2
• Senior Marketing Manager at Stroll
• 7+ years in Search
• Columnist at Search Engine Watch
• Speaker at SMX, Affiliate S...
4
Key Takeaways
• How to build a strong foundation
• How to curate content the right way
• How to best engage your visitor...
Top Tip 1: Lay a
Strong Foundation
Ensure all the basics
are optimized correctly,
to give your channel more
prominence and...
Channel Name
Appears
across
the site
Distinct
from URL
Short &
memorable
works best
Inevitably
brand
name for
most
Channel Icon
Main
marketing
image
Used
across
YouTube
Appears in
different
sizes
Channel Icon
Square,
Hi-res
image,
800px by
800px
Avoid Text
9
Video Metadata
• Used to Index Videos
• Optimize to Maximize Promotion
• Includes: Title, Tags and Description
10
Video Metadata – Title
• Make it compelling
• Core keywords first, branding later
• Test to optimize CTR
11
Video Metadata – Tags
• Descriptive keywords
• Create a Set of Standard tags
• Mix general and specific
• Use enough to...
12
Video Metadata – Description
• First few sentences really count
• Pay attention to content hierarchy
• Be interesting!
...
13
Video Thumbnail Selection
• Custom for each video
• 640px x 360px min.,
16:9 aspect ratio
• Faces or visually
compellin...
14
Featured & Related Channels
• Seen on the right-hand side
• Featured: You select
• Related: Similar channels, populated...
15
16
Top Tip 2:
Curating Content
for your Audiences
How to most effectively
share content with
subscribers and
non-subscribe...
17
Why Encourage Subscribers?
• Strongest brand advocates
• 2x Video Consumed vs. Non-subscribers
• Content more visible, ...
18
Image Source: misterbrony.deviantart.com
Two Views
Tailor for subscribers vs. non-subscribers
19
20
21
Tips for Engaging Subscribers:
• 60-30-10 formula
• Create playlists to
engage
• Be regular
• Strategic CTAs
• Communit...
22
Encouraging Non-Subs to Subscribe
• Browse Tab:
– Pick as default LP
– Show off your content!
– Use analytics to pick t...
23
Trailer Tips
• Think elevator pitch
• Show, don’t tell
• Use CTAs
• Leverage special promos
• Test, test, test
24
Playlists
25
Annotations
• Clickable text overlays
• Use to:
– Ask for likes
– Link to other videos
– Link to social media
– Ask que...
26
Annotations – Best Practices
• Avoid lower third of
video
• Don’t obstruct content
• Little goes a long way
• Repeat “s...
27
28
Top Tip 3: Channel
Personalization
Leveraging key features
to promote your brand
identity and drive action.
29
Channel Art
• Showcase your brand’s personality
• Use tool to gauge difference screens
• Add social + website links
30
Examples
31
• Organize Browse tab
• Showcase your best
content
• Can contain videos
& playlists
• Create themes based
on tags
• Can...
32
Channel Description
• Why should they
subscribe?
• Important info upfront
• Include upload schedule
• Use relevant KWs
33
34
Top Tip 4: Channel
Analytics
Assess channel
performance to make
strategic optimization
decisions.
35
Connect GA to YouTube
– “Add new Account” in existing
GA account
– Locate GA profile ID
– “Advanced” option on YouTube
...
36
1. Who are your users?
– Helps create & optimize content & channel
design to appeal most to your demo.
– Pull demo & ge...
37
YouTube Analytics
www.youtube.com/analytics
2. Where are users finding your videos?
– Know which traffic sources are mo...
38
YouTube Analytics
www.youtube.com/analytics
3. How much are you engaging users?
– Discover how users interact & identif...
39
YouTube Analytics
www.youtube.com/analytics
4. Why are viewers subscribing?
– Learn what makes people subscribe
– Use s...
40
YouTube Analytics
www.youtube.com/analytics
5. How are annotations performing?
– Review CTR & close rates for all
annot...
41
42
43
http://www.linkedin.com/in/purnavirji
https://twitter.com/purnavirji
Read More At:
http://searchenginewatch.com/author/...
How To Win Subscribers and Influence Visitors on YouTube by Purna Virji
Upcoming SlideShare
Loading in …5
×

How To Win Subscribers and Influence Visitors on YouTube by Purna Virji

5,354
-1

Published on

From SMX East 2013 - YouTube Optimization Tips For the Second Most Popular Search Engine - How To Win Subscribers and Influence Visitors on YouTube by Purna Virji #SMX #31C

Published in: Technology, Design
0 Comments
16 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,354
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
63
Comments
0
Likes
16
Embeds 0
No embeds

No notes for slide

How To Win Subscribers and Influence Visitors on YouTube by Purna Virji

  1. 2
  2. • Senior Marketing Manager at Stroll • 7+ years in Search • Columnist at Search Engine Watch • Speaker at SMX, Affiliate Summit, eTail & More Purna Virji 3
  3. 4 Key Takeaways • How to build a strong foundation • How to curate content the right way • How to best engage your visitors • How to strategically use analytics
  4. Top Tip 1: Lay a Strong Foundation Ensure all the basics are optimized correctly, to give your channel more prominence and appeal to visitors. 5
  5. Channel Name Appears across the site Distinct from URL Short & memorable works best Inevitably brand name for most
  6. Channel Icon Main marketing image Used across YouTube Appears in different sizes
  7. Channel Icon Square, Hi-res image, 800px by 800px Avoid Text
  8. 9 Video Metadata • Used to Index Videos • Optimize to Maximize Promotion • Includes: Title, Tags and Description
  9. 10 Video Metadata – Title • Make it compelling • Core keywords first, branding later • Test to optimize CTR
  10. 11 Video Metadata – Tags • Descriptive keywords • Create a Set of Standard tags • Mix general and specific • Use enough to be accurate
  11. 12 Video Metadata – Description • First few sentences really count • Pay attention to content hierarchy • Be interesting! • Add links to subscribe page or social media
  12. 13 Video Thumbnail Selection • Custom for each video • 640px x 360px min., 16:9 aspect ratio • Faces or visually compelling imagery • Looks good in all sizes • Upload with video
  13. 14 Featured & Related Channels • Seen on the right-hand side • Featured: You select • Related: Similar channels, populated by YouTube Important! Can include competitors • Can choose to disable
  14. 15
  15. 16 Top Tip 2: Curating Content for your Audiences How to most effectively share content with subscribers and non-subscribers.
  16. 17 Why Encourage Subscribers? • Strongest brand advocates • 2x Video Consumed vs. Non-subscribers • Content more visible, better for TOMA • Community engagement + Brand building
  17. 18 Image Source: misterbrony.deviantart.com Two Views Tailor for subscribers vs. non-subscribers
  18. 19
  19. 20
  20. 21 Tips for Engaging Subscribers: • 60-30-10 formula • Create playlists to engage • Be regular • Strategic CTAs • Community management
  21. 22 Encouraging Non-Subs to Subscribe • Browse Tab: – Pick as default LP – Show off your content! – Use analytics to pick top performers • Channel Trailer: – Auto-plays – Essence of your channel – No ads when playing
  22. 23 Trailer Tips • Think elevator pitch • Show, don’t tell • Use CTAs • Leverage special promos • Test, test, test
  23. 24 Playlists
  24. 25 Annotations • Clickable text overlays • Use to: – Ask for likes – Link to other videos – Link to social media – Ask questions to engage – Add clarification – Link back to your site
  25. 26 Annotations – Best Practices • Avoid lower third of video • Don’t obstruct content • Little goes a long way • Repeat “subscribe” requests at end • Use analytics to test timing & placement • Be creative
  26. 27
  27. 28 Top Tip 3: Channel Personalization Leveraging key features to promote your brand identity and drive action.
  28. 29 Channel Art • Showcase your brand’s personality • Use tool to gauge difference screens • Add social + website links
  29. 30 Examples
  30. 31 • Organize Browse tab • Showcase your best content • Can contain videos & playlists • Create themes based on tags • Can curate other channels’ content Sections
  31. 32 Channel Description • Why should they subscribe? • Important info upfront • Include upload schedule • Use relevant KWs
  32. 33
  33. 34 Top Tip 4: Channel Analytics Assess channel performance to make strategic optimization decisions.
  34. 35 Connect GA to YouTube – “Add new Account” in existing GA account – Locate GA profile ID – “Advanced” option on YouTube channel settings – Data will populate within 24 hours Google Analytics Tie-In
  35. 36 1. Who are your users? – Helps create & optimize content & channel design to appeal most to your demo. – Pull demo & geo data reports YouTube Analytics www.youtube.com/analytics
  36. 37 YouTube Analytics www.youtube.com/analytics 2. Where are users finding your videos? – Know which traffic sources are most valuable – Use playback locations & traffic sources reports – Be sure to review avg. view duration column – Look at subscriber-only data as well.
  37. 38 YouTube Analytics www.youtube.com/analytics 3. How much are you engaging users? – Discover how users interact & identify patterns to create more engaging content – Low retention rate videos=less likely to appear in search & suggested placements – Use absolute retention & relative retention reports
  38. 39 YouTube Analytics www.youtube.com/analytics 4. Why are viewers subscribing? – Learn what makes people subscribe – Use subscribers report to show which videos stand out – Views vs. subscribers report
  39. 40 YouTube Analytics www.youtube.com/analytics 5. How are annotations performing? – Review CTR & close rates for all annotations – Use to optimize placement and duration – Use the Annotations report
  40. 41
  41. 42
  42. 43 http://www.linkedin.com/in/purnavirji https://twitter.com/purnavirji Read More At: http://searchenginewatch.com/author/2499 /purna-virji

×