We’ve touched on video marketing in the past, but not about YouTube marketing. Making videos of your product/service is all well and good, but are you using the medium to its full potential? YouTube, like other social media platforms, has its own quirks to figure out in order to use it effectively. When used correctly, however, it can be one of the most powerful tools your marketing team has. But why have a YouTube channel, when you already have a Facebook, Twitter, Instagram, and your own blog? How do you use Youtube to its full potential? What do you need to know to get started?
The Purpose of a Business YouTube Channel
Our previous blog post went over the importance of having videos, but not maintaining a whole YouTube channel. The main reason to have a YouTube channel is to store the videos you have on your website, and keep them together. Keeping these videos on your blog and nowhere else can get expensive, as a lot of hosting sites make you pay more for video hosting. Having a YouTube channel to embed can cut down on costs, as YouTube is free to use.
An additional perk is SEO! Each YouTube video has a description bar, where you can post links to your website, blog, products, and other social media. Having these links are not only good because Google (who owns YouTube) likes to see links to your websites, but are also very convenient for the viewer to click on.
How YouTube Videos Differ from a Blog
Videos are extremely versatile and can do lots of things a blog post can’t. It can be difficult to convey the usefulness of your product over text and a few pictures. Even a short video showing how a product works can be very impactful. After all, if a picture is worth a thousand words, what about a video?
Video as a medium makes it easy to convey emotion, which sways customers to buy. Emotion is a key way to get people interested in your product/service. Having an emotional reaction will make the potential customer want to learn more. Even something as simple as adding subtle background music or a certain color pallette can enhance the emotional tone of a video. Keep these things in mind when creating your content, because people will subconsciously remember how your videos make them feel.
Coming Up With Video Content Ideas
There are a multitude of types of videos you can make to fill up your YouTube channel. It may sound cliche, but you really are only limited by your imagination. First and foremost, like your other social media, you need to keep your brand in mind. What kinds of things do your customers want to see? What do they do? How does this relate to you and your product/service? Now, what if I told you that you already have ideas for videos ready to go?
That’s right! If you have a blog, you’ve got videos ready to be filmed. Adapting your blog posts to video is great for a number of reasons. First and foremost, it’s efficient in that you don’t need to come up with separate ideas. Your blog readers aren’t necessarily going to be your YouTube viewers, and vice versa. This doesn’t mean you should just read your posts verbatim, as that’s boring, but you’ve got the start. The beauty of video is you can show your viewers things instead of telling, which can make certain hard-to-grasp concepts easier to explain. When deciding which blog posts to adapt into videos, think of how you can show–not tell–your audience the key ideas you want to get across.
What You Need to do Before Filming Your First Video
So you know what you want your first video to be focussed on. Now what? Do you set the camera up and hit record? What should you do before filming to make the process as easy as possible? The first thing you need to do is plan out what you’re going to say, and what you’re going to show. You’ve got a good start with the first part, as you’ve got your blog post to work off of. Rewrite the post so that it sounds more natural, like a conversation. Nobody speaks like they write, so you need to make those changes to sound more natural. This will become your script. You can have it written out word for word, or if you feel comfortable, bullet points on the main ideas you want to discuss. Keep in mind the more detailed your script is, the less you will ramble. It’s important to find the balance between speaking naturally and rambling, so your viewers don’t get bored.
Second, figure out what your visuals are going to be. Break your script down and decide what you want to show for each topic. If it’s a how-to video, how are you going to demonstrate the steps? What visuals or sounds can you add to keep your audience entertained? If it’s a demonstration video, how can you show the results in the most impactful way possible? Don’t get too carried away with flashy effects, as that can distract from the information you are giving.
And that about covers the basics for why you should start a YouTube channel! Though the content may overlap with your blog, they are often different audiences and share the information in different ways. Videos are great for SEO, as they are shareable and can link back to other places. Video content is just one more tool in a marketer’s tool-belt, and one that more should take advantage of.