Author: Gertrud

Why YouTube is Essential For Your Social Media Marketing

Everything You Want To Know About Integrating YouTube In Your Marketing Strategy 

When we talk about ‘Social Media Marketing’ for your business, what are the names or channels that stand out? It wouldn’t surprise me you mentioned channels like Instagram or Facebook. And, although we are not mentalists, we can be quite sure YouTube wasn’t one of the options that came to mind. But why is that?

Before answering that question, you should know that YouTube is the second-ranked search engine of choice. Yet, YouTube is not the first thing that people name when thinking about their digital marketing strategy. Why is that? 

The answer might surprise you. Often, companies just don’t know how to implement it. Other reasons are feeling overwhelmed by the idea of producing video content or when thinking about the technical aspects.  But there are many easy ways to overcome this obstacle and use YouTube to your advantage. 

YouTube can be an essential part of your social media strategy. The platform is very popular, has a global reach in multiple age groups. Furthermore, the introduction of YouTube Streaming has exploded the platform’s traffic. Every day, more and more people watch YouTube. Therefore, it is a perfect spot to get your brand out there, market your services, and create proposals.

If you feel convinced, but have no clue on how to start with YouTube as a marketing platform, read on. 

What is YouTube Marketing

Quick and straightforward, YouTube Marketing is a strategy that uses YouTube for marketing purposes. Video marketing has a broader scope when it comes to distribution. YouTube Marketing can no longer be left out of your strategy. 

Consider this; the video platform offers a new, different, and creative way to approach your audience.  In today’s time and age, not everybody likes reading. Especially under young adults, the urge to read is very low. Studies have shown that, in Europe, under 50% of the average teenager reads books. 

So, give them a new way to learn about the advantages of your offers and proposals. A short video that perfectly delivers the content you have to share in your blog without making them read. Sweet and smart!

Why is YouTube Marketing So Important? 

Another advantage of using YouTube is the stimulation of organic traffic. YouTube is one of the most potent sources of organic traffic for redirecting to your webpage; this illustrates the importance of learning how to use YouTube to improve your page-visits. 

But the ultimate reason is that your presence on YouTube helps you to earn a spot on the Google SERPs, that additionally, have a significant impact on your website traffic.  

How To Start YouTube Social Media Marketing 

Here’s our guide to starting with your own YouTube channel. 

1.  Set foot on the ground 

While your end goal is probably related to reaching a big audience, that potentially makes sure your stocks are selling out. The truth is, you can’t achieve this overnight. You will need to set up a plan, and that plan starts 

with looking inward. Before jumping into creating a content strategy for this format, make sure you have a good understanding of your brand and your values. Assure, you can answer the following questions clearly:

  • Why am I using this YouTube channel? 
  • Who is the ideal client for my YouTube videos? 
  • Where will I share and promote my videos? 
  • What type of videos will I share?

Remember, there aren’t any wrong answers here. Be honest to yourself, and look at your motivations and goals. After you’ve answered these questions, you’re ready to get started with setting up your YouTube channel.

2. Replicate your Brand Identity in your YouTube Channel

Little details such as your channel icon, a custom banner, and additional social media icons connecting your audiences across your social media give consistency to your brand identity

Use the “about”-section of the page to describe your business and what you stand for (brand-values). Make sure you add strategic call-to-actions (CTA’s) here and there and add links to all your other social media accounts. 

Creating a YouTube channel consists basically of replicating and amplifying your voice brand in a different format. You can create different playlists.Create them by subject, content-format, or step-by-step guides. For example, make a playlist of Webinars, Q&A Items, How To’s, and Client Testimonials. 

3. Make Memorable Your YouTube Channel 

Highlight your differentiating element

Let’s face it; there is a probability that you will find similar content to yours on YouTube. With today’s amount of material that is getting launched each day, there is likely someone with the same content out there. 

So, think about how you’re going to make your brand stand out. Think about your voice, and why you’re making a difference. Conduct a competitor analysis; this will help you establish your unique selling point. 

Don’t get intimidated or discouraged by your competitors. There’s plenty of room for everybody on the web, the trick here is creating a strategy that works for you. Doing so starts with selecting the right angle of the story you want to tell. There is no need for high-end production, a simple element that triggers emotions, and makes clear what action you want your audience to take, is all you need. 

Explain your origins in your Youtube Channel

As we already mentioned above, your YouTube Channel must replicate and amplify your voice brand. What’s better than explaining your journey to your customers? 

You can make a series of videos to make your customers understand why you choose your brand colors, or a unique anecdote about the start of the company, or creation of the logo. 

Another excellent strategy is to create an online contest. You can give the winners discounts or a price-package. This kind of incentive often helps to grow a loyal audience from day one of your channel.  Remember, your story and company journey is unique and has all the elements for a successful social media channel. 

Integrating YouTube In Your Marketing Strategy

Essentials in Social Media Marketing 

  • Create consistent content  – Like any other social media channel, you need to be compatible with your YouTube account. You must post regularly on your webpage, do some testing to figure out the exact number of posting times per week.

Furthermore, be consistent with your brand voice. For example, if your company is a business-to-business enterprise, don’t create personal vlogs. Instead, develop how-tos for your products, tips, and tricks related to your services. 

  • Use YouTube Voice Search – Always add search engine optimized, and click-easy titles for your videos. Make sure your videos are also findable with voice search, to test this, simply have some people in your team search for the video. Using natural language, that isn’t too complicated will also help to find your video more easily. 
  • Capitalize YouTube Tools and Features – YouTube has created a practical set of tools and features that will support the development of your channel. You can use these tools to boost your content with compelling CTA’s, buttons, and more. Create playlists related to the topics that are most important for your company. Next, add transcripts, captions, descriptions, and translations (if you do business in more than one country). Think about differently-abled people, people who can’t take time to decrypt your messages, and people who prefer reading instead of watching. 
  • Invest in YouTube Ads – We highly recommend to also invest in paid advertising. Paid advertorials are excellent support for the launch of your videos. Moreover, you can market your video to new audiences because paid advertising allows a broader reach than organic search. 
  • Optimize Your YouTube Tags & Thumbnails – The use of thumbnails and video descriptions is best for giving information about the content in your video. Make sure to optimize them with the right keyword tags. Furthermore, thumbnail images should include your title. Facial-close ups also help a lot to engage your audiences.
  • Run Influencer Marketing Campaigns – Influencer marketing campaigns refer to endorsements and product promotion by influencers (individuals with a high social following rating anywhere from 1,000 people to over 1 million depending on the niche). Keep in mind that this is a two-way street kind of marketing. There are great tools that help you to identify and approach the right influencer for your social media marketing campaigns.
  • Measure and interpret your metrics – After you’ve set everything up, it’s time to focus on measuring your YouTube results. After all, why would you invest time in something if you’re not keeping an eye on the results?  An essential part of your YouTube strategy is tracking and interpreting your channel’s performance. Through your YouTube analytics tool, you will find exciting insights, for example, your N° 1 video, watch time retention, time, and best moments to launch new content.

Why YouTube is Essential For Your Strategy

Now that you have delved into this content and know the advantages of including YouTube in your social media marketing, won’t you take it into account when creating your campaigns?

As you already know, creating the right content for this format is not as complicated and overwhelming as it seems at first, and the scope it promises fuels your presence in the digital world. But if you need a hand or two to take care of your social media marketing, you can always contact us to help you out.

What is Google BERT, and How Can It Enhance Your Digital Marketing Success?

In 2019, Google released a vital update called Google BERT, which enhances Google’s ability to understand search queries. The update caught the attention of all kinds of digital marketing fanatics, and it was estimated to impact 10% of all search queries. 

One of the problems that came with this update was a large amount of speculation, misinformation, and misunderstanding that spread through the internet regarding Google BERT. In this article, we will clarify what Google BERT is, how it works, why we needed it, what it means for digital marketing, and how YOU can make the most of it. By the way, if you’re looking for a website to learn how to implement a well thought-out digital marketing strategy, make sure you check out Online Academy to find the best digital marketing courses.

Better Understanding Google Search 

Google Search is nothing short of a modern marvel; it has irreversibly changed the way information flows around the world and rendered knowledge to be highly accessible to everyone. Having integrated itself into the routine of our everyday lives, it has become something, many of us take for granted and do not understand, despite its consistent use. Before we jump into what Google BERT is and what it does, let’s quickly establish a base understanding of Google Search first so that Google BERT may be better understood and appreciated. 

Google Search operates through several algorithms that function to sort and display a spectrum of search results relevant to a specific search query that the user inputs into google’s search bar. Google shows these results in SERPs (search engine results pages), which rank each result according to various factors such as relevance to the search term, the authority of the domain, the determined value of the content, and much more. 

Recent significant updates to Google’s search algorithms such as Panda, Penguin, and Hummingbird have improved the quality of the SERPs by providing users with more relevant and better quality results to their queries. They’ve done this by lowering the ranks of ‘thin’ ‘low-quality’ websites, increasing the levels of sites with high domain authority, prioritizing high-quality content, and by penalizing sites that resort to using black-hat SEO techniques to cheat their way up the ranks. 

One of Google’s fundamental goals is to reward great content, which they assure through the updates mentioned above. Another one of Google’s primary goals is to make relevant and quality information more accessible; this brings us to Google’s latest big update – Google BERT. 

What does Google BERT do?

Unlike other significant updates that aim to judge content and assign a value to it, Google BERT looks at the other side of the equation and focuses on search queries instead. In a nutshell, Google BERT strives to improve search query understanding. It improves the algorithm’s ability to understand what you’re searching for and what you’re trying to find in the Google query.  These features are essential because it improves Google’s ability to provide more relevant and accurate results to our searches. 

How Google BERT does this requires a quick dive into human linguistics. When you think about it, words are meaningless by themselves, how they obtain meaning is by deriving it from their contexts. The context only appears when you add other words to form a sentence – the more words you add, the clearer it becomes. Let’s look at the word: ‘like’ for example. ‘Like’ could refer to its conjunction, preposition, or adjective form, each of which has its meaning. It’s only through the addition of words can we determine what ‘like’ means. Google BERT works by analyzing the structure of queries and accurately determining its context so that ambiguous and nuanced terms like ‘like’ can be assigned correct and accurate meanings. 

The Challenges BERT solves

As amazing as Google search is, it does have its drawbacks, particularly when it comes to natural language processing. As identified in the previous paragraph, the nuances and ambiguities that come with languages is something that Google has struggled to work out in the past. When faced with a search query containing ambiguous or nuanced terms, Google search would misinterpret the user’s needs and often return irrelevant results based upon its incomplete understanding of what the user wants. 

While not perfect, Google BERT does an excellent job of addressing this problem. Google BERT functions to process every single word in a sentence relative to all the other words as opposed to the previous method, which was to process words one by one in order. This more comprehensive method of processing words gives Google a complete understanding of the sentence and its meaning, allowing it better to determine the intent behind a user’s query. 

How Google BERT impacts digital marketing 

Some misconceptions are floating around on the internet, exaggerating the effects that Google BERT will have on digital marketing. In contrast, other spout misinformation, such as the adverse effect it has on SEO. In reality, Google BERT has no adverse impact on SEO, no penalties for web pages, and makes no adjustments to ranking positions within SERPs. Google BERT improves the search engines’ ability to match relevant content with people’s queries. Digital marketers and others are encouraged to create unique, valuable, and engaging content as part of their business strategies.

How do I make the most out of Google BERT?

Focus less on keyword density

Keyword density refers to the frequency in which particular keywords appear on a specific page relative to the total amount of words on that page. In the past, keyword density has been used as a ranking factor, as it demonstrated a degree of relevance a page had to a particular topic. To determine suitability to a search term, Google would check how often that search term appeared on a page – the more often, the more relevant. 

With Google BERT, Google no longer has to rely so heavily on keyword density to determine relevance. It can use its developed understanding of natural language instead of learning the user’s needs and intentions better and return more useful and relevant results. 

Make use of long-tail keywords

Now that Google has developed its ability to process natural conversational English, Google will be able to understand longer, better, more natural-sounding search queries. Consequently, Google will be able to match these long search queries with long-tail keywords with a higher degree of accuracy. Your pages associated with long-tail keywords will be more likely to receive more traffic and lower bounce rates. You can now compete using long-tail keywords with the confidence that you’ll not only gain more traffic but more relevant traffic. 

Create content that is very specific around a topic

Given their highly specific nature, long-tail keywords are best suited for pages with highly explicit material. Highly accurate content is solution-focused and designed to address a particular need, concern, or question as opposed to a generalist smorgasbord of information. Highly specific content also happens to be highly valuable, possessing an unrivaled ability to solve problems relative to more generalist content. It, therefore, comes as no surprise that Google is pushing people to focus on creating this type of content. 

Given Google’s tendency to focus on and reward this type of content, it is within your best interest to align your content with Google’s ambitions to reap the rewards that come with their updates and changes. 

Take the opportunity to re-evaluate your content

If you’re finding that the amount of traffic that you’re getting has decreased with the introduction of Google BERT, then it’s indicative that the keywords you were ranking for are not optimal for the search queries you wanted to target. It’s more than likely that that traffic that you lost wouldn’t have resulted in conversions anyway. Why? That traffic would have typed in a search query and found that the results returned to them wasn’t quite what they wanted – Google had not fully understood their question. 

Having not found what they wanted, they would have hit the back button resulting in a higher bounce rate and more inferior user metrics for your site. Use this opportunity to re-evaluate your content and the keywords you’re ranking for. Make sure that any new content that you make, or improvements to old content results in super-specific content that provides a wealth of value and information to your users.  

Conclusion

To sum things up, Google BERT has shaken the world of online marketing, albeit in a very positive way. The update has boosted Google’s ability to understand natural language, including its nuances and subtleties, with a strong emphasis on using context to determine the correct meaning of ambiguous terms. Consequently, Google can now more accurately understand complex search queries, and the user motivations behind them, improving its ability to provide more useful and relevant search results to the user. The update has motivated people to rethink their online marketing strategies, re-evaluate their content, and create and tweak content to be more specific, informative, and solution-driven than before. 

Will the airline industry bounce back?

If you’re not keen on reading the entire article, the answer is – it won’t bounce back for a long time – a very long time.

Of all industries affected by the Covid-19 virus, the airline industry has arguably been hit the hardest. To date, more than 40 major airline companies have been put on hold, grounding their aircraft and suspending nearly all of their flights.

Furthermore if the risk of contracting the virus hadn’t made traveling unappealing already, the increased restrictions countries are putting in place on international arrivals have made international travel even less appetizing.

Social distancing has also made flight crew skittish and hesitant to resume their jobs. Having spent weeks in isolation, many are not looking forward to the prospect of confining themselves in an aircraft with potential disease vectors.