YouTube has a new design for channels. Conversion is mandatory. According to the support documentation, the new look “makes it easier for viewers to find and watch content.” It does a lot more than provide a consistent design. It severely limits the ability to create a customized look for brands that are not partners.

Customization is limited to four different layouts, unique background color, and custom background image. The ability to apply a theme or change colors within the YouTube content frame is gone. Variations to the new standard are reserved for partners.

If your budget doesn’t include the thousands of dollars required to be a partner, take heart. While the ability to customize is limited, you can still optimize your channel using the built in features and a custom background image. All it takes is a little creativity and knowledge.
A channel with the new standard design and color background looks like this:

Add a customized background image and you have a branded page with a call to action as shown below. It converts a plain background into valuable marketing real estate.

There are four components in a customized background. They are shown in the image below:

YouTube centers the content in the browser. All customized content needs to hug the frame so it will be visible in different browsers. There are four sections that can be used to brand your YouTube channel and issue calls to action. They are shown in the above image.

1. The left column from the edge of the page to the YouTube is a great place to feature products or services. Using the full space isn’t recommended because it will crop from the left on smaller browsers.
2. The second component of the page is where you place your custom content. Make sure that it isn’t so large that it is truncated on smaller browsers.
3. The banner space at the top of the page is a good space for taglines or contact information.
4. The right column is a good place to remind people to visit your website or connect with you via social networks.

When you put it all together, you have a custom branded YouTube channel.

PS: This is an excerpt from our mini-guide that includes specific details for size and placement of the components. It also includes tips for optimizing your channel for search and clicks. To order a copy click here. It’s only $2.99 and guaranteed to save you hours of trial and error while improving your video channel experience. We did the measuring and testing so you can get your branded channel up quickly.

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The top three questions that I am asked about blogging are:

1. Why don’t we get more comments?
2. How do we get more comments?
3. Should comments be turned on or off?

The questions are understandable because so many of the early adapters to the social media channel have declared that comments are king. Maybe they are if you want to be the next guru, but they don’t matter much for most business blogs.

The objectives of business blogs include brand recognition, acquiring and retaining customers, and increasing sales. If comments aren’t moving the company toward the objectives, they add drama, not value. Contrary to the hype, our research has shown that the posts that generate the most sales rarely have comments.

How could this be when almost every ranking tool and social media guru use comments to measure a blog’s success? You can’t measure what you can’t see. Comments are visible to the world. Internal sales are hidden. Using the number of comments as a barometer provides a visible reference point where the people making the rules can show their superiority.

When business bloggers buy into the “comments are king” mentality they sacrifice long term benefits for the instant gratification of knowing that people read the post and were motivated to comment. If receiving comments lead to fulfilling the objectives of the blog, everything would work out for the best of the company. The problem is that the posts that generate comments rarely move people to the next step in the sales and loyalty staircase.

Before following recommendations for increasing comments, think about how they apply to your business objectives. Five popular tactics are:

1. Write something controversial. This will get more comments than any other tactic. Throwing down the gauntlet on a controversial subject creates a commenting frenzy. There is a lot of drama and traffic. Unfortunately, people are so busy supporting their position, they missing your marketing message. (The one you forgot to present in the grab for the comment golden ring.)
2. Ask for comments. Issuing a call to action is a proven marketing tactic. It will get comments. The question that needs to be asked is “do we want people to comment or buy?” Don’t distract people from moving into the sales funnel by encouraging them to stay on your blog and chat.
3. Leave something unsaid. The posts that drive the most sales are the ones that answer questions and solve problems for your customers and prospects. Leaving something unsaid gives people the opportunity to answer the question and generates comments. It also shifts your credibility as the expert to the people who solve the problem for your customers and prospects.
4. Challenge the leaders. Calling people out when they provide misinformation can be a public service. It can also appear mean-spirited and unprofessional. Evaluate the pros and cons before doing this because it can backfire.
5. Comment on other blogs. This is a myth that needs to be dispelled. Commenting on other blogs doesn’t increase traffic or comments on your blog. The default setting on links posted in comments are “nofollow.” This tells search bots to ignore the link. It began as a Google recommendation in 2005 to reduce spam and became the standard. Ironically, most of the bloggers who recommend commenting on other blogs, have nofollow settings.

Managing a blog that receives comments takes time and effort. Make sure that the comments will serve your business before investing resources in increasing them. If you don’t, you’ll get more drama than value. And, when you are thinking about questions that will improve your blog, try these for starters:

1. How can we provide better information so our customers and prospects make better buying decisions?
2. What problems can we solve for our customers and prospects that help them and establish us as the best in our industry?
3. Is our blog optimized for content and search benefits?

The answers will move your business forward.

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