Digital video has become a part of our day-to-day lives, growing in production and demand. We are using video to consume information every day, whether for business or personal use.
Platforms like YouTube, with its 1 billion+ users, are becoming one of our best resources for education and entertainment.
How can you harness the power of video to market your business?
That’s a question your marketing strategy should address. It’s important to find out where video might fit into your business development and marketing efforts.
How can YouTube work for your organization? That’s worth taking a closer look.
How to Use YouTube for Marketing
To Sell
You rely on your business development or sales staff to sell your products and services. Can video help support them? Smartphones, mobile devices, computers, and smart TVs create a way to deliver a sales pitch or product demo without being there in person.
One-third of visits to YouTube are to help make a purchase decision. Video is a convenient way to meet the needs of potential customers when they are researching your products and gathering information for their decision-making process.
Enhance Customer Experience
“In our research… 14% [of people] are coming back to YouTube to figure out how to use products.”
Javier Bargas-Avila, YouTube UX Lead
In fact, YouTube’s “How To” searches are growing 70% year over year.
How can your business actively work to keep existing customers happy with video?
- Continuing education (products, services, show people how to use your app, webinars, etc.)
- Introducing new product features, or even “hacks” (launch your new website, etc.)
- Behind the scenes (branch ribbon cutting, presenting a donation)
- Corporate news
Reach Younger Demographics
If you want to reach a younger audience, go where they are. Every month, eight out of ten 18-45-year-olds watch a video on YouTube.
Think about where your customers spend their time, and that’s where you should be too. If your business targets millennials or Gen Z, you should seriously consider YouTube.
Show Off Company Culture
YouTube can be a great corporate PR tool. It can be a way to grow brand awareness. There are numerous ways to showcase the best features of your company, employees, facility, and interests with video.
Recruitment is another consideration, giving job candidates a peek inside your offices and a way to meet key individuals.
What other ways can you show off the company’s culture?
- Enhance press releases with an accompanying video
- Share holiday greetings
- Philanthropic efforts (ex., collecting canned goods to donate during the holidays)
- “Meet the Staff”
Savvy businesses can embrace video as a marketing tactic to help brands achieve sales goals and grow brand awareness. With U.S. adults spending an average of 1 hour and 16 minutes a day viewing video on mobile devices, claiming a piece of that time is achievable.