Where is the first place you go to watch video online? Every single one of you reading this immediately said YouTube. It’s the only place where people go to watch videos online. You’ve probably watched a YouTube video or two today. YouTube has grown in popularity over the past few years, and it’s not going to stop any time soon. Anyone who watches videos for any reason does so on YouTube. It doesn’t matter if you want to see cute kittens or learn how to change your muffler, the only place you go is YouTube. You aren’t alone. YouTube is one of the most visited sites on the internet. Some even argue that YouTube is more of a social media site since there’s plenty of interaction between the viewers in videos. No matter how you think of YouTube, one thing is certain, and that is the market you want to reach can be found on YouTube. Welcome to YouTube Marketing Basics.
A few things that we’re going to assume.
For the sake of simplifying things a bit, we’re going to assume that you know how to get a Google and YouTube account. The directions to set up both are in English and whatever your native language is. Google is excellent at making sure that no matter where in the world you are, you can use their services. There should be no explanation needed on how to get yourself an account and the mechanics behind uploading videos. If you have any questions about a Google product, then Google it. You had to know that was coming. Right? Just type it into Google about the help you need with Google products. All the information you need is right there.
Let’s first talk about what you don’t need to produce YouTube videos.
Everyone wants to start everything off by telling you what you need. By the time you’re done reading you don’t want ever to make a YouTube video. The problem is, usually those people telling you how to make videos are YouTubers who have been doing it for quite a while. That means they’ve hopefully made some money producing videos and they forgot what it’s like to start up with a limited budget. It’s like reading an article by someone who has a well-known site, and they tell you what SEO tricks they use to get high rankings in Google. What they do to rank their website is much different than the methods you’d use for a brand-new site. Some people tend to forget that not everyone is at their level.
You don’t need expensive camera gear to start.
No, you don’t need to break the bank and buy expensive camera gear. Some YouTubers got started making videos using their smartphone. Sure, the videos aren’t going to be spectacular if made on a smartphone. But it gets the ball rolling. You don’t want to sit around and wait forever while saving enough money to buy the latest in camera gear. Get yourself in front of any camera that can make a video. You can also check out your local second-hand shops and pawn shops to see what they have. eBay and Craigslist are also places where you can find inexpensive second-hand gear.
Don’t dress like you’re going on the red carpet.
The clothes that the average person has are more than adequate to make videos. You do want to make sure your clothes are clean and that you look presentable. You don’t need to be dressed up fancy or anything like that. You’re not here to win a beauty contest. The goal is to get your point across on video. Make sure that you look okay and that your clothes are clean. Anything beyond that and you’re going way overboard.
Lights, camera, action!
Lighting is another big thing. But you don’t need to run out and buy special lights. Any room in the house that isn’t too dark will work. Also, you can make videos outside. Nothing is stopping you from going to the park on a beautiful sunny day and making a video. It will take you a little time to learn about shadows and all that stuff. Don’t beat yourself up too bad if the lighting is off in your first few videos. It happens to everyone and not just you.
Now let’s talk about putting your YouTube Marketing plan into action.
Hopefully, by now, you see that you don’t need a big recording studio to make a great video. Just like you don’t need a powerful computer to edit your videos. None of that is necessary when you begin. Though, at some point down the line, you may want to think about buying a high-quality camera, lighting, and a powerful computer for video editing. A beginner doesn’t need any of that, and it would be overkill. What you’re trying to do more than anything is to learn how to make successful YouTube videos that get traffic. No one starts with their first videos going viral. If you think that’s going to happen, now is the time to get that out of your head.
The most important thing by far is providing information to the viewer.
More than likely, the videos that you produce will contain information. You probably aren’t going to make entertaining videos. That doesn’t mean the videos you create have to be dull and boring. It just means no one is going to tune into your videos, hoping to see a three-ring circus. Instead, they will watch your videos in the hopes of learning something. It’s when you understand this that things become a little different. Now you can see that production value isn’t what’s the most important thing. What is, is the information that you are presenting your audience.
You can’t market to the public without producing value.
What does that mean? It means that every single one of your videos can’t be about someone buying something from you. If you go that route, then you’re never going to make any money. The people who make the most money on YouTube are those who don’t sell something in every video. They sprinkle the marketing in some videos in a way where it’s tolerable. No one is going to subscribe to your channel if you’re jamming affiliate offers down their throat. It doesn’t work that way at all. So, if that’s what you’re thinking, now is the time to change your approach entirely.
Start with the intent on educating the public.
It’s probably best that you forget all about YouTube Marketing for the first dozen videos or so. What you want to do here is to build an audience, and most importantly, understand how YouTube works. There’s a whole lot to learn when it comes to getting traffic to your videos. The process of getting people to watch your videos is much more complicated than merely uploading them. There’s a whole world of optimization that needs to be done to make sure YouTube ranks your videos.
Your information is your brand for YouTube Marketing.
Do you want to know the one thing that most fail to realize about YouTube marketing? It’s that their brand and content are one in the same. They think their brand is something that is way different. The content you create, and your brand is one and the same. There’s no way around it. The people who watch your videos will see them as your brand. If you tarnish your brand, there’s no way to get back your reputation. In the early days of your YouTube career, you must spend far more time building your brand through your content. Never think for a single second that you’re able to separate yourself from your brand.
Now let’s turn our attention to optimizing your videos for maximum traffic.
YouTube is owned by Google, who just happens to have the most powerful search engine on the planet. It should come as no surprise that the search engine that powers YouTube would be just as powerful. Those of you who are familiar with SEO know there are things such as keywords, meta tags, and all that. YouTube is similar in the sense that many of the same things that trigger a listing in the search results are almost the same as with a web page. It’s slightly different, but the similarities are enough that if you know anything about SEO, it will translate into being able to optimize your videos for YouTube.
The title must contain keywords and is a little clickbaity.
No, there’s nothing wrong with being a little like clickbait as part of your YouTube Marketing strategy. People do need to click on your videos, and it’s your job to create a catchy title that makes it happen. However, you don’t want to overpromise and not deliver. That will cause your videos to go down in the rankings because YouTube will see the short watch time and think that people don’t find your information useful. So, make sure that when they click on your title, you’re showing them exactly what you promised. Anything short of that is going to cause you problems. But, you can be a little flashy and be a little over the top to get them to click.
Thank you for reading this presentation. Click below for YouTube Marketing Basics 2019 – Part 2 to read the rest of the report. Thanks again.