By now, you’re probably used to the ever changing world of the internet. With a platform so flexible, it’s easier for marketers to find new angles to take advantage of.

Now, keep in mind, using YouTube as a marketing tool is nothing new. Though, it’s no surprise that many small businesses are failing to utilize it. Using YouTube as a marketing tool doesn’t take any special skills or talents – all you need to know is who you’re targeting and what they want.

In 2016, YouTube and Periscope will have exceptional value for marketers looking to grow their audience and grow a pipeline of interested prospective customers. Getting YouTube views will become increasingly important, and having a multi-channel marketing campaign will be critical for your business’ success.”
– Devumi Marketing Specialist, Chris Desadoy

But first, let’s talk about exactly how it can help grow your business. To start, YouTube helps you illustrate that you really know what you’re talking about. You can easily build trust among your consumer base by sharing insight into your industry or walking them through a specific process. Not only will your potential clients learn something new, they’ll have more respect for you and what you do.

YouTube videos allow potential clients to engage with you – even before talking to you or a member of your team. GoPro’s YouTube marketing strategy is a great (and wildly effective) example. The company hired a group of extreme athletes and stuntmen to test out their product and illustrate its capabilities. Now, 100s of videos are uploaded every day with references to the camera, mostly with the hope of becoming GoPro’s next star.

In some cases, videos can make viewers feel like they’re part of something bigger. They create a great platform for telling a story, really connecting with viewers, and feel more personal. On top of that, YouTube as a social platform gives customers an opportunity to provide the company with feedback, interacting with each other and you. This transparent line of communication breaks down the barrier between client and company, allowing a connection to form between the two.

Dove did a great job of starting the conversation about warped beauty standards with their Evolution series. Not only did it make women everywhere feel understood, it helped to illustrate just how unrealistic it is for young women to idealize what they see on TV and in magazines. They continued the conversation with a series of videos where women expressed their views of beauty, reminding everyone that what’s on the outside isn’t all that matters.

So, where do you begin?

Well, you should know that a successful YouTube marketing strategy takes time and effort. Just like it’s big brother, YouTube loves content. The more videos you have on your channel, the better. Additionally, a variety of content is essential. A mature channel should consist of fresh “evergreen” content added on a regular basis, as well as a healthy mix of teasers, peeks behind the scenes, and video blogs.

If you’re short on ideas, take queues from your competition. YouTube consistently favors “how-to” videos, reviews, tutorials, and topics that are generally considered “cute.” You could even check Google for specific keywords, since videos typically rank on the first page of search results as well.

And, just like any other piece of content optimized for search engines, keywords are important. Use the phrase you’re targeting in the name of your file, video title, description, and anchor text. Even the name of your channel image matters.

Once you’ve identified your audience and what they want to see, YouTube can open a whole world of opportunities for you and your business. Use this guide to help you take the Internet by storm!