Welcome to a brand new section in the digital marketing masterclass here again and in this section we're
talking about YouTube and in the following section we're talking about video marketing.
Both are very similar.
This one is more about how you grow and use YouTube as a digital marketer and in the next section we're
talking more about the basics of video and how we use video as a marketer.
Now that might seem a little bit confusing to you but hopefully it will be clear as we go forward.
But before we talk about YouTube and using YouTube I have a question for you.
Are you trying to grow a YouTube channel of your own for your brand or are you just trying to find a
place to host your videos online so that you can share them either via social media or on your Web site
or just direct people to where it's hosted like YouTube.
This is an important question because growing a YouTube channel is a lot of work.
It can be a business in itself.
And so if your company is not a video based business spending all the time effort to really grow a YouTube
channel might not be the best place to focus all of your energy.
Now of course this depends on who your target audience is if your target audience is on youtube then
great you should be using YouTube.
But if your target audience isn't on youtube and they're not watching YouTube videos you might better
spend your time on another platform like Pinterest or on other social media platforms.
There are lots of ways and places to actually just host your video content.
One company with idea I've mentioned before in this class is great for companies because they allow
you to host videos and customize how it looks the design and feel of your video player.
If you're hosting it or if you're embedding it on your own web site Vimeo is another one for video.
Also you can upload your videos directly to social media platforms now like Facebook or Twitter Instagram
Snapchat videos that you post on these different platforms that are going to be a little bit different
because there are restrictions not only in the restriction of the platform like on Instagram where you
can't post videos currently over a minute long but also in terms of the expectations of the viewer.
People on Instagram and Snap Chat are looking for short sweet videos.
They're not going to want to sit through a two three minute promo video or just other type of video
that might work better on Facebook or on YouTube.
At the end of the day if you are using video to market I do think you should build a brand and a channel
on YouTube.
It is the second largest search engine after Google and Google owns YouTube.
So a lot of YouTube videos actually show up in Google results.
And so that's a good thing.
There are millions of millions of people using YouTube every day it's great for mobile devices.
And in fact more 18 to 49 year olds watch YouTube content on their mobile device than any other cable
or network television station or network.
That's huge.
YouTube is taking over and disrupting how people consume video.
It's not just in the theater anymore it's not just on tv anymore and we know this.
Mark Zuckerberg of Facebook has said that video content will make up the majority of content shared
on Facebook within the next few years.
I already see it right now if I search on my own news feed.
Most of the content is video.
So yes you should be sharing your videos on Facebook as well and even hosting on Facebook.
But this section is about YouTube and as a marker How do you use YouTube properly.
Well it's basically the beginning of our funnel It's where people become aware of us.
If you remember Aida and our other funnels it's that awareness phase.
And it's where people can start to get interested in our brand.
So your video lives on YouTube or maybe you embed it on your own web site or you share it on social
media.
And that drives interest.
There's tools like YouTube cards.
Used to be annotations.
There's the end screen.
You can have call to actions with in your video.
You can use the YouTube description to link out and back to your Web site or to wherever you want to
send that traffic.
Some of those people who watch will then click on that link and on that page you need to decide what
are you trying to do or are you trying to get someone to buy a product or service or are you trying
to get someone to sign up for an e-mail list or are you just trying to get someone more aware of you
and you're you just sending them to a blog or article for example typically with my you two funnels
I try to get people on my e-mail lists first.
Remember that's the highest converting tool that we have as marketers.
And so also people to a landing page with an opt in form or to a blog article that's relevant to them
that it's relevant to that video or related.
And it has an opt in form on there too.
Of course once they get on that opt in form the we have that email we can send them e-mails.
We can put the money e-mail sequence and that's how we get people from YouTube to purchase our products
and services.
The key is to know your goals.
Are you trained to build your tribe.
Are you increasing web site traffic.
Are you trying to capture a lead.
Are you just building your brand or are you trying to make that sale.
This is going to determine what types of videos you actually create and put on YouTube and also how
you write copy and use calls to actions within your video or the description to actually get that action
to take place.
There are lots of different types of marketing videos out there.
This is the content marketing that we're talking about some examples that you can use for your own business
or customer testimonials product demonstrations explainer videos and tutorials thought leader interviews
case studies live streaming in events or even just blogging showing the personality and the backstory
of your business and brand and as people become so aware they have so much information at their feet
fingertips we're more aware of who the companies are what their story is.
It's important to share your story and that's what you can do with video.
In the beginning this might seem overwhelming but at the very least you should have some sort of explainer
video about what your company is who you are and if you can start to gather some testimonials and putting
those on YouTube as well in the next few lessons we're going to be talking about how you can be more
successful on YouTube.
Hopefully by now you have a better understanding what YouTube is and why we will use it as a digital
marketer.