Every self-respecting marketer knows that video is more engaging than text: That’s almost a given! And when you put this statement next to some facts from the world of neuroscience, it’s no wonder marketing experts are saying, “Video marketing can’t be ignored!”
This is because the brain processes video 60,000 times faster than text, and 90% of the sensory information transmitted to the brain is visual. If you want your prospective customers’ attention and engagement, you must use videos as a core part of your marketing strategy. And frankly, what is a better way to do that than the good ole video platform we know as “YouTube”?
Here’s Why YouTube Works!
You might have heard that YouTube ads are expensive. It’s true! But have you ever thought about the fact that they may be expensive for a reason? That reason is: They work.
Why do they work so well? Well, it’s very simple. For starters, YouTube is a popular, trustworthy platform where people spend a good chunk of their time each day. With more users comes more potential eyeballs for your ads.
Additionally, active users on a reliable platform mean better conversions. So, think of YouTube advertising not as an expense but rather as an investment in your business. You invest in data to see what works and what doesn’t work so that you can double down on the things that work: This is how you scale your business.
How to Approach YouTube Marketing
While all of this makes sense and is true, it is important to remember that YouTube will not automatically give you sales. You must put in the effort, follow a specific process, and work diligently on your creatives.
So how can you approach YouTube marketing, even as a complete beginner? Below, you’ll find a few steps you can take to enter the essential marketing world of YouTube.
1. Create a Channel
First things first: To begin YouTube marketing, you need a YouTube account. You have two options when it comes to creating an account. You can either open a YouTube channel with your Google account or open a brand account.
You may be wondering which option you should choose. The brand account and this is why. If you open a YouTube channel with your personal Google account, only you can log in. However, with a brand account, multiple users can log in, which will be helpful as your business grows. And that’s not all: You also have the option of opening multiple YouTube channels if that option is ever needed.
2. Research Your Audience
It pays to understand who you’ll be marketing to. This is exactly why you should invest time and effort into researching your audience.
First, it is important to understand demographics. Let’s explore an example: Did you know that 95% of adults between 18-29 years old use YouTube? And that’s not all. More than 70% of YouTube users view content on their mobile devices! So, now that you understand the age range and the devices your audience is using, you can use this knowledge to create the perfect YouTube ads.
Simply put, try to find out as much as you can about your chosen demographic. To help you with this, there is the analytics tab at your service. It allows access to metrics such as watch time and other stats.
Also, it is important to pay attention to the comments tab. It contains a gold mine of information about what your viewers prefer and think about your content!
3. Do Competitor Research
So, here’s the thing: Audience research isn’t the only research you’ll be tasked with! You’ll also need to find out about your competition. Just like in every other market space, YouTube is highly competitive.
But where should you start? First off, pick around five of your most significant competitors. You can do this by searching for your type of content and seeing which channels come up first. Take a look at their subscriber count and the number of views their videos get.
Next, read their titles and find out what keywords they are using. Don’t forget the comments sections to see how their viewers engage with the content.
Lastly, use the trusty business acronym SWOT! Identify the competitor’s Strengths, Weaknesses, Opportunities, and Threats. By the end of this exercise, you will know exactly what works and what doesn’t. You can then use this on your content.
4. Find Out What Your Top Competitors Are Doing
Competitor research is one thing, but it is equally important to find out exactly how they do what they do. Go through your competitor’s content and think about how you react to them personally. What interests you? What makes you want to come back for more? As you go through several videos, you will probably begin to notice patterns.
And it’s not just about the competitors. You can also view trending videos. Ask yourself questions about these videos as well. Such as… What do they all have in common? Do they have a host? How long are they? How’s the video quality? Are they formal, or are they shot casually? You can find some great information and later improve your content!
5. Optimize Your Videos!
So, you know how search engines like Google rank websites using algorithms? YouTube operates similarly. This platform ranks content and makes it easier to find by using titles, descriptions, and keywords.
There’s also one additional thing to remember with YouTube: The recommendation algorithm! It looks at users’ browsing and subscription information to recommend similar content. Now that you are aware of the algorithms, how do you use them to your advantage?
Start With A Powerful Title
Your title should include the keywords that users type in to find your type of content. You can find the right keywords on YouTube analytics or Google Ads.
Also, keyword placement in the title matters: Place keywords in the front portion of the title. However, make sure to use a short and easily readable title that will not be cut off when users search for your type of content.
Use a Powerful Description
You absolutely must include a powerful description when optimizing your videos. Just like with the title, this requires the use of keywords. Also, ensure keywords are in the first part of your description. Utilize them naturally and never let the description sound spammy. The first 300 characters are visible to readers, so ensure you offer a brief description of your entire video.
A Great Thumbnail
So, you likely thought that the first thing people notice on YouTube is the title, right? Wrong! It is actually the thumbnail. Here, you have a chance to build anticipation as soon as users see your content.
But how do you create a powerful thumbnail? Well, you can ensure that both your thumbnail and the image work in tandem. Your thumbnail should describe what viewers see on the image. Additionally, ensure a high resolution of at least 1280×720 pixels for your thumbnail.
Like Share and Subscribe
In all your videos, remind users to do this. Have you ever wondered why so many YouTube content creators are always asking you to like, share, and subscribe? It’s because it works!
6. Tips for Uploading Videos
So, now that you’ve created your content, the next step is to upload it to your YouTube account. However, there is more to uploading than most realize.
First, you have to create a schedule. Most users now view YouTube as a source of entertainment. In fact, it has replaced television for many people. So, what does this mean for a content creator? It means that viewers expect regular uploads on a predetermined schedule.
To maximize your views and increase subscriptions, here’s a simple trick: Go to your YouTube analytics and find out if there is a specific time that experiences a high number of views. Use this time to upload your content.
But human error is inevitable. Personal engagements may prevent you from always uploading simultaneously and remaining consistent. However, there’s no reason to worry: With scheduling tools like the Content Studio or Hootsuite, you can ensure that your viewers have something to watch at just the perfect time.
7. Optimize Your Channel
So, we looked at optimizing your videos so users can better find them. Now, let’s take a look at optimizing your YouTube channel. This makes it easier for viewers to find your channel and translates into more subscriptions.
You may be wondering where you should begin. Well, your profile is the perfect place to start. It is important to make sure that it’s complete. Your channel will have a logo, icon, or photo. Make sure these are in high resolution.
The same is true for your channel art and channel banner. Speaking of the banner, did you know that you can use it to provide viewers with extra information? You can add your social media links to your banner and include a few other helpful links.
Then there is the channel description. Make sure to tell viewers what your channel is about and what they can expect in the about tab. Remember to use keywords here as well.
Want to know how you can make your channel stand out? Create a channel trailer! These are short videos that give viewers a sneak peek into the type of content they’ll find on your channel.
Captions and translations are important as well. Why? Because over 60% of views are likely to come outside of your native country. Use analytics to find out where your viewers are located and then translate to their native languages.
8. Leverage YouTube Advertising
Here’s a different way to reach out to users interested in your content. And I know what you are thinking – how does advertising get you more views and subscriptions? Well, for starters, people respond more to online video ads than TV commercials.
Enter YouTube ads. The different types include:
- Ads that users can skip and show during a video
- Ads that users cannot skip and show during a video
- Overlays and banners, also known as non-video ads
- Video discovery ads/in-display ads
Simply put, ads are an excellent way to promote a product, service, your business brand, or an event.
9. Hire An Influencer!
Partnerships are a proven way to get ahead on YouTube. Imagine tapping into someone else’s following to market your business! This is where YouTube influencers come in.
They offer you a chance to expose your brand to a larger audience. But it doesn’t end there. Did you know that 92% of consumers report that they would rather go with the advice of a trusted influencer than a celebrity endorsement or traditional advertisement? Partnering with influencers works.
The trick here is to let them do what they do and not control the partnership. Trying to be part of their game will quickly be noticed by the followers and will make efforts pointless, as they will not convert. Remember that followers trust the influencer, so let them take their word for it as you sit back and enjoy the fruits of your partnership.
10. Monitor And Adjust
If only there were a magic formula one could use to guarantee success on YouTube. Unfortunately, there isn’t one. However, you can test out different strategies and determine how each is performing. Then, you can cut out the unsuccessful methods and double down on the ones that work.
With YouTube Analytics, you can find out how your content is performing. Every time you upload new content, monitor these factors:
- Subscribers increase or decrease
- Traffic sources
- Changes in audience demographics
- Devices used, i.e., TV, desktops, or mobile
Use these metrics to make improvements.
We hope these helpful tips will enable you to begin your YouTube marketing journey.
However, if you’re feeling overwhelmed at the thought of marketing with YouTube or you don’t have the time to dive in, we can help! Let us leverage the power of video marketing to capture your audience and successfully grow your business today. Click here to schedule a free call with our CEO.