While working with my communications client, "Anne of Green Gardens," it became apparent through our coaching sessions and marketing work that video was a key focus for Anne, and a crucial element of her future success, particularly since she wants to increase her visibility through public speaking engagements. Anne already has the potential for a solid presence on YouTube, with over 3,000 channel views and a winning online personality, with great mastery of her content. When I examined her videos more closely, I realized, however,she was missing several important steps in maximizing her channel and getting the most marketing miles possible from it.
Here are the 8 pointers I presented to Anne:
1. Not publishing frequently enough
Anne's most recent video upload was nearly 6 months old. Her channel was badly in need of fresh content. I explained to her that she needs to establish a regular video publishing schedule in order to attract subscribers and viewers. Given that public speaking was one of her key marketing tools, videos were a natural extension of this and needed to be center stage. Anne is now going to try to upload new videos regularly--at least once a month.
2. No call to action
While many of the videos had great content, they fell flat because there was no clear call to action at the end of each one. For example, Anne could have asked viewers to visit her website, or join her social media channels, or subscribe to her list and channel to get her latest news and special event information. An obvious call to action would have been to ask people to subscribe and to share her channel. What about repeating your tagline, or telling more of your personal story?
3. Not enough "how to" emphasis in titles
Many of Anne's video titles were vague, and didn't describe exactly what her content was about. Since instructional videos are huge on YouTube, this was another lost opportunity. I encouraged Anne to be very specific in the tutorial aspect of her videos going forward, so she will be more likely to be found by search engines.
4. Information and tagging must be included with videos
One of the SEO keys in YouTube is tagging your video with as much information as possible, so it can be found. If you want to be visible online with video, you need to fill out the information YouTube asks on the upload menus.
5. No channel customized design or branding
Anne could easily ramp up her channel design using the latest YouTube customization features. Adding color, and integrating her fantastic sunflower, which is her business logo, would help distinguish her channel and highlight her fun gardening theme.
6. Not spending enough time commenting on other channels.
Just as with blogging, growing your online community depends on being a "player," and actively commenting on other videos, as well as subscribing to other channels.
7. Review your stats and let them drive your content marketing strategy
I noticed that one of Anne's videos on Citrus Budding had nearly 2,000 page views--significantly higher then many of her other videos. When I viewed the video, I noticed that the content was clear and well organized, but also the video was done inside, whereas many of her other videos were filmed outside. I think the staging Anne created did a lot to focus her viewers on her, without the outside distractions of noise, etc. Anne can use this as market research, and use her Facebook page, where she has a fabulous community, to get more feedback.
PS I didn't know what citrus budding was, and I don't have a green thumb, but I got really into this video, a sure sign that Anne has the persona you need to really inspire folks like me about gardening.
8. Social Media Integration is Key
Anne has a great Facebook community that is very responsive to her updates. Yet, she has hardly any videos on her FB page. In coaching Anne, I urged her to take advantage of the new tab customization features Facebook offers, so she can actually copy the code and embed her videos right into her FB page. Companies like Tabsite and Lujure offer cool templates just for this purpose.
Now, over to you.What do you think of Anne's channel? Do you have any helpful hints to add? Take a look and feel free to comment here or on her YouTube videos!