Driving Traffic to YouTube | Lara Fabans | Skillshare

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (23m)
    • 1. SkillshareYouTube 1

    • 2. SkillshareYouTube 2

    • 3. SkillshareYouTube 3

    • 4. SkillshareYouTube 4

    • 5. SkillshareYouTube 5

    • 6. SkillshareYouTube 6

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About This Class

This course assumes you've already done your keyword research and set up your YouTube channel. From there, we'll launch into best practices and tips for increasing engagement and social sharing. I created an over the shoulder series where I show you examples of what I mean and take you from a good YouTube channel to a great one.

We talk about:

  • The three ways to increase the chances of people watching your videos
  • What you need to keep in mind when creating videos
  • Different types of videos
  • Metrics
  • Paid vs. Free traffic

Try out this course and see how it will increase your success on YouTube.

Meet Your Teacher

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Lara Fabans

Online marketing consultant


Growing up in Silicon Valley and the daughter of nerds, I couldn't help but be a technogeek with my fingers on every keyboard telnet'ing and ftp'ing everywhere possible. I got my electrical engineering degree from CalPoly in San Luis Obispo and worked at Apple, SGI, Adobe, Yahoo and Cisco before deciding to head off on my own as a marketing consultant. One of my lessons from the early days in customer support is how to hlep smart people learn without feeling stupid. We all have to start somewhere; so let's make the journey enjoyable.

My website Online Business Ideas is a great place to start as it focuses on teaching about the types of online businesses you could have and how to choose one for yourself.

Marketing Best Practices is focused on online advertising so you can d... See full profile

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1. SkillshareYouTube 1: Hello and welcome to this section of your course. I'm Laura Fabian's, and we're going to talk more specifically about driving traffic to your videos, both free and paid in this section. We're going to talk about the importance of planning your video strategy. This is something that needs to be done Before you start filming. You need to understand who you're talking to. What problem are they solving? Where are they when they're trying to solve this? When are they solving it? How are they watching your video and why are they watching your video in particular? So let's go a little more deeply into before you begin. The best way to drive traffic is toe. Have a clear focus and strategy. Before you start, you should have one focus and a single purpose for each video. You don't want it to be too long or convoluted. You want people to know exactly what they're going to be getting out of your video before they play it. The clear voice is not your voice. It's the voice of your company. You want to be consistent with your marketing messaging. Are you more of the professional or are you more of just the warm family style restaurant. You know that you're trying to bring people in so they feel comfortable. You need to think about how you've branded your business and the tone that your video should be taking. You also want a clear strategy. What do you want people to do after they've seen this video? Do you want them to watch additional videos? Do you want them to fill out a form, or do you want them to pick up the phone and call you? You have to have a pretty well defined marketing funnel and understand that this is just one method of getting people into that funnel. In this section we're going to talk about Who are you targeting? A. 53% of viewers want to be inspired or entertained. It's not about idea to have some videos that are a little more targeted towards entertaining or even getting to know you and your business. People like to know that they're doing business with a person and not just a company. So even though you may be selling ah product or a service, take some time to get to create some getting to know you videos. You know, show people where you're working. Let them really understand that you are a person in that you know you've got all the people in your company are people is well, 70% of millennials use YouTube to learn I can fully attest to. This is my 18 year old daughter is constantly playing YouTube videos to learn strategies when she gets stuck in her video games. How to searches are up 70% from last year. My neighbor drives a Mustang, and she got her cellphone caught somehow in a very small section of the center console, and we needed to figure out how to separate the top of the console so she could reach in and get her cell phone. We did a few Google searches and found out that she wasn't the only one who had had this problem, and someone had actually created a video. He was a mechanic and had seen this often, and was hoping that people could figure out how to solve this himself. People could solve the problem themselves rather than bringing the car in for something so simple and itwas very easy toe watch his video. He had really good close ups, and we figured out how to solve her problem. 18 to 34 year olds say YouTube is the best place to learn about a product or service. This is an opportunity for you to to teach and to review product, your products or your services and as well as showing people how it solves their problem, people are more inclined to buy when they can visualize themselves achieving the success promised in the sales literature In this section, we're going to talk about getting your video played. Are your thumbnail the 1st 3 seconds and the optimal length? Let's go look at some examples of some thumbnails. My cat was recently diagnosed with feline diabetes, and I wanted to learn how to test her blood glucose instead of bringing her in every two weeks for 100 and $50. So I did a search on how to test feline blood glucose and up in the second spot is a video , and it looks like a cat's here and it looks like, Okay, it's 4.5 minutes. That might be a bit long, but I'm intrigued and the title is perfect. And so when I click through to the video. It meets my expectations with the title. He does end up doing a lot of really useful close ups about what you can expect and how to do everything. And he also does it from multiple angles. Now, as I've mentioned, you don't know where someone will be viewing your video, but you can be fairly sure that a majority of people will be viewing them using smartphones or tablets. Therefore, it's extremely important have good close ups that people can see. What I also really liked about this video is that since there was so much information, he did put in a summary to remind you of all the particular steps and how to do Thanks. So then, well, eventually talk a little bit more about setting up recommended videos. Uh, but for the here, these are the videos that Google recommends, and Google chooses these. Well, I should say YouTube, even though Google owns YouTube, uh, thes air chosen based upon description and keywords. So if you see something like reversing diabetes in 30 days, but it's not related to a feline, it's kind of not appropriate now. Some of these others I really liked, You know, again, it's showing cat years, so I know that it's specific to me. It's going to teach me how to take care of my cat in this one. It shows Ah, cat in a veterinarian's office. So that tells me that the information I get there will have more authority. I'm sure this one was good and it was actually, but I didn't really want to click on it because the thumbnail didn't look like it had anything to dio with felines for then one. Now we'll talk about why the 1st 3 to 6 seconds are the most important. That's effectively, how long you have to capture someone's attention. So you want to tell them who you are, and you want to tell them what you're going to tell them. That will ensure that it mashes up with their expectations of your video. If you notice that people are not watching your video, you may want to evaluate or to test new titles and different keywords, then finally will discuss the optimal length of a video. This honestly depends upon what your teaching a video should be, as long as it needs to be to communicate and demonstrate. So I created a 25 minute video for one client showing how to change oil in their their machine. And it just needed to be that long to show how to dissemble, change the oil and then reassemble the machine. In the cases of the the camera, underwater camera reviews under five minutes was probably best because people just wanted to see how the basic features work. And then, from there you have an opportunity to get them to move to the next level, which is purchasing the camera that you've just reviewed. So use poles and you know, you could even create a video asking people what they want to see and how long they tend to like to watch videos and see what they say is that increases your engagement, which tells YouTube that you've got really useful videos and then they'll so your videos more but more about that in the next lesson, 2. SkillshareYouTube 2: in this lesson. We're going to talk about getting YouTube to help you, and this is for free. So for starters, your keywords need to be spot on. This tells YouTube what your video is about. It also tells Google, uh, the keywords can be long till, or they could be short tail. The short tail is the more generic terms, such as underwater cameras and long tail is more specific. Let's see if we can go to a quick example. So here we are in Google and I typed in best underwater camera, which is the short tail. Even underwater camera would be short tail. However, when you want to get into a long tail, you could add in for snorkeling 2016 because you wanted the most recent reviews possible. So where do you use thes keywords? We need to use them in the tags and the descriptions. One final quick tip is to make sure that your videos are always associate ID. So always have three tags in all of your videos. Your name, your business name, injury, YouTube channel, though, should also be in your description. I'd also like to show you one other additional method to this YouTube channel. It's really well laid out. You can tell exactly what he does. But over here he has an introductory video explaining who he is and what he does. He has hiss the name of Hiss YouTube channel. He has a checklist for people. He again mentions his YouTube channel, and he mentions all of his social media links. This is something you absolutely should dio. One last tip is to regularly update and maintain your channel on. You may want to look into seasonally changing your header. You want to ensure that all of this contact information stays up to date. It improves your audiences user experience, and you will receive a better ranking from YouTube. 3. SkillshareYouTube 3: in this lesson, we're going to talk about What do people want to see First, they want specific how twos and examples were the feline diabetes and how to check blood glucose. How to carve a pumpkin. There's lots of things that are very specific. One problem that they want to know how to dio. Secondly, our frequently asked questions When you're selling something that might be a higher ticket item, people often have objections. This is very common in learning how to do sales, and so they have the salesman prepare for objections. What you're doing here is very similar. You can create a video answering thes objections and call them frequently asked questions. This helps the person moved down your sales cycle, and self select Teoh, where they can see themselves, is buying your item because you've already answered their questions and they have increased know like and trust. Additionally, you can add in testimonials that, uh, explain how well your product or service worked for people, and that also increases the know like and trust as well as raises your authority in that you become more of the authority and the expert in their problem. Next up is learning something such as, well, you. To me. You're here to learn how to drive traffic to your videos, and it's It's a wonderful way of creating a series of videos. And we talked about the playlists, and it may help your people. You know, your your future clients. Learn something. For example, if you had roofing business, you might want to have a Siri's teaching people how to maintain their roof, how to look for damage on their roof and when to replace their roof. And finally, cats writing room bus. Okay, maybe not. However, it is important to have more casual videos. Occasionally that again makes you seem more like a real human person and behind the Internet and makes people feel more confident about doing business with you. 4. SkillshareYouTube 4: in this lesson, I'm going to call it the really boring stuff. This is the part of search engine optimization or driving traffic that no one really likes to talk about. When you want something for free, it often requires a lot of back end work. The first is to ensure that your video is set up properly with your keywords, tags and descriptions. Second, you need to create and execute a back link strategy. So Utterback lengths back Links are just links to your website or to your video or to whatever with what's called it anchor text. And Google looks at those anchor texts to see what your site or what it's pointing Teoh is really about. It's rather a detailed lesson in and of itself. The bottom line is that it does help. Google and YouTube know that your video is worthwhile and useful and something that they want to recommend. Oftentimes, it's the back links are social book markings, directory submissions, links in articles or in blawg posts or press releases. And you may be asking yourself to social book marking still work. It's not an easy answer. How often do people really bookmark a site anymore. So for real traffic itself, it's probably not that useful. However, it does provide the back link to the video as well as useful keywords, which is, we know is useful for Google and YouTube to rank your video. The same could be said about directory submissions, and the answer would be the same. It's a non spammy white hat technique when it's done safely. So you start off with submissions to the friendly sites and slowly built up your authority and do follow links to your video back. Ling should be built up slowly and consistently. Google gets very concerned if they see 50 in one day and then nothing for a month or two. So you're best off getting 3 to 5 every day for 2 to 3 months and then evaluating how well that's working for you. You can use sites like Majestic S CEO in order to see how the back links are growing for your site. We also have talked about transcribing your video and putting that in the description or part of it in the description, and then you could put part of it or all of it, as well as an embedded video in a block post. You may not want to you say that you have a blood. It's it's a personal choice. You can also call it news or what's new in bed your video in multiple locations as we've mentioned articles Facebook, Tumblr and other social media sites, you can request others to embed your video and then provide a link back to your to your site. And finally, you want to go in and set up the recommendations for your other videos. This is something that you dio within YouTube, and I will show that to you in a moment. We've already looked at think media TV, and if you scroll down, you will see tips, reviews and recommendations. So these are what their social media expert wanted to recommend to the viewers. And it's a great way of getting people to play more of your videos. And YouTube likes to see that you know more videos that you have in the more videos that you have that were played, and the more videos that you have that are shared, the more YouTube will reward you. So where else should you post your videos? The other sites where you can upload your video to or daily motion video twitch vine, Yahoo screen, Instagram and Tumblr 5. SkillshareYouTube 5: in this lesson, we're going to talk about paid traffic with free traffic. You're spending a lot of time to optimize for keywords and build up your audience. So that way you get people toe organically and naturally find and watch your videos. In the case of paid traffic, you are paying certain websites to highlight your video, and that will ensure that it drives more traffic. We saw in the case of the underwater cameras that people are paying to have their videos highlighted, and you can tell that by ad. You know, the name add that tells that they're being paid. You can also advertise your video on Google Google AdWords system. You can embed your video on your Facebook page and then promote that particular posting. You can also create a video ad on Facebook. Facebook tends to be a lot less expensive than YouTube or Google. YouTube and Google average about $1 per ad, where his Facebook is around 50 cents. And once you get Facebook really in tune with who your ideal audiences, you conceivably get it down to 5 to 15 cents. There are other ad sites, such as being and Tumbler and Twitter, where you can promote your videos on those platforms. In this lesson, we're going to talk about monitoring your analytics. Often times people think that the number off likes for, ah, video or the number of subscribers for their channel are important. What the truth is, you can pay people toe like or subscribe, So it's not as effective if you really want to take a step back and see how well your video marketing is working. So the important stats are going to be the views over time. Once you released a new video, does it get seen a lot? And then it drops off or does it slowly gain momentum? And then after two weeks, you're seeing more views. Second, are the ratings third or your demographics? Is your video being seen by the people that you think it should be seen by, if not, or if the ratings are low, it means that maybe the wrong people are seeing the video, and you may want to test different titles and keywords. Another important statistic is sharing. How excited are people by your video that they want to say, Hey, you guys all need to watch this video to and finally you want to look at your traffic sources because you can find where you're getting most of your people from. And then you can start focusing more attention on that which increases the amount of people who come in from those channels. 6. SkillshareYouTube 6: So in the conclusion for this section, make sure that you plan your video strategy. First, pull your viewers to find out what they like and what they want more off. Always be testing. If you're not getting the results, try some different keywords. Try some different titles. Communicate the next steps that you want people to dio. Don't ever assume that they know what the next step is. You need to tell them. Do you want them tow? Watch more videos? Do you want them to pick up the phone and call? Do you want them to go to your squeeze page and sign up for your free book? Make sure you let them know Build up your back link slowly. This should be something that you know you can outsource for low cost. Or you could do it yourself. Just set like 15 20 minutes a day, where you just go in and make 3 to 5 back links. Encourage sharing. That kind of is part of communicate the next steps, but it's a little bit different because you want to say explicitly. If you enjoyed this, share it with your friends. Finally, you want to embed the video on your own website and social media. This works is cross promotion. So if people are on your website, it will introduce them to your YouTube channel and vice versa. And make sure you posted on Facebook for the same reason. Thank you very much for your time.