YouTube Marketing Power: How to Use Video to Find More Prospects, Launch Your Products, and Reach a Massive Audience

JASON G. MILES is the author of Pinterest Power and Instagram Power. Cofounder and marketer at Liberty Jane Clothing, he serves as vice president for advancement at Northwest University, where he is responsible for enrollment marketing, branding, alumni relations, and fund-raising.

• Acknowledgments xiiiIntroduction xvA New Version of American Life xvPart 1THE POWER OF YOUTUBEChapter 1 YouTube Marketing Power 3A New Marketing Option 4A Challenge for Businesses 5Our Journey on YouTube 6Our Goals on YouTube 8Finding Your Way to Business Benefits 9Chapter 2 24 Business Benefits of YouTube Marketing 13Traffic to Your Website from YouTube 13Social Discovery on YouTube 16Selling Goods and Services 18Brand Building 20Conclusions 22Chapter 3 Why Companies Fail at YouTube Marketing 23The Corporate Challenges 23I’m That Guy 24Why Entrepreneurs Have It Easier 25Your First Step Toward a Marketing Plan 29There Are Only Three Possible Uses for YouTube 29The Most Common Mistake 30The Second Most Common Mistake 31Conclusions 31Part 2GETTING STARTED SUCCESSFULLYChapter 4 There Are Only Two Reasons People Will Watch Your Video 35The Two Reasons People Will Watch Your Video 35Always Capitalize on the Two Reasons 38Good Ways to Capitalize on the Two Reasons 39Effective Video Styles That Resonate with the Two Reasons 41Chapter 5 Defining Your Style 45Our Challenges at Liberty Jane Clothing 45The On-Screen Persona 48Common On-Screen Personas 49Close Up with Rhett & Link 53Chapter 6 Seven Ways to Get Your Videos Done 57The System Is the Solution 571. The Cheapest Way to Get Your Videos Done 582. Someone on Your Team 583. The Friends and Family Approach 594. The College Connection 595. Interns 606. The Contract Gig 607. The Barter Partner 62Three Setups 63Chapter 7 Partnering with Vloggers 67What Is a Vlog? 67Experiential Marketing: A Form of Alternative Advertising 68What Does Experiential Marketing Look Like? 69World Vision Vloggers: An Experiential Marketing Case Study 70Some Comments from Viewers 71The Vlogging Initiative Results 72The Vloggers’ Perspective 73Success with Vloggers 76Chapter 8 Mastering the Three On-Screen Formats 79The Anchorperson Video 80The Weatherperson Video 85The Hand Model Video 87Chapter 9 Mastering the Three Off-Camera Video Formats 91The Screen-Capture Video 91The Movie Trailer Video 93The Commercial Video 95Close Up with My Froggy Stuff 96Putting It All Together 101Part 3THE SUCCESSFUL SETUPChapter 10 YouTube Channel Setup and Best Practices 105The One Channel Design Refresh 105Setting Up Your Google and YouTube Accounts 106Configuring Your New YouTube Channel Effectively 109Setting Up the Channel Trailer Video 111The Four Navigation Tabs 112Focusing on Discoverability 113Exploring the Banner Header 113Working with Playlists 114Connecting Social Accounts 114Your Feed Is Born 114Putting It All Together 115Chapter 11 Uploading Videos to YouTube 117Upload Your First Video to YouTube 117Close Up with Mindy McNight 122Part 4SOCIAL STRATEGIES ON YOUTUBEChapter 12 YouTube: The Social Network 131Easily Found Shocking Examples 131In the Land of the Blind, the One-Eyed Man Is King 133Our Head-to-Head Comparison 133Seven Smart Social Activities on YouTube 136Troubleshooting Social Challenges 138Chapter 13 The Grand Opening of Your Shiny New YouTube Attraction 141Your YouTube Theme Park 141Get People Moving from One Attraction to the Next 145Close Up with Rosanna Pansino 147Chapter 14 YouTube Contests That Rock 153But Will Your Prospects Make Videos? 156Could You Benefit from Entering a Contest? 156Complying with YouTube Contest Guidelines 158Only Use a Skills-Based Contest 160Basic Steps to a Good Contest 160Chapter 15 YouTube for Charities 163Four Advantages That Charities Have 163YouTube—Your Best Donation of All Time 164Your Basic Opportunities 164Close Up with the Potter’s House—T.D. Jakes Ministries 167Part 5GENERATING REVENUE ON YOUTUBEChapter 16 Driving Traffic 175The Facebook-Only Problem 177The Three Mindsets 178Destinations for Your Social Media Traffic 180Nine Methods for Generating YouTube Traffic 181The Options Never End 183Chapter 17 Driving Results via Analytics 185YouTube Analytics 186Google Analytics 189Third-Party Analytics—Social Blade 19018 Insights to Discover from Your Analytics 192Chapter 18 Advertising on YouTube 195The Two Factors of a Good Advertising Campaign 196The Six Places to Advertise on YouTube 197Advertising Formats 199Advertising in Other People’s Videos 203Chapter 19 Monetizing Your YouTube Work 205The Three-Party Advertising Strategy 206YouTube Partner Program—How to Monetize Your Videos 206Monetization Setup Steps 206Making Sponsored Videos 210Advertising Networks 211Close Up with Dan Weinstein at Collective Digital Studio 211Conclusion 217Four Challenges Every Marketer Faces 217Index 221