1184: 6 Ways to Increase Traffic to Your YouTube Channel w/ Matt Duffy

WEBVTT 1 00:00:00.000 --> 00:00:04.200 Are you trying to establish your brand as a thought leader? Start a PODCAST, 2 00:00:04.679 --> 00:00:09.750 invite industry experts to be guests on your show and watch your brand become 3 00:00:09.830 --> 00:00:15.750 the prime resource for decision makers in your industry. Learn more at sweetphish MEDIACOM. 4 00:00:20.629 --> 00:00:24.780 You're listening to be tob growth, a daily podcast for B TOB leaders. 5 00:00:25.379 --> 00:00:28.859 We've interviewed names you've probably heard before, like Gary Vander truck and Simon 6 00:00:28.940 --> 00:00:33.259 Senek, but you've probably never heard from the majority of our guests. That's 7 00:00:33.299 --> 00:00:37.850 because the bulk of our interviews aren't with professional speakers and authors. Most of 8 00:00:37.929 --> 00:00:42.490 our guests are in the trenches leading sales and marketing teams. They're implementing strategy, 9 00:00:42.530 --> 00:00:47.049 they're experimenting with tactics, they're building the fastest growing BTB companies in the 10 00:00:47.130 --> 00:00:50.600 world. My name is James Carberry. I'm the founder of sweet fish media, 11 00:00:50.799 --> 00:00:54.479 a podcast agency for BB brands, and I'm also one of the cohosts 12 00:00:54.520 --> 00:00:58.320 of this show. When we're not interviewing sales and marketing leaders, you'll hear 13 00:00:58.439 --> 00:01:00.960 stories from behind the scenes of our own business. Will share the ups and 14 00:01:02.119 --> 00:01:06.030 downs of our journey as we attempt to take over the world. Just getting 15 00:01:06.629 --> 00:01:15.150 well, maybe let's get into the show. Welcome back to be tob growth. 16 00:01:15.230 --> 00:01:19.980 I'm Logan lyles with sweet fish media. I'm joined today by Matt Duffy. 17 00:01:19.099 --> 00:01:23.659 He is the chief marketing officer over at pixability. Matt, how's it 18 00:01:23.739 --> 00:01:26.340 going today, man? Good, Logan, good to talk to you. 19 00:01:26.939 --> 00:01:30.540 Absolutely. I am really excited to talk to you, Matt, because you're 20 00:01:30.579 --> 00:01:34.170 going to be talking about something that we've been leaning into over the last couple 21 00:01:34.290 --> 00:01:37.569 months here at sweet fish, and that is video. We're going to be 22 00:01:37.689 --> 00:01:42.370 talking about Youtube, both organic and paid, and some new opportunities when it 23 00:01:42.489 --> 00:01:48.480 comes to lead generation and exposure for bb brands, and not just top of 24 00:01:48.599 --> 00:01:53.879 funnel brand awareness. But before we get into all things using video more efficiently 25 00:01:53.079 --> 00:01:57.040 for your bb brand, Matt, I would love for you to give people 26 00:01:57.040 --> 00:02:00.280 a little bit of background on yourself, what you in the team at Pisability, 27 00:02:00.280 --> 00:02:02.230 you're up to and why you're the guy talking about this today. Yeah, 28 00:02:02.310 --> 00:02:06.549 sure, a thing, Logan. So I'm a be Tob marketerter myself. 29 00:02:06.829 --> 00:02:09.150 I've been doing be to be marketing for about twenty years now, so 30 00:02:09.270 --> 00:02:15.580 I'm a veteran. And fixability is a video advertising software company and we focus 31 00:02:15.780 --> 00:02:20.620 mostly on Youtube, but we also work with facebook, instagram and a lot 32 00:02:20.659 --> 00:02:24.580 of the connected TV platforms like Amazon Fire and Roku and Hulu and so forth, 33 00:02:25.139 --> 00:02:29.379 and what I've been seeing is as a nice trend. We work with 34 00:02:29.460 --> 00:02:32.050 a lot of BBC companies, but I've been seeing a nice trend of more 35 00:02:32.289 --> 00:02:38.770 B Tob advertisers moving into into Youtube and and sort of embracing video and what 36 00:02:38.889 --> 00:02:40.810 it can do for them. So love to chat about that today. I 37 00:02:40.889 --> 00:02:45.319 think it's a very cool trend to be watching. Yeah, absolutely, as 38 00:02:45.360 --> 00:02:49.000 you and I were just talking offline, I was just excited to pick your 39 00:02:49.039 --> 00:02:51.960 brain and so I'm glad I get to pick your brain and share it with 40 00:02:52.039 --> 00:02:54.919 listeners. So let's jump right in from their Matt let's talk a little bit 41 00:02:55.159 --> 00:03:00.310 about you mentioned Youtube, so let's talk about Youtube for beb brands. You 42 00:03:00.349 --> 00:03:06.349 know, before we get into advertising and managing your paid spend on Youtube, 43 00:03:06.789 --> 00:03:09.550 you've mentioned to me that a lot of bb brands are missing some opportunity in 44 00:03:09.669 --> 00:03:15.900 just better management of their organic exposure and their own youtube channel. Can you 45 00:03:15.939 --> 00:03:19.379 talk to us a little bit about what you're seeing there? Yeah, definitely. 46 00:03:19.620 --> 00:03:23.219 You know, one of the things you know most be tob marketers have 47 00:03:23.539 --> 00:03:27.729 search as one of the things that they focus on, whether it's paid search 48 00:03:27.930 --> 00:03:31.650 or Seo for their website. What a lot of bed marketers don't realize or 49 00:03:31.729 --> 00:03:36.129 miss the boat on, is the fact that Youtube is the the second biggest 50 00:03:36.129 --> 00:03:39.729 search engine after after Google. So in the same way that you want your 51 00:03:39.770 --> 00:03:44.360 site to be optimized and you want to drive traffic to your site through paid 52 00:03:44.400 --> 00:03:46.879 search on Google, there are things you should be doing on Youtube, as 53 00:03:46.919 --> 00:03:51.719 the second biggest search engine in the world, to make sure when folks search 54 00:03:51.879 --> 00:03:57.110 for products or solutions on Youtube that your brand comes up or your products come 55 00:03:57.150 --> 00:04:00.469 up, and this is something that a lot of a lot of bb marketers 56 00:04:00.509 --> 00:04:02.629 miss. A lot of bed marketers kind of think of Youtube is well, 57 00:04:02.669 --> 00:04:05.629 it's just where I store my videos. I just kind of leave it there 58 00:04:05.669 --> 00:04:10.539 as a library of videos, but I don't really focus on it or optimize 59 00:04:10.699 --> 00:04:14.340 keywords on it. But that's exactly what, you know, what they should 60 00:04:14.340 --> 00:04:15.579 be doing and we've been seeing, we've been working with a lot of bb 61 00:04:15.660 --> 00:04:19.620 marketers are doing that and seeing great results from doing that, and not be 62 00:04:19.699 --> 00:04:24.259 happy to give some some specific tips on on what they should be doing there, 63 00:04:24.290 --> 00:04:26.930 if that makes sense. Yeah, absolutely. I would love for you 64 00:04:27.009 --> 00:04:30.410 to give some some examples there. I know that we in the past have 65 00:04:30.490 --> 00:04:33.810 been one of those guilty parties. They're of just kind of leaving the the 66 00:04:34.050 --> 00:04:40.680 Youtube Channel. I imagine that making sure that that you just kind of put 67 00:04:40.759 --> 00:04:43.399 some fresh pain on it, make sure that it's branded well, that you've 68 00:04:43.439 --> 00:04:45.800 got, you know, links back to your home page and stuff like that 69 00:04:45.920 --> 00:04:49.439 as kind of step one. But then you mentioned optimizing for keywords, tagging 70 00:04:49.480 --> 00:04:54.110 your videos, those sorts of things. Take us through some of the okay, 71 00:04:54.230 --> 00:04:58.269 if I'm raising my hand right now and saying we've neglected our youtube channel 72 00:04:58.629 --> 00:05:00.589 and maybe I've got some time to prep for two thousand and twenty, what 73 00:05:00.709 --> 00:05:04.189 are the first three or four action items of be to be marketing team should 74 00:05:04.189 --> 00:05:08.980 take too kind of refresh and and just take those first steps to up their 75 00:05:09.060 --> 00:05:12.819 game on their organic youtube channel. Yeah, definitely. I mean there's a 76 00:05:12.860 --> 00:05:15.379 long list of things that that you can do, but just at a very 77 00:05:15.379 --> 00:05:19.019 high level. To your point, the first things that a BB marketer should 78 00:05:19.019 --> 00:05:24.610 do is just first check whether, even a search for your brand on Youtube, 79 00:05:25.089 --> 00:05:27.970 that you come up high in a search for your brand, which isn't 80 00:05:28.009 --> 00:05:31.050 always the case. Sometimes your brand name is is a common word. We 81 00:05:31.129 --> 00:05:35.160 actually work with Puma. Granted, there are BTC company, but you know, 82 00:05:35.480 --> 00:05:39.639 when you search for the word Puma, there are videos that have Puma 83 00:05:39.759 --> 00:05:43.040 the cat that come up, etc. And there are other brands where, 84 00:05:43.279 --> 00:05:46.199 you know, with Adidas, if you search for Adidas, where it might 85 00:05:46.279 --> 00:05:48.720 be. You know, a rap video with that mentions Adidas, etcetera, 86 00:05:48.759 --> 00:05:53.870 might come up ahead of adidas videos. So first thing is it bb brain 87 00:05:53.990 --> 00:05:57.629 is just do you come up first in terms of brand search? The next 88 00:05:57.670 --> 00:06:00.470 thing is keywords. You know doing do some searches for keywords that you think 89 00:06:00.550 --> 00:06:03.579 folks might be looking for? I know that as a I'm not just a 90 00:06:03.699 --> 00:06:08.699 BB marketer, but I also buy B tob software all the time and sometimes 91 00:06:08.740 --> 00:06:12.339 I look for videos on Youtube for, you know, I'd like to find 92 00:06:12.339 --> 00:06:15.740 a hub spot video or a salesports video on on how certain function of there's 93 00:06:15.819 --> 00:06:19.610 works. So make sure you know, do some of those searches yourself on 94 00:06:19.810 --> 00:06:23.769 Youtube and see if your videos are coming up for that. If you have 95 00:06:23.810 --> 00:06:27.730 videos that answer those questions, you want them optimized for that. And there 96 00:06:27.730 --> 00:06:30.649 are some, you know, simple ways to address seo on your channel and 97 00:06:30.730 --> 00:06:34.600 there's some sort of more complex ways, but basically you should think of your 98 00:06:34.639 --> 00:06:40.839 youtube channel is like your website and you want to be maximizing keyword descriptions of 99 00:06:40.879 --> 00:06:44.279 your videos and and you know, maxing out on the number of words you 100 00:06:44.319 --> 00:06:46.550 can use, but also using the right word so that when those searches happen, 101 00:06:46.670 --> 00:06:49.750 you come up. So there are things you should do around your publishing 102 00:06:49.790 --> 00:06:55.350 schedule that are to optimize how your youtube channel behaves. And then there are 103 00:06:55.350 --> 00:06:59.189 things you can do once people get to your channel to improve engagement. There 104 00:06:59.189 --> 00:07:01.620 are things you can do in terms of end screen elements you can add to 105 00:07:01.660 --> 00:07:05.579 your videos that then drive people to other videos on your channel. They're really 106 00:07:05.620 --> 00:07:09.819 nice ways. You could pretty up your channel with Nice thumbnails that have your 107 00:07:09.860 --> 00:07:14.300 branding in it so that when those videos appear somewhere else they show your branding 108 00:07:14.420 --> 00:07:17.209 their things you can do with captions to improve discoverability. There are lots of 109 00:07:17.290 --> 00:07:20.370 different things you can do, but but again, I think is a baby 110 00:07:20.410 --> 00:07:23.970 market. The first thing you should do is just see how you're doing in 111 00:07:24.170 --> 00:07:29.089 terms of keywords searches. If they're you're coming up with the videos that you 112 00:07:29.170 --> 00:07:31.240 want to come up with from your brand in your channel. Yeah, that 113 00:07:31.360 --> 00:07:33.600 makes a lot of sense. I've seen, you know, you can use 114 00:07:33.720 --> 00:07:39.920 tools like revcom to transcribe videos and they have a plug in right into youtube. 115 00:07:40.079 --> 00:07:42.759 So I've seen some of those things on the background. That, the 116 00:07:42.879 --> 00:07:46.350 thumbnails piece, is something that our founder James posted on linkedin about here. 117 00:07:46.389 --> 00:07:51.389 Recently, as we've been doing more video, we've realized the importance of thumbnails 118 00:07:51.629 --> 00:07:56.589 and so if you got someone who regularly appears in your video, like a 119 00:07:56.870 --> 00:08:00.379 podcast host or something like that, take some time do a quick little photo 120 00:08:00.420 --> 00:08:03.379 shoot with them to get some headshots so that you can very up, you 121 00:08:03.459 --> 00:08:05.980 know, that title or something like that, because you don't want this random, 122 00:08:07.379 --> 00:08:09.259 you know, screen grab from the middle of your video with someone you 123 00:08:09.379 --> 00:08:13.490 know, just like when you pause your TV right it's always someone with their 124 00:08:13.569 --> 00:08:16.290 eye half open and their mouth and a weird spot and you end up coming 125 00:08:16.329 --> 00:08:20.329 back laughing at it. Doesn't give the first best, first brand impression. 126 00:08:20.490 --> 00:08:24.129 So the thumbnails piece that you mentioned there, I think is really important to 127 00:08:24.170 --> 00:08:28.199 think about. Hey, everybody, Logan here. Quick shout out to today's 128 00:08:28.279 --> 00:08:35.440 gross sponsor. talkable helps ECOMMERCE companies grow through targeted referral programs that leverage insights 129 00:08:35.639 --> 00:08:39.480 from door customers behavior. Join others who've hit their sales goals and seen a 130 00:08:39.720 --> 00:08:43.909 ten x Roy. On the referral programs, talk about lets you segment your 131 00:08:43.990 --> 00:08:50.429 offers and personalize your messaging two different audiences, like new versus repeat customers, 132 00:08:50.669 --> 00:08:54.590 or by geolocation. Talk about also easily integrates with the rest of your text 133 00:08:54.669 --> 00:09:00.940 act, having a low impact on site speed and navigation, creating a seamless 134 00:09:00.980 --> 00:09:07.899 user experience while helping you drive more sales. Learn more at growth doc TALKABLECOM. 135 00:09:07.299 --> 00:09:13.529 All right, let's get back to the show. So let's transition that 136 00:09:13.769 --> 00:09:18.769 from organic youtube optimization to advertising opportunities. As you and I were talking a 137 00:09:18.809 --> 00:09:22.850 little bit offline, you mentioned some of the myths that be to be marketers 138 00:09:22.929 --> 00:09:28.240 have about targeting and other things when it comes to advertising on Youtube. Can 139 00:09:28.279 --> 00:09:31.399 you speak to those, maybe dispel them a little bit and speak to some 140 00:09:31.519 --> 00:09:35.519 of the opportunities when it comes to paid search or paid exposure on Youtube for 141 00:09:35.639 --> 00:09:39.429 B Tob Brands? Yeah, sure, I mean most be to be marketers 142 00:09:39.549 --> 00:09:46.110 love platforms like Linkedin that that have rich title and title and company information on 143 00:09:46.309 --> 00:09:52.149 Perspective customers, and I love linkedin marketing as well. I think but I 144 00:09:52.269 --> 00:09:58.539 think the myth is that you can't really target or reach certain types of be 145 00:09:58.740 --> 00:10:01.500 to be targets in Youtube, and we have a lot of be to be 146 00:10:01.620 --> 00:10:05.419 clients that are having a lot of success with it based on some of the 147 00:10:05.860 --> 00:10:09.769 ways you can that you can target in Youtube. One of the very coolst 148 00:10:09.850 --> 00:10:13.330 things you can do is, because youtube is connected to Google, obviously into 149 00:10:13.370 --> 00:10:18.490 Google search, you can target anyone based on searches they did. So if 150 00:10:18.649 --> 00:10:22.840 you're, you know, sales forcecom and you're selling a crm solution, you 151 00:10:22.039 --> 00:10:28.080 can serve your video adds to anyone who's ever searched for crm solution in Google. 152 00:10:28.480 --> 00:10:31.480 And so obviously apply that to any other product category and you can target 153 00:10:31.559 --> 00:10:35.950 Youtube video adds to anyone who's done certain searches on Youtube. So even if 154 00:10:35.990 --> 00:10:41.309 you want to do a small amount of advertising on youtube and just advertise to 155 00:10:41.389 --> 00:10:45.750 those people who have searched for specific terms that are directly relevant to you, 156 00:10:45.870 --> 00:10:48.750 I think it's smart thing to do. The other thing you can do, 157 00:10:48.870 --> 00:10:50.980 which is very cool, is you can you can target ads on Youtube to 158 00:10:52.059 --> 00:10:56.019 people that have downloaded certain APPs. You can also target adds some places that 159 00:10:56.100 --> 00:10:58.700 people have been, but that's a little bit less relevant for me to be 160 00:10:58.779 --> 00:11:03.539 marketers, but in terms of APP downloads that's certainly relevant. I know a 161 00:11:03.580 --> 00:11:07.570 lot of BB marketers that target folks that have downloaded APPs from competitors or even 162 00:11:07.610 --> 00:11:11.450 downloaded some of their own apps or download apps that they feel like might be 163 00:11:13.169 --> 00:11:16.850 directly relevant to what they're selling. And so between the between the custom intent 164 00:11:18.490 --> 00:11:22.080 targeting, which is targeting people who have certain intent that they've shown through searching, 165 00:11:22.600 --> 00:11:26.279 and custom affinity targeting, which is affinity towards certain topics based on Apps 166 00:11:26.320 --> 00:11:31.279 they've downloaded, places they've been etc. There's a lot of really good targeting 167 00:11:31.360 --> 00:11:33.629 that you could do on Youtube to produce a, you know, good result. 168 00:11:33.950 --> 00:11:37.789 Yeah, that makes a lot of sense. Can you speak at all 169 00:11:37.269 --> 00:11:41.590 that to the content? You know, because I had AJ Wilcox on the 170 00:11:41.629 --> 00:11:46.860 show before. He's just the master at Linkedin adds and you know he talked 171 00:11:46.899 --> 00:11:52.659 about you know, as you mentioned, linkedin's targeting is great from a Bob 172 00:11:52.820 --> 00:11:56.179 Perspective. You kind of peeled the the curtain back on some of the targeting 173 00:11:56.259 --> 00:12:00.899 that we can do with with Youtube. But what H was talking about on 174 00:12:00.980 --> 00:12:03.490 Linkedin is where a lot of people fall flat. Is the creative is the 175 00:12:03.570 --> 00:12:07.529 type of content that they're putting in front of folks. To me, I've 176 00:12:07.610 --> 00:12:11.570 seen. I don't know how well they're performing, but I've I'm constantly talking 177 00:12:11.649 --> 00:12:16.320 about the meeting owl, the video camera for conference rooms. I see those 178 00:12:16.440 --> 00:12:20.840 youtube ads all the time and the funny they're engaging. They're almost skit like 179 00:12:22.559 --> 00:12:26.159 those sorts of things. So, whether it's funny or you know other ways 180 00:12:26.240 --> 00:12:30.629 that you see bb brands putting the right sort of content out, because the 181 00:12:30.750 --> 00:12:33.350 targeting is is nothing if you don't have the right sort of offer or the 182 00:12:33.389 --> 00:12:37.269 right sort of content to put in front of folks. So can you speak 183 00:12:37.309 --> 00:12:41.669 to maybe some examples or some recommendations for bb brands there when it comes to 184 00:12:41.710 --> 00:12:45.580 the content of their advertising on Youtube? Yeah, definitely, and it's funny. 185 00:12:45.620 --> 00:12:48.659 You mentioned owl. That's a that's a company nearby us here in Boston 186 00:12:48.740 --> 00:12:52.299 and my old boss is the CEO. That company's very cool, very cool 187 00:12:52.340 --> 00:12:56.139 company, and they do some very cool youtube creative. Yeah, I think 188 00:12:56.340 --> 00:13:00.929 the biggest trend we're seeing in youtube creative, whether it's to be advertised or 189 00:13:01.009 --> 00:13:05.610 as or BTC advertisers, is a trend towards creative. That's not highly produced, 190 00:13:05.850 --> 00:13:09.129 not costly. It can be just a customer interview that you do yourself 191 00:13:09.169 --> 00:13:15.679 at a desk, it can be very user generated. Feel content is working 192 00:13:15.879 --> 00:13:18.080 really, really well on Youtube for both be to B and BTC. So 193 00:13:18.480 --> 00:13:22.919 that's the advice I give be tob marketers who are a little bit worried. 194 00:13:22.000 --> 00:13:26.399 You know, we don't have this amazing video creative with, you know, 195 00:13:26.639 --> 00:13:31.710 a movie star and highly produced content. I think any content that gets at 196 00:13:31.990 --> 00:13:35.669 what your customers might be interested in, whether it's hearing from other folks that 197 00:13:35.710 --> 00:13:41.179 are using your solutions or any other kind of user generated piece, is working 198 00:13:41.340 --> 00:13:45.700 really well. The other thing I'll mention that that I that could to mention 199 00:13:45.779 --> 00:13:50.980 when talking about targeting is their few other tools for targeting your ads that work 200 00:13:50.100 --> 00:13:54.700 really well for be to be in one is you can retarget, so you 201 00:13:54.820 --> 00:13:58.929 can recon retarget any folks that have been to your youtube channel before or been 202 00:13:58.970 --> 00:14:01.450 to your website before. So that's obviously a great thing. We do that 203 00:14:01.610 --> 00:14:07.289 ourselves if anyone that visits our fixability site will get retargeted with an ad on 204 00:14:07.450 --> 00:14:11.120 Youtube when they go to youtube. So that's that's a cool thing to do 205 00:14:11.320 --> 00:14:16.360 and it's usually not something that that costs a lot, unless your website visitor 206 00:14:16.440 --> 00:14:20.840 scale is gigantic. Yeah, and then the other quick, quick thing to 207 00:14:20.879 --> 00:14:24.389 do that's that's super cool for BTB is on youtube you can target adds to 208 00:14:24.830 --> 00:14:30.269 first party lists. So if I'm a company that has a list of customers 209 00:14:30.309 --> 00:14:35.549 or a list of targeted customer potential customers, that I can use that list 210 00:14:35.710 --> 00:14:39.620 and I can either target those people when they go on Youtube or I can 211 00:14:39.940 --> 00:14:43.139 also create a look alike audience to those people and target a lookalike audience to 212 00:14:43.220 --> 00:14:46.340 your own to your own first party list. So that's another really cool thing. 213 00:14:46.460 --> 00:14:50.059 So regardless, you know, it's sort of a long way of answering 214 00:14:50.100 --> 00:14:54.409 your question about content, but content can be very low cost, user generated 215 00:14:54.570 --> 00:14:58.769 content. I think the relevance is what's important, but targeting to me is 216 00:14:58.850 --> 00:15:03.169 is the the first real key step. Yeah, absolutely. So we go 217 00:15:03.289 --> 00:15:07.759 from targeting the type of content, which now I'm looking forward to seeing some 218 00:15:07.840 --> 00:15:11.559 of your youtube ads because obviously I went to the fixability site to prep for 219 00:15:11.639 --> 00:15:16.200 this interview, so I'll get a chance to to see some of that. 220 00:15:16.399 --> 00:15:20.559 Now. What I'm doing my my youtube searching later tonight, usually for the 221 00:15:20.639 --> 00:15:24.669 sportsenter not top ten. That's one of my guilty pleasures on Youtube. But 222 00:15:24.789 --> 00:15:28.149 I digress. So let's go to kind of the next step that we're going 223 00:15:28.269 --> 00:15:31.990 from targeting to the content to measurement. Let's talk about, you know, 224 00:15:33.110 --> 00:15:37.980 really using this as a legion tactic and your conversion tracking from Youtube. Talk 225 00:15:39.019 --> 00:15:41.940 to us a little bit about what you see bebe brands doing successfully in the 226 00:15:43.059 --> 00:15:46.580 next step. Yeah, definitely, I mean so, the first thing I'll 227 00:15:46.580 --> 00:15:52.250 say is some be tobe advertisers don't use youtube because they think it's just brand 228 00:15:52.330 --> 00:15:56.330 lift, and my first argument for them would be brand lift should matter to 229 00:15:56.370 --> 00:16:00.450 you. Every Youtube campaign that we run we have a brand lift study attached 230 00:16:00.490 --> 00:16:06.519 to it where we track the brand lift that that campaign drove for that advertiser. 231 00:16:06.600 --> 00:16:08.519 So, as it be tob marketer, even if you didn't get any 232 00:16:08.639 --> 00:16:14.159 conversions, any leads, any site traffic from it, it would be valuable 233 00:16:14.279 --> 00:16:17.720 for me, as a baby marketer to know I ran this Youtube Campaign, 234 00:16:18.000 --> 00:16:22.110 the folks that saw this ad show this much higher brand awareness than those who 235 00:16:22.149 --> 00:16:26.190 didn't and this much more intent to work with us. So that's that's one. 236 00:16:26.350 --> 00:16:30.629 First thing that I always tell people in terms of measuring their campaigns on 237 00:16:30.750 --> 00:16:33.299 Youtube as a b Tob Marketer. But then to your point, what most 238 00:16:33.340 --> 00:16:37.659 be to be marketers cameras about his conversion. So there are lots of ways 239 00:16:37.700 --> 00:16:41.580 you could do conversions. On the brand lift side, we actually we work 240 00:16:41.659 --> 00:16:44.940 with carbonite. They are great be to be company that we work with in 241 00:16:44.980 --> 00:16:48.610 their agency, nor Bella, in Boston. Here. They cared mostly about 242 00:16:48.610 --> 00:16:52.169 brand awareness. So for them we ran these brand awareness studies that you can 243 00:16:52.210 --> 00:16:56.289 run right through Google and they saw an eighteen percent brand awareness lift from the 244 00:16:56.370 --> 00:16:57.850 youtube campaign and they were thrilled. That's what they were looking for. For 245 00:16:59.929 --> 00:17:02.759 other clients that we work with, sometimes as conversions, and the way you 246 00:17:02.799 --> 00:17:06.519 do that it's pretty simple. It's what you'd expect as a bdb marketer. 247 00:17:06.680 --> 00:17:11.359 You can just use conversion pixels and you can put those pixels on landing pages 248 00:17:11.640 --> 00:17:15.190 and anyone that sees your youtube ads and then lands on the landing page and 249 00:17:15.309 --> 00:17:18.509 converts, you can. You can see that in your ad words, in 250 00:17:18.589 --> 00:17:22.230 your Google ads reporting, and so that's what a lot of a lot of 251 00:17:22.829 --> 00:17:27.230 baby marketers do. Another thing to track, obviously, is a lot of 252 00:17:27.309 --> 00:17:33.619 baby marketers are very interested in growing their youtube channel subscribers and we had one 253 00:17:33.700 --> 00:17:38.420 company called Mouser. They're they're huge electronics parts be to be company and they 254 00:17:38.660 --> 00:17:44.059 from their Youtube advertising. They were they wanted to grow their youtube channel subscriber 255 00:17:44.140 --> 00:17:47.529 base and they were able to grow up by over sixty percent just from from 256 00:17:47.529 --> 00:17:49.769 running the Youtube as that they ran and that that they tracked very easily and 257 00:17:49.849 --> 00:17:52.890 that was a another good thing you can track. So there are the moral 258 00:17:52.970 --> 00:17:56.450 a story. There are things, measurable things that you can do on Youtube 259 00:17:56.450 --> 00:18:02.200 as a BEDB marketer, both legion site traffic, Youtube Channel Growth and, 260 00:18:02.279 --> 00:18:04.680 of course, brand lift. Yeah, absolutely, I love that you didn't 261 00:18:04.720 --> 00:18:07.319 just skip over the top of the funnel. You know, I have so 262 00:18:07.400 --> 00:18:12.589 many conversations with beb marketers offline, away from this podcast. In addition to 263 00:18:12.789 --> 00:18:18.750 these conversations about how they can use a podcast or a podcast series in their 264 00:18:18.789 --> 00:18:22.710 own marketing. Fly will and and we have a very frank conversation about you 265 00:18:22.789 --> 00:18:26.819 know, we're podcasting often sits. It feeds their other legion strategies and there 266 00:18:26.859 --> 00:18:32.500 are things that you can do, but primarily it's that brand awareness and we 267 00:18:32.700 --> 00:18:36.099 talked about, you know, the importance of that and I think there are 268 00:18:36.140 --> 00:18:40.420 a lot of bb marketing thought leaders out there that have more clout and more 269 00:18:40.460 --> 00:18:44.490 experience than myself that are saying that as well. So it's cool to hear 270 00:18:44.569 --> 00:18:48.529 you echo that from a youtube perspective because I'm having those conversations from a podcast 271 00:18:48.569 --> 00:18:51.970 perspective on a daily basis as well. So I love that map. So 272 00:18:52.210 --> 00:18:55.210 let's talk real quick before I let you go. Matt, you and I 273 00:18:55.289 --> 00:18:59.240 were chatting offline and you know, I happen to mention that I recently changed 274 00:18:59.400 --> 00:19:04.960 my primary TV service from direct TV, one of the the traditional satellite providers, 275 00:19:06.119 --> 00:19:10.230 to Youtube TV and in my opinion, I think I don't talk to 276 00:19:10.309 --> 00:19:15.349 a lot of be tob marketers that are thinking about connected TV's and streaming APPs 277 00:19:15.589 --> 00:19:19.910 for their own advertising, but there could be some green field opportunity to kind 278 00:19:19.910 --> 00:19:26.539 of get out in front as that penjelum continues to swing to streaming APPs being 279 00:19:26.859 --> 00:19:30.180 more and more the way that we consume what's been considered traditional TV. Right. 280 00:19:30.180 --> 00:19:36.059 Yeah, definitely. I mean there's a stat that's pretty startling that the 281 00:19:36.140 --> 00:19:41.769 next two years seventeen million people are going to leave traditional TV watching for connected 282 00:19:41.890 --> 00:19:45.650 TV streaming services, like you said, and I think the interesting thing for 283 00:19:45.769 --> 00:19:48.769 be to be marketers is they're going to be a lot less expensive ways to 284 00:19:48.930 --> 00:19:55.200 advertise on television screens then than there ever were in the past, which will 285 00:19:55.240 --> 00:19:57.920 mean be to be marketers who never before even thought about TV advertising will be 286 00:19:59.000 --> 00:20:03.720 doing it, sometimes without even knowing it, but also sometimes intentionally, because 287 00:20:03.759 --> 00:20:07.910 the budgets will be much more reasonable. I think we I just did a 288 00:20:07.990 --> 00:20:12.349 Webinar with the head, actually the head of YouTube TV at at Google, 289 00:20:12.390 --> 00:20:15.910 a niche Kut of car, and he's a great guy, and we talked 290 00:20:15.950 --> 00:20:22.619 about that, the viewing of Youtube on television screens. TV screens is the 291 00:20:22.700 --> 00:20:27.500 fastest growing place to watch just regular youtube. There's Youtube on TV or Youtube 292 00:20:27.539 --> 00:20:30.140 TV, like you said, which you subscribe to, which is a great 293 00:20:30.220 --> 00:20:34.769 service that advertisers can advertise on. But then there's also just watching youtube on 294 00:20:34.849 --> 00:20:40.049 a TV screen if you have a connected TV, and that Youtube on TV 295 00:20:40.690 --> 00:20:44.890 is the fastest growing device for Youtube right now. So as a BTB marketer, 296 00:20:45.210 --> 00:20:48.650 you can do a campaign on Youtube and you can target people. You 297 00:20:48.690 --> 00:20:52.240 can target just TV watchers if you want, you can target just the television 298 00:20:52.240 --> 00:20:55.480 device or you could target all devices. But just have your report broken out 299 00:20:55.799 --> 00:21:00.240 to see how your ads performed on TV screens versus on other devices. So 300 00:21:00.279 --> 00:21:03.839 it's a very interesting thing. Now, obviously also there are lots of other 301 00:21:03.920 --> 00:21:08.349 connected TV platforms we advertise, we work on with for our clients, whether 302 00:21:08.390 --> 00:21:11.710 there be to be or BTC, and we're seeing some really good results from 303 00:21:11.869 --> 00:21:15.750 advertisers at that. Run on Amazon fire which is, you know, Amazon 304 00:21:15.869 --> 00:21:21.900 firestick makes your TV a connected TV and we can use all the data that 305 00:21:21.940 --> 00:21:26.859 Amazon has access to around their their audiences about, you know, what people 306 00:21:26.940 --> 00:21:29.940 have bought, what they've searched for, even what cars they drive. It's 307 00:21:29.940 --> 00:21:32.740 amazing. It's amazing the day that they have. So yeah, I think 308 00:21:32.859 --> 00:21:36.490 CETV, connected TV, is going to be it's actually going to be a 309 00:21:36.650 --> 00:21:40.809 big piece of B Tob Marketing incoming years. You know, maybe maybe not 310 00:21:40.970 --> 00:21:42.890 this year, and this year it's already becoming big for B Toc, but 311 00:21:44.250 --> 00:21:48.519 I think be tob advertisers are going to start to actually be TV advertisers in 312 00:21:48.559 --> 00:21:51.279 the very near future. It's going to be super interesting. Yeah, I 313 00:21:51.480 --> 00:21:56.839 love hearing about just kind of looking at those those disruptive technologies and that changes 314 00:21:57.160 --> 00:22:02.950 in user behavior, especially in be tob where you know so many marketers I 315 00:22:03.069 --> 00:22:06.869 talk to or just trying to break through the noise. Sometimes it's about where 316 00:22:06.910 --> 00:22:10.109 where you go to, where there's, you know, a little bit less 317 00:22:10.230 --> 00:22:11.910 noise, where there's a little bit you know, you have a little bit 318 00:22:11.950 --> 00:22:15.740 of it advantage if you're an early mover. So I love what you're talking 319 00:22:15.779 --> 00:22:21.819 about their Matt and possibly giving folks something to think about for their two thousand 320 00:22:21.819 --> 00:22:26.140 and twenty budget that maybe they haven't been planning on and and something that they 321 00:22:26.140 --> 00:22:30.049 might want to test and experiment with, in addition to all the other great 322 00:22:30.650 --> 00:22:33.809 things that you mentioned here and Managing Your Organic Youtube Channel, dispelling some of 323 00:22:33.890 --> 00:22:38.289 the myths on targeting that you can and can't do with Youtube and different ways 324 00:22:38.329 --> 00:22:42.769 to think about measurement when it comes to your youtube advertising. Matt, if 325 00:22:42.809 --> 00:22:47.640 anybody listening to this wants to ask any follow up questions, which I'm assuming 326 00:22:47.680 --> 00:22:49.799 there are probably going to be a few folks, or they just want to 327 00:22:49.799 --> 00:22:52.599 stay connected with you or they want to learn more about what you in the 328 00:22:52.640 --> 00:22:56.000 team at fixability or up to, what's the best way for them to reach 329 00:22:56.039 --> 00:23:00.470 out or follow up with you? Yeah, sure, I'm happy to connect 330 00:23:00.470 --> 00:23:03.109 with with any of your listeners on Linkedin, but you can also email me 331 00:23:03.150 --> 00:23:08.829 directly at m duffy. That's M do you ffy at Pixibility Tocom. Happy 332 00:23:08.950 --> 00:23:12.299 to chat with you about your own be to be challenges, as we're both 333 00:23:12.380 --> 00:23:17.539 we're all in this together as be tob marketers, and also obviously happy to 334 00:23:18.299 --> 00:23:21.660 give you thoughts on how fixability might be able to help you if need be. 335 00:23:22.059 --> 00:23:23.380 I love it, Matt. I love that you close with that line 336 00:23:23.460 --> 00:23:27.650 of being all in this together. It's been one of our rallying cries here 337 00:23:27.690 --> 00:23:33.329 around sweetfish lately is that we can go further faster together than we can go 338 00:23:33.369 --> 00:23:37.450 alone. So thank you again for a great conversation today and share in a 339 00:23:37.529 --> 00:23:40.450 ton of value with listeners. Man, I really appreciate it now. Or 340 00:23:40.569 --> 00:23:45.720 is Logan? It was this great chat with you. Hey, everybody, 341 00:23:45.880 --> 00:23:48.759 Logan with sweetfish here. If you're a regular listener of B Tob Growth, 342 00:23:49.000 --> 00:23:52.839 you know that I'm one of the cohosts of this show, but you may 343 00:23:52.920 --> 00:23:56.390 not know that I also head up the sales team here is sweetfish. So 344 00:23:56.589 --> 00:23:59.750 for those of you in sales or sales offs, I wanted to take a 345 00:23:59.829 --> 00:24:03.390 second to share something that's made us insanely more efficient lately. Our team has 346 00:24:03.470 --> 00:24:07.190 been using lead Iq for the past few months and what used to take us 347 00:24:07.230 --> 00:24:12.380 four hours gathering contact data now takes us only one. We're seventy five percent 348 00:24:12.539 --> 00:24:18.819 more efficient. We're able to move faster without bound prospecting and organizing our campaigns 349 00:24:18.019 --> 00:24:22.259 is so much easier than before. I'd highly suggest you guys check out lead 350 00:24:22.299 --> 00:24:26.890 Iq as well. You can check them out at lead iqcom. That's Elle 351 00:24:27.450 --> 00:24:30.690 a d iqcom.