YouTube has become an online powerhouse. According to Alexa Internet, Inc., it is the third most visited website in the world, with billions of people tuning in daily to watch, upload and share videos with friends and clients.
That’s fine for people who want to kill time by watching the antics of playful kittens or precocious little kids, but what does it mean for a business-to-business marketer who is considering YouTube as a potential sales tool? The answer is “plenty,” because a YouTube channel can actually help your business build brand awareness and strengthen its relationships with current and prospective clients.
Even if you already post videos to your website, it’s important to upload them to YouTube as well. Since Google owns YouTube, your videos will appear higher up on search results related to your product, so they will be exposed to a lot more people. They’re also more likely to be shared, due to the website’s popularity.
Another benefit of developing a YouTube channel is that videos are one of the best ways to communicate with clients and business partners. Most people are visual learners, so they will recall and retain your message better when watching it on a video, and most people also prefer watching video to reading text.
How do you use a YouTube channel effectively?
One way is to film product demonstrations by having a specialist discuss your product in a fun, memorable way. Not only will viewers learn about what your company has to offer, but they will also get a glimpse of your company’s personality through the specialist’s presentation. On top of that, they will get a better understanding of what to expect from the product because they will actually see what it looks like in action.
You can also post client testimonials. Prospective clients will appreciate having the opportunity to learn about your product or services from a relatable source. Testimonials also will spread the word about what clients really think of your business in a memorable, personable way. A quote in an article just can’t capture the enthusiasm that can be found in a video.
Posting live video blogs from tradeshows and conferences, or giving video tours of your facility, are two additional ways to make YouTube part of your marketing mix. Both are great for engaging viewers and sharing information about your company.
How do you make a YouTube video?
The best thing about YouTube is that developing videos is easy and inexpensive. All you need is a flip camera or a digital camera that shoots video. If you want to keep it simple, you can upload a video straight to YouTube without going through the process of editing it on moviemaking software. A lot of YouTube videos are uploaded this way. However, there’s no problem with going all-out and shooting a professional, edited video. Some B2B companies even create animated videos, which is definitely a fun, attention-grabbing idea.
No matter what method you choose, what’s most important is that your video is capable of keeping the viewer’s attention while sharing information about your company.
Once you upload videos to your YouTube channel, be sure to promote them on your Facebook and Twitter pages. Not only is taking advantage of your current social media resources effective, but it also will show current and prospective clients that your company is up-to-date and computer-savvy.
Large companies are already incorporating YouTube into their social media strategies. However, small B2B companies have yet to take advantage of all that a YouTube channel can offer. Even though it is not as common for a B2B company to have a YouTube channel, it is important to create one now to get ahead, as well as to connect with current and prospective clients in a way that is new and memorable.
Allied Barton Security is a great example of a small B2B company that has taken the initiative to stay ahead of the game. Check out their YouTube channel for more ideas on how you can successfully utilize this growing social media source: http://www.youtube.com/user/AlliedBartonSecurity.
