If you’ve only ever used YouTube to watch funny cat compilations your Mum sent via email, then this is the right blog post for you. I’ll be covering the basics of YouTube and why you should consider utilising it as part of your small business’s marketing strategy.
All links lead to YouTube (well, that’s probably not a fact, but it really is everywhere). Most of its services are free to use and it’s easily accessible when you decide to upload your first video.
I’d liken YouTube to Pinterest as it’s a great location to upload your video content to so that it has a unique url and you can create a portfolio of videos, but you can also embed your content into blog posts or websites, or share on social media.
Choose your type of content
So, what kind of content can you upload to YouTube? Well if you’re a small business, it’s a great way to invest a bit of time into creating video content that showcases your skills, for potential worldwide exposure.
It might be a video where you show the specific printing technique you adopt for your art prints, and why it’s your go-to method. I envisage this being really helpful for art students as well as starting a dialogue with other professionals in your field, and something that will impress your clients as it’s excellent to watch creatives at work.
Perhaps you’re in a less hands-on creative field, you might want to start a series where you share tips or insights into the industry that other professionals will learn from, share, and appreciate.
Some video examples include;
- Skill showcase – displaying your method or a certain technique
- Vlog – ‘video-logging’ (e.g. your day or week and how you fit work and creativity into daily life)
- Q & A – answering a collection of questions from curious fans and followers
- Storytime – sitting down and discussing a topic or aspect of your work or the industry
- Postcast – getting together with some like-minded (or different-minded) people and discussing a topic or aspect of the industry
Make quality content
When making a short video for YouTube, you want to make sure that your audio and video quality are decent (bad audio quality is much less forgivable than bad video!) and that your lighting and focus is set to make the subject of the video clear.
If your video features audio, it’s a good idea to take a few minutes to add in subtitles to make the video more accessible.
Once you have edited your content (or not: it can be uploaded straight to the platform), you want to start thinking about the search engine optimisation so that YouTube will favour your video and naturally push it to as many audience members as possible (at no extra cost to you).
There are some great free tools that can help you with this, and it’s more of an advanced stage.
Call the audience to action
Just as you would with a Facebook post, website page or mailing list email; end with a call to action.
Whenever you post image or video content to the interwebs you always want to be linking to other platforms and channeling your viewers towards a certain direction. (This direction may be to your Etsy shop or contact page.)
Make sure to be filling up that description box with a few relevant links as well as adding ‘end cards’.
That was a brief overview of how small businesses can utilise YouTube to post video content that will engage and create new leads as well as developing brand identity and understanding. Choose a type of content, make sure it’s it’s high quality and directs the audience to your other platforms.