The results of video marketing are undeniable. 52% of marketing professionals worldwide list video as the type 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 popular video hosting website by far, choosing to upload your video to YouTube is an obvious choice.
You may think “Will YouTube marketing actually work for my business?”
Even with all of the awesome benefits of video marketing, only 9% of small businesses are on YouTube. Why? It’s the second largest search engine behind Google and is used by 1.3 billion people worldwide. The number one reason business owners give for not having a YouTube content strategy is that they simply don’t have enough understanding of how to produce video content.
While there’s no definitive right or wrong process, we have created a comprehensive list of tips to help you get started on your Youtube marketing strategy in 2020.
1) Build & Optimise Your YouTube Channel
Your YouTube channel should spin out your brand’s story to the people. From your channel icon to channel description, everything should speak your brand’s voice.
- Add your brand’s logo to the YouTube channel icon
- Add a custom YouTube banner with social media icons leading your audience to your social media handles
- Add a brief description of your brand in the ‘About’ section
- Put calls to action leading to your website or any other pages you want to lead your audience to
- Divide your videos into different playlists and categorise playlists into webinars, behind the scenes etc., depending upon your video content
2) Treat Your Videos as Part of Your Content Strategy
Your video strategy and your overall strategy need to be interconnected to ensure optimal branding performance. Content marketing, in general, can be a great source of cost-effective leads and website traffic and if you manage to create a blog post that generates a steady stream of organic traffic, you can embed your YouTube videos within them to help both illustrate key points and increase your video views and engagement.
When creating content for YouTube, it’s important to consider why people are interacting with video content more than any other content type. It’s because they find videos to be more personal and engaging than blogs, whitepapers and ebooks, and are looking for the entertainment value of video paired with the utility of conventional formats.
So what does this mean for video creators? The number one thing to keep in mind is that you must keep your content interesting. While people would prefer to watch a video tutorial, if you create an unappealing video of someone droning on about how to use a product, the customer will likely abandon the video, and in some cases, the product.
You have an endless variety of video topics to choose from. You could create content on how to use a product, success stories of people who’ve used it, office culture videos and demo videos. If it can be presented in a creative, useful way, it’s worth exploring.
3) 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 aren’t consistent, you’re not going to see any results.
YouTube marketing is like all other marketing, and if you’re going to do it, you have to be all in. Make an introductory video on your channel so that subscribers know how often you’re going to post and once you’ve gotten into a rhythm, stick with it. However, consistency doesn’t end with how often you post videos. You also have to be consistent with their quality. If you start off posting well-produced, thoughtful videos, and soon begin to post poorly filmed and written content, you’re going to see a drop in your following. When you post your first video, make sure subsequent videos maintain, if not improve, the initial quality. In order to build a following and see results, you absolutely must be consistent.
Creating video content can be a time-consuming and lengthy process, but is incredibly important in the visual age. No matter your audience, consumers of all stripes are choosing video over other content types, so it’s more critical than ever to make sure your YouTube marketing strategy is keeping up.
4) Optimise Your YouTube Video Description and Thumbnails
Since your YouTube video thumbnails and description are the ones that provide a glimpse into your content, optimise these for better results. Your YouTube thumbnail should push YouTube users to click and watch your video.
The most important elements of a good YouTube thumbnail image include a picture and a caption. You can also add a popping image and caption that draws the attention of your audience. The idea is to create a visual representation of the video content in the thumbnail.
Video description is also equally important in your YouTube marketing strategy. Make all your YouTube video descriptions keyword optimised to enhance YouTube SEO. Also, make sure that your YouTube video descriptions align and complement your YouTube video content. Apart from using keywords, use catchy phrases that push the users to hit the play button on your videos.
5) Focus on Your SEO
Search engine optimisation (SEO) is not limited to websites and blogs. You need to think in terms of “findability” when it comes to video content as well. Failing to do so will potentially banish your videos into obscurity, and not only in YouTube search, but on Google as well (since Google owns YouTube and their search algorithms are closely aligned).
To maximise your YouTube SEO, you first need to make your video title “keyword relevant”. Use a decent keyword density in your description and use the proper tags in your content. These steps will help bring people to your videos.
Tools like Text Optimizer can help you create better-optimised content, easier and faster, so it’s a good option to consider for your YouTube video descriptions. Text Optimizer uses semantic analysis to extract related concepts from Google’s search snippets, then helps you construct sentences around those terms.
6) Add YouTube Stories
After Instagram and Facebook, YouTube hops on to the stories’ bandwagon. YouTube now has the stories feature which allows for you to add short, mobile-only videos that expire after 7 days. YouTube offers this feature to creators with more than 10,000 subscribers on the platform. You can easily create YouTube stories in a matter of seconds with the tap button on your profile and then edit them. You can also trim your stories and add filters, music, text, stickers, and even links to your videos.
As a creator, this tool allows you to diversify on your content on the platform. With this new feature and the tools that come along with it, you can build a strong relationship with your community. It will also help you boost engagement.
7) Invest in YouTube Ads
Paid content will continue to be an integral part of a good YouTube strategy in 2020. A smart way to make your videos appear before your audience is through the advertising option. YouTube Ads come in 6 different formats- skippable TrueView in-stream Ads, 6-second bumper Ads, sponsored cards, overlay Ads, display Ads and Trueview Discovery Ads which appear on the homepage, alongside search results and next to related videos.
8) Capture Audience Insights
Having in-depth knowledge about your target audience is the key to building an effective YouTube marketing strategy. Find out who your audience is to get a sense of what kind of content you need to create content that will win them over. Deploy a social media intelligence tool to capture vital audience insights. Find out your audience composition, including insights about audience demographics. By knowing their geographical, gender and age composition, you will be able to create videos and content that caters to their likes and dislikes.
9) Track and Report Your YouTube Channel Performance
An important part of your YouTube marketing strategy is to track your performance and watch out for important metrics. Use a YouTube analytics tool to monitor and report your YouTube channel performance. With an analytics tool, you can track metrics such as watch time retention, top videos, video-wise engagement and more.
10) Monitor Your Competition
Lastly, deep dive into competitive intelligence to know what your contemporaries on the platform are up to. Tap into intelligence and insights about your competitors with the help of a social media competition tracking tool. You should also take cues from your competitors’ strategy and build a well-informed YouTube marketing strategy for your brand.
A good YouTube marketing strategy involves leveraging all the tools and features at your disposal and employing them to build engagement. It also involves keeping a watch on the industry as well as your competitors.
Get started on your YouTube marketing strategy with our one-day course – YouTube Marketing: Grow and Optimise Your YouTube Channel