YouTube Marketing For Dummies

YouTube Marketing For Dummies

by Will Eagle
Released February 2019
Publisher(s): For Dummies
ISBN: 9781119541349

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Book description

Advice from a YouTube insider on how to creative effective campaigns

YouTube is the top destination for online video. With over a billion viewers around the globe, it's also valuable real estate for marketers looking to get their message out. YouTube Marketing For Dummies shares insight from a former YouTube employee who helped large and small businesses create effective marketing campaigns. 

Inside, you’ll discover proven game plans for buying advertising, launching a content marketing campaign, building a branded channel and community, and evaluating the results of your work. Plus, you’ll find trusted, proven ways to get the most bang for your buck from the internet’s #1 destination for video content.

  • Create a plan that fits your business needs
  • Launch an ad campaign
  • Find video creation strategies
  • Launch a branded channel

Are you ready to identify, launch, and measure a YouTube marketing campaign? Everything you need is a page away!

Table of contents

  1. Cover
  2. Introduction
    1. About This Book
    2. Foolish Assumptions
    3. Icons Used in This Book
    4. Beyond the Book
    5. Where to Go from Here
  3. Part 1: Getting Started with YouTube Marketing
    1. Chapter 1: YouTube in the Marketing Mix
      1. YouTube Is Important for Marketers
      2. Using YouTube in Marketing
      3. The Secret Formula for YouTube Success
    2. Chapter 2: Using YouTube for Your Business
      1. Capturing All Your Business Challenges
      2. Defining Your Campaign Type
      3. Determining Your Budget for Media and Production
      4. The Necessary Nature of the Brief
      5. Developing the Key Components of a YouTube Brief
    3. Chapter 3: Targeting Your Audience
      1. Creating a Picture of Your Target Audience
      2. Gaining Insights into Your Audience
      3. Developing Audience Insights
      4. The Four C Framework for Insights
      5. The Best Tools and Resources for Insights
  4. Part 2: Advertising Campaigns on YouTube
    1. Chapter 4: Advertising Formats
      1. YouTube’s Ad Format Offerings
      2. Being Aware of the Ad Policy
    2. Chapter 5: Developing Your Ad Strategy
      1. Developing Your Marketing Messages
      2. Discovering Micro-Moments
      3. Buying Paid Media
      4. Exploring Pricing Models
      5. Placing Your Media Buy
      6. Scheduling Campaigns
    3. Chapter 6: Ad Creative Fundamentals
      1. YouTube Is Not TV
      2. Gathering Your Marketing Essentials
      3. Following the Rules of a Great YouTube Ad
      4. Testing Video Ad Creative
    4. Chapter 7: Buying Paid Ad Media
      1. Getting to Know Google Ads
      2. Setting Up Video Campaigns
      3. Navigating the Google Ads Interface
      4. Exploring More Google Ads Features
  5. Part 3: Planning Your Content Strategy
    1. Chapter 8: Exploring Video Content Formats
      1. Educate, Entertain, Inspire
      2. People Visit YouTube for Education
      3. People Visit YouTube for Entertainment
      4. People Visit YouTube for Inspiration
      5. Connecting Formats to a Content Strategy
    2. Chapter 9: Developing Your Content Strategy
      1. Having a Brand Purpose
      2. Applying Brand Purpose to Your YouTube Channel
      3. Choosing Your Themes
      4. Enjoying a Popular Niche
      5. Exploring Trending and Evergreen Videos
      6. Distributing Content
      7. Giving Structure to Your Content Choices
      8. Mapping Video to Your Marketing Calendar
    3. Chapter 10: Content Fundamentals
      1. Make Your Videos Shareable
      2. Take a Conversational Approach
      3. Involve Your Audience with Interactivity
      4. Always Be Consistent
      5. Target Your Audience’s Interests
      6. Make Sure It’s Sustainable
      7. Maximize Your Chances of Discoverability
      8. Make Your Videos Accessible
      9. Strive for Authenticity
  6. Part 4: Making Videos for Ad Campaigns and Content
    1. Chapter 11: Creating Video
      1. Gathering Your Gear
      2. Preparing for Production
      3. Shooting Your Video
      4. Editing Your Video
      5. Exploring Advanced Video Options
    2. Chapter 12: Curating, Collaborating, and Outsourcing
      1. Getting Someone to Make Videos for You
      2. Collaborating on Videos
      3. Curating Other People’s Videos
  7. Part 5: Working with YouTube Channels
    1. Chapter 13: Launching Your YouTube Channel
      1. Creating Your YouTube Channel
      2. Customizing Your Channel
      3. Digging Deeper into Channel Customization
      4. Making Money from Your YouTube Channel
    2. Chapter 14: Publishing Your Videos
      1. Writing Compelling Titles
      2. Crafting a Quality Video Description
      3. Adding Tags
      4. Customizing Your Thumbnail
      5. Uploading Videos
      6. Improving Your Videos with Advanced Customization
    3. Chapter 15: Channel Management
      1. Introducing Creator Studio Classic
      2. Auditing and Updating an Existing Channel
      3. Being in Good Standing
  8. Part 6: Measuring Success
    1. Chapter 16: Ad Campaign Metrics That Matter
      1. Getting to Know Google Ads Reports
      2. Measuring the Metrics That Matter
      3. Optimizing Your Ad Campaign
    2. Chapter 17: Content Metrics That Matter
      1. Getting to Know YouTube Analytics
      2. Revenue Reports
      3. Watch Time Reports
      4. Interaction Reports
      5. Using Reports to Optimize Your Videos
  9. Part 7: The Part of Tens
    1. Chapter 18: The Ten Biggest Mistakes People Make
      1. Trying to Do Too Much
      2. Failing to Set Success Criteria
      3. Forgetting about the Audience
      4. Neglecting to Make Creative for YouTube
      5. Thinking Paid Media Is Optional
      6. Copycatting
      7. Ignoring the Basics of Quality Video Production
      8. Making Once, Distributing Once
      9. Giving Up Too Early
      10. Slacking Off Optimization
    2. Chapter 19: The Ten Most Popular YouTubers
      1. PewDiePie
      2. Dude Perfect
      3. Smosh
      4. Markiplier
      5. Nigahiga
      6. Ninja
      7. JennaMarbles
      8. Logan Paul Vlogs
      9. Shane
      10. Jake Paul
  10. Index
  11. About the Author
  12. Connect with Dummies
  13. End User License Agreement

Product information

  • Title: YouTube Marketing For Dummies
  • Author(s): Will Eagle
  • Release date: February 2019
  • Publisher(s): For Dummies
  • ISBN: 9781119541349