YouTube Marketing Power: How to Use Video to Find More Prospects, Launch Your Products, and Reach a Massive Audience

Acknowledgments xiii Introduction xv A New Version of American Life xv Part 1 THE POWER OF YOUTUBE Chapter 1 YouTube Marketing Power 3 A New Marketing Option 4 A Challenge for Businesses 5 Our Journey on YouTube 6 Our Goals on YouTube 8 Finding Your Way to Business Benefits 9 Chapter 2 24 Business Benefits of YouTube Marketing 13 Traffic to Your Website from YouTube 13 Social Discovery on YouTube 16 Selling Goods and Services 18 Brand Building 20 Conclusions 22 Chapter 3 Why Companies Fail at YouTube Marketing 23 The Corporate Challenges 23 I'm That Guy 24 Why Entrepreneurs Have It Easier 25 Your First Step Toward a Marketing Plan 29 There Are Only Three Possible Uses for YouTube 29 The Most Common Mistake 30 The Second Most Common Mistake 31 Conclusions 31 Part 2 GETTING STARTED SUCCESSFULLY Chapter 4 There Are Only Two Reasons People Will Watch Your Video 35 The Two Reasons People Will Watch Your Video 35 Always Capitalize on the Two Reasons 38 Good Ways to Capitalize on the Two Reasons 39 Effective Video Styles That Resonate with the Two Reasons 41 Chapter 5 Defining Your Style 45 Our Challenges at Liberty Jane Clothing 45 The On-Screen Persona 48 Common On-Screen Personas 49 Close Up with Rhett & Link 53 Chapter 6 Seven Ways to Get Your Videos Done 57 The System Is the Solution 57 1. The Cheapest Way to Get Your Videos Done 58 2. Someone on Your Team 58 3. The Friends and Family Approach 59 4. The College Connection 59 5. Interns 60 6. The Contract Gig 60 7. The Barter Partner 62 Three Setups 63 Chapter 7 Partnering with Vloggers 67 What Is a Vlog? 67 Experiential Marketing: A Form of Alternative Advertising 68 What Does Experiential Marketing Look Like? 69 World Vision Vloggers: An Experiential Marketing Case Study 70 Some Comments from Viewers 71 The Vlogging Initiative Results 72 The Vloggers' Perspective 73 Success with Vloggers 76 Chapter 8 Mastering the Three On-Screen Formats 79 The Anchorperson Video 80 The Weatherperson Video 85 The Hand Model Video 87 Chapter 9 Mastering the Three Off-Camera Video Formats 91 The Screen-Capture Video 91 The Movie Trailer Video 93 The Commercial Video 95 Close Up with My Froggy Stuff 96 Putting It All Together 101 Part 3 THE SUCCESSFUL SETUP Chapter 10 YouTube Channel Setup and Best Practices 105 The One Channel Design Refresh 105 Setting Up Your Google and YouTube Accounts 106 Configuring Your New YouTube Channel Effectively 109 Setting Up the Channel Trailer Video 111 The Four Navigation Tabs 112 Focusing on Discoverability 113 Exploring the Banner Header 113 Working with Playlists 114 Connecting Social Accounts 114 Your Feed Is Born 114 Putting It All Together 115 Chapter 11 Uploading Videos to YouTube 117 Upload Your First Video to YouTube 117 Close Up with Mindy McNight 122 Part 4 SOCIAL STRATEGIES ON YOUTUBE Chapter 12 YouTube: The Social Network 131 Easily Found Shocking Examples 131 In the Land of the Blind, the One-Eyed Man Is King 133 Our Head-to-Head Comparison 133 Seven Smart Social Activities on YouTube 136 Troubleshooting Social Challenges 138 Chapter 13 The Grand Opening of Your Shiny New YouTube Attraction 141 Your YouTube Theme Park 141 Get People Moving from One Attraction to the Next 145 Close Up with Rosanna Pansino 147 Chapter 14 YouTube Contests That Rock 153 But Will Your Prospects Make Videos? 156 Could You Benefit from Entering a Contest? 156 Complying with YouTube Contest Guidelines 158 Only Use a Skills-Based Contest 160 Basic Steps to a Good Contest 160 Chapter 15 YouTube for Charities 163 Four Advantages That Charities Have 163 YouTube-Your Best Donation of All Time 164 Your Basic Opportunities 164 Close Up with the Potter's House-T.D. Jakes Ministries 167 Part 5 GENERATING REVENUE ON YOUTUBE Chapter 16 Driving Traffic 175 The Facebook-Only Problem 177 The Three Mindsets 178 Destinations for Your Social Media Traffic 180 Nine Methods for Generating YouTube Traffic 181 The Options Never End 183 Chapter 17 Driving Results via Analytics 185 YouTube Analytics 186 Google Analytics 189 Third-Party Analytics-Social Blade 190 18 Insights to Discover from Your Analytics 192 Chapter 18 Advertising on YouTube 195 The Two Factors of a Good Advertising Campaign 196 The Six Places to Advertise on YouTube 197 Advertising Formats 199 Advertising in Other People's Videos 203 Chapter 19 Monetizing Your YouTube Work 205 The Three-Party Advertising Strategy 206 YouTube Partner Program-How to Monetize Your Videos 206 Monetization Setup Steps 206 Making Sponsored Videos 210 Advertising Networks 211 Close Up with Dan Weinstein at Collective Digital Studio 211 Conclusion 217 Four Challenges Every Marketer Faces 217 Index 221

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