Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas

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From SMX East 2013 - YouTube Optimization Tips - Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas #SMX #31C

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Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas

  1. 1. @mannyrivaswww.aimclear.com Tried&TrueTactics forBecomingA YouTubeMarketing Ninja MannyRivas-@mannyrivas OnlineAdvertisingDirector
  2. 2. @mannyrivaswww.aimclear.com
  3. 3. @mannyrivaswww.aimclear.com B2BCanBeSexyToo
  4. 4. @mannyrivaswww.aimclear.com
  5. 5. @mannyrivas WhatDeterminesYouTubeSuccess?
  6. 6. @mannyrivas StrategicApproach • What’s the purpose? • How does it fit with other marketing initiatives? • What are your goals/KPI’s?
  7. 7. @mannyrivas 1. Great content 2. Target audience 3. Connected user base 4. Optimization for discoverability 5. Budget to seed engagement www.aimclear.com WhatYouNeedforSuccess
  8. 8. @mannyrivaswww.aimclear.com VideoContent
  9. 9. @mannyrivas • Entertain • Engage • Inform • Empower www.aimclear.com Your Obligation to the Viewer
  10. 10. @mannyrivaswww.aimclear.com Entertain–Toyota,“SwaggerWagon”
  11. 11. @mannyrivaswww.aimclear.com Entertain-WillItBlend?
  12. 12. @mannyrivaswww.aimclear.com Engage–TheOldSpiceGuy
  13. 13. @mannyrivaswww.aimclear.com Engage-Tippexperience
  14. 14. @mannyrivaswww.aimclear.com Engage–EnglandMetropolitanPolice
  15. 15. @mannyrivaswww.aimclear.com Inform–Zapposproductreivews
  16. 16. @mannyrivaswww.aimclear.com CreatingProfessionalVideoonaBudget Truscribe.com & Switchvideo.com
  17. 17. @mannyrivas • Thought leadership • Tutorials & how-to’s • Infographics • Branded yet catchy • Thematic series www.aimclear.com VideoContentIdeas
  18. 18. @mannyrivaswww.aimclear.com It’sNotLengthThatMatters…
  19. 19. @mannyrivaswww.aimclear.com TargetAudience&ConnectedUsers
  20. 20. @mannyrivas IdentifyYourAudience,Observe,thenEngage
  21. 21. @mannyrivas • 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 Keepinmind
  22. 22. @mannyrivaswww.aimclear.com Minecompetitivedataforexternalsitesto shareyourvideowith
  23. 23. @mannyrivaswww.aimclear.com
  24. 24. @mannyrivaswww.aimclear.com
  25. 25. @mannyrivaswww.aimclear.com Long-term:Devotetimetobuilding relationshipswithactiveforumusers, bloggersandsociallyconnectedindustry figures
  26. 26. @mannyrivas MiningCommentFields
  27. 27. @mannyrivas MiningCommentFields • Identify users based on who they are and their interests. • Useful for finding active users
  28. 28. @mannyrivaswww.aimclear.com UsingGoogleSearchOperatorstoFind RelevantUsers
  29. 29. @mannyrivaswww.aimclear.com Comments only Identifying Phrase Video Theme FindingCommentsbyVerticalorInterest
  30. 30. @mannyrivas HomeOwner And very active!
  31. 31. @mannyrivas Vegan
  32. 32. @mannyrivaswww.aimclear.com FindingChannelsbyVerticalorInterest User channels only Location Vertical or Interest
  33. 33. @mannyrivas • 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 YourOrganicRolloutChecklist
  34. 34. @mannyrivas VideoOptimization
  35. 35. @mannyrivas RankingFactorsforYouTube • 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
  36. 36. @mannyrivas • Video Title, Description & Tags – Focus on target key phrase • The 1st 50 characters are viewable in universal SERPs Optimization
  37. 37. @mannyrivas OptimizationStartswithKeywordResearch • Keyword Research: Suggestion Query Box
  38. 38. @mannyrivas • Shortened URL (bit.ly) • CTA Overlay www.aimclear.com Bringusersbacktoyoursite
  39. 39. @mannyrivas • CTA Overlay – Step 1: Choose a Video www.aimclear.com Bringusersbacktoyoursite
  40. 40. @mannyrivaswww.aimclear.com Bringusersbacktoyoursite • CTA Overlay – Step 2: Create an InSearch or InDisplay ad for the video
  41. 41. @mannyrivas • CTA Overlay – Step 3: Go to the video ‘Edit’ menu www.aimclear.com Bringusersbacktoyoursite
  42. 42. @mannyrivas • CTA Overlay – Step 4: Set up Call-to-Action overlay and save www.aimclear.com Bringusersbacktoyoursite
  43. 43. @mannyrivas • CTA Overlay – Step 5: Turn off ad in AdWords www.aimclear.com Bringusersbacktoyoursite
  44. 44. @mannyrivas • Benefits: – Accessibility for hearing impaired – Transcripts for multiple languages – SEO www.aimclear.com YouTubeClosedCaptions http://support.google.com/youtube/bin/ans wer.py?hl=en&answer=166810
  45. 45. @mannyrivaswww.aimclear.com SeedingEngagement
  46. 46. @mannyrivas YouTube TrueView ads www.aimclear.com Promote BUzzFeeD Linkedin video ads StumbleUpon ads BuzzFeed ads Facebook PPA & PPSS Sponsored Tweets
  47. 47. @mannyrivaswww.aimclear.com Itwouldberemissnottotest YouTubeadsasaviablechannel
  48. 48. @mannyrivas • Many of the Same Tactics & Features in AdWords Search & Display – Targeted & Sticky Ad Creative – Campaign Optimization – Conversion tracking Advertising with YouTube Video www.aimclear.com
  49. 49. @mannyrivaswww.aimclear.com ChooseTheRightPlaceTo CreateYourAds
  50. 50. @mannyrivas Goal: Eat soup Tactic: Fork KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR) @mannyrivas
  51. 51. @mannyrivas Ad Unit Flavors: InSearch www.aimclear.com
  52. 52. @mannyrivas Ad Unit Flavors: InDisplay www.aimclear.com
  53. 53. @mannyrivas@mannyrivas Ad Unit Flavors: InDisplay
  54. 54. @mannyrivas Deadeye Demographic Targeting • Search Keywords • Display Network Keywords • Topics • Demographics • Interests • Remarketing Lists • Placements www.aimclear.com
  55. 55. @mannyrivaswww.aimclear.com RemarketingGoneSocial Note: can only create video remarketing lists in AdWords for Video
  56. 56. @mannyrivaswww.aimclear.com BonusRound:Swappingthe AdWatchPageURL
  57. 57. @mannyrivaswww.aimclear.com SwappingtheAdWatchPage
  58. 58. @mannyrivaswww.aimclear.com BonusRound:SwappingtheWatchPage • Build the InSearch and/or InDisplay ad in AdWords UI
  59. 59. @mannyrivaswww.aimclear.com BonusRound:SwappingtheWatchPage • Pull down account in AdWords Editor
  60. 60. @mannyrivaswww.aimclear.com BonusRound:SwappingtheWatchPage • At the ad level, swap out destination URL with new watch page…or external URL…SHHH!!!!
  61. 61. @mannyrivaswww.aimclear.com BonusRound:SwappingtheWatchPage
  62. 62. @mannyrivaswww.aimclear.com
  63. 63. @mannyrivaswww.aimclear.com Thanks!  MannyRivas,@mannyrivas OnlineAdvertisingDirector

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