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YouTube is a great marketing tool and can help build brand awareness in record time. In this short guide we look at ways to utilise this fantastic resource to enhance your Video Marketing and Digital Marketing efforts.
From branding and strategy, to population and social media tips, here’s what your business needs to know when it comes to YouTube.
Building a strong brand involves targeting the right audience with the right voice, to create a sustainable and lasting relationship. Your brand profile should enable anyone anywhere to quickly understand who you are, what you do, and who you are targeting.
Done properly, this will define you as a business to the observer, help you create effective marketing strategies, and set the tone for customer engagement.
YouTube is the perfect channel for this, as long as you get it right. The use of sound and images can create a much richer user experience than text on a page, and is the ideal place to position your brand and its voice.
Your brand personality is the identity you use to engage your target audience and the ‘feel’ you give your company. For example, the brand profile used by a pensions company is likely to be very different to that used by a surf shop.
It is important to get this right and make sure everyone dealing with the project is aware of it. This way they can carry it on through each medium, regardless of who is working on it and what platform is in question.
Small to Medium & Local Businesses
For big brands, often long established with a clear voice, creating your brand personality for YouTube is easier than for smaller local businesses. Years in their industry, huge budgets, and heavy offline and Digital Marketing activity usually means that brand had a voice already, we just hadn’t actually heard it yet.
Many local businesses struggle to find their voice, and they key is often building on your USP. Define it, promote it, shout about it.
Before you do anything else, formulate your strategy. That whole ‘fail to plan, plan to fail’ thing applies here in truckloads.
As with any form of communication to your audience, think carefully about what you are going to show on YouTube.
Other things to think about:
If you’re not using Google+ yet, you should be. Originally the social stomping ground of the only the technically minded and curious, G+ is now the online haunt of 300 million monthly active users (April 2014) and a must have if you want a presence on YouTube.
YouTube’s One Channel requires a Google account to create it in the first place, and you should link your account to your Google+ page. The idea is that sharing will get a boost due to better search categorisation and improved visibility.
Here’s a few great examples of YouTube brand marketing videos to get you thinking…
YouTube Logo from BigStock Photo
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.