Given its 1.3 billion users, YouTube offers a huge opportunity for businesses. But if you’re still scratching your head about it, here’s why it deserves a place in your marketing strategy.
4 brilliant ways to make YouTube work for your business
Before you set up a channel, there are a couple of questions to ask:
- Are you creating video content? Good! But still, it’s crazy for a video to be created and then just sit on whatever social media channel you posted it on as if it’s done its job. We see this a lot.
- Are your videos getting enough views? A Facebook Live here, Instagram TV there. You have to make your content discoverable and YouTube is categorically the best way to do that. Millions of searches daily and a great way to point people to your website. They even let you add SEO-friendly keywords to make your work more discoverable.
Here are four brilliant ways you can make YouTube work for your business:
These are a clever way to show potential customers what your product is and how to use it.
Particularly if it's something technical like an app or software, a well-researched item like a pram for a new baby, or something that needs putting together, such as DIY furniture or camping equipment. Mountain Warehouse, for example, have a series of videos on putting up a tent on their YouTube channel.
This helps the customer who’s thinking about buying the product decide whether it matches their buying criteria; is it the right size, what additional features does it have, is it easy to put up?
Lakeland does a very similar thing to Mountain Warehouse. On their YouTube channel, Lakeland TV, they upload simple bitesize videos demonstrating how their products work.
The video shows how to use the product, what it can be used for and the product traits. They’ve struck the right balance, keeping their video tutorials very short, cutting straight to the salient details.
Of course, for all the budding and struggling chefs out there, cooking channels really take advantage of YouTube; learn anything from complex meals to simple bakes. Jamie Oliver is a champ, with his myriad playlists of how-to demonstrations, like his simple 1-minute video on de-seeding a pomegranate.
Why not get your clients or customers on screen saying how great you are? Testimonials help build trust in your business and can make the difference on whether someone buys from you or not.
Testimonials are much better than a salesy video from the CEO because instead of a sales pitch, you have input from a variety of customers describing why they made a purchase from your company.
This gives a much more authentic feel to what’s being said - it will feel more reliable and relatable to the buyer. Customers will trust another customer's opinion, even if they've never met them. Without testimonials there’s likely to be a lower level of trust between customers and the business.
Sookio is a digital agency based in Cambridge, UK. We help our clients communicate with confidence through quality content for the web and social media.