More than half of consumers say that watching product videos makes them feel more confident in online purchasing decisions. 70% of B2B buyers and researchers watch videos on their path to purchase – that's a 52% jump in just two years.

One place that consumers and B2B customers alike are turning to learn more about your products and services is YouTube.

This is likely because of the unique position that YouTube is in. It’s both the largest video streaming service as well as the largest social network in the world. YouTube is also the world’s second largest search engine behind its parent company Google.

Just like companies optimize their websites to increase traffic, and as a result, conversions, companies should optimize their YouTube channel to see similar results. Here are a few tips to help you increase the value of your YouTube channel.

1. Use eye-catching visuals.

What is the first thing people will see when they arrive at your YouTube channel?

Most people will immediately be drawn to the graphics you have created for your page. These graphics should reflect your brand, following your brand guidelines and showcasing images related to what you do. Your channel’s visuals should also reflect your channel’s personality. Old Spice’s humorous channel art is in line with the ads they have been creating over the years.

One best practice in optimizing your YouTube channel lies with the video thumbnails. Creating custom thumbnails for your videos that accurately represent the video’s content will attract viewers. Featuring a clear frame from the video as the video’s thumbnail is a step in the right direction. There’s also opportunity to design and upload branded thumbnails that feature your company’s logo, colors, fonts and more.

Lastly, the visuals on your YouTube channel should be of high quality and aesthetically pleasing. Having a pixelated logo makes your brand seem unprofessional. Use high-resolution images with small amounts of text that are recognizable at smaller resolutions.

2. Integrate with your website.

Many companies underestimate the effectiveness of video on their website. They also miss out on opportunities to drive traffic to their website from their YouTube videos.

Using video on your website, such as embedded video from your YouTube channel, provides visitors with interesting and engaging content to consume. Video can also be helpful in explaining difficult-to-understand information about your products or services.

What does embedded video mean for your website’s page rank? Today, Google cares less about whether or not you’ve optimized every page on your site to a particular keyword. Instead, it’s more about whether or not your page’s content answers the search query. This shift in search results provides a lot of opportunity for incorporating video content.

And what about the other way around? YouTube provides a number of user engagement tools to help direct video viewers to related content on your website. Cards, annotations, and links in the video description allow you to drive traffic directly from a YouTube video to a page on your website where they can learn more.

YouTube’s cards are a recent development that allows you to increase the interactivity of your video. You can link to a specific page on your website, share related videos or video playlists, and in some cases, customize the cards with an image, title, and call-to-action text. And the best part? They work on mobile.

3. Analyze, analyze, analyze.

YouTube is massive. The title of “World’s Largest Video Streaming Service” certainly qualifies it as such.

Thus, observing, gathering, and learning from the data YouTube provides can be of great benefit. YouTube Analytics collects a lot of information about your videos, all of which is available to you. You can not only see how many views a video gets but also learn how many of the video’s views were from unique visitors, how long each viewer watched the video, and the demographics of those viewers.

The more you integrate your numbers, the better. Once your YouTube channel and website are connected, you’ll have data from both Google Analytics and YouTube Analytics. The comparison and integration of this data will give you a complete picture of your audience.

Analyzing all of this data allows you to get an idea of what kind of content your target audience is interested in. With this, you can alter your content strategy to target and convert your audience more effectively. The information provided by these analytics tools can be interesting, but when you act on it is when you’ll see best results.

Is your YouTube channel in need of some optimization help? Give us a call.  

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Bret Ludlow

About Bret Ludlow

Bret Ludlow is the Director of Digital Marketing at Liquid. He oversees the strategic direction of the Digital Marketing Department focusing on growth strategies, innovation and solution development. Bret received his degree from the Fox School of Business at Temple University. He plays an active role in the Lehigh Valley Community as the Immediate Past President of the Young Professionals Council for the Chamber of Commerce. 

Published Jul 28, 2015