Since Amanda retired she's been an active entrepreneur, gaining "hands-on" experience in online marketing and small business development.
Why Use YouTube Video Marketing?
YouTube is one of the world's most popular and dynamic social media. Over 800 million people visit the site every month. They watch over 3 billion hours of video. If you want to build your brand, drive traffic and boost sales, it's a huge audience you should tap into as part of your marketing and outreach program.
Google owns YouTube. Google's research shows that 90% of people shopping online watch brand videos before purchasing. The top brands use video to drive over 65% of viewers to click through for more information or to visit a sales page.1
How Many Target Customers Watch a Video Before They Buy?
Your Slice of the Video Marketing Pie
To get a slice of that pie, you need to do more than shoot a quick video and post it online. You must define your target customers based on your industry, product or service and create content tailored to them. You must attend to the quality of video production and check the results of your efforts as part of an overall marketing strategy.
5 Core Strategies for Video Marketing Success
To use YouTube videos in building your brand and driving traffic, you need a core, reliable strategy. There are five key factors you should include in creating your YouTube video marketing program. They are:
Let's look at each of these factors in more detail.
As a marketing medium, YouTube is very competitive. High quality, high definition video is no longer an option if you want to stand out in the crowd. It's a must. If the equipment and skills necessary to make a video with superb production-values are things you don't have, you should engage a professional team. Clear visuals, expert editing, and crystal-clear audio are essential.
Most people find online content through search engines. YouTube video content is no different. Make sure you research the right keywords for your brand or product and include them in your video's title, description, and metadata. Once your video is live, make use of the embedding facility to post the video on your own website. The two-way link is good for SEO and research has shown that Google's algorithms rank sites with video content higher in search results than those without videos.
Choose, craft, and produce your video's content to the highest standards. Craft content appropriate both to your audience's needs and your own aims. The most popular content formats are:
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- Informational videos
- Practical how-to demonstrations
- Footage of talks and events headed by notable experts
Working with your team to drill down on your core message, and engaging a professional writer to develop your video script, are ideal approaches to effective YouTube video content creation.
Never forget your call-to-action. Make it loud and clear. Make your call to action verbally, using graphics, and with an on-screen, clickable link. Your well-crafted and professionally produced video content should have engaged your audience. Don't lose them before you've told them what to do next. Remember those research statistics from Google? Given a good quality video and a clear call-to-action, over 65% of viewers will click through to your website or sales page.
Don't view your YouTube videos only as advertisements for your business, product, or service. YouTube is a social media channel. Add a clickable link leading to your website and contact email in your video's description. Draw the viewer's attention to it in the video itself. Be ready to respond to comments and questions. Share your video on your other social media outlets. A customer-focused connection is a proven strategy to increase audience engagement and boost trust in your brand.
5 Video Marketing Tips for YouTube
High-quality video production
YouTube is a competitive platform with high user expectations
Buy the best equipment you can afford, take a video-making training course, or outsource to professionals
Choose the right keywords
Keywords are important for visibility in search both via Google and on YouTube
Use a keyword research tool, experiment with several keywords, monitor results
Craft great content
YouTube is a competitive medium with high user-end expectations so your content must stand out from the crowd
Research, plan, and script your content in advance. Employ a professional writer if you can
Give a clear call-to-acrion (CTA)
Video as marketing must lead the viewer to take an action
Tell the viewer what to do next: click through to another video, a sales page, sign up for a newsletter, etc. Use video enhancement tools to make the CTA visible, audible, and attrractive
Connect with your audience
Because YouTube is a social network, you'll gain more traction and credibility if you engage with your followers and subscribers
Ask questions, invite comments, listent to and engage with your subscribers in honest and meaningful ways
Get Started Video Marketing Today
Several businesses have made YouTube video marketing the backbone of their outreach. As it's possible to experiment with this medium for little outlay, and the returns are potentially so high, there's nothing to stop any business building YouTube video marketing into their strategy. Following the five tips above will give you the best opportunity to use YouTube videos to build your brand, drive traffic, and boost sales.
1. Think With Google. "The latest YouTube stats on when, where, and what people watch". Retrieved from https://www.thinkwithgoogle.com/data-collections/youtube-stats-video-consumption-trends/ (Note: these stats are frequently updated and the figures quoted may change)
This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.
© 2018 Amanda Littlejohn
Amanda Littlejohn (author) on October 22, 2018:
Thanks, Shelley. It's amazing how YouTube has changed over the years, as has marketing. Youtube is unique in combining user-generated content embedded in a social network with a search engine environment. Best modern marketing practices insist on honesty and trust-building. If you put the two together, it's a marketing opportunity not to be missed.
FlourishAnyway from USA on October 21, 2018:
This was a terrific article — though yet I liked the bulletpoint type presentation of your points.