Youtube

Marketing
Strategies:
Learn How To
Build And Grow
 Your Youtube
Channel – Plus
Amazing Marketing
Tips And Tricks!
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Copyright 2016 - All rights
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Table Of Contents

Introduction
Chapter 1 – YouTube
Algorithm Basics
Chapter 2 – Optimizing Search
Data
Chapter 3 – Improving your
Content
Chapter 4 – Interactive
Engagement
Chapter 5 – Related and
Suggested Videos
Chapter 6 – Maximizing
Viewership
Conclusion
Introduction

Building your YouTube channel can be a

deceptively tricky proposition. On the
one hand, it’s extremely easy—all you
have to do, theoretically, is make an
array of different videos and then upload
them to your channel for your customers
to watch. In practice, of course, driving
traffic to your channel and increasing
your conversions from it can be a bit
more of an issue.
The exact purpose of a YouTube channel
will vary from user to user. For some
people, the videos themselves are the
products, and your main goal is simply
to increase your view count. In most
cases, however, the YouTube channel
exists in support of a larger brand, with
the ultimate goal being sales or
subscriptions to an external site.
Even if the YouTube channel is your
main product, you no doubt have a
presence on a variety of other social
media platforms, from Facebook and
Twitter to Instagram and Pinterest.
Making sure that all of these platforms
are interlinked—and that updates from
all of them make it to all of your
followers and subscribers—is your first
step in building your YouTube channel.
If you’re a blogger, you’ve no doubt
heard the phrase “content is king.” This
is equally true of the videos posted to
your YouTube channel. If your videos
aren’t interesting to watch, it’s unlikely
you’ll get much of a following on your
channel, no matter how well you market
it. If you’re not sure how to improve
your video quality, check out the tips in
Chapter 3.
Similar to other online marketing, you
also want to make sure you’re using
targeted and appropriate keywords that
optimize your placement in various
search rankings. If you’re unfamiliar
with this practice, the tips in Chapter 2
can get you moving in the right direction.
The six chapters that follow in this book
will give you a basic overview of
marketing on YouTube—both
generalized tips about making and
promoting your videos and specific
suggestions related to the YouTube
platform. With a bit of time and effort,
the knowledge in this book can help your
channel reach its full marketing
potential, maximizing both your view
counts and your conversion rates.
Chapter 1 – YouTube
Algorithm Basics
If you’re new to the world of internet
marketing, algorithm may be one of those
terms that sounds more complicated and
intimidating than it truly is. An algorithm
is simply a mathematical code used by a
computer system to return certain results.
In the case of online marketing, the
algorithm in question is what YouTube
or Google uses to generate the order of
search results.
YouTube’s search algorithm has a
slightly different intent than those for
basic search engines like Bing or
Google. As an entertainment platform
itself, YouTube wants to keep its users
on the site as long as possible. The
details of its search algorithms are
designed with this goal in mind, giving
priority to those videos that will keep
users on the YouTube platform as long as
possible.
As a channel owner, you can use this
knowledge to your advantage when
trying to drive more traffic to your site.
While the exact details of YouTube’s
search algorithm are not public
knowledge, it does give preference to
videos and channels that increase
viewer engagement.
So what does viewer engagement mean?
There are a few different factors
involved. First, it gives priority to
videos that have had viewer
interactions. It weights these interactions
differently depending on how much
engagement took place. Those that
received video responses are given
highest priority, followed by those with
lots of comments, those with lots of
likes, and finally those with lots of
views.
YouTube also prioritizes what it calls
“engaging content.” This does not
necessarily have anything to do with the
quality of the video but rather its length,
giving priority to videos that keep
viewers on the site for longer. Videos
with a length of seven minutes or more
will be given more priority in the search
results than shorter videos with an equal
number of viewer interactions.
How viewers get to your channel—and
where they go after they watch it—will
also affect how the videos are treated by
the search algorithms. If your video is
the first one in a viewer’s YouTube
session (in other words, if it’s the first
video they watched upon coming to the
site) the view will be weighted more in
its favor than if they came to the video
from elsewhere on YouTube.
Why is this? It has to do with the fact
that YouTube wants to promote itself as
a company, not simply the products
shared on the platform. If your videos
seem to be bringing viewers to the
platform, they’ll be given a priority
because they are generating new
engagements with the wider internet
community.
In a similar vein, you want to avoid as
much as possible having your videos
being “Exit Pages”—in other words, the
last video viewed before the user leaves
YouTube for another site. If your videos
are frequently the last ones viewed
before the customer leaves YouTube,
your stats will drop and you will be
ranked lower in the search results.
Understanding these algorithms can help
you to take advantage of YouTube’s
massive viewer base, getting higher
results and more views than you were
getting before. For more specific ways
you can utilize knowledge of YouTube’s
search algorithms, check out the sections
that follow in this chapter.

Getting video responses

Video responses are the form of
interaction that demonstrate the most
engagement and commitment from your
viewers—after all, it takes a lot longer
to record a new video than it does to
click “like” or even leave a comment.
Many viewers will be a bit camera shy,
however, and you may find it difficult to
convince your average viewer that they
should leave a video response.
One great way to get more video
responses is by networking with other
YouTube channel owners. Someone who
already makes and posts their own
videos is going to be much more likely
to record a response to someone else’s
content than your average viewer.
Also remember that engaging with other
channels can be one of the best ways to
increase engagement on your own. If you
leave a video response for another user
in your industry, they may respond in
kind the next time you post a video that’s
of interest to them.

Utilizing external touchpoints

Whatever industry you’re in, it’s
doubtful that YouTube is your only point
of contact with your audience. You’re
likely to at least have a Facebook and
Twitter page, as well as an e-mail or
subscriber list and a blog or website
that’s connected to your YouTube
channel.
Driving traffic to your channel from
these outside sources is one way to help
your videos start more YouTube
sessions, which in turn will move them
up the search result rankings. This can
go beyond making a Facebook post to
announce a new video; think of older
content on your channel that may be
relevant to a recent blog post, for
example, and include that link as an
outside source.
A regular posting schedule can also be
helpful in increasing the number of
YouTube sessions that start with your
videos. If your regular viewers know
that you post a new video every
Thursday afternoon, they may get in the
habit of checking your page every
Thursday night or Friday morning, which
in turn drives up the repeat visits to your
channel.

Inbound links
Linking to your videos on your own
blog, website, or social media pages is
what most people think of doing when
they want to generate more traffic to
their channel, but that’s not your only
option. The more inbound links there are
to your content from other sites, the
higher your content will rank in
YouTube’s search algorithms.
It can seem a little counter-intuitive at
first to try and get links from sites
unconnected to your company, but for the
purposes of increasing your YouTube
visibility, the more links there are to
your content, the better. A plethora of
inbound links on relevant websites tells
the search bots that your videos are
popular, which encourages it to
recommend them to more people.
Of course, getting these inbound links is
more difficult when you don’t own the
site they’re on. Again, networking can be
key here. Reach out to similar
businesses or websites to find out if the
owners would be interested in a
reciprocal linking that could help you
both build traffic. Writing guest posts for
similar blogs can be another way to
build up your inbound link statistics.
Chapter 2 – Optimizing
Search Data

If you’ve done online marketing before,

you’ve no doubt heard the term SEO.
This stands for Search Engine
Optimization, and is a way to increase
the findability of your content. This does
not necessarily translate directly to
conversion—the quality of your content
still needs to be high to maintain viewer
interest—but it makes it more likely the
right people will see your videos.
The best way to optimize your search
engine results is to use the right
keywords in your video’s title, tags, and
description. SEO can be tricky with
videos because the search bots can only
base their results on written text, not
audio or video files. This makes the way
you label and describe your videos even
more important for those hoping to
increase their traffic.
If you’re hoping to optimize your search
engine results, your first step should be
to research exactly what keywords your
target audience is searching for. Google
has a keyword tool that lets you see how
many people are looking for a specific
word or phrase on the internet and plan
your own keywords accordingly.
YouTube also has their own keyword
tool; checking both will give you the
most complete picture.
When you’re choosing the right
keywords for your videos, look for
words and phrases that have at least
1,000 impressions a month on either
Google or YouTube’s keyword search
tool. This will help make sure you’re
putting yourself in the right position to
get the maximum number of hits.
If you’re paying for an ad campaign, also
remember that keywords with more hits
are not always better. Many paid
advertisement campaigns will charge
you by the view or click. If you choose a
targeting option that has a high volume of
responses, you may end up spending
your entire advertising budget in one go
if you’re not careful to set limits for
yourself. Always consider what kind of
advertising will give you the best return
on your investment.
Most people come to YouTube looking
for either entertainment or educational
tutorials, making it different than the all-
purpose searches often conducted on
Google. Because of this, you may find a
large disparity between the popularity of
a keyword on Google and on YouTube;
which keywords are best for you
depends on your industry and your style
of content.
There’s an art to maximizing your SEO
efforts. You can’t simply fill your title,
tags, and descriptions with keywords; if
there are too many, this is known as
“keyword stuffing” and makes the search
bots view your content as spam. Use
your chosen keywords and phrases in
such a way that your title and description
still read naturally to prevent this
response from the bots.
One way you can keep yourself from
trying to stuff too many keywords into
your post is to limit yourself to one
primary keyword or phrase and building

the title and description around that.

List all the words and phrases you think
people might search for to get to your
channel, then find which of those gets the
most search hits on YouTube and focus
on that in your tags and description.

Title
The title of your video has to do a lot of
heavy lifting for your content. Not only
do you want it to help your channel gain
prominence in Google and YouTube
search results, but it should also give
your viewers and clear and accurate
idea of what your video will be about.
There are three things your title needs to
accomplish. First, it should get people to
click on your video. Second, it tells
YouTube’s search algorithm which of
your videos are similar to (or relevant
to) each other. Finally, it ranks you in the
search engine for particular keywords.
The length of your title is also important.
It should be long enough to accurately
convey to the viewer what the video
will be about, but not so long it can’t be
viewed in the search results. Most
people find titles between five and ten
words to be the most effective and
manageable.
While you want your title to generate
viewer excitement about your video, be
wary of “click bait” titles. “Click bait”
refers to a title that’s misleading or
overly sensational specifically for the
purpose of generating clicks. These titles
might get you clicks, but they’ll also
frustrate your viewers and cause them to
navigate away from your video quickly,
which can ultimately hurt your standings
in the search rankings.

Description
The description section of your video is
your chance to explain to viewers what
topics your video will cover, and can
also be an excellent place to get in a few
extra keywords to boost your channel’s
presence in viewer searches. It’s also
one of your best places to include
external links to your website or store,
helping your videos increase your
conversion rate.
The description of your video should be
at least three sentences long and should
be focused around a single specific
keyword. Start the section with a few
sentences about this specific video,
followed by any links to outside content
or sites.
If your video is part of a series, the
description can be a great place to link
to other relevant content. If you’re
writing a product review or if your
video is about some other form of
entertainment—like a musical artist or
TV show—ending with a brief
description of this content can also help
to optimize your search rankings for
those topics.
Tags
The tags you attach to your video are
another way to get your videos included
in the search results for a given topic. As
with the description and title, you want
to avoid “keyword stuffing” so that you
don’t bombard the algorithm with too
many keywords and get your videos
marked as spam.
Generally speaking, it’s best to limit
your tag section to 10-12 different words
or phrases focused around your central
idea. About a third of these should be
generic tags or keywords related to your
channel, especially if your video is part
of a series.
Transcripts

Creating a transcript of your video can

be a time consuming process, and many
people skip this step for that reason.
Because YouTube’s search bots can’t
process images or audio, though, a
transcript can be one of the best ways to
optimize your search engine placement.
If you wrote a script that you’re using for
your video, creating a transcript is easy.
Simply remove everything except the
dialogue from your existing script, save
it as a text document, and attach it to the
correct video on your channel. If you
improvise in your videos, you’ll have to
create the transcript from scratch by
listening to your video and transcribing
what is said.
There are other benefits to creating a
transcript besides SEO. Viewers who
are hearing impaired will appreciate
being able to read the information that
other viewers receive through audio.
Transcripts also make it easier for
viewers in foreign countries to translate
your videos into their language.
Chapter 3 – Improving your
Content

There is a saying in the blogging

community that content is king. This is
just as true of video blogs or YouTube
channels. Getting a lot of clicks on your
videos won’t help your conversion rates
if your viewers aren’t interested in or
engaged by the video itself. Improving
the quality of content on your channel is
often far more effective at increasing
your conversion rates than any kind of
SEO or advertising efforts.
Especially if your channel is designed to
drive traffic to a website where you sell
products, you should consider where
your audience is in the buying process
when you’re planning your videos.
Most people looking for videos online
are in the research stage and aren’t quite
ready for purchase. Designing your
content to be more educational (and less
about trying to sell something to them)
will get a generally more positive
response and ultimately increase your
conversion rate.
You also want to make sure that your
content is fun for your customers to
watch. If your videos watch like late
night infomercials, it’s doubtful you’ll
keep many viewers around for the entire
time—or get them to click on the other
videos on your channel.
Having said that, though, remember to
play to your strengths. If you aren’t an
especially funny person, don’t try to ham
it up for the camera; it will feel stilted
and awkward, and won’t be fun to
watch. You don’t necessarily need to use
fancy sets, props, or effects to give your
viewers engaging and valuable content.
The exact nature of your content will
depend on what industry you’re in and
the specific purpose of your channel.
How-to videos and product reviews that
convey useful information will have an
inherent value to your viewers, even if
they’re relatively dry in the delivery—
especially if you’re in a sector that’s
more practical than exciting, like
contract work or accounting.
Also remember that you don’t have to
limit your channel to content that’s
directly related to your company or
industry. The bulk of the videos should
at least be tangentially connected to your
company or your consumer may be
confused about just what it is you do, but
the occasional unconventional or off-
topic video can also help your channel
to bring in some extra views.

Storytelling
A lot of people get intimidated when
they hear the term storytelling because
they think it means you have to be a good
writer, but this is far from the case.
Storytelling is just your video’s ability
to move smoothly from point to point
and make an overarching point, and can
be as creative (or not) as your mind can
dream up.
When you’re thinking about the narrative
of your video, start by determining what
the message is that you want to convey to
your customers. From there, outline the
points that you’ll make to get you to that
message, and what the progression of the
video will be from start to finish.

Some people find it helpful to write a

script of exactly what they’ll say in the
video. This is necessary if your video
will involve many different people and
scenes, but if it’s just you and a webcam,
some people find the script makes them
sound wooden or stilted. Only you know
how comfortable you are with
improvising on camera and whether a
fully-fleshed script will be helpful.
Whether it’s a fictional tale or a more
straightforward tutorial, the storytelling
of your video is what will keep the
viewer engaged until the end. A video
with a good narrative makes the viewer
want to know what happens next and
will encourage more engagement in the
form of comments and likes.

Editing
When a movie company prepares a
feature-length production, they’ll often
record over 200 hours of film and make
thousands of cuts to get it down to the
90-120 minute run time of the film. Your
videos are going to be significantly
shorter than this, of course, but the value
of editing should not be underestimated
in creating engaging content for your
channel. Quality video can be just as
much about what you take out as it is
about what you leave in.
There are two places that an editorial
eye can come into play when you’re
making videos: pre-production and post-
production. The pre-production editing
is all about how you plan your video and
the cuts you make to the script before
and during the filming process. If you’re
using multiple scenes or locations, it
also involves how you use camera
angles and your setting and props.
Post-production editing is the way that
you cut and arrange the video you’ve
taken after you’re done shooting. This is
the part of editing that many people find
to be time consuming and frustrating, but
it is also what will make the difference
between your video looking
professionally made or having it seem
like it was put together by an amateur.
Where you spend the most time editing
(pre- as opposed to post-production)
will largely depend on your videography
style. If you prefer to read off a script,
you’ll want to review it carefully before
filming to make sure there’s nothing
superfluous or confusing. If you prefer to
freewheel in front of the camera, your
post-production editing time will likely
be longer as you condense your footage
down to the relevant portions of your
message.
Chapter 4 – Interactive
Engagement

One advantage of posting your videos to

a platform like YouTube—as opposed to
releasing them as commercials or putting
them on your personal site—is the array
of feedback you can receive instantly
from your viewers. This can take many
forms, each of which can be helpful to
you in its own way.
The simplest form of engagement from
your viewers is to have them push the
like or dislike button. This requires little
effort and gives you equally little in the
way of useful information. The next step
up from this is a comment, which can
give you helpful feedback, but also often
means wading through a sea of
somewhat useless comments in search of
the helpful ones.
If you want to get more direct feedback
from your viewers, you can add
interactive features to your videos. The
most common form of this you’ll see are
info cards giving viewers directions to a
website where they can learn more
information about the specific content
covered in the video but that’s certainly
not your only option when it comes to
adding engagement to your videos.

Poll cards
Adding a poll to your video can be a
great way to get specific feedback from
your customers and adds a new level of
engagement to your content. This is an
info card that gives users up to five
different multiple choice options of
answers to a question that you pose to
them. Once the viewer answers, it shows
them the results of the poll thus far in
real time.
To add a poll, click the “I” in the upper
right hand corner of the video, then go to
“Video Manager” and click “Edit,”
followed by “Cards” in the top tab bar.
Click “Add Card” then click “Create”
next to the poll option. Type in the poll’s
title and the answer choices you want to
give your viewers, then adjust where
you want the poll to pop up in the video
by adjusting the start time in the timeline
under the video. Once that’s done, click
“Create Card” and it will be added to
your video.
As the creator, there are two places you
can see the poll results: either in the
card editor dialogue or in the YouTube
analytics section. You can use these poll
results to guide your future content, and
they can be especially helpful if you’re
having trouble thinking up a topic for
your next video, seeing what information
your viewers want to get.
You can also use polls as an educational
aid on your tutorials, as a way to test the
knowledge the viewer has learned over
the course of viewing your video. This
will help them to review the concepts
covered, and can tell you whether your
educational style has been effective in
conveying the information.
You can also use these polls in a fun way
by asking quirky or humorous questions
that your viewers might have fun
answering. Like with the off-topic
videos on your channel, you don’t want
to over-do this kind of poll or you run
the risk of annoying your viewers, but it
can be a fun way to add some extra
engagement to your channel.
Another benefit of a poll question is that
it can actually encourage your viewers
to comment on your video, especially if
you phrase the poll question in a way
that promotes further discussion or
thought about the topic. Regardless of
how you use them, poll cards give your
viewers the feeling that you as the
creator care about their opinion, and this
alone will encourage more engagement.

Calls to action
A call to action encourages viewers to
do more than simply watch your video; it
compels them to take some further
action, whether that’s signing up for a
mailing list, going to your website, or
sharing the video with your friends. Like
polling, calls to action make the viewer
feel more like part of the process and
encourages them to be more engaged
with your content.
Any time you post a video on your
channel, you want to elicit some kind of
emotional reaction from your viewer.
This could be excitement over a new
product, happiness as a result of a
humorous anecdote—even negative
emotions like anger and frustration can
be useful to elicit in certain
circumstances.
A call to action is one way to elicit this
kind of emotional reaction in your
viewers by making them inspired to take
a more active role in your channel. It
enhances their emotional reaction to
your video in a similar way to how body
language or facial expressions can
impact emotions in a conversation.
The call to action doesn’t necessarily
have to send your viewer to a different
site, either. You can ask your viewers for
their opinions on a topic you bring up,
and have them leave their answers in the
comments. This can serve the dual
purpose of increasing their feeling of
engagement while also improving your
video’s standing in YouTube’s search
analytics.

Annotations and playlists

Even the most dedicated viewer is likely
to miss a video here and there along the
way. Playlists and annotations can be
excellent ways for you to link together
your similar content and make sure your
viewers are able to find everything
they’re looking for.
When you put your videos together into a
playlist, YouTube will automatically
play the next video in the list rather than
going on to the next “suggested video” it
picks from elsewhere on its site. This
can increase the amount of time the
viewer stays on your channel, while also
helping to arrange the videos into useful
sub-categories on your page.
Annotations can also be helpful in
directing viewers to past content that’s
relevant to the video currently being
played. You can add these as info cards
onto the video or put links to past
content in your description section,
encouraging more traffic from one of
your videos to another and potentially
breathing new life into older content on
your channel.
Chapter 5 – Related and
Suggested Videos

The majority of viewership on YouTube

is driven by the “suggested videos”
column to the right side of the video
you’re currently watching. For most
companies, the majority of repeated and
sequential views you’ll get on your
channel will come through this feature,
but it can also be detrimental to your
brand if all of the suggested videos come
from other peoples’ channels.
There are three categories of video
listed in the “suggested video” column.
The first group, just called “Suggested
videos,” consists of four videos selected
from the creator of the content currently
being watched. “Related videos” are
those from other channels similar to the
content currently being viewed, while
“Recommended videos” are based on
the habits of the viewer.
Obviously there’s nothing you can do to
affect the “Recommended videos” aside
from get more views from that particular
user, but when it comes to the suggested
and related categories, there are some
things you can do to help your own
videos appear more often—both on your
own page and on other videos dealing
with related content.

Watch time
As mentioned before, YouTube wants to
keep viewers on the site for as long as
possible. Toward this end, it gives
preference to videos with higher watch
time stats when determining which
options it gives to viewers in the side
column.
Part of this is the length of your videos,
which ideally should be over the seven
minute mark. That’s not the only factor in
the equation, however. Your videos will
also score higher on this metric if
viewers consistently watch them through
to the end rather than abandoning them
after a few seconds.
You can improve how long viewers stay
on your videos in two ways. Firstly,
make sure your titles aren’t misleading
and that the content your viewer gets is
what they expect when it comes up in
their search bar. Secondly, make sure
that your videos are compelling from the
very first moment; careful editing is the
best way to achieve this.
Engagements
The more engagements your video has,
the more likely YouTube is to
recommend it to other users. Videos that
elicit a specific emotional reaction are
more likely to be shared or viewed
multiple times. Engagements includes
video responses and comments, but also
is affected by the number of likes (and
dislikes) your video has received.

Relevancy
YouTube doesn’t want its users to feel
like they’ve been led astray, and it uses a
complex algorithm to determine which
videos are like others, and therefore
which to list in the sidebar. You can’t
necessarily make your videos more
relevant to other peoples’ content, but
you can make sure YouTube knows
which of your videos are relevant to
which topics.
The best way to do this is through the
use of keywords. Follow the general
advice on keywords and SEO outlined in
Chapter 2. The more relevant keywords
you use in the description, title, tags, and
transcripts of your videos, the more
likely those videos are to appeal to
YouTube’s relevancy algorithm.
Chapter 6 – Maximizing
Viewership

Except in very rare occasions where the

videos themselves are what you’re
trying to promote, the majority of the
time the videos on your channel are
means to an end. Your goal is likely not
simply to get the most views possible
but to drive as much traffic as you can to
your website or product page.
This is important to keep in mind
because you don’t want to start focusing
on raw numbers. Getting more views is
helpful in that it means more people are
exposed to your brand, but it’s doubtful
that all the people who stumble across
your videos are the right kind of users—
in other words, the kind that will turn
into sales conversions.
Toward this end, you want to make it as
easy as possible for those viewers who
are potential customers to get to your
product or website. The videos you post
should be helpful and engaging, but
should also leave the viewer wanting
more. Use phrases like “We describe
this in more detail on our site…” or
otherwise direct the viewers to click
over to your other pages—and then make
sure to provide the links for them to do
so.
Don’t neglect your channel homepage,
either. While most viewers come to
videos without ever landing on your
channel page, the ones who do go to it
will be the most interested in learning
more about you and your company.
Include links to all your other social
media outlets, and add appropriate calls
to action to the banner header.
Remember, too, that you can insert up to
four clickable links into your banner to
go along with these calls to action.

Sequential retargeting
One way to maximize the conversion
rate on the views you receive is to make
sure those views are targeted to those
users most likely to be interested in your
content. Getting your video in the
suggested column on similar videos is
one way to do this, but you can also take
a more active role in determining which
viewers see your videos by using
Google’s sequential retargeting.
Sequential retargeting helps you to re-
engage your audience by letting you
divide your audience into segments of
people with similar behaviors, watch
history, or page visits. There are a
selection of standard audiences
provided on the Google AdWords
platform which are tailored for use with
YouTube channels.
The audience segments that are provided
by YouTube include users who shared,
liked, or commented on your videos,
users who subscribed to your channel,
users who watched one specific video,
and users who watched one specific ad
—or some combination of the above.
The most common use for sequential
retargeting is to guide viewers through a
series of videos. When the user watches
the first video in the series, the
sequential retargeting would send them a
link to the next, encouraging them to get
the entire way through the series.
You can also utilize sequential
retargeting to announce new projects to
your subscribers before the videos are
released to the general public. This can
be a benefit to you in that it makes your
subscribers feel as though they’re getting
special access to your content, which
can increase their loyalty to your brand.
You can also use sequential retargeting
to negatively target specific groups—in
other words, to explicitly not send
certain groups of people your
advertisements. This can be helpful in
keeping your content from getting stale
for those who are already familiar with
it. It can also help you save money in
your ad budget, keeping you from
sending advertisements for videos to
people who have already seen them.
When you’re testing out retargeting,
there are a few things to keep in mind.
First, consider setting a frequency cap so
you limit the number of ad impressions
per user. Too much exposure to your
company can have the opposite effect
you’re looking for, turning off your
potential viewers and driving customers
away.
Secondly, make sure you’re targeting
your advertising campaigns to those
users who will actually find them
interesting. If your video is about life in
New York, you’re not likely to get as
much engagement on it from your users
in Europe or South America. Careful
targeting makes sure your advertising
dollars are going to where they can yield
the most returns.
Conclusion

Every YouTube channel is unique, both

in terms of the content available on the
page and the ultimate goal of the
channel’s owner. Even if you’re an
experienced marketer, figuring out
exactly what will work for your target
demographic and your style of content
can take a bit of trial and error.
Don’t be afraid to play around with the
different variables outlined in the
previous chapters of this book, from the
way you shoot your videos to what
keywords you emphasize in the tags,
titles, and descriptions. This is
especially true with ad campaigns—and
especially true if you’re relatively
inexperienced with utilizing the YouTube
platform.
Other details you can experiment with
include the length of your videos and the
segment of audiences you target. Due
diligence in the research phase is also a
must. You might think you know what
your target audience looks like, but
taking an account of the types of people
who search for your keywords might
give you some surprising results.
For many people, it’s not the marketing
that they have trouble with, but rather the
videos themselves. Watch your own
videos with a critical eye, and consider
whether you’d find them interesting if
you were a new viewer coming to the
channel for the first time. Even if you’re
an accomplished public speaker, talking
to a camera can be a different beast; you
may need to practice and refine your on-
screen persona.
Marketing effectively with YouTube is a
combination of your storytelling ability,
your filming and editing skills, and your
knowledge of SEO and other basic
online sales techniques. Tailoring these
to match the exact attitude you want to
achieve on your channel will make sure
you’re reaching the right people in the
right way to maximize your sales and
viewership numbers.
YouTube can be a powerful platform in
your marketing arsenal, especially if you
know how to make it work for you.
Using the knowledge given in this book
about YouTube’s algorithms and
analytics—and content that is both
unique and engaging—you can expand
your marketing potential on the site by
leaps and bounds.