How to Promote Your YouTube Channel

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How to Promote Your YouTube Channel
YouTube represents a very powerful marketing
channel and opportunity for exposure on the
net. There are ways to tap into this immense
audience with big ad spend, however, I will focus
on more cost-effective "organic" tactics. These
require time but not a direct cash outlay. For
this article, I will assume that you have already
created a branded YouTube channel and are now
looking for ways to leverage your channel,
broaden your reach, and increase your subscriber
base. (If you are new to YouTube and have not yet
built your channel, the YouTube help center is a
great place to start.)
1. Marketing Purpose The first step in maximizing
the effectiveness of your YouTube channel is to
take a step back and examine your purpose for
marketing on YouTube. Is it traffic,
distribution, brand? Once you have established a
firm purpose, you can begin to put together a
targeted plan of attack. Your channel design
should reflect your purpose and it is necessary
to regularly take a look at your layout, logo,
images, and profile information. Make sure your
design adequately reflects your brand and
message. Think of your YouTube channel as an
extension of your website therefore, it should
closely resemble the look and feel of your
website and other business materials. Include
information in your profile that describes the
type of content that can be found on your channel
and website. Further, make sure that you link to
your website and include your contact information
outside of YouTube. Further, make it known in
your profile that you would like users to add
comments, rate, share, add video responses, and
to subscribe to your channel.
2. Message When adding video content to your
channel, make sure that each video has a clear
message and is not obscure and confusing. Keep
your content fresh and upload a steady supply of
1 to 2 new videos per week on the same schedule
so your subscribers know when to expect new
content. Further, update the featured videos
frequently. You have the opportunity to feature
nine videos on your channel and can control the
order and placement of your featured videos.
Further, use the playlist feature as a way to
organize your videos. Building out playlists by
subject matter will help users and subscribers
find videos that they are looking for as well as
expose them to content that they might not
otherwise see.
3. Video Quality Also, pay attention to the
quality of your videos. YouTube has the
capability of displaying videos at a higher
quality level. The quality of the uploaded video
combined with the individual viewers'
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bandwidth will determine if the video is
displayed at a higher quality. Higher quality
video means improved sharpness and visual
clarity. The difference is especially noticeable
in videos that contain text or fast movement and
in full-screen mode. When uploading a video make
sure your video resolution is 480 x360 or higher
and a frame rate of 24fps (frames per second) or
higher.
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5. Video Search Engine Optimization Each time
that you upload a new video, pay specific
attention to the types of videos that have done
well in the past as well as VSEO (video search
engine optimization). Copy the format and subject
of videos that have a lot of views, comments, and
ratings to try to re-create the success. Include
specific
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keywords in the title that people will be
searching for in YouTube as well as external
search engines. Further, make sure that your
description is keyword rich, specific and gives
credit to participants who appear in the video
(same applies to location). This way people who
do not know the title of your video can search by
the participant's name or location and your video
will come up in the search results. I would also
recommend placing your video in the proper,
relevant category (contrary to the belief that
you can manipulate views by placing your video in
a different category). If you are trying to drive
traffic from YouTube to your website, include the
link to your website at the top of your video
description so the link will appear directly
below your video title.
6. Video annotations Another effective tactic
that you can use when uploading new videos to
your channel is to use the video annotation
feature. Video annotations are a new way that you
can add interactive commentary to your videos.
You control what the annotations say, where they
appear on the video, and when they appear and
disappear. The annotations appear like pop up
word balloons (text boxes) as well as onscreen
overlays. You can even link from an annotation to
another YouTube video, channel, or search result.
Annotations are effective in keeping users
engaged by linking to your other videos and
channels so that they stay focused on your
content.
7. Subscriber base After you have tweaked your
channel design, message, organization, video
frequency, video SEO, and site links, you are
ready to increase your subscriber base. The key
to successful marketing on YouTube is a large
subscriber base. Subscribers will serve as
evangelists for your content and they validate
your purpose. They increase your view count, rate
your videos, comment, add you to their favorites,
share with their friends, and ultimately increase
traffic and exposure to your website/brand. Also,
content submitted by a channel with higher
subscriber and friend counts is given more weight
when it comes to video rank and
popularity. YouTube has built their engine in a
way so that subscribers have to be earned. In
order to ask someone to subscribe to your
channel, you first have to invite them to become
a friend. Once they have accepted your friend
invitation, then you can invite them to subscribe
to your channel. The key is to invite as many
people as possible to become friends. To find
these potential friends, stick to the popular
channels these people tend to be the most active
on YouTube.
8. Groups Further, participating in the groups
feature is another great way to find friends and
increase exposure. Joining groups is an effective
way to get in front of people who are interested
in certain subjects and ideas, which ultimately
can lead to more friends and subscribers. It is
also very easy to create a new
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group on YouTube to attract like-minded users. If
you create a new group, make sure it is open and
an invitation is not required to subscribe.
9. Share Now that you have added as many friends
as possible, you can begin to use the share
feature. The share feature allows you to notify
subscribers and friends each time a new video is
uploaded. This shared functionality is very handy
because it allows you to target specific groups
(think marketing silos). For example, you can
share with subscribers, friends, and people who
have received a friend invitation but have not
yet accepted or subscribed.
10. Contact lists Another feature that is useful
once you build your friend base is the bulletin
feature. Bulletins are used to broadcast messages
and once posted, messages are sent out to all
channel contacts. Your contact list includes
other users on the site to whom you're linked
through friend invitations as well as the emails
of friends which whom you've shared videos. You
can also create special contact lists by using a
label to describe the common theme of that list.
You can then place specific contacts into
different contact lists and send messages to
multiple friends at once.
Because of YouTube's relevance in the online
video space, friends and subscribers should be
communicated to regularly. Whether it is through
a bulletin, sharing new videos, or direct
communication, treat these contacts like they are
an important part of your business. Remember to
respect their privacy and similarly treat them to
your opt-in email list. Remember people who
subscribe to your channel are interested in your
videos but not your spam so walk a fine line.
11. Drive traffic to your website If you are
using YouTube as a way to drive traffic to your
website to increase sales volume, think about the
extra steps that you might need to implement on
your site to convert YouTube visitors to sales.
Whether it is landing pages, a customized
message, pricing, or any other strategy that will
help convert visitors to paying customers, it is
worthwhile to test, test, and test until you get
it right.
12. YouTube community Next, I will outline
specific tactics that you can implement to
increase activity within your channel and your
videos. Being an active participant in the
YouTube community will go a long way. Networking
can
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make all the difference in the world when it
comes to being relevant or not. Earlier I
mentioned participating in groups and this falls
into the networking category.
Here are some additional networking tactics that
are worthwhile to implement o Search for popular
videos that are relevant to your area of
expertise and post video responses. Video
responses are not widely used and there is a
strong possibility that your video response will
end up high in the results. The key to remember
is that your video can only be used as a response
once. o You can also post video responses to your
videos. o Watch other people's videos and comment
on them. Keep your comments brief, respectful,
and on topic. o You can also comment on your
videos to get the conversation going. o Mark
other user videos as your favorites. This will
more than likely get their attention and show
that you are participating in the YouTube
community. o Take part in the contests that are
running on YouTube. This is another great way to
get your content and channel noticed. o Add your
most popular YouTube videos to video search
engines and video distribution sites. o Promote
your YouTube channel on your other online outlets
such as your blog, Facebook, MySpace, and Twitter.
YouTube is a factor to be reckoned with the
statistic most telling is the fact that 10 hours
of video are uploaded to YouTube every minute. If
you implement all or some of the above-outlined
strategies, you will most definitely see an
uptick in your YouTube channel results. Like any
other organically grown marketing strategy, it
takes time and patience before you see measurable
results. Hang in there and know that this is a
process that is worthwhile and will pay off in
the long run.
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