Are you on YouTube? Or did you start a channel but never put much effort into it? It’s time to change all that.
YouTube is a hugely valuable tool for marketers. It’s owned by Google, has it’s own SERPs page, and has the possibility to reach new users and promote new types of content.
YouTube lets you put own videos that promote whatever reputation you want to create. Some videos that can create a positive buzz around your brand include:
- Give your product/service overview
- Show happy customers
- Visualize customer feedback (for example, visual testimonials beautifully collected and displayed in a video)
- Offer a glimpse inside your team (show people behind the brand, publish videos from events or conferences, etc.)
Why are videos valuable?
Videos are great for improving conversions. They help potential customers see how a product is used. According to a study, around 1 in 3 millennials state they have bought a product directly as a result of watching a how-to video on it.
If you’re already creating videos, but housing them natively on your website or on Facebook, it’s a good idea to put them on YouTube as well. You never know what new audiences you could reach.
YouTube’s algorithms and the nature of how visitors use the site can create some incredible opportunities. You product video could pop up as a suggested watch after someone checks out your competitor’s product video. They could be looking to learn more about a product, and your video could be so compelling that they’re driven to purchase it right then and there.
Just being on the platform increases your chances of being found.
Yes, YouTube is a competitive platform, and it will be tough to rank in the top 10 for a popular keyword. But more niche topics are where your brand could really thrive.
What videos should I make?
If you’re not sure how to start with YouTube, try these steps to determine what videos to make:
- Start with keyword research
- Use question research to come up with more specific ideas
- Use seasonality to come up with timing for each piece of content
- Allocate sufficient time for production and promotion
Not all videos need to be based on keyword research. Product how-tos and testimonials videos are always valuable for your brand, even if they don’t help you rank for a specific keyword.
How do I create videos?
Video production can be intimidating, especially if you have a modest budget, but today it’s much easier than you’d imagine.
For something really simple, you could shoot it on your phone and edit with iMovie or your computer’s native video editing software.
But if you’re nervous about tackling this, don’t be afraid to outsource. There are numerous online companies that will help create videos from text that you send, which could be very effective for a testimonials video.
You can also look for local film production studios, or even film studios who are eager for content to create.
You might even be able to find a YouTube vlogger in your industry who is interested in creating videos for you.
What now?
Make sure you create SEO-friendly titles and descriptions for your videos. Don’t forget to add links to your website!
While this won’t likely be an overnight success, views will slowly grow. Try embedding these videos in your website, or sharing on social media to increase your views.
Happy shooting!