As I discussed in a previous blog post, businesses should utilize social media marketing as one way of building and growing their online presence. In fact, while Facebook, Twitter, Instagram and other platforms are important, there’s another website where you should establish a strong presence: YouTube.
Before digging into the how to optimize your brand’s YouTube channel, let me first present to you some facts which are the reasons why your brand should have a YouTube channel and post videos regularly.
- YouTube has over a billion users — almost one-third of all people on the Internet — and everyday people watch hundreds of millions of hours on YouTube and generate billions of views. (Source: YouTube statistics). Given these numbers, it’s not surprising that so many businesses are turning to YouTube to create a video presence.
- Aside from being the second biggest search engine, YouTube is owned by Google. So when it comes to search engine optimization (SEO), videos are more likely to appear in search results than other websites.
- YouTube is a hosting service that’s free and makes doing business easier. It also gives your business a face and points people in the direction of your website.
- When people are searching for videos online, YouTube is the first place they go to.
- YouTube is a powerful business tool. It can help expose your brand to potential customers, communicate with existing customers and even serve as an internal communication channel.
After all these convincing facts, you will be missing out on a great opportunity if you’re ignoring the potential in YouTube.
So before jumping in or even if you already have a channel for your business, you should make sure your channel is fully optimized so that you can make the most of YouTube. Here are 7 of the best ways to do this:
1- Make your channel visually appealing and structured:
Create eye catching design and add important features like your business logo, channel art, channel description, social media buttons and link to your official website.
Don’t forget to select or upload a trailer video for your channel, which best represents your brand. The trailer is a video meant to introduce your channel to new viewers. It will auto play whenever an unsubscribed viewer visits your channel, so here’s your opportunity to get them hooked!
2- Create playlists on your channel:
Make your channel easy to navigate by using playlists to categorize the various videos you have on your channel.
Utilizing YouTube playlists can keep viewers longer time on your channel increasing your overall video views. Why? Because at the end of each video YouTube will automatically play the next video in the list. This is a good way to prevent competitor videos showing up upon the completion of your video.
Playlists are also a great tool to make it easier for viewers to find videos related to a similar topic they are interested in, and they create a much user friendly experience for your viewers.
3- Update your channel consistently and engage with your audience:
Keep you channel active by uploading new videos regularly and updating your content. YouTube allows comments on your videos and your Channel. Respond to these comments in a timely manner to improve your Channel’s reach and encourage fans to come back.
4- Optimize your videos for keyword rankings:
Choosing the right keywords isn’t just important to draw YouTube users, it can also affect your Google search ranking. Therefore, make your videos findable both within and outside of YouTube by focusing on the title, description and tags. Make sure your relevant keywords are in the first few words of your title. Be as descriptive and keyword-rich as possible and try to use the word “video” in the description. And be sure to include any and all related keywords in the tags field.
5- Promote your YouTube channel and videos on different networks:
Place a link to the YouTube channel in other social media networks, email signature, website, blog, etc.
Also any time you upload your video to YouTube, you’ve created a content asset that should be properly promoted to your social media channels. So go ahead and post it to Facebook, Tweet it and post it on LinkedIn. You can also send the video to your mailing list, embed it in your blog posts and on your website.