How to Run a Successful YouTube Channel for Your Business
When it comes to marketing methods for a business, there are many popular routes you can take. Many will focus their efforts on Twitter and Facebook campaigns, while others will stick with more traditional techniques like email marketing. Then you have SEO, PPC, content marketing, and so on.
These options are all effective. They can help to successfully promote your business and land a large amount of sales in the process. Yet this doesn’t mean you should stick with only a small collection of marketing methods. In fact, it is wise to expand your horizons and incorporate tactics that are less prevalent, but can still be massively beneficial for your company.
One such tactic is to leverage YouTube.
That’s right: YouTube isn’t just exclusive for millionaire vloggers showing what they had for breakfast. It’s a great platform for businesses that want to showcase their products and services, or provide a behind-the-scenes look into how they operate.
However, there’s a lot of work ahead if you want to run a successful business YouTube channel. If you’re up to the task, this guide will examine what you need.
Good news: the first step in this guide is as straightforward as it gets. You simply need to create your channel on YouTube. This only takes a few clicks. When doing this, ensure your brand name is spelt correctly when entering it into the “Use a business or other name section”.
Within minutes, your channel will be ready to go. Although don’t think you’re in any position to start uploading any videos yet …
Optimizing your channel’s details
Now it’s time to actually add some worth to your YouTube channel. This begins with the profile and channel description. As you would expect, this description is the perfect opportunity to talk about your brand, and what viewers can come to expect from your channel. It’s also wise to add links within this description, including ones that point back to your website and other social media channels.
Next is the graphics for your channel. As it is based around your business, the natural choice for the profile avatar is your brand’s logo. However you can get a lot more creative when it comes to the banner. With a recommended size of 2560 x 1440 pixels, there’s a lot of real estate you can play with for your design. Just remember: your brand has to be the banner’s focal point.
The right equipment
You run a professional business. As a result, you want to produce professional videos. Well this all starts by utilizing the right equipment.
Fortunately, these days you don’t have to splash out four figures on a new video camera. In fact, the camera on your smartphone will be more than up to the job. Yet the camera is only the start in terms of necessary equipment for a professional production.
For instance, never rely on the in-built microphone within your camera of choice. You will want to splash out on a high-quality microphone, as nobody likes listening to a muffled and distorted narration. Also invest in lighting, a tripod, and even a green screen if you’re planning on implementing your own background during the editing stage.
Oh, and if you’re completing the entire process in-house, it’s essential you select a professional video editing software package.
Pick the right people
Not everyone is a natural in front of the camera. You want to select someone that has natural charisma and strong communication skills to front your videos, as they will be the main reason that viewers stick around, watch your other content, and subscribe to your YouTube channel.
While the process can be a one-person job, this isn’t usually the best approach. You may want to bring in an editor to stitch your filmed content together into an attractive package. If you have the resources to do so, you could even enlist a cameraperson or two, and also a marketing specialist to promote your videos.
Stick to a schedule
A successful YouTube channel is all about consistency. If you want to appeal to your audience and those pesky YouTube algorithms, you have to upload at least once a week to remain visible. If viewers don’t receive that expected consistency, they’ll soon lose interest in your channel.
So before you upload that first video, make sure you have others ready to go. By staying at least four or five videos ahead, it’s a lot easier to stick to a weekly upload schedule.
Manage your content
You’re creating and uploading multiple videos a month. The content is being handled by numerous people. How can you remain organized and know when to share, edit, and post new videos? Three words: digital asset management.
As the name suggests, digital asset management makes it easy to manage your video content. With the right DAM software, you have a central hub where all those involved with the video production can store, create, manage, edit, and track all digital assets with ease.
To maximize visibility for your videos, you want to be promoting them from every avenue you have available. A good starting point is to integrate them onto your website. If a video is, say, demonstrating a product, this can naturally be placed on the same site page for said product.
Another effective tool for advertising your YouTube content is with other forms of social media. One strategy you could go with is to upload snippets of your videos within Tweets and Facebook posts, and have these pointing back to the original video.
Analyze the numbers
Your channel is up and running. You’re uploading a steady stream of content. Your videos are optimized with the best SEO methods available. While you might believe everything is going fine, it is imperative you take a step back and survey the scene. Fortunately this can be done easily by accessing YouTube Analytics.
By gaining an insight through these analytics, you can learn what types of people are watching your videos. Not only can you use this to craft video content more catered to your target demographic, but also for your business on the whole. Analytics will also reveal which videos performed better than others, and you can use this knowledge to plan out your future content.