Have you been sleeping on YouTube marketing? If the answer is yes, you’re not alone. It’s easy to dismiss YouTube as where teenagers and young adults make silly content, whether they’re sampling weird fast food mashups or doing stunts.
The truth is that YouTube is the world’s second-largest search engine. Only Google sees more traffic. People watching videos on YouTube are always looking for new content. So there, businesses like yours have a significant opportunity to find a new audience with video marketing.
Show Off Your Products
Do your customers know how to use your products? Of course, but more importantly, do they know the best ways to use your products? If they don’t, and you can help them get the most out of what they buy, YouTube is the perfect place to do it.
Let’s look at an example. Luxy Hair is a company that sells a full range of hair extensions. They have attracted over three million followers on YouTube thanks to their styling videos that show customers (and potential customers) how to wear their hair extensions and style them. The videos include practical demonstrations and recommended styling products to use with extensions.
You can use this technique to connect with your customers on YouTube. First, think about how you can help your customers get the most out of your products and then produce short videos showing them how to do it.
Film and Share Customer Testimonials Insert
Customer reviews and testimonials provide powerful social proof when a potential customer or client comes looking for your services. Because YouTube gets so much traffic, it makes sense to share your customer testimonials there by filming them.
A video testimonial is more direct and appealing than a written testimonial. Your target audience will get to see your client’s faces and hear their voice – and they can see your work and why the customer is happy with your company.
A great example of how to use customer testimonials on YouTube comes from a company called Hippie Fertilizing. They have posted a series of video testimonials filmed in their clients’ backyards. In the testimonials, the company owner interviews clients about why they called the company, the work done, and how they feel about it. In addition, they include before and after shots of the space they treated so prospective clients can see the results.
You can use this idea by talking to customers about testimonials when you book a job. To make the process as convenient as possible for your clients, you can copy the format of Hippie Fertilizing and film it on your client’s schedule before the work begins and again after completed. Make sure your clients are ok with your plans.
Connect with Your Customers
If there’s one thing the COVID-19 pandemic has taught us, technology can help us stay in touch when we can’t get together in person. That lesson is one we can take with us going forward.
How does this relate to YouTube? One way to create a lot of goodwill with your customers is to share your knowledge with them for free. We’re not talking about giving away your services, but we are talking about making it clear you care about your customers on a personal level.
A great example comes from Georgia’s Cakes, a UK bakery that shared a step-by-step tutorial to help people make a wedding cake at home during the pandemic. Since many people had small weddings with only a few guests, the bakery owner saw an opportunity to connect emotionally with potential customers.
Now, this technique isn’t going to garner you any immediate business but ask yourself a question. If you had to cancel your big wedding and use this video to make your cake, would you be inclined to order from this bakery for future birthdays, parties, and events? The answer is almost certainly yes. This marketing technique creates goodwill and solidifies customer relationships, and those things have a direct impact on your future success.
Use YouTube to Demonstrate Your Expertise
Building authority is essential if you want your customers to trust you. They need to believe that you can deliver on your promises. Of course, testimonials play a role in that, but it’s also essential to find ways to demonstrate your expertise visually.
One way to do that is to show people what you do. We like this example from Daisy Duke Landscaping, which demonstrates how to install landscape fabric like a pro. A video like this may inspire people to do some landscaping independently, but it also reflects the company’s ability to do great work.
You can copy this technique by considering what techniques or experience will overcome potential objections to hiring your company and putting it into a video. The video doesn’t need to be lengthy – the one we linked is under seven minutes.
Cross-Post Your Marketing Videos
While creating professional-looking videos is easier than ever, you cannot count on your YouTube followers to follow you on other platforms such as Facebook and TikTok. Therefore, we strongly recommend cross-posting your video content from other platforms on YouTube and vice versa.
There are too many examples to list here, but many companies create Facebook Live videos, save them, and post them on YouTube. Others make funny TikToks and share them on Facebook or Twitter. It would be best if you always considered reusing or repurposing your videos to reach the broadest possible audience.
The bottom line – and the thing we hope you’ll take away from this article – is that YouTube marketing is one of the best ways to connect with your audience, share your expertise, and build your brand. In addition, you can get more ideas by peeping into your competitors’ activity and finding ways to adapt their actions to help you grow your business.
