Important: Want the top tips on getting your online business off the ground? Then 'like' our Facebook page (link opens in new window) for all the latest tips and advice. Come and say hi. 🙂
Hey guys, I can’t believe we’re on lesson 7 already! If you’ve read all the lessons up to now, you’ll have nearly all the traffic retention strategies we’re going to be using. You’ll also have a couple of neat methods you can use to drive traffic to your site and products. Want more though? No problem! 😀
Today we’re going to look at YouTube marketing as a method to generate traffic. Don’t worry if you don’t want to get your face on camera for whatever reason, body shot videos is just one way you can get exposure from YouTube. Even if you’re the most camera shy person in the world, you can still utilize video marketing to your advantage.
In this lesson we’ll be looking at what you can put in your YouTube videos, the different ways in which you can create them (Including free methods), what you can do to get your videos a lot more exposure, how to drive your Youtube traffic back to your website, and much more.
So without any further ado, let’s get into it!
Aims Of This Lesson
- Gaining Traffic.
This lesson will help you gain traffic to your website without the use of Google.
- Community Building.
This lesson will help you build up a loyal community.
Why The YouTube Search Engine Should Not Be Ignored For Driving Traffic
If you’re reading this now, I’m guessing that you’ve heard about YouTube before. In fact, I’m guessing that over 99% of people that take this course will have heard of it before. You probably also know that there is a lot of potential with YouTube marketing, and that if you do it right, there is the potential to get a lot of video views and interest in what you’re doing.
So why is it that so few marketers attempt to use YouTube in comparison to something like Twitter?
When you compare it to the amount of people who aim to get traffic from Google, only a very small percentage of bloggers and marketers use YouTube to build up their online presence. I’m not going to claim I know the numbers and that only ‘this percent’ of people are using YouTube in comparison to link building for Google, but just by looking around you can see that it’s still quite a under used tool.
What I can say for sure however, is Youtube is a great tool for driving traffic to your brand. I have personally put this to the test, creating a number of YouTube videos based around keywords related to my niche. The results? Both a good mixture or people finding me organically through YouTube, as well as my YouTube videos ranking highly for these keywords in Google.
Still not convinced? Here are some reasons you should be using Youtube as part of your marketing strategy:
- YouTube Is One Of The Biggest Search Engines In The World.
YouTube is the largest public search engine in the world for finding video. On top of that, it’s also one of the biggest search engines in the world full stop! At the time of writing this, YouTube gets more people searching on it then Yahoo or Bing. While it’s not searched on as much as Google yet, it still brings in a very credible amount of traffic every day. This is traffic you can use to your advantage, and funnel to your sites and products.
- Videos Bring In A Different Type Of Visitor.
When people search YouTube, they are generally in a different mood then when they search Google. They are in the mood to learn or be entertained visually. Because of this, simply by having your videos ranking on YouTube you open yourself up to a whole new audience. You could rank for the same keywords you’re ranking for in Google, but due to the type of people that use YouTube (A lot probably wouldn’t search for what you’re offering via Google) you increase your reach and therefore earning potential.
- Keywords Can Still Rank Easier Then In Google.
While there are a load of videos on Youtube, ranking in this search engine is still a lot easier then ranking in Google. It is still possible to put up a video, add in keywords, and rank in the top 5 for that keywords without any promotion on your part. What’s more, some of these keyworded videos can start bringing in traffic instantly.
While a lot of the big traffic keywords are already over saturated, you can still use this to your advantage by going after longtail keywords. I show you a strategy for how to do this in the ‘A Strategy You Can Use For Easy YouTube Traffic’ section below.
Most online businesses can use video marketing and Youtube in some capacity to increase their traffic an brand reach. Even though there are a lot of videos already on this platform, compared to say the amount of competition you will face on Google, there is still a lot of room to rank for keywords and get visitors a lot more easily.
Despite this platform being reasonably unsaturated however, I don’t suggest you focus solely on gaining Youtube traffic. This is due to usability; not all of your website visitors will enjoy or be able to view these videos. This may be due to them having a slow internet connection, a limited amount of bandwidth use, them simply not learning well from videos, or for any other reason. It’s because of this, that YouTube should only be a part of a wider traffic generation strategy. By creating only YouTube content, even if you start doing well with it, you are limiting your audience. Doing this will once again put your business at risk by only relying on one traffic source. Please refer back to this diagram to see how YouTube fits into our overall strategy.
Bonus: YouTube Videos Appearing In Search Engines
As well as the appeal of your YouTube videos appearing and getting found in the YouTube search engine, there is a bonus selling point for creating these type of videos: They can also rank very highly in Google and other search engines. Google likes to give their users a selection of content types to consume, so videos do tend to play a big part in the search results they show. It’s because of this, that by making the right type of video, you can rank for keywords in Google that you wouldn’t have by creating a blog post and publishing it.
Some keywords which will take a good while to rank for if you was using text, can go on to the front page of Google very quickly simply by uploading the video and using the keywords in the title, description, and tags. We’ll look at how to do this later in this lesson.
Your videos will often also get viewed even if it’s 5 positions down in the listings. This is due to some people preferring video learning, so will skip the above results and go straight to the video.
This is a bonus worth baring in mind. Front page in Google without doing any link building or waiting for your site to age? Definitely a nice bonus when it happens.
What Can You Make Videos About?
Once you’ve decided you want to make videos to help drive your site and brand traffic, the next stage is to decide what type of videos you’re going to make. What your videos should be about will largely depend on what niche you’re in, and what you want these videos to achieve.
With that said, here is a few different types of videos you can create:
- How To Guides.
If you have knowledge of how to do something, why not share it with others? Most likely, there will be people searching for how to do what you are teaching. These type of videos do well in terms of Youtube search traffic, and also rank well in Google as well. Because of this, they tend to get steady natural traffic, rather then going viral then traffic slowing down afterward.
- Funny Videos.
If you’re in a niche where this is appropriate, then funny videos can often do very well. Funny videos have the potential to go viral and gain you a lot of traffic, especially if you already have your own community which can help give this video a head start in terms of views and shares. Just make sure you have a sales funnel there to capture the contact details of any viewers if your videos takes off really well.
If you have used a product that is relevant to your niche, an option is to do a review for it. People are always searching for genuine reviews of products, and want to see what other people think before making a purchase. Be sure to link this video back to your website however, and let people know that they can find out more about your niche by going there.
If you have a website that keeps up with everything that goes on in your industry, you can carry that trend on using video. You can report this news in a serious way if you so choose, or you can do it in a social and fun way, much like you would when you’re talking to a friend. Bare in mind though that these types of video can be time sensitive, so you’ll often get more views initially then often they will die down. If you’re always putting out new videos with new stories however, people will get to know you as the place to go when they want the latest news on your subject, so your subscriber numbers should grow. You’ll also get a good amount of repeat visitors to your Youtube channel and in turn your website. Just make sure you let people know there is other news you don’t make videos for on your website, so they also go there and subscribe to your mailing list and / or buy your products.
- General Entertainment.
If your website is based around a talent or skill that you have and that skill is entertaining, why not do videos of you performing? Instead of just talking about it on your website, people will often appreciate seeing it in ‘real life’, and could in fact prefer that.
Your videos don’t just have to be about you entertaining personally though, you could also showcase anything else that people may find entertaining, like a very cleaver baby (Make sure you have permission to record them of course), someone with a particular talent, a animal doing something strange or cool, and anything else you can think of. Like with funny videos, these have the potential to go viral.
- Subject Coverage.
If you’re knowledgeable about a subject, simply talking about it in these videos can do well. In some niches, people don’t always want to know how to do things. They don’t want a funny video, or they don’ want to be promoted to. Sometimes, people just want to hear someone’s opinion on a subject, or even just hear them lay out the facts. If you have knowledge in a particular area, this is a kind of video you can do. Using keywords with this video often gets the same kind of rankings and steady traffic a how to type video can get.
Interviews are a great way of giving more information or entertainment to people, even if the subject matter isn’t one you personally have a great deal of knowledge about. The great thing about interviewing people is it keeps things varied, and makes your video creation a lot less reliant on just what you can create by yourself. Another benefit of carrying out interviews is that you can get in front of someone else’s audience. If for example you interview someone who has their own community and followers, there’s a good chance that they will share that video with their people. This will get you on their community’s raider, and providing you have the things in place to capture some of that audience, you can bring them into your community as well.
- Promotional Videos.
While it’s advisable to do most of your videos as one of the above types, doing promotional videos when you have something to sell is still an option. For example, you can create a promotional video, and embed into your product sales page to create additional hype. Maybe you could show off the features of what you offer, or show someone actually using it. You could have someone talking about how it’d benefit the user, and going on to tell the viewer how they can go about getting this product.
Promotional videos are definitely an option for this type of purpose, but don’t usually do well in terms of gaining traffic directly from the Youtube search engine. They will often only get traffic if people are searching for the product name directly, as well as an addition buying keyword such as ‘review’.
Thinking Outside The Box
While the above list provides quite a few types of video you can make, please remember there are other types you can make as well. Don’t think you have to stick to the above, if you have another idea you think could do well, then go for it.
Thinking outside the box and doing something new is what has helped a lot of people stand out from the crowd. If you’re the pioneer of something new and exciting, you’ll practically be creating a new niche with no competition other then yourself. Even if others do start doing the same as you, you’ll always be known as and referred to as the originator.
While thinking outside the box and doing something new isn’t essential (You can still do well by using tried and trusted formulas), it is an option. So if you’ve got a idea that you haven’t seen anyone else doing, go for it.
How To Create Your Videos
So now you know what type of video you are going to make, the next step is to decide how you’re going to create that video. Here are some options:
This is the obvious one that most people think about when they think of creating videos: Get a camcorder and record someone or something. This is a very real option if you already have a video camcorder at your disposable, or if you’re willing to invest in one for this purpose.
The good thing about using a video camera is that it’s often ‘point and shoot’. It’s possible to set up your camera on a work surface or tripod, and simply record yourself talking about what it is you’re covering. This type of video is largely acceptable on Youtube, as viewers often like the personal feel about it. They are also reasonably easy to edit, as long as you don’t make too many mistakes along the way.
Using a video camera, you can also record more complex and flashy videos if you like. These types of videos often require more editing to give the desired effect, but can be worth it if you have the editing skills and want to set your videos apart from the competition.
If you don’t want to get your face on camera however, there are other options.
If you’re not keen on recording yourself in your videos (Or you just haven’t got a video camera), then recording a video based on the visuals on your computer screen is another option. This basically means that whatever shows up on your computer screen, you record that and use it as a video.
These types of videos can be very handy for how to videos, but also for reporting news, for talking about a subject, when reviewing an item, or when doing questions and answers. It can also be used in a number of other types of videos.
So for example, you may want to show people how to add a cover image on Facebook. You could record your screen, and go through the process live in person. You should include an audio description of what you’re doing at the time as well, so the viewer has more information and can get involved with your video on more then one level (Visually and through audio).
Another example is you screen capturing a Power Point presentation, and talking your visitors through it via audio.
You can do all these things using the free software CamStudio. This is a good quality screen capturing tool, which allows you to both record your computer screen and record audio through your microphone at the same time. You can either use your internal computer microphone, or attach an external one to record the audio. This is one of the easiest options, as if you have a fairly modern computer, you can set it up at no cost at all.
Note: Using CamStudio you can choose a area of the screen you want to record. So if you don’t want people to see everything you have on your desktop or computer screen, you can make your recording space smaller.
If you have the ability to create them or are willing to pay someone to create them (Which can be quite expensive sometimes), then using animations for your video is an idea. There aren’t a huge amount of people outside of the big companies doing this on a big level, although there is still competition.
You can find people to create you animation videos on outsourcing websites such as Odesk. You can simply create an account with them, then post a job telling people exactly what you want and how much you’re willing to spend. People will then apply to get the job, and after interviewing them and looking at their previous work, you can either hire someone that’s applied, or post the job again to find more candidates. It’s free to post a job on Odesk, although they do charge a 10% fee on top of what you’re going to pay the person you hire for letting you use their service. Considering how many talented people they put you in contact with instantly, this is well worth it.
If you have the means to do this type of video (Either in terms of talent or financially), you may want to give it a try.
Another option is to create slide show videos. These videos are easily made by using free programs such as Microsoft Movie Maker (Comes free with PCs) or Apple iMovie (Comes free with Macs). These programs allow you to get pictures, and put them side by side in video format. You can then record your vocals through your computer microphone, and add that audio over it using the mentioned software.
Both pieces of software also allow you you add text in your video, so if you want, you can just use text to get your message across and add some music to play in the background.
Although these are probably the easiest types of video to make out of the four, they are probably also the least professional. It’s possible to make decent videos like this, but if you can do any of the other types of video (Recording on camcorder, screen capture videos, animation) then it’s probably best to go with one of those instead.
A Strategy You Can Use For Easy YouTube Traffic
Ok, I want to share with you a strategy you can use that works particularly well in the ‘how to’ type niche. It can also work with other types of videos, but in the how to one is works exceptionally well. This is a strategy that can potentially get you a lot of traffic, and help you be known as the place to go when people are looking for videos in your niche. The idea is simple:
You create either a load of question and answer videos, ‘how to’ videos, or videos around a subject matter based on long-tail keywords people will be using to find information on that subject. You upload them to Youtube, and add in certain keywords.
Yes, it really is as simple as that.
People are always using search engines to learn how to do things. Sometimes though, it’s easier to learn how to do things visually then it is to read from a blog post or article. This is where you come in. You can make a selection of videos that tell (Or show) people how to do things in your niche.
Using the method that I’m going to show below, you will be able to get your video found by doing no more then uploading them to Youtube then adding the correct keywords. So few people are using this method that it’s still quite easy to do in many niches. Your videos will often appear as the first result in Youtube for the keyword term, and you’ll also often appear on the first page of Google for your video as well.
Ok, let’s get into it. To make this method work, the key is not to use any keyword tools when you first try this strategy. When you look at keyword tools, it’s easy to get too caught up with the stats and only target certain high traffic keywords. Most people tend to look at keyword tools, see the keywords with the most searches, create a video for that, but not get any results because there is a lot of established videos before them. They then don’t create many more videos as they conclude that Youtube is too competitive to work with.
By going for high traffic keywords, not only will you be competing with more videos which have age and stats over you, but you’ll be making the same kind of videos as everyone else and find it harder to set yourself apart from the crowd.
Note: I’m not saying don’t create videos for these competitive keywords, as you could end up doing well with them. I’m just saying don’t stop there, and maybe don’t even start there. Using this question and answer method, you will be able to generate a lot more traffic then you would from just going after a few high traffic keywords.
So instead of using keyword tools for ideas, you should instead think about what someone in your niche would search for if they had a certain problem. For example, if you’re in a niche catering for cat lovers, you may create a video around the keywords ‘how to get your cat to poop outside’, ‘how to stop your cat bringing in mice’, and ‘how to groom your cat at home’. These are all keywords I thought of in seconds by using the method I’m about to explain to you. Further more, by having a quick look around, I can see that if someone was to make these videos, they should rank well in both Youtube and in Google.
How did I find these keywords? Well, I started typing question I could think of in the Google search engine. You will usually see the question getting finished off with Google’s predictive search function; this is a good sign that people do search for this keyword string.
If Google suggests a slight variation to the question or ‘how to’ string you searched, then go with the one they suggest if it’s at the top and is relevant. It’s likely that this version of the question will be more searched the the alternative, so you will want to go with this.
I also looked at the Google search results of these keywords that I could potentially target, as this can help show you how easy it will be to rank.
If you see a lot of other videos on the front page but none of them have the exact keyword in the title, this is a good sign for you. You know Google will push videos for this search term, but there is no videos yet that are highly relevant. This is where your video comes in. Your video having the exact search term in the title will not only make it more relevant in Google’s eyes, but it will also seem more relevant to the searcher, and make it more likely that they click onto your video.
If there are no videos on the front page of Google for this search term, this is also a good sign. It shows that there is a good chance for you to rank on the front page of Google with this video simply by just putting it up. If someone searches this question and would rather get the answer via video, they’ll automatically be coming to you. You are the only video that will be displayed after all. While no videos on the front page can sometimes mean that Google just won’t put videos there, this often isn’t the case.
To make this strategy work, you’ll need to be potentially willing to create a decent amount of videos. Not all of the questions you make videos for will have huge amount of search volume, but that’s OK. They all add up, and all the video will do one key thing: Drive traffic to your Youtube videos and make people aware of your brand. Further more, you’ll be providing videos that your existing Youtube subscribers and website visitors can watch, so even if the video doesn’t do great in terms of ranking, it will still provide value to your community.
Give this methods a try, and see how much traffic you can generate from it. Do at least 10 videos before you draw any conclusions one way or the other. Sometimes you will find you get some videos ranking, but only getting the occasional clicks due to a low keyword search volume. Other videos you will find get ranked for a number of keywords you hadn’t even thought of, and get a load of views and clicks back to your website. So don’t give up if your first couple of videos only get a few views or so a week. Keep going and you will most likely stumble on a few gems.
This lesson is continued in Lesson 7 Part 2: How To Get Traffic With Youtube Videos.