Once you have done this, you are only required to come up with a better video and market it in a more efficient manner as compared to the competitor. Make use of Uber Suggest to come up with a comprehensive list of appropriate keywords.
This tool is quite effective and comes highly recommended. An apt comparison would be Google Instant that is hopped up on steroids.
What you get from Uber Suggest is a tool that is web-based and allows you to insert a specific key word and it will instantly churn out hundreds of new key words that you can use. This is the ultimate tool in the event that you need to brainstorm on keywords.
Consult your audience: There is no better way of coming up with topics for new videos like to ask the people who actually want to watch them.
Your audience can provide you with an invaluable source of video topics whenever you feel like you are in a rut for new ideas by simply asking them.
Come up with a survey which can easily be created with the help of free tools such as Survey Monkey and then consult some of your previous customers and request them to participate in the survey. It is not always the case that you will be lost for ideas for a video topic, there are some niches such as WordPress how to and conversion rate optimization, where there will always be an overabundance of ideas for videos. Y
our brain will be literally buzzing with ideas for videos. If you find yourself in such a case where you have an oversupply of ideas for your video then it would be wise to remember that you need to clearly vet the profitability and feasibility of each and every idea.
What this means is that while there are many ideas for video topics, not all of them will be worth the effort and cost. If you perceive that the chances for you to make any money on the ideas are Page | 19
slim or not existent entirely, or if the traffic that could be generated from the given topic is not justifiable, then there is absolutely no reason why It is not always the case that you will be lost for ideas for a video topic, there are some niches such as WordPress how to and conversion rate optimization, where there will always be an overabundance of ideas for videos.
Your brain will be literally buzzing with ideas for videos. If you find yourself in such a case where you have an oversupply of ideas for your video then it would be wise to remember that you need to clearly vet the profitability and feasibility of each and every idea. What this means is that while there are many ideas for video topics, not all of them will be worth the effort and cost
. If you perceive that the chances for you to make any money on the ideas are slim or not existent entirely, or if the traffic that could be generated from the given topic is not justifiable, then there is absolutely no reason why you need to invest up to four figures in creating such a video. It is a waste of resources that would eventually earn you nothing.
Do not waste your time on it! Shooting of the Video When you watch a video on YouTube it is very easy not to appreciate the kind of effort that goes into making such a video.
There are a lot of behind the scene activities that are undertaken so that a successful and engaging video can be filmed. To begin with, you absolutely need to have a script.
This should not be just another slipshod script, it should be a good script that is capable of meeting your objectives. Failure to which, you run the risk of sounding like a complete idiot in front of all your viewers and the potential customers who will view your video. Page | 20
Secondly, you are going to need an appropriate location where you are going to shoot your video. If you are shooting a video about fixing doors then there is a high likelihood that location will not be a major issue.
All that you will need is a room that is well lit and a door that is in need of fixing, which is something that can be simulated in an easy way (all you would require is a door and an ample amount of force exerted with a shoulder and voila! You have a door than needs fixing for your video).
However, if you were shooting a video for a Motor company then you may run into some bit of trouble as you would require a road that does not have traffic and is nice enough for your set up.
Finally, one of the most crucial things that you need to factor in when you are producing your video is that it needs to be engaging! Make sure you enunciate your words – the viewers should be able to hear you without any difficulty.
Remember if you are making the video then you are communicating and communication is a performance art. Ergo, you need to make sure you entertain your audience.Do not hesitate to throw in a joke or two provided they are appropriate and in good taste.
Admittedly, when you are making a video about fixing a door or a radiator fan it is a rather somber affair and there is not much room for jokes, however, there is always going to be a chance where you can throw in a witty one liner in order to ensure that your audience is engaged and stimulated.
There is also another factor that you should always take into consideration when you are making the video; the length of the video. Let us be honest, there are very few people who are willing to sit through a 50 minute monster video on how to fix a door!
There are only so few hours in a day and with the limited attention span of people in this digital age this is not practical. Admittedly, there it is not possible to fine a length that suits all video content; a pseudo sweet spot for length of videos. However, according to the findings of research that was conducted on a number of Page | 21
social media sites, it was noted most people would prefer a YouTube video that is less than 5 minutes; somewhere between a low four minute and a high three minute would be just right. A number of analysts online conclude that a shorter video is always better. It is not beneficial to go overboard on the length of videos.
Furthermore, a short video is often cheaper than a long video. There is another vital aspect to shooting a video that you need to consider and that is the thumbnail to your video. Here, you have just but a couple of options.
The first of which would be to create a custom thumbnail of your own choosing and the other alternative would be to upload the video as it is and let YouTube to pick out a random millisecond or two from your video to select as your thumbnail
The smart option here would be to go with the former option given that you are going to rely on this thumbnail to attract your customers. The ideal thumbnail is one that has the following attributes:
• The thumbnail should be branded. This means that it should have your unique logo at the bottom left corner. The aim of this is to improve the overall visibility of the video.
• The thumbnail needs to be able to describe the topic of the video. Just by looking at it, a potential watcher needs to be able to have a slight clue as to what the video is about
• The thumbnail should be attractive such that it causes the watchers to want to click on it. Page | 22
The trait that you want to dedicate a significant amount of time on is the last one: causing people to want to click. Let us take the example that you are making a video that is like a Power Point in style, then for a thumbnail you need to make a screenshot of the slide that contains the most helpful and informative content
. By doing this, you will be able to let the viewer to know that they are going to get some useful information even before they watch the video and this will cause them to click on the video.
YouTube SEO Awesome! You have successfully come up with a video marketing plan for the next three months. This is an excellent and engaging video that spans 3 minutes and 50 seconds filled with very captivating content, and you have successfully uploaded the video to YouTube. Then what next?
You patiently wait for the views counter to start ticking away. At first nothing happens but you tell yourself it has only been 15 minutes so wait a little longer. 15 minutes turn into hours which turn into a day then days and still you have nothing to show for all your hard work except a dismal 10 views (and this is including yourself, your friends, and every member of the production team watching it from separate computers)
. At this point you are almost concluding that YouTube videos are not for you and the whole endeavor was a complete waste of time. Page | 23
Hold on for a minute! There might be a simple reason as to why your video is performing dismally and it seems no one is interested in watching it. Could it be that you have completely forgotten about the marketing aspect of making the video?
Of Course it is! It is important that you learn this concept early on, lest you get frustrated with online video marketing. Regardless of how captivating the content of your video is or how much you think it is beneficial to people, if people are unable to find your video, there is no way they are going to watch it, nor will you be able to make money off it.
Therefore, you need to market your video and the first step of this process is through optimizing your video such that it gets higher rankings as compared to other videos in the SERPs. Despite the fact that Google purchased YouTube a while back, the search engine for the video site still maintains its own unique algorithm. The implication of this is that whatever might be suitable for the SERPs on Google might not necessarily be suitable for YouTube.
The good news here is that the basic concepts are still the same therefore you do not need to learn any new skills in order to be able to pull this one off. These concepts encompass the following: ensure that you engage your visitors, and make sure that your video is very relevant to your basic key words. The four key stones for YouTube SEO are:
1. The relevancy of videos
2. The relevancy of your channel
3. The View Count
4. The View ratings and engagement Relevancy of Videos Page | 24
It is almost goes without saying that there is no way a YouTube spider can watch a video that you have posted and make a conclusion that the video is not relevant to a particular keyword (however, it would be quite exciting if it were able to do so). Instead of actually watching your video,
YouTube spiders perform a ranking of your video on the basis of what they are able to read this being the description of the video and its title.
These are similar to the meta descriptions and the headlines that are found in Google. All you need to do is to insert your keywords and your secondary key words and then tag your video in a manner that is appropriate.
Here is an example of a description and title that are optimized for our hypothetical company Globe Fasteners Consultancy: How to Replace a Leaky Faucet in 5 Minutes The following is step by step video guide that will show you how to replace a leaky faucet (primary keyword) – know how to replace the faucet in five minutes. Equipment necessary: wrench, pliers, replacement faucet (these will now constitute the secondary keywords or the LSI). Here the key words were incorporated into the description of the video as well as the title. The impact of this is that now the spider will be able to know that the video that has been uploaded is relevant to the keyword “how to replace a leaky faucet”. Page | 25 Relevancy of the Channel If you have any background information about SEO then you will be well aware that by simply just optimizing one solitary blog will not suffice! You entire website is required to be in good terms with Google for the keywords that are related for you to have any sort of traffic directed your way. This is the same concept that applies for channel relevancy.
You need to make use of your channel description to compose a concise description that is rich in key words and clearly gives information about who you are and what it is that you do. For instance:
Globe Fasteners Consultancy (keyword) is a hardware supplier(another keyword) that is well known and very respectable that is dedicated to making the process of replacing household fittings such as faucets, windows and doors a painless and affordable endeavor. We have been supplying household fitting to over 3000 customers for over 20 years.
It is also quite crucial that you append a link to your website. The reason for this is that the link in your channel description is often designed as a follow. Also, you will get a helpful, no charge included backlink from a PR-9 website.
You should further ensure that your YouTube channel is only producing videos that have a relation to exclusively one niche – if you are thinking on uploading a video on riding bicycles on our Global Fastening Consultancy channel then DO NOT! View Count This area creates a conundrum much like the chicken and the egg one. Page | 26
Conventionally one of the ways that YouTube videos are ranked is through view counts. However, it is very difficult for you to get views without already having a high ranking in SERPs.
A possible solution here is to market your videos extensively on social media, emails, blogs and anything platform that you have at your disposal. Page | 27 VideoRatings It is completely unacceptable if all your viewers are abandoning your videos 5 seconds after clicking on it. It is also very disheartening if a negligible percentage of your viewers are taking the time to leave a comment on your videos.
Also, if your dislike to like ratio numbers read something like 50-50 then this is quite bad. In the event that viewers do not engage with your video, then the YouTube spiders will automatically make the assumption that your video does not have the necessary quality and often this is the case
. Also having a high video view count, probably in five figures, is pointless if over half of those people are rushing down to leave negative comments or disliking you video
. One of the easiest ways that you can ensure there is an increase in the overall level of engagement in your videos in the form of shares, subscriptions, votes and comments is by simply requesting your visitors to do so. At the end of the video, simply ask them to engage in whatever manner that you prefer. Page | 28
YouTube Advertising There are a number of pre-roll ad options that are available to YouTube advertisers such as:
• In stream: these are those ads that come before, during or after a video.
• In-search: these are those ads that pop up on the search page
• In-display: these are those ads that pop up next to the YouTube videos.
Generally, the instream ads have been found to be the most engaging of all the above ads, the other two have been noted to result in banner blindness.
However, after the introduction of TrueView users have the option of skipping and ad after 5 seconds of watching it. The Advertisers will only pay for the ad if the users watch the ad for 30 seconds or the whole ad if it is shorter than 30 seconds.
An interesting fact is that the pre-roll ads are quite effective as over 30 per cent of YouTube users watch these ads.
They also have a relatively high engagement, much higher than of those viewers who are forced to watch these ads in between the video.
Your video being very engaging, notwithstanding, the overall success with pre-roll advertising is dependent on a number of different factors.
When you are developing a YouTube advertising campaign, it is important that you consider the following things:
• The kind of ad that is best suited for your niche • Advertising via mobile
• Always make it engaging enough to make users watch past 5 seconds Page | 29
Video Marketing There is no argument that YouTube is the titan of video marketing, it is worth considering that there are other networks that can host your video as well. These include Vimeo, Viddler, Daily Motion,
Facebook, and Hulu among many others. These sites are capable of putting up impressive figures in terms of views in every month. Networks such as Daily Motion can put up views of hundreds of millions in every month. I
f you aggregate these figure with those of the other networks then you have numbers that are too high to ignore. However, at this point you may be thinking of the cumbersome task of signing up to all the different sites and distributing the videos individually to each network and this may be a tad bit off putting.
However, thanks to an entrepreneur somewhere you have One Load that can do that for you. OneLoad is a site that allows you to upload a video one time and it will distribute it to a whopping 18 different video networks at the same time.
You may be required to part with some few dollars in the form of subscription fees but it is a worthwhile investment. There is of course the free plan that has limited features. Page | 30
Conclusion Video marketing is certainly not an easy, cheap and simple method of advertising, however, it does work otherwise the countless scores of businesses would not be doing it. While there are numerous ways that video advertising can be done online and through the internet,
YouTube has revolutionized the way videos are shared and adverts made. Savvy users keen on making their presence or that of their products felt tap into the capability of YouTube.
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