Category: Business
5 Essential Steps To Grow Your Brand YouTube Channel

YouTube is a crucial platform to help build your brand!

According to a report from Google and Pixability, Interbrand’s Top 100 Brands are collectively uploading a video to YouTube every 18.5 minutes. With video marketing being on the rise, as a business, it is important to utilise YouTube as a medium of engagement and promotion.

However, there are certain ideas and factors you should consider to optimise your business YouTube channel efficiently. This ranges from setting up the overall channel, making sure individual video SEO is up to scratch, and even taking a step back and analysing the content your company produces. Take a look!

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1 – Channel Setup

The overall YouTube channel setup is important. It needs to be optimised in a way that it can be discovered by appropriate audiences, and can be navigated in an engaging way. The core fundamentals of the SEO revolve around customising the channel information. The ‘About’ section should showcase your target audience, express the important information and values regarding your brand, and naturally include relevant keywords that can provoke outreach. Don’t forget to include all of your appropriate social media links too. Add ‘Channel Keywords’, they are essentially tags for your channel. Services such as Google Trends can be used to see what people are searching based on your field. No more than 10!

In terms of the visual navigation, you should have a well-designed banner that showcases your logo, fits the brand guidelines and maintains optimal resolution (2560 x 1440). A channel trailer should also be included to show the video you want new visitors to be introduced to. This could be a YouTube video that you have explaining your product or service, or a highlight video from one of your current campaigns.

 

 

2 – Individual Video SEO

So you’ve got the channel ready, it’s now time to optimise those YouTube videos! You need to have a catchy title that contains the exact keywords that you want to feature for. This also applies to the description. Use this as a chance to summarise the important points of your video and brand. It’s also an opportunity to link to your social media accounts.

Tags. Arguably the most important but most overlooked factor. Too many tags are counterproductive to SEO. 15 is the magic number. Break down your tags categorically into different styles:

Longer coherent tags with keywords
(e.g. if it was a gym in West London, you could say “west london gym classes sale”)
Medium more generalised searches
(e.g. “exercise classes”)
Single words that are broken down from the prior
(e.g. gym, classes etc)

Custom Thumbnails should be added to provide consistency and visual appeal. End screens and info cards that link to your other content and website (if you are partnered) can also be added to increase navigation between videos.

3 – Produce Quality Content Consistently

Sustaining a video marketing campaign with success on YouTube requires effort and time. Videos you produce need clear formulated plans. Don’t put all of your eggs in one basket. Spending lengthy amounts of time, resources and financial investment on videos you’re going to upload once every 6 months is not going to be beneficial for building your brand. Create and develop ideas for consistent videos relating to your brand, that even audiences without a connection to your company can engage with. This gives more of an open barrier for people to engage with your idea and can contribute to developing a consistent audience.

4 – Encourage User Participation

Start a discussion! Engage with your audience! Perhaps offer a chance for viewers to influence the content in some way! Developing interaction makes videos more memorable and can motivate audiences to participate actively. Replying to comments can also alter the perception of your brand because it makes it more human and relatable. If you manage to reply to every single comment, you will certainly notice a community start to form. Familiar faces will start to return and the outreach will start to grow. YouTube will reward channels with higher interaction levels, placing them in a more prominent position within the algorithm.

5 – Promote Your Videos

This might seem like an obvious pick, but it is so important. For the majority of cases, even the most active supporters of your brand are rarely going to actively search for your video marketing content. Promoting your YouTube videos on your prominent social media accounts will provide your videos with the attention they deserve. You already have your communities, why not transfer them to YouTube? There are several social media management platforms you can use, to upload and schedule your videos, and then share them on your relevant socials.

Do You Need A Creative Platform?

These are the core fundamentals for developing your brand on YouTube. Implementing these changes isn’t going to boost you to the top of the trending page. It provides brands with professional optimisation that encourages growth on this competitive platform.


Your marketing plan must include a digital content strategy – and here’s why!

As a video production company, we know that our clients need to get full value from their digital investment, which is why we’re producing practical guides to success with digital content as part of our commitment to helping every client maximise return on video marketing.

Video is the heart of digital content

This is true for three reasons:

  1. Immediate impact – everybody knows how to watch a video, whilst they don’t always immediately ‘get’ a presentation, diagram or report.
  2. Video sharing – the easiest way to get marketing out there is to make it easy to share, just as everybody knows how to watch a video, they also know how to ‘like’ and ‘share’
  3. Brand integrity – video is the hardest thing to pirate, adulterate or otherwise rip off. This means that your digital content remains yours, unlike articles, blog posts and images which are much easier to steal and copy.

Missing out on these opportunities means missing out on connections with potential customers, partners and suppliers all of whom could aid your business.

Video is also centre to digital marketing strategies because well produced video productions have a strong call to action at their core. Good content alone is not enough – a digital content strategy ensures you are reaching the right people, at the right level, in the right way.

Digital content strategy – the 4 key rules as questions

  • What use is your content? We love marketing departments, obviously, as we work with them a lot. But they can become a little too high concept. The great thing about video is it’s usually operating at the human scale so we have a chance to encourage our clients to consider what use their content is. Is it informative? If so, who is it informing? Is it problem solving? If so, whose problems does it solve? If it’s neither of these, what is its purpose? Establishing answer to these questions is central to a great strategy because they help us create superb video content and help our clients market it to exactly the right audience.
  • What is your message? All content should underpin the position of the brand – so there’s no point launching a new product with video unless it shows where that product sits in the hierarchy of your brand. For example, when a client launched a range of low solvent wood-care, we created a short video segment showing the history of the company in solving problems for customers, culminating in the problem of needing great wood-care products that didn’t damage the environment. Located through that historical context, their new product clearly demonstrated their brand commitment to producing excellent products for the woodwork trade. Big message, beautifully carried – job done.
  • How are you different? What differentiates your organisation from all the others is what ensures your digital content works for you. In our client example it was how they helped people who work professionally with wood deliver for their own customers. A different company might have chosen to focus on how they are always at the cutting edge of technology, or on how they specialise in business to business support. Whatever your distinct value, we want to get it into our video so you can focus your strategy on getting that message across.
  • How will you ensure consistent support for your content? Whether you’re aiming for a range of videos to be shared on YouTube or crafting digital content for display on trade stands at events, being sure how you will support the content you’ve created will allow us to help maximise the return on your digital content investment.