How To Grow Your YouTube Channel By Zooming Out
For video creators, YouTube is possibly the go-to home base for all video content. It’s no wonder almost everyone is looking to learn how to grow their YouTube channel. That’s because across demographics and preferences, YouTube is just about guaranteed to offer up educational, entertaining, and inspiring content. This has also led it to become the second largest search engine on the web, after Google of course.
The trouble is that more than 400 hours of video content are being added every minute to the platform. This can make it difficult for creators to feel they’re positioning themselves as the lighthouse for those surfing for their kind of content in that ocean of videos.
So how can B2B marketers grow their B2B channel’s influence the smart way?
To get to the bottom of this, our Chief Evangelist, Renee Teeley, knew she had to talk to YouTube growth expert, Nick Nimmin. Get ready to talk all about how you can grow your B2B YouTube channel smarter by zooming out. Hint: It’s all about remembering your business goals.
Focusing on the Right KPIs
If you want to grow your YouTube channel, the natural metric to think about is your subscriber count. It’s simple math. More subscribers and followers means a channel with more people and conceivably more interest in your content.
This logic is pretty sound for video creators on YouTube whose goal is solely to create content. Maybe they aspire to making money off their channel by monetizing their videos or by becoming an influencer who can get a nice check for promoting another’s product or service. But that’s not you.
As a B2B video marketer, your video content on YouTube isn’t the beginning, middle, and end of your efforts. You’ve got marketing funnels to fill and MQLs to deliver. Too often though, B2B video marketers do see subscriber count as a KPI to go for. In reality, subscribers are awesome but only a vanity metric. Subscribers aren’t leads or sales, and therefore, shouldn’t the metric you harp on.
But if subscribers are a shallow KPI, how can video creators on YouTube actually measure quality leads on the channel?
Go back to your videos and take a look at the CTA at the end of each. Do you simply thank them for watching? Ask them to subscribe? Here’s an even better idea. Send them to your website (via a UTM link in the video description) to digest more relevant and gated content. This will convert them as registered leads! Make those your metrics of choice.
Moving From the Micro to Macro
So often, B2B video creators on YouTube will think about what their next big video will be about. The problem with this train of thought is that it suggests that there can be one show-stopping video that will go viral, pull people in, and not only convert them as a lead, but as a loving customer.
Video does have immense powers over other forms of marketing content that’s simply text, visual, or auditory. By marrying these all together, they offer a superior form of learning that can attract anyone, regardless of learning style preferences. That being said, video hasn’t ever surpassed the need for B2B prospects to travel down a customer journey.
Therefore, if you want to grow your YouTube channel, no single video could take someone from a stranger to customer, no matter how many special effects you throw at it. That’s why it’s best to think less about what your next big video is going to be, but your next big video series is going to be. By thinking of your videos in clusters, you can create batches of video content that address different:
- Buyer personas
- Stages of the customer journey
- Relevant verticals
- Sub-products or services you offer.
By developing content around core themes you want to teach about, you can create that “like, know, and trust,” factor you’re after and nurture them throughout their path to purchase. Want to offer a little encouragement on which videos viewers should watch? Create YouTube playlists that does that clustering for them so videos can autoplay one into the next. HubSpot’s YouTube channel playlist page are a great example of this.
Bonus of this video strategy: YouTube’s algorithm will love you! YouTube’s goal is to keep people in the platform for as long as possible so it can keep feeding them ads. If your content leads then to watch more of your content, YouTube will reward you with a higher ranking, bringing more viewers to your channel, and leading more people to watch your videos and convert. It’s the circle of YouTube optimization.
To Grow Your YouTube Channel, Make Content About the Consumer
No matter if it took endless days and Benjamins or came together in minutes, creating a video from ideation to post-production is an awesome accomplishment. That’s why it can be easy to slip into a self-centered mindset during post-production.
We’ve seen this a lot on YouTube, where companies will have long company intros, logos coming out of what feels like all four corners of the screen, and they can’t seem to stop talking about who they are and what they do. Think viewers want any of that stuff? Not too much.
Your content should be centered around your viewers and the pains and needs they want—correction, need—answers to. Focus too much on yourself, and you’ve leave them bored and/or full out scare them away. Before creating content or playing around with the extra bits you plan to add once the raw footage is taken, think of your audience. If it’s going to look like a self-glorifying act, it might be best to rethink your messaging. No one wants to feel they’re being advertised to.
What Are YOUR Secrets to B2B YouTube Success?
Growing a successful B2B YouTube channel is about knowing when to focus on the right numbers. It’s also about knowing when to zoom out to create continuous content that is valuable to your audience and creates trust. Without these, B2B YouTube channels may have a great number of subscribers, flashy videos, and show off your brand, but they don’t help your prospects meet their goals.
What are ways YOU are using your B2B YouTube channel to educate, capture leads, and nurture prospects? Let us know in the comments below or on YouTube. As always, don’t forget to subscribe to Powtoon’s YouTube channel for more episodes of the #MakeItAwesome Show and more awesome content from the Powtoon team!
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