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Youtube marketing metrics 
In this file, you can ref free useful materials about youtube marketing 
metrics and other materials for video marketing such as video marketing 
tips, video marketing tools, video marketing sites. 
If you need top free materials below, please visit: 
videomarketingaz.com 
· Top 21 tips for video marketing 
· Top 31 sites to upload your videos 
· Top free 7 tools for video marketing 
I. Video marketing content for you! 
Most marketers don’t know how to quantify the success of YouTube 
marketing campaigns. 
Part of this is down to the (currently sub-par) quality of YouTube 
analytics data, but a wider problem is that businesses often fail to set 
KPIs before beginning the process of creating and promoting content on 
YouTube. 
One of the main reasons why KPIs don’t get set is that, as Avinash 
Kaushik aptly put in a post early this month, most companies don’t 
understand how to think about YouTube, and therefore fail to tie 
YouTube marketing campaigns to tangible business goals. 
When you don’t have a goal, you can’t measure success. 
“Going viral” isn’t a business goal, neither is having a million video 
views. Views and virality are simply a means to an end, namely the right 
kind of exposure to the right kind of people. Business goals should 
Video marketing. Free pdf download examples Page 1
be measurable, concrete and (even if several steps removed) tied to 
financial success. 
With YouTube, your goal should always be some form of increased 
brand awareness. 
This awareness could be a fractional increase in mindshare and 
engagement amongst a very specific group of individuals; or, on the 
other end of the spectrum, it could be consumer awareness of a new 
product on a global scale. Awareness comes in many forms and the 
focus of your campaign will almost certainly be specific and unique to 
you. 
In order to determine the sort of awareness that will benefit your brand 
and therefore concretize your goals for YouTube as a channel, you’ll 
need to havedefined your buyer and influencer personas and 
then mapped out your customer conversion funnel. 
From here, there’s then a diverse set of resources available to give you 
inspiration regarding the kind of creative you should be investing in to 
achieve those goals. 
· Me on YouTube Marketing 
· Distilled Guide to Video Marketing 
· Avinash on YouTube Marketing 
· YouTube’s Advertiser Case studies 
· Unruly’s Viral Video Chart 
Specific Metrics to track 
Below is a list of the metrics I think are most relevant when tracking the 
success of YouTube campaigns, split into sections based on the type of 
content you’re creating “Home” or “Hero”. The rest of this post is 
dedicated to explaining the concepts of “Home” and “Hero” and then 
providing detail on each of the relevant success metrics. 
· “Home” and “Hero” Defined 
· Measuring “Home” Content 
Video marketing. Free pdf download examples Page 2
o Engaged Views within Target Demographic 
o Shares and Share Rate 
o Coverage, Links and Embeds 
o Audience Retention 
o Referrals from Other Videos in Channel 
o Subscribers 
· Measuring Hero Content 
o CPSI (Cost Per Segment Impression) 
o Unaided Brand Recall 
o Brand Mentions and Search Trends 
o Shares and Share Rate 
o Coverage, Links and Embeds 
· Metrics That Should Never be KPIs 
o Raw Views/Impressions 
o Traffic to Your Site from YouTube 
o ROI 
Home and Hero 
Successful YouTube channels are typically comprised of two kinds of 
content: “Home” and “Hero” (hat tip to Barney Worfork-smith from 
Unruly Media for first introducing me to this distinction). 
“Home” content will form the bulk of your channel. The term refers to 
smaller, more numerous pieces that are relatively inexpensive to produce 
and often form part of a series. These videos are often, though not 
always, informational in nature and focus on providing insight on a 
specific topic relevant to a sub-set of your customer segment. 
Video marketing. Free pdf download examples Page 3
II. Video marketing tips 
#1: Make your title count 
Just like a headline to a blog post, 
video titles can pull powerful 
traffic. There are two main reasons 
why the title is so important. One, 
a great title can instantly grab a 
viewer’s attention. 
Two, when you use the appropriate keywords in your title, you are more 
likely to show up on search engines when people are searching for your 
topic. And remember Google owns YouTube, so there’s a story 
connection between video and searching. 
#2: Provide excellent content 
Take some time to think about your ideal viewer. What do you know 
that they’ll find valuable? What can you teach them? “How-to” videos 
are extremely successful because not only do they offer great value to 
your viewer, but also you’re able to showcase your knowledge and skill, 
thus positioning yourself as an expert. This is key as you continue to 
grow your brand. 
#3: Include your URL in your video 
When you edit your video, take advantage of the different editing 
features. One easy feature is to add a text box to your video. This is 
where you can display your website address and it’s a great way to get 
exposure. 
Video marketing. Free pdf download examples Page 4
Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she 
used a text box in her video to display key information, including her 
website URL at the end of her video. Smart move! 
#4: Take advantage of video’s branding opportunities 
For branding purposes, have your company logo displayed prominently 
somewhere on the screen. You can do this at all times, or during key 
times in your video. 
In the image below, notice how the company logo is displayed in the 
upper-left corner. You can display your logo throughout your video or 
only at key times. 
#5: Always provide an HTML link 
When you post on YouTube, you have the option to write a short 
description of your video. Always start with the link you want to drive 
your viewers to so you don’t miss this key opportunity. 
Here’s a snapshot of the description boxes from one of my YouTube 
videos. Notice the placement of my website URL (it’s the first thing 
you want to put in the box!) and the keywords I used in my title as well 
as the description. 
#6: Go beyond YouTube 
Most people post their videos on YouTube. In addition to this, make 
sure to always embed your video on your own website. This will 
increase the amount of time people spend on your website and help grow 
a captive audience. 
Video marketing. Free pdf download examples Page 5
Also, Google’s algorithms consider how many times a video is viewed, 
and embedded video views you receive get added to the ‘views’ tally on 
YouTube. This is important for showing up in Google search results! 
Video marketing. Free pdf download examples Page 6
Also, Google’s algorithms consider how many times a video is viewed, 
and embedded video views you receive get added to the ‘views’ tally on 
YouTube. This is important for showing up in Google search results! 
Video marketing. Free pdf download examples Page 6

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Youtube marketing metrics

  • 1. Youtube marketing metrics In this file, you can ref free useful materials about youtube marketing metrics and other materials for video marketing such as video marketing tips, video marketing tools, video marketing sites. If you need top free materials below, please visit: videomarketingaz.com · Top 21 tips for video marketing · Top 31 sites to upload your videos · Top free 7 tools for video marketing I. Video marketing content for you! Most marketers don’t know how to quantify the success of YouTube marketing campaigns. Part of this is down to the (currently sub-par) quality of YouTube analytics data, but a wider problem is that businesses often fail to set KPIs before beginning the process of creating and promoting content on YouTube. One of the main reasons why KPIs don’t get set is that, as Avinash Kaushik aptly put in a post early this month, most companies don’t understand how to think about YouTube, and therefore fail to tie YouTube marketing campaigns to tangible business goals. When you don’t have a goal, you can’t measure success. “Going viral” isn’t a business goal, neither is having a million video views. Views and virality are simply a means to an end, namely the right kind of exposure to the right kind of people. Business goals should Video marketing. Free pdf download examples Page 1
  • 2. be measurable, concrete and (even if several steps removed) tied to financial success. With YouTube, your goal should always be some form of increased brand awareness. This awareness could be a fractional increase in mindshare and engagement amongst a very specific group of individuals; or, on the other end of the spectrum, it could be consumer awareness of a new product on a global scale. Awareness comes in many forms and the focus of your campaign will almost certainly be specific and unique to you. In order to determine the sort of awareness that will benefit your brand and therefore concretize your goals for YouTube as a channel, you’ll need to havedefined your buyer and influencer personas and then mapped out your customer conversion funnel. From here, there’s then a diverse set of resources available to give you inspiration regarding the kind of creative you should be investing in to achieve those goals. · Me on YouTube Marketing · Distilled Guide to Video Marketing · Avinash on YouTube Marketing · YouTube’s Advertiser Case studies · Unruly’s Viral Video Chart Specific Metrics to track Below is a list of the metrics I think are most relevant when tracking the success of YouTube campaigns, split into sections based on the type of content you’re creating “Home” or “Hero”. The rest of this post is dedicated to explaining the concepts of “Home” and “Hero” and then providing detail on each of the relevant success metrics. · “Home” and “Hero” Defined · Measuring “Home” Content Video marketing. Free pdf download examples Page 2
  • 3. o Engaged Views within Target Demographic o Shares and Share Rate o Coverage, Links and Embeds o Audience Retention o Referrals from Other Videos in Channel o Subscribers · Measuring Hero Content o CPSI (Cost Per Segment Impression) o Unaided Brand Recall o Brand Mentions and Search Trends o Shares and Share Rate o Coverage, Links and Embeds · Metrics That Should Never be KPIs o Raw Views/Impressions o Traffic to Your Site from YouTube o ROI Home and Hero Successful YouTube channels are typically comprised of two kinds of content: “Home” and “Hero” (hat tip to Barney Worfork-smith from Unruly Media for first introducing me to this distinction). “Home” content will form the bulk of your channel. The term refers to smaller, more numerous pieces that are relatively inexpensive to produce and often form part of a series. These videos are often, though not always, informational in nature and focus on providing insight on a specific topic relevant to a sub-set of your customer segment. Video marketing. Free pdf download examples Page 3
  • 4. II. Video marketing tips #1: Make your title count Just like a headline to a blog post, video titles can pull powerful traffic. There are two main reasons why the title is so important. One, a great title can instantly grab a viewer’s attention. Two, when you use the appropriate keywords in your title, you are more likely to show up on search engines when people are searching for your topic. And remember Google owns YouTube, so there’s a story connection between video and searching. #2: Provide excellent content Take some time to think about your ideal viewer. What do you know that they’ll find valuable? What can you teach them? “How-to” videos are extremely successful because not only do they offer great value to your viewer, but also you’re able to showcase your knowledge and skill, thus positioning yourself as an expert. This is key as you continue to grow your brand. #3: Include your URL in your video When you edit your video, take advantage of the different editing features. One easy feature is to add a text box to your video. This is where you can display your website address and it’s a great way to get exposure. Video marketing. Free pdf download examples Page 4
  • 5. Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she used a text box in her video to display key information, including her website URL at the end of her video. Smart move! #4: Take advantage of video’s branding opportunities For branding purposes, have your company logo displayed prominently somewhere on the screen. You can do this at all times, or during key times in your video. In the image below, notice how the company logo is displayed in the upper-left corner. You can display your logo throughout your video or only at key times. #5: Always provide an HTML link When you post on YouTube, you have the option to write a short description of your video. Always start with the link you want to drive your viewers to so you don’t miss this key opportunity. Here’s a snapshot of the description boxes from one of my YouTube videos. Notice the placement of my website URL (it’s the first thing you want to put in the box!) and the keywords I used in my title as well as the description. #6: Go beyond YouTube Most people post their videos on YouTube. In addition to this, make sure to always embed your video on your own website. This will increase the amount of time people spend on your website and help grow a captive audience. Video marketing. Free pdf download examples Page 5
  • 6. Also, Google’s algorithms consider how many times a video is viewed, and embedded video views you receive get added to the ‘views’ tally on YouTube. This is important for showing up in Google search results! Video marketing. Free pdf download examples Page 6
  • 7. Also, Google’s algorithms consider how many times a video is viewed, and embedded video views you receive get added to the ‘views’ tally on YouTube. This is important for showing up in Google search results! Video marketing. Free pdf download examples Page 6