Today, YouTube is so much more than funny cat videos and viral dance challenges. The platform is a powerful video marketing channel for small businesses, with 30 million people visiting YouTube every month. Tap into the immense potential of YouTube advertising for your small business and see why you should incorporate the platform into your marketing strategy.
It’s the Second-Largest Search Engine in the World
YouTube is the second-largest search engine today—only behind Google (fun fact: Google owns YouTube). YouTube has over two billion monthly users, with that number increasing every year. That’s a lot of potential for your small business to reach customers.
Reach and Engage With More Customers
Reaching a wider audience is a top goal for any business. When users discover your YouTube videos in Google search results or on the platform itself, they’ve successfully reached the brand awareness stage of your video marketing funnel. If viewers like what they see, they’ll visit your website to learn more about your products and services, driving traffic (and potential leads) to your site.
Boost Conversions With Video Content
YouTube videos aren’t only entertaining and informative—they’re also a powerful conversion tool. 91% of companies report that video content generates more leads, while 89% of surveyed shoppers were convinced to buy a product after watching a video. Since publishing videos on YouTube is free, your potential return on investment (ROI) is significant with a savvy strategy.
As a small business owner, YouTube advertising can drive more growth and sales at a much lower cost than traditional advertising campaigns.
How to Use YouTube to Promote Your Business
Convinced YouTube marketing is right for your small business but not sure where to start? Or maybe you tried it in the past but didn’t see results. Whether you’re just starting or trying to improve your YouTube video business marketing strategy, consider these helpful tips.
1. Optimize Your YouTube Channel
Not only do you want a large audience watching YouTube videos—you also want the right audience watching them. To do this, you’ll need to optimize your videos for relevant keywords in your industry. Jumpstart your keyword research with a free tool, such as AnswerThePublic or Google Keyword Planner. You can also conduct simple keyword research by:
- Pinpointing common keywords in your competitors’ video titles, descriptions, and tags
- Using YouTube’s autocomplete feature in the search bar to find popular keywords relevant to your industry topics
Optimize all current and future video titles, descriptions, and tags with relevant keywords. When you optimize your videos, YouTube’s algorithm better understands the content. This makes it easier for the search engine to rank videos for relevant search terms. Higher rankings mean a better ROI on YouTube advertising for your small business.
Optimized videos also increase engagement rates. Since the video content is relevant to the user’s search intent, they’re more likely to watch the full video, like, or even comment. (Tip: reply to comments—it’s important to engage with your audience!) Like Google, user engagement is a strong signal to YouTube that your content is valuable to viewers. And the more valuable a search engine deems your content, the higher it’ll place it in search results.
2. Post Videos Consistently
Like everything else in your business, you can’t produce YouTube videos without a plan. Create a YouTube content calendar to map out your marketing strategy and posting schedule that meets your business goals. Posting videos consistently helps keep your target audience engaged while attracting new viewers.
Remember that your YouTube posting schedule needs to align with your company’s bandwidth. Set a realistic content schedule, especially if you have a smaller team or you’re operating as a one-person show. The goal is sustainability, not burnout.
3. Share Your Videos on Social Media
Repurpose your YouTube content on other social media platforms to promote your business. Video content outperforms text and images on social media, with videos shared a whopping 1,200% more than text or images. Consistently posting video content on multiple social channels keeps your business relevant to current and potential customers.
If your small business is already advertising on YouTube, further promoting your videos through social media can further increase the reach of your messaging.
4. Run Ads and Measure Performance
On top of creating organic YouTube content, consider running ads to reach even more potential customers. Keep these tips in mind when setting up your YouTube ad campaign:
- You’ll need a Google Ads account to run YouTube ads
- Determine a small daily budget to get started
- Keep your ads at 15 to 30 seconds
- Use audience targeting tools to reach your ideal customers
Track these metrics in your Google Ads account to measure the success of your business video marketing campaign:
- View rate
- Watch time
- Click-through-rate
- Conversions
- Cost-per-view
There’s so much potential to attract new customers and grow your small business when advertising on YouTube. However, creating and producing your own videos may feel intimidating at first. The good news is you don’t have to do it alone.
Partner with video production professionals at 336 Productions to create high-quality marketing videos that align with your small business’s goals. Contact us today for a free quote.
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