If you are a new business and have not prioritized Youtube as a marketing tool, you are seriously missing out. While Youtube marketing can be an expensive investment for newbies, it pays off big time in the long run. And if video marketing is the niche you have decided on, there is no channel better than Youtube.
All this being said, it can be daunting to start marketing on the platform-with the millions of hours of content on the platform, will your new channel even matter. Read ahead for a detailed guide on YouTube marketing in 2022.
To get started, you first need to create a channel on the platform. Since YouTube is part of Google, you will need to create a Google account first to sign up for a YouTube channel. Creating a brand channel allows multiple people to access and run your account, which is practical if you are a new business with many people involved in content creation. Also, it makes your account look more professional.
Now that we have this basic step out of the way, it is time to personalize your account. Start with the basics:
- Fill up your “About” information. Try to make this area engaging but, above all, complete. Here is where you can add links to your other social media channels like Instagram, business website, founder names, etc.
- Next, add a professional channel art which includes the header image and profile picture.
Before launching your channel, you need to investigate the audience for your brand or niche thoroughly. Check out the competition and ratings. Ask yourself two basic questions: Who is my primary audience? What does my primary audience like to watch on YouTube?
One important point to remember when researching is to focus on the local market. Say you are a business selling sustainable skincare products, identify brands selling similar products in your region (country, area-North, South, etc.) on YouTube and the kind of videos they are producing.
Identify keywords you would like to rank for relevant to your brand and think your target audience will be searching for and analyze the content already being produced under those keywords on YouTube. Create a comprehensive buyer persona that identifies your audience’s demographic, pain points, and spending potential. And then get into the tiny details.
If you have an existing YouTube channel, use the analytics tab to check out the kind of demographic that’s clicking on your videos and their interests. This will help you fine-tune your marketing strategy and create more effective content. Focus on the following when conducting competitor research:
- Titles, Description, and Keywords being used on Competitor Channels.
- Subscriber Count to identify your own short-term and long-term goals.
- Views per video.
- Upload Schedule.
- Kind of Videos Being Created.
Once you have identified these key points, you can distinguish your channel from the established players on the platform.
Keep in mind that you can store all your videos on Youtube, and then embed them on your site, including explainer videos, online tutorials and more..
When your goal is to grow your subscribers fast, getting lost in the big picture plans is easy. But the fact is, to stand out from the competition, you need to narrow down your focus and invest in the details. For example, make sure the content you create is high quality, visuals, and audio. Having incoherent audio is an instant way to turn off your audience that you finally attracted through keyword search.
Not only do you risk your audience visiting a competitor channel to get the same answers, but worse deciding not to visit your channel again. Use a video editor to add fun effects and music. But that is not all. You should also invest in quality thumbnails, video equipment, and audio quality. First impressions are everything-so that make yours professional and authoritative. Add relevant keywords, links, and fun edits to make your videos more digestible and memorable.
It is all well and good to have quality content. But that will only get you so far. Your videos need to be optimized for search efficiency to take your marketing to the next level. While YouTube works similarly to Google in that searching for keywords will get you the same results as another person, the algorithm also customizes results based on your watch history and overall actions on the platform.
What this means is you have the option of hyper customization on Youtube. First, conduct keyword research to identify the keywords you need to rank for. Use a keyword planner like Google Keyword Planner or type phrases on the Youtube search bar to find what comes up.
Next, divide the keywords into Primary Keywords and Secondary Keywords. Add keywords in the video title, video description, and finally, the video’s tags.
As a company interested in marketing, your job is to make things easy for your viewers. Your audience can search a relevant video through clearly identified playlists, including a well-defined call to action (CTA) and having a clear uploading schedule in place that your audience can count on. This helps with optimization, as the more you post, the better your videos rank. You can choose an upload time based on your audience’s most active time, upload schedules of other channels, and analytics results.
And finally, optimization also includes interaction. Make sure you interact with your audience on the platform once you have uploaded a video. This is especially important as a brand owner if your viewership has questions they’d like answered or links to buy a product etc.
If you are struggling to get organic traffic, do not worry-it does take a while. But in the meantime, what can help is investing in YouTube advertising and influencer marketing. You can start by placing banner ads in videos or on the website-you can customize to make the ads skippable or unskippable.
You should get inspired by other brands on YouTube who routinely use influencers to promote their channel and grow their subscriber base. You can either use an influencer to promote your brand on their channel or do a video on your channel. An influencer that your audience trusts are a godsend for new businesses trying to make a mark in the overcrowded marketing space.
Last but not least, analyze the results of your brand partnerships and paid campaigns frequently. This is true initially and when you are on the cusp of blowing up. Track your analytics at least monthly and look out for important trackers like subscribers, views, view duration, kinds of popular videos, and finally, click-through rate (CTR).