Today’s post is a guest post written by Giorgia Martinucci, a freelance digital marketing consultant & strategist who has worked on the European YouTube ad campaigns for the premieres of The Hobbit and Man of Steel, as well as Netflix’s Orange Is The New Black and House Of Cards. Honored to have you Giorgia !
Like many young people in their twenties living in a big city of London, I rent a flat, which I share with 2 other girls. This means I’ve inherited mismatched cutlery, chipped plates and various kitchen utensils which previous tenants have left behind.
The other day I was looking forward to a warm, hearty soup so I started preparing one in the kitchen and remembered I had some tinned beans I could use in my cupboard. When I found them I noticed the tin can didn’t have a pull-ring so I ravaged the drawer to find a can opener only to locate an early Ikea model.
Now, I think of myself as a capable adult who can face most housekeeping and DIY challenges, but I had no success trying to open the can with the Ikea utensil. In the span of 10 minutes I went from feeling like I belonged to Masterchef to feel like a Books for Dummies case study. Just as I was about to lose it, I was hit by a lightbulb moment : I could see if there was a tutorial on Youtube.
To my surprise, there was. I watched for a couple of minutes as a guy from Russia who was also frustrated with this old Ikea can opener showed how to operate it. It turned out there was an almost hidden feature which I had completely overlooked. Later that day, I enjoyed my tasty soup.
I told you this story to show you that you don’t have to be a makeup guru or a video game expert to be on YouTube, but that there is space for everyone who can bring value, even for the really odd tips.
Youtube is the second largest search engine and EVERYONE should leverage it.
Here’s how to start a Youtube channel the right way.
Chrome is Google’s free browser compatible with any operating system and computer. It’ll make it easier to manage all the Google products you’ll need to get up and running.
2.Create a Google account
A Google account is required whether you’re an individual brand or a large business. Go ahead and create a Google account.
As a blogger
If you’re a blogger blogging under your personal name, you’ll only need this, as any Google account comes with its own YouTube channel. All you need to do is to activate it. When you’re logged into Chrome, in the top corner you can quickly access Youtube and once there claim your Youtube Channel.
As a business
If you want to set up a YouTube channel for your own business, avoid creating your account using a personal Gmail account. Instead, choose a Gmail account that is accessible to multiple members of your team.
Make sure not to create an account with the same credentials as your business name, but rather utilise something like ‘[Brand Name] Team’. This is to avoid duplication and confusion.
See example below where they set it up as ‘fit skin gang’, a nice way of wording their beauty brand marketing team. They also redirect users to the official page.
If you’re looking to set a YouTube Channel for your business the best way and most foolproof way to go about it is to create a Google + Business page. Google will automatically add a Google+ page for your business when you create a Google My Business page.
Google My Business is wonderful and free resource that makes it easier than ever to update business information across Google Search, Maps and Google+. You’ll have a dashboard where you can update your opening hours, your business category, where your office is located and even check your website analytics.
Follow all the steps and remember that the Google My Business page will help populate all the info for the Google Plus page. Try to to complete it 100%.
Depending on cases, some areas of the page will not be updated until your business is verified. Once you get the code through the post just enter it into the channel and it will update your dashboard.
To view your Google + page simply click on the icon:
To create your YouTube account, whilst still logged in Chrome, open a new tab and past the following address www.youtube.com/channel_switcher. Ignore the first 2 options and choose the one with your Google + page name.
Follow the steps and after a few clicks your account will be created.
It will also be linked to your Google My Business dashboard.
Moving forward, when on YouTube always be sure to manage the right YouTube channel:
First, upload a header and a channel icon, the specs are available here. There’s no need for Photoshop skills, just head over to free tools like Picmonkey or Canva. Then add a description and links to other social media channels (here’s how to do it). Lastly, add a channel trailer (instructions here), which can also be an animated presentation whilst you prep your videos.
Now that you’re ready to upload your videos, there are 7 things you can do to make sure your YouTube channel is up to scratch. These are often overlooked but could give you more visibility and get your brand ahead of the competition.
If you don’t want to create an Adwords account and use Google’s Keyword Planner, there are several free keyword tools you can use to gather information about how your audiences searches for content relevant to your brand. Make a list and make sure to sprinkle keywords throughout your video title, descriptions and tags.
Google’s technology has yet to become powerful enough to extrapolate information from a video, so you need to be more straightforward in your keyword use as to when writing a blog post.
Categorization and Playlists
Armed with your keyword research and your audience insights, think of different categories for your videos, i.e. Pasta dishes, Desserts, you get the drift. Then create a playlist grouping all videos relevant to one category. This will increase your chances of a person viewing more than one video at once. Lastly, showcase your playlists beautifully with sections. Here’s an excellent example :
Tags are very powerful on YouTube, make sure to always include as many as you can and try to target your keywords as much as you can.
If there’s a dialogue, a voiceover or text in your video, make sure to upload a video transcript too for your video, this will help SEO-wise (here’s how to do it).
Perhaps what make the biggest difference, nothing strikes as more professional than a YouTube channel with consistent thumbnails and titles. Invest some time coming up with title structures and use software like Canva to make appealing thumbnails. Don’t leave YouTube to choose thumbnails for you, it usually ends up picking one unrecognizable frame.
Website links & Custom URL
YouTube can entertain your audience but can also be a referrer for your website. You can link to your website in videos descriptions and A+ to you if you use a trackable link (here’s one way to do it) but you can use links also within the video itself. Annotations are the functionality that will allow you to do that, just make sure you verify your website first. Whilst you’re there, get a custom URL for your YouTube channel too.
There are 2 functionalities which allow you to promote other YouTube channels you manage. The first is that you can create playlist with videos from any channel, you just need to select the “Enter a playlist URL” option when creating that playlist. The second is the Multi-channel feature which you can enable this feature by selecting “Channel” in the “Select Content” drop down feature when adding a new section.
Here you go, you can now add vlogging to your resume!
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