When was the last time you saw a video on YouTube? I bet you`ve seen one today. YouTube is too huge and too popular for marketers to ignore.
If you don’t have a YouTube channel, now’s the time to start one.
If you have a channel and you never got it off the ground, now’s the time to take action.
This article will take you through the process of setting up your YouTube presence, listing steps, tools, and important tips to get you started and moving forward.
1. Define your goals
If your goal is to become a YouTube star, you might be a bit late to the party: it’s really hard to get noticed these days — too competitive. Stardom will take years of hard work to achieve because of the number of channels users have to choose from.
Even back in 2014, when I was reading about YouTube celebrity bloggers, one quote really stood out to me:
“We think, if we were coming to YouTube today, it would be too hard.
doesn’t mean you can’t reach other more specific goals on YouTube. Great place for business owners and marketers.
This is three achievable goals that are more meaningful to the business than fame.
1.1. YouTube for Reputation Management
One thing about reputation management at Google, this is not complete.
Even if you have a great reputation and like all the results you see in the company name SERP, you may want to publish more content related to your brand.
YouTube is the perfect platform for reputation management. YouTube videos rank incredibly well in Google, especially when it comes to lowcompetition navigational queries that include your brand name.
Furthermore, YouTube videos almost always get that rich snippet treatment (meaning that Google shows the video thumbnail, author, and length of the video in the SERPs). This means you can more easily attract attention to your video search result.
That being said, think about putting videos on YouTube that:
Give your product/service overview
Show happy customers
Visualize customer feedback (for example, visual testimonials beautifully collected and displayed in a video)
Offer a glimpse inside your team (show people behind the brand, publish videos from events or conferences, etc.)
1.2 YouTube videos for improved conversions
Videos improve conversions for a clear reason: They offer a loweffort way for your customer to see why they need your product. Over the years, there have been numerous case studies proving the point:
An older study (dating back to 2011) states that customers are 144% more likely to add products to a shopping cart after watching the product video
Around 1 in 3 millennials state they have bought a product directly as a result of watching a howto video on it
This Animoto survey found that almost all the participants (96%) considered videos “helpful when making purchasing decisions online”
Wistia found that visitors who engage with a video are much more likely to convert than those who don’t
That being said, YouTube is a perfect platform to host your video product overviews: it’s free, it offers the additional benefit of ranking well in Google, and it provides additional exposure to your products through their huge community, allowing people to discover your business via native search and suggested videos.
1.3 YouTube Builds Alternative Traffic and Presence Channels
YouTube has great marketing potential that most niche companies can’t ignore. It acts as a good discovery engine.
Imagine the video proposed next to a competitor’s product review. Imagine a competitor’s customer come across your video comparison while looking for an alternative service on YouTube.
Just being there makes you more likely to find it.
Again, getting into the YouTube Top 10 isn’t easy, but it’s definitely feasible for certain less competitive searches.
Note: To start building traffic from YouTube videos, you need to build a channel up to a total of 10,000 public views to qualify as a YouTube partner. Once approved, you can use the card to add clickable links from your video to your website and actually increase your website’s traffic through the video view.
2. Creating a Video Editing Calendar
Like other types of content, video content requires a lot of brainstorming, organization, and planning.
My usual routine when creating an edit calendar is:
Start by searching for keywords
Use question surveys to get more specific ideas
Use seasonality to time each content
Plan enough time for production and promotion.
Use Serpstat to investigate keywords and questions, which provides a unique clustering feature. For each keyword list you provide, use the Google Search Results page to identify duplicate similar URLs, evaluate the relevance of the various terms in the list, and group them into groups based on that.
This grouping makes it easier to plan your content by reviewing the concepts behind keyword groups and including them in your roadmap based on seasonality and other factors (or upcoming events, etc.). ..
Depending on the amount of video content you create, you can set up a different calendar or include the video in the entire editing calendar. Keep your goals in mind when creating the
roadmap. Some videos, such as testimonials and product reviews, won’t be based on your keyword research but still need to be included in the roadmap.
3. Proceed to video production
Video production can be intimidating, especially if you have a modest budget, but these days it’s much easier and more affordable than you’d imagine.
Keeping lowerbudget campaigns in mind, here are few types of videos and tools you can try out:
3.1 Inhouse video production
You can actually handle much of your video production inhouse without the need to set up a separate room or purchase expensive gadgets.
Here are a few ideas:
Put together highquality explanatory videos using Animatron (starts at $15/month): Takes a day or so to get to know all the available tools and options, but after that the production goes quite smoothly
Create beautiful visual testimonials, promo videos, and visual takeaways using Animoto ($8/month): You don`t need much time to learn to use it; it’s very easy and fun.