There’s an untapped goldmine out there for your business—YouTube. Beyond the fact that it is the second-largest search engine globally (behind its parent Google), YouTube offers a unique space for businesses to connect with their audience, showcase expertise, and build lasting relationships. It’s time to get over your fear of video and embrace the world of YouTube because it can significantly impact your business growth and reach.
Why YouTube?
YouTube is not just a platform; it's a community, a space where you can showcase your personality, values, and expertise. Unlike traditional advertising, YouTube allows you to engage with your audience authentically, fostering a genuine connection that goes beyond a transactional relationship. But that’s not all. There are several other reasons why you should be using YouTube:
It's The 2nd Largest Search Engine
When it comes to online searches, Google reigns supreme. What many people don't realize is that YouTube, owned by Google, is the second-largest search engine globally. This means when users are looking for answers, solutions, or information, they turn to YouTube, especially those under 30. By creating valuable content related to your business, you position yourself to be discovered by a broader audience seeking what you offer.
Business Videos Are Not Interruptive, But Informative
Unlike traditional advertising methods and social media platforms where talking about your business interrupts a user's experience, YouTube users have a search in mind. Many viewers come to the platform with a purpose, actively searching for solutions to their problems or seeking information. By providing helpful content, your business becomes a welcome presence in their journey for answers or examples, leading to a more positive perception and engagement.
Some businesses are hesitant to share their knowledge because they think DIYers will glean what they can from them and never become a customer. While this may be the case in some circumstances, you can safeguard against this by not offering everything you know.
Additionally, creating videos solving issues you don’t want to handle can help ensure only pre-qualified customers contact you. For instance, if you sell tires do you really want people to come in just to get their tire pressure checked? Probably not as it ties up your employees in an activity that likely won’t turn into a sale. Instead, create a video showing people how to check it and how to know what their pressure should be for their car, and they’ll remember you as a knowledgeable, helpful person/business. They’ll likely come to you when they need a tire.
Multipurposed Content
Video offers a lot of opportunity to repurpose content. YouTube videos don't have to be lengthy, just valuable to your target audience. Creating a 10-minute video allows you to delve into topics in-depth, providing comprehensive insights. Afterward, extract shorter clips from the video to cater to different audience preferences and consumption habits (on Reels and TikTok, for instance).
Additionally, you can transcribe your videos into blog posts (or have AI do it for you). This improves accessibility for different audiences and enhances your online presence. Search engines love text-based content. A blog post allows you to target relevant keywords, boosting your discoverability across platforms. This repurposing strategy ensures a broader audience.
The Things No One Wants to Admit: Okay, this has not been verified so it’s just a guess on my part. But…I believe Google gives preference to high-performing content on its own platforms. There. It had to be said.
Revenue Share and Monetization
YouTube offers a Partner Program that allows eligible content creators to earn money through revenue sharing. By monetizing your videos (after reaching the minimum 1,000 subscribers and 4,000 watch hours over the past year), you open an additional stream of income for your business. This financial incentive can support your content creation efforts, making it a sustainable strategy for the long run.
Email List Growth and Retention Potential
One of the most significant advantages of a YouTube presence is its ability to grow your email list. By encouraging viewers to subscribe to your channel and join your email list, you create a direct line of communication. On average, YouTube subscribers tend to stay on an email list longer than subscribers attained other ways) and are more likely to become clients sooner. This probably has something to do with seeing the person (as opposed to just reading their words) and feeling like you know them.
Speaking of…
Establishes Know, Like, and Trust
YouTube is a powerful tool for building the 'Know, Like, and Trust' factor. Through your videos, viewers get to know your business, like your brand personality, and trust your expertise. This emotional connection is invaluable when it comes to converting leads into customers.
Even though we love our electronics, we still are social creatures. We want to see who we’re doing business with and get to know them. YouTube can help you build that human connection.
Finally, YouTube is not just a platform for cat videos and celeb interviews (although those are fun); it's also a potent tool for small businesses to connect with their audience, build trust, and increase revenue. By embracing YouTube, you can position yourself as an approachable industry leader, providing valuable content that resonates with your target audience. So, get over not liking the way you look on camera and start creating and sharing. Make YouTube a cornerstone of your business's digital marketing strategy and Google might just love you for it.
Christina Metcalf is a writer/ghostwriter who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She loves road trips, hates exclamation points, and has now convinced herself that the next thing she must do is become a YouTube sensation.
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