Google Trainer Maria Elena Duron: How to Use YouTube to Grow Your Business
Follow her on Instagram @marketingcoachmaria.
Maria shared best practices with a group of entrepreneurs as part of Workshop #4 hosted by WELA, Women Who Launch.
There are best practices for creating a YouTube Channel and compelling video content that promotes your products and services and drives engagement with your brand.
Maria shared best practices for:
- Creating a YouTube Channel, Understanding different video formats
- Making good creative, and how to target and measure the results
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With Youtube- Customize your channel.
Use the Trailer and Video spotlights. Have a thank you video, thanking people who subscribed to your channel.
Create a playlist of 2–3 minute snackable videos about your business.
“If you aren’t measuring, you aren’t marketing.”
What’s the result that you want from your video? Share a concise message. Make a strong impression in 5–15 seconds. Deliver a call to action or a timely offer.
Video concepts- What story do you want to tell? What’s the purpose of the video? Who is the star?
Create Your Business story. In 30–60 seconds, highlight who you are, what you do and why you do it.
One of the best stories is the Hero story of your business.
A Hero Story- Once upon a time, suddenly, luckily, happily and happy ever after.
Facts tell but stories sell. Four out of five videos are unboxing videos. Share these to your channel. A User Generated Content (UGC) 15–30 seconds piece explaining your product benefits and the details of how it works is very valuable.
For video production, use a clutter free space, show your logo, use natural lighting, face your source, listen to the space, use a microphone and speak confidently.
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The YouTube Thumbnail is where people make a decision to click on your video. You can choose a different thumbnail from the auto-suggested one.
On Youtube, tags are helpful. With Instagram, it varies.
Use an Endscreen to encourage users to go to your next video.
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Use Bumper ads. These are skippable in-stream ads. After 5 seconds, the viewer has the ability to skip them. You pay only if the viewer watches 30 seconds of your video. With this, you can choose a companion banner at no charge when your ad is skipped.
Explore G.co/primer. It has How To lessons as an app. Other online tools are available at google.com/grow.
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One Health company said that they have a YouTube video with 350K views that is growing 10% per month, but it doesn’t lead to conversions.
=> You can add a next step in the video description like, “Come to our website for Case Studies.”
=> You could do a once a month webinar. They do a monthly zoom/Facebook live.
Maria recommends that your website should be your hub.
