YouTube video marketing is becoming a popular brand marketing strategy for businesses today. However, not every brand is ready to venture to YouTube. Only certain businesses can achieve YouTube marketing on the scale it needs to be for a good ROI. You need to ask yourselves these questions before beginning a YouTube marketing plan. If the answer is no, then you need to reconsider this marketing plan.
Do you have the resources?
YouTube is cheaper than television and it reaches a wider platform. Businesses still need enough resources to make their content perform well on YouTube. You will need a big enough budget to write, film, produce, upload, and promote the videos. You also need the proper equipment with a decent HD video camera, a tripod, and proper lighting at a minimum. A video needs to be high quality in order to make your business look better.
Do you have the talent?
The people who are going to be in your videos need to have some amount of acting talent. At the very least, they need to be excellent speakers who convince viewers in their roles. Whoever is in your videos will become the face of the business, so choose your talent wisely. You will also need employees or an outside video marketing company to film and edit your videos properly. If you have employees do it, they will either need a raise or you need to understand their other work will be neglected. If you hire a video marketing company, which is added expense you have to budget for. Make sure to choose the company wisely if this path is chosen.
Do you have enough creativity?
YouTube has a future where people predict that it will replace commercials on television. However, the content you produce for YouTube should not resemble a commercial at all. It is not a boring platform to push your marketing message. YouTube is a community of creative users and they expect the same creativity from businesses like you. Success with YouTube will only happen when your videos are entertaining, informative, and unique.
Do you have a good vision for content?
Make sure you understand what YouTube is and what kind of content is expected out of you before continuing with a video marketing idea. Look at what kinds of videos your competitors are creating on YouTube for inspiration and to set goals about what you need to beat. You need to have a clear goal that fulfills a larger vision you have for a marketing plan.
Do you have time?
Once you begin a YouTube channel, you need to stay committed to it. It takes a lot of time to write, make, upload, interact, and analyze the videos you make for YouTube. Viewers who find your channel that has not had new content for months, they will lose interest in your business. You have to be consistent on when you upload videos and you need to be active in responding to comments.
Do you have the right product for YouTube?
Some industries do very well on YouTube and some do not. For example, if you are selling kitchen gadgets, you can make videos about how to use them. However, if you are a tax preparer, there is not a lot you can do on YouTube besides basic financial advice.
Service brands have difficulty on YouTube because of the amount of content that is needed to remain consistent. Services can advise viewers about things in their industry, but giving too much advice will render your services irrelevant when they can just watch YouTube videos about how to do it themselves. Service industries have to get very creative with their content in order to be successful.
Do you have only one target audience?
You need to decide what your target audience is before starting a marketing campaign on YouTube. Often, this is to attract new prospects or to develop existing ones. For new prospects, you need to create promotional videos and share them all over the internet. For developing existing customer interest, you need to create instructional or informative videos that you can embed on your website or in email marketing. If you want to do both, it can be very time consuming and difficult to achieve this on YouTube, but still possible if you have a team dedicated to only YouTube marketing.
Give some examples of brands who seem like they were made for YouTube and some who should have stayed far away in the comments!