YouTube for B2B? Your Secret Weapon for Awareness and Demand from MarketingProfs B2B Forum 2020
Most B2B CMOs know YouTube is the #2 search engine behind Google. Yet most phone it in when it comes to treating their YouTube channel as a serious marketing channel. That's a mistake. Tim spent a year completely overhauling the Exabeam channel and he has a wealth of experience to share, including growth numbers and the many lessons he learned along the way. Join him for this session, where he’ll discuss how to determine if YouTube can help you reach your target buyers, and how you can set awareness and demand gen targets. He’ll also dig into producing the right videos for the job, and integrating demand gen offers into your channel. Finally, he’ll tell you need to know about YouTube SEO (hint: it’s different than other platforms) At the end of this session you will be able to: Know if YouTube can be an effective channel for awareness and demand generation Understand how video on YouTube is different and what you need to produce Speak intelligently about YouTube SEO and demand tactics
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
YouTube for B2B? Your Secret Weapon for Awareness and Demand from MarketingProfs B2B Forum 2020
- 1. YouTube for B2B? Your Secret Weapon for Awareness and Demand Tim Matthews CMO HackerOne @timmatthewssv #mpb2b
- 2. #mpb2b
- 3. #mpb2b My Revelation: YouTube = Learning
- 4. #mpb2b Why We Did It • Needed to reach security analysts • We were behind Splunk in building a community • Looking to educate more people on our new approach to security
- 5. #mpb2b Results – One Year In • Subscribers: ↑ 412%, 1770 total • Monthly Views: ↑ 868%, 10.4K/month • Monthly Watch Time: ↑ 596%, 627 hours/month • SEO Rank in Carousel: #1
- 6. #mpb2b Up and to the Right Views Watch Time
- 7. #mpb2b Tip #1 – Channel Optimization Match your brand Create a promise for your channel Explain what people will learn and why they should subscribe
- 8. #mpb2b Tip #1 – Channel Optimization (con’t) • Optimize your thumbnails • Write complete descriptions • Tag properly • Repeat your winners Before After
- 9. #mpb2b Tip #2 – ^SEO Content Strategy • Align with SEO content strategy • Tune for YouTube • Decide what you want to own
- 10. #mpb2b Our Top SEO Video Performer • Researched competition (141K Views!) • Updated content (theirs was three years old) • Superior thumbnail image • 17K Views in 8 months
- 11. #mpb2b Tip #3 – The Video Carousel “what is siem” desktop and mobile “what is ueba” mobile only
- 12. #mpb2b Tip #4 – YouTube Influencers • Whole new world • Not always who you think • Low competition • Cheap!
- 13. #mpb2b Tip #5 – “Collabs” with Your Partners • Leverage their YouTube presence • Leverage their social machine • Create sales tools • Easy and cheap
- 14. #mpb2b Tip #6 – Links for Demand • Links in video descriptions • Links in graphic overlays (think offers) • End screen links (need to get to YouTube Partner status) • Make video summaries of your top assets
- 15. #mpb2b Bonus Tips • Dress down to match the YouTube vibe • Remember you are engaging with people, not companies • Use both long- and short-form videos • Edit your webinars (please) • Expand to use YouTube for PR, product launches • Turn blog posts into videos
- 16. #mpb2b Lessons Learned • Don’t wait to become a YouTube partner to start generating demand • Don’t assume Millennials (aka digital natives) understand YouTube optimization • Consider using an agency • You get out what you put in – don’t let your channel become a dumping ground
- 17. #mpb2b Learning More • YouTube, YouTube, YouTube • Videocracy • Hire a YouTube agency
- 18. #mpb2b Contacting Tim • Email: tim.matthews05@gmail.com • Blog: www.matthewsonmarketing.com • Twitter: @timmatthewssv
- 19. Thanks for attending! Time for Q&A. Tim Matthews @timmatthewssv #mpb2b