YouTube Marketing (Backed by data)
Want to learn more about YouTube marketing from beginner to expert level strategies we're gonna talk about everything from creating a channel to creating content running ads and really using YouTube to build your brand get more sales and really make a difference in your online marketing so stay tuned we got a really good one for you all right welcome back everybody and thank you for joining me my name is xyz also known xyz and at this channel we talk all about starting a marketing agency building a personal brand or using digital marketing to build any business online so social media marketing and
management I'll show you where that's at you probably don't know where it is yet but I'm gonna show you at the end of this article and everybody reason number two is because as you can see right here on our how to set up a marketing agency legal video we're actually going to be giving away a free 3-month mentorship program to a jig for answering a question basically all we ask is that at the end of every post you guys leave a comment telling us what you learned in the video we're gonna pick one winner from every single post basically to give a free 3-month mentorship program too so a jjg you won today's video please send us a message at facebook.com slash serial
entrepreneur and we will get your mentorship coat over to you okay
everyone so the first thing we want to talk about with YouTube marketing is
understanding the strategy behind YouTube there's really two big parts
that you want to be concerned with you don't have to have a channel to run ads
you do have to have the channel set up but you don't have to be consistently
running content on a YouTube channel to be able to run ads effectively right
local businesses can still run ads on YouTube and target their local audiences
driving them to their location or offering them some specific offer so I
wanted to make that clear so there's a content approach and an ad approach to
YouTube marketing and really you can take either approach or you can do a
combination of both now the first thing that you want to go ahead and do is
figure out how you plan to use your channel if you want to create content
are you going to monetize on the content if so how do you plan to monetize is it
going to be with the ads that you place on your videos because that requires a
lot of viewers all the time to make enough money are you going to create a
product that you're selling outside of that or is this to promote a product
that already exists like a service or something like that where you just want
to give away information and start to build your audience locally or build
your brand online now once you outline your goals and all of your you you know
the way you're going to monetize your business the next thing you need to do
is okay well if we're going to go with the content approach we need to start
creating content but before we can do that we have to actually do some
planning right so the first step is really to start picking out the topics
that you think you want to cover and so what I did for example with my youtube
channel is go on to you know an Excel document or whatever you prefer to use
Google sheets whatever but then list out the primary topics that deal with your
product or service okay so my product is my primary product is selling people a
marketing agency course that being said there's roughly five to six you know
subtopics that go under a marketing agency course all right so if we set our
primary topic is how to start a marketing agency because that's
typically what someone who would be one of my customers is going to search for
what are some subtopics for that well from here we have what is digital
marketing which is swept which goes into SEO web email paper clicks
social media marketing and content marketing right those are the primary
subjects that are that digital marketing is comprised of then outside of that
people also want to learn how to land clients that's what this says right here
I can zoom in for you guys so you can see I don't think it'll let me zoom in
there we go all right landing clients right here
outsourcing and building a team pricing services and then business setup all of
these are the primary topics that go into building a marketing agency that
you all as viewers and as potential customers will search for that being
said I need to provide content surrounding those topics and the more I
can drive traffic from these subtopics back up to this primary topic the better
my videos will do the better my blog content will do that's called topic
clusters we actually have videos about topic clusters on my channel make sure
to go check those out after this you can do a quick search for those but now that
we know the topics we want to cover we actually have to do some keyword
research and figure out what keyword are going to what other keywords are
people going to use to find these types of topics right the this part of the
planning process is super important because you have to understand YouTube
though it seems like a social platform it is a search engine it is first and
foremost a search engine so people are using keywords to find your video
content and having this strategy in place not only targets the right
keywords but makes sure that you have the right set of videos to drive people
through all of your other videos right so if you get someone to watch one of
your videos you want them to watch all of your videos right because they have
an interest you want the ones who are really interested to watch all of your
videos and for two reasons why because YouTube is actually seeing that as
positive feedback if they watch one of your videos and then they continue to
watch other videos YouTube knows that all of those topics are closely related
even if they're not 100% similar they are closely related so if one viewer
watches several of your videos and continues to
watch long periods of the video so you have a ten minute video when they're
watching eight minutes of you YouTube recognizes that and wants to send it to
more people who are searching for those exact same topics so then we do our
keyword planning and you can see will make primary keyword lists and we have
our priority keywords that we want to identify for each of our primary topics
that we have back here on our topic cluster right and then we'll do
secondary keywords so these are like your your extra key words that are
synonyms basically they're not the exact same they're latent semantic elique all
dan LSI keywords which stands for latent semantic indexing you can look that up
later but from there once we get our cute why do we our keywords that's why I
want to recommend this tool right here SERP stat it's where we do all of our
analysis so you can see keyword analysis I can go right here click overview and
if it loads they do the site their software is a little slower on load
speed compared to some others but it's very very affordable but I can do social
media marketing and do search and it's going to show me some other keywords
that people are searching related search volumes keyword difficulty competition
score if you want to learn more on again topic clusters keyword research go to my
channel we have videos specific to that okay trust me it's that's why we make
our broader videos like this because there's a lot of intricate details that
go into each different part but you can find all of that again at my channel but
that's what this tool is for it shows us again how many keywords we have
vol the competition score the keyword difficulty for this specific keyword if
I show all it'll show me keyword difficulties for these keywords that
they're suggesting that we try and rank for right so we have right here our
keyword difficulty and again we have tons of information on creating content
for YouTube channels go check that out at my channel so now that you've
actually started to figure out your content that you want to target you're
gonna start creating videos and blog content right that's the next face so
you actually have to start shooting video we'll talk a little bit about
setting up videos and what you should do a little bit later in this video but
what I want to talk about is again continuing on with the strategy after
you get people hooked into your video content the next thing you need to do is
be driving them to your value documents or your value information you can see
here this is just one of our folders of value documents so how this works is you
can see right here we have a video well if this advertisement will let this go
once this advertisement gets done you can see we have this video social media
marketing and ads from beginner to advanced well what happens is we talk
about all of this training and information and material inside this
video and then we suggest in the video we place call to actions to tell people
hey go check out this link down here in the description what happens is people
click this link and then they actually go to one of our landing pages that we
host on clickfunnels ready to start your agency sign up today we'll give you a
huge checklist and a bunch of free training that takes them on to our email
list which we can then get them into our messenger bot on Facebook and so we have
tons of remarketing campaigns then we're gonna start sending them ads via
Facebook and Instagram to get them to take other actions
so there's a whole remarketing concept in place we're not just sending videos
we have a follow up sequence all of this content set in place to go out to people
so you want to actually consider alright what documents are templates or
downloads or what is my value sometimes it isn't a document or a template
sometimes it's just the information that you follow up with after or maybe it's
some form of intrinsic value that they received but figure out what your value
is and try to figure out a way to remarket them with that value so really
quickly to give you an example I mean this is just one of the platform's mini
chat you can actually have people sign up on your landing page right there and
start sending them through mini chat now we can not only you know follow up them
with messenger BOTS but we can actually send ads to them on Facebook too because
they've already connected our page right so this is a great way to
get people to actually start buying and taking action on the video content that
you create so PS if you haven't actually started a channel before if you're
thinking about starting a channel and you haven't yet or even if you have and
you want to learn more about optimizing your channel and getting more views
check out this video up here in the top right hand corner it's gonna lead you to
a whole other mess of videos not mess but a bunch of videos I promise you
you're gonna enjoy now finally once you have all of that planned out you can
actually start putting topics onto a Content calendar and planning out your
calendar now that your full plan is pretty much in place start creating
topics and start getting work going so now let's look at a little bit of the
YouTube video ad styles that are available to you they're not too
complicated and if you want to see this link that or this web page that you see
on your screen right now we're gonna include it right below this video it's
support Google so just look for it right in the description but first and
foremost we have TrueView ads I want to start there which is the skippable video
ads and these are the ones that actually show up right before a video starts
these are great versions of advertisements to run it doesn't matter
if your local business if your regional they are great for remarketing to people
who have visited your website or even engaged with your YouTube channel
previously I strongly strongly recommend using these types of ads they're good on
desktop and mobile it plays in the video player you just need to make sure that
you have a video uploaded and ready to go now the only issue is after five
seconds it is skippable so if you're gonna use these types of ads you need to
make sure you get out whatever call-to-action or whatever is going to
trigger them to listen to you out of the way in the first five seconds of that
video next I want to talk about non skippable video ads which you can see
right here and these are ads that must be watched before your video can be
viewed alright you're not allowed to skip them this can be pre post or even
mid-roll basically anywhere in the video as long as there is an ad cut out in
that video by that YouTube creator alright and you have 15 or 20 seconds in
length depending on the regional standards but you they're not gonna let
you do a five-minute non skippable video ad right that wouldn't make sense but
they will allow you to do 15 to 20 seconds on a non skippable ad so you
still have to be very quick with your call-to-action whatever it is that
you're trying to get the viewer to listen to but they are super effective
in getting your message across especially if it's one
the mid mid roll type of video ads they work really well because usually people
want to continue watching those videos now bumper ads are the next one that
we're going to talk about and they're very simple similar to non skippable ads
and the reason why they're not the same is because you can only do up to 6
seconds it's good on desktop and mobile as well but again you have 6 seconds to
get your message across these are really more for like branding and building
awareness not really using used for a call to action ok so keep that in mind
when you come across bumper ads next we'll talk about some non video ads
which are gonna be display ads these are great for when people are doing searches
for a specific topic so for example we always use one for how to start a
marketing agency when someone searches for that topic we don't just want to be
in the pre-roll of the video your that that skippable video ad we want to be
right there in the search results right so this is actually like search engine
marketing like you would think on Google right same exact thing you're showing up
in the search results for that specific set of search terms so make sure your
keyword targeting is on point and that's your call to actions your copy for the
ad is really raw well-written next is gonna be overlay ads and overlay
ads even though they're very heavily sought out they're hard to get a hold of
because sometimes number one YouTube has had some issues with keeping these ads
available for advertisers a lot of the time they get swamped in their server
with these types of ads because everybody wants them but they are
considered a form of free advertising per se again these are more for building
awareness as well so it's not something that you're going to use to really drive
a call to action those are more where you're going to use thus capable and non
skippable video ads maybe even display ads to get people to actually take a
call-to-action seriously oh and PS if you haven't done so and you're wanting
to create a brand related account not for advertising but more for running an
actual channel check out this video up here in the top right hand corner on
creating brand accounts you're gonna want to see that and then finally is
going to be sponsored cards which are actually really cool this is where you
can upload your products or services online and then you can actually have
these cards show up in your video as like a little teaser for a few seconds
these are really really cool ads to run so if you're wanting to really promote a
product within a video that performs really well you can add it directly by
using one of these or card ads and guys after being in the
industry for so long I've seen some really really good ads why don't you put
a ad that you actually remember like one that you can recall off the top here
I've what's one that sticks in your mind that you've seen on YouTube before leave
it in the comments below I'd love to see if it's one that I've seen before
now I quickly want to talk about some best practices for creating your YouTube
video ads and we'll do it using this illustration in front of me this is an
illustration that's pretty popular across but we took it and kind of
adjusted it a little bit because this is our opinion on YouTube ads and from our
experiences so the biggest thing I want you guys to see is number one you want
to get your call-to-action out very quickly and this is not only your call
to action but your hook okay and this actually doesn't matter if it's a
youtube video ad or a video for your channel the hook always comes out very
quickly because it's what's going to keep people interested in the video
sometimes the hook can be very direct like hey in this video I'm gonna show
you how to do this sometimes the the hook can be a little bit almost
seemingly misleading it's not misleading but it just seems so enticing that
there's almost no way it could be real right so those types of things you need
to get out of the way in the first five seconds again why because you have five
seconds until it could potentially be skipped also people have short attention
spans if you don't get me what I want to hear very quickly I'm done with your
message right I'll close out and go to another thing next thing is you want to
actually get your call-to-action out before 20 seconds okay before 20 seconds
you should have already mentioned what you're there to do what you're wanting
them to take action on right so we have the hook we give a little bit of
information about why we're the you know why this is awesome why we're the best
blah blah blah and then we say hey by the way if at you know towards the end
of this video you're interested we're gonna give you something that you can't
refuse just you know stay you know 2 30 seconds and we'll tell you in like 5
seconds from now right that's how you build your video out then you give your
core content why you're the greatest information about the product or service
that you're potentially going to be promoting or the event or whatever it is
that you're promoting maybe it's a specific blog article or YouTube video
whatever you're promoting this is where you're putting your core content and
then you have your final call to action which is where you're pretty much
repeating what you said in the beginning and then you're adding a countdown timer
or something to make the offer seem scarce doesn't even have to be a timer
maybe it's like there's only three offers available period and the first
three to get it are the only ones who are gonna get it right
that's what you need to do that you need to come back to that call-to-action and
remind them again because maybe they didn't take it here but they reach the
end of the video and then maybe they decided they want to take it they just
need you to tell them to take it right that's the whole point of this final
call to action all right so let's look at some analytics and metrics for
YouTube channels and really just whether this is for ads or your channel a lot of
these metrics are going to be similar like impressions click-through rates
view through rate really those are your biggest metrics that you're going to
want to look at but I do want to point out a couple of different things number
one being when it comes to your actual YouTube channel videos that you're
uploading to a channel you know almost vlog style content informational content
that you're creating not ad based right these types of videos two primary
metrics really matter the most okay and it's gonna be your click-through rate
and it's going to be your average percentage view the view through rate
and the reason why these are your most important is because when it comes down
to a YouTube video there's really two actions that you can take directly
related to that specific video that means something to YouTube number one if
you click on it that means the thumbnail and the title of that video enticed you
to click based on your search that you put into YouTube's search bar number two
is the view through rate because of the fact that if you click on that video but
you don't watch it does YouTube think that's going to be valuable no probably
not because you didn't watch the video but if you click on that video and you
watch let's say 60 to 70 percent of that video it's a good portion of the video
watched and YouTube recognizes that so that's how they're going to compare your
ranking verse other people uploading videos in the same topic say someone has
a video that is 10 minutes long and they have a click-through rate of 2.5 percent
right but their view through rate is only 50 percent where you have the same
video with the same click the rate of 2.5 percent but your view through rate
is actually 65 or 70 percent who do you think's going to rank higher the one
with 2.5 percent but the higher view-through rate and vice versa if your
click-through rate is higher but your view through rate is kind of low you
actually might get more clicks to your video and stand the chance to rank
higher than other videos as well so you want to keep those
two things in mind and you want to find videos where your view through rate is
super high and your click-through rate is high and go analyze what was a bit
what was it about that video that was super interesting that kept people
watching the entire town and then also what made them click on that video was
that the thumbnail was it the well-written title or a
combination of both some other things you could look at could be things like
your cards cards are super important for getting people to look at other pieces
of information on your YouTube channel or other videos that you have so by
putting cards in your videos that allows people to click and then go view another
video this tells you what other videos people might be interested in so you can
see in the last 28 days all of these videos have received views because I've
added it as a card into the video find out which topics work really well in
combination together so that way you can continue to add them to future videos so
that way you get people playing more videos from your channel in a continuous
flow right so that way YouTube recognizes when someone starts off by
searching Facebook marketing they want to see more on Facebook ads running
Facebook pages the Facebook pixel creating a facebook marketing content
calendar right they would want to see all of those videos because they're
related and the more videos that that one viewer goes through and uses the
more likely YouTube's gonna recommend more of your content for you and that is
the key getting your content recommended by YouTube for free so now we're gonna
talk about setting up a YouTube ad it's actually not as complicated as people
would think really what you want to know is when to use a video on your channel
or one to use display or again when to use really an ad that you created
separate from your channel that you're just going to upload it's gonna be more
of a ghost style ad meaning it's not on your actual channel alright so first
thing we want to do is we click start to build a new campaign and you could do
this guided setup here I personally don't like to use it if you're not if
you're not familiar with YouTube ads and you're just starting you could use this
I like to generate a campaign without any recommendations because I know what
I'm looking for for the most part you guys if you're on YouTube you're gonna
be working in display and video well pretty much actually if you are in
YouTube that's all you're using is display and video display is going to be
the display ads in the search engine results or in the
recommended search results to the right of the actual videos shown and then you
actually have this video ad which is where we have the skippable non
skippable and bumper ads okay so what we're gonna do is we're just gonna
select a video ad just because you know that's what most of you are going to be
doing you can do a custom video campaign or an ad sequence right so this is where
you tell your story by showing ads in a particular sequence to individual
viewers this is something new that they've added in which is really helpful
for building that campaign that continuously goes through the cycle of
okay this is a cold viewer now they've seen this ad we can send them this ad
because they're now in a warm audience and then we can move them even further
through the sale cycle because we know that they're they've seen all of these
videos and they've engaged well with them now they're in our hot traffic
audience and they're ready to buy right so but for this example we're just going
to do a custom video campaign and you can even link them together without
setting it up like through a sequence you just have to make sure your
remarketing audiences are built properly but after that your remarketing
audiences that have viewed a video previously and that's pretty much the
exact same thing you're doing but to set up your campaign you're just gonna type
in a name and we'll just type in test because this is just gonna be a test
example your campaign budget and dates guys this is different for every
business but what I do recommend is if you are going to spend on YouTube
marketing and you're not managing the campaign yourself if you outsource to
someone else or an ad manager to do it for you you need to spend at least
$1,000 in ads per month because they need to be able to get your budget to go
far enough if you don't have at least a thousand dollars per month to spend then
you need to be able to manage the campaigns yourself and you can probably
get away with spending around 500 to 750 a month that's not going to get the best
performance possible but it will be a good start for a smaller brand okay but
that being said you know if let's say we did have a thousand dollar budget we're
just for this one video ad let's say this is a top of funnel ad we're gonna
spend $30 a day alright so that actually our sorry not $30 a day that would be
our entire budget we're gonna spend $15 a day and this is gonna be our top of
funnel ad it's gonna eat about half of our budget up but that's what we want
with cold traffic budgets right we'll set our start and end dates so we would
just do you know from the beginning of the month
we'll just do what we have left in this month to the end of the month which
would be the 30th alright and we'll do $15 a day for the campaign once we set
up everything else it'll adjust all of this next we're going to set up our
bidding strategy maximum cost per view okay that's what this stands for CPV or
we could do our target cost per thousand it's kind of up to you how you want to
do this but cost per view is the recommended setting and usually the
recommended settings the way they have them set up are typically good but for
this instance if we're just running a video ad and we want to get as many
people to view our ad as possible then we're gonna do maximum cost per view all
right and that will be our bidding strategy this is how YouTube determines
when we should buy ad placement or not all right well let's select our network
so if we don't want to do YouTube search results we don't have to youtube videos
we could do it there right or video partners we would probably take off
display partners if we don't have a larger budget and we're just gonna do
YouTube videos and YouTube search results that's all we would do for this
specific video if you have a larger budget then you can add in the Display
Network this is all of the other websites that have video content on them
it'll actually place the earth really not even that it's more the fact that
they're signed up with YouTube's video Display Network so they allow other
businesses to post ads on their site that being said you could put your ads
there but again you want a larger budget set your language your country or your
locations that you want to target alright once you're done with all of
your locations then you need to actually set up your inventory type so we're
going to do standard inventory expended expanded or a limited inventory
basically guys this is telling you where it's going to show your content standard
is the recommended because it it puts out things like you know channels that
might be a little more risque or they they say a lot of cuss words on them or
they talk about topics that might not be something you want to show your brand on
right a lot of the times these are like religious channels or political channels
you don't want your content showing up on there because you don't want people
to think you're biased towards something which could keep them from buying that's
where expanded inventory comes in limited inventory makes it to where
you're making sure it's you know moderate profanity moderate sexuality
and suggestive content you know they're not they're very they're a lot more
family friendly you're family-oriented would be
a good way to put that so that's where you'll set that up you'll have excluded
content if you don't want it to show on any sit you know sensitive social issues
tragedy and conflict all of those you'll go through there and set those up you
can do excluded labels again these are all exclusions from things you don't
want to you don't want your ad to be included in then you'll set up your ad
group your ad group is just the audience's that you're trying to target
so you'll set up your demographic you'll set up any audiences if you have any
saved audiences over here or remarketing audiences this is where you'll add those
in once you get those audiences in if you have them in if it's a remarketing
audience you want to make sure it's large enough because if not if you try
to do keywords topics or placements you won't do all three of these if you try
to do any one of these it's going to narrow it down too far if you don't have
a large enough audience over here so just pay attention to your available
impressions section over here so if I for example click this right here
lifestyles and hobbies it's gonna help all of this populate and it says 29
billion impressions so we're still good there so I would come over here and do a
keyword and we would do something like you know social media of marketing
agency and we would you know we could even get other keyword ideas so we could
do in our website and it could actually pull keywords for us and you can see
we've already limited it down to a hundred million impressions in the US so
I could do digital marketing management I wouldn't do that digital marketing
would probably be one marketing in the social media no you know we would go
through here and we find related marketing words that would relate to
social media marketing high level traffic we wouldn't go specific like
Facebook Ads marketing we're trying to capture people who so we would add
things you know also in like online business starting an online business
things like that and if you didn't want to do keywords you don't have to you
could do it by topics you can do it by placement right you could do it by a
specific URL you could do it by a youtube channel a video if I had a URL
we could actually go up here and do just about any URL we wanted to as long as
they're not from a removed or a secret list some some URLs will not show up and
will not allow you to create audiences off of them that just means you need to
find another URL or you might not need to do the placements you know
targeting topics is again pretty straightforward you just select a topic
let's say it was for me business and industrial I could try this as an
audience and this is where you're going to test different audiences you can
create different ad groups and run them separately but again you will want a
larger budget now if you are a pro at marketing and you know a lot about
pay-per-click style advertising because that's what this is you can set a
maximum cost per view this is something usually that you will do after you let
your campaign run for a week two weeks and you get an idea of what an average
view is gonna cost for that specific campaign then you can say okay we don't
want to spend any more than you know six cents per view right something like that
but once you know a more round number and you have some data to back that up
then you can come in and make your adjustments to your bidding from here
you'll just go to your YouTube channel and connect your video or if you don't
have a video you can upload one and put it unlisted if you want it to run
separately and it's not you know something that's shown on your channel
kind of up to you how you do that but it's very very simple to set up these
videos as you can see setting up the ads is also not as complicated what it comes
down to is campaign mapping guys so guys that's it for our YouTube marketing
video from beginner to advanced as you can see there was a ton of content that
we revealed here but there's still tons more that goes along with everything
that we pretty much just taught there's a lot more intricate information so what
you need to do is go over to my channel click the little magnifying glass you do
have to do this on desktop but click that magnifying glass and you can search
for any of the topics that I mentioned in this video today lastly I need you to
do two things number one leave a comment on what you learned in today's video and
we'll pick one lucky winner to win three months of our mentorship program outside
of that make sure you check out this video up here in the top right hand
corner on every really it's a playlist on social media management and marketing
I know you'll love that one too but that's it from you guys I will see you
guys on the next training until then Cereal Entrepreneur out bye ready to
start living the six-figure work where ever be your own boss.
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