Marketing YouTube videos is all the rage in 2018 among SEO’s and entrepreneurs and for a great reason. 80% of traffic on the web will be pointed at videos.
That is a huge portion of the billions of searches daily that are consuming videos.
The sheer numbers alone are causing many Digital Marketing Agencies to embrace video marketing to increase their search market share. Although many were early adopters, there are a few ways to do some catch-up and increase your visibility via video.
If you are just starting out, don’t worry you’re not alone and there is still hope.
Below is our guide to effective YouTube video marketing comprised of expert tips to help get you started.
What are the Benefits of Publishing Videos on YouTube?
YouTube is the second largest search engine behind Google making it the main source of video consumption in the world. Yes, it is a search engine and with that said there are many ways to optimize video much like that of Google’s main index.
Of course…there are multiple benefits to posting elsewhere, but for the most part, YouTube is the gold standard for getting your videos found on the web.
Benefits of YouTube Video Marketing include:
- Ease of sharing videos across many platforms
- YouTube videos tend to do well in Google’s main search engine
- Tons of traffic
- The ability to easily link to a main website or sales page from the video
- Easily advertise and reach a larger audience
Types of YouTube Content That You Should Pay Attention To:
Pretty much every video falls into 4 sections…
- How-to or Educational Videos
- Inspiring and Uplifting Video’s
- Pure Entertainment Videos
- Product Review Videos
The goal of marketing is simply to make money and thus we will be focusing our attention on these types of videos in this article.
Typically, the bulk of money making videos are geared towards educational and review style videos, so we will focus our attention on these.
YouTube’s Ranking Factors:
If you create a video and yet nobody is watching, you might be wondering how you can get more views and ultimately bring in some much-needed cash? For this, you need to understand how YouTube prioritizes videos in the search algorithm.
YouTube’s magic relies on mainly 2 factors for video ranking. Popularity and relevance are what makes or breaks a videos prominence in the search.
Relevance is how a video connects to search terms that people are looking for much like that of a normal search engine. For instance, if you search for “water slide fails”, YouTube will then serve a list of wonderful people wiping out on water slides.
The key to Relevance is optimizing your video with your keywords in the important sections in your video editor. These include items such as:
- Video Title
- Video Descriptions
- Video Tags
- Video Thumbnail
- Video’s closed caption settings
In these sections, you will have the most control over how your video ranks in YouTube search.
The above steps are near to what you would implement while fulfilling the SEO Optimization checklist for your website.
With less control comes the Popularity of your video, a YouTube ranking signal. The more popular your video is from a viewing and interaction perspective the better your rankings will become.
The more of the below items your videos receive the better your rankings will become:
- Amount of Subscribers
- Amount of Views
- Number of ratings both good and bad
- How many comments your video receives
- Number of favorited viewers to your video
Depending on the purpose of your video will determine the way you go after these ranking signals. If you are pushing to get your business seen, you will probably want to start with the relevance portion first and foremost before popularity.
With business awareness videos popularity is something that kicks in after only a few hundred views due to their nature vs more entertaining videos that get millions of views. This makes popularity a bit less of a concern in most cases.
Designing a Video that can pull in customers
Targeting the right audience for your video is the key to a well-ranked business video on YouTube. You will want to specifically target your niche market, but how do you do this?
Video Relevance for your ideal customer
Choose a topic that your ideal customer is interested in. Perhaps solving their problem is a great place to start. The search will essentially target solutions for problems that people want to be solved. If your video creates a good solution, your target will be found.
Understanding your target audience and what their needs are is what you want to optimize for. Much like Google’s Rank Brain (The third most powerful ranking signal), you want to identify who your user is and create a search result that speaks to them.
According to one SEO company, Google’s Rank Brain comprises of finding never searched terms and matching them with a user. The same ideology goes for creating your description for your video.
You want to create a natural speaking tone of voice to capture as many users as possible. Understanding your customer is key…
Some of the best ways to do this include creating a poll for your social media profiles and ask them what they want, connect with your customer service team and see what questions they get asked a lot, or by checking out what people are asking about online from sites like quora.com.
This can give you ideas and topics to create video around. Once you have a clear understanding of your ideal customer’s needs you will want to dive into a bit of keyword research.
There are a couple of ways to proceed with keyword research for YouTube which can vary slightly than the typical keyword research for a website.
A couple of great resources for this include:
- Ubersuggest – Detailed keywords and related keywords with search volume
- Google’s Keyword Planner – detailed keywords and related with search volume ranges
- YouTubes Search Bar – Auto populates relevant searches as you begin to type
Of these three, I tend to love Ubersuggest as you can select YouTube as a search engine option. The free version gives you plenty of data to mull over.
Once you check out keywords and their many variations you can clearly see what you should use as your video topic. It all boils down to topics that are relevant to your audience and how many searches that keyword gets a month. You will want to choose a topic that gets the most search to appear before a bigger audience.
Create Your Video
With a topic in hand, you are ready to produce a video to attract new customers. Keep in mind the goal; Create something that is useful for those watching.
When you begin your video should have a clear direction. Perhaps creating a script that can guide you is a good start. The focus is the key. Your video needs to be authoritative and well thought out.
Produce a good introduction
Keep it short and sweet. No one really wants to know your backstory. They are watching to educate themselves on something they need solved. Follow up with a short description of what you are about to show them. This keeps the video on topic and people will stick around.
Straight to the Meat of the Matter
Your main content should follow your intro nicely. Here you will want to give great ideas and savvy insights to your topic. Avoid adding fluff. You should be practical and straight to the point. If you can add a bit of personality to the video great, but if not don’t fret, simply answer the question to the problem the video is trying to solve. If you can do that your user will be appreciative.
Closing Out Your Video
This is where you want to present a strong call to action. Tell your users what you want them to do next. It can be anywhere from asking them to subscribe, like the video or visit your website. Whatever it is your campaign calls for. Whatever you do, never leave the watcher without the best next step.
Length of Your YouTube video
Although the world’s attention span has waned into mere seconds YouTube is a bit of an anomaly. Sessions tend to last into the double digits vs a blog page where a user bounces after seconds. 40 minutes is about the average user’s session on YouTube. People are hungry for this type of content. Use this to your advantage.
The average 1st page ranking videos on YouTube are almost 15 minutes long. Considering this your video needs to be at the very least 5 solid minutes but perform a search on this topic and scope out how long the videos are that rank well. Comparatively yours should at least be just as long.
Editing Your Video
You will want to shoot multiple takes and different ideas. The important thing about editing is that this job can be tedious but very necessary. The most important thing about your video is what you cut out, not what you keep in. The final product should be a culmination of your best takes.
This is where the keyword portfolio that you did earlier comes in handy. You will want to add a natural description that incorporates your main keywords along with semantic words related to your keywords. Don’t stuff your description with keywords, however. Doing so will over optimize things which Google hates.
A very overlooked portion of video optimization. The main reason people skip this step is because it is time-consuming. Creating a transcript from your video requires a good ear and fast typing skills, but tools like voice transcription services can speed things up. This is another great way to let YouTube know what your content is all about and helps to rank videos.
If you previously created a script which is a best practice this can also make the job quick and tidy. Simply open your script in notepad and remove everything from it minus the dialogue. Once complete save it as a text file and add it to YouTube with the click of a mouse.
From making your video more accessible to the hearing impaired to telling Google hat your video contains (which without Google won’t know) is what will help you rank better.
External Links to Your Video
Just like a website, links back to the video do wonder for rankings. The more embeds you have or links to the YouTube video itself will help. Building links to a video can be tedious but, in the end, it can pay big dividends.
There are multiple tactics to find backlinks but focusing in on niche related links is a great start. For service area business, there are a bunch of local directory sites where you can add links to your videos, you just must know where to look.
Websites that allow video embeds
These sites also syndicate your videos much like article syndication but are far more effective.
You will also want to add your link URL to your description for a backlink to your website and other web assets for your company. To do this you must add the full extension of your URL for it to be successful.
Creating great videos is not enough for them to rank. Yes, you should incorporate value and quality into your video but without the proper set up the video will never be seen.
Creating videos that have good retention is the key and with good optimization, you can be at the top of YouTube’s search in no time.
In 2011 he was hired at a well-established SEO firm in Utah where he quickly went from an entry level position to a management position in just under a year. Before he left his management position he was awarded employee of the year in his department for his management accomplishments.
Today, Brett enjoys his position atInfront Webworks where he is able to put all of his collaborative technology, artistic, and marketing experience to good use.