For all those who don’t know, YouTube was founded on Valentine's Day in 2005. It was the brainchild of Chad Hurley, Steve Chen, and Jawed Karim. According to its founders, the idea was born at a dinner party in San Fransisco, about a year earlier, in 2004.
The trio was frustrated by how hard it was, at the time, to find and share video clips online. And today, YouTube counts two billion logged-in monthly users worldwide and ranks as the most widely used online platform among U.S. adults.
Nike was the first to use YouTube as a marketing platform and spearheaded the concept of ‘viral’ video. The ad featured Brazilian soccer star Ronaldinho and became the first video to ever reach one million views on YouTube.
YouTube today has become one of the best digital marketing strategies in the industry. This is not only because YouTube as a platform is growing insanely fast. But it’s also because videos are an extremely powerful medium.
When someone finds your brand video on YouTube, it’s significantly more memorable than reading a blog post or seeing a text-based ad.
YouTube is certainly your opportunity to get more traffic and customers. On that note, we have prepared this article on YouTube marketing just for you. In this article, we will tell you all you need to know about YouTube marketing.
This article will cover the following:
- What is YouTube marketing?
- Why is YouTube marketing important?
- What are the benefits of YouTube marketing?
- What are some of the successful YouTube marketing strategies?
- What are the types of YouTube videos you must make for YouTube marketing?
- What are the 7 clever ways to grow Youtube channel?
So, let’s get started!
What is YouTube Marketing?
YouTube Marketing is the practice of promoting businesses and products on YouTube’s platform by uploading valuable videos on a company’s YouTube channel or using YouTube ads.
Video is all the rage right now, so YouTube makes for one of the biggest websites around. It’s presently the second most popular website globally after Google.com making it one of the ideal platforms for marketing.
Why is YouTube Marketing Important?
YouTube marketing is important to small businesses because of the potential for your video to go viral or get tons of views from many potential customers. According to Forbes, a seven-year-old ‘s authenticity is what helped him earn over $22 million off of his popular YouTube uploads. Imagine what your marketing department can accomplish on this platform if he can achieve this without a team backing him.
Moreover, start-ups and young business set-ups generally need to operate with resources located remotely. Sharing presentations or anything similar to them is easy with YouTube. It helps to connect the various entities associated with an organization. People upload nearly 500 hours of video on YouTube every minute, so more interaction and traffic are promised with most of your uploads.
Uploading good content and captivating the audiences will build a good rapport with them and subsequently develop a strong relationship. The useful information and relevant content create credibility through a short video on YouTube, which is most engaging and educative.
By posting a creative video, businesses can be assured that their content gets viewed by a myriad of YouTube users. This then facilitates the sharing of the content on several websites, emails, and blogs worldwide, thanks to the power of the internet.
Recent research also shows that YouTube is now the top app for both iOS and Android devices. Marketing on this platform can help expose your business to national and international audiences since the global app is accessible anywhere on every device.
It looks like a YouTube marketing strategy is a must if you’re looking to elevate your company and increase your audience reach. To help you with that, we have a list of strategies ready. But before we delve into the YouTube marketing strategies, let us quickly look at the benefits of YouTube marketing.
What are the Benefits of Marketing?
Here are some of the compelling benefits of YouTube marketing you can't miss out on:
Fifty-seven percent of consumers say they felt more confident about their purchase from watching company videos.
People don’t immediately trust businesses they find on the internet. It’s one of the main reasons why they perform plenty of research before making a purchasing decision and why managing your online reviews and online reputation is more important than ever.
Trust is perhaps the most crucial element in driving sales and your most essential asset. But when you consider the fact that most businesses online don’t have a face, you can see why consumers have trust issues. This is why 84 percent of marketers say their primary focus in the future will be to build consumer trust.
Leveraging videos can be one of the best ways for you to build trust with your customers. Video content with personal appearances from you or your employees attaches a face to the brand, making your business feel more human.
Meanwhile, video testimonials add an element of social proof, making consumers feel validated.
YouTube receives more than 30 million visitors a day, who watch nearly five billion videos. More than half of these views on videos come from mobile devices, and these users watch an average of 40 minutes. It has local versions in more than 88 countries and 76 languages. YouTube is reaching every corner of the world today, this means you can reach your consumers that you haven’t even discovered yet.
People of all ages, education levels, and income levels use YouTube today. They use the platform for a number of reasons, including education and entertainment.
No matter what your brand is trying to promote or what your goals are, the odds are you can get the job done using YouTube. Considering the lockdown, while the whole world was at a pause, YouTube was one of those platforms that kept people entertained. The brands were still able to reach their customers.
Strengthens your Sales Pitch
You need a strong sales pitch to persuade your customers to buy your product or subscribe to your service. A sale can only happen when you have a strong value proposition.
Jakob Nielsen revealed that visitors only read up to 28 percent of text on a web page, with 20 percent being a more realistic expectation. No matter how strong your pitch is, it ultimately won’t matter if your audience doesn’t read it.
However, conveying your message using a video can actually strengthens your pitch. Not only do customers prefer to watch videos, they also retain 95 percent more information. Videos convey way more information while packaged in a format that’s not only informative but also entertaining.
Moreover, a video can be seen by thousands of people and can help narrow the sales funnel when redirected to a landing page or product page.
Aside from YouTube’s own search engine, YouTube video marketing can also boost your search engine optimization (SEO) efforts and perform well on Google search engine results pages (SERPs).
Thanks to Google Universal Search, mixed media can show up on SERPs. Images, videos, news, books and even local searches are shown on results pages for a comprehensive set of answers to what people search for. But videos are now showing up more often at the top of SERPs. Google prefers YouTube not just because it’s one of its subsidiaries but also because of the native transition between the two websites.
Google searches account for nearly 86.9 percent of all internet traffic. Those who show up at the top of SERPs get 33 percent more traffic. Take advantage of these metrics by writing high-quality content and complementing your web pages with YouTube videos. Pages with video are 53 times more likely to show up on the first page of SERPs.
The best thing about YouTube advertising and marketing is that it offers free analytics on each video’s performance. YouTube’s Insights feature provides all the data you need on the number of views you are getting, your viewers’ demographics and your subscribers’ status, similar to Google Analytics.
But the best thing about YouTube Insights lies in its most powerful feature: Discovery. You gain more insight into how users are finding you on the website. It shows what channels are being used to find your videos.
Data on the specific dates, external and internal searches and the keywords used to find you are all available on the Discovery feature. All of these will help you improve your YouTube marketing services to help you optimize future videos.
Engaging Evergreen Content
We’ve seen the massive growth potential of viral marketing. But it requires either a stroke of genius or incredible luck and sometimes both, for your content to go viral. For stable growth, many YouTube video marketing companies have had considerable success by leveraging evergreen content on YouTube.
Evergreen content is content that stands the test of time. It remains relevant for long periods, giving you more growth opportunities. When using YouTube for business, you can repurpose old content to reach out to old and new audiences without significant investments in time, money and equipment.
For instance, you can maybe repurpose an old but popular blog post into a podcast, video series, infographic and explainer video. As a result, your YouTube video marketing company gains four additional pieces of content that you can leverage to gain more views and generate more engagement.
Videos Stay on YouTube Indefinitely
As long as your videos don’t violate YouTube’s rules, you can keep your videos on YouTube permanently.
This means that you can constantly get new views for your videos years after you’ve posted them. So the sooner you post a video, the better it can perform as time passes.
YouTube Increases Website Traffic
We all know how important increasing your website traffic is in driving people to your page, turning them into warm leads, and then hopefully, into potential customers. Providing backlinks in the description of your YouTube videos makes it easier for people to find you online.
You can add a link to your website or store that your viewers can click on in order to reach your website. This can drive more traffic to your website and bring more people to your landing pages, where they can subscribe to your posts or join your email list.
Moreover with the help of affiliate marketing or influencer marketing you can boost the reach of your brand. The influencers can help you promote your brand. There will be more people visiting your website.
Successful YouTube Marketing Strategies
Here are some of the most successful YouTube marketing strategies you must make a note of:
Build YouTube Channel
Your YouTube channel should spin out your brand’s story to the people. From your channel icon to channel description, everything should speak your brand’s voice. Add your brand’s logo to the YouTube channel icon. Add a custom YouTube banner as well, with social media icons leading your audience to your social media handles across platforms.
In the ‘About’ section of your YouTube channel, add a brief description of your brand. Your description should introduce every new visitor to your brand and reflect your brand voice. Put calls to action leading to your website or any other pages you want to lead your audience to.
Consistency and Great Story Telling is the Key
Keep posting videos consistently on your channel. Find out the right time to post content, when the audience is most active on the platform. Add videos to your channel accordingly.
Create video content that gets your audience talking. Most importantly, use YouTube videos to bring out your brand’s story. You can create YouTube videos that complement your blog or website content. Bring your customers to give quick reviews of your brand. Ask them to share the experience of using your products, working with your brand and so on to take your YouTube marketing plan to the next level.
Leverage YouTube Videos
YouTube has a host of tools and features that can help you enhance your YouTube marketing strategy. Use end screens and cards to add your desired calls to action.
Add transcripts to your videos. Make your video content universal by adding closed captions. It cuts out the language barrier and makes your content consumable by audiences across borders.
At the same time, you can reach out to the disabled with this YouTube video feature. A keyword-optimized video transcript helps enhance your YouTube SEO as well.
Optimize Video Titles for YouTube Voice Search
Enhance your YouTube SEO by optimizing title for YouTube voice search. People use YouTube voice search to find videos quickly, without having to use their fingers to type out the video titles. Since voice search is an easier, hassle free way to get YouTube video results, you need to ensure your videos appear before your audience. Most importantly, optimize your YouTube video title to make it SEO friendly.
Add YouTube Stories for Traction
After Instagram stories and Facebook stories feature, guess who hopped on the bandwagon? YouTube. YouTube now has the Story feature which allows for you to add short, mobile-only videos that expire after 7 days.
YouTube offers this feature to creators with more than 10,000 subscribers on the platform. Easily create YouTube Stories in a matter of seconds with the tap button on your profile and then edit them. Trim your YouTube stories and add filters, music, text, stickers, and even links to your videos.
Run Affiliate Marketing Campaigns
Every social media platform you open, you have an influencer promoting a brand. It actually works. Include Influencer marketing as a part of your YouTube marketing strategy too to see your business grow at a god speed. There are 3 main benefits of partnering with an Influencer:
- Access to a larger audience
- Access to another creator’s skills
- Diversification of your content
And all these benefits add up to bring more engagement for your brand.
Use YouTube Ads
Paid content will continue to be an integral part of a good YouTube strategy. A smart way to make your videos appear before your audience is through the advertising option.
Track Your YouTube Channel Performance
Without checking the performance of your YouTube marketing you cannot improve and go up the success ladder. Tracking the performance and keep a tap on the important metrics are an important part of your YouTube marketing strategy.
By checking the insights you will be able to identify content with better engagement and response from your audience. Take inspiration from such content to improve your video content strategies.
Types of Videos you Must Make
You'd be surprised at the wide variety of videos teaching people how to "do stuff" – from unclogging the kitchen sink to losing weight to pretty much anything else you can imagine. There are unlimited ways to showcase your product or expertise and market your brand online through this social media platform. For examples take a look at this How-to video by Deskera.
If you have a new product or service to offer, an explainer video can help you highlight its features to its potential users. Explainer videos are more informative rather than promotional. They have a softer approach, which can make them easier to market to people. Take for example this quick walkthrough of Deskera books on YouTube.
Another way people are using YouTube is for training videos. If your brand is all about providing resources or expertise in a particular field like teaching people how to become great marketers, for instance giving your prospects a taste of what’s to come in the form of a video presentation is an excellent way to do it. Here is an example of training video by Deskera.
If you have special events, you’ll be able to broadcast to the world using YouTube livestreams. This method enables people to see your product as well as increase your exposure to a large number of users without spending a lot of money on it. Take a look at this live webinar recently conducted by Deskera.
And yes, once you have live streamed a video you can save it too, isn't that all you are want as a marketer!
As They Ask, You Answer preaches, most of your content should be driven by buyer questions, and Q&A (or question and answer) videos tackle this head-on.
Q&A videos answer questions submitted or frequently asked by their buyers and can be extremely valuable when done by thought leaders or subject matter experts at your organization.
Similar to a Q&A, interviews can be highly engaging YouTube videos centered around a conversation or dialogue. Use interview videos to, again, have thought leaders and experts in your organization field burning questions from buyers or prospective buyers.
Narrative videos are ones that take the viewer through a story. For brands, these can manifest as customer success stories or even sharing an educational history. Look at this customer success story video of Deskera for inspiration.
These, as the name suggests, are videos centered around competitive sports or athletic stunts. Once again, if related to your business, it can be extremely valuable, but not something you should explore randomly.
Gaming videos, in this context, are usually recordings of individuals actually playing or sometimes reviewing a video game. These are niche to the gaming industry.
ASMR (autonomous sensory meridian response) videos are a recently popular video type capturing the sounds of everyday experiences (e.g., cutting a piece of paper with scissors). Like gaming videos, these are extremely niche and but not the best match for most industries.
7 Clever Ways to Grow Your YouTube Channel
In this competitive world of YouTube, it is not easy to standout however you can make it easy by keeping the following tips in mind. This will not only boost the growth of your channel but directly translate into the success of your company.
#1 Compelling Titles
No matter how aesthetic your video looks, it’s of no help if no one clicks on it. And your consumers will only click on it if they find it interesting from the beginning- which is the title of the video. So it’s imperative that you optimize your video titles to bring in viewers.
Here are a few useful tips for creating the perfect YouTube title:
Go for the Right Keywords
Keywords in the title tells Google crawlers what your video is about. And good keywords also tell your viewers what they can expect, so it’s a win/win.
Keep it Short & Crisp
The ideal length of video titles shouldn’t exceed 60 characters. Readers should see the whole title in a glance.
Create Clear and Descriptive Titles
Don’t force viewers to figure it out. Let readers know what the video is about.
#2 Create Perfect YouTube Thumbnails
Effective thumbnails make users click right away and make your YouTube channel more recognizable. Thumbnails should be relevant to the video’s content and title.
Include short descriptions and relevant images when you make thumbnails to help people understand what your video is about.
#3 Limit Videos to 5 Minutes
If you create long videos by just repeating yourself, it won’t help. People need a good reason to be interested in your video. You can experiment with video length to figure out what works best for maximum engagement.
#4 Brand Your YouTube Channel
Branding your YouTube channel is the next thing you should do to make it visually attractive and encourage visitors to take you seriously. It helps you increase brand awareness and spend more time with your audience.
#5 Includes CTAs
Adding calls to action to your videos will help you create more engagement on YouTube. They can also be irritating, so try to use them in the right way.
#6 Share Videos Via Social Media Platforms
Sharing your videos on social media is fundamental if you want to grow your channel. As a savvy marketer, it’s important not only to publish your latest videos on social media but also to be active in social communities and groups.
#7 Collaborate with other YouTube Channels and YouTubers
Сollaborative videos have become popular among content creators. It’s a good way to find a new audience and increase your subscriber base. It’s also a win/win situation for you, your partner and your target audience.
How Can Deskera Assist You?
Certainly Youtube has a lot of potential to boost your sales. However, combined with a software that takes care of all your other business needs you can bring your A game to the market. If you are looking for a software that can help you do that then your search is over because we have Deskera CRM and Deskera CRM Plus just for you. Deskera CRM and CRM plus are tools you need to make that world of a difference from the way you process your sales, customers, and orders.
From the sales pipeline to the purchase orders, Deskera CRM Plus provides you with access to all the necessary details under one roof.
Deskera CRM and CRM+ offer great advantages for business owners, which will ultimately lead to improvements in their income statement, profit and loss statement, and balance sheet, among others.
Using Deskera CRM, you can digitize customer service. You can also utilize this software to plan out your team's work to improve preciseness.
Run through this short video to learn more about Deskera CRM:
- YouTube Marketing is the practice of promoting businesses and products on YouTube’s platform by uploading valuable videos on a company’s YouTube channel or using YouTube ads.
- YouTube marketing is important to small businesses because of the potential for your video to go viral or get tons of views from many potential customers.
- Sharing presentations or anything similar to them is easy with YouTube.
- Uploading good content and captivating the audiences will build a good rapport with them and subsequently develop a strong relationship.
- Leveraging videos can be one of the best ways for you to build trust with your customers.
- YouTube is reaching every corner of the world today, this means you can reach your consumers that you haven’t even discovered yet.
- Conveying your message using a video can actually strengthen your pitch. Not only do customers prefer to watch videos, they also retain 95 percent more information.
- YouTube video marketing can also boost your search engine optimization (SEO) efforts and perform well on Google search engine results pages (SERPs).
- The best thing about YouTube advertising and marketing is that it offers free analytics on each video’s performance.
- Providing backlinks in the description of your YouTube videos makes it easier for people to find you online.
- Your YouTube channel should spin out your brand’s story to the people.
- Keep posting videos consistently on your channel.
- YouTube has a host of tools and features that can help you enhance your YouTube marketing strategy.
- Enhance your YouTube SEO by optimizing title for YouTube voice search.
- Include Influencer marketing as a part of your YouTube marketing strategy too to see your business grow at a godspeed.
- The types of video that you must make for YouTube marketing are, how to videos, explainer videos, training videos, live streams, Q&A videos, interviews, narrative video, sport videos, and gaming videos.