We are watching a lot of videos these days.
And, a significant lot of it is to help ourselves shop better. To know more about the products and make informed decisions. And then how to use that product or how to fix it if there is an issue with its working.
For some time, I was thinking of changing filters of my RO water purifier. In the past, I would call the company’s service team and schedule an appointment for technician’s visit. The good folks will come, change the filters, do other repairs if required and it’s done.
Recently I got to know that the water filters are available online. You can order it at discount prices. I thought of ordering it but who will do the installation? I didn’t know anything about purifiers and filters.
I made a quick search on Google, “How to change RO water purifier filters?”
And this is what I got.
Some good helpful videos on how to change RO filters on your own. I watched a couple of videos and read a few blogs. And I was set.
I ordered the filters and got it delivered the next day. It took me 30 to 40 mins to change the filters. And done.
I saved over 50% on service costs.
And it’s not only me. This is what other shoppers are doing too.
And this presents you with an excellent opportunity. To gain their attention, help your customers at the right moment and earn their trust.
Without a sales pitch.
By focusing on consumers’ passions and interests, brands can hold their attention and connect with them in an authentic way. This also lets them take advantage of everyday micro-moments, such as when consumers turn to YouTube for product tips and recommendations.
Why Should You Use YouTube Marketing For Your Business?
Here are few more stats you must pay attention to
- 4X as many customers would rather watch a video about a product than reading about it. (Animoto, 2015)
- Almost 50% of internet users look for videos related to a product or service before visiting a store. (Google, 2016)
- 53% of smartphone users feel more favorable towards companies whose mobile sites or apps provide instructional video content. (Google, 2015)
- 4 in 5 consumers believe that demo videos are helpful.
- Shoppers who view video are 1.81X more likely to buy than non-viewers. (Animoto, 2015)
How to do YouTube marketing for your ecommerce success?
I take a 3 step approach when it comes when it comes to defining YouTube marketing for my clients. Here are the 3 steps-
- Creating Videos
- Converting Viewers into Customers
Now let’s discuss each of these steps in some detail-
What types of YouTube videos should I make?
A lot of my clients begin with this question. My answer is “You are the best person to tell me.”
And here’s why.
There are two elements here; your target audience and your brand personality.
What does your target audience want? What’re their interests are?
What does your brand stand for? What values does your brand need to associate?
Answers to these questions will help you to decide your YouTube marketing strategy.
Samuel Edwards in this blog identifies 4 types of strategies brands take on YouTube–
- Create Viral Videos
- Build an Engaged Community
- Paid Advertising
- Partner with YouTube Stars
For easier understanding, I have dissected each of the strategies here-
|Create Viral Videos- |
You create a video that goes big on social media. Watched and Shared by a lot of people.
|Build an Engaged Community|
You build a community by producing helpful videos for your target audience.
Like search ads on Adwords, you run ad campaigns on YouTube.
|Partner with YouTube Stars|
You collaborate with artists, musicians, and other celebrities. And promote your brand there.
What type of videos do you need to create?
Look at your sales funnel. Understand your customer needs at each stage.
This will help you identify the type of videos you need to create to engage your audience. And convert them to buyers.
- Create Awareness: Make promotional videos to create awareness among your target audience. But don’t construe a promotional video as an old-school TV ad.
Watch this video from DollarShaveClub.com.
One of the finest examples of promotional videos, this video has got 24,940,429 views and over 119K likes.
What’s so good about it? Why it’s such a great hit?
Read this to know why and the secrets behind creating an excellent promotional video.
And create your own.
- Event Videos: Grand unveilings of your products also work in creating high awareness.
Remember Steve Jobs.
But do it only if you have something big coming.
A great product. A good story. A bigger stage.
Use the occasion to wow the audience with how your product will transform their lives. Their life will not remain the same anymore.
- Explainer videos/product demos: This is a must-have in any YouTube content strategy.
“How To” videos are very popular with browsers. And it makes sense. People like to know How a product works. ‘What are its features.’ And ‘How it benefits them’ to make an informed decision.
But, don’t go use the manufacturer content or video here. Give it your own spin. Present the product in a different way and align it with your brand image.
- User-generated content: Customer stories, testimonials, feedback, and review fall under this category.
The beauty of user-generated content is it’s inexpensive. It’s trustworthy. And it’s infectious.
The hard part is. It’s tough to get.
Encourage your customers to send videos of their stories, feedback and share it with you.
Run contests. Giveaway coupons, prizes etc., to those who send videos.
- Customer Support Videos: Create videos on ‘how to raise a ticket’. Answers to FAQs via videos.
Help your customers in solving minor problems with the product through tutorials. Or give them tips on maintenance.
Such videos are good in nurturing relationships with your buyers.
Converting Viewers into Customers
Your strategy is set. You have created a few videos. Now, what next.
- Create a YouTube channel: Here’s Google Support Page for creating a YouTube channel. Create a brand account, put your logo and banner.
- Make your videos discoverable: YouTube is also a big search engine. Also, YouTube suggests relevant videos to viewers based on their interests. And it’s a great way to build your audience.
Use Google’s Keyword Planner to identify a list of relevant keywords for your video.
Here’s what you can do improve searchability for your videos:
- Create good thumbnails: These are tiny images which act as the preview. Use text, images, and colors to make it appealing. Don’t forget to add your logo.
- Write good video titles- Keep it simple and attention-grabbing. Tell people why they should watch it. Use keywords in your title.
- Optimize content- Use keywords in your file name, video description etc.
- Make your videos shareable by embedding
- Use End screens: End screens help you build viewership by engaging your audience. You can use End screens to:
- Point your audience to other videos at the end of a video
- Provide link to your website
- Encourage them to subscribe to your channel
- Promote another channel
You can know more about how to add end screens here.
- Use Cards: You can use cards to add interactivity to your videos. You can use cards too –
- Point viewers to your website
- Show customized images, titles
- Calls to action
- Conduct polls
- Promote your channel: You need to promote your channel outside too.
Here’s what you can do to promote your YouTube channel:
- Inform your existing customers through email.
- Promote your channel on your website and blogs. Use these videos on your website at relevant places
- Promote it on other social media channels like Twitter, Facebook, Instagram etc.
- Run contests and drive traffic to your channel
- Use paid ads
What we’ve discussed here is not only relevant to YouTube but also other video platforms like Vimeo. While they may be different platforms but the strategy and approach will be similar.
Now as you move to rule on YouTube and other video platforms, here’s 5 commandments for you-
- Know Thy Customer Needs: Know what he wants. Know what will help him take a buying decision. Create your videos around it.
- Create better, not more: Don’t compromise on quality for quality. Create high-quality videos. Use good equipment. Embrace storytelling.
- Make it discoverable: Use keywords in titles, descriptions, and profiles.
- Let the world know of your channel: Use it in your email signatures, email campaigns, blogs, social media.
- Let data be your guide: Use data to measure the performance of your videos.
I would like to know what you are doing on YouTube? What are your rules to boss it on YouTube? Have questions? Please share your thoughts in the comments section.
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