Why YouTube for Marketing?
The benefit of incorporating YouTube into the marketing strategy or even creating one around it is three-fold.
Incredible Growth as a Platform- First, ever since its inception 15 years ago, YouTube has been growing exponentially. This significant growth of YouTube is an indicator of its power and influence over its users which will ultimately result in being a plus point for the brands.
Video Content is more effective- Second, video content makes a stronger case for brands’ products and services as it converts better for the viewer, which ultimately helps in improving the brand presence. Video content also allows the marketers to be flexible and creative with their marketing strategies. The fact that YouTube is available in 76 languages, makes it highly extensive and accessible, making it easy for the viewers to consume from different regions of the world.
Great for educating audience- Third, YouTube can be utilized for educating the viewers about the brand’s products and services, as well as for YouTube influencer marketing to attract huge consumers towards the brand or to simply create brand awareness.
According to Google, by 2025, 50% of the viewers under the age of 32 will not subscribe to pay TV service and YouTube as well as video content marketing will gain even more relevance and ultimately YouTube marketing strategy will gain a new meaning and be central to brands. With growing importance of YouTube many brands are turning to YouTube channel growth consultation to gain maximum benefit from it.
How to create a YouTube brand account?
To set up a YouTube channel for business, YouTube allows brands to maintain a YouTube brand account which can be accessed and managed by multiple people from their own Google accounts. A YouTube brand account is specifically for the brands to utilize YouTube for business.
A Brand Account can be created by signing in to YouTube, heading over to My Channel, clicking on Use a business or other name, entering the Brand Account Name, and finally clicking on Create Channel.
Branding on YouTube
Building an online reputation for the brand is crucial for improving the brand presence leveraging the power of YouTube for marketing & business. The business YouTube channel acts as an advocate for the brand, hence, it demands similar attention when it comes to branding. YouTube allows brands to position themselves in the best way possible and leave a lasting impression upon the potential leads.
After creating a YouTube brand account, the following pointers will help brands to position themselves in the intended manner to target their buyer persona:
- Channel Icon: Channel icon is the signature image that appears everywhere on YouTube and represents the brand. Brand logo should be used as channel icon to make the branding channel recognizable and it should be consistent with the rest of the social media profiles of the brand.
- Channel Art: Channel Art acts like a banner for the channel homepage. It should represent the brand mantra and a Call to Action to subscribe to the channel.
- Channel Description in the About Section: The About Section is an opportunity for brands to share with their target audience what the brand is about and what to expect from the channel. YouTube allows brands to share links to other social media profiles and the link of the website of the brand.
- Channel Trailer: The channel trailer appears on the channel home page. It should be about 60 seconds long and should depict the brand story while addressing the target audience by creating an emotional impact up on them.
These four elements contribute towards creating an essence of professionalism for the brand and adds value for the potential consumer.
The following steps will help brands to take their YouTube Marketing on the next level:
- Share positive customers stories: Happy customers are the biggest advocates of a brand. Sharing positive customer reviews adds real value for consumers and influences potential leads to convert into sales. It helps brands to connect better with consumers as positive reviews act like testaments for the brand’s product / services. Sharing stories of satisfied customers helps building a positive brand image and product credibility.
- Create product demonstrations and tutorials: Viewers always prefer to watch an instructional video than reading an instructional manual, hence, product demonstration videos is a great way to shed light on the benefits of product. Tutorial videos explain the viewers the working and specifications of the product which creates trust for consumers as the product is put through physical test. Product demonstration videos allow marketers to rebrand their products / services, position their product and promote their YouTube channel. Tutorial videos should aim to clear all possible doubts that may come into the consumers mind.
- Leverage User Generated Content: User generated content, also known as user created content, is any form of texts, images, reviews, blogs generated by the users on social media platforms such as Facebook, Twitter, Tumblr, Instagram, as well as YouTube. User generated content helps the brands to understand the positive and negative sentiments of consumers towards a brand’s products / services. By employing the user generated content, brands show consumers that they are valuable, thereby, placing power in their hands. Hence, user generated content is crucial for branding on YouTube.
- Optimize videos for YouTube Search Engine: When brands utilize YouTube for marketing, it is also essential for their product demonstration / tutorials / customer review videos to rank well in the search engine result pages. To achieve better ranking for more viewership, brands should optimize their videos using powerful keywords. Brands can find powerful and relevant keywords using tools like Google AdWords Keyword Planner and Google Trends or outsource YouTube SEO service. Optimizing videos using keywords ultimately contributes to organic YouTube promotion.
More and more brands are incorporating the use of YouTube for business and increasing subscribers, by creating YouTube brand account, leading to marketers always on the lookout for the best practices to benefit from the power of YouTube.
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