YouTube for Business: Complete Guide to YouTube Marketing in 2022
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If you want to boost your presence on YouTube to new heights in 2022, following this 10-step plan will help you establish a winning marketing strategy for YouTube.
YouTube is popular among everyone. YouTube has over 2 billion monthly active users, making it the most popular website in the world after Google. This accounts for over 75% of all adults in the United States who are age 15 or older who use the website.
One of the many benefits of marketing your business on YouTube is the possibility of reaching a very large audience. But if you don’t have a strategy in place, you won’t achieve anything by yelling from the rooftops about your items.
If you want to be successful, you need a strategy, and that’s exactly what you’ll get in this article: the 10 steps to crush YouTube marketing in 2022.
A YouTube marketing strategy may be created in ten easy steps.
Create a channel on YouTube for your company as the first step.
Step 2: Gain an understanding of your target demographic.
Step 3: Gather information about your rivals.
Step 4: Educate yourself through the media you enjoy the most.
Step 5: Optimize your videos to attract views
Step 6: Upload your videos and set up a timetable for them.
Step 7: Make your channel more appealing to potential followers by optimizing it.
Step 8: Experiment with advertising on YouTube
Step 9: Experiment with Marketing to Influencers
10th Step: Analyze and Make Adjustments
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What is YouTube marketing?
Promoting a brand, product, or service on YouTube is an example of what is referred to as “YouTube marketing.” It might involve a combination of strategies, such as (but not limited to) the following:
Making movies for advertising purposes that are organic
Cooperation with influential people
Promotional activities on the system
It doesn’t matter if you’re an independent business owner or the head of a multi-national corporation: in order to successfully sell your company on YouTube, you need to create content that caters to the needs of your ideal clients. It seems straightforward, doesn’t it? It is, provided that you are aware of what it is that your customers actually want, and not just what you believe they want, which is a pitfall that far too many companies fall into.
In addition to this, you need to make certain that the appropriate individuals discover your movies. Because YouTube is a search engine, you will need to optimize your material for the YouTube algorithm, just like you would do for search engine optimization on Google.
Without further ado, here is your comprehensive, step-by-step checklist for promoting your business on YouTube in a way that is both effective and efficient.
Step 1: Create a YouTube channel for your business
You need to get a YouTube channel up and running first thing in the morning.
In order to sign up for a YouTube channel, you will first need to register a Google account; this is because YouTube is a subsidiary of Google. You have the option of making use of an existing account or creating a new one just for the purpose of operating your business.
The following steps will get you up and running:
Make sure you have an account with Google.
Make use of that in order to create an account on YouTube.
Create a Brand Account and channel on YouTube by logging into your account there.
It is recommended that you use a Brand Account to manage your YouTube channel rather than using your personal Google account to do so, as this is the best practice. For one thing, a Brand Account gives your firm the ability to have various employees manage and keep your YouTube channel up to date.
Another point to consider is that it is not necessary for anyone at work to be aware that your personal email address is firstname.lastname@example.org. (I won’t tell anyone about your secret.)
Most significantly, it gives you the ability to grow your business in the future by adding other YouTube channels to your profile.
You are good to go; the account is yours. The next step is to make it look nicer.
Information regarding “about.”
The “header” image and profile photo are examples of channel art.
Links to various social media platforms and websites.
Your approach for marketing your videos on YouTube will be our focus from here on out.
Step 2: Learn about your audience
Now we get to the challenging part, so buckle up. What are the desires that your audience truly has?
In order to determine this, you will need to provide responses to the following two questions:
Who is it that you are doing these videos for?
What exactly are they looking at on YouTube right now?
To get started, it’s beneficial to have a general understanding of YouTube’s demographics. YouTube has more than 2 billion subscribers, and 72 percent of all internet users in the United States routinely access the platform. YouTube is used by 77% of people between the ages of 15 and 35, and in contrast to other social networks, the percentage of older users doesn’t decrease much with time.
YouTube is not only well-known in the United States. Over one hundred different nationalized variations of YouTube can be accessed in each of the world’s countries.
Invest some time in investigating the YouTube users that members of your target audience are already following. I’m curious about the kinds of videos they view. (We offer a free buyer persona template that you can use to assist you to find out who your target audience is if you haven’t done so already.)
There are a few different approaches to take here:
Check out the Analytics page in your channel’s settings if you already have one established on YouTube.
This will provide you with important information regarding the demographics and interests of your audience. You are able to view the number of individuals who have discovered your films as a result of a search, through the suggested feed that they receive, or from other sources.
Find your audience through social listening and engagement.
What are the most effective strategies for establishing meaningful relationships with other individuals? Naturally, by keeping a safe distance and watching what they do from afar.
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In all seriousness, social listening enables you to do ongoing searches across social channels, such as YouTube, for mentions of your company or particular keywords in conversation.
You can find out what people want to know about you and your industry by monitoring what people are saying about either of these, and you can utilize this information to generate ideas for video content.
Step 3: Research your competition
Finding out what your competitors are doing well on YouTube and then doing that yourself—only better—is the quickest method to expand your presence on that platform.
You might get started by investigating the various rivals’ channels that you are already familiar with. Carry out research on your competitors with regard to the following:
The number of subscribers
Average views per video
The regularity of your postings
Overall video quality
The opinions expressed by readers in the comments
The primary subjects that they write about, and after that, ask yourself:
Which of their videos have received the most views?
How do they put themselves forth to others?
What is the voice of their brand?
How can I make my company stand out from the competition?
What fresh inspiration for content can I gain from watching this channel?
Create a SWOT analysis using all of the notes you have. It always gives me the feeling of being a Secret Service agent whenever I casually remark that I’m going to go do a SWOT to my coworkers at the coffee machine. SWOT is an acronym that stands for strengths, weaknesses, opportunities, and threats.
You may get started right away with our free template for the SWOT analysis.
Initially, your objective is presumably to rapidly increase both the number of your subscribers and the size of your audience. Consequently, jot down the number of subscribers and views that your rivals have. Compare your own improvement against that of theirs on a monthly basis.
In addition, if you’re a competitive person like I am, the drive to surpass their numbers will push you to keep working on growing your channel, even if progress is slow at first.
Step 4: Learn from your favorite channels
In addition to gaining knowledge from your rivals, you should also be gaining knowledge from the YouTube channels that you subscribe to. It is not necessary for these to be channels that are associated with your industry.
Consuming material on YouTube will teach you a lot about what is successful, which is especially useful considering that it is continually evolving.
To give you an example, were you aware that having high-quality audio is more significant than having high-quality video? It’s a fact that having poor audio quality can discourage people from watching your videos or subscribing to your channel.
Making films on YouTube that people would want to watch is a lot of work. When you observe how other people behave, pay attention to details such as the following:
What other content creators are linking to, whether it be posts or products
How other video content makers alter their videos, including the addition of text popups and other additional effects
There are even whole channels that are dedicated to video editing and the development of YouTube. In the Hootsuite dashboard, you can monitor their growth as well as the growth of keywords related to YouTube’s expansion.
Step 5: Optimize your videos to get views
Now that we’ve established that, let’s get more specific about making you famous.
Every single day, YouTube’s 2 billion users collectively watch approximately 1 billion hours’ worth of video content. So how do you get YouTube’s algorithm to show your videos and rise above the noise that’s already there?
If you are familiar with search engine optimization (SEO) and the algorithm that Google uses, YouTube operates in a very similar manner, with one significant difference: personalization.
When you conduct a search using Google, you will receive results from websites that are comparable to those received by other people. I say “roughly” because some of the results differ depending on where you look.
If you and a friend were to search for the same keyword at the same time, using the same Wi-Fi connection, and sitting next to each other in the same room, you would both get the same results.
On YouTube, this is not the case.
When displaying search results, YouTube takes into account the keyword in addition to other factors that are similar to those that Google considers, such as how popular a video already is, keywords in the title, and so on. But YouTube also takes into account the videos you’ve watched in the past and the genres of videos it knows you enjoy watching.
Because of this, the homepages and search results of two different YouTube users will never be exactly the same.
Personalization plays a part, but it is still essential to perform all of those other YouTube SEO things in order to get your videos found in search results.
If you want more people to watch your videos, here are the six things you need to do to optimize them:
Carry out research on keywords.
Before you can begin to optimize your video, you must first determine what it is that you intend to optimize it for. Researching keywords will give you the phrases that people are typing into search engines to find content, allowing you to incorporate those phrases into your own writing. (Stay tuned for further details on this…)
For research on keywords, you can make use of the Google Keyword Planner. You can also search for your topic on YouTube by typing it into the search bar and seeing what comes up. All of these are things that have been looked up to by actual people. This can inspire you to think of fresh keywords to use.
Include your chosen terms in your video.
For each video, you need to focus on one primary keyword and a few others as supporting ones. The following is where you should add them:
The name of the video (main keyword)
The transcript of the video’s description (including the primary keyword and one to two related keywords).
Implement the primary search term within the first three sentences.
The metadata of the video
According to YouTube, this has very little of an impact; however, you should still utilize your keywords as tags. It won’t take more than a moment.
The use of timestamps on YouTube is analogous to dividing your film into chapters. It gives viewers the ability to skip through to the parts of the presentation that most interest them. This raises the likelihood that they will continue to view more of your video.
Take a look at the method that the Hootsuite team employs in order to guide their viewers through longer films by using timestamps.
Create a comprehensive video description
In the description of each video, there should be a separate section consisting of a few phrases that explain what the film is about. You can, however, establish default descriptions to save time while describing the parts of each movie that you want to watch.
In your description, you should make sure to include the following:
Links to your other accounts on other social media platforms.
Links to your company’s products and services that are discussed in the video
A rousing call to duty
Make an interesting thumbnail for the video.
The importance of custom thumbnails cannot be overstated for views. It is the only other thing that users have to go off of except your title when deciding whether or not they want to view your movie.
The criteria for what constitutes a decent thumbnail on YouTube will vary based on who your audience is. At the very least, you should be sure that it is not merely a screenshot taken from your movie. Use a photo or other part of your brand, along with some text, to entice visitors to go through to your channel; this is what Hootsuite does on the Hootsuite Labs channel:
thumbnails from the Hootsuite labs platform
The current requirements call for a 16:9 aspect ratio and a resolution of at least 1280 pixels wide and 720 pixels high.
Attend to people’s remarks.
Do I have it right that YouTube is a social network? So act as if it were true. When you respond to audience comments, it demonstrates that you are not there to promote yourself or your work but rather to establish a community.
The algorithm gives the impression that your video is more popular when there are more comments on it, therefore this gives your video an additional boost.
Step 6: Upload and schedule your videos
You’ve made it this far, and now you’re all set to go.
You are able to instantly submit your completed video to YouTube Studio, where you can then choose to either publish it immediately or schedule it at a later time. Hootsuite enables you to schedule videos in exactly the same manner that it enables you to schedule all of your other social material.
When planning your schedule, here are some things to keep in mind:
How frequently do you plan to make posts? You should commit to a certain timetable, whether it be daily, weekly, bimonthly, or monthly, for example.
Consider the time of day that will appeal to your readership the most. When are they most likely to be viewing the stuff you provide?
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Step 7: Optimize your channel to attract followers
We have covered the topic of optimizing individual videos, but you also need to focus on optimizing your channel as a whole. Be sure that the artwork on your channel and the photo you use for your profile reflect your brand.
In addition to the aesthetic branding options, YouTube also comes equipped with a number of built-in capabilities that make it simpler to acquire additional subscribers.
Create playlists of your videos and arrange them in accordance with their subjects.
Make what amounts to a commercial for your channel in the form of a “channel trailer,” which should describe the content of your channel.
Do you know how whenever you see a video, the creator will always implore viewers to “like and subscribe”? There’s a good reason for that: it’s effective.
In your videos, make sure to:
Make it known that you would appreciate it if people will subscribe to your channel, like, comment, and/or share your video.
Make sure there is a distinct call to action.
Interact with the people who are watching you.
Mention, for instance, how queries asked by viewers inspired the creation of the present video.
You can encourage viewers to stay on your channel for longer by utilizing a personalized end screen that links to some of your other videos.
Include a closed captioning option. Accessibility should be a top priority for all of your material, and captions are included in this. People who are deaf or hard of hearing could be a part of your potential audience.
You can easily outsource something that is easy to do, like uploading your own captions, which will ensure correctness.
YouTube also provides free automated captioning, however, users should be aware that it frequently misspells words.
You may also upload translated versions of your subtitles so that you can better serve a multilingual audience or get more views from viewers in other countries.
Step 8: Try YouTube advertising
Are you not expanding quickly enough? Try out some adverts on YouTube.
The vast majority of advertisements on YouTube take the form of videos; however, banner adverts may also be placed either within videos or on the website itself. You also have the option to make your video advertisements either unskippable after the first 5 seconds or skippable after the first 5 seconds.
Because YouTube is a subsidiary of Google, its advertising is handled through the Google Ads platform. The execution of successful advertisements calls for a distinct strategy, which is detailed in our guide to Google Ads.
Be sure that, in addition to the strategy for the campaign, the following are in place before you test out paid advertisements:
A rock-solid comprehension of who it is that you are speaking to.
You should optimize the visual identity and description of your channel on YouTube.
You should try to upload at least 5–10 films so that new viewers can get a sense of who you are and what you’re about.
Step 9: Try influencer marketing
The number of YouTube influencers, also known as “creators,” is expanding each year. YouTube has claimed that the number of creators making over $10,000 annually has increased by 50% year over year and that the number of creators earning over $100,000 has increased by 40%.
YouTube is a high-performing channel for companies, despite the fact that new social platforms appear on the scene on a regular basis and quickly become the “hot” place to promote, such as TikTok in 2021. YouTube will be used for nearly half of all influencer marketing campaigns that are planned by brands.
There is a good reason why YouTube is considered a classic sponsorship channel: seventy percent of viewers have reported purchasing a product after seeing it mentioned on YouTube.
You can’t just go headfirst into a collaboration with an influencer as you would any other sort of sponsored advertising or marketing campaign; you need to do some groundwork first.
You are familiar with this aspect of the process already. Know your goals and your audience.
Adhere to the guidelines, and not simply those laid out by YouTube. Be sure to disclose any paid or sponsored content in accordance with FTC standards. Make sure that your collaborator who is a creator uses the hashtags #ad or #sponsored at the very least.
Find an influencer whose values are congruent with those of your company and in whom you have faith that they will provide material of the highest possible standard.
After the campaign is over, you should do an analysis to determine what you may have done differently.
The “What’s Inside?” marketing campaign that Nike ran demonstrates what can be accomplished when the creative is given the opportunity to take the lead. This channel, which has gained notoriety for dissecting commonplace objects to reveal their inner workings, collaborated with Nike to produce a series of videos that advertise a new shoe.
The video in which they split the new sneaker in half has had over 7.1 million views as of the time of this writing, making it the most popular in the series.
Step 10: Analyze and adapt
You need to track your YouTube metrics at least once a month, just as you would with any other form of marketing. You can find out what your audience is watching on YouTube, what they like the best, where your traffic is coming from, and more by using the built-in data that YouTube provides.
Tracking the growth of your channels can also be done through analytics. Make a note of your monthly totals for the following:
How long does it take?
Keep an eye on time Impressions.
Your channel’s click-through rate (also known as CTR), will serve as the standard for measuring its performance each month. Not growing? Then it’s time to make some adjustments to your plan for promoting on YouTube.
4 YouTube marketing tools for business
Improve the outcomes of your YouTube marketing with the help of these helpful tools:
Mentionlytics for social listening
You are able to monitor all of your social networks with the help of Mentionlytics, looking for mentions of your company name or particular keywords. You can keep track of both positive and negative comments so that you can quickly respond to either scenario, and the app will also provide you with an overall Sentiment Analysis based on what people are saying about your brand or business.
Hootsuite for everything
You have the ability to plan videos within YouTube Studio; yet, why disrupt your current (work)flow? Hootsuite allows you to plan posts to all of your social media accounts, including videos on YouTube.
The dashboard of Hootsuite is more than just a scheduler; it also gives you the ability to track mentions of your brand and keywords across all of your channels. Hootsuite gives you the ability to perform all of the necessary tasks for social media without leaving the app. This includes the production of posts, advertising, and reports based on analytics; in addition, you can save a significant amount of time by replying to comments straight from your dashboard.
All of the members of your team can get access to the collaboration tools that provide you the ability to efficiently manage social accounts on a large scale in a single location.
Hootsuite is capable of almost anything, but the one thing it can’t do is contact your mother on her birthday. On the other hand, it can be put to use in order to schedule a birthday tweet in advance. Just sayin’.
Channelview Insights for in-depth analytics
Channelview Insights is the tool you use if you want a truly comprehensive analysis of your statistics, even though YouTube already provides its own analytics.
Channelview gives YouTube a feel similar to that of Google Analytics thanks to its well-known layout for measuring a wide variety of statistics, including demographic information, traffic sources, and subscriptions. In order to provide users with the best possible Excel party experience, it is compatible with numerous YouTube channels and has the ability to export reports as PDFs or CSVs.
TubeRanker for keyword research
Simple keyword research can get off to a solid start by using this website, which doesn’t cost anything. You give TubeRanker a term, and it provides you with information about how often people search for that keyword on YouTube, as well as suggestions for additional keywords.