Author: Franz Malten Buemann

As a video marketer, editing might be the most important part of post-production. If you can’t seamlessly weave your shots together or get your cut to hit the right frame, your video will seem unpolished and disengage your viewers.
That said, if you’re operating on a shoestring budget, you might not be able to afford video editing software. So what’s a video marketer to do without editing software? Fortunately, YouTube offers a web-based video editor that is entirely free and accessible through its platform.
In this post, learn how to use YouTube’s native video editing tools, as well as best practices to keep in mind when editing your videos to ensure you’re keeping your audience engaged and interested in watching more.

How to Use YouTube’s Video Editor
1. Sign in to YouTube Studio
2. On the left sidebar, click Content.

3. In Uploads, click the thumbnail of the video you want to edit.

4. In the left sidebar, click Editor.
5. Trim the beginning or end of your video.
If you want to trim the beginning or end of your video, select Trim, which is next to your video’s timer and right above your timeline panel.

You should see a blue box around the sides of your video timeline panel. Drag them to chop off the parts of the beginning or end of your rough cut that you don’t want to include in your final published version. Click Preview to view the edit, and click Save on the top right-hand corner if you’re satisfied.

6. Trim clips out of the middle of your video.
If you want to trim a specific clip out of the middle of your video, select Trim. Next, in your timeline panel, click the beginning of the portion of the clip you’d like to remove and press Split.

Next, in your timeline panel, click the end of the clip that you’d like to remove and press Split again.

Finally, click on the blue line at either the beginning or end of your clip and drag it to the other side to trim it out of your video. Click Preview to view your edited video, and click Save if you’re satisfied.

7. Add an end screen to your video.
If you want to give your viewers the option to watch one of your related videos, playlists, or subscribe to your channel, click the end screen icon shown at the bottom of your timeline panel. The image below displays the end screen icon outlined in red.

You can upload your existing end screen template by clicking Apply template in the pop-up menu (this is a helpful guide for creating your own) or choose from the editor’s native options: Video, Playlist, Subscribe, Channel, or Link. 

While YouTube’s video editing tool in Creator Studio can be helpful, you may be looking for a more robust editing tool. If this sounds like you, check out our post on
five of the best YouTube video editor alternatives.

How To Edit Videos For YouTube
While understanding how to edit your videos is essential, it’s also important to make sure you’re editing videos into a final product that users are interested in. Let’s discuss best practices to keep in mind when editing your videos during post-production. 
Create engaging thumbnails for each video.
Thumbnails are the first thing your viewers see before watching your video, so they’re your first chance to capture attention and draw in your audience. 
Your thumbnails can be screenshots of specific moments from your videos or even text-based titles, but they should be exciting and leave your audience intrigued and wanting to learn more. 
Here is a helpful guide to creating YouTube thumbnails. 
Tell a story.
Just as we do when we read a book, we want the videos we watch to tell a story. This means that your videos should have a flow and follow the fundamental elements of storytelling: having a beginning, middle, and end. 
You’ll want your story to guide viewers through what you’re sharing with them, and they won’t be left confused and wondering how one clip is related to another. This post is a thorough explanation of the basics of storytelling and how you can apply its principles when editing your videos. 
Use engaging elements in all your videos.
In addition to telling a story, adding engaging elements to your videos during editing is a great way to keep your audience engaged. 
Engaging elements can be things like images, text and shapes, animations, music, and fun transitions. Be sure to choose an element that makes sense and complements your videos, as you don’t want to take the focus away from your high-quality content. 
Create a baseline video editing style.
One of the best ways to streamline your editing process and keep your audience engaged is to develop a baseline editing style that you’ll use and apply to every video. 
This means a consistent way of editing your videos, thumbnail style, music, transitions, and any other added elements that you’ll always use. You’ll spend less time finding new elements every time you sit down to edit, and your audience will come to recognize your consistent style.  
For example, maybe you always give a snippet at the beginning of your videos of the most dramatic or exciting moment that will happen later on to draw in your audience. Keep up this consistent style with all your videos, as it will give you a consistent framework to work from and keep your audience engaged and wanting more. 
Keep it simple.
Although it can be tempting to do as much as you can to draw in your audience, it’s also important to keep it simple and not overwhelm your viewers. Too many unnecessary transitions, loud music, images, and text can distract from your video content and have the opposite effect. 
Aim to find a careful balance of original video content and supplemental elements. 
Take time to step away and come back.
Editing video can be stressful, especially if you sit in front of a computer for hours at a time. It can become easy to second-guess your work, so it can be beneficial to step away for a while so you can come back fresh, energized, and ready to make a final cut.
You can think of it like this: if you’ve been sitting at a desk for six hours editing a video, you’ve been hyperfocused on that and nothing else. You may start to feel stuck or like you’ve hit a wall and that your video is bad. If you step away for a few hours or days, you can come back to it with a fresh pair of eyes to make final edits and realize that your video is good; you just needed to take a break and come back refreshed.
Whether you use YouTube’s native tools or third-party software, editing your videos should be fun. Take the time to understand what works for the content you produce, create a consistent editing strategy, and watch the views roll in. 

When I was 12 years old, I used to look through my older cousin’s CD collection, a little confused.
I didn’t understand the need to have CDs when I could go on iTunes and listen to all my favorite songs. Then, when I was in middle school, I got my first hand-me-down iPod shuffle.

This is a great example of the product life cycle (PLC) in action. CDs were in the decline stage while the iPod was in the growth stage. Now, you’ll rarely find a CD in anyone’s music collection unless they’re enthusiasts or want to feel nostalgic for their younger years.
No one wants their product to become “obsolete” and reach the end of its product life cycle. Still, it’s important to understand what stage your product is in so you can make better marketing and business decisions. You can mature and grow in the marketplace by agilely responding to changing customer needs, adding new offerings to your lineup, and adopting new tech that keeps you up-to-date in the marketplace.
Below, we’ll learn what the life cycle is, take a look at the life cycle stages, and go over a few real-life examples.

As marketers, it’s important to understand how your tactics and strategies change depending on the stage your product is in.
For example, a brand new product will be marketed differently than a well-established, mature product. For the first, the marketing campaigns will focus on raising awareness, while for the latter, they’ll focus on maintaining awareness.
Businesses also use to product life cycle to achieve the following:

Establish competitive authority. If your product is new and recently introduced to the market, you can market it as a new and improved alternative to an existing product. If the product is established, you can vouch for its long history of use in your branding.

Decide on a pricing strategy. Depending on the life cycle stage your product is in, you’ll choose how to price the product. A new product may be priced lower to entice more buyers, while a product in the growth stage can be priced higher.

Create a marketing strategy. Your product life cycle stage will determine which strategy to pursue. Maturity and audience knowledgeability plays a big role in the type of content you publish on your site and social media profiles.

Respond before the product begins its decline. There’s no worse feeling than watching your product slowly become obsolete or be displaced by a competing product. By keeping the life cycle stages in mind, you can create a strategy that keeps you ahead of the curve as you reach the saturation and decline stages.

The product life cycle benefits businesses because they can shift their wording and positioning to best market the product at the stage it is in. If your product has recently been introduced and you try to market it as a long-established solution, consumers will see right through it and trust you less as a result.
Below, I’ll cover the product life cycle stages in more detail.
1. Development
The development stage of the product life cycle is the research phase before a product is introduced to the marketplace. This is when companies bring in investors, develop prototypes, test product effectiveness, and strategize their launch. Due to the nature of this stage, companies spend a lot of money without bringing in any revenue because the product isn’t being sold yet.
This stage can last for a long time, depending on the complexity of the product, how new it is, and the competition. For a completely new product, the development stage is hard because the first pioneer of a product is usually not as successful as later iterations.
Development Stage Marketing Strategy
While marketing typically begins in the introduction stage, you can begin to build “buzz” around your product by securing the endorsement of established voices in the industry. You can also publish early (and favorable) consumer research or testimonials. Your marketing goal during this stage is to build upon your brand awareness and establish yourself as an innovative company.
2. Introduction
The introduction stage is when a product is first launched in the marketplace. This is when marketing teams begin building product awareness and reaching out to potential customers. Typically, when a product is introduced, sales are low and demand builds slowly.
Usually, this phase is focused on advertising and marketing campaigns. Companies work on testing distribution channels and try to educate potential customers about the product.
Introduction Stage Marketing Strategy
This is where the fun begins. Now that the product is launched, you can actually promote the product using inbound marketing and content marketing. Education is highly important in this stage. Your target consumer must know what they’re buying before they buy it. If your marketing strategies are successful, the product goes into the next stage — growth.
3. Growth
During the growth stage, consumers have accepted the product in the market and customers are beginning to truly buy in. That means demand and profits are growing, hopefully at a steadily rapid pace.
The growth stage is when the market for the product is expanding and competition begins developing. Potential competitors will see your success and want in.
Growth Stage Marketing Strategy
During this phase, marketing campaigns often shift from getting customers’ buy-in to establishing a brand presence so consumers choose them over developing competitors. Additionally, as companies grow, they’ll begin to open new distributions channels and add more features and support services. In your strategy, you’ll advertise these as well.
4. Maturity
The maturity stage is when the sales begin to level off from the rapid growth period. At this point, companies begin to reduce their prices so they can stay competitive amongst growing competition.
This is the phase where a company begins to become more efficient and learns from the mistakes made in the introduction and growth stages. Marketing campaigns are typically focused on differentiation rather than awareness. This means that product features might be enhanced, prices might be lowered, and distribution becomes more intensive.
During the maturity stage, products begin to enter the most profitable stage. The cost of production declines while the sales are increasing.
Maturity Stage Marketing Strategy
When your product has become a mature offering, you may feel like you’re “sailing by” because sales are steady and the product has been established. But this is where it’s critical to establish yourself as a leader and differentiate your brand.
Continuously improve upon the product as adoption grows, and let consumers know in your marketing strategy that the product they love is better than it was before. This will protect you during the next stage — saturation.
5. Saturation
During the product saturation stage, competitors have begun to take a portion of the market and products will experience neither growth nor decline in sales.
Typically, this is the point when most consumers are using a product, but there are many competing companies. At this point, you want your product to become the brand preference so you don’t enter the decline stage.
Saturation Stage Marketing Strategy
When the market has become saturated, you’ll need to focus on differentiation in features, brand awareness, price, and customer service. Competition is highest at this stage, so it’s critical to leave no doubt regarding the superiority of your product.
If innovation at the product-level isn’t possible (because the product only needs minor tweaks at this point), then invest in your customer service and use customer testimonials in your marketing.
6. Decline
Unfortunately, if your product doesn’t become the preferred brand in a marketplace, you’ll typically experience a decline. Sales will decrease during the heightened competition, which is hard to overcome.
Additionally, new trends emerge as time goes on, just like the CD example I mentioned earlier. If a company is at this stage, they’ll either discontinue their product, sell their company, or innovate and iterate on their product in some way.
Decline Stage Marketing Strategy
While companies would want to avoid the decline stage, sometimes there’s no helping it — especially if the entire market reached a decline, and not just your product. In your marketing strategy, you can focus on nostalgia or emphasize the superiority of your solution to successfully get out of this stage.
To extend the product life cycle, successful companies can also implement new advertising strategies, reduce their price, add new features to increase their value proposition, explore new markets, or adjust brand packaging.
The best companies will usually have products at several points in the product life cycle at any given time. Some companies look to other countries to begin the cycle anew.
International Product Life Cycle
The international product life cycle (IPL) is the cycle a product goes through in international markets. As products begin to mature and companies want to avoid the decline stage, they’ll typically begin to explore new markets globally. When products reach mass production, manufacturing and production shifts to other countries as well.
The international product life cycle stages are identical to that of a normal product life cycle. The development stage looks differently, however, because local customs and regulations can affect how long it takes to bring the product to a new marketplace.
Beware: once you lay the groundwork in a new marketplace, your competitors will be sure to follow, and the life cycle stages will continue up until saturation and eventually decline. Your option is to either expand into another market or learn from prior mistakes and innovate before the decline stage rolls around.
Next, we’ll look at some examples of product life cycles.
Let’s follow the product life cycle of popular products that have since reached the decline stage.
1. The Typewriter
The typewriter was the first mechanical writing tool — a worthy successor to pen and paper. Ultimately, however, other technologies gained traction and replaced it.

Development: Before the first commercial typewriter was introduced to the market, the overall idea had been developed for centuries, beginning in 1575.

Introduction: In the late 1800s, the first commercial typewriters were introduced.

Growth: The typewriter became a quickly indispensable tool for all forms of writing, becoming widely used in offices, businesses, and private homes.

Maturity: Typewriters were in the maturity phase for nearly 80 years, because this was the preferred product for typing communications up until the 1980s.

Saturation: During the saturation stage, typewriters began to face fierce competition with computers in the 1990s.

Decline: Overall, the typewriter couldn’t withstand the competition of new emerging technologies and eventually the product was discontinued.

2. Vine
Skipping forward to the 21st century, we see the rise and fall of Vine, a short-form video sharing app that was the source for many a meme at its peak but eventually declined due to other platforms.

Development: Vine was founded in June 2012 and mainly competed with Instagram.

Introduction: The app was introduced to the public in 2013. Its differentiating factor was its short-form video format — users had only seven seconds to film something that was hilarious, absurd, or a mixture of both.

Growth: Only two years after its release, Vine had over 200 million active users. Its popularity led to the advent of the phrase “Do it for the Vine.”

Maturity: Because it was only in the market for a few years, Vine never reached the maturity stage. While adoption was high, it was still a fairly new app.

Saturation: Vine competed in an already saturated market. Instagram, Snapchat, and YouTube were the preeminent names in its category, and Vine soon started to decline in use.

Decline: When Musical.ly and, later, TikTok were introduced, Vine lost a large amount of its user base and shut down. It was succeeded by Byte, a similar short-form video sharing platform.

3. Cable TV
Remember the days of switching TV channels to find what to watch? I do — and they feel distinctly like something of the past. While cable TV is still around, it’s safe to say that it’s nearing the decline stage.

Development: Cable TV was developed in the first half of the twentieth century. John Walson has been credited with its invention.

Introduction: The first commercial television system was introduced in 1950, and by 1962, the technology saw the first hints of growth.

Growth: After a decades-long freeze on cable TV’s development (due to regulatory restrictions), the technology began gaining traction, and by 1980, more than 15 million households had cable.

Maturity: Cable TV matured at around the 1990s. Around seven in ten households had cable.

Saturation: The start of the 21st century saw an oversaturation of this technology, and it also started to compete with other modern developments such as on-demand services and high-definition TV (HDTV). While the internet was still in its nascent stages, it would soon gain on cable TV as well.

Decline: From 2015 onwards, cable TV experienced a marked decline. Online video streaming services such as Netflix and Hulu have taken precedence — and this trend is set to continue.

Not all products need to face the decline stage. Companies can extend the product life cycle with new iterations and stay afloat as long as they have several products at various points of the product life cycle.
Keep Your Product’s Life Cycle in Mind
Whether you’re developing a brand new product or working with a mature, well-established brand, you can use the product life cycle stages as a guide for your marketing campaigns. Each stage will dictate how you inform your audience about the product, how you position your brand in the marketplace, and how you decide to move forward after the decline stage. By keeping your product’s life cycle in mind, you can invest in better marketing campaigns that result in a higher ROI.
Editor’s note: This post was originally published in January 2020 and has been updated for comprehensiveness.

In 2019, nearly one-third of online consumers in the U.S. used the internet on a daily basis to search for local businesses. And as of 2021, Google had 86.6% of the market share of search engines — meaning, getting noticed on Google is an effective way to boost business volume and find new customers.
To help companies reach prospective consumers, Google introduced a feature called My Business Posts. It allows businesses to share relevant information that appears within Google Search and Maps results themselves, rather than taking users to a new webpage.

Despite their potential benefits, however, Google My Business Posts haven’t seen significant uptake from brands. Do a quick Google search and you’ll find a My Business Help page along with a host of questions like, “Do Google Posts work?” or “Do businesses really use Google Posts?”
In part, this lackluster uptake stems from the ubiquity of Google and our own familiarity with these posts — many businesses assume that Google’s algorithms will pick and place relevant data automatically. In actuality, companies need to create and schedule their own My Business Posts.
Here’s what you need to know about the best-kept secret of local SEO — and how to make My Business Posts work for your brand.

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When crafting your Google Posts, you’ll have ample opportunity to grab your audience’s attention. You can describe your offer, product, or event in up to 300 words, upload an image, video, or GIF, and add call-to-actions to prompt product purchases, reservations, and newsletter signups. Your audience can share your Google Posts on social media too.
To make sure your business is constantly publishing fresh content on their search results, Google sets a seven-day life span on each of your Google Posts. The only posts that won’t expire after seven days are ones promoting events, but they’ll disappear once the events end.
Google Posts also has an analytics feature, which shows you how many impressions and clicks your posts get. This might seem like a limited amount of metrics, but they ultimately provide enough information to help you grasp which Google Posts resonated with your audience and which ones did not.
It’s also worth noting that Google My Business listings are free to create, schedule, and post.
While it’s logical to assume that Google would try to monetize the surging popularity of local search by selling ad space on company listings, the search giant decided to do the opposite — they gave every company with a Google My Business account access to a tool that lets them advertise on their business listings for free. Posts created with Google My Business will appear both in Search and Maps results, making it easy for users to find what they’re looking for without being redirected.
How to Use Google My Business Posts to Get Customers
Originally launched as “Candidate Cards” in 2016, Google Posts would only show up in relevant search queries for political candidates who wanted to promote their brand on the search engine.
A few months later, Google decided to roll them out to a select group of small businesses. And by July 2017, the search engine made Google Posts available to every business with a Google My Business account.
Giving every business the opportunity to use Google Posts levels the playing field in the digital marketing space. SMBs without much SEO expertise are now able to leverage the massive reach of local search to grow their business. Consider that for the first six months of 2020, calls to businesses driven by data on My Business Posts rose 61% as customers grappling with pandemic pressures looked to verify if companies were open, closed, or somewhere in between.
Ready to try making a Google My Business Post? Here’s how.

Let’s break down each step in more detail.
1. Log into Google My Business.
Start by signing into your Google My Business account on your desktop or mobile device. If you have more than one location, select the location you’re creating the post for and then select “Posts”.
Worth noting? You can also create a post directly from Google Search. First, make sure you’re logged into your Google My Business account, then search for and select your business profile. Click “Promote” to get started.

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2. Choose the type of post you want to create.
Next, choose the type of post you want to create — Update, Event, Offer, or Product.
Now, you can add elements including photos, videos, texts or buttons. 2020 also saw the addition of COVID-19 Posts, which can be used to add temporary business hours, operating conditions, or safety and hygiene notices.

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3. Craft the post.
If your content isn’t engaging, regardless of the strength of your marketing strategy, it won’t produce results. Crafting captivating content is the only way you’ll attract your audience’s attention and gain their trust. To effectively connect with people and inspire action using Google Posts, here are three copywriting tips you can follow.
1. Create headlines that appeal to people’s self-interest or give news.
With only 58 characters to spare in your title, you must get to the point of your offer. But to get people to click, you also need to clearly communicate your offer’s value, benefits, and relevance. How do you grab someone’s attention with such little room to work with?

Headlines that appeal to the audiences’ self-interest
Headlines that provide news
Headlines with attention-grabbing words and phrases
Headlines that are clear, easy-to-read, and fluff-free

2. Publish Google Posts that are clear, concise, and compelling.
Even though you technically have up to 1,500 characters to describe your offer, only the first 100 characters show up in Google’s knowledge panel.
To immediately hook people and persuade them to click on your offer or read the rest of your description, try sticking to one message per Google Post. Spotlighting your offer’s main benefit or feature, especially in the first 100 characters, will make it easy for your customers to understand its value and increase the likelihood of their click-through.
Another way to boost your Google Post click-through rate is by leveraging scarcity. People value objects and experiences that are rare — having something that most people want but can’t have, boosts our self-worth and sense of power.
And since each Google Post has a seven-day lifespan, you can also align your offer’s deadline with your post’s expiration date and use words and phrases that evoke a sense of urgency, like “Exclusive offer” or “Limited availability”. These psychology-backed tactics will skyrocket your offer’s perceived scarcity and, in turn, its consumer demand.
3. Use a large, high-quality visual to make your Google Post stand out.
On a website that’s dominated by text, vivid visuals are refreshing and eye-catching. But supplementing your copy with a standard stock photo or amateur iPhone picture won’t grab anyone’s attention. Vibrant photos will make your Google Post stand out and grab the attention of your audience. So, make sure you take photos or record videos with good framing, lighting, and a decent camera.
You also want your visual to take up most of the space on your post, so make sure your photos have the minimum image resolution of 720 pixels by 520 pixels.
4. Publish your post.
When you’re ready to go live, click Publish. If you’d prefer to see what your post will look like before publishing, select Preview. Don’t like it? Click Back, then Edit to refine your My Business Post. Once live, your post will be visible on both Google Search and Maps results.
5. Check your post status.
If your post isn’t coming up on search results, head back to your My Business account to check the status. “Live” means it should be visible on both Search and Maps results, while “Pending” means it may be in the uploading stage, the processing stage, or is being verified by Google.
If the post status says “Not Approved”, it won’t show up on Maps or Search, but the question mark icon next to the post will show which content policies the post currently violates.
Google My Business Post Examples
Let’s take a look at a few engaging My Business Post Examples
1. Kate McElwee Photography

When you search “Boston wedding photographers, you’re shown a list of photographers in a list on the left-hand side of the page and their locations on the right-hand side of the page on a Google Map.

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2. Boston Yoga Union

When you Google “Boston Yoga Studio”, a number of options appear in a list on Google. You’ll see the results on the Google Map.

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If you click on one of the photographers in the list, you’re shown their contact information, hours, rating, and samples of their photography, all without ever having to leave the Google Search results page.

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3. Bostonia Public House

If you search “restaurants in Boston” on Google, you’ll be shown a long list of restaurants paired with a Google Map showing you where each restaurant is located.
If you click on a restaurant in the list, as I did with Bostonia Public House in the screenshot below, you’ll be able to “Reserve” your table without ever leaving Google. You also have access to the menu, reviews, images of the restaurant, and more all on this page.

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Use Google My Business Posts to Maximize Local SEO Marketing
As a free and easy tool for connecting with customers, Google My Business Posts offers massive potential for local SEO marketing. The caveat? While your posts will appear on both Maps and Search results, generic content won’t get noticed in an increasingly competitive marketing landscape.
In effect, Google provides the tools you need to get the job done — but it’s up to your business to create compelling, context-aware content that captures consumer attention.
Editor’s note: This post was originally published in September 2018 and has been updated for comprehensiveness.

 

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