If you’re looking to get into video marketing, there’s no better channel than YouTube. YouTube is the biggest video platform today and the one most used by consumers.
84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. This data alone shows that video content is definitely worth including in brand marketing activities this year.
But before leaping into the unknown, you’ll need a plan. Just as the adage goes: “Fail to plan, plan to fail.” You’ll need to carefully consider who your audience is and take the necessary steps to reach and engage your target demographic.
That said, creating, uploading, and sharing YouTube content is easy, so you’ll be able to get your video marketing strategy up and running smoothly.
To help you transition from viewer to YouTube creator, we’re going to break down exactly what to do to successfully incorporate video marketing into your business plan—with a particular focus on YouTube.
Video is an ideal medium to communicate with your customers and tell them the story of your brand, how you got to where you are today, and what your mission is. When you share this information with your audience, they’ll connect with you and will be more likely to trust and engage with your brand.
When video marketing is done well, not only will it help you connect with your audience, but it can also help you reach new customers and build interest around your brand. Putting out high-quality video marketing content can also establish your brand as an authority in your niche which can build your credibility, inviting customers to come to you to solve their pain points.
Learn More: How to Develop an Effective Marketing Strategy
Now let’s look at how to use YouTube for business marketing.
The first thing you’ll need to do to create your YouTube marketing strategy is decide on your goals. Do you want to better engage with your customers, increase your website traffic, position your business as an authority in your niche, or maybe all of these?
Setting specific goals will help keep your video marketing strategy on-track and the video campaigns you create relevant to your end goal.
Here are some content ideas to help you get started with the creative process:
To get started with video marketing on YouTube for your brand, you’ll have to set up a YouTube business channel so you can start publishing your content.
First, create a Gmail account, if you don’t yet have one.
Once you’ve done that, it’s time to fill out your profile and channel description. Here’s where you can describe your brand and inform your audience about what they can expect from your YouTube channel. In this section, you can also target your primary keywords and link to your website and social media channels.
You’ll also want to upload a profile photo and cover photo so your YouTube channel looks put-together and on-brand.
Video and audio equipment deserves a separate post, but if you’re getting ready for your first ever video, don’t be discouraged if you don’t have fancy equipment. You can get great results with your smartphone or a digital SLR camera. Maybe down the road you’ll be willing to invest in advanced equipment, but for now, the most important thing is to get started, so make use of what’s available to you.
Once decided on the type of video you want to shoot, prepare bullet points to help you stay on track. If it’s a how-to video, get all the necessary props ready before the camera starts rolling.
You’ll also need to edit your video to look professional, add smoother transitions, as well as some background music, effects, and maybe even subtitles. The good thing is that you don’t need to pay for a dedicated tool or use free trials, as you can use a free online video editor in your browser to work on your videos quickly.
The tool you use should provide you with all the features you need to work on small and large-scale projects, and you can always take advantage of Adobe’s free trial and use software like Premiere, Audition, and After Effects to get all the work done. Another alternative is Davinci Resolve: the free version allows you to edit video, sound, and add effects to your footage.
When you’re happy with the result, head over to YouTube, click on the Upload button and Select a File to upload. You can publish your video immediately or schedule it for publishing at a later date. Upload and processing may take a few minutes.
Now that your YouTube channel is set up and you have your first video uploaded, you need to work on optimization so that people can find your content.
It’s not just your YouTube channel you can optimize, but also each video you upload.
To engage your audience, you need to post regularly and create a stock of videos you can upload at a moment’s notice.
Once you finish adding all the details to an uploaded video, you have the option to schedule the video to be published at a preferred time. Make sure you research what the optimal time to post on YouTube is for your target audience demographic, so your new videos are freshly uploaded when they’re around to watch.
YouTube Analytics has a graph available that shows when your viewers are online (check this video for more information). This feature will come once you have established your YouTube community.
You can also use VidIQ, a Chrome plugin with a free plan, that analyses your channel and suggests the optimal publishing time.
Additionally, look at the publishing time of your competitors or other creators who produce content within a similar niche and try working around that.
Having content ready and scheduled in advance will make sure that you post consistently which will keep your brand name top-of-mind for your audience and your YouTube channel active and engaging.
If you cannot decide on the publishing date, you can always leave it as Unlisted and publish it later.
To improve your video marketing, you’ll need to know your audience inside out. This is why data will become your best friend.
With a YouTube business account you’ll have access to analytics that determine:
You’ll also see metrics like your channel’s Reach, Engagement, Audience, and Revenue. With all of the data in these sections, you can tailor your video marketing strategy even further so it yields better results over time.
You can also look to your competitors’ YouTube channels to see what their video marketing strategy looks like so you can learn from them. Check out their video topics, view counts, and comments to see what’s working for them and what’s not so you can learn from their mistakes or get inspiration for new tactics to try.
Creating playlists is vital to keep your channel organized and improve search engine optimization and user experience.
You have the option to create new playlists and add videos to playlists when you upload new videos. Creating playlists enables you to group similar videos together so viewers can find them more easily and automatically play the videos one after the other. This is ideal to do if you have a video series on your channel or a bunch of videos covering related topics.
Playlists also help keep viewers on your channel for longer which can help improve your SEO. YouTube will suggest your videos to more users, helping your channel become more discoverable and your videos more widely watched.
Use cards during your video and end screens after your video to encourage viewers to engage with you and click through to your online store, social media, and other video content.
This is an example of what cards look like:
This is an example of what end screens look like:
End screens are a nice way to close out a video, giving viewers the opportunity to click through to other videos (like your latest videos or videos that YouTube thinks will be the most relevant to them) or subscribe to your YouTube channel. If you’re not already making use of them, we highly recommend setting them up.
If you have an advertising budget, it’s worth considering running YouTube ad campaigns. You can accelerate your channel’s growth with paid-for advertising via a series of Google ads.
However, don’t just throw money at this without determining the outcome you want from your ads and your target demographic. Think about all of the following:
YouTube has different ad formats you can choose from, so it’s important to consider what to target first so you can choose the right ad options based on your desired outcomes.
Even when your channel is set up and your videos are getting out to your viewers, you still need to keep on top of your YouTube video marketing strategy to make sure that it’s working for you. That way, if it’s not, you can make changes and adapt your methods accordingly.
Monitor your YouTube analytics to:
Checking these figures isn’t a one-time thing. Keep an eye on this data regularly so you can improve your video marketing strategy and tailor it to your audience.
If you’re not already using video campaigns to promote your products and services, now’s the time to get started. Creating a YouTube channel is easy, and by following the tips above, you should be able to craft a successful video marketing plan that suits your store and raises engagement with your audience.
If you have your own tips for growing your business using YouTube marketing, tell us all about it in the comments!
Madara is a content marketer for the Printful Blog. Her background in linguistics and belief in the power of SEO come in handy when she’s creating content that inspires ecommerce store owners and helps them grow their business.