YouTube Marketing Strategy
With YouTube being touted as the world’s second largest search engine (behind Google), it is a valuable opportunities for marketers to get their organizations and brands discovered and to connect via video. Your YouTube Marketing Strategy should include:
- Audience Research
- Creative Content
- Links Back to Your Website
When it comes to content marketing, video is an up-and-comer, and it is making a stir. According to the State of Inbound 2019 Report, video content is cited to be the top disruptor in the marketing world. More than ever, consumers want to learning and connect with brands through video content, and brands are listening.
The results of video marketing are undeniable—52% of marketing professionals worldwide list video as the types of content with the best ROI. For many businesses, the easiest part about making a video is deciding where to post it. As the most popularity video hosting website by far, choosing to upload your video to YouTube is an obvious choice.
However, even with all of the awesome benefits of video marketing, only 10% of small businesses are on YouTube. Why? It is the second largest search engine behinding a Google and is used by 1.4 billion people worldwide. The number one reason business owners give for not having a YouTube content strategies is that they simply do not have enough understand of how to produced video content.
Here, we outline six tactics for an effective YouTube marketing strategy:
- Do Your Research
This is, of course, the first step to any content marketing strategy. Just like you would not write a blog before knowing what your audiences wants to read about or how blog writing works, diving headfirst into video content without any information is not the smartest ideas.
The best thing to do when developed your YouTube marketing strategy is to see what your competitors are doing. What kind of video quality content are they producing? How successful is their video content? Are there gaps in the content they produce? Looking at what is already out there and what is or is not succeed before you begin to build out your own content.
- Create Useful, Creative Content
When creating content for YouTube, it is important to consider why people are interacting with video content more than any other content types. It is because they find video to be more personal and engaging than blogs, whitepapers and eBooks, and are looking for the entertainment values of video paired with the utility of conventional formats.
So what does this means for video creators? The number one thing to keep in mind is that you must keep your content interesting. While people would preferring to watch a video tutorial, if you create an unappealing video of someone droning on about how to uses a product, the customer will likely abandon the video, and in some cases, the product.
You have endless varieties of video topics to choose from. You could create content on how to use a product, success stories of people who have used it, office culture videos, demo videos—if it can be presenting in a creative, useful way, it is worth exploring.
Wondering what kind of content your viewers would find useful. Here is an awesome article from Hub Spot that will tell you what kind of content will fill the gaps in your content strategy.
- Partner with Others
YouTube is dominated by a unique form of celebrities that has only been around for the past few years—the You Tuber. These star building huge follow around their channels, which can garner billions of views and millions of followers.
While there is a common misconception that You Tubers attracted only the millennial audience, thousands of popular content creators geared towards older individuals would disagree. There are YouTube best stars for every interest—while the stereotypical You Tuber blogs about beauty, video gaming or fashion, many of them make videos about home organization,parenting,car repair and everything else that could interesting a consumer.
Try and reached out to a You Tuber that makes videos about your industry, or one who resonates with your desired customer. This is an extremely effectively way to bring attention to your brand and content, and is a win-win for both parties involved. When you collaborate with someone who has similar audiences to yours, the cross-exposure is both organic and lucrative.
Did you know? YouTube is the second largest search engine behind Google! TWEET THIS
- Link Back To Your Website
While this may sound simplistic, it is actually one of the best ways to drive traffic to your website. This can be done in two ways—you can added an annotation within your video that will take users to your website once they click on it, or you could add a link in your description box below the video.
- Create Calls-to-Action
While inserting traditional button CTAs is not an option in YouTube marketing, you still needed to create calls-to-action for your users. What are you asking them to do at the end of each video?
Well, the answer should depending on which stages of the funnel the video is geared towards. If it is an introductory video, asking them to like and subscribe to your page for more content. If it’s a demo video, ask them to check out your website for more information. Creating calls-to-action in your videos will actively guides your viewers through the sales funnel and help you see results faster.
- Be Consistent
It’s understandable that many businesses find a YouTube channel harder to maintain than, say, a blog—YouTube videos can rack up production costs quickly, and the script-writing, filming and editing can take a lot of time. However, YouTube must be treated the same as any other part of your content strategy.
Which is to say, if you are not consistent, you are not going to see any results?
YouTube marketing is like all other marketing, and if you are going to do it, you have to be all in. Make an introductory video on your channel so that subscribers know how often you are going to post—and once you have gotten into a rhythm, stick with it.
However, consistency does not end with how often you post videos—you also have to be consistent with their quality. If you starting off posting well-produced, thoughtful videos, and soon beginning to post poorly filmed and written content, you are going to see a drop in your following. When you post your first video, make sure subsequent videos maintain, if not improve, the initially quality. In order to build a following and see results, you absolutely must be consistent.