B2B YouTube Channel Setup and Optimization

Part
01
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Part
01

B2B YouTube Set-Up and Optimization Insights

Setting up and optimizing a YouTube Channel for a B2B company is no simple feat. Many variables should be taken into account. Any YouTube channel must be regularly updated, and the content published should be both engaging and varied. However, posting engaging content regularly will only be successful if the user can locate the information they are looking for, so posted content should be organized to facilitate this process. Product demos, trade shows, and webinars are popular content among users, and advertising through the channel is an option that should be given careful consideration.

Post Regularly to Channel

  • With YouTube boasting over 1 billion users and 5 billion video views daily, it presents a huge opportunity. At the end of 2019, video content made up 80% of total consumer internet traffic. B2B brands have long been using blogs to connect with consumers. However, with video content becoming more important, blogs must be supplemented with vlogs.
  • By posting engaging content regularly, a B2B business has a higher chance of not only reaching its target audience but expanding its audience base to different demographics. Interestingly, Baby Boomers and Generation X are the fastest-growing demographic groups on YouTube, with 75% using it to embrace nostalgia, 68% using it to stay up to date, and 73% looking for how-to content.
  • If a business is not posting regularly to its YouTube channel, then they are missing an opportunity. It is nigh on impossible to expand an audience base without consistently posting new content.
  • One way to ensure content is posted regularly is to use a content calendar for all (not just YouTube) marketing efforts. This content calendar should have regular prompts to post new content to YouTube.

Create Engaging Content in a Variety of Formats

  • YouTube provides the opportunity to post a wide range of information from different sources that focus on various aspects of the B2B brand. The posts don't always have to be advertisements.
  • VLogs could include customer testimonials how-to tutorials, product development videos, company news, executive interviews, and group panel discussions, to name but a few of the different types of video that could be posted. Interviewing experts and sharing hacks or tips are also popular ways to engage an audience.
  • Varying the content is good practice, but only when the content is valuable to the audience, relevant to the brand or product, and is updated consistently. Most importantly do not repeat content.
  • There is a 97% increase in consumer's intention to purchase when they enjoy a video advertisement. When an advertisement induces an emotional response, consumers are 70% more likely to buy the product. Videos provide the B2B business with an opportunity to connect on an emotional level, which is less likely with other mediums. An emotional connection will create both brand identity and familiarity.
  • When creating content, consideration should be given to the types of content that are most popular on YouTube. The most popular content types currently are "how-to videos, comedy, entertainment, and music. Incorporating some of these categories into the content posted will optimize the chances of user engagement.
  • The average length of the video on YouTube's first page is 14 minutes and 50 seconds. An analysis of YouTube videos and the viewing statistics found that longer videos tend to outperform shorter ones.

Upload Product Demos, Trade Shows, and Webinars

  • In-person events were ranked second only to email as the best channel for generating B2B leads by 59% of the B2B brands surveyed. Video (25%) was considered more effective than other social media (17%) in the promotion of B2B brands.
  • One of the difficulties for B2B brands setting up is the cost of getting the attention of the businesses that the product is aimed at. Trade shows and product demos are an effective way of generating in-person leads. The difficulty is this type of promotion is costly in terms of both time and money for a new business.
  • By videoing any product demos or trade shows and posting the content on YouTube, brand exposure can be maximized. It also makes inroads into the online video viewing audience, and with 43% of B2B buyers researching products in this manner before they buy, it is a worthy investment.
  • Webinars also fall into this category. According to 73% of B2B sales leaders and marketers, webinars are the best way to generate high-quality leads.

Organize Content

  • 62% of B2B marketers agree that video content builds more brand awareness, helps them identify higher quality leads (78%), and drives more leads overall (57%). This is irrelevant if users can not locate the video content they are looking for.
  • YouTube allows content to be organized into playlists. Using this feature helps to ensure the audience can find the content they are looking for. Given the range of different types of videos that can be uploaded, this feature is invaluable.
  • One effective way to use playlists is to create playlists according to the content offered. For example, separate playlists would be created for webinars, product demos, client testimonials, employee interviews, and so on.
  • Webinars are a popular choice for many B2B businesses but take a lot of effort to organize and can have a relatively short lifespan given they are live events. One option is to organize the content and trim the webinars to several shorter clips. These clips should then be organized into different playlists to aid the user in locating and viewing them.

Use Video Advertising

  • Although vlogging and posting content is likely to engage an audience, the reality is it will often need to be complemented with video advertising to maximize the potential that YouTube offers. 51% of B2B businesses using YouTube use video advertising.
  • There are a range of different options with YouTube video advertising. The more popular formats include overlay ads, skippable ads, non-skippable ads, and display ads.
  • The format and type of advertisement will depend largely on the product and the goals of the company. Skippable ads are the most popular choice for most companies. They allow the user to skip the ad after a set period. If using this format, essential information must be imparted in the non-skippable period, or the advertisement must be engaging and make people watch to the end.
  • The multi-channel availability is one advantage of using skippable advertisements. They are the only type of advertisement that will play across all devices.
  • Another advantage of skippable advertising is that the advertiser only pays when it runs 30 seconds. Structured effectively, there is a lot that can fit in 5 or 10 free seconds.


Part
02
of two
Part
02

B2B YouTube Set-Up and Optimization Best Practices

General Electric and Accenture are two B2B firms that have used their YouTube accounts to maximize exposure from their video content. The video content is organized into playlists and covers a range of different styles and content types. The value proposition of both companies is clear. Brand identity and familiarity are improved with branding consistent with the company websites. A comparison of the industry best practices and the YouTube channels of General Electric and Accenture illustrates why these companies' YouTube channels are so successful. The best practices are to maintain consistent brand identity and design and to have a well written, brief, "About" section to engage the user.

Industry Best Practice for YouTube Optimization

  • Sometimes it is the little things that matter, and this attention to detail should not be forgotten when setting up a YouTube channel. The YouTube channel of a B2B business is just as important as the company website and should be presented in a manner that is professional and consistent with the product.
  • Consistent branding by a B2B business is vital for brand growth and customer engagement. Consistent branding across all channels "can turn a potential customer into a long-term client."
  • Banners, logos, and icons used on the channel should be consistent with the company website and any other advertising that the company does. Brand familiarity comes with recognition, and the worst thing that can happen is customers becoming confused around the product because of inconsistent presentations in different mediums.
  • The "About" section on the YouTube channel is not a benign space that houses a bland description of the company or the products. The "About" section on the YouTube channel is an opportunity. When writing the content for this section on the YouTube channel, search engine optimization (SEO) should be one of the first and most important considerations.
  • A companies' "About" section on their YouTube channel can be used to optimize the number of people in the target audience who view the video content posted. Hashtags are important, as are the keywords chosen. Research is recommended before setting up the channel around the most effective and relevant keywords for a specific market niche.
  • The "About" section is not an essay. It is a brief, descriptive overview of the brand, using keywords. It should be to the point and short. A link to the brand or company website is crucial, along with a Call to Action (CTA).

General Electric

  • Known the world over, General Electrics' YouTube channel has over 217,000 subscribers. A large portion of General Electric's business is B2B, and YouTube plays a big role in the brands' ongoing success. General Electric serves as a good example of a brand that has adopted good practices on its YouTube channel.
  • Every aspect of the page is designed to ensure General Electric gets maximum exposure from its video content. The video content is posted at regular intervals. The spectrum of content is broad, covering multiple content types, subjects, and styles, ranging from taking the user to work for the day, recent company developments, advancements in technology, advertisements, sustainable energy, to product information. It encompasses all aspects of the company. It is organized into play lists for ease of access.
  • General Electrics video content has had 6,442,730 views.
  • The video on the channel landing page is just one minute long, but it is exciting and captures the users' attention.
  • All the banners, logos, and branding is consistent with General Electrics branding on its website and other social media accounts. The colors are all consistent, and, most importantly, so is the messaging that describes General as being intuitively customer-focused innovators breaking barriers with life-changing products and services. In other words, General Electrics' value to the customer is they know what the customer wants and will stop at nothing to deliver it.
  • This value proposition is emphasized in the company's "About" section, which is the epitome of a well-designed best practice. The language used is descriptive and uses as many keywords as possible for SEO. It is relevant. It isn't boring. It concludes with the link to subscribe and the company website. Other social media accounts are also listed.

Accenture

  • Accenture, may not be as well-known as General Electric, but like General Electric, Accenture has implemented a range of best practices maximizing exposure from its video content. Accenture leaves the user in no doubt regarding the value it has to B2B customers. This value proposition is the only statement in their "about" section.
  • "When disruption changes everything, it can show you a world of possibilities." Accenture uses hashtags to underline that it is the disruptor. And as the disruptor they know the way forward, they are at the front of the field.
  • With over 28,300 subscribers, the Accenture YouTube channel is well subscribed too. The brief "about" section once again underlines the company as the disruptor, and ties back to its value proposition, illustrating the consistent brand message across all channels. The colors, logos, and banners are consistent with the company website. As the disruptor, they aren't confined by the norms; they only need a one-line "about" section.
  • It is a statement that is designed to intrigue the user; capture their attention. A link to the company website is the only other text, aside from the three #hashtags, #hashtags, "#Accenture, #Disruption, #NewAppliedNow."
  • The video content is organized into different playlists to allow ease of access for the user. The type of content and the style of content, like General Electric, covers a broad spectrum, including diversity, new technology developments, artificial intelligence, cybersecurity, and business testimonials. It emphasizes a range of different issues to maximize its exposure to different audiences.




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