Small business marketers utilize many platforms, tools, and services build their brand awareness and to scale growth. Learn how to use YouTube content to expand brand visibility and drive conversions.
Regardless of your niche, industry, or vertical, odds are that many of the people you want to reach are watching videos on YouTube.
Each day people watch over 5 billion videos on YouTube accounting for more than 1 billion hours of video viewed. Every month, a whopping 1.5 billion people watch videos on YouTube. With numbers like that, it shouldn’t be surprising that YouTube content is critical for marketers of all sizes.
This is why so many small businesses use YouTube to capture attention, extend reach, generate conversions, and even drive sales. And with a thought-out and well-executed YouTube strategy, you can do it too.
Why YouTube Content is Important
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Before diving head first into strategy or tactics, it’s important to understand why YouTube content is important for marketers. The sheer numbers of daily users and watched videos are very impressive. Your job as a small business marketer is to drive that audience to your content. It’s not always easy since there are a lot of videos on YouTube vying for viewer attention. For context, 500 hours of video are uploaded to YouTube every minute.
YouTube content, and video content in general, is the preferred format for today’s consumer. In fact, four times as many people would prefer to learn about a product by watching a video than reading about it. People want video content from you and are far more likely to retain your message when they see it via video. We’re talking about a 95% retention rate versus 10% for text.
YouTube Content is Engaging
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Engagement metrics such as likes, comments, shares, and subscribers are all excellent. They often indicate that your channel is performing well. However, most small businesses prefer engagement that leads to click-throughs, lead captures, and potential for sales. There’s good news on this front when it comes to video engagement.
83% of marketers feel that videos generate ROI. According to a business study by Aberdeen Group, video marketers report a 66% increase in qualified leads per year. The higher level engagement metrics help drive those leads. The fact is that people need to view your YouTube content if you hope to generate ROI.
Growing Your Target Audience
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Remember, an incredible number of people already view videos on YouTube. You just need them to see your videos. How do you do that?
First, your video needs to look good. But, looks aren’t everything. Your video should be full of valuable content and tailored to those you want to reach, telling a story they will care about.
And that’s not all. As you develop videos, do the following with your content as a starting point:
- Cut to the chase. If you don’t hook your viewers in the first ten seconds, you’ve lost them.
- Be easy to understand. Your video should be clear and simple to digest.
- Be brief. The ideal length of YouTube content, according to a study by HubSpot, is two minutes or less. Some even suggest staying under 90 seconds.
Use certain metrics from YouTube Analytics to further optimize your videos. Quantifying metrics like watch time, total views, traffic sources, devices, and engagement will help you create new YouTube content that best appeals to your target audience.
You also need to help people find your videos. Similar to web optimization, you need to research relevant keywords that can rank your video content. Create a clever title and description, and include your target keyword in both to optimize the video for search within YouTube and in Google.
You should also proactively drive traffic to your content. The most practical ways are to share your videos on social media, email them to your contacts, talk about the content on your blog, and embed them on your site.
Driving Conversions with Video
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To drive conversions, you need to guide viewers towards the path of conversion. Each video should encourage your audience to click a link or subscribe to an offer that has the potential to make them a customer.
Usually, this is through a call to action that drives viewers to a supporting piece of content or a point of purchase. Don’t use a passive voice with your CTAs. Tell people to visit that URL by including the referral path in your YouTube content, and display the CTA as soon as the video ends. You can also include a CTA in your description.
Keep in mind that video length plays influences how you drive conversions. The shorter the video, the less time there is for a viewer to leave it. They’re also less likely to miss your CTA or forget the action you want them to take.
But just as with text-based content, the content of your video (and associated calls to action) must speak to different personas at each stage of the buyer’s journey. You also need to tailor the content to cover different points of view. For example, if your brand is headquartered in North America and you’re expanding into East Asia, you’ll need new content to replace what you produced for your North American audience. You need to appeal to the local consumers with videos that resonate with their cultural needs and values. The more videos you produce, the more you can appeal to a broader segment of your audience.
Make YouTube Content Part of Your Digital Strategy
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Determine which segments of your audience are most likely to engage with video content. Align the values of your audience with your brand’s core identity, and scale video production to strike a balance between the two sides. Plot out the stories you want to tell and the style or animations you want to use based on the budget available for production and promotion. Map out a conversion path that guides viewers toward the next step after watching your content.
Be thoughtful about how you want to leverage YouTube to drive conversions. Grow brand awareness and derive all of the benefits the channel has to offer. When you can do this, you can join the chorus of happy small business marketers who have embraced video content marketing.
To get to this point, you first need to create effective YouTube videos that can expand your customer base. Click here to learn how to get started here.
Top image via panuwat phimpha.
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