Are you looking for alternative ways to promote your business online? Look no further: YouTube is one of the biggest, most popular websites in the world, which is what makes it an incredibly powerful marketing tool.
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 content in 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:
- Clicks/traffic
- Engagement
- Reach/subscriber numbers
Managing your YouTube channel
Now that you have a YouTube marketing strategy and some video ideas to get started, you want to focus on managing your channel. Engagement is a big part of YouTube, so it’s extremely important to take the time to not only respond to any comments you get, but also to drive engagement in other ways.
Your channel’s keywords: Use the right tags to make sure that YouTube knows what your channel is about.
Video headlines and descriptions: Research keywords to find out what your audience is looking for and use these keywords in your video headlines and your descriptions. (Quick tip: the closer the keyword is to the beginning of the headline, the better!)
Video tags: In addition to keywords, you need to add tags to your videos – research tags to find out which ones perform best.
Video transcript: Including a video transcript is a great way to make your video more scrapable by search bots. It’s also good for viewers: if they need to check spelling of a word or can’t increase the volume to hear the video, they can still access the content.
Watch time: Your total video watch time (how many minutes/hours/etc. people watched of your videos) also counts towards your ranking. The bigger the watch time, the better!
Thumbnail Image: The thumbnail image will be visible whenever your video is indexed, so this should be compelling and relevant.
Engagement: YouTube also looks at your channel’s engagement, including how many likes/dislikes you get, as well as how many comments and shares.
Subscriber numbers: This doesn’t just mean how many YouTube subscribers you have. As I mentioned earlier, how many people subscribe after viewing one of your videos also matters. These subscribers show that your video was relevant and provided value to the viewer.
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