When it comes to content marketing, consumers want to connect with brands through video more than ever. By 2021, 80 per cent of the world’s internet traffic will be video, which means there’s a valuable opportunity for brands to target consumers through this medium.
With YouTube being the world’s second-largest search engine behind Google and also the most popular video hosting website, choosing to create a business channel on this platform is an obvious choice for companies.
Here are a few key steps for success you need to take when fleshing out a strategy for your YouTube business channel.
DO YOUR RESEARCH
This is, of course, the first step to any content marketing plan. But when it comes to developing your YouTube marketing strategy, sit down with your team or agency partner and answer the following questions:
- Who is your audience? Why would they want to watch your videos? What value can you bring this audience?
- How will your video content tie into your business goals?
- What are your competitors doing?
- Are there any gaps in the videos being published in your niche? How can you capitalize and stand out?
PRODUCE THE RIGHT CONTENT
When creating content for YouTube, it’s important to know that viewers are coming to the platform for either educational or entertainment content.
Along with making sure that your content aligns with your business objectives, it’s also very important to create content that is search friendly and useful for your viewers.
Some of the most popular types of videos are: How-to videos, tutorials, case studies, product reviews, interviews and behind-the-scenes videos.
It’s important to keep your content varied in order to provide value and to keep your audience entertained and coming back for more.
CONSIDER PARTNERING WITH OTHERS
If your company doesn’t have a “face” of the brand, then it would be beneficial to collaborate with other experts or influencers in your space to help create content for your channel.
With collaboration, you’ll be able to: humanize your brand by including a person in your videos, showcase the expert’s creative savvy and knowledge on your channel, and also gain access to the influencer’s audience — which will improve brand awareness.
When considering content creators for your channel, make sure the person appeals to your demographic and aligns with your brand personality.
COMMIT TO A SCHEDULE
The only way to grow your YouTube channel, reach a wide and targeted audience, plus improve your search-results ranking is by publishing new content regularly.
Whether you decide to produce videos in-house or outsource your video production, consistency is very important if you want to connect with your audience and turn subscribers into customers.
In order to maximize a video’s ROI, consider creating multiple cut-downs and implementing a cross-promotion strategy for all your marketing initiatives.
Repurposed videos can be distributed on social media, websites, landing pages, email marketing campaigns and other platforms, so you’re engaging with consumers at multiple touchpoints.
YouTube can be a great way to build brand awareness and reach more prospects, but it’s important to make sure your YouTube marketing strategy is set up for success so you can reach your business goals.
If you need help with your video production and marketing strategy, contact us at firstname.lastname@example.org.