Media sales representatives are under pressure to improve their consultative selling skills, understanding of technology, and ability to access and absorb relevant data to remain competitive in today’s multichannel environment.
How SMEs are using YouTube for Marketing Success
The YouTube community accounts for two thirds of the premium online videos watched on devices by millennials. Despite this, only 9% of small businesses use the platform. For brands that use YouTube, it has become a lucrative advertising channel, bringing with it the opportunity to target specific groups and interests.
Sometimes the success of a video can be somewhat of a surprise, with viral content capturing the publics imagination and hitting the magic formula in getting shared across the world. A perfect example of a seemingly inconspicuous message from the ALS Charity Ice Bucket Challenge of share the challenge and nominate your friends, raising £88 million in just a few short weeks.
Investing in content on social network such as YouTube has proven results. Social media guru Gary Vaynerchuk says that due to the advancements in competition on social media every successful company must now also be a media company which means that companies are now spending more time and money to put out great content in their feeds.
Creating compelling content for YouTube is, of course, a goal for many SMEs, who want a share of that viral magic for their own businesses. In this article, we list a few top tips for YouTube success, that any SME can utilise for their own brand.
Understand your customers
YouTube content should always be developed to appeal to the target demographic of the company producing it. Irrelevant or gimmicky content that has little to do with the companys products or image is unlikely to prove successful.
US toy firm, Hot Wheels has found a way to use YouTube to grab kids attention, in order to market successfully in a very crowded marketplace. Hot Wheels videos shows action-packed footage of its toy cars racing in realistic competitions, instantly getting across the thrills and excitement of these toys. Its not particularly sophisticated, but its certainly effective.
Sometimes the simplest ideas are the best, and Hebridean whisky distillery, Lagavulin, demonstrated this brilliantly with its Christmas YouTube campaign. The firm hired actor and comedian, Nick Offerman, to star in a 45-minute video, in which he does nothing but sit in a comfortable armchair in front of an open fire, drinking whisky. No words are spoken, but the atmosphere is superb, and the message - that you cant hurry a good whisky - is made abundantly clear. This tactic was repeated over the 2016 festive period, with Nick Offerman again appearing for the whiskey company in an hour-long countdown to New Years to great effect!
Its a basic marketing principle that consumers like brands that they perceive hold similar values to their own. Lagavulin worked on that principle with this video, to create content that whisky lovers could relate to personally. For SMEs looking for YouTube success, its important to find their own unique connections with their customers.
A superb example of using videos for product demonstration is CAT, the heavy plant manufacturer. CAT has produced a video that shows mini-diggers playing Jenga, and machines carefully moving around a China shop, amongst other things.
That video is just one in a series of Youtube hits that form part of CATs #BuiltForIt campaign. This campaign highlights the precision handling, manoeuvrability and strength of the companys product range in a fun and engaging way.
Answer your customers questions
A good example of how YouTube can be used to answer common customer questions is Vape Club. Vaping is a fairly new phenomenon, with many new products appearing on the market all the time. That means that there is a constant stream of questions coming from both existing customers and people interested in trying e-liquids for the first time.
Vape Club saw an opportunity to position itself on YouTube as experts in this field, producing videos that answer those common vaping questions. This is easily replicated using a simple free tool Answer the Public, which allows the user to further hone in on the core questions being asked within their niche.
Vape Club produced the first ever video guide for e-liquids, which was called A Beginners Guide to Vaping. Providing simple and easy to understand answers to typical questions asked by those new to vaping, the video has now been viewed over 1 million times, and directs more than 2,200 visitors to the Vape Club website every day. Clearly, that one YouTube video is an investment that has paid off handsomely, and one that other SMEs should be inspired by.
As well as using the key points above to guide your YouTube strategy, its also important to keep abreast of news, trends and events that might be of interest to your target audience. Tapping into the latest celebrity news or happening can be a great way to create a YouTube buzz around your own brand. If youre aware of what your target demographic is following and talking about, you can present yourself as being 100% in tune with their needs and interests.
Your first YouTube video is unlikely to be an instant success, but perseverance is key. If you keep a tight focus and produce regular high-quality content, your audience will soon grow. YouTube videos dont have to be highly-polished, professionally-produced masterpieces, so long as they are interesting and relevant to the target audience. Anyone can produce a viral hit, with potentially huge rewards for online success. For SMEs looking for a low-cost marketing opportunity, YouTube certainly has to be worth a try.
“Cloud, mobility, social media and big data trends are affecting the entire ICT industry, and pretty much every other industry around the world, driving transformation in the way business is conducted,” says Simon Campbell-Young, CEO of Phoenix Distribution.
Today’s consumers rely on a range of devices for inspiration, information, communication and entertainment - laptops, mobile phones, tablets, television, radio, gaming consoles and more.
Research showed that users are learning to use multiple devices - such as Smartphones, tablets, PCs and televisions - together to achieve their goals. The study also explained how user device behaviour is both sequential (moving between devices) and simultaneous (using multiple devices at the same time).
Grabbing and holding the attention of a modern consumer can be likened to grabbing and holding the attention of a two-year old. Just as you launch into your sales pitch on the airwaves, someone else lets loose with a catchy jingle on a cellular screen; and just as that message starts filtering through, the computer screen blinks as a new email arrives in the inbox.