Call us 7am - Midnight 0207 855 2055My.Tsohostshopping_basket0 Item(s): £0.00
menuMenu

keyboard_backspaceBack to the Blog

How to get started with YouTube marketing in 4 steps

How to get started with YouTube marketing in 4 steps

Posted 05th August, 2019 by Sarah

YouTube has more than a billion users worldwide - that’s almost a third of all Internet users. Every month, these users consume billions of hours’ worth of video content - of everything from cat videos to clips on how to massage a possum.

For small businesses, YouTube marketing is a way to get their brand into the eye line of countless potential new customers. Use the platform correctly, and it can be a golden goose as far as marketing is concerned.

In this post, we’ll discuss the promotional power of YouTube in more detail. Then we’ll explain how to get started on the platform.

Why YouTube is a powerful marketing platform

In a nutshell, YouTube marketing involves creating compelling video content as part of your brand account and backing that content up with paid for ads. Get the balance right and you can achieve the following:

Access mobile users: with 70 per cent of YouTube viewers watching videos through their mobiles, the platform is a great way to reach audiences who use the internet on the go.

Improve your SEO: advertising on YouTube can help with your search engine optimisation efforts . Google often displays relevant YouTube videos at the top of its results pages. Therefore, creating video content could be the ticket to boosting your exposure on the wider internet.

Reach global audiences:YouTube is used in 91 countries worldwide - that’s just less than half the countries in the world.

Stay competitive: In 2018, a report by HubSpot suggested that nearly half of marketers planned on adding YouTube to their strategies in 2019. If your competitors are on the platform and you’re not, they have the advantage.

Bag conversions using ads: Research has shown that even brief exposure to TrueView advertising on YouTube increases the likelihood that a viewer will subscribe to a brand channel, watch more by that brand, or share the brand’s video by ten fold.

How to get started with YouTube marketing in four steps

Now that we’ve looked at the benefits of YouTube video content, it’s time to explore how you can actually get started.

Step 1: create your YouTube brand channel

Before you can go any further, you’ll need to set up an account for your business. YouTube enables you to create a brand channel that can be accessed by multiple members (unlike a ‘personal channel’). This makes it easier for your team to collaborate on your video marketing strategy.

To get started, you’ll need to have a Google account and be logged in to it. You can then head over to YouTube, or quickly access it via the Google Apps icon:

You Tube 1

Then, click on your Google Account icon at the top of the page and select Settings from the menu:

You Tube 2

Within settings, there’s a further Account section. Click on this and you should see a link to Create a new channel. Note that you will need to have a personal YouTube channel on the Google Account you’re using, before you can add a brand account. If you don’t, clicking on this link will create one for you:

You Tube 3

Then you can immediately return to the settings and select Create a new channel again to add your brand account.

Enter your brand name on the following screen:

You Tube 4

This is all you have to do to create your channel. You can start adding content yourself right away:

You Tube 5

Alternatively, you can bring your team onboard by navigating from your brand channel page to Settings > Account > Add or remove managers:

You Tube 6

Click on the blue Manage Permissions button on the next screen. Then, select the + icon and type in your team members’ email addresses:

You Tube 7

Don’t forget to assign each of them a role. This will determine which tasks they’re able to carry out on your account. Then you can invite them, which will provide them with access once they accept the invitation.

Step 2: establish the type of content you’ll create

Next, you’ll need to decide how you want to use your new channel. Using the platform regularly will produce better, and faster, results than solely paying for ads, as creating your own content can help users get to know your business better. They may then be more likely to convert.

Regardless of your channel’s focus, using video content means there’s no limit to what you can produce. There are numerous video styles for you to adopt – but here are two of the most useful for businesses:

  • How-tos and tutorials: this kind of content enables you to explain complex processes in a user-friendly way.
  • Behind-the-scenes features. Vlog-style content will enable audience members to meet your staff, your other happy customers, and understand the way you operate. The Sprout Social YouTube channel is a perfect example of this in action.

After deciding on the context of your channel, you can begin to create content for it. For best results, you’ll want to set up a schedule for how often you’ll upload, and make sure you respond promptly to any comments you receive.

You can read more about the dos and don'ts of effective video production in our blogs A beginner’s guide to video marketing and 4 ways to create a viral video campaign.

Step 3: decide how you want to market your business beyond mere content creation

It’s now time to decide how you’re going to market your content. Outside of the platform you can share your videos on your other social media accounts, send them out as part of your email marketing strategy, and embed them in your website or your blog.

Within YouTube, meanwhile, your main options are to use paid ads, which are displayed to viewers at the start, middle or ends of the videos they choose to watch, or to work with an influencer, or both.

There are numerous kinds of ads available, although for the purposes of this post we’ll focus on TrueView ads. This is the most popular variety, as you’ll only pay when your ads are actually watched. In other words, you won’t be wasting any money on unseen content.

To use this kind of ad, you’ll first need to set up a Google Ads account. You can then decide on your budget, and select the type of video content you’d like to share. You’ll also be able to choose the kinds of users you want to target with your campaign.

One the other hand, if you decide that working with an influencer is the route you’d like to take, you can begin your search by using Influence.co. There, you’ll be able to find and contact popular YouTubers who are relevant to your chosen industry.

Step 4: optimise your video content for search engines

The final step is to optimise your video content for higher visibility within search engines like Google. As mentioned at the start of this post, these sites will often display YouTube videos at the top of their results pages, meaning that you’ll have an additional opportunity to get noticed.

Video SEO is fairly similar to website SEO – your content needs to be shareable, and make use of targeted keywords throughout each description and title. Of course, your chosen keywords need to be related to your content – but they should also be of interest to YouTube users in general.

A good place to start is by using the YouTube auto-suggestions tool. Type your keyword into the YouTube search bar, and take note of the suggested phrases that follow. This will give you a good idea of the kinds of queries your audience is likely to make, both on Google and YouTube itself:

You Tube 8

Finally, it’s also important to choose the thumbnail for each video carefully. This is the main image viewers will see when they're scrolling through a list of results. YouTube does offer auto-generated thumbnails, although custom ones are much more effective.

Categories: Marketing, Small Businesses

You may also like:

6 left-field ways to make yourself more productive
How to think like a yogi for better business
Brand intimacy for SMEs
The secrets to having a happy team
We hate to mention the Ch word, but….
5 places to find blogging inspiration