If you’re not using YouTube to promote your business, you’re missing out. Why do you need YouTube marketing? Well, because:
- YouTube is the second most visited website in the world.
- The platform has over 2 billion monthly active users.
- YouTube users consume over 1 billion hours of content on the platform every day.
- 70% of consumers said they purchased a product after seeing it on YouTube.
of consumers said they purchased a product after seeing it on YouTube.
With such a huge and engaged user base, YouTube is one of THE best places to promote your business and drive brand awareness through relevant and shareable video content. And the best part – if you create high-quality content that your audience wants, you can organically reach new customers without having to invest heavily in advertising.
But, competing for eyeballs in a very crowded space like YouTube requires a good understanding of the platform, strong video content, and knowledge of SEO to get results. So, in this blog post, we discuss the key steps to help you get started with YouTube marketing!
YouTube marketing: A beginner’s guide
Step 1: Conduct audience & competitor research.
Many businesses make the mistake of jumping into YouTube marketing without taking the time to identify their goals or what type of content is going to work best for them.
Before you start creating videos, do the research to understand who your audience is and what they are looking for on YouTube. Start by browsing videos in your space to see what topics are popular and generating a lot of views. This is a great first step to understand what types of videos your customers prefer to watch on YouTube. These could range from how-to videos to product demos. Once you know what your audience likes, you can follow a similar approach to deliver your content.
You can also analyze what your competitors are doing on the platform to find what works and what they might be missing. All this research will help you plan your own channel content and choose the right keywords and topics to attract subscribers.
Step 2: Brand your YouTube channel.
Don't have a YouTube channel? Here's how to set up a channel for your business!
To create your channel, you need a Google account. You can use an existing account or create a new Google account specifically to manage your YouTube channel. Next, head to YouTube and sign in using the Google account. In the top right corner, click your profile icon and select ‘Create a Channel.’ Then, you can add your brand’s channel name, and that’s it – you now have a YouTube channel! You also have the option to set user permissions and configure account security.
For a step-by-step overview of how to create a YouTube Channel, check out this link – How to Create a YouTube Channel.
Once you’ve created your YouTube channel, you need to brand it. Your channel description, banner image, profile picture, and other artwork should align with the look and feel of your other brand assets. This enhances the visual impact of your channel when a viewer lands on your page. You can also choose up to five links to feature in your banner.
You should pin a featured video to the top of your channel page. This video can introduce your company and YouTube channel, so customers know what to expect from your content. Or, you can routinely add new featured videos that you want customers to immediately notice and watch.
Organizing your content into playlists is another great way to customize your channel. By curating your videos based on topics, you can make it easy for viewers to quickly browse through your content and find what they want to watch.
Another key element of YouTube marketing is your video thumbnails. Design your thumbnail to be an eye-catching snapshot of your video to pique a viewer’s interest.
Step 3: Create the video content.
Engaging video content is the pillar of YouTube marketing. To really gain exposure for your brand on YouTube and generate engagement, you need to regularly publish high-quality videos that speak to your audience. At GraVoc, our video team consistently creates YouTube content that’s geared toward solving problems for our customers or exploring a variety of technology topics that are useful to them.
There are several different video types that you can create, including customer testimonials, influencer campaigns, event recaps, product demos, explainer videos and tutorials, animated videos, employee spotlight, and more. Choose a format that best serves the purpose of your content. On the GraVoc channel, for instance, we use tutorials and animated explainer videos to deliver easy-to-digest content on cybersecurity. Take, for example, this informational video we created on social engineering techniques.
Also, don’t be afraid to experiment with new YouTube video formats. You can, for instance, create catchy, bite-sized YouTube Shorts featuring behind-the-scenes content or product launch teasers for your mobile-first viewers.
Ultimately, the key to YouTube marketing is quality and consistency. It’s important to feed YouTube with a steady flow of thoughtful content that keeps your audience coming back for more.
Another common question we get asked about video marketing is ‘how long should a video be?’ While statistics show that 10 minutes is the ideal video length, it’s best to experiment with both long-form and short-form content to see what works for your audience.
Step 4: Optimize your YouTube content.
Once you create all this great video content, you need to make sure it’s discoverable on YouTube. That’s where SEO comes into play! Do your keyword research to find high-performing search terms and sprinkle these in your video title, description, and tags. Choosing the right keywords is essential to optimizing your content for a wider reach, but don’t resort to keyword stuffing! You should also add relevant hashtags to your video description.
Finally, don’t forget to add a call to action at the end of your video and in the description. Ask viewers to subscribe to your channel or check out your website to learn more. On the GraVoc channel, we always include a link to a relevant page on our website to get viewers to further engage with our content and hopefully become leads.
You can also add Cards and End Screens to your videos to promote related content and encourage more viewer engagement with your channel.
Step 5: Cross-promote your YouTube channel & videos.
Leverage your website, social media, email, and other channels to cross-promote your YouTube content to build engagement and attract more subscribers. You can also engage with your viewers in the comments section to further build your YouTube community.
Step 6: Get familiar with YouTube Analytics.
Use YouTube Analytics to evaluate your videos’ performance. By analyzing views, watch time, traffic sources, audience retention, and other reports, you can figure out which videos are resonating with audiences and which ones are not doing so well. This way, you can make changes and enhance your content strategy.
You can also use the Research section in YouTube Analytics to explore what users are searching for on the platform, which will help inform your keyword and content strategy.
The number of subscribers and views your channel has will likely impact your content’s ranking, so make sure you are regularly posting fresh videos, monitoring analytics, and improving your content.
want to leverage YouTube marketing but need help creating high-quality videos?
GraVoc has a talented video production team and a state-of-the-art studio to help your business create engaging, creative videos that get results on YouTube! Check out our video production page to see our work or contact us today to get started!
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