Nowadays, a company’s outreach can not be limited to the distribution of leaflets or advertisements on television and radio. With the advent of the digital age, many forms of communication have migrated to the internet. And investing in advertising on YouTube can be a good solution.
According to Google data, the third activity that the average human performs most – after eating and sleeping – is watching videos. The use of the second screen happens with more than 55% of users of smartphones and tablets. That is why having video content, especially on YouTube, is becoming necessary for companies that want to maintain better communication with customers and the public.
The platform excels in the business world by allowing not only the publication of videos, but also the boosting of them. Access to accurate audience, engagement, and relevancy data is also offered, which is a great resource for measuring actions and planning content strategies.
YouTube is ideal because it is relatively inexpensive and effective in generating relevant audiovisual content for its audience. Having a channel is like having a small broadcaster, where you can share content of interest to the target audience of your brand, measure these results and be in full contact with customers through options such as comment, a very efficient form of engagement
Because it is the second largest search engine in the world, second only to Google itself, the platform can help a brand to be found and recognized if the content of the company is well employed and positioned. SmallBizTrends, a blog for SMBs published in 2014, a few YouTube channels with interesting content on the platform.
Investing and how to get return and earn money
In order for the platform to be effective, it is necessary to make an investment, which can vary greatly according to the needs of each company or professional. If the company does not have a technical team that can carry out capturing videos or editing, for example, it will need to hire some agency that performs the service.
In general, investment of money is also linked to the commitment that the company will have to invest in the tool. YouTube values recurring channels of videos that have at least one video per week on the same day and time. This means that the company must be programmed to produce these contents, see comments, analyze charts. Therefore, the ideal is to invest a little at the beginning with a team that can help, at least until you can get the rhythm.
Adsense is one of the top ways to make money from YouTube. Money is paid for linked advertisements before and during videos. In the case of small channels, the values are very low, mainly due to the growth in the number of channels. The best way to earn money is by retaining loyalty to an audience and closing sponsorships with brands or offline actions linked to the channel. Cases such as this, most often bring results.
YouTube for small companies: Strategies for business
How is your business going to market successfully in a space that is full of silly, pointless and with so many varied topics? It can be really difficult to get your videos seen and your channel subscribed to in this overcrowded environment so we came up with some tips for small businesses.
1. Start somewhere by creating the channel and using the main features
YouTube channels have the ability to brand using a logo and a background image which allows the immediate recognition of your brand. Create a quality channel header that represents your company and what your content on the channel will be. Spend some money and hire a good graphic designer to do this for you. It is the only place you can graphically brand your channel and you want it to look amazing.
2. Become The Face of Your Business
YouTube is a community made of real people and they want to see, hear and interact with other real people. The connection to your business becomes much more powerful if you or someone in your organization becomes the face of your brand. It changes the dynamic of the interaction from looking at videos from yet another company to building a relationship with a human. Relationship building becomes a long term strategy that can acquire your company customers for life.
This person (ideally you!) should appear in most of your videos, be included in your channel header and possibly show up on video thumbnails.
3. Make Interesting Content, but Try Not to Sell Anything
You’ve seen that traditional types of advertising only work on YouTube for paid ads. Yes, those ones that everybody skips. They do work, but for free advertisement and for getting your message out, you are going to have to be creative.
4. Everyone Starts at Zero
Many people attempting to utilize YouTube for business sign-up for a channel, throw up a few videos and get discouraged very quickly when they don’t get any views or subscribers. They often abandon the channel they were initially very excited to build. This is a very common and valid frustration.
Keep in mind that now more than ever it takes some time and patience to build your YouTube audience. Focus on creating the best quality and most valuable content you can for your audience.
Then tell everyone you can about your new YouTube channel. Announce it on your blog, email lists and all social platforms. You should have permanent YouTube buttons above the fold on your website and social media platforms.
5. Push People To Your Website
For most businesses, it doesn’t do much good if your YouTube subscribers only hang out at your channel. At first you may be focused on growing subscribers and views on YouTube, but at some point, there should be a focused effort to push people over to your website.
A few tips to encourage this transfer:
- Include a link to your website in the first line of each video description.
- Include links to your site in the “about” section and in the header of your channel.
- Release programming that appears on both YouTube and your site. For example part 1 of a video is on your channel but part 2 can only be found on your site. Or you can use a teaser video on YouTube and direct people over to your site for the complete video. Or you can post supplemental content, like a blog entry, that is only available if they visit your site.
Another highly effective way to jumpstart your YouTube endeavors is to collaborate with an already established creator. This could take several different forms but for most businesses this probably means ponying up some cash for the opportunity to work with a known YouTube talent.
Take some time finding creators with 100k or more subscribers that might appeal to your target audience. You can either pay them to appear in a video of yours or have them talk about your product in a video of theirs that will also include an annotated link over to your channel.