YouTube Marketing: Who's Doing it Right and How You Can Too

June 5, 2019

This is a guest post from Maddie Davis, co-founder of
Enlightened Digital.

Technology has disrupted a variety of traditional business methods, including marketing. As social media continues to be a fact of life for billions of people, more businesses are looking to social platforms to reach their target audiences.

With more than 30 million visitors per day, YouTube is the marketing tool savvy businesses are using to broaden their reach and improve customer engagement. Here are some tips businesses can use to successfully leverage the platform.

Viral Isn’t Always Better

The first thing brands must recognize about YouTube marketing is that going viral isn’t always the optimal result. Of course, it would be great to produce a single video and rack up a million new followers, but that won't necessarily hold the same amount of value as a well-established channel.

Rather than obsessing over how many hits your videos can get, focus on what’s important to your company and to your customers. Work toward a goal of producing valuable and engaging content. Your videos will resonate with your audience and contribute to sustainable, steady growth.

Find Your Voice

Successful brand marketing begins with establishing a brand voice. To determine the tone and style best suited for your channel, it’s important to identify your YouTube marketing goals and target audience.

Once you’ve established the theme of your channel, maintaining consistency is key. Your audience is more likely to develop a loyal viewership if they know what to expect. Additionally, maintaining a consistent tone and content schedule improves your channel’s professionalism. Sporadically posting content that doesn’t follow a general theme can turn viewers off and give the impression that you’re not dependable.

Cater to Your Audience

Attempting to broaden your reach across too many interests can have a detrimental effect on the success of your YouTube marketing efforts. If you do have a wide range of customers that are interested in different types of content, don’t be afraid of creating multiple channels to best suit the needs of your varying audiences.

Oracle is a great example of this multi-channel strategy in action. Aside from their main Oracle channel, the tech company offers a selection of additional channels dedicated to various disciplines such as customer experience, brand partnerships, industry developers, and even thought leadership from CEO Mark Hurd. This sort of strategy is highly effective for larger organizations with a wide selection of offerings.

Although it does require a greater amount of maintenance, presenting multiple channels allows for more focused content and a larger potential audience.

Offer Some Variety

Regardless if you’re managing one or multiple branded YouTube channels, it’s important to offer some variety in your content. A well-organized channel that includes different video formats, topics, and objectives will contribute to a more engaged and responsive following. Here are a few content examples other brands have found success with:

  • How-to videos: Demonstrate to customers how to use your product or services. IKEA offers entertaining and helpful decorating how-to videos featuring their stylists, as well as interactive product assembly guides.
  • Staff and office highlights: Company leadership and employee interviews offer viewers special insight into the inner workings of your company and the people who work there. Pinterest shared their team’s mission and company culture through an employee testimonial video.
  • Sneak peeks: Preview videos of upcoming product launches are a great way to engage customers and create a sense of exclusivity for your subscribers. Apple introduced the new Apple Card with a video highlighting the card’s features and when it would be available to consumers.
  • Branded series: Ongoing company and consumer events can make for great series-style content your fans can follow over time. Red Bull hosts a Red Bull Cliff Diving World Series event each year and houses the footage on the company channel.

[caption id="attachment_12850" align="alignnone" width="500"]


Source: IKEA[/caption]

Optimize for SEO

To ensure all of your hard work doesn’t go to waste and your video content is search friendly and attracting as much traffic as possible, SEO optimization is essential.

YouTube video optimization begins with keyword and content idea research to ensure there’s a substantial search demand. Once you’ve decided on a topic idea and keywords and phrases, you should include your keywords in three main categories:

  • Video titles: These should be descriptive in nature and contain approximately five words.
  • Video descriptions: Use your keywords within your video descriptions and try to stay close to 250 words.
  • Video tags: Use keywords as tags for your videos to increase the chances of them appearing as suggestions for relevant searches.

Another tactic to incorporate into your overall strategy is to fill out the About Us page. The first 48 characters in your About Us page show up in the YouTube search results. Make the space count by filling out this section with useful information on what your channel offers to subscribers.

Video watch time is arguably the most important ranking factor. Videos around 10 minutes long will generally earn the best audience-retention rates, as opposed to shorter videos, which often attempt to cram in too much information. The average length of a first-position YouTube ranking video is 14 minutes and 50 seconds.

Thanks to technology's accessibility, succeeding with video marketing doesn’t require massive budgets or fancy production equipment. Whether you’re just starting out or looking to add visibility to your already established brand, YouTube marketing can make a positive impact on your business.

Maddie Davis

Elightened Digital
By submitting this form, I am agreeing to Marin’s privacy policy.

See why brands have relied on Marin to manage over $48 billion in spend