For a good YouTube marketing strategy in 2020, you need to leverage the new as well as the old. New trends, features, and updates on the platform as well as in the social media marketing industry will affect your strategy.
Did you know that your audience loves visual content the most? Amongst visual content, videos are a favourite of the audience. Whether you own a retail business or offer B2B services, there’s enormous scope with videos, to create content that would engage your audience. A lot can be done to market your brand on this video sharing platform.
First and foremost, if you don’t have a YouTube channel for your brand, you need to get one now. The best part about YouTube is that you can use your brand channel to log into multiple google accounts simultaneously. So, a YouTube channel will allow for streamlined workflow in teams.
Also, YouTube has a huge viewership. Leverage it the right way to reach out to big audience segments. Set up a strong YouTube marketing strategy that helps you win over your audience.
We have created a comprehensive YouTube marketing strategy for 2020 including all the tips and tricks to ace YouTube marketing.
1. Build your YouTube Brand Channel
Your YouTube channel should spin out your brand’s story to the people. From your channel icon to channel description, everything should speak your brand’s voice. Add your brand’s logo to the YouTube channel icon. Add a custom YouTube banner as well, with social media icons leading your audience to your social media handles across platforms.
In the ‘About’ section of your YouTube channel, add a brief description of your brand. Your description should introduce every new visitor to your brand and reflect your brand voice. Put calls to action leading to your website or any other pages you want to lead your audience to.
Finally, divide your videos into different playlists. You can create branded playlists with names unique to your brand. Categorize playlists into webinars, behind the scenes etc., depending upon your video content.
2. Consistently Create and Add Compelling Videos to Your Channel
Create video content that gets your audience talking. Most importantly, use YouTube videos to bring out your brand’s story.
Are you a B2B brand?
You can create YouTube videos that complement your blog or website content. Bring your customers to give quick reviews of your brand. Ask them to share the experience of using your products, working with your brand and so on to take your YouTube marketing plan to the next level. Create and run a separate Video blog channel for your brand and interact with your audience using the platform regularly.
Interview industry professionals, seniors and subject matter experts. Informative video content is most popular with audiences. Post step by step videos and tutorials on how to use your products or services.
At the same time, keep posting videos consistently on your channel. Find out the right time to post content, when the audience is most active on the platform. Add videos to your channel accordingly.
3. Leverage YouTube Tools and Features
YouTube has a host of tools and features that can help you enhance your YouTube marketing strategy in 2020. Use end screens and cards to add your desired calls to action.
Shared a video on how to assemble a product? Lead your audience to other videos on how to use the product and other similar content from your playlists.
Add transcripts to your videos. Make your video content universal by adding closed captions. It cuts out the language barrier and makes your content consumable by audiences across borders. At the same time, you can reach out to the disabled with this YouTube video feature. A keyword-optimized video transcript helps enhance your YouTube SEO as well.
These incredible tools come as a part of your YouTube channel. Make the most of these, to level up on your YouTube Marketing strategy.
4. Optimize Your YouTube Video Description and Thumbnails
Since your YouTube video thumbnails and description are the ones that provide a glimpse into your content, optimize these for better results. Your YouTube thumbnail should push YouTube users to click and watch your video. The most important elements of a good YouTube thumbnail image include a picture and a caption. Add a popping image and caption that draws the attention of your audience. Use facial-closeups for the best response. The idea is to create a visual representation of the video content in the thumbnail.
Equally important in your YouTube marketing strategy is your video description. Make all your YouTube video descriptions keyword optimized to enhance YouTube SEO. Also, make sure that your YouTube video descriptions align and compliment your YouTube video content. Apart from using keywords, use catchy phrases that push the users to hit the play button on your videos.
5. Add YouTube Stories to Your YouTube Marketing Strategy
After Instagram and Facebook, YouTube hops on to the stories’ bandwagon. YouTube now has the stories feature which allows for you to add short, mobile-only videos that expire after 7 days. YouTube offers this feature to creators with more than 10,000 subscribers on the platform. Easily create YouTube stories in a matter of seconds with the tap button on your profile and then edit them. Trim your YouTube stories and add filters, music, text, stickers, and even links to your videos.
As a creator, this tool allows you to diversify on your content on the platform. With this new feature and the tools that come along with it, you can build a strong relationship with your community. It will also help you boost engagement.
6. Optimize Video Titles For YouTube Voice Search
Enhance your YouTube SEO by optimizing title for YouTube voice search. People use YouTube voice search to find videos quickly, without having to use their fingers to type out the video titles. Since voice search is an easier, hassle free way to get YouTube video results, you need to ensure your videos appear before your audience.
Most importantly, optimise your YouTube video title to make it SEO friendly. Imagine yourself using YouTube voice search for your videos. Would you go for a longer YouTube video title or a shorter one? Most people will use a small number of keywords to describe their YouTube query.
The language will be less formal and more conversational.
So, frame a YouTube title that includes important keywords, is short and simple and has a conversational tone. This will improve your YouTube SEO to a great extent and eventually increase your views on the platform.
7. Run Influencer Marketing Campaigns On YouTube
Include Influencer marketing as a part of your YouTube marketing strategy. There are 3 main benefits of partnering with an Influencer:
- Access to a larger audience
- Access to another creator’s skills
- Diversification of your content
And all these benefits add up to bring more engagement for your brand.
Employ the Influencer Marketing Platform by Unbox Social to find the right Influencer for your brand. Conduct brand checks to find Influencers with the right skill-set and experience.
At the same time keep track of all the trends and watch out for outdated Influencer marketing practices that you may be indulging in.
8. Invest in YouTube Ads
Paid content will continue to be an integral part of a good YouTube strategy in 2020. A smart way to make your videos appear before your audience is through the advertising option.
YouTube Ads come in 6 different formats- skippable TrueView in-stream Ads, 6-second bumper Ads, sponsored cards, overlay Ads, display Ads and Trueview Discovery Ads which appear on the homepage, alongside search results and next to related videos.
If you aren’t using YouTube Ads to market your brand, do it now and check out the results for yourself.
9. Capture Audience Insights
Having in-depth knowledge about your target audience is the key to building an effective YouTube marketing strategy. Find out who your audience is to get a sense of what kind of content you need to create content that will win them over.
Deploy a social media intelligence tool to capture vital audience insights. Find out your audience composition, including insights about audience demographics.
By knowing their geographical, gender and age composition, you will be able to create videos and content that caters to their likes and dislikes.
10. Track and Report Your YouTube Channel Performance
An important part of your YouTube marketing strategy, is to track your performance and watch out for important metrics. Use a YouTube analytics tool such as Unbox Social to monitor and report your YouTube channel performance.
With this tool, you can track metrics such as watch time retention, top videos, video-wise engagement and more.
At the same time, you can generate reports to uncover all your social media metrics during the desired time period. In a matter of a few steps, you can pull out a YouTube analytics report with Unbox Social. You can set scheduled reports for time periods that you will set.
Try the Social Media Analytics and Reporting tool by Unbox Social.
Use these reports to identify content with better engagement and response from your audience. Take inspiration from such content to inform your content strategies.
Here’s a snapshot of the tool:
11. Cross-promote Your YouTube Videos
To increase your YouTube video views and get more traffic to your YouTube channel, start cross-promoting your videos through other social media platforms.
Set up your social accounts on other platforms and start promoting your YouTube channel. In this way, you can expand your brand exposure on social media.
12. Monitor Your Competition
Lastly, deep dive into competitive intelligence to know what your contemporaries on the platform are up to. Monitoring your competition on YouTube is an integral part of your YouTube marketing strategy.
Tap into intelligence and insights about your competitors with the help of a social media competition tracking tool. Take cues from your competitors’ strategy and build a well-informed YouTube marketing strategy for your brand.
A good YouTube marketing strategy involves leveraging all the tools and features at your disposal and employing them to build engagement. It also involves keeping a watch on the industry as well as your competitors.
Here’s a summary on important tips to optimize your YouTube marketing strategy:
- Build and enhance your YouTube channel, to reflect your brand voice
- Add compelling videos that add value to the audience and make sure to post consistently
- Leverage YouTube tools such as transcripts, end screens, and cards and annotations
- Add an eye-catching thumbnail image and optimize video descriptions for SEO
- Include YouTube stories as a part of your YouTube marketing strategy in 2020 to build on your community and diversify your content
- Optimize YouTube video titles for YouTube voice search- Use simpler, shorter titles
- Use Influencer marketing for access to a larger audience, leverage another creator’s skills and create versatile content
- Capture vital audience insights for your YouTube channel
- Continue using YouTube Ads for a sure-shot appearance before your target audience
- Uncover insights about important video metrics using social media analytics’ tools
- Cross-promote your YouTube videos
- Monitor your competition on YouTube