Using Youtube to distribute your content must be an important part of your marketing campaign. Youtube video marketing is a vital part of a brand’s success because it is very effective for organically spreading your content. This means more reaching more consumers and maximizing the funds you have for marketing your brand. Because of this, almost half of all marketers around the world have included plans to add Youtube video marketing to their marketing strategies over the next year, according to the State of Inbound Report.
Youtube is a free video-hosting platform and has become the second-largest search engine in the world. Once used only as a hosting platform for amateur videographers, You Tube now has about a third of internet users, viewing videos on a daily basis, and the number keeps growing each day. That counts to over a billion people on the platform for various reasons – from entertainment to educational, and more.
With the facts stated above, marketers have started to use Youtube as one of the main platforms in video marketing. It quickly became a very powerful marketing tool, and as the number of Youtube users grew, the number of businesses marketing and promoting their brands has grown too. Together with the possibility of reaching billions because of the number of users on Youtube, the platform’s huge audience also means more competition. To become successful in distributing your content on Youtube, you need to make sure that you and your team put in massive effort to create high-quality materials to stand out from the sea of businesses who also market on the platform.
Just like video marketing in general, you should have a firm grasp of the functions of the platform and all the aspects around it that would affect your marketing before you begin. We have put together a short list to help you figure out your plans and make an effective Youtube video marketing strategy:
Set your goals
The very first step in everything you do in the world of marketing is to set goals. That does not exclude Youtube video marketing. Your goal should be both your starting and finishing point in this race. You start with that goal in mind, build your strategy, implement your chosen course of actions, and finally, achieve the goal.
When talking about marketing in general, your goals will most likely be aligned to brand awareness, SEO improvement, consumer engagement, and higher lead conversion rates. If you have not yet set a specific goal for your video marketing campaign, you may choose one from the goals we have listed above. These goals, by default, are fail-proof and have always been proven to be helpful in the success of many businesses in different industries.
Try to avoid one of the most common mistakes in video marketing by focusing on one goal at a time. You may set multiple goals for your campaign to achieve, but always keep in mind that it is not ideal to force one video to meet all of your goals. High-quality videos focus on one concept, and that is what makes it easier for your audience to remember your brand and get interested in what else you have to offer.
A tip for caution when setting your goals: always make sure that they are SMART. While it is always good for motivation to dream big, if your goals are not specific, measurable, attainable, realistic, and timely, your whole plan will be useless, no matter how promising it can be.
Understand your audience
After setting your goals, the content creation process begins. When creating your material for Youtube, always make sure you also keep your audience’s interest in mind. Your video may be very informative and have all the facts that will introduce your brand, products, and services to your audience, but they will not spend time on it if it is not entertaining as well. Understand the relevance of your content to your audience’s interest. In this kind of marketing approach, the consumers have control and can easily ignore you.
Consumers engage more and develop more emotional connections with video because of the sounds and visuals compared to reading content. If you make your content fun and informative at the same time, your share rates will skyrocket and will get you the attention you are aiming for.
Find the balance between making your content valuable and entertaining, and you will have your audience engaged in no time. Always show your audience what you can offer and what you can do for them to make them feel important and to keep them interested.
Schedule your content
In marketing, consistency is important. If you are a brand that pops in and out randomly, your audience will have a hard time remembering you. Just like with blogging, the more content you publish, the bigger your audience gets. You need to make sure your consumers know what to expect from you and when they should be expecting it. This behavior drives not only your prospects and leads to your business, but it also pulls in new potential consumers to your bucket.
Most successful content creators on Youtube commit to a publishing schedule and make sure they follow through. They also do not stick just to Youtube for promotions, they utilize other social media platforms to market the content they have published, and those they are about to release to the public to make sure they reach as many people as possible. Keep this information in mind when planning your Youtube video marketing strategy
Figure out when it is best to release your content. Oberlo says ideal posting schedules for every social media platform vary on the audience. For Youtube, most users are on the website at night and on weekends, making the ideal schedule to post during the afternoon. This makes your content already available for your audience by the evening. You can use this tip to find a schedule that is realistic for you and your team to commit to.
Since Youtube is the second largest search engine, keywords are essential to your video’s rankings too. Just like in SEO, keywords in your video title and description contribute highly to how visible your content will be.
Keyword research has now become much easier than it was years ago. You can find a variety of free and paid tools to help you find keywords that will help your content’s visibility and boost your ranking on the platform. Your keywords should be researched before publishing your content to make sure that your consumers will be able to find you on the platform. They need to be relevant to your content and mentioned within the first 15 seconds of your video.
Your marketing strategy can be considered successful by the number of people you reach and how familiar your market becomes with your brand. The fastest way to achieve this goal is by building traffic for your marketing content. It may be your blog posts, advertisements, website promotions or videos, the goal is always to reach as many people as possible.
In today’s social media setting, it has become very easy to cross-promote on different social media platforms. Use other social media websites to build traffic to your videos and your Youtube channel by adding Youtube banners and your other social media profiles and sharing the videos.
The more platforms you share your content on, the easier it will be to reach your target audience. This will help people find your videos no matter how long ago you have uploaded them and how many views they get.
Build your network of influencers and partners
While creating and distributing your content alone is certainly doable, a more efficient way of getting your material out there is by the help of social media influencers and brands with the same niche as partners. Research on the influencers that promote the same values as your brand and other businesses that operate in the same niche. Build a relationship with them to help your brand gain access to their following. This allows you to reach more people and gain more potential customers.
Social media influencers differ from celebrities because of the differing relationship they have with their followers. Both have fans patronizing them and their work, however celebrities do not have relationships as intimate as influencers have with their following. Having a celebrity put out your message will not necessarily be as effective as it would be with an influencer because of this. Followers trust influencers more than celebrities and are more likely to try out something they endorse. Together with your current audience, the massive following that influencers have on social media will multiply the number of people you can reach with your content.
Another advantage of having a close network of partner businesses and influencers for your marketing campaign is faster distribution of your content. A typical partnership with influencers and partner brands often work around promoting each other on social media, publishing each other’s content, and sometimes a few freebies that come in kind. These terms in partnerships will give you more exposure and attention that costs much less than having to hire people to endorse your brand.
Do not forget your branding
Branding is vital in establishing credibility and increasing brand awareness. Make sure to put your logo, website, and social media links whenever you publish your content to ensure that your audience will know that it is coming from you. Having your brand on all of your media will help you stand out from the rest of the businesses that are in the same niche as you and make you a familiar name to your market. Familiarity is good for your brand because it boosts engagement and brand awareness.
If you are distributing high-quality content, your audience will be quick to share them with other people on the internet. When this happens, your market automatically expands and more attention will be brought to your brand. Without branding on your content, people will not remember you as the creator, and your material will not be able to serve its purpose. Own the content you create and drive more traffic to your website, products, and services.