YouTube Marketing: Building Your Brand with Video

YouTube Marketing: Building Your Brand with Video

A session with Stephanie Carls at Revolve Conference 2016

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Revolve Conference

October 28, 2016
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Transcript

  1. VIDEO MARKETING: BRINGING YOUR BRAND TO LIFE

  2. 2 #REVOLVECONF @STEPHELISECARLS STEPHANIE CARLS 2 @STEPHELISECARLS YOUTUBE.COM/STEPHANIECARLS YouTuber, My

    Savvy Life Customer Success Manager, Rivet Branding & Digital Strategist STEPHANIECARLS.COM
  3. 3 3 #REVOLVECONF @STEPHELISECARLS Erin Andrews Samantha Ponder

  4. 4 4 #REVOLVECONF @STEPHELISECARLS

  5. 5 5 #REVOLVECONF @STEPHELISECARLS

  6. 6 6 #REVOLVECONF @STEPHELISECARLS

  7. 7 7 #REVOLVECONF @STEPHELISECARLS

  8. 8 8 #REVOLVECONF @STEPHELISECARLS

  9. 9 AGENDA 9 WHY VIDEO? GETTING STARTED WITH VIDEO YOUTUBE

    MARKETING VIDEO PERFORMANCE  #REVOLVECONF @STEPHELISECARLS
  10. WHY VIDEO?

  11. 11 WHY VIDEO? 11 of all Internet traffic will be

    VIDEO 74%By 2017 #REVOLVECONF @STEPHELISECARLS
  12. 12 WHY VIDEO? 12 more video consumption is on mobile

    devices over the past couple of years. 300% #REVOLVECONF @STEPHELISECARLS
  13. 13 WHY VIDEO? 13 It’s what customers WANT! #REVOLVECONF @STEPHELISECARLS

  14. 14 WHY VIDEO? 14 MARKETING RESULTS Video is one of

    the most powerful ways to drive marketing results. increase in ORGANIC TRAFFIC from search engines. ! 157% 105% increase in TIME ON SITE. ! 2X the OVERALL CONVERSION from sites with video. ! #REVOLVECONF @STEPHELISECARLS
  15. 15 WHY VIDEO? 15 Most effective vehicle to communication information

    Creates DIGITAL INTERACTION ! Audio + Visual engages viewer at DEEP EMOTIONAL LEVEL. ! Once connection is made, viewer INTERNALIZES INFORMATION.! #REVOLVECONF @STEPHELISECARLS
  16. 16 WHY VIDEO? 16 VIDEO MOVES YOU #REVOLVECONF @STEPHELISECARLS

  17. 17 17 #REVOLVECONF @STEPHELISECARLS

  18. GETTING STARTED WITH VIDEO

  19. 19 GETTING STARTED 19 GOOD NEWS: It’s just like other

    elements of your marketing program. 
  20. 20 GETTING STARTED 20 PASSION •  What do you have

    expertise in? •  What do your customers have passion about? •  What’s in-demand and also under-served? Find themes and develop strategies around them. #REVOLVECONF @STEPHELISECARLS
  21. 21 GETTING STARTED 21 Video marketing has never been as

    EASY as it is today. #REVOLVECONF @STEPHELISECARLS
  22. YOUTUBE MARKETING

  23. 23 YOUTUBE MARKETING 23 WHY YOUTUBE? •  2nd largest search

    engine •  53x more likely to appear in search •  Keep visitors on site 5x average rate •  52% of consumers are more confident in online purchase following video research #REVOLVECONF @STEPHELISECARLS
  24. 24 YOUTUBE MARKETING 24 YOUTUBE STRATEGY #REVOLVECONF @STEPHELISECARLS

  25. 25 YOUTUBE MARKETING 25 THE 5 STEPS: 1.  YouTube Goals:

    How to Measure What Actually Matters 2.  Addictive Video: Format That Keeps Them Coming Back for More 3.  What to Talk About: How to Never Have a Blank Slate 4.  Optimize Optimize Optimize: The Most Critical Steps for Better SEO 5.  Community: How to Manage the Most Loyal Audience on the Internet #REVOLVECONF @STEPHELISECARLS
  26. 26 YOUTUBE MARKETING 26 MEASURE WHAT ACTUALLY MATTERS #REVOLVECONF @STEPHELISECARLS

  27. 27 YOUTUBE MARKETING 27 MEASURE WHAT ACTUALLY MATTERS #REVOLVECONF @STEPHELISECARLS

  28. 28 YOUTUBE MARKETING 28 VALUABLE EDITORIAL PLAN: •  Give the

    people what they want •  Audience retention is the most critical metric •  Stay consistent with format and expectations #REVOLVECONF @STEPHELISECARLS
  29. 29 YOUTUBE MARKETING 29 ORGANIC BRAND ADVOCACY: •  Your invited

    the conversation, so don’t drop the mic •  Give top fans the credit they deserve •  Active comments INCLUDE the creator #REVOLVECONF @STEPHELISECARLS
  30. 30 YOUTUBE MARKETING 30 CLEAR AND ALIGNED CTAs: •  Give

    value and ask for relative return •  Your audience wants to do something with the value you’ve shared •  Graphics only MIGHT be seen, CALL the action #REVOLVECONF @STEPHELISECARLS
  31. 31 YOUTUBE MARKETING 31 ADDICTIVE VIDEO #REVOLVECONF @STEPHELISECARLS

  32. 32 YOUTUBE MARKETING 32 ADDICTIVE VIDEO Behind-the-scenes access Professionally casual

     #REVOLVECONF @STEPHELISECARLS
  33. 33 33 #REVOLVECONF @STEPHELISECARLS

  34. 34 YOUTUBE MARKETING 34 BRANDING STRUCTURE ON YOUTUBE: •  Schedule

    consistency •  Predictable themes •  Connection through familiarity #REVOLVECONF @STEPHELISECARLS
  35. 35 YOUTUBE MARKETING 35 CONTENT IDEAS: •  Use your themes

    to guide editorial design •  There are no stupid questions, only in-demand content •  Listen to your audience #REVOLVECONF @STEPHELISECARLS
  36. 36 YOUTUBE MARKETING 36 CONTENT IDEAS: •  Use your themes

    to guide editorial design •  There are no stupid questions, only in-demand content •  Listen to your audience #REVOLVECONF @STEPHELISECARLS
  37. 37 YOUTUBE MARKETING 37 VIDEO MARKETING STEPHANIE CARLS CONTENT IDEAS:

    •  Use your themes to guide editorial design •  There are no stupid questions, only in-demand content •  Listen to your audience Where instant results come from: The possible searches that you see are based on what other people are searching for and the content of web pages indexed by Google
  38. 38 YOUTUBE MARKETING 38 OPTIMIZE: MOST CRITICAL ASPECT FOR SEO:

    MOST IMPORTANT COPY FIELDS: •  Headline •  Description •  Tags #REVOLVECONF @STEPHELISECARLS
  39. 39 YOUTUBE MARKETING 39 HEADLINE •  Keyword in the first

    4-5 words •  Avoid series names and episode numbers •  Consider your competition and keep it simple #REVOLVECONF @STEPHELISECARLS
  40. 40 YOUTUBE MARKETING 40 DESCRIPTION •  First 2 lines are

    critical because they also appear in Google search results •  All characters have equal weight in search rankings •  Additional tags here is again TOS #REVOLVECONF @STEPHELISECARLS
  41. 41 YOUTUBE MARKETING 41 TAGS •  Consider all the ways

    your content could be searched •  In order of importance: Post your main keyword first •  Include your brand and channel name for more of your own content referred to viewers #REVOLVECONF @STEPHELISECARLS
  42. VIDEO PERFORMANCE

  43. 43 VIDEO PERFORMANCE 43 Video gives you the ability to

    track engagement and audience retention. The most compelling video is when it makes someone do the action that was requested. POWER OF ANALYTICS #REVOLVECONF @STEPHELISECARLS
  44. QUICK WRAP-UP

  45. 45 WRAP-UP 45 WHY VIDEO? GETTING STARTED WITH VIDEO YOUTUBE

    MARKETING VIDEO PERFORMANCE  #REVOLVECONF @STEPHELISECARLS
  46. HAVE QUESTIONS?

  47. 47 @STEPHELISECARLS STEPHANIE CARLS 47 YOUTUBE.COM/STEPHANIECARLS YouTuber, My Savvy Life

    Customer Success Manager, Rivet Branding & Digital Strategist STEPHANIECARLS.COM #REVOLVECONF @STEPHELISECARLS