Consumers search for answers and information every day on YouTube.  Here are some tips on how to create a use video search for our small business marketing.

For many small businesses, one of the last pieces of the digital marketing puzzle is video.  Video production requires a few extra steps and resources that keep many businesses from using it, including script writing and production values.

But the truth is, these businesses are overthinking it.  Some videos are full productions, but you can also create short, basic videos for your YouTube channel that are both informative and genuine, which is a winning combination with online audiences.

Tactically for small business marketing, YouTube videos are part of your SEO campaigns.  YouTube is a major search engine, so you must optimize your videos for keyword searches.

Then you can embed videos in your blogs and share them on social media, extending their reach.

 

What types of videos can I post on YouTube?

The best place to start with YouTube videos is questions your customer typically have when they’re making a purchase decision.  Tutorial videos and “how to’s” are popular on YouTube.  You want to fill information gaps that will aid them in buying your product.

For example, I was wondering if I was putting on my ski boots properly.  I did a YouTube search on “how to put on ski boots” and found this:

This video answers my question perfectly.  But more importantly, it introduces me to the business.  Next time I need ski boots, I’ll likely look these guys up.

You can also do quick tutorials.  For example, I needed to fix a broken knob on my dryer.  I did a search for “how to fix knob on whirlpool dryer” and found this video:

This is a perfectly executed lead-generation YouTube video.  It explains how to fix the broken knob, and provides links to the business website so I can buy the part I need.  Also note the branded overlay, which you can add with the editing tools.

At Marketing 360, we target various business verticals, including HVAC services.  We created this video interview to provide tips and insights into how to market an HVAC business.

Now when people search for info on HVAC marketing, we show up at the top of YouTube search.

None of these videos are particularly involved in terms of production.  The ski boot one was probably shot on a phone camera.  But they get the job done.

 

Optimize Your Videos For SEO

A big mistake many businesses make is that they fail to optimize their videos for keyword searches.

Do keyword research for video topics just like you would for a web page.  Many of your video topics will be focused on the informational searches people do on YouTube.  Note that there is enough search traffic on YouTube now that Google added it as a category on Google Trends, so you can see that data exclusive to YouTube searches:

When you identify your main keyword target, you need to put it in the title of the video.  This is done in with the editing tool on each video.

Also try to use your keywords in the description section, and use keywords in the tags area.

 

Create a Call to Action

Even though your videos are mainly informational, make sure you have a call to action that motivates people to engage with your business.  Finish each video with an invitation to visit your website or contact you.  Even more importantly, conclude the video with a suggestion that the next logical step is to seek your help.

Include a direct link to your website at the top of the description.  If your conversion goal is a phone call, include your number.  You can also include your local address and links to your social media pages in the description.

In the editing set-up, add your logo for the brand overlay.  Also, you can run a PPC overlay ad from AdWords to display on video with a stronger call to action.  Appliance Parts Pros does all these things perfectly:

Make your call to action obvious, and give people multiple opportunities to take it.  Ultimately, your videos won’t do any good if they don’t convince viewers to take buying action.

 

YouTube Ranking Factors

If you do an exact match for the keyword phrase in the title of your video, there is a good chance you’ll rank within the first few pages soon after you post it.

If the keyword phrase is low competition, you might stay there.  If it’s higher, then usability metrics come into play.

Google analyzes user metrics including watch time, average view duration, likes, and comments.  You can view this data by clicking on the analytics tab under your video (you must be logged in):

One of the main SEO strategies you need to employ is to get user metrics up early with your new YouTube video.  Share it across your social media channels, get staff and friends to watch it, like it, and comment on it.  If the keyword is more competitive, boost it on social and hit up influencers to get some links into the page.

If you can establish your ranking and continue to gain strong metrics, your video may rank for years on page one of YouTube search and may also rank on regular Google web searches.

The search algorithm does not (yet) analyze the verbal content of the video, so the keywords and user metrics play the main role in how the video is ranked.

 

Create a YouTube Channel Strategy

If your business is well suited for using FAQs, how to’s, and tutorials in your sales process, then setting up a YouTube channel with a video marketing strategy is imperative.

Brand your channel with your logo, images, and an introductory video.  Organize your video topics into playlists.

Embed your videos on your blog articles that go into further detail about the video topic.  If you optimize those well, you can sometimes claim several spots on web searches, like we did for “bail bonds marketing”:

Best of all, YouTube videos will serve as a natural step in the buying path of your customers.  You provide them a service by answering their questions while creating awareness of your brand’s solutions.  It’s the best way to connect with modern consumers using the internet to learn new things and solve active problems.