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Five YouTube promotion mistakes that even experienced professionals make

October 7, 2020 No Comments

30-second summary:

  • Targeting the wrong audience can lead to poor engagement on your YouTube channel. Competitor analysis will help you solve this problem.
  • A well-structured plan for promotion will help you measure the results of your YouTube marketing campaign.
  • By setting the right metrics, you can set your campaign in the right direction from the very start.
  • Optimization of your YouTube channel is just a multiplier of quality.
  • Creating user-centric titles will help you make content more clickable and user-friendly.

YouTube is a great platform to introduce your product or services to new audiences. In fact, YouTube has an overwhelming reach of two million active users globally. Yet, if you want to use Youtube promotion for your products, there are some common mistakes and pitfalls that can prevent you from succeeding. 

1. Targeting the wrong audience 

Many marketers make the same mistake of failing to identify their target audience. This often leads to the poor performance of their YouTube channel and poor engagement. So, if you notice that your YouTube channel doesn’t perform as well as expected, while the content quality seems to be in place, the problem may be rooted in targeting the wrong audience. 

How to avoid this mistake?

It’s really easy to slip into believing that your product suits everybody or chose the wrong audience. Yet, there is something you can do to avoid this mistake altogether. 

Competitor analysis is one of the best ways to indicate the right audience for your brand. Evaluate what your competitors are doing and who their target audience members are. Chances are that if your niche aligns, your audience will align too. 

Besides analyzing your competitors, it’s useful to conduct analysis through the YouTube search. Go to YouTube and type in multiple search queries that match the user intent of the audience you’re targeting. Then, check out the demographics details of the audience who watches the videos from search results. 

2. Not having a clear strategy 

Not having a clear strategy is a common mistake many marketers face. Beings caught up in creating videos, marketers typically tend to forget about creating a well-structured plan for promotion. 

When it comes to promoting your videos on YouTube, intuition isn’t the best thing to rely on. Any successful promotion strategy relies on a specific plan and calculations, rather than inner marketing instincts.

How to avoid this mistake?

You can’t build a YouTube promotion campaign without first developing a strategy. You can’t put your video out on the platform and hope for the best. So, make sure to set clear objectives and goals to measure the performance of your campaign. Also, you should have a content plan that includes detailed information on the role of your YouTube content as a part of the broader branded content efforts. 

3. Tracking the wrong metrics 

While it’s important that you know the goals and objectives of your YouTube promotion campaign from the very start, the type of metrics you’re tracking is important as well. Being caught up in the pursuit of views, comments, and likes, marketers often fail to set the right metrics. This may set your campaign in the wrong direction from the very start. 

How to avoid this mistake?

Likes, shares, and comments are important. Yet, there are metrics that can do a better job indicating customer engagement. Here are just a few metrics worth measuring to evaluate the performance of your YouTube promotion efforts.  

  • Conversion rate: Conversion rate is a must-follow metric you should keep an eye on. If your YouTube efforts are aimed at promoting a particular product or business in general, the conversion rate is your go-to metric to track. 
  • Average view duration: The total number of views can be misleading. Out of 100 people who watched your video, only 10 could have watched it till the end. That’s why it’s important to measure the average view duration. The average view duration is the total watch time of your YouTube video divided by the total number of plays and replays. This metric will help you get the best estimate of how well your videos perform. 
  • Views to subscribers ratio: If you’re trying to grow your channel with promotions, you shouldn’t be concerned about the number of views your promotions get. Instead, you should be looking at the ratio of views to subscribers. If a video you promote is getting lots of views but none of the viewers subscribe to your channel, you’re not getting anywhere. So, you should aim at keeping your views to subscribers ratio between 8% and 12%. 
  • Traffic source: Keeping track of the traffic source won’t help your video promotion efforts directly, but you can gain some valuable insights from keeping track of this metric. Traffic sources will help you understand which promotions deliver the best results. 

4. Valuing YouTube optimization over content quality 

Let’s imagine that you’ve uploaded a video on YouTube and have been hugely disappointed by the number of views it got. What is the first thing you’re going to look at? Most people’s answer is optimization. 

When getting fewer views than expected, marketers often think that they didn’t use the right keywords or metadata.  Here’s what they fail to realize – optimization on YouTube is just a multiplier of quality. If the quality of content is poor, no amount of optimization can suddenly make it an instant viral sensation. 

How to avoid this mistake?

Optimization can have a major impact on the performance of your channel under one condition. Your content must be of high quality. So, focus on the quality of your content first and don’t rely on optimization tools alone.  

If you’re not particularly sure how to start your journey towards the top quality content, seeking advice online is certainly helpful. Search for online resources and eLearning courses, like LinkedIn Learning, to diversify your content and ensure its high quality.   

5. Writing titles for SEO 

Often professions who are comfortable with SEO, write titles for YouTube algorithms rather than the user.  Here’s a problem with this approach – if the title isn’t interesting enough, users are far less likely to click on it. 

Click-through rate can have a major impact on the performance of your YouTube channel, far more impact than any SEO benefit that a well-optimized title can provide. 

How to avoid this mistake?

Make sure all video titles are user-centric. If you want to strategically format titles, make sure that the first part of the title is written specifically for your audience. Getting users interested has far more value than your SEO efforts. 

Final thoughts

These five mistakes can drown even the most well-implemented YouTube promotion. Now, as you’ve learned how to avoid these mistakes, you can incorporate a better performing strategy and see the improvement of results. Good luck implementing your newfound insights in real life.

Connie Benton is a chief content writer, guest contributor, and enthusiastic blogger who helps B2B companies reach their audiences more effectively. You can find her on Twitter at @ConnieB34412379.

The post Five YouTube promotion mistakes that even experienced professionals make appeared first on Search Engine Watch.

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Airtable’s Howie Liu has no interest in exiting, even as the company’s valuation soars

September 14, 2020 No Comments

In the middle of a pandemic, Airtable, the low-code startup, has actually had an excellent year. Just the other day, the company announced it had raised $ 185 million on a whopping $ 2.585 billion valuation. It also announced some new features that take it from the realm of pure no-code, and deeper into low-code territory, which allows users to extend the product in new ways.

Airtable CEO and co-founder Howie Liu was a guest today at TechCrunch Disrupt, where he was interviewed by TechCrunch News Editor Frederic Lardinois.

Liu said that the original vision that has stayed pretty steady since the company launched in 2013 was to democratize software creation. “We believe that more people in the world should become software builders, not just software users, and pretty much the whole time that we’ve been working on this company we’ve been charting our course towards that end goal,” he said.

But something changed recently, where Liu saw people who needed to do a bit more with the tool than that original vision allowed.

“So, the biggest shift that’s happening today with our fundraise and our launch announcement is that we’re going from being a no-code product, a purely no-code solution where you don’t have to use code, but neither can you use code to extend the product to now being a low-code solution, and one that also has a lot more extensibility with other features like automation, allowing people to build logic into Airtable without any technical knowledge,” he said.

In addition, the company, with 200,00 customers, has created a marketplace where users can share applications they’ve built. As the pandemic has taken hold, Liu says that he’s seen a shift in the types of deals he’s been seeing. That’s partly due to small businesses, which were once his company’s bread and butter, suffering more economic pain as a result of COVID.

But he has seen larger enterprise customers fill the void, and it’s not too big a stretch to think that the new extensibility features could be a nod to these more lucrative customers, who may require a bit more power than a pure no-code solution would provide.

“On the enterprise side of our business we’ve seen, for instance this summer, a 5x increase in enterprise deal closing velocity from the prior summer period, and this incredible appetite from enterprise signings with dozens of six figure deals, some seven figure deals and thousands of new paid customers overall,” he said.

In spite of this great success, the upward trend of the business and the fat valuation, Liu was in no mood to talk about an IPO. In his view, there is plenty of time for that, and in spite of being a seven-year-old company with great momentum, he says he’s simply not thinking about it.

Nor did he express any interest in being acquired, and he says that his investors weren’t putting any pressure on him to exit.

“It’s always been about finding investors who are really committed and aligned to the long term goals and approach that we have to this business that matters more to us than the actual valuation numbers or any other kind of technical aspects of the round,” he said.

Startups – TechCrunch

In ‘The Invisible Man’ Even the Background Is Scary

March 7, 2020 No Comments

The new movie boldly reimagines H.G. Wells’ classic novel and executes every scene with the perfect sense of dread.
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4 Thoughts on the Future of CRO Even Though I’m Not a Fortune Teller

October 2, 2019 No Comments

CRO is an essential element of your digital marketing and it will continue to be important for years to come. Our State of PPC survey confirms its importance every year. Whether you’re new to CRO or a veteran optimizer, here are four main thoughts for you to bear in mind as you contemplate your future marketing plan.

Read more at PPCHero.com
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Circle raises $20M Series B to help even more parents limit screen time

February 24, 2019 No Comments

Circle makes a fantastic screen time management tool and today the company announced a round of funding to help fuel its growth. The $ 20 million Series B included participation from Netgear and T-Mobile, along with Third Kind Venture Capital and follow-on investments from Relay Ventures and other Series A participants.

With this round of funding, Circle has raised more than $ 30 million to date, including a Series A from 2017.

According to the company, Circle intends to use the funds to expand its product offering and form new partnerships with hardware makers and mobile carriers.

The timing is perfect. Parents are increasingly looking at ways to make sure children and teenagers do not become addicted to screens.

Circle works different from other solutions attempting to limit screen time. It’s hardware based and sits plugged into a home’s network. It allows an administrator, like a parent, to easily restrict the amount of time a device, such as an iPhone owned by a child, is able to access the local network. It’s easy and that’s the point.

Circle sits in a small, but growing field of services attempting to give parents the ability to limit their child’s screen time. Some of these solutions, like Apple’s, sit in the cloud. And though Apple’s works well, it is limited to iOS and Mac OS devices. Others, like those on Netgear’s Orbi products, offer a similar network-wide net, but are much harder to use than Circle.

In my household we use tools like Circle. The lure of the screen is just too great and these solutions, when used in combination with traditional parenting, ensure my children stare into the real world — at least for a few minutes a day.

Gadgets – TechCrunch

Even years later, Twitter doesn’t delete your direct messages

February 17, 2019 No Comments

When does “delete” really mean delete? Not always, or even at all, if you’re Twitter .

Twitter retains direct messages for years, including messages you and others have deleted, but also data sent to and from accounts that have been deactivated and suspended, according to security researcher Karan Saini.

Saini found years-old messages in a file from an archive of his data obtained through the website from accounts that were no longer on Twitter. He also reported a similar bug, found a year earlier but not disclosed until now, that allowed him to use a since-deprecated API to retrieve direct messages even after a message was deleted from both the sender and the recipient — though, the bug wasn’t able to retrieve messages from suspended accounts.

Saini told TechCrunch that he had “concerns” that the data was retained by Twitter for so long.

Direct messages once let users “unsend” messages from someone else’s inbox, simply by deleting it from their own. Twitter changed this years ago, and now only allows a user to delete messages from their account. “Others in the conversation will still be able to see direct messages or conversations that you have deleted,” Twitter says in a help page. Twitter also says in its privacy policy that anyone wanting to leave the service can have their account “deactivated and then deleted.” After a 30-day grace period, the account disappears, along with its data.

But, in our tests, we could recover direct messages from years ago — including old messages that had since been lost to suspended or deleted accounts. By downloading your account’s data, it’s possible to download all of the data Twitter stores on you.

A conversation, dated March 2016, with a suspended Twitter account was still retrievable today (Image: TechCrunch)

Saini says this is a “functional bug” rather than a security flaw, but argued that the bug allows anyone a “clear bypass” of Twitter mechanisms to prevent accessed to suspended or deactivated accounts.

But it’s also a privacy matter, and a reminder that “delete” doesn’t mean delete — especially with your direct messages. That can open up users, particularly high-risk accounts like journalist and activists, to government data demands that call for data from years earlier.

That’s despite Twitter’s claim that once an account has been deactivated, there is “a very brief period in which we may be able to access account information, including tweets,” to law enforcement.

A Twitter spokesperson said the company was “looking into this further to ensure we have considered the entire scope of the issue.”

Retaining direct messages for years may put the company in a legal grey area ground amid Europe’s new data protection laws, which allows users to demand that a company deletes their data.

Neil Brown, a telecoms, tech and internet lawyer at U.K. law firm Decoded Legal, said there’s “no formality at all” to how a user can ask for their data to be deleted. Any request from a user to delete their data that’s directly communicated to the company “is a valid exercise” of a user’s rights, he said.

Companies can be fined up to four percent of their annual turnover for violating GDPR rules.

“A delete button is perhaps a different matter, as it is not obvious that ‘delete’ means the same as ‘exercise my right of erasure’,” said Brown. Given that there’s no case law yet under the new General Data Protection Regulation regime, it will be up to the courts to decide, he said.

When asked if Twitter thinks that consent to retain direct messages is withdrawn when a message or account is deleted, Twitter’s spokesperson had “nothing further” to add.

Social – TechCrunch

OnePlus 5T makes the best deal in smartphones even better

November 26, 2017 No Comments

 Three years and seven phones later, it’s hard to argue with OnePlus’s methods. That’s not to say it hasn’t made its share of missteps along the way (it definitely has), but the company has produced quality phones at affordable prices basically since day one. Read More

Mobile – TechCrunch

Even more US adults now getting news from social media, says Pew

September 10, 2017 No Comments

 New research by Pew suggests there has been another increase in the proportion of U.S. adults getting news via social media platforms. Read More
Social – TechCrunch

Google’s Update To Close Variants: 3 Ways To Combat Even Less Exact Match

March 30, 2017 No Comments

With the rules changing again on exact match, here are 3 ways to adjust your campaigns to alleviate changes to the keywords and search terms reports.

Read more at PPCHero.com
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