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5 Tips & Best Practices For Marketplace Ecommerce Sellers

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5 Tips & Best Practices For Marketplace Ecommerce Sellers

It’s difficult enough to make it as an ecommerce seller on the Amazon Marketplace when you know what you’re doing; it’s a competitive platform.

But if you don’t have a firm grasp on how to set yourself apart from other sellers, finding success on Amazon Marketplace can be quite challenging.

The truth is, optimizing your third-party Amazon Marketplace ecommerce store is a worthwhile endeavor; the Amazon Marketplace generated $117.7 billion in fiscal year 2022.

If you want a piece of that, you have to set your store apart from all the rest – and that involves understanding and employing the best practices of third-party selling on Amazon.

No one can deny that it can be time-consuming and take a lot of work to succeed on the platform, but employing these tips will give you the best chance of rising above mediocrity and reaching the customers who really matter to you.

So, if Amazon Marketplace success has long been eluding you, check out this listicle of the five best tips and practices for Marketplace ecommerce sellers.

1. Write Masterful Product Descriptions

As in every form of ecommerce, Amazon Marketplace ecommerce involves some degree of content marketing. In this case, it’s all about writing the best product descriptions that customers have ever seen.

This makes sense on multiple levels.

Practically speaking, customers need as much detail as you can give them about what you’re selling and how it differs from competing products.

The most comprehensive and detailed product descriptions address that need, covering everything from the product’s model and serial number to every feature that comes as part of the package.

Also, SEO-optimized product descriptions – that is, descriptions that use relevant Amazon-based keywords – have a better chance of ranking in Amazon’s search results and getting found by the customers you want.

You can actually perform keyword research on Amazon by starting a search query and seeing what the algorithm predicts to come next.

Or, complete an actual search and look at the first set of products. If they are ranking where you want your competing products to rank, have a look at their listings to see what they’re doing right. It’s a good chance to lift some keywords and employ them in your own listings.

However you want to go about the keyword portion of this, always ensure your product descriptions give users as much information as possible – because the most useful ones are the ones with the best chances of ranking well on Amazon.

2. Focus On Building Reviews

As with local Google Business Profiles, Amazon product reviews go a long way toward showing the Amazon algorithm that customers like what you’re selling.

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Similar to the descriptive product listings above, positive product reviews make sense on two levels on the Amazon Marketplace.

For one thing, the algorithm will naturally prioritize products with a lot of positive reviews over ones with one-star reviews. That’s just all about the user experience on the platform.

Think about it logically: If Amazon wants to sell more products to more customers, it will show product results that historically have performed well with real users.

So, five-star reviews work for Amazon’s A9 algorithm (the one responsible for product rankings), but they also make an impression on human customers. Very few people will buy a product they’ve never seen before if they see it has an average customer rating of only one or two stars.

Those types of poorly rated products exist on Amazon, and they’re usually punctuated with customer reviews warning others to stay far away.

You will rank higher on Amazon’s results pages if you have an average customer rating of 4.5 stars or more and plenty of sales. Sales will come in time if you do everything else right.

In the meantime, you can work to get a review on every item you sell on the Amazon Marketplace.

The easiest way to do it is to use the Request a Review button in Seller Central. Amazon will send an automated email to the buyer asking for a review and rating. To keep with Amazon’s policies around asking for customer reviews, this button is only available between 5 and 30 days after the product is delivered.

3. Invest In High-Quality Photos

If you’re a Marketplace seller, this third point should already be on your mind: use only the best, highest-quality photos of your products.

If everything else between you and your competitors is equal, and you don’t use product images in your listings, you won’t be able to outrank them.

Think about your own time using Amazon to shop for things. The default product photo is the first thing you see about a listing, before you even read a word of the product description. So images are vital if you really want to sell things to people.

Just ensure the images are high resolution and show the product in all possible detail. This will allow customers to zoom in on the products and see what they want up close.

Another quick tip is to get photos of the product being used in its intended environment. This could apply to almost anything you sell. If it’s a stereo system, show it sitting on a shelf with the speakers on either side.

Or maybe you’re selling a garden hose and reel. Have one of the high-quality images show the hose in a backyard wound around the reel.

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Adding images to your product listings is a no-brainer, but if you’ve derived any additional pro tips from this section, that’s already another win for you.

4. Don’t Try To Be Too Unique With Your Pricing

One issue of the Amazon Marketplace that’s a fascinating area of study is how to price your products.

As in other business venues, go too high, and you’ll price yourself out of vital customer business; too low, and you might get more business, but you won’t turn much profit.

The answer to the question of Amazon Marketplace pricing is essentially to be boring about it: go somewhere in the middle of all your competition while still making sure you’re earning the profit margin you want.

You know from your own business workings how much you need to make on a sale to break even. Once you have that number, you’re in a good spot, but you’re not done yet.

You then have to know the percentage of profit you want to make. This can be difficult because, for one thing, it will be different for everyone, and for another, you may need to learn how to judge this against what you think your customers will pay.

Here again, I can direct you to your competition on the Amazon Marketplace.

Maybe you manufacture and sell turntables. If a competitor is selling a turntable with roughly the same features and capabilities, and the price of their models doesn’t exceed $300, you may be off-base in charging $550 for yours.

Remember that the products are almost identical; there is something to be said for charging the customer more for a better-quality product, but you just couldn’t justify two brands of the same product having such a large cost discrepancy.

With Amazon specifically, you’re already paying to sell your products on the platform. You pay even more if you opt for Fulfillment by Amazon.

Those fees already add more to your cost, and you would have to work them into whatever prices you ultimately determine for your products.

In the end, pricing on Amazon comes down to a few things:

  • Your costs of doing business.
  • Your competitors’ prices.
  • The profit margin you want to make.

Don’t go crazy with pricing; just make sure your price is fair for the product you’re selling, and try to be somewhat in line with similar products already on offer.

5. Put Effort Into Customer Service

Finally, if you’ve been treating customer service lightly in your Amazon store, it’s time to revamp your whole approach.

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Customers respond to sellers who appear to take their concerns seriously, and there are some concrete steps you can take to be a good business and do exactly that.

First of all, on your Amazon product pages, you can directly answer questions that customers ask about your offerings. This is the perfect opportunity to convert additional customers by laying out even more information you may have yet to include in the product description.

It’s also a chance to communicate directly with people who are thinking of buying your product!

By answering these questions, you are accomplishing two goals at once: offering more information that could lead to a sale, and demonstrating that you’re a company that knows how to talk to customers in a helpful and professional way.

The other major step you can take in the realm of customer service is to respond to negative product reviews by verified customers.

Now, if you’re currently a seller on Amazon, you know the company removed the ability to comment on product reviews quite a while back. Sellers aren’t totally without options, though. For sellers, review comments have been replaced with Contact Customer.

This is an automated feature of the Amazon Marketplace where sellers can contact customers who have bought their products but left negative reviews on the product page.

In this context, negative reviews refer to ones with star ratings between one and three.

To prevent any kind of inappropriate solicitation of a review change, though, the Contact Customer feature uses a series of email templates to address negative reviews.

In the initial email, sellers can offer customer support by inquiring for more information from the customer or simply offer a full refund.

In any case, the Contact Customer feature is your best avenue to dealing with negative Amazon reviews.

Even though all this happens privately between sellers and buyers, it could still positively affect your product’s rating – since customers can, but don’t have to, change their review after you resolve the issue.

The point is that excellent service could have a real impact on your overall Amazon seller profile, so don’t neglect it.

Summary

Amazon Marketplace can be a lucrative platform for ecommerce sellers, but it’s also a crowded space, and reaching your target consumer is easier said than done.

Chances are that you won’t achieve booming success by simply signing up and listing your products.

Instead, try employing some of these tips and best practices to optimize your presence on Amazon Marketplace and get the edge on your competition.

It might take a little time and effort, but the results will be well worth it!

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Inside The Decentralized Social Media Platform

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Inside The Decentralized Social Media Platform

Are you interested in the new social media platform aiming to compete with Twitter?

Bluesky is a decentralized social network led by CEO Jay Graber, with Twitter co-founder Jack Dorsey on its board of directors.

What Is Bluesky?

In December 2019, Dorsey announced through a series of tweets that Twitter would fund a small independent team of up to five people to develop an open and decentralized standard for social media.

The aim was for Twitter to become a client of this standard one day.

Dorsey highlighted several factors prompting this move:

  • The challenges posed by centralized control include difficulties in global policy enforcement to address abuse and misinformation.
  • The shifting value of social media from content hosting and removal to recommendation algorithms. These algorithms, which currently are typically proprietary, direct users’ attention. Dorsey hopes Bluesky would allow for alternatives to be built.
  • Existing incentives in social media often draw attention to controversial and outrageous content instead of promoting informative and healthy conversations.
  • Recent technological advances, like blockchain, have made decentralized solutions more viable. These solutions could lead to open and durable hosting, governance, and monetization.

Bluesky strives to make social networks function similarly to email, blogs, or phone numbers as open systems that facilitate online interactions.

Bluesky developers created the AT Protocol, which is nearing completion.  The AT Protocol aims to make modern social media and online public conversations more akin to the early Internet era when anyone could create a blog or use RSS to follow multiple blogs.

The Bluesky app demonstrates the features of this protocol.

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Bluesky hopes this will lead to new advancements in social media, enabling researchers and communities to solve issues currently faced by social networks, as tweeted by Dorsey.

Social Media Problems Bluesky Hopes To Solve

Most traditional social networks are closed platforms controlled by a central authority that dictates user and developer permissions.

If a user decides to leave a traditional social network, they must begin anew, losing their connections and content. For developers, creating a new app requires overcoming network effects and rebuilding the social graph from the beginning.

Additionally, they risk being shut down abruptly if they try to build using these companies’ APIs.

Similarly, content creators may lose their audience if the platform changes its rules.

The AT Protocol is designed to change this scenario, offering a more open, democratic, and innovative environment for users, developers, and content creators.

How To Get A Bluesky Invite Code

There are several ways to get an invitation to Bluesky.

You can sign up for the waitlist and wait for an invitation to join from Bluesky.

Screenshot from Bluesky, May 2023

You can ask your friends on other social networks if they have an invite.

You can search Bluesky invite code on Twitter. Check the latest results and reply quickly to get an invite. (This is the method that worked for me.)

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Twitter, May 2023

You can even buy an invite code for Bluesky on eBay.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from eBay, May 2023

How To Create Your Bluesky Account

Once you have your invitation code, you can create your account on the website or the Bluesky app from the App Store or Google Play.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

You can choose the default Bluesky server ([email protected]) or follow these directions to use your own domain ([email protected]). You can change to your own domain later in your account settings.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Next, enter your invite code, email, password, and birthdate.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Finally, choose a user handle. You can change this later in your account settings.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

How To Edit Your Bluesky Profile

Once you’ve completed your account setup, you will want to visit your profile and edit it before connecting with others.

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You can add a cover photo, profile photo, display name, and 256-character description.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

While there is no specific field for links to your website or other social profiles, you can place a link in the description.

How To Post An Update On Bluesky

Bluesky allows you to post 300-character updates with text, up to four images, and links.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Note that all profiles and posts are public, and the user content you share is subject to Bluesky’s Terms of Service.

Within the Terms of Service, Bluesky notes that when you share any content (such as text, images, or videos) on a platform or service provided by Bluesky, you give Bluesky and its related companies the right to use and share that content.

With these terms, Bluesky can use, copy, modify, distribute, and display your content in various ways, including promoting Bluesky and its services through social media channels.

They can do this without paying you. On the upside, they won’t use your content in any sponsored content without your permission.

How To Build Your Bluesky Network

To find people to connect with, use the search to find posts and users with specific keywords.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

You can reply to, repost, and like posts by other users. The three dots offer additional options, including translating and sharing with other networks.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Switch to the Users tab to find related accounts to follow.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

When you visit another user’s profile, you can follow them or use the three dots to find more options, including one to add the user to a list.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Bluesky Lists Vs. Twitter Lists

It’s essential to note Bluesky lists are not like Twitter lists.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

On Twitter, you add users to lists when you want to follow them more closely.

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On Bluesky, you add users to lists to mute their activity.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

When you create a Bluesky mute list, it will be visible on your profile. You can, however, follow other users’ mute lists to ignore the same group of users privately.

In addition to public mute lists, you can access more ways to moderate the content you see on Bluesky in the Moderation section.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

Here, you can update your content filtering settings, mute an account, or block an account.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

My Feeds

My Feeds allows users to create custom algorithms for displaying content.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

This feed, created by the Bluesky team, shows updates from those you follow and the people they like.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

How To Change Your Bluesky User Handle Or Domain

As mentioned, you can visit your account settings to change your user handle.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

You can also update your user handle to use your domain instead of @bsky.social.

Bluesky Social: Inside The New Decentralized Social Media PlatformScreenshot from Bluesky, May 2023

The Next Step In Decentralized Social Media

Bluesky may present an approach to decentralized social media that could mitigate many issues plaguing traditional social platforms today.

Bluesky appears dedicated to ushering in a new digital communication era with the AT Protocol’s continued development.

With the issues it aims to solve and the open standard it seeks to establish, Bluesky could be the blueprint for the future of social media. It remains to be seen how well Bluesky will perform once it comes out of beta.


Featured image: Tada Images/Shutterstock



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3 Steps To Building A Winning Holistic Search Strategy

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3 Steps To Building A Winning Holistic Search Strategy

A multi-channel, holistic approach to search marketing is a must in today’s digital marketing space.

You can maximize digital shelf space by removing silos between teams and finding synergies on how paid and organic search can work together.

On May 10, I moderated a webinar with Wayne Cichanski, Vice President of Search and Site Experience at iQuanti, and Erin Wilson, VP of Marketing at HomeEquity Bank.

Cichanski and Wilson demonstrated how to combine insights and data from paid and organic channels to create a cohesive search strategy that enhances online visibility.

Here’s a summary of the webinar. To access the entire presentation, complete the form.

Step 1: Learn The Power Of Integrating Your Paid & Organic Search Strategy

SEO & SEM each have different roles, places, and advantages.

But these differences help provide insights into gaps that the other marketing school of thought has.

As such, these two channels can work very well together given a cohesive strategy that integrates both of their beneficial aspects.

So, how do you go about understanding the data that each process brings to the table?

How do you tap into the power of these two channels without needing to increase bandwidth?

One way is to start maximizing your digital shelf space.

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[What is digital shelf space?] Find out – Instantly access the on-demand webinar →

Start By Maximizing Your Digital Shelf Space

Between paid results, organic results, People Also Ask (PAA), stories, local map packs, the AnswerBox, video carousels, and more, there are many areas in which you can own a higher market share of a SERP.

Screenshot by iQuanti, May 2023

So when you think about a cohesive strategy, you’ll need to consider these are these steps:

  1. Review total digital shelf space.
  2. Know what keywords trigger what.
  3. Build assets to acquire.

[Discover how to do each step] Instantly access the on-demand webinar →

After going through these steps, you can now start merging strategies.

Bring Different Tactics Together

Next, focus on synchronizing your research and common messaging across organic site pages, paid search ads, social, display, email, and thought leadership.

You can do this by:

  • Carrying the messaging across the entire funnel.
  • Using dual rankings to elevate impression share.
  • Increasing the halo effect by driving paid to organic.
  • Modifying bidding strategies for branded, non-branded mid-funnel vs. lower.
  • Discovering and building a common foundation between paid and organic.

[Dive deeper] Instantly accesses the on-demand webinar →

Step 2: Understand The Roles Of Your Marketing Channels

Understanding the roles and expectations for each channel sets them up for maximum contribution.

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But before you start, understand that customer centricity is vital. Always consider your customer’s needs, preferences, and behaviors.

Then, leverage each channel for different stages and behavioral needs of the user.

Screenshot by iQuanti, May 2023Screenshot by iQuanti, May 2023

Knowing each channel’s defined role means you’ll know what to expect and measure in each corresponding stage.

[Learn how ​​HomeEquity Bank leverages each channel] Instantly access the on-demand webinar →

Step 3: Deliver A Connected Search Program

To understand the roles and expectations for maximum contribution, start attacking the SERP positions and journey milestones collectively by:

  1. Measuring them together.
  2. Identifying key themes along the journey.
  3. Developing bid strategies.

[Learn what each step entails] Instantly access the on-demand webinar →

Increase Conversions With Paid Branded & Non-Branded Search

Regarding Branded Search, focus on maximizing conversion & reducing leakage by occupying a secondary position from a neutral test bed site to push down competitors.

In other words, you can push the competitors down from the top by having a high-visibility listing.

In a Non-Brand Search, a good approach is to segment intents by conversion potential. This quadrant better explains this:

[Find out how HomeEquity Bank gains 20% additional conversions through partnerships, increasing search presence and click volume] Instantly access the on-demand webinar →

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[Slides] 3 Steps To Building A Winning Holistic Search Strategy

Here’s the presentation:

Image Credits:

Featured Image: Paulo Bobita/Search Engine Journal



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YouTube Marketing: A Beginner’s Guide

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YouTube Marketing: A Beginner's Guide

YouTube, the second most visited website in the world, has changed how we consume content and created a huge marketing opportunity for brands.

But how does YouTube marketing work, and how effective is it as a marketing channel?

In this guide to YouTube marketing, you will learn the different types of videos that produce the best content marketing results and how to leverage this top social media platform.

What Is YouTube Marketing?

YouTube marketing is the process of promoting a brand, product, or service through video content on the YouTube platform.

This type of marketing involves creating videos to increase brand awareness, engage a target audience, and drive sales and revenue.

The key to successful YouTube marketing is to create high-quality, engaging video content that resonates with your target audience and delivers value.

YouTube viewers say good content tells a good story; It’s relevant to their interests, expands their perspectives or ways of thinking, and makes them feel something emotionally.

Organic YouTube Marketing

There are 10 types of organic videos that brands can use for YouTube marketing:

  • Social media videos (e.g., YouTube Shorts, Stories, and Community posts).
  • How-to videos and/or explainer videos.
  • Branded stories (e.g., short films, series, and/or documentaries).
  • Interviews with influencers and/or subject matter experts.
  • Thought-leadership videos with company leaders.
  • Stories about your organization.
  • Customer testimonials, case studies, and/or success stories.
  • Product demonstrations, either animated or actual.
  • External training videos and/or formal education on topics.
  • Livestreaming videos (e.g., YouTube Live and Premieres).

More than 500 hours of content are uploaded to YouTube every minute, so it’s a crowded space. That’s why YouTube marketing is not just about uploading a video and being organically discovered.

YouTube Paid Video Marketing

If you’re establishing a new brand or channel on YouTube, you can get faster results with a paid strategy as you organically build your number of subscribers.

There are several YouTube and Google Ads solutions that support different business goals and marketing objectives – from increasing brand awareness to building consideration or driving action.

In Google Ads, you can create compelling video campaigns with various video ad formats to engage customers in different ways on YouTube and across Google video partner sites.

For paid YouTube advertising strategies, there are three main approaches:

1. Ads For Increasing Brand Awareness

  • Bumper ads: Highlight your brand’s most memorable messages with quick, non-skippable ads up to six seconds long.
  • Non-skippable in-stream ads: Make sure potential customers see the full story with a non-skippable ad that plays before, during, or after their video on YouTube and across websites and apps running on Google video partners.
  • Masthead ads: Reach a massive audience in a short amount of time by featuring your brand’s ad at the top of the YouTube home feed on desktop, mobile, and TV screens.

2. Ads For Boosting Interest And Consideration

  • Skippable in-stream ads: Reach as many people as possible on a budget with ads that allow viewers to skip the ad after five seconds and run before, during, or after a video plays.
  • YouTube BrandConnect: Connects creators in the U.S., Canada, or the U.K. with brands for branded content campaigns.

3. Ads For Driving People To Purchase, Subscribe, And Take Action

  • In-feed video ads: Use images to reach people as they browse their YouTube Home and Watch Next feeds, Discover feed, and the Promotions and Social tabs on Gmail.
  • Video action campaigns: Reach as many people as possible on your budget with skippable ads that run before, during, or after a video plays.

How Can Marketers Use YouTube?

Businesses and brands can use YouTube in various ways to achieve their marketing goals.

Out of the 10 types of YouTube videos you can produce (listed above), a survey from the Content Marketing Institute found 5 types of these videos produced the best content marketing results.

1. Social Media Videos

Social media video brand campaigns on YouTube have one thing in common: They provide value to their audience. They also have an emotional hook that will stimulate sharing.

Examples:

  • Dove India launched Project #ShowUS, a social video campaign intended to challenge stereotypes of what is and isn’t considered beautiful.
  • Gillette launched We Believe: The Best Men Can Be, a social video campaign aiming at a modern interpretation of manhood.
  • BuzzFeed Video and Purina Friskies launched Dear Kitten, a social video campaign featuring an older house cat teaching a kitten how to be a cat.
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2. How-To Videos

How-to videos educate audiences. Brands can use these to build trust and credibility with the audience, as well as establish themselves as an expert in their industry.

Here are some recent examples of successful YouTube marketing campaigns that used how-to videos or explainer videos:

  • L’Oréal has created a series of how-to videos, helping to fulfill the beauty aspirations of consumers worldwide. This includes How To Apply Lash Idôle Mascara by Lancôme USA, which has 15.6 million views.
  • Samsung India used ‘how-to’ videos to promote its latest Galaxy A73 5G, including How To Take Screenshots With A ‘Palm Swipe’ On Your Samsung Smartphone, which has 60 million views. These videos provided in-depth demonstrations of the features and capabilities of the devices, helping consumers to understand the value of these products.
  • Google used explainer videos to educate consumers about its various products and services, including A (Home) Movie About How Google Search Works, which has 91 million views. These videos are helpful in simplifying complex topics and making them accessible to a wider audience.

3. Branded Stories

The key to success with branded stories is to create engaging and compelling content that resonates with the target audience and supports the brand’s overall marketing goals.

Here are a few examples of successful YouTube marketing campaigns that used branded videos in recent years:

  • Clash of Clan’s Lost & Crowned tells the story of Larry’s first day on the job, guarding the Red King’s crown with his big brother Peter on a late-night shift. What could possibly go wrong? This short film got 62.5 million views and 1.3 million engagements.
  • Hyundai Worldwide’s Hyundai x BTS I Hydrogen Documentary is a short documentary that aims to increase Gen Z’s involvement in hydrogen and to make a difference through solidarity. The use of infographics also helps people understand hydrogen better. This documentary got 12 million views and 124,000 engagements.
  • Patagonia’s The Fight For America’s Public Lands is a feature-length documentary about America’s system of public lands and the fight to protect them. One part love letter, one part political exposé, this film got 2.8 million views and 18,200 engagements.

4. Customer Testimonials

Brands can showcase positive customer experiences and testimonials in their YouTube videos, helping to build trust and credibility with the audience.

Some recent examples of successful YouTube marketing campaigns that used customer testimonials, case studies, or success stories include:

  • AmeriSave Mortgage has created a series of customer testimonials. For example, Christine’s Refinance is the story of how AmeriSave’s loan originators helped Christine, a single mother, get a low rate when she decided to refinance her mortgage on her New Orleans home – saving her hundreds of dollars a month while also allowing her to pay off debt. This customer testimonial got 3.9 million views.
  • Sell on Amazon has created a series of studies; for example, New Republic, which shares the case study of the digitally-native footwear brand, got 8.5 million views.
  • Shopify has created a series of success stories; for example, Maye-Williams Active, which tells the story of the 100% Black-owned activewear company, got 22 million views.

5. Interviews With Influencers

By partnering with influencers or subject matter experts, brands can tap into their expertise, reach a new audience, and establish a strong connection with their target market.

Here are some recent examples of successful YouTube marketing campaigns that used interviews with these individuals – or even people on the street – to create engaging and informative content on YouTube:

  • Nike’s campaign, You Can’t Stop Us, featured a series of interviews with various athletes and influencers. The videos highlighted the resilience and determination of these individuals and showed how they overcame challenges and continued to pursue their goals despite the COVID-19 pandemic.
  • Luxe Collective, which buys and sells pre-owned luxury brands, has created a series of street interviews; for example, the video, Stopping People On The BUSIEST Street In Europe To Ask 1 Question, has 34.5 million views.
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What Are The Benefits Of YouTube Marketing?

YouTube marketing can help businesses grow their brand and reach new audiences on the video-sharing platform in several ways.

Reach A Global Audience

YouTube has over 2 billion monthly logged-in users, making it the world’s largest social video platform. And every month, they watch over a billion hours of video on YouTube.

There are localized versions of YouTube in over 100 countries worldwide across 80 languages. This enables brands to reach a massive global audience with customized local campaigns.

Reach Your Potential Customers

YouTube.com is the no. 2 most visited website globally, behind Google.com. This means the video-sharing site is the world’s largest social media platform.

YouTube enables virtually any business in every industry to reach potential customers when and where they’re searching, browsing, or watching video content.

Integrated With TV Viewing

Despite its origins as a website and its evolution into a mobile app, YouTube is now being watched by a growing percentage of Americans on connected TVs (CTVs).

According to Insider Intelligence, 38.1% of the time spent daily on YouTube in 2023 is on connected devices like smart TVs and game consoles, 48.5% on mobile devices like smartphones and tablets, and only 13.4% on desktops and laptops.

So, how do you leverage YouTube for your brand in today’s multiple-device era?

Engage The Segments That Matter Most To Your Business

YouTube enables advertisers to go beyond demographics to target affinity segments (people whose interests and habits relate to what their business offers) and in-market segments (people actively researching or planning to purchase products or services like theirs).

So, YouTube connects you to the people who matter most to your business, from foodies down the block to business buyers of industrial food-service equipment for commercial kitchens across the country.

Engage Consumers At Every Stage Of Their Journey

Videos tend to be more engaging than other forms of content, such as text or images.

A Google/Talk Shoppe study in 2020 found 75% of respondents said advertising in YouTube videos makes them more aware of new brands or products.

And Google data found 90% of people globally say they discovered new brands or products on YouTube.

To bolster brand awareness and convert leads, many brands use a full-funnel YouTube marketing strategy encompassing multiple objectives.

Measure Channel Performance, Brand Lift, And Conversions

You can use YouTube Analytics to better understand your video and channel performance with key metrics like watch time, views, likes, shares, and comments.

You can use Brand Lift surveys to measure the effectiveness of your video ads with key metrics such as ad recall, brand awareness, and consideration.

And you can use Google Analytics 4 (GA4) to measure engaged-view conversions (EVCs) from YouTube. This enables you to measure all the different stages of the buyer journey.

How Effective Is YouTube Marketing?

The effectiveness of YouTube marketing can vary depending on several factors, such as the target audience, the relevance and quality of the content, and the marketing goals.

However, when executed correctly, YouTube marketing can be a highly effective tool for brands and businesses.

It also helps to have an accurate model of how people use YouTube to move through the customer journey on their own terms to understand how to make your video marketing more effective.

Research reveals TikTok’s impact on the consumers’ purchase journeys and found the path to purchase on TikTok looks more like an “infinite loop” than the traditional funnel, which William W. Townsend first proposed in 1924.

Screenshot from TikTok.com/business, March 2023

But the ‘Messy Middle’ of the Purchase Journey model was based on research by Google’s consumer insights team in the U.K., which found that consumers loop between exploring and evaluating the options available to them until they are ready to purchase.

Think With Google infographicScreenshot from Thinkwithgoogle.com, March 2023

There is also a third model of a similar looping process for discovering new videos and sharing compelling content, inspired by reading “The People’s Choice,” a book by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet, published in 1948.

Greg Jarboe's YouTube and Video Marketing: An Hour A DayImage from author, March 2023

This landmark study of American voters during the 1940 and 1944 presidential elections found that interpersonal interactions and word of mouth were more significant than mass media for most voters.

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Based on their research, the authors proposed a two-step flow model of communication. The first step, from media sources to opinion leaders, was a transfer of information, but the second step, from opinion leaders to their followers, also involved interpersonal influence.

YouTube marketing works much more like word-of-mouth marketing and a lot less like mass media marketing. The journey people take to become loyal customers isn’t a straight shot down a funnel. Stuart Hogg accurately observed in “Customer journey mapping: The path to loyalty”:

“In reality, this journey is often more like a sightseeing tour with stops, exploration, and discussion along the way – all moments when you need to convince people to pick your brand and stick with it instead of switching to a competitor,”

Once you understand how the social video platform works, then you are much more likely to achieve the six key benefits of YouTube marketing that are spelled out above.

YouTube Marketing Tools

Here are some of the best tools to help you with YouTube marketing:

Audience Research Tools

Tools like Find My Audience and SparkToro can help you to understand who your most valuable customers are on YouTube and which YouTube channels, social accounts, websites, press publications, and podcasts they engage with – so your video marketing efforts can be better targeted and more effective.

Keyword Research Tools

YouTube Analytics, Google Trends, and YouTube Search Predictions are just some of the keyword research tools for YouTube.

These will help you find relevant keywords and identify popular keywords and topics related to your brand or industry, which will help you optimize your YouTube videos for search.

Video Editing Software

Uploads of short-form content on YouTube have grown 135% in Q2 of 2022 compared to 2021, according to Tubular Labs.

To keep up with this trend, you can use video editing software such as Adobe Premiere Pro and Apple’s Final Cut Pro or iMovie to edit and enhance your YouTube videos, including adding music, sound effects, and special effects.

YouTube Thumbnail Makers

If your account is verified, you can add a custom video thumbnail on YouTube.

And tools like Canva, Placeit, and Adobe Express can help you create stunning YouTube thumbnail images for your videos that will increase your YouTube views and subscribers without design skills or expensive graphic design software.

Social Media Management Tools

Schedule and monitor your videos on YouTube and respond to comments as well with tools such as Hootsuite, Sprout Social, Buffer, or Later.

You may also use them to publish your videos on other social media platforms, helping you to reach a wider audience and drive more traffic back to your YouTube channel.

YouTube Directories

The YouTube Creative Directory contains lists of 15 collaborative partners for every stage of production and 5 affordable do-it-yourself platforms.

Meanwhile, the YouTube Services Directory can help YouTube creators, artists, media companies, and other content creators find service providers to help them grow their businesses.

Digital Analytics

Measuring your results starts with YouTube Analytics, which helps you understand your video and channel performance with key metrics and reports in YouTube Studio.

It incorporates the data and reports available in Google Ads, as well as Google’s lift measurement tools, which enable you to get fast, actionable results across the entire consumer journey.

And it includes Google Analytics, which collects data from your websites and apps to create reports that provide insights into your business.

Summary

By now, you’ve learned the benefits of YouTube marketing, a two-step flow model for effective YouTube marketing, and seven types of marketing tools that should be in your toolkit.

So, is that enough storyboarding? Are you ready to shoot something?

Well, before you do, you may want to read 10 YouTube Marketing Strategies & Tips (With Examples).

Of course, you can always shoot first and ask questions later. But it never hurts to learn lessons from other brands that have developed content strategies that have resonated with 21st-century consumers.

More Resources: 


Featured Image: Chaay_Tee/Shutterstock



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