As brands expand their social and online media reach, everything online is becoming a B2B marketing opportunity. This is as true on YouTube as anywhere else as more and more brands start channels, and as more brands look to YouTube for product information.
Your B2B marketing opportunities on YouTube can be just as entertaining, informative, formal, or interesting as you need them to be. Keep reading to see some great examples from B2B brands on YouTube already, and learn some fundamentals.
YouTube basics for B2B marketing
The last time someone measured it, YouTube had over one billion unique visitors per month. That is a huge, huge audience. Out of that audience, you can be sure of this: YouTube viewers are connected with a business of some sort: Everyone has a job. It’s safe to assume that they are also interested in YouTube content about their industry.
Being able to capitalize on that huge audience correctly takes a few things:
- You have to know what keywords your audience is using to find content like yours. Look to your website analytics for help with this. Use the keywords in the title, description, and tags of your videos in a natural way.
- Your profile, header, and thumbnail images all need to be clear and representative of your brand. That first glance is worth everything on YouTube, regardless of if you’re B2C, B2B, or PewDiePie.
- The content you film has to be of high quality. The next video is always one click away, and you have to deliver what it is the viewer wants from you. This is why your keyword use needs to be on point. It’s no good to be found for a popular keyword which you’re not related to.
To help you understand this, let’s look at a B2B marketing account on YouTube which has it all together: Microsoft. Yes, they have some aspects of B2C, but B2B is a consistent focus of their channel. Many B2B marketers in the past to use social promotion service when buying YouTube likes and views.
How Microsoft does B2B marketing on YouTube
Microsoft has one of the more successful B2B YouTube channels. This is thanks to, first and foremost, the quality of their content. They create great videos which inform about products in an easy to follow manner with some entertainment value.
Anyone can see that this was a well put together piece of content, with the right information at the right time as cybersecurity is frequently in the news. This isn’t the type of content which goes viral. This is the type of content which assures B2B business partners about your competence in the industry.
Looking at the content deeper, I dug out the tags they used in the code. Here are the words they used:
- Cloud technology
- Digital crime
- Big data
Anyone looking to find this type of information would easily do so thanks to the tags they used being completely relevant to the video content. And what happens when someone looks for this information, finds Microsoft’s video, and watches it? They start to take Microsoft seriously, and they consider them for a B2B transaction.