Mehul Rajput is a CEO and co-founder of Mindinventory, a mobile app development company, that provides web and mobile app solutions from startup to enterprise level company. His role involves heading the operations related to business and delivery with strategic planning and defining road-map for the future.
As we head into the next digital decade, everything around is going to change, whether it’s autonomous cars or the Internet of Things.
But what is already picking up a great deal of momentum is the way brands are marketing their products. Current methods will need to be revised if businesses want to maintain a robust online presence.
Various marketing tools can be used depending on the type of business you have. Prominent digital marketing channels include:
- Email Marketing
- Pay-Per-Click Advertising (PPC)
- Search Engine Optimization (SEO)
- Social Media Marketing (SMM)
- YouTube marketing
- Affiliate Marketing
- Influencer Marketing
Incorporating the Latest Trends
90% of the American population has internet access, with 81% going online every day, states Pew Research.
More interestingly, 78% of people watching videos every week, and 55% of consumers viewing video content every day (according to Hubspot). So it’s easy to see why brands are now investing more in YouTube Marketing.
And since YouTube users consume more than 1 billion hours of video daily, 87% of businesses have already incorporated video as an essential tool in their marketing campaign.
As a social media platform, YouTube’s core functionality goes beyond merely a channel for entertainment. Now more than ever, it is facilitating social interactions through vlogs, tutorials, interviews, advertisements, and much more.
Why Are Businesses Investing in YouTube Marketing?
Depending on the type of business you have, and the kind of customers you are targeting, there are several ways that YouTube can be beneficial. Here are just a few:
1. Brand awareness
As mentioned before, a considerable amount of people are on YouTube. And because they are searching for videos on this platform, it is now the second-largest search engine after Google.
Therefore, posting content that promotes your brand will make consumers familiar with its name, the industry it is relevant to, and the services or products it provides.
2. Consumer engagement
It’s an ideal way to engage with the target audience through visual elements. After all, people want to consume video content.
3. Incorporates influencer marketing
With the aid of influencers, YouTube increases product reach. You are able to enhance your marketing approach with the help of others.
When ordinary promote your brand, people generally find it more believable. Moreover, influencers often offer special promotional campaigns, such as coupons and discounts.
4. Sales generation
While you are focusing on marketing your name in the digital space, influencers are also doing their part. It is a great way to boost sales as well as revenue.
5. Lead generation
As brand awareness increases, there is more traffic to your videos. Through likes, subscriptions, and comments, you can connect with numerous potential customers. Communicating directly and engaging with these leads helps direct customers through the sales funnel.
6. Educating potential customers
YouTube provides a variety of content. This is your chance to provide information to potential customers, especially if it is a relatively new product or service. Segments should highlight their importance for consumers as well as how these products can resolve consumers’ problems.
YouTube and Digital Marketing- A Match Made in Heaven
Digital marketers already know the importance of video content. It’s powerful for growing the business. And YouTube wants people to keep watching videos on YouTube as long as possible. It ranks videos higher that have longer total watch times.
So it’s not surprising that there are hundreds of channels covering digital marketing topics on YouTube. Let’s talk about a few popular ones:
Take inspiration from a guy who never gave up and made it his ambition to learn from his mistakes.
After failing in five online ventures, Brian Dean has made a name in the world of SEO. He founded Backlinko in 2012 and has not looked back ever since.
Now, as an acclaimed SEO expert, thousands of brands turn to him for advice.
Among the 110,424 weekly email subscribers are renowned companies such as Apple, Disney, IBM, and Amazon.
He’s teaching everyone and anyone who wants to learn about digital marketing strategies.
As one of the most famous names in the industry, Brian has taken his campaign to YouTube.
His video, How to Get More Views on YouTube — NEW Strategy for 2020, got 1 MILLION VIEWS!
No denials! This is the moment of celebration for a digital sailor.
The accomplishment speaks for how effective his strategies are. And it’s nothing short of impressive, considering that 50 million YouTube users are actively creating content and everyone is fighting for the same slice of the consumer pie.
Sadly, not many can even get 1,000 subscribers alongside 4,000 hours of watch time, the required minimum to enter the YouTube partnership program and start earning money.
And just to give you an idea of what this means, in 2014, only 0.33% had more than 1 million views.
Brian provides practical, effective solutions to optimize videos on YouTube. There’s a lot to be learned through his remarkable lessons, but the latest advice is that longer content is ranking better. And he recommends that the first 15 seconds are vital to hook the viewers.
SEMrush is the Moz of YouTube – both centered their initial efforts on creating awareness about SEO and spreading information for free.
As an SEO tool, SEMrush can boost your content marketing campaign with its massive database of over 46 million domains and 120 million keywords. Why else would companies like Philips, Forbes, PayPal, and Hyatt consider using it?
SEMrush blog helps brands with keyword research, tracking your keyword strategy, competitor analysis, running SEO audits of your blog, identifying backlinking opportunities, and much more.
With the help of YouTube videos, SEMrush is helping the SEO community grow and excel. Moreover, it’s helping to optimize sites, create better content, and to enhance their visitor’s experiences.
A lot of SaaS companies are using YouTube to promote their products. And Ahrefs is one of them.
As one of the most popular digital marketing analysis tools, the videos mostly focus on tapping into its potential.
Ahrefs facilitates SEO analysis, backlink analysis, URL rankings, keyword research and analysis, competitive analysis, and much more.
It is being used in various industries, from education to business to agriculture. Subscribers include the likes of LinkedIn, Straight North, and Park View Gallery.
Like SEMrush, Ahrefs regularly checks to see where you rank in Google. But more notably, it is currently focusing on community-building instead of merely flooding YouTube with videos. With the aim of retaining its customers, the content also highlights why people need Ahrefs.
Founded in 2004, Moz started as a blog and an online community where some of the world’s first SEO experts discussed and shared their research and ideas.
And now, fifteen years later, it stands as one of the pioneers of the SEO world.
Over the years, Moz has built an SEO community, educated the masses about it, and developed software to facilitate the process.
- It believes in acquiring valuable customers organically.
- It aims at creating a transparent and simplified digital marketing model.
But now, Moz has taken the latest tech trends in stride. It is promoting the company’s culture and its products via YouTube.
It is sharing information about crucial SEO techniques, educating industries about implementing them and improving their marketing skills. Above all, it’s helping brands to rejuvenate their marketing approach.
5. Search Engine Journal
If you are looking for advice about SEO, you’ve come to the right place. Search Engine Journal provides a community-based approach to digital marketing.
Search Engine Journal is more like a magazine for SEO people.
As an online platform, it offers the latest news, interviews, and how-to guides about various topics. Its blogs have been featured in CNN, Entrepreneur, Mashable, Forbes, and countless others.
Like many other channels, it is incorporating YouTube into its campaign.
SEJ offers a variety of SEO advice. But the most admirable aspect is that it’s helping others hop on board the SEO bandwagon by providing online courses. While some are free if completed within a limited time (trial period), others charge for only the certificate that is issued on completion of the course.
6. Neil Patel
Speaking from years of experience, Neil Patel is willing to guide businesses, small or large, to the path of success.
He has helped Google, Viacom, General Motors, and eBay, amongst numerous others. Moreover, he has written valuable content on Forbes, Inc., Entrepreneur, as well as his site, Neil Patel Digital.
Entrepreneur Magazine is calling him the number 1 marketer in the world.
And now, this guru is taking community building to another level. Alongside in-depth blogs, Neil Patel, is interacting with the people on the platform they are already on- YouTube.
He is being forward with his approach to SEO and is assisting companies to generate more sales and revenue. Above all, he helps brands develop a well-rounded digital marketing strategy.
The digital space is getting more competitive.
If SaaS companies continue to rely on outdated methods for marketing their products, they will be left behind.
Current trends are circulating around people on the move that demand instant access to information through video content. It seems that the best plausible solution for the next decade is pointing towards YouTube.
What was simply a platform for entertainment has quickly transformed into an essential marketing tool.
Brands are now tapping into the potential of YouTube. It is offering a plethora of marketing options, from building awareness to educating the audience to promoting products through influencers.
Above all, it is an ideal way to generate leads. But whatever the goal, YouTube is key to any brand’s survival.
What lies unsaid here is the fact that your strategy on YouTube will only work if people watch your videos. So focus on creating exceptional content even before you consider marketing it.