how to win subscribers and influence visitors on youtube by purna virji

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From SMX East 2013 - YouTube Optimization Tips For the Second Most Popular Search Engine - How To Win Subscribers and Influence Visitors on YouTube by Purna Virji #SMX #31C

TRANSCRIPT

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• Senior Marketing Manager at Stroll

• 7+ years in Search

• Columnist at Search Engine Watch

• Speaker at SMX, Affiliate Summit, eTail & More

Purna Virji

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Key Takeaways

• How to build a strong foundation

• How to curate content the right way

• How to best engage your visitors

• How to strategically use analytics

Top Tip 1: Lay a Strong Foundation

Ensure all the basics are optimized correctly, to give your channel more prominence and appeal to visitors.

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Channel Name

Appears across the site

Distinct from URL

Short & memorable works best

Inevitably brand

name for most

Channel Icon

Main marketing image

Used across

YouTube

Appears in different sizes

Channel IconSquare, Hi-res image,

800px by 800px

Avoid Text

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Video Metadata

• Used to Index Videos

• Optimize to Maximize Promotion

• Includes: Title, Tags and Description

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Video Metadata – Title

• Make it compelling

• Core keywords first, branding later

• Test to optimize CTR

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Video Metadata – Tags

• Descriptive keywords

• Create a Set of Standard tags

• Mix general and specific

• Use enough to be accurate

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Video Metadata – Description

• First few sentences really count

• Pay attention to content hierarchy

• Be interesting!

• Add links to subscribe page or social media

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Video Thumbnail Selection

• Custom for each video

• 640px x 360px min., 16:9 aspect ratio

• Faces or visually compelling imagery

• Looks good in all sizes

• Upload with video

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Featured & Related Channels

• Seen on the right-hand side

• Featured: You select

• Related: Similar channels, populated by YouTube

Important! Can include competitors

• Can choose to disable

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Top Tip 2: Curating Content for your Audiences

How to most effectively share content with subscribers and non-subscribers.

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Why Encourage Subscribers?

• Strongest brand advocates

• 2x Video Consumed vs. Non-subscribers

• Content more visible, better for TOMA

• Community engagement + Brand building

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Image Source: misterbrony.deviantart.com

Two Views

Tailor for subscribers vs. non-subscribers

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Tips for Engaging Subscribers:

• 60-30-10 formula

• Create playlists to engage

• Be regular

• Strategic CTAs

• Community management

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Encouraging Non-Subs to Subscribe

• Browse Tab:– Pick as default LP– Show off your content!– Use analytics to pick top performers

• Channel Trailer:– Auto-plays– Essence of your channel– No ads when playing

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Trailer Tips

• Think elevator pitch

• Show, don’t tell

• Use CTAs

• Leverage special promos

• Test, test, test

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Playlists

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Annotations

• Clickable text overlays

• Use to:

– Ask for likes

– Link to other videos

– Link to social media

– Ask questions to engage

– Add clarification

– Link back to your site

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Annotations – Best Practices

• Avoid lower third of video

• Don’t obstruct content

• Little goes a long way

• Repeat “subscribe” requests at end

• Use analytics to test timing & placement

• Be creative

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Top Tip 3: Channel Personalization

Leveraging key features to promote your brand identity and drive action.

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Channel Art

• Showcase your brand’s personality

• Use tool to gauge difference screens

• Add social + website links

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Examples

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• Organize Browse tab

• Showcase your best content

• Can contain videos & playlists

• Create themes based on tags

• Can curate other channels’ content

Sections

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Channel Description

• Why should they subscribe?

• Important info upfront

• Include upload schedule

• Use relevant KWs

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Top Tip 4: Channel Analytics

Assess channel performance to make strategic optimization decisions.

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Connect GA to YouTube

– “Add new Account” in existing GA account

– Locate GA profile ID

– “Advanced” option on YouTube channel settings

–Data will populate within 24 hours

Google Analytics Tie-In

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1. Who are your users?– Helps create & optimize content & channel design to appeal most to your demo.

– Pull demo & geo data reports

YouTube Analyticswww.youtube.com/analytics

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YouTube Analyticswww.youtube.com/analytics

2. Where are users finding your videos?– Know which traffic sources are most valuable

– Use playback locations & traffic sources reports

– Be sure to review avg. view duration column

– Look at subscriber-only data as well.

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YouTube Analyticswww.youtube.com/analytics

3. How much are you engaging users?– Discover how users interact & identify patterns to create more engaging content

– Low retention rate videos=less likely to appear in search & suggested placements

– Use absolute retention & relative retention reports

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YouTube Analyticswww.youtube.com/analytics

4. Why are viewers subscribing?– Learn what makes people subscribe

– Use subscribers report to show which videos stand out

– Views vs. subscribers report

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YouTube Analyticswww.youtube.com/analytics

5. How are annotations performing?– Review CTR & close rates for all annotations

– Use to optimize placement and duration

– Use the Annotations report

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http://www.linkedin.com/in/purnavirji

https://twitter.com/purnavirji

Read More At:http://searchenginewatch.com/author/2499/purna-virji