how to win subscribers & influence viewers on youtube - smx east 2013

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• Senior Marketing Manager at Stroll• 7+ years in Search • Columnist at Search Engine Watch• Speaker at SMX, Affiliate Summit,

eTail & More

Purna Virji

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Key Takeaways

• How to build a strong foundation• How to curate content the right way• How to best engage your visitors• How to strategically use analytics

Top Tip 1: Lay a Strong FoundationEnsure all the basics are optimized correctly, to give your channel more prominence and appeal to visitors.

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Channel Name

Appears across the site

Distinct from URL

Short & memorable works

best

Inevitably brand

name for most

Channel Icon

Main marketing

image

Used across

YouTube

Appears in

different sizes

Channel IconSquare, Hi-res image,

800px by 800px

Avoid Text

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Video Metadata

• Used to Index Videos• Optimize to Maximize Promotion• Includes: Title, Tags and

Description

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Video Metadata – Title• Make it compelling• Core keywords first, branding

later• Test to optimize CTR

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Video Metadata – Tags

• Descriptive keywords• Create a Set of Standard tags• Mix general and specific• Use enough to be accurate

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Video Metadata – Description• First few sentences really count

• Pay attention to content hierarchy• Be interesting!• Add links to subscribe page or social

media

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Video Thumbnail Selection• Custom for each video

• 640px x 360px min., 16:9 aspect ratio

• Faces or visually compelling imagery

• Looks good in all sizes• Upload with video

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Featured & Related Channels

• Seen on the right-hand side• Featured: You select• Related: Similar channels, populated by

YouTubeImportant! Can include competitors

• Can choose to disable

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Top Tip 2: Curating Content for your AudiencesHow to most effectively share content with subscribers and non-subscribers.

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Why Encourage Subscribers?• Strongest brand advocates

• 2x Video Consumed vs. Non-subscribers• Content more visible, better for TOMA• Community engagement + Brand

building

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Image Source: misterbrony.deviantart.com

Two ViewsTailor for subscribers vs. non-subscribers

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Tips for Engaging Subscribers:

• 60-30-10 formula • Create playlists to

engage• Be regular• Strategic CTAs• Community

management

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Encouraging Non-Subs to Subscribe• Browse Tab:

– Pick as default LP– Show off your content!– Use analytics to pick top performers

• Channel Trailer:– Auto-plays– Essence of your channel– No ads when playing

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Trailer Tips• Think elevator pitch• Show, don’t tell• Use CTAs• Leverage special promos• Test, test, test

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Playlists

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Annotations

• Clickable text overlays• Use to:– Ask for likes– Link to other videos– Link to social media– Ask questions to engage– Add clarification– Link back to your site

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Annotations – Best Practices• Avoid lower third of

video• Don’t obstruct

content• Little goes a long way• Repeat “subscribe”

requests at end• Use analytics to test

timing & placement• Be creative

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Top Tip 3: Channel PersonalizationLeveraging key features to promote your brand identity and drive action.

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Channel Art• Showcase your brand’s personality• Use tool to gauge difference screens• Add social + website links

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Examples

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• Organize Browse tab

• Showcase your best content

• Can contain videos & playlists

• Create themes based on tags

• Can curate other channels’ content

Sections

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Channel Description• Why should they

subscribe?• Important info upfront• Include upload schedule• Use relevant KWs

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Top Tip 4: Channel AnalyticsAssess channel performance to make strategic optimization decisions.

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Connect GA to YouTube– “Add new Account” in

existing GA account– Locate GA profile ID– “Advanced” option on

YouTube channel settings–Data will populate within 24

hours

Google Analytics Tie-In

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1. Who are your users?– Helps create & optimize content & channel

design to appeal most to your demo.– Pull demo & geo data reports

YouTube Analyticswww.youtube.com/analytics

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YouTube Analyticswww.youtube.com/analytics

2. Where are users finding your videos?– Know which traffic sources are most valuable– Use playback locations & traffic sources reports– Be sure to review avg. view duration column– Look at subscriber-only data as well.

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YouTube Analyticswww.youtube.com/analytics

3. How much are you engaging users?– Discover how users interact & identify

patterns to create more engaging content– Low retention rate videos=less likely to

appear in search & suggested placements– Use absolute retention & relative retention

reports

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YouTube Analyticswww.youtube.com/analytics

4. Why are viewers subscribing?– Learn what makes people subscribe– Use subscribers report to show which

videos stand out– Views vs. subscribers report

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YouTube Analyticswww.youtube.com/analytics

5. How are annotations performing?– Review CTR & close rates for all

annotations– Use to optimize placement and

duration– Use the Annotations report

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http://www.linkedin.com/in/purnavirji

https://twitter.com/purnavirji

Read More At:http://searchenginewatch.com/author/2499/purna-virji