Your guide to YouTube Marketing

 

Your comprehensive guide to YouTube Marketing

 YouTube ranks second most deserving as the most visited website on the Internet after the Google search engine 1, and YouTube has surpassed being a source of entertainment content such as dumps - animals - adventures - diaries - television material, and has become an essential tool for e-marketing, with 45% of marketers intending to add YouTube marketing to their plans Marketing during the current year 22019.

Which is not surprising, as the latest video marketing statistics indicate that the participation of videos on social media sites is 1200% higher than the sharing of text and image content.

What is YouTube Marketing?

YouTube Marketing simply means using YouTube to produce marketing videos for a product or service, and the YouTube Marketing campaign includes various types of videos, such as promotional and educational videos, explanations, customer testimonials, live broadcasts, and others.

YouTube Marketing enables you to promote your brand in an attractive visual way, that meets your audience’s need to learn, enjoy and communicate with your brand.

Although producing videos as a marketing effort is more complicated than other marketing efforts such as designing pictures or writing content, trying, patience, and perseverance will produce good results that will lead you ahead of your competition in your marketing efforts using YouTube Marketing.

In this guide we will learn about each step of YouTube marketing starting from how to make a commercial channel on YouTube and choosing the type of videos that you will produce, how to design a professional video, then improving the videos for search engines, and ending with promoting your videos on other platforms and creating a paid advertising campaign and how to use

First: How to create a YouTube channel

Here we will not go through the traditional steps of creating a YouTube channel, but we will cover some guidelines that will help you to configure your new channel for commercial use:

1.  After logging in to YouTube, and clicking on "Your Channel" from the side menu, choose "Use a business name", to be able to create a trademark account. The trademark account is characterized by being able to manage it in conjunction with others, in addition to the channel owner who has all the powers, there is the channel manager who has the powers of the owner himself except that he cannot delete lists from the channel, and there is also a communications manager who has powers to respond to comments and many Other procedures but cannot upload a video or view the channels analyzes.
2. Give your channel a visual identity similar to your website and social media accounts so that your audience can easily recognize it and give it consistency with your basic visual identity, you can do this by
   * Choose a channel icon (channel icon) resembling a Facebook account picture, in size of 800 x 800 square or round pixels
   *Add a channel cover (channel art) using the same color scheme on your site, 2560 x 1440 pixels, 2MB at most, to be of good quality on computer screens.
3. Use the "Channel customization" button to add a profile about your company that appears to your visitors by clicking on the "about" section of your channel. This profile includes a "channel description", through which you describe your business and the type of content you intend to share, including related keywords, to help search engines Classify your channel, then add your company email for business inquiries, as well as links to your accounts on social media to make it easy for subscribers to communicate with you anywhere else.
4. Add a short promo clip of 30 to 60 seconds, describing what your channel is about and what new visitors will watch on it, and encourage them to subscribe to the channel.
5. When your subscribers exceed 100 and your channel is one month old, you can then add a custom channel URL, so that you can easily share it with others.
6. When the number of videos increases on your channel, list them in lists, so that the videos will be played automatically one after the other, keep the viewers on your channel for a longer period, and make sure the lists are consistent so that the viewers do not leave your videos and press other videos.

Second, determine the type of YouTube marketing videos you will produce

When you start developing your marketing plan and decide to add YouTube marketing to it, you need to define your goals that you want to achieve from YouTube marketing, for example do you want a YouTube marketing campaign to improve the rate of visitor conversion to customers, or do you want to increase awareness of your brand, or do you want Increase the number of posts, comments and likes.

There are many types of videos that you can use in YouTube marketing, and each has goals that it helps achieve.

In order to help you determine the types of videos that you will produce in your YouTube marketing campaign, we will discuss below the 7 most prominent types of videos, and what goals each of them achieve, start creating the type of videos that you think fit your company and your goals and then gradually add other types.

• Promotional video: It is the most popular type of video, and aims to raise awareness of your brand and increase potential customers, you can use it in paid ads provided that it does not exceed 30 seconds, and if you produce one creatively, it may be shared widely, and through it you achieve the goal of spreading
• Rushtishirt used fun video to promote their products using an innovative idea that garnered millions of views, transforming the graphics printed on their shirts into an animation within a war scenario between shirts.
• Product Explanation Video: This type of YouTube Marketing video shows how your product solves a problem, meets a need, or facilitates the lives of your customers, through a hypothetical scenario of its importance from a buyer's perspective. During this video, use an emotional glimpse to convince your audience of the importance of the product and generate leads. 
• Demo Video: Like the previous type, this type of video explains how your product or service actually works, but it contains more details about the features and options available, and fits into the final stages of the buyer’s journey as it helps convert customers who are seriously considering buying into buyers.
• Customer testimonial video: One of the most important types of YouTube marketing videos. For business-to-business activities together, Business-to-Business is the kind buyers are looking for when they arrive on your website. This type of video helped persuade potential customers to buy. It does not require a high budget, so you can ask your customers who have had a happy buying experience to record their testimony in a short video with their personal cameras, during which they answer a set of questions that I sent them. Google uses this type of video perfectly,
• Brand video: This type of YouTube marketing videos tells your audience about your brand and its values, mission and history, helps you reach new audiences, contributes to building awareness of your brand, and deepens the connection between you and your customers. On the 200th anniversary of its founding, the publishing house HarperCollins presented a video in which it chronicled the history of the house from its inception until now.
• Blog Video: This type of YouTube Marketing video helps appears on search engines, use this type to provide information your audience searches for or answer one of the important questions they care about, and then direct them to your business at the end of the video to attract their attention to it.
• Entrepreneurial video: If you have extensive experience in your field of work, you can export an image of you as an expert and a pioneer in your field, through an educational video for your audience on a specific topic and present your entrepreneurial opinions in your field. In that video, show yourself or a company expert in your company, which is a personal connection between you and your audience and distinguishes you from your competitors. To break the boredom of focusing on one person in the video, use more than one angle in photography and add internal or external B-roll shots to support the main scene or use an attractive background.

Third: How to produce a video for YouTube marketing simply:

After you choose the type of YouTube Marketing video that you will produce based on the goals you seek to achieve, you have to compete with thousands of channels to intensify your efforts in order for your YouTube Marketing video to come out professionally. 

You can start marketing via YouTube in a simple professional way by producing videos with only two components, the first component is a group of expressive images that are presented in the form of slides, and the second component is the sound effects and voice commentary, provides you with five of the many services of video design and voice commentary, which Help you produce this type of video. 

This type of video is famous for many well-known news channels such as AJ + and TRT Arabic, and this genre is popular with great reach on social networks.

If you decide to move to the next level of professionalism, sharpen your creativity and use the following guidelines that will help you shoot a professional video:

1. Detailed visualization of the video in the form of a storyboard board, the storyboard is similar to the storyboards, and includes approximate drawings of the different scenes in the video with a short description about the scene and the location of the camera, movement and dialogue, it is not very complicated, add to the storyboard some basic information such as:
   * A frame for each major scene or turning point.
   * Characters and elements included (humans - cartoon - furniture)
   *Determine the direction of the camera (close-up, wide, or medium).
2. Preset length of the video and make sure the video content is intense, with stats indicating that less than 2 minutes of videos have the highest engagement rates. As for the quality of the long videos, make sure the rhythm of the story and images is appealing to keep the viewer’s attention to the end.
3. Test the shooting site as you may need one or more locations, so visit the photography site yourself, and make sure that you will be able to capture the types of shots you want, and make sure that there is enough space to set the camera freely. Also make sure that no other surrounding sounds such as the sound of cars or air conditioning units’ overlap, and also ensure that there is sufficient lighting for the shooting, and if the shooting time in the afternoon or evening, you will necessarily need additional lighting units.
4. Invest some money in purchasing basic equipment, such as Tripod Camera Tripod to ensure camera stability, a high-quality microphone, and a separate phone or camera in HD (at least HD 1280 x 720 pixels).
5. The specifications required for YouTube video are as follows: Camera resolution ranges from 426 x 240 pixels to 3840 x 2160 pixels (professional HD resolution starts from 1280 x 720 pixels), Aspect Ratio is 16: 9 and 4: 3, maximum size File 128 GB.
6. Attract viewers early (first 15 seconds) in one of the following ways: Bringing Curiosity Fun - Asking a question - Using an engaging graphic introduction - Displaying quick snippets of the video.
7. Record more than you need to make sure you've got enough clips, deleting extra shots is easy, but resuming photography is sometimes not possible.
8. Capture scenes from different distances and angles, and use the Zoom In capabilities for more diversity. This diversity gives video fun and appeal to viewers, and if the video focuses on one person, shoot from the perspective of the interface at a 45-degree angle.
9. There are various options for editing videos, YouTube has its own editing system with basic editing options such as grouping and deleting clips, and there are free editing programs on computers such as iMovie and Windows Movie Maker, and there are also paid programs such as Final Cut Pro X or Adobe Premiere CC, if you have Adequate Experience You can edit the video on your own,

Fourth: Improve your videos for the YouTube SEO

YouTube is the second largest search engine on the Internet after the Google search engine, and in order to achieve success in YouTube marketing the ranking in the YouTube search engine is as important as creating attractive videos in professional quality.

So you have to be concerned with writing the video information correctly so that the YouTube search engine can index it correctly, in order to appear in the search results when people search for topics related to the video, and to rank high in the results of the Google search engine as well.

Be concise and direct while writing and avoid using keywords that are not related to video content so that YouTube does not remove your content entirely. The required information includes the video title, description, tags, thumbnail, annotation, translation, cards, and end screens. Here is the best way to write each one:

• Title:
  Title is very important, because regardless of the content, the title urges viewers to click on the video. So write a title that attracts researchers ’attention so that it expresses that it solves one of their problems or answers their questions, including one of the keywords for your field of work (use the Keyword Planner tool to find your main keywords). YouTube gives you 100 characters as space for the title, but you should pay special attention to the first 70 characters of the title, as the rest of the title is truncated when displayed in search results.
• the description
  Essentially YouTube only displays the first two or three lines (about 100 characters) of the video description, and to read the rest of the description, the viewer will need to click on "Show More", so pay attention to shortening the video content on only one line, and within important links to your social accounts, or an invitation, To do the CTA in the remaining hundred characters, then complete the rest of the description in the remaining space (up to 4,900 characters). In this space you can add links to playlists on your channel, or one of your prominent videos, and if the video is long, you can add Timestamp timestamps specific to the video to be an index of the content, where the viewer can move between the parts of the video that he wants to watch easily by simply clicking on it.
• Hashtags:
  Hashtags link your video with similar videos, which helps to expand its scope, so include your keywords first in tags, then include longer keywords, choose the tags carefully and think about what your audience is searching for, and do not use more than 15 tags so as not to ignore them YouTube all.
• Thumbnail:
  How many times has a video thumbnail pushed you to click and watch it? Certainly a lot, as we all do. That the video thumbnail does not matter less than the title, but it may sometimes increase, as it is a main attraction for the user that persuades him to click on your video. Automatically YouTube creates some thumbnails extracted from the video while adding it, you can choose from it, but YouTube tells us that 90% of the best videos have been using custom images as a thumbnails of 5, so it is better that you use an image that you specifically designed as a thumbnail.
  Before doing this, you first have to do a simple step which is to verify the account ownership, then add the custom image with a resolution of at least 1280 x 720 pixels to ensure that it appears perfectly on all screen sizes. For example, avoid using small-sized elements, and if you use text that should be in bold script, you can also use arrows and circles to attract attention to some elements of the image.
• Explanation and translation :
  YouTube Studio, within the “Advanced Information” section, allows you to add explanations or subtitles to Subtitle and Closed Caption videos, as this helps to improve the video’s appearance in search results through the use of keywords within the explanation. So if you have time, add a .srt or .sbv file that includes the text in the video in order to help YouTube search engine to better understand the video content.
• Cards and End Screens:
  Cards and end screens help direct the viewer to other links like a website or another video.
  The card is a small, rectangular notification that appears in the upper corner of the video while watching, and the end screen appears in the last 5 to 20 seconds of the video. So include your most important or related links in cards and end screens, and avoid placing them in the bottom last third so that ads won't block them.
• Comments, likes, and subscriptions:
  Although the information required for the video does not include this part, comments, likes, and subscriptions are very important for YouTube when categorizing videos in search results, so do not forget to urge viewers to comment, like and subscribe to the channel, and set aside fixed time to respond to comments and interact with your audience.

Fifth: Promote your videos on YouTube

After you shot the video clip and optimized it for Google search engine, it is not expected that your video will climb in the search engine results and you have just added it, so it is important that you promote your videos on your different platforms, and it is fortunate that YouTube allows sharing of videos in many places on the web with ease, here are the best ways to promote your videos on other platforms:

• Social media: Do not imagine that posting the new video in the latest news on your social page is the only option available to you, but there are other options that are more effective, you first have to think about the reason for which the video was created, for example if the reason is explaining how to use The product, it would be better to include the video in your responses to audience questions about how to use the product, and if the reason is to introduce the audience to your brand, it will be appropriate to put the video within the “About” section of the Facebook page, and so on ...
• Website and Blog: Add the YouTube icon at the bottom of the site along with other social media icons so that visitors can easily reach your channel, then incorporate your videos into your site and blog pages as follows:
  *On the "Success Stories" page, add a video of your clients' testimonials
  *On the “About the Company” page, add an introductory video about your brand.
  *On the "Questions and Answers" page, add a video on how to use the product.
  *On the blog, the post included a related video.
• E-mails: Use your videos as content for the messages you send to your list of e-mail addresses that you own, choose the appropriate content for each mailing group, for example, send a video of how the product is used to the new customer group, and a video introducing your brand to a potential customer group.
• Partnering with others: Partnering with other YouTube channels gives you the opportunity to reach new audiences without additional costs, and the partnership takes various forms. For example, you can create a video or playlist together, or list the partner channel on the right of your channel page as a featured channel that you recommend, and the other channel does the same for you. , But before entering into a partnership with another channel, you just have to make sure that its audience is like yours, so that the partnership serves your YouTube marketing goals effectively.

Sixth: Advertising on YouTube

In addition to the “organic” YouTube marketing efforts that mean creating a channel and making videos and promoting them on your social platforms, you can add “paid” methods to your YouTube marketing campaign, by creating a paid advertising campaign.

First of all you need to know that YouTube paid ads use CPV to determine the cost of your ad, which means that you will pay your ad cost in one of the following cases: Someone watched your entire ad if it was less than 30 seconds, or someone watched 30 seconds or more From your ad, or when someone interacts with your ad, for example, by clicking on an invitation to take a CTA, card, or companion banner, meaning that you won’t be charged for the ad if the viewer clicks “skip the ad”.

Types of ads on YouTube

YouTube ads are generally divided into two basic types:

1. Banners that run automatically while watching other YouTube videos, some of which are shippable after first 5 seconds, and some are shippable (less than 16 seconds).
2. Ads placed as a thumbnail image next to related videos, in search results, or on the YouTube mobile homepage.

How to create an advertising campaign on YouTube?

1. Log in to your “Google Ads” account.
2. Select "Campaigns" from the side menu, then click the + sign to create a new campaign.
3. Choose your goal from the campaign, whether it is increasing sales, getting potential customers, attracting website visits, exploring your brand, or promoting awareness of it, so that Google can help you with additional suggestions to achieve this goal, and you can choose no goal and complete the rest of the steps.
4. Choose campaign type "Video"
5. Determine the budget that you will spend, the language your customers and target countries speak and the demographic characteristics of your audience such as gender and age, add the video link that will appear as an ad, and determine the way your ad will appear, whether within another video or as a thumbnail image, to start your advertising campaign to appear to the users as quickly as possible

Seventh: Using YouTube Analytics

You put a lot of effort and time into creating great content and you share it across different platforms, we bless you launching your YouTube marketing campaign, but you are not finished yet. The development of your channel's success requires constant monitoring of YouTube Analytics, to measure the success of the YouTube Marketing campaign and make appropriate adjustments as needed.

 YouTube Analytics tells you detailed information about key metrics that you should pay attention to:

• Watch Time: This metric tells you the actual watch time of your channel’s content as a whole and for each video separately, not everyone who opens a video will necessarily watch it to the end, and YouTube gives videos with longer watch time an advanced position in the ranking of search results. You can take advantage of this metric by placing cards and end screens that include call-to-action (CTA) in the video with the highest viewership, to ensure that the largest number of viewers see it.
• Traffic sources: This metric indicates how viewers find videos, for example if they found them through YouTube's search engine or through Facebook, which helps you to intensify your YouTube marketing efforts in the most popular viewership.
• Population Information: This metric helps you to understand your audience accurately, whether in terms of age, gender or country, and this information is extremely important to determine the success of your campaign in YouTube marketing, where the matched demographic information of your viewers with your target audience indicates that you are on the road ,The right way in YouTube Marketing, and demographics may open up new marketing horizons for you if it becomes clear that additional segments are interested in your products, as you can actually think about targeting them in your audience in your upcoming marketing efforts, including YouTube Marketing.
• Sharing Service: Through these reports, you get to know the videos that most liked likes, shares, and comments, as well as the most successful cards and end screens. This helps you circulate the most successful cards and end screen elements in your upcoming videos
• Viewers' Comments: Although reading comments does not require the use of YouTube statistics, it is the most important analytical component, it gives you direct communication with viewers to learn about their opinions, suggestions and ideas on your products, you can also use the "Community" section of your channel to ask questions to subscribers or make an opinion poll to know their opinions about your videos and products accurately, which helps to improve YouTube marketing campaigns.

At the End of this guide, we owe you a motivational reminder and advice:

• Advise: competition within YouTube is intense, and every minute 500 hours of videos are uploaded 6, if you want to succeed in YouTube marketing you have to make sure that you have the time and resources to publish high-quality content on a consistent basis.
• Motivational advice: It is that your success in YouTube marketing will come with time and practice and can achieve amazing results that deserve your effort.

So let's start now YouTube Marketing and use the services of YouTube Marketing, then continue.