{"id":1120,"date":"2020-07-13T16:12:59","date_gmt":"2020-07-13T16:12:59","guid":{"rendered":"https:\/\/wtest.tubics.com\/?p=1120"},"modified":"2024-08-27T18:30:50","modified_gmt":"2024-08-27T18:30:50","slug":"youtube-strategy","status":"publish","type":"post","link":"https:\/\/wp.tubics.com\/index.php\/youtube-strategy\/","title":{"rendered":"Build Your YouTube Strategy from Scratch | Step-by-Step Guide"},"content":{"rendered":"\n

In a consulting process, we normally use this\u00a0Canvas<\/strong>\u00a0as a first briefing document to kick things off.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Based on the info it\u2019s possible to create a YouTube strategy that could look like this:<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

The contents are based on the AARRR customer journey framework.<\/p>\n\n\n\n

AARRR Customer Journey for Videos<\/h2>\n\n\n\n

Customers – whether they\u2019re aware of it or not – go through certain stages when making a purchase. For each stage, there are different touchpoints<\/strong> where you interact with a customer and form his perception of your brand.Some things you can control, some not. Videos are one of the interaction points which can benefit your brand significantly.<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Undoubtedly, the customer journey can be looked at from different perspectives but today we want to stay focused and look only at the\u00a0YouTube strategy part<\/strong>.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

In order to better understand how you can build your brand\u2019s YouTube strategy around these steps, I’ll explain it with an example.<\/strong>Imagine you\u2019re the Social media manager of a region that\u2019s famous for mountain bike holidays and you want to attract more tourists. We will use real-life cases<\/strong> throughout the blog post.<\/p>\n\n\n\n

Awareness<\/h3>\n\n\n\n

The first stage of the customer journey –awareness<\/strong>– is where you as a brand has a chance to introduce yourself and catch the attention of a potential customer. At this point, the \u201clead\u201d is searching for a solution to a certain problem he\/she has.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Only 30 years the process looked completely different because the awareness about a brand was coming mostly from advertising – TV, radio, billboards, etc.Nowadays, it has been replaced by search engines<\/strong> with Google being the leader in the number of search queries. If you heard that YouTube is the 2nd biggest search engine, check out our blog post here<\/a> and find out why it\u2019s not really true.So what do you – as a social media manager – need to do at this stage?<\/p>\n\n\n\n

Step 1. Research what people are looking for in your niche!<\/h4>\n\n\n\n

The easiest way is to look at what keywords your target audience is searching for<\/strong> and create video content that matches the search intent.Your target audience might for instance at first look for a keyword like \u201cmountainbike holidays\u201d<\/strong>.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n

You should take care that you achieve the highest possible ranking with searched keywords because if nobody is searching for the keyword, even the top ranks do not really have a value for your video.To avoid this situation, you should\u00a0research keywords that are often searched for<\/strong>\u00a0and where Google displays video snippets.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Research should be done\u00a0in advance<\/strong>\u00a0to find the right keywords for the video. In addition to YouTube\u2019s internal keyword tool, there are some\u00a0keyword tool alternatives<\/a>\u00a0that help to find the ideal tags, so you don\u2019t have to spend a lot of time researching the internet to find a suitable keyword. This step will only take a few minutes.Tip!<\/strong><\/p>\n\n\n\n

Browse your competitors\u2019 YouTube channels and take note of which videos got the most and least views. Watch these videos get a sense of what kinds of content your audience likes to watch (and what they don\u2019t) and use that to inform your own content strategy.<\/p><\/blockquote><\/figure>\n\n\n\n

It\u2019s important to identify\u00a0which type of content can interest your potential customers at this stage.<\/strong>\u00a0For example, explainer videos, tutorials, entertainment videos, podcasts, interviews – there is no one right answer.<\/p>\n\n\n\n

Step 2. Create videos<\/h4>\n\n\n\n

It\u2019s important to decide beforehand whether you want to outsource this task or create videos in-house.<\/p>\n\n\n\n

Step 3. Optimize videos for search<\/h4>\n\n\n\n

Once you’re ready with production, please be careful to upload videos properly<\/strong> and optimize it for search regarding video title, description, and tags.I will now briefly describe the essentials parts of YouTube SEO but if you want to learn more, check out our complete guide to youtube SEO here<\/a>.<\/p>\n\n\n\n

Title<\/h5>\n\n\n\n

Create a useful title, which includes your main keyword.<\/strong> It should show the users immediately, which topic your video handles and what kind of information you offer. If you place your main keyword right at the beginning of the title, this will give you an additional YouTube SEO boost.<\/strong><\/p>\n\n\n\n

Description<\/h5>\n\n\n\n

A good description that includes some relevant keywords, helps YouTube and Google to understand the context of your video.<\/strong> It is important, that you don\u2019t spam and that users can read your description fluently.<\/p>\n\n\n\n

Tags<\/h5>\n\n\n\n

Use tags, which fit your video to appear more often in the YouTube Search. There are some tools, which help you to generate tags for free<\/a>.<\/p>\n\n\n\n

Thumbnail<\/h5>\n\n\n\n

A well-designed thumbnail attracts attention<\/strong> and is even more important than the title because if it looks boring people won\u2019t think about watching the video. So be sure to invest enough time when creating a thumbnail<\/a>.Example<\/strong>So now you’re ready to go. Your target audience can find your video in search on Google and YouTube. Your brand gets discovered and you get brand awareness. So what’s next?<\/strong>He finds your videos and engages with your brand. There are two options that can happen further:<\/p>\n\n\n\n