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.

Julian Juenemann working a laptop computer wearing a blue shirt looking directly into the camera with a serious look

Julian Juenemann is the founder and Chief Instructor of Measureschool.com

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

Star Quality

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.

Podcast: Play in new window | Download (Duration: 28:07 — 13.0MB) | Embed

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About Harry Hawk

Harry Hawk is a marketing consultant focused on cross channel attribution, paid social, community building and content strategy. As an Adj. Prof (CUNY + SWCCD) he has a focus in Hospitality, Business, eCommerce & Event Management/Planning.

Harry has a diverse range of clients in Robotics, Logistics and Baking. Harry has worked with many companies including HubSpot Labs, Momentum Machines, Phillip Morris, Paramount Home Pictures, NY Water Taxi, and many other startups.

Julian Juenemann Growing Measure School with YouTube