Do you want to advertise your business? Are you planning to boost your marketing strategy but ran out of effective and creative ideas how? Are you new to this? If your answer is yes then you have come to the right place.
YouTube – the iconic red button is still the emerging trend today. According to alexa.com, it is the second most visited site on the Internet. For over a decade, big people like artists started their careers on Youtube by just uploading their own videos. Recently, lots of people made their own YouTube Channel after finding out earning money is possible on the site.
From a business perspective, Youtube is an effective tool to promote your business. With millions of people visiting Youtube every day, the potential for exposure of your business is remarkable. This is where you can adopt a video marketing strategy.
Youtube has more than 50 million content creators uploading videos every day. The challenge is you’re facing a lot of competition so your own content must stand out. Another challenge is that the majority of Youtube viewers aren’t a huge fan of advertising.
So, how can you make a creative marketing strategy for your business while keeping your audience entertained?
By following this 8-step guide to marketing on YouTube, we will guarantee you’ll have a good grasp of how to get started once you finished. We will be focusing on these three main points.
- Creating and optimizing your YouTube channel
- Understanding your audience (and your competition) using data
- Advertising on YouTube through YouTube ads and influencer marketing
This is the start of upgrading your brand. Now, let’s jump in!
Step 1. Create your business’ YouTube channel
The first thing you need to do is open a Brand Account on Google. Create your Youtube channel using a regular Google account to be managed by one person only. This is the Google Account holder that can have full access to your channel. Multiple authorized Google Accounts can log in simultaneously after you create your Youtube channel using a Brand Account.
You can have at least one or two other people helping to manage your account since Youtube channels have a lot of moving parts. You can check out our step-by-step guide to creating a Business account on Youtube for complete detailed instructions of this step.
Step 2. Know your audience
You can find tons of stats related to your channel on the Analytics tab which you can access through your Youtube channel. You can look for quantitative insights on your channel and your audience’s activities as well. Your channel can also show you your view counts, revenue generated, interaction rate across videos and the average watch time.
The Analytics tab can greatly help you for it also contains valuable data on your subscriber demographics that you need to pay close attention to. If you think you know your subscribers well, then discover more what you can find in the Demographics tab. This data is necessary for you to assess beyond assumptions and feel confident that you’re reaching your desired audience.
Keep an eye to the Watch Time and Demographics analytics to answer questions like these:
- Where and when are your videos being viewed?
- What age are your target viewers?
- What gender do your viewers most commonly identify as?
Monitoring your audience analytics is a must thing to do and a win-win. It’s great if your assumptions about your viewers are true. You are confident that you have the right audience now. But if it’s incorrect, you’ll have an idea since you check your analytics tab. Moreover, you’ll immediately know to improve your content strategy to be able to win your desired audience.
On the other side, aside from knowing your quantitative metrics, you can also view your qualitative information about your viewers by reading through the comment sections on your uploaded videos. Yet, some comments aren’t always fun to read but the information or feedback you gain from your viewers can serve as your basis on what to improve or to be consistent with.
Tip: To find about your audience the YouTube Community Page is an underrated space. You can interact with your subscribers directly. It is located under the Community tab on your profile. To deeper understands your audience, you post questions or create a poll.
Step 3. Research your competition
If you want to be ahead of other businesses in your niche on YouTube, you need to understand the Competitive analysis. Anything you need to identify potential opportunities is already found in their channels.
Search the Youtube channels of your competitors and know what are the most and least viewed videos. Get ideas on what content your audiences like to watch (and what they don’t) from the videos.
On your own videos, read the comments and respond to mentions so your audiences see that you are actively taking part in your community.
Take note: It’s possible to block your competitors in Google’s ad manager if they served ads on your videos.
Step 4. Learn from your favorite channels
As you browse videos on YouTube during your free time, you can ask yourself what’s in a single video that directly captures your attention and keeps you coming back on a certain channel. Figuring out the answers to these queries can lead you to the techniques and best practices that you must follow in your business channel.
Even though these videos are not directly business-related, it is still very much possible that you can learn from their strategies to optimize your own channel. Don’t be hesitant to try out weird trends, if it worked for other brands, it could work for you too. Besides, YouTube can be an excellent source for self- starting learners like you. You can look for video tutorials on how to be a successful marketer.
Step 5. Optimize your videos for SEO to get views
If you want to get the most value out of your YouTube videos you need to optimize for search. Do not worry if your first videos fail because you can always improve your channel and you can perfect it over time.
Here are some of the detailed guides to gain more viewers in your channel:
- Pick a catchy and right title (with the right keywords)
The first thing your audience sees in your video upload is the title so make it appealing containing relevant keywords (I like to use Google Adwords Keyword Planner for this). Never used an inappropriate title that doesn’t coincide with your content. You might lose your audience because no one likes clickbait. You can use matching common search terms in your keywords. 70 characters is the limit to a Youtube title. Use 60 or fewer characters only in your title so it is fully shown on the search pages./
- Make an interesting thumbnail
Aside from your title, the thumbnail is another thing that your audiences will see first before playing your video so make it appealing that your audience will be tempted and curious enough to watch your video. You can create your thumbnail by choosing a freeze-frame from your video. In order for your thumbnail to stand out, we strongly recommend that you create your own custom thumbnail.
Write a compelling video description
In every video you upload, you can put a video description. In this description, you can add the explanation of your video, a list of hashtags, the links to your website and other social media accounts.
This is a summary of the most important points in writing your video description:
- A maximum of 5000 characters (but you don’t need this many)
- Use the front-load important keywords in the title and description
- To let viewers find relevant points easily, you can add a “content’s page” of timestamps
- In your channel, link out the different playlists.
- Write up to 15 hashtags
- Ask viewers to subscribe
At times, to get what you want the easiest way is to ask for it. Youtubers ends their videos saying “Like, share, and subscribe” and it is effective to move your new audiences into action.
Step 6. Schedule your videos upload
Once you are done with your well-optimized videos, it is now the time to organize them well. YouTube’s almost as popular as a television. Your subscribers will see your channel like a TV station so you should run it like one!
Share content on a regular schedule and act professionally. Once you promised to your viewers that you will be uploading new videos every Saturday or whatever day and time, you have to commit that to avoid the risk of losing the trust of your viewers and them.
Make sure you prepare several “episodes” of your content ahead of time so that you are always ready. If your video creation schedule is disrupted you already have a backup video that will ensure the consistency of the quality of your videos.
You can use the Creator Studio or with a tool like Hootsuite, to upload and schedule your Youtube videos in advance. This allows you to cross-promote your video releases with posts on other social channels all from the same dashboard.
Step 7. Try YouTube advertising
Your YouTube channel isn’t the only place to promote your brand. If you have the extra funds you can pay for Youtube advertising.
There are six varieties of Youtube ads, some of these are already tackled in this article:
- Skippable video ads
- Non-skippable video ads
- Bumper ads
- Overlay ads
- Display ads
- Sponsored cards
To widen your know-how on YouTube’s ad formats and how to use them, check out our detailed guide to YouTube advertising.
The key to YouTube advertising is to produce relevant, engaging content that makes viewers forget they’re watching an ad. This means keeping things short, hyper-targeted and entertaining.
Step 8. Analyze and adapt
As you reach this step, you have already built your Youtube channel. You already know publishing content regularly, and forging partnerships with influencers and other creators in your field.
Congratulations! BUT you’re not done yet.
Constantly monitor and maintain your YouTube channel to achieve your desired goal for your business.
Check YouTube Analytics whenever you publish a new video for:
- Important changes in subscriber count
- New or changing audience demographics
- Video playback locations and traffic sources
- Device reports (mobile, desktop, smart TVs, etc.)
To end, as I always stress, always read the comments! This is the best way you’ll be able to win new audiences and keep the old ones. Their comments and feedback also can guide you to your next uploads.
Good luck with your Business Youtube Marketing journey!