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Identify & Leverage YouTube Audiences for Organic & Paid Growth


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Join Hanapin Marketing’s Andrew Harder and TubeBuddy’s Daniel Batal as they walk you through how to sift through one of the world’s fastest-growing platforms and identify your target audience.

Published in: Marketing
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Identify & Leverage YouTube Audiences for Organic & Paid Growth

  1. 1. Identify and Leverage YouTube Audiences to Drive Growth
  2. 2. We make our clients the heroes of their organization. We’re a digital marketing agency with deep expertise in a narrow-range of high-growth digital marketing solutions including paid search, paid social, programmatic and conversion rate optimization. We help complex businesses that have multiple brands, products, locations and/or services grow and expand their business. Hanapin also produces:
  3. 3. Join the Conversation Include the hashtag #thinkppc in your Twitter tweets, or use the webinar question box to send us questions.
  4. 4. What’s your primary goal on YouTube? A. Grow number of subscribers B. Sell stuff C. Video views - general product/service awareness D. I don’t have a goal E. Other
  5. 5. What is your estimated monthly PPC spend? A. 0 - $5,000 B. $5001 - $10,000 C. $10,001 - $20,000 D. $20,000+
  6. 6. 30 million visitors 5 billion videos Everyday
  7. 7. What makes a good YouTube channel? A channel which adheres to a strong value proposition A strong “Value Prop” should answer 3 questions: 1. What is the channel about? 2. Who is the target audience? 3. Why should viewers watch this channel?
  8. 8. Finding your Audience ● Google Analytics ● YouTube Analytics ● Keyword Research ● Google Trends
  9. 9. Google Analytics Insights ● Demographics ● Device ● Location ● Relevant Audiences
  10. 10. Google Analytics - Demographics Data
  11. 11. Google Analytics - In-market audiences
  12. 12. Google Analytics - Affinity audiences
  13. 13. Keyword Explorer
  14. 14. Keyword Explorer
  15. 15. Creating Your Audience ● Organic traffic ● Custom Affinity/Intent ● Competitor targeting ● In-market audiences ● Remarketing audiences
  16. 16. Organic Traffic Traffic Sources ● YouTube Recommended ○ Suggested ○ Browse ● YouTube Search ● Notifications ● External ● Channel Pages ● End Screens
  17. 17. Understanding how YouTube tracks Organic vs. Paid Reach
  18. 18. In-Market ● Optimize towards conversions, not view rates ● Tailor creative towards specific in-market audiences ○ Travel example
  19. 19. Competitor Targeting ● Competitor channels ● Competitor keywords (custom intent audience)
  20. 20. Custom Affinity/Intent ● Customer affinity: people with interests aligned with your brand ○ Interests, URLs/YT channels, apps ● Custom intent: actively researching products/services ○ Branded keywords ○ In-market keywords Good for branding & increased market reach
  21. 21. Remarketing ● Channel visitors ● Subscribers ● Specific website visitors ● Viewed any videos ● Viewed specific videos ● Liked/shared any video ● Viewed specific videos as ads
  22. 22. What audiences work best? What’s your objective? What are your KPIs? What CREATIVE are you running?
  23. 23. Creating Value
  24. 24. Creating Value ● Define your target audience ● Serve only that target audience ● Put the needs of the viewer first ● Make it easy for the viewer to understand
  25. 25. Value example:
  26. 26. Quick tips Quality matters: right voice-over improves ad recall by 40% Branding, Branding, Branding Tell people what to do: e.g. add “search bar” with search term at end
  27. 27. Creative Guidelines Intimate Conversations with camera Authentic & simple
  28. 28. Mobile Tight framing Fast pacing Large type supers Bright, high contrast colors
  29. 29. what works for each objective
  30. 30. Awareness & Recall ● Speed at beginning performs 34% better ● Focus on product, not brand ● Creative tips: ● Entertainment, not engagement ● Unexpected context ● 30 seconds or less Consideration ● Focus on ONE product/service ● Demo ● Creative tips: ○ “real life” examples ○ Human, not corporate language ○ 30 seconds or less
  31. 31. Purchase Intent ● Focus on product, not brand ● Creative tips: ● Shorter the better - get to the point within 5 seconds ● Tell what the product/service does, not how it will make consumer feel ● 30 seconds or less ● Example Favorability ● If your goal is increasing market share- Brand lift 2.0 ● Story over product - connect users to a cause ● Creative tips: ○ Break 4th wall ○ “Love” #1 verb ○ If possible, include influencers
  32. 32. For our webinar attendees today: A. I’d like a discount from TubeBuddy. B. I’d like more information about Hero Conf Austin. C. I’d like an account analysis from Hanapin ($15K monthly spend minimum). D. All of the above. E. No, thanks.
  33. 33. Questions?