#BestOf2019: 6 Ways to Increase Traffic to Your YouTube Channel w/ Matt Duffy

WEBVTT 1 00:00:05.360 --> 00:00:08.310 Hey there, this is James Carberry, founder of sweet fish media and one 2 00:00:08.349 --> 00:00:11.189 of the CO hosts of this show. The last year and a half I've 3 00:00:11.230 --> 00:00:14.990 been working on my very first book. In the book I share the three 4 00:00:15.109 --> 00:00:18.949 part framework we've used as the foundation for our growth here at sweet fish. 5 00:00:19.350 --> 00:00:22.620 Now there are lots of companies that everised a bunch of money and have grown 6 00:00:22.660 --> 00:00:25.579 insanely fast, and we featured a lot of them here on the show. 7 00:00:26.379 --> 00:00:30.579 We've decided to bootstrap our business, which usually equates to pretty slow growth, 8 00:00:31.140 --> 00:00:34.740 but using the strategy outlined in the book, we are on pace to be 9 00:00:34.899 --> 00:00:38.649 one of inks fastest growing companies in two thousand and twenty. The book is 10 00:00:38.729 --> 00:00:42.729 called content based networking, how to instantly connect with anyone you want to know. 11 00:00:43.289 --> 00:00:45.609 If you're a fan of audiobooks like me, you can find the book 12 00:00:45.609 --> 00:00:48.609 on audible or if you like physical books, you can also find it on 13 00:00:48.649 --> 00:00:54.359 Amazon. Just search content based networking or James Carberry. Car be a ARY 14 00:00:54.759 --> 00:00:58.759 in audible or Amazon and it should pop right up. All right, let's 15 00:00:58.759 --> 00:01:03.640 get into the show. Hey, everybody, Logan with sweet fish here, 16 00:01:03.840 --> 00:01:07.709 as we've been doing all month long. Here throughout January, we're continuing our 17 00:01:07.790 --> 00:01:11.870 countdown of the top twenty episodes of two thousand and nineteen here in our Hashtag 18 00:01:11.189 --> 00:01:15.790 best of two thousand and nineteen series. Today's episode is a listen back to 19 00:01:15.909 --> 00:01:19.500 my conversation with Matt Duffy, Cmo over. It picks ability about six specific 20 00:01:19.579 --> 00:01:23.659 ways to increase traffic to your youtube channel. If video is a priority for 21 00:01:23.859 --> 00:01:26.579 your marketing team this year, you're definitely going to want to check this one 22 00:01:26.579 --> 00:01:30.459 out. To get more episodes coming up in the countdown, make sure you're 23 00:01:30.459 --> 00:01:34.769 subscribed to be to be growth. If you're not already subscribed to the show, 24 00:01:34.209 --> 00:01:38.609 you can also check out the full list of our top twenty episodes of 25 00:01:38.650 --> 00:01:42.489 two thousand and nineteen at Sweet Fish Mediacom blong. Scroll down and look for 26 00:01:42.730 --> 00:01:47.519 the Hashtag Best of two thousand and nineteen under the categories on the right hand 27 00:01:47.560 --> 00:01:52.760 side of the page. Welcome back to be tob growth. I'm Logan lyles 28 00:01:52.840 --> 00:01:56.200 with sweet fish media. I'm joined today by Matt Duffy. He is the 29 00:01:56.239 --> 00:02:00.200 chief marketing officer over at pixability. Matt, how's it going today? Man? 30 00:02:00.840 --> 00:02:04.030 Good, Logan, good to talk to you. Absolutely I am really 31 00:02:04.069 --> 00:02:07.510 excited to talk to you Matt, because you're going to be talking about something 32 00:02:07.590 --> 00:02:10.750 that we've been leaning into over the last couple months here at sweet fish, 33 00:02:10.870 --> 00:02:15.979 and that is video. We're going to be talking about Youtube, both organic 34 00:02:15.219 --> 00:02:22.099 and paid, and some new opportunities when it comes to lead generation and exposure 35 00:02:22.139 --> 00:02:25.340 for bb brands and not just top of funnel brand awareness. But before we 36 00:02:25.419 --> 00:02:30.409 get into all things using video more efficiently for your bb brand, Matt, 37 00:02:30.409 --> 00:02:34.330 I would love for you to give people a little bit of background on yourself, 38 00:02:34.530 --> 00:02:37.289 what you in the team at Pisability, you're up to and why you're 39 00:02:37.289 --> 00:02:38.889 the guy talking about this today. Yeah, sure, a thing logan. 40 00:02:39.050 --> 00:02:44.479 So I'm a be Tob marketerter myself. I've been doing be to be marketing 41 00:02:44.560 --> 00:02:47.960 for about twenty years now, so I'm a veteran. And pixability is a 42 00:02:49.000 --> 00:02:53.280 video advertising software company and we focus mostly on Youtube, but we also work 43 00:02:53.360 --> 00:02:59.349 with facebook, instagram and a lot of the connected TV platforms like Amazon Fire 44 00:02:59.629 --> 00:03:04.069 and Roku and Hulu and so forth, and what I've been seeing is as 45 00:03:04.069 --> 00:03:07.270 a nice trend. We work with a lot of BBC companies, but I've 46 00:03:07.270 --> 00:03:12.389 been seeing a nice trend of more bb advertisers moving into into Youtube and and 47 00:03:12.550 --> 00:03:15.379 sort of embracing video and what it can do for them. So love to 48 00:03:15.539 --> 00:03:19.699 chat about that today. I think it's a very cool trend to be watching. 49 00:03:19.699 --> 00:03:22.860 Yeah, absolutely, as you and I were just talking offline, I 50 00:03:23.219 --> 00:03:25.219 was just excited to pick your brain and so I'm glad I get to pick 51 00:03:25.259 --> 00:03:30.409 your brain and share it with listeners. So let's jump right in from their 52 00:03:30.490 --> 00:03:35.129 Matt let's talk a little bit about you mentioned Youtube, so let's talk about 53 00:03:35.610 --> 00:03:39.330 Youtube for beb brands. You know, before we get into advertising and managing 54 00:03:39.449 --> 00:03:44.319 your paid spend on Youtube, you've mentioned to me that a lot of bb 55 00:03:44.520 --> 00:03:50.199 brands are missing some opportunity in just better management of their organic exposure and their 56 00:03:50.240 --> 00:03:53.159 own youtube channel. Can you talk to us a little bit about what you're 57 00:03:53.159 --> 00:03:57.349 seeing there? Yeah, definitely. You know, one of the things you 58 00:03:57.430 --> 00:04:00.789 know, most be tob marketers have search as one of the things that they 59 00:04:00.830 --> 00:04:05.110 focus on, whether it's paid search or Seo for their website. What a 60 00:04:05.150 --> 00:04:09.750 lot of bed marketers don't realize or miss the boat on, is the fact 61 00:04:09.789 --> 00:04:14.939 that Youtube is the the second biggest search engine after after Google. So in 62 00:04:15.099 --> 00:04:17.459 the same way that you want your site to be optimized and you want to 63 00:04:17.500 --> 00:04:21.300 drive traffic to your site through paid search on Google. There are things you 64 00:04:21.339 --> 00:04:25.370 should be doing on Youtube, as the second biggest search engine in the world, 65 00:04:25.730 --> 00:04:30.490 to make sure when when folks search for products or solutions on Youtube, 66 00:04:30.810 --> 00:04:33.370 that your brand comes up or your products come up. And this is something 67 00:04:33.449 --> 00:04:36.009 that a lot of a lot of baby marketers miss. A lot of you'd 68 00:04:36.170 --> 00:04:40.399 marketers kind of think of Youtube is well, it's just where I store my 69 00:04:40.720 --> 00:04:43.720 my videos. I just kind of leave it there as a library of videos, 70 00:04:43.759 --> 00:04:46.879 but I don't really focus on it or optimize keywords on it. But 71 00:04:47.040 --> 00:04:49.879 that's exactly what, you know, what they should be doing and we've been 72 00:04:49.920 --> 00:04:53.389 seeing, we've been working with a lot of baby marketers are doing that and 73 00:04:53.470 --> 00:04:58.350 seeing great results from doing that and be happy to give some some specific tips 74 00:04:58.430 --> 00:05:00.310 on on what they should be doing there, if that makes sense. Yeah, 75 00:05:00.350 --> 00:05:03.670 absolutely, I would love for you to give some some examples there. 76 00:05:03.750 --> 00:05:08.740 I know that we in the past have been one of those guilty parties. 77 00:05:08.779 --> 00:05:14.220 They're just kind of leaving the the Youtube Channel. I imagine that making sure 78 00:05:14.379 --> 00:05:16.779 that that you just kind of put some fresh pain on it, make sure 79 00:05:16.779 --> 00:05:19.300 that it's branded well, that you've got, you know, links back to 80 00:05:19.300 --> 00:05:23.290 your home page and stuff like that as kind of step one. But then 81 00:05:23.329 --> 00:05:28.250 you mentioned optimizing for keywords, tagging your videos. Those sorts of things take 82 00:05:28.290 --> 00:05:30.649 us through some of the okay, if I'm raising my hand right now and 83 00:05:30.769 --> 00:05:35.199 saying we've neglected our youtube channel and maybe I've got some time to prep for 84 00:05:35.279 --> 00:05:39.439 two thousand and twenty, what are the first three or four action items to 85 00:05:39.519 --> 00:05:43.000 be? To be marketing team should take two kind of refresh and and just 86 00:05:43.120 --> 00:05:46.319 take those first steps to up their game on their organic youtube channel. Yeah, 87 00:05:46.399 --> 00:05:49.990 definitely. I mean there's a long list of things that that you can 88 00:05:50.029 --> 00:05:53.550 do, but just at a very high level. To your point, the 89 00:05:53.629 --> 00:05:58.189 first things that a BB marketer should do is just first check whether, even 90 00:05:58.350 --> 00:06:01.310 a search for your brand on Youtube, that you come up high in a 91 00:06:01.350 --> 00:06:04.819 search for your brand, which isn't always the case. Sometimes your brand name 92 00:06:04.860 --> 00:06:09.699 is is a common word. We actually work with Puma. Granted, there 93 00:06:09.699 --> 00:06:13.699 are BTC company, but you know, when you search for the word Puma, 94 00:06:14.019 --> 00:06:15.699 there are videos that have Puma the cat that come up, etc. 95 00:06:16.379 --> 00:06:19.449 And there are other brands where you know, with Adidas, if you search 96 00:06:19.529 --> 00:06:23.970 for Adidas, where it might be, you know, a rap video with 97 00:06:24.089 --> 00:06:27.410 that. Mentions Adidas, etcetera, might come up ahead of Adidas videos. 98 00:06:27.850 --> 00:06:30.410 So first thing is that bb brain is just do you come up first in 99 00:06:30.529 --> 00:06:34.600 terms of brand search? The next thing is keywords. You know doing do 100 00:06:34.720 --> 00:06:38.759 some searches for keywords that you think folks might be looking for? I know 101 00:06:38.920 --> 00:06:42.360 that as a I'm not just a beb marketer, but I also buy B 102 00:06:42.519 --> 00:06:46.160 tob software all the time and sometimes I look for videos on Youtube for, 103 00:06:46.839 --> 00:06:49.470 you know, I'd like to find a hub spot video or a salesports video 104 00:06:49.629 --> 00:06:54.269 on on how certain function of there's works. So make sure you know, 105 00:06:54.470 --> 00:06:58.829 do some of those searches yourself on Youtube and see if your videos are coming 106 00:06:58.870 --> 00:07:01.019 up for that. If you videos that answer those questions, you want them 107 00:07:01.060 --> 00:07:04.379 optimized for that. And there are some, you know, simple ways to 108 00:07:04.660 --> 00:07:09.139 address seo on your channel and there's some sort of more complex ways, but 109 00:07:09.779 --> 00:07:14.180 basically you should think of your youtube channel is like your website and you want 110 00:07:14.180 --> 00:07:18.129 to be maximizing keyword descriptions of your videos and and you know, maxing out 111 00:07:18.170 --> 00:07:20.730 on the number of words you can use, but also using the right word 112 00:07:20.810 --> 00:07:24.889 so that when those searches happen, you come up. So there are things 113 00:07:24.889 --> 00:07:30.120 you should do around your publishing schedule that are to optimize how your youtube channel 114 00:07:30.160 --> 00:07:31.879 behaves, and then there are things you can do once people get to your 115 00:07:31.920 --> 00:07:35.920 channel to improve engagement. There are things you can do in terms of end 116 00:07:36.000 --> 00:07:40.800 screen elements you can add to your videos that then drive people to other videos 117 00:07:40.920 --> 00:07:44.079 on your channel. They're really nice ways. You could pretty up your channel 118 00:07:44.079 --> 00:07:46.709 with Nice thumbnails that have your branding in it so that when those videos appear 119 00:07:46.829 --> 00:07:51.509 somewhere else they show your branding their things you can do with captions to improve 120 00:07:51.589 --> 00:07:56.069 discoverability. There are lots of different things you can do. But, but 121 00:07:56.149 --> 00:07:58.350 again, I think is a baby market. The first thing you should do 122 00:07:58.430 --> 00:08:03.540 is just see how you're doing in terms of keywords searches. If they're you're 123 00:08:03.579 --> 00:08:05.379 coming up with the videos that you want to come up with from your brand 124 00:08:05.740 --> 00:08:09.379 in your channel. Yeah, that makes a lot of sense. I've seen. 125 00:08:09.620 --> 00:08:13.250 You know, you can use tools like revcom to transcribe videos and they 126 00:08:13.290 --> 00:08:16.089 have a plug in right into youtube. So I've seen some of those things. 127 00:08:16.449 --> 00:08:20.089 On the background, that the thumbnails pieces, something that our founder James 128 00:08:20.449 --> 00:08:24.769 posted on linkedin about here. Recently, as we've been doing more video, 129 00:08:24.850 --> 00:08:30.199 we've realized the importance of thumbnails. And and so if you got someone who 130 00:08:30.199 --> 00:08:33.039 regularly appears in your video, like a podcast host or someone like that, 131 00:08:33.480 --> 00:08:37.639 take some time do a quick little photo shoot with them to get some headshots 132 00:08:37.879 --> 00:08:39.519 so that you can vary up, you know, that title or something like 133 00:08:39.559 --> 00:08:43.269 that, because you don't want this random, you know, screen grab from 134 00:08:43.269 --> 00:08:46.309 the middle of your video with someone you know, just like when you pause 135 00:08:46.309 --> 00:08:50.710 your TV right it's always someone with their eye half open and their mouth and 136 00:08:50.750 --> 00:08:52.629 a weird spot and you end up coming back laughing at it. Doesn't give 137 00:08:52.669 --> 00:08:58.139 the first best, first brand impression. So the thumbnails piece that you mentioned 138 00:08:58.179 --> 00:09:01.419 there, I think is really important to think about. So let's transition that 139 00:09:01.700 --> 00:09:07.659 from organic youtube optimization to advertising opportunities. As you and I were talking a 140 00:09:07.700 --> 00:09:11.730 little bit offline, you mentioned some of the myths that be to be marketers 141 00:09:11.809 --> 00:09:16.169 have about targeting and other things when it comes to advertising on Youtube. Can 142 00:09:16.169 --> 00:09:18.330 you speak to those, maybe dispel them a little bit and speak to some 143 00:09:18.450 --> 00:09:24.440 of the opportunities when it comes to paid search or paid exposure on Youtube for 144 00:09:24.559 --> 00:09:28.360 B Tob Brands? Yeah, sure, I mean most be to be marketers 145 00:09:28.480 --> 00:09:33.039 love platforms like Linkedin that that have rich title and title and company information on 146 00:09:35.240 --> 00:09:39.070 Prospective customers and I love linkedin marketing as well, I think. But I 147 00:09:39.190 --> 00:09:46.470 think the myth is that you can't really target or reach certain types of be 148 00:09:46.629 --> 00:09:50.830 to be targets in Youtube and we have a lot of be to be clients 149 00:09:50.870 --> 00:09:52.500 that are having a lot of success with it based on some of the the 150 00:09:52.659 --> 00:09:56.179 the ways you can that you can target in Youtube. One of the very 151 00:09:56.299 --> 00:10:01.940 coolst things you can do is, because youtube is connected to Google, obviously 152 00:10:01.019 --> 00:10:05.940 into Google search, you can target anyone based on searches they did. So 153 00:10:05.299 --> 00:10:09.250 if you're, you know, sales forcecom and you're selling a crm solution, 154 00:10:09.730 --> 00:10:15.330 you can serve your video adds to anyone who's ever searched for crm solution in 155 00:10:15.690 --> 00:10:20.009 Google. And so obviously apply that to any other product category and you can 156 00:10:20.090 --> 00:10:24.720 target Youtube video adds to anyone who's done certain searches on Youtube. So even 157 00:10:24.720 --> 00:10:28.039 if you want to do a small amount of advertising on youtube and just advertise 158 00:10:28.200 --> 00:10:33.679 to those people who have searched for specific terms that are directly relevant to you, 159 00:10:33.759 --> 00:10:35.629 I think it's smart thing to do. The other thing you can do, 160 00:10:35.710 --> 00:10:39.789 which is very cool, as you can you can target ads on Youtube 161 00:10:39.830 --> 00:10:43.789 to people that have downloaded certain APPs. You can also target adds some places 162 00:10:43.870 --> 00:10:46.549 that people have been, but that's a little bit less relevant for me to 163 00:10:46.590 --> 00:10:50.340 be marketers. But in terms of APP downloads that's certainly relevant. I know 164 00:10:50.379 --> 00:10:56.259 a lot of baby marketers that target folks that have downloaded APPs from competitors or 165 00:10:56.299 --> 00:11:00.299 even downloaded some of their own apps or download apps that they feel like might 166 00:11:00.340 --> 00:11:05.370 be directly relevant to what they're selling. And so between the between the custom 167 00:11:05.450 --> 00:11:09.570 intent targeting, which is targeting people who have certain intent that they've shown through 168 00:11:09.610 --> 00:11:13.809 searching, and custom affinity targeting, which is affinity towards certain topics based on 169 00:11:13.889 --> 00:11:18.679 Apps they've downloaded, places they've been, etc. There's a lot of really 170 00:11:18.720 --> 00:11:20.879 good targeting that you can do on Youtube to produce a, you know, 171 00:11:22.000 --> 00:11:24.159 good result. Yeah, that makes a lot of sense. Can you speak 172 00:11:24.200 --> 00:11:28.279 at all, Matt, to the content? You know, because I had 173 00:11:28.440 --> 00:11:33.309 AJ Wilcox on the show before. He's just the master at Linkedin ads and 174 00:11:33.710 --> 00:11:39.429 you know he talked about you know, as you mentioned, linkedin's targeting is 175 00:11:39.590 --> 00:11:43.110 great. From a BB perspective. You kind of peeled the the curtain back 176 00:11:43.269 --> 00:11:46.500 on some of the targeting that we can do with with Youtube. But what 177 00:11:46.820 --> 00:11:50.299 AH was talking about on Linkedin is where a lot of people fall flat is 178 00:11:50.460 --> 00:11:54.179 the creative is the type of content that they're putting in front of folks. 179 00:11:54.620 --> 00:11:58.740 To me, I've seen. I don't know how well they're performing, but 180 00:11:58.820 --> 00:12:03.409 I've I'm constantly talking about the meeting owl, the video camera for conference rooms. 181 00:12:03.450 --> 00:12:07.610 I see those youtube ads all the time and funny, they're engaging, 182 00:12:07.769 --> 00:12:11.809 they're almost skit like those sorts of things. So, whether it's funny or 183 00:12:13.129 --> 00:12:16.480 you know other ways that you see bb brands putting the right sort of content 184 00:12:16.639 --> 00:12:20.559 out, because the targeting is is nothing if you don't have the right sort 185 00:12:20.559 --> 00:12:24.240 of offer or the right sort of content to put in front of folks. 186 00:12:24.240 --> 00:12:28.080 So can you speak to maybe some examples or some recommendations for bb brands there 187 00:12:28.120 --> 00:12:31.710 when it comes to the content of their advertising on Youtube? Yeah, definitely, 188 00:12:31.750 --> 00:12:35.669 and it's funny. You mentioned owl. That's a that's a company nearby 189 00:12:35.750 --> 00:12:39.110 us here in Boston and my old boss is the CEO. That company's very 190 00:12:39.149 --> 00:12:43.230 cool, very cool company, and they do some very cool youtube creative. 191 00:12:43.419 --> 00:12:46.860 Yeah, I think the biggest trend we're seeing in youtube creative, whether it's 192 00:12:46.899 --> 00:12:52.460 be to be advertisers or BTC advertisers. is a trend towards creative that's not 193 00:12:52.620 --> 00:12:56.220 highly produced, not costly. It can be just a customer interview that you 194 00:12:56.299 --> 00:13:01.929 do yourself at a desk. It can be very user generated. Feel content 195 00:13:03.169 --> 00:13:05.730 is working really, really well on Youtube for both be to B and BTC. 196 00:13:05.970 --> 00:13:09.570 So that's the advice I give be tob marketers who are a little bit 197 00:13:09.610 --> 00:13:13.200 worried. You know, we don't have this amazing video creative with, you 198 00:13:13.279 --> 00:13:18.600 know, a movie star and highly produced content. I think any content that 199 00:13:20.039 --> 00:13:24.039 gets at what your customers might be interested in, whether it's hearing from other 200 00:13:24.200 --> 00:13:28.110 folks that are using your solutions or any other kind of user generated piece, 201 00:13:28.669 --> 00:13:33.350 is working really well. The other thing I'll mention that that I that could 202 00:13:33.350 --> 00:13:37.429 to mention when talking about targeting is their few other tools for targeting your ads 203 00:13:37.509 --> 00:13:41.100 that work really well for be to be in one is you can retarget, 204 00:13:41.460 --> 00:13:46.259 so you can recon retarget any folks that have been to your youtube channel before 205 00:13:46.299 --> 00:13:48.779 or been to your website before. So that's obviously a great thing. We 206 00:13:50.139 --> 00:13:54.139 do that ourselves. If anyone that visits our fixability site will get retargeted with 207 00:13:54.220 --> 00:13:58.570 an ad on Youtube when they go to YouTube. So that's that's a cool 208 00:13:58.690 --> 00:14:01.809 thing to do and it's usually not something that that costs a lot, unless 209 00:14:01.809 --> 00:14:07.009 your website visitor scale is gigantic. Yeah, and then the other quick, 210 00:14:07.049 --> 00:14:11.399 quick thing to do that's that's super cool for BTB is on youtube you can 211 00:14:11.480 --> 00:14:16.000 target adds to first party lists. So if I'm a company that has a 212 00:14:16.120 --> 00:14:22.159 list of customers or a list of targeted customer, potential customers, that I 213 00:14:22.519 --> 00:14:26.230 can use that list and I can either target those people when they go on 214 00:14:26.350 --> 00:14:30.870 Youtube or I can also create a look alike audience to those people and target 215 00:14:30.950 --> 00:14:33.110 a look alike audience to your own to your own first party list. So 216 00:14:33.149 --> 00:14:37.149 that's another really cool thing. So regardless, you know, it's sort of 217 00:14:37.269 --> 00:14:41.379 long way of answering your question about content, but content can be very low 218 00:14:41.740 --> 00:14:46.379 cost, user generated content. I think the relevance is what's important, but 219 00:14:46.860 --> 00:14:50.700 targeting, to me, is the the first real key step. Yeah, 220 00:14:50.779 --> 00:14:54.450 absolutely. So we go from targeting the type of content, which now I'm 221 00:14:54.529 --> 00:14:58.649 looking forward to seeing some of your youtube ads because obviously I went to the 222 00:14:58.730 --> 00:15:01.610 fixability site to prep for this interview, so I'll get a chance to to 223 00:15:03.450 --> 00:15:07.840 see some of that now right what I'm doing my my youtube searching later tonight, 224 00:15:07.840 --> 00:15:11.000 usually for the sportsenter not top ten. That's one of my guilty pleasures 225 00:15:11.039 --> 00:15:15.120 on Youtube. But I digress. So let's go to kind of the next 226 00:15:15.120 --> 00:15:20.240 step, that we're going from targeting to the content to measurement. Let's talk 227 00:15:20.240 --> 00:15:24.230 about, you know, really using this as a legion tactic and your conversion 228 00:15:24.350 --> 00:15:28.789 tracking from Youtube. Talk to us a little bit about what you see bebe 229 00:15:28.870 --> 00:15:33.389 brands doing successfully in the next step. Yeah, definitely, I mean so, 230 00:15:33.830 --> 00:15:39.100 the first thing I'll say is some be tob advertisers don't use youtube because 231 00:15:39.100 --> 00:15:41.580 they think it's just brand lift, and my first argument for them would be 232 00:15:41.980 --> 00:15:46.820 brand lift should matter to you. Every Youtube campaign that we run we have 233 00:15:46.899 --> 00:15:50.809 a brand lift study attached to it where we track the brand lift that that 234 00:15:50.970 --> 00:15:56.490 campaign drove for that advertiser. So, as it be tob marketer, even 235 00:15:56.529 --> 00:16:00.049 if you didn't get any conversions, any leads, any site traffic from it, 236 00:16:00.129 --> 00:16:03.250 it would be valuable for me, as a baby marketer to know I 237 00:16:03.289 --> 00:16:08.240 ran this youtube campaign. The folks that saw this ad show this much higher 238 00:16:08.559 --> 00:16:14.080 brand awareness than those who didn't and this much more intent to work with us. 239 00:16:14.080 --> 00:16:17.399 So that's that's one first thing that I always tell people in terms of 240 00:16:17.440 --> 00:16:21.389 measuring their campaigns on youtube as a be tob marketer. But then to your 241 00:16:21.470 --> 00:16:23.909 point, what most be to be marketers cameras about his conversion. So there 242 00:16:23.950 --> 00:16:27.029 are lots of ways you could do conversions. On the brand lift side, 243 00:16:27.710 --> 00:16:30.750 we actually we work with carbonite. There are great be to be company that 244 00:16:32.149 --> 00:16:34.019 we work with in their agency, nor Bella, in Boston. Here. 245 00:16:34.460 --> 00:16:38.059 They cared mostly about brand awareness. So for them we ran these brand awareness 246 00:16:38.419 --> 00:16:42.419 studies that you can run right through Google and they saw an eighteen percent brand 247 00:16:42.460 --> 00:16:45.299 awareness lift from the youtube campaign and they were thrilled. That's what they were 248 00:16:45.340 --> 00:16:49.250 looking for. For other clients that we work with, sometimes as conversions, 249 00:16:49.289 --> 00:16:52.730 and the way you do that it's pretty simple. It's what you'd expect as 250 00:16:52.730 --> 00:16:56.970 a bdb marketer. You can just use conversion pixels and you can put those 251 00:16:57.009 --> 00:17:03.279 pixels on landing pages and anyone that sees your youtube ads and then lands on 252 00:17:03.320 --> 00:17:06.599 the landing page and converts, you can. You can see that in your 253 00:17:06.680 --> 00:17:10.279 ad words, in your Google ads reporting, and so that's what a lot 254 00:17:10.359 --> 00:17:14.960 of a lot of baby marketers do. Another thing to track. Obviously, 255 00:17:15.359 --> 00:17:18.710 is a lot of baby marketers are very interested in growing their youtube channel subscribers 256 00:17:19.269 --> 00:17:25.789 and we had one company called Mouser. They're they're huge electronics parts be to 257 00:17:25.869 --> 00:17:30.140 be company and they from their Youtube advertising. They were they wanted to grow 258 00:17:30.180 --> 00:17:33.380 their youtube channel subscriber base and they were able to grow up by over sixty 259 00:17:33.420 --> 00:17:37.619 percent just from from running the Youtube as that they ran and that that they 260 00:17:37.700 --> 00:17:40.460 tracked very easily, and that was a another good thing you can track. 261 00:17:40.539 --> 00:17:44.329 So there are the moral a story. There are things, measurable things that 262 00:17:44.410 --> 00:17:48.529 you can do on Youtube as a BEDB marketer, both legion site traffic, 263 00:17:48.970 --> 00:17:52.529 Youtube Channel Growth and, of course, brand lift. Yeah, absolutely, 264 00:17:52.569 --> 00:17:55.490 I love that you didn't just skip over the top of the funnel. You 265 00:17:55.609 --> 00:18:00.920 know, I have so many conversations with beb marketers offline away from this podcast. 266 00:18:00.000 --> 00:18:04.039 In addition to these conversations about how they can use a podcast or a 267 00:18:04.079 --> 00:18:08.440 podcast series in their own marketing. Fly will and we have a very frank 268 00:18:08.519 --> 00:18:14.509 conversation about you know, we're podcasting often sits. It feeds their other legion 269 00:18:14.910 --> 00:18:18.029 strategies and there are things that you can do, but primarily it's that brand 270 00:18:18.069 --> 00:18:22.789 awareness and we talked about. You know the importance of that and I think 271 00:18:22.789 --> 00:18:27.099 there are a lot of bb marketing thought leaders out there that have more clout 272 00:18:27.180 --> 00:18:32.099 and more experience than myself that are saying that as well. So it's cool 273 00:18:32.180 --> 00:18:34.940 to hear you echo that from a youtube perspective because I'm having those conversations from 274 00:18:34.940 --> 00:18:38.220 a podcast perspective on a daily basis as well. So I love that, 275 00:18:38.339 --> 00:18:41.730 Matt. So let's talk real quick before I let you go. Matt, 276 00:18:41.849 --> 00:18:45.009 you and I were chatting offline and you know, I happen to mention that 277 00:18:45.049 --> 00:18:51.329 I recently changed my primary TV service from direct TV, one of the the 278 00:18:51.730 --> 00:18:56.279 traditional satellite providers, to Youtube TV and in my opinion, I think I 279 00:18:56.599 --> 00:19:00.880 don't talk to a lot of be tob marketers that are thinking about connected TVs 280 00:19:02.119 --> 00:19:07.400 and streaming APPs for their own advertising, but there could be some green field 281 00:19:07.440 --> 00:19:11.589 opportunity to kind of get out in front as that pendulum continues to swing to 282 00:19:12.109 --> 00:19:18.309 streaming APPs being more and more the way that we consume what's been considered traditional 283 00:19:18.509 --> 00:19:22.069 TV. Right. Yeah, definitely. I mean there's a stat that's pretty 284 00:19:22.150 --> 00:19:26.900 startling that in the next two years seventeen million people are going to leave traditional 285 00:19:27.019 --> 00:19:32.220 TV watching for connected TV streaming services, like you said, and I think 286 00:19:32.700 --> 00:19:36.140 the interesting thing for be to be marketers is they're going to be a lot 287 00:19:36.380 --> 00:19:41.769 less expensive ways to advertise on television screens then than there ever were in the 288 00:19:41.849 --> 00:19:45.529 past, which will mean be to be marketers who never before even thought about 289 00:19:45.529 --> 00:19:48.450 TV advertising will be doing it, sometimes without even knowing it, but also 290 00:19:48.809 --> 00:19:55.240 sometimes intentionally, because the budgets will be much more reasonable. I think we 291 00:19:55.319 --> 00:19:59.880 I just did a Webinar with the head, actually the head of YouTube TV 292 00:20:00.000 --> 00:20:03.519 at at Google, a niche caught of car and he's a great guy, 293 00:20:03.839 --> 00:20:08.829 and we talked about that. The viewing of Youtube on television screens. TV 294 00:20:08.869 --> 00:20:14.710 screens is the fastest growing place to watch just regular youtube. There's Youtube on 295 00:20:14.869 --> 00:20:18.670 TV or Youtube TV, like you said, which you subscribe to, which 296 00:20:18.670 --> 00:20:22.579 is a great service that advertisers can advertise on, but then there's also just 297 00:20:22.819 --> 00:20:26.619 watching youtube on a TV screen if you have a connected TV, and that 298 00:20:26.140 --> 00:20:30.980 Youtube on TV is the fastest growing device for Youtube right now. So as 299 00:20:32.019 --> 00:20:34.970 a BTB marketer, you can do a campaign on Youtube and you can target 300 00:20:36.089 --> 00:20:38.369 people. You can target just TV watchers if you want. You can target 301 00:20:38.490 --> 00:20:41.490 just the television device, or you could target all devices but just have your 302 00:20:41.529 --> 00:20:47.329 report broken out to see how your ads performed on TV screens versus on other 303 00:20:47.450 --> 00:20:51.200 devices. So it's a very interesting thing. Now, obviously, also there 304 00:20:51.240 --> 00:20:55.640 are lots of other connected TV platforms we advertise, we work on with for 305 00:20:55.960 --> 00:20:59.519 our clients, whether there be to be or BTC, and we're seeing some 306 00:20:59.640 --> 00:21:03.599 really good results from advertisers at that. Run on Amazon fire which is, 307 00:21:03.920 --> 00:21:07.950 you know, Amazon firestick makes your TV a connected TV and we can use 308 00:21:07.990 --> 00:21:12.829 all the data that Amazon has access to around there, their audiences about, 309 00:21:14.190 --> 00:21:15.789 you know, what people have bought, what they've searched for, even what 310 00:21:15.950 --> 00:21:18.980 cars they drive. It's amazing. It's amazing the data they have. So 311 00:21:19.059 --> 00:21:23.019 yeah, I think CETV, connected TV is going to be it's actually going 312 00:21:23.059 --> 00:21:26.819 to be a big piece of be tob marketing incoming years. You know, 313 00:21:26.980 --> 00:21:30.500 maybe maybe not this year and this year it's already becoming big for BTC, 314 00:21:30.740 --> 00:21:36.329 but I think be tob advertisers are going to start to actually be TV advertisers 315 00:21:36.410 --> 00:21:38.089 in the very near future. It's going to be super interesting. Yeah, 316 00:21:38.170 --> 00:21:45.210 I love hearing about just kind of looking at those those disruptive technologies and that 317 00:21:45.289 --> 00:21:49.000 changes in user behavior, especially in be tob where, you know, so 318 00:21:49.119 --> 00:21:53.000 many marketers I talk to are just trying to break through the noise. Sometimes 319 00:21:53.039 --> 00:21:56.000 it's about where, where you go to, where there's, you know, 320 00:21:56.119 --> 00:22:00.119 a little bit less noise, where there's a little bit you know, you 321 00:22:00.200 --> 00:22:03.589 have a little bit of it advantage if you're an early mover. So I 322 00:22:03.750 --> 00:22:07.750 love what you're talking about their Matt and possibly giving folks something to think about 323 00:22:07.910 --> 00:22:12.069 for their two thousand and twenty budget that maybe they haven't been planning on and 324 00:22:12.269 --> 00:22:17.019 and something that they might want to test and experiment with, in addition to 325 00:22:17.099 --> 00:22:21.700 all the other great things that you mentioned here and Managing Your Organic Youtube Channel, 326 00:22:22.099 --> 00:22:25.700 dispelling some of the myths on targeting that you can and can't do with 327 00:22:25.859 --> 00:22:30.930 Youtube and different ways to think about measurement when it comes to your youtube advertising. 328 00:22:30.289 --> 00:22:33.650 Matt, if anybody listening to this wants to ask any follow up questions, 329 00:22:33.730 --> 00:22:37.130 which I'm assuming there are probably going to be a few folks, or 330 00:22:37.210 --> 00:22:41.089 they just want to stay connected with you or they want to learn more about 331 00:22:41.089 --> 00:22:44.210 what you in the team at fixability or up to. What's the best way 332 00:22:44.250 --> 00:22:47.039 for them to reach out or follow up with you? Yeah, sure, 333 00:22:47.119 --> 00:22:51.200 I'm happy to connect with with any of your listeners on Linkedin, but you 334 00:22:51.279 --> 00:22:55.599 can also email me directly at m duffy. That's M do you ffy at 335 00:22:55.680 --> 00:23:00.589 fixabilitycom. Happy to chat with you about your own be to be challenges, 336 00:23:00.630 --> 00:23:03.230 as we're both we're all in this together as b Tob Marketers, and also 337 00:23:03.390 --> 00:23:07.789 obviously happy to give you thoughts on how fixability might be able to help you 338 00:23:07.829 --> 00:23:11.710 if need be. I love it, man. I love that you've closed 339 00:23:11.750 --> 00:23:15.579 with that line of being all in this together. It's been one of our 340 00:23:15.619 --> 00:23:19.779 rallying cries here around sweetfish lately is that we can go further faster together than 341 00:23:19.819 --> 00:23:23.779 we can go alone. So thank you again for a great conversation today and 342 00:23:23.940 --> 00:23:26.609 sharing a ton of value with listeners. Man, are really appreciate it. 343 00:23:27.170 --> 00:23:33.450 No, or is Logan. It was was great chat with you. We 344 00:23:33.690 --> 00:23:37.769 totally get it. We publish a ton of content on this podcast and it 345 00:23:37.849 --> 00:23:40.970 can be a lot to keep up with. That's why we've started the B 346 00:23:41.089 --> 00:23:45.759 tob growth big three, a no fluff email that boils down our three biggest 347 00:23:45.759 --> 00:23:51.000 takeaways from an entire week of episodes. Sign up today at Sweet Fish Mediacom. 348 00:23:51.680 --> 00:23:55.829 Big Three, that sweet phish Mediacom Big Three