YouTube marketing doesn’t just help with SEO rankings, it’s good for keeping your branding consistent and what’s more, the results are easy to measure.
YouTube Marketing for SEO
If you search for “vertical conveyor lift”, the first organic result – ranking higher than Wikipedia – is a video which has 16,627 views:
Videos like this don’t need a huge budget to make and they can be relatively simple. The main thing is that they need to be useful and informative. Remember that such videos aren’t intended to go viral, they exist purely to inform your customers. So, the first step is to think of what your customers might like to see. Would they like product demonstrations, product servicing or customer reviews? Or perhaps they’d like to know how to use your products. Answering these questions can demonstrate your knowledge to customers, so they see you as a trusted adviser.
Short of ideas? Find out which blog posts or FAQs work best on your website and on your competitors’ websites too. You can also go to Google Analytics > Behaviour > Site Search > Search Terms to find out what people commonly search for on your site.
There are various reasons why businesses use You Tube for marketing . These include using it to:
- Show product demonstrations and testimonials
- Create a community around your services/sector
- Demonstrate expertise
- Show the brand’s personality
- Leverage events
- Solve problems for customers
You can also create videos aimed specifically at getting good search rankings. By focusing on the needs of your customers, and identifying what they are searching for, you can create video content and optimise it to help your business reach prospective customers.
Whatever you choose to make videos about, make sure that they reflect your brand. Is your business tone of voice serious and formal? Is it meant to convey expertise? If it is, “joke” videos won’t work for your business. Conversely, if your brand tone of voice is light and conversational on your website and in social media, creating stuffy or overly corporate videos may disillusion or bore your audience. So, think about the tone that your business has set for itself (or what you would like it to be) and make sure you create your videos accordingly.
How to Optimise Your YouTube Videos?
• Using title tags on your web pages tells search engines what that specific page is about. Similarly, videos can be optimised with a title that contains relevant keywords. Keep your titles to around 70 characters, so they are not truncated by search engines.
• The video description describes your video to viewers as well as search engines. You can write a very long description if you wish but make sure the first 100-150 characters are appealing to potential viewers and are keyword rich for the benefit of search engines. The first sentence of your description appears as a snippet in the search engine results page and YouTube search results.
• Make sure your video thumbnail provides the viewer with a good idea of what the video is about.
• For your video tags, use the keyword used in your title and use terms or phrases that describe the video/product. You could also use general industry keywords – as long as they are related to the video. You can even use Google Trends to find out if there are any related terms that are trending more than others at the time.
• You can include calls to action in your videos with annotations. These could be a link to a product page, or a useful article on your blog.
• Search engines cannot view videos but they can read text. It’s therefore best to add a transcript, so that they can understand what your video is about and potentially rank you. A transcript is also extremely useful for viewers and can be a secondary source of content for your business.
Want to see these tips in use? Check out this case study on optimising your videos for YouTube.
YouTube Marketing is Measurable with YouTube Analytics
YouTube Analytics allows you to get insights into your video’s performance and user engagement. You can gain access to your YouTube metrics here:
Like with all digital marketing strategies, make sure that you begin by determining your goals, so you can decide what you need to measure. Consider what do you want to achieve from your YouTube channel. Do you want more customers, followers, or links? Or, are you using videos for customer retention, or to increase your visibility in search engines? Your goal should be established prior to creating the videos and should inform every decision you make about various aspects like content, tone and outreach.
Depending on your goals, the key metrics to measure include:
• Audience retention – If people are closing your videos after only viewing 15 seconds, you need to consider how to make the video more interesting to viewers. If people are leaving the video halfway through, this may indicate that you have focused on a specific topic for too long. These metrics will help you understand what to do in future videos.
• Traffic sources – Find out where people are discovering your videos. This can then inform your strategy in terms of where to promote your videos and what channels are better for ROI, for example .
• Measuring engagement – Are people liking, sharing or commenting on your videos? These metrics will show you if they are interested and keen to pass on the knowledge to others.
• Subscriber rates – This metric helps you see what videos are working best for you. You can find out which videos are making viewers subscribe to your channel and which ones aren’t.
How to Brand a B2B YouTube Channel?
Like all social profiles used for B2B marketing, your YouTube channel homepage should match the brand identity on your website. A great example of this is Maersk’s YouTube Channel:
To achieve this, take the time to:
• Include your company logo as your channel icon.
• Create a channel banner that is themed around your brand, products, or company personality. If you have a graphic design agency or in-house team, get them to design it. If not, there are free tools out there that can provide you with good YouTube specific templates, such as Canva.
• On the bottom right hand side of your banner, you have the option of adding links to your website or social media pages. Make sure you use these.
• Create a short channel trailer that describes the type of content that you provide for customers. Remember, this is people’s first taste of what your YouTube channel is about so make sure you get it right. Just as Maersk have done, include a prompt to subscribe to your channel at the end of the video, to get customers to further engage with you. YouTube’s examples of great trailers typically last from 0:20 seconds to 1:25, so remember to keep it short and snappy and be clear about what people can expect from your channel.
• For your channel description, write a concise summary of the services that your company provides and the aim of your YouTube channel videos. Do they explain how your products are made, what they do, or what customers have said about them?
• Remember to group your videos into playlists, depending on their aim. You can have one playlist for videos describing your products, one for customer reviews, one for videos showing how your products are made, one for company presentations, and so on.
Your YouTube B2B Marketing Checklist
• Create relevant and useful videos for your customers.
• Optimise them according to the tips provided above.
• Use YouTube Analytics to measure viewer engagement with your videos and determine what is working and what is not, which will help you when creating further videos.
• Make sure your YouTube Channel is consistent with your brand using the tips provided above.