YouTube Marketing: For Beginners & Experts
It’s important to have an understanding of YouTube marketing because YouTube is such a powerful content platform. Creating videos, analyzing their effectiveness, and a bit of advertising can go a long way on YouTube. With a little bit of love put into the creative, you can do well on YouTube.
Your success with YouTube marketing for beginners is going to be determined by your ability to produce good content and to understand the metrics surrounding that content. A YouTube channel can work for almost every brand if you’re able to find a way to use the platform to your advantage. Going in with no strategy will not work.
The same is true for advertising on YouTube. There is a lot of opportunity on YouTube, but you don’t have a long time to capitalize on it. If you’re going to spend ad budget on YouTube, you need to make sure that your ad is designed to function. I’ll go over the best practices for these ads below.
Once you know the YouTube marketing basics, you can take it and run. YouTube is a great place to grow your brand and engage your audience in a way that no other platform offers. Figuring out how to use YouTube for your brand can be a huge breakthrough because it offers almost limitless opportunity.
From the social media marketing agency side, YouTube marketing basics tend to be very attractive for clients, as well. YouTube is an undeniably huge platform, and an increasing number of people are becoming aware of the idea that they can monetize it. YouTube is a name brand at this point, and offering YouTube marketing services can increase the value of your agency.
YouTube can help you find new clients, as well. YouTube is a great place to develop your personal brand, showing off your story, thoughts, and interests. If you can develop a following within a niche, people will begin to see you as an expert, as the person to go to. Being on video can help give people a sense of who you are, as well, making it easier for clients to see you as a person.
If you want to learn more about how to start a YouTube channel in 2019, be sure to check out my article on that. I’ve also talked about how to create a YouTube brand account if you want to learn more about that, and a guide to YouTube SEO that can help you get more views on your videos.
YouTube Marketing for Beginners Strategy Guide
When you’re learning YouTube marketing for beginners, when you’re starting your channel, it begins with the same thing that using every social media platform begins with: an audit. You need to determine why you want to be on YouTube, and what you’re hoping to do with your channel. What are your goals with your channel? How can you achieve that goal?
This question isn’t always as simple as you might think. If you’re a realtor, for example, just making videos about realty might help you get more respect in your industry – but it might not help with clients. But what if, instead of doing videos about realty, you started a DIY channel? You could brand it, and it would be relevant to your buying audience.
Determine what sort of things you want to or should be doing, and what topics you want to cover. Consider a clustering strategy where you start with one main video and branch off. This can help you create clearer call to actions in the future. Similarly, try creating value documents, pages, Messenger funnels. Anything that can help move your audience to a place you can create sales.
If you’re using YouTube to drive direct sales, you’re going to need a strong remarketing strategy. Use a Messenger automation funnel to engage and sell. Ask people to sign up for an email newsletter. You can even use your video to promote other videos to create a stronger bond.
Some basic video types to consider are vlogs, tutorials, and essays. Your brand might benefit from a behind the scenes, lifestyle vlog or a more documentary style about certain events. Maybe you’re better sorted to create how-tos about something in your niche, or even tutorials on things that are indirectly related – like the realty example above. Essays can help give you and your brand a voice and opinion.
Before you get your start, create a content calendar. Because video can be more difficult than other kinds of content to create, you’ll need your calendar to include more than just the release. Plan out what you’re releasing and when, and the process for outlining, shooting, and editing it along the way. Content calendars are especially necessary on YouTube, where regular posting is important to viewers and the algorithm.
How Does YouTube Marketing Work in a Video
There are a few YouTube marketing basics that you need to know about within a video, as well. When people are learning YouTube marketing for beginners, they tend to skip over call to actions. Call to actions on YouTube are very important, though.
A good call to action can promote engagement or sales, and you have a lot of opportunities to get them in. The most important kind of CTA on YouTube is the hook, though. At the beginning of the video, give your audience a reason to watch more of it. I like to include a duration hook, as well – this is a hook that says “if you watch until the end.”
Beyond hooks, you should always ask people to engage. Like the video, subscribe to my channel, comment below. If you ask your audience to engage and to give them a reason why they should, they will. This is also where topic clusters come into play – having another video for people to watch gives you more opportunity to create sales.
YouTube Marketing for Beginners Advertising Guide
There are a few main kinds of ads that you need to know about when learning YouTube marketing as a beginner, so let’s start there. Google breaks down every possible type of ad here if you want some of the basic info. Let me explain how you can use these different ad types.
Video ads come in 3 forms: TrueView ads, non-skippable ads, and bumper ads. TrueView ads are the most common, and give the viewer options. These are skippable ads, and you need to put some work in to get them to work for you. These can increase brand awareness if you use them as a short introduction or to drop breadcrumbs of content or can be used for a very quick call to action. You can extend a TrueView ad beyond 5 seconds, but you need to hook people in that time.
Non-skippable video ads can appear before, during, or after a video, and they’re best used for retargeting. You get 15 to 20 seconds with these ads, but you still need to work like you only have 5. People might look away pretty quickly, so this is best used to go deeper on a warm audience. If you’re not retargeting, these videos are best used to create brand awareness and sell indirectly – treat them like their own video.
Bumper ads are like TrueView ads in that they’re 6 seconds long. They can’t be skipped, but they give you very little time to get your point across. These are best used for branding, and creating an association between your brand and the videos you’re targeting.
You can run non-video ads on YouTube, as well. Overlay ads appear on the lower half of a video, display ads appear next to the video, and sponsored cards appear at the top right of a video. These ads are best used for short sales propositions and CTAs. Overlay ads should be 300×250 or 300×60, display ads should be 468×60 or 728×90, and sponsored card sizes vary by platform.
Best Practices for YouTube Ads
The first thing you need to know about YouTube ads is to pay attention to quality. YouTube viewers are expecting professional level content and will turn away if your video doesn’t come across that way. Other than that, you have to work quickly.
You get one sentence to hook people, and 5 seconds to get your brand name and logo on the screen. Most of your effort should go into that short time period. Whatever you’re trying to convey, it needs to happen there.
In your content, you should follow the same practices. Develop your call to action in the first quarter, and try to create an emotional connection. The great part of video is your ability to quickly create a real, human connection.
Of course, a lot of YouTube advertising best practices come down to targeting. Ask yourself who you’re trying to get in front of, and what videos they’re going to be watching. How can you fit your ad into that naturally?
What Metrics to Pay Attention To
The most obvious metric to consider when learning the YouTube marketing basics is views: how many people have watched your ad? But it’s important to compare this against the number of people who engaged. Your view rate will show you the number of people who interacted with your ad compared against how many people saw it.
Keep a close eye on your cost per view, or CPV, to make sure that you maintain ROI. Consider watch time, as well, which is the amount of total time people have spent watching your videos. If your ad got in front of a million people but they all have only watched the first 5 seconds, you need to rework something.
On the content/non-advertising side, consider your audience retention (how many people are coming back.) Also keep an eye on your card clickthrough rates, rewatches, and demographic report. Of course, likes, comments, and subscribers are important to watch, as well.
Setting Up Your YouTube Marketing Campaign
Once you’ve figured out what kind of ad you want to create, it’s time to get that ad in motion. The YouTube marketing basics here are very similar to the basics elsewhere. You’ll want to begin with your targeting.
A custom affinity audience will promote your ad to people who have shown interest in what every kind of ad you’re running before, to ensure that the most people have the propensity to engage with your ad. You can also create custom audiences within AdWords by uploading an email list, which can be very helpful for retargeting campaigns. In market audiences are audiences who are already searching for topics related to your business, while life events filters for people who have recently gone through a change in purchasing decisions – like people searching for things for their first apartment, or baby products.
You can target specific channels, videos, or keywords. You can also target by device if you only want to be shown on mobile, desktop, TV streaming, etc. Non-video ads can only be shown on desktop.
And that’s it: that’s YouTube marketing for beginners. It’s a very powerful, important tool, so having a strong understanding of the basics is important. Again, if you want to learn more about how to start a YouTube channel in 2019, be sure to check out my thoughts on that. YouTube – obviously – is a platform I love using, and I highly suggest you learn to love it.