Introduction

Every marketer knows they need to optimize their website content, but did you know you can optimize your YouTube video content as well? YouTube is the second largest search engine in the US, only bested by its owner, Google, for having the most searches. Follow the tips in this checklist to ensure you have all your bases covered when it comes to optimizing your YouTube video content.

YouTube: Getting Started

Before you create any YouTube content, there are a few items you’ll want to check off your to do list:

  1. Do you have a Corporate YouTube Channel?
    1. Yes? Move on to Planning
    1. No? Start here: Create a YouTube Channel.
  2. Do you have a plan for what kinds of content you’re going to create?

YouTube Strategy: Audience & Goals

To craft an ROI-centric YouTube Video Strategy, it’s critical to start with a clear understanding of your target audiences and goals.

Audience Considerations

Who are you trying to reach and why? Consider:

  • Demographics
  • Online behavior
  • Top concerns / problems your offerings can solve
  • Awareness level of your brand and your offerings (i.e., Do they know your brand exists? Do they know this solution exists and are they looking for it? Or do you need to educate them?)
  • Etc.
The Key to Audience Targeting: By defining your audience(s) and their needs you can research and outline the Video Topics you should create.
  • What relevant keywords are your users searching for and what keywords should you optimize your YouTube videos for to be most found by your ideal target audiences?

Goals

Think holistically about goals:

  • What are your business goals?
    1. Increase brand awareness
    2. Educate about your products / solutions
    3. Increase sales or leads
    4. Increase client acquisition
    5. Increase revenue
  • How do those goals align with trackable video optimization goals?
    1. Measure lifts in branded (brand name and solutions/products names)
    2. In-channel Metrics:
      • Channel Subscribers
      • Video Likes
      • Etc.
    3. Increased referral traffic from YouTube
      • Results of those referrals (how do those visitors engage and convert on your website?)
The Key to Goal Targeting: By defining your goals, you can identify what attributes and calls to action your videos need to help you achieve them.
  • How can you actively drive watches and actions from your video content?

YouTube Video Optimization Checklist

Follow the tips in this checklist to ensure you have all your bases covered when it comes to optimizing your YouTube video content.

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