Social media platforms like Facebook, Instagram and Twitter are essential for any business to have a presence on. With that being said, YouTube should get the same amount of attention, but it does not. Even though it is the number one platform for watching videos and video is the one of the biggest marketing trends. With limitless possibilities for creating engaging content, YouTube is definitely a platform that can help explode the growth of your company.
Below are nine best practices for achieving marketing success on YouTube
Just as you formulate your content marketing strategy for your social media accounts, research is key when it comes to marketing on YouTube. You need to know who your target audience is and the type of content that will resonate with them. The first step in the research process should be to see what your competitors are doing on their channel.
- What type of video content are they producing?
- How successful is their content with their audience?
- Do you notice any gaps in their content?
Seeing what is out there and what is working gives you a good starting point for building out your own content.
2. Use Keywords and call to actions
YouTube is a search engine for videos and should be treated as such. After all, it is owned by Google. So make sure that you are incorporating the right keywords into your video tags and descriptions.
When you go to upload your video, you will be prompted to add any relevant keywords that will help users find your videos. For example, if you are are uploading a video, you’ll see an option to tag it with common keywords that’ll help users find your video when they search on YouTube. For example, if you sell clothing and you upload videos on what to wear in summer, you would add tags like #summeroutfits, #summerclothing, # summer, #clothing etc. Using tags like this helps widen your audience reach.
In addition to keyword tags, you need to include a strong call to action at the end of your video and within the video description. You want to make sure you are using action verbs like follow, subscribe, like, call, visit or buy. If you look at accounts that have an established following, you will notice they have a strong call to action at the beginning and the end of the video reminding people to subscribe and like the video.
Here are some examples on how you can word a strong CTA:
- Subscribe for more cool videos from [company name]
- Call us today for more information at [company phone number]
- Visit our website at [company URL] to learn more
- Follow [company name] on social media
You want to make it as easy as possible for people to engage with your business so don’t forget to add links to your website and social media handles within your video description. Take it a step further and add these details to your about section as well.
3. Don’t focus on trying to make a viral video
Nowadays you hear a lot about viral videos. Yes they can bring a ton of publicity to your company, but that shouldn’t be the goal of your videos. Your focus should be on creating videos that resonate with your brand and your consumers. If you do this, the number of views will come through. Slow and steady wins the race.
4. Come up with a tone and style for your channel
Prior to even thinking about what content you want to share on your channel, you want to give thought to the tone and style you want your channel to have.
Here are some things to give thought to:
- Who makes up your target demographic and who is your audience?
- How do you want to start and end your videos?
- What call to actions do you want to use?
- What tone are you going after? Light and friendly or more business professional?
- Who will be in the videos? Staff or actors?
- What types of videos are you going to make? How-to, tutorials, Q&A’s, general advertising?
- Who will you have create the videos? Hire a videographer or go with an agency?
5. Don’t Mix Consumer and Corporate Content
You want to make it as easy as possible for people to find the content they are looking for from you. In order to keep things organized, you want to make sure you are not mixing content that is geared towards consumers with content that is more for the corporate side. If you want to have both sets of content available, make two separate channels. This will lower your number of views on any one channel but you will preserve each channel’s effectiveness in communicating your company’s message.
6. Mix up your video types
Variety is key when it comes to creating your videos so try out different formats and series. Here are some ideas:
- Create how-to videos for your product or service.
- Do a Q&A session with comments that you have received on social media.
- Showcase a new product. These are called “unboxing” videos and they will help boost attention.
- Give a company tour.
- Go live and broadcast company events.
- Showcase customer testimonials.
- Create videos that show your company culture. Think Halloween costumes or Christmas decorations.
- Do employee interviews. Have them talk about why they love working for your company.
- Invite a social media influencer to collaborate on a video. Just make sure they are relevant to your niche.
- Post advertisements for products and sales.
- Turn your blog content into a video.
7. Partner With Others
You have probably heard the popular term “YouTuber”. These people have tons of followers and even more views. You can take advantage of this phenomena by linking up with one that is related to your niche. This is a great way to generate exposure for both sides.
8. Make sure to link back to your website
This is a simple tip but one of the most effective ways to drive traffic back to your website. Link back to your website in these two ways: you can add an annotation within your video or you can add a website link in the description box that appears below your video.
9. Post consistently
Even though video is more time consuming to produce, you have to treat it the same as you would any other part of your content strategy. So, in order to see results, you have to be consistent in how often you post and the quality of your videos. You can’t go from well-produced videos to something that is poor quality. Your viewership will suffer for it.
Video marketing is growing rapidly in popularity and that isn’t going to change. If you haven’t created a YouTube channel for your business yet, now is the time. The best practices listed above will help you create engaging videos that will help boost both awareness and reach for your brand.