YouTube is the world’s largest video sharing site and the second largest search engine. It is also a social network, with a large and vibrant commuity of active users.
YouTube receives over five billion views per day with over one billion unique users per month. Even though these inviduals are not necessarily going to purchase products or services, they are going there specifically to watch videos to learn how to get information on how to perform specific tasks or to be entertained.
If you’re able to produce engaging content that is aimed at your target audience, you are putting yourself in prime position to generate qualified leads, increase awareness and build your brand, especially because you’re more likely to get your video ranked in the search engines.
In the following article by Phil Nottingham, he discusses the marketing benefits of a YouTube channel and what most businesses can expect to gain from leveraging YouTube as a marketing channel:
The Marketing Value of YouTube
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
One of the earliest questions considered by any business, large or small, investing in video marketing will certainly be, “Should I have a YouTube channel?”
The answer: probably.
…..but it depends on the type of business you are, the kind of content you’re creating and the goals you have for your videos.
In this post, I’m going to expand on that answer and outline the core values most businesses can hope to gain from YouTube as a marketing channel – detailing how those values can best be achieved, and by inference, when YouTube is an appropriate platform to host your videos.
What can YouTube do for me?
YouTube is an interesting beast to varying degrees: a search engine, a hosting service, an advertising platform, a social network, and a community site.
Yet, it’s identity from a user perspective is that it’s much less convoluted. The main reason people go to YouTube: to find and watch videos on the internet.
YouTube is like “Inbound TV.”
No matter how users get to YouTube – through Google universal search, via social media or by navigating directly to youtube.com in their browser – the intent is the same: watch a video.
In the following article, Lisa D. Jenkins has curated a diverse variety of helpful articles and resources to help beginner, intermediate, and advanced marketers use YouTube channels, video, ads, analysis, and more for business.
YouTube for Business: The Ultimate YouTube Marketing Guide
If you’re new to YouTube business options or want to add something new to your current YouTube marketing plan, this page is for you.
Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use YouTube channels, video, ads, analysis, and more for business.
Optimize My Channel and Videos on YouTube
How do I create a successful YouTube channel? Learn how to set up and optimize your YouTube channel so it shows up in search and suggested videos.
How do increase YouTube Watch Time? Discover how to set up your YouTube videos to increase the number of views your channel generates and also deliver longer viewing sessions.
How do I get more viewers for my YouTube videos? Find five ways to increase the likelihood that your YouTube videos will be noticed and watched by your target customer.
How do I grow my YouTube channel? Learn how to produce algorithm-friendly YouTube content, attract viewers and keep them watching.
How do I get my videos to rank on YouTube? Discover how views, comments, and referrals from outside YouTube boost a video’s ranking and find out how help your videos appear as suggested videos and rank well in search results.
Advertise on YouTube
How do I start using YouTube ads? Discover how to run ads on others’ YouTube videos, as well as get paid to let others run their ads on your videos.
How do I retarget people on YouTube? Find out how to combine search, shopping, and YouTube options to build target audiences that convert.
How do I use my Google Adwords account to promote my YouTube videos? Discover how to link Google AdWords with your YouTube channel, so you can run better campaigns.
How can I improve the targeting of my YouTube ads? Find five ways Google AdWords targeting can improve delivery of your YouTube video ads.
Google+ offers a myriad of features that has made finding, sharing and engaging with content more effective and innovative. These include the +1 button, personal profiles, business pages, circles, communities, events and Hangouts. Google+ differs from Facebook in that you can follow anyone without that person having to accept a friend request.
With circles, Google+ offers a unique way to organise and share information with specific groups of people, so you can easily choose who you want to share your posts with. With the amount of benefits Google+ offers for marketing and promotion, most businesses cannot afford to ignore Google+.
Before you get started with Google+, you really need to understand the features and benefits that Google+ can offer for marketing your business. You’ll then be able to work out whether Google+ is for you, whether your audience is active on Google+ and how you can use Google+ to achieve your overall marketing goals.
In the following article, Jackson Lo oultines 8 reasons why every business should be on Google+:
8 Reasons Why Every Business Should Be On Google Plus
It’s incredible how much the web has evolved. More specifically, it’s incredible how many new products Google has introduced in the past year. When Google first announced their new platform, today known as Google+, I thought, “This could be a game changer in the social space.” But did I jump on it right away? No, not really. I was traveling in Vancouver for a company Face-to-Face event when Google+ was made available on a limited access basis. It was good times when all of us at Cardinal Path were able to take Google+ and Hangout on a test drive for the first time.
There’s been a lot of discussion since then around the potential of Google+. SEOs are taking advantage of what Google is doing with their platform like Authorship and AuthorRank. While Google+ is not a social network, we default to thinking it is because it’s another one of those sharing and communication tools with users who are always saying, “If you’re not on it, you’ll be missing out”.
Google+ is a ‘social layer’ that sits on top of many of Google’s products. You may have noticed the ‘+ Share’ button appearing in the top right of many Google properties and the many privately owned websites with the +1 button on their pages. Google wants you to use their platform because they believe there is some unique value in it that we, as users, can benefit from.
In early 2015, Google announced some news about the separation of Google+ from its other products that led many marketers to believe that it was the beginning of the end of Google+. However, it wasn’t the end of the network, and Google is still investing heavily in the platform. In this article, Kirsti Hines discusses what has changed with Google+, and what the updates mean to social media marketers:
Google+ Changes: What Marketers Need to Know
Why Marketers Should Care About Google+
Before we dive into the specifics of the new Google+ updates, it’s important to address what these updates mean to social media marketers as a whole. Since news about the breakup of Google+ products began in early 2015, some marketers believed it was the beginning of the end of Google+. These thoughts were further supported when Google announced the separation of Google+ from it’s other products.
But now, we can see it’s not the end for Google+. “Google+’s new changes are a sure, and comforting sign Google+ is here to stay at least for the undetermined future,” predicted Jesse Stay, author of Google+ Marketing for Dummies. He added, “It shows Google is still putting money and resources into the website, and still sees it as a product worth spending money on.”
In terms of marketing, businesses that want to reach people who are passionate about something will find it easier to do so with the new changes to Google+.
Discover what marketers need to know about the changes to Google+.
The main goal of any business is to generate leads. Twitter provides the opportunity to gain access to millions of users, with great potential to find new prospects. Twitter offersa very informal way to making conact with others and allows you to generate attention simply by following other people. If your customers are on Twitter, it is highly likely that they will want to follow you, and Twitter allows you to actively engage with your customers.
By remaining in contact with them, you can continue to build loyalty, communicate new offers to your them, and when they start interacting with you their followers will learn about your brand as well, and may become leads and ultimately, customers.
In the following article, Diane Adams discusses 6 advanced strategies to get more leads on Twitter:
6 Advanced Strategies to Get More Leads on Twitter
Struggling to get more leads on Twitter?
We get it.
It can be hard to justify your time on Twitter when you aren’t seeing any significant results.
But then you hear success stories of businesses who’ve been able to leverage Twitter to get quality leads into their funnel… and you decide to try again.
It’s time to figure this out once and for all. It’s time to get off that roller coaster of uncertainty and finally unlock the key to Twitter lead generation.
If you’ve been at it for a while — you’re probably about to nail it. You just need to make a few tweaks to your strategy.
In this post, I’ll share 6 advanced strategies to help you get more leads on Twitter.
My hope is that after you read this, you’ll be equipped with the knowledge you need to be a more effective Twitter marketer.
1. Develop a deep understanding about how the Twitter sales process works
So many people are clueless about this. I see it in my tweets and DMs every day, and it’s almost painful to watch.
They don’t understand the Twitter sales process — so they come off looking like a spammer.
There’s a fine line on Twitter between promoting and spamming. Your goal is to find that line and walk it like a tight-rope. You’ve got to find that delicate balance.
If you jump on Twitter and immediately try to apply traditional sales methods — you will most likely end up frustrated and convinced that Twitter is a waste of time.
You can never get enough tips on how to generate leads for your business. In the following article, Neil Patel shares a range of advanced secrets on how to generate leads using Twitter.
Neil Patel’s Advanced Secrets for Twitter Lead Generation
Can you believe Twitter is 10 years old?
For a decade, it has been one of the world’s leading sources of breaking news. It has also served as a valuable resource for online marketers.
While it’s sometimes thought of as a footnote to Facebook, Twitter can be a lead generating machine. In fact, “companies that use Twitter average two times more leads per month than those that do not.”
I love the fact that sending out a simple tweet gives me the opportunity to get my message out to thousands or even millions of people within a matter of seconds.
So let’s say you’ve been active on Twitter for some time and you’ve had reasonable success.
How can you rev up your campaign and take lead generation to the next level? Better yet, what strategies can you implement that will give you a decided advantage over the competition?
Here are some advanced techniques that will help you do just that.
Social media is a powerful and effective way to drive revenue, increase customer loyalty and build your brand while at the same time pushing down your cost of sales, customer service and much more.
Before you launch your social media marketing campaign however, it is really important to know exactly what it is that you want to get out of social media. Without a strategy, your social media marketing campaign is very unlikely to succeed.
So, what is a social media marketing strategy?
A social media marketing strategy is really nothing more than a plan to guide your actions when executing your social media campaign by marketing your business, product or service through the various social media channels.
Your social media plan should clearly articulate the vision of exactly what you’re planning to ahcieve through social media, as well as the specific tactics and strategies you plan to utilize in the process.
In the following article, Piere De Braux takes you through the steps of setting clear and measurable goals for your social media marketing campaign. By having a clear understanding of what you want to achieve through social media, you’ll understand exactly how to prepare your business and blog so that you’re best placed to achieve the goals and objectives you’ve set out to achieve:
How to Identify the Right Goals for Your Business
What works for one business doesn’t necessarily work for others, even if you’re in similar industries. Before you define one or more goals, figure out where your business stands. First, audit your brand’s digital presence, including a social media audit. Then, analyze your marketing and sales funnels to determine where improvements could have a significant effect.
Should you build awareness, generate leads, nurture your community, or learn about your audience? Through the audit and analysis, you’ll discover which objective, if achieved, would benefit your company most at this point in time. When you can answer that, you’ve got yourself a goal.
Goal-setting matters because your ability to produce results from social media marketing is highly correlated with your ability to identify meaningful goals. This correlation makes sense: You can’t identify success or failure if you don’t know how much closer or farther away you are from reaching your goal.
The goal that you choose to pursue will determine what strategies you adopt and what performance metrics you should be tracking. After you have this overall goal, you can start identifying relevant metrics, devising strategies, and creating content.
Now that you have a clear understanding of what you are capable of achieving through your social media marketing campaign, your next step is to establish a results-driven social media marketing strategy to achieve the goals and objectives you have defined for your business.
In the following article, Kevan Lee explains the process of creating a social media marketing strategy from scratch:
How to Create a Social Media Marketing Plan From Scratch
When I went rock climbing for the first time, I had no idea what I was doing. My friends and I were complete newbies about ropes and rappelling and every other bit of jargon and technique that goes with climbing. We saw others doing it spectacularly well. We were thrilled at the thought of reaching the top of the climbing wall; we had no idea how to get there.
I’d imagine that a social media marketing strategy could feel the same way.
If you’re starting from square one, it might feel equal parts thrilling and overwhelming. You know what you want to do and why. You can see that others have climbed the social media mountain; you’ve got few ideas how to get there yourself.
It’d help to have a plan.
We’ve shared before about different parts of a social media strategy—the data and research and personal experience behind what works on social media.
Now we’re pleased to put it all into a cohesive, step-by-step blueprint that you can use to get started. If you need a social media marketing plan, start here.
Social media marketing plan infographic
Social Media Marketing Plan
Starting at the ground floor and building up, here is our overview of how to create a social media marketing plan from scratch.
I like to think of this plan like a road trip. Start out by pointing yourself in the right direction, then choose the way you’re going to get there, check in regularly to make sure you’re on track, and have some fun along the way.
Without a clear vision, well-mapped plan and strategic approach, your social media marketing campaign is not likely to succeed. Whatever results you do get will be random and disjointed, and difficult to repeat. In the following video, Kimberly Ann Jimenez takes you through the steps to create a successful social media marketing strategy for your campaign.
So, there you have it. Following all the steps, instructions and strategies is going to go a long way to making your campaign succeed. Ensuring that your social media marketing efforts and actions are guided by a clearly defined strategy will bring a degree of focus and consistency to your overall campaign.
The first step in establishing a successful social media marketing strategy is to establish clear goals and objectives, and define the specific tactics and strategies you’ll be using in the process.
In everyday language, a goal acknowledges what you want to accomplish. It is important to define clear and measurable goals so you’re not in any doubt as to what you are planning to achieve. It is hard to achieve something if you are not clear about what you want.
Begin by setting your goals early on so that, over time, you can evaluate and measure your progress towards attaining those goals.
In the following article, Sonia Gregory explains the what and how of establishing goals and objectives for your social media marketing campaign:
Understanding Social Media Goals and Objectives
Before I get into the specifics, let’s review what a goal is (in case you need a quick refresher).
Businessdictionary.com describes it perfectly:
A goal is “an observable and measurable end result having one or more objectives to be achieved within a more or less fixed timeframe.”
Setting business goals for social media marketing is a critically important task when it comes time to determine progress for your efforts.
Are you wondering how to set the right social media goals?
Here’s how you can do it.
You’re always thinking too broadly if your goal is simply, “sell more”, or “get more followers”. Commit to setting goals for social media with achievable attributes that include:
The ability to be measured.
A clearly defined objective.
A timeframe by which they should be achieved.
Consider the Facebook goals examples below.
Sell 10 products to Facebook fans.
Convert 10 sales within 30 days by posting once a day on Facebook with clear CTA (call to action) and a $50 clicks-to-site advertisement.
Talk about detailed, right?
But you can clearly notice how the “weak” goal is vague. What’s more, it’s pretty unmotivating.
In this article, we’ll provide examples of social media goals using the above structure–the What and How.
In the previous article, you learned why it is so important to set goals for your soical media marketing campaign and more importantly, how to do so. In the following article by Alfred Lua, you’ll discover 9 social media goals that you can set for your business, and how you can analyse the success of those goals:
9 Social Media Goals You Can Set for Your Business (and How to Track Them)
Social media isn’t only a marketing tool, it can affect almost every area of a business – for example, as we discovered in our State of Social 2016 report, social media is a key channel for brand awareness, engagement, lead generation, customer support and much more.
So, in 2017, we know that social media can aid businesses in many ways, but how can we ensure we’re getting as much value as possible from the time and resources we put into social media?
One way is by setting goals. And a super-interesting piece of research I found, shares that goal setting can have a significant effect on an individual’s performance and happiness.
In 2010, a group of researchers in Canada studied the effect of goal-setting on the academic performance of 85 students. After four months, they found that the group that went through an intensive goal-setting program achieved significantly better results and than the control group.
Now, you should have a clear understanding of the why and how of setting goals for your social media marketing campaign. In the following video, Social Media Manager Hannah Rainford of Jellyfish discusses how to define social media success and exactly what you should be measuring.
Essentially, one of the most important aspects of social media marketing is being able to track the ROI you are receiving from your social media investment, and to accurately measure the impact it is having on your business. This is why the first step to creating a successful marketing strategy begins with defining realistic and meaningful goals and objectives that align with your overall business goals.
Whether you’re a one man band, small business or an organisation, your brand is one of the most important attributes of your business. Your brand is the main ingredient for success online, and social media will give you the channel to communicate it to your target audience on a daily basis.
Your brand is what is going to set you apart from every other businesses in your niche and give you that competitive advantage. You want your prospects to have an emotional attachment with your brand to so that they will buy and continue to purchase your products or services.
Social media provides a fantastic opportunity to effectively build your brand and communicate your brand message to your target audience.
In the following article, Neil Patel explains in detail, the process of creating a social media branding strategy for your business from scratch:
How to Create a Social Media Branding Strategy From Scratch.
One of the primary reasons that people buy products from a business is because they trust their name. If you’ve established credibility, then people easily see the value of your offerings.
Hence, as an entrepreneur, building a successful brand name should be a priority.
Established businesses approach and consult me to help with their media marketing because I’ve put substantial effort into building my own personal brand.
Social media has played a vital role in building this influence.
In fact, I would say that social media is an excellent starting point for most businesses to reach their target audience. It’s THE PLACE where consumers share their opinions about brands and interact with them.
Bop Design estimates that 80% of consumers are more likely to evaluate solutions from the brands they follow on a social network.
So, in this article, I want to show you how to build an authentic and strong brand image on social media to amplify your media strategy efforts.
In the previous article, you learned how establish a social media branding strategy from scratch. In the following article by Lyfe Marketing, you’ll learn everything you need to know to define and create your brand through social media, so that you can get into the hearts and minds of your target audience:
The Ultimate Guide to Social Media Branding for Small Businesses
Social media is turning out to be one of the most effective tools to market your brand and stand out of the crowd. When social media branding is done correctly, it can and will help you connect to your target market in an optimal way. Social media branding forms a natural but an essential part of your overall marketing efforts on major social platforms such as Facebook, Twitter and LinkedIn.
Social media branding is about consistently using the right methods to engage with your target audience on social media platforms. The aim or purpose is to boost brand awareness. By leveraging the power of social media branding, you can build a robust network of fans who are not only loyal to your brand but are also eager to buy from you.
In a research report published by Social Fresh, they found that the number one goal of brands with social media is to grow awareness. Which clearly shows that social media branding is a priority for most brands.
And in the following video, Gary Vaynerchuk (popularly known as Gary Vee) shares valuable tips on how to build your brand, think bigger and develop self-awareness.
So there you have it. You now have a clear understanding of how to build a strong and consistent brand through social media marketing and you’re well on your way to establishing your brand in the hearts and minds of your target audience.