In June, YouTube is rolling out its newest feature; and if you haven’t already done so, it’s time to finally get a branded YouTube channel. Video is clicked on 41% more often than other content online. There are estimates that by 2014, 90% of all content shared online will be video, so it’s time for a video strategy to promote your small business. YouTube is the world’s second largest search engine; take advantage of that.
YouTube is converting all accounts to its One Channel feature starting June 5, 2013. One Chanel is a new format that allows users to organize videos in tagged shelves on their pages. Users can also customize their active feeds. YouTube’s goal is to enable channel owners to organize videos and playlists to best fit their marketing strategy. The video giant introduced the platform this past Spring.
What can you do now to take advantage of the new YouTube feature? Set up your new profile and switch to One Channel before the mandatory conversion. (Remember what Facebook’s mandatory switch to timelines was like?) Here’s how to get started with your new One Channel page.
Consider the Overall Layout of Your Channel: Make sure your layout is aesthetically pleasing and easy to navigate. YouTube has replaced their skin layout with a banner instead, that runs across the top of a profile. Make your mark with this channel with your logo so your branding is apparent.
Record a Trailer: A great way to pull in potential subscribers is with a captivating video trailer that will serve as an “ad” for your small business. This should give an overview of your channel, which also welcomes users to your page.
Organize Your Content: To leverage YouTube, you must focus on small details. Metadata should be at the top of your priority list. Each video should have a compelling title along with searchable tags and a description of your content. Mastering your metadata information will help you build views as well as index your content.
Thumbnails Are Important: Audiences who flock to videos are visual, so give them a visual cue. Make sure your thumbnails are well-framed, attractive and accurately represent your video content. A decent thumbnail will attract viewers.
Use Graphics and Annotations: Annotations are text overlays or full screen graphics that appear at various points during videos. These are great for highlighting important content and making lists onscreen in “how-to” videos. You always want to guide your audience to any calls to action or towards other content. Just remember; keep things neat and don’t bombard your viewer!
Keep The Content Coming: You have to work hard to attract subscribers to your YouTube Channel. Post regularly to maintain your channel feed. Tailor your feed to your specific audience needs by adjusting the share settings. You’ll be able to actively promote new uploads to specific groups of subscribers. Set up a schedule and editorial calendar for your channel updates.
Review Your Analytics: Pay attention to your YouTube analytics. Once you figure out how your channel is “working”, you can give your audience more of what they want. YouTube displays the data behind your channel’s viewership, subscribers, watch-time, audience retention, traffic sources and demographics. Channel users should review the analytics at least monthly to see what content is connecting and what needs work. The channel analysis is an important upgrade that can help you leverage YouTube to its full potential.
So far, over 100,000+ channels have converted to the new profile format. YouTube claims that converted channels have seen a 20% increase in page views. Try making the switch before One Channel format is forced on you. It’s fairly easy and could be rewarding to your brand.
How are you using YouTube to promote your small business?
Melinda F. Emerson, known to many as SmallBizLady is America’s #1 small business expert. As CEO of Quintessence Multimedia, Melinda educates entrepreneurs and Fortune 500 companies on subjects including small business start-up, business development and social media marketing to fulfill her mission to end small business failure. She writes a weekly column on social media for The New York Times. Forbes Magazine named her #1 woman for entrepreneurs to follow on Twitter. She hosts #SmallBizChat Wednesdays on Twitter 8-9pm ET for emerging entrepreneurs. She also publishes a resource blog http://www.succeedasyourownboss.com Melinda is also the bestselling author of Become Your Own Boss in 12 months; A Month-by-Month Guide to a Business That Works and the ebook: How To Become A Social Media Ninja; 101 Ways to Dominate Your Competition Online.