Project Overview

  • Category: YouTube Marketing
  • Date: [05/2024 – 01/2025]
  • Client: Medical Specialist
  • Project Name: Youtube Growth
  • Services Provided: YouTube Optimization
  • Industry: Rare Medical Condition

Paradox Marketing provided YouTube SEO consulting, video editing, thumbnail design, channel management, and social media promotion services.

The client wanted a clear plan to grow a YouTube channel around this rare yet debilitating and often misdiagnosed medical condition and increase referral traffic to their practice’s website.

The Situation

At the start of the project, the client’s channel covered a wide range of medical topics. The goal was to strategically focus on content around the rare condition, increasing both channel growth and targeted website traffic.

What Paradox Did

Channel Evaluation

Paradox began by evaluating the current channel, researching competitors, and identifying areas for improvement.

After evaluating, Paradox made the following changes:

  • Developing video ideas targeting top-of-funnel traffic related to the rare condition
  • Strengthening calls to action (CTAs)
  • Improving thumbnail design
  • Enhancing visuals and editing
  • Transitioning to a talking-head video style to foster a personal connection
  • Optimizing descriptions, transcripts, and tags
  • Repurposing existing content into YouTube Shorts
  • Implementing a consistent publishing schedule

The Action Plan

After the evaluation, Paradox formulated a plan to build an audience specifically interested in the condition and drive more qualified traffic to the client’s website.

Series And Publishing Schedule

Initial analytics suggested Sunday mornings were ideal for publishing. However, due to the client’s live shows moving to Sunday, Paradox shifted the series release to Saturday mornings to prevent viewer fatigue.

Paradox recommended creating a video series centered on the symptoms of the rare condition an effective way to attract top-of-funnel viewers. Paradox also advised remaking an older video that introduced and explained the condition, as the previous version was outdated.

Ensuring a freshly updated explainer video was available for viewers learning about the condition for the first time proved crucial. The new video outperformed the channel average, garnering approximately 314% more views and 107% more watch time than typical videos.

Thumbnail Design

During the research phase, many patients with this rare condition described a specific sensation. Paradox capitalized on this insight by creating custom characters for the thumbnails, also including the client’s face where possible to bolster recognition and trust.

Video Editing

To increase audience retention, Paradox replaced static PowerPoint-style videos with a talking-head approach that featured dynamic on-screen visuals. This shift made the content more engaging and helped boost the average percentage of video viewed (results below).

YouTube Shorts Series

The client’s weekly live show included a Q&A session. Paradox identified the most compelling questions and repurposed the answers into Shorts to reach new audiences and expand the channel’s footprint.

More Direct CTAs

Paradox asked the client to directly ask viewers to like, subscribe, and comment during his videos. Paradox also created a graphic to display while he does this.

Paradox also directed the client to specifically mention when links were in the description and ask viewers to click the link.

Video Promotion

Paradox sent out video announcements via email and Facebook when videos were published.

Facebook Promotion

Comparing year over year, traffic from Facebook to the client’s YouTube channel increased by 287.3%.

Email Promotion

Paradox emailed the client’s focused mailing list whenever a new video went live. Over this period, views from email rose by 157.3%

Embedding Videos On Client’s Website

Paradox embedded relevant YouTube videos on the client’s website, encouraging site visitors to view and subscribe.

This strategy increased traffic from the medical website to the YouTube channel by 121.2%.

YouTube Shorts Series Results

The client hadn’t produced shorts before, so Paradox cannot provide a historic comparison. However, so far, the 20 shorts Paradox published have generated:

  • 16,500 extra views
  • 140 extra hours of watch time
  • 70,000 impressions

YouTube Channel Series Results

  • Subscribers per video up 300%
  • Average views per video up 64%
  • Average percentage of video viewed up 13%
  • Average view duration down 31% (Videos are short so naturally resulted in shorter view duration)
  • Watch time up 29% (Despite shorter videos, people consumed 29% more content.)
  • CTR down 36% (CTR down due to more impressions. More impressions often lead to lower CTR.)
  • Impression per video up 119%

Although the improved YouTube statistics are pleasing, the most important thing is how that translates to funneling viewers from YouTube to the website:

Referral Traffic From YouTube Results

  • Sessions from YouTube up 65%
  • Engagement rate up 3%
  • Average time per session up 2%
  • Event count up 44%
  • Non-condition key events down 5%
  • Condition related key events up 91%

Overall, this focused YouTube strategy successfully attracted more targeted referral traffic to the client’s medical website, boosting relevant conversions by 91%.

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