The Big 4: #4 Youtube

YouTube is currently the second biggest search engine after Google. YouTube is owned by Google and that alone is a good reason to use this medium to promote your business, as it will help your position in the rankings. There’s a few tips that I want to share with you in order for you to get the most out of your YouTube channel.

First of all, think about how you would be watching information videos online. You probably wouldn’t want to sit there for 20 minutes or so. The most popular videos are really short and really informative. I would suggest that if you’re just doing an introduction, then 60 to 90 seconds is more than enough. But, if you want to pass out some more information, then certainly 3 to 5 minutes is a good video length. You don’t need to be making blockbusters. It’s amazing how much you can fit into 3 to 5 minutes, as long as you’re clear about your message and you stick to it without any waffling. So, before you start committing to anything, really crystallize what it is that you want to say and what you want the audience to leave with.

The idea is that you want your videos to get shared. As they get shared, you’ll want to promote your brand. Add a watermark, which can be your company logo or maybe your web address on there, so that as other people share your content, people can come back to see your website.

Let’s have a look at some of the ideas that you could use on YouTube.

First of all, not everybody is comfortable being on video. If this is the case, using PowerPoint presentations with a voiceover and maybe some royalty free music, could be a good way for you to stay off camera and still demonstrate the things that you want to.

If you can stand in front of the camera then it can help your videos to have more effect. So, let’s have a look at how you could maybe generate video content. To begin, just sharing information that’s specific to your industry is really great for you to put on YouTube.

Another idea is to interview industry experts regarding topical issues. This could be somebody that you know that would be happy to take part in an interview with you. Or somebody could interview you as an expert in your field, sometimes that can be a bit easier if you’re just answering questions rather than just talking to the camera. In either of these scenarios, make sure that you’ve got solid questions and answers, to keep within your 3 to 5 minutes.

Then there’s the “how to” videos; get your product and actually demonstrate what it does. You could do a review video of the products that you sell.

I mentioned before that you definitely want your video shared and you can automate some of this and it’s fine to do this automation. It means that every time your video is uploaded, it is then automatically uploaded to your Twitter or your Facebook. All you need to do is go to the settings and have a look for “automated sharing” and turn on the channels that you want to share to. Add your details, such as your login for Twitter and it will enable you to automatically share that content.

It won’t surprise you to hear that your videos need to be keyphrase rich. There’s different ways of doing this. First of all: the title of your video. This needs to contain the keyphrase for which you want your video to be found. Then of course, what about within the actual video itself? YouTube are not that far away from including speech recognition, but maybe if you’ve got closed captions in there, they too will contain your keyphrases. It is a very good idea to have subtitles for your video. You’ve also got the description box underneath, so use that text to reinforce your keywords. Within that box, you also need a link back to your website and a reason why people should go back to your website.

Finally, use tags properly. A lot of people, if they’ve got a three word keyphrase, will have those three words separately as tags. It is a much better idea to group those words, so that one phrase is equal to one tag. If it was “Web Design United Kingdom”, then again, use all of that as one tag. So use tags, use your description, use your captions and use your title to make sure that you’ve got your keyphrases very prominent in your YouTube videos.

If you brand your YouTube Channel, that’s definitely going to give you more of a professional edge. There’s a lot you can do when you’re branding and customising your YouTube Channel, over and above just using your logo. Use the colour scheming and try to theme your YouTube Channel so that it looks more professional.

Another idea is to create playlists on your Channel. You could separate your videos into various interesting playlists that people can watch if they are interested in a specific area. If people want to watch 3 to 5 minutes and they’re still interested, they can move on to the next video.

A part of what will move your video up in the listings is the amount of views that you get on your video. Make sure that you embed that video on your website as well; an easy way to do this is include a link to it in a relevant blog. It’s a great way of sharing that content, so that people don’t have to find it on YouTube.

While you’re posting it on your blog, why not post it on Facebook too? You should alternate whether you’re using Facebook video or YouTube video, but there’s nothing wrong with posting your YouTube video on Facebook, Twitter, LinkedIn etc.

One of the really cool features on YouTube is that you can post video responses back to other videos. Why not find some that are related to what you do and actually create a video as a video response back to the original video itself? That’s then going drive people to look at your other videos. It’s a great way to start pulling all of that traffic and build up your audience.

Remember, there is a reason why we’re doing all of this content creation. It’s to encourage potential clients to take action. At the end of all your videos, tell the viewer what they can do to take action. If at the end of the video, you want somebody to “click below” to get the PDF of that particular product, or if you want them to call you, whatever it is that you want somebody to do, make sure that you tell them on the final slide of the video. Even if you’re just commenting on another video, not creating a video reply, then make sure that you use your YouTube Username as that will become a link back to your own channel.

If you decide to use YouTube, build video into your content plan so that you are creating new content on a regular basis. Whether that’s one new video every day or every month, make sure there is a pattern so people know when they can expect new videos from you.

If you’re drying up content for your videos, why not have a Frequently Asked Questions response in video? Anything that a customer asks you, why not write that down and then do a video response? It will look really impressive to send your customer a link to the video, but it also starts building up a real knowledge base on your YouTube Channel. You could even create a playlist titled “Frequently Asked Questions”.

A lot of people on YouTube just watch the videos and then move on. So, you really have to encourage them to subscribe to your Channel, or to click on the like, or “thumbs up”. Whatever it is that you want them to do at the end of the video in terms of posting that to other people, make sure you’ve included that too. When people have made the effort to find your video, the last thing you want is for them to click on an advert. So, make sure that you’ve checked they do not show adverts on your videos.

Remember, what you’re trying to do in your videos, is to share information. They don’t need to be directed by Steven Spielberg. This is not about making an Oscar winning movie; it’s about helping other people. Therefore, don’t think that you’ve got to have the top production quality. At the same time of course, it has to be audible and it has to be a clear message, but go for really good content as opposed to special effects.