From email marketing to social media posts, there are many ways you can promote your business online and draw more visitors to your website. While Facebook, Twitter, and Instagram are all commonly used by small businesses, people often don’t realize that they can also utilize YouTube. We often think about YouTube as a place to find music videos, movie trailers, and funny cat videos, but now it's time to think about it as another platform to market your business. Below, Virtual Market Advantage will take a look at how you can use YouTube marketing for your business and the best ways to go about it.
Since YouTube hit the mainstream as a social media network in 2005, it’s been used to market and promote many businesses. While it’s not the first social media platform many think about for their marketing campaigns, it’s becoming more and more popular for that purpose now. Why? Here are some reasons by the numbers:
- 1.3 billion people use YouTube
- 5 billion videos are watched every single day
- 300 hours of video are uploaded every minute
- 80 percent of people ages 18-49 watch YouTube
YouTube reaches more 18 to 24 year olds in the United States than any television network. It also reaches more 18 to 49 year olds on mobile than any TV channel or cable TV network. There are people of all ages, all over the world watching YouTube at all times, and there’s no sign of this social media platform slowing down. In addition to these facts, video has become an increasingly important type of content when it comes to SEO. With these details, it’s clear that you need to market your business on YouTube! But where should you start?
Creating a YouTube Strategy
Before you get started with YouTube marketing, you need to answer some questions. First, what do you want to achieve through video marketing? What are your exact goals? Here are some examples of what you might expect from your YouTube marketing campaign:
- Improving sales
- Gaining more traffic to your website
- Generating more leads and conversions
- Spreading brand awareness
- Improving engagement
Once you've set some goals about what you want your video marketing to accomplish, there are a few steps you need to take as you create your videos before you share:
Figure Out the Format
As you set up your videos, know that there is no one best format. Which ones you use depends on you and your business, and there are many to choose from:
- Talking Head (someone talking straight to the camera)
- How-To Tutorial
- TV Commercial
- Vlog (video blog)
- Product Review
Any of these formats can be appealing and entertaining for your viewers and help drive traffic to your business. Which types you choose to use will depend on your own preferences, the type of content you have to spread, and what you want your video marketing to achieve. Don't worry too much about making this initial decision. It's a good idea to put out a variety of video types and see what works best.
Creating Your Videos
Once you know what type of video campaign you want to make, it’s time to create your videos. It’s important have good lighting and a decent microphone. You want your videos to be easy to watch and to understand. Fortunately, modern digital video technology makes it relatively cheap and easy to get started making high quality video. You might even be able to get started simply by using your smartphone!
Marketing videos should be around 3 to 4 minutes long. Sometimes they can be shorter, depending on what type of video you’re making. People tend to have short attention spans on the Internet, so you want to hook them early and give them what they’re looking for swiftly. Of course, the videos can be longer if you have very interesting, in-depth content that your viewers will really want to watch.
Keywords and Calls to Action
When it comes to video SEO and gaining more traffic for your website, having a good keyword and call to action is crucial. Always link strong keywords to your videos. You can put them in your video description, title, and/or tags. Having these keywords in place will tell the search engines about the content of your video, and when people go to search for videos like yours, it will show up more easily.
You also need a good call to action for each video. Many viewers won’t be directly seeking your product when they stumble across your content. A good call to action will nudge viewers towards making the decision to go ahead and visit your website or try your product. Clearly provide a link to your website, your blog, or your landing page in the video description. You can also include a call to action within the video itself. On YouTube, the call to action often comes in the form of asking viewers to rate the video, subscribe, and follow on other social media platforms.
YouTube marketing is social marketing, so it’s important to spread your content from this social site to the others. Share your videos on Twitter, Facebook, and any other platforms you run for your business. You also need to stay active on YouTube itself. If a viewer asks a question on your video, take the time to answer it. You will also want to comment on other people’s videos using your channel’s account, as this can lead to new followers discovering your business and visiting your video channel.
Once you’ve created your YouTube channel and made some videos with your marketing goals and style in mind, the fun has just begun. Be involved on this platform, both for your business marketing and your personal use. Letting your viewers interact with you directly in comments can help build trust and gain followers and customers for your business. Just don't get too distracted by those cat videos on the side of the page!