Youtube marketing metrics
In this file, you can ref free useful materials about youtube marketing
metrics and other materials for video marketing such as video marketing
tips, video marketing tools, video marketing sites.
If you need top free materials below, please visit:
videomarketingaz.com
· Top 21 tips for video marketing
· Top 31 sites to upload your videos
· Top free 7 tools for video marketing
I. Video marketing content for you!
Most marketers don’t know how to quantify the success of YouTube
marketing campaigns.
Part of this is down to the (currently sub-par) quality of YouTube
analytics data, but a wider problem is that businesses often fail to set
KPIs before beginning the process of creating and promoting content on
YouTube.
One of the main reasons why KPIs don’t get set is that, as Avinash
Kaushik aptly put in a post early this month, most companies don’t
understand how to think about YouTube, and therefore fail to tie
YouTube marketing campaigns to tangible business goals.
When you don’t have a goal, you can’t measure success.
“Going viral” isn’t a business goal, neither is having a million video
views. Views and virality are simply a means to an end, namely the right
kind of exposure to the right kind of people. Business goals should
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be measurable, concrete and (even if several steps removed) tied to
financial success.
With YouTube, your goal should always be some form of increased
brand awareness.
This awareness could be a fractional increase in mindshare and
engagement amongst a very specific group of individuals; or, on the
other end of the spectrum, it could be consumer awareness of a new
product on a global scale. Awareness comes in many forms and the
focus of your campaign will almost certainly be specific and unique to
you.
In order to determine the sort of awareness that will benefit your brand
and therefore concretize your goals for YouTube as a channel, you’ll
need to havedefined your buyer and influencer personas and
then mapped out your customer conversion funnel.
From here, there’s then a diverse set of resources available to give you
inspiration regarding the kind of creative you should be investing in to
achieve those goals.
· Me on YouTube Marketing
· Distilled Guide to Video Marketing
· Avinash on YouTube Marketing
· YouTube’s Advertiser Case studies
· Unruly’s Viral Video Chart
Specific Metrics to track
Below is a list of the metrics I think are most relevant when tracking the
success of YouTube campaigns, split into sections based on the type of
content you’re creating “Home” or “Hero”. The rest of this post is
dedicated to explaining the concepts of “Home” and “Hero” and then
providing detail on each of the relevant success metrics.
· “Home” and “Hero” Defined
· Measuring “Home” Content
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o Engaged Views within Target Demographic
o Shares and Share Rate
o Coverage, Links and Embeds
o Audience Retention
o Referrals from Other Videos in Channel
o Subscribers
· Measuring Hero Content
o CPSI (Cost Per Segment Impression)
o Unaided Brand Recall
o Brand Mentions and Search Trends
o Shares and Share Rate
o Coverage, Links and Embeds
· Metrics That Should Never be KPIs
o Raw Views/Impressions
o Traffic to Your Site from YouTube
o ROI
Home and Hero
Successful YouTube channels are typically comprised of two kinds of
content: “Home” and “Hero” (hat tip to Barney Worfork-smith from
Unruly Media for first introducing me to this distinction).
“Home” content will form the bulk of your channel. The term refers to
smaller, more numerous pieces that are relatively inexpensive to produce
and often form part of a series. These videos are often, though not
always, informational in nature and focus on providing insight on a
specific topic relevant to a sub-set of your customer segment.
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II. Video marketing tips
#1: Make your title count
Just like a headline to a blog post,
video titles can pull powerful
traffic. There are two main reasons
why the title is so important. One,
a great title can instantly grab a
viewer’s attention.
Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your
topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#2: Provide excellent content
Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,
thus positioning yourself as an expert. This is key as you continue to
grow your brand.
#3: Include your URL in your video
When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.
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Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#4: Take advantage of video’s branding opportunities
For branding purposes, have your company logo displayed prominently
somewhere on the screen. You can do this at all times, or during key
times in your video.
In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.
#5: Always provide an HTML link
When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing
you want to put in the box!) and the keywords I used in my title as well
as the description.
#6: Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.
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Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!
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Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!
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