Are Your Youtube Videos Not Getting Views?
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This document provides best practices for using video marketing on YouTube for B2B companies. It recommends creating different types of videos for a company YouTube channel such as about the company, products, services, and how-to videos. It stresses the importance of storyboarding, high production quality, proper editing software, optimizing the video metadata and sharing the video widely. The goal is to engage leads and promote the company on YouTube.
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Are Your Youtube Videos Not Getting Views?
- 1. Don’t Let Your Video Marketing Suck Best Practices for Video Marketing on YouTube B2Bmarketingfor.me
- 4. YOUTUBE SENSATIONS ARE BIG, REALLY BIG
- 5. HOW DO B2B’S KEEP UP?
- 6. WHY DO YOU NEED TO USE YOUTUBE?
- 7. VIDEOS FOR YOUR B2B YOUTUBE CHANNEL Company Messaging Company News Products Services Events How-To’s
- 8. STORYBOARD YOUR VIDEOS FOR YOUR AUDIENCE Target your persona Create videos for different stages of the purchasing path The first 15 seconds are most important Keep it simple & focused
- 9. VIDEO PRODUCTION & EDITING QUALITY MATTER Lighting Sound Appearance Backdrop Props Editing Considerations: Camera Screen Captures Music
- 10. BE AWARE OF YOUR RECORDING QUALITY 3-Point Lighting Sounds & Noise Backdrops & Props Video Quality
- 11. WHAT DO YOU EDIT WITH? FinalCut Pros: Industry standard Many editing options More control in edits Cons: Price Tag ($299.99) Uses a lot of RAM on your machine Only on Mac Premiere Pros: Industry standard like FinalCut Many editing options More control in edits Available for MAC/PC Cons: Need to subscribe to Adobe Cloud to download (monthly cost) Uses a lot of RAM Youtube Pros: Usable on Mac/PC No additional software to download FREE Cons: Very limited editing control iMovie Pros: Pre-loaded with Macs (no additional purchase needed) Easy to use UI Great for beginners Cons: Less options with more robust editing software
- 12. IT’S MORE THAN JUST UPLOADING TO YOUTUBE Title Info Tags Thumbnail CTA’s
- 13. VIDEO IS PUBLISHED... NOW WHAT? Make a Youtube Channel for your company Share your video Add videos to your website Engage your leads
Editor's Notes
- Youtube is big. Truly this is an amazing marketing medium for your company and your B2B video marketing doesn’t have to suck.
- These videos are great and generate a lot of views but what about companies? how can B2B businesses make a presence for themselves on video platforms, such as Youtube? As great as cat videos are, Youtube is a growing marketing tool for B2B businesses, in fact 76% of B2B's are publishing content on youtube.
- Sometimes images and documents aren’t enough to gain the interest of your potential leads. Videos allow your company to actually show content in a visually compelling way that allows you to often tell a story.
- Although B2B companies aren’t often telling stories that are emotionally compelling, you can use it as a medium that describes your company messaging, news, products, services, and events. Think about your user and tell the stories that help your user understand your brand. By using your youtube channel as a branding tool, you can explain for in depth concepts in a way that is consumable by your audience.
- Storyboard your video according to sales stage & the persona you’re targeting. The concepts you need to explain to an audience that is pre-purchase will be different from a video you create for a user that has already done their research on you. Similarly, a video you create for one of your targeted verticals will be different from another vertical. Differences range from how you motivate your user, to tone, to addressing pain points. By keeping it simple and focused, your user will be able to find the answers and info they need from your videos. Remember the first 15 seconds of your video will need to compel your audience to keep watching your video instead of another competitor’s. By creating a video focused on your audience, you’ll be able to earn your audience’s attention.
- B2B’s are expected to professional; therefore, making it crucial for your video production and quality very important. If you want your audience to take your company, products, and services seriously, then you need to put your brand first. As a B2B, other businesses rely on you, so you need to exude trust and credibility in order for other businesses to want to work with you. By making your videos look professional, you can help raise your brand’s impression on your audience. By carefully considering lighting, sound, appearance, backdrops, props, editing tools, camera, screen capture tools, and music; you can create a great video that your audience will engage with.
- With all these considerations to make, it’s starting to sound pretty expensive right? Well of course there’s always different qualities expected with different equipment you use. However, it doesn’t take a lot of cash to get started. Get yourself a simple point and shoot camera, most shoot in 1080 HD quality nowadays so it wouldn’t be super expensive. And use a tripod, no wants to recap the Blair Witch Project featuring your product, the tripod will stabilize shots for you. Next would be to get a set of lights, 3 of them mainly, so that you can achieve an evenly lighted capture of your subject. You can use this lighting technique to capture videos or photos of your subject, whether it’s a headshots for employees or product images. Besides image quality, consider the sound. There’s always background noise. Your camera can even produce a low humming noise just like most electronics to do. Purchase a mic to do your audio, because relying on the camera audio isn’t always the best. I personally prefer using a H4N where I can capture audio separately from the video. Pro tip, capture 30 seconds of dead air where your subject isn’t speaking and there’s no other audio playing. This audio clip can be used in the background of your video to achieve even sound as your making edits to your video. Lastly, don’t forget your environment. Use either a backdrop or a solid background for your video. You’re already explaining a concept on camera, no need to make your audience do more work by trying to focus through some crazy background. And if you’re presenting a product, make sure you have a good-looking one. Your audience expects a quality product so show them one that is of that quality.
- Once you’ve shot your video, what do you use to edit with? There are many options on the market but here are the four that very popular. Having tried each of these, I put in my 2 cents on what I liked and what I didn’t like with each of these software options. If you’re a mac user, I swear by Final Cut Pro, but iMovie is great for beginners. If you’re on a PC, Premiere is a great option to run, it is also available on Mac. iMovie is free when you own a mac, but both Final Cut and Premiere are additional purchases. Final Cut is a one time cost while Premiere is a monthly service cost. If you prefer Free, which most do like free, Youtube is also a viable option. Although limited in editing capabilities, it does provide an easy to navigate UI and offers basic editing capabilities. What you choose to use is will be based on your machine’s OS and your budget. Either way, these are great options to use for editing your videos. When you’re editing, make sure you do color correction and audio optimization so that you can create a quality video.
- Once you’ve got your video exported, it’s time to upload to Youtube. Once uploaded, you need to consider the title, the info section, the tags, and the thumbnail. In order for your audience to find your video, you’ll need to tag the video. Consider these tags like your SEO adwords and keywords. Since google owns youtube, the better your tagging, it will show up in google search results as well. Youtube does provide suggested tags but you should tag appropriately still. Remember to not tag randomly so that you don’t appear to be a spammer, which can negatively impact your search rankings. After your audience has searched and you become a viewing option, you need to capture their attention. Make sure your video’s title is concise but clear on what the video is about. Not only is your title important, but your thumbnail is too. Sometimes the title is not enough and then you’ll need the thumbnail image to engage your audience. Another area to focus is the first two lines of your info section. Although you can have more than two lines, only the first two lines will appear in the youtube search results. Pro tip: put your CTA link within these two lines so you can drive traffic back your website.
- Now that your video is on Youtube, remember to share it. And consider making a youtube channel for your company. It’s a great branding tool to keep your youtube channel aligned with your company website. With the idea of alignment, add videos to your website. That way you can link to and from. And any leads you gain from this, make sure to engage them, whether they’re just in the Youtube video comments or in they’ve converted on your website. Yes, Creating videos can be time consuming but you’ll get the hang of it after a couple and the increase in brand awareness and lead generation will be worth it.