BTC BUS127 Lecture Video 6.1

https://www.youtube.com/watch?v=eStdHFOG3tA

Tips from Amy Lendino’s video:

  • Just do it – YouTube is the #2 search engine
  • Use what you have = smart phone
  • End w/ a clear call to action
  • Optimize using keyword(s) in Headline, Description and Tags sections
  • Continue the conversation – stay engaged with the comment section

In preparing content, stay focused on 2 questions:

  1. Who is your target audience?
  2. What is your value to that target audience? What does your channel propose to deliver to your target?

Lecture 6.2: YouTube Marketing 2019

In Chapter 8, you discovered the marketing power of sharing video for consumer engagement. The following article provides a set of useful suggestions regarding how to use Youtube for effective social media marketing.


by Unbox Social

Did you know that your audience loves visual content the most? Amongst visual content, videos are a favourite of the audience. Whether you own a retail business or offer B2B services, there’s enormous scope with videos, to create content that would engage your audience. A lot can be done to market your brand on this video sharing platform.

If  you don’t have a YouTube channel for your brand, you need to get one now. The best part about YouTube is that you can use your brand channel to log into multiple google accounts simultaneously. So, a YouTube channel will allow for streamlined workflow in teams.

Also, YouTube has a huge viewership. Leverage it the right way to reach out to big audience segments. Set up a strong YouTube marketing strategy that helps you win over your audience. As we approach 2019, new trends, features and updates on the platform as well as in the social media marketing industry will affect your strategy. A good YouTube marketing strategy accounts for leveraging the new as well as the old.

YouTube Marketing Strategy 2019

We have created a comprehensive YouTube marketing strategy 2019 including all the tips and tricks to ace YouTube marketing. Follow these tips to master the YouTube marketing strategy 2019:

1. Build your YouTube brand channel

Your YouTube channel should spin out your brand’s story to the people. From your channel icon to channel description, everything should speak your brand’s voice. Add your brand’s logo to the YouTube channel icon. Add a custom YouTube banner as well, with social media icons leading your audience to your social media handles across platforms.

In the ‘About’ section of your YouTube channel, add a brief description of your brand. Your description should introduce every new visitor to your brand and reflect your brand voice. Put calls to action leading to your website or any other pages you want to lead your audience to.

Finally, divide your videos into different playlists. You can create branded playlists with names unique to your brand. Categorize playlists into webinars, behind the scenes etc., depending upon your video content.

2. Consistently create and add compelling videos to your channel

Create video content that gets your audience talking. Most importantly, use YouTube videos to bring out your brand’s story.

Are you a B2B brand? You can create YouTube videos that complement your blog or website content. Bring your customers to give quick reviews of your brand. Ask them to share the experience of using your products, working with your brand and so on to take your YouTube marketing plan to the next level. Create and run a separate Video blog channel for your brand and interact with your audience using the platform regularly.

Interview industry professionals, seniors and subject matter experts. Informative video content is most popular with the audiences. Post step by step videos and tutorials on how to use your products or services.

At the same time, keep posting videos consistently on your channel. Find out the right time to post content, when the audience is most active on the platform. Add videos to your channel accordingly.

3. Leverage YouTube tools and features

YouTube has a host of tools and features that can help you enhance your YouTube marketing strategy 2019. Use end screens and cards to add your desired calls to action. Shared a video on how to assemble a product? Lead your audience to other videos on how to use the product and other similar content from your playlists.

Add transcripts your videos. Make your video content universal by adding closed captions. It cuts out the language barrier and makes your content consumable by audiences across borders. At the same time, you can reach out to the disabled with this YouTube video feature. A keyword-optimized video transcript helps enhance your YouTube SEO as well.

These incredible tools come as a part of your YouTube channel. Make the most of these, to level up on your YouTube Marketing strategy.

4. Optimize your YouTube video description and thumbnails

Since your YouTube video thumbnails and description are the ones that provide a glimpse into your content, optimize these for better results. Your YouTube thumbnail should push YouTube users to click and watch your video. The most important elements of a good YouTube thumbnail image include a picture and a caption. Add a popping image and caption that draws the attention of your audience. Use facial-closeups for best response. The idea is to create a visual representation of the video content in the thumbnail.

Equally important in your YouTube marketing strategy 2019 is your video description. Make all your YouTube video descriptions keyword optimized to enhance YouTube SEO. Also, make sure that your YouTube video descriptions align and complement your YouTube video content. Apart from using keywords, use catchy phrases that push the users to hit the play button on your videos.

5. Add YouTube stories to your YouTube Marketing Strategy 2019

After Instagram and Facebook, YouTube hops on to the stories’ bandwagon. YouTube now has the stories feature which allows for you to add short, mobile-only videos that expire after 7 days. YouTube offers this feature to creators with more than 10,000 subscribers on the platform. Easily create YouTube stories in a matter of seconds with the tap button on your profile and then edit them. Trim your YouTube stories and add filters, music, text, stickers, and even links to your videos.

As a creator, this tool allows you to diversify on your content on the platform. With this new feature and the tools that come along with it, you can build a strong relationship with your community. It will also help you boost engagement.

Create compelling stories that generate interactions with viewers. Respond to all the comments and expand your community.

6. Optimize Video Titles For YouTube Voice Search

Enhance your YouTube SEO by optimizing title for YouTube voice search. People use YouTube voice search to find videos quickly, without having to use their fingers to type out the video titles. Since voice search is an easier, hassle free way to get YouTube video results, you need to ensure your videos appear before your audience.

Most importantly, optimize your YouTube video title to make it SEO friendly. Imagine yourself using YouTube voice search for your videos. Would you go for a longer YouTube video title or a shorter one? Most people will use a small number of keywords to describe their YouTube query.

The language will be less formal and more conversational.

So, frame a YouTube title that includes important keywords, is short and simple and has a conversational tone. This will improve your YouTube SEO to a great extent and eventually increase your views on the platform.

7. Influencer Marketing On YouTube

Include Influencer marketing as a part of your YouTube marketing strategy 2019. There are 3 main benefits of partnering with an Influencer:

  1. Access to a larger audience
  2. Access to another creator’s skills
  3. Diversification of your content

And all these benefits add up to bring more engagement for your brand. Find out niche Influencer. Someone whose niche aligns with your brand. Using a social media analytics tool, track different Influencers from your niche. The Industry feed feature on the tool dashboard allows you to track as many Influencers as you want and get regular updates about them.

Monitor their activity and zero down on one Influencer. Approach them and bring them on board. You can use Influencers to churn out great quality video content. Leverage their content creation skills and influence to your best.

Ask them to do product reviews, feature on your channel for account takeovers, or make them your brand ambassadors. There are many ways in which you can use Influencer marketing as a part of your YouTube marketing strategy.

At the same time keep track of all the trends and watch out for outdated Influencer marketing practices (Links to an external site.) that you may be indulging in.

8. Use YouTube Ads

Paid content will continue to be an integral part of a good YouTube strategy 2019. A sure shot way to make your videos appear before your audience is through the advertising option.

YouTube Ads come in 6 different formats- skippable TrueView in-stream Ads, 6 second bumper Ads, sponsored cards, overlay Ads, display Ads and True view Discovery Ads which appear on the homepage, alongside search results and next to related videos.

If you aren’t using YouTube Ads to market your brand, do it now and check out the results for yourself.

9. Monitor your Competitors

Monitoring your competitors is an integral part of every business and marketing strategy. Competitor analysis can easily be done by visiting their YouTube channel itself. Identify their videos with most views to identify content that most people resonate with. Use such content to draw inspiration for future video posts.

Skim through their comments to find out any mentions of your brand. In case you spot your brand mentions, make sure to respond to each of the comments.

Also find out if any of their Ads are featuring on your videos. If that is the case, you can block these on the Google Ads manager.

10. Track and report on important metrics to learn from them

An important part of YouTube marketing strategy 2019 is to track your performance and watch out for important metrics.

Choose a platform to monitor metrics such as watch time retention, top videos, video-wise engagement. Monitor your audience metrics along age, gender and location. Target audience segments accordingly.

Also generate reports to uncover all your social media metrics for the desired time period. In a matter of 4 steps, you can pull out a YouTube analytics report with Unbox Social. You can set scheduled reports for time periods that you will set.

Use reports to identify content with better engagement and response from your audience. Take inspiration from such content to inform your content strategies.

11. Keep up with industry trends and updates

To be on top of your game in any industry, it is important to keep track of industry trends and updates. The social media industry is a dynamic one in itself. New features and trends in the industry as well as on the platform will inform your YouTube marketing plan.

Conclusion

A good YouTube marketing strategy involves leveraging all the tools and features at your disposal and employing them to build engagement. It also involves keeping a watch on the industry as well as your competitors.

Here’s a snapshot of pointers summing up on important tips for YouTube marketing strategy 2019:

  • Build and enhance your YouTube channel, to reflect your brand voice
  • Add compelling videos that add value to the audience and make sure to post consistently
  • Leverage YouTube tools such as transcripts, end screens and cards and annotations
  • Add an eye catching thumbnail image and optimize video descriptions for SEO
  • Include YouTube stories as a part of your YouTube marketing strategy 2019 to build on your community and diversify your content
  • Optimize YouTube video titles for YouTube voice search- Use simpler, shorter titles
  • Use Influencer marketing for access to a larger audience, leverage another creator’s skills and create versatile content
  • Continue using YouTube Ads for a sure shot appearance before your target audience
  • Keep track of your competitors
  • Uncover insights about important video metrics using social media analytics’ tools
  • Stay on top of major industry trends and news

Case Study 6.1: Home Depot Shows You How

Introduction

Home Depot® is the world’s largest home improvement retailer, the fourth-largest retailer in the United States, and the fifth-largest retailer in the world, with stores in every state in the United States, as well as in the District of Columbia, the U.S. Virgin Islands, ten provinces of Canada, Mexico, and China. With a strong emphasis on customer service and well-trained, helpful employees to deliver on that promise, the retail giant has built one of the most-valued and desirable brand names in retail. According to surveys by Interbrand, a global brand consultancy, Home Depot has consistently scored among the top ten most-valued retail brands, hitting the number three spot for 2010, with an estimated brand value of over $23 billion.

It is little wonder that Home Depot entered the world of social media marketing with a great deal of anxiety about potential damage to its sterling reputation. However, the company quickly discovered a huge fan base awaiting them. The retailer soon found new ways to satisfy its customers using social media, such as how-to videos published on YouTube and other video sharing sites. Unlike viral videos, it took time for Home Depot to attract a sizable viewership for its how-to videos, but eventually the retailer discovered that “[i]f you build it, they will come.”

History

Home Depot was founded in 1978 by Bernie Marcus and Arthur Blank. To change the way people thought about home care and improvement, the company created “the ‘do-it-yourself’ concept, spawning an entire industry that now spans the globe.”The first store was opened on June 22, 1979 in Atlanta, Georgia. Although Home Depot’s corporate headquarters remains in Atlanta, it has become the fastest-growing retailer in history, with more than 2,200 retail stores around the world and with revenues exceeding $16 billion in the first quarter of 2011, as well being listed on the Dow Jones Industrial Average and Standard & Poor’s 500 index.

A typical Home Depot warehouse stocks an enormous variety of building materials, wall and floor coverings, paint, plumbing supplies, hardware, tools, electrical supplies, and items for landscaping and gardening. The initial concept for Home Depot was to be a discounter, marking down merchandise to increase sales while lowering overhead. However, the founders recognized that the major problem plaguing most cut-rate retailers was poor service, because they hired low-paid employees with few skills and no training in order to minimize costs.

According to the company, “[a]t the time, do-it-yourselfers made up more than 60 percent of the building supply industry’s sales volume, but the majority of them did not have the technical knowledge or expertise to accomplish most home repair or improvement projects.” So, from the start, Marcus and company hired knowledgeable do-it-yourselfers and professional tradespeople, who then underwent thorough product knowledge training. With this level of expertise, these store associates were able to skillfully guide customers through projects, eliminating the mystery surrounding home improvement. Taking it one step further, Home Depot began offering clinics to educate customers on how to do home renovations themselves. Having gained the knowledge and confidence to take on complex home projects, customers returned to Home Depot warehouses to buy additional materials and gain further guidance for undertaking other home improvement jobs.

By providing customers with low prices, project know-how, and the right tools for the job, Home Depot revolutionized the home improvement industry and has become widely known for delivering the best customer service in the business. As the company says, our “philosophy of customer service—‘whatever it takes’—means cultivating a relationship with customers rather than merely completing a transaction. As [cofounder Marcus] says…[,] ‘At the end of the day, we’re in the people business.’”

Challenge

Given the careful planning and many years of hard work that have gone into crafting Home Depot’s highly valued brand image, it is little wonder that the company at first perceived the social web as a potential threat to its brand. They feared that by participating on social media platforms, the company would lose control of its marketing message. Overcoming this corporate anxiety was the biggest obstacle faced by Nick Ayres, Home Depot’s interactive marketing manager. Ayres sought a way to not only calm the top executives’ concerns but to convince them there were tangible benefits for Home Depot’s active participation in the social media space. Ayres also had to come up with a way to translate the close relationships established between the company’s store associates and customers to the social web.

Strategy

In order to garner the necessary buy-in of the top brass at Home Depot, Nick Ayres needed allies in and champions of using social media. By moving slowly into social media marketing and by racking up successes, Ayres could gain allies and find people within the company to champion his cause, without making management nervous about the possibly of damaging the Home Depot brand.

Ayres’s first tentative foray into social media involved inviting people to review products sold by the home improvement giant. This low-risk approach was designed to demonstrate the power of social media, without exposing the Home Depot brand to criticism. As Ayres put it, “[i]t’s a lot less of a concern when you start with product reviews as that’s a logical extension of what we’ve been doing . . . . This is one of the few areas where we can tactically say that there’s a good financial upswing for us that you can really see in the general marketplace. Generally speaking, products that have higher ratings and reviews do better from a sales perspective.”

During the June 2010 BlogWell Atlanta conference, Nick Ayres described Home Depot’s next move into social media. The fact that the fastest-growing category on YouTube is how-to videos wasn’t lost on Ayres. His team came to the realization in December 2008 that “people just don’t come to [our site], they might also go to Google or YouTube, where there happens to be a whole lot of videos. So, perhaps it would be of value to have [our] how-to content on…places like YouTube and others as well.”

So Ayres’s team published a sizable collection of how-to videos on YouTube and other specialized video sharing sites, such as Howcast and 5 Minutes. The videos, featuring everything from home renovations to energy efficiency, were well received, garnering over 2 million views by June 2010. Ayres stresses that the most effective way for Home Depot to use social media is to provide what customers are requesting. He says, “If they want to know how to install a toilet or pick paint color, then that is the content you should provide them.” In addition, the company constantly seeks feedback about its ventures into social media as a means to shape future endeavors.

According to Kristina Proctor of SocialMediaMarketing.com, Home Depot’s YouTube videos succeed because they have great educational content as opposed to blatant commercials, remain consistent in producing new and relevant content in a timely manner, diversify the offerings by featuring such things as seasonal content, offer transparency through showing raw footage of what it is like to go through a job interview or how hard the work can be as a store associate, and use real workers, not actors or spokespeople.

Results

As of June 18, 2011, Home Depot’s YouTube videos have been viewed over 8 million times, with more than eight thousand subscribers to the company’s official YouTube Channel.

Influential bloggers have lavished praise on Home Depot for its adept YouTube brand videos. In 2009 Catherine-Gail Reinhard, a blogger on Mashable (the most popular and respected social media marketing site), named the retailer as one of the five outstanding leaders in YouTube marketing. She wrote, “[t]he Home Depot stands out in their category because they publish content about subject matter that is relevant to their brand without being over-the-top in promoting the specific products that they sell.”

Home Depot’s YouTube brand videos have established the company as a reliable and knowledgeable source of information and materials for home repairs and improvements. The videos are easy to follow and feature products Home Depot sells, effectively promoting its tools and materials without appearing like pushy advertisements. Finally, the videos have managed to put a human face on one of the world’s largest retailers by using actual store associates to dispense advice in a straightforward and informative manner.

Due to the success with YouTube, Home Depot plans to expand its “digital orange apron” (the in-store uniform) to other social media. At the 2010 Social Media Success Summit, it was noted that Home Depot’s “YouTube has been helping create awareness around the videos they have to offer. Home Depot believes their level of current involvement in social media is just the tip of the iceberg for them. They are actively engaging in blogs and forums and are piloting an informal network for their store associates.”

In fact, on December 10, 2010, the company launched its “online ‘How-To’ Community . . . where do-it-yourselfers can discuss home improvement projects and share their expertise with other members.” Do-it-yourself questions may be answered by peers or a featured number of Home Depot store associates from around the country, and because its customer service department will be monitoring for response opportunities, in-store associates will be available to respond to users.

So, when a question about painting a room is posted, it may be answered by the resident Home Depot expert, “PatInPaint,” with a short YouTube video showing exactly how to accomplish the task. Thus, social media is taking Home Depot to a whole new level of customer service, further expanding the company’s brand recognition and perception.