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The Best SEO Conferences For 2023 (Virtual And In-Person)

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The Best SEO Conferences For 2023 (Virtual And In-Person)

As an industry in a constant state of flux – thanks to changing algorithms, user needs, and competitor content – search engine optimization is a field that demands professionals stay up to date on the latest trends and best practices.

While you could spend hours scouring the internet for valuable articles, forum discussions, and the like, there’s a better way to gain new knowledge and grow your network simultaneously: SEO conferences.

And one of the best places to reap the benefits of this – not to mention grow your network – is at an SEO conference.

There you’ll find a circle of industry experts who have insight into the latest information in the world of search engines, shared strategies, and new ideas you can implement into your efforts to climb to the top of search rankings.

To help you decide which ones you should attend, we’ve compiled a list of the best SEO conferences in 2023.

Whether you’re a road warrior who wants to attend as many events as possible, or an introvert who only wants to attend digitally, there are sure to be several conferences that fit your needs.

So, with no further ado, here is our list of the best online and in-person SEO conferences this year.

SEO Events For 2023

Here are some SEO conferences and events coming up this year. Mark your calendar now so you don’t miss them.

Pubcon 2023

Date: February 27th-28th, 2023.

Format: In-person.

Location: Austin, TX.

Speakers: Gary Illyes, Brett Tabke, Fabrice Canel, and many others.

Cost: $1,499.

About: Pubcon, a “fullstack marketing conference,” is in its 21st year. This two-day, in-person event features keynotes from Google and Bing and a packed schedule of conference sessions. Based on your interest, choose between organic SEO, Mar. Tech tools and analytics, marketing potpourri, and content marketing / Amazon.

The eCommerce & Omnichannel Retail Conference

Date: February 27-March 2, 2023.

Format: In-person with on-demand available for a limited time following events.

Location: Palm Springs, CA.

Speakers: Angela Hsu, Christie Raymond, Terry Roberts, and Dave Spector, among many others.

Cost: In-person starting at $2,099.

About: With a focus on digital commerce, this event is a four-day retreat designed to help ecommerce and omnichannel stores uncover new ways to maximize profits from some of America’s most successful retailers. Check out the full series of conferences throughout the year in Boston, Toronto, Canada, and London, England.

Searchlove 2023

Date: San Diego, March 13-14; Philadelphia, TBD.

Format: In-person.

Location: San Diego, CA; Philadelphia, PA.

Speakers: Carrie Rose, Rand Fishkin, and Wil Reynolds, among others.

Cost: From $999.

About: Searchlove brings together some of the foremost experts in digital marketing. Topics ranging from analytics to optimization and content to paid advertising are all covered at this education and networking event.

Social Media Marketing World

Date: March 13-15, 2023

Format: In-person and on-demand.

Location: San Diego, CA.

Speakers: Michael Stelzner, Kat Norton, Millie Adrian, Pat Flynn, and many others.

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Cost: In-person starting at $1,497; streaming for $697; on-demand for $997.

About: Bringing together top social media marketing pros, this conference is not directly focused on SEO, but features sessions on organic social marketing, paid social marketing, social strategy, content marketing, and several workshops.

It strives to immediately provide attendees with ideas they can implement for their clients or business.

Adobe Summit

Date: March 21-23, 2023

Format: In-person, on-demand sessions available

Location: Las Vegas, NV

Speakers: Aaron Sorkin, Anil Chakravarthy, Deena Bahri, Sebastien Deguy, Shantanu Narayen, Rosalind Brewer, John Donahoe, Gail McGovern, and Kristen Bell, among others.

Cost: $2,095 with various discounts available, on-demand sessions after the event are free.

About: The Adobe summit features a massive variety of guests and keynotes, including actors, producers, CEOs, and Olympians. The in-person conference includes sessions, hands-on labs, meals, and evening events. You can register for the virtual summit for free to access keynotes and speaking sessions after the event.

B2B Marketing Expo 2023

Date: September 20-21, 2023.

Format: In-person.

Location: Los Angeles, CA.

Speakers: Marie-Elizabeth Telfort M.S., Priscilla Castro, Rick Contreras, Ryan Ross, Jake Konner, and many others.

Cost: Free.

About: Featuring education masterclasses for marketing professionals, this annual conference covers a variety of tracks, including advertising and promotion, content and experience, and commerce and sales.

Hundreds of suppliers and speakers will be on hand to discuss the state of the industry and recent happenings.

Friends Of Search Fest

Date: March 23, 2023.

Format: In-person.

Location: Amsterdam, Netherlands.

Speakers: Fleur Verwijs, Michel Nienhuis, Simo Ahava, and Lily Ray, among others.

Cost: Starting from €598,95.

About: This year marks the 10th anniversary of Friends of Search – one of Europe’s largest search conferences. The event brings together consultants, marketers, and business owners to share their insights on SEO, PPC, and digital marketing.

This three-day event will feature sessions designed to provide attendees with actionable insights and the latest information from industry experts.

Ad World

Date: March 29-30, 2023.

Format: Online.

Location: Virtual.

Speakers: Seth Godin, Rand Fishkin, and Antonis Kocheilas, among many others.

Cost: From $799.

About: This virtual event, which bills itself as “the world’s largest online advertising event,” features 8 digital advertising tracks. Each has focused speeches, panels, and live Q&A sessions to help attendees gain valuable knowledge.

Brighton SEO

Date: April 20-21 and May 4-5, 2023.

Format: In-person and online.

Location: Brighton, U.K.

Speakers: Are AbuAli, Abhishek Lakhera, and Adriana Stein, among others.

Cost: In-person starts at £205; virtual – free.

About: This twice-yearly conference is attended by thousands of digital marketers worldwide. It features training workshops, sessions on niche topics, social networking events, and talks from experts.

Confab

Date: April 30-May 3, 2023.

Format: In-person.

Location: Minneapolis, MN.

Speakers: Gavin Austin, Rebekah Baggs, and Vidhika Bansal, among many others.

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Cost: In-person starting from $1,795; virtual recordings only for $695.

About: The Confab Conference is an annual event covering everything from UX to content, accessibility, and structure. It brings together industry experts and thought leaders to help digital marketers upgrade their skills.

Last year’s conference recordings are available for sale on Confab’s website.

MnSearch Summit

Date: June 15-16, 2023.

Format: In-person.

Location: St. Paul, MN.

Speakers: TBD.

Cost: Early bird rates: $264-697; regular rates $374-$1,197.

About: MnSearch Summit is two days of learning and networking with thought leaders from the digital marketing industry. It includes workshops, sessions, and events focused on SEO, PPC, social media, and analytics, among other topics.

Growth Marketing Summit 2023

Date: June 22, 2023.

Format: In-person.

Location: Frankfurt am Main, Germany

Speakers: Marianne Stjernvall, Colin McFarland, Steven van Belleghem, and others.

Cost: Early bird rate from €599.

About: Assembling growth marketers and digital professionals worldwide, this single-day event features world-class speakers sharing their expertise on flexible and data-driven marketing solutions.

MozCon 2023

Date: August 7-8, 2023.

Format: In-person or live streaming.

Location: Seattle, WA.

Speakers: Amanda Jordan, Andi Jarvis, and Brie E. Anderson, among others.

Cost: Early bird in-person tickets start at $699; livestream only for $199.

About: The annual digital marketing conference hosted by Moz, this conference features networking and expert sessions from SEO industry leaders, as well as experts in mobile search, conversion optimization, and search marketing.

Engage (formerly SearchFest)

Date: August 11, 2023.

Format: In-person.

Location: Portland, OR.

Speakers: Lily Ray, Cindy Krum, Rand Fishkin, Marty Weintraub.

Cost: Starting at $199.

About: Engage Marketing Conference is a one-day digital marketing conference featuring informative learning tracks and panel sessions designed to provide expert insight into the latest strategies and technological advancements in digital marketing, social media, content, UX/design, creative, advertising, SEO, paid media, and more!

INBOUND 2023

Date: September 5-8, 2023.

Format: In-person or online.

Location: Boston, MA.

Speakers: TBD.

Cost: In-person from $899 for September 6-8; from $1,699 for the September 5-8 VIP pass.

About: This annual event is powered by HubSpot, bringing together global thought leaders for a hybrid conference discussing marketing, sales, and customer success operations.

It covers a wide range of topics and gives attendees the opportunity to network and learn from some of the best in the business.

Content Marketing World

Date: September 26-29, 2023.

Format: In-person or online.

Location: Washington, DC.

Speakers: Lenox Powell, Kelly Johnson, and Ann Handley, among others.

Cost: In-person early bird rates start at $1099; digital pass from $799. Regular rates $1,599 and $899.

About: Over four days, attendees will learn strategies for building winning SEO teams, systems, and processes. With more than 100 sessions, workshops, and industry forums, you can choose the topics and sessions that are relevant to you.

Thousands of marketers and representatives from numerous global brands will be in attendance.

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ADworld Experience

Date: October 5-6, 2023.

Format: In-person and online.

Location: Bologna, Italy.

Speakers: TBD.

Cost: Early bird price starts from €169, regular price starting at €650.

About: Bringing together PPC experts from across the globe for the largest paid ad and conversion rate optimization event in Europe – and the largest real PPC-based conference in the world.

State Of Search 2022

Date: October 23-24, 2023.

Format: In-person and online.

Location: Richardson, TX.

Speakers: TBD.

Cost: In-person – $397; online – $197.

About: The State of Search brings together top speakers from the digital marketing field to cover various topics, from search engine optimization to emerging technology, lead generation, and display advertising.

DMO Advanced 2023

Date: October 24-26, 2023.

Format: In-person.

Location: Napa Valley, CA.

Speakers: Lily Ray, Patrick Stox, and Atiba De Souza, among others.

Cost: $1,599.00.

About: Digital Marketers Organization will again host their advanced digital marketing event, blending interactive and educational sessions with networking opportunities.

There will be numerous sessions specifically designed for SEO, including information on technical debt, localization, and internationalization.

DigiMarCon

Date: On-going throughout 2023.

Format: In-person and online.

Location: Various global locations.

Cost: In-person starting at $597; virtual from $295.

About: DigiMarCon offers a range of events throughout the year, both virtual and in-person conferences in various global locations. Digital Marketing Conferences is a global series of events bringing together thought leaders from the digital marketing, media, and advertising industries.

These conferences focus on emerging strategies, the latest technology, recent best practices, networking, and collaboration.

Great SEO Pros Never Stop Learning

For an SEO professional, experience is important – but not nearly as vital as staying up to date.

While you can keep an eye on what’s going on in the world of search engines, paid advertising, and digital marketing by reading expert publications (like this one, for example), it’s also great to meet with other people who are performing the same job.

This gives you a chance not just to interact with them, but to ask questions and develop relationships that could reap rewards far down the line. And SEO conferences are a great place to do this.

So, whether you’re trying to brush up on the basics, identify the latest techniques, or just take a trip on the company dime, the above events are a great place to start.

Include Your SEO Conference

This article is updated whenever possible to reflect frequent changes to event schedules and details.

If you’re hosting an upcoming SEO event and want it listed, please email our editor with the following information:

  • Conference name.
  • URL.
  • Date.
  • Whether your event is virtual or in-person.
  • Location (if applicable).
  • Noteworthy speakers.
  • Two-three sentences describing the conference (see content examples above).
  • Registration cost.

Featured Image: Composite image created by Paulo Bobita/Search Engine Journal; image sourced from Jacob Lund/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.

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YouTube Stories To Be Discontinued

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YouTube Stories To Be Discontinued

In a recent announcement, YouTube confirms discontinuing its Stories feature, a tool similar to Snapchat’s and Instagram’s disappearing messages.

The feature, which allowed creators to post updates that would remain live for seven days, will officially be phased out on June 26, 2023.

The Rise and Fall of YouTube Stories

Launched in 2018, Stories were initially available to creators with over 10,000 subscribers.

The tool was designed for sharing behind-the-scenes updates, vlogs, sneak peeks at upcoming videos, and quick updates.

The decision to remove the feature comes after mixed reactions from users and creators, with some finding it “weird” and lacking certain key functionalities like swipe-up and video linking features.

Further, YouTube says the Stories feature saw limited adoption compared to other engagement tools, like community posts, which drive more comments and likes.

Community Posts & YouTube Shorts: The New Frontier

As YouTube puts an end to Stories, the focus shifts toward community posts and YouTube Shorts.

YouTube recently expanded access to community posts to millions of creators and added popular aspects of Stories, such as editing tools and the ability for posts to expire after 24 hours.

Community posts consistently drive “many times more comments and likes” than Stories, the company says.

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On the other hand, YouTube Shorts has emerged as a strong contender to TikTok’s short-form video content.

Despite challenges, such as technical issues, and an initial lack of monetization, YouTube Shorts is now an established tool for driving engagement and gaining new subscribers.

Shorts Monetization & The Competitive Landscape

YouTube has made strides in improving the monetization of Shorts. A new process was announced on February 1, 2023, where revenue from ads displayed between Shorts clips will be shared among eligible creators.

This revenue-sharing model replaces the YouTube Shorts Fund, and it’s seen as a potentially more sustainable and equitable way to compensate creators for their work.

Despite these advancements, YouTube faces tough competition in the short-form video space. TikTok, Meta, and YouTube are the current heavyweights, with consumers choosing TikTok for short-form content.

Nevertheless, marketers are beginning to see the long-term return on investment potential in Instagram’s Reels and YouTube’s Shorts, creating a shifting landscape in the industry.

Looking Ahead

Following the discontinuation of Stories, YouTube reassures everyone it remains committed to investing in new and innovative tools to help creators grow.

With more features for Shorts and community posts on the way, YouTube’s vision for the future centers around the tools that show the most promise for user engagement.

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Source: YouTube

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