How to Win Subscribers & Influence Viewers on YouTube - SMX East 2013

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Learn vital tips to help you best engage with your audiences and efficiently promote your YouTube channel to maximize revenue. Presentation from SMX East 2013.

Learn vital tips to help you best engage with your audiences and efficiently promote your YouTube channel to maximize revenue. Presentation from SMX East 2013.

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  • http://www.youtube.com/watch?v=9fLoEgk9I-k
  • http://www.youtube.com/watch?v=WApuXPDR5Q0
  • http://www.youtube.com/watch?v=sm8qb2kP-fQ
  • http://www.youtube.com/watch?v=KUY-7nQ0Oyc
  • http://www.youtube.com/watch?v=-s7t0D6WltM

Transcript

  • 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/pur na-virji