Claire Pullinger

YouTube Marketing Specialist

YouTube Marketing Strategy 2020 - Get started on these 4 tool categories now

YouTube is one of the most powerful online content marketing platforms in this contemporary era. Naturally there are dozens of very useful tools for content marketing on YouTube, each with its own set of benefits and pitfalls. The one-size-fits-all mantra does not work with any kind of net-based marketing. To help you out, listed below are four user-friendly tool categories with suggested tools to help get you started with effective YouTube marketing.

1. YouTube Analytics

This is one of the most widely used tools by marketers for assessing performance of their YouTube channels and keeping tabs on viewers’ behaviour by tracking key statistics. This tool will provide you with insights you need to understand your audience with its detailed reports on viewer behaviour patterns. Among other things, you can use YouTube Analytics to ascertain your audience’s demographics (age, gender, and geographical location), their interactions with your channel’s videos, click through rate for in-video cards and end-screens, and how they ended up on your channels videos (traffic sources).

This is just a snapshot of what YouTube Analytics is capable of. There are a ton of other features that you can play around with. Basically, YouTube analytics tells you all you need to know so you can improve your video content for better results.

There are other third party analytics tools that are useful, the leader being Social Blade If you have the budget for this, it is a complete no-brainer.

2. Adwords for YouTube Advertising

Adwords for video is a great way to get started with YouTube advertising. In fact, Adwords can also help you with other aspects like demographic analysis, keyword targeting, placements, remarketing, topic targeting and so on. Although YouTube provides several video targeting options for ad campaigns, Adwords for video is a far superior alternative if you are willing to dedicate the required time and effort.

That being said, its detailed tracking metrics and advanced targeting options might put off some inexperienced users though the rewards are tremendous. For beginners, it is advisable to start with YouTube’s in-built targeting options before moving on to Adwords.

3. Competitor Analysis

If you are just getting started with online marketing, then you should pay close attention to what your more successful competitors are doing. This is where competitor analysis tools come in. Openbridge’s YouTube Competitor, BirdSong Analytics' YouTube Analytics & Social Insider are some of the great tools for tracking your competitors’ channel information. They provide detailed reports that include core statistics such as video count, views, likes, comments, subscriber count, caption titles and so on. This can help you get a sense of how your target audience will react to your videos which you can use to improve your video content. Obviously, it makes no sense to blindly ape your competitors. Nonetheless, looking at your competitors’ strategies could point you in the right direction at the very least. 

4. Tools for Keyword Research

The value of keyword research is fairly self-evident to say the least. It is absolutely essential if you want your videos to appear in organic listings on both YouTube and Google. Luckily, there are several great tools that you can use for effective keyword research.  As I have previously mentioned, I use Keyword Keg as my primary Youtube Keyword Tool. In free keyword tools, Keyword Generator is amazing for generating thousands of long-tail keywords with free search volume.

5. YouTube Cards

YouTube has deprecated the cards feature

Cards are basically large clickable notifications that appear on YouTube videos that are used by Internet marketers to promote their businesses and to direct viewers to other videos on their channels. Normally these cards appear in the last 20 seconds of videos although you can set them to appear at any point during a video if they are contextually relevant. Most Internet marketers routinely add cards to videos on their YouTube channels to facilitate and encourage viewer interaction. These cards are important since they function as seamless clickable visual prompts that link viewers to your brand’s channel or website with a single link.

There are many types of cards that you can use such as channel cards (links to a channel), donation cards, fundraising cards, link cards (links to associated websites), and merchandize cards (for promoting merchandize) among others. YouTube now has its own card creator tool under the Video Manager tab although you can still use third party tools for end card templates from websites like Pixlr and Canva. Make sure you constantly monitor the performance of your cards using Cards Report in YouTube Analytics.

Needless to say, do not limit your options to the above mentioned tools in the long run. Feel free to experiment and try out other tools after you have figured out the basics.