According to the B2B research Focus on Documenting Your Strategy from the Content Marketing Institute, 76% of B2B organisations are using video in their content marketing. As YouTube is still the most popular platform amongst users for both viewing and searching for content (it is one of Google’s key product offerings), as well as the ability to embed and share video content from YouTube on other online platforms, it’s essential that businesses who are using video in their content marketing strategies create a dedicated YouTube channel.
Below we have outlined the processes you need to complete in order to set up and optimise a YouTube channel for your business.
Create a YouTube channel
For some time Google has been trying to tightly integrate YouTube accounts with its Google+ platform. One result of this is that you need a Google+ profile to create a YouTube channel. If you’re already managing a brand on Google+, you can create a YouTube channel easily from there. All you need to do is access YouTube from your business Google+ account. If you don’t already have a Google+ account we’d recommend setting one up anyway as it will help your business and location details index in Google search results. It sounds like Google might be moving in the other direction and separating the two platforms – but you might need to wait a while before you can create a standalone YouTube channel without Google+.
Once you’ve created your YouTube business channels it’s time to start branding. In order to instantly reflect your organisations brand, you can visually adapt the profile by adding your company name and uploading branded images to profile picture and cover photo. In order to mirror this in the videos that your potential and existing customers see, create a channel showreel video that will automatically play when people visit your channel, and add branded watermarks to every video (this can be done through advanced settings) that will link back to your website.
Now that you have visually branded your channel, it’s time to look at the content. The ‘About’ tab of the channel will allow you to create a channel description where you can outline who your company is, the products and services you provide as well as the videos you’re creating. In order to increase your followers, add social account links to this section, as well as at the end of every video description.
As we mentioned above, YouTube is a Google product and is used not only to view videos but also to search for content. In order to aid this process it’s crucial that you optimise the videos you upload so that they are easier for your target audience to find. You can use tools like Google’s Keyword Planner to find the most searched for terms relating to the videos subject. You can then use these keywords in the videos title, description and tags. In order to boost your videos call to action, you can add YouTube cards to the video which allow you to link back to your website or another videos/playlists in the channel.
Monitor your videos
Once you’ve created and optimised your channel and videos, you can use YouTube’s analytics suite to measure the success of your videos. The suite provides detailed information such as audience demographics, playback locations, traffic sources, the devices people have used to watch your videos as well as audience retention. This will give you visibility over what videos are working, and which are not.
We hope that this guide has given you an idea of what you need to do to set up and effectively use a YouTube business channel to distribute your video content. You have any hints or tips that you want to share on using YouTube for your business, share them in the comments below. If you want more information on video production and marketing, follow us on LinkedIn for regular updates and posts.