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Video Marketing & The YouTube Effect

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[vc_row][vc_column][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]We’ve already covered the huge benefits and bottom-line-impacting reasons for using video marketing so I won’t spend too much time on that here. But in case you haven’t heard, video marketing WORKS.

Google ranks pages with video much higher than pages without.

People are more likely to absorb your message through video than through printed copy, video has been proven to be perfect for lead generation, and most importantly, the medium is tailor made for driving actual conversions. In other words, video makes a real difference in measurable ways that matter to your bottom line.

Video Marketing vs. YouTube Marketing

Maybe you are already a believer in the power of video marketing. Perhaps you’ve even made a video or two in house or through a professional video marketing service. That’s awesome! – but now you’re wondering if you really need to commit to a YouTube channel and creating YouTube marketing strategies. I mean, YouTube is just a website to host your videos, right? Wrong.

While YouTube involves video marketing, video marketing does not automatically include all of the benefits you can get out of a solid YouTube strategy and presence. Yes, they go hand in hand, but they are NOT the same.

And the reason for this is simple: focus. The focus of video marketing is not the focus of YouTube. You’ve gotta get a hold of this crucial distinction, or it could sink you.

Let me explain this further by comparing the two:

  • Video Marketing:  The focus of video marketing is closing sales. Youtube is just one way you might use video; you make marketing videos for an online commercial or something to score some extra revenue or leads and bring up your Google SEO. The goal is volume and numbers – get as many people as possible to see, click on, and convert from the video right away. These videos typically include a sales message and a very strong call to action. And they usually work – especially with the targeting capacity made available by platforms like Facebook or AdWords! You can hone in on a variety of different demographics by specific interests and locations and capture those viewers as a part of your audience. There’s just one problem: that new audience doesn’t really know you or care about you. There’s no relationship.

 

  • YouTube Marketing: The focus of YouTube Marketing is about building a long term fan-base that will buy from you for years. It’s all about getting your audience to know you, care about you, and view you as someone to follow and trust. Starting to see the distinction? Call it the YouTube effect. This is the long game vs. the short game. YouTube allows you to become a part of the lives of your online audience in ways that build credibility, create authority, and ensure loyalty. The focus of YouTube is all about positioning you as a thought leader and building a lasting audience that actually loves your message, shares it, and engages with you long term.

[/vc_column_text][vc_row_inner][vc_column_inner width=”1/1″][mk_divider style=”thin_solid” divider_width=”full_width” border_color=”#81d742″ margin_top=”20″ margin_bottom=”20″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]

[bctt tweet=”The difference between YouTube marketing and video marketing… #smartmarketing]

[/vc_column_text][mk_divider style=”thin_solid” divider_width=”full_width” border_color=”#81d742″ margin_top=”20″ margin_bottom=”20″][/vc_column_inner][/vc_row_inner][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]The Three Kinds of Content

In the Creators Playbook, YouTube suggests three different content approaches for a well-rounded channel. While these three tactics are essential, many Creators stretch beyond these tactics. Let’s take a look:

  • Push Content: This is probably the most well-known type of content. Basically, it’s videos you push out to your audience where they are. There is minimal effort on their behalf, because the ad came to them. Targeting is super important with push content, because viewers aren’t as motivated when they encounter this material. An example of push content is “evergreen” videos that can stay relevant for years, though they won’t necessarily motivate viewers quite as much due to the potential for staleness.

 

  • Pull Content: This is where the YouTube effect really kicks in. Pull content is typically videos your audience went and found themselves. And for this reason, they’re very interested and motivated when they find it. Perhaps they were searching for a solution to a problem that you addressed in one of your monthly Q&A videos on your YouTube channel. Maybe they are in the market for your product and found your YouTube video comparing your product with your competitors’. This is where you start to build trust. This is when your audience comes to rely on you for helpful info and tips. Basically, this is where relationship happens.

 

  • Pow Content: If you want to increase the budget a bit and really maximize the latent power of YouTube, another option within an ongoing YouTube strategy is to wow and excite your audience with big promotions and event content. Get motivated audience members to come together for a “tent-pole” event like a conference, live webinar, or guest speaker. This can also include occasional viral videos that make big splashes and reward your audience for being so awesome.

 

YouTube Reigns

Albert Einstein once allegedly declared compound interest to be “the most powerful force in the universe.”

Well, that’s only because he didn’t know about the power of the subscribe button.

With each subscribe, another motivated lead begins seeing your regular content delivered directly to his or her newsfeed to like, share, comment on, etc. With each action, that person’s friends notice the video and start to engage it, too. And on top of that, these actions further drive your SEO value up (which means even more people will engage your video) – and the social snowball keeps getting bigger and bigger. Now that’s power!

One example of a business that put the YouTube effect to the test was Dynomighty Design, an online jewelry retailer. They knew video marketing with YouTube was the direction they wanted to go, but they had no idea how much of a difference the YouTube effect would make. Now, YouTube accounts for approximately half of all their site referrals, and those referrals convert at a rate of 50%! The ReelSEO interview with Terrence Kelleman, founder of the company, reports that it was the social aspect of YouTube that changed everything.

I did not expect that YouTube was going to be an incredible marketing tool. The video was re-posted by many sites and shared throughout the world. This experience transformed our small business overnight and changed the way we looked at YouTube.

–Terrence Kelleman, Dynomighty Design

The point is, anyone can just make a couple videos. But if you’re serious about your business and want to establish a lasting client base and audience that look to you and your business for answers, solutions, products, and services, and shares your videos and interacts with your content, then you need an ongoing YouTube strategy. Don’t settle for just pushing out a couple marketing videos and winning the short game. Video marketing is a powerful tool, but when paired with the YouTube effect, pure magic happens! Capture your audience with helpful and exciting content that gets people to click that subscribe button and engage in the conversation.  Get the lasting results your business needs to succeed year after year with a successful YouTube presence.[/vc_column_text][mk_divider style=”thin_solid” divider_width=”full_width” border_color=”#81d742″ margin_top=”20″ margin_bottom=”20″][/vc_column][/vc_row][vc_row][vc_column width=”1/1″ bg_color=”#d6d6d6″][vc_row_inner][vc_column_inner width=”1/3″][mk_image src=”http://thevideospot.net/wp-content/uploads/2015/06/YT-Marketing-Blueprint-3D.png” image_width=”433″ image_height=”256″ crop=”false” lightbox=”false” frame_style=”simple” target=”_self” caption_location=”inside-image” align=”left” margin_bottom=”10″][/vc_column_inner][vc_column_inner width=”2/3″][mk_padding_divider size=”20″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]

Wanna Master YouTube?

Download the most comprehensive YouTube guidebook ever made for businesses and brands that want to profit with video.[/vc_column_text]

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