VideoHerd
The 5 Elements Required For Growing a Corporate YouTube Channel
Category: Organic YouTube Marketing
We've heard the gurus preach the importance of video content in marketing strategy since the dawn of time. Or, more accurately, since the age of mass media sharing.
However, you're setting yourself up for failure if you blindly produce video content for your company's YouTube channel without following the five elements that successful B2B YouTube channels use to grow their channels.
When you use these five elements successfully, your channel will be primed for growth and become a customer acquisition pipeline for years. Let's look at each of these elements and how to incorporate them into your business's YouTube Channel.
Uniqueness
Every successful business channel must have an element of uniqueness to gain traction in the YouTube space. The 'uniqueness' can come in many forms, whether it's in the way the content is delivered, i.e., how you format your videos, a unique job process you show, or even unique situation's your company gets itself involved in - it must surface in these videos to gain traffic.
Now, you may think your job site or job processes could be more exciting, but remember, one man's tiresome process is another man's solution. So, even if it's not exciting to you - because you're used to it, it will be unique and exciting to someone else in the world.
You can even capture this quickly using YouTube's Shorts. But make sure, you're doing it right by checking out this post first:
Uniqueness gives you an edge over competitors by bringing insider perspectives on business processes that don't often see the light of day. If you can make these unique situations exciting, you can leverage this to attract people to your channel, services, and products.
A great example of this is from South African YouTuber Anton Koen. His business, 'No-Jack, ' specializes in recovering stolen vehicles from carjackers in South Africa. He records wild chases and recovery missions, all while promoting his GPS-based car tracking and recovery services. Doing this has amassed him 310K subscribers, and I guarantee many customers in the area.
Relatability/Vulnerability
Being relatable on YouTube is critical to growing on the platform. Businesses that are YouTubing right are all not afraid to show vulnerability in their content. However, it's normal to see corporations shy away from revealing any vulnerability on camera as they want to maintain pristine brand appearances.
To make up for this, you must do two things. First, get the right people on camera. When asking someone to be the face of your videos, they must have the charisma and comfortableness to be open to an audience. They also should have the right wardrobe and not be afraid to make mistakes when speaking.
Secondly, you'll need video subjects that shed vulnerabilities you're business experienced. People on YouTube want a human-to-human experience with their videos. This means they want to avoid watching someone in a suit telling them how well their business is operating in Q3.
Instead, when YouTubing for your business, it's much more effective to reveal a product or service's weakness and how your team overcame it.
Showing off your vulnerabilities displays courage that most corporations won't dare to match. It also builds more trust with your audience.
Share-ability
We need to say something about share-ability that has yet to be said:
No one wants to share your drone video of your new mining project or factory development your company is taking part in.
At least on YouTube, they don't.
Too often, companies post corporate achievements videos on their YouTube channels. These are excellent filler content for a website, but ultimately don't fill a need inside the YouTube ecosystem.
To make genuinely shareable videos, they must provide value to the viewer in the form of information or entertainment. To put it bluntly, no one outside your internal team cares about it, and outsiders won't share it either.
To ensure this doesn't happen to your videos and to guarantee you're creating easy-to-digest and valuable content, you must ask yourself, 'is this something my client would share with their team?'
If the answer is no, you must change the topic or add elements to it to make it more beneficial or exciting for your audience.
Targeted Niche
Only some videos you're making should be for the entire YouTube audience. To give your channel the foundation for growth, you must focus on targeting a specific niche related to your industry and serving it with helpful content.
For example, if you were selling computer servers, you'd create videos that help IT professionals identify which servers would work the best while costing the least for their organization. This would play into your target's interests in helping their company make sound IT investment decisions.
Once you've saturated a specific niche, it may not provide the ROI or juice required to hit your over-arching marketing goals. At that point, it's time to pivot to the following subject related to your business goals and start producing content that covers it in deep detail. Doing this repeatedly will build your authority online in your industry and give you much more opportunity for your content to be served in their feed.
And don't let me forget to mention the possibilities of creating bullet-proof pillar pages with your bountiful niched YouTube content.
Professionalism
Finally, professionalism is the last element to growing your business's YouTube channel. That means spending time implementing consistent branding, creating quality graphics, and not partaking in click-baiting titles and thumbnails.
Professionalism on YouTube is also seen in the depth of your content. If you're producing quality videos packed with accurate information, your audience will naturally keep coming back to see what you have to say. Also, keeping within YouTube content policy guidelines is another mark of professionalism professional business channels follows as well.
