How is your company using YouTube? All too often it’s simply a dumping ground for a company’s video assets, with little thought on how people really use YouTube to discover, research and consider products and services.
YouTube is the second biggest search engine (after Google, its owner) and the second biggest social network (after Facebook) so should this platform play a larger role in your digital marketing mix? Facebook Live videos enjoy six times the engagement of other content types and significant favour by the News Feed algorithm yet many companies are still running scared of embracing video marketing.
Digiterati Academy video marketing instructor, Carlton Jefferis, will walk you through the opportunity, how to plan your video content and the specific actions to take to improve your chances of videos being discovered.
Course content
What is detailed below is beyond the scope of a single day but with all our in-house training we tailor content to the needs of the client and can adapt accordingly.
Video marketing overview
Understand the size of the video marketing opportunity with facts and data on usage, demographics and how YouTube sits with other social channels such as Facebook, Instagram and Twitter.
We will then look at video marketing in more detail:
- Types of video you could create to support your goals
- Developing your video creation plan
- Low cost and free tools you can use
- Guidance on how to enhance the quality of your video
- Promoting your video to your target audience
- Repurposing your video as part of your marketing plan
Developing a YouTube content strategy
The 3 key types of YouTube video content and how they fit within a content strategy.
We also look in detail at how leveraging the talent and audience of successful YouTube Creators can be a very clever and successful approach to help market your products or services.
Finally, we consider the implications of paid promotion and the guidance of ASA and FTC in how to declare any sponsored video content.
Video optimisation and getting YouTube videos ranked
We will unpack the different signals YouTube can use to rank a video both on YouTube and within Google search, plus the one key metric that is CRUCIAL to achieving success.
You’ll learn the specific steps to take when uploading videos to your YouTube channel to ensure your content has the best chance of being discovered.
YouTube channel optimisation and YouTube Cards
The simple, but frequently overlooked, steps you can take to optimise your YouTube channel and ensure it reflects the trading or your other digital channels.
Plus we explain the little-known YouTube Cards and End Screen, and walk-through the process of adding these powerful calls-to-action directly on to your videos.
YouTube analytics
Measuring the views, watch time and engagement of your video content will help you identify the success or failure of your YouTube channel.
In this module we take a ‘live’ tour around YouTube analytics to show you how to use the data for your own business.
YouTube advertising
Paying to promote your videos is a really quick way of driving views, watch time and engagement. In module 6 we look at the three formats for YouTube ads before taking an in depth look at the most popular type – TrueView ads.
Carlton will walk you step-by-step through the creation of a simple video ad campaign and explains the various targeting and placement options including some clever tricks to get you video shown on your competitor’s channel!
YouTube Live
An overview of YouTube Live comparing it with other popular live video platforms, including how to get your YouTube channel verified to start live broadcasts. Plus a few live streaming content ideas.
Working with Facebook Video and Instagram Video
A detailed look at the different platform dynamics of Facebook and Instagram video with tips on getting the most out of the opportunity and how to repurpose video content for multiple channels.
Wrap-up and Q&A
In this final section of the course we look at some of the common mistakes people are making on their YouTube channels and summarise a few of the key tips to success.
