Join Hanapin Marketing’s Andrew Harder and TubeBuddy’s Daniel Batal as they walk you through how to sift through one of the world’s fastest-growing platforms and identify your target audience.

1. Identify and Leverage YouTube
Audiences to Drive Growth

2. We make our clients the
heroes of their organization.
We’re a digital marketing agency with deep
expertise in a narrow-range of high-growth
digital marketing solutions including
paid search, paid social, programmatic
and conversion rate optimization.
We help complex businesses that have multiple
brands, products, locations and/or services
grow and expand their business.
Hanapin also produces:

3. Join the Conversation
Include the hashtag #thinkppc
in your Twitter tweets, or use
the webinar question box to
send us questions.

4. What’s your primary
goal on YouTube?
A. Grow number of subscribers
B. Sell stuff
C. Video views - general
product/service awareness
D. I don’t have a goal
E. Other

5. What is your
estimated monthly
PPC spend?
A. 0 - $5,000
B. $5001 - $10,000
C. $10,001 - $20,000
D. $20,000+

6. 30 million visitors
5 billion videos
Everyday

7. What makes a good YouTube channel?
A channel which adheres to a strong value
proposition
A strong “Value Prop” should answer 3 questions:
1. What is the channel about?
2. Who is the target audience?
3. Why should viewers watch this channel?

8. Finding your
Audience
● Google Analytics
● YouTube Analytics
● Keyword Research
● Google Trends

9. Google
Analytics
Insights
● Demographics
● Device
● Location
● Relevant Audiences

10. Google Analytics - Demographics Data

11. Google Analytics - In-market audiences

12. Google Analytics - Affinity audiences

13. Keyword
Explorer

14. Keyword
Explorer

15. Creating Your
Audience
● Organic traffic
● Custom Affinity/Intent
● Competitor targeting
● In-market audiences
● Remarketing audiences

16. Organic
Traffic
Traffic Sources
● YouTube Recommended
○ Suggested
○ Browse
● YouTube Search
● Notifications
● External
● Channel Pages
● End Screens

17. Understanding how YouTube tracks Organic vs. Paid Reach

18. In-Market
● Optimize towards conversions,
not view rates
● Tailor creative towards specific
in-market audiences
○ Travel example

19. Competitor
Targeting
● Competitor channels
● Competitor keywords (custom
intent audience)

20. Custom
Affinity/Intent
● Customer affinity: people with
interests aligned with your brand
○ Interests, URLs/YT channels, apps
● Custom intent: actively researching
products/services
○ Branded keywords
○ In-market keywords
Good for branding & increased
market reach

21. Remarketing
● Channel visitors
● Subscribers
● Specific website visitors
● Viewed any videos
● Viewed specific videos
● Liked/shared any video
● Viewed specific videos as ads

22. What audiences work best?
What’s your objective?
What are your KPIs?
What CREATIVE are you running?

23. Creating
Value

24. Creating
Value
● Define your target audience
● Serve only that target audience
● Put the needs of the viewer
first
● Make it easy for the viewer to
understand

25. Value example:

26. Quick tips
Quality matters: right voice-over
improves ad recall by 40%
Branding, Branding, Branding
Tell people what to do: e.g. add
“search bar” with search term at end

27. Creative
Guidelines
Intimate
Conversations with camera
Authentic & simple

28. Mobile
Tight framing
Fast pacing
Large type supers
Bright, high contrast colors

29. what works for each objective

30. Awareness & Recall
● Speed at beginning
performs 34% better
● Focus on product, not
brand
● Creative tips:
● Entertainment, not engagement
● Unexpected context
● 30 seconds or less
Consideration
● Focus on ONE
product/service
● Demo
● Creative tips:
○ “real life” examples
○ Human, not corporate language
○ 30 seconds or less

31. Purchase Intent
● Focus on product, not
brand
● Creative tips:
● Shorter the better - get to the point
within 5 seconds
● Tell what the product/service does,
not how it will make consumer feel
● 30 seconds or less
● Example
Favorability
● If your goal is increasing
market share- Brand lift
2.0
● Story over product -
connect users to a cause
● Creative tips:
○ Break 4th wall
○ “Love” #1 verb
○ If possible, include influencers

33. For our webinar
attendees today:
A. I’d like a discount from
TubeBuddy.
B. I’d like more information
about Hero Conf Austin.
C. I’d like an account analysis
from Hanapin ($15K monthly
spend minimum).
D. All of the above.
E. No, thanks.

34. Questions?