Over the years, YouTube has evolved from an entertainment portal to a key marketing tool for companies both large and small. With over 1 billion visitors every month, YouTube is a web juggernaut that’s become increasingly social in recent years.
More importantly, more than 1 billion daily video views come from mobile devices. As such, it’s a potential marketing gold mine if you use it properly. Here are 5 tips to keep in mind when marketing your business on YouTube.
1. Get to the Point
When it comes to video content marketing, immediacy counts. The first fifteen seconds of any video will determine whether people keep watching or bail to peruse other clips. If at all possible, keep it under 30 seconds in length to achieve the highest rate of engagement from your target audience. Above all else, put the most compelling information at the beginning rather than at the end.
2. Tell a Compelling Story
As a species, human beings are innate storytellers. While facts and figures are all well and good, they don’t always convey a powerful narrative in and of themselves. Steve Jobs was arguably the most successful CEO of all time because he could craft a compelling narrative that sparked consumers’ imaginations. Your videos must go beyond vanilla descriptions of your products or services and create a persuasive mental picture.
3. Teach a Lesson
Videos detailing the usefulness of your products or services are a must and should be given top priority. However, there’s something to be said for instructional clips that demonstrate a quick tip or skill. Consider this the content marketing portion of the equation where you give without the expectation of something in return. Focus on putting out helpful tutorials on a regular basis to raise your YouTube profile. Establishing your brand as a trusted authority is the best way to increase sales and attract new customers.
4. Cross-Promote with Like-Minded Brands
In the content marketing world, guest blogging is one of the best ways to maximize the impact of your efforts online. Setting up mutually beneficial partnerships with other brands allows you to reap the rewards of synergy. You can do the same thing with video by partnering with publishers in your industry whose channels are similar to your own. A reciprocal agreement with another company to mention each other in YouTube videos can yield huge dividends.
5. Attract New Subscribers with Unique Angles
To avoid being lost in the crowd, use the Google Adwords Keyword Tool to find under-served niches and develop video content that targets them. Try a mix of formats such as tutorials, reviews and opinion pieces to appeal to a broad swath of consumers. At the same time, develop a unique voice that sets you apart from the competition. YouTube’s powerful default analytics will help you to identify what works best. Lastly, upload a trailer for your channel aimed at non-subscribers that highlights your brand’s selling points.
Embrace Video or Perish
The basics of effective SEO apply to video just as they do to blogging. Link back to your site, include accurate descriptions and prioritize quality over quantity. Above all else, focus on the message rather than the medium. Ostentatious graphics often hurt the overall impact of a video by making you appear superficial and amateurish. If it’s not something you would watch yourself, don’t publish it.
