How to use YouTube for Video Marketing

A vital part of any video marketing strategy, choosing the right platform for your content is absolutely essential. And with an audience of over 30 million visitors per day, YouTube is the perfect platform for many businesses to circulate their content. But with so many items on the platform, it’s important to tailor your approach and ensure that you fully understand their requirements before you add your information to the site.

So, what should I consider when adding materials to the platform and what are some essential tips to keep in mind? 

How do I get started?

While the YouTube ecosystem is simple and intuitive to use, there are a number of steps that you need to follow in order to get the most out of the platform. These include

1. Research the opposition: First and foremost, it is important to get an understanding of how your competitors are approaching their outreach and the action they are taking to reach out to their audience. Take some time to review the copy and layout of their channel along with the nature of the material that they choose to upload. Is it educational, entertaining, or a combination of both? Take a look at their viewer counts and take the time to review feedback and upvotes on their pages – are there any elements or aspects of their work that you could potentially emulate. This can help you understand your place in the marketplace and how to potentially set your work apart from what everyone else is doing. 

2. Set up your channel: After you have taken the time to review your competitors, it’s time to set up your own account. Thankfully, YouTube have massively streamlined this process from past iterations and include a dedicated wizard to help ensure that your brand account page is configured correctly. This can be created with a standard Google account and choosing a YouTube for business account can allow multiple users to access the page and enable you to modify and manage your settings, and respond to online interactions. 

3. Optimise your content: When you have your account ready, it’s important to familiarize yourself with advanced account settings. The platform’s analytics functionality allows you to metricise and take a detailed look at your video breakdowns – allowing you to see viewer counts, drop off points, average watch time and more. While qualitative insights are helpful, tracking these analytics are the lifeblood of the system, allowing you to better understand your audience and see where your content strikes a chord and where viewers can drop off – letting you move past ‘gut’ decisions and make choices about your material based on real-world evidence.  

4. Start uploading: Once your page is fully configured, it’s time to start uploading and scheduling content on your channel. Creating a regular schedule for uploads can help you secure a reliable audience that subscribe and interacts with the material you produce, allowing them to trust and actively engage with your brand. However, you’ll soon learn that regular production is much more demanding than you realise – even with increased levels of confidence. Be sure to have material produced ahead of time to avoid missing an upload and set a working schedule that under budgets the amount of time you have available. Burnout is a real risk and, if you are creating content in a paid capacity, ensuring that your material is consistent and of the highest possible quality is essential. 

5. Seek out guidance: Once you are familiar with the fundamentals of organising your content and uploading material to your page, it’s important to keep up the process of continuous learning. This can include seeking out dedicated webinars to learn more about creating an engagement funnel to onboard clients, 

Find out more

If you want to learn more about how YouTube and other platforms can help with your outreach, our team at Eight Engines is here to help. With many years’ experience, we work with you to understand your unique position in the marketplace and the goals you are keen to accomplish.