YouTube is one of the biggest broadcasters in the world – it’s success I believe is partly because it empowers people to create the sort of content they want to see in the world.
There are two key reasons why entrepreneurs would include YouTube in their content/social media strategy: raise brand awareness and sharing content (e.g an alternative to blogging or product reviews). In reality, it is the combination of both that makes it so powerful for an entrepreneur.
For a good example of someone who does this well check out the Appliances Online channel where they have a huge range of product reviews but also share content about the company behind the brand. They’ve done a clever job of creating a sales funnel via YouTube and useful content on their website.
Users search YouTube the way they do Google so be sure to use the platform strategically (even if all you do is use it to store the videos you upload to your website). Use your keywords when naming files; set up your page so it’s on brand with a company profile, logo and cover image; don’t make everything private; write a great description; and, keep your content on message.
Oh, side tip commenting on YouTube is now linked to Google+ so be sure your Google+ account is set up (after all it is called social media).
Creating video content can seem very overwhelming but it doesn’t have to be. If you are just starting out then keep it simple – write yourself a loose script, brush your hair, check what will be behind you in the shot and turn on the camera (webcams or even your phone will work until you are ready to invest in a good camera). If you want to take it to the next level there are lots of options (even I can assist).
YouTube personalities have real influence and can be a great way to get your message out. There are two great ways to work with YouTubers 1. appear on their channel 2. have your product shared (a lot of them do monthly favourites videos full of products they love, many of them sent to them not purchased).
Watch their videos first to ensure its a brand you want to be aligned with and that its a natural fit for your business (e.g. if you sell car maintenance products a beauty vlogger is probably not a good fit even if they have 9million subscribers).
Marie Forleo provides incredible insight into running a business; I really enjoy the interviews with a wide range of really interesting people from all sorts of perspectives.
Jodie Fox, co-founder of Shoes of Prey, shares her experiences of life running a business a few years in, Jodie is just so lovely but has some really great advice, learned the hard way.
Jamie Oliver’s Food Tube has some great examples of how collaborations can work to benefit both businesses (Jamie partners with quite a few YouTubers as well as big brands)
People have created entire careers out of their YouTube channels (looking at you Zoella and Rosanna Pansino to name just two). You don’t have to go to that extreme but it is worth considering how you can work video content into your marketing strategy.