Creating videos on YouTube to engage an audience can be tricky. We chat with Daniel Bogdanoff about how he grew the successful Keysight Labs YouTube channel to function as one part of a marketing effort to sell oscilloscopes.
Daniel Bogdanoff joins as a guest to discuss his experiences creating video content as part of the marketing strategy for Keysight. He noticed that Keysight, like many other tech companies, had essentially 2 options for creating video content: high-budget ads or off-the-cuff webcam shots. As a result, he transitioned into a marketing role to create the Keysight Labs YouTube channel
, which has about 80k followers (at the time of this recording).
Daniel believes that companies looking to market to or engage audiences on YouTube should maintain three separate channels: one for community building, one for calls to action, and one for tutorials. Additionally, an inbound marketing strategy should consist of both written and video content, with at least a portion of that being hosted on the company’s site.
Creating videos that target specific SEO terms, such as “What is an oscilloscope?” is a great way to provide a top-of-funnel marketing layer and capture new audiences that may be interested in your products (assuming, for example, that you sell oscilloscopes). These types of concept videos (and blog posts) can be complemented with long-tail searches such as “how to measure current with an oscilloscope” and “ground loops” (which are, once again, related to oscilloscopes).
Daniel recommends adding a level of human connection to the videos by forcing yourself to appear on camera (rather than just doing close-up shots or screen capture). More than likely, it will be awkward at first until you get more practice. Even just using a few seconds at the beginning of every video to introduce yourself can make a big difference!
Developing your own content to build an audience is different from influencer marketing, which involves borrowing their audience. When working with an influencer to reach their audience with your brand or product, make sure you have a very specific topic and call to action in mind, and ensure that it will be relevant to the influencer’s audience.
Daniel recommends looking at number of views, watch time, impression rates, and click-through rates as metrics to determine the success of individual videos as well as for content marketing campaigns in general. You’ll want to create custom URLs to post in the video or description that provides a tracking code so you can measure click-through rates.
We want to thank Cyber City Circuits for sponsoring this episode! Cyber City Circuits is an electronics shop and contract manufacturer based in Augusta, GA. Use the coupon code HELLOBLINKSHOW to receive 10% off your order of electronics or mention that you heard about them on the Hello Blink Show for a 25% discount on the assembly costs of manufacturing.
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Daniel is a Test Gear Geek at Keysight Technologies because he gets to choose his own job title. He loves taking complex, technical topics and making them easier to digest. Proverbially. He has an electrical engineering degree, but fell into the marketing department early in his career and never looked back because quote: marketers have all the fun. He runs the Keysight Labs YouTube channel and the EEs Talk Tech podcast if you want to go geek out with him on nerdy EE stuff.
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