Building a YouTube Marketing Strategy

Orabrush, a company that makes a breath-freshening tongue cleaner of the same name, had limited success with marketing through retailers, infomercials and other outlets.
From Adam Sutton at MarketingSherpa comes a look at how Orabrush created a successful marketing strategy built around their YouTube page.

Orabrush created a landing page around an independent YouTube video titled "How to tell if you have bad breath." This tripled their conversion rate. Inspired, Orabrush created their own "bad breath" video that has since received over 13 million views. The company's YouTube page is now their inbound marketing hub, and represents 80% of their marketing.

Results:

• 35+ million YouTube channel views
• 116,000+ YouTube subscribers
• 10x increase in landing page conversion rates
• 271,000+ Facebook fans
• Sales volume in stores comparable to premium toothbrush sales

Key Tactics:

Create an Effective YouTube Page

• Customized YouTube channel
• Serves as a shareable landing page
• YouTube sponsors able to add more features to their channels

Create More Than One Type of Video

• Call-to-action, conversion videos
• Funny, engagement videos
• Customer testimonial videos

Commit to Consistency

• Constant engagement
• Publishing calendar
• Weekly publishing
• Strict budget to control costs

Content Has to Interest the Audience

• Entertainment value
• Product explanation
• Ads purchased on YouTube to attact visitors

Engage Fans and Peers

• Respond to and moderate comments
• Use fan ideas and give credit
• Interact with other YouTube publishers with large followings

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