With YouTube being the second largest search engine in the world (and it doesn’t hurt that they’re owned by Google), video marketing is perhaps the most widely ignored acquisition vehicle for most small-to-medium businesses. Various studies have shown that any time the prospect can “see” what they would get, it increases the likelihood of conversion by 3x or more.
For any product marketer where the experience is what you’re selling, this means that YouTube is probably THE most important marketing vehicle you have at your disposal. So how do you get started and what makes you effective?
Here is a quick summary of questions and answers that I usually get…
Q. Does the content need to be current? Is it hurting me to have videos of last year’s event?
A. Not at all. As long as the content is representative of the upcoming experience (i.e. you’re not making major modifications to the conference), it works perfectly for your marketing as-is.
Q. How do we optimize our videos for YouTube?
A. There are three simple steps to this process:
First, you’ll want to figure out what search phrase is the best match for your video content. I like to use the Google AdWords Keyword Tool to help see how many people are searching for terms related to my content so I can pick the very best one. For this example, I typed in “remodeling show and expo” and then searched for volumes and related terms. Since the phrase “remodeling show” is the highest-volume relevant term, that’s the one I would select to optimize.
Next, make sure that phrase is part of everything related to your video:
- Actual file name (remodeling_show_decorator_pavilion_2011_video.mov)
- YouTube title (Highlights from the Remodeling Show 2011 Decorator Pavilion)
- YouTube tags (remodeling, expo, show, decorator, 2011)
- YouTube description (One of the most popular booths on our expo floor at the Remodeling Show 2011 was the Decorator Pavilion, sponsored by Joe’s Decor… blah blah blah)
- Link back to related content on your show blog and include that website URL in your description too
Finally, make sure you’ve edited your content down to three minutes or less. You’re even pushing it at three minutes. Optimal time is 90 -120 seconds for any kind of promotional experiential product video on YouTube. You want to “tease” viewers with the experience – they won’t want to re-live the whole thing on YouTube.
Q: Do I need a high-quality video camera?
A. No, actually video quality from an iPhone or iPad is excellent. All you’ll need is a microphone and adapter so you can make sure you’ve got great sound quality. The mic runs about $25 and the adapter runs around $25. For $50 per person and some quick training on holding still, your staff can make their own video that’s perfect for YouTube. YouTube isn’t about fancy – it’s about being genuine.
Q: What does success look like in the analysis view?
A. The answer to this usually depends on your objectives. For most of us, the most important metrics is that they watched most of or all of the video we posted. My secondary objective lies with engagement.
All standard engagement metrics are already calculated for you in the YouTube Analytics interface.
The metric that shows you if they watched the whole video or not is the “audience retention” report. However, it should be noted that this report will only populate after you have a minimum of 25 views. After you reach 300 views, a second report is enabled that allows you to benchmark against other similar content.