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Defining goals

From: YouTube Projects for Business and Marketing

Video: Defining goals

As with any marketing project, defining the goals is essential. Good goals and objectives lead to good metrics and measuring, which is important because most people in marketing are familiar with the question, well, what difference did we make? To answer that question, you need to start with a good goal. All of this is sort of Marketing 101, but I do want to apply it to YouTube. As you can see, I'm here on a page on the YouTube site that actually discusses these issues specifically.

Defining goals

As with any marketing project, defining the goals is essential. Good goals and objectives lead to good metrics and measuring, which is important because most people in marketing are familiar with the question, well, what difference did we make? To answer that question, you need to start with a good goal. All of this is sort of Marketing 101, but I do want to apply it to YouTube. As you can see, I'm here on a page on the YouTube site that actually discusses these issues specifically.

In this case, it's part of the new advertising section of YouTube. But I'd like to look at some of these suggestions more broadly in terms of how we plan our entire YouTube campaign or how we implement YouTube in our marketing footprint. Here are some example marketing goals. Brand awareness, i.e., making more people aware of what you're doing with your brand. A new product is launching. Direct response, and we've already briefly talked about how YouTube is both an interactive platform itself and is extensible with other social media and interactive platforms, and other specific ways that we may need to engage our audiences.

This is not a finite list of marketing goals, but it's a very good starting point. Defining your goals should always be the starting point in a marketing project. In this case, we're defining goals for how we want to use YouTube in our marketing.

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YouTube Projects for Business and Marketing

31 video lessons · 6622 viewers

Jason Osder
Author

 
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  1. 2m 30s
    1. Welcome
      53s
    2. Using the exercise files
      53s
    3. Who is this course for?
      44s
  2. 15m 1s
    1. Who is watching? YouTube by the numbers
      2m 45s
    2. Creating marketing videos
      4m 50s
    3. Developing a social marketing presence
      3m 1s
    4. Advertising with YouTube
      3m 13s
    5. Using YouTube as part of an integrated marketing strategy
      1m 12s
  3. 8m 43s
    1. Defining goals
      1m 37s
    2. Creating a content map
      2m 46s
    3. Developing wireframes for site content
      1m 51s
    4. Working with use case scenarios
      2m 29s
  4. 18m 38s
    1. Delivering traditional video marketing with YouTube
      4m 6s
    2. Creating serialized content
      7m 34s
    3. Creating content with personality
      3m 17s
    4. Incorporating graphic elements
      3m 41s
  5. 15m 20s
    1. Understanding YouTube channels for business and marketing
      2m 56s
    2. Adding a logo image
      3m 10s
    3. Adding channel art for multiple devices
      5m 45s
    4. Adding a description and links
      3m 29s
  6. 12m 38s
    1. Creating customer dialogue on YouTube
      4m 1s
    2. Integrating YouTube with Facebook and Twitter
      5m 50s
    3. Working with user-made video
      2m 47s
  7. 15m 17s
    1. Using YouTube with WordPress
      5m 40s
    2. Working with YouTube plugins
      6m 39s
    3. Changing video thumbnails
      2m 58s
  8. 22m 2s
    1. Understanding advertising on YouTube
      3m 56s
    2. Placing a YouTube ad
      11m 11s
    3. Managing and monitoring ads
      4m 42s
    4. Linking AdWords and YouTube accounts
      2m 13s
  9. 1m 24s
    1. Next steps
      1m 24s

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