Facebook is flooded. Instagram is overrun. TikTok is too hard. And you don't even know where to start with Clubhouse. Have you thought about doing something on YouTube?
This is Clickstarter, the Australian Digital Marketing Podcast. I'm Dante St James.
With all the attention on social media marketing, sometimes it’s hard to find a solid marketing channel that’s equally effective as it is affordable. If your business is looking to increase awareness, then Youtube might just be your channel of choice.
How many businesses are taking advantage of YouTube? According to numbers from Nielsen the number is only 23% of US business. That's around 18% in Australia. So there's a lot of room for you to enter the fray without worrying too much about your competitors already being there. And even if they are, chances are that they're not paying much attention to it. So let's look at a few tips on how you can use YouTube to gain organic views and build your business.
Here are several successful ways to use YouTube to grow your business online.
1. Create tutorials to help your customers
This may be the most popular form of YouTube marketing there is. How To Videos dominate rankings on YouTube. Whether it's how to build an app, ride a bike, speak Japanese or cook lasagna, you can find a video on how to do almost anything on YouTube. So why wait for someone else to create a video of how to use your products or services?
Your video doesn't have to be super high-end. Just have a decent microphone, your computer webcam and a bright area to record in. Then off you go. You might want to start with a script to work from as well.
2. Create short explainer videos
Explainer videos are one of the most successful ways to market a business. These videos help your customers understand what your business does and how your products and services can successfully solve their problem. This video also gives your company a human element for customers to relate to. On top of all that, your explainer video can also be embedded into your website so that you can use it there - or even share it on other social media channels to make sure that there is no confusion about who you are and what you do.
3. Create a product review
Generating views by reviewing products and providing information is a great way to increase organic views on YouTu be. For example, by creating a product review on a comparison of iPhones and Androids you can tailor your video to help your customers find the product that suits their needs. This is also a great way to get search engines to start to index your video. And while there are tonnes of product review channels on YouTube already, and most topics are already covered, you could consider being the Australian voice of your reviews. An Aussie reviewing phones, computers, food, recipes, products and services, will always resonate well with Australian viewers who may find that they can't relate to the usual American and British accents - or the details are not relevant to Australian consumers.
4. Comment on other videos
YouTube allows you to comment on other videos and build off of previously created content. This is a great way to increase the ranking of your video by commenting on videos that are similar to your own. Commenting also allows you to connect with other users who may be interested in your video. Depending on the content rating of the video you are commenting on, this can be a great way to gain organic views on your video. Just link back to your video in the comments, and even make your video a reply video to the other videos in your niche. That way you are creating conversations and positioning yourself as something of an expert in the field alongside other experts.
5. Create unique content
Creating unique content is what will keep people coming back for more. It is crucial to create content that your viewers will find useful. Creating useful video content will continue to build trust, which will ultimately lead to organic views and higher ranking videos. And all that will lead to more customers who trust you, and want to buy from you.
What is unique content? It isn't just funny fails, comedic monologues or science experiments. It could just be your own spin on something that someone else is doing. As long as you aren't just directly ripping off someone else's stuff, your content is going to be unique.
6. Provide a Q&A forum for your customers
If you're an expert, a coach, a teacher, a trainer or anyone who has knowledge that people seek out, a Q&A or AMA (which stands for Ask Me Anything) can be a great way to put a video out that really showcases your expertise in a given topic. The questions aren't necessarily coming in live (though you can use YouTube Live to do this as well) so it can be handled by collecting questions before the video is published by promoting your video through Facebook Events, Instagram, Google My Business, your social media posts or your website's blog.
It's usually a good idea to collect enough questions that give you enough answering time to fill around 10-15 minutes. This is YouTube's sweet spot for content that gets more promoted and ranked. So, roughly ten questions should give you at least 1 minute to read and answer each question. And seeing that some answers will run over-time, that should get you easily to 15-20 minutes.
YouTube is this big, awesome, dynamic place for promoting yourself or your business as a brand, by demonstrating what you do, what you know and how you can answer the questions and problems that customers out there have. Best still, so few Aussie businesses are doing anything on it. So what are you waiting for?
Get on YouTube this week and help your business to get known, get found and stay known.