Research Your Audience
Don't rush to start drafting your YouTube marketing strategy just yet. Before you do, you need to gather research. It's important that you first understand who your audience is and what their needs may be.
The more you know about your target audience, the more likely you'll create content they care about. You'll have an easier time appealing to their interests. With audience research, you can create compelling content with specific buyers in mind.
In fact, over 80% of consumers want brands to treat them like a real person, not a number. Another 74% get frustrated when content has nothing to do with their interests. Over 50% will switch brands if a company doesn't personalize communications.
Nearly 70% would even pay more if brands do a good job providing personally relevant content.
First, picture your ideal customer. If you're targeting a broad audience, segment them into small buyer personas. You can segment groups based on:
- Buying behaviors
- Household income
- Pain points
Do you already have a YouTube channel? Great! Check out your analytics. Analytics is a great way to tell what your viewers love. It's important to use them so that you can make sure the content you're releasing is engaging and effective.
For example, you might find your customers prefer tutorials over company culture videos. You can use your analytics to look at:
- Average view times
- View counts
- Video interaction rates
- Revenues generated
Videos with a high average view time tend to get higher ranked by YouTube. Also, this will show you the type of video your audience is most interested in.
Take a look at the demographics data in your analytics tab, too. This will help you understand the types of people who are watching your videos and identify the age, gender, and location of your audience.
Once you’ve determined which niche and demographic the YouTube channel will cover, conduct keyword research to determine what people are searching for.
Create and Optimize Your Channel
Take the time to create and optimize your YouTube channel. If your channel isn't optimized, you might struggle to attract views. Optimization does not only include keywords, links, and Search Engine Optimization but also an applying design.
Fill out your entire YouTube profile, including:
- A biography/company description that's rich with relevant keywords
- An eye-catching banner and profile image
- Your company's contact information (name, location, etc.)
- Links to other social media accounts
- A link to your company website
Consider organizing the content you've already posted into playlists. Playlists make it easier for consumers to find related content. They can put the videos on autoplay which is a setting on YouTube videos, that automatically plays the next video in sequence once your current video has finished. This may encourage them to watch more content and stay on your YouTube channel.
If you’re optimizing for lead generation, it's important to include a link where users can sign up for your email list or offer an incentive if they do so (e.g., exclusive content).
Optimizing your YouTube channel will help you look professional and credible. This is not only a good way to increase the number of people who subscribe to your channel but also to increase your customers and income!
Check Out the Competition
As part of your YouTube marketing strategy, it's important to research your competitors. What tactics are they using to reach customers? Where do they fail versus exceed?
Knowing your competition can help you make decisions about the type of content to create, how often it should be posted, and how long videos should be.
For example, if their voice is too similar to yours or they're posting inappropriate material (e.g., cursing), then this might not work well for your business goals.
Researching your competitors can help you complete a SWOT analysis. You can find strengths and weaknesses in their strategy. Then, you can find opportunities and potential threats to your strategy.
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.
- What are your strengths and what are the strengths of your competitor?
- Which weaknesses can you find?
- Opportunities for growth in the market and strategies you could use to capture them?
- Possible threats from competitors or changes in the industry, regulatory environment, etc.?
Once you've researched your competition, make a list of what they're doing right and try to copy good things and improve bad things. Build on their weaknesses and find out what their viewers don't like.
Look at the length of their videos. Consider the video formats and descriptions they use, too. Don't copy but rather use your research to find out how they're doing it and set your lowest quality standard to the highest quality standard of your toughest competitor.
Consider Your Video Format
People watch over a billion hours of YouTube videos each day. Adults spend about 41.9 minutes on YouTube daily, too. Over 40% of watch time occurs on mobile devices.
As you explore different YouTube marketing ideas, consider the format you want to use.
For example, you can create:
- Product reviews
- Company culture
Experiment with different formats to determine what your audience prefers and engages the most with. The YouTube algorithm prefers video with a lot of engagement and positive like to dislike ratios.
Create Wow-Worthy Video Content
Start creating content! Use your keyword research to determine what kind of topics to cover. Then, set a camera up using a tripod and start rolling.
Some people may be better just doing it freestyle, some people with riding scripts. This can also depend on the type of video you are planning to produce.
You can use basic video editing software to clean up your videos. Add titles, animations, and transitions, too.
Try to keep your videos under five minutes for the beginning. You don't want users to lose interest. As your audience gets bigger and you are more experienced with creating videos you should start to increase the video length to 10 minutes.
Try to keep informative content entertaining or engaging and funny content professional.
Choose Your Keywords
Adding keywords to your video descriptions and titles can help your content appear for relevant searches. Make sure the keywords you use are relevant to your content.
You can learn how to add keywords here.
Some ways of finding relevant keywords are:
- Enter your topic into Google and look at the suggestions
- Look at the YouTube search bar for related videos, channels, and playlists.
- Look at what keywords your competitors are using.
From there you can learn what people want to learn about and which questions they are asking on YouTube.
Consider the following things when choosing keywords:
- Search volume and competition for those words
- Keyword difficulty score
- Length of word/phrase
Add a CTA
A strong call-to-action (CTA) can compel consumers to subscribe, like, share or even buy your product.
Consider what action you want consumers to complete. For example, do you want them to contact you? You can encourage viewers to:
- Share your video
- Subscribe to your channel
- Rate your video
- Follow you on other social media accounts
Use a link in your video and description to boost conversions and make it easy for them to take the desired action.
Make sure your CTA is placed in a prominent location in your video, where viewers will see it before sharing or subscribing.
Encourage User Engagement with Comments and Shares. Do not just tell your audience to interact with your content but offer them value for doing so.
Consider what type of engagement you want to see. This will depend on your goals for the video and the audience it is targeting. If you want many comments then ask your viewer a question and encourage them to share their opinion.
Commit to a Schedule
One of the best ways to grow your YouTube channel is through consistency. You want viewers to anticipate and look forward to new videos from you on a regular basis.
You can make it easy for your viewers to remember when the next video is coming by adding it to your channel banner. You can also add an annotation that pops up on the bottom of every video reminding them about your upcoming videos and what they should do after watching them.
If you can't commit to posting every day, then post at least once or twice per week. Keep in mind to post on the same days and at the same time. YouTube has an inbuilt tool for scheduling videos with makes this very easy.
You should also make sure that all of your uploads are consistent with the type of content you create. Not just in length, but also in the topics covered.
Create Playlists with Different Topics or Themes
A video playlist is a collection of videos that are all about the same topic. If you want to provide more content, consider creating different playlists with different themes or topics.
These playlists can help you to transfers a one-time viewer to someone who saw many videos of you. This will also give a viewer the chance to start liking your content.
Do not include any videos that are more than 15 minutes long, because viewers might lose interest if they don't find your content engaging.
A playlist can include a video series, for example of tutorials about the same topic or just a list of your best performing videos.
Create Better YouTube Thumbnails
A video thumbnail is a picture that appears on YouTube and Google search results.
The goal of a good YouTube thumbnail is to compel viewers to click play by making it stand out from other videos or images in the SERP, so they can have a better viewing experience.
You want your image to tell people what type of content you're offering.
It should also have a sense of urgency, like if you want them to subscribe or leave a comment. You can do this by showing the viewer something that will happen soon or promising some content they won't find anywhere else.
Make sure your thumbnail is compelling and stands out from other thumbnails on YouTube search results pages.
Branding your Thumbnail will increase your recognition value. Try to stay consistent with the style of your Thumbnails.
Build Relationships with other YouTuber Channels in Your Niche
You can try to contact YouTube influencers in your niche and ask them for a collaboration. You want to offer something that will benefit both of you, like promoting each other's videos or mentioning their channel on yours.
Send the owner an email with details about why you think it would be interesting if they work together and what benefits this might have. Let them also know that you watched their content and which videos you liked.
This is a great way to grow your channel and network and profit from other, maybe way bigger, fanbases and audiences.
Start Sharing Your YouTube Channel
Don't forget to promote your video content! Share your videos on your company blog or other social media accounts. You can use email automation to send updates to your subscribers, too.
Some places where you can share your videos are:
- on your company blog
- in newsletters that you send to your subscribers
- other social media networks
- related Facebook groups
- related subreddits
YouTubes offer an option to share your content under your video. You should at least share your new post on all of these platforms. Social Signals can play a big role in the algorithms.
When you upload a video to YouTube, you have the option to add it as an embedded player or iframe-player in the HTML code of your website.
Embedding your videos on websites that google already likes will give you an initial ranking boost which can result in a viral video.
Interact with other YouTube Videos
Watch YouTube videos that are similar to yours and leave a comment on the video. This will help create connections with other people in your niche, so you can grow as well.
You might also want to share their content or subscribe to them so they know you exist.
Search for similar videos that already have a lot of engagement and interact with people that have already commented on these types of videos. This will increase your brand awareness.
You can do this by answering questions or just by liking and commenting on other people's comments.
You can also participate in YouTube chats where you're invited to talk about a topic that is related to your channel. This will give you the opportunity of being part of an already established community.
Automation can save you valuable time and effort. You can engage with potential customers and subscribers without pulling attention away from existing customers. Automation works whether your doors are open or closed for the night.
You can grow your business using fast, reliable automation tools.
For example, you can:
- Like your own videos to get the ball rolling
- Like other YouTube videos to draw the attention of other content creators
- Comment automatically on videos to engage with subscribers and potential customers
- Subscribe to other YouTube channels (who might subscribe back)
You can learn more about YouTube automation and how to get started here.
It's important to keep in mind that YouTube is an excellent platform with tons of potential. It doesn't matter if you're a small business or company, it's worth the effort and investment! Even if your videos don't go viral right away, they have the power to grow into something really powerful over time.
A good social media marketing strategy can define the success or failure of a business. This is also the case with YouTube marketing.
A healthy combination of video content, channels, and networks will make your business thrive on this platform!