YouTube is a somewhat dangerous place to hang out, even in the name of marketing. If you’re like me and suffer from “squirrel syndrome,” we just need to focus! (I prefer the term “multi-passionate;” it sounds less bad!)
Marketing on YouTube is a good way to get to those followers who learn better through audio rather than the written word. (Ditto for podcasts…..more on that later).
Start With a Channel
First, create an account for your business in YouTube. Another name for your “account” is your “channel.” If your business name isn’t available, choose an upbeat version in order to stand out from the channel name already in use.
When your channel is new, it’s empty, ready and waiting for you to create and upload videos, so showcase your work and products!
Beware of your inner critic! Most business owners I know have a hard time ignoring that inner voice saying you’re not good enough, or your videos suck. Not true! A “made” video is way better than an unmade one. We’ve all been there! Don’t overthink. Just make it, give it your best shot, and upload it, for gosh sakes! I promise, the more you do it, the easier it will be.
What Should I Upload?
Instructional videos
Behind-the-scenes of your company
Works in progress
Artistic techniques (if art is your product)
You performing (again, if it promotes your business and/or message)
Interviews
Video diaries
Product reviews
Funny videos
“Interesting fact” videos
Trailers for your books or poems if you’re a writer
And vlogs (video blogs) are fun! They’re less formal and more off-the-cuff than the other types. There are no limits!
Make videos that are engaging and have value. Unfortunately, there are a ton of dull and amateurish ones out there. Remember, whatever you produce in the name of your business might be the only or first thing people will see. You want a favorable reaction to keep them coming back for more. You want them to like you and your business! When your videos offer a ton of value for free, people will say If his/her free information is THIS good, what must his/her PAID stuff be like??
Being on YouTube shows your expertise and promotes your reputation as an authority in the field of your business
Producing educational video content gives you a chance to establish the authority of your brand while adding value to the community. Such video content can highlight your products and services without pushing too hard for sales. Also, you can interact with customers via the “comments” section of your videos to answer questions.
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Keep your videos on the short side – two minutes is a good length – to engage your viewers without them having to invest in a lot of time. Too long, and you’ll probably lose them.
Tools
You can make decent videos on your phone, but if you want to really stand out, there are tools. Animoto is one of the video producers out there. You can even add music! Another is Shakr. Goplay is another option. You’ll have to read through these to decide which is best for you. There’s a video editor inside YouTube as well. Windows Movie Maker and iMovies are probably the most popular.
It’s finally time to upload your first video to YouTube! During the process you’ll be asked to name your video, write a description, and add keywords. What search terms would your ideal customer use?
Tracking tools are fantastic if you want to measure success (or the opposite, so you know where improvement is needed). There are some tracking tools like Cyfe. YouTube has its own tracker too – YouTube Analytics.
Remember to promote your videos on all your other social media platforms! Spread the word about your YouTube channel, and provide a link. As with the other platforms, “like” and comment on others’ videos in order to build relationships.
Photo credit: Pixabay
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