Soccer is receiving much deserved expanding attention with Leo Messi’s “hat trick” – coming off the bench in the second half – to win in the season finale last week. In fact, Inter Miami broke the MLS record… with 74 points for the season.
And in August, Portuguese-born global soccer sensation Cristiano Ronaldo launched his YouTube channel, with millions of fans joining him on the platform.
The word immediately fails to convey “the speed” this channel attracted an audience.
Within 90 minutes, the star forward had broken the world record… by becoming the fastest channel to hit one million subscribers. Now, with more than 60 million and counting.
But what do Messi, Ronaldo, YouTube and builder products have in common?
Actually, a lot of “best practice” to apply in the construction channel.
YouTube is the world’s second-largest search engine… presenting a powerful platform for marketers to engage with prospects, grow brand awareness and showcase product solutions. After all, building materials marketing is responsible for promoting complex products that benefit from visual demonstrations. YouTube as such, offers unique opportunities to communicate technical information and deliver value propositions. To enhance visibility. Establish authority. And foster stronger relationships with key audiences to help drive building material sales.
Don’t just take our word for this opportunity. YouTube Q3 ad revenue beat Wall Street forecasts this week – rising 12% – as subscriptions topped $50 billion over past 12 months for the first time.
The Role of YouTube in a Marketing Plan
Incorporating YouTube into a content marketing plan goes beyond posting a few videos.
Rather, the platform celebrates comprehensive strategies that align with broader business goals… including increasing market share, supporting sales efforts and improving brand perception among target audiences. As part of a broader content marketing strategy, YouTube allows brands to showcase products-in-action, highlight customer testimonials and provide educational content that addresses common pain points.
The key to effective YouTube marketing lies in creating content that resonates while providing valuable information. This approach transforms YouTube into a vehicle for lead generation… nurturing prospective buyers through the sales funnel.
A well-thought-out video marketing strategy also enhances SEO efforts – by boosting organic search rankings – based on YouTube’s seamless integration with Google’s search algorithms.
How YouTube Delivers for Building Product Brands
Video content is recognized for driving powerful impact… especially where demonstrations and real-life applications can significantly influence purchase decisions. Professionals in the construction industry – as expert advocates – seek detailed solutions, specifications and performance insights, before making recommendations.
Consider how brands like Owens Corning and James Hardie have successfully used YouTube to showcase their products, by providing installation guides and demonstrating the benefits of unique construction materials.
Where YouTube Fits in a Marketing Plan
YouTube can be integrated into multiple stages of a building product brand’s marketing plan… from raising awareness to supporting post-purchase engagement. The platform can serve as a cornerstone for campaigns, delivering content tailored to various audience segments.
In the awareness phase of a buyer’s journey, educational videos effectively can introduce the brand. In-use demonstration videos – and jobsite performance case studies – can address the consideration and decision stages on the path to purchase.
What’s more, YouTube content can be repurposed across other marketing channels. Embedding videos on a brand’s website, sharing them on social media and using them in email marketing campaigns can amplify reach and engagement. Consistent video content can also support thought leadership initiatives – by providing a platform for experts within the company – to discuss industry trends or business challenges and solutions.
Best Practices for Using YouTube in Building Product Marketing
- Develop a Clear Video Content Strategy
A successful YouTube strategy begins with a well-defined content plan. Understand the needs and preferences of target audiences… and tailor the content accordingly. For example, how-to videos that demonstrate installation techniques or maintenance tips can provide valuable guidance to contractors. While architects might seek videos that highlight the aesthetic – or performance features – of a particular product. - Focus on Educational and Informative Content
Brands should prioritize content that educates rather than overtly “sells”. Videos can explain the benefits of using certain materials – how specific products solve industry challenges – or compare/contrast options in the market. By offering practical information, brands can establish themselves as trusted resources. For example, Sika, a global leader in construction chemicals, frequently posts videos on YouTube demonstrating product applications. And explaining the science behind its solutions. - Leverage User-Generated Content and Testimonials
Authenticity plays a critical role in building trust, especially in the B2B space. Incorporating user-generated content can significantly enhance credibility. Highlighting successful projects – and featuring satisfied client testimonials – can reinforce a value proposition. Velux, a leading manufacturer of roof windows, leverages this strategy effectively by sharing project stories from architects and contractors… who use its products in creative applications. - Optimize for Search and Engagement
A strong SEO strategy ensures YouTube videos get discovered by the right audiences. Optimizing video titles, descriptions and tags – with relevant keywords related to building products and industry trends – will help increase visibility. Using closed captions and including transcriptions also improves search performance. - Track Performance and Refine the Strategy
Consistently analyzing video performance is essential for optimizing future content. YouTube’s analytics provide insights into viewer behavior… such as watch time, audience retention and traffic sources. By reviewing this data, brands can determine which types of content resonate most with their audiences. And adjust strategies accordingly.
Conclusion
YouTube offers a versatile and engaging platform for building product brands to grow brand awareness, establish authority and connect with B2B audiences. By integrating YouTube into a broader marketing plan – and following best practices – building product marketers can effectively showcase their products, provide valuable education and drive engagement.
If you want some of what Soccer Pros bring to their turf, we’re outstanding in our field too. Send an email to Steve at sk@kleberandassociates.com to get the conversation started.
