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


B2B Can Be Sexy Too

@mannyrivas

What Determines YouTube Success?

@mannyrivas

Strategic Approach

• What’s the purpose?

• How does it fit with other marketing initiatives?

• What are your goals/KPI’s?

@mannyrivas

1. Great content

2. Target audience

3. Connected user base

4. Optimization for discoverability

5. Budget to seed engagement

www.aimclear.com

What You Need for Success


Video Content

@mannyrivas

• Entertain

• Engage

• Inform

• Empower

www.aimclear.com

Your Obligation to the Viewer


Entertain – Toyota, “Swagger Wagon”


Entertain - Will It Blend?


Engage – The Old Spice Guy


Engage - Tippexperience


Engage – England Metropolitan Police


Inform – Zappos product reivews


Creating Professional Video on a Budget

Truscribe.com & Switchvideo.com

@mannyrivas

• Thought leadership

• Tutorials & how-to’s

• Infographics

• Branded yet catchy

• Thematic series

www.aimclear.com

Video Content Ideas


It’s Not Length That Matters…


Target Audience & Connected Users

@mannyrivas

Identify Your Audience, Observe, then Engage

@mannyrivas

• 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

www.aimclear.com

Keep in mind


Mine competitive data for external sites to share your video with


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

@mannyrivas

Mining Comment Fields

@mannyrivas

Mining Comment Fields

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

• Useful for finding active users


Using Google Search Operators to Find Relevant Users


Comments only

Identifying Phrase

Video Theme

Finding Comments by Vertical or Interest

@mannyrivas

Home Owner

And very active!

@mannyrivas

Vegan


Finding Channels by Vertical or Interest

User channels only

Location

Vertical or Interest

@mannyrivas

• Submit to blogs for write ups

• Seed with connected user base

• Share in social

• Share internally

• Embed on your site and/or blog

www.aimclear.com

Your Organic Rollout Checklist

@mannyrivas

Video Optimization

@mannyrivas

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

www.aimclear.com

@mannyrivas

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

• The 1st 50 characters are viewable in universal SERPs

Optimization

@mannyrivas

Optimization Starts with Keyword Research

• Keyword Research: Suggestion Query Box

@mannyrivas

• Shortened URL (bit.ly)

• CTA Overlay

www.aimclear.com

Bring users back to your site

@mannyrivas

• CTA Overlay

– Step 1: Choose a Video

www.aimclear.com




• CTA Overlay

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

@mannyrivas

• CTA Overlay

– Step 3: Go to the video ‘Edit’ menu

www.aimclear.com


@mannyrivas

• CTA Overlay

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

www.aimclear.com


@mannyrivas

• CTA Overlay

– Step 5: Turn off ad in AdWords

www.aimclear.com


@mannyrivas

• Benefits:

– Accessibility for hearing impaired

– Transcripts for multiple languages

– SEO

www.aimclear.com

YouTube Closed Captions

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


Seeding Engagement

@mannyrivas

YouTube TrueView ads

www.aimclear.com

Promote

BUzzFeeD

Linkedin video ads

StumbleUpon ads

BuzzFeed ads

Facebook PPA & PPSS

Sponsored Tweets


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

@mannyrivas

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

– Targeted & Sticky Ad Creative

– Campaign Optimization

– Conversion tracking

Advertising with YouTube Video

www.aimclear.com


Choose The Right Place To Create Your Ads

@mannyrivas

Goal: Eat soup

Tactic: Fork

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

@mannyrivas

@mannyrivas

Ad Unit Flavors: InSearch

www.aimclear.com

@mannyrivas

Ad Unit Flavors: InDisplay

www.aimclear.com

@mannyrivas@mannyrivas

Ad Unit Flavors: InDisplay

@mannyrivas

Deadeye Demographic Targeting

• Search Keywords

• Display Network Keywords

• Topics

• Demographics

• Interests

• Remarketing Lists

• Placements

www.aimclear.com


Remarketing Gone Social

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


Bonus Round: Swapping the Ad Watch Page URL


Swapping the Ad Watch Page


Bonus Round: Swapping the Watch Page

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



• Pull down account in AdWords Editor



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


Thanks!

Manny Rivas, @mannyrivasOnline Advertising Director

Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas

Technology

Transcript of Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas