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B2B YouTube Marketing: Transforming Viewers into Customers
Category: B2B YouTube Marketing
While many marketing firms remain tight-lipped about their YouTube marketing strategies, we're laying it all out for you. In this article we're diving deep into the strategic path of transforming casual YouTube viewers into loyal customers using solely organic video content.
Where It All Starts: Topic & Keyword Research
To harness YouTube as a potent organic B2B customer acquisition tool, offering top-tier value in your videos is paramount. This requires an in-depth dive into topic and keyword research for your videos. If you have an in-house expert, use their knowledge to give your videos the information edge and to convert their findings into authentic video content.
Notes on Finding Your Next Topic:
Stuck researching your next killer topic? Don’t fret. You can also ask your audience. Consider sending a poll to your email subscribers or gleaning insights from industry whitepapers to determine your next invaluable organic YouTube video idea. Furthermore, you should also stay balanced; don't underdo or overdo your research. With time, expertise will follow and so will your leads.
Notes on Keyword Research:
Keyword research is also an important and often overlooked aspect in YouTube marketing. You don't want to add keywords that are too niche, nor add keywords that are too broad into your video title. It's critical to aim for keywords with moderate search volume yet high relevance for your target audience. This strategy carves out a unique space amidst YouTube’s noise, leading you closer to potential customers who may have more affinity to your products.
Scripting: Making Your Content YouTube-Friendly:
When you have your hard-hitting research, topic, and keywords, they likely will be in a dense form that's not ready to be shared on YouTube. It's now your job to translate your research into a consumable YouTube script for the online audience. We have a great article on doing this below, if you'd like some pointers:
If you have a social media team, or a tik-toker nearby, ask to get their insights on your video to avoid bland content. With thorough research, however, you’re bound to attract a dedicated viewer base seeking genuine value.
Structure is key on YouTube. Your video needs to narrate a story, compellingly presented to engage and inform viewers. However, avoid leaning too heavily into the "Hollywood" style and stay authentic.
Production: Crafting Impactful Videos:
When producing, remember that information trumps high-end effects. Always structure your videos to ensure clarity and engagement:
Hook - Engage and tease your viewers.
Intro - Contextualize your topic.
Content - The crux of your message.
CTA (Call-to-Action) - Direct engagement; turn viewers into leads.
Outro - Wrap up and engage for further actions.
Once crafted, have your videos peer-reviewed before uploading. Also, you can experiment putting your CTA in different sections of your videos. Often, YouTubers will also stuff the CTA right after the hook get their message in-front of viewers before they drop off.
Lead Funnel: Landing Pages & Lead Magnets:
Before uploading your videos, make sure to always weave a compelling lead magnet, or product/service offering into your video. Each video is a valuable selling tool and it would be a waste if you forgot your offer. Effective videos can funnel significant traffic to your landing pages, harvesting valuable data for future marketing efforts. If you have access to a an IT or web development team, make sure to get on the same page as them to integrate, track, and monitor your lead-funnel pipeline on and off YouTube.
Off-YouTube Touchpoints & Follow-Up Strategy:
We've heard the classic digital marketing wisdom that tells us online buyers need multiple touchpoints before purchasing. After getting your viewer's data through the above mentioned points ie. lead magnets, it’s critical to nurture them. Whether through remarketing campaigns, calls, or email automations, consistent engagement is key to get continual results. We call this your Follow-Up Strategy and if you're looking to amplify it this year, feel free to reach out to our experts who can help you formulate a unique follow-up workflow for your YouTube generated leads.
Monitoring Results & Finalizing Deals:
Remember to always funnel viewers towards action—whether it's an informative downloadable PDF, booking a call, a quiz, or even a direct purchase link. When doing so, you can employ tracking parameters in your URLs such as UTMs for campaign tracking and to see which funnels, products, or even videos are contributing the most to your business.
Supporting Your Organic Video Content Strategy:
The digital landscape is noisy. But if your content is strategic, you can use YouTube as your golden ticket to target and convert specific audiences on your company's products and services. While jumping into to YouTube marketing might seem daunting, especially for B2B brands unfamiliar with the platform, our YouTube Lead Generation services can make all the difference. From B2B content creation to lead generation, we’ve got you covered. Transition from paid advertising to potent organic content with our expert guidance by reaching out to us today!
