¡FELIZ SAN YOUTUBÍN!

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Cómo integrar YouTube en tu estrategia

[/fusion_title][fusion_text columns=»» column_min_width=»» column_spacing=»» rule_style=»default» rule_size=»» rule_color=»» content_alignment_medium=»» content_alignment_small=»» content_alignment=»» hide_on_mobile=»small-visibility,medium-visibility,large-visibility» sticky_display=»normal,sticky» class=»» id=»» font_size=»» fusion_font_family_text_font=»» fusion_font_variant_text_font=»» line_height=»» letter_spacing=»» text_color=»» animation_type=»» animation_direction=»left» animation_speed=»0.3″ animation_offset=»»]

Hace 16 años, un 14 de febrero, nació un nuevo amor y no precisamente entre dos personas. Steve Chen, Chad Hurley y Jawed Karim, tres amigos que trabajaban juntos en Paypal ante la dificultad que se encontraron para compartir unos vídeos entre ellos, decidieron crear una plataforma para poder hacerlo y a su vez, poder visionarlos. Nace Youtube.

Aunque no es hasta el 23 de abril cuando se sube el primer vídeo, como no podría ser de otra manera, por parte de uno de sus creadores, Jawed Karim que lo tituló “Me at the zoo”:

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Desde ese momento, Youtube ha crecido de una manera que pocos imaginaban, pasando a ser la plataforma de vídeo más popular que existe a día de hoy. ¿Cuál es el motivo? Pues sin ninguna a duda, la simplicidad. Quienes suben su contenido se encuentran con una audiencia enorme que hace que el alcance sea muy bueno. Podemos encontrarnos desde vídeos de humor, tutoriales de belleza, información o reseñas de productos, unboxing… en definitiva, siempre nos encontraremos con algún contenido que nos guste.

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Youtube y Marketing Digital

Según datos de la propia plataforma, los usuarios consumen 1000 millones de horas de vídeo al día generando a su vez, miles de millones de visitas. Si desglosamos esos datos a nivel individual, nos encontramos con que cada persona ve diariamente una media de 8,4 minutos. Unos datos que nos dicen que el vídeo es una fuente muy rica de contenido.

Es aquí cuando los departamentos de marketing, agencias y freelance aprovechan esta tendencia al alza para generar contenido de vídeo por encima de la imagen fija. Se podría decir que “un vídeo vale más que mil palabras y una imagen juntas”. Las formas para generar comunidad mediante los vídeos son muy amplias: desde canales para ofrecer experiencias de otros usuarios, hasta vídeos explicativos o pasando por novedades en tu catálogo de productos.

Video Marketing

Si se hace correctamente la estrategia de video marketing, aunque suponga un esfuerzo de tiempo, dinero y recursos puede ser una gran herramienta para mejorar el retorno de la inversión (ROI) y las ventas, apoyándose en una metodología inbound.

El video marketing, podemos encontrarlo en cualquier fase del embudo de ventas, tan sólo tenemos que establecer el objetivo que queremos alcanzar: tráfico a la web, suscriptores a la newsletter, lograr leads, branding y un largo etcétera.

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Fase inicial del embudo: son un gran apoyo para mejorar tanto la permanencia en nuestra página web como mejorar el tráfico en redes sociales.
Fase intermedia del embudo: mediante landing pages, podremos “educar” a los leads y así, prepararlo para una posterior compra.
Fase final del embudo: lograremos mejorar los ratios de conversión mediante el uso del email marketing y la posterior fidelización.

Todo vídeo que realicemos debe de suponer un reto para los usuarios y además, que contenga la solución. Si se hace correctamente, a medida que van pasando por dicho embudo, lograremos que se den cuenta de sus necesidades, las evalúen y finalmente, conseguir el objetivo inicial que nos habíamos propuesto.

También, podemos hacer uso de esta estrategia cuando hablamos de atención al cliente. Mediante videotutoriales, testimonios de otros clientes, presentación del equipo o videollamadas con los trabajadores haremos que la experiencia de cliente sea todo un éxito y más personalizada que la comunicación tradicional.

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Ventajas de una estrategia de video marketing

Aumento del ROI
Mejora el engagement
Aumenta la interacción en redes sociales
Mejora el alcance
Aporta frescura a la marca
Hace que el contenido sea mucho más visual
Mejora el SEO
Transmite más emoción

Inconvenientes de una estrategia de video marketing

Requiere más tiempo preparar el material
Sin ningún equipo de apoyo, será más complicado hacerlo
Se necesitan nociones de grabación, edición y montaje de vídeos

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hundred_percent=»no» hundred_percent_height=»no» hundred_percent_height_scroll=»no» align_content=»stretch» flex_align_items=»flex-start» flex_justify_content=»flex-start» hundred_percent_height_center_content=»yes» equal_height_columns=»no» container_tag=»div» hide_on_mobile=»small-visibility,medium-visibility,large-visibility» status=»published» border_style=»solid» box_shadow=»no» box_shadow_blur=»0″ box_shadow_spread=»0″ gradient_start_position=»0″ gradient_end_position=»100″ gradient_type=»linear» radial_direction=»center center» linear_angle=»180″ background_position=»center center» background_repeat=»no-repeat» fade=»no» background_parallax=»none» enable_mobile=»no» parallax_speed=»0.3″ background_blend_mode=»none» video_aspect_ratio=»16:9″ video_loop=»yes» video_mute=»yes» absolute=»off» absolute_devices=»small,medium,large» sticky=»off» sticky_devices=»small-visibility,medium-visibility,large-visibility» sticky_transition_offset=»0″ scroll_offset=»0″ animation_direction=»left» 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Qué aspectos debemos medir en nuestra estrategia de video marketing

Si tenemos claro todo lo relacionado con las métricas, podremos definir y medir correctamente toda nuestra estrategia. No sólo es importante el número de visitas, hay datos igual o más relevantes aún para lograr el éxito.

Número de visitas
Tasa de reproducción
Comentarios y publicaciones en redes sociales
Número de veces que visionaron el vídeo entero
Tasa de finalización (visualizaciones totales/reproducciones completas)
Número de clics a nuestro CTA
Número de conversiones, registros, suscripciones (según el objetivo inicial)
Tasa de rebote y permanencia en la página

Añadir también, que habrá que estudiar el rendimiento de cada red social donde haya sido incluido el vídeo para conocer la idoneidad de cada plataforma y valorar acciones futuras.

[/fusion_text][fusion_text columns=»» column_min_width=»» column_spacing=»» rule_style=»default» rule_size=»» rule_color=»» content_alignment_medium=»» content_alignment_small=»» content_alignment=»» hide_on_mobile=»small-visibility,medium-visibility,large-visibility» sticky_display=»normal,sticky» class=»» id=»» font_size=»» fusion_font_family_text_font=»» fusion_font_variant_text_font=»» line_height=»» letter_spacing=»» text_color=»» animation_type=»» animation_direction=»left» animation_speed=»0.3″ animation_offset=»»]

“Usa el video para mostrar información de una manera nueva e interesante y asegúrate de atrapar y deleitar a tu audiencia.”

Tipos de vídeo

Según el objetivo que nos hayamos propuesto en nuestra estrategia, haremos uso de uno o varios tipos de vídeo:

Entrevistas

Demostración

Directos/eventos en vivo

“How to”

Reviews

Testimonios

Tips

Conclusión

Cuando hacemos una estrategia de video marketing para nuestra marca, hacemos que la comunicación sea única. Nos otorga una mayor visibilidad y conseguimos que los seguidores interactúen y compartan nuestro contenido de forma más asidua (engagement).

Pero sobre todo, nos hace diferenciarnos de nuestra competencia.

[/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container type=»flex» hundred_percent=»no» hundred_percent_height=»no» hundred_percent_height_scroll=»no» align_content=»stretch» flex_align_items=»flex-start» flex_justify_content=»flex-start» hundred_percent_height_center_content=»yes» equal_height_columns=»no» container_tag=»div» hide_on_mobile=»small-visibility,medium-visibility,large-visibility» status=»published» border_style=»solid» box_shadow=»no» box_shadow_blur=»0″ box_shadow_spread=»0″ gradient_start_position=»0″ gradient_end_position=»100″ gradient_type=»linear» radial_direction=»center center» linear_angle=»180″ background_position=»center center» background_repeat=»no-repeat» fade=»no» background_parallax=»none» enable_mobile=»no» parallax_speed=»0.3″ background_blend_mode=»none» video_aspect_ratio=»16:9″ video_loop=»yes» video_mute=»yes» absolute=»off» absolute_devices=»small,medium,large» sticky=»off» sticky_devices=»small-visibility,medium-visibility,large-visibility» sticky_transition_offset=»0″ scroll_offset=»0″ animation_direction=»left» animation_speed=»0.3″ filter_hue=»0″ filter_saturation=»100″ filter_brightness=»100″ filter_contrast=»100″ filter_invert=»0″ filter_sepia=»0″ filter_opacity=»100″ filter_blur=»0″ filter_hue_hover=»0″ filter_saturation_hover=»100″ filter_brightness_hover=»100″ filter_contrast_hover=»100″ filter_invert_hover=»0″ filter_sepia_hover=»0″ filter_opacity_hover=»100″ filter_blur_hover=»0″][fusion_builder_row][fusion_builder_column type=»1_1″ layout=»1_1″ align_self=»auto» content_layout=»column» align_content=»flex-start» content_wrap=»wrap» spacing=»» center_content=»no» link=»» target=»_self» min_height=»» hide_on_mobile=»small-visibility,medium-visibility,large-visibility» sticky_display=»normal,sticky» class=»» id=»» type_medium=»» type_small=»» order_medium=»0″ order_small=»0″ dimension_spacing_medium=»» dimension_spacing_small=»» dimension_spacing=»» dimension_margin_medium=»» dimension_margin_small=»» margin_top=»» margin_bottom=»» padding_medium=»» padding_small=»» padding_top=»» padding_right=»» padding_bottom=»» padding_left=»» hover_type=»none» border_sizes=»» border_color=»» border_style=»solid» border_radius=»» box_shadow=»no» dimension_box_shadow=»» box_shadow_blur=»0″ box_shadow_spread=»0″ box_shadow_color=»» box_shadow_style=»» background_type=»single» gradient_start_color=»» gradient_end_color=»» gradient_start_position=»0″ gradient_end_position=»100″ gradient_type=»linear» radial_direction=»center center» linear_angle=»180″ background_color=»» background_image=»» background_image_id=»» background_position=»left top» background_repeat=»no-repeat» background_blend_mode=»none» animation_type=»» animation_direction=»left» animation_speed=»0.3″ animation_offset=»» filter_type=»regular» filter_hue=»0″ filter_saturation=»100″ filter_brightness=»100″ filter_contrast=»100″ filter_invert=»0″ filter_sepia=»0″ filter_opacity=»100″ filter_blur=»0″ filter_hue_hover=»0″ filter_saturation_hover=»100″ filter_brightness_hover=»100″ filter_contrast_hover=»100″ filter_invert_hover=»0″ filter_sepia_hover=»0″ filter_opacity_hover=»100″ filter_blur_hover=»0″ last=»true» border_position=»all» first=»true» type=»1_1″][fusion_separator style_type=»default» hide_on_mobile=»small-visibility,medium-visibility,large-visibility» sticky_display=»normal,sticky» class=»» id=»» flex_grow=»2″ top_margin=»» bottom_margin=»» width=»» alignment=»center» border_size=»» sep_color=»» icon=»» icon_size=»» icon_color=»» icon_circle=»» icon_circle_color=»» /][fusion_text columns=»» column_min_width=»» column_spacing=»» rule_style=»default» rule_size=»» rule_color=»» content_alignment_medium=»» content_alignment_small=»» content_alignment=»» hide_on_mobile=»small-visibility,medium-visibility,large-visibility» sticky_display=»normal,sticky» class=»» id=»» font_size=»» fusion_font_family_text_font=»» fusion_font_variant_text_font=»» line_height=»» letter_spacing=»» text_color=»» animation_type=»» animation_direction=»left» animation_speed=»0.3″ animation_offset=»»]

Artículo realizado por David Alés

[/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

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