tried & true tactics for becoming a youtube marketing ninja by manny rivas

@mannyrivaswww.aimclear.com

Tried & True Tactics for Becoming A YouTube Marketing Ninja

Manny Rivas -@mannyrivasOnline Advertising Director

@mannyrivaswww.aimclear.com

@mannyrivaswww.aimclear.com

B2B Can Be Sexy Too

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@mannyrivas

What Determines YouTube Success?

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Strategic Approach

• What’s the purpose?

• How does it fit with other marketing initiatives?

• What are your goals/KPI’s?

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1. Great content

2. Target audience

3. Connected user base

4. Optimization for discoverability

5. Budget to seed engagement

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What You Need for Success

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Video Content

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• Entertain

• Engage

• Inform

• Empower

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Your Obligation to the Viewer

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Entertain – Toyota, “Swagger Wagon”

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Entertain - Will It Blend?

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Engage – The Old Spice Guy

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Engage - Tippexperience

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Engage – England Metropolitan Police

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Inform – Zappos product reivews

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Creating Professional Video on a Budget

Truscribe.com & Switchvideo.com

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• Thought leadership

• Tutorials & how-to’s

• Infographics

• Branded yet catchy

• Thematic series

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Video Content Ideas

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It’s Not Length That Matters…

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Target Audience & Connected Users

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Identify Your Audience, Observe, then Engage

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• Video engagement success will be determined by the research and relationships you build well before the video is created.

• Your audience shares in other channels:

– Blogs

– Forums

– Social

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Keep in mind

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Mine competitive data for external sites to share your video with

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Long-term: Devote time to building relationships with active forum users, bloggers and socially connected industry figures

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Mining Comment Fields

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Mining Comment Fields

• Identify users based on who they are and their interests.

• Useful for finding active users

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Using Google Search Operators to Find Relevant Users

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Comments only

Identifying Phrase

Video Theme

Finding Comments by Vertical or Interest

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Home Owner

And very active!

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Vegan

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Finding Channels by Vertical or Interest

User channels only

Location

Vertical or Interest

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• Submit to blogs for write ups

• Seed with connected user base

• Share in social

• Share internally

• Embed on your site and/or blog

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Your Organic Rollout Checklist

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Video Optimization

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Ranking Factors for YouTube

• Title, description & keyword tags

• Time spent viewing

• Links

• Annotations

• Comments

• Thumbs up/down

• Flagging

• Video responses

• Favorites

• Channel views

• Number of embeds

• Share

• Playlists

• Subscribers

• Video age

• Honors

• View count

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• Video Title, Description & Tags – Focus on target key phrase

• The 1st 50 characters are viewable in universal SERPs

Optimization

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Optimization Starts with Keyword Research

• Keyword Research: Suggestion Query Box

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• Shortened URL (bit.ly)

• CTA Overlay

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Bring users back to your site

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• CTA Overlay

– Step 1: Choose a Video

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Bring users back to your site

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Bring users back to your site

• CTA Overlay

– Step 2: Create an InSearch or InDisplay ad for the video

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• CTA Overlay

– Step 3: Go to the video ‘Edit’ menu

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Bring users back to your site

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• CTA Overlay

– Step 4: Set up Call-to-Action overlay and save

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Bring users back to your site

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• CTA Overlay

– Step 5: Turn off ad in AdWords

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Bring users back to your site

@mannyrivas

• Benefits:

– Accessibility for hearing impaired

– Transcripts for multiple languages

– SEO

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YouTube Closed Captions

http://support.google.com/youtube/bin/answer.py?hl=en&answer=166810

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Seeding Engagement

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YouTube TrueView ads

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Promote

BUzzFeeD

Linkedin video ads

StumbleUpon ads

BuzzFeed ads

Facebook PPA & PPSS

Sponsored Tweets

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It would be remiss not to test YouTube ads as a viable channel

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• Many of the Same Tactics & Features in AdWordsSearch & Display

– Targeted & Sticky Ad Creative

– Campaign Optimization

– Conversion tracking

Advertising with YouTube Video

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Choose The Right Place To Create Your Ads

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Goal: Eat soup

Tactic: Fork

KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR)

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Ad Unit Flavors: InSearch

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Ad Unit Flavors: InDisplay

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Ad Unit Flavors: InDisplay

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Deadeye Demographic Targeting

• Search Keywords

• Display Network Keywords

• Topics

• Demographics

• Interests

• Remarketing Lists

• Placements

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Remarketing Gone Social

Note: can only create video remarketing lists in AdWords for Video

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Bonus Round: Swapping the Ad Watch Page URL

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Swapping the Ad Watch Page

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Bonus Round: Swapping the Watch Page

• Build the InSearch and/or InDisplay ad in AdWords UI

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Bonus Round: Swapping the Watch Page

• Pull down account in AdWords Editor

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Bonus Round: Swapping the Watch Page

• At the ad level, swap out destination URL with new watch page…or external URL…SHHH!!!!

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Bonus Round: Swapping the Watch Page

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Thanks!

Manny Rivas, @mannyrivasOnline Advertising Director