Only 1% of companies are doing the right marketing on YouTube (Learn how they do it).
Discover the secrets of successful YouTube marketing with this guide. Shockingly, only 1% of companies have mastered this powerful platform. Don’t miss out on the opportunity to reach millions of potential customers. Learn how to join the top 1% and grow your business with YouTube marketing.
Table of contents
- Benefits of Youtube for businesses
- How to create a YouTube marketing strategy
- How to use Youtube for your business
- Content strategy according to the stage of the buying process
- Get your audience to recognise your brand
- Get your potential customers to consider buying from you
- Ideas for your company’s YouTube channel
- How to influence the buying decision
- Transactional or purchase phase
- Loyalty content (post-sale)
- YouTube services for businesses
The Benefits of Having a YouTube Channel for Your Company.
A few days ago, an entrepreneur contacted me regarding opening a YouTube channel for his company. The company imports technological products from China and has been generating content for TikTok, which was getting thousands of views per day. However, the conversion rate was very low compared to the reach. This is a common issue with short-form content, as it lacks engagement and loyalty from consumers.
Moreover, the rates the company was paying for ads and advertising on Instagram and Facebook (through Meta) were not generating enough return on investment. The entrepreneur understood that, unlike these networks, YouTube allows organic positioning through SEO, making the investment in content creation more profitable.
After reading some of my articles and reviews on Fiverr, the entrepreneur decided to hire my consulting services for YouTube channels. He wanted my help not only with the creation of the channel but also with the type of content he should create to attract more customers and sell more through the channel.
How to develop a marketing strategy for YouTube that focuses on business.
After analyzing the other acquisition channels, I discovered that content production did not have a solid strategy. Instead, they were improvising and investing time, effort, and money in following trends without seeing any positive results.
Therefore, we started creating content that responds to different phases of a potential client’s journey. Our aim was for the content and channel to serve as the first contact the buyer persona has with the brand. We then designed different lead magnets to deliver a value proposition aligned with the audience’s needs and the product that my client offered.
From that work, which took us a few months, I would like to share with you some of the main ideas that you can put into practice. These ideas can help you decide what types of videos to create for your company or business’ YouTube channel.
How to Use YouTube for Your Business
Imagine your business’ YouTube channel as a large funnel. Each video that you upload to your channel should work as a force that is capable of converting a cold audience into a potential customer who is interested in your product or service. Through this, you can encourage customers to repeat their purchases and recommend your brand to others.
However, before uploading videos without a clear objective or goal in mind, it is important to develop a content strategy that aligns with your business objectives. This strategy should focus on providing valuable content that resonates with your audience by informing, inspiring, or entertaining them.
It’s essential to avoid the mistake of always trying to promote or sell your product or service. People tend to enjoy buying, but they don’t like being sold to. Therefore, you should strive to balance the value-added content with promotional or transactional content within your strategy and each video.
Once you’ve established these criteria, you can create strategic content for your company’s YouTube channel that caters to the different stages in which your potential customer might be. This way, each video can respond to a specific phase of the buying process that your buyer persona is going through.
Optimize your YouTube marketing strategy to better align with the various stages of the buying process.
With the right approach, you can effectively target and engage potential customers at each stage, from awareness to conversion. Let me help you develop a winning strategy that maximizes your reach and drives results.
Awareness
In the initial “Awareness” phase, your objective is to guide potential customers towards your product or service when they are not yet aware of it. For YouTube, this means targeting viewers who haven’t come across your content yet. You can do this by creating engaging and informative videos that immediately capture the viewer’s attention.
A good way to start is by producing a series of short videos that address common questions or issues your audience might face when recognizing their needs.
Examples of videos you could create for this phase include video reactions, mini-tutorials, challenges that you’ve successfully solved through your experience, or needs that have been met through the use of your product.
Remember that it’s not just about providing information, but about doing so in a way that generates interest and encourages further exploration.
Additionally, optimizing your videos with relevant keywords is essential for improving their discoverability through YouTube’s SEO. To sum it up, on YouTube’s platform, the Awareness phase involves creating engaging and informative videos that capture the attention of potential customers who haven’t yet come across your content.
Purchase consideration
The person is currently facing a problem and is exploring their options to find a solution. They are comparing different alternatives that are similar to each other, and they haven’t yet decided which one to choose.
This is the perfect time to create content for YouTube that not only educates but also builds trust. Through this content, you can highlight the unique benefits of your product/service and differentiate it from the competition.
Here are some ideas for the kind of videos you can create for your company’s YouTube channel:
1. Product or Service Detailed Videos:
Make videos that explain the main features of your products or services. If you offer software, create detailed tutorials showing how it works and its practical benefits.
2. Authentic Testimonials and Success Stories:
Invite satisfied customers to share their experiences through engaging stories that resonate with your audience. You can conduct video interviews with them or ask them to give testimonials of their experience working with you or using your product. This type of content is valuable because it adds authenticity and can be a powerful tool to influence the buying decision.
3. Live Interactions and Q&A Sessions:
Host live broadcasts to answer questions in real time. This demonstrates your knowledge and engagement and helps you build a direct connection with your audience.
4. Specialised Comparisons and Reviews:
Create comparison videos that highlight the differences and similarities between your offering and the competition. You can also collaborate with industry experts to get expert reviews that support the quality of your products or services.
5. Expert Guides and Practical Advice:
Create a series of videos that serve as practical guides to solve specific problems for your customers. These can include useful tips and best practices that demonstrate your expertise in the field.
Remember that the key to success is to provide content that not only informs but also connects emotionally with your audience. By taking advantage of YouTube’s unique features, such as comments and likes, you can encourage participation and build an engaged community around your brand.
Influencing the purchase decision
At the decisive stage of the buying process, where the customer is about to make the final decision, it is essential to deploy an arsenal of content that inspires confidence and clarity. Some examples of content you could offer on your YouTube channel or your company’s YouTube channel:
Detailed Comparisons:
Create more advanced comparative videos that not only highlight features, but go into more detail about how your offering differs from the rest. This approach allows customers to visualise more precisely how your product or service addresses their particular needs.
Advanced Use Case Analysis:
Presents more in-depth use case analyses, highlighting specific situations and how your solution overcomes particular challenges. This approach provides a more detailed perspective on the applicability and effectiveness of your product.
Cool collaborations with experts and references
Conduct interviews with industry experts who support the validity and efficiency of your offering. These conversations provide an additional layer of credibility and present external perspectives on the relevance of your product in the market.
At the same time, they allow you to leverage the authority of the referrer, and in turn, the referrer, to become known to your audience. For the collaboration to be mutually enriching, it must provide equal value. It must be equally useful for you and the person you are interviewing or talking to.
Either because they will offer a product to your audience, they will position themselves as an authority in their sector in front of your audience, etc.
It is important that you feel that your guest is not “competing” with the services or products that you offer.
Practical Implementation Content
Offer content that guides customers through the practical implementation of your product or service. This can include a step-by-step series that demonstrates how to effectively integrate your solution into their environment.
Transactional or purchase phase
During the transcendental “Purchase” phase, the customer has made the decision to invest in your offer based on the content and value proposition you have presented to them through your channel.
They have chosen you over other options and believe that your offer is the best fit for their needs and budget. Now, your challenge is to turn this relationship into a long-term, sustainable one with a customer who has taken action.
It’s essential to understand that closing a sale is not the end of your relationship with the customer; rather, it’s the beginning of a new phase where you can extend the life cycle of that customer and their engagement with your YouTube channel.
To achieve this, you can offer various types of content to users who have already purchased your product. For example, you can create creative unboxing videos that uniquely showcase your product.
This type of content not only adds an emotional touch and enhances the satisfaction of the shopping experience but can also generate anticipation in future customers.
You can also collaborate with influencers or opinion leaders who are a reference for your target audience and have them carry out the unboxing. Additionally, you can leverage and stimulate the creation of user-generated content (UGC) by validating it on your channel and encouraging content generation through rewards, prizes, discounts, etc.
Finally, you can offer exclusive access to premium content for recent buyers. This may include advanced tutorials, free downloads, or invitations to exclusive virtual events. By providing value to your customers even after the purchase, you can build a loyal following and turn them into brand ambassadors.
After Sales and Loyalty
In the after-sales phase, it is important to maintain customer satisfaction and foster lasting relationships. This can be achieved through your YouTube channel by creating targeted content that not only meets but exceeds customer expectations.
You can share videos highlighting recent product or service updates, provide quick setup tutorials, and offer exclusive discounts or benefits for future purchases.
These strategies help keep customers informed and excited, enhance their initial experience, and encourage repeat purchases, ultimately fostering customer loyalty.
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You may now begin creating a content marketing strategy for your company’s YouTube channel. However, creating the channel is just the first step. At some point, you might feel that your channel’s growth has stalled, and your videos are not getting enough views or subscribers.
In such a scenario, this article “How to Boost your business on Youtube 2024 (7 powerful TIPS)“ will be of great help to you. It provides seven powerful tips for growing your company’s YouTube channel.
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