30th Jul 2018

Is YouTube Right For My Business?

YouTube currently has over 1 billion active users who watch up to 6 billion hours of content every day. These stats are impressive, but don’t mean much for your business if they won’t have a measurable impact on your brand’s recognition or revenue.

For the past few years, marketers have encouraged business owners to include YouTube in their list of online marketing channels. Many owners are still unsure about this, which is why only 9% of small businesses have a YouTube channel.

As a business owner, you’re probably wondering if your business has video marketing potential, or if your target audience will be interested in your videos. To decide if YouTube is a potential marketing platform for your business, answer these three questions:

  1. Do you have a target audience?
  2. Is this audience active on social media?
  3. Do they engage with video content?

If you have three yes-es, then your business can potentially profit from a YouTube channel.
The next question is probably “well what type of video content can I put out?”
The truth is, your brand’s YouTube channel will be very different from most of the channels your target audience follow. This means that you have to get creative with your content if you want to keep them interested.

Here are 6 content suggestions you can use to develop a YouTube channel for your business:

1. Vlogs

To really sell brand personality, every business should try vlogging. They are very cheap to produce, and all you really need is a quality camera and basic editing skills. Vlogs are very engaging because they put faces, characters, etc., to a brand. Customers can attribute personalities to your business, making it easier to form loyalty when they have a face to think of.

Vlogs don’t have to be polished. In fact, the more informal, the better. You can easily document everything ranging from production processes, a day at the office, or your team talking about a products description or functions. You can also document your business’ growth as a startup, creating an engaging online community with your buyers.

2. Interviews

Customers love a brand they can trust. Hosting interviews is a great way to position yourself (the business owner) as a thought leader who offers solution-oriented products and services. Interview videos have great sharing power on industry-focused platforms such as LinkedIn. You can also invite and interview relevant guests, while you take the role of interviewer. Each episode should be well planned out, but still hold a casual air.

Don’t be afraid to go off script or add in some humor as long as the intended concept is not lost. Interviews, unlike many other video content, can be planned and produced quickly. You can clear up your schedule for a day to produce enough content for 1-2 months.

3. Webinars

Webinars are high-value events that your audience can benefit from. Because you are not organizing them for profit, it will be better to make such events free. In this case, your webinars should not be about your brand. They should be centred around problems your target audience has, and practical solutions they can apply. For example, if your target audience consists of women between the ages of 21-45 years, a good webinar topic would be money management.
You can invite a financial investment advisor to teach your audience how they can manage their money and make the right investments. Why would your audience attend this event? Because they will be getting information that is usually paid for, from a professional, for free.

Make sure that every webinar you organize offers high-value, or people won’t show up. To get the right topics, research your audience’s needs extensively.

4. Tutorials

Blogging is great for many things, but not tutorials. Viewers highly value the ability to watch someone do something, and then recreate their steps. If your business offers complex products or a Saas, it might be helpful for your users if you create tutorial videos. You can start by identifying what features your customers have problems with the most, and creating guides on how to use them. As you introduce new products or features, you can add to your tutorials.
Your tutorial videos could eventually become a series where you can easily refer new customers to. All you really need is a good camera and great lighting in your workspace. If you offer a SaaS or SaaP, tutorials can be created using a screen recording app and a microphone. Even your phone voice recorder will do great.

5. Product Reviews

Product reviews are user-generated content that many brands take advantage of using influencer marketing. This means that influencers in their industry make a review video of their products and services, and share these reviews with their YouTube audiences. Reviews could be paid, or free. Influencers usually make free reviews if they are impressed with a brand and want to share their find with their audience.

Influencer marketing is very effective because these influencers have a very loyal following. Basically, if they say your brand is great, then their audience believes its great. You can push your influencer marketing efforts on YouTube by offering free trials or products, and also paid sponsorships.

6. Behind-the-scenes

Involving your users in the production stage of your products and services might be more beneficial than you think. First off, it gives you engaging video content, not just for YouTube, but for all your online platforms. It helps build anticipation for new releases, and can be a great addition to your pre-launch marketing efforts.

Behind-the-scenes videos also give your customers a better appreciation for your process, showing them how much effort and time is invested to give them the best value.

The best advantage yet is that it allows users to point out your oversights. Your products and services were created because you realized that people are willing to exchange value for the solutions you can provide. Before and during your production process, you should be listening to the people who will eventually pay for the final product. When you allow them behind-the-scenes, you need to take notes as they ask about certain features they expect to be included.

Using this list, you should be able to identify the best video content that align with your brand and audience’s interests. You should be prepared to accept that not all suggestions will give you the results you expect. Try as many options as possible, then identify what type of content your audience enjoys and engages with the most.

Using that knowledge, you can begin to downsize your content strategy, and focus your resources on making the videos that give the best results.

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