If YouTube was a universal marketing platform, then every company in the world would come swarming into the video marketing podium. But it’s not universal. Not all industries are compatible (or even merely acquainted) with the dynamics of marketing via a video-hosting site and the evidence of the mismatch can be seen every day.
It really depends on what it is that you want to achieve by posting online videos. Is it for mere exposure, knowing that 4 billion videos are being watched each day? Or is it because you want your company to be viewed as “hip” or “digitally in”? Or perhaps it’s because majority of your content are better presented thru videos?
YouTube’s potentials include paid and organic search, as well as hyper-targeting, advertising customization, and powerful content control. When fused with your own marketing initiatives, it can do great things for your brand. Whatever your goals are, you have to assess whether engaging on YouTube can bring more benefits than risks to your brand. Here are a few considerations:
Does it even make sense for your business to be on YouTube?
If you’re in the business of selling or manufacturing power tools, then it would definitely be helpful for you to create demonstrative videos of your products. Now if you’re an insurance accounting firm, there’s really not much for you to put on video aside from spreadsheets and brochures, so YouTube users will not be encouraged to view them. And even if you are able to produce something video-ish, people might still presume that it’s boring. Discuss possible outputs with your team and decide whether it’s YouTube-able.
Are you aiming to attract new prospects, develop existing ones, or both?
It is important to determine your focus should you decide to market via YouTube. If you want to generate new leads, then that means you have to create promotional-type videos and scatter the YouTube link all over the web. You can also support current leads by emailing them instructional or informative reinforcements or answer their questions via how-to videos. Focusing on both is possible, but would require time and effort to maintain.
How would you know that your YouTube venture has paid off?
There’s a free, self-service viewership reporting and analytics tool called YouTube Analytics. It gives you the basics: how many people watched your videos, and how often they did it. It also monitors viewership via mobile devices.
Identifying which videos are most popular, as well as knowing at what point people stop watching them, can help you learn which types of videos would click. But then, of course, you could also choose to measure your success in terms of new leads and appointments.