by So you fancy yourself as a bit of a film-maker? Or maybe you’re happier in front of the camera? Or maybe you’ve no desire to do either, but you do have a desire to promote your brand. Regardless of the reasons, the same rules apply; rules which will make the difference between a YouTube channel that gains actual views, and one that just sits there waiting to be found…someday, any day and probably eventually – by a Tibetan Monk who speaks Mandarin and can’t understand what you’re selling let alone buy it.
Firstly, why do you need to be on YouTube? Well, Google owns it. Case closed.
Ah okay, okay… I’ll explain. If Google owns something, they’re about a gazillion (it’s a number, honest!) times more likely to rank it in their search. Case and point being Google Plus, which has an interface resembling the doodling of a 5 year old and yet we still use it – because it drives us up in the search rankings. So put that on your To-Do list (and if you don’t have a To-Do list, I bet you $5 you’ll have one in January – New Years Resolutions and all that) for 2015.
Now that we’ve established why you need to be on YouTube, here are a few pointers to ensure you do it right!
Structure is everything. Your channel needs to look good. It needs to be easy to navigate, properly titled, and consistent in its delivery.
Offer Value. Your channel isn’t for you; it’s for your viewers (i.e. your target market) and needs to be tailored to that market. So whilst I’m sure that the breakfast you had this morning tasted lovely, they really don’t need to see a video of your culinary skills, unless it’s a cooking channel – in which case, carry on.
Brand Identity. It’s important to make sure that your YouTube brand identity remains consistent with your other online platforms. You can also add in things like a channel trailer to give it that extra edge.
Don’t cheat! Tag your videos honestly. If someone does a search for ‘fitness’ and arrives at your video about cleaning products, they’re not going to be happy and you’re simply creating false traffic.
Collaborate. Sharing is caring. This applies to YouTube in the same way that it applies to blogging, tweeting and even in ‘real life’. You simply need to identify key influencers, engage with them, and work on cross promotion via guest videos etc.!
Engage with your Audience. Don’t ignore the comments left on your videos, if someone takes the time to comment – then it’s courtesy to take the time to respond. However, be careful when it comes to nasty comments; these are often best left alone as they can escalate when the troll is ‘fed’.
Measure and Monitor. Use Analytics for your channel in the same way that you do for your site. Track your viewer demographic and create a strategy for engagement.
So there you go, all prepped. Now, lights, camera…. ACTION!
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