inbound marketing, video marketing, youtube marketing

Growing Organic Traffic and Leads with Video (YouTube) Marketing

YouTube is the 2nd Most Used Search Engine on the Planet

Which is the main reason you can’t afford to ignore it.

This post provides an overview (and the key word is overview) on how you use YouTube to enhance your Inbound Marketing with Video Marketing.

Think of this article as the outline. Over time I will provide more details, but with this outline you will be able to get started, although you will have to do research to fill in specific details for yourself.

The Broad Brush Outline of YouTube Video Marketing

The most important point here is you create a video in an MP4 format, upload it to your YouTube channel, implement what is called a YouTube “card” (sometimes one per video, sometimes more) which allow you to implement a call to action that links back to your website.

As you publish the video you describe it in a paragraph or two (remember Google searches text best) and share it with your Google+ and Twitter followers.

After it’s published, you create a blog post with the embedded YouTube video at the top, below which you insert the transcript of the video (because Google searches text best).

What matters most here is the text description on YouTube and the video transcript on your blog post be different.

That is why having one be a short description while the other is the full video transcript makes sense.

This process however is broken down into multiple steps. Below I will describe the tools and steps I use.

Recording the Raw Video Footage

I record my Inbound Marketing Minute videos on a Windows 7 laptop using a Logitech C170 external webcam. You don’t need this specific webcam. I bought it because it’s both a very good one and it was very cheap as it had just been discontinued. It connects to my laptop via a USB port.

The main point here is I record the video using the software provided with the webcam. I tested other software for recording the raw footage and the software that came with the webcam created the best quality videos.

The Logitech C170 comes with a built in noise reducing microphone, yet I still find the audio quality is better when I used a separate clip on microphone which I also bought cheap because it was discontinued. It connects to my laptop via my laptops microphone jack and I clip it onto my shirt below the view of the camera.

IMPORTANT NOTE: I close my browner (Chrome in my case) before shooting videos, run the Windows Task Manager to ensure every instance of Chrome has stopped, and monitor CPU usage in the Performance tab.

I do this because if the CPU utilization hits 100% while I’m shooting the video, the audio starts to lag the video and I have to re-shoot the video. And shooting video is very CPU intensive. No matter what my laptop is doing, as soon as I start shooting the video, CPU utilization jumps significantly, so I need to ensure there is enough capacity for the actual shooting of the video.

Creating the Final Video Version

I use Microsoft Movie Maker 2.6, which is vastly different from Microsoft Movie Maker.

First, find some intro and exit music you like by searching the YouTube Audio Library. It’s an extensive collecting of music clips anyone can use in their YouTube videos. Once you find a clip or two you like, download them to your PC.

Understanding Titles

In Microsoft Movie Maker 2.6 titles are not “just” titles. You’ll be using three. One before your video, one where you emphasize the URL of your website, and one at the end of your video. They’ll all be different but are all easy to create in Movie Maker 2.6.

The Sequence of Events

  1. Launch Microsoft Movie Maker 2.6.
  2. Import your raw video clip into Microsoft Movie Maker 2.6.
  3. Use Movie Maker 2.6 to cut out the bits of video you want to eliminate.
  4. Add a title to the front of the video. Choose the one that you like best.
  5. At the point in the video where you direct people to your website, you can insert a title to move the video into a smaller window that displays above a banner in which you display the URL of your website.
  6. Add a title or closing credit at the end of your video.
  7. Save the Microsoft Movie Maker 2.6 file in case you ever need to reedit this video in the future.
  8. Save the movie file by selecting “File -> Save Movie File”. The files saves as a Windows Movie format file, which has a file extension of “.wmv”.

Uploading the Video to YouTube

This is a very easy and simple step.

Login to your YouTube account, find the “Upload” button and upload the video.

While it’s uploading you can set Tags which make your video find-able to people searching on YouTube.

In the Description field create a description of the video that contains keyword phrases you want the video to be found for. Additionally, at the bottom of the Description field list various URLs you want people to be able to easily find.

Appropriate URLs are your:

  • Contact Us page on your Website
  • LinkedIn profile
  • LinkedIn Business Page
  • Twitter account
  • Twitter Business Page
  • Google+ Profile
  • Google+ Business Page
  • Facebook Profile
  • Facebook Business Page

Setting Up YouTube Annotations and Cards

The important concepts here are:

  1. Annotations are a way of creating a clickable area within a YouTube video that allows you to direct your viewers elsewhere. By default you can direct them to other YouTube videos, playlists, etc.
  2. You can add an “Associated Website” as something you can direct people to. As YouTube/Google wants to ensure you own the website, there is a procedure you have to go through in terms of associating your website to your YouTube channel.
  3. Annotations are being replaced by Cards. The reasons are ugly (seriously ugly) and only work within a browser. They do not work with mobile devices and tablets. Cards on the other hand are much more visually appealing and do work with mobile devices and tablets.

Google provides detailed instructions on how to create an associated website, but there is one step they leave out. For their instructions click the link in the prior sentence.

If you’ve done all the steps and it’s not working right, look for a blue bar at the top of your YouTube channel screen asking you if you want to enable cards. Sometimes it shows up and sometimes it works without this very last (and undocumented) step. So if you get to the end and it seems it should work, but it doesn’t, look for the blue bar at the top of the screen.

Creating a YouTube Card

This is very easy and is done after the video is uploaded to YouTube. You select the “Annotations” screen for the YouTube video in question. Right right Cards are new so when you’ve given the chance to create an Annotation, you’ll see a blue bar at the top of the screen saying you can create a Card instead. Click that.

Select where in the video you want your card to be, then simply follow the instructions. To link back to a page on your website you must first have done the Associated Website setup (see above).

Creating the Video Transcript

This part takes as much time as everything else combined (at least for me). The automated transcription tools I’ve found are terrible. You’re better off creating one from scratch, which is what I’m suggesting you do.

Open MS-Word in one window. Open and play the video (the MP4 file) in another. Pause the video as needed to capture the transcription in the word file.

Creating the Video Blog Post

Once the video is loaded onto your YouTube channel, the card (or cards) are inserted, and the video transcription is created, you then create a blog post into which you embed the video as well as include the video transcription (which is mostly for the search engine).

The video goes at the very top of the post with no heading above it (only the post title is above it). Underneath the video label that the transcription follows, then paste the transcription from the Word document.

Remember to include all your standard blog post formatting: internal link, external link, image with proper text fields filled out, etc.

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