Did you know that YouTube is the second largest Search Engine in the world (after Google)? Even though it's the second largest search engine, it's often completely overlooked by online marketers, especially in the world of ecommerce. Learn how you can uniquely leverage this source of untapped traffic tomake your business explode.

1. LEVERAGING YOUTUBE
TO DRIVE ECOMMERCE
ANTHONY BOTTOLI

2. “Consumers are 64% more likely to purchase a
product after watching a product video.”
-MultiVisionDigital
• YouTube has more than 1 billion users a month
• 4 billion videos are viewed on YouTube each
day
• Every day people watch hundreds of millions of
hours on YouTube
• The number of hours people are watching on
YouTube each month is up 50% year over year

3. • 72% of U.S. Millennials use YouTube
• 58% of Gen X use YouTube
• 43% of Baby Boomers use YouTube
• 85% of online adults consider themselves regular
YouTube users (globally, excluding China)
72%
58%
43%
85%
MILLENNIALS GEN X BABY BOOMERS ONLINE ADULTS
(EXCLUDING CHINA)
YOUTUBE USE BY GENERATIONS

4. “Over 50% of users who watch
online videos on their mobile use
videos to decide on purchases.”

5. Video Marketing
• 9% of U.S. Small Businesses use YouTube
• 54% of B2B Marketers use YouTube in new
product launches
• 72% of B2B Marketers in North America use
YouTube to distribute content
• Every 18.5 minutes Interbrand Top 100
companies collectively post to YouTube

6. • 67% of Millennials feel they can find a YouTube
video on anything they want to learn
• 100 Million Hours of “How To” video content
viewed in the first 4 months of 2015
• Video viewers list YouTube as their #1 destination
for finding videos about products or brands
• YouTube is the 3rd fastest growing traffic sources
for e-commerce sites

7. “YouTube outperforms all other networks and is the only
social network that has both better time on site and more
pages viewed per visit than the site average.
Therefore, video should be seriously considered as a
medium for growing brand awareness and for connecting
with potential new customers.”
– Kissmetrics
YouTube Makes Sites Sticky

8. Two Ways to Leverage YouTube
1.Ads
1.Content

9. Disadvantages of Ads
Many viewers have an Ad Blocker installed
That’s right, you can spend hours perfecting that magnificent
ad only to have it not even displayed by your target audience!

10. Viewers are given the option to skip ads after 5 seconds
There are TWO types of YouTube ads:
1. Non-Skippable  In-Stream
2. Skippable  TrueView
“94% of displayed ads are skipped immediately after
the skip button is displayed”
- AdWeek

11. Viewers do not want to be sold
on your product

12. Leverage YouTube For Sales
“Become A Subject Matter Expert”
- Rick Wilson, Miva

13. Leverage YouTube For Sales
• Add depth to your product’s features and
stories
• Tell the history of how your company has
evolved over the years
• Explain how your product might be used in
ways that can’t be captured in web copy or
print

14. Leverage YouTube For Sales
• Add personality to the leaders / owners of
your company
• Promote a cause you care about
• Create a customer highlight reel

15. • You’re telling a story about yourself or your
products – not producing a viral hit for
personal fame
• Focus on engagement – not on simply getting
a huge number of views

16. Shoot Short Videos
YouTube videos under 2 minutes in length
get almost 50% of all views.

17. “Videos watched until the very end
will be given greater visibility than
videos that are abandoned early”

18. Use Annotations to Keep and Engage
Your Audience
• Speech bubbles that appear as
interjections or commentary on the video
• Active Links:
– To another video
– To your channel
– To a particular playlist
– To direct people to subscribe

19. • Gives you yet another way for people to find
your products
• Upload a banner and your logo to make it
even more professional
Create a Branded Channel

20. • Segment your videos so that viewers can
better find what they’re looking for
– Segmentation ideas:
• Product Features
• Tutorials for your products
• Organize your videos into different playlists
and into different series
Create a Branded Channel

21. Create a Branded Channel
It’s more professional for a video to be coming from an account with
your store name.

22. Be Consistent with Content Production
• Post regular content
• Come up with a multi-pronged strategy to
engage viewers
• 1 video/month or bi-weekly if you can
manage it

23. Use Analytics to Understand What Works
YouTube provides a wealth of data on your video
performance to monitor your views over time
• Monitor your views over time
• Discover a breakdown of your sources of traffic
• Analyze the demographics of your viewers
• Pinpoint the particular points in which people drop off

24. Promote Your Video With AdWords
You can also promote your
videos through paid
advertising
• As a pre-roll ad before the
videos that people watch
• As a banner ad when you’re
browsing the web
• Best: As a promoted video when
people search for similar videos
on YouTube

25. Social Promotion
Tweet It Facebook It
Blog About It

26. YouTube is a search engine just like
Google…
make it as discoverable as can be!
Video SEO

27. Plan Your SEO Strategy
• Conduct thorough keyword research before you begin this process
• Tools like Google’s keyword planner tool are as useful to the process of video
SEO as they are to website SEO
• Always use your keywords in your video’s title, as this won’t only help users work
out what your videos are about, but will help YouTube’s algorithm rank them
properly as well
• Write a clear and detailed video description and use your keywords throughout,
but avoid keyword stuffing
– Aim to get the keyword in about 3 to 4 times and at least once in the first 25
words
• Use words and phrases that accurately describe the video, but which are also
popular Google search terms
– These include terms like ‘how-to’, ‘review’ and ‘setting up’, which tend to
well in search results pages
• Make sure you use your chosen keyword in the filename when uploading your
video

28. CASE STUDIES
Orabrush is a tongue-cleaning product. While its YouTube video’s are about bad
breath, they are also hilarious spoofs and parodies. Its
“Diary of a Dirty Tongue” is a weekly video about a dirty tongue named Morgan,
who does everything from fall in love to give economic advice to President
Obama. The site has nearly 175 thousand subscribers and 40 million channel
views.

29. CASE STUDIES
Slikhaar TV, a YouTube channel that focuses on men’s hairstyling tips and
also sells their own line of haircare products. The channel gives tips on
how to create the trendiest hairstyles, using their products of course. A
dedicated brand channel is a great way to use YouTube to market a
product.

30. CASE STUDIES
Robby Stanley, DirectFix.com Our videos have a great following of
over 45k+ subscribers. The combined 300+ videos have generated views
of 45+ million with several of them independently going over the 2
million mark.

31. DOWNLOAD THIS PRESENTATION AT:
WWW.SLIDESHARE.NET/MIVAMERCHANT
ANTHONY BOTTOLI