Guest Post By Ryan Sammy

Everyone knows the importance of video marketing as well as the tremendous potential YouTube offers in creating a strong presence for your brand and company image. However, does everybody know how to use YouTube optimally to gain the desired advantage and leverage for your videos and thereby your company?

Just creating a good video of your company, or a video containing information intended for your target customers and uploading onto YouTube is not enough to get the desired results. There are many ranking factors behind YouTube that you should know if you want your video to score high marks in the popularity charts. Good VSEO takes into account these ranking factors to help build a good brand image and enhance the reputation of your company.

Apart from creating quality video content that information seekers will be willing to watch, there are other important factors that you can use to optimize your videos for YouTube and get higher rankings in the Search Engine Results Pages (SERPs). The first and foremost is not to be just a passerby, but a player. Create a presence in the YouTube community for yourself. Listen to others and be heard. The rankings on YouTube depend on various factors, just as the factors behind organic search results on Google or any other search engine. YouTube in itself is a major search engine now, and it adheres to its own algorithmic parameters to decide rankings.

YouTube ranks videos that are watched most number of times rank very high on its SERPs. So you need to make videos that have a strong viral capability to bring in more viewers for your videos. The more people your videos can bring in to watch, the higher in rankings your video climbs. Now, this does not mean that by simply uploading a video that will be watched by many people can get you top spot in rankings; the videos have to be acceptable and engaging to make people vote for the videos. The more times your videos get viewer votes; the higher the chances of you getting top billings in the rankings! Another factor that could push your videos up is the number of times your videos are bookmarked for attention. These are the basic factors that can help your videos to get maximum visibility, and your attention when making videos should be to make them in such a way that they satisfy all the conditions stated above.

Having good titles, meta-descriptions, tags, comments, flagging, shares, comments, channel views, subscribers, inbound links, and latency do matter, but if you stick to the ground rules and include some, or all the above factors, there is no reason why your videos should lag behind. That said, being an active member of the community will help tremendously, and using video analytics such as “YouTube Insight” and “TubeMogul” should help make your videos better and to stay constantly updated on developments. Make good videos and stay engaged; that should drive you to the top spot very soon.

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I hope that last week’s case study was helpful in looking at the email campaign efforts of a well known, well established company. The next email I want to highlight came from an online service that isn’t nearly as well known as Expedia.

The Company: TubeMogul.com: This free online service allows users to upload a video one time and have it distributed amongst many different video websites.

The User History: I don’t have a lot of experience with this website. I heard mention of it in a podcast a few weeks ago and decided to give it a try. I went to the website and created an account at the time I heard about it, but I’d sort of but it out of my mind and didn’t use it.

The E-Mail:

The Effectiveness: Their team has clearly done their research (or flagged my account properly) to know that I only logged in once. It’s been long enough since I signed up that this email serves as a great reminder to go back and check out this service. It’s not overbearing, it’s just a pleasant reminder that the service is available.

The Result: I will definitely use the TubeMogul service the next time I need to upload a video. I’ve been politely tapped in the email to remind me. And it’s free, so why wouldn’t I use it?

Do you feel differently about the effectiveness of this email? If so please, by all means fight me on this!

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Checking my email last night I noticed some ingenious, personalized email marketing campaigns that I think more businesses should consider (including my own). I felt the need to share these as case studies. There’s a lot to cover, so I’ll split them up. Hopefully I can continue to do these case studies to give props to what works in marketing and why.

The Company: Expedia.com: I’ve always had great service and luck with Expedia, so they’re my go-to travel site when referencing flight prices, hotels, etc.

The User History: a few days ago I booked a cruise vacation with some friends out of Port Canaveral, 60 minutes or so outside of Orlando. The trip isn’t for almost a full year, so I wanted to just get an idea of flight prices from Oakland to Orlando. I headed over to Expedia to just check out the price ranges and get a feel for how much I’ll have to put aside for a flight. Since the trip is next February, I don’t plan on actually making this purchase until sometime this summer or next fall.

The Subject Line: Find your flight to Orlando backed by our Best Price Guarantee.

The E-Mail:

The Effectiveness: It’s directing a sale that they’re already running to me, a person who has already shown that they are interested in this particular destination. The email contains just enough text to show that it’s paid attention to my user habits and is offering it’s help without trying to make a super hard sale. The links are targeted and there’s not much in the email that’s off topic (see the Seattle to San Francisco rates in the yellow box – unrelated but I don’t blame them for throwing it out there). I do acknowledge that this may be a total coincidence that I happened to be in the market for a flight to Orlando and this routine email may just be perfectly timed, but at least it shows that they do know their audience.

The Result: I honestly think that I may be a bit more likely to make this purchase sooner than I had anticipated because of this email. I am a little bummed that the sale advertised doestn’t lower the price any more than I’d already found on the website (which was probably a sale price in the first place). I will definitely keep an eye out in regards to their Best Price Guarantee, a service that I never realized they offered until receiving the email.

So in conclusion, email marketing can be effective, even when sending to other marketers. It’s always a great learning experience to pay attention to the emails you get and think to yourself, “What can I learn from this?” and apply what you’ve learned to your own job. It’ll improve your performance and you’ll be better off.

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