YouTube is a website where you can find videos of any conceivable type. There are commercials with talking cats, independent rock bands, performances by comedians, silly jokes, vintage television advertising and student musicals, home video clips of important news, personal video blogs and anything else. Users have downloaded millions of clips, and everyone can see any of them in his/her browser for free.
Amateurs using simple web cameras or smartphone cameras make the majority of videos on YouTube. In addition, there is a growing number of professional videos, made for promotion of particular products, services or business.
In fact, YouTube has become a new means of online marketing: if your business has an online component, you can (and should) promote it with the clips on YouTube.
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Who watches YouTube and why?
According to YouTube official statistics – the social media has more than 1 billion users and this number is growing. Moreover, half of the users watch online content with their mobile devices on their way, which makes YouTube channel a fast tool to reach the potential customers.
How should you build your YouTube strategy?
There are plenty of ways to build your YouTube channel marketing strategy. Some companies are using YouTube to increase awareness of their brands. Others – to promote individual products or increase sales in retail stores or online. And others – as part of their consumer support system or for training. You can transfer anything you want to the person or group of people with the video and distribute it using YouTube.
Focus your YouTube marketing strategy on brand awareness
YouTube is often used to increase awareness of brands. Rather than focusing on individual products or services, clips are promoting the company’s brand. Such clips are usually entertaining and are used to keep the name and image of the brand in mind of the viewer. A good example is the OldSpice series of clips. These videos are smart, intelligent and entertaining. They have become very popular and collected millions of views only on YouTube. This is an example of a very successful brand building.
Focus your YouTube marketing strategy on product promotion
You can use YouTube to promote individual products. This requires a more straightforward approach, though still important to create an informative video, training or entertainment.
To promote the product you need to show it, as it does, for example, Nike. You can demonstrate the product in use or how to use your product. Make sure you include a sufficient number of close-ups of your product and do not forget to link to your site, where visitors can find more information about the product.
Focus marketing strategy on YouTube on consumer support
Not all the companies use YouTube to attract new consumers. Some use it to help existing customers. Consider the most common problems and questions from customers and create one or more videos to answer questions and solve problems. If you can help your customers in such a way, so you give them a useful service, and lower costs for customer support.
Let us take, for instance, AutoDeskInventor – a powerful computer program for 3D-design from AutoDesk. Knowing that customers need technical support after making a purchase, the company has created a series of videos for YouTube, demonstrating how to install, configure, and use the program. These videos were extremely useful – and helped the company to significantly reduce the costs of traditional technical support.
Focus your YouTube marketing strategy on education or training.
“Education is the most powerful weapon to change the world.” – said Nelson Mandela, and it is hard not to agree with him. You can make education your marketing strategy. Educating your consumers on a product related issues would help you to become an opinion leader in a field. A good example is Procter&Gamble (P&G) video, telling about the problem of clean water in African countries. The consumer learns something new and increase his/her lever of trust to the company.
Now that you have decided on your own way of developing the YouTube channel, it is high time to think on YouTube SEO strategy.
YouTube SEO optimization
Before discussing the main ways on how to build your YouTube social media marketing strategy, let us look at the infographic, showing the most important YouTube ranking factors:
Not to be lost in all this information let us outline the most important steps to take in order to create a successful YouTube channel:
- First, you need to think about the name of your YouTube channel and the title of your video. Use standard SEO tools to find the best option. Remember to add the relevant keywords and the name of your brand or company.
- The second thing you need to do is to optimize the description field. Use relevant keywords. Do not write much, 1-2 sentences and a link to your website or landing page will be enough. It is important, because YouTube cuts the description and while watching the video, only the first 2 sentences are displayed.
- Next, you will want to add your video on your own company’s website, landing page, blog and social media. It will allow your consumers to receive more information about your business or brand.
- Another useful tool is to cross-promote your video with other channels.
- To make your YouTube SEO strategy successful do not forget about video length.
- Another important thing is the feedback – the comments other users leave. Encourage active discussions, subscribes, linking and likes (or dislikes).
- Finally, it is vitally important to keep your channel “alive”, adding new videos on a regular basis.
We hope this information was useful for you, was it?
Please, share your own experiences in marketing strategy creation for your YouTube channel in the comments below.