It’s amazing how many coaches fail to use YouTube as a marketing tool.
Perhaps it’s due to a fear of being in front of a camera, a lack of understanding of the social media website/search engine, or a lack of time to learn how to use it.
Either way, you’d be making a huge mistake if you failed to include YouTube in your arsenal of marketing tools.
Why is YouTube so important?
- 1 billion people use YouTube. That’s more than any social media site aside from Facebook.
- 4 billion views are viewed on YouTube EVERY DAY!
- 300 new hours of video content are uploaded to YouTube every minute.
- Only 9% of businesses use YouTube. The market is wide open!
- 58% of Gen X-ers (people born between 1960 and 1980) use YouTube.
- 85% of adults in the world consider themselves “regular” YouTube users.
- 14.4% of adults use YouTube during work hours.
(Information courtesy of Expanded Ramblings)
YouTube is the second most-used search engine in the world (after Google). If you can learn how to use YouTube to find new coaching clients – imagine the doors it can unlock for you!
“But aren’t there TOO MANY videos?”
This is a question that most of us have, and it’s a valid question. With so many billions of hours of video content on YouTube, shouldn’t it be nearly impossible for your videos to be seen? Isn’t it almost “too hard” to market with YouTube?
Well, think about the efforts that you invest into your SEO marketing for the Google search engine. You spend hours every week/month researching keywords, adding those keywords into your content, and making sure that your website/marketing materials are as SEO-friendly as possible. Considering how many billions of websites there are, wouldn’t it be nearly impossible to get your page to the head of Google’s search results list?
You see where I’m going with this?
YouTube marketing, when done right, is just as effective as SEO marketing for search engines. YouTube is, at its core, a search engine; only, instead of delivering website results, it displays videos.
To succeed with YouTube, you have to treat it like just one more search engine!
In order to reach the maximum number of people, you need to set up a YouTube channel that is visually appealing, properly optimized, and user-friendly. Here’s what you need to do:
- Use a channel icon — This is the image that people will see when they visit your channel. You want an image that matches the tone and content of your videos.
- Post a channel trailer — This is the video that will automatically begin to play when users visit your channel. This can be an “About Me” or “Intro to What I Do” video, or it can be a video with a lecture, a coaching session, etc. Make sure it’s a hard-hitting video that will get a lot of likes and shares!
- Add links –– Links to your social media sites (Facebook, Twitter, G+, etc.) will help people connect to you on other platforms. It’s a good way to ensure that you’re connected via all of your social media sites.
- Organize the content –– Make sure to organize your videos so that the best, hardest-hitting, and most popular ones are the first ones your guests see. The less interesting stuff should be near the bottom.
Now you have your YouTube channel set up, it’s time to understand the type of content you need to upload…
Do you know what YouTube content gets the most hits?
- Funny animal videos
- Prank videos
- Video game play-throughs/walkthroughs
- Buying advice
- Entertainment/celebrity videos
- Self-help (lifestyle, fitness, wellness) videos
Sadly, as a coach searching for business clients, most of those options are out. However, here are some ideas for content you can post to your YouTube channel:
- How to Solve X Problem — If your business coaching course centers around helping clients solve a problem at work or in their lives, create a YouTube video with that title of “How to”. How-to videos get A LOT of hits on both YouTube and Google.
- X Steps to X Solution — Just like posting “how-to” videos, “steps” videos offer a list of tips, advice, or solutions to problems. They’re incredibly popular, and they’re also more likely to get a lot of hits on Google and YouTube when people do a search.
- Pop Culture videos — Is there a “hot button” issue that has become hugely popular in the last few days or weeks? Is there a way that you can tie that issue into your practice or your coaching? Perhaps you can discuss the problem or issue, and offer a potential solution. It’s all about establishing yourself as an expert, but posting content that is both relevant and interesting.
It can be tough to come up with content for your YouTube channel, but that’s where your natural creativity comes into play.
But creativity isn’t the only tool you’ll need for an effective YouTube channel…
When you created your website or the name of your coaching service, what did you use to help you find the right name? I’m willing to bet that you did A LOT of research to help you find the right keyword! Keywords are vital to the success of any website or blog on Google’s search engine.
Well, the same is true with YouTube! If someone is searching for “business coaching”, Google will search through YouTube videos to see if there are any relevant results. If you want your videos to be seen by the right people–the ones who actually NEED your business coaching–you’ll need to include keywords.
How can you include keywords?
- In the title. Let’s say you have a coaching course for workaholics, and keyword research has proven that “self help for workaholics” is a good keyword to use. You can title your video “Self Help for Workaholics, Part 1: Fighting Stress”. The keyword is used in the title, but users also know what to expect from the video itself.
- In the description. The video description is important for two reasons: 1) it tells PEOPLE what to expect from the video, and 2) it tells GOOGLE what the video is about. You want to use your keyword in the video description, at least once or twice. Make sure the description is thorough and gives people plenty of information, but use the keyword to attract Google’s search algorithms.
- In the tags. You MUST add meta tags in order to make your videos more visible to Google and the YouTube search engine algorithms. Your keyword must be one of your meta tags.
The keywords you use for your videos will help to increase their visibility. But once you have people watching your videos, how can you KEEP them there?
It’s easy to get people to click on your videos if they look like they provide the answers they’re searching for, but keeping them watching the video is the hard part! Most people will click away from a video if it doesn’t give them what they want.
So how can you ensure that your YouTube videos engage and capture viewers? Here are some ideas to help you make your videos a success:
- Give viewers something to think about — You don’t want your videos to fade from the minds of your clients and viewers, right? So, why not pose a question, offer a piece of advice, or give them information that will make them think? As a business coach, you’re there to help solve problems, so do just that!
- Tell a story –– There is nothing more effective to hook someone’s attention than a good story! Tell a story about someone whose life has changed, who has experienced something new, or who has achieved success in a new way. Stories are a fascinating way to get people interested in what you have to say.
- Interact with people –– Have there been questions posted to your website or blog? Take time to answer those comments in your YouTube video. You can tag the people who posted the question, and that will help to increase the engagement for the post.
- Show people something new –– A lot of people do a search for “how to” or tutorials because they want to learn something new, and learning new things can be highly addictive. To maximize interest in your videos, show or teach people something new. It doesn’t even have to be something new–it can be something everyone is familiar with, but in a new way.
- Be funny –– Everyone loves to laugh, which is why pranks, fails, and funny animals are some of the most popular videos on YouTube. Why not find a way to use that humor to your own ends? Be funny, clever, or witty, add funny images and clips to your video, and you are much more likely to engage your audience.
- Make it professional –– YouTube videos are very easy to make, but they’re not always easy to make WELL. Your videos need to be professionally made and edited, using professional-looking graphics, high quality sound, and a good camera. Poor quality videos do NOT get the kind of engagement you want.
- Be consistent — You may not have the time to post dozens of videos to YouTube every month, but you should shoot for at least once a week. This will give your regular followers and subscribers something new to enjoy, and will steadily build the amount of content featured on your channel.
Once you have these videos, it’s time for the most important thing: the call to action!
Why have you taken the time to record and upload all of these videos? It’s not just to entertain people, but your ultimate goal is to connect with them. This connection will allow you to convert them from people who are interested to clients.
How can you do this? With a call to action!
A call to action is anything that prompts the viewer or reader to take an action, such as:
- Clicking on a link
- Visiting a website
- Writing an email
- Connecting via social media
- Watching another video
You need ALL of these calls to action on your YouTube channel, or else all of your hard work and effort will go to waste!
- Add links everywhere — Add links into the video description, your channel information, and even in the video itself. Ask people to click on those links to find out more.
- Prompt them to connect on social media — You’ll want to offer them an incentive to do so (free material, bonus content, etc.), but do include this call to action in every video. The more social media connections you have, the better!
- Send them to a landing page — When directing people to your website from your YouTube channel, make sure to use a landing page that funnels people to the action you want (subscribe, connect, join, etc.).
- Ask for “Likes” and “Shares” –– Word of mouth is the best way to reach more people, and social media makes it possible for people to spread word of you and your videos. The best way to get people to share or like your videos is just to ask them to.
The only way that you’re going to get people to take that action is to ask them to. With the right call to action, you have a much better chance of engaging with your viewers and getting them to take the step that will convert them into clients.
YouTube can be an amazing tool for marketing, but only if it’s used right.
The advice above will help you make the most of YouTube and its many capabilities…For more great trainings for coaches, Join masters circle today!