YouTube and Video Marketing

Lesson 2: Gaining Exposure and Measuring Impact

Lesson Overview

Video marketing is like the law of marginal gains. Many small improvements
make a huge impact when you put them all together. Share your video as wide
as you can, creating as many touch points as you can. Once that is done, the
viral nature of video will start working its magic for you.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Understand how to embed a YouTube video on a website

● Explain the importance of influencers for your videos

● Differentiate types of YouTube ads

● Identify the key metrics of your videos

Key Takeaways

Introduction to Media Platforms

● Owned: Promoting your video on a website that you own.

● Earned: Blogs that promote your content for free.

● Paid: Any placements on a property (i.e. Google Ads) for which you pay to
be seen by an audience.

● Converged: Using two or more channels of paid, earned, and owned

media. It is characterized by a consistent storyline, look, and feel.
● YouTube lets you accelerate the optimal mix that includes Owned, Earned,
and Paid Media.

Owned Video Promotion

● Embed videos on your website: Embed a YouTube video on your website’s
home page to help you with your SEO.

● Add links to your YouTube channel: Add your YouTube channel to the
social icons on your website so people have easy access to your channel.

● Email your customers: Don’t forget to email your subscribers when you
post a new video on your YouTube channel. Add your YouTube channel to
your email signature.

● Promote your videos across your social channels: You can either directly
post videos on YouTube, Facebook, Twitter, and LinkedIn. Or, you can just
post videos on YouTube and share their links on the other channels.

● Promote your videos on other video platforms: Use other video platforms
like Vimeo, Dailymotion, Twitch, or Metacafe to promote your videos.

Earned Video Promotion

● Social sharing from individual people: People liking, commenting or
sharing your video on their social media sites.

● Pickups in the media: Getting the traditional media (print, online, and TV)
to talk about your video campaign will give a tremendous boost to your
reach.

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● Bloggers and Other Influencers Writing About Your Content: Having
influencers write about and/or link to your video gives you access to their
followers and will widen the reach of your videos significantly.

● Prominent Placements on Aggregator Sites: These sites, particularly those

in your niche, can send considerable traffic to your videos. And they are a
great place to find curators and influencers.

Video Influencers: Vloggers

● Brands are moving towards influencers with fewer but genuine followers.

● They are looking for long-term relationships with Vloggers.

● The audience must be made aware of the relationship brands share with
Vloggers.

Paid Video Promotion (YouTube Advertising)

● YouTube advertising is fully integrated with Google Ads.

o Targeting: Advertisers can target viewers based on their search

history on Google.

o Measurement: Advertisers can now reach their YouTube audience

across multiple screens, and therefore, better measure their
campaigns.

o Control: Advertisers now have more control over the ad experience

they provide on YouTube.

Using Customer Journey Models

● One of the Golden rules of content marketing is that you create content
for the right customer at the right time.

● For your video marketing, this means you need to create videos that
relate to the stage of the buying cycle the customer is in.

● You can look at the Awareness, Push, and Pull model.

o In this model you go from a video to raise awareness, to a video

specifically for your target audience, to a video that brings the
human element to the brand.

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● Another approach to your video strategy is making video content for
customers in contexts of awareness, consideration, intent, and purchase.

Measuring Impact
● There are many metrics you can use to judge the success rate of your
videos. The most important ones are brand lift, website traffic,
conversions, and return on marketing investment (ROMI).