Youtube marketing rates

Youtube marketing rates
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I. Video marketing content for you!
One of the earliest questions considered by any business, large or small,
investing in video marketing will certainly be, “Should I have a
YouTube channel?"
The answer: probably.
.....but it depends on the type of business you are, the kind of content
you’re creating and the goals you have for your videos.
In this post, I’m going to expand on that answer and outline the core
values most businesses can hope to gain from YouTube as a marketing
channel - detailing how those values can best be achieved, and by
inference, when YouTube is an appropriate platform to host your videos.
Video marketing. Free pdf download examples Page 1

What can YouTube do for me?
YouTube is an interesting beast to varying degrees: a search engine, a
hosting service, an advertising platform, a social network, and a
community site.
Yet, it’s identity from a user perspective is that it’s much less
convoluted. The main reason people go to YouTube: to find and watch
videos on the internet.
YouTube is like "Inbound TV."
No matter how users get to YouTube - through Google universal search,
via social media or by navigating directly to youtube.com in their
browser - the intent is the same: watch a video.
By and large, people don’t go to YouTube to find products or services to
buy; they don’t go there to get news, restaurant recommendations, or
travel directions. They go there for one reason - to watch a video, with
the goal of finding something informative or entertaining.
Search
Term
Global Monthly
Search Volume -
Google
Global Monthly
Search Volume -
YouTube
Insurance 55,600,000 9,000
Funny
Cats
368,000 349,400

In order to get benefit from having a presence YouTube as a marketer,
your strategy needs to harness the nature of user intent, rather than work
against it.
This means you either need to serve user intent by creating content that
will inform, instruct, or entertain; or support user intent by creating ads
which can be served as preroll content to users watching videos relevant
to your business.
The primary value your business can gain from investing in such
content:
With the right content, those watching informational/entertaining videos
can get to know your brand better and in a positive light; while ads, in
precisely the TV advertising vein, can improve brand recall, perceived
legitimacy, and overall reputation.
There are also some secondary, smaller benefits a presence on YouTube
can provide.
Social network integration
Google+, Facebook, and Twitter all integrate YouTube embeds into their
platform framework, allowing users to watch videos directly from their
feeds without having to leave the social networks themselves.
Video remarketing opportunities
If you’re running a PPC campaign, having a YouTube channel allows
you to remarket to individuals who have watched your YouTube videos
with ads on YouTube and across the Google Display Network (GDN).

More effective PR campaigns
Video news releases (VNR's) can be a great way of getting coverage and
links from high authority news sites, as the added media element helps
to ensure that your press release makes it to the top of a journalist’s pile.
YouTube is the ideal platform with which to provide video news
releases, since the majority of journalists and editors are familiar with
how YouTube works, know how to embed YouTube videos, and are
typically happy including YouTube videos on their site.
What kind of content should I be creating for YouTube?
As YouTube is as much a community site as a search engine, successful
video content needs to be created for the platform, not just simply
uploaded there by default.
If your company are creating videos and the default position is that all
your videos (irrespective of content type or target audience)
automatically get uploaded to YouTube, then you’re doing it wrong and
potentially cannibalizing the benefit you should be getting from your
videos.
As Greg Jarboe aptly indicated in this post about the channel-ization of
YouTube, "In order to be successful on YouTube in 2013, you need a
coherent channel strategy."
Really great YouTube campaigns are generally not comprised of one-hit
wonders and a lot of supporting content that hasn’t done as well. Great
channels (e.g. The Slow Mo Guys and Old Spice) have successful
release after successful release, building upon quality video after quality
video. Your channel strategy should essentially mirror a blogging
strategy. Successful blogs like SEOmoz are not built off the back of a
single quality post and then filled with mediocre content the rest of the

way; the readership compounds over time with continued quality over
time.
Google is also trending towards ranking more "channel results" in the
YouTube and Google universal search (e.g.this SERP for “downhill
mountain biking”), as well as ranking individual video pages. This
channel-focused ranking means that If you have videos that aren’t
performing, then they will be dragging down the perceived algorithmic
value of the rest of your channel and preventing it (and the videos held
within) from ranking as well as they should. Your YouTube channel
should, therefore, be “lean and mean,” containing only content relevant
and interesting for users who don't necessarily have prior knowledge of
your brand. If you integrate this principle into a wider video marketing
strategy, it should look something like:
· Content that you want your site to rank for (conversion focused) is
self hosted/hosted with a paid online video platform.
· Content that you want to share with those who aren’t yet part
of the conversion funnel (branding focused) is be placed on
YouTube.
Your YouTube channel needs to have series of content that people will
actively seek out and want to watch. This could take any of the
following forms:
1. Thought leadership
Display your company as thought leaders in a specific industry by
offering free information that demonstrates your skills/intelligence and
provides genuine value for users. This can be done either by presenting
strategic, academic thought leadership content (such as
speeches/seminars), or by offering tips about a given field of knowledge,
as demonstrated in this example from Sophos offering quick 1 minute IT
security tips.

Has someone in your company recently delivered a presentation at a
conference? Try running a Google+ hangout on air to run through your
presentation again, specifically for wider remote audience. All it takes is
a laptop and a webcam.
2. Tutorials and how-to's
YouTube is a fantastic place to find how-to's and many people prefer to
get instruction from a video, rather than a text-heavy blog post. As with
the thought leadership example, if you have specific and uncommon
knowledge within your organization that others would likely benefit
from learning about, simple tutorials can be a fantastic asset.
This channel from PartSelect is a fantastic low-budget example.
PartSelect sell parts for appliances, and they’ve given away tons of in-depth
tutorials about how to install said parts for consumer appliances,
alongside some wider advice for maintenance. While the content is
closely related to what they sell, the videos are relevant for anyone
trying fix a consumer appliance, not only their customers. This makes it
appropriate and valuable for an audience on YouTube.
3. Ads
Paying for video views through YouTube advertising is a completely
legitimate way to generate traction on YouTube. Paid views will
increase your overall view count, and while this won’t help your content
to rank better, it can help to make your channel appear more
authoritative and well-trafficked than it would have been without the ad
spend. Bear in mind that, dependent on the type of ad placement, users
will be able to skip pre-roll ads at 5, 15, or 30 seconds, so ensure your
video captures the imagination and attention of your audience. If you
have a video that takes a couple of minutes to get going before the core
message is reached, then it’s not going to be suitable for this sort of
advertising placement.

4. Creative stories attached to your brand
This definition relates to what is perhaps more commonly referred to as
“viral” content within marketing circles, but i dislike this phrase because
content that goes viral but provides no positive reinforcement of a
message around your brand, and ultimately won't convert to sales or
revenue.
As a business, you should not be trying to replicate the success
of Rebecca Black’s "Friday" or “I want to hug every single cat” since
there would be no commercial benefit from you doing so. “Going viral”
is only beneficial if you can attach your brand to the messaging, but to
actually make the content sharable, there will need to be a story
integrated, too. Check out this example from Air New Zealand:
So, how do I know if my business should have a YouTube channel?
If your customers, or the influencers of your customers are watching
videos on YouTube related to your industry, then you should have a
YouTube channel.
Every company has something to be gained from building their brand,
notoriety, and reputation. YouTube can be a fantastic channel to help
achieve that goal, but only if you have a great idea for content that a
specific brand-agnostic user group will genuinely value.
If you’re doing paid search, YouTube can be valuable addition to an
integrated campaign; if you’re doing PR, YouTube can help you get to
the top of the pile on a journalist’s desk; and if you’re engaging with
users through social media, YouTube can help to boost the engagements
with your posts and campaigns.

When is YouTube not the appropriate platform for my videos?
· When the content is heavily “product focused” and the videos
only really make sense in the context of users who are, at least,
initially familiar with your business and are therefore part of
the way through a conversion funnel, it might not make the
best video content.
· When you wish to get video rich snippets for any commercially
focused page on your site. YouTube videos will often outrank
your site in universal search, which cannibalises your potential
traffic and splitting potential link equity between YouTube
and your site.
· When your main goal is to build links or social shares directly
back to pages on your own site through video embeds.
Embedded YouTube videos only link back to YouTube.
In all such instances, you’re better off hosting your videos yourself or
with a paid online video platform that will allow you to restrict where
your videos can be embedded, and thereby drive all traffic and links
back to your own site.
How do I measure the success of my YouTube marketing
campaigns?
The single, most important indicator of success for a YouTube campaign
is: branded search volume.
This is true whether you are running an ad campaign through YouTube
Advertising, whether you’re seeding the content socially to generate
traction amongst your community, or whether you’re doing YouTube
SEO to try and optimize the rankings of your video in YouTube and
Google organic search results.

If individuals are getting to know your business and are specifically
searching for you in Google and Bing more frequently than before,
you’ll know your videos have had a positive effect. Unfortunately, (not
provided) will skew your ability to accurately measure the amount of
traffic your site gets from branded keywords. However, by tracking
percentages increases in branded traffic, movements on Google trends,
and looking at “search queries” in Google webmaster tools, you should
be able to get a flavour for any positive trends. Alternatively, if you’re
doing PPC for your brand name (which you probably should be), then
ensure you’re buying unlimited exact match impressions for your brand
name and look for an increase in impressions over time.
Brand mentions should also be tracked. This can be done elegantly with
the new Fresh Web Explorer. Enterprise-level companies can even run
brand recognition surveys and aim to see an increase in unprompted
recall.
There are some secondary indicators of success, which should predate
any notable increase in branded traffic or branded search volume. These
include:
Referring traffic from YouTube
Any referring traffic you do get from YouTube will almost certainly be a
very small number compared with the individuals who have watched
your videos. Nonetheless, it can be a small indicator of the traction and
interest your videos are providing, since users who actively leave
YouTube to explore a different site have clearly been intrigued by the
offering in your video content.
There’s three ways you can include links back to your site from
YouTube videos:
· Include a link in the description, just as a naked URL with no
anchor text.
· Set up the content for advertising and get an Ad overlay link.

· Get approved YouTube partner status (by allowing preroll ads
form other companies on your videos) and then include links
back to your site within your annotation.
Engagement on YouTube
YouTube Analytics has a “Relative audience retention” report, which
gives you a snap shot into how good Google thinks your video is, based
on how many people have started watching your video and then
continued all the way to the end.
This graph is one of the major ranking factors which Google/YouTube
use to determine the placement of a video in the search engine results,
and you should continually be improving and optimising your content to
try and minimise the drops and thereby retain as many viewers as
possible to the end of your video. Your goal here is to see the "average
view duration" percentage remaining high across all your uploads.
If you have some videos which have dramatically lower average view
duration than others, it's a pretty clear indicator this content is not up to
scratch, and you should, therefore, think about removing that content to
boost the overall relative performance of your channel.
Don't measure views. No, really, don't measure views.
YouTube view counters are essentially the equivalent of “hits” on a
website and are triggered when someone loads up a video, whether or
not they actually watch the content through.
In judging the performance of our own sites, we’ve moved away from
measuring website hits to look at more meaningful metrics of success,
such as unique non-bouncing visits, time on site, and conversion rate.
For some reason, the majority of us seem to subconsciously assume that
YouTube videos should be judged based on the number of views in the
counter. Raw views have not been a significant ranking factor on
YouTube for years and they don’t indicate anything other than a page

load. As such, they are a vanity metric that we use to replace “audience
numbers” from the traditional TV model.
The YouTube “estimated minutes watched” report and "average view
duration" figures are a a much more useful indicator of overall success
that counts for bouncing visits.
FAQ about YouTube and video marketing
"Can’t YouTube also drive a lot of traffic to my site, as well as help
to build my brand?"
An anonymous Distilled client, who had set up advertising annotations,
put links in the video descriptions and included annotations on the video
linking back to their site - all with the goal of driving traffic from
YouTube. They recently got 415,000 views across all their videos for
the month of December 2012. From these views, they received a grand
total of 19 referrals from YouTube.com, which comes in at a click
through rate of 0.005%. This is, admittedly, a relatively extreme
example, but I am yet to see an example of a channel that gets greater
than 1% click through rate.
So, yes, YouTube can drive some traffic, but it’s almost always going to
be a secondary value to the branding and reputation built through video
views.
Hosting video on YouTube with the specific goal of driving traffic is,
therefore, likely a poor strategy and one where where securely hosting
your content with a paid provider and submitting a video sitemap to get
your videos indexed with rich snippets on your own site is likely a better
option.

"Google owns YouTube. Therefore, is embedding YouTube videos
on my site, rather than self-hosting my videos better for SEO?
Will having YouTube videos embedded on my site help me to
rank better?"
No, I don’t think so, as there is no barrier to entry to embed YouTube
videos. If one person can embed a video, then anyone can embed said
video - and the methods currently in place to determine “ownership” of
YouTube videos with regards to a specific site are fairly rudimentary.
YouTube videos are, by and large, embedded in iframes since this is a
lightweight, reliable, and mobile-friendly solution. When reading
iframes, Google attribute the content to the original source if this page is
indexable (i.e. not blocked via robots.txt).
Therefore, when You embed a YouTube video, you should essentially
think of it as like a “vote,” or a link to that video on YouTube.com.
There are many reasons why this is a good thing. Since embeds and
links are definitely a ranking factor on YouTube, meaning embedding
your YouTube videos will help them to rank better in YouTube and in
Google universal search....but for the youtube.com URL, and not your
own site.
I don’t see this trend changing any time soon. Google want marketers to
use YouTube to host all their videos, but so they can drive more traffic
to (and thereby serve more ads from) their own properties, rather than
your website.
Conversely, when you use a secure third party video hosting provider
(e.g. Wistia) or choose to self host your videos, embedding restrictions
will allow you to ensure the video is only visible on your site and
thereby show off “unique content” to Googlebot, especially when
a crawlable encapsulated version of your video file is referenced in the
content_loc tag of a video sitemap. Through such a process, you can
defacto "canonicalise" your own page with regards to a specific video

embed, which you are unable to do using free social video platforms
such as YouTube, Vimeo, etc.
That’s not to say that either self hosting or hosting with YouTube is
“better for SEO," but rather that Google has much more to gain from
ranking their own platform in the SERPs, rather than ranking a user's
own website. However, that doesn't mean YouTube is inherently
"preferred" in the search results and self-hosted videos can rank just as
well as YouTube videos, provident that they're embedded on a fairly
strong page and a video sitemap is submitted. If you want to drive traffic
back to your site through rich snippets in the search results, then self
hosting or securely hosting is undoubtedly the way to go.
"YouTube is the world’s second biggest search engine. If I decide
YouTube is not a good platform for me, am I not cutting off a
huge potential customer base?"
There is a common misconception rooted in the fact that YouTube has 1
billion unique visitors per month. The myth is that if you don’t have any
content on YouTube, you’re missing out on marketing to a demographic
three times the size of the population of the entire United States.
The argument above is a complete misnomer. The “YouTube
community” is not a discrete bunch of individuals who only spend time
on YouTube, but rather a wider spread group of general web users
watching videos on the website.
While lacking a YouTube presence may be prevent you from marketing
through this specific channel, it does not prevent you from marketing to
a specific demographic. Especially since the Google account integration
with YouTube last year, the overwhelming majority of YouTube users
are also Google users, and visa-versa. In layman’s terms, not being on
YouTube doesn’t prevent you from marketing to a certain group of
people, but it does prevent you from marketing to them in this specific
way.

I hope you found this post useful. If you have any other questions I
haven’t covered about YouTube or the wider field of video SEO and
video marketing, please do feel free to ask in the comments and I'll do
my best to help you out.
II. Video marketing tips
#1: Make your title count
Just like a headline to a blog post,
video titles can pull powerful
traffic. There are two main reasons
why the title is so important. One,
a great title can instantly grab a
viewer’s attention.
Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your
topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#2: Provide excellent content
Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,
thus positioning yourself as an expert. This is key as you continue to
grow your brand.
#3: Include your URL in your video

When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.
Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#4: Take advantage of video’s branding opportunities
For branding purposes, have your company logo displayed prominently
somewhere on the screen. You can do this at all times, or during key
times in your video.
In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.
#5: Always provide an HTML link
When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing
you want to put in the box!) and the keywords I used in my title as well
as the description.
#6: Go beyond YouTube

Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.
Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!

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