These days, no internet marketing strategy is complete without a strong YouTube presence. According to Hitwise on November 13, 2010 – YouTube is now the #2 Social Networking website in the world with a market share of 19%, second only to Facebook. Also, YouTube continues to increase their share of the search engine market – especially among users 18 years old and under. If you have not created a YouTube channel for your company, it must be on the top of your to-do list.
YouTube has revolutionized the way that you can demonstrate what you do through inexpensive video productions. That this medium is increasingly preferred to standard text and static image ads has been statistically proven. Add to this the fact that you can quickly create compelling AdWords campaigns with high quality score tied directly to your YouTube videos, and the opportunity becomes even that much more appealing.
However, there are two immediate challenges that arise here:
The answer to both questions are somewhat one in the same – and it requires some uneasiness.
The idea of keeping your YouTube channel “in your back pocket” to be distributed on a directional basis is not the answer.
YouTube now offers the ability to create a “call-to-action” overlay for your video. The overlay – similar to an AdWords ad, allows you to create a title and two descriptive lines of limited advertisement – along with a link back to the desired page on your site.
Following the steps below will prove to be the best approach to addressing these challenges:
Measure the total amount of views to your targeted YouTube video. Measure this against the number of users who are reaching the “call-to-action” overlay target page on your website. This will provide for a percentage of user who are coming to the site as a result of the YouTube promotion. Take a look at the number of conversions resulting from this traffic. You will likely find that your tangible ROI exceeds what it was beforehand, and you now have a select group who are asking to be contacted for a demonstration!