Youtube marketing techniques

Youtube marketing techniques
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I. Video marketing content for you!
According to legend, someone once asked the famous thief Willie Sutton
why he robbed banks. Said Sutton: “That’s where the money is.”
Similarly, most video
producers would probably tell you that they publish on YouTube
because, “That’s where the eyeballs are.” YouTube also encodes your
videos, creates an engaging player, allows you to embed the video into
your own website, ensures compatibility with a range of target
Video marketing. Free pdf download examples Page 1

platforms, and pays all transport costs. If video distribution is integral to
your marketing strategy, YouTube is an incredible bargain.
However, as countless producers have already learned, simply uploading
videos to YouTube is no guarantee of marketing success. You have to
upload the right videos, ensure they get found, take steps to ensure click-throughs
back to your own website, and integrate these leads into a
comprehensive marketing pipeline to ensure maximum value. In this
article, I explore these issues with four publishers that have used
YouTube to maximum effect.
Amerifirst Home Mortgage
AmeriFirst Home Mortgage specialize in FHA loans, VA mortgage
loans, USDA Rural Development loans, home improvement loans and
Conventional lending and has offices in 12 states. When the company
hired Dan Moyle, a senior news producer from the local Kalamazoo
news affiliate, it signaled that video was going to become very important
to their marketing efforts.
Why are your videos on YouTube?
It’s a no-brainer. Our target buyer persona is the first-time homebuyers
who is typically 25-35. When folks in that age bracket have a question,
they go to Google. Once there, YouTube results seem to appear in
Google more than any other video service.
And we only use YouTube, we don’t syndicate to other sites, which I
think waters down the SEO impact. When I first started, we
experimented by putting one video into over 100 channels, and saw no
benefit in driving traffic, leads, or viewership. Since then, we’ve decided
to keep the content focused, to not spray and pray.
How do you identify topics for your videos?
We identify questions that our prospects and customers are asking. One
of the first steps I took when I got here was to ask the loan originators

what questions are the prospects asking most often. We took the top ten
questions and created videos that answered them.
We’ve also created a couple of series. One series is 60-second mortgage
tips, which answer questions, responds to comments on the blog, or
input from the sales team. Another series is the weekly housing market
update, where we’re trying to become a thought leader reaching agents
and other lenders, which was a longer term project. We also tell client
stories, not so much in testimonial mode about our products and
services, but to show what they’ve accomplished, like improving their
credit rating so they could buy a house, and buying a fixer-upper and
converting it into a beautiful home.
We try to produce at least two videos a week — the two series — and
one longer video a month, whether it’s a client story, a topical story, or
just a story interesting to potential customers, like what happens when
you buy house at tax auction. We also produce occasional in-house
corporate videos that aren’t really for marketing purposes.
What’s the target length for your videos?
In the broadcast world where I came from, the average length was 1:45 –
2:15. On the Internet, everyone says you have 6 seconds to grab a
viewer’s attention, but our most watched video (on HomePath loans) is
11 minutes long and has over 15,500 views. That said, we try to keep
most videos in the 2-3 minute range, though if the story deserves
breathing room, we’ll go longer.
How do you get YouTube visitors back to your website?
All videos have a call to action, in both the description and the video,
usually to a very context-specific link. We track how many viewers visit
us from YouTube, and how many turn into leads. If you watch a video
and click that deep link, you’re much more likely to become a lead. the
effectiveness of this traffic blows social media traffic away, and beats
organic traffic as well.

How did you bone up on your YouTube related skills?
We engaged a company named Pixability (a consultancy that helps their
customers succeed on YouTube) that taught us the best practices for
tags, creating actionable titles and writing headlines for video. They also
showed us other techniques to improve our SEO, and provided much
better analytics for our videos than we get from YouTube. They’ve been
a great asset.
What other techniques did you learn?
The hierarchy of SEO importance is titles and tags, which in YouTube
are more important than the descriptions. When creating titles, we focus
on the main idea conveyed by the video first, and get that to the front of
the title. We don’t shoot for cute and snappy titles, but functional and
helpful.
Though there are no limit to tags, we learned very early to put the most
important tags first. We put our brand-related tags well to the back, since
few potential viewers ever search for us by name or product name.
What’s the best background for video production?
You don’t want to hire a high school kid to do your videos, you need
someone with an eye for video and talent for storytelling, though they
don’t have to be a TV journalist. Find someone who’s a good writer and
good storyteller, and they should be able to produce good videos.
Tell me about your production gear?
Though I came from a television background, we started out with a little
Panasonic consumer grade HD camera; nothing fancy, but it does have
manual controls, which my cameraman uses. We also have a $300
compact fluorescent light kit and a couple of wireless lapel and shotgun
microphones, not super high end, just good gear. The technology has
come down so much in price, you don’t need a Red camera to make high
quality video. What’s important is to have lights, mics and have a tripod
– do it professionally – don’t just grab your iphone and expect people to
come back.

Any other advice?
Keep it simple and answer questions. Screw sexy, be helpful.
Understand that what you have to say is interesting, and don’t be afraid
to leave in a little personality.
Amerifirst’s Valentine’s Day video sought to convince renters it was
time to buy a home.
Ceilume Ceiling Tiles
Ceilume manufactures ceiling tiles and has been displaying videos on
YouTube since around 2005, accumulating over 2 million overall views,
with one video, Can I afford a Coffered Ceiling, garnering over 446,000
views. Where some hopeful marketers see YouTube videos as a
panacea, Ceilume president Ed Davis sees it as just the starting point of
the typical customer buying process.
How long have you been producing videos?

We’ve actually been producing videos since the 90’s, primarily for
training new employees. We started with ecommerce in about 2000, and
then started posting videos online in 2005/2006.
Why did you start putting videos online?
Videos started as educational tools. Our ceiling tiles are thoroughly
innovative products, and we wanted online customers to understand
what they are buying. You can do a pretty good job of this with text on a
product page, but we wanted to show it being handled, twisted and
installed.
I liken it to the early, historical Sears and Roebuck catalogs I saw when I
was a kid. The first 20 pages were on watches; not which one to buy, but
how to understand what a good watch was. That’s what we try to do
with our videos, to educate our customers and help them make better
decisions.
Where does YouTube fit into your overall marketing mix?
It’s a critical component, but only the starting point. We track how
prospects get to our site and their path through the site. Our average
customer is a do it yourselfer, with about $1,000 to spend to replace the
ceiling in a basement or small retail operation, to change the look
without spending a lot of money. They might start by searching for
ceiling tiles on Google or YouTube, which might lead them to our
videos on YouTube. A video there might get them interested enough to
visit our website, and if they’re watching a product-specific video, an
annotation or link in the video will usually take them directly to the
product page.
On the website, we have to fill out the story, perhaps showing them how
the tile is installed. We know that they’ll probably visit our site, and
others, several times — they hardly ever buy during the first visit. We
try to give them a little information each visit so by the time they decide
to buy, they are thoroughly familiar with the product. In fact, if they try
to buy the product without watching some of these product-related

videos, we ask them to watch the videos, so they know exactly what they
are buying.
What does YouTube give you that you can’t get anywhere else?
In our view, YouTube is the second most popular search engine, and if
people are searching for your product class, you have to be up in the
rankings. That said, Google still rules the roost; it’s where people really
go first when searching for a product. If we had to give up YouTube or
Google, we’d give up YouTube.
Describe your video production process.
I’d call it guerilla production. We’ve got a camera operator who’s also
the editor, and the actor who also wrote the script. So we can make a
video very efficiently, for well under $500 considering wages and other
costs.
That said, we’re very aware that video quality matters. We have well
over 2 million views on YouTube, but some of the videos are getting
long in the tooth. When we first started producing videos, we were
trendsetters, now competitors have caught up. To raise the bar, we just
finished a new studio with a greenscreen and we’ve been upgrading all
our production gear, from lighting to audio. This will allow us to refine
our messaging, and produce a better class of videos.

Ceilume president Ed Davis is the Ceiling Tile Guy on YouTube.
The Wall Street Journal
In addition to displaying videos on their own website, The Wall Street
Journal (WSJ) has 11 channels on YouTube, populated with over 17,000
videos, which have garnered 277,000 subscribers and over 240 million
views. I spoke with Andy Regal, who is Senior Executive Producer of
WSJ’s Digital Video Network. Before starting with WSJ in 2012, Regal
worked in various roles with Big Lead Sports, CBS College Sports,
MSNBC, Court TV and New Line Television.
Why did The WSJ start producing video in the first place?
The printed word is a beautiful thing, and we celebrate it here. But video
brings a story to life in a way that printed works can’t, it can tell story in
a way that shows what’s really happening on the ground. Video is
crucially important, The WSJ was pretty early in adapting the notion,
very forward thinking. We’re certainly not perfect, but we feel like
we’re ahead of our competitors.
Why does the WSJ distribute on YouTube?

We have two overarching goals with our videos, to produce journalism
fitting of the brand, and to distribute the videos as broadly as possible.
That’s why we distribute on YouTube — it’s evangelistic as it relates to
The Wall Street Journal. It gives viewers a chance to experience our
journalism and may encourage them to then buy a subscription.
YouTube is a great platform for reaching new video consumers and
hopefully new subscribers.
Are all the videos you post to YouTube the same as those on your
site or different? If the same, do you post all of them, or just some?
We produce about 50 individual pieces a day. We used the kitchen sink
approach when we first started on YouTube, posting all the videos, now
we’re curating and continually trying to refine what is working. For
example, since we’re a news organization, the videos on our site have to
move along with the news of the day. YouTube gives us a better
opportunity for the long term, with videos like celebrity interviews
having a long tail on YouTube while being replaced on our own site by
more trending or important news.
What types of metrics are you tracking on YouTube?
On YouTube, we want immediate gratification, videos that hit strong,
like coverage of Malaysia Flight 370, or the White House
Correspondents Dinner. But obviously, we also look at traffic over the
long term.
On our own site, we look at both traffic and engagement. Sometimes a
great headline may get lots of views, but engagement — or how long
people stay — is a more important metric there.
What makes a great video on YouTube?
On YouTube, being the first to market matters, and when a story is
breaking, that helps views a lot. Beyond that, we try to tell a great story
that’s interesting to watch, to take people where they can’t go
themselves. We try to make people feel smarter, to create stories that

will put a glow back on them if they share it with their friends and
colleagues.
We have a unique advantage, with over 1800 reporters, we can break
journalistic stories that others can’t, taking people to places they haven’t
been and providing insights they otherwise wouldn’t have. We also
focus on getting it right — credibility matters — and our viewers believe
that what we tell them will be the truth.
What’s your target video length?
YouTube statistics show that if you tell a great story — produce great
journalism with a strong visual component — viewers will stick around
and watch. So we don’t artificially dictate the length of our videos; that’s
determined by the visual strength of the unique story that we’re trying to
tell.
The formula for YouTube success is a work in process that we continue
to refine and experiment. We know that viewers like short answers, that
are very visual, with lots of data, and also very timely. For example, we
worked with our reporters to create short videos answering common
questions about Malaysia Flight 370, and the YouTube audience really
liked that. We’ve also noticed that viewers are more willing to share
shorter videos in the 2:00 – 2:30 range.
Where do your video producers come from?
Many have been here for more than 10 years and grew up with our video
production efforts. Some come from a traditional TV background, some
from international, some from print. All have very strong journalistic
backgrounds, and spend more time focusing on journalism than anything
else. That’s the key skill they all share.

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!

Youtube marketing techniques

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Youtube marketing techniques