Why You’ve Gotta Be YouTube Marketing

Why You’ve Gotta Be YouTube Marketing
Jay Gross

Youtube Marketing main image

Do you know what the second largest search engine is?

How about the second largest platform for all global video traffic?

How about the second largest website in the world?

Well, I’m sure that even if you didn’t know, the title of this article gave it away.

And, of course, if you’ve read our articles, you know that video is king.

So, here’s the real question – are you using YouTube marketing to your advantage? 

Maybe you’re on the fence and you’re not sure if you should? (Hint: You should).

Or maybe you never really thought of it; after all, it doesn’t really fit the traditional social media marketing mold (by the way, if you haven’t read our social media marketing pillar article and still don’t have a social media strategy, hop here ASAP).

Maybe you think it looks like a lot of work, or you think it may be a little scary, both of which aren’t necessarily wrong…at least when you haven’t delved into the world of YouTube marketing before.

But, as always, Digital Marketing Tools is here to help you out.

Read on to learn you why you should create a YouTube channel for your business, how to Boost your YouTube channel, and plenty of YouTube marketing tips and strategies.

And as always, knowing is half the battle (or at least that’s what the Real American Hero’s taught me).

Because knowing this will make it easier to set up your channel for success, find your audience, and create incredible videos that’ll have people searching for that follow button.

Do You Need a YouTube Brand Account for Your Business?

“The beauty of developing a video marketing plan is that you are making it easier for the viewer to be exposed to the information you are trying to communicate.”

~Chris Sandoval

Why do you need a YouTube brand account for your business?

If you’re neglecting YouTube, you’re neglecting:

  • The two-billion logged-in monthly users worldwide.
  • The fact that YouTube ranks as the most widely used online platform among U.S. adults.
  • Eighty percent of those aged 18-49 who watch YouTube.

I could go on, but you get it.

Here’s the truth:

Your audience is almost certainly on YouTube.

And here’s the beauty of it, YouTube marketing is still woefully overlooked by many social media marketers, especially those involved in small business marketing.

So don’t be like them; use that to your advantage.

There’s a good chance you can get out there before some of your competition and start blowing your ideal customers away.

So what are you waiting for?

Let’s create a YouTube channel! 

Create a YouTube Channel for Your Business

create a youtube channel for your business

First things First, you have to create a YouTube channel.

But before we get to that, here’s something you may not know.

But even more, you want to create a YouTube brand account.

You can create a YouTube channel with your regular Google account, but that limits some of what you can do. But if you create a YouTube Brand account, you have more options, like multiple users can log in simultaneously and managing multiple YouTube channels.

Wait, did I mention that Google owns YouTube? 🙂

But, if you’re familiar with any other social media channels, it’s not just about having to create a YouTube brand account; it’s about optimizing your YouTube brand account.

Below we will go over a few steps to optimize your account.

Complete Your YouTube Profile

Make sure you completely fill out your profile. Make sure it describes what you (and your brand) do. If you have your unique selling proposition (USP) all worked out, be sure it includes that! You want your audience to know what makes you better than your competition. 

Create a Channel Trailer for Your Channel

Think of the last time you heard about a great movie coming to a theater near you (err…a streaming service near you); what’s the first thing you did?

Search for a trailer? Give it a watch? (maybe even on YouTube? :)).

You probably did something like that because you wanted to preview the movie, to see what it’s about.

And that’s precisely the point of a YouTube channel trailer.

It allows your visitor to see what your channel’s all about.

The channel trailer auto-plays when an unsubscribed visitor lands on your page, so you can go forth with the assumption that the trailer is for someone unfamiliar with your page or brand. 

Add Social Media Links to Your Banner

social media likes and links are great for your YouTube channel

Photo by Daria Nepriakhina on Unsplash

Don’t forget to use your YouTube banner to your advantage by including valuable links, like your blog, your website, a new landing page, or even other social channels. Put the critical stuff upfront.

Optimize Your YouTube Videos

Now you’ve got your YouTube channel set up, and you’re ready to build a YouTube following!

And the question on your mind now is undoubtedly, how to get views on YouTube.

There are already millions of channels, so how do you stand out from the crowd?

How do you grow your YouTube channel to the tune of thousands of followers? 

Are you ready to find out? Let’s go.

Read the Room

know your audience when youtube marketing

Photo by Nicholas Green on Unsplash

One of the first steps in any social media (or business) strategy is to know your ideal customer.

Don’t know your ideal customer? There’s no better time than the present; check out our in-depth article on social media marketing and strategy for more information. 

Research and Learn from Your Competition

Do you know who your major competitors are? 

Like any brand strategy or any social media strategy, you’re not done until you’ve researched your competition.

You can find out what they’re doing that works and what doesn’t. You can see how they set up their channel and how their videos are structured.

Use this to your advantage when putting together your strategy; what can you mimic, and what can you toss aside.

Research and Learn from Your Favorite Channels

Don’t stop at your competitors when you’re researching.

Take a look at the trending videos, your favorite brands, your YouTube history, and your subscriptions. 

What holds your attention, what works, what doesn’t? 

How are they driving engagement, views, subscriptions?

Analyze and Adapt with YouTube Analytics

Your research is never complete, but never, ever forget to look over your YouTube analytics.

See what you’re doing that works and what you’re doing that doesn’t. What does your audience love, and what are they ho-hum on?

Keep doing what’s working, and pull a change-up on what’s getting a lukewarm reaction.

And, as a final note, following along the “your research is never done” lines. Continue to study and learn from your competition and favorite channels, too. What new things are they doing? Can you implement some of their strategies?

YouTube Marketing Strategy and Best Practices

“There is something about video marketing that helps it stay apart from the other online marketing tactics. When done correctly, all you need is one video marketing campaign to build up highly targeted traffic for a really long time.”

~Carey Lowe

So you’ve created a YouTube channel for your business, and you’ve started creating your first videos, now its time to implement a tried-and-true YouTube marketing strategy.

Don’t Slack on the Title

The subject line of an email; the title of a blog post; the title of your YouTube post. What do they all have in common?

You have to make them Grrreat!

your youtube titles have to be grrreat like Tony the Tiger

I know, but it’s fall, and Tony the Tiger, so…

All joking aside, not only should you use your relevant keyword(s) because YouTube’s algorithm uses that to evaluate your video; just as importantly, your viewers look at it to decide if your video is worth clicking on.

And if your title doesn’t pull them in, or make them the least bit intrigued, that YouTube post you put so much time into will sit in the corner collecting dust just like that that epic 1,000+ page novel you swear you’re going to read one day.

What’s that you say? You want a few tips to write a great title? 

Why, of course!

  • Use keywords; in other words, use words or phrases your ideal audience is searching for.
  • Show them the value; how-to’s and listicles are excellent titles.
  • Add intrigue or suspense.
  • Don’t use clickbait, or use keywords and phrases unrelated to your video just to get clicks; you may get clicks initially, but it will drive your value down, and your channel will be unfollowed by more than follow.

Don’t Forget Your Thumbnail

Create a…creative (umm) thumbnail; it can be almost just as important as the title…this is actually the first thing people see.

A couple of tips:

  • Ensure the image and title work together.
  • Build anticipation with an ‘end-result’ or ‘before and after’ thumbnail if you’re doing a how-to or instructional video.

Write an Engaging Description

Your description should be keyword rich (not spammy) and provide a brief summary of your video. 

You have a 5,000 character limit; make the most of it. But keep in mind that you have 300 characters above the ‘Show More’ button that your audience has to click on to read the full description; take advantage of that.

Some tips:

  • Plug your keywords as early as possible.
  • Have a good and brief description in the first few lines.
  • Write conversationally, naturally.
  • Add links to your social channels, blog, or website.
  • Add an auto-subscribe link or link to other videos.

What About Closed Captions?

Over 90% of consumers view videos with the sound off, and 80% are more likely to watch an entire video when captions are available.

Impressive stat, right? 

Think of it this way, have you ever seen people on their phones in the dentist’s office, on the morning commute, standing in line at McDonald’s? 

They either have headphones in or are watching with, you guessed it, subtitles.

Did you know: Search engines can also use captions to find videos!

The smart money says – add those captions.

Create a Call to Action

your audience needs a call to action

Photo by Niyas Khan on Unsplash

You should always create a call to action. It can be simple, but you should have one in most videos, especially as you start gaining more and more followers.

There are many ways to do this. Your goal is just to try to get some interaction.

  • Ask viewers to ask a question.
  • Ask them to post a comment in the comment section.
  • Like.
  • Favorite.
  • Share.

The more interaction your videos have, the more your content will appear.

YouTube Marketing Tips to Expand Your Reach

Whether you’re new or have been at it a while, everyone could use some 

YouTube marketing tips to take their strategy to the next level.

And, just for you, my favorite audience, we have a bunch for you, all in one convenient place. Just read on.

Expand Your Reach with Translation

Are you looking to try to expand your reach? You can always translate your title, description, and captions to another language and see what you get.

Not sure which language to try? Check out YouTube Analytics to see the top locations and subtitle languages people are watching your videos, and see if you can glean some information there.

Create a Great Opening

The headline draws viewers in; the first 5-10 seconds keeps them around. It gives them a hook to keep watching the rest of the video.

Be Strategic with Your CTA’s

We talked about creating calls to action (CTA’s) within your video, but there are plenty of ways to create clickable CTA’s as well.

Just be careful not to overdo it.

  • Cards – these are small CTA’s that expand when clicked. You can use them throughout your video to direct people to your website, sales page, blog post, and more.
  • End screens – you can have up to four clickable frames in the last 5-20 seconds of your video. Promote your website, related videos, etc.
  • Bumper ads – these are quick, non-skippable ads you place within your video.
  • Watermarks – Only viewable to non-subscribers; these tell people to click to subscribe and are customizable.

Everyone Loves a Good Playlist

create a great youtube playlist that your audience will love

Photo by bruce mars on Unsplash

And I like it even more when someone creates a music playlist for me and shares it with me. 

Do that for your fans, with YouTube.

Think of your YouTube playlists like an organized progression of your videos. You want to try to keep your viewer watching by placing like videos one after the other.

Make sure your playlists are logical and somehow take your reader down a path. 

Think of it this way. If I’m watching one of your videos, which one would I stick around to watch next?

Use Your Logo for YouTube Brand Account Awareness

Not sure what to put on your thumbnail? Use your logo. 

Maybe people will recognize it and click, maybe they won’t click, but at least you’re creating brand awareness by it being seen. 

Don’t Forget About Your Other Social Media Channels

Social media sites and video go hand-in-hand, and most sites encourage video posting and sharing. The viral video opportunities are endless when you use the right strategies to create and post your videos online.”

~Amy Porterfield

Take advantage of the popularity of video on your other social media platforms to introduce people to your YouTube channel.

You can post an interesting tidbit and link them to your video, or even show them a short clip of your YouTube video to whet their appetite, and drive them to your new channel.

While YouTube and other social media sites almost seem like different animals, they are different animals in the same jungle. You would do well to use that to your advantage, and cross-promote across all your social media channels.

“When you engage with your fans on Twitter and Facebook, it makes them all the more likely to notice when you have a new video up… and share it with their friends.”

~Megan O’Neill

Advertise Your YouTube Channel

Do you want a shot-in-the-arm for your channel? Are you doing some cool things and looking for an influx of people viewing your stuff in a short time?

Try advertising. 

Don’t go all out. Test the waters, see what works and what doesn’t. 

If done right, you could bring in some great followers.

Advertise your YouTube channel to promote your brand, a new product, an event, or anything your heart desires.

Give YouTube Influencer Marketing a Shot

By now, you know that influencers can significantly impact a brand; they can bring an influx of their followers to your product, service, or offering.

Go out there and find an influencer that could be great with your brand, and see if they’re interested in a partnership of some kind. 

Partnership being the key word – you want to let the influencer work with their followers as they always do, or it won’t work nearly as well.

YouTube influencer marketing can be a gold-mine when done right.

Cross-Promote Your YouTube Channel

Want to gain more viewers? Find similar channels to collaborate or cross-promote.

Remember, social media isn’t so much about competing as it is following and helping out your fellow posters.

You can get a whole new fanbase by selecting the right cross-promotion efforts.

It’s a win-win.

Get Much Needed Help With YouTube Marketing Tools

By now, you know that everything you do on social media has tools to help you out. 

The same can be said for YouTube. 

In fact, there are so many YouTube marketing tools out there that we could do an entire article on that. (Maybe we will – if you are interested, leave a comment below.) 

YouTube has built-in scheduling and YouTube Analytics, but if you manage multiple social media platforms, work with a team, or even manage multiple YouTube accounts, a social media management tool can save you a lot of time.

But even more than scheduling and analytics, there are great tools to help you with everything from recording and editing your videos, SEO, adding captions, translating to another language, promoting, creating ads, researching…and it doesn’t end there.

Long story short – you don’t need tools, you can create fire with just two stones and some kindling, and you can create a great YouTube video from your room with your phone and an internet connection. But as you progress you may find you can save a lot of time, headache, and anxiety by putting some tools to use.

It’s Time to Take That Step

YouTube marketing can be intimidating. 

There’s a lot to it, and maybe you don’t know if you’re ready to take that step.

But believe me when I say it can be one of the most beneficial steps you can take.

Do your research and see if it’s a platform that will work for you and your audience (as mentioned, it probably will), then use the steps above to create a YouTube channel, grow your YouTube channel, and build a massive following. 

And when the time is right, look into the right tools to help you out.

We look forward to seeing you out there!

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