Are you interested in using YouTube to grow your small business? If so, you’re not alone. It’s estimated that by the end of 2021, around 1.86 billion people had active YouTube accounts, and that number is expected to increase over the next several years. So, it’s safe to say that most industries can find and maintain an audience on YouTube.
You can do a lot of good for your brand by creating a business-focused YouTube channel. Notable benefits include:
• Improved brand awareness
• More chances to connect with existing customers
• Opportunities to build your reputation
• The ability to drive more traffic to your site
The problem many new creators run into is they can’t get traction on their videos. It’s hard to go from zero to 1,000 subscribers when you can’t even break 500 views on your videos! Today, my goal is to share several tried and true strategies you can use to get more views on new and existing YouTube videos.
Are you ready? Let’s dive in!
1. Determine your intended audience.
First, let’s talk about the videos on your channel and your intended audience. If the content you create doesn’t resonate with your intended audience, it’s unlikely they’ll return to your channel. It makes sense, right? You wouldn’t keep visiting a YouTube channel if it didn’t offer you anything of value.
You never want to put your visitors in this position. Instead, you should do a deep dive into your customer personas and decide which type of content would benefit each segment. Once you understand who you hope to reach, you can shape your title, content and call-to-action to line up with your audience’s goals and pain points.
Imagine how you would feel if you found a channel with relatable, interesting and, most importantly, valuable content. Most people would immediately subscribe to the channel in question and then watch the rest of their content. This is the type of experience you want to offer to as many visitors as possible.
2. Use unique and visually appealing thumbnails.
Your thumbnails play a massive role in how many people click through and watch your videos. We’ve all seen thumbnails that looked like they were slapped together without a care in the world. This isn’t a good look for your business.
I recommend focusing on high-quality thumbnails that do several things at once. First, you have to catch the attention of your visitors. You can do this through text, images and overall design. For instance, if the first 20 videos under your most common SEO keywords feature yellow backgrounds, you might want to try blue. It may not seem like much of a difference, but the human eye will immediately pick the blue out from the sea of yellows and practically beg users to click your video.
It’s also crucial that your videos demonstrate value without looking like and functioning as clickbait. You wouldn’t want to put “Top 10 SECRET email marketing tips” in your thumbnail, only to feature email marketing tips that are featured in every beginner level class on the topic.
3. Optimize your channel and videos for search.
Odds are, you know a little bit about SEO and how it relates to your website. But did you know that YouTube has a unique search algorithm that determines how videos are shown after a search based on keywords and user intent?
If you have a firm understanding of what words you need to rank for, all you have to do is use them sparingly and naturally throughout your post. I suggest including your main keywords for each video in the following locations:
• Video description
• Closed captions (if adding manually, and for accessibility reasons, you should!)
Business leaders and marketers who create high-quality content and strategically use relevant keywords see their videos rise through the ranks. As a result, they see more traffic and engagement on their videos.
4. Create engagement opportunities.
Speaking of engagement, the last topic I want to talk about today is creating opportunities for your audience to interact with your brand. It’s not enough to publish videos and hope people will keep coming back to watch your content.
Instead, you should establish a clear goal for each video. Once you understand what you hope to accomplish, you can create a call-to-action (CTA) that aligns with your goals. For example, if your goal is to build your email list, you might decide on a CTA that asks visitors to subscribe at the end of your video.
Alternatively, you can host a giveaway on YouTube where participants have the option to subscribe to your list. A video announcing the giveaway will drive traffic to your landing page, which should ultimately lead to more sign-ups.
If you don’t have a specific marketing goal aside from brand awareness and engagement, try asking visitors to share their thoughts and experiences on the topic with you in the comments section. This simple request can lead to a steady stream of new comments. Once your audience sees that you’re willing to ask questions and respond to their answers, there’s a good chance you will see more views on future videos.
There are plenty of ways to get more eyes on your YouTube channel. I believe the tips I outlined can help business leaders and marketers, regardless of their industry, size or resources. The key to building a successful YouTube channel for yourself or your business is consistency. When you regularly put out high-quality videos that feature professional thumbnails and plenty of engagement opportunities, you can expect to see more views on your YouTube channel.