Best Practices for Leveraging YouTube in B2B Marketing
We all know adding pictures to content helps grab peoples’ attention. Well, adding video amps up engagement even more. Videos convey more than just information—they convey emotion—and purchasing decisions typically don’t come down to logic but a feeling, as well. Yes, even B2B purchasing decisions.
According to a study by B2B Marketing, the top three social networks for B2B marketing are: Twitter, LinkedIn and YouTube. YouTube provides the perfect platform for your B2B video content. With more than 800 million unique visitors each month, YouTube is now the world’s second biggest search engine. Proof that video spurs action? More than 100 million people take social action (likes, shares, comments, etc.) on YouTube every week.
So you know video is a great vehicle to carry your message, but how exactly do you go about creating a video with real impact? You’re a marketer, not a director, after all. The good news is it’s not that hard or expensive to create a video that can inform and educate—perhaps even entertain—your audience.
Let’s take a look at some best practices to creating B2B videos.
Make it easy to find and share
After uploading content to YouTube, make sure to give your videos searchable titles, descriptions and tags. Embed videos on your business’ website as well as its social media platforms (Facebook, LinkedIn, Twitter and Google+). If the video resonates with viewers, they might share it on their own social media accounts.
Keep it relevant
Seems obvious, but creating great engaging content is crucial. Videos relevant to B2B audiences would be product showcases, demos, lessons, testimonials, how-to and expert advice, case studies and conferences/events.
Advertise your videos
Give some thought to advertising to get your videos on the YouTube search page. Use Promoted Videos to showcase your video against other similar business searches on YouTube. Use relevant keywords and search categories to reach your target audience.
Build a home for your brand
Create your own brand space with a YouTube channel to make it easier for your users to find all of your video content. Include links to your site or campaign microsite. Encourage comments and subscriptions from views and listen and react to what’s being said.
Track, analyze and optimize
Track your video’s viewership to determine how to optimize your video content. YouTube Analytics provides detailed information about who’s watching your videos and their level of engagement. Google Analytics tracks the performance of your brand channel as if it were you own site. Determine how long visitors stay, loyalty, bounce rates, how visitors found your content and which sources are driving the best traffic.
Speak to the person, not the business
Keep in mind, even though your audience is “all business,” they are still people who are making the buying decisions, so target your message to the people, not the business.
The bottom line
Video is an excellent vehicle for communicating product information in an engaging way. While B2B and B2C marketing often differs in terms of tactics, keep in mind people are people, regardless of whether they are buying something for themselves or for their businesses. They behave in the same way when researching products, so target your audience by creating video content that appeals to the emotion of the people, not the business.
Photo Credit: Bubblews
Barb Schmitz is professional writer with more than 20 years of experience writing for B2B and B2C publications and web sites. She served as an editor on Computer-Aided Engineering magazine for more than 10 years before starting her own PR/freelance writing business in 2000. Her expertise includes interviewing, researching and writing whitepapers, blogs, eBooks, case studies, and feature articles.