A Business Owner’s Guide to YouTube Marketing

A Business Owner's Guide to YouTube Marketing - YouTube marketing

“A Business Owner’s Guide to YouTube Marketing” written by Mike Marko.

YouTube marketing is beginning to take up a large role in every business owner’s marketing strategy.

This comes as no surprise, of course. YouTube has been a cultural staple for more than a decade now.

It makes sense that business owners now use YouTube marketing to boost their businesses.

But although YouTube marketing has become very popular, some still need help with it. They expend time and effort in doing it only to see flimsy results and barely any exposure.

If you’re one of those struggling with Youtube marketing, you don’t have to worry. I was in a similar situation before too.

I didn’t immediately understand how to manage a YouTube marketing strategy. YouTube marketing is dependent on video content… and that was a stretch from my usual written content.

However, I gradually learned more about YouTube marketing. I’ve done my fair share of testing and research on it now, and familiarized myself with YouTube’s platform and algorithm.

I’ll admit that I wish I didn’t have to take so much time learning how to properly do YouTube marketing. So, I know a fellow online business owner like you wouldn’t want to waste a lot of time either.

That’s why I’ll help you with it today. In this article, I’ll share with you everything I know about YouTube marketing for business so you can start doing it like an expert.

Using YouTube to Market Your Business

YouTube marketing is a great way to get more exposure for your business and market its products. But as I said earlier, a lot of people still struggle with it.

That’s because they don’t yet know how to use the platform’s features to their advantage. They don’t know how to use its analytics, its social aspects, and more.

They’re also often unsure of how to put their message in video format. Creating effective video content is a skill in itself — one that needs to be learned, for most people.

Those are things we’ll address in this comprehensive guide to YouTube marketing.

However, before I talk more about YouTube marketing, we should make sure that we’re on the same page.

So, what is “YouTube”, first of all?

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Understanding YouTube

YouTube was founded back in 2005. It’s a social networking platform for video sharing.

Now you might be wondering why a platform dedicated to sharing videos was significant back in 2005.

Well, back then, videos were too large to send through emails or post on other social networking sites. It made video sharing a bit of a challenge.

Hence, YouTube was designed to be a solution for the online-video-sharing problem.

YouTube was first intended to be a platform where people can share their original videos. Eventually, it also became an archive for different songs, clips, and even jokes.

Now, it’s the platform where you can expect to find any and every video that you can think of.

With that said, sharing videos has become easier. That’s because a YouTube video can be shared by simply sharing video URLs.

Because of this, YouTube has become one of the most popular video sites on the Internet.

YouTube has become incredibly versatile—its uses can range from simple sharing to business advertising. It’s no wonder YouTube marketing is now one of the best ways to market your business!

Benefits that Come with YouTube Marketing - Youtube marketing

Benefits That Come with YouTube Marketing

Now that we’ve gone over what YouTube is as a platform, let’s talk about why YouTube marketing is hitting it big.

There are many benefits to video marketing or more specifically, YouTube marketing.

Consider the fact that YouTube videos are the starting point for many online trends and viral topics, for instance.

This means that businesses doing their own YouTube marketing can start trends of their own.

At the same time, YouTube marketing can even boost the careers of individuals. For example, some of today’s most famous artists began their music careers on YouTube.

So YouTube offers a lot to brands, whether they’re full-on companies or individuals. Here are a few more benefits of YouTube marketing for business.

1) Videos Capture Attention Easily

YouTube is the second most visited site on the Internet. This spells a lot of exposure for businesses who can effectively manage their YouTube marketing strategy.

But you might be asking how videos can do a better job at creating exposure for businesses. Why shouldn’t you just rely on text and images?

Well, to put it simply, a portion of the brain can be considered naturally lazy. That means our brains aren’t always inclined to pay attention to every text and image that we scroll through.

However, our brains actually process videos 60,000 times faster than text. This means that if you want a message to get through to an audience fast, a video is a good bet.

Now, as someone who wants to practice YouTube marketing, this is exactly what you need. This is because the combination of message, movements, and sounds of a video can easily grab a user’s attention.

With an attention-grabbing format, you can relay the content that you want to produce easily with YouTube marketing!

You Can Grow a Global Audience - global audience

2) You Can Grow a Global Audience on YouTube

One thing that helped YouTube become famous is its accessibility. That’s because YouTube is a platform that can be accessed globally.

It can also be accessed through smartphones. This can further support the exposure YouTube marketing videos get because even viewers who are on the go can still binge-watch videos.

This means that business-driven videos for YouTube marketing can reach a global audience. So if you’re aiming to get word out about your brand, YouTube marketing can help.

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3) You Can Easily Generate Traffic on YouTube

YouTube has determined that billions of YouTube users watch a billion hours of videos per day. This means that it’s possible for your video to reach over a million viewers on the platform.

On that note, YouTube marketing videos can even reach more people compared to television and cable stations.

This is because it’s estimated that 6 out of 10 people prefer watching online videos to watching TV.

Take note too that uploading Youtube marketing videos is free. So, you can potentially reach a bigger audience compared to TV stations without spending money!

That’s because I’m not one among those who’ll suggest that you pay for views on YouTube. It’s not a smart practice because it only gets you views without engagement.

There are many ways to increase YouTube video views without paying for them. You’ll learn about those later.

4) YouTube Lets You Do Viral Marketing Experimentation

Viral content is content that has gained massive popularity on the Web. Going viral is one of the best things that can happen to any marketer’s content.

YouTube is one of the best places to post content you want to become viral. It has global reach and a massive number of users constantly watching videos.

Even YouTube’s algorithm helps. Once it detects that your content is gaining views and popularity, the platform itself can help you land on its trending page.

It won’t be easy for YouTube marketing videos to go viral, though. This is because a LOT of videos get uploaded on YouTube daily, so there’s a lot of competition on the site.

Luckily, YouTube has features that can help YouTube marketing videos go viral. And this is excluding YouTube’s trending page!

You can easily share your YouTube marketing videos by embedding them in other content like blog posts, for example.

You can also integrate current trends into your YouTube marketing videos in order to catch more attention. For more tips on this, check out my post on viral video marketing.

Easily Generate High Traffic - generate high traffic

5) Videos Rank High on Search Engines

YouTube videos are often ranked high on Google search pages. That’s another reason why YouTube marketing videos can easily boost a brand’s visibility.

A study has even estimated that videos will represent 80% of all Internet traffic by the year 2021. This is because people often prefer video search results nowadays.

And because of the growing interest in videos, Google often offers video results on the first page of search engines’ results.

This means that if you produce your content well, search results will most likely show your YouTube marketing videos at the top of the search engine results pages or SERPs!

Hence, your videos can drive a lot of traffic to your channel and your website and brand itself. So think of YouTube marketing as all-around exposure!

By treating your YouTube channel like a blog, you can easily help your videos rank higher on search engines. Again, we’ll talk more about how to handle your content later in this blog.

6) Cross Social Media Marketing Is Easy with YouTube

Finally, you should remember that videos are very popular even outside YouTube. It has even been estimated that eight billion videos are watched by Facebook users daily.

With that said, social networking users also share videos on different platforms. This is because social videos are more often shared than text and images.

Fortunately, YouTube marketing videos can be shared easily across different platforms. This means that you can raise your brand exposure by putting YouTube content on other platforms.

The popularity gained from these shares can also help your YouTube marketing videos rank even higher.

This is because YouTube’s algorithm takes it into account if your YouTube marketing videos are often shared. This means that they’re interesting enough to boost on the platform.

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Starting Your YouTube Business Marketing Journey

Now that you know what you can get out of YouTube marketing if you do it well, let’s talk about how to do it. More specifically, let’s talk about running a YouTube marketing channel.

Creating and managing a YouTube marketing channel takes time and effort. There’s no getting around that.

It’s also a good idea to keep in mind that the quality of your content will have a lot to do with your success. You need to produce good YouTube marketing videos to get good results.

Just posting a few YouTube marketing videos won’t cut it, either. You can’t maintain a stable brand presence with just a couple of videos released half a decade ago!

That’s why your channel is important in YouTube marketing. It’s where you release a steady stream of updated and relevant video content for your business.

I’ll show you how to run and populate a YouTube marketing channel with content. Let’s start with how to make one.

Create and Customize Your YouTube Channel

It all begins with making a YouTube account.

You can actually choose to create a new Google account or use an existing personal account for your YouTube marketing channel.

However, it’s ideal to use a new account dedicated to your business YouTube marketing.

While making your new Google account, you won’t have to worry about using your business name off the bat. This is because YouTube will give you a chance to use a business name for your channel later on.

You can do so once you’ve made a YouTube Brand Account. To do this, simply visit the “My Channel” page.

There, click on “Use a business or other name” when you’re prompted to enter your name to “Create Channel”.

You will then be able to enter a Brand Account name and create your channel. Don’t worry—this can be changed again at any time.

Now, you might be wondering why you should take the extra few steps to turn your YouTube marketing channel into a Brand account.

Why shouldn’t you just start using your YouTube marketing channel as it is?

Well, a Brand Account actually helps users manage editing permissions and make a better online presence. Those extra perks can go a long way for a business-centered YouTube marketing channel.

Create Eye-Catching Thumbnails - Youtube thumbnails

Choose a Channel Icon and Banner

After you’ve created your actual YouTube marketing channel, you’ll need to set up “a face” for it.

Now before anyone can view the videos on your channel, the first thing they’ll see is your icon and banner.

So, you should make sure that both your icon and banner represent your brand clearly. And be careful not to use any premade icons or banners from a stock image site.

Doing that will make your YouTube marketing channel lose brand personality and image.

Ideally, you should use your brand logo as your icon. Doing so immediately customizes your YouTube marketing channel for your brand.

On the other hand, your banner can be whatever you like, as long as it still represents your business well. You can even use a photo that showcases promos or items that you want to advertise.

To make sure that you get the most out of your YouTube images, you should keep these dimensions in mind:

  • Channel Icon: can support up to 800×800 pixels and display it as 98×98 pixels.
  • Channel Banner: 2560×1440 pixels (whereas 1546×423 pixels is the safe area for mobile and Web to avoid cropping).

With these dimensions, you can upload high-resolution images. That way, all the images on your YouTube marketing channel will look professional and easy to distinguish.

 

Fill in Your Channel Description

Next up on your YouTube marketing channel customization is your “About” page. You can think of this page as an introduction that users can read in order to know more about your business.

Your “About” page can also result in long-term leads. This is because this page can also lead them to your other social media pages or website.

You should also remember that this is where you can make an impression on your subscribers. If you don’t make your “About” page interesting enough, they might not be interested to view your content at all.

However, your “About” page doesn’t have to be too long. A welcome message and mission statement can be enough.

You can even add call-to-action (CTA) links and your email so your subscribers can contact you in different ways.

Doing this makes it easier for your subscribers to find your contact details while still staying on your YouTube marketing channel.

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Identify Your Audience

After you’ve properly established your YouTube marketing channel, you should focus on who will be viewing it and its content.

So, at this point, you should determine whom you want to direct your YouTube marketing to.

If you’re having trouble with directing your YouTube marketing, you should use your business buyer persona as a guide.

This can help you create content that is specifically tailored for your target audience.

Eventually, you can also check your YouTube analytics. This can show you insights on your channel and your current audience—like what kind of content gets watched more often and where most of your audience comes from.

Based on these analytics, you can further develop your YouTube marketing strategy. You can make it more effective with your subscribers and audience.

Make Sure to Catch the Viewer’s Attention

The video format of the content on YouTube already ensures that you can capture a user’s attention.

However, the best YouTube marketing videos excel because they keep a viewer on a YouTube marketing channel, i.e. get him to watch the rest of the channel’s videos.

Therefore, you should make sure that both your channel and content are eye-catching. You can do this by avoiding generic designs and content so you can stand out from the rest.

If you need advice on how to produce effective videos, check out my posts on creating marketing videos and video marketing tips.

You can also go over my guide to video marketing strategy.

Preferably, you should establish a signature for your YouTube marketing. This makes your content recognizable and helps boost your brand’s authority.

You can even visit your competitors or similar business channels to draw inspiration. You can even take a look at some of the best YouTube promotion campaigns by other brands for ideas.

By doing this, you can figure out what else you can do to stand out in the YouTube marketing business.

Make Sure to Catch the Viewer's Attention - Youtube marketing

Have a Channel Trailer

Now, a good eye-catcher for your YouTube marketing channel is a channel trailer.

A channel trailer is the first video that your viewers will see upon visiting your channel. You can think of this as a supplement to your “About” page.

With that said, you should take this opportunity to create a video that encourages viewers to watch your videos.

You can also use this YouTube marketing channel trailer to invite them to subscribe to your channel.

You can use this video to tell or show viewers what your channel and business is all about. For example, you can introduce your brand in a unique way and show them what kind of content they can look forward to.

This video will also play automatically when someone visits your channel. Hence, you should make sure that you can capture a viewer’s interest immediately with it.

Otherwise, they’ll scroll past it or leave your channel.

YouTube Videos Capture Attention Easily - Youtube videos

Use Creative Titles

Now, at this point, you should already know that your YouTube marketing content is extremely important.

However, even if your content is great, viewers might not watch it if it doesn’t come with good titles.

So, you should aim to grab the attention of viewers with titles to draw them to your video. As part of your YouTube marketing strategy, consider adding a dash of clickbait to your titles.

However, you shouldn’t exaggerate your video titles. Your viewers might watch your video and realize that your title is too far from its actual content if you do that.

This can cause them to close the video immediately and refuse to come back to your channel.

So, you should also make sure your titles still focus on the video’s topic. Be interesting, yes — but don’t be deceptive.

Luckily, YouTube titles can be 100 characters long. However, you should only keep your titles around 50-55 characters long.

This is because that is right around where titles get cut off on desktops.

You should also remember to use Search Engine Optimization (or SEO, which I’ll talk more about later) keywords in your title.

Create Eye-Catching Thumbnails

Aside from your title, viewers immediately notice the thumbnails of your YouTube marketing content.

Sometimes, they even use the thumbnail to determine whether the video is worth watching or not.

You have an option to choose a freeze-frame from the video to use as a thumbnail. However, doing this doesn’t make your video look interesting.

So, you should experiment with editing a photo to use as a thumbnail for your videos. You can include key points of interest in your thumbnail—like icons of the product you could be endorsing in your YouTube marketing video.

You can even use arrows to drive the viewer’s attention. A red arrow pointing at a certain image can be enough to grab a user’s attention.

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Upload Highly Viewable YouTube Videos

Now, let’s talk about your actual YouTube marketing content.

You should keep in mind that there’s no surefire way to go viral on YouTube. There’s also no strict manual on how you should make your videos for YouTube marketing.

However, what you need to follow is how your business works.

This means that you should create videos that can clearly represent your brand. It’s your brand’s YouTube marketing channel, after all.

At the same time, you should focus on making sure that your YouTube marketing videos are actually watchable enough for a user to finish.

Create High-Quality Videos

It’s true that you can upload anything you want on YouTube. I’ve seen countless videos that were shot with just a phone camera.

However, you’re creating content for YouTube marketing. Therefore, your content needs to be high-quality and professionally made.

With that said, you should invest in good video recording equipment. This helps to avoid creating videos that can be an eyesore or earsore to watch and listen to.

This also makes your videos look more professional. In turn, your videos will be watched and treated with more respect—not disregarded and forgotten.

Plan Out Your Video

Now, before you actually hit “record”, you should make sure you think your content through. Trust me, I’ve recorded a video before without planning it out first and it turned out to be unusable.

My first tip to planning your YouTube marketing video is to write a script. Having a script can go a long way!

Creating a script can actually help you settle your thoughts so you won’t forget anything. Doing so can also help you stay on track while recording.

It’s also a good idea to consider including yourself in your videos—like being in the center of your videos and talking. Doing so establishes a connection between you and your audience.

You should also consider having a “pattern interrupt” during your videos. It can be a non-stagnant background or even a noise that pops out every now and then.

Having these interruptions helps to draw your audience into the video. These interruptions can also help mix the video up so it isn’t a bore to watch.

Have a Good Intro and Outro

Another good tip to remember is to establish a good intro and outro. It also helps a lot if you keep both your intro and outro uniform among all your YouTube marketing videos.

Remember, the first few seconds of your video are crucial to getting your viewers to keep watching your video. So, think of your intro as a hook to invite viewers to finish your video.

A boring scene can definitely discourage viewers from watching more of the video. Trust me—no one wants to watch a video that doesn’t have anything special to it.

So, you should use elements that can be interesting to your target audience. For example, if you’re a clothing brand, you should consider showing a model who showcases your clothes right away.

On the other hand, your outro is also important. This is where you can invite viewers to subscribe to your channel, visit your other links, or watch your other videos.

In other words, it’s usually where you put your call to action.

Setting up links is easy because of end screen elements that can last up to 20 seconds. However, your outro should still be interesting in order to avoid your viewers clicking out prematurely.

Have a Good Intro and Outro - video intro and outro

Follow an Upload Schedule

Finally, you should also consider having a stable upload schedule for your YouTube marketing. This means that you should put your videos in rotation by scheduling your uploads.

Youtube is almost as popular as television. With that said, you should produce consistent content just like a TV station.

Having a consistent flow of YouTube marketing video uploads mimics regular TV programming.

And just like regular TV programs, regularly uploaded content can establish a routine for your viewers.

Now, you can pull this off by sticking with an upload schedule. Commit to your schedule so you won’t risk breaking your viewers’ trust.

Having a consistent upload schedule also prevents your channel from going stale. You see, a stagnant YouTube marketing channel isn’t going to grow on the platform easily, if at all.

A consistent upload schedule will also help encourage users to subscribe to your channel. This is because of the promise of receiving regular content and regularly learning from you and your business.

Tricks to Boost Your YouTube Marketing Strategy

Now that you’ve learned the basics that every YouTuber should know, you should also have a few business tricks.

These tips are actually the tips I wish I knew about before trying out YouTube marketing.

You aren’t running a personal channel, so you need to exert a bit more effort in managing your business channel.

You also made a YouTube marketing channel with the goal of boosting your business, so you need to focus on that.

Having business tricks included in your YouTube marketing strategy also helps you stand out from the rest.

You see, playing your cards right might not be enough—sometimes, you need a few extra tricks and cards up your sleeve.

Practice SEO

As I’ve mentioned before, SEO is crucial to your YouTube marketing channel’s success. SEO marketing, in general, is crucial to the success of your business on any platform.

As a refresher, SEO or Search Engine Optimization helps content rank high on Search Engine Result Pages or SERPs.

Now, ranking high on SERPs is definitely something you should always aim for. With millions of videos uploaded to YouTube, you need every bit of help you can get to stand out.

I’ve already said that Google ranks videos high on search results. So, you should use SEO to make sure that you rank high on both YouTube and Google search results.

Now, your target audience will search for keywords. So, you should integrate those keywords into your YouTube marketing content as much as you can.

You can put them in your video titles and descriptions, or your channel’s “About” page. That way, Google will know that your YouTube marketing channel can offer a solution to a user’s search query.

Tools like Keywords Everywhere can help you determine what keywords you should be using if you’re struggling to find the right ones. These keywords will also help you create content if you ever get stumped.

(On the topic of tools, there are a lot of utilities that can make your YouTube marketing easier. For some suggestions, check out my Youtube marketing automation tools post.)

Rank High on Search Engines - seo ranking

Partner Up with YouTube Influencers

Now, another good practice to start doing is partnering up with YouTube marketing influencers. Studies show that 60% of YouTube subscribers trust their favorite YouTube influencers and their opinions.

With that in mind, partnering up with influencers can actually help you gather more subscribers. This is because if an influencer advertises or shows your brand to their audience, they’ll be more likely to check your brand out.

For example, people who follow beauty gurus who use your brand will most likely be interested in your products as well.

Having a partnership like this also establishes credibility while boosting your brand presence. Think of these partnerships as testimonials that vouch for your brand.

For example, if a fitness influencer uses your equipment, their subscribers can see how it helps the influencer. In turn, they can see how well your product works.

However, you should remember to let the influencer talk about your brand. Having them read out a script or template completely removes your credibility.

Organize Your Playlists

Next, here’s a practice that not a lot of business owners—or YouTube channels, in general—do. Believe it or not, YouTube playlists can be very helpful to YouTube marketing.

Having an organized playlist actually helps viewers find similar videos that are compiled together. Having a playlist also encourages viewers to stay on your channel longer.

A playlist will also encourage viewers to watch more of your videos continuously. This is because a playlist automatically plays the next video in the list once the first finishes.

This increases your views and watch time.

You can even add a playlist that showcases videos made by your partners. You can ask them to do the same to establish a mutually beneficial setup.

Organize Your Playlists - Organize playlist

Translate Your Videos

Finally, here’s a trick that may sound complicated at first—translating your video’s captions.

And no, you don’t necessarily need to have a linguist in order to pull this one off for your YouTube marketing.

You see, as established before, YouTube is a global platform. So, translated captions can be considered a necessity in YouTube marketing

It can help you gain international followers if you translate your videos and add captions. This is because international followers can be reassured that you provide captions that can help them understand your videos better.

Now, if you’re struggling with translating your captions, you can crowdsource free translations from your subscribers.

So, make sure that Community Contributions under Translations & Transcriptions are turned on for all of your videos.

However, you should always check community-contributed translations. These crowdsourced translations won’t always be accurate, but it’s still a baby step to gathering a global audience.

Translate Your Videos - video translate

Final Thoughts on Business YouTube Marketing

YouTube marketing can be the next big step that your business needs to grow and gain more sales and followers.

This is especially true because YouTube, as a platform, continues to grow and gain more users (or potential customers) every day!

YouTube marketing can even ensure multiple benefits for your brand. With a global video sharing platform, you can market your brand internationally and gain subscribers who wait for your regularly uploaded content!

However, a business doesn’t grow within a day. So, you need to make sure that your YouTube marketing channel and content are all tailored to boost your channel and business.

In order to do that, you need to do these things:

  • Create a YouTube business channel that showcases your brand.
  • Know your target audience and tailor your content for them.
  • Catch your audience’s attention as much as possible.
  • Create high-quality YouTube marketing videos.
  • Regularly upload content for your subscribers.

Upon mastering these basic YouTube marketing practices, you should also know a few tips and tricks to help you along the way. You’ll never know when you’ll need an extra boost!

So, while you manage your YouTube marketing strategy, you should make time to do these as well:

  • Practice Search Engine Optimization.
  • Make collaboration videos with YouTube influencers in your field.
  • Create a playlist for your videos.
  • Translate the captions for your videos.

If you remember these simple steps, you’ll be sailing smoothly in no time with your YouTube marketing strategy!

However, if you still need more tips on handling your YouTube marketing strategy, you should feel free to leave a comment on this post. I’ll get back to you as soon as I’m able!

By the way, you should take a look at our “Results in Advance” program.

We start with a 30-60 minute free consultation where we together create a strategy that will grow your business¦ effectively. Its actually a strategy session where you’ll walk away with actionable steps you can take to increase your business revenue. By the end, you can either take what we discussed and run with it yourself or we can agree to work together to crush your results!

If you want to learn about how to qualify for our “Results in Advance” program, please feel free to reach out to us by clicking the button below.

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Suggested Articles:
1. Easy Ways to Increase YouTube Video Views
2. 9 Answers for How to Get Subscribers on YouTube
3. The Best Youtube Marketing Automation Tools for Your Business

A Business Owner's Guide to YouTube Marketing - Mike Marko

Author: Mike Marko
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Article: A Business Owner’s Guide to YouTube Marketing

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