YouTube Marketing: From Complete Newby to extremely proficient in 3 hours

YouTube Marketing: From Complete Newby to extremely proficient in 3 hours

Most blogs begin with a lot of bla bla and then proceed to talk techy language.

Very entertaining but it doesn’t help the uninitiated or indeed most youtubers

This blog is a manual on how to set up a youtube channel

 

  1.  How to create a GMAIL account (skip if you have one)
  2. Create your own tube channel
  3. Optimize it for the search engines.
  4. Make your first video
  5. optimize the video
  6. transcriptions
  7. translations
  8. How to edit your videos
  9. create video lists
  10. Get clients to watch it
  11. get clients to subscribe to your channel

 

Create a gmail Account for Your Business.

Create a YouTube Account for Your Business.

If you already have a standard account I would advise you to convert it into a business account. If you’re new to Youtube start a channel specifically for your business. A business name will always get more views. You’ll get more hits that way, and people will recognize you as an authority much faster. Trust me on this one.

Follow these steps sign into your Gmail account, open a new tab and search for youtube then start a session in the top right-hand corner and create your channel take option for company brand

Need to create a new account? See how to do this here.

YouTube Channel Art: create the image

I highly recommend using graphic design tool Snappa to create your YouTube channel art. They have pre-made templates that are sized to fit your channel perfectly, all of which are fully customizable. Try to use similar colors, fonts, and stylistic choices that you make on your website and profile picture. You can also add text to help get your point or brand across more quickly.

There will be two images that you choose. The first will be your account’s picture, which will work similar to Facebook’s profile pictures. The second will be your channel art, which will be displayed at the top of your channel much like Facebook’s cover photo. You need to choose these images wisely, as they’ll be one of the first things that users notice about your brand. In the example below, my account picture is the picture of me, and the flowers are my channel art (please note, this is only an example account).

youtube channel art

I recommend that your account picture (which you set through your Google account) is some sort of brand logo. If you’re a one-person business, it can be a professional headshot of you. Ideally, it should match your profile pictures on other social media accounts for instant brand recognition. This works both ways; if ones of your followers from another site comes across your YouTube, you want them to recognize you so they’re more likely to watch. And, vice versa, if a viewer Googles you, you want them to be sure that the Facebook profile they’re clicking on is actually you. To change your channel art, just click on it when editing your profile.

youtube channel art examples

For channel art, choose something that represents your business while being visually dynamic.

A great example is AdEspresso’s own channel art:

best YouTube channel art

Add Links & Contact Info to Your Profile

The goal of YouTube marketing should be to send users to other social channels, or to your site (or both). Make it easy by adding links to your channel. They’ll appear in the bottom right-hand corner of your channel art, in a place that’s easy to see and highly clickable.

YouTube channel art

To do this, click on the edit pen in the top right hand corner of your channel art while editing your profile. Select “Edit links.”

On the next screen, one of the first things you’ll see is the ability to add an email for users to contact you on. Do this. The easier it is for a customer to contact you, the better.

Below this, you’ll see the option to add up to 5 custom links. I’d add your main site to be listed first, then Facebook. Then, in the order they’re most important to your business, any of the following 5 options: Twitter, Instagram, Pinterest, and/or LinkedIn. 

Optional:

  • Link to Adwords Accounts
  • Link to Google Analytics (analytics for channel page only)
  • YouTube Channel Art (snappa for banner templates & sizes)

Add a YouTube Channel Description

This is one a lot of businesses forget about, and trust me- you don’t want to. A well-written YouTube channel description helps you demonstrate why users want to watch your content and subscribe to your channels.

KEYWORD RESEARCH for your title description tags etc

Use these 3 keyword research tools to find untapped video keywords:

Your channel description should explain what your business is, and what you can offer users on your YouTube channel. You can add a channel description in the same place you add the email address and links in the above section.

YouTube channel description

If you’re looking for an example, Gary Vaynerchuck’s description is golden:

Create/Add a Featured Video

Screenflow a video export it to youtube

There are lots of excellent free software for making videos read this article

 VIDEO STRUCTURE

to maximise audience retention:

  • Headline. Keyword Optimised. Show benefits compared to other videos in the search results.
  • Problem. The first 30 seconds is the most important. Identify the problem you will solve and visual stimuli to keep people interested.
  • Solution: The core of your video is the educational segment which provides the solution to the problem outlined.
  • Call To Action (CTA). End with a strong CTA, either to subscribe like comment or link back to your website. Use annotations, cards and end templates.

All channels should absolutely, 100% have a featured video. This video will be placed prominently in the top and near-centre of your channel. When users click to it, it will auto-play, catching their attention immediately. This lets you choose how you want to introduce yourself to your viewers. This is particularly important because the description of your business doesn’t appear on your first page.

YouTube marketing guide

Again, use this video to introduce customers to what you do and how your channel specifically will benefit them. A great example if Salesforce’s featured video:

When you’re editing your profile, you’ll see the option “For Returning Subscribers.” If you click on this, you’ll see the option to add featured content. This is how you add the featured video. Do the same for “new users,” and upload the video as a channel trailer.

How to Upload a Video to YouTube

Ok, your channel is set and now you’re ready to start uploading videos!

Find the upward facing arrow in the top navigation bar of YouTube. It doesn’t matter what page you’re on, you’ll be able to see this. Click on it. You’ll be asked to select or drop a video file, and your video will start uploading right away.

As it does, you can enter in the video’s basic information, including its name, the video description, the privacy settings, and which playlist you’d like it to appear on. You should also add tags, which helps the video show up in relevant searches. You’ll want to make sure that the video’s text is optimized for SEO; we’ll go over this in the next section.

You can also add text translations to the video. For businesses with international clients, like AdEspresso, this helps you provide content to all audience members. Just add which languages you want them to register as, and enter in the translations for the title and the description.

Finally, choose your video thumbnail once the video uploads. You can choose one that YouTube has suggested, or upload your own custom thumbnail. I almost always recommend uploading a custom thumbnail that contains some element of branding.

Once your video has been fully uploaded, you can edit it further before or after it’s published.

How to Edit YouTube Videos

If you’re planning on doing any further editing to the video, set it to publish as “private.” Then, after editing, you can change its privacy to “public.”

To edit the video further, go to your creator’s studio and find the video, and then select Edit. You need to do this and leave the first screen in order to have more editing capabilities.

If you’d like, you can:

  • Visually enhance and edit the image
  • Add end screens to your videos (but only if they’re more than 25 seconds long)
  • Place additional audio in the video
  • Add YouTube cards to videos
  • Create captions to your video in any language.

I highly recommend adding both YouTube cards and captions to all of your videos. This will make the videos more accessible and actionable. Both only take a few extra minutes, and are well worth the investment.

5. YOUTUBE THUMBNAILS

Take these steps to create eye-catching thumbnails:

  • Use custom thumbnails. Stand out in the search results.
  • Use solid background colours to catch viewers’ eye.
  • Add text: Many viewers look at a thumbnail before they read the actual text title.
  • Thumbnail Size: 1280px * 720 px. Make sure it looks good when it’s sized down.
  • Youtube Thumbnail Maker: Use free templates in Canva.com

6. YOUTUBE ANNOTATIONS & CARDS

Add cards and annotations to uploaded videos inside the YouTube Video Manager.

Use these to add text notes, promote a video or playlist, add links an approved website, promote another channel etc.

Cards: Allow viewers to click on CTA a mobile device (annotations don’t allow this). Teaser text appears in the upper right corner of the video for five seconds then reverts to “i” icon. Easily add images to videos without editing software. Limited to 5 per video

Annotations: Allows for flexible “spotlights” and pop-up locations. Can be any size and many colour schemes. However, they are not mobile friendly and YouTube plans to phase this feature out.

7. YOUTUBE PROMOTION

5 Ways to Promote Your Video to Get Initial Views:

  • Promote to an email list.
  • Embed Video in Blog Posts (embed at a certain time).
  • Embed in Quora Answers.
  • Share in relevant Facebook groups.
  • Share short clip on Instagram, Snapchat, Vine, Twitter and link back to YouTube.

8. YOUTUBE ANALYTICS

5 YouTube Metrics to Measure Video Performance:

  • Watch Time: Watch time is your key metric rather than video views.
  • Subscriptions Driven: Subscribers watch more than anyone else.
  • Engagement: Shares, comments, likes.
  • Audience Retention: See exactly where viewers dropped off.
  • Traffic Sources: Shows  how viewers find your content (sites and YouTube features)

Get additional insights: Use Vid IQ Chrome Extension to see what the top creators are doing to drive growth, increase engagement, and create viral content. Competitor tags, rank position and more!

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YouTube SEO: Best Practices

If there’s one thing that you take away from this 4,000 word guide, let it be this section. You should optimize the heck out of your YouTube videos for SEO. We covered why you should do this early on, with YouTube and Google’s searches being a powerful factor in which videos get more views.

YouTube SEO shares many of the same fundamental principles as on-page optimization. You should be optimizing your videos for search in several ways:

  • Add the highest-ranking keywords to the title
  • Place additional keywords in the video description
  • Choose the right tags for your videos, so they will show up in relevant search engines

You don’t have to choose between a catchy video title and a keyword-laden one, for what it’s worth. Plenty of great videos (that rank really well) use the strategy of choosing a catchy title, and then adding a colon and placing the keyword title afterwards. An example can be seen here:

When writing your description, you can try to optimize for the top keywords, but also additional keywords that you think could be helpful. In the video above, you can see that the description has keywords like “rainbow unicorn cake” and “classic rainbow cake.” Both of these may be search terms, and they have their bases covered.

YOUTUBE MARKETING STRATEGY

  • Create simple “how to” videos that “engage” your buyer persona.
  • Focus on searchability and discoverability i.e. keyword research SEO optimization.
  • Build up audience on the platform and funnel back to website with incentives & offers.

Note: If you want become a famous vlogger, gamer or YouTube viral sensation, then this strategy should be adjusted.

“WATCH TIME” IS GOLDEN

4. YOUTUBE SEO

Follow these key points when you upload your video:

  • File name: Include your target keyword e.g. SEO-tutorial-for-beginners.mp4
  • Title: Include your target keywords at the start of your title. Highlight benefits compared to other videos.
  • Description: Summarise the content of your video in 200 words. Include keywords 3-4 times.
  • Video Tags: Include your keyword as the first tag and a few related keywords as tags.
  • Closed Captioning: Great for non-native speakers, search, user experience and mobile viewers in sound-sensitive environments.

 

THE SUBSCRIBER ADVANTAGE

Subscribers are critical to your success on YouTube:

  • Subscriber helps you get you those critical initial views as soon as you post a video.
  • Subscribers watch more than anyone else. Remember ‘Watch Time” is golden.

How to Increase YouTube Subscribers

  • Set a goal to for your channel subscribers: 100,1000,10,000, 1M or 10M!
  • Increase subscribers numbers with a call to action at the end of videos.

Bonus: Simple Trick to Increase YouTube Subscribers by 400%. 

To recap, increasing subscribers should be part of your YouTube Marketing Strategy because it will ultimately help you drive more website traffic.

YOUTUBE TOOLBOX

Recording Software (screen camera)

Microphones:

YouTube Video Manager

  • Make changes to uploaded videos: Add annotations, cards, subtitles, closed captions and more.

 

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