Tried & True Tactics for Becoming A YouTube Marketing Ninja

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Tried & True Tactics for Becoming A YouTube Marketing Ninja
by @MannyRivas of @AimClear

#SMX #24A

Published in: Marketing, Technology, Business

Tried & True Tactics for Becoming A YouTube Marketing Ninja

  1. 1. #SMX #SMXsocial13 Tried & True Tactics for Becoming A YouTube Marketing Ninja Manny Rivas - @mannyrivas Online Advertising Director www.aimclear.com @mannyrivas
  2. 2. www.aimclear.com @mannyrivas
  3. 3. B2B Can Be Sexy Too www.aimclear.com @mannyrivas
  4. 4. www.aimclear.com @mannyrivas
  5. 5. What Determines YouTube Success? @mannyrivas
  6. 6. Strategic Approach • What’s the purpose? • How does it fit with other marketing initiatives? • What are your goals/KPI’s? @mannyrivas
  7. 7. What You Need for Success 1. 2. 3. 4. 5. Great content Target audience Connected user base Optimization for discoverability Budget to seed engagement www.aimclear.com @mannyrivas
  8. 8. Video Content www.aimclear.com @mannyrivas
  9. 9. Your Obligation to the Viewer • • • • Entertain Engage Inform Empower www.aimclear.com @mannyrivas
  10. 10. Engage – England Metropolitan Police www.aimclear.com @mannyrivas
  11. 11. Inform – Zappos product reivews www.aimclear.com @mannyrivas
  12. 12. Creating Professional Video on a Budget Truscribe.com & Switchvideo.com www.aimclear.com @mannyrivas
  13. 13. Video Content Ideas • • • • • Thought leadership Tutorials & how-to’s Infographics Branded yet catchy Thematic series www.aimclear.com @mannyrivas
  14. 14. It’s Not Length That Matters… www.aimclear.com @mannyrivas
  15. 15. Target Audience & Connected Users www.aimclear.com @mannyrivas
  16. 16. Identify Your Audience, Observe, then Engage @mannyrivas
  17. 17. Keep in mind • Video engagement success will be determined by the research and relationships you build well before the video is created. • Your audience shares in other channels: – Blogs – Forums – Social www.aimclear.com @mannyrivas
  18. 18. Mine competitive data for external sites to share your video with www.aimclear.com @mannyrivas
  19. 19. www.aimclear.com @mannyrivas
  20. 20. www.aimclear.com @mannyrivas
  21. 21. Long-term: Devote time to building relationships with active forum users, bloggers and socially connected industry figures www.aimclear.com @mannyrivas
  22. 22. Mining Comment Fields @mannyrivas
  23. 23. Mining Comment Fields • Identify users based on who they are and their interests. • Useful for finding active users @mannyrivas
  24. 24. Using Google Search Operators to Find Relevant Users www.aimclear.com @mannyrivas
  25. 25. Finding Comments by Vertical or Interest Comments only Video Theme Identifying Phrase www.aimclear.com @mannyrivas
  26. 26. Home Owner And very active! @mannyrivas
  27. 27. Finding Channels by Vertical or Interest User channels only Vertical or Interest Location www.aimclear.com @mannyrivas
  28. 28. Your Organic Rollout Checklist • • • • • Submit to blogs for write ups Seed with connected user base Share in social Share internally Embed on your site and/or blog www.aimclear.com @mannyrivas
  29. 29. Video Optimization @mannyrivas
  30. 30. Ranking Factors for YouTube • Title, description & keyword tags • Time spent viewing • Links • Annotations • Comments • Thumbs up/down • Flagging • Video responses • • • • • • • • • Favorites Channel views Number of embeds Share Playlists Subscribers Video age Honors View count www.aimclear.com @mannyrivas
  31. 31. Optimization • Video Title, Description & Tags – Focus on target key phrase • The 1st 50 characters are viewable in universal SERPs @mannyrivas
  32. 32. Optimization Starts with Keyword Research • Keyword Research: Suggestion Query Box @mannyrivas
  33. 33. Bring users back to your site • Shortened URL (bit.ly) • CTA Overlay www.aimclear.com @mannyrivas
  34. 34. Bring users back to your site • CTA Overlay – Step 1: Choose a Video www.aimclear.com @mannyrivas
  35. 35. Bring users back to your site • CTA Overlay – Step 2: Create an InSearch or InDisplay ad for the video www.aimclear.com @mannyrivas
  36. 36. Bring users back to your site • CTA Overlay – Step 3: Go to the video ‘Edit’ menu www.aimclear.com @mannyrivas
  37. 37. Bring users back to your site • CTA Overlay – Step 4: Set up Call-to-Action overlay and save www.aimclear.com @mannyrivas
  38. 38. Bring users back to your site • CTA Overlay – Step 5: Turn off ad in AdWords www.aimclear.com @mannyrivas
  39. 39. YouTube Closed Captions • Benefits: – Accessibility for hearing impaired – Transcripts for multiple languages – SEO http://support.google.com/youtube/bin/ans wer.py?hl=en&answer=166810 www.aimclear.com @mannyrivas
  40. 40. Seeding Engagement www.aimclear.com @mannyrivas
  41. 41. Promote YouTube TrueView ads Linkedin video ads StumbleUpon ads BUzzFeeD BuzzFeed ads Facebook PPA & PPSS Sponsored Tweets www.aimclear.com @mannyrivas
  42. 42. It would be remiss not to test YouTube ads as a viable channel www.aimclear.com @mannyrivas
  43. 43. Advertising with YouTube Video • Many of the Same Tactics & Features in AdWords Search & Display – Targeted & Sticky Ad Creative – Campaign Optimization – Conversion tracking www.aimclear.com @mannyrivas
  44. 44. Choose The Right Place To Create Your Ads www.aimclear.com @mannyrivas
  45. 45. Goal: Eat soup Tactic: Fork KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR) @mannyrivas @mannyrivas
  46. 46. Ad Unit Flavors: InSearch www.aimclear.com @mannyrivas
  47. 47. Ad Unit Flavors: InDisplay www.aimclear.com @mannyrivas
  48. 48. Ad Unit Flavors: InDisplay @mannyrivas @mannyrivas
  49. 49. Deadeye Demographic Targeting • • • • • • • Search Keywords Display Network Keywords Topics Demographics Interests Remarketing Lists Placements www.aimclear.com @mannyrivas
  50. 50. Remarketing Gone Social Note: can only create video remarketing lists in AdWords for Video www.aimclear.com @mannyrivas
  51. 51. Bonus Round: Swapping the Ad Watch Page URL www.aimclear.com @mannyrivas
  52. 52. Swapping the Ad Watch Page www.aimclear.com @mannyrivas
  53. 53. Bonus Round: Swapping the Watch Page • Build the InSearch and/or InDisplay ad in AdWords UI www.aimclear.com @mannyrivas
  54. 54. Bonus Round: Swapping the Watch Page • Pull down account in AdWords Editor www.aimclear.com @mannyrivas
  55. 55. Bonus Round: Swapping the Watch Page • At the ad level, swap out destination URL with new watch page…or external URL…SHHH!!!! www.aimclear.com @mannyrivas
  56. 56. Bonus Round: Swapping the Watch Page www.aimclear.com @mannyrivas
  57. 57. www.aimclear.com @mannyrivas
  58. 58. Thanks!  Manny Rivas, @mannyrivas Online Advertising Director www.aimclear.com @mannyrivas

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