You have a brand and message that you’re distributing through social media. In previous blogs, I’ve discussed how to use Pinterest and Instagram to successfully promote your brand image. Promoting your story or brand image needs to be consistent with other social media platforms when marketing with video on YouTube. In accordance with my previous blog, Using Video for Business Communication, you still need to stay within the scope of business etiquette.
An introduction video that talks about your company, brand, and products or services is a great start for your website. Then you can use it on YouTube. Remember, you want to keep in line with marketing to your audience. You don’t want your video on all your social media platforms. You want to diversify your strategy. Keep in mind you only have a 15 second window to get your audience’s attention with your video.
With companies like Boing moving to social media for brand recognition, now’s the time to make sure your social media marketing includes platforms that you didn’t think to include previously. Boing is utilizing Twitter and YouTube, even though they don’t sell to the general public. Companies like this are moving to marketing through social media to attract strategic alliances and potential new employees.
Another video to include is, “how to” do something. On YouTube, the term “how to” is searched three times more than “music” video. You can build relationships with your audience by sharing your unique expertise. For example, in the videos posted by BBQGuys.com, they use “how to” videos for using and shopping for grills. They also have recipe videos for bbq and grilling.
Target your local market with video marketing. YouTube offers four types of pay-per-performance “True View” ad options to promote your videos. This helps target ads to the regions and audiences that your business needs. Keep your local market in mind when creating your video.
In addition, review your YouTube analytics.You can view data such as: views, audience retention, subscribers, viewer sources, demographics, call-to-action clicks, and mobile access. Knowing what works and doesn’t work will help improve your video marketing. Learn what content is most interesting to your audience. Monitor what sources and sites are driving traffic to your videos, playlists, or channels. Determine what video had a high gain or loss of subscribers and what you did differently. When you identify the successes, you can apply them to future video marketing. Understanding the YouTube platform and what works will help you attract more viewers.