amy schmittauer - 5 steps to a successful video strategy on youtube
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5 Steps to a Successful Video Strategy on YouTube
Amy SchmittauerSavvySexySocial.com
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Why YouTube Video?
• Second largest search engine
• 53x more likely to appear in search
• Keep visitors on site 5x average rate
• 52% of consumers are more confident in online purchases
following video research
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“Do what you can, with what you have, where you are.” Theodore Roosevelt
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The 5 Steps:
• YouTube Goals: How to Measure What Actually Matters
• Addictive Video: Format That Keeps Them Coming Back For More
• What To Talk About: How to Never Have a Blank Slate
• Optimize Optimize Optimize: The Most Critical Steps for Better SEO
• Community: How to Manage the Most Loyal Audience on the Internet
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YouTube GoalsHow to Measure What Actually Matters
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Valuable editorial plan
Organic brand advocacy
Clear and aligned CTAs
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Valuable Editorial Plan
• Give the people what they want
• Audience retention is the most critical metric
• Stay consistent with format and expectations
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Organic Brand Advocacy
• You invited the conversation, so don’t drop the
mic
• Give top fans the credit they deserve
• Active comments include the creator
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Clear and Aligned CTAs
• Give value and ask for relative return
• Your audience wants to do something with the
value you’ve shared
• Graphics only MIGHT be seen, CALL the action
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Addictive VideoFormat That Keeps Them Coming Back For More
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youtube.com/Vogue
Behind-the-scenes
Access
Professionally casual
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Branding structure on YouTube
• Scheduled consistency
• Predictable themes
• Connection through familiarity
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Get them hooked
• Always consider context of platform
• Bucket editorial with predetermined themes
• Define the consistent setting for the channel
• Timing is everything
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What to Talk AboutHow to Never Have a Blank Slate
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Content ideas
• Use your themes to guide editorial design
• There are no stupid questions, only in-demand
content
• Listen to your audience
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Leverage your access and do
something different.
Tech reviewers+
Networking advice=
EXCLUSIVE CONTENT90K+ views
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OptimizeThe Most Critical Steps for Better SEO
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Most important copy fields for YouTube SEO
• Headline
• Description
• Tags
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Complete all 3 sections with
your focus keyword and by the
end of processing time for the
video.
90K+ views
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Headline
• Keyword in the first 4-5 words
• Avoid series names and episode numbers
• Consider your competition and keep it simple
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Description
• First 2 lines are critical because they also appear in
Google search results
• All characters have equal weight in search rankings
• Adding additional tags here is against TOS
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Tags
• Consider all the ways your content could be searched
• In order of importance, post your main keyword first
• Include your brand and channel name for more of
your own content referred to viewers
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YouTube CommunityHow to Manage the Most Loyal Audience on the Internet
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YouTube viewers want to be heard.
Allow your brand to benefit by listening.
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The YouTube Comment Section is your friend!
Set your ground rulesand then follow them.
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Rather than being in all places, be clear about where your audience can connect with you.
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Link Twitter and YouTube to watchfor quiet advocates.
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Invite your communityto your online home base.
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“Do what you can, with what you have, where you are.” TIME TO TAKE ACTION!
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Key Takeaways:
• BE ADDICTIVE
Create structure that resonates and brings your audience back.
• AUDIENCE RETENTION IS TOP PRIORITY
Get to your point quickly and stay competitive with timing.
• LET YOUTUBE WORK FOR YOU
Leverage features which will give you direction for content and great audience
experience.
• STAY HYPER FOCUSED ON YOUR KEYWORDS
When you have a clear purpose for your videos it will rank and retain.
• DON’T DROP THE MIC
St d t b ti i g th ti Y di ill b f it
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Thank youAmy Schmittauer
SavvySexySocial.com
@Schmittastic