Sales & Marketing

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How to use YouTube for brand building

7 Mins

Content expert, Uday Tank gives details on how to use YouTube to help you build your own brand…

As a business owner or a brand manager, you’ve probably heard about the number of ways you can use the internet to promote your business: social media, blogging, apps, websites, e-commerce, and online marketplaces.

But has any marketer ever told you that you could use YouTube to build your brand on the digital landscape too?

I doubt it! Most people know YouTube to be an educating and entertainment platform, where users go to grasp the basics of knowledge or get entertained.

To them, YouTube is simply not business-oriented!

But this wrong perception can be to your business’s advantage if you know how to play your cards right.

In that light, here is how you can use YouTube to build your brand today!

Find a way to connect with your customers

Irrespective of what your business is about, the chances are that some of your customers – including potential ones – come to YouTube to find answers to their pain points. Not knowing where to head to on the platform, most of them just input their query into YouTube’s search box and click on any of the first few answers (videos) they see.

In order to meet this audience, all you have to do is carry out keyword research on your industry niche on YouTube. This will give you an inkling about what the consumers in your industry like to watch on YouTube.

With this knowledge, you can now create your own videos to match these requests so that the next time someone comes searching for a similar thing you’ll be amongst the first set of results they find.

For your keyword research, you can try any of the YouTube research tools available on the internet today, such as KeywordTool.io.

For example, let’s say your business is in the “Apple Watch” industry. You can use any of these tools to find the most relevant keywords to the term “Apple Watch” on YouTube.

Create content that aligns with your niche

Now that you’ve found the most relevant keywords, the next line of action is to create contents that are peculiar to these keywords.

Remember, these keywords point to the things that people (your old and potential customers) like to search for when they come to YouTube. So creating content that are relevant to these keywords will not only help you reach your target audiences on YouTube, but it will also help you develop engagements with them since you’ll be answering some of their questions.

For example, let’s say you have a business selling skincare products. You can create a YouTube video that informs your audience about how they can use some of your products. Besides these ones, you can also offer video tips on how they can handle their skin routine, fruits that promote good skin, dealing with wrinkles, etc.

So when someone who has a wrinkle problem comes to YouTube to search for ways to get rid of wrinkles, they’ll find your video. If you’ve mentioned some of your products in these videos, they might even go as far as purchasing them for their wrinkle problem.

Appeal to your audience

At the end of the day, YouTube is still a visual platform, meaning that the tone with which you speak, the expressions on your face, and the illustrations you give can go a long way in keeping people on your page.

Already you know what the geographical details (age, gender, location, beliefs, etc.) of the people that interact with your business are, so when you’re creating videos, you need to make sure that the style and format of your videos appeal to these people.

Promote your videos

Regardless of how perfect and relevant your videos are, YouTube will not help you promote them. You need to take the extra effort to get the words out if you want your target audience to know about them.

There are a lot of ways you can do this, some of which are:

  • Working on your YouTube and Google SEO
  • Using engagements such as views, mentions, shares, likes, and comments to rank high on YouTube
  • Promote your channel on Q&A forums like Quora
  • Advertise on social media channels
  • Invest in paid ads
  • Running contests
  • Collaborating with other brands that are related to your business on YouTube

For a new business YouTube account, it can be hard getting the views and engagement you need to rank high on YouTube. But you need not lose sleep over the matter. You can simply buy views on YouTube to grow your exposure and get the word out about your brand.

Build a relationship with viewers and subscribers

There is a clear distinction between a regular YouTube account and a business account. While a regular YouTube account owner might choose to ignore comments and inquiries, an account designed for business purposes must take engagement seriously.

From time to time, you should respond to people’s queries, ask for opinions, engage them purposefully, and make your channel interactive.

But be careful of arguments, hate speeches, and spamming. You don’t want someone discovering your site for the first time to see nothing but spam and arguments. Instead, if they find engaging comments, answers to questions, and interactive sessions, they’ll be more interested in checking your channel out.

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