Tag: Channel

Why You Should Audit Your YouTube Channel

How do you ensure your YouTube channel is reaching the right audience and helping you achieve your marketing objectives? By performing a YouTube audit.

With over 2 billion active users, YouTube is among the world’s most popular social media platforms. Roughly 73 percent of US adults have a YouTube account, which means it’s an excellent opportunity for marketers to generate new leads and promote content.

But, if you want to make the most of this channel, you need to ensure your content is high-quality, targeted, and optimized.

Why Your YouTube Channel Needs an Audit

YouTube isn’t just a social media platform. It’s also a highly sophisticated search engine, just like Google.

In other words, you need an effective YouTube search engine optimization or “SEO” strategy to maximize your chances of:

  • Appearing in video search results
  • Reaching the right audience
  • Converting users into subscribers and, ultimately, paying customers

If you’re totally new to SEO, you might find this video helpful.

A YouTube audit reveals how well your channel is performing and whether it’s helping you achieve your business objectives.

Among other things, it will help you understand:

  • Which videos have the most views
  • If people watch your videos all the way through
  • How many subscribers you have
  • Whether your videos appear in search results

Keep in mind that over 500 hours of new content appears on YouTube every minute, which means there’s fierce competition. Everything on your channel should be geared towards standing out and providing value.

Roughly 50 percent of shoppers use online videos to decide between different products. What’s more, a whopping 90 percent of users discover new brands just by browsing their favorite YouTube channels.

That means there’s a huge opportunity to find new customers and build brand trust— if you provide users with valuable content. A YouTube audit is the best way to check if you’re leveraging your channel to its fullest potential.

Ready to overhaul your channel and ensure you’re getting the most from your video marketing strategy? Let’s get started.  

YouTube Audit Phase 1: Analyze Your KPI Performance

You need to understand how your channel is performing right now. This is where KPIs, or key performance indicators, come in.

What exactly are KPIs, though? Well, they’re metrics that help you assess how effectively it’s generating results for your business. On YouTube, that might include watch times, views, impressions, and clicks.

With KPI data at your fingertips, you can take targeted action to improve your content, increase your subscriber base, and boost your YouTube rankings. For example, you can track where your viewer traffic comes from and your most popular videos.  

You can access these KPIs through YouTube analytics, which is the platform’s metrics tool.

  • Log into your YouTube account
  • Click on your account avatar at the top right-hand corner
  • Choose “YouTube Studio” from the menu options to access the analytics center
YouTube Audit KPI Metrics

At a glance, you can see exactly how your channel is performing and access specific KPIs for more advanced information.

YouTube Audit Analyze your KPI performance

Pay special attention to which videos are doing well — and which ones aren’t. Consider adding all your videos to a spreadsheet you can edit as you work through the optimization steps.

OK, so stage one is completed.

You have your KPI breakdown, and now it’s time to take action and improve your performance. Ready to move on to stage two? Let’s check it out.    

YouTube Audit Phase 2: Make Updates

This phase is where you get to work. Keep in mind that not everyone needs to work through every step on this list. It all depends on your KPI analysis and your specific business objectives.

In phase two of your YouTube audit, we will:

  • Reaffirm your brand message
  • Update and optimize your video descriptions
  • Organize your videos, so they’re easy for users to find
  • Include relevant, engaging CTAs where appropriate
  • Cut old content if it doesn’t serve your brand message

I’ll walk you through each step.

Consider Your Channel’s Branding During the YouTube Audit

Branding is a great place to start your audit. Why? Because YouTube is a visual platform.

Color can boost your brand recognition by up to 80 percent, so it’s crucial you spend time designing unique visual branding to stand out from your competitors.

How do you do this? First, establish your brand identity and create a clear, consistent marketing strategy. Consistency can improve your revenue by around 23 percent, so ensure your messaging translates well across all platforms before moving forward.

Once you’ve established your identity, you’re ready to begin, starting with the highlight video. This video showcases what your channel stands for. It shows users what people can expect if they watch your content.

In other words, choose your headline video wisely. Here’s a good example.

Tasty is a home cooking channel. The highlight video is a product review for a home air fryer, which speaks to their target audience.

YouTube Audit Consider Branding Your Channel

What else can we say about Tasty? Two things. They use a colorful, branded avatar, and an eye-catching channel banner.

YouTube Audit Visual Marketing Brand Design

Google recommends a minimum banner size of 2048 x 1152 px, with your aspect ratio set to 16:9. You can use platforms like Canva to resize and optimize both your avatar and your banner.

Remember, successful marketers know how important it is to consider branding from a user’s perspective, so look at your channel objectively.

Remove or Replace Offensive or Off-Brand Videos

If content doesn’t serve your marketing strategy or is not consistent with your branding, delete it!

Do any videos feel “off” or outdated? Are they inaccurate or wrong for your channel? Simply remove them and give your channel an instant uplift.

Here’s how:

  • In YouTube studio, choose “videos” from the left-hand menu
  • Scroll to the video you’re deleting and click the “delete forever” option
YouTube Audit Remove Offensive Videos

Just make sure to update links if any of your content sends users to those videos.

Update Metadata

When it comes to a highly competitive platform like YouTube, metadata is your friend. Metadata is the collection of words and phrases you use to describe a video’s content.

Examples include:

  • The video’s title
  • Any HTML tags you use to tell YouTube’s algorithm what the video is about
  • The description, or snippet you provide in the description box

Remember, YouTube is a search engine. It uses keywords, or key phrases, to connect users with the search results they’re looking for. Using the right keywords in your metadata can seriously increase the chances of ranking in search results and finding the right audience.

Here’s an example. If someone searches for “curling iron product review,” here’s the first result:

YouTube Audit Update Metadata

You’ll notice the channel creator uses “curling iron review” in the title, and it’s in the thumbnail, too.

There’s also mention of curling irons in the description and caption, so all signs point to this being a curling iron video:

YouTube Audit Is metadata important

Every video should have a relevant title and meaningful description to help users decide if it’s what they’re looking for.

How do you edit your own metadata? It’s simple.

First, go back to the YouTube Studio and open “content” from the left-hand menu. You’ll see a list of all your videos.

Next, click the little square to the left of your video and select the “edit” button when it pops up.

YouTube Audit and Metadata

Work through each option, starting with the title.

Optimize Content for Chosen Keywords

Keywords are the search terms users type in when they’re looking for videos. If you don’t use the right keywords in your metadata, people won’t find your videos.

That said, how do you know which keywords to include? It all starts with keyword research.

Let’s work through an example.

Say I have a video on how to make chocolate chip cookies. I start by Googling some terms I might search to see which ones bring up video results. (This is also a great way to find inspiration for new ideas!)

If I search “chocolate chip cookies,” or “how to make chocolate chip cookies,” Google shows me YouTube videos.

“How to make perfect chocolate chip cookies” is the top result, so including “how to” might help me rank higher in YouTube rather than just calling it a chocolate chip cookie video.

YouTube Audit Optimize Content For Keywords

On the other hand, if I search for something general, like “baking,” I don’t see any videos. This tells me to use a more specific keyword.

Next, use Ubersuggest to check:

  • How often people search for your chosen keyword
  • Which other search terms appear most often

This helps you identify which terms to use in your title and description. Once you’ve identified your keywords, you can optimize your videos.

Here’s how:

  • Start by renaming your video with the chosen keyword. (Make sure to use it naturally)
  • Write a short description and include your keyword near the start so it shows up in the preview.
  • Use other keywords as meta tags and in the description. (If it makes sense to do so)
  • Customize your thumbnail to include the keyword.

Organize Videos Into Playlists

If someone likes your video, chances are they want to see similar content. This is where playlists come in handy.

YouTube playlists are like shelves in a physical store. You group similar videos together in a playlist, or shelf, and visitors browse through your collection.

Here’s why they’re a great idea.

  • If someone likes one video in your playlist, they’ll watch more. This engagement counts toward your total “watch time.” The higher your watch time, the higher you rank on YouTube.
  • You can increase views on lesser-watched videos by including them in a popular playlist.

Want to set up a YouTube playlist? You can create and manage a playlist in YouTube studio.

Make sure to use keywords in the title to increase your visibility in the search results, and only include relevant videos in each playlist to keep your messaging consistent.

Optimize CTAs

The best way to generate leads from your YouTube channel? Include direct call-to-actions or CTAs.

CTAs direct people take action, such as:

  • Subscribe to your channel
  • Visit your website
  • Follow you on social media
  • Comment on videos
  • Download an ebook or subscribe to an email list

Here’s an example from one of my own videos. As you can see, I’m using two CTAs.

  • I invite people to click through to my website to learn more about traffic generation.
  • I also direct them to watch another video.
YouTube Audit Optimize CTAs with Ubersuggest

See how CTAs might generate more leads and increase your channel engagement?

Placement’s important, too. Here’s what you should know.

  • Include subtle CTAs like “leave a comment below” throughout the video to increase user engagement.
  • Use YouTube cards to link to other videos or include different CTAs throughout the video, like polls.
  • Place a CTA at the end. If someone enjoys your content, they’re more likely to subscribe or visit your website at this point. You can use YouTube’s end screen feature to do this.

You can find these tools in the video manager section of your YouTube studio.

YouTube Audit Optimize CTAs

Watch All Your Videos and Make YouTube Audit Recommendations

Now it is time to implement everything you’ve learned. Watch every video from start to finish, noting problems and changes you want to make.

Here’s what to consider.

  • Relevance: Is the video on-brand, accurate, and relevant?
  • Metadata: Are you using keywords in the title, description, and tags? Have you optimized your thumbnails?
  • Quality: Could the video be more content-rich? Or is it too long?
  • Playlist: Does this video belong in a playlist?
  • CTA: Did you include an engaging CTA at the end? If the video is old, could you update the CTA to a more relevant one?

Conclusion

The bottom line? Just because you have YouTube subscribers and people watch your videos doesn’t mean you’re using your channel effectively.

Remember, YouTube is more than a social networking site. It’s a whole search engine all of its own, so you need to keep basic search optimization strategies in mind if you want to stand out.

Remove outdated content, tweak your meta descriptions and CTAs, and ensure you’re sending out a strong, consistent brand message. Check out Ubersuggest if you need some more help with keyword research and optimization.

Have you performed a YouTube audit on your channel? What did you discover?  

The post Why You Should Audit Your YouTube Channel appeared first on Neil Patel.

How I Drove 231,608 Visitors to My Site Using This New Channel

Just like any marketer, we all fear what we can’t control.

And sadly, for years, a lot of our future is being determined by algorithms.

From social sites to search engines… they all have algorithms. Heck, you even have to deal with them with things like email.

When you send marketing emails, you can bet that there is a good chance that they will end up in the “Promotions tab.”

Now sometimes these algorithms do adjust in your favor, but
we all know that’s rare in the long run.

But what if there was a way you could drive consistent traffic, not have to deal with algorithms, and not have to spend money on ads?

There actually is. And I bet you’ve never used it before.

Here’s the best part, it’s generated me more than 231,608 visitors and it automated and free. 🙂

How so?

Alright, check this out.

Every time I publish a blog post or anytime I want to drive
traffic to any page on my site, all I have to do is click a few buttons and instantly
I am able to get more traffic.

So how do I do this?

It’s with a free tool I built called Subscribers.

It leverages something that you are familiar with but probably don’t know what it is.

It’s called push notifications.

What’s a push notification?

Does this look familiar to you?

You can receive messages through your browsers. This is
called a push notification.

What’s cool about push notifications is that anytime someone
visits your website you can ask them to subscribe to your site.

And at any time, you can send them a message promoting your
website.

Each time someone clicks on it, you get traffic to your
site.

But here is the best part: not only do you not have to deal with any algorithms, but you also don’t have to worry about people missing your push notification either.

See, unlike email, if you send someone a push notification while they are on vacation or sleeping, the next time they log onto their computer and pull up their web browser (Chrome, Safari, Firefox), they’ll see the push notification.

Here are my stats from some of my most recent push notifications:

How to grow your traffic through push notifications

Head over to Subscribers and sign up for a free account.

Once you add your site and sign up, you’ll need to either
add a piece of javascript to your site or you’ll have to install a plugin.

Whether you are on Shopify or WordPress, Subscribers has a good amount of options for you.

Once you are up and running, you’ll want to head to the
“prompt settings” navigation option in the sidebar of Subscribers.

This is where you control what people see when they come to
your website so they can subscribe.

You’ll want to make sure you have turned on “prompt enabled.” Then select “use custom popup prompt by default” as this will allow you to select what message you show your users.

Here’s what my page looks like.

In my prompt settings, you’ll notice I did a few things:

  1. I uploaded my own image. My site is NeilPatel.com so it makes sense for me to use my own image. For you, it could be your face or your company logo.
  2. For the title and description, you’ll want to clearly state the benefit. I let you know that I am going to send you proven SEO tips and how easy it will be.
  3. You can then test the “subscribe” and “no thanks” button text. I’ve found that text to work well on my site.
  4. As for timing, I like showing the prompt right away as well as showcasing my “subscriber count.” I’ve found that the bottom-right corner converts well for me.

Once everything is set up the way you want, just click “save settings” and you’ll see your prompt on your site.

Here’s what it looks like on the NeilPatel.com site.

When someone clicks on “subscribe” they will see a prompt
box that looks something like this…

And then when they click to subscribe in the prompt box their browser will ask them if they want to subscribe to your site.

It’s so effective I have over 600,000 subscribers. It’s a
lot!

It may take time for your subscriber numbers to build up, but the longer you do it the easier it is. Keep in mind I’ve been doing this for a few years now, that’s how I have been able to build up such a large following.

So, once you have subscribers, what’s next?

How to generate traffic through subscribers

What I like doing is promoting my blog posts through Subscribers.

Just click on the “New Notifications” navigation link.

You’ll now be able to send a message to all of your subscribers. More importantly, you’ll be able to promote a URL or a service or product you are selling.

There are a few key things you’ll want to do on this page if
you want the maximum amount of traffic.

  1. Evoke curiosity – with your headline and description try to pique peoples’ curiosity. This is a simple way to get a ton of clicks. Just like how I asked, “Is SEO Dead?”
  2. Show a large image – when you use a large image, you’ll find that you will get more clicks. Large images don’t show up on all push notifications, it only shows up for users who are on a PC. If you don’t know where to find images, you can use this free stock photography site.
  3. Show custom buttons – this feature also only shows up on PCs and not Macs. But it is still worth using. I’ve found that if I can ask a “yes or no” type of question with my headline, such as “Is SEO Dead?” then when I use “yes” and “no” as the two options in the custom buttons, I get a ton of clicks.

If you follow those 3 tips, you’ll find that you’ll be able
to maximize how much traffic you get from push notifications.

Just look at the push I did on the post about SEO being dead… it drove 16,263 visitors to my blog. That’s a lot of traffic for one push notification.

Don’t forget to set up a Welcome Campaign

Now the best way to generate traffic from Subscribers isn’t to manually send out
notifications.

Yes, manual notifications generate traffic but there is a better way.

Through a Welcome Campaign, you can generate even more traffic.

Think of a “welcome campaign” as a drip sequence like you
would have in email. But this is through push notifications.

So, in the navigation click on “Welcome Campaign.”

From there, you’ll want to click on “create a new campaign.” From there you will see a page that looks like this:

Similar to sending a normal push notification, you’ll want
to use a larger image and use custom buttons as this increases how many clicks
you’ll get to your site.

The other thing you’ll want to do is be careful and not spam.
Don’t send them a message every 30 minutes or anything annoying like that. I
spread out my messages in my drip by at least a few days.

The first notification goes out instantly, but the rest are
spread out.

Once you set up your welcome campaign, just hit save and you’ll be good to go.

As new people subscribe to your site, they will
automatically receive notifications which will increase your traffic.

Just like at my welcome campaign stats, it drives more traffic than manual pushes.

231,608!

That’s how much traffic I’ve gotten just from my welcome campaign and that number continually climbs each day.

Conclusion

Although most of the popular platforms have algorithms that
are hard to crack, it doesn’t mean that all hope is lost.

There are still other ways to get consistent traffic to your
site.

What’s beautiful about Subscribers is that it drives traffic
without you having to deal with algorithms or filters. But it does take time to
see results, just like email marketing, the longer you use it the more traffic
you’ll see.

So, have you tried push notifications or Subscribers before?

The post How I Drove 231,608 Visitors to My Site Using This New Channel appeared first on Neil Patel.