When it comes to social media marketing one of the most important, though often overlooked, aspects of building and growing your business is video marketing. This is because video is the most shareable form of content, with 90% of all content shared online last year being video. With numbers like that, developing and implementing a YouTube marketing strategy is vital to your brand.
Simply having a YouTube channel isn’t enough—you want it to be great, and you want it to generate views that can translate into new customers. The most important factor in getting more views on YouTube is in understanding that YouTube is a search engine. Not only is it a search engine within its own format, but it’s also owned by the largest search engine in the world—Google. That’s why you need to think of YouTube as more of a long-term game.
You need to create searchable content that your target audience is looking for. In other words, you need to be relevant to your target audience.
In this post I’m going to be sharing my 6 strategies to grow your Business on YouTube.
6 Strategies To Grow Your Business On YouTube
1. Content Strategy – SEO Optimize/Keyword Research
YouTube is no different than any other platform, in that having a strong content strategy is crucial. This includes not only coming up with great video ideas, but also being able to optimize your videos for SEO.
You want to be making the kind of content that your target audience is looking for and looking to engage with. When it comes to topics to make videos about focus what your viewers are searching for, and then use keywords that align with those searches. Tools like Google Search Console and Ubbersuggest.io can help you find the best keywords for your videos.
Once you have your keywords you need to integrate them in the most useful ways. Make sure to include your target keyword in an intriguing way that also doesn’t feel too force. One good way to include your primary keyword as well as LSI (related) keywords is in the video description. Provide some background on the video so search engines and viewers can better understand what they’ll get from the content.
Video transcripts can also help in getting in the keywords that will help viewers find you. Transcripts provide a text version of your video so people (and search engines) can read them if they don’t want to or can’t watch and listen to the video.
When working in your SEO and keywords, make sure to focus on search volume as well as search intent.
2. Engaging Video Titles
One of the first impressions viewers are going to get of your video is the title, so they are incredibly important in hooking in the audience.
Questions often work well for video titles, and so do bold statements. Titles that denote a list, if your video includes a list of tips or steps, are also a big hit. Make sure to put out titles that not only catch the viewers’ attention but that also rank well in the SERPs, and if you can, put the keyword at the beginning of the title.
One thing to be very careful about when it comes to titles is to make sure you don’t mislead the viewer. ‘Clickbait’ titles might help you get clicks, but they ultimately break trust with your audience. You want to focus on the long-term success of your YouTube channel and on building brand loyalty, and not just on a quick click.
3. Compelling Graphics
The thumbnail graphic or image is just as important as the title. These two aspects together are essentially the way you’re packaging your video.
You want to be able to give the viewer a feel for what they can expect with your thumbnail. Put in small graphics over the image, or a text graphic with the title of the video in the thumbnail somewhere. In the same vein as titles, you don’t want to mislead your audience with images that are either heavily photoshopped, or that don’t appear at all in the video.
4. Optimize Channel Description
You can also optimize your channel description in the same way you optimize your video descriptions. Introduce the kinds of videos you create, keeping in mind the keywords that will help your target audience find your channel. Explain how the viewer will benefit from the videos that you create, and give them a reason to stick around and subscribe to your channel.
Another way to capture your audience’s attention is to pose insightful questions that you will explore with your videos. For readability sake, it’s also helpful to use bullet points to break up the text of your description.
5. Include Contact Links
As you should be doing with all of your content across all platforms, you want to draw your viewers’ attention to the other avenues they can engage with your brand or with you directly.
Both in the video and channel descriptions, and even as clickable links, you should be encouraging your viewers to email you, visit your website, subscribe to your blog, or buy your online courses or whatever other service or product you are offering.
6. Email Marketing
So now you’ve got your channel set up with great content that is all optimized and looks fantastic, but now you need to figure out how to get views on YouTube. Well, instead of sitting around and hoping people will find your content, you can instead leverage the following you’ve already amassed on other platforms. A great way to cross-promote your YouTube channel and videos is through email marketing.
Include one of your favorite videos in your next email newsletter to direct traffic to your YouTube channel and videos. Explain exactly how your email subscribers will benefit from the video so they’ll click through more reliably.
YouTube marketing is a key element of digital marketing, and all businesses should be putting in the time to expand their audience through YouTube.