When you want to use video as part of your content marketing strategy, look no further than YouTube — it’s the second most popular social media platform and the second most visited website.
Many small business owners use YouTube to reach customers and increase their earnings. According to an Oxford Economics study, 67% of small and medium-sized businesses with a YouTube channel said it helped raise their revenue.
This guide will assist you with setting up a business channel on YouTube, customizing your profile to increase brand awareness and creating content that best matches your video marketing strategy.
Create a YouTube channel for your business
In order to gain subscribers and make a viral video, you’ll need a YouTube account. If your business email address is hosted by Google (@gmail), use it to log in to YouTube.
Once you’re logged into YouTube on a computer, look at the top-right of the page to see your profile picture — if you don’t have one, it will be a generic placeholder.
Click on your profile, then click Create a channel. You’ll be prompted to add a name and handle, such as @Bluehost.
You can also verify your YouTube account by linking it to a phone number. This will unlock your ability to upload videos that exceed 15 minutes in length, live stream and apply custom thumbnails.
Consider adding an icon and a banner image to your channel. Your icon should be over 98 x 98 pixels and under four MB. It’s also best practice to make your banner over 2048 x 1152 pixels and under six MB.
You have the option to add a video watermark that will appear in the bottom-right corner of your videos. It’s additional branding, but bear in mind that some viewers find watermarks distracting.
Go to Channel customization > Description, then create a catchy and memorable about section that explains all the key information about your business and your YouTube channel.
To make your company homepage easy for YouTube users to find, equip your channel with a link to your business website.
If you don’t have a website, note it’s never been easier to create one using WordPress. When you choose Bluehost’s WordPress hosting, you’ll get free access to WonderSuite, an intuitive website builder made to get you digitally established in minutes.
Decide which type of YouTube videos you’ll make
Before you create marketing videos for YouTube, have your target audience in mind. That means thinking about the types of YouTube content you can feasibly produce and whether it will help you connect with viewers.
Here are the typical types of marketing videos you can create on YouTube for business:
And your YouTube podcasts don’t need to be audio-only. In fact, Morning Consult found that 46% of podcast fans preferred podcasts with video, compared to the 42% who preferred audio-only.
For your podcast, you could discuss your journey with the business, tackle hot industry topics or invite podcast guests to share their views and experiences.
When you gain a sizable podcast following, you can even land sponsorships to supplement your social media marketing budget.
Demo videos are a good way of showing customers what your products are all about.
Try giving a quick explainer of your product and its benefits for different users. Then, finish strong with a convincing call to action.
Interviews with subject experts can position your brand as a trusted source of information.
If you interview a high-profile guest, people using YouTube or Google to search for them can find your interview and resultingly learn more about your business.
YouTube Advertising is a major benefit of YouTube for small businesses; thus, ads are a type of video you should strongly consider creating.
Even if you’ve never created a video ad, you can start off confidently. YouTube has many resources to help you get started with your first video ad, including templates, step-by-step guides and royalty-free music.
The typical types of video ads range from skippable to non-skippable to in-feed.
Many people enjoy seeing the candid, down-to-earth side of people behind the brands they know. It’s an opportunity to connect with your audience in a way that’s very different from most marketing videos, which are product-focused and push for purchases.
Written customer reviews are greeted with skepticism sometimes, but with video testimonials, people’s enthusiasm for your product will shine through.
If your product is fairly technical and requires instructions, create a video tutorial on how to use it. If needed, divide your tutorial into chapters (with previews) to save users from sitting through hours of video that isn’t relevant to them.
If you’re up for the challenge of attracting engagement in 60 seconds or less, then these quickfire vertical videos are for you. Plus, you don’t need any fancy audio or video equipment to record YouTube Shorts — a smartphone with the YouTube app will do the trick.
YouTube livestreams are great for notable business events like product releases and competitions.
As long as your channel is verified and you have no account restrictions, you can livestream using various sources, such as a mobile device, webcam or encoder with dedicated recording hardware.
Ensure you have the appropriate equipment to record high-quality video and audio. A good microphone goes a long way to ensure people get a listening experience worth staying for.
Start planning your video. Write a video script or outline, then invite any guests, hosts and assistants you need.
Don’t forget to include a call to action (CTA) at the end of the video, such as “subscribe to learn more about this topic” or “click the link in the description to see the full product line.”
- Create video playlists.
- Consider monetizing your channel.
- Interact with potential customers.
- Collaborate with industry thought leaders.
- Share your videos.
- Improve your YouTube SEO.
- Use YouTube Studio to analyze engagement.
Beyond video content creation, entrepreneurs can use other aspects of YouTube for business growth. Here’s more detail on these opportunities to boost your social media marketing strategy.
Create video playlists to group relevant video topics, making it easier for viewers to find new videos they’re interested in.
Consider monetizing your channel if it’s feasible and appropriate. The YouTube Partner Program is a great way to make money on YouTube as long as you have over 1,000 subscribers. You can earn ad revenue from your videos and even sell your products on YouTube.
Interact with potential customers and other brands. This could be as simple as leaving a comment on another firm’s video or replying to comments on your own videos.
Collaborate with industry thought leaders to stand out from the crowd. Work with other small business owners to produce a video, or simply ask an expert to give your business a shout-out on their YouTube channel.
Share your videos on your website and social media channels like LinkedIn, Meta and X. This is a simple way to boost your YouTube views and spread your brand’s message.
YouTube SEO involves optimizing metadata (e.g., your video title and tags) and doing keyword research to ensure your target audience sees your content.
Use YouTube Studio to analyze engagement. Your video analytics will tell you which parts of your content resonate with people on YouTube; you’ll need to interpret stats like unique viewers, watch time and returning viewers.
You’ll find all the data you need under YouTube Studio in your YouTube account dashboard.
Final thoughts: YouTube for small businesses — top tips
YouTube’s popularity and user-friendly nature make it a great platform to kickstart your business’s video marketing journey. Yet, YouTube is just one piece of the brand growth puzzle.
Plus, we can offer you a custom-built campaign for pay-per-click advertising and search engine optimization.
If you’re after some free resources for digital marketing — whether you run an eCommerce store or just want a better online presence — head over to the Bluehost blog.
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