Article by: MaryEllen | Thursday, May 31, 2012

By Ryan Deiss
If you’re like the rest of us, you’ve probably watched about a million hilarious cat videos on YouTube.

You may have even created a YouTube channel with a foggy notion that it may one day become very important to your business…

Today is that day.

According to Compete.com, YouTube is currently ranked 4th in the world in terms of traffic. It’s also the second largest search site on the web — ahead of both Yahoo and Bing.

Internet search giant Google has owned YouTube since 2006… so it’s pretty safe to assume that they’re pals.

As you can imagine, this very special relationship has benefited both parties tremendously.  In this report, we’ll show you how it’s going to benefit you.

What is YouTube Marketing?

There are currently 60 hours of video uploaded to YouTube every minute of every day — one hour of video content every second.

In fact, Cisco is scrambling to re-engineer its routers to deal with what they call the “video onslaught;” e.g. they’re predicting that by 2015 at least 90% of all internet traffic will be video.

More than half of all web traffic after 5PM is ALREADY video traffic — YouTube, Netflix, and other companies serving prime video.

In short, YouTube Marketing is an exciting new strategy we’ve come up with at Digital Marketer to take advantage of the web’s massive shift toward video.

Why You Need YouTube Marketing?

This has been been happening for years, it’s just that now, the move toward video has reached critical mass, a tipping point where the momentum will swing and things will all start to speed up.

As a bonus, you’ll also benefit from a massive and almost instantaneous rise in your Google ranking. And it goes without saying that a front page Google rank is as good as gold.

Did you know that the top listing in Google’s organic search results gets an average of 46% of the clicks? The second gets around 25%. The third gets 13%…

That means all the rest of the results on page one (paid and organic) fight over the remaining 16%.  The paid results only get about 5% of the traffic — due to a horrible affliction referred to as “ad blindness.”

Imagine for a moment that the first listing has a YouTube thumbnail. What percentage of clicks do you think it may get then?

Best Practices

1. Channels vs. Pages

You need to think of YouTube as a kind of second website. Your channel is the homepage that anchors your YouTube website. Your videos are the webpages.

Every video you have on your channel strengthens the website, because every video points back to your channel page. The more authoritative your channel/homepage becomes, the easier it becomes for your site to rank.

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Here’s a key thing to remember, the rules of good web design apply in YouTube the same way they apply elsewhere.

To build authority, you need to keep your videos relevant to the theme of your channel.

Whether your niche is model trains or growing azaleas, you should create a specific channel for each major topic.

In other words: There’s no benefit to throwing a ton of unrelated videos on one channel.

That would simply dilute your channel’s authority.

Follow this rule and your ranking and quality score will skyrocket.

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This video became the number one result for the term “political copywriting” in less than 24 hours.

2. Video Creation

Most people are a bit camera-shy and don’t feel comfortable having their face plastered all over YouTube. Well, here’s the good news — you don’t have to become a YouTube celebrity.

What’s your video’s purpose?

Before you even begin the creation process, you have a very important decision to make:

What purpose should your video serve?

Here’s a list of goals you might want your video to achieve:

To build your website’s readership – Your video is a great opportunity to encourage viewers to check out your “real” website.

To capture a lead – You can also ask for an opt-in directly in the video. Simply draw attention to a link listed below your video, and explain what visitors will get once they’ve opted in. Make sure to track these leads, too. These leads are educated about your product making it worth 10 times more than an uneducated lead.

To build your website’s brand – This one’s really our least favorite. While most brands do this almost exclusive, it’s really hard to tell if you’re accomplishing anything, because it’s not measureable in any way.

To make a direct sale – There’s absolutely no reason you shouldn’t present a CALL-TO-ACTION in your video and provide a link that goes directly to an order form.

To sell an affiliate product – Here are the three best affiliate marketing strategies we’ve seen on YouTube.

  1. Open box buy – Affiliates will simply open a product in a YouTube video, showing viewers exactly what’s inside the packaging. Then, they’ll provide their affiliate link to that product.
  2. Reviews – YouTube reviews are another great way to relieve buying anxiety and provide an affiliate link.
  3. Training videos – Many affiliates make money by simply training viewers how to use a complicated product, and then sending those educated leads to their affiliate link.

3. Video Sequence

For those of you familiar with our other trainings, you know that we like to stress the importance of sequencing. Timing is everything, and sequencing is the key to making sure your timing is perfect.

The ideal length of your YouTube video is right around 3 minutes. If yours is an in-depth training video, you may have to go longer. Still, we recommend that you keep it under 10 minutes if at all possible.

Also, don’t forget to include a call-to-action every 3 minutes!

There’s an old marketing saying that goes, “Tell them what you’re going to tell them. Tell them what you tell them. Then tell them what you’ve told them.” That’s more or less the format we recommend.

Here’s the 7-step sequence that we use at Digital Marketer:

Intro and branding – First, you’ll want to inform viewers about who you are and where else they can connect with your brand — e.g. Facebook or Twitter.

Tell them what’s in it for them – Immediately after your brief intro, you need to explain 2 things: WHY they should watch AND how long the video is going to run (most people don’t like open-ended commitments).

Give them the value – The third step is where you actually deliver whatever information you promised in your title. YouTube videos are great places to explain concepts.

Recap with a conclusion – This is the part where you, tell them what you told them.

Advise them – Offer some advice based on the information you just gave the viewer. It may be a recommendation, encouragement, or even a warning; you just need to impart some form of helpful advice.

Call to action (CTA) – You didn’t produce this video just because you had some extra time to kill, did you? Of course not. That’s why you need to memorize this mantra: READ, LEAD, or BUY…

ALL of your videos should have a CTA that asks viewers to become a reader, subscribe to your list, or buy something.

Drag at the end – Once you’ve delivered the CTA, leave a little dead time for emphasis, maybe a minute or two.

You don’t want the video to simply end, because Google will immediately suggest other videos inside the player — and your link will disappear.

4. Video Types

Talking Head – These days, talking head videos don’t result in as much engagement as other options. And ENGAGEMENT is the key.

There are two psychological reasons for this. First, talking head videos are rampant on YouTube and thus, these videos just seem passé and boring.

Second, your face, speech, mannerisms, and posture become a liability in a video. While the viewer tries to focus on your message, their subconscious will be busy judging your appearance or your accent.

Where the talking head video really shines is personal branding. If your objective is to build your brand and to become a recognized expert in your field — talking head videos are an excellent vehicle.

If you do choose to go with a talking head format, we strongly suggest that you clearly display your personal branding info (Facebook and Twitter URLs). The best spot for this is at the top of the screen.

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Presentations – This is one of our favorite ways to produce videos at Digital Marketer, because it’s super simple and it’s been testing off the charts.

These formats consist of a PowerPoint (or Keynote) presentation or screen captures using Camtasia (for PC) or Screenflow (for Mac) that have been filmed with screen capture software and then combined with a voice over.

Here’s the really interesting thing. This format isn’t pretty, BUT it can be extremely effective. We’ve found that the combination of text and voice-over narration is almost hypnotic.

Some of our highest converting videos have consisted of nothing but a voice reading plain black text on a white background. Really.

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Prezi – When you’re looking to turn up the graphical “Wow” factor, Prezi is an excellent tool.

This software makes creating engaging, animated videos a snap. In a very short time, you can create a slick, professional presentation that won’t detract from the core message.
Sock Puppet Videos – Don’t laugh, these actually work…

Okay, laugh if you want, but these videos get tons of views because they’re basically a pattern interrupt. If you were searching on YouTube and saw a sock puppet video in the sidebar, you’d probably click on it, right?

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GoAnimate.com – Just like sock puppets, animated videos that look like cartoons are immediately noticeable and disarming.

Services like GoAnimate are incredibly easy to use; just create your characters and type in the dialog. You can even change your characters’ emotions. It’s actually pretty fun.

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Paper Cuts (CommonCraft.org) – This service actually creates instructional and demo videos using paper cutouts and a dry-erase board.

While conspicuously low-tech, these videos have proven themselves to be one of the most engaging formats on YouTube. Being so simple, there’s not much that’s left open to interpretation.

If you’re feeling really crafty, you can make your own paper cut videos using a program called StopMotionPro.com.

Doodle Videos (Sellamations.com) – Videos that feature voice-over narration illustrated by an artist’s hand doodling images on a white background (like in those UPS commercials) is the most powerful format we’ve found yet.

Search for yourself. If there’s a doodle video posted for a given topic in YouTube, it’s usually the most viewed video for that topic.

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These quick draw videos make for impressive presentations, but — take it from us — they’re VERY difficult to pull off. That’s why we recommend hiring Sellamations if you want a professional quality video.

Otherwise, a hand drawn presentation with all the shadows and mess-ups can be just as effective.

The reason behind why this format is so powerful is that, psychologically, we get caught up in the anticipation as if we need to see what the sketch is going to look like.

The Takeaway

YouTube is one of the largest, most visited websites in the world. And fortunately for marketers, it’s also one of the easiest places to get massive amounts of traffic with minimal effort.

By utilizing the best practices in this report, you can now create engaging videos, dominate SEO, and send your videos surging up the search rankings on both YouTube and Google.

It’s an amazingly powerful strategy and it will help you position yourself for growth as the “video onslaught” powers on across the web…

BUT the best part — the real cherry on top — is how unbelievably fast this strategy can improve your search rankings. So get started today… and you may be on page 1 of Google tomorrow!


About the Author

Ryan Deiss is a 10 year Internet Marketing Veteran. At the age of 30, Ryan has become a widely followed and respected IM Guru releasing countless reports and courses on subjects ranging from Social Media to Continuity Programs and SEO.

Through his courses, Ryan has gained renown exposure with his gift to create courses that simplify the complex and provide blueprints that marketers of all levels can follow to success.

Ryan publishes, speaks, blogs, writes, records video courses and makes friends. In 2009, he started Idea Incubator LP, under which he uses his expertise to market, advertise and distribute Information products online.