Do you want to start YouTube marketing for your company? Maybe you’re asking yourself what videos you should make, and how you can be found. And where do you even begin? With my company So Geht YouTube, I’ve built some of the biggest YouTube brand channels in Germany. In this video, I want to show you my proven techniques on how to get started.
Hello and welcome to the Tubics YouTube channel. I am Jan Fassbender from So geht YouTube. And in this video, I want to talk about three topics. First, the strategy. Second, how to set up your channel.
And third, how to get your first subscribers. All right. So let’s first talk about strategy or another top strategic mistake that most companies make on YouTube. Take a look at this channel. What’s interesting about this channel?
What do you watch it? Probably not, but that’s how 99 percent of corporate YouTube channels look. You’ve got your image films. You’ve got your TV spots and internal videos. These videos are just boring.
And no one will watch them voluntarily because they are lacking one big, major thing every video needs value.
If you want your videos to be watched, make videos that your audience wants to watch, otherwise, they won’t. Of course, you can always just do ads and put anything in front of people. But if you want to be found on YouTube, if we want to have a sustainable long-term strategy, you need to make content. So questions to ask yourself.
What videos is your audience interested in? What videos would they watch without them being forced on them it? What value can you add to your videos? And this is the keyword value that’s so important.
They are usually three types of value that we can add to our videos.
First, there’s learning. Teach your audience something. Second, entertainment, and third, emotion. Make them feel something. Make sure that you add at least one of these three types of value to each of your videos.
All right. So now that that’s out of the way, let’s go ahead and set up your channel. One important side note here, there are two types of YouTube channels. First, we have just like regular YouTube channels where you have your profile as your channel. And second, there are the so-called brand channels.
Make sure you set up one of these brand channels because otherwise, you won’t have the feature to share access to your channel, with your employees and with other people working on the channel.
So that’s a very important thing. If you want to make everything right while creating the channel. Take a look at this video. We’ll show it to you in detail after you’ve created the channel itself as I showed you in this video.
You need to set up a few things. Mainly, there are a couple of design elements that every channel should have. That’s your profile picture, your channel image. You want to have custom thumbnails and usually want to have one of these video interests that shows the logo of your brand. Of course, there can be multiple other design elements, especially in your videos.
But these are usually the main ones. One important thing about these makes they are consistent. If anything, that’s the most important part. Make sure that your brand is represented in all of them, that you can see a clear image, a clear picture that you can recognize or read in each and every part of your channel. So let’s take a closer look at the individual elements that you need.
First of all, for the profile picture, you usually want the logo of your brand. You make sure that it’s visible, even if your profile picture is very tiny, because like in comments and other places on YouTube, it will be very small. And you need to make sure that it’s recognizable, that the background isn’t white. So it doesn’t just disappear on the YouTube page but it is clearly visible. The channel image is a little bit complicated because different parts of it are shown on different devices.
But there are templates out there on the Internet that can help you to make sure that your channel image works perfectly. In it, you should convey the most important information about your brand. What is it about? What can people expect from your channel? The thumbnail is one of the most important parts of your channel.
Each and every video should, of course, have an individual company. And it should describe the video in detail. Should stand out. It’s kind of the poster for your video. It needs to advertise your video.
It needs to make sure that people click on it. You should also have some consistency in your thumb. So make sure to make a template for your thumbnails are a style guide. If you want to learn more about thumbnails, it definitely takes a look at this video. And last but not least, there’s the intro video that you use for branding your videos.
You cannot upload it anywhere on YouTube, but you put it into your videos. In video editing, apart from showing your logo with some music, the most important part about these intros is to make them short. My general rule of thumb is to make them less than seven seconds long. Don’t make long intros as you know them from TV shows where you see people turning around and stuff. Keep them short because the viewers will leave the videos or we’ll skip the interest if they are too long.
So let’s go to step number three. Getting your first subscribers. You set up your channel and upload quality videos that bring value to your audience. But no one seems to care.
Getting first subscribers is usually one of the biggest challenges brands face on YouTube. And especially if you’re a big brand, it can look very unprofessional if you just have very few subscribers. So what can we do? Step number one that I would always do if I start a new YouTube channel is to leverage my existing social media.
So if you have Twitter, Facebook, Instagram or even you have a newsletter or a blog or whatever, try to send your existing audience to your YouTube channel.
If these people already follow you on a different social media and you add a new value on YouTube, chances are very high that they will follow YouTube. Step number two to cooperate with other channels. And there may be people that you know, that have a bigger audience than you. Can you pay influencers to make a collaboration with you? These might be some steps to get your first external subscribers.
Step number three is also the strategy that you will use long-term on YouTube. And this is to leverage one of the two types of organic traffic that we have on YouTube. We’ve got suggested traffic on your home page next to other videos and so on. And we’ve got to search when people search for something on YouTube. And YouTube is the second biggest search engine after Google.
You almost always need to combine these two traffic sources. But at the beginning, I would usually focus on search because it’s easier to get your first views from search because you can target it better.
The term we’re talking about here is SEO search engine optimization. You want to optimize your videos so that you appear under the top videos for the terms your audience might be searching. And this is an important point because first, you want to figure out what your audience is searching for.
Tunics has some great tools you can use. And after you figured that out, you want to put this search term, this so-called keyword in your title, in your description, and in your text for your video to appear. Under these search terms, if nothing else works, there’s always one last resort and that’s paid traffic.
But make sure to do it right. Because if you just push more people on a bad channel, it’s not going to cut it.
Make sure you really provide value. And also pushing your videos through paid traffic is also not going to help them gain more organic traffic. Why this is the case and how you should actually do it. I explain all of this in this other video where I talk more in-depth about the different traffic sources. I hope I could help you.
And we’ll see each other in the next video. That’s it for me. Bye. Your Jan.