Effective YouTube Video Marketing – A Ten Step Process
We all know that YouTube is the number one site for sharing videos and has the largest community on the internet. With the simplicity and ease of uploading your video and promoting it, it’s no wonder why. YouTube video marketing is widely considered one of the best ways of driving traffic to your website or product landing page. However, there is more to YouTube marketing than simply making videos about your business or products and uploading them. Outlined below are ten basic steps for effective YouTube video marketing and can help you achieve the best results.
1. Your Objective
The first thing you’ll need to do is to identify your audience. Who are you marketing to and why do they need what you have to offer? Find out more about your intended audience and their demographics. Be clear about the message that the video is going to send out. If you’re already doing other forms of marketing, then your video it should complement those efforts. Sadly, this is one of the most forgotten pieces of the puzzle.
2. The Type of Video
Decide what type of video you are going to make. Is it going to be an entertaining video, an informative one, or a mix of the two? Is it going to be a person speaking into the camera, a slideshow with a voice over or a how-to video showing viewers various steps in a tutorial? All of these types of videos can be effective, it simply depends on what you determined in step one.
3. Keyword Research
Using the right keywords is extremely important if you want to be found in the search engines and on YouTube itself. Luckily, YouTube has its own keyword tool with which you can search for relevant terms and generate good keyword ideas. The tool allows you to search by both keywords and the URLs of YouTube videos. So if your competition has a great video that’s getting lots of traffic, you can use this tool to discover the words and phrases YouTube is ranking them for. This is obviously a super important step – don’t skip it!
4. The Storyboard
This step is where you create a visual representation of your video. The “storyboard” is where you simply draw out the sequence of your video. Think of it as a to-do list while making your video which will help you during your preparation. You can find many free and paid apps on the internet that you can use to make your storyboard with. You can use a mind mapping tool or even a simple piece of paper.
5. Scripting Your Video
For this example, I’ll use a company’s promotional video. The basic components of a video like this would be the introduction, the body and a strong call to action.
- The introduction is typically an “about us” that speaks of the company or product giving details like the mission statement, what the company does and anything else of high impact. A product introduction may consist of the need for creating the product.
- The body should consist of details of the company such as the turnover and revenue and any other financial figures. You must also include details of your company’s products and how you maintain quality management. If the video is about a product give key features and benefits of the product.
- The video should always end with a strong call to action which needs to spur the customer to take some type of action. It may be purchasing the product, opting into a mailing list or simply visiting your website to learn more about the products and services.
6. Using The Right Equipment
Make sure that you use the best equipment while making your video. You may not need a very expensive camera but it should produce a video with a good resolution and excellent clarity. You can even use a Flip camera or a cell phone with a video camera if you’re shooting an informal video.
In case you’re using slides for a presentation make sure you have good pictures and perhaps even some music for which you own usage rights. You may also need a microphone and good video editing software. If you’re recording a tutorial use a good screen cast software like ScreenFlow or Camtasia that will accommodate a lengthy video and both come with excellent editing features.
7. Creating Your Video
Keep the video brief as the attention span of YouTube users is very short. In fact, the average video loses 50% or more of its viewers in the first 15 seconds! On the other hand if you’re conducting training through your video it has to be as detailed as possible. Consider breaking the video up into a series in order to retain viewers The video should have either a person speaking on the screen or a voice over. Since audio is incredibly important, check the clarity of speech of the person who is going to speak in the video or will provide a voice over.
8. Naming Your Video
The first thing to consider when naming your video is to incorporate some of the keywords or phrases that you found in step three. In order to make your video memorable, you’ll also want to try and give it a catchy title that’s easy to remember. Not only will people be more apt to click and watch your video but if your title is easy to remember, they’ll refer others to watch it, too. Sometimes people will use controversy or a current event in the name of their video. This accomplishes the same thing.
Once you’ve completed making your video it is time to upload it to YouTube. Luckily, it’s a simple drag and drop interface. The main things that you have to fill in are the description, tags and annotations. For SEO purposes, the description has to be as detailed as possible with at least 500 words of good content and should include a link to your website or product landing page. Insert your link first so the viewer can’t miss it.
The most important step is the promotion of your video. The more views and embeds is gets, the better it will rank for the keywords you’ve selected. You can promote your video by posting an article on Squidoo and HubPages. Spread the word on websites, forums and newsletters. Make sure to tweet out your video as well as sharing it on YouTube, LinkedIn and Pinterest. Embed the video on your website and encourage others to embed it on theirs to maximize traffic. Always enable comments on YouTube and encourage more discussion by making quick responses to other’s comments particularly when you can add more information about your company or product. You can also use paid YouTube ads to promote your video. There really are a lot of options, you’ve just got to make sure you do it!
Creating and publishing content rich videos will absolutely complement your other marketing efforts and drive large amounts of traffic to your website. If you follow the steps above you’ll be able to ensure that your video will get the attention of the search engines and add value to those who watch the video.
For more information about how to create a valuable YouTube asset for your business or product, check out my YouTube Starter Pack Video Series. It’s totally free and available right now. It’ll help both the complete video marketing beginner and the veteran get more likes, views, and subscribers.
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