YouTube Marketing: Building Your Brand with Video

A session with Stephanie Carls at Revolve Conference 2016

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%
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13. 13 WHY VIDEO? 13 It’s what customers WANT!
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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.
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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
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27. 27 YOUTUBE MARKETING 27 MEASURE WHAT ACTUALLY MATTERS
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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
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32. 32 YOUTUBE MARKETING 32 ADDICTIVE VIDEO
    Behind-the-scenes access Professionally casual
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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
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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