There are a number of decisions to make when you first start a business, as any entrepreneur worth his or her salt knows. With a limited operating budget there has to be a balance between what you spend on the day-to-day running of your business and the resources you expend on getting your product out there in front of the public.
The good news is that marketing is cheaper than it has ever been and with plenty of digital channels, from social media to Pay-Per-Click and traditional e-mail marketing, developing the right strategy that fits your needs is certainly more viable. One channel that can bring huge benefits for start-ups is YouTube. With over 30 billion views each day, it is one of the most popular sites in the world which makes it a potentially powerful marketing tool.
Here are just a few reasons why your business might want to have a YouTube Channel:
- First of all, it combines everything you need – it’s a social media platform, a search engine (the second biggest in the world), a community engagement platform, and an advertising site. If you can’t see the potential for leveraging YouTube in your business, then you probably need to rethink your marketing strategy.
- If you have the right videos that either educate, inform or entertain, then you should be able to find a community or demographic that are going to be interested in what your business has to offer. You can then draw them into your main site.
- As you may know, YouTube is inextricably connected to Google, the biggest search engine in the world, and having content on the video site means that you increase your chances of being found on there. In essence, Google thinks that videos are just as important as text-only pages.
- By associating your main website with a YouTube channel and allowing people to embed your videos in their own pages, you begin to increase your authority and spread your reach.
- Not only does it provide something different from your normal online web provision or ecommerce site, videos are great for posting on social media platforms such as Twitter, increasing the chances of being shared considerably.
- It’s also another way to repurpose good content. This is where you take something like a well-written piece of information that is ideal for your audience and change it into a different format. Video is just one of these and helps you find a whole new audience who prefer visual mediums to reading articles.
- You can grow something like an email list quite easily in YouTube by putting in a subscription form. This means you can contact people who have viewed your videos with more targeted marketing. It’s a great way to build a list that is not only valuable but actually relevant.
- Videos that have that personal touch have been shown to increase brand engagement and boost conversions. You have to get it right but if you do then you should expect to see an improvement in sales in a very short time. You can also add annotations, which can include links and hotspots, into your video.
Success doesn’t just come from having your own YouTube video channel – you can opt to use Google AdWords for Video that hooks you up to other videos on the site. For instance, when users play a film clip your advertisement can appear for a few seconds before it starts. You can do the opposite as well and allow AdWords for Video on your content and possibly earn money from that.
Having the Right Strategy in Place
It’s easy to set up a YouTube Channel for business. The hard part is setting the right goals, producing the best content and selecting the appropriate keywords. If you have been producing written content for your start-up, then this should all be familiar territory but there are other issues to be concerned with.
- The quality of videos: We can all create videos nowadays, you simply have to pick up your iPhone or Samsung and switch on the camera. The point is that these need to be of high enough quality to engage viewers and while you might be great at running a business, you probably aren’t a fully-fledged Spielberg yet.
- The quantity of videos: Another concern with having a YouTube channel is the number of videos you produce. Like your written blog content, you need to have regular content posted that enhances your brand and gets users subscribing to you on a regular basis. For some businesses this is easy as there is a lot of content they can produce. For others it can require a lot more thought.
The Cost of Running a YouTube Channel
While any start-up can certainly benefit from getting a YouTube Channel, the major stumbling block is going to be the cost of producing videos. If you want a professional ad or even an instructional video, you are probably going to have to engage the services of someone who knows what they are doing. That’s not just a professional video production team but also someone to write the script so that it has the impact you want. The successful channels are not necessarily those that produce one hit wonders but deliver good, strong content time and again. That means you need to think things through and make sure you have all the components in place that lead to success.
One mistake that businesses often make is that they simply upload content to their channel that has been produced for their main website. You have to develop content that is specifically aimed at your potential audience on YouTube, it’s not just a dumping ground for corporate videos that are produced once in a while. Get your strategy right and you could find your audience growing and the channel pulling visitors into your ecommerce site where they will buy your products.
While it needs a lot more thought than perhaps some other platforms like Twitter, creating a YouTube channel for your start-up business can boost brand awareness and increase your visibility online. With 30 billion views every day, it may be a marketing option that you actually can’t afford to miss out on.