How Businesses Can Use YouTube for Digital Marketing

Over the past few years, the popularity of video usage in digital marketing has soared.

YouTube has led this trend, growing from 192 million viewers in 2018 to more than 210 million viewers in 2022. The site receives a whopping 30 million visitors daily and has more than 2 billion logged-in users each month, making it the third highest visited website across the internet, following Google and Facebook.

Following Google, YouTube is the second most popular search engine—overshadowing Bing Bing is a web search engine developed by Microsoft and is the second-largest search engine in terms of market share globally. Launched in 2009 as a successor to Microsoft's earlier search engines like MSN Search, Windows Live Search, and Live Search, Bing aims to deliver a more intuitive and user-friendly search experience. Bing offers a variety of search services, including web, image, video, and map searches, and features real-time search suggestions, spelling corrections, and advanced search filters to help users find the most relevant information quickly. One of Bing's standout features is its visually appealing and regularly updated homepage, which often includes stunning images, trivia, and links to related searches. Bing also integrates with other Microsoft services and products, such as the Cortana digital assistant and the Microsoft Office suite, enhancing productivity and accessibility. Additionally, Bing offers a rewards program that allows users to earn points for everyday searches, which can be redeemed for gift cards or charitable donations. With its continuous innovation and user-friendly features, Bing serves as a robust alternative to other search engines, aiming to provide a comprehensive and engaging search experience. , Yahoo Yahoo is an American web services provider that was founded in January 1994 by Jerry Yang and David Filo. Originally starting as a directory of other websites, Yahoo quickly expanded its offerings to include a variety of web-based services such as email, news, and sports. Yahoo Mail, for instance, has been one of the most widely used email services globally. Additionally, Yahoo Finance and Yahoo News have provided valuable information and updates to millions of users. Yahoo was one of the pioneers of the early internet era, offering a comprehensive web portal that combined a search engine with other services like online chatting, games, and user-generated content. The Yahoo homepage became a popular starting point for web users looking for a wide range of online activities in one convenient location. Although Yahoo faced significant challenges and competition from rivals like Google and Facebook, which impacted its market share and influence, it remains an iconic brand in the world of technology. In 2017, Verizon Communications acquired Yahoo's core internet operations, merging them with AOL to form a new subsidiary called Oath Inc., later rebranded as Verizon Media. Today, Yahoo continues to offer essential services such as news, email, finance, and sports, and remains a go-to destination for web users seeking a blend of information, entertainment, and communication tools. and other video creators are generating a significant amount of content as well. More than 400 hours of video are uploaded to YouTube every minute.

Additionally, using YouTube for marketing is lucrative, with 70 percent of people sharing they bought a brand as a result of seeing it on YouTube, according to a study by Google in 2020.

How can businesses use YouTube to diversify their digital marketing and tap into more potential customers?

Identify Goals and How Video Fits Into Your Marketing Mix

As with any recommendation from marketing experts, Intrada Technologies’ digital marketing team recommends beginning with a solid marketing plan.

An overall marketing plan should provide measurable goals and clear direction on what products or services your organization will feature, the approach your digital marketing should take and the tactics—or methods the business will use—to achieve those goals.

For the majority of the small to medium-sized businesses Intrada works with, utilizing video could be a nice compliment to other existing marketing and social media strategies. Remember, most customers need at least seven to ten touches from your organization before they are ready to purchase.

If your business desires to increase customer visits to a location, increase trust or grow residency rates, video can be used to achieve all these goals.

Videos can capture customers’ attention with compelling content, moving them emotionally and inspiring them to act. According to HubSpot research, adding a quality video to a Landing Page A landing page is a standalone web page designed specifically for marketing or advertising campaigns. It is where a visitor "lands" after clicking on a link from an email, advertisement, or other digital source. Unlike regular web pages, which encourage exploration and multiple interactions, landing pages are crafted with a single focus or call to action (CTA) in mind, such as filling out a form, signing up for a newsletter, downloading an eBook, or making a purchase. Landing pages are crucial for maximizing the effectiveness of marketing campaigns because they aim to convert visitors into leads or customers by directly addressing their needs and providing a clear pathway to fulfillment. These pages are designed to minimize distractions, featuring concise content, compelling visuals, and a straightforward layout that directs the user?s attention to the CTA. Effective landing pages are optimized for both user experience and search engine performance, ensuring that they not only attract traffic but also drive conversions. By using targeted messaging and leveraging analytics, businesses can continuously improve their landing pages, ultimately enhancing their overall marketing strategy and achieving higher conversion rates. can increase conversion rates by 80 percent.

Creating a YouTube Channel

Intrada Technologies digital marketing team has helped clients develop their YouTube channels. When creating a channel, there are a variety of resources available to help businesses get started, brand the channel and grow viewership.

Determining the content of your organization’s videos, how frequently you will post videos and ways you will promote viewership will all be important as you develop your video marketing plans. Consumers appreciate videos that tell a story, so consider ways you can tell stories that engage, educate and inform without being overly salesy.

Writing quality video descriptions with tagging and applicable keywords also positions videos for success. Be sure to include the primary keyword in the title of every YouTube video you post.

Creating a YouTube channel can be relatively easy, but growing the YouTube channel through increased viewership and maximum effectiveness will require hard work.

Just like YouTube’s parent organization Google constantly tweaks algorithms to be relevant and more effective, YouTube does as well. Videos that may be popular today could fall off of the radar tomorrow. It pays to watch trends and to be prepared with evergreen content.

Content Creation Options

When planning content for your YouTube digital marketing efforts, be sure to research what is trending and the ways that your audience prefers to receive communication from your organization.

In 2022, popular videos include:

• Live streamed videos, including Q&As, launches or other events,
• How-to videos that instruct viewers how to perform a task, fix a problem or show how something works,
• Videos that discuss or demystify current trends,
• Relatable videos that feel authentic,
• 60-second or less mobile videos on YouTube Shorts, based on the popularity of TikTok.

Consider these trends, how they may fit into your marketing plan and ways to create quality content that will match your budget and achieve your goals.

Contact Your Digital Marketing Experts

If you would like to consider adding YouTube to your digital marketing mix, contact Intrada Technologies. We have partnered with organizations to create and brand their YouTube channels, develop them and broadcast live and hybrid events through their YouTube channels.

Learn more about how digital marketing and video services can grow your ability to communicate with and convert prospective and existing customers by contacting Nicole Keiner, Rachel Edwards, or James Haywood by calling (800) 858-5745.

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