Today, brands have an opportunity to improve their customer engagement strategies by tapping into the full power of YouTube and YouTube marketing. If you haven’t been paying close attention to YouTube, you’ll be surprised at how much it has evolved into a critical component of many leading brands’ marketing and advertising strategies.
YouTube is the second-largest search engine on earth, after the leviathan that is Google. In fact, more and more people are going straight to a video search to find a variety of information ranging from products to “how-to” learning to seminars.
This new approach for consumer information discovery represents a seismic shift in the way businesses and marketers now need to approach reaching and engaging customers and prospective buyers. And video content is at the heart of it all.
Savvy digital marketers recognize the critical need for content to be easily discovered in search engines, or risk losing customers to their competition. Many marketers may not realize search engine algorithms also index, rank and serve viewers with video content. In fact, video content offers a potent formula for improving organic search rankings. Here’s a quote from a recent Pixability study: ‘Video content has been measured as 53X more likely to achieve organic, first-page ranking than traditional web pages.’
As a result, all the major brands now have a YouTube footprint, and it’s equally important for any business. Simply having a YouTube presence isn’t enough, however. One gaping issue jumps out:
‘Over 50% of the videos produced by the Top 100 Global Brands have less than 1,000 views.’
Marketers need a smart and strategic approach to gain maximum value from their video content.
The power of video marketing
Many brand marketers fail to reach their target audiences because they’re focusing more on video production than video marketing. Of course the former is crucial, as the likes of Tubifi have proved, but by ignoring the latter, marketers are missing out on valuable opportunities to improve customer engagement, lead generation, and conversion.
Savvy B2B and B2C marketers recognize the unique value video offers to communicate with existing customers and prospective buyers. YouTube channels provide brands with a great way to organize video content by target audience, product and service offerings.
Everyone instinctively knows that video is ideal for delivering news, entertainment, education, training, explainer product videos and post-sale support. It’s the combination of images, words and music that make video the richest and most potent form of communication. Video engages audiences in ways that text-based content cannot.
If you don’t have a YouTube channel, it’s equivalent to not having a Facebook or LinkedIn Company page. You’re missing out on the opportunity to engage prospective buyers across all touchpoints to build your brand authority and sales pipeline.
So what can a B2B or B2C brand marketer do to improve targeting, reaching and engaging prospective buyers on YouTube?
Get started with YouTube Marketing
As part of your content marketing strategy you’ll want to include a video strategy as a central element of your visual story telling. You need to create a video content strategy that is consistent with your overall brand marketing positioning, however, to maximize its power.
6 Initial Steps
- Identify your company’s business goals and objectives.
- Create your marketing plan and ensure it supports the business goals.
- Define your content marketing strategy, including a video strategy, to focus on delivering quality brand-aligned content that is designed to provide value to existing customers and prospective buyers.
- Know your target audience and the digital channels they spend time on
- Ensure your video content strategy aligns closely with your marketing plans
- Plan to engage buyers along their path-to-purchase by delivering the right message to the right buyer in the right channel.
You cannot underestimate the importance of delivering a consistent flow of content, including video content, to engage prospective buyers along their path-to-purchase.
Remember that a YouTube channel represents your company’s brand and image. By consistently posting fresh, original video content to your YouTube channel, you’re providing an incentive for viewers to frequently visit your YouTube channel. But it’s equally critical to optimize user discovery of your video.
OK, video is great, but isn’t it very expensive?
Thanks to advances in technology, there are new approaches that make on-line video content affordable and easy-to-use, such as Tubifi’s online video production platform. These advances help reduce your cost whether you have in-house talent, wish to engage producers and other video professionals to make videos for you, or need to supplement your in-house talent with additional skills.
How to optimize your SEO
Video is a powerful way to motivate prospective buyers to discover your content. But remember that SEO is critical to enable prospective buyers to, you know, actually find your videos. It’s important to avoid the mistake of assuming that the same SEO rules used for text content apply to video: in fact, new rules apply.
Video SEO calls for attention to relevant keywords in your video title, metadata, tagging and description to ensure prospective buyers are able to easily find your video using search engines including YouTube.
There are more avenues than ever that can help you to build a coherent and widespread message that will drive consumers to your site, build brand authority, and increase leads to build your business.
As part of an integrated, multi-channel marketing plan you’ll want to promote your video content on the social web including, YouTube, Facebook, LinkedIn, Twitter, to deliver your brand message.
‘Tighter video integration between YouTube and a brand’s website results in a higher return on video investment and encourages stronger performance within Google SEO rankings.’
Today, brands have an opportunity to improve their customer engagement strategies by correctly using YouTube. Traditional marketing approaches are no longer as effective as they use to be, however, by the modern marketer is increasingly able to reach a targeted audience by ensuring that YouTube is a strong component of their marketing and advertising strategies.
Learn how Tubifi can revolutionize your video content strategy. Contact us for a free demonstration today.