WEBVTT 00:00.210 --> 00:06.660 Welcome to a brand new section in the digital marketing masterclass here again and in this section we're 00:06.660 --> 00:11.130 talking about YouTube and in the following section we're talking about video marketing. 00:11.370 --> 00:12.940 Both are very similar. 00:12.960 --> 00:19.650 This one is more about how you grow and use YouTube as a digital marketer and in the next section we're 00:19.650 --> 00:24.560 talking more about the basics of video and how we use video as a marketer. 00:24.600 --> 00:29.580 Now that might seem a little bit confusing to you but hopefully it will be clear as we go forward. 00:29.640 --> 00:34.220 But before we talk about YouTube and using YouTube I have a question for you. 00:34.260 --> 00:41.310 Are you trying to grow a YouTube channel of your own for your brand or are you just trying to find a 00:41.310 --> 00:48.750 place to host your videos online so that you can share them either via social media or on your Web site 00:48.930 --> 00:52.590 or just direct people to where it's hosted like YouTube. 00:52.590 --> 00:57.390 This is an important question because growing a YouTube channel is a lot of work. 00:57.390 --> 00:59.630 It can be a business in itself. 00:59.670 --> 01:07.710 And so if your company is not a video based business spending all the time effort to really grow a YouTube 01:07.710 --> 01:11.830 channel might not be the best place to focus all of your energy. 01:11.850 --> 01:17.880 Now of course this depends on who your target audience is if your target audience is on youtube then 01:17.940 --> 01:19.720 great you should be using YouTube. 01:19.890 --> 01:24.150 But if your target audience isn't on youtube and they're not watching YouTube videos you might better 01:24.150 --> 01:29.760 spend your time on another platform like Pinterest or on other social media platforms. 01:29.760 --> 01:34.940 There are lots of ways and places to actually just host your video content. 01:34.950 --> 01:40.230 One company with idea I've mentioned before in this class is great for companies because they allow 01:40.230 --> 01:47.120 you to host videos and customize how it looks the design and feel of your video player. 01:47.130 --> 01:52.990 If you're hosting it or if you're embedding it on your own web site Vimeo is another one for video. 01:53.010 --> 01:59.910 Also you can upload your videos directly to social media platforms now like Facebook or Twitter Instagram 02:00.220 --> 02:05.430 Snapchat videos that you post on these different platforms that are going to be a little bit different 02:05.460 --> 02:11.130 because there are restrictions not only in the restriction of the platform like on Instagram where you 02:11.130 --> 02:17.700 can't post videos currently over a minute long but also in terms of the expectations of the viewer. 02:17.700 --> 02:21.570 People on Instagram and Snap Chat are looking for short sweet videos. 02:21.720 --> 02:27.270 They're not going to want to sit through a two three minute promo video or just other type of video 02:27.570 --> 02:30.540 that might work better on Facebook or on YouTube. 02:30.570 --> 02:36.900 At the end of the day if you are using video to market I do think you should build a brand and a channel 02:36.900 --> 02:37.980 on YouTube. 02:37.980 --> 02:42.810 It is the second largest search engine after Google and Google owns YouTube. 02:42.810 --> 02:46.420 So a lot of YouTube videos actually show up in Google results. 02:46.420 --> 02:48.010 And so that's a good thing. 02:48.030 --> 02:53.300 There are millions of millions of people using YouTube every day it's great for mobile devices. 02:53.460 --> 03:00.180 And in fact more 18 to 49 year olds watch YouTube content on their mobile device than any other cable 03:00.180 --> 03:04.200 or network television station or network. 03:04.260 --> 03:05.400 That's huge. 03:05.400 --> 03:10.710 YouTube is taking over and disrupting how people consume video. 03:10.710 --> 03:15.100 It's not just in the theater anymore it's not just on tv anymore and we know this. 03:15.120 --> 03:20.790 Mark Zuckerberg of Facebook has said that video content will make up the majority of content shared 03:20.790 --> 03:23.040 on Facebook within the next few years. 03:23.220 --> 03:27.140 I already see it right now if I search on my own news feed. 03:27.180 --> 03:28.870 Most of the content is video. 03:28.890 --> 03:34.160 So yes you should be sharing your videos on Facebook as well and even hosting on Facebook. 03:34.260 --> 03:39.640 But this section is about YouTube and as a marker How do you use YouTube properly. 03:39.690 --> 03:44.590 Well it's basically the beginning of our funnel It's where people become aware of us. 03:44.670 --> 03:49.080 If you remember Aida and our other funnels it's that awareness phase. 03:49.200 --> 03:53.280 And it's where people can start to get interested in our brand. 03:53.280 --> 03:59.310 So your video lives on YouTube or maybe you embed it on your own web site or you share it on social 03:59.310 --> 04:00.050 media. 04:00.190 --> 04:01.890 And that drives interest. 04:01.960 --> 04:04.650 There's tools like YouTube cards. 04:04.680 --> 04:05.870 Used to be annotations. 04:05.880 --> 04:07.160 There's the end screen. 04:07.230 --> 04:10.070 You can have call to actions with in your video. 04:10.140 --> 04:17.130 You can use the YouTube description to link out and back to your Web site or to wherever you want to 04:17.130 --> 04:18.450 send that traffic. 04:18.540 --> 04:24.180 Some of those people who watch will then click on that link and on that page you need to decide what 04:24.180 --> 04:28.860 are you trying to do or are you trying to get someone to buy a product or service or are you trying 04:28.860 --> 04:33.810 to get someone to sign up for an e-mail list or are you just trying to get someone more aware of you 04:33.810 --> 04:38.910 and you're you just sending them to a blog or article for example typically with my you two funnels 04:38.910 --> 04:41.440 I try to get people on my e-mail lists first. 04:41.460 --> 04:45.300 Remember that's the highest converting tool that we have as marketers. 04:45.300 --> 04:51.570 And so also people to a landing page with an opt in form or to a blog article that's relevant to them 04:51.990 --> 04:55.040 that it's relevant to that video or related. 04:55.140 --> 04:57.130 And it has an opt in form on there too. 04:57.180 --> 05:02.380 Of course once they get on that opt in form the we have that email we can send them e-mails. 05:02.520 --> 05:07.920 We can put the money e-mail sequence and that's how we get people from YouTube to purchase our products 05:07.980 --> 05:09.030 and services. 05:09.030 --> 05:11.160 The key is to know your goals. 05:11.490 --> 05:13.910 Are you trained to build your tribe. 05:14.100 --> 05:16.560 Are you increasing web site traffic. 05:16.560 --> 05:18.180 Are you trying to capture a lead. 05:18.180 --> 05:21.820 Are you just building your brand or are you trying to make that sale. 05:21.960 --> 05:27.780 This is going to determine what types of videos you actually create and put on YouTube and also how 05:27.780 --> 05:34.950 you write copy and use calls to actions within your video or the description to actually get that action 05:34.950 --> 05:36.000 to take place. 05:36.000 --> 05:39.290 There are lots of different types of marketing videos out there. 05:39.300 --> 05:45.240 This is the content marketing that we're talking about some examples that you can use for your own business 05:45.490 --> 05:53.000 or customer testimonials product demonstrations explainer videos and tutorials thought leader interviews 05:53.010 --> 05:59.160 case studies live streaming in events or even just blogging showing the personality and the backstory 05:59.250 --> 06:05.840 of your business and brand and as people become so aware they have so much information at their feet 06:05.970 --> 06:10.380 fingertips we're more aware of who the companies are what their story is. 06:10.470 --> 06:14.210 It's important to share your story and that's what you can do with video. 06:14.250 --> 06:19.530 In the beginning this might seem overwhelming but at the very least you should have some sort of explainer 06:19.530 --> 06:26.220 video about what your company is who you are and if you can start to gather some testimonials and putting 06:26.220 --> 06:31.440 those on YouTube as well in the next few lessons we're going to be talking about how you can be more 06:31.440 --> 06:32.760 successful on YouTube. 06:32.760 --> 06:38.550 Hopefully by now you have a better understanding what YouTube is and why we will use it as a digital 06:38.550 --> 06:39.220 marketer.