In 2006, Google bought an 18-month-old video sharing platform that attracted 30,000 visitors a day. At the time, internet video was a hit or miss proposition.
Yes, other sites also featured video. But none of them hosted user-created video exclusively. That $1.65 billion paid in Google stock for the site ultimately proved to be much more than merely a smart investment. In fact, it helped to spark a marketing revolution.
While YouTube’s quarterly ad revenue slipped 1.9% year-over-year as reported this week, channel professionals remain confident that this platform continues to represent a valuable media target. “Cyclical moves in advertising might cause short-term discomfort, but the underlying opportunity for YouTube and creators will have staying power far beyond,” explains Jellysmack president Sean Atkins, a leading social growth performance strategy expert.
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YouTube is the second most visited website in the world, and is available in more than 100 countries in 80 languages.
The video platform currently has more than two billion users who consume over one billion hours of content… every day. And it’s not at all restricted to cat videos (although, we have to admit we think those can be pretty entertaining).
Consider the following stats:
- 81% of U.S. adults say they used YouTube in 2021.
- Viewers are four times more likely to use YouTube to find information about a brand, product or service… versus other platforms.
- Consumers are 64% likelier to purchase a product after watching an online video.
- 81% of video marketers have a dedicated budget for video marketing.
- 94% of marketers agree that videos have helped increase audience understanding of their product or service.
- 86% of marketers say video has been effective for generating leads.
Marketers know that YouTube pays big dividends for consumer brands. Yet far too few realize that it’s also a highly effective vehicle… for B2B brands.
In fact, if a building product brand is not promoting — and optimizing — video content on YouTube, that brand is missing a significant opportunity to be found by targeted customers and prospects.
Following are seven tips B2B marketers should keep in mind to leverage the full potential of YouTube.
Create a branded YouTube channel
Consider creating a branded YouTube channel where audiences can access your building product solution, in a cohesive way. A dedicated channel allows you to categorize videos into playlists… making it easier for viewers to locate what they are looking for.
Produce engaging content
A YouTube marketing strategy won’t yield much success without compelling content. Repurposing existing assets such as blog posts and newsletter articles… into digestible, visually appealing video blogs, or “vlogs”, is an effective way to extend the value of the content.
Vlogs are also a great vehicle for educating an audience on a specific topic in a casual, conversational tone. Showcasing a company and its products using short “explainer” videos, can help frame value propositions in an entertaining, engaging — and memorable — format.
Consider creating a playlist featuring product demonstrations and installation training. And to share product launches, influencer reviews and live broadcasts from trade shows… which all align well with strategic PR campaigns.
Make marketing videos that get noticed
According to Google, some two-thirds of B2B companies will research multiple brands while seeking a product or service. Since 76% of B2B marketers leverage video content marketing as part of their digital strategy… it’s crucial to create content that stands out from the crowd.
Video can provide the story of a company and its team members. Showcasing important product offerings. And highlighting value-added services. What’s more, video can lend credibility to a brand promise for existing customers… while creating a platform to start building new relationships with prospects.
While Hollywood-style budgets are not required, it’s important to ensure that lighting is adequate. Backgrounds are clean and uncluttered. And that the audio is clear. Notably, 78% of consumers say it is more important for marketing videos to be authentic and relatable than professionally produced.
Answer common questions through video
When seeking video content ideation, think like an existing customer. Answer frequently asked questions about products or services. Demonstrate empathy while building brand identity. Frame expectations — with searchable titles — that can support SEO strategies. And help to nurture valuable leads in a buyer’s journey.
Be consistent, consistently
A regular publishing schedule benefits a YouTube channel… from both an audience and platform perspective. Viewers will know when to expect new videos. And anticipate their release cadence.
In fact, YouTube’s algorithm favors channels that upload content regularly. And on a schedule… whether that’s every two weeks or once a month. Consistency counts.
Track video performance
Use YouTube Analytics to monitor video performance and traffic. YouTube captures metrics relative to demographics, number of views and traffic sources. These analytics can help to inform a strategy — by identifying areas that need improvement — along with validating what’s working particularly well.
Consider YouTube advertising
Video advertisements on YouTube can be a cost-effective way to reach target audiences for an engaging complement to other strategies in an integrated marketing program. After all, building product brands can target specific campaign ads at targeted audiences… who recently searched for a certain product or service. And according to specific keywords and demographics.
The cost of YouTube ads is based on views — for mere pennies per opportunity. Conveniently, daily budgets can be controlled so that Google stops running ads once the campaign has reached each day’s spending limit. Notably, YouTube mobile ads are 84% more likely to receive viewers’ attention than television.
At K&A, we leverage video as a key part of our clients’ content strategies. After all, well produced and promoted videos can improve brand awareness, drive web traffic, generate leads and — importantly — help our clients secure more new customers.
Interested in learning more about developing a content strategy that leverages the many benefits of video? Send an e-mail to sk@kleberandassociates.com to get the conversation started.
