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YouTube is the largest video sharing platform on the internet and it’s an incredibly important way to engage with users and expose your brand – especially if you use a personalised YouTube channel.
Videos are an incredibly effective medium to interact and engage with your targeted audience. A brand is able to communicate its messages in a direct and affordable way, leaving your audience feeling as if they know all about you and the product or service that you’re promoting.
However, simply uploading a video onto YouTube isn’t enough – you need to think about a branded profile. Personal channels offer a richer branding experience for the user as they aid in the exposure of any company’s key messages. It’s important you get it right, so here’s a guide to creating your own YouTube channel.
Once you have clicked on the confirmation link, sign into your new YouTube account. Once signed into your account, click on the ‘My Channel’ section of your profile. From here you can select ‘branding options’. It is entirely up to you if you want to add branding, but it is highly recommended as it is far more professional and reminds the users of which channel they are watching and who has provided the video. For example, below is Sky Sports’ personalised channel on YouTube.
Time to start setting up your profile. Just like with other social media platforms such as Facebook and Twitter, YouTube also gives you the opportunity to personalise your profile. Here are just a few tips:
Channel Name – This should be your company’s name, but really depends on what your branding strategy is.
Channel Format – Once logged into your account you can view your default channel settings. From here select ‘Switch to Player Mode’, which is a newer layout and allows users to see and select your existing and new videos.
Title and Tags – Click ‘Edit Channel’ and then ‘Settings’ and create a title for your channel such as Joe Bloggs’ SEO Tips. Then you need to type in the tags that are reflective of your content, his will help people locate your material. So for Joe Blogg’s this would be his name or company name and the industry, ‘SEO’ or ‘SEO Tips’.
Channel Themes – Just like with a Twitter profile you can personalise your YouTube Channel to reflect your branding. For example you can upload your own background image, just like with the Sky Sports example.
For more help with branding your channel, YouTube have a support page which details all the different branding options. Use them to your advantage, but remember that branding is only one step towards successful utilisation of YouTube; you also need effective video content and a promotional strategy. For more information on video marketing [See: What is Video Marketing and How do You Benefit?].
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.