3 Inbound Marketing Tips For Your YouTube Channel
Instant access to video content has created an insatiable appetite and demand for video content on YouTube. I’m not just talking about funny cat videos or other people playing video games. Consumers turn to YouTube to educate themselves on products and services at all stages of their buyer’s journey.
reports that approximately 2,240.03 million people worldwide use YouTube daily and projects that by 2025 YouTube video consumers will jump to 2,854.14 million. That’s a lot of eyes on your content, so if you’re not leveraging a YouTube marketing strategy within your Inbound Marketing Flywheel, you’re missing the mark.
What’s an Inbound Marketing Flywheel? Find out
Whether you’ve just started your company’s channel that only has two subscribers (one being your mom) or have thousands of followers, we’ve got three tips to help you integrate YouTube channel marketing into your Inbound Marketing Flywheel:
Create Engaging Video Titles
Show Don’t Sell: Create Genuine Content for Your Audience
Know Your Audience: Optimize Your YouTube Channel, Titles and Video Descriptions
Before we get into the specifics of implementing YouTube in your Inbound Marketing strategy, let’s cover why you should use YouTube as a marketing tool.
Reasons why you need to include YouTube into your Inbound marketing flywheel:
found ourselves falling down the YouTube rabbit hole. First, you’re watching your favorite musician’s new music video and end up at a video teaching you how to cook a whole chicken-unbeknownst to you; the YouTube algorithm connected the dots between your search history to keep your attention! That’s the power of YouTube, especially
when it comes to
Videos make even the most difficult concepts easy to understand quickly. It hits visual and audio senses all at once, making it easier to retain the information. Let’s face it; most people nowadays prefer video content over reading text to learn and interact with others. And now, more than ever, YouTube has evolved from exclusive entertainment video to infotainment and educational content. Suppose people are searching for a product or service you provide. In that case, they’ll more than likely search for ‘how-to’ videos, testimonials, webinars, and educational and informational videos before the decision stage.
More reasons why YouTube needs to be a part of your Inbound marketing strategy:
It is the second largest search engine in the world.
It combines SEO and video, creating a powerhouse media platform.
If you use it correctly (hint: by using the tips we suggest in this article), YouTube can increase your brand’s awareness and reputation.
You’ve got a captive audience. As a marketer, you can share content unique to your audience.
YouTube videos have a high potential to be shared and engaged with, which creates more organic leads for your company when viewers share and recommend your content to others.
People are consuming video content more than ever, but with the technology readily available, if you have a video recording device and microphone (like your smartphone) and other
, there’s no excuse for your business NOT to be on YouTube.
At Watermark, we embrace all things video. From educational video series to ads, we’ve got an in-house filming studio for our clients’ content and video editing using
know-how to make your videos clean and professional.
Tip #1. Create Engaging Video Titles:
First impressions do matter! That’s why focusing on
is essential for your videos. Not only should your title clearly and accurately tell your viewers what the content is about, but the words will translate to YouTube’s algorithm to connect it to relevant content and make it searchable by the viewers who want and need to see your content.
When creating your video titles, make sure…
Your title matches your content
. Be genuine and resist the temptation to use clickbait!
Keep your title under 60 characters
You create how-to titles and lists for educational content
Your video preview or thumbnail is relevant to your title
To study your competitors’ videos
Update your titles to reflect new data after optimization and analytics
Tip #2. Show Don’t Sell: Create Genuine Content For Your Audience
YouTube isn’t like your television. Yes, you can change the channel, but sometimes you have to succumb to commercials. With YouTube, people can quickly click away from a channel or skip a video if it seems too “salesy” and pushy. Remember, your reputation is your brand, and your brand is your reputation. How you present yourself on your content matters to your customers, employees, and company. Keep your content customer-centered and give them solutions to their pain points and problems. DON’T treat them like an audience held captive to hear you toot your own horn and talk about why they should
purchase from you; show them! Remember, show don’t sell goes a long way in creating content that will
How to show and not sell in YouTube video content:
Let testimonials and influencers speak for themselves, which builds loyalty and trust.
Use educational videos about how your viewers can solve a particular problem or relieve a pain point they are dealing with and resist pushing your service or product on them; believe they can come to that decision independently.
Don’t bore them to death! Remember, YouTube is a part of social media, so it’s social
! No one wants to sit and watch an infomercial full of facts and statistics. The best videos are entertaining, humorous, emotional, and incorporate
, a story in which your customer is the main character.
Tip #3. Know Your Audience: Optimize Your YouTube Channel, Titles and Video Descriptions:
We’ve discussed titles and content, but don’t let all that hard work go to waste— and it will if you don’t know how to optimize your content.
What is YouTube optimization?
Optimization means making improvements to your content or website to increase visibility. When you optimize YouTube content, you focus on the number of viewers your videos reach and how those videos rank. When brands do this, they report consistent growth in their viewership and
are a vital part of the Inbound marketing flywheel because, without them, your video titles and content suffer and vice versa.
Where to start?
Know your target audience and buyer personas
Add organic keywords to titles
Implement keywords into the video
Categorizing your videos into playlists makes them easy to find
Create chapters within the videos, making it convenient for the viewer to skip to the part that is most relevant to them.
Add tags, subtitles, and captions
your videos and turn them into blogs on your website.
Monitor watch time and retention
I know it sounds like a lot, but if anything, focus on your descriptions and tags.
Descriptions: YouTube allows for a written description of the video. The first few lines show up in search results, so make sure you put your best content first. It’s also important to accurately describe your video. Descriptions are NOT the place to sell! They are solely there to help your ranking in SEO and make your content searchable. That’s not to say you can’t describe your channel and link to other YouTube content. Don’t skip this step! Great descriptions drive viewers to subscribe and engage with your content.
Tags: Tags also help viewers find your content by grouping it with other relevant content. Use them to label your video and connect it to other, more broad, or specific topics. Choosing your tags relies on the keyword research you’ve already done (hopefully!) when crafting your content.
Video is here to stay, and you must implement it into your Inbound marketing strategy.
While there are many tools and software to help you create quality videos on your own, does your team have the know-how and expertise behind every part of the Inbound marketing flywheel and how to use it? If not, here’s a great place to start: Watermark is a certified HubSpot partner. HubSpot offers a free YouTube course for marketers. Check
If the thought of creating an Inbound video campaign feels overwhelming or too “techy,” don’t worry, hiring an Inbound certified agency can help (p.s. That’s us!)
Lights! Camera! Action!
for a workshop to get started with your YouTube marketing plan.