Are you looking for alternative ways to promote your business online? Look no further: YouTube #marketing is one of the biggest, most popular and powerful tool in the world.
In this guide to getting started with YouTube marketing, you’ll learn:
- Whether YouTube is the right solution for your business and promotional strategy
- How to create a YouTube video marketing strategy
- How to launch your strategy with video tips and #ideas
- How to manage your YouTube channel
- How to optimize your videos for the YouTube search engine
Is YouTube marketing the right solution for your business?
As I mentioned, YouTube is one of the biggest websites around – to be more specific, it’s currently the second most popular website in the world. And even though most people don’t think of YouTube primarily as a search engine, that’s exactly what most visitors do on the site. YouTube’s not just the second most popular website; it’s also the second most popular search engine – topped only by Google. This means that the platform presents a huge potential for reach for your business.
The fact that YouTube is such a hugely popular platform also means that there is a lot of competition. According to Statista, as of July 2015, 400 hours of video are uploaded to YouTube every minute. So, if you want to be successful on YouTube, you need to make sure that you have the time and the resources to publish quality content on a consistent basis. In other words, you’ll need a good YouTube marketing plan.
Another big reason why YouTube is such an attractive option for marketing purposes is that it’s all about video – and video marketing is all the rage right now. Video has consistently proven itself as one of the best-performing forms of contentin terms of engagement, and just because you’re creating them for YouTube doesn’t mean that you can’t repurpose your videos. These videos would be great for your other social profiles, your email marketing campaigns, your website and landing pages, and any other platforms or channels you might be using.
As for the issue of video production, it’s not as difficult as it may seem to create marketing videos. You don’t need a huge budget and you don’t even need to make substantial investments in equipment – but we’ll discuss video production and all that it entails further on in this guide.
So, the short of it: is YouTube the right solution for your business? Yes, in most cases. If you sell products, it’s a great way to showcase and promote them and all of their uses. If you’re a B2B company, it’s a great platform for expanding your reach and for generating more leads.
Developing a YouTube marketing strategy
Marketing on YouTube is like marketing on other social platforms: the first step is to create your strategy. In order to create your YouTube marketing strategy, you’ll want to start by defining your goals.
Write down the specific targets you want to achieve, such as:
- Reach/subscriber numbers
Use the SMART model to help you put together good objectives: specific, measurable, attainable, relevant, and time-bound. This will help make sure that your objectives are specific, have a deadline, and are do-able.
Of course, you also need to be able to measure your progress accurately. At this stage of strategizing, establish what your KPIs (key performance indicators) are to help you measure your results.
Commit to a schedule
Consistency is very important on YouTube if you want to keep growing your channel. As with blogging, the more content you put out there, the better the chances you’ll reach a wider audience.
Most successful YouTubers have a very strict publishing schedule – and they stick to it. These YouTubers also promote new videos to their audience on other social media platforms so that even those who haven’t subscribed to their channel can still know when a new video is coming out. While you’re setting up a YouTube marketing strategy for your business, consider how often you can realistically commit to posting new content and make sure you can stick to it.
Once you determine how often you can post, you should also consider when you release your videos. According to Oberlo, most viewers watch YouTube videos in the evenings and on weekends. The best time to post your content is early afternoons during the week or early Saturday and Sunday mornings so that your videos will be indexed by the time your potential viewers are searching.
Plus, at this stage, make a note of all the holidays and events coming up that are relevant to your audience so you’ll know in advance about any opportunities to create any special content.
Types of marketing videos
So, now that you know what your goals are and when you want to publish, the question is, what types of videos can you create?
It’s important to keep things varied in order to keep your audience entertained and coming back for more. Plus, it’s worth experimenting early with different types of videos so you can understand which ones work best and which ones don’t.
Here are a few ideas to get you started:
- Listicles: Listicles are a very popular content format, both as blog posts and as media (videos, images, infographics, etc.). You can create listicles that highlight your products or services – like “The 10 most innovative ways you can use (your product)” – or they can be educational, informational, or entertaining. Just remember, the lists should always be relevant to your audiences’ interests and your business niche.
- How-to videos: How-to videos tend to perform very well because they provide a lot of value to the viewer. For example, if you were selling social media software, you could create how-to videos showing your viewers how to get started with Twitter marketing or how to grow your Facebook following. You can look to top performing blog posts for material for these videos, or you can develop a plan for a recurring series. JetBlue has a series of “Flight Etiquette” videos that emphasize how not to travel:
- Behind-the-scenes videos: YouTube is a social network – the keyword here being “social.” One of the ways to humanize your brand and show that you’re more than just a product or service is to share some behind-the-scenes videos. For example, Sprout Social has an entire collection of videos with members of their team:
- Product videos: Video is a great way to showcase your own products or services. These product videos could walk viewers how to use certain features, highlighting new product updates, or announce new offerings for your business. Mailchimp often publishes videos talking about their products:
- Case studies: Another way you can promote your business and your products or services is to create video case studies of your clients. These case studies don’t need to deal exclusively with your product: they can focus on client origin stories, recent achievements, or plans for the future. Hootsuitepublishes videos of their work with different brands: Read More