Youtube Marketing: You’re Doing It Wrong

I’ve got some bad news for you. No one wants to watch your youtube commercial. They’re on youtube to see free content, and if you’re not giving them that, they’re gone. There’s a free (lousier) versions of your course just three clicks away.

No one wants to see your commercial.

I’ve released 24 commercials on youtube for my Photoshop Crash Course, averaging over two thousand views a piece. I spent no more than 20 minutes creating each of them, and to date, they have driven hundreds of sales to my class.

The first step in thinking of a good commercial to put on youtube is redefining commercial. No one wants your “BUY MY COURSE BUY MY COURSE I’M SO AWESOME ME ME ME” videos. They want to learn what you have to teach. On the flip side, you’re charging because you’ve probably spent months or years developing your class, and you don’t want to give it away for free.

**Learn Photoshop with a Four Hour Crash Course. Check out this on-demand, online course. FREE preview**

Ask yourself three things:

  1. On google, what keyword phrases should lead people to your course?

  2. What can you give away for free that will make people want to take your course?

  3. How do #1 and #2 overlap?

For my own class, I wanted to show up when people googled how to use the various tools in Photoshop. I posted one video for each Photoshop tool. The commercials were all labeled as How to’s.

Here’re their analytics 10 months in:

The titles were chosen as terms that people might enter into YouTube or Google. Long tail items without an excessive amount of competition. While there are plenty of ways to test and look for these long tail phrases using tools such as Google’s Keyword Tool, my big suggestion is to use a dose of common sense here.

There has been copious amounts written on deciding on the best keywords. The short answer is figure out if there’s a question people are asking on the web that you can answer better. Come up with 20 to 30 possible questions, type them into google, and see where there’s a knowledge gap. If you can make a better answer then anything else that’s out there, your content will shine. Titles are everything here.

In my case, a video simply called ‘The Lasso Tool’ would get no hits. It’s been done. I was specifically looking for people who wanted to know ‘How to use the lasso tool in Photoshop CS6.’ It was specific on purpose. That way, I could successfully get the third or fourth spot (as of the time of this writing) on google when searched.

One of my more successful videos was “How to Use the Eraser Tool in Photoshop” Feel free to watch it if you’re inclined:

There’s a few things to take note of in this video.

  • The title was chosen as something people search for but isn’t heavily written on.

  • The video didn’t waste time with an intro. If you have a five second intro, you’ve already lost half your audience.

  • It goes incredibly fast and assumes a base level of knowledge.

  • It’s under 3 minutes.

  • If you click on the link and go to it on youtube, the first thing in the description is a link to the Photoshop Crash Course on Udemy.

  • It ends with two calls to action –  a 5 second bumper for my Udemy course and links to other youtube video commercials.

The content purposefully covers seemingly simple concepts in very advanced ways. I wanted the viewer to say “Oh my, that was way over my head. Is there a crash course to give me the basics?” and then click the link below the video to check out my full crash course. Collectively, the videos now have over 50,000 cumulative views. Not bad.

**Learn Photoshop with a Four Hour Crash Course. Check out this on-demand, online course. FREE preview**

If you’re reading this, and feel that this works in my case with Photoshop but wouldn’t work for your course, drop a comment with your situation, and I’d love to try and bounce back and forth on possibilities.

About the Author:

PB138223smallJeremy Shuback has taught over 100,000 people Photoshop, Social Media Marketing, and Design both online and off. By day, he works fulltime as an animation producer and director. Connect with him on Google+.