Section Ten - A Comprehensive Guide to YouTube for your Business
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A Comprehensive Guide about how to use YouTube for your business, what the benefits of YouTube are and which equipment you will need. Perfect for any business that wants to harness the power of videos to grow their company.
Video has the highest engagement rate of any
form of content on social media. A HubSpot
Study showed that 54% of consumers wanted to
view more video content from businesses and
brands they buy from.
What Customers Expect
Customers have an expectation that brands will create and
share content which is entertaining and captivating.
YouTube is a vital marketing tool for many companies in
the digital age and can be easily added to your marketing
Establishing Your Brand
YouTube gives your business the chance to engage your
target audiences and build authority, trust and credibility.
Exposure to your brand through video makes potential
customers more familiar with your business and it is an
integral part of the Customer Value Journey where you build
a relationship with them.
Know your Audiences
Younger audiences under 30 tend to prefer video
content to written content. Research suggests that
over 40s have a higher preference for branded emails
than younger people. It is important to decide the
target age group of your audiences when planning
your video content and marketing campaigns.
1. Ranking on Google
When you post videos on YouTube you are also increasing your chances of ranking
in Google searches. The more videos you post and the more viewers you get, the
higher your ranking on Google. The Google algorithm detects if you are getting lots
of traffic to your YouTube channel. In turn, that pushes you up the ranking, with the
ultimate goal of getting to the first page of Google which is the El Dorado for
2. YouTube has a Massive Audience
YouTube has over 2 billion active monthly visitors and it is the second largest search
engine on the web. This means that your content can be shown to a very large
audience of people all across the globe.
3. Lead Generation & Qualified Traffic
By creating content for your target audience, you will attract people who are truly
interested in your products and services because of the nature of your content.
They represent qualified traffic which means they are people who are the most
likely to become your paying customers in the future. Qualified traffic is more
likely to convert than less qualified visitors who are just browsing but not really
4. Increase Sales
Videos can be a powerful way to stir emotions in a prospect and connect
with them. Remember that people usually buy products based on emotions and the
feeling that the product gives rather than just the features. In that sense, videos can
animate your brand and build its personality in the eyes of the customer. Fun and
creative videos can build trust and familiarity with potential customers.
5. The Power of YouTube Ads
YouTube Ads can be paid for to expand your audience and with 2
billion users it is one of the best platforms to advertise on. See our
later section about the type of Ads you can use.
6. Repurposing your YouTube Videos
Once you have created a video, it can be shared across social media
platforms, your website, your blogs and also uploaded to other video
platforms such as Tik Tok.
The one thing to be careful of in videos is the use of copyrighted
music. Tik Tok allows the free use of copyright music, but it may not
be allowed on other social media platforms.
7. Calls to
It is important that you write a CTA or Call to Action on your
videos because then prospects are more likely to take the
action you want them to e.g. subscribe, like, click through
to your website etc. A CTA is basically just telling the
person what to do next. It is fundamental to marketing on
websites and social media.
• Firstly, create your YouTube Account and customise the channel for your business
and brand. It is best to use high resolution photos and images for the best look.
Also, the branding colours and design should be congruent with your own website
and social media platforms.
• Write a channel description highlighting what it is that your business does
and what the videos are going to be about. Finally, share your business
contact details, plus links to your website and social media. Your Channel
Description should be exciting and gripping, as well as welcoming.
• The next task is to film a video trailer about your business and include a preview of
what people should expect to see in the future. It can be short and sweet, but it should
be inspiring. This may be the first video that a prospect sees, so be sure to give them a
reason to watch more.
• You don’t have to hire a professional videographer to film it. You can use your own
mobile phone to film a trailer but use a simple tripod to ensure that the video is steady
and not shaky. For better sound quality you may also want to use an external
microphone if your phone microphone is not good quality.
• As you get more experienced at making videos, you can invest in better equipment such
as cameras, microphones, green screens, etc. See the later section about investing in
• Start to create videos for your channel. They don’t have to be really
long, in fact 2 to 3 minutes is fine. In today’s busy world people have
short attention spans anyway, so shorter is often better. If you make
videos that are one minute long, you can also post those on
Instagram and other social media. Reels on Facebook and Instagram
allow videos longer than 1 minute.
• If you don’t think your phone specs are good enough to make videos,
then invest in a quality camera with decent audio quality. Film the
video in HD for best results.
Step Three: Create Videos and Categorise
• In your videos put a CTA, Call to Action, asking people to like the video and subscribe
to your channel. These metrics will be picked up by the YouTube algorithm and it
then puts your video in front of more people. This is how most social media
• Clearly categorise your videos with headings and subheadings and create a Video
Content Plan of future videos you intend to create. Be sure to keep an eye on the
competition in your sector and see which video content is doing very well. Then
emulate and do your own videos on similar topics if that is what is trending and
Step Three: Create Videos and
• Using keywords and phrases relevant to your sector will draw in more
traffic. One approach to finding keywords is to look at competitor
channels in your industry and see which keywords and hashtags they
are using. Then you can use some of the same keywords and hashtags
on your channel.
• Also, put keywords into your About section and the titles of your
videos. Don’t stuff your content with keywords but use them naturally
as you describe your video content and channel. Quality content is the
best way to attract new subscribers.
Step Four: Keywords and Meta Descriptions
Step Four: Keywords and Meta Descriptions
Writing Meta Descriptions
A meta description is a short piece of written content which shows up in the
listings of search engines like Google. Writing and optimising meta descriptions
is part of SEO marketing. You can write keyword phrases in the meta
descriptions for your videos to optimise your channel for search.
• To draw more traffic and views to your YouTube channel, post about your YouTube
all over your different channels e.g. Facebook, Twitter, Instagram, Linkedin.
Likewise, let people know about your other social media channels on your
• The ultimate goal of using YouTube and other social media platforms is to drive
traffic to the landing pages of your business website to sell products and services
to prospective customers. Don’t forget to ask your viewers to share your YouTube
videos on their social media too.
Step Five - Promote Your YouTube Channel on Your
Social Media Platforms
• By interacting with viewers and responding to their comments you start to build a
relationship with them. Resists the urge to be sales, first focus on cultivating a
relationship. As they grow to enjoy the content of your business YouTube, the quality and
usefulness of your videos will build brand authority and credibility. This leads to trust
and they are more likely to purchase your products or services.
• A good way to engage your audience is to ask them for their reactions to the content or
topics and also to get their ideas about what type of content they would like to see on
your channel in the future.
• Never engage in arguments in the comments, be positive and business like. If you have
complaints, take them to a private channel such as email as soon as possible. Comments
threads arguing with customers are very detrimental to your business and branding.
Step Six - Interact with your Viewers and Other
• If you don’t want to rely solely on organic search, you can set aside a
budget for paid advertising aka paid traffic. Here is a video tutorial to
watch about promoting your YouTube videos with Google Ads Words:
‘How to Promote YouTube Videos in Google Ads and Boost Channel Growth -
Google AdWords Tutorial 2021’
Step Seven: Set up a YouTube Ad Campaign
Step Seven: Set up a YouTube Ad Campaign
Types of YouTube
Here is short tutorial video on YouTube which talks about the 3 main types of ads
your business can pay for on YouTube:
• Discovery Ads
• In-stream Ads
• Banner Ads
Step Seven: Set up a YouTube Ad Campaign
These ads place your advert next to content which your target audience is probably
interested in. They also feature in YouTube search, the YouTube App home feed and
in ‘watch next’
These ads can appear before, during or after videos. They are skippable ads and
viewers only see 5 seconds before the skip option appears. This means your ad needs to
Step Seven: Set up a YouTube Ad Campaign
This type of ads are image-based as opposed to text. Banner ads are a very
popular choice for paid advertising. The main function is to get traffic to the
company’s website and to make the brand more visible.
Step Eight Social Listening
• Social listening is something that you should practise each week to stay on top of
what is happening online. It basically means to listen to and analyse the trends and
online discussions about your brand, your competitors and overall industry. Then
you should apply those insights to improve your own marketing strategy.
• This is actually part of what is called agile marketing i.e. being flexible enough to
react and respond to trends and events in your sector to stay ahead of the game.
1. Build Relationships with Personalised Videos
As a rule of thumb, consumers like to buy from brands which they are familiar
with. YouTube allows you to build relationships with viewers so that they can
enjoy your brand and begin to trust your business. In this way, they are more likely
to become paying customers. Therefore, it is a good idea to make videos where
you introduce yourself and your team and from time to time post videos about the
happenings at your office among your staff. It makes the brand more personable
2. Make Product Videos
You should use your channel to show your products’ features to the public in an entertaining and
captivating way. Before you make a video or series of videos, write a content plan of the main points
you intend to cover. Also, write a short video script to use.
Get all your equipment ready and then speak clearly in a friendly and engaging manner. The more
personalised your approach the more likelier you are to build rapport with your audience.
People love ‘How to’ Videos (see below) and ‘Unboxing Videos’ so be sure to include these types of
videos on your channel. Look at other channels with high numbers of views for inspiration.
Keep the video to a maximum of 3 minutes because most people live busy lives and have a short
attention span. If you want to say more, consider making a series of videos about one product or
range of products.
3. Establish Your Authority and Solve Customer Problems
Use YouTube to establish your authority in your field. By building your credibility with
sharing free, valuable content, viewers will grow to respect and trust you. Then they are
more likely to become paying customers as they see you as a source of information and
Post regular quality content to help solve your audience’s problems. YouTube is the
second largest search engine after Google and lots of people use it to find solutions to
their problems. Harness the power of this to put great content in front of your target
4. Video Testimonials
Encourage your customers to give video reviews and testimonials as this
can be a powerful way to encourage new customers. Let customers give
glowing reviews of your products and allow them to naturally become
brand evangelists. Give rewards and incentives for customers if they share
video reviews. 1 minute maximum is fine because people have short
5. How to Videos
How To videos are one of the most popular types of video on the internet.
Think of a list of How To videos that you can create for your products.
Then create videos that explain things stage by stage. If viewers see ways
in which to use your products and services, they will have a better
understanding and are more likely to buy from you. How To videos are
infinitely preferable to long and boring technical manuals!
6. Livestream Events and Interviews
Make your YouTube channel a lively, action-packed marketing platform for
live events, interviews, giveaways etc. Create buzz and excitement, so your
audience is excited about tuning in. You can also do live product launches
with experts and influencers appearing live. A customer Q&A live is also a
great way to build rapport with your public.
7. Study the Competition
Look at videos from competitors in your sector and outside of it. Notice
the type of video content which has lots of views and positive feedback.
Then create similar content but don’t just copy and steal ideas. Keep up
with trending topics and the latest news in your industry for ideas.
8. Keyword Research and Hashtags from Popular
When looking at competitor videos, notice the hashtags which they are
using. Then borrow some of the hashtags for your own videos, making
sure they are relevant to the content of course!
Use keywords in your meta descriptions and channel blurb too. One of the
simplest ways to find keyword phrases is to type topics into Google and
see which videos rank in the top ten organic search on the first page of
Google (i.e. not sponsored). Note down the headings and subheadings
they use and recycle them yourself.
9. Use Appealing Thumbnail Images
Choosing a bright and appealing thumbnail photo for your videos is really important
because if the image is dull, people will not click through. Thumbnails are like article
headlines, i.e. they are the first thing a reader or viewer sees and if you don’t ignite
their curiosity, they won’t go any further.
If you are not sure about which thumbnails to use, then look at popular videos your
competitors have posted and see which images seem to get the most traffic.
10. Add a Link to your Website
Remember that the whole point of social media platforms like
YouTube is to get traffic to your company website. So put a clear
URL link to your website with a Call To Action telling people to check
out your website.
11. Soft-Sell Approach
Don’t be salesy and pushy with your products. Educate and inform. Value
first with content rather than a hard sell. That way you will build a more
trusting relationship with your public rather than pushing them to buy from
you. Be the expert in the room, not the needy one…
12. Video Responses to Get Traffic
Surf YouTube to find videos which have similar content to yours and then post a comment
to say how much you like their video. Invite them to take a look at your video as well.
Obviously, you have to be a little careful about where you post because if you start posting
comments on your direct competition’s channels, then it may not be well received. It is
important to be genuine and not spammy or salesy. Look for videos which are related to
your sector but not in direct competition.
You could also invite other YouTube channels to be a guest on your video podcast or even
13. Be Social and Network
YouTube is a Social Media network, so take part in the community and
build your connections. Join a YouTube group, add friends and message
them (but not in a spammy or salesy way). Set up your own YouTube
Group and be sure to make use of the Bulletin Board. The more you put
into the YouTube community, the more you are likely to get back from
others. Help and be helped and learn new tips and tactics as you proceed.
14. Promote Your
It is not enough to just create videos, you need to promote and share them too. You
can post links to your videos on your other social media channels and embed them
into your blog posts.
Also include your video links in your email campaigns. Offer free valuable videos on
your website in exchange for newcomers' emails, so that you can add them to your
CRM and start marketing to them.
Lastly, write a video article with links to your content on YouTube and share it with
directories, forums, social media groups and put in press releases.
15. Show Customers Behind the Scenes in your
To make your channel more personable and human, show viewers behind the
scenes with footage of your team at work. Include humour and show how the
process works for products and services. Show happy customers and staff
helping customers out. The more you can build a personality for your brand, the
more likely you are to attract customers. Be sincere, be transparent and real.
These are YouTube videos which are less than one minute long.
This is similar to Tik Tok 60 second videos. Videos such as this
can get a high number of views and go viral if you are very lucky.
Videos 1 minute or under can also be posted to Instagram.
17. YouTube Creator
Approach YouTube creators about doing collaborations. Those with large numbers of
followers will often charge you high fees, so it is better to consider creators who have
under 100k followers.
Those YouTubers with smaller amounts of followers may be open to a collaboration
without money being involved or will charge less than the famous YouTubers. You can
also ask YouTube creators to give your products and services a review in return for
18. Have an Ecommerce Store on your YouTube
YouTube is massive for ecommerce sales and online shopping. You can sell your
products and services to customers and add a Store Tab. You can also use the ‘End
Screens’ function to feature products and services at the end of your videos. During
live streams, you can pin your products and services to the top of your channel.
Seriously consider the potential of running an ecommerce business from your
YouTube channel. It can be very lucrative.
19. Tell Your Brand
Take the role of the narrator and tell your brand story expressing the core values of
your business. A successful business is often built on a powerful story. Keep it simple
and relatable, as your business grows, share more stories with your public. Remember
that when people buy from a business, they are usually buying into an emotion, not just
the product features. If you create an aspiring brand that captures minds and hearts,
you can nurture brand loyalty in your viewers.
20. Constantly Optimise your Channel and
We have already talked about the importance of looking for keyword phrases and
hashtags by looking at your competitors. You can use SEO tools to do this and
websites like Answer the Public to see what people are searching for.
Remember that most viewers only see the first 100 characters of your video
description. As we said before, you should optimise this and make sure your meta
description contains keywords and is compelling enough to make people want to
click. The meta description appears in the list of searches on Google, so it needs to be
Also, as we said before, use attractive and engaging thumbnail images that stick out.
So now you’ve had your 20 tips to get you started here are some useful links to help you
choose your equipment.
What equipment should I invest in for my YouTube Channel?
This website has excellent tips on how to make a YouTube Video and also links to their blogs
about which equipment to buy:
The basic setup for making videos is as follows:
• A microphone
• A POP filter
• Screen Recording software
• Camera or Webcam
N.B. If you are working to a budget, just use your mobile phone to
start off with. You can always invest in the above equipment later on
after you have made some sales.
Good luck with your YouTube channel! Here are some video and
reading links to help you on your journey!
Videos on How To Use YouTube for your Business
• How to Use YouTube to Promote Your Business — 3 Video Marketing Tips:
• How to Promote Your Business with YouTube
• YouTube for Business! How to Grow your Business with YouTube
• How To Create A YouTube Channel for Beginners (2021 Tutorial) https://youtu.be/bVPjcLL9jGM
• How to make Video ads (the easy way) https://www.youtube.com/watch?v=xWd0LIl8nkI