YouTube isn’t merely a platform for watching funny videos online. If used correctly, it can serve as a powerful marketing tool to attract and drive more business. In fact, research indicates that video content tends to yield high levels of engagement – which means more traffic and leads.
Let’s face it. Video is dynamic. It allows you to connect with leads on an emotional level. Additionally, with a video, you can compress tons of information into a single piece of content, which is key to sharing your message with your audience.
It’s also worth noting that YouTube’s traffic continues to grow at a consistent rate. This platform gives you the chance to reach a large number of users. That’s why, if you don’t currently have a YouTube business account, you should create one.
This guide will explain how to do so and how to grow your business with it.
YouTube for Business: How to Create a YouTube Channel for Your Business
Do you have a Google account? If so, you can use it to create your YouTube business account, as Google owns YouTube. That said, if you already have a personal YouTube account, you can use that to begin creating your branded channel.
Follow these steps to do so:
- Sign in to your existing Google or YouTube account.
- Head to the YouTube homepage (you may automatically be redirected here if you sign in to your YouTube account).
- In the upper right corner of the screen, you’ll see your image or avatar. Click on it.
- If you’re creating your account for the first time, from the drop-down menu, select Your channel Click Use a business or other name to create your YouTube for business account. Name your account, then click Create.
- If you already have a personal YouTube account but are now creating a channel for your business, select Settings after clicking on your avatar. On the settings screen, choose Create a new channel. Name it, then click Create.
Add Managers to Your YouTube for Business Account
You may not wish to be the only member of your team who has permission to manage the account. If you’re not always directly responsible for implementing marketing campaigns, it makes sense that you’d want to let other team members have permission to post videos, delete videos, view important account information, and more.
If this is the case, follow these steps to add additional managers:
- Sign in to your business YouTube account (or the personal account you used to create a branded channel).
- Click your image or avatar in the top right corner of the screen.
- Select the relevant brand account. Once you’re signed into your brand account, click the avatar again, and choose Settings.
- In the Managers section, select Add or remove managers.
- Select Manage Permissions.
- At the top right of the Manage Permissions page, click on the Invite new users icon.
- Enter the email address of the individual you would like to make an account manager.
- You’ll be asked to select a role for the new user: Owner, Manager, or Communications Manager. Make the appropriate selection and click Invite.
Using YouTube for Business Growth: Key Ideas to Consider
The specific way in which you leverage YouTube to grow your business will depend on the nature of your business and specific goals. That said, the following are ideas and tips to keep in mind as you develop your strategy:
Explaining Important Topics
Content marketing involves providing value to your audience. That’s why many business owners post blogs frequently, sharing relevant information with customers.
For instance, maybe you run an HVAC repair business. If so, you might post a blog article explaining “how to change the filter in an AC unit”. However, if you rely solely on a blog, you’re limiting your chances to reach customers who may prefer video content. You’re also not taking advantage of the fact that video can let you demonstrate such a process in a far more transparent way than you could with a blog. Thus, you might also want to post a video on the topic.
This idea can be modified for any business. Are you an attorney? Posting videos on topics your clients would want to learn about is almost like offering a consultation. Admittedly, it’s one-way, but it can allow you to reach more potential clients. Showing up on-screen yourself also helps you forge a greater personal connection with viewers. A blog keeps you at a distance.
On that topic…
Introducing Team Members
When customers feel they have a personal connection with a brand or business, they tend to be more loyal to it in the long run. Knowing this, you might want to post YouTube videos in which you introduce viewers to key members of your team. Putting a human face to your business makes it more, well, human.
Covering Relevant Industry News
Content marketing should be consistent. You want to post content regularly to sustain engagement among your target audience.
That’s why you might consider posting weekly or biweekly videos in which you give your take on relevant news in your industry. This doesn’t just give you an easy way to post regular content. It also allows you to demonstrate your expertise and industry knowledge.
Does your business sell any products? If so, customers are more likely to purchase them if they understand their value. To ensure they do, it may be necessary to demonstrate your products in action. This will help potential customers better understand why they should buy a given product.
Touring Your Office
You want customers to know that you run a professional operation. Therefore, you might share videos in which you provide a tour of your office or facilities. Giving customers a behind-the-scenes look at your business is a smart way to demonstrate your professionalism and capabilities. It’s also another way in which you can add a personal touch to branding.
Social proof is a psychological principle that simply states people are more likely to take a particular action when they have evidence that others have already done so. You can leverage this principle to grow your business.
A simple way to do so is to share testimonials from happy former customers. Although you can post these testimonials in text form on a website page, sharing videos of satisfied customers is a smart way to highlight the emotional content of their reactions. Reading the words “I was thrilled with their services!” isn’t as affecting as seeing someone who is genuinely thrilled say those words.
A FAQ page is another example of website content that can be translated into video. In fact, it’s worth keeping in mind that surveys indicate 72% of consumers prefer video marketing content over text-based marketing content. By turning your text content into videos, you’re giving customers what they want. Additionally, video content is often more “shareable” than articles or blogs.
This idea won’t be appropriate for every brand. If you run a B2B company and wish to come across as professional and formal, you might not want to post any “funny” content.
That said, there are cases when it does make sense for a business owner (or other team members) to film skits and post them to YouTube.
For instance, if you run an HVAC company, you might perform a funny sketch in which you show what happens to a family when they’re stuck in the middle of a heatwave without a functioning air conditioner. Doing so allows you to demonstrate the value of your services in a funny and relatable way. Plenty of customers could relate to the irritation that comes from being cooped up in a hot house. By hitting viewers on an emotional level, you’d make a lasting impression.
Demonstrating Project Results
There are many types of businesses that benefit from showing off the results of their work to potential customers. For example, maybe you run a construction business that builds additions to homes. A video on your YouTube for business channel could provide viewers with a glimpse of a project from start to finish. Just make sure you get permission from clients if you do choose to make a video of your team in action. You don’t want to violate their privacy by sharing a video that features extensive shots of their property.
Ranting (in a Lighted-Hearted Manner)
Again, relatability is key to forging relationships with customers. That means it’s appropriate for some brands to share lighthearted rants with their customers via YouTube. You don’t want these to be too negative, but you do want to show you understand your customer’s concerns.
Maybe you’re a mechanic. Plenty of customers relate to the frustration of dealing with mechanics who try to rip them off. Ranting on this topic would demonstrate you feel the same way, and will treat them with respect.
What is a YouTube Business Account?
In short, a YouTube business account is a marketing tool that lets you provide consistent, dynamic content. The examples listed above are just a few ideas for how you might leverage yours. As you experiment with different types of videos, you’ll learn which resonates most with your target audience.
Questions on how to get started? Leave a comment below and we’ll be happy to help.