Full of makeup tutorials, video game reviews and cat videos, it’s easy to think that YouTube is a platform best reserved for teens and tweens.
But while that demo may account for a fair share of YouTube’s audience, they’re not alone. In fact, users 35 and up are spending more time on the site than ever, and a whopping 73 percent even say they use it for how-to content on a regular basis.
That spells immense opportunity for B2B aviation brands – opportunity to reach more prospects, convert more leads and, ultimately, sell more products.
Thinking of using YouTube videos to augment your B2B marketing efforts? Here are some tips to help:
Optimize for the platform
Just like you would on your website, work carefully chosen SEO keywords into your videos’ descriptions, tags, titles and more. This will help people find you on YouTube’s search function, as well as in Google and other search engines. You should also make sure to include timestamps in your video, as this makes it easier for users to skip ahead or come back for a second look. (Show them you value their time as much as you value their money!)
Maybe it’s a simple backdrop behind the desk or a logo on your shirt, but make sure you’re consistently showing your brand in the video. Just don’t go overboard and inundate viewers with in-your-face branding placements.
Don’t script too much
Steer clear of over-rehearsing or scripting your videos down to the smallest detail. You want your videos to be authentic and to build trust. A few mistakes here and there only add to your relatability.
Develop your personality
YouTube, at its heart, is meant to be entertaining, so have fun with your videos. Develop a voice and infuse your content with a personality that’s unique to your brand. Carry that personality through every video – no matter what the topic. It’s what will keep people coming back for more.
Enhance your videos with a blog post
Have more to say on a subject? Don’t drone on and on in a 45-minute video. Keep your videos short and sweet, and supplement them with a more detailed blog post instead. Embed the video into your post or link to it, and give it a quick SEO boost.
Aviation brands should be consistent
Have a schedule for your posts, so viewers know when to expect and tune in to your content. You should also work to build anticipation for upcoming videos by posting on social media or releasing teaser videos as you’re prepping the content.
Leverage your channels
“If you build it, they will come” doesn’t necessarily work for YouTube, so make sure to leverage your existing marketing channels to distribute your videos. Share them on Facebook and Instagram, post them on your website and blog, and send them in an email to your most loyal customers. If it’s good enough, they’ll share it as well, and your reach will only snowball from there.
Did You Know?
Haley Aerospace started as Haley Films, so we know our way around video production. Want help getting your B2B YouTube strategy off the ground? We help aviation brands. Get in touch today to discuss your goals.