This document discusses strategies for effective YouTube marketing. It provides tips for video content marketing on YouTube, including producing diverse videos in various lengths, integrating YouTube videos onto websites, engaging communities through comments and responses, and using YouTube advertising. The top YouTube marketers produce many videos across different categories and embed videos on their own sites to increase views and engagement. Paid advertising on YouTube can deliver high click-through rates, especially when targeting audiences contextually or behaviorally. An effective video content marketing strategy treats YouTube as both a video hosting platform and powerful social media network.

1. Youtube marketing strategy
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· Top 21 tips for video marketing
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I. Video marketing content for you!
Businesses are flocking to video content marketing as an efficient and
wickedly effective content tactic. But the focus on making the video
often overshadows the marketing of it. And winning followers on
YouTube requires different strategies than doing so through other types
of content marketing.
We conducted a YouTube video study of the Top 100 brands from
Interbrand’s 2012 Best Global Brands. After analyzing 200,000 business
videos across 1,270 YouTube channels, we discovered more than 50
percent had fewer than 1,000 views. ROI fail.
Enter the YouTube nation
First, let’s look at the facts. Our study of Interbrand’s Top 100 shows
YouTube video production in that cohort increased from 4,760 videos
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2. per month to 7,175 per month, with an aggregate production value of
more than $4.3 billion.
The research also shows that brands — including Coca-Cola and Toyota
— are not just creating effective YouTube channels, they’re also
embedding YouTube videos on their own websites. In fact, 61 of the
Top 100 brands now embed YouTube videos on their websites (further
blurring the lines between digital channels). We’re also noticing more
diverse video methods and styles. Intel, for one, effectively combines
both professionally produced content with user-generated content.
So how is it that brands are investing so much in online video, but are
reaching so few followers? Is it a content issue? Maybe, but after
analyzing millions of videos, we think it’s a content marketing issue.
Specifically, the top 100 brands — along with the rest of the YouTube
ecosystem — are burning their online video budgets on video
production, while ignoring an equally important element: video content
marketing.
YouTube and online video content marketing
Assigning a few tags and a brief description to a YouTube video is not
enough to allow your business to say, “We do video content marketing.”
The truth is, marketing your online videos takes as much effort and
finesse as making them. We’ve discovered four critical elements of an
effective video content marketing strategy on YouTube:
1. Produce lots of diverse content on YouTube: The best YouTube
content marketers produce more content. Using our online video grader,
we found the top quartile of YouTube marketers had an average of 181
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3. videos, while the bottom had 29. Equally interesting is that better
marketers produced assets with a far broader distribution of video
lengths, ranging from 30 seconds to 20 minutes, on average.
Online video performance isn’t just about views; it’s about audience and
engagement. The Online Video Grader we use looks at four separate, yet
interrelated areas that determine how well an organization is leveraging
online video and YouTube:
· Website score
· Search engine score
· YouTube score
· Social media score
The grader analyzes numerous attributes under each area, as well.
As an example of brands that successfully leverage video, consider
Nintendo — which has one of the top-ranking channels on YouTube.
Not only does the company produce great content, but it produces lots of
it as well, giving subscribers and other interested parties a reason to
return.
2. Integrate YouTube and web content: The most effective video
marketing programs create a symbiotic relationship between their two
owned media platforms: their YouTube channel and their website.
Consistent branding and YouTube channel customization occur in 63
percent of the most effective business-oriented YouTube channels.
Furthermore, 61 percent also embed their YouTube content on their
website. Keep in mind, YouTube automatically compensates for diverse
devices — which is particularly important for mobile and tablet viewing.
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4. A YouTube embed is not just web content — it’s very important
(Google-wise) web content. Consider the example below from
Newegg.com, a rich tech gear site that nicely integrates YouTube video
to increase both its search results and product sales.
3. Engage your community with YouTube: Audiences are about 10
times more likely to engage, embed, share, and comment on video
content than blogs or related social posts. Understand that YouTube is
not just an online video repository; it’s also a powerful social media
platform. Engagement is a critical part of earned media that allows
brands to engage back, a critical method for driving views and action.
For example, Old Spice lit up its brand through a YouTube campaign
that delivered videos in response to community feedback. The
community responded by extensive sharing and video embeds. The
result? Increased sales. By how much? 107 percent!
4. Embrace YouTube advertising: Paid media is a critical part of
effective video content marketing. YouTube TrueView ads are not the
same as Google’s AdWords. Our experience demonstrates YouTube
advertising can deliver 10 times the click-through rates when compared
with traditional AdWords and video ad networks. It delivers results
through diverse hyper-targeting options: contextual, behavioral, geo,
retargeting and search. The key is that you need to experiment.
YouTube advertising is meant to drive both engagement and calls to
action. Increased engagement leads to increased sharing, which leads to
increased and sustained long-term views and social interaction. For
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5. example, Pixability uses YouTube ads to promote its campaigns, such as
the book launch for “Video Marketing for Dummies.”
YouTube is no longer just a nice-to-have marketing platform. It’s a
must-have video content marketing engine. More importantly, YouTube
and online video respond very positively to effective, actionable and
well-targeted video content marketing.
II. Video marketing tips
#1: 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.
#2: 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.
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6. 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!
#3: 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.
#4: 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
#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.
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7. #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.
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!
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