Have you jumped on board the YouTube train yet? If not, what are you waiting for?! Despite what you might see being consistently shared on your various social newsfeeds, YouTube is not just for teenagers and cat videos (although who can resist a cute cat video?) Used strategically, this video marketing powerhouse can be an extremely helpful inbound marketing tool for driving traffic to your site.
Did you know…
- YouTube is the second largest search engine in the world.
- A mobile YouTube ad will attract your customers attention 83% of the time.
- YouTube is the 4th most valuable social channel for B2B marketers.
- Since 2016, twice as many small and medium size businesses are advertising on YouTube.
- 68% of YouTube users watched a video to help make a purchase decision.
- Users over the ages of 35 and 55 are the fastest growing YouTube demographic.
Like numbers? Okay, here are some more statistics that come directly from YouTube:
- YouTube has over 1.9 billion monthly users, which is over a third of all people on the Internet.
- YouTube overall, and even YouTube on mobile alone, reaches more 18-34 year-olds than any U.S cable networks.
- One billion hours of YouTube are watched daily, which generates billions of views.
- YouTube can be accessed in 81 different languages
So what makes for a great YouTube video marketing strategy? Check out these 7 video marketing tips for the B2B inbound marketer:
1. Create value for your end user. As with any B2B content marketing strategy, the object of your content should address your end users’ pain points. What solutions do you offer that will make their lives easier? Create value so they will continue to come back to your site and to think of you as a prominent industry thought leader.
2. Establish your end goal. Is the purpose of creating video to entertain your prospects or to drive users to your site? Or both? It's important to to be in tune with the needs of your prospects and customers and give them what they want. Of course, you want to keep people coming back for more, so consider audience retention to be your most critical metric.
- Success stories / testimonials
- Explainer videos
4. Optimize your video as you would any piece of marketing content. Remember, videos on YouTube are 53x more likely to be found on search engines. Your first step might be to go to the search bar and see what phrases come up in predictive search when you start typing in a keyword. This will give you insights into the terms people are actually using.
As for optimizing sections of your video page, the most important copy fields for YouTube SEO are:
- Your headline – Try to place your priority keyword within the first 4-5 words. And don’t bother including series names or episode numbers; it’s a waste of space.
- The description – The first two lines will show up in Google search results, so make the description interesting and intriguing!
- Tags – Post the focus keyword as your first tag, and then add tags in order of importance, including your brand and channel names.
Extra tip: If your budget allows, consider custom thumbnails (which helps you optimize for your viewers, too).
5. Make your Calls-to-Action explicit. Your audience wants to do something with the value you’ve shared! So be sure to include clear and aligned Calls-to-Action (CTAs) within your video that indicate what you want the user to do once they’ve watched your video. Best practice dictates to direct them to a landing page on your website where you can capture their contact information via a form in exchange for a free resource (eBook, tip sheet, webinar, etc.) Just remember to verbalize your CTA and display it in the video – preferably somewhere around 15% of the way into the video, and then echoing that again at the end.
6. Promote your videos. Don’t rely solely on search. Get the word out that you have a new video! Share it with your colleagues and ask them to share with others. Promote it on all of your other relevant social channels. Embed the content on your website or blog. And leverage the viewership and loyalty you have from enthusiastic followers! If you give them value, don’t be afraid to ask for that relative return – more than likely, your fans will be happy to share your content when applicable.
7. Keep branding consistent. As with any marketing plan, consistency is key. Keep branding (imagery, voice/style, logos, etc.) as consistent as possible between your YouTube channel, your website and your other social media platforms. It’s all about your various platforms working hand in hand.
Sure, anyone can throw a cat video up on YouTube. And let’s face it, we are all human and sometimes we need that kind of brain candy. But B2B relationships are also being formed on YouTube, so don’t trick yourself into thinking video is a fad! The stats above prove that it is not. And if you don’t catch this train, your competitor will (or maybe already has) – and you could be left in the dust.
Let us know if you have any pressing questions about this type of content! Have other video marketing tips worth sharing? Feel free to post them in the comments. We’d love to hear from you!