Have you joined the YouTube revolution? It is hard to believe that this video-sharing sensation didn’t take off until 2005, but now it seems like everyone has a YouTube channel. But going beyond all of those selfie videos and YouTube fails compilations, it’s time for business owners to start uploading their own ‘how-to’ instructional videos as a part of their website marketing strategy. People love watching someone teach them something!
YouTube is the second most popular search engine. It attracts a user’s attention 83% of the time. It’s considered to be one of the fourth most valuable social platforms for B2B marketers and advertisers. YouTube users consist of a third of all internet users worldwide, making it the most popular video streaming service in existence.
As of 2016, twice as many small and medium-sized businesses began using YouTube to advertise channels or videos. So, it comes as no surprise that over two-third of all YouTube viewers are more likely to watch a video in order to help them make decisions about all kinds of purchases. This could be what to eat at a restaurant, which restaurant to visit, the best hotel to stay at or the most suitable car to buy. The list is endless.
In any B2B content marketing strategy, the object of your content should be to educate your users, address specific challenges, and ultimately provide them with solutions to simplify life. Your platforms should be geared towards creating value, so your customers can continue to come back to content on your site, especially when they think of you as a subject-matter expert.
Sometimes it’s easy to forget why we started a business or launched a certain service. It’s so hard to keep our minds off the money because at the end of the day, all that matters is turning a profit, right? However, as with any content marketing strategy for B2B businesses, the reason we create this content has everything to do with generating value and addressing gaps for our customers! So, whatever you choose to create (be it blog posts, podcasts, videos, ebooks, conferences – the list goes on) the main focus should be to solve problems in an effective and efficient way!
When creating video on a video editor, it’s important to establish what your end goal is. Why do you want to create a video? Is it really to attract people to your site or are you trying to keep their attention on your social media platforms? Video production can be expensive. We want to help remind you that if the purpose of creating video is just for entertaining an audience, then, there is a chance that people will become bored and walk away from their screens without interacting with the content or subscribing to your feeds. That’s why we like to stress on the importance of knowing how much detail / content should go into which product/content platform/video channel.
Create a timeline: In your video calendar, schedule content on a regular basis so your audience keeps coming back for more, for example on a weekly or monthly basis. After determining the type of content that fits with your target audience’s lifestyle, create outlines for what will be included in each of your videos. Some popular video content formats include: DIY tutorials, testimonials or FAQs.
You can optimize your video easily to make it more marketable
Simply write a few sentences and then write them again and again – hundreds of times. You can play around with the words as you go. This process might take several days and you’ll need a lot of paper, but if you stick to this plan you’ll have written enough text for your video description by the end of week one! By the time week two rolls around, all that’s left is to craft a title and tags that are special enough they’ll make people click on Play. Remember, videos on YouTube get over 50 times more views than text-based posts so don’t worry if your video doesn’t meet all traditional marketing goals right out of the gate!
Spell out your calls-to-action
Your viewers want to do something with the information you shared, so be sure to include a very clear calls-to-action (CTA) within your video that tells them what you want them to do. The best way to accomplish this is to direct them to an engaging landing page on your website where you can capture their contact information in exchange for a free resource (eBook, tutorial, etc.) Just remember to reinforce your CTA and display it in the video – various studies have found that including both is even more effective than either one by itself!
Start the chatter about your videos
Don’t just rely on search. Start creating some buzz about your new video! When applicable, ask for retweets from your other social channels with fellow channel followers. You can embed the content on your website or blog. Don’t forget to get your loyal fans involved. Feel free to ask them to post your videos across their social media to get even more exposure, especially if they are relevant influencers in your niche, industry or market!
Standardize the look and feel
There is a lot of power in building a strong brand. This means retaining the same look throughout your product experience. You want your customers to know exactly who you are every time they see your company. For example, if you have the same logo or the same color scheme, it doesn’t matter which platform you’re on. That shows how effective branding can be when people instantly recognize who you are, even though many of them only follow you on a single channel.
Video can help your audience learn from the comfort of their own home. The great thing about this type of media is that you don’t need to be perfect, and it isn’t live! This makes it easier to edit out the parts you aren’t comfortable with, without people watching in person. InVideo can help you edit your content to make it as user-friendly as possible.