How Can Small Businesses Use YouTube in 2021?
Launched in 2005, YouTube has become the go-to social media network for video lovers. Over the years, the video-streaming platform has become the second-largest search engine, just a position shy of the top, which is held by its parent company Google. YouTube enjoys a user base of 2 billion people and sees hundreds of hours of videos getting uploaded to the platform every minute.
The rise of YouTube has given businesses of all nature and size the opportunity to leverage the power of video content in influencing people’s perception. Thousands of businesses—big or small—are opening YouTube channels to reach new markets and drive traffic to their websites.
Most small businesses may think starting a YouTube channel is a waste of time and money. But it’s extremely important for small business owners to understand that their presence on the platform can take their brand to new heights of success. The year 2020 hasn’t been good for anyone owing to the COVID-19 pandemic. But YouTube has certainly seen a rise in its global usage because that’s what people were relying on for entertainment and information.
This trend is likely to continue even in 2021. So, small businesses have to beef up their social marketing efforts by taking YouTube marketing seriously. Here are a few tips for them to follow in this regard:
A call-to-action (CTA) may seem like a minor addition but it can have a huge impact on the success of any video marketing campaign on YouTube. Most YouTubers believe that a CTA should be given at the end of the video content. But the reality is that people rarely sit through the entire video.
Small business owners who are using YouTube to promote their brand should understand that the first 15 seconds of their video content catch the most attention of people. As such, placing a CTA here would be ideal. It can be a free product demo or free downloadable resources. There can, however, be a strong CTA even at the end of the video, asking viewers to check out different products and services on the business’ website.
Creating relevant content
A TV commercial or a brand video on YouTube will certainly do well for small businesses. But it’s essential to focus on creating value through every piece of video content uploaded to the platform. Businesses can create testimonials, product videos and tutorials, but also add team videos and behind-the-scene videos to the mix.
The videos created by small businesses should be able to humanize the brand. Viewers should get to know the team behind the business and the entire narrative of the brand. It’s the brand stories that sell like hot cakes among digital consumers these days. So, YouTube videos of small businesses should have this element in a way that establishes their authority in their niche.
Focusing on transactional keywords
Lastly, small businesses should know that it is not always possible for them to come up with a collection of videos every month, given their time and budgetary constraints. But, at the same time, it’s crucial for them to get views. Achieving this objective is only possible when they create video content that’s of high quality and targets a specific market.
YouTube gives traffic to brands through three sources: search, home, and suggested videos. Small businesses should focus on getting search views for their video content because the other two sources are already cluttered. For this, they need to use low-competition, high-volume keywords. Transactional keywords can definitely increase the conversion rate of small businesses by indicating the intent of the searcher—be it to buy or to take an action soon.
The above are a few tips that small businesses can follow while doing YouTube marketing in 2021. As long as they have a well-planned, highly engaging video marketing strategy, they are sure to get the best results.
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