How To Do You Tube Marketing

Why you need it…

“86% of US internet users view online video content a month… “while less than 80% of US internet users visit social networks in that same period, explained Greg Jarboe, co-founder of SEO PR at the Social Media Success Summit 2010. In his interesting, content-rich, 30 minute talk, “3 Reasons You Need A YouTube Marketing Strategy (& Tips to Help You Generate Results)“, Jarboe noted that YouTube.com has often been forgotten in the online marketing mix. But given the high percentage of users, You Tube offers a tremendous opportunity for marketing, and therefore ignoring it is a bad mistake.

Jarboe underscored the fact a YouTube strategy is needed if marketeers are to “avoid pitfalls and seize opportunities“.

YouTube Marketing Pitfalls

1. The first pitfall Jarboe mentioned was the tremendous competition on YouTube.com: “24 hours of video are uploaded to You Tube every minute” . To help us understand the huge amount of material this is, Jarboe further explained:  “More content is uploaded to YouTube in 24 days than ABC, CBS, Fox, NBC [American TV channels] broadcast in 24 years!“
2. Another pitfall Jarboe noted was the fact that YouTube itself is constantly changing. To keep up with You Tube we should read the YouTube blog.
3. If we want stand a chance of reaching the huge online audience on YouTube, we need to be aware of another YouTube pitfall:

Audience Attention Span. 

• Jarboe noted that on average videos only get 100 views in a month; the videos that get over a million views are only 1% of all the videos uploaded to You Tube!
• He further explained how typical viewers watch for 60 seconds and then the majority leave. In fact, he pointed out that viewers can be lost even after the first 10 seconds! When we put a video up on YouTube, we must remember that viewers are:

“Just a click away from going somewhere else!”

So what can we do about this short viewer attention span?

Jarboe highlighted 5 points. The videos we put up on YouTube:  

1. must be compelling
2. get to the point right away
3. keep the audience engaged
4. need to keep moving
5. shouldn’t leave the punch line for the end of the video – there might not be anyone watching! (When I heard Jarboe say ”punch line” I thought of our call to action, sales pitch, moral of the story, website addressetc. We have to find ways to work it into the video sooner.)

Opportunites & Tips in Using YouTube as a Marketing Tool 

In explaining the opportunities of using YouTube as a marketing tool, Jarboe pointed out 2 case studies, VoyageTV and Piper Aircraft.

With the help of his company, SEO PR, VoyageTV was able to move from 6 views a day of all their videos on You Tube to 2,000 in a month.

How did they do this?

By optimizing! so that the videos would get found on YouTube Search. Jarboe noted that YouTube search is different from Google search and the videos need to be optimized for You Tube!

With the Piper Aircraft case study, Jarboe told how this company wanted its potential audience to know about its new aircraft. It put up a YouTube video and before the plane was even available, it had already sold 12 aircraft online!

So YouTube videos can drive sales!

Optimize Your YouTube video

1.  Use the YouTube Keyword Tool: it lets you find out the terms people are using to find videos on You Tube. Search for the keywords that you can use with your video
2. From this search, include those keywords in:   

•  the video title: 120 characters can be used
• the video description: 5,000 character can be used. Jarboe encourages us to be as detailed as possible as all words, even long tail keywords, help us get found 
• tags. 120 characters can be used. Tags, Jarboe said, are the KEYto the YouTube algorithms

More Strategies and Tips from Greg Jarboe for YouTube Marketing  

Greg Jarboe of SEO-PR.com concluded his presentation at the Social Media Success Summit 2010 by presenting several more practical tips and strategies:

• You Tube has a “Creative Corner” to help video makers create more compelling content
• On YouTube “Insights” check out “Hot Spots” which will show you where on your video your audience stopped watching. This is extremely valuable information as it enables that video to be re-edited or that information to be taken into account with future videos.
• Allow your video to be embeded in other sites and blogs.
  • Jarboe pointed out that 40% of YouTube video views come from embedded videos in blogs. 
  • YouTube counts the views of the videos embedded in blogs or websites
  • The views from embedded videos can almost double your view stats. 
• Finally Jarboe encouraged us to Promote our videos
  • on our websites
  • embed them in press releases
    • when they are played in embedded press releases – it increases our YouTube.com view stats.

Greg Jarboe’s talk at the online Social Media Success Summit 2010 was short but content-rich. Here I have only given you the highlights.

If you want further information from Jarboe about YouTube Marketing, check out his book, YouTube and Video Marketing: An Hour a Day.

Social Media Success Summit 2010

 If you are interested in getting the Greg Jarboe’s full recording and transcript – as well as all the other talks given at this 25,000 attendee online meeting – go to Social Media Success Summit, check out their line-up of great speakers and see about enrolling for the recordings and transcripts of this year’s summit or future summits. Each year the SMSS  just gets better and better!

Enjoy Being Online!

Eileen