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.

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

    1. 1. 2
    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. 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. 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. 5. Channel Name Appears across the site Distinct from URL Short & memorable works best Inevitably brand name for most
    6. 6. Channel Icon Main marketing image Used across YouTube Appears in different sizes
    7. 7. Channel Icon Square, Hi-res image, 800px by 800px Avoid Text
    8. 8. 9 Video Metadata • Used to Index Videos • Optimize to Maximize Promotion • Includes: Title, Tags and Description
    9. 9. 10 Video Metadata – Title • Make it compelling • Core keywords first, branding later • Test to optimize CTR
    10. 10. 11 Video Metadata – Tags • Descriptive keywords • Create a Set of Standard tags • Mix general and specific • Use enough to be accurate
    11. 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. 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. 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. 14. 15
    15. 15. 16 Top Tip 2: Curating Content for your Audiences How to most effectively share content with subscribers and non-subscribers.
    16. 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. 17. 18 Image Source: misterbrony.deviantart.com Two Views Tailor for subscribers vs. non-subscribers
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    19. 19. 20
    20. 20. 21 Tips for Engaging Subscribers: • 60-30-10 formula • Create playlists to engage • Be regular • Strategic CTAs • Community management
    21. 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. 22. 23 Trailer Tips • Think elevator pitch • Show, don’t tell • Use CTAs • Leverage special promos • Test, test, test
    23. 23. 24 Playlists
    24. 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. 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. 26. 27
    27. 27. 28 Top Tip 3: Channel Personalization Leveraging key features to promote your brand identity and drive action.
    28. 28. 29 Channel Art • Showcase your brand’s personality • Use tool to gauge difference screens • Add social + website links
    29. 29. 30 Examples
    30. 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. 31. 32 Channel Description • Why should they subscribe? • Important info upfront • Include upload schedule • Use relevant KWs
    32. 32. 33
    33. 33. 34 Top Tip 4: Channel Analytics Assess channel performance to make strategic optimization decisions.
    34. 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. 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. 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. 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. 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. 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. 40. 41
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    42. 42. 43 http://www.linkedin.com/in/purnavirji https://twitter.com/purnavirji Read More At: http://searchenginewatch.com/author/2499/pur na-virji

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