While most people use YouTube merely for watching videos, as the internet’s second most popular search engine after parent company Google itself, it can also be used as an effective marketing tool for business.
Harnessing the power of YouTube Marketing has the potential to increase visibility of your business, revitalize your existing buyers and attract a bigger slice of the market.
YouTube User Statistics
- Over 2 billion monthly users
- Over 6 billion hours of video watched on YouTube monthly
- 70% of YouTube Views come from mobile devices
- The average YouTube session viewed on mobile is 40 minutes
- Viewers who watched at least 30 seconds of YouTube ads are 23
times more likely to visit or
subscribe to a brand channel, watch more content by the brand or share the brand’s video
- Viewers who are exposed to YouTube Ads but don’t watch to ad completion are 10 times more likely to take one of those actions
- More 18-49 year olds watch YouTube than cable TV
YouTube Marketing Strategy As Part Of Your Marketing Plan
Before you set up your channel and start uploading videos, understand that YouTube is fantastic for building an organic audience and not necessarily best for getting immediate sales.
That said, when used as 1 of a complement of tools in your overall marketing strategy, it can reap you much revenue and income.
Ensure that your YouTube channel is connected to the rest of your marketing channels through the use of branding, links and content that is cohesive with your business’s established identity.
Integrate your channel’s content with the key goals of your marketing strategy.
YouTube has unique rules and cultural guidelines that have developed over the years.
It is important to take the time to browse through channels (especially those in your industry) and learn how the YouTube environment works.
Focus on sharing valuable content with your followers and customers. Observe what is currently working in channels in your industry.
Take note of user engagement level in terms comments and likes.
This is a more accurate indicator of a video’s success than just looking at the amount of views, since views can be paid for.
Remember to create a Brand Account on Google when you want to create a Youtube channel for business. It allows for multiple authorised users to log in simultaneously. A brand account will also allow you to open and manage multiple youtube channels.
Understand your Audience
Use the Analytics tab in your YouTube channel for business. It will give you insights to your audience’s behaviour such as watch time and demographic statistics. It will help you confirm your assumptions and create better content that they will engage with.
Read the comments that your viewers leave after watching your videos. The often reveal much about their preferences and interests. Remember to reply if they have questions for you. Social media users thrive on engagement.
Create content desired by your users and they will follow your channel closely.
YouTube is for Creating Content
“Going viral” is often the goal of content creators. When developing video content, think about why and how your followers will share your content.
The “shareability” factor of your content is arguably just as or more important than the message in your video.
Popular types of Youtubes include:
- Product demonstrations
- Testimonial videos
- Reviews and case studies
- Explainer Tutorials
- Event videos
Promote your Youtube Video – Create a Warm Personal Company Image
In our present technology pervasive age, the value of being able to see, hear and interact with other real people cannot be understated.
Your channel subscribers’ connection to your business will be stronger if you have a face for your brand.
Rather than looking at soulless animations and other faceless videos, your viewers will build a relationship with a fellow human. Relationship building is a long term strategy that can secure loyal lifelong customers.
Having a real person appear in your videos allows viewers to bond with your business on a deeper subconscious level.
Be responsive to opinions & questions and the comments section.
When visitors read your replies on YouTube or a written blog posts on your website, they will imagine that it is you speaking to them rather than a corporation that only treats them like a statistic.
Be open and willing to share.
This level of transparency adds depth and personality to your marketing that may otherwise be untapped potential.
Build A Community
Do you know that a thriving YouTube channel is about building a community?
It is a long term strategy which delivers results over time.
By uploading valuable, relevant content consistently, you will garner a loyal following that trusts you.
Give yourself 3-6months to gain critical mass.
Many expect overnight success, get frustrated and abandon their Youtube channels after posting a few videos. Don’t be one of them – use the tool in a manner it was created for.
Once your channel has been set up, make sure you integrate it with your other marketing instruments to maximize your outreach.
Create links on your website, blog, emails to your partners and customers, post on your other social media platforms.
How to Monetize Your YouTube Subscribers?
In general, having a strong following of YouTube subscribers is only the front end of your marketing and sales funnel.
You will have to nurture and guide them through the rest of your funnel. It could be to subscribe to your newsletter, attend your webinar or offline event.
Most often, businesses want subscribers to go to their sales optimized websites.
Encourage Subscriber Action by:
- Including a link to your website in your video description
- Adding links to your website in your channel’s “about” section
- Have calls to action (CTAs) on your video overlay
- Publish content that leads your subscribers from YouTube to your website
Should You Do YouTube SEO?
The short answer is yes. You most definitely should use YouTube is one of your growth hacking digital marketing strategies. Use proper meta data (tags, titles, content description) on your YouTube video to improve their ranking in search results. This leads to greater visibility to people looking for your content.
Note that you can get improved results by using both Google and YouTube in unison. Highly ranked YouTube videos also appear in Google search results with an accompanying thumbnail.
Using readily available tools like Google Keyword Planner tool, you can identify popular topics of interest as well as keywords your viewers might be searching for.
Write a keyword rich description. Prioritize the first few lines. They should be a concise summary of what your video is about, using the appropriate key phrases helps the viewer know that he has found the right content.
Subtitles and closed captions help viewers understand your content. They also optimize your video for search engines. You can add a keyword rich transcript of your video and have YouTube time the subtitles automatically.
In doing so, you can create relevant content in your videos while utilising those same keywords in the meta tags, titles and descriptions.
This will help you appear in higher ranking positions on search engine results pages (SERPs) in Google and YouTube.
Also, by embedding your YouTube videos in your blog and other website pages with supporting textual information, you can help those pages have a higher SEO ranking too.
Utilize cards, end screens and bumper ads for your promotions.
- Cards: small transparent CTAs that expand when clicked. Up to 5 can be used per video to direct viewers to your website etc.
- Bumper Ads: These are unskippable 6 -second video ads that appear at the start or end of your video.
- End Screens: Use these clickable frames that appear in the last 5 seconds to promote related content, website etc.
Tell Your Subscribers What You Want Them To Do
You have created videos with great content and have entertained, informed, captured the attention as well as build trust with audience.
Once a relationship has been built, you can have a call to action (CTA).
A CTA asks the viewer to take action that will bring him to the next stage of your funnel. Never have a CTA before establishing trust with your potential customer. It will turn them off and they will leave.
CTAs could be asking your subscribers to share your video, opt in to your newsletter, attend your event or buy your product. Don’t be shy to ask your viewers to take action, as long as you do it at the right stage, most will happily take the next step of their customer journey with you.
By having bold CTAs that are aligned with your brand, you build a strong community of willing buyers, promoters and followers of your brand.
YouTube playlists can be used to auto-play a series of videos – so viewers can keep watching your channel uninterrupted and without being redirected elsewhere.
Design your playlist to have cohesive relevance and to have a logical progression. For example, you could organise a series of how to videos from beginner to advanced skill levels.
Think about how you yourself would like to digest content. What would you like to watch next.
Want to promote your brand, service event or even your own Youtube Channel? YouTube ads are a powerful tool that you can use for that. People are three times more likely to pay attention to video ads as compared to TV ads.
The three categories of Facebook Ads are:
- In-stream ads (skippable and non-skippable)
- Video discovery ads
- Non-video ads (banners and overlays)
YouTube advertising can be an effective way to expand your reach beyond your channel. Target an audience you think might be interested in what your business has to offer.
Youtube Promotion Services
For a more in-depth discussion on how you can promote your Youtube channel, organise a Youtube video campaign or use Youtube as a marketing channel, contact Blazing Conversions. We’ll be happy to have a chat.