The more small B2B companies create video, the more questions I get about how to market this content. As with anything marketing related, it pays to develop a strategy before you create your videos so that you know what to do with them once they’re complete. To help searchers find this content, consider the following e-a-s-y tips.
1. Create a YouTube Channel
Instead of uploading your videos one by one to YouTube, create a Channel for them instead. This way, your videos are grouped together in one place — and you’re able to create a branded URL (i.e.: www.youtube.com/yourcompanyname). Creating a Channel is pretty easy — just follow these instructions.
While you’re in the YouTube account interface, spend a little time to ensure your Channel matches your corporate branding and messaging (one mistake I often see is that branding doesn’t match). And, be sure to add a link back to your site or blog at the beginning of the Channel description as Google displays only the first 150 characters in the search results and the first 50 characters on the Channel itself (users have to click a drop down button to see the full description).
By putting your full URL up front (one that includes the http://), people will see it right away and can easily click through if they want.
I also highly recommend that you do a little research using Google’s keyword search tool in order to incorporate the best keywords into each video’s title and description, and preferably in the first 60 and 150 characters respectively. This way, your content has a better chance of being found in the search engine results pages.
A few good examples of YouTube Channels include:
2. Add your video to blog posts or web pages
Once you’ve uploaded your videos to YouTube, it’s then really easy to add them to your blog or Web pages — simply cut and paste the YouTuber “embed” code found with each video.
Although videos are a great way to tell stories, be sure to explain what your video is about and why you’re including it in the post or on the Web page so that people have an idea of what the video is about. And, rather than bunching videos on one page, sprinkle them throughout your site to capture people’s interest as well as demonstrate products or services.
If you’re using social media, let your followers know your videos (and/or blog posts) are ready for viewing by posting links on the various platforms. Bonus tip: Add the YouTube icon to your Website and link it to your Channel URL so that people can follow you.
3. Add them to industry publication Websites
Some industry publications, such as New Equipment Digest, let advertisers upload videos and then include them in their RSS feeds. Do a search of the publications in which you advertise to see if you have this option.
You can also send your video out with a press release, link back to your video blog posts when leaving comments on other blogs, add video URLs to e-newsletters and other marketing collateral and encourage people who follow you to add your videos to their blog posts.
Do you have additional tips for marketing video content? Leave your comments below.