YouTube is the second largest search engine in the world – and it is owned by the largest one, Google. If you are wanting to reach your potential customers, it would make sense to be on the largest search engines on the Internet. However, based on a previous blog post I wrote, ONLY 9% OF SMALL BUSINESSES ARE ON YOUTUBE. This is just crazy. Video is really leveling the playing field when it comes to marketing your company. For a small business, video is an inexpensive and relatively quick way to get in front of your target market. It allows you to connect with your audience in ways you never could before. However, it can be overwhelming when you are first starting a video marketing strategy. So here are some tips to keep in mind as you begin your video marketing strategy that will help you get attention.
This seems like a no-brainer, but I am often hit with “what do I talk about?” Your topic should cut right to the heart of what your target market is struggling with. What is the pain point they are having, and how can you solve it? Think about what specific topic they would be typing into Google or YouTube and make a video about THAT. Answer questions. Show demonstrations, introduce yourself at the end and let them know how to find you so that you can help them.
This goes along with the topic. When you are thinking about your customer’s pain points or problems – THAT is what your video should be titled. The title of the video is very important since that is one of the first things the search feature of YouTube will go to. Yes, tags are important, but don’t get to caught up in making your title fancy or shocking. My next tips will take care of that. The title is very important for the AI function of YouTube. It will suggest your videos if someone is watching another video with a similar title or topic. So make sure to keep your title very specific.
This is where you get sassy, shocking, eye catching, or thought provoking. When people are scrolling either on their phone or their desktop looking for videos to watch, YouTube shows them the thumbnail loud and proud. So it is in your best interest to make it eye catching! Don’t panic, you don’t need a graphic design degree to do this. Canva or PicMonkey both have templates you can use where you can add your own picture and change the verbiage. You can get crazy or you can make some that use the same branding and color scheme as your website. The sky is the limit here. For more information on eye-catching thumbnails, check out this article.
As with any other marketing strategy, you have to keep at it. Video is what everyone is watching, so ideally a new one a week should be your minimum. This is also not something you try for a month and see what happens. You have to remain consistent. Stick with it. It takes time to build a following and create relationships on any platform. YouTube is no different. Test and measure along the way to see what works and what doesn’t. You can do this – don’t give up!
Video marketing is NOT “if you build it, they will come.” If you are going to spend all this time and energy on creating great content – why would you not share it EVERYWHERE? Every video you do should be blasted all over your other social media channels. Put it on your website, send it in your email newsletters, edit out clips and make graphics to post with a link to the entire video. One video is a plethora of content to be shared all over the place. Get over being shy and share this magnificent piece of content you have created!
“To not have any kind of video support and/or strategy that lives with and/or complements your existing communications would be a fool’s errand. It’s time to learn to love video.”
I completely agree and cannot stress this quote enough. Using video to market your business is definitely not going away and I am sure we will see a lot more this year in technological advances that will make it even more simple to do. I would love to help you get started on your video marketing strategy.