Things continue to change in social media and digital. Messenger platforms are taking over email and soon over social networking, people are using the more and more emojis, paid becomes a must, new platforms are changing the way humans communicate, etc.
I would like to share this presentation that I believe is a great compilation in an era of confusion and disruption.
if you’re hatching plans to begin marketing on YouTube this year, you need to be savvy about it. YouTube has more than 50 million content creators churning out videos regularly, so your own content has to stand out.
Another challenge? Reaching and engaging your core audience. The majority of YouTube viewers aren’t huge fans of advertising, so you’ll have to think carefully about how you’re going to raise awareness about your brand while keeping viewers entertained.
This might sound intimidating, but with the right approach, it’s totally doable. By the time you’ve finished this 10-step guide to marketing on YouTube, you’ll have a good grasp of how to get started. We’ll be focusing on three key areas:
- Creating and optimizing your YouTube channel
- Understanding your audience (and your competition) using data
- Advertising on YouTube through YouTube ads and influencer marketing
Now, let’s jump in!
Bonus: Download a free guide that reveals the exact steps one creator took to gain more than 23,000,000 views on YouTube with no budget and no expensive gear.
10-step YouTube marketing strategy
Step 1. Create a YouTube channel for business
Before you do anything, open a Brand Account on Google.
When you create your YouTube channel using a regular Google account, only one person—the Google Account holder—can log into that channel. By creating your YouTube channel using a Brand Account, multiple authorized Google Accounts can log in simultaneously.
YouTube channels have a lot of moving parts, so you’ll want at least one or two other people helping run the show.
Check out our step-by-step guide to creating a YouTube for business account for detailed instructions on how to do this.
Step 2. Learn about your audience
Your YouTube channel for business gives you access to the Analytics tab, which contains a ton of stats related to your channel. Look here for quantitative insights on your channel and your audience’s behavior, including your view counts, average watch time, revenues generated, and interaction rate across videos.
The Analytics tab also contains valuable data on your subscriber demographics.
Even if you think you know who your subscribers are, pay close attention to what you find under the Demographics tab. This data will help you move beyond assumptions and feel confident that you’re reaching the right audience.
Monitor the Watch Time and Demographics analytics to answer questions like:
- Where are your videos being viewed, and when?
- What age are your viewers?
- What gender do your viewers most commonly identify as?
Tracking audience analytics is a win-win. If your assumptions about your subscribers are confirmed, that’s great: you’re now certain you’re reaching the right audience.
If your assumptions were incorrect, you know to adjust your content strategy to reach the audience you want. On the other hand, you may learn that your product is resonating with an unexpected demographic—valuable info for your entire marketing team.
Beyond quantitative metrics, you can also gain qualitative information—the whys and the hows—about your audience by reading and managing the comments on your videos. Reading the comments isn’t always fun, but the information you find here will be invaluable for informing different aspects of your marketing strategy, both on and off YouTube.
Hot tip: the YouTube Community Page is an underrated space for finding out about your audience. Located under the Community tab on your profile, you can interact with your subscribers directly. Post questions or create a poll to gain a deeper understanding of how your audience thinks.
Step 3. Research your competition
Competitive analysis is essential if you want to pull ahead of other businesses in your niche on YouTube. Fortunately, a lot of the information you need to identify potential opportunities is readily available on their channels.
Browse your competitors’ YouTube channels and take note of which videos got the most and least views. Watch these videos get a sense of what kinds of content your audience likes to watch (and what they don’t) and use that to inform your own content strategy.
As with your own videos, roll up your sleeves and read the comments on competing videos. Maybe your own brand has received a mention; if so, make sure to respond so potential customers can see you’re actively engaging with your community.
Read competing video descriptions to see what keywords they’re using in their YouTube search optimization. Use similar ones to boost your ranking in YouTube’s search pages and recommended video feeds.