{"id":20311,"date":"2021-11-22T17:16:12","date_gmt":"2021-11-23T01:16:12","guid":{"rendered":"https:\/\/foundersnetwork.com\/?p=20311"},"modified":"2023-02-24T08:17:27","modified_gmt":"2023-02-24T16:17:27","slug":"how-to-use-youtube-marketing-and-advertising-to-scale-growth","status":"publish","type":"post","link":"https:\/\/foundersnetwork.com\/how-to-use-youtube-marketing-and-advertising-to-scale-growth\/","title":{"rendered":"How to Use YouTube Marketing and Advertising to Scale Growth"},"content":{"rendered":"<blockquote>\n<h2><span style=\"font-weight: 400;\">It\u2019s no secret that YouTube, one of the world\u2019s largest search engines, has eclipsed most other forms of social media in terms of overall transaction value. While posts on other platforms last for a few days or weeks, YouTube videos continue to be accessed for years, building new viewership and offering incomparable brand SEO.<\/span><\/h2>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">Hoping to benefit from this, startups spend vast amounts of money on their video production. However, according to <\/span><a href=\"https:\/\/www.linkedin.com\/in\/marlondoll\/?originalSubdomain=ca\"><span style=\"font-weight: 400;\">Marlon Doll<\/span><\/a><span style=\"font-weight: 400;\">, founder of <\/span><a href=\"https:\/\/www.vireovideo.com\/\"><span style=\"font-weight: 400;\">Vireo Video Marketing<\/span><\/a><span style=\"font-weight: 400;\">, many of these campaigns don\u2019t result in leads or sales because the plans are not strategic enough and don\u2019t make use of the latest tools to optimize viewership, retention and conversion rates.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A <\/span><span style=\"font-weight: 400;\">YouTube Certified Consultant in Audience Growth and Digital Rights and the host of weekly cooking show \u2018Bachelor on a Budget\u2019 with 60,000 subscribers and 10 Million+ views, Doll previously worked<\/span><span style=\"font-weight: 400;\"> at the world\u2019s largest YouTube network, Broadband TV, where his job was to help creators gain more revenue and improve their overall video SEO. At a <a href=\"https:\/\/foundersnetwork.com\/function\/how-to-use-youtube-marketing-and-advertising-to-scale-growth\/\">Founders Network<\/a><\/span><span style=\"font-weight: 400;\"> webinar on December 9<\/span><span style=\"font-weight: 400;\">th<\/span><span style=\"font-weight: 400;\">, he provided <\/span><span style=\"font-weight: 400;\">his video marketing expertise, including his top tips for founders looking to up their video game.<\/span><\/p>\n<blockquote>\n<p>To learn more about video marketing expertise,<a class=\"c-link\" href=\"https:\/\/foundersnetwork.com\/request\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"https:\/\/foundersnetwork.com\/request\/\" data-sk=\"tooltip_parent\" aria-describedby=\"sk-tooltip-3559\">\u00a0see if you qualify for membership<\/a>\u00a0<b data-stringify-type=\"bold\">and check out the\u00a0<\/b><b data-stringify-type=\"bold\"><a class=\"c-link\" href=\"https:\/\/foundersnetwork.com\/event-video-library\/?page_id=20424&amp;preview=true&amp;wchannelid=1kf2f5hdr1&amp;wmediaid=gmcsb33c8x\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"https:\/\/foundersnetwork.com\/?page_id=20424&amp;preview=true?wchannelid=1kf2f5hdr1&amp;wvideoid=f9ukh2h6xr\" data-sk=\"tooltip_parent\">webinar<\/a><\/b><b data-stringify-type=\"bold\"> from December 9.<\/b><\/p>\n<\/blockquote>\n<p>He covered:<\/p>\n<ul>\n<li aria-level=\"1\">How to grow your YouTube Audience Organically\u00a0<\/li>\n<li aria-level=\"1\">How to get your YouTube Ads in front of your Target Audience<\/li>\n<li aria-level=\"1\">How to Create a YouTube Ad that Converts<\/li>\n<li aria-level=\"1\">How to leverage AI tools for Video Marketing Growth<\/li>\n<\/ul>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20311&#038;text=%E2%80%9CMost%20organic%20impressions%20come%20from%20the%20YouTube%20ecosystem%20itself%2C%20not%20from%20external%20sources.%E2%80%9D%20-%20%40MarlonDoll&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank'rel=\"noopener noreferrer\">\u201cMost organic impressions come from the YouTube ecosystem itself, not from external sources.\u201d - @MarlonDoll <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20311&#038;text=%E2%80%9CMost%20organic%20impressions%20come%20from%20the%20YouTube%20ecosystem%20itself%2C%20not%20from%20external%20sources.%E2%80%9D%20-%20%40MarlonDoll&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Share on X<\/a><\/span>\n<p><b>Increase your views with valuable content, clickable thumbnails and playlists\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Doll recommends that businesses prioritize audience retention, and work to create\u00a0 videos that engage audiences for as long as possible. \u201cYouTube is going to give you more impressions when you&#8217;re keeping viewers for 70% of a 10-minute video, than when they only watch for a few minutes,\u201d he says. Create valuable engaging content that your viewers want to watch to the end.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next, focus on increasing the percentage of people that click on your video, called\u00a0 \u201cclick-through-rate.\u201d Doll says this is often dictated by the video\u2019s thumbnail image, which he likens to a movie trailer, attracting audiences to invest in a view.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, optimize for watch time, so that people go from one video to another through effective usage of playlists or end screens. Think: Netflix binge, with people naturally going on to the next video in a series.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWhen you have all these factors working for you \u2013 the click-through-rate, audience retention and watch time \u2013 you are much more likely to get increased organic impressions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And most of those <\/span><a href=\"https:\/\/foundersnetwork.com\/blog\/5-dominant-techniques-in-social-media-marketing\/\"><span style=\"font-weight: 400;\">organic impressions<\/span><\/a><span style=\"font-weight: 400;\"> \u2013 more than 90% of YouTube traffic \u2013 comes from the YouTube ecosystem itself, not from external sources,\u201d Doll explains.\u00a0<\/span><\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20311&#038;text=%E2%80%9CWhile%20a%20YouTube%20viewer%20might%20be%20worth%2050%20cents%20to%20a%20gaming%20company%2C%20one%20viewer%20could%20translate%20into%20thousands%20of%20dollars%20for%20a%20B2B%20SaaS%20company.%E2%80%9D%20-%20%40MarlonDoll&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank'rel=\"noopener noreferrer\">\u201cWhile a YouTube viewer might be worth 50 cents to a gaming company, one viewer could translate into thousands of dollars for a B2B SaaS company.\u201d - @MarlonDoll <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20311&#038;text=%E2%80%9CWhile%20a%20YouTube%20viewer%20might%20be%20worth%2050%20cents%20to%20a%20gaming%20company%2C%20one%20viewer%20could%20translate%20into%20thousands%20of%20dollars%20for%20a%20B2B%20SaaS%20company.%E2%80%9D%20-%20%40MarlonDoll&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Share on X<\/a><\/span>\n<p><b>Scale faster with YouTube advertising<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Many startups that Doll works with see early success when they pair effective organic content with smart usage of YouTube advertising.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses can target viewers in a variety of ways to get their video ads in front of their target customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of those ways is based on what keywords they&#8217;re typing into Google or YouTube, and then offer the right ads before a video or at the top of a YouTube search.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They also can target your audience based on their demographics, locations, interests, or what videos they&#8217;re watching. Or capture some of that low hanging fruit conversions, by retargeting people who have already engaged with your brand before.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Running ads on these platforms results in a lot of valuable data quickly, which makes it controllable and <\/span><a href=\"https:\/\/foundersnetwork.com\/blog\/how-to-scale-without-overspending-on-marketing\/\"><span style=\"font-weight: 400;\">scalable<\/span><\/a><span style=\"font-weight: 400;\">, Doll says.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cYou\u2019re going to set a budget and, right away, you&#8217;re going to get data back on your cost per acquisition, what audiences are performing for you, and what ads are getting people to take action. When you find a return ad spend (ROAS) that is profitable, you&#8217;re able to put that revenue back into the profitable campaigns and scale that out,\u201d he says. Audiences earned through paid media then move into the sphere of organic content, building on the previous base.<\/span><\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20311&#038;text=%E2%80%9CYouTube%20is%20going%20to%20give%20you%20more%20impressions%20when%20you%27re%20keeping%20viewers%20for%2070%25%20of%20a%2010-minute%20video%2C%20than%20when%20they%20only%20watch%20for%20a%20few%20minutes.%E2%80%9D%20-%20%40MarlonDoll&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank'rel=\"noopener noreferrer\">\u201cYouTube is going to give you more impressions when you&#039;re keeping viewers for 70% of a 10-minute video, than when they only watch for a few minutes.\u201d - @MarlonDoll <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Ffoundersnetwork.com%2F%3Fp%3D20311&#038;text=%E2%80%9CYouTube%20is%20going%20to%20give%20you%20more%20impressions%20when%20you%27re%20keeping%20viewers%20for%2070%25%20of%20a%2010-minute%20video%2C%20than%20when%20they%20only%20watch%20for%20a%20few%20minutes.%E2%80%9D%20-%20%40MarlonDoll&#038;via=foundersnetwork&#038;related=foundersnetwork' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Share on X<\/a><\/span>\n<p><b>Use AI to identify marketing data and trends<\/b><\/p>\n<p><span style=\"font-weight: 400;\">As Google and YouTube move toward more automation in the way they determine an ad\u2019s performance, experts like Doll are using AI tools to present users with the ads and content of most interest to them. Such tools show which facial expressions lead to better click-through-rate, which words in a description work best and what kind of content might be most effective for a particular audience. AI writing tools are also helpful for determining the main speaking points in an explainer video or for crafting a great video intro.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using these methods to design a paid YouTube advertising campaign, Doll\u2019s agency Vireo Video helped <\/span><a href=\"https:\/\/www.policyme.com\/\"><span style=\"font-weight: 400;\">PolicyMe<\/span><\/a><span style=\"font-weight: 400;\">, an insurance tech company based in Canada, increase its conversions from YouTube Ads by 20x and drop its cost per lead by 86%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although some may associate YouTube advertising with a B2C company like PolicyMe, Doll says that viewers and companies of every demographic use YouTube today, adding that it is equally effective for <\/span><a href=\"https:\/\/foundersnetwork.com\/blog\/build-your-startup-right-a-growth-panel-on-marketing-sales-saas\/\"><span style=\"font-weight: 400;\">B2B companies<\/span><\/a><span style=\"font-weight: 400;\">. \u201cWhile a viewer might be worth 50 cents to a gaming company, one viewer could translate into thousands of dollars for a B2B SaaS company,\u201d he explains.<\/span><\/p>\n<p class=\"p1\">To learn more about video marketing expertise,<a class=\"c-link\" href=\"https:\/\/foundersnetwork.com\/request\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"https:\/\/foundersnetwork.com\/request\/\" data-sk=\"tooltip_parent\" aria-describedby=\"sk-tooltip-3559\">\u00a0see if you qualify for membership<\/a>\u00a0<b data-stringify-type=\"bold\">and check out the\u00a0<\/b><b data-stringify-type=\"bold\"><a class=\"c-link\" href=\"https:\/\/foundersnetwork.com\/event-video-library\/?page_id=20424&amp;preview=true&amp;wchannelid=1kf2f5hdr1&amp;wmediaid=gmcsb33c8x\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"https:\/\/foundersnetwork.com\/?page_id=20424&amp;preview=true?wchannelid=1kf2f5hdr1&amp;wvideoid=f9ukh2h6xr\" data-sk=\"tooltip_parent\">webinar<\/a><\/b><b data-stringify-type=\"bold\"> from December 9.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s no secret that YouTube, one of the world\u2019s largest search engines, has eclipsed most other forms of social media in terms of overall transaction value. While posts on other &#8230; <\/p>\n<div><a href=\"https:\/\/foundersnetwork.com\/how-to-use-youtube-marketing-and-advertising-to-scale-growth\/\" class=\"more-link\">Read More<\/a><\/div>\n","protected":false},"author":31,"featured_media":20312,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[144],"tags":[7931,90,1580],"table_tags":[],"class_list":["post-20311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-startup-advice","tag-online-marketing","tag-tech-founders","tag-vancouver"],"acf":[],"featured_image_data":{"src":"https:\/\/foundersnetwork.com\/wp-content\/uploads\/2021\/11\/Marlon-Doll-Hero-Image-1-.jpg","alt":"","caption":""},"_links":{"self":[{"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/posts\/20311","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/users\/31"}],"replies":[{"embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/comments?post=20311"}],"version-history":[{"count":0,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/posts\/20311\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/media\/20312"}],"wp:attachment":[{"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/media?parent=20311"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/categories?post=20311"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/tags?post=20311"},{"taxonomy":"table_tags","embeddable":true,"href":"https:\/\/foundersnetwork.com\/wp-json\/wp\/v2\/table_tags?post=20311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}