YouTube is massive. As a stand alone search engine it’s the second largest. It is the third biggest online destination behind Facebook and Google. Those facts alone mean that is has to be a part of your online media mix.
But when consider how engaging video is, YouTube becomes even more important. Consumers like watching video online. YouTube offers a fantastic environment for it.
As a marketeer YouTube also gives you lots of tools. It’s possible to target people by groups, video, and by channel. YouTube makes it easy to forward and share your video content to others or on their own website.
As YouTube is a search engine you can use your video content to answer users search queries, putting brand in front of others people looking for your services.
YouTube also makes it easy to link other content, closing the loop between YouTube and your website tools.
And currently YouTube is currently very cost effective. Apart from the effort, a user or enhance channel is free to set up. You buy ads on a CPC or CPM basis. And at the moment there are more eyeballs than advertisers.
So here’s a 9 tips to make sure your YouTube campaign gets off to a good start.
1. Choose the right name
Your channel name should be keyword rich, to improving its chances of ranking in relevant search queries. If you have a well known brand then include that, so your video content shows up for brand searches, highlighting your great content to new and current customers.
2. Think about SEO
Make sure you use titles, descriptions and video tags that are keyword rich, and include links to your website. YouTube search results are based on these, assessing their relevancy and popularity. Just 1,000 characters show up in the initial search, so keep is short and sweet. Although you get 426 characters for tags, stick to 150 or less.
3. Customise your Channel
Brand channels used to cost £25,000, but in the last couple of months Google has allowed many advertisers to create ‘enhanced channels’ for no cost at all. These give you almost all the cool design elements of a brand channel, minus a bit of functionality. It’s a great opportunity to create a customised environment for your video content. See our Social Media Guides for how to do that.
Check out the British Gas YouTube channel for a great customised background:
4. Think about disabling comment options
Negative comments can harm a brand. Consider your Social Networking Policy and work out how you are going to respond to poor feedback. If you don’t have the time – or want to retain the control – consider disabling the comment option.
5. Keep it short
Before you start adding content, decide on some basic rules such as the length of each video, and the number of points you want to make. Although YouTube lets you add up to 15 minutes of video, users don’t often watch more than 1 or 2. And don’t forget your call to action too – give people something to do next.
6. Add plenty of video
Make sure you have at least 3 videos at the launch of your channel, to make it look at bit busier. It keeps users satisfied, and helps it gain popularity and visibility in the Youtube search results. And if you’ve paid for someone to click through to your channel, then it makes to give them plenty to watch once they get there.
7. Consider watermarking
Users love to share video content. Make sure you get the benefit of this share by watermarking your video, or including a call to action to your website.
8. Use Promoted Videos to drive traffic
One of the most effective PPC areas of YouTube is promoted Videos. These serve your videos at the top of the search results. Ads appear as a video thumbnail and several lines of text. Users just click to video. You can then use text overlays to push users onto your website.
The concept of promoted videos – giving users something they’re looking for – is broadly similar to regular paid search, and as such they can deliver an ROI in line with those.
9. Make us of Insights and Analytics
As a channel owner to you can use YouTube insights to find out lots of interesting stuff about viewers of your content. You can identify their demographic, and how they found your videos – through search, sharing or direct links. And you can also see which parts of your video they liked (hot spots) and what turned them off. Use this information to improve your campaign targeting and video content.
When it comes to audience and engagement, YouTube is huge; but as a marketing channel it’s underused and undervalued.
Don’t forget to check out the new 123-reg YouTube channel.
Nick Leech runs Digital Marketing Agency Euston Digital