Videos are one of the most powerful marketing tools you have at your disposal right now and YouTube is one of the most effective ways that you can distribute your content to a wide audience. After all, YouTube has more than a billion users (that’s almost 1/3 of all internet users!) and is the second biggest search engine in the world!
Following these simple steps will make it easier for people to find and share your videos, meaning more eyes on your business!
- Avoid being overly promotional
The length of time that people spend watching a video is an important factor in how it ranks on YouTube, so it’s important to focus on publishing engaging content. Overly promotional videos tend not to do particularly well; people don’t go to YouTube to watch adverts, they are usually looking for helpful or entertaining content in answer to their specific search query.
- Customise the thumbnail
The video thumbnail is the first thing that people will see, whether they come across your video on YouTube or anywhere else online, so it’s important to capture people’s attention and encourage them to click through to watch. When you upload your video, YouTube will give you three options to choose from. If you have verified your account then you will be able to upload a custom thumbnail.
- Optimise the title and description of your video
The title of your video should be engaging so that it grabs people’s attention and prompts them to watch. It should also include carefully selected keywords that give YouTube (and other search engines) an idea of what the video is about.
A lot of people include just a few words in the description of their video but remember neither YouTube or Google can actually watch video content and understand what it is about. So consider adding a comprehensive description that explains the key points of the video and includes relevant keywords.
- Use the video description to attract subscribers
It’s great if people come across your video but the key to building your audience on YouTube and leveraging this to help you build your business is in converting viewers into subscribers. As well as encouraging people to subscribe to your YouTube channel, you can cross-promote your website, email list and other social media profiles in the description of your videos.
I recommend creating a ‘boiler plate’ for your video descriptions i.e. text that you copy and paste to the bottom of every YouTube video you publish. This could include a link to subscribe to your channel and links to where else people can find you online.
- Share your video far and wide
Marketing your business on social media doesn’t end when you hit publish. The more views a video has, the higher it will rank so it’s up to you to get the ball rolling. Share your YouTube videos on your other social media accounts, include them in your newsletter and embed them on your website. The only exception to this is Facebook, where it is better (at the moment) to upload your video directly to Facebook as you are likely to receive a greater reach.
These tips will help to give your YouTube channel a boost, whether you’re just starting out or you’ve been using YouTube to market your business for some time!