This post outlines how to use YouTube to market and promote your business. These 7 tips will prove invaluable as you navigate the landscape of the increasingly video-centric web.
For some reason, many businesses are afraid to incorporate YouTube as a form of digital marketing. Perhaps they’re intimidated by the challenge of creating videos or are uncertain of whether their content topics would fare well in a video format.
The fact is, YouTube is the most popular online video platform and presents the ability to reach a massive audience. If you’re looking to convey your message in a personable manner, other forms of content may struggle to achieve the same result.
The question remains: How does one tame such an impressive marketing beast? And how can you harness the utility of YouTube to promote your business?
For the uninitiated, YouTube poses a few challenges. But these 7 easy steps will help you overcome these challenges and endow you with the YouTube knowledge necessary to elevate any digital marketing strategy today and for years to come.
How to Use YouTube as a Marketing Tool
- Tap into the power of influencers
- Repurpose existing content
- Stay consistent with uploads
- Never clickbait viewers
- Create calls-to-action
- Analyze your data
1. Tap Into the Power of Influencers
We’ll start with the simplest method of online marketing on YouTube: using influencers. This usually doesn’t require much effort from your end. If you are struggling with the creative side of things or just want to avoid the additional work associated with video content creation, it could very well be the method for you.
YouTube is home to a variety of “internet celebrities” with huge cult followings and a well-established audience identity. Some of those YouTubers opt to offer up “time real estate” on their videos to promote a product or a service. These videos often accumulate millions of views, which means a lot of additional exposure for you and your brand.
Do some research and see if you can find an influencer who best reflects your business and niche. Reach out to them to find out what marketing deals they are open to.
2. Repurpose Existing Content
When it comes to creating videos, you don’t always need to keep churning out new ideas. If you already have some useful blog posts or walkthrough guides lying around somewhere collecting dust, it’s time to rinse and repeat.
Just some of the ways to repurpose content include:
- Long-form pieces that can be made shorter, such as articles turned into social media posts or infographics
- Short-form pieces that can be made longer, like photo captions or media pitches expanded on in newsletters, LinkedIn posts, or even E-books
- Written content that can be made visual by creating Instagram stories or discussion videos
Source: Nonprofit Marketing Guide
Some of your older content might be ideal for visual repurposing. This is a great way to reach a new audience and breathe new life into useful content that’s been neglected for a while.
Don’t be afraid to reuse. It’s a lot less time-consuming than coming up with brand new ideas and may cater to individuals who learn visually. How-to’s work especially well in a video format.
3. Stay Consistent With Uploads
Consistency is essential when it comes to digital marketing, and YouTube is no exception. You want to always be fresh and stay on the top of the viewer’s minds. With consistent uploads, you can do just that.
Of course, creating new video content isn’t always easy and can be time-consuming. You won’t always have time on your side to dedicate to filming, editing, and uploading. The good news is you’re not a full-time YouTuber, so there is no need for you to upload content on a daily basis. If time allows, and the ROI is greater than other marketing methods, you should, by all means, be dedicating additional time and resources to YouTube.
Ultimately, the whole point of consistency is to create structure for yourself and your viewers. Once the audience grows accustomed to seeing your content uploaded on certain days, they’ll begin thinking of you whenever that time rolls around, even before they notice the video in their feed.
4. Never Clickbait Viewers
Clickbait titles — getting your audience’s hopes up with false promises — should always be avoided. This method has a chance of adversely affecting your relationship with viewers by deteriorating the trust you have built.
There have probably been a few times when clickbait headlines and titles caught your own attention and misled you. You see an eye-catching title that resonates with you and end up clicking on it, only to find out you’ve been duped. Don’t be the duper.
Create titles that are true to the contents of your videos. Titles can still be creative and garner the right attention without being false.
5. Create Calls-to-Action
Many people from various walks of life use YouTube to fill their entertainment needs. You’ve probably noticed many video creators using calls-to-action in most, if not all, of their videos.
If you don’t yet have many subscribers, a call-to-action within a video is a great way to influence viewers' behavior in that direction. Company YouTube channels like Allrecipes use a large “subscribe now” end screen that gives their viewers ample time to consider pursuing more content on their channel.
If you are just starting to use YouTube as one of your marketing channels, start off on the right foot and give your videos a purpose by creating calls-to-action that drive viewers where you want them to go.
Annotations used to be the preferred method for getting calls across, but because they’re not supported on mobile and make you choose between them and end screens, it’s best to avoid annotating altogether. Some of the YouTube CTAs you could use instead include:
- Links to merchandise pages
- “Watch more” options
- Social media channels
Remember, suggesting what to do next and how to go about it is a proven method of getting additional subscribers and shares from your audience. Strong, well-targeted CTAs help create more engagement with whatever content you put out, and that’s not just limited to videos.
6. Analyze Data
Hosting any content online gives you the ability to gather and analyze the performance of your content — including your YouTube videos. The creator dashboard on YouTube provides you with an overview of recent activity on your channel while also letting you scrutinize the data of specific videos.
Using analytical tools built into the platform, YouTube Creator Studio produces one-stop analysis reports on video performance. You’re able to study the drop and rise of views along with sources of traffic, not to mention receive helpful insights based on key metrics that guide changes you should make.
Having this information at your fingertips enables you to adjust your content strategy for the future or stick with what you’re doing right, depending on how favorable the content analytics are to your business goals.
Another great thing about YouTube is that it’s well integrated with other platforms. Embedding your newly created video is simple and can be shared across virtually all your digital outlets with ease.
Your content, regardless of where or how it is created, needs to be promoted. Don’t just sit idly by once the video has been published; take a bit of initiative and share it with your audience. Whether it’s your social media account or your website, tell people about your video and your YouTube channel.
Get to Work Using YouTube as a Marketing Tool
YouTube can give your creativity and your business massive exposure. It can even allow you to make use of old content, reach entirely new audiences, and benefit from having your marketing done by others you may never have met before.
How you apply YouTube to your digital marketing is up to you, but I know that using the knowledge and tips imparted here will increase your success.