Does YouTube work for B2B?
YouTube is an opportunity to add visual instruction to your business. It’s a unique medium that probably reaches a totally different audience than, say, your company blog or your LinkedIn page. It’s a lead magnet for your business that stretches into a new medium that you might not be used to reaching.
You can use YouTube to:
- Grow a following around your business or personality
- Drive leads to your website
- Broadcast your message to people who might not find you any other way
- Teach customers how to use your product
- Give leads another way of connecting with you on a personal level
- And so much more…
Here’ what you should know to get started:
Choose a topic
You want to be passionate about the things you’re talking about. Make sure you’re always
interested in the things you want to make videos about.
Research: Certain keywords get searched a lot more than others. You can use tools like Ahrefs to find high volume keywords. Take a notepad and write down the topics or keywords you’d be excited to cover.
Publish before you feel ready
Once you have your topics, it’s tempting to procrastinate (like we’ve done) because you’re nervous. It can be scary to put yourself out there. But the best way to build a channel is to simply start creating content.
Checklist for creating and editing a quality YouTube video
- Don’t film with bright lights behind you. Balance light, so you’re not backlit.
- Avoid noisy areas, so audio is nice and crisp.
- Too much echo? Look at the floor and ceiling in your room — you could be sitting in an
echo chamber. Try putting carpet down as a solution.
- Remove any dead space in your videos. When Brandon is editing videos, he splices
separate takes together so they feel just like one sentence. This helps you get to the point
of your video faster.
How often should you post on YouTube?
The unspoken rule of content marketing is that you should post as often as possible. According to Brandon, that means at least once per week. But at the end of the day, it depends on how personal you are with your audience, and how long or in-depth your videos are.
How not to be boring
The type of person watching YouTube is a different audience than someone browsing Instagram, LinkedIn, or the NYTimes.
Start by thinking about why someone might come to your channel. Most of the time, it’s probably to be entertained or to learn.
If you’re creating educational content, make sure to always solve the problem you’re addressing in the title. There’s nothing worse than sitting through a 10 minute ramble that promises to solve a problem, only to be left with the same problem looming by the end of the video…
For creators, it helps to write a script and stick to it.
P.S. don’t try to muster enthusiasm about subjects you don’t care about. You’re better off picking topics you’re genuinely excited to discuss, so that your passion comes through on the screen.
Standing out and getting attention
Should we know anything about the YouTube algorithm?
The YouTube algorithm depends on many factors like views, spikes of views, subscribers, time spent on someone’s channel, time spent in each YouTube session, etc., but watch time is a factor you should definitely optimize for.
If you can create long videos that retain someone’s attention for 15-20 minutes, then do it! But if you’re better at chunking content into 2-4 minute videos, then do that instead. What matters most is that you find a flow that keeps viewers’ eyes on your channel.
That all starts with creating the best video content that you can.
Collaborate with others
Collaborating with people is always a good way to grow your following (and help someone else grow their following at the same time). Try interviewing people on your channel. Participate in challenges or pitch to be a guest on someone else’s YouTube series.
Follow the zeitgeist
One of Brandon’s main pieces of advice for finding topics that people care about: follow the zeitgeist. Post content that fits into the intersection of your interests and what’s happening in the world of your ideal audience.
We’ve talked for months about the possibility of launching a YouTube together. Finally, Brandon inspired us to launch a channel — with a twist.
In the spirit of following the zeitgeist (and creating videos about something we’re excited about), we decided to create a channel that encompasses: a shared interest we have + what people ask us about most + what we don’t see online.
And we landed on this theme: how to build a successful online business with your partner. Within a week, we reached 110 subscribers, so I’d say we might be onto something here.
Tools + equipment
You don’t have to spend a lot of money to create quality YouTube content. In fact, you probably already have most of the tools you need. And if you’re insistent on spending money, don’t do it until you’ve started trying things with what you’ve already got. That way, you can spend your budget where it matters most.
That said, here are some tools you can use to get started creating YouTube videos from home:
- Cell phone camera
- (Wired) Apple headphones
- iMovie (Mac)
- Adobe Premiere Rush (PC)
- Hire freelance video editor (If you’re going to spend money, spend it here, Brandon says!)
If you feel like this is out of your league, or you feel like your ads just aren’t performing… remember to always e-mail us for some free advice. Click here and we’ll answer any queries you may have!
Originally written by Brandon Wells for Sumo.