I’m A Huge Fan of YouTube (Part 2 of 2)

Mar. 29

I’m a tremendous fan of YouTube. Recently, in part 1 of this series, I shared my passion for YouTube as a purely incremental digital media channel. Today, I’m excited to share some of my other perspectives on YouTube and why I think it’s so critical to your career in digital marketing.

Old TV

  • When it comes to careers in digital marketing (or really any other career for that matter), public speaking matters. It’s important to present yourself well, and practice, practice, practice. The best practice is actually engaging in public speaking opportunities. I have a huge one coming up in the next few weeks, and I’ll be blogging all about it here on PPC Ian. Last year, my big public speaking accomplishment was Search Insider Summit. What happens, however, when you don’t have opportunities to speak at big conferences every month. (I’m so busy that I can typically only do one or two speaking events each year.) After all, public speaking requires consistent practice. Get out there an build your own YouTube channel! Leverage YouTube as a way to practice your speaking. You’ll quickly find that certain videos take multiple takes to get it right, and you’ll refine your presentation skills.
  • The best digital marketers find ways to refine their craft. Moonlighting (dabbling in your own side projects/experiments) is a great way to learn and explore facets of digital marketing you may not get to engage on a day-to-day basis. Moonlighting allows you to bring added insights back to your job. As long as you stay in a completely different space from your job, get approval from your company, and spend a very small amount of time moonlighting, I see tremendous value coming from this practice. If you’re going to moonlight and dabble in something different, why not create your own YouTube channel? You’ll truly learn how to make money online, engage an audience, create compelling content, and so much more with your YouTube side project.
  • There’s so much involved in building and ranking a website. Take PPC Ian, for example. I absolutely love my blog, but it has taken countless hours to get to where I’m at now. I wouldn’t trade the experience for anything, however what if you want to learn in your spare time and don’t have a lot of time or money. YouTube is a one-stop-shop for setting up an online business. Because it’s a really good product and because it’s a Google product, you get everything in one package. I’m talking about ease of use, ease of ranking organically (and in related videos), ease of management, ease of monetization, and so much more. With YouTube, Google takes the guesswork out of everything so you can focus on one thing: Creating amazing content. This point really ties into the last one: YouTube is probably the easiest and most scalable way to dabble in a digital marketing project in your spare time. Case in point: I have one YouTube channel that has 200,000 video views, and I only have a total of 14 videos.
  • YouTube is the future. The future of television is interactivity, mobility, and limitless choice. I still truly believe we are in the very early stages of YouTube and online video. Embrace the trend now, and you will be incredibly well positioned for the future. Truly own your vertical. Create the best resource for your vertical. That is an asset that will pay dividends for many years to come. The time to embrace YouTube is now. From a strategy perspective, I encourage all brands to invest in YouTube.

Speaking of YouTube, please make sure to check out the PPC Ian YouTube Channel. Do you have a YouTube channel? Please share!

Image of Old TV © iStockPhoto – Palto

I’m A Huge Fan of YouTube (Part 1 of 2)

Mar. 02

I’m a tremendous fan of YouTube. There are many reasons why, and I’m thrilled to explore them as part of a two-post series. Perhaps the most striking reason is the screenshot below from one of my personal YouTube accounts (not my PPC Ian one, but another account). This report (from YouTube’s amazing video analytics) demonstrates the ways in which viewers arrived at my YouTube videos. Before looking at my YouTube analytics, I naturally assumed those watching my videos would find them:

  1. Embedded on my website (the particular channel in question is related to a high-volume website, and most videos are embedded)
  2. Searching on YouTube
  3. Searching on Google (since YouTube videos are embedded in the organic search results)

While all three of these are driving video views, the number one way in which people are finding my videos is a surprising one: YouTube suggested videos. Out of my 5,888 video views in the last 30 days, 4,090 are from suggested videos (that’s 69.5%)!

What are suggested videos? At the end of a YouTube video, you will oftentimes see a matrix of suggested videos, those of similar topical matter (or closely-related topical manner). Those watching YouTube videos typically watch a series of videos and they find the next one of interest by following YouTube’s suggestions.

It’s almost like watching TV. You’ll be sitting there watching a channel. All of the sudden, you get bored and start changing the channel. You don’t just watch one show, you watch multiple. Since YouTube videos are short, one can expect the average viewer to watch many clips in a row. In hindsight, it makes perfect sense, but I would have never guessed this going in!

So, we’ve established that I get a lot of video views from suggested videos, but why does this matter? Why does it make me a tremendous fan of YouTube? It’s easy: This is a brand new customer acquisition media channel.

I’m always looking for new channels, new ways of reaching users/potential customers. I’ve got organic search and paid search covered. If most of my YouTube traffic was coming from Google organic results, for example, I don’t see that as truly incremental. However, I view these suggested videos as incremental. It’s a media channel I’m really not getting at any other way. For this reason, I’m even more of a fan of YouTube than I was before. Stay tuned, in part 2 of this post, I’ll share more interesting nuances and thoughts around why YouTube is so important for your marketing program.

YouTube Stats

Image of YouTube Stats © PPCIan.com

Amazing Free YouTube Advertising Guide

Jan. 08

Do you have a YouTube channel? Do you advertise on YouTube? In my opinion, you should! YouTube is a wonderful top-of-funnel channel that can help build brand awareness, therefore increasing the effectiveness of all marketing channels. Moreover, YouTube presents a great opportunity to identify target customers and remarket to them via display ads. (You may want to check out this helpful Google support FAQ on Remarketing To YouTube Viewers.)

Even if your company is not ready to advertise on YouTube (perhaps you don’t have budget just yet), you should still become a YouTube advertising pro. These days, online marketing professionals are required to go well beyond paid search. We are managing a diverse portfolio of online advertising channels, with video advertising (YouTube) being toward the top of the list. This is a must-have skill for your repertoire.

With YouTube advertising evolving quickly and being a bit newer, how can a PPC pro learn all about this exciting channel? Easy: Our friends at Silicon Valley’s SEM Agency, PPC Associates, have written The Marketer’s Guide To YouTube Ads. This FREE 25 page eBook is a true must-read. You will learn about the benefits of advertising on YouTube, YouTube’s two advertising platforms, ad types, targeting options, and so much more. I particularly enjoy the examples/screenshots in this eBook and the careful inclusion of “who should use it” and “who should not use it” throughout. It’s a new year and I cannot emphasize enough the benefits of diversifying your online marketing skill set. I highly recommend downloading this free eBook and very much enjoyed reading it myself! (And, when you’re done, make sure to check out the PPC Associates Impression Sculpting eBook as well.)

Marketer's Guide To YouTube Ads

Image in this post © PPCAssociates.com

YouTube Channels Offer Great SEO Value

Feb. 06

When it comes to optimizing your website’s organic ranking, quality dofollow inbound links are of paramount importance. It makes perfect sense: Each inbound link counts as a “vote” for your site in the eyes of the search engines. I’ve gone to great lengths building inbound links for PPC Ian. My three tiered approach focuses on PR that drives SEO, guest interviews, and social media profiles. Today, I’m going to talk about one of the top social media profile opportunities: YouTube. In short, it’s mandatory to have a YouTube channel for each and every one of your websites, even if it’s a five page minisite.

Get Your Free YouTube Link

PPC Ian YouTube Channel

Check out the screen shot of my PPC Ian YouTube channel to the right. As you can see, the profile section has a link to my blog. When you view the source code of my YouTube channel you can actually see that it’s a real dofollow link. In my opinion, this is a really valuable link because it’s coming from one of the most popular websites on the Internet, one that’s owned by Google. Of course, as you build out your YouTube channel and your videos get a lot of views, your link will carry even more weight. In an environment where it’s sometimes difficult to get high quality inbound links, this is truly an opportunity you cannot pass by!

Build Out YouTube Channels For All Your Websites

I currently own over 80 active web properties. They range from large authority sites, like PPC Ian, to small five page minisites. If you’re operating an authority website, you’ve probably already have a YouTube channel. (If you don’t, drop everything and go start one now!) However, I’m here today to argue that you should create YouTube channels even for your smaller sites. Even if your site is only five pages, this is an amazing way to market your website while driving SEO value.

How To Scale Your Time With Multiple YouTube Channels

If you have a YouTube channel, you probably know just how much time it takes to shoot, produce, and upload videos! It’s really time consuming. So, you might be a little intimidated to create YouTube channels for all of your long tail websites. It’s actually easier than you may think thanks to a new website called Fiverr.

Fiverr is basically a marketplace where you can get anything done for $5. Many sellers on Fiverr are amazing at quality, entertaining video. (Some are also really low quality so you’ll want to run a few tests to find the best people to work with.) I’ve personally leveraged Fiverr extensively for video introductions and testimonials for my SEO websites. If it’s not one of my core properties, I go to Fiverr to get videos so I’m able to create a YouTube channel while saving my personal time for my larger websites.

With SEO, It’s Always Important To Think About Quality

Now, you may be thinking: Why don’t I just create a YouTube channel without any videos? While this is possible, I don’t recommend it. Just think about it, what’s a channel with no videos? It really adds no value. I’m all about avoiding stuff that adds no value because it will always catch up with you (and I’m all about doing the right thing). If you’re going to create a YouTube channel, make it something useful. With Fiverr you can build out a high quality YouTube channel with a great video for only $5 and about 1/2 hour of your time.

As a closing tip, I also encourage you to embed your videos on your sites. Video adds substantial value to any website. Search engines like websites that have videos!

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