Abby Buchan-Howard
YouTube is a video sharing website owned by Google. It is designed to allow users to post and view video footage and subscribe to creators whose content they are most keen to stay up to date with. It is quickly becoming a key tool to have in your marketing arsenal and for , this is hugely important to success online.
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The Relevance of YouTube
Although it may seem unusual for construction marketing to require video content as part of its output, the significance of YouTube and video cannot be underestimated.
YouTube boasts more than one billion active daily users. It also has one of the longest lifespans for individual posts for any social media platform, ranking second behind Pinterest. For construction marketers, this is vitally important as it allows them to have more time between YouTube uploads which gives them more chance to create high-quality content between posts. With over a twenty-day lifespan for a YouTube video, there is plenty of time to have your video viewed, shared and your channel subscribed to between posts.
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As well as being usable for video-sharing and viewing, YouTube is also a search engine. According to HubSpot, YouTube is the second most popular search engine on the internet behind Google, who own the platform. This makes it a key place to meet and connect with prospects; as they may be actively searching this social media site to find information on products or services that you are able to provide. If you aren’t using the platform, you could lose out on the chance to make valuable leads.
YouTube’s primary audience is those aged between twelve and forty-nine years of age, giving those posting on the site a huge demographic of people to connect with. This also increases your chances of being found by your target audience as YouTube is reaching such a huge volume of people every single day. It can also be accessed in seventy-six different languages by 95% of the global population.
YouTube and You
Using YouTube for construction marketing can be a fantastic way to meet and connect with consumers. Video’s is a way for you to introduce yourself and your company to the consumer in a personal way. Approaching a company may seem daunting to a potential prospect and putting a face to the name of your brand can personalise the viewers experience of your company before they reach out to engage your services.
Video is quickly becoming one of the most popular ways of consuming content. According to HubSpot, 59% of executives prefer watching visual content to reading text, so including YouTube in your social media strategy is key boosting the awareness of your company. It is one of the best ways to engage with your target audience through easily consumable content.
In order to make use of the increased popularity of video, it may be a good idea to create a video blog, known as a vlog. Like a normal, text-based blog, a vlog is a way of giving your viewer information about you, your company or something that is going on that you want to share with them; like 8 Practices To Improve Your Content Marketing Strategy. Engaging them visually will increase the likelihood of them wanting to consume all of your content in its multiple forms.
Additionally, YouTube is a great educational tool. One of the key philosophies of content marketing is the offering of free educational content to your prospects. By using YouTube’s playlist tool, you can create whole series’ of content that users can engage with, gaining a clear understanding of you and your company prior to reaching out to you. Some suggestions for videos include information about:
- SEO
- Content Marketing Strategies
- Insights into your company
Videos that you post can also be optimised for the purposes of SEO through the title and description of your content. You can tag the video with relevant to boost the chances of it being placed on the right pages for your audience to find and you can create eye-catching thumbnails to make the video stand out on a search page. All of these tools offered by YouTube make it a great platform for construction marketers.
Like other social media platforms, like Instagram, YouTube includes a share feature alongside the descriptions that you will have created when posting the video. It’s important to include a call-to-action at the end of the video, encouraging viewers to share content they enjoyed; making them a part of your content marketing strategy.
When adding a call-to-action, it important to also encourage the viewer to subscribe to your channel. This means that whenever you post new content, subscribers will receive a notification that there is more content ready for them to watch. This can either be directly to their YouTube account, as an email or as a push notification on their phone if they have the app. This creates more awareness of you and your content and will lead to more prospects, leads and customers.
Nearly every social media side includes an analytics tool for its users to monitor how successful their content is. For Facebook and Instagram users, it is only through the business pages that it is possible to do this. On YouTube, it is a standard feature of all accounts. This means that you are able to closely monitor how your building products video’s are performing, which content is working for you and gain a clear understanding of what to focus on moving forward.
YouTube is a fantastic tool for construction marketing. It is an easy way to visually display your company’s services and products to viewers while also giving them a personal experience that is unlike many of the faceless interactions they may have had with other companies not using the platform. The cost of producing content varies depending on what you choose to include, but uploading it to YouTube will be an invaluable addition to your companies social media arsenal, raising brand awareness and customer engagement that will turn prospects into leads and customers.
Statistics taken from: HubSpot
How Insynth Can Help You
Would you like to see more from your social media strategy, across YouTube and other sites? Insynth’s social media service is designed to provide you with complete control over your brand image and messaging across social media platforms. We will work with you to tailor a personalised social media presence, advising you in terms of:
- Social consultancy: developing your personalised social media strategy based on your marketing goals.
- Managing your brand: securing engaging usernames and profiles that match your campaigns to highlight your brand image.
- Social tone and nature: finding the right voice and style for your brand’s social media presence.
- Social media monitoring: Highlighting customers’ positive feedback across your social media channels and involving you in conversations.
- Social PPC: Implementing social ads to develop your social media presence.
- Social PR: Networking on social media platforms to expand your range of contacts, prospects and clients.
- Creative Discussion: Creating fast, reactive updates to spark conversations and visibility online.
- Reporting and Analytics: Analysing data to review the effectiveness of your social media strategy and activity on each platform, to inform future activities.
- Cross Channel Promotion: Ensuring that your messages reach audiences across all social media and marketing channels to expand your reach.
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About Insynth
Insynth Marketing is a leading UK construction marketing consultancy based in Shifnal in the West Midlands. Insynth employ the latest inbound marketing techniques such as construction inbound marketing, to help building product manufacturers grow their businesses by aggressively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.