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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
Last month, we tuned in to listen to our very own Samantha Noble become a radio star. As a guest on Xan Phillips’ The Business on Voice FM, a programme dedicated to promoting the good news stories about business from the Southampton area and beyond, Sam shared her insights into paid media.
The Drum Network has launched a new initiative called ‘Create Britain’ which aims to show the world that Great Britain is still an awesomely creative marketplace, despite Brexit.
Create Britain is an online interactive map that invites businesses from the creative industry to contribute a short video to claim their own pin on the map that links to their video clip. The video clips need to answer one question: ‘What makes British creativity so great?’.