@mannyrivaswww.aimclear.com
Tried & True Tactics for Becoming A YouTube Marketing Ninja
Manny Rivas -@mannyrivasOnline Advertising Director
#SMX #SMXsocial13
@mannyrivaswww.aimclear.com
@mannyrivaswww.aimclear.com
B2B Can Be Sexy Too
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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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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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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
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• 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