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Megan Rutherford: Sales and Marketing Column

Megan Rutherford: Sales and Marketing Column
Megan Rutherford has a diverse background in sales, marketing, and public relations. She has 15+ years of experience in helping small businesses grow their unique markets. Certified as an inbound marketer, Megan specializes in internet & email marketing, search engine optimization, social media, and more. Offline activities include direct mail marketing, public relations, and event planning.

YouTube for Business

YouTube for Business

Known as one of the most popular websites, YouTube can be an incredibly powerful marketing tool for any size of business. Creating a YouTube video marketing strategy makes good business sense because it is one of the most popular websites in the world. Whether your business is B2B or B2C, YouTube is an excellent platform for generating leads and expanding your business’s overall reach.

Video Marketing and Production

Video marketing is a proven content method for engagement and can be used in a multitude of ways, not just on YouTube. Videos have the potential to be utilized on social media, in email marketing campaigns, websites, and various other channels and platforms.

Video production doesn’t necessarily need a large budget or fancy equipment. In fact, with the way that smartphones are now, videos can quickly be produced through the video feature on a smartphone. Additional equipment can be purchased for a nominal fee to assist in the video production from a smartphone. Items such as a tripod, light system, microphone, and stabilizer are all affordable options for more professional video production.

Types of Videos

The options for videos are virtually endless, but here are some of the most popular:

  • How-To: These are popular because they provide a sense of value to the viewer.
  • Case Studies: Video case studies with clients are a fantastic way to highlight success.
  • Behind-the-Scenes: This is a terrific way to humanize a brand and offer a glimpse behind closed doors.
  • Listicles: A list of sorts, these are seen as a popular content format. This type of video can also encompass images, infographics, and other elements.
  • Interviews: Experts and influencers can be great interview subjects and may also be able to increase viewership through their followership.
  • Product and Service Highlights: Showcasing products and services allows a business to walk viewers through features and other updates.

Tips for Posting Videos on YouTube

While there is competition on YouTube, videos can be optimized for YouTube’s search engine. There are several video ranking factors to consider when posting videos on YouTube. The headline and description are critical components of publishing a video on YouTube. Keywords are also great to incorporate into the headline and description. Tagging the video through the use of keywords aids in getting the video found through the YouTube search feature.

Various tools can complement YouTube to automate the process of moderating comments and mentions. A video transcript is also a useful way to help search engines find the video. There are quite a few options that offer affordable solutions for transcribing the audio into text, on the video for closed-captioning.

Ranking on YouTube encompasses a variety of factors, one of which is watch time, which covers how long people have watched the channel’s videos. Additionally, likes/dislikes, shares, number of subscribers and comments also get factored in. A thumbnail image for the video is also a differentiating factor when people are searching on YouTube.

Each company’s goals will vary but starting with specific targets to achieve can be beneficial. Items such as clicks, and subscribers are among the objectives that should be identified. Additionally, just like any marketing strategy, consistency is also a factor in growing the channel. Many successful YouTubers develop a publishing schedule and stick to it. The top priority should be to keep the audience entertained and always wanting to come back for more. YouTube marketing success is within reach with little time and effort. It’s a fantastic opportunity to reach more potential customers and increase brand awareness.


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