How to Carry out Effective Video Marketing on YouTube
2018 was a big year for the Google owned online video sharing company, YouTube, when it was reported that the social platform was growing at a rate almost twice as fast as Facebook.
With around 1.8 billion users logging in on a monthly basis, this video-sharing community is now the second largest social media site in the world. Not only does it offer some amazing opportunities to reach new audiences but an effective strategy of video marketing on YouTube can also increase social signals on other platforms, improve search rankings and engage your existing customer base.
So, what are the ingredients for effective video marketing on YouTube?
What to Configure on YouTube?
- Set your goals
- Research your audience
- Research your subject
- Create exciting and shareable content
- Cross promote your material
- Include Calls-to-Action
- Measure success
Set Your Goals
Firstly, you need to know what you trying to achieve before you can ever hope to achieve it. Sounds like useless advice along the lines of not teaching grandmothers to suck eggs, right? Well, you’d be surprised at how many people jump into web video creation projects without a clear idea of what it is they want.
Decide up front whether your aims are about increasing traffic to your website, improving your conversion rates or driving brand awareness. Set down your current position and make sure you have a measurable benchmark against which you can compare the success of your video marketing campaign.
Research Your Audience
Before you create any digital content, whether this is a blog, news article or simple message on social media, it is imperative that you understand your audience. Knowing what it is that they want to learn about or what entertains them will inform the kind of video marketing on YouTube that you should be creating.
You can use some tools to help you achieve this and YouTube competitor analysis is included in a lot of the main social media monitoring applications. Social Insider is one but others include:
Vaizle also offers a basic tool for free which can help you compare your own YouTube channel with that of your competition.
Research Your Subject
Once you know what kind of content you are creating and the angle you want to take now is the time to do some keyword research. All videos uploaded to YouTube need to have relevant keywords to help users find the video. Some clever keyword selection can help you maximise on any trending topics whilst accurately describing the video’s content.
Create Exciting And Shareable Content
Now comes the exciting part, creating your video.
The style and format of your video will largely be defined by your brand image and a consistent approach to this is recommended.
However, the five key ingredients to any successful video on YouTube are the same (irrespective of the message), which means that your content should be:
‘How-To’ videos are particularly successful on YouTube and addressing common questions that your customers may have but in a creative way might provide you with highly shareable content.
Don’t forget to make sure that you choose a high-quality image as your thumbnail. All audiences judge a clip by its preview graphic so it should be clear, enticing and relevant to the content.
Cross Promote Your Material
It goes without saying that promoting your video is key to the success and can make the difference between a video that reaches a smaller audience and one that ‘goes viral’.
Yes, anyone who produces a web video strives to achieve the ‘Holy Grail’ of exponential shareability but this can only ever be achieved if you actively cross promote your content on other social media platforms.
You can do this on your own pages but don’t forget the importance of other YouTubers who can do this for you, and sometimes far more effectively. Just like blogger outreach can help your written content perform better, by networking (or collaborating) with influential YouTubers you could help guarantee your content to achieve more mileage.
YouTube allows you to include annotations and cards which are clickable links that can be inserted (or overlaid) into your video. Coupled with the traditional method of finishing off your video with a Call-To-Action and ensuring the notes beneath the video have all of your contact information, you will be able to drive your audience to your website or social media accounts for more information.
Likewise, if you are simply looking to grow your channel then don’t forget to ask people to subscribe to your account. Quite simply, if you don’t ask, you don’t get.
Lastly, it is important that you monitor the performance of your campaign by using analytics. Depending on the goals that you initially set at the beginning of the project, you can measure this success via YouTube’s own analytics or via Google Analytics.
Remember that video marketing on YouTube is not a ‘set-and-forget’ method and the beauty of digital media marketing is that you can tweak as you go. By regular monitoring you can adapt aspects of your video to see what is working well and what isn’t.
Opace & Video Marketing on YouTube
Opace is a forward-thinking digital design agency that offers a range of services designed to help clients achieve the maximum online visibility. As well as web video creation, we also provide a diverse selection of marketing methods including social media management which includes YouTube.