Building your brand is essential if you want to succeed. One of the best ways of doing this is by using video. Creating videos helps you to present a more personal image to potential customers; to show them what you are really about. You can use marketing tactics such as tracking shoppers, to create the type of video that is likely to appeal to people who can benefit from your brand.
YouTube provides you with a huge international shop window for your brand. Once your videos are on YouTube, people will continue finding them for years to come. But, how do you go about building your brand using YouTube?
1. Pick the right topics for your target audience
One of the main points that you need to understand is that you cannot be all things to all people. You need to concentrate on providing content that is specific to your target audience; so that you can become a recognized authority in your area. It’s better to be a big fish in a niche pond than a small fish in the world of generic content. If you try to be too generic, there is a risk that your content may get lost amongst the myriad of similar videos.
You can use online tools such as Google Keyword Planner to help you determine what sort of content is right for your audience. You can also ask the question across your social media channels.
2. Consistency is vital
You want people to instantly be able to recognize a video that you have produced; this is a sure fire way of helping to build your brand reputation. In order for this to happen, you need to ensure that you use the same color schemes and fonts across all of your video content.
You should also try to adopt the same tone for your videos. Stick to using the same presenters if possible, so that people become used to the style they are watching. This style then becomes synonymous with your brand.
3. Share across social media
How likely it is that someone will come across your video while browsing YouTube? Some people will, but the numbers will be a lot larger if you direct people to the content. You should have a social media presence for your business; so make use of it. Post teaser videos on sites such as Facebook and Instagram, and direct people to view the entire video on YouTube.
4. Regular postings develop continuity
Once you start posting videos to YouTube, you should make sure that you continue posting on a regular basis. This way, people start to look out for your next content, and you develop a following. Remember that your content always needs to be good quality, so be realistic about how often you can post useful videos, whether it be weekly, fortnightly or monthly. The most important thing is that you stick to posting at the expected time interval, so people know when to expect new content from you.
5. Make sure you convert
It’s great to have a regular audience for your YouTube videos, but what you really need is for viewings to convert into action. Do not forget to direct people to your website, email list or social media channel so that they can actually interact with your brand, rather than simply watch a video.
6. Use your video as collateral
You spend time and effort producing a video, so do not just post it and leave it at that. Use the video in promotions and blog posts. Make the content work for you, both within and away from YouTube.
7. Check out what others are doing
Obviously, your video content should be original to you, and should reflect your brand. This does not mean you cannot seek inspiration from others. You may see a topic covered, that you would like to put your own slant on, or you may admire a specific presentation technique that you can tweak to fit your requirements. Inspiration is out there, and you should take advantage of it.
All of these tips will help you to build your brand using YouTube. Do not be impatient, and expect overnight success. The more effort and perseverance you put in, the better the results are likely to be.