Your YouTube Marketing Plan
So now you’ve seen how other businesses are using YouTube, the next question is how you are going to use it and what your marketing plan is going to be.
There are a number of options here and of course, the precise nature of your marketing plan is going to depend on the type of business you are running, your goals and more.
At the same time, your resources, funds and more will also impact on the way that you go about building your audience on YouTube and acquiring your views.
But whatever the nature of your YouTube marketing plan, you will need to start somewhere. Read on and we’ll look at some of the most common first steps that you’ll want to take.
Creating a Brand
Before you jump onto YouTube, it makes sense to develop a brand. You may already have a business and a website and thus your brand might be ready to go.
In that case, great! If not, then spend some time developing a company name, a logo and an identity that you can use to represent yourself online.
This is very important because it will allow you to tie all of your online products together and to thereby get more from every video you upload.
In most cases, the objective of your videos will not be to make instant sales. As such, to get the most value from every video you create, you should have your logo prominently placed so that you are strengthening that connection and that awareness.
Do this first and then start setting up your channel and creating your videos.
We’ve seen already how your YouTube videos can effectively be adverts, how they can be used alongside other forms of marketing and how they can provide the content for your website.
Hopefully, you already know which of these options is right for your business but even if you don’t, you need to ask yourself what the requirements of your video are.
In other words:
are you going to be presenting videos in front of the camera? Will you need to do lots of editing? Do you need to hire a green room? Or alternatively, can you just record yourself speaking over a slideshow.
Identifying the requirements this way is very important because ultimately it will tell you how long your videos are going to create and/or how expensive they will be.
The key here is to be realistic with your objectives: don’t set out to upload daily HD videos with slick editing and effects as that’s a full-time job.
Set aside some budget then – both in terms of time and monetary – and then assess what you can complete with that timeframe/budget.
This is also important if you’re going to be using YouTube advertising – how much can you afford to invest in your advertising and how does that eat into your other costs?
On the other hand, though, you also need to think about your goals and the timeframe you have available to complete them. What you’ll find is that
Decide On Your Tone and Niche
Assuming you’ll be uploading regular videos, the next question to ask yourself is what your tone and niche are going to be. How will you set yourself aside from the crowd? What will make your content unique and interesting? And how will it be different from everyone else’s?
Now do some market research and ask yourself: what’s out there already? Is the niche/subject you’re thinking of covering already overly catered for? Or conversely is there any market for it?
Some of this you will learn on the go and later in this book we’ll address how you can use your statistics to gradually improve your service and increase your engagement and sales.
Starting out though, it’s still a good idea to know what area you’re going to be focusing on and to know there’s a market there – otherwise you’ll be forced to do a U-Turn later on.
If you are using YouTube marketing to promote an existing business, then monetization won’t be a problem.
If you’re new to digital marketing though and you’re hoping to make your living from YouTube, you need to start thinking about how you’re going to make money from it and how you’re going to scale the business with time.
Will you make money from ads? Or will you aim for sponsors? How many subscribers and views will you need to make a solid income from each? Would it be better to develop a product first?
The other part of your plan is how you’re going to grow your channel and increase your viewers. It’s useful to have a good strategy in mind here, so ask yourself how you’ll get your first 100 views and then ask yourself how you’ll grow that to your first 1,000 subscribers.
Think about the types of topics that will get you lots of views quickly and that will be easy to ‘rank for’ (meaning that there’s an obvious keyword to target) and then think about where you can promote your videos and how you can encourage your viewer to keep coming back.
Again, it can be useful to do market research here and to look at your competition. How are other YouTube creators making money from the platform? How much are they likely to be making? And what niche are they working in? How did they reach the point they’re at now?
Note that there’s nothing wrong with completely ‘borrowing’ a business model that’s working. If there’s a popular YouTuber in your niche and they’re making money from e-book sales, then pay close attention to what they are doing.
Better yet, take a look at their old videos and see how they gradually built their audience to get to where they are now.
Once you have your business model and plan in mind, you should plot this all out on a sheet of paper so that you have a precise blueprint to follow.
Identify how many videos you will need to upload to reach your targets, think about what the topics of each of those videos will be and then plot your trajectory over time.
The more detailed you can make your step-by-step process, the easier it will be to stay motivated and follow it and the more likely it is to work.
Note a well that when you create this business plan, you should use estimates and projections that aren’t too optimistic. Make sure that your plan will work in a ‘worst case scenario’ and that way you can only be pleased by the results you end up getting.