YouTube is no longer just a platform to watch cat videos and listen to music. More and more companies use YouTube to reach their target audience.
In this blog article we give you ten good reasons and tips on why and how you should set up a YouTube channel for your company.
Building a YouTube channel – Why?
“To be or not to be, that is the question” – Shakespeare wrote in Hamlet. This is also the question that companies ask themselves when they think about a YouTube presence think. “To build a YouTube channel or not to build one, that is the question”. Our answer is: It’s better to have one than to need one! This is how your business benefits from a YouTube channel!
1. How to increase your brand awareness with a YouTube channel
Nothing speaks to a person as much as a moving image. When you see something, the image or video is usually perceived by the sense organs better perceived and storedthan if you just smell, hear, feel or taste something. Use this unlimited potential on YouTube! You don’t have to talk about your products and your company in every single video. In fact, that is exactly what you should avoid, because your potential subscribers do not want intrusive advertising see. You want entertaining, exciting and problem-solving content The formula for good videos that increase your brand awareness is: topics the user wants to see + topics you want to use for marketing purposes.
Position yourself as an expert in your niche. Create videos that give your target audience a real added value (help solve problems) and answer their frequently asked questions, even if these videos do not directly promote your products. This leads to the next reason to Build a YouTube channelderive: the acquisition of new customers.
2. Acquire new customers
Would you rather buy a product from an unknown brand or from a brand that is established in a certain area and is expert positioned? You would probably choose the second option, right? The same is true for most of your potential customers and you need to take this into account in your marketing!
Users want a tailor-made individual solution for their problems. Expert knowledge attracts customers. Show in your videos that you are an expert in your field and link to your online shop or company website to get relevant traffic. And relevant traffic means conversions!
3. Reach and targeting
As the largest video platform in the world, YouTube offers the best and most diverse optionsto promote your videos and do marketing for your company. For little money you can already several hundreds or even thousands reach potential buyers, because you can set exactly who the advertised videos should be broadcast to (paid advertising). Whether young or old, from Germany or worldwide, the Video advertising arouses emotions in your target group and takes your marketing message directly into their long-term memory! The stronger the emotions aroused, the better!
Even if you do not have paid advertising for your YouTube-Kanal If you want to use this service, you can use indirect “targeting”: Use the language that your target group speaks, use video effects and music that your target group might like. If the target group is young, you can address them informally in videos and use disco music. If the target group is a little older or belongs to the B2B sector, you should address viewers formally.
Two tips: If possible, try only positive emotions in your target group. You should also only cover one specific topic in a video.
4. YouTube is the second largest search engine in the world
Often YouTube not even perceived as a search engine, although it is one. And the second largest in the world after Google. What does that mean exactly? That you can be found just like on Google. Only instead of your website or blog, there is a video of you.
In YouTube has just as much potential as Googleif not more in the long term.
5. YouTube as an information source for your company
Likes and comments are not only important SEO factors on YouTubebut also give you valuable and free feedback on your company, your products or services. Of course, not every comment is feedback on a product, but you often get a lot of new information from this source.
You can then incorporate this feedback into your company and improve step by step. What could be better than direct feedback from your target group?
Building a successful YouTube channel – How does it work and what is important?
Now you know why you need a YouTube channel. But knowing why something makes sense is useless if you don’t know how to go about it. So below we present you 5 tips on how to build a successful YouTube channel.
6. Strategy
Like a marketing or business plan for a company, the right strategy is the be-all and end-all of Building a YouTube presence. This must be planned as long-term as possible in order to ensure success not only at the beginning but also in the long term. You should at least answer the following questions when developing your strategy:
- Do I want the videos produce myself or have producedn? (Both have their advantages and disadvantages. Having videos produced can quickly become expensive!)
- Who will be the Manage comments? (Very important question, because viewer interaction is an important SEO factor on YouTube) Our tips: Proactively ask your viewers to leave a comment under the video! Write down all the important information you have gained from the comments.
- Which video formats come into consideration? (E.g. guides, company insights, entertainment content, answers to customer questions, product descriptions or something completely different. Be creative and think about what might interest your target group?
- Should videos in regular intervals be published? This is recommended but not a must if the video production cannot keep up.
- Wich goals What am I even pursuing by building a YouTube channel? Do you want to achieve conversions through your YouTube presence or simply increase your brand awareness? Or drive relevant traffic from the YouTube channel to your website, blog, Facebook or other social media channels?
- Which KPIs want or can I use to measure the success of the YouTube channel? There is a very large number of possible KPIs available to you: views, playback time, interaction with clickable elements in videos, like-dislike ratio and much more
Need help developing a strategy for your YouTube channel? Contact us!
7. Keyword-Research
Keyword research forms the basis for Building a YouTube presence If you skip this step, you will most likely fail. Why is keyword research so important? In this step, you will find one or two topics that are interesting for your viewers and that are suitable for your YouTube channel or channels. Tools such as Google Keyword Planner or keywordtool.io will also help you find out how much search volume is behind a search query. You don’t want to produce videos that are not found and therefore not viewed.
The tool answerthepublic.com helps you find the right search queries. If there is sufficient search volume, you can produce a video for the search term.
Top tip: Mention the keyword in the video, because YouTube has voice recognition technology. The more often you mention the keyword in the video, the more relevant the video appears to YouTube and will therefore be presented higher in the search results. But don’t overdo it here either!
8. The channel trailer(s)
No, we are not arguing about the correct article of the word “channel trailer”. The headline should just say that you have the opportunity to to create two channel trailers: one for existing subscribers and the other for viewers you want to convert into subscribers.
Take your time and think carefully about what you want to tell your (potential) subscribers in the YouTube channel trailer(s). This could be information about regular uploads or the benefits of subscribing, for example.
9. YouTube-Endcards
You have invested a lot of effort, money and time into the respective video. You want to achieve one or more goals with the video. But after the video, this happens: YouTube suggests similar videos to your viewers that are relevant but belong to your competitors. For such cases, YouTube has a great solution: the YouTube-Endcards. What is it? These are the links at the end of the video that suggest the viewer to watch another video of yours, your YouTube-Kanal to subscribe or visit your social media presence. To make the YouTube end cards look nice at the end of each video, you should do the following:
Plan 5-10 seconds at the end of each video to YouTube-Endcards It is ideal if these important 5-10 seconds are accompanied by music or a pleasant melody. We recommend that you use the following elements as end cards after each video (max. 4):
- Link to the Subscribe to the channel.
- Link to another videothat might interest the viewer.
- Link to Your shopyour Facebook or Instagram profile.
- Another link to another video on your channel.
Tipp: Every video should have a few relevant tags With these video tags you emphasize the video relevance to a specific keyword.
10. External design of the YouTube presence and videos
Even though it is totally obvious, you can still find videos of inferior qualityTo make your videos look appealing and modern, you should consider the following points:
- Video and sound quality: It shouldn’t be lower than 720 HD!
- The lighting in the room: The speaker or important objects in the video should be well lit.
There are also a few rules for the channel itself:
- Responsives Design: More and more users are using mobile devices to browse YouTube. Think about these people and design elements of your channel so that they work on every conceivable device.
