Social Media
6-YouTube for Business

Video Marketing with YouTube

YouTube ranks only behind Google as the most accessed search engine in the world. And it’s definitely still the most popular video platform by miles, with an estimated 3,000,000,000 views daily. And don’t forget YouTube mobile, which has increased YouTube’s viewership and popularity by millions more.

Having a YouTube video can push you automatically to the top of Google search results…

Videos can provide added value to your subscribers, helping you demonstrate…

  • How to use your product
  • Changes to your product (e.g. what’s different in the latest release or version)
  • Real-time, live “insider peeks” into your stats and sites
  • A particularly tricky aspect of your product. (Works especially well if you’ve had more than one actual user requests about that particular aspect)
  • Demonstrate a product you are promoting as an affiliate – live
  • Services your business offers (more convincing when you “tell” your prospect about them “in person”)
  • The sort of things your product can correct (E.G. Website design scenario demos)
  • How others have used your products (case studies)

Videos can also help boost…

  • Your product launch
  • Your product, service or website value
  • Building a community for your product users or niche members

Whatever you choose to demonstrate by video, however, keep in mind that your demonstration should provide some sort of valuable shortcut, increasing viewer’s appreciation and perception of your product or services. Your viewer should be left convinced that he’s just seen pure gold, and he needs your product or services right away!

The following five steps will help you create videos that boost your marketing to new levels…

Step One: Create Your Account!

If you haven’t already created an account on YouTube, do so immediately! There’s no clever technique to signing up — simply click on the link and follow the wizard, inputting your information. (It will prompt you to create a Google account too.)

Later on, you can customize your channel with your own colors and graphics, but for now, the important thing is to get started!

Before you ever make your first video, however, it’s important to have some idea of how best to use this powerful social sharing platform…

Step Two: Understanding The You Tube Mindset

YouTube is a community. And it’s not simply about getting the maximum number of views possible: It’s about getting the right people to see what you’re presenting.

It’s better to attract 240 people and have 120 buy, than 1 million viewers with no sales resulting. The only time going “viral” should be desirable is if your focus isn’t on sales, but on building your name or brand recognition.

One immediate way to understand the YouTube mindset: Input your keywords into YouTube’s search bar, and see from the drop-down “suggestions” which related search terms your audience is actually using.

Create videos containing those search terms (keywords) in your titles and descriptions…

Here’s how to draw the best quality, targeted traffic with your videos…

Step Three: Analyze Your Competition

One of the biggest advantages YouTube offers is the ability to easily analyze your competition.

  1. Choose the location from which you’d like to collect results by scrolling down to the bottom of the page and using the “Location” tab, if different from the default you see there:

  1. Input a search keyword into YouTube’s search bar…

  1. View the results for your best keyword…

  1. Note that your exact keyword phrase (i.e. “buying a hamster”) will feature in the top results with the most views. The only exception to this will occur when you see the word “hamster” repeated multiple times in a clip description:

Multiple uses of a keyword will not push you to the top of YouTube’s results for your keyword phrase — but you still may make the first page. Rather, finding out and using the exact keyword phrase will give you your best chance.

  1. Select the top video in your search results and immediately check its actual statistics by pressing the button beside the number of views, under the screen:

  1. You will immediately see:
  • A graph showing the total views

Figure 1

This graph shows your video’s growth in popularity, as well as the number of ratings, the number of comments, likes and dislikes; and how many have “favorited” it.

Figure 2, below, shows the number of referrals from other videos

Figure 2

Figure 3 shows your audience age and gender statistics, as well as a map of the most popular locations where your video is being viewed.

Figure 3

What the Spikes Say

When viewing the Total Views graph of any video (example: Figure 1), you may notice “spikes” in the graph. If you check these sharp climbs in popularity against Significant Discovery Events (Figure 2), you may see “clues” to what caused the spike — for instance, “First view from a mobile device” resulted in 1,688 hits, in our Figure 2 example.

When viewing Figure 2, you would discard any results from referrals that aren’t relevant (for example, “How to Cut Class” doesn’t apply to “Buying a Hamster”!) Pay attention to results that seem most closely related. Check out the actual referral videos.

Pay attention to these relationships: You’ll get better and better at “reading” them and extracting useful information to help optimize your own videos more effectively.

Step Four: Optimize Your Video

YouTube’s upload process is so simple, we won’t go into it here. What you do need to know is that YouTube’s latest requirements allow you to upload videos at a maximum size of:

  • 2 GB
  • 15 minutes

You can record directly from your webcam or upload a completed video.

YouTube supports a wide variety of formats, including:

  • .MOV
  • Most .MPEGs
  • .AVI
  • .WMV
  • .FLV

As well as H264, AAC and WebM files (Vp8 video codec and Vorbis Audio codec)

To ensure your videos are optimized, follow this checklist:

  1. Begin your title with the keyword you want to rank for. Repeat it again in the title for maximum effect — but only if it looks and feels natural to do so. (E.G. if your keyword is “hamster breeding”, you might choose a title such as: “Hamster Breeding 101 — How to Make Hamster Breeding Less Stressful for Your Pet“)
  2. Craft the perfect description. Include:
    • your best keyword
    • A short description that clearly explains, intrigues and engages (especially the emotions). Tell the viewer what he’ll learn/solve/enjoy.
    • Your URL! Always put your URL first (“http://www.youtube.com/hamsterbreeding….”)
    • Tags. (Look at your best competitor’s videos and view their statistics, for strong tag ideas. Only use highly relevant ones.)
    • A related keyword, if you have one (and especially if it has appeared in other top search results for your main keyword — or in Google search drop down suggestions
  3. Upload your video, copy-pasting your perfectly-optimized title, description and tags into the boxes provided
  4. Select “Public” in the privacy settings. (You want everyone to find your video via Google!)
  5. Select the best category for your video. (Check your competitors’ videos to see which categories they have used.)
  6. You will be offered the option to share: Most video marketers agree that allowing YouTube to “Share” with Twitter is the only option of real value here (unless your audience is actually heavy users of one of the other networks.

Don’t select “Facebook”: It will link all your videos with your profile, which may not be appropriate (and — worse — may not be viewed by your target audience). Instead, upload or share your YouTube video links manually, on your Facebook page.

TIP: If you want to use a two-word tag (e.g. “Christmas decorations”) use a dash to connect them, so they will be “read” as one word. (E.g. “christmas-decorations”)

You now have a perfectly-optimized video, based on powerful keywords your demographic is actually using for YouTube search input. But that won’t be enough unless you also pay careful attention to sharing and promotion…

Step Five: Developing Your Video Marketing Strategy

You need a marketing strategy, and it begins with creating more videos. Don’t just create one perfect video: Research the most relevant of those drop-down keyword suggestions that came up when you were inputting your main keyword into YouTube, and create more videos.

YouTube likes multiple offerings from the same person or channel!

But your best bet is not just to go into a flurry of creation. Approach video marketing systematically, and make it a regular event in your work week.

  1. Set a goal — Decide what you want to accomplish with YouTube and how much time you can devote to this per week.
  2. Decide on a single, main purpose for your videos — Do you want to:
  • Demonstrate how to use each product
  • Sell the product by showing how useful it is
  • Entertain the viewer
  • Instruct the viewer in background skills they’ll need to use your product (e.g. “how to use a double boiler” as part of your “Perfect Hollandaise Sauce” recipe blog post)
  • Add value to your blog posts (see previous point!)
  1. Use the principle of repetition — People love routine — it creates a habit; which is what you want, in your viewers! Use the same:
    • Title fonts, colors, graphics
    • Intro music (if you include any)
    • Formats (e.g. “how to”, animated demonstration, “Best point”, etc.)
  2. Share and promote your videos — Don’t just share it via YouTube on your first upload: Post it on your blog, blog about it, share it on other social networks. Share the link as an unannounced Sign Up bonus.

Share it on forums and in your mastermind groups (if the rules allow — check first).

And whatever you do, make sure you also share it via Google+. So far, doing so is proving to be a powerful way to fast-track videos to prominence!

  1. Use calls to action — Wherever you share your video, conclude with a request that others will share it. Recruit your affiliates, fellow forum members, blog readers and social network buddies to help you spread the word.

Tips for Improved Success

There are other small, miscellaneous tweaks you can make and actions you can take to help your videos gain in popularity and success. One that can’t be emphasized enough is keep the format similar, much as you always use the same logo, profile pic and header in your business stationary and blogs.

Specialize — really focus on one area of your niche, even if your actual product holds a wider appeal. Become known as the person to go to for great model-railroad gluing advice… or the Janome Sewing Machine stitch expert.

If your product is incredibly narrow in itself, do the reverse of specialization and go generic for your niche! For example, say you are affiliate-promoting the Revlon RVHS6601F one-piece steam setter, upload videos not only on how to use it, but on other aspects related to your keyword (“hot rollers”), such as curling long hair, comparison reviews with other curling products, how to avoid hair damage from overheating, etc.)

Things To Remember

  1. Keep it simple. The slicker you are, the less people “see” you or “hear” you. It’s all about connection — keeping it real.
  2. End your video (and your video description) with calls to action. Your URL and contact information should be the very last item they see in your video
  3. Leave your URL and contact info on the screen long enough for viewers to copy it!

Get into the habit of following these four simple steps, and your videos will stand out from the crowd every time!