pixtv 23: youtube for marketers. from killer content to astonishing adwords
DESCRIPTION
To gain access to the full video recording, register for free access at: http://pixvid.tv/Xy0zfi YouTube has been around for years now, but many marketers skip it when developing their marketing strategy. That's too bad because YouTube can be a powerful tool for businesses to get seen. Theresa Moore and Rob Ciampa will be tackling the questions every YouTube marketer faces when developing a video strategy (hint: it's not all about production). From social marketing to AdWords, they will show you how to build a real audience and keep it. Connect With Pixability: Twitter | @pixability Facebook | facebook.com/pixability e-mail | [email protected] phone | 1-888-PIX-VIDEOTRANSCRIPT
Pixability TV 23WebinarJuly 25, 2012
YouTube for Marketers. From Killer Content to Astonishing AdWords
Agenda YouTube for Marketers
YouTube Ads Video SEOSocial Media
Outreach
YouTube ChannelManagement
Analytics
Content Mix
WebsiteEmbedding
Pixability provides
An all-in-one video marketingsolution that helps organizations…
get the
Right VIDEO
in front of the
Right AUDIENCE
to trigger the
Right ACTION
Video Marketing for Dummies: The Book
Available as paperback and ebook
408 pages,$16.32 paperback$14.00 Kindle
YouTube
Biz video on YouTube is skyrocketing
(Source: Pixability Video Radar)
Monthly Videos Published on YouTube by Global Top 100 Brands
05 06 07 08 09 10 110
1000
2000
3000
4000
5000
6000
7000
8000
Num
ber
of
Vid
eos
2007 2008 2009 2010 20112006 2012
Content marketing on the rise: Video is #1Most Preferred Content by US Brand/Agency Marketers
(Source: Outbrain, March 2012)
Videos87%
Articles44%
Slideshows44%
Other22%
67%Blog Posts
Video delivers throughout marketing funnel
AWARENESS
CONSIDERATION
TRANSACTION
SERVICE
Video Marketing ImpactsEvery Stage of Marketing
Funnel
Smoothly IntegratesWith Conversion Practices
Landing Page Optimization
SEM / SEO
Retargeting
Social Media
Display Ads
Customer Portal
Most businesses fail to optimize video
Views per VideoTop 100 Brands on YouTube
Lessthan 1,000
1,000 to10K
10K to100K
100K to 1 Million
Over1 Million
49.6% 30.4% 15.6% 3.9% 0.5%
Almost 50% of videos published by the top 100 global brands got fewer than 1,000 views, meaning they failed to reach their audience.
Source: Pixability Online Video Grader Sample of 150,000 business videos on 1270 YouTube channels belonging to Top 100 Global Brands
Customer Problem: Ineffective Video Marketing
Big brands like Liberty Mutual produce expensive videos no one watchesMost corporations (and agencies) struggle with the management of their YouTube
channel
The Best YouTube Marketers Produce More Videos
Top Quartile Bottom Quartile0
20
40
60
80
100
120
140
160
180
200181
29
Average Number of YouTube Videos per Channel
Source: Pixability Online Video Grader
Content
You’re NOT making Avatar…
X
…but you need to tell a good story.
Find out what your target audience cares about
Pixability Video Radar: Analyzes videos and channels that deal with a particular topic
Metrics on• Audience size• Most popular
content types and sub topics
• Social media reactions
• Viewer sentiment
“What is going on in my industry on YouTube?”
Video Radar Example: Video Length
• The old cliché that a YouTube video has to be short is simply not true.
• Longer content attracts many viewers as well.
• People seek longer content when they are getting serious about buying.
Videos longer than 3 minutes
Channel Management
YouTube Channel Page
Featured VideoFirst thing that most visitors see
“Avatar” and Channel Title
LinksGreat to send people to your website or social media channels
Channel description and channel tagsImportant SEO influence
Featured PlaylistsHelpful guidance for viewers
Customized Pages
Available for YouTube partners and big advertisers
The Importance of Playlists Helps viewers
find related content
Positive for video SEO
Subscribers Good way to
engage loyal viewers.
Don’t overestimate traffic impact for marketing-oriented channels. Often less than 1%.
Video SEO
YouTube is the 2nd largest search engine
Very strong in how-to content
YouTube SEO follows different rules than traditional SEO
Google prioritizes pages with YouTube videos highly in conventional search
Video SEO highly influential for Google SEO Google seems to
prioritize web pages that have videos.
Now automatically recognizes embedded YouTube videos on pages.
Video
Video
Video
Video
Video
YouTube Metadata
TitleMake it crisp. First 5-6 words appear in search results
ThumbnailOnly 3 to choose from. Faces and clearly recognizable things work best.
Description textShould be 100+ words and keyword-rich.
TagsEssential for search and “related videos” traffic
Important Traffic Source: Related Videos
Related VideosSelected by YouTube’s algorithm based mainly on tags
Related VideosSelected by YouTube’s algorithms based mainly on similar tags and user behavior
Influence Factors on YouTube SEO
1. Video title 2. Total number of views the video got3. Recent number of views the video got4. Video tags5. Number of times the video has been embedded
on other sites 6. Number of links from external sites to the video7. Description text8. Video age: Older is better, unless it’s a trending
topic9. Transcript texts10. Number of total views of the video’s YouTube
channel
Search ranking factors in order of importance:
Source: Pixability statistical analysis of YouTube search results
Website Embedding
Should you use a YouTube player on your site?
Pro: Free Very broad
device support Very strong
effect on video SEO
Con: Limited control Somewhat
limited analytics
In a word, yes.
Example: nike.com
Customized Embed CodesThe YouTube player is more flexible than you think.
Social Media Outreach
The Importance of Social Video Sharing
Up to 50% of a YouTube video’s views (on average) are generated by external sites
YouTube’s algorithms increasingly prioritize frequently shared videos
Better search rankingsHigher visibility in “Suggested Videos”
Source: Pixability Caffeine Analytics
YouTube Videos in Facebook
YouTube Videos in Twitter
35
YouTube Videos in Pinterest
Social Media Tips
1. Understand your audience Use the right kind of content Give people a reason to share your videos
2. Pick your battles: Doing it right is more important than doing it all
3. Use your YouTube videos on all your social channels Attractive content for social marketing Don’t upload videos to Facebook, but embed YouTube
players
4. Expect short attention spans. Don’t be afraid of repetition.
YouTube Ads
Ad Strategy
1. Good content + YouTube strategy = views and web traffic
2. Effective seeding drives views and amplifies reach
3. Seeding bad content = bad marketing
4. Targeted landing pages are critical
How it works
1. Select:Choose one or several of your YouTube videos as ads.
2. Place: Put ads where your target audience already is.
3. Call to Action: Users can immediatelywatch your video andclick through to yourwebsite for more information.
Placement Examples: Search
Buy specific keywords that your customers are likely to search for.
Ads appear on top of search results.
Placement Examples: Videos/Channels
Place ads right next to videos that your target audience may watch.
Advantage: Viewers are already in the right mood.
Placement Examples: Pre-Roll
Your video rolls right before a video that your audience might be interested in – like a TV commercial.
Users can click right through to your website.
You pay only per view, not by the length of the ad.
Good targeting boosts click-through rates
Sources: AdWeek, Emarketer, Vindico, QuickPlay Media, Pixability Client Data
Video Ad Networks0.7%
Video Portals3.5%
Hyper Targeting34%+
Click-Through Rates on Video Ads
Analytics
What to Analyze?
Raw numbers like views, users, demographics
Traffic sources Embed sites and links Search keywords
User engagement and sharing Click tracking
Process: Establish a rhythm for analysis, e.g. monthly deep-dive with a quick weekly update
YouTube Analytics
• Good starting point and free.
• Optimized for content producers, not marketers.
• Figuring out the most important facts for marketers is tough.
Advanced Analytics • For example in
Pixability Caffeine
• Easier and time-saving way to get to the right business facts.• Where did my traffic
come from?• What do I need to
focus on?• How do people react?• What are my
competitors doing?
• Automated email alerts.
Video Radar: Analyzing Viewer Feedback
• Monitoring what people think is as important as watching pure view numbers.
• Pandering to the audience with badly executed humor can go very wrong.
Now What? Making Analytics Actionable
Produce better / more / different content Watch carefully what people like
Invest in advertising and SEO Improve social media outreach Improve calls-to-action
Tell people what they should do next Make it easy to contact you Make sure you track all clicks, e.g. with bit.ly
Don’t stop at analysis, but define clear actions
Agenda YouTube for Marketers
YouTube Ads Video SEOSocial Media
Outreach
YouTube ChannelManagement
Analytics
Content Mix
WebsiteEmbedding
Act
ion
Ana
lysi
s
Cloud-based software for marketers and agencies
Video Marketing Platform
Plan Call-to-ActionPublishCreate Promote Ad Target
Video Portfolio Management
Website
Search Optimization
Social mediaIntegration
Hyper-adTargeting
Discover and Benchmark
KeywordsCompetition
AudienceSentiment
Video production
Outsourced management &
branding
AdvancedAnalytics
Integrated webDeep YouTube
Social sentimentRecommendations
Online Video GraderMeasures individual channels
Video RadarMeasures topics, competitors and
sectors
