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YouTube Marketing For Dummies (For Dummies
Advice from a YouTube insider on how to creative effective campaigns YouTube is the top destination for online video. With over a billion viewers around the globe, it's also valuable real estate for marketers looking to get their message out. YouTube Marketing For Dummies shares insight from a former YouTube employee who helped large and small businesses create effective marketing campaigns. Inside, you’ll discover proven game plans for buying advertising, launching a content marketing campaign, building a branded channel and community, and evaluating the results of your work. Plus, you’ll find trusted, proven ways to get the most bang for your buck from the internet’s #1 destination for video content. Are you ready to identify, launch, and measure a YouTube marketing campaign? Everything you need is a page away!
384 pages, Paperback
Published February 12, 2019
14 people are currently reading
30 people want to read
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Displaying 1 - 4 of 4 reviews
December 15, 2019
If you are just a person on their own looking for tips and tricks to start and grow a YouTube channel then you will be majorly let down by this book. First off this is another of those books geared towards businesses looking to get into media advertising and using social media to grow their businesses. So this is not for the average person looking to start a channel. Plus a lot of the information is outdated and redundant compared to better books about this platform.
August 3, 2020
YouTube Marketing for Dummies
Will Eagle
2019
There is so much to learn, so little time, but let’s do this dummy style!
Scanned, read pondered, and concluded that video may have killed the radio star, but video is not my cup of tea. However that does not mean that YouTube does not have its place in a strategic marketing plan.
1. Do you have core competencies in this area?
2. Do you know how to create compelling video to tell your story (or have a passion to learn)
3. Will video deliver your message to your audience?
The book is well laid out and simple enough to read.
Suggest that you try as you read.
Happy learning
Lino P Matteo
August 3 2020
Notes:
1. Meant as reference…to that student of marketing just getting familiar with the landscape
3. www.dummies.com and search for “YouTube Marketing for Dummies Cheat sheet”
7: Chapter 1: YouTube in the marketing mix
11: Before you get started you need to pick a lane:
• An advertiser
• A sponsor
• A content creator
• A publisher
12: The secret formula for YouTube success
• Creating a brief to reach the right people
• Harnessing the power of video ads
• Developing your content strategy
• Making great videos
• Mastering YouTube management
• Measuring success
• As I have none of these core competencies (or desire to learn), I will have to look for a sharing strategy to have a footprint
15: Marketers should have only one goal: drive business results
• Email is still the best way to do this for my world
17: Chapter 2: Using YouTube for your business
18: After you identify your challenge, you’ll be able to set about building your brief starting with defining what success looks like.
21:
• Brand awareness and reach
• Brand and product consideration
• Engagement
• Conversion
• Loyalty and advocacy
35: Targeting your audience
Build a profile of your target audience by thinking through a few classic marketing dimensions:
• Demographic
• Geographic
• Psychographic
• Activities, lifestyle, and interests
• Product usage
• Media consumption
41: The Four C Framework for Insights
• Consumer
• Category
• Competitor
• Culture
48: Using Google trends
72: Prohibited content
• Counterfeit goods
• Dangerous products or services
• Anything that enables dishonest behaviour
• Inappropriate content
o …that promotes hate speech, discrimination, violence, graphic crime scenes, cruelty murder, self-harm, extortion, and so on
77: types of micro-moments are:
• “I want to know” moments
• “I want to do” moments
• “I want to buy” moments
• “I want to go” moments
84: Exploring Pricing models
• Cost per thousand (CPM)
• Cost per view (CPV)
• Cost per acquisition (CPA)
93: Ad creative fundamentals
YouTube is not TV
96: The story arc of a YouTube ad:
• Eye-catching visual
• Subtle branding cues
• Big Reveal
• Quick cuts
o You start with ‘climax’
Your messages
• Your brand
• The name of your product or service
• Any price and special promotion
• Features, especially those that set you apart from the competition
o What of benefits that set you apart? ~ LPM
• Testimonials from people who have used your product or service
• Where people can buy it or other call to action
• Any other pertinent messages that are required to deliver against your marketing brief’s needs
102: The human attention span: down to 8 seconds…
109: Buying pad ad media
135: Planning your content strategy
137: Exploring video content formats
138: Educate, Entertain, Inspire
Can we do PowerPoint slide shows?
173: Developing your content strategy
174: Applying brad purpose to your YouTube channel
Choosing your themes
176: Generating them ideas
Instead of showing people doing their bookkeeping, taxes, payroll and compliance reports, let’s show them doing things that they enjoy: eating, spending time with family, activities, etc
196: Mapping video to your marketing calendar
197: Content fundamentals
• Make videos shareable
• Take a conversational approach
• Involve our audience with interactivity
• Always be consistent
• Target your audience’s interests
• make sure it’s sustainable
• maximize your chances of discoverability
o YouTube is a search engine
• Make your videos accessible
• Strive for authenticity
o True to your values
o Uniquely you
o Originality
o Listen to constructive feedback
o
213: Creating Video
221: Preparing for production
• Developing your idea
• Storyboarding your vision
o Timeline
o Key scenes
o Details and actions
o Outline
o Sketch thumbnails
o Annotate
• Crafting your script
• Developing your shot list
• Choosing locations
• Creating the call sheet
• Checking your budget
• Tallying up costs
• ensuring legal compliance
230: Editing process
235: Curating, collaborating, and outsourcing
237: Local freelancers…
247: Launching your YouTube Channel
248:
1. sign in to YouTube using your Google account
2. click on the profile picture or icon and then click on Choose my Channel from the a drop-down menu that appears (SIC the ‘a’ is redundant)
3. choose the name you’d like to use YouTube with
4. Click on the Create Channel button
249: Customizing your channel
• Banner image
• Links to your banner
• Channel icon
• Channel description
254: Digging deeper into channel customization
• About tab
• Channels tab
• Discussion of community tab
• Home tab shelves
• Channel trailer
261: Making money from your YouTube Channel
• YouTube Partner Program (YPP)
265: Other ways to make money
• Patreon…3rd party membership platform….
• Working with brands
• Mechandising
• Crowdfunding
o Kickstarter and Indiegogo
267: Publishing your videos
• Writing compelling titles
o The hook, explanation, and information
o The question
o The statement
o The clickbait
Use with discretion
• Crafting a quality video description
283: Channel management
301: Ad campaign metrics that matter
312: Content metrics that matter
321: Content metrics that matter
• Watch time
• Average view duration
• Views
• Estimated revenue (If you are in the YPP)
• Your top ten videos
329: Subscribers
337: The ten biggest mistakes people make
1. Trying to do too much
2. Failing to set success criteria
3. Forgetting about the audience
4. Neglecting to make creative for YouTube
5. Thinking paid media is optional
6. Copycatting
7. Ignoring the basics of quality video production
8. Making one, distributing once
9. Giving up too early
10. Slacking off optimization
a. Test test test
b. Use all of the YouTube features available
c. Look regularly at your analytics and develop ideas for what to do next
345: The ten most popular YouTubers
Will Eagle
2019
There is so much to learn, so little time, but let’s do this dummy style!
Scanned, read pondered, and concluded that video may have killed the radio star, but video is not my cup of tea. However that does not mean that YouTube does not have its place in a strategic marketing plan.
1. Do you have core competencies in this area?
2. Do you know how to create compelling video to tell your story (or have a passion to learn)
3. Will video deliver your message to your audience?
The book is well laid out and simple enough to read.
Suggest that you try as you read.
Happy learning
Lino P Matteo
August 3 2020
Notes:
1. Meant as reference…to that student of marketing just getting familiar with the landscape
3. www.dummies.com and search for “YouTube Marketing for Dummies Cheat sheet”
7: Chapter 1: YouTube in the marketing mix
11: Before you get started you need to pick a lane:
• An advertiser
• A sponsor
• A content creator
• A publisher
12: The secret formula for YouTube success
• Creating a brief to reach the right people
• Harnessing the power of video ads
• Developing your content strategy
• Making great videos
• Mastering YouTube management
• Measuring success
• As I have none of these core competencies (or desire to learn), I will have to look for a sharing strategy to have a footprint
15: Marketers should have only one goal: drive business results
• Email is still the best way to do this for my world
17: Chapter 2: Using YouTube for your business
18: After you identify your challenge, you’ll be able to set about building your brief starting with defining what success looks like.
21:
• Brand awareness and reach
• Brand and product consideration
• Engagement
• Conversion
• Loyalty and advocacy
35: Targeting your audience
Build a profile of your target audience by thinking through a few classic marketing dimensions:
• Demographic
• Geographic
• Psychographic
• Activities, lifestyle, and interests
• Product usage
• Media consumption
41: The Four C Framework for Insights
• Consumer
• Category
• Competitor
• Culture
48: Using Google trends
72: Prohibited content
• Counterfeit goods
• Dangerous products or services
• Anything that enables dishonest behaviour
• Inappropriate content
o …that promotes hate speech, discrimination, violence, graphic crime scenes, cruelty murder, self-harm, extortion, and so on
77: types of micro-moments are:
• “I want to know” moments
• “I want to do” moments
• “I want to buy” moments
• “I want to go” moments
84: Exploring Pricing models
• Cost per thousand (CPM)
• Cost per view (CPV)
• Cost per acquisition (CPA)
93: Ad creative fundamentals
YouTube is not TV
96: The story arc of a YouTube ad:
• Eye-catching visual
• Subtle branding cues
• Big Reveal
• Quick cuts
o You start with ‘climax’
Your messages
• Your brand
• The name of your product or service
• Any price and special promotion
• Features, especially those that set you apart from the competition
o What of benefits that set you apart? ~ LPM
• Testimonials from people who have used your product or service
• Where people can buy it or other call to action
• Any other pertinent messages that are required to deliver against your marketing brief’s needs
102: The human attention span: down to 8 seconds…
109: Buying pad ad media
135: Planning your content strategy
137: Exploring video content formats
138: Educate, Entertain, Inspire
Can we do PowerPoint slide shows?
173: Developing your content strategy
174: Applying brad purpose to your YouTube channel
Choosing your themes
176: Generating them ideas
Instead of showing people doing their bookkeeping, taxes, payroll and compliance reports, let’s show them doing things that they enjoy: eating, spending time with family, activities, etc
196: Mapping video to your marketing calendar
197: Content fundamentals
• Make videos shareable
• Take a conversational approach
• Involve our audience with interactivity
• Always be consistent
• Target your audience’s interests
• make sure it’s sustainable
• maximize your chances of discoverability
o YouTube is a search engine
• Make your videos accessible
• Strive for authenticity
o True to your values
o Uniquely you
o Originality
o Listen to constructive feedback
o
213: Creating Video
221: Preparing for production
• Developing your idea
• Storyboarding your vision
o Timeline
o Key scenes
o Details and actions
o Outline
o Sketch thumbnails
o Annotate
• Crafting your script
• Developing your shot list
• Choosing locations
• Creating the call sheet
• Checking your budget
• Tallying up costs
• ensuring legal compliance
230: Editing process
235: Curating, collaborating, and outsourcing
237: Local freelancers…
247: Launching your YouTube Channel
248:
1. sign in to YouTube using your Google account
2. click on the profile picture or icon and then click on Choose my Channel from the a drop-down menu that appears (SIC the ‘a’ is redundant)
3. choose the name you’d like to use YouTube with
4. Click on the Create Channel button
249: Customizing your channel
• Banner image
• Links to your banner
• Channel icon
• Channel description
254: Digging deeper into channel customization
• About tab
• Channels tab
• Discussion of community tab
• Home tab shelves
• Channel trailer
261: Making money from your YouTube Channel
• YouTube Partner Program (YPP)
265: Other ways to make money
• Patreon…3rd party membership platform….
• Working with brands
• Mechandising
• Crowdfunding
o Kickstarter and Indiegogo
267: Publishing your videos
• Writing compelling titles
o The hook, explanation, and information
o The question
o The statement
o The clickbait
Use with discretion
• Crafting a quality video description
283: Channel management
301: Ad campaign metrics that matter
312: Content metrics that matter
321: Content metrics that matter
• Watch time
• Average view duration
• Views
• Estimated revenue (If you are in the YPP)
• Your top ten videos
329: Subscribers
337: The ten biggest mistakes people make
1. Trying to do too much
2. Failing to set success criteria
3. Forgetting about the audience
4. Neglecting to make creative for YouTube
5. Thinking paid media is optional
6. Copycatting
7. Ignoring the basics of quality video production
8. Making one, distributing once
9. Giving up too early
10. Slacking off optimization
a. Test test test
b. Use all of the YouTube features available
c. Look regularly at your analytics and develop ideas for what to do next
345: The ten most popular YouTubers
March 13, 2020
I was really impressed with this book. A friend recommended it and it was a great read. Lots of amazing information and really easy to follow. Although its quite a comprehensive book, I found myself going through it quite quickly as it was so well organized and easy to follow. A MUST READ for Marketers!
March 13, 2020
I was really impressed with this book. A friend recommended it and it was a great read. Lots of amazing information and really easy to follow. Although its quite a comprehensive book, I found myself going through it quite quickly as it was so well organized and easy to follow. A MUST READ for Marketers!
Displaying 1 - 4 of 4 reviews