You’ve Got to See it to Believe it: Small Business Marketing via YouTube


Video is everywhere, and for good reason. Images often stay with us in a way that plain text doesn’t always accomplish. Pinterest optimizes on this same principle, but YouTube is a powerhouse like no other. If your small business isn’t thinking video, you’re falling behind.

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Sure, YouTube users watch more than 6 billion hours of video per month, but the statistics only get more dramatic when you focus on businesses. On the B2B side, according to Forbes Insight, 59% of senior executives would rather watch a video than read text. Roughly 65% of those who viewed a video, clicked through to view the business’s website.

Looking at B2C data, according to ComScore, roughly 64% of website visitors are more likely to buy a product after viewing a video about that item. It’s the same principle that comes into play with well-written product descriptions. The more information a potential customer has, the more confident he or she can be about making a purchase. While text can be persuasive, video can be truly powerful.

But what should a business consider when thinking about a YouTube marketing strategy?

YouTube Hints for Small Businesses

  • Brand yourself consistently. From your logo to your cover image, be sure that all areas of your YouTube presence are cohesive with your website and other social media outlets.
  • Create a professional business profile.
  • Add a welcome video on your homepage. In 30 seconds, introduce your company, spotlight your services or products, and connect with your targeted audience.
  • Display a bio for your company within each video’s description to further help audiences get to know you.
  • Include closed captions. This text helps the hearing impaired and further helps your search engine optimization (SEO).
  • Use HD where possible. Most displays are designed for it these days. You don’t want your videos to appear cheap or unprofessional.
  • Organize your videos into lists or categories to increase their search-ability and SEO.
  • Embed your YouTube videos into your website.

Business Video Ideas

  • Introduce viewers to your company and/or your team.
  • Educate viewers on your industry.
  • Create tutorials on how to use a product.
  • Create lessons offering industry guidance
  • Record video testimonials from happy customers/clients
  • Entertain while spotlighting your company*

*As a business, think long and hard about your choices when it comes to entertaining videos. Humor can be brilliant or embarrassing, savvy or amateurish. Be thoughtful with your approach, and move forward only after careful consideration.

Video & Animation Reminders

Remember that viewers have the same limited attention spans that drive the popularity of speed dating, microwave cooking, and Twitter. Your goal is to hook your audience within 10 seconds. Viewers turn away after even this short amount of time if they are not pulled in. Furthermore, stay concise. People don’t have all day to watch what you’ve put together. Aim for a total video of 2 minutes or less.

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If you’re a local small business, don’t assume that video is for the big guys. Everyone can see the benefits from a smart YouTube strategy. When people use their smartphones for local search, don’t you want your business to stand out amid the search findings? Mobile accounts for 40% of YouTube’s traffic.

There are a lot of arguments for adding YouTube to your social media marketing plan. Don’t let ignorance or intimidation be the only things that hold you back.

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