Using YouTube to market your business
Learn how to create quality YouTube videos that can connect you with customers. Ramon Ray is the editor behind Smallbiztechnology.com and is a paid contributor for Wells Fargo.
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Hi. I'm Ed Lawler for the Wells Fargo Business Insight Series. Today we're talking about how to use YouTube in your marketing efforts. Joining me is Ramon Ray, editor of smallbiztechnology.com. Thanks for joining me, Ramon.
Hey, Ed, you're most welcome. It's a pleasure to join you today.
YouTube has become a viable marketing tool for many small businesses. How can business owners go about creating and maintaining a YouTube page?
Business owners, Ed, they don't need a whole lot of money, they don't even need a whole lot of time to do something well with YouTube. All it takes, Ed, is a good camera, it takes a tripod, having quality sound, relatively decent lighting, and that's about it. So Ed, for just a few hundred dollars, people can really start shooting great YouTube video.
To start with YouTube, really you want to create a Google account — Google does own YouTube. So create a Google account, if you don't have one already.
You want to select your username, and make it something kind of appropriate to your business. Not necessarily just "Becky," but "Best Fruit in New York," or whatever your business may be.
The third thing you want to do is really focus in on creating that channel, that YouTube channel, which is really your YouTube profile page, where all those things live at.
And the other thing that's pretty neat is your header art. Once you have your channel, Ed, people can have a nice image or art at the top of their YouTube channel, and I would suggest people pay attention to that. Don't just use the default one, but make it something that grabs attention.
That all sounds very doable. But what about actually creating videos? What are some tips for making a good video?
Content is the most important thing in creating that video. Because you can have the best lighting and et cetera in the world, Ed, but if the content is not good, then it's no good.
So I think to create compelling videos, a few things need to be done. One, your content has to be relevant to your audience. Two, it really has to be engaging. And this doesn't mean that it has to be of high production value, or professional as it were, but it does mean your video has to be informative, and really Ed, it's about, "What does your audience want?" It comes down to understanding your audience. And, "Why are they coming to my website or my channel?" Or, "Why are they watching this video?" And "What more can I feed them?"
Have more than one type of video. Maybe you want one video that's informative, one video that shows your products, one video that's a bit more "sales-y," another video that walks people through your facility. So consider a few different types of video as well.
Another thing that's real important, Ed, is a call to action. We're in business here, that's the bottom line. What do want people to do? Do you want them to download an e-book, do you want them to email you, do you want them to buy?
That's really helpful, Ramon What techniques should business owners employee to drive traffic to their YouTube page?
So here's a few things: SEO, which is search engine optimization, is very important, and YouTube really excels in that. Some ways you can really boost your rankings up are one, make sure you have great titles in your video. Two, make sure you're using relevant keywords in the video descriptions and things of that nature. Three, Ed, let's not forget our tags and things of that nature, that are all focused on the video. Remember the thumbnail. The thumbnail, ladies and gentlemen, is that kind of small image that people look at before they click on the video itself. So all these things you want to really do well.
And don't forget about the third party sources for where your video can live. This means embed your YouTube video in your website. Share it with other people, embed it on Facebook, link to it in Twitter, and et cetera, et cetera.
I think the last point here, Ed, is really consistency. It's important that people are consistent with their video. Just doing a video once, or once a year, is not good. Maybe you want to do it weekly, maybe you want to do it monthly, but have some sort of consistency that people can expect that you're going to produce a great video every week or every month.
And I think some other resources to note, Ed, YouTube's Creator Playbook and Creator Hub are really awesome ways that people can dig in, and on their own, really make their video and their YouTube channel much better.
Thanks, Ramon. This is a great starting place for business owners looking to capitalize with YouTube.
You know what, it's been fun, it's been a pleasure, and I hope people learned something about YouTube from us today.
And thank you for joining us for this segment of the Business Insight Series. To learn more about how Wells Fargo Business Banking can help you, visit wellsfargo.com/biz. In the meantime, we wish you continued success.