Case Study: Growing A Business With YouTube
Julian Juenemann is a marketing consultant who has turned his passion for Digital Marketing into a product (Measure School) using YouTube, Email and his infectious smile. His popular video tutorials and unique vocalizations have fueled his school’s growth (and grown his consultancy); his YouTube channel has more than 22k subscribers and over 1 million views.
Once you release 120 videos YouTube takes you more seriously — Julian
Length & Completion Matters
Every YouTuber has to decide what “average length” is right for their audience. For Julian, his digital marketing and measurement tutorials are usually less than 15 minutes in length. The YouTube promotional algorithm tends to favor videos that have a high completion rate.
The YouTube Optimizer community feels releasing videos more frequently helps channels gain promotion — Julian
Julian’s videos have a high level of production value, are easy to understand, and are narrowly constructed around specific tasks and “jobs that need to be done.” His tutorials often cover specific digital measurement tasks using Google Analytics and/or Google Tag Manager; this also helps him drive SEO. Julian creates tutorials on the latest techniques and tools like Facebook Analytics inoculating his brand against stagnation.
Julian’s unique and pleasant accent is immediately recognizable, along with his ever present tagline:
Learn the data-driven way of digital marketing – Measure School
Interview With Julian Juenemann
I encourage you to check out my conversation with Julian. He offers a lot of insight into how he built his brand on YouTube and how he combined his growth with multiple drip email campaigns. He also talks a bit about Measurement, which should be important to all communicators and marketers.
Julian discusses how his videos allow him to achieve different business objectives:
- Drive SEO from Google
- Drive Discovery within YouTube
- Grow his product offering (Measure School)
- Fuel his consultancy
My interview with Julian was recorded at 9 am EDT (May 31, 2017). It was originally going to be a live stream on YouTube, but technical issues prevented that from happening. Once edited, a video of our discussion will also be posted (link – tbd).
Bio: Julian Juenemann
Julian Juenemann is the founder and Chief Instructor of Measureschool.com, where he teaches marketers the data-driven way of digital Marketing. Through his YouTube channel he currently reaches over 22,000 subscribers and has generated [more than] 1 million views. His videos are a mixture of tutorials, reviews and live content which is released weekly on his channel.