How to Promote Small Business on YouTube: 6 Strategies to Try Right Away

Irfan Ak

Irfan Ak is a tech-savvy and experienced digital content strategist at a pro software development company. He is a regular contributor on various websites. He has worked with several brands and created value for them.

When it comes to promoting your services or products, many marketers go for creating marketing campaigns on Facebook, Instagram, and Twitter. However, YouTube is also a great choice for small businesses to promote their products and services to a wider audience. 

It’s no secret that YouTube is the second most popular site in the world, which clearly shows that the audience is frequently opening YouTube to fulfill their queries.

According to recent statistics, approximately 1.3 billion people use YouTube and there are more than 2 billion monthly active users. It clearly shows that you can effectively communicate your brand story and promote your business to a wider audience by harnessing the power of video.

Using YouTube for Small Business

Small businesses usually have a low budget for marketing making it a challenge to run result-driven marketing campaigns. Thanks to this video hosting platform, it is a bit easier for small businesses to build an audience and gain consumer attention. A study conducted by SmallBizTrends suggests that 70% of marketers believe that videos are an effective tool for generating more conversions.

Fortunately, there are many proven promotional tactics SMBs can use to promote their brand on YouTube. If you are thinking of integrating YouTube into your marketing strategy, here are a few really effective ways to take advantage of this popular online marketing channel.

6 Strategies for Promoting Your Small Business on YouTube

Now let’s take a closer look at 6 powerful strategies small businesses can use to promote their products and services on YouTube.

  1. Build YouTube Shorts
  2. Collaborate with influencers
  3. Go live on YouTube
  4. Harness the power of paid YouTube ads
  5. Create video series
  6. Use the best keywords for netter visibility

1.       Build YouTube Shorts

Today’s people want engaging and interesting content in a short amount of time. Thanks to YouTube shorts, it is now possible for marketers to provide their audience with bit-size content. YouTube Shorts is a new feature that is getting 6.5 billion daily views. Creating YouTube shorts is an amazing way to provide a short and engaging video experience to viewers.

The best part is that you can shoot catchy videos with your mobile phones. With smartphones, marketers can create and publish high-quality videos whenever, wherever. With YouTube Shorts, you can create 60 seconds video with a multi-segment camera. 

You can record with music, and timer, countdown, and speed controls give you the flexibility to control the performance. There is no need to create a custom thumbnail for YouTube shorts, you can simply use #shorts in the title and description.

2.       Collaborate with Influencers

Partnering with industry influencers and famous YouTube creators is a proven tactic to promote your business on YouTube. Influencers and YouTube creators can give your brand a significant boost. Many brands are using this amazing trick to get wider exposure and encourage viewers to subscribe to your channel by using a trusted, well-known influencer.

  • Focus on Micro-Influencers

Finding the right partner for collaboration is the key to making your YouTube channel successful. Many small business owners can’t afford to partner with industry influencers. If that is the case, you can go for some micro-influencers with a highly engaged niche following. They don’t charge thousands of dollars to do a review. Request them to do an unboxing video or simply share their valuable reviews of your products or services.

You can see how the beauty brand collaborated with Andréa Matillanoto to unbox their beauty products. In the video, the influencer shared interesting information about the brand to create maximum engagement and brand advocacy. 

You can also partner with vloggers who share similar content related to your brand to make your video content more authentic and engaging. Furthermore, it helps you create an engaged community that trusts your brand.

  • Increase Your Brand Visibility 

Whether you collaborate with industry influencers or micro-influencers, both strategies can help you maximize user engagement and increase brand visibility. Send them your products for free or give them a free premium account to get genuine feedback. 

An honest review of your services or products will attract a number of people to your landing page so they can learn more about your brand. This strategy will surely help your video get ranked in YouTube search. This way you can get more exposure and traffic to your website.

3.       Go Live on YouTube

Live streaming has now become a famous social media trend that has gained huge popularity in recent years. Facebook and Instagram are making it possible for users to go live and share important messages. YouTube has also launched an option of live streaming allowing brands to communicate their brand message via this effective channel.

Digital marketers can use YouTube live streaming to create brand awareness and maximize user engagement: YouTube live streaming can be used for:

  • Sharing educational and interesting content 
  • Conducting a live Q&A session
  • Answering all queries of your customers
  • Describing benefits of your products or services 
  • Providing live tutorials to explain to your audience how to use your product 
  • Conducting webinars
  • Sharing product demos
  • Portraying your company culture
  • Covering events to engage viewers
  • Introducing new products

The famous cosmetics brand Mac conducted a live masterclass with Shuga Cain and Bradley Miller to educate viewers on how to create a glam look.

You should experiment with YouTube live streaming as your audience will love to watch the natural and human side of your brand. It will also make your brand more compelling and interesting for your audience.

4.      Harness the Power of Paid YouTube Ads

Getting your videos ranked on YouTube only with organic ways is no easy feat. The competition is fierce, it is advised to use the paid strategy to promote your YouTube channel. Running paid YouTube ads will work best when you are running a video marketing campaign, launching a new product, introducing new features, introducing new mobile app ideas, or any other similar effort.

With YouTube paid ads, you can generate brand awareness and inform the audience about your upcoming product, mobile app, or advanced feature. It is important to know about different ad formats before starting your campaign. It is strongly advised to create a more engaging and targeted piece of content with a persuasive call to action to direct viewers to your landing page or product page to perform the desired action.

Here are a few common types of paid YouTube ads that marketers can use to promote their brand.

  • Search ads

When your target audience searches for a specific keyword, these ads will appear. Search ads, also called discovery ads, show “Ad” in a box, similar to Google search ads to let users know they are paid. Search ads include a thumbnail image and text. The best part of using discovery or search ads is that they appear on the video watch page, search results page, and YouTube homepage that will strengthen your chances of increasing brand reach.

  • Display ads

These ads only show on the desktop version on the right-hand sidebar of videos. Display ads include an image, text, and a CTA with a link to your landing page. It serves as a banner ad that popups during a video. Display video ads are charged on a cost-per-click basis.

Display ads to promote small business on YouTube
  • Skippable ads

These ads will usually appear before, during, and after a video. Viewers can skip an ad after five seconds. The minimum length of a skippable ad is 12 seconds; however, many marketers recommended 3 minutes. One of the major reasons to choose this YouTube ad is that you need to pay only when the person watches the first 30 seconds of your video.

  •  Non-skippable ads

These ads also appear before, during, and after a video. Unlike skippable ads, they can’t be skipped and have to be watched till the end. Non-skippable ads work best when you want to build brand awareness and attract your audience’s attention. Marketers have to pay per impression, usually per 1000 views (CPM).

  • Remarketing ads  

These ads work best to attract your existing viewers who have watched your videos in the past but are unaware of your new products or latest offerings. You can select a custom audience based on the video views and show them relevant offers to get highly-qualified leads.

Getting familiar with different video ad formats will help you run paid ads that can help you launch a successful video campaign.

5.       Create Video Series

Creating a series is a result-driven strategy to promote your brand on YouTube. There are many brands that are making the most out of this technique and gaining viewers’ attention. 

By creating videos in a series format, you can provide fresh and interesting content to your audience and encourage them to keep returning for more updates.

The key is to choose a relevant topic that your audience wants to learn about. For instance, if you are running a beauty salon, you can create beauty tutorials and share helpful makeup tips with your audience. If you provide informative content that your audience is interested in, people will definitely come to your channel every week for more tips.

Video series to promote small business on YouTube
Source: YouTube

Keep in mind that YouTube is the second most visited search engine that people use to find different solutions to their problems and learn new skills. So, don’t be salesy by only creating videos related to your products. Instead, provide them with valuable, informative content that helps your potential and existing customers to improve their lives.

By creating video series, you will also increase your chances of appearing in the suggested video section, which will drive more viewers to your video.

6.       Use the Best Keywords for Better Visibility

Finding the right keywords will help you craft SEO-friendly titles and descriptions that can increase visibility. It is a great idea to regularly check YouTube Analytics to identify what your audience is actually looking for. It will help you come up with the best keywords that you can use in your videos. Using keywords with low competition and sufficient search volume can help.

Choosing the right keywords to promote small business on YouTube
Source: YouTube

If you want people to find your videos via organic search, all you need to do is optimize the channel for the YouTube search engine. Simply choose keywords that truly portray your brand and help the audience understand what your channel is all about. 

By incorporating the right keywords in the title and description, you can increase your chances of appearing higher in YouTube search results and improve your SEO efforts.

Moreover, adding relevant tags to your videos will also increase visibility and watch time. When people watch your videos for longer, it will ultimately improve your videos’ search engine rankings. There are some tools you can use to grow your YouTube channel:

  • TubeBuddy
  • vidIQ
  • Rank Tracker
  • Google Ads Keyword Planner
  • Awario

In a nutshell, optimize your videos, use the best keywords, find good tags and use effective tools to get better visibility on YouTube search engines. 

Add Video Content to Your Marketing Strategy

These are a few proven ways for small businesses owners to successfully promote their YouTube channels on a small budget.

Start with any of the above-mentioned strategies and figure out which YouTube marketing technique gives you the best possible outcome for your recently launched brand.

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