While newspapers are losing their throne, the new age of fast information such as videos, animations, and podcasts is on its way. According to the development trend of digital, Youtube is ranked 2nd only after Google among the websites with the most traffic as of January 2020. Large enterprises have the ability to use Youtube channels “luxurious” with TVC billion, only 9% of SMEs are present on this online media network.

  1. Sustainable content
  2. Optimize videos according to search behavior
  3. Link content to other media channels

So is building a Youtube channel necessary for the marketing steps of SMEs?

An important benefit for businesses when attaching Youtube to the online communication line is not only quickly reaching a large audience, it also becoming a channel to store information about brands and products. easy access by users for reference. At the same time, giving customers the opportunity to fix their own problems with the product, bridging the gap between brands and users with readily accessible, available information.

In order for SMEs to start building an effective youtube channel with a reasonable budget, let’s start with channel content orientation.

1. Sustainable Content

Sustainable content is content that carries information and knowledge of lasting value to readers. Similar to readable information, visual information is even easier for viewers to absorb and return to.

Sustainable content often includes topics about how products are used and applied in everyday life.

Fatzbaby – a Korean brand of mother and baby products, initially only opened a Youtube channel with the purpose of posting simple videos on how to use the products, making it easier for their customers to use the product. at home. However, the brand invests more budget in video images so that the tutorials make it easy for customers to receive and most beautiful. And in just 2 months of construction, the number of views of this channel reached 280,000 – an impressive number for an SME channel.

In addition, building sustainable content helps businesses take advantage of many other marketing activities such as presentations at agents, and stores, as guides for sales staff, or PR on other social channels.

2. Optimize videos according to search behavior

If you want your video to rank up in the search engines, you can usually use paid methods for YouTube, or conduct YouTube SEO. To initially facilitate the initialization without spending too much on the above activities, the channel manager can apply the following notes:

  • Video name: make sure to briefly and clearly show the content of the video and hit the viewer’s mind. For example: “Notes on breastfeeding” – the title KOL talk show on Fatzbaby’s channel attracted great attention because it touched on the problems of mothers with young children, the main audience of the channel.
  • Duration: Youtube appreciates the value of long videos, but viewers will often hesitate before their long, time-consuming videos. To ensure Youtube’s criteria and attract viewers, the video should be moderately long, with captions instead of just subtitles. Viewers can let the video autoplay to listen to information while doing other things.
  • Uploaded file name: Not only the video title but also the uploaded file needs the target keywords, Youtube will pay attention to it.
  • Build the description: According to Youtube SEO, this section should summarize the video content, containing related keywords. However, according to the behavior of viewers using youtube, they are often interested in the comment section below and rarely click on the description to view information. The description can be moved down to the comments, and pinned on the top for interaction and readability.
  • Tags: help categorize industries and reach the right target audience.

3.  Link content to other media channels

In order for the content on each communication channel to be used effectively, marketers need to know how to link the content of the channels into a unified information line. Avoid conflicting content that can lead to breaking the link between activities as well as communication messages.

First,  communication messages from social media channels must be similar to those from traditional channels. Building youtube content is a way to encapsulate and re-visualize long, dry user manuals of products. However, it is still necessary to ensure consistency in the message and image of the brand identity so as not to confuse viewers. The information boundary between social media and traditional channels is getting narrower and narrower, customers can no longer distinguish between the direct words of sales staff and brand content posted on Facebook. They just know those are all words that represent your brand, so it needs to be consistent.

Next is the ability to support the flow of information back and forth. If on the way to work, the target customer encounters an attractive outdoor promotion ad, then they immediately search for information on the brand’s fanpage/website but can’t find it, the chances are high that they give up here. and do not want to continue to learn about the brand anymore. But if as soon as that customer sits at the desk, turns on the computer, and the product information is immediately displayed on their Facebook, and the youtube channel also suggests the application video of these products, the ability to retain customers with the brand has reached 50%. It is a whole process of designing the touch points of the business, the important factor is the mutual support between the content of the media channels, regardless of online or offline.

During the crisis caused by the epidemic, which had a significant impact on the business activities of enterprises, SMEs faced more difficulties in terms of marketing budget. The wise move for current companies is to focus on building consistent, sustainable information content on communication channels. Create experiences that are both entertaining and informative for viewers as well as for the brand to reach a wider audience, preparing for marketing projects to increase revenue later.

For advice on the plan to build a corporate youtube channel, please contact SKYPERRY Digital marketing agency – email:  support@skyperry.com , hotline: (+84) 88 605 6868 .