6 Strategies to Better Market Your Business on YouTube
By Brian Halligan on September 3rd, 2014
September 3, 2014 in
When thinking of social media, YouTube might not be the first thing that comes to mind. Facebook, Twitter, even LinkedIn would probably come to mind before the popular video sharing site we all know and love. Despite that, YouTube is a valuable tool for the business social media world. It’s the 3rd most popular website on the internet, the 2nd most popular search engine, and has more than 1 billion users. That’s a database that you don’t want to miss out on.
Once you realize the importance of getting your business on YouTube, you need to figure out the platform itself. It’s not all cat videos and crazy stunts, there’s a culture and a system to the madness that you will want to be familiar with. So here are five tips that will help your integration into YouTube a little easier.
1. Create a Community
Because YouTube is a social media site, it’s very important to establish a community with your channel. Make your viewers feel welcome and like they are valued and appreciated. Respond to the things they say on your channel promptly and respectfully. Don’t be afraid of criticism, but do keep a sharp eye out for inappropriate comments or spammers. Be aware of who is watching your channel and make accommodations for those with special needs. Provide good descriptions, edit your close captions so that they’re accurate, do whatever you can to make your community as welcoming a place as possible.
2. Get Your Audience to Engage with Your Brand
This goes along with having a good community, but stretches beyond just your channel. Getting your audience to engage with your brand is about spreading awareness of who you are and what you do. It’s about making your audience to feel connected to you. Some of the ways you can do this are by going through YouTube and commenting and liking other people’s videos. These videos could be similar to your business, or maybe just be in the same niche. Engaging with other people and brands creates a valuable community that you’ll be proud to be a part of.
3. Post Quality Content Regularly
Just like any other social media site, your followers have to learn to trust you. Trust is gained by providing quality content that your audience wants to see. Don’t ever put something out on your site that you don’t think is good, because your audience will call you on it and leave. Don’t waste their time with stereotypical content that will bore them. You need to build up their trust and keep their interest and the easiest way to lose that is by not putting 100% into your content. Make “how-to” content. Post interesting videos that tell a story. Tour through your building and let your audience get to know you personally. Be different, be unique, and be interesting. Do whatever you want, but make sure that everything you do meets a certain quality standard.
4. Don’t Create Ads, Create Content
Nobody likes commercials. Nobody likes to be told that they should buy something repeatedly. People already deal with that every day, all the time. So when you make your videos, make sure they’re doing more than just trying to pound in your marketing pitch. Make your videos entertaining, make them engaging, make them interesting, and make them useful. Do not make them boring and don’t try to force your product down your viewers’ throats. They won’t respond well and they won’t come back. Create quality and keep a schedule. Then they’ll come.
5. Use a Call to Action
Having subscribers and a bunch of views only gets you so far. Your videos are useless if they don’t convert viewers into buyers. You need to be directing them to your website and getting them to buy your stuff (or get your information, or subscribe to your newsletter, or whatever it is you want them to do) in order for your YouTube channel to be successful. So make sure that you’re including a call to action in every video. People are lazy and they’re not going to take action if you don’t tell them to.
6. Promote SEO
A great benefit of having a YouTube channel is that it increases your SEO. Videos are becoming more and more popular, which means finding sites that allow/have video is becoming a higher priority for search Engines. So when you have video, it’s likely to show up higher on the Google results page (note: just because you have a video doesn’t guarantee you’ll show up well, but as you find areas that leverage video it will give you a boost). Video is also useful because often users won’t want to try and digest an entire text post of information but don’t mind watching a short video on it. Videos are also watched more often than articles are read, so a user will stay on your site for a longer period of time, which will improve your rankings on Google and lower your bounce rate.
YouTube is a powerful marketing tool, but you need to use it right if you’re going to be seeing any results. Put time and effort into your page. You’re not going to get immediate results every time. You have to work on building up your audience and becoming a credible source and that takes some patience on your part. Create a channel that people will want to watch and participate in. Don’t create something that you think will bring you instant revenue. Like any strategy, this one is going to take some time.
Look into different strategies for sharing your videos and gaining a larger audience but never sacrifice quality for quantity. You will want to be in it “for the long haul,” so don’t skimp on anything, because it could end up hurting you in the end. YouTube can be a great resource, but learn the tricks of the trade before you try to go off and conquer.