Let’s face facts: Most B2B companies have the worst YouTube channels.
You’ll find boring updates on new product features, 40-minute product demos, and uninteresting customer case studies if you happen to be unlucky.
Also, it was a complete snoozefest.
YouTube will continue to be an educational platform that is entertaining and informative. YouTube is a place where people go to find out new things, ask questions, and explore their curiosity. The creators of content keep them interested.
Your customers are no different.
If your B2B brand uses YouTube only as a product marketing tool, it is missing the point. There is a good chance that you have lots of video content, but little engagement or traction.
Today I will show you how to do it the opposite.
Learn how to create a YouTube channel that converts more.
Find out how to grow your YouTube channel
Devin shares his top tips for growing your YouTube channel.
Let’s get started.
YouTube 101 for Business
You must make sure your content is consistent with the YouTube channel you are creating for your business.
This can be achieved by your B2B team by creating content that provides value and not only showcasing how great your product/service are.
Content that is evergreen and has long-lasting value and power, whether it’s educational, entertaining, or inspiring. It is the kind of information that will still be useful in five, ten or ten years. You can think about how to plant a victory yard or how to keep your cat away from your keyboard.
Your brand can be trusted as an authority in your industry or niche by sharing timeless content via YouTube. Your audience will be impressed by your quality content. They will subscribe to your channel and eagerly wait for your next video.
This chain reaction increases brand awareness, traffic to your site, and increases conversions or sales.
Now that you understand why it is worth doing, let’s look at how to build a YouTube channel for your business.
1. Make videos that are interesting and relevant.
YouTube is, at the end of it all, a search engine.
How do you create content to Google? It is important to understand how Google’s search algorithms work. This usually begins with keyword research that is very thorough.
You can use the same approach to come up with ideas for your YouTube videos:
First, think about your target audience. To identify your customers’ most pressing needs and interests, use your buyer personas. What are they looking for? What are they looking for?
These answers will provide a good starting point for keyword lists.
Keyword research is essential. Keyword tools can give you an estimate of the monthly search volume for keywords in YouTube. This rough estimate can be used to calculate the monthly search volume for keywords on YouTube and guide your video content ideas.
Simple Google searches can do the same thing. This is especially true since there are many types of SERP features. Plug in your keyword to see the SERPs of featured video snippets.
If you search for “how VoIP works” and scroll down, video snippets will be pulled from YouTube that match your keyword string. Google returning YouTube results for your keyword means that your video could be viewed by people searching on either site.
Repackage proven winners. You can check your Google Analytics to see which articles and blogs have the highest traffic. These articles were already popular so you might get similar results by creating videos.
All three options lead to the same result: finding topics that your audience is interested in. These keywords can be used to create fun, educational videos that give viewers practical solutions to complex problems.
This is how you attract searchers and entice comment, which allows your team to engage your viewers and spark discussion.
2. You need the right equipment
Standard definition videos were fine in the early days of YouTube. Now that YouTube is a millionaire, there’s no reason to post fuzzy, echoy Zoom conference videos.
Your brand story is told through a quality video that emphasizes the quality of your brand.
Make sure you have the right equipment. You should start pricing and vetting everything that you need to make high-quality videos.
High-quality camera. A high-quality camera is essential. Smartphones are now capable of filming at 1080p. You will probably need a camcorder or DSLR camera to capture the best images.
External microphone or lapel mic of high quality. Use the microphone built into your computer’s keyboard or laptop. These microphones don’t capture high-quality audio, and they can’t effectively eliminate background noise. A shirt microphone is a great choice if you are creating videos in which someone speaks to the camera. A wide range of standing microphones are available on the market, and they are very affordable.
Tripod or Gimbal stabilizer. Unprofessional videos can be distracting and even cause viewers to feel dizzy. A stabilizer or tripod of high quality instantly increases the production value of your videos and is also very affordable.
Lighting, if you can’t get sufficient natural light. The remote work revolution has made it possible to have a ringlight. This is another great way to enhance the visual quality of your videos.
Your animator/editor will be able to do more efficient post-production work if they have a non-glossy background or green screen. This is helpful during animation and editing, if they have to add any coloring or other technical requirements.
Do not rush to buy the cheapest equipment. You want it done correctly, so take your time. Equipment is just as important as the SEO and post-production sides.
3. Get a simplified production process
You can use a content calendar for deciding when to write and launch emails, blogs, or social media posts. The same applies to your video production process.
This is how you can go from a single idea to a strategy your team can use. This is how you do it:
Keep your video creation process well-organized. Project management software can be used to track video topics, animations and post-production dates. To keep your team on track, create subtasks with deadlines.
Allow scripts to be written and edited. Your on-camera personnel shouldn’t just do it instinctively. Make a script that they can read from a Teleprompter. Then edit it to improve clarity and engagement. This will save you from unprofessional pauses, dead air, and other inconsistencies.
You can improve your channel’s performance by sticking to a consistent posting schedule. YouTube rewards consistency in creators. Consider posting a new video every Monday for example.
Listen to your team. Your production team may include editors, producers and animators. Are you sure that you are using them to their full potential? Give them direction, a vision and then listen.
4. How to make your videos stand out
You’ll need a strategy to make your videos stand out and attract attention with so many new videos being added every day to YouTube.
Check out what your competitors are doing. Our industry is very dry. We saw an opportunity to create new, more exciting content. Finding your niche requires you to research what your competitors are doing and how they are doing it well.
You can go back to keyword research and analyze YouTube Video SERPs or Google Video SERPs to see which videos are ranking high right now. Which are the top five most popular videos? What type of content does each one have? Do they have interviews with thought-leaders or animations?
Once you understand what YouTube prioritizes, you can duplicate that success and innovate on it. This is not a guideline to follow. Just fine-tune the content to improve it.
Make your videos stand out with captivating thumbnail images. YouTube’s thumbnail image is the equivalent of a featured photo. These thumbnails are clickbait and attention-grabbing. It’s no coincidence.
YouTube uses click-through rates to rank video results. Your rankings may be improved by simply getting people to click on your thumbnail. To show searchers that they will be directed to your videos by clicking on them, use great thumbnails and preview images.
5. SEO is key to promoting your videos
YouTube is a search engine, so SEO must be a priority to maximize your reach. This is easy when you have the following:
Your target keyword should be included in the title of your video. YouTube SEO is all about click-through rates. Your keyword must appear in the title of the video to compel viewers to click.
Keep it engaging and interesting. It won’t be as popular to share the same title as everyone else’s as it will be to click on something different and more exciting. People shouldn’t feel like they have seen everything you share.
To provide context, write a keyword-rich description for your video. This description should describe what viewers can expect from the video. Just enough to explain the content of the video so that even if they didn’t see it, they would still be able to understand. Videos that contain at least 200 words to 300 words are a good place to start.
Include links in your video description. Although they click on the description, people might not actually watch the video. While they read the description, they might also listen to the audio. If they are interested, adding links to this page will allow them to find out more.
Our pricing page is always linked. We always link to our pricing page if someone needs to compare our plans or packages. We have thousands of click-throughs from YouTube, and people will click through.
If we mention them in the video, we will also link any free resources or tools we have created. If you are using VoIP products and need to test if your internet speed is sufficient, we will link a speed test in the description.
Your description should include timestamps. Video SERPs on Google will pull key moments from YouTube videos that are relevant to a search term like “what is VoIP phone” when someone searches the keyword. These moments are actually timestamps in the video.
To get rich SERP results, you can manually enter the timestamps into your video description. This is also a great way to improve the user experience. If you provide the timestamps beforehand, someone who doesn’t want a full video can know where to click and when they should watch it.
Video tags are important. Be sure to include your target keyword in your video tag. Add two or three related keywords. It’s okay to add five keywords or more, but it won’t look spammy.
6. Your video content deserves your attention
You should also distribute your videos wherever possible, aside from YouTube views.
YouTube, Google and other search engines are not reliable sources of traffic. Their algorithms can be unstable. You must ensure that your videos are not located in these search engines.
Your videos can be embedded wherever you want. You can embed them from YouTube to your landing pages, high-traffic blogs and other places where it makes sense. Refer traffic is easy if they are available on your website.
Even affiliates or brands you are friendly with can embed your video on their blogs or sites. Make sure to reciprocate.
In your email marketing materials, send videos. Your subscribers already care about this content so surprise them by sending a video. This will guarantee you almost unlimited traffic. HubSpot says that using video in an email subject line can increase open rates by 19%, and click-through rates up to 65%.
Share your videos on your social media pages. Social video has 1200% more social shares than text or image content. To maximize your reach, you should create two to three videos per social channel.
Organic growth is based on organic views. This could allow your brand to be less dependent on YouTube’s paid advertising while still capturing traffic to your site and conversions.
7. Video performance should always be monitored and key metrics improved
YouTube offers an integrated analytics dashboard. It will allow you to analyze your video data, and track key indicators that contribute to the performance of your channel.
YouTube Analytics provides benchmarks that allow you to compare your video views and subscriber rates with your competitors. These benchmarks are used to measure each video, so you can instantly see what is working and what needs improvement. There is even AI that can suggest some ideas to improve your stats.
These basic video metrics will allow you to track your video performance and improve your game.
Are your videos being viewed by people most of the time? At a certain point, do they stop watching? A nice graph is provided for each video that shows you the point at which 50% of viewers begin to drop off.
Our team was able to learn that short-form content works really well by using these insights. We were able adjust based on this data. We now stick to a 2- to 4-minute mark. 30% of viewers watch the entire show, which is quite impressive based on our benchmarks.
Subscriber growth rate
This is how you can prove that your content is effective. This will allow you to see which videos convert the most viewers into subscribers.
This will allow you to see how many people are actually viewing your videos after they’re posted. Are they able to receive notifications? These are solid indicators that an audience is engaged.
These data will give you an idea of how many keywords are popular and what you can do to increase them. If you are aware that people like these types of videos, then you can consider where to embed them to increase your traffic.
Where are the views coming from?
Are there more views from Google and YouTube than from Google and YouTube? Or are they coming from referrals from your website embeds and email marketing?
Your YouTube performance is measured by organic views. These views will show you how your video ranks for a particular keyword. This is very similar to Google Search Console. You can also view views from Google Video search results in the backend of YouTube dashboard.
How will you measure conversions? After you have created a few YouTube videos, people will click on your website to make a purchase.
Hire or delegate a Technical Data Analyst to dig in. Ours used Google Analytics to track events and show where people clicked on embedded videos from landing pages. Are they starting a live chat with them? Do you want to try our product?
These valuable insights will not only help you improve your videos and grow YouTube, but also boost your B2B business to new heights.
You now know how to build a YouTube channel that works for your business.
Now is the time to get on your feet and start working!
Although you shouldn’t depend on just one channel to grow your company (even YouTube), 85% want to see more videos from brands. It’s best to do this because 86% of creators believe videos increase traffic to their websites.
Remember that YouTube’s purpose is to entertain, educate, and inspire its viewers. If you don’t want to fail, don’t adopt a product-first or sales-oriented approach.
Do your research on equipment comparisons and keyword research. A simplified production process is essential. Concentrate on SEO. Find out what your audience finds most helpful.
Once you have your videos in front of you, monitor their performance and develop a strategy for improving and growing. You’ll be able to beat your competitors by following the tips in today’s guide.
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