Whether you’re just starting a small business or are looking for ways to grow your customer base efficiently, the same question is on everyone’s mind, “how do I reach new customers with a limited marketing budget?”
One option is to create a YouTube channel. This platform can be an extremely effective way to gain exposure and market your products or services, regardless of how big your marketing budget is. So, if you haven’t started a channel yet, you should start planning one today.
For those on the fence, let’s get into the details of how video marketing through YouTube can benefit you and your business.
Video is More Engaging than Text
Cisco forecasts that no less than 82% of internet traffic will be video by 2022. So, if a picture is worth a thousand words, then a video must be worth a million. Audio-visual media is far better at grabbing your viewers’ attention and keeping it for the duration of the piece. Evidence supports the idea that people retain information best when experiencing different forms of input (e.g., visuals, audio, readable captions), so it’s no surprise that video is a great asset for your content marketing strategy.
And this doesn’t even account for all the versatility available to you through the video format to make content that resonates specifically with your target audience. The tone of your pieces can be fun, modern, familial, professional, sleek – you can represent your brand well and engage with your audience in a way that suits them.
Everyone is Using YouTube
Okay, maybe not every person on the planet, but YouTube has long been one of the most visited sites on the internet. If you care about reaching people, you should care about YouTube. We’ll let the site’s official numbers speak for themselves:
- There are over two billion active monthly users on the platform
- It has 122 million active daily users
- One billion hours of content are watched on YouTube every day
In short, there’s a high chance your target audience is using YouTube – so go find them!
Your Customers Want to Get to Know You
Trust is a key attribute when developing your brand, and video content is peerless when building this relationship. Long-form content allows you to reach out to your potential customers and offer them an in-depth introduction to your company values and personality. It’s a good idea to add some introductory videos to your channel that communicate your mission, identity, ideas, story, and goals.
This kind of video lets your audience get to know the people and vision behind the product or service you’re putting out there, what you care about, and why they should care about you.
Diverse Content Formats for Diverse Needs
There’s nothing wrong with taking inspiration from the formats that audiences on YouTube expect from a business channel, and there are a lot of different video concepts to play around with that are all unified by the same medium.
All of the following content ideas engage your audience with different aspects of your brand and product, driving home a complete picture of exactly who you are and what you offer:
- Customer testimonials
- Interviews with employees
- Behind-the-scenes vlogs from the workplace
- Product videos
- Explanations and how-to’s related to your product or service
- Podcasts with visual enhancement, covering topics related to your field
- Presentations or lecture-style content
You Can Repurpose Your Content Through a New Medium
Researching, planning, and writing up high-quality content for your website takes time, but you can break up this continuous work by recycling some of it in other formats. A YouTube channel enables you to present content you’ve already made in new ways without having to invest huge amounts of time and resources constantly creating new material.
Covering the same or similar ideas through varied mediums that engage your audience in different ways makes your message easier to understand. It also keeps your viewers who already enjoy your content coming back for more, making it an effective marketing strategy.
YouTube is Your Best Option for Google’s SEO
First off, since the 2007 launch of Google Universal Search, most of us have been using an engine that evaluates content of all kinds in response to users’ general search queries. The results page presents a broad range of offerings, including video, image, text, and news articles – all of which have the potential to rank well. However, if you Google ‘how to’ (enter your own word here), you’ll see that the search engine highly values well-crafted videos. Look a little closer, and you’ll notice that the vast majority of these videos are coming from YouTube specifically.
Is that Google self-promoting? It’s possible, but it’s important to remember that Google uses domain authority as a signal for ranking results – and with YouTube’s billions of backlinks and an incomprehensibly vast collection of content, it’s not going to be outranked any time soon. Your videos are far more likely to show up on the Google search engine results page if you’re hosting them on YouTube than on any other video platform.
Building Those Backlinks
Business channels are not only improving their SEO by using YouTube to put out quality content with relevant keywords. A video channel also has the potential to boost your backlinks if you link your on-site text pieces with your related YouTube videos and vice versa. External pages linking to your website have been shown to drastically improve your organic search rankings, and creating your own through a YouTube channel allows you to start building up your backlink stockpile. At the same time, embedding your videos on your website signals to YouTube that your videos have higher engagement, leading to higher chances of ranking on the streaming platform’s search engine.
In short, starting up a YouTube channel and creating a library of quality, relevant, well-linked videos and playlists to compliment your main website is a great idea for businesses of all ages. When done well, this strategy can work wonders to get your information viewed in the ever-expanding universe of digital content.