Over two billion people from around the world watch video content on YouTube every month. More than one billion hours of YouTube videos are watched every day. People are consuming YouTube from wherever they are and whenever they desire.
YouTube offers a great opportunity to businesses of any size including small and medium-sized businesses (SMBs) to effectively reach consumers. Here are few recommendations that SMBs can incorporate into their video marketing strategy to achieve success on YouTube.
Start and brand a YouTube channel
It is very important for a small or medium-sized business to start a YouTube channel. In a YouTube impact study, seventy-three percent of small businesses having a YouTube channel said that it helped them increase their customer base. SMBs can either manage their YouTube channels themselves or partner with YouTube marketing companies.
By branding its YouTube channel, a small or medium-sized business can attract new YouTube viewers, and deliver a signal to its customers that the channel they are viewing is a part of bigger brand experience. Through the branding tab, one can add a profile picture, a video watermark and a banner image. Links to brands’ website and social accounts can be added through the basic info tab. A business can customize its YouTube channel by adding a featured video for returning subscribers and a channel trailer for people who have not subscribed.
Create videos that meet business goals
While there is no limit to the type of video content that can be created, it is best to have videos that are focused on the business goals. Majority of YouTube channels operated by small businesses use videos that feature their products or services. SMBs can also use how-to-videos which can attract new viewers and lead to sales through links to product pages, or behind-the-scenes videos that can help set up their expertise in the market.
Optimize channel and videos to build subscribers and customers
Majority of SMBs having a YouTube channel agree that it helps them in connecting with new customers from around the globe. To build subscribers and customers, channels and videos should be optimized. Videos and channel should have a clear CTA that either leads to subscription or to the product page on the business’ website. Keywords should be added in a video’s description field and tags in the tags box. A business should regularly post new captivating videos including trailers and teasers to keep subscribers engaged and for fetching new subscribers.
Run a YouTube ad campaign
Run a contextual advertising campaign on YouTube to reach a huge audience and drive massive engagement with the brand. Contextual targeting allows marketers to run YouTube ads that are contextually relevant to the video content the viewers are consuming at the moment. By leveraging YouTube contextual targeting, a high return on ad spend can be obtained.
By incorporating the above recommendations into their video marketing strategy, small and medium-sized businesses can make the best use of YouTube for growing their business.
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