We all know YouTube. We’ve all spent entire evenings watching cat videos when what we actually wanted to see was something entirely different.
YouTube is extremely popular; in fact, it’s the second most popular website in the world. YouTube’s own statistics claim that it has over a billion users, and about a billion hours of content are watched everyday. YouTube can be viewed in 80 different languages, meaning that it covers 95% of the internet population.
Most of that shouldn’t really surprise anyone, given how big YouTube is, and the fact that it has virtually no competition. It has always served as a source of entertainment, news, and education for people of all ages. However, with the rising popularity of videos among consumers, YouTube is slowly growing into a game changing marketing tool, as well.
While the popularity of YouTube might be alluring, there are certain things that you’ll have to keep in mind. Firstly, there are tons of creators on YouTube, and there’s a lot of content being generated—about 400 hours worth of content every minute. With so many people fighting for attention, you’ll have to come up with extraordinary content to reach the top. That’s why it is necessary to have a good YouTube marketing plan. In this blog, we’ll explore some of the ways that you can do that
Before we discuss marketing strategies and what not, let’s get the basics covered. The first thing that you’ll want to do is create a brand account on YouTube. This is Google’s business version, and with a brand account, you and your team members will all be able to manage the account without sharing passwords.
Once you’ve created a brand account, the next step is to optimize your profile. Come up with a short but accurate bio that lets your subscribers know who you are, and add a captivating banner image.
You should also consider customising the layout of your channel. The default layout will just list your activities and videos in chronological order, and might be difficult to navigate. Enabling customisation of layout will allow you to organise your videos into playlists so you can group similar videos together. Further, you can create channel sections and put different playlists in different sections too. Make sure you add links to your other social channels as well.
You should also think of adding a trailer video to your channel. A channel trailer should be a short introduction to what you do and what content you offer. Assume the viewers have no clue who you are, and then briefly explain what you do. You’ll be able to add the trailer in the “For new visitors” tab of your channel.
One last thing you need to do before setting out to market your brand on YouTube is to decide on your goals. Do you want to increase brand awareness, or are you looking to increase sales from the videos? Are you looking to gain new leads, or do you just want to add help videos to existing customers?
Once you set your goals, you should also consider setting KPIs, or Key Performance Indicators. This could be anything from number of subscribers, to average views on videos, to clicks on your CTA. Setting goals and KPIs will allow you to measure your performance, and you’ll be able to tell if you’re succeeding, and if not, where you’re going wrong and what needs to be changed.
Plan your content
One of the most important things to do is to plan your content schedule on the platform. Uploading consistently will keep you on your subscriber’s radar, and will go a long way in increasing your reach organically. It’s a good idea to try and put out at least one video a week, but the schedule will really depend on your audience, your goals, and the type of content you’re putting out.
If you’re lacking ideas for content, one thing you can do is break up a longer video into multiple small ones. Think of a theme, and build content around it. Then, produce smaller videos based on this content instead of publishing it as one long video. This has the additional benefit of keeping your audience hooked and coming back to your channel to finish the series.
Types of content
Another way to generate ideas for content is to think of the different types of videos that you can create. Brands on YouTube upload different types of content—some of the most common ones are:
- Case studies
- Video Blogs
While it’s not necessary for your brand to create videos of all types, keeping these in mind will help you come up with new ideas for content. Ultimately, the content you put out should always fit into your strategy.
If you’re looking for tools to help you create your videos, animoto is a great place to start. They have more than a million stock images and videos on file, and even have stock music files that you can add to your videos to make them more engaging. There are also quite a few editing tools that you can play around with to make your videos even better.
Planning your content is more than what type of content you’re going to put up and when. You’ll also need to think of catchy titles, keyword-rich descriptions, and the hashtags that you’re going to use on each video. You should also consider playlists for your videos, to group similar types of them together. This will make it easier for your audience to find the specific content they’re looking for. All of this will impact the reach of your video content, so plan them out in advance.
Keywords for YouTube
Simply search for videos similar to the ones you want to upload, and YouTube will throw the top-ranking videos at you. However, YouTube will hide the tags that these videos have used. Luckily, there are different plugins that can show you the tags your competitors are using to get their videos to rank high. Tools like VidIQ and TubeBuddy work wonderfully for this.
If your audience is from other countries, you may consider adding subtitles to your videos. According to YouTube, two-thirds of a channel’s views come from outside the creator’s home country, so adding captions to your videos can ensure that you’re reaching as many people as you can. If you’re not able to add the subtitles on your own, you can consider using community contributions to help you. This will allow your followers to contribute titles, subtitles, descriptions, or captions for your videos, and you can approve them yourself. This feature is only available on a per-video basis, so you can try it out on one of your videos and see if it’s to your liking.
Once you upload the videos on to your channel, think of the different places you can cross-post them on to. You may consider embedding your videos in your blogs, or your brand’s websites. The videos can also be uploaded to other social channels like Facebook and Twitter for further reach.
Learn from your competition
Chances are that your competitors already have an active channel on YouTube. This gives you a great opportunity to analyze and understand which videos work and which ones tank. You can then use this information to create your own content strategy.
Also, be sure to keep an eye on the comments on their videos. You might find opportunities to jump into the conversation, and sometimes, there might be a comment or two that directly mentions you. Reply to these comments and make sure that you’re actively engaging in the community.
It’ll also help to keep an eye on their video descriptions, so you can understand what keywords they’re using, and maybe try to incorporate the same into your videos.
Consider using YouTube ads
If you have the budget for it, you may consider using YouTube ads to accomplish your goals. There are six kinds of ads you can use:
1. TrueView – These ads can either be in-stream or discovery. They can be skipped after the first five seconds, and appear either before YouTube videos (in-stream), or on the homepage, related videos section, or on the search results page (discovery).
2. Non-skippable – As the name suggests, these ads cannot be skipped by viewers. You’re given a time limit of 15-20 seconds, and this longer format will let you tell a more nuanced and deep story about your brand.
3. Bumper – Non-skippable ads come with a downside. Users are often put off by these advertisements, and may get frustrated very quickly. Bumper ads are a way around that. They are technically non-skippable, but only last a very tolerable six seconds. If you’re using bumper ads, you’ll have to be able to tell a great story in a short time. For inspiration, you can take a look at YouTube’s selection of the best 20 bumper ads.
4. Overlay – Overlay ads can either be text or an image. They refer to the small banner advertisements that you’ll see running at the bottom of a YouTube video.
5. Display – Display ads appear right above the suggested videos list while people are watching videos on YouTube.
6. Cards – Cards are small pop-ups that have CTAs that you can set to appear within the YouTube video. These first appear as small information icons at the corner of the video, and may have a text overlay when hovered over. When clicked, the icon reveals the full ad that you wanted to display. These ads are nonintrusive, and appear only when clicked.
Consider using Influencers
Finally, you can consider using influencers to market your brand on YouTube. According to Google, 6 out of 10 subscribers would follow advice on what to buy from YouTube stars, over TV or film personalities.
Partnering with influencers can provide a massive boost to your brand, and bring a lot of their subscribers to your channel. You can leverage the attention received from the influencer campaign and create ads to capitalize on it further. However, if you decide to use influencers in your campaign, it’s best to give them as much freedom as you can. The more control you try to have over them, the less genuine the campaign will seem, and their followers will catch on.
We’ve already written about how on how you can use influencers in your marketing strategy, and how to find the best influencer for your brand. If you’re able to find the right YouTube influencer to partner with, and if you can create a successful campaign with them, you’re sure to see a spike in your reach and engagement from their efforts.
YouTube is one of the most popular websites out there. That, coupled with the rising popularity of videos, makes it an indispensible platform for marketers. Success on YouTube will take time and patience, but if you’re able to stick to the ideas in this guide, you’ll soon see your channel take off.
That’s it from us for today! If you have any questions or comments for us, please leave a comment below, and we’ll be sure to get back to you.