YouTube Strategy: How to Plan Your YouTube Marketing Success

Do you create videos for your audience?

Are you curious about what works on YouTube?

To discover more about YouTube video strategy, I interview Owen Hemsath.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.

In this episode I interview Owen Hemsath, a YouTube consultant and president of Videospot, a YouTube consultancy that helps authors and brands succeed on YouTube. Owen also writes on YouTube strategy for ReelSEO.

Owen will explore how to put together a smart YouTube plan and how to monetize your YouTube videos.

You'll discover the importance of video today, as well as the biggest mistakes marketers make with YouTube.

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Here are some of the things you'll discover in this show:
YouTube Strategy
Owen's story

Owen explains how he decided to pursue his dream of doing video.

When Owen began making videos for his ecommerce website and started making money, he realized he could be more successful helping other business owners leverage YouTube than he could doing his own product demos.

Owen is now a YouTube specialist and has a YouTube course that teaches the process of building a YouTube channel for business.

httpv://www.youtube.com/watch?v=KgbwS4kfwyY

He currently spends 60% of his time working with clients in a group setting and 40% of his time acting as manager for bigger channels that are looking to connect with brands and monetize.

Listen to the show to learn about Owen's early experience making videos.

The importance of video today

Owen believes that because relationships can be formed through digital communication and social media these days, the value we place on face-to-face interaction has been minimized. Video brings that face-to-face interaction to everyone, since people can use video to develop a one-way relationship with their viewers.

He shares that this type of interaction can take place on YouTube, Snapchat, Facebook video, the live-streaming apps (Meerkat, Periscope and Blab), Twitter and Instagram video.

Owen explains the relationship between Google and YouTube, and why you're more likely to be found on search if you're leveraging a video content strategy in your overall marketing plan.

Listen to the show to hear Owen's thoughts on why people are turning to video, movie comparisons to YouTube and predictions for the future.

Mistakes marketers make with YouTube

The first thing Owen cautions against is using YouTube as a compilation channel, a holding ground for every video you've ever made. For instance, you may have a couple of Q&A videos with your staff, an old commercial and some home video of the company picnic. All of these videos have low views, and there's no real cohesive strategy.

The second thing Owen calls out is violations of what he refers to as the 3 Ps: Platform, Purpose and People.

Marketers often violate the Platform when they repurpose their non-YouTube video content (Google hangouts, Meerkat videos or portrait videos) for YouTube.

Repurposing leads to a violation against People. YouTubers want to engage with your content, comment and be a part of your community. He says that when marketers repurpose, such as putting their Meerkat videos on YouTube, they're telling their audience they don't care enough to create content for them.

The third violation involves Purpose. Marketers need to have a purpose for their videos. They must figure out what they're trying to communicate with their video and the business objective of that video, whether it's to build subscribers, get more shares, grow a list or sell a product. Marketers who don't consider purpose when developing their content strateg...