George B. Thomas
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In this episode of the MarketingProfs Marketing Smarts Podcast, we’re digging deep into the power of video. More specifically, we’re talking about YouTube, an undeniably potent platform for businesses to attract attention, generate leads, and increase sales.
But unlike other platforms (e.g., TikTok, Instagram, and Twitter), YouTube offers organic reach and long-term benefits. However, you will only see that kind of ROI with YouTube if you commit to creating valuable content that resonates with the target audience. While other platforms may provide initial spikes in viewership, YouTube allows for targeted content and higher conversion rates, but only if you’re doing the work.
This is why I am so excited to share this conversation I had with Nick Nimmin with you! We review the key points of how this can dramatically affect your company, so we want to find out if you're using YouTube correctly to benefit your company.
Nick blew my mind with his knowledge… well, not literally, but you know what I mean. 🤯
How to Unlock YouTube’s Full Growth Potential
“Once you do that, YouTube does all the heavy lifting for you.”
You may be wondering what “that” is...
YouTube holds immense potential beyond viral videos and memes. It is a powerful tool to draw attention to your business, leading to valuable leads and driving sales.
Neglecting YouTube as a promotional platform means lagging behind competitors. Nick told us that the organic reach on YouTube is significant, requiring no ad expenses whatsoever. However, creating engaging content that resonates with your target audience is crucial to tap into this potential. The content doesn't have to be elaborate; it simply needs to provide value to your intended viewers.
Nick explained that YouTube takes charge of the heavy lifting once you achieve this. You won't require a hefty advertising budget since a substantial portion, or even the majority, of your traffic, will originate from social media and SEO efforts, predominantly influenced by YouTube.
YouTube Long-Form vs.Short-Form Content
“The difference between long form and short form content is when you're on YouTube, and you learn how to make content for YouTube, people are choosing, they're choosing to click on what it is that you've created. By packaging things from the outside, you can directly target the people you want to respond to what you're doing.” Nick Nimmin said
Understanding how social media works is crucial, So are You Harnessing the Power of Social Media Effectively?
Nick pointed out that YouTube provides a valuable opportunity with its long-form video content. By uploading a high-quality video that resonates positively with viewers, you can attract attention and encourage clicks, views, and enjoyment. YouTube's algorithm will continue to promote your content until it receives less engagement.
Nick said that Although YouTube traffic may experience fluctuations, the long-term benefits are substantial. Search-based videos allow people to discover your content and convert it into customers through affiliate offers or other opportunities.
While long-form content on YouTube offers significant advantages, it is essential to strike a balance. Consider creating additional content for other platforms to tap into short-term spikes and the potential benefits of long-form content.
Each platform serves content differently, and long-form content on YouTube attracts a dedicated and engaged audience. Since viewers actively choose to click and explore your content, targeting your desired audience becomes more manageable.
How Should You Get Started?
“You are uploading for the purpose of generating awareness, leads, and sales”
Thanks to Nick Nimmin, we have an easy-to-follow step-by-step process of great ways to get started!
Establish a Purpose for Your Video
Determine why you're creating YouTube content and tailor your approach accordingly. For business, focus on generating awareness, leads, and sales. Define your target audience and the metrics you'll track.
Prioritize Your Business Videos For Conversion
Instead of fixating on view counts, concentrate on converting viewers into customers or achieving specific goals. Analyze content performance based on conversion rates and adjust your strategy accordingly.
Understand Your Audience
Clearly identify who you want to reach and set goals beyond subscriber and view counts. This understanding helps you create content that resonates with their preferences and needs.
Track Your Business Videos Progress
Develop a system to monitor content performance, including engagement, click-through rates, and conversions. Use the insights to refine your content strategy and improve results.
Using Free and Low-Cost Video Tools
You don't need expensive equipment to create compelling content. Use your smartphone to get started, ensuring good lighting and audio quality. Focus on delivering visually clear content that is understandable.
Respond to Viewer Preferences
Create content that resonates with your audience and gains positive responses. Adapt your strategy based on viewer feedback and analytics. Pay attention to content types that drive engagement and desired outcomes.
Make data-driven choices for your future Business Videos
Analyze your analytics as you gain viewership and receive responses. Evaluate content performance, channel growth, and conversion rates. Use this data to make informed decisions that advance your channel and achieve your goals, whether generating leads, sales, or brand awareness.
Are you ready to create valuable content and ensure it reaches the right audience?
Prioritize Self-Care and How That Can Affect Your Business Videos Content
While I love all of the tips and tricks Nick Nimmins has shared above, this final section is my favorite considering all of you marketers who are hustling should be focused on a healthy hustle as you move forward.
“Take care of yourself and take care of yourself mentally. We're living in a crazy time right now. It's easy to get sucked down all of these holes that make you feel like garbage at the end of the day.
Just take off your mental state as entrepreneurs, marketers, and people trying to do cool stuff and make things happen. Our minds are the most important thing we have.”
Nick emphasized the importance of self-care in maintaining peak performance for your content!
So are you ready to learn more about the effects of what content you're putting out and, even more importantly, what platform you're putting it on?
Fortunately, there is a Marketing Smarts podcast filled with insightful information and actionable advice that you can start listening to immediately.
