sorry I can’t help. When you start purchasing ads on YouTube, the content and quality of your video will make a huge difference.
Yesterday I was on the phone with Google going through a couple of our video campaigns (I’m always trying to get one-on-one meeting with them).
He said there are three main problems that they run into all the time.
YouTube advertisers do not:
- Create a video specifically for YouTube Ads
- They do not target the right audience
- Companies do not have a strong Call To Action.
A simple way to structure you video is to follow the sequence below.
- Headline (to grab attention)
- Identify the Problem
- Strong Call To Action (you need to ask them to do something)
The last step being the most important. I like to call these the “Marketing hy test.”
Nothing bothers me more when a big corporation wastes millions of dollars on bad YouTube Campaigns. Well, actually deep down I like it because it gives the observant a big advantage.
I have seen companies take a video that begins with 10 seconds of disclaimers. Who’s going to watch that?
Once your video passes the “Marketing Hy common sense test,” you should be good to proceed.
Here is the other issue:
You can’t expect to get qualified traffic if you do not target the right viewer. I see companies blanket YouTube with their ads and then they wonder why they do not see any results.
You have to identify your target audience and identify your keywords.
For example, when I am running ads I will usually pick two or three demographics per campaign.
- Age, Location, and Keyword
- Age and Placement
- Age and Remarketing
- Age, Gender and Placement
I will also double up on the campaign and run one for in-stream ads and one for in-display ads. Here are some results we get for one of our clients. We have produced 65 leads in the last 14 days. You can also see the average cost per view, cost per conversion and our conversion rate. These are all great numbers to have.
Not all target groups are equal, but once you have a long enough testing period you can make the necessary adjustment to maximize your ROI/Conversions.
Remember that everything needs to be tracked. Make sure you have your conversion pixels in place so you know what is working and what is not.
So there you have it, a simple guide/reason why you should be running video marketing ads.
Obviously, we can help and we would love to talk to you on the phone about your video marketing efforts.
We love seeing companies become successful through online video marketing.
We also have some amazing YouTube marketing guides if you like the DIY space.
We love internet marketing and have executed successful internet marketing campaigns for companies of all different sizes. We want to earn your business.
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