How YouTube can drive website hits through the roof

Lilach Bullock on Lead generation, Content marketing,


Behind Google, YouTube is the world’s second most popular website and the second most popular search engine. One billion people visit the site every month.

From a marketing perspective, YouTube offers huge potential rewards. Yet breaking YouTube is difficult. 400 hours of video content are uploaded to the site every minute.

How can your business upload content that viewers will want to watch, and not get buried beneath all that content? And more importantly, how can you transform those viewers into customers?

YouTube

There are three steps to making effective use of YouTube:

1) Build a following by producing interesting, relevant content
2) Write strong calls to action
3) Use analytics to effectively monitor traffic

First steps: What are you trying to achieve?

Your first goal is to build a community of potential leads. Your target is to reach those genuinely interested in what your business has to offer.



In order to build a loyal YouTube following, you need to think hard about how to target your content. Ask yourself, who do you want to watch your videos, and how are you going to get them to visit your website?



Your YouTube marketing goal is simple: To drive customers to your website. Too much YouTube marketing is focused simply on building brand awareness. It’s nice when people know what you do, but your goal is to attract business.



Everything hinges on your ability to upload content that is a) interesting and b) relevant.



As far as ‘interesting’ content goes, we recommend that your business produce educational content in the form of ‘how-to’ videos and short courses. Funny videos may potentially win you some attention, but they’re unlikely to win you any customers.

Informative, well-made videos are more likely to attract potential leads. Be careful not to make them too heavy – always aim to give your videos a personal touch. YouTube offers you the opportunity to bond with leads, and people are more likely to do business with you if they’ve seen your human side.



You don’t need to generate huge numbers of views (don’t focus on producing viral content) your aim is to attract quality leads who are likely to be interested in the products you sell or the services you offer.

Upload content often

YouTube

Be sure to upload content regularly. One-off viewers are less likely to become customers than people drawn back time and time again to view new videos. And don’t forget to use the comment section to engage potential customers in conversation (always pointing them to your website!).

Think of each video like a mini landing page, advertising your company’s services or know-how. It may take a few videos to convince a user to jump from YouTube to your site. By frequently uploading quality content, you increase the odds of converting leads to customers.

Produce videos in series. When coming up with ideas for YouTube content, try to think of three or more related titles. Every video you upload should complement other content you have produced, this will encourage viewers to view more of your material and make it more likely that they’ll subscribe to your channel.

Always include a call to action

YouTube

It’s impossible to overstate just how important this is: Without a compelling call to action your videos are useless.



An effective call-to-action drives web traffic and boosts sales. Calls to action are not always about having the viewer buy your products (at least, not straight away 😉 ). You may choose to focus on encouraging viewers to visit your website. A call to action could even invite viewers to watch another video.

Never start a video with a call to action. Presenting the viewer with a call to action too early in a video might drive potential customers away. If your videos are relatively short (in the minus five-minute range) place the call to action at the end.

There’s one big advantage of placing your call to action at the very end of your video: You can be sure that someone clicking it is interested in what you have to offer.



However, if they don’t make it to the end of the video, they’ll never see the call to action. If your videos are lengthier, place calls to action at the end and in the middle.

What your call to action needs to say

Your call to action needs to answer a simple question: Why should the viewer leave YouTube to visit your website? Some viewers will want to become customers, some may be lured by the promise of more content (perhaps more in-depth versions of the videos you’ve uploaded). You need to make it clear that the viewer has more to gain by visiting your website than staying on YouTube.

This invitation should be short and to the point: “Thanks for watching! If you enjoyed this video, why not visit our website, where you’ll find hundreds of other great marketing ideas.” Like all good calls to action it needs to give the reader clear instructions on what to do next.




Use the Video Description Box

YouTube

The Video Description Box is perhaps the most underused feature on YouTube.



Whenever you upload new content to YouTube, you are given the opportunity to describe the content, using the Video Description Box. You can use this feature to drive traffic to your website by adding your site’s url alongside a short (6-7 words) call to action.

This URL will work as a clickable link displayed permanently under your video.

We also recommend adding text to describe the content of your video. This way you can add your website URL again at the end of your description.


Using Call-to-Action Overlays

The Call to Action Overlay is a banner ad that appears in the lower third of the video screen. The Overlay is an effective way of encouraging viewers to visit your site. The Overlay takes only a few minutes to set up, and can feature copy, a thumbnail image and a url.



The advantages of an Overlay are obvious. It ensures that your call to action is visible throughout the video, meaning that viewers don’t have to wait till the end of your video before receiving an invitation to visit your site.




Finally, Analytics

Finally, monitor your metrics. Analytics give you an insight into the effectiveness of your campaigns, telling you whether your YouTube campaigns are driving traffic to your site and allowing you to tweak your marketing strategies.

YouTube offers a variety of metrics, enabling you to determine who your viewers are and which content most interests them. YouTube also provides analytics on adverts, giving you another insight into your audience’s likes and dislikes.

We also recommend Google Analytics for measuring the effectiveness of your video campaign.

Behind Google, YouTube is the world’s second most popular website and the second most popular search engine. One billion people visit the site every month.

From a marketing perspective, YouTube offers huge potential rewards. Yet breaking YouTube is difficult. 400 hours of video content are uploaded to the site every minute.

How can your business upload content that viewers will want to watch, and not get buried beneath all that content? And more importantly, how can you transform those viewers into customers?

YouTube

There are three steps to making effective use of YouTube:

1) Build a following by producing interesting, relevant content
2) Write strong calls to action
3) Use analytics to effectively monitor traffic

First steps: What are you trying to achieve?

Your first goal is to build a community of potential leads. Your target is to reach those genuinely interested in what your business has to offer.



In order to build a loyal YouTube following, you need to think hard about how to target your content. Ask yourself, who do you want to watch your videos, and how are you going to get them to visit your website?



Your YouTube marketing goal is simple: To drive customers to your website. Too much YouTube marketing is focused simply on building brand awareness. It’s nice when people know what you do, but your goal is to attract business.



Everything hinges on your ability to upload content that is a) interesting and b) relevant.



As far as ‘interesting’ content goes, we recommend that your business produce educational content in the form of ‘how-to’ videos and short courses. Funny videos may potentially win you some attention, but they’re unlikely to win you any customers.

Informative, well-made videos are more likely to attract potential leads. Be careful not to make them too heavy – always aim to give your videos a personal touch. YouTube offers you the opportunity to bond with leads, and people are more likely to do business with you if they’ve seen your human side.



You don’t need to generate huge numbers of views (don’t focus on producing viral content) your aim is to attract quality leads who are likely to be interested in the products you sell or the services you offer.

Upload content often

YouTube

Be sure to upload content regularly. One-off viewers are less likely to become customers than people drawn back time and time again to view new videos. And don’t forget to use the comment section to engage potential customers in conversation (always pointing them to your website!).

Think of each video like a mini landing page, advertising your company’s services or know-how. It may take a few videos to convince a user to jump from YouTube to your site. By frequently uploading quality content, you increase the odds of converting leads to customers.

Produce videos in series. When coming up with ideas for YouTube content, try to think of three or more related titles. Every video you upload should complement other content you have produced, this will encourage viewers to view more of your material and make it more likely that they’ll subscribe to your channel.

Always include a call to action

YouTube

It’s impossible to overstate just how important this is: Without a compelling call to action your videos are useless.



An effective call-to-action drives web traffic and boosts sales. Calls to action are not always about having the viewer buy your products (at least, not straight away 😉 ). You may choose to focus on encouraging viewers to visit your website. A call to action could even invite viewers to watch another video.

Never start a video with a call to action. Presenting the viewer with a call to action too early in a video might drive potential customers away. If your videos are relatively short (in the minus five-minute range) place the call to action at the end.

There’s one big advantage of placing your call to action at the very end of your video: You can be sure that someone clicking it is interested in what you have to offer.



However, if they don’t make it to the end of the video, they’ll never see the call to action. If your videos are lengthier, place calls to action at the end and in the middle.

What your call to action needs to say

Your call to action needs to answer a simple question: Why should the viewer leave YouTube to visit your website? Some viewers will want to become customers, some may be lured by the promise of more content (perhaps more in-depth versions of the videos you’ve uploaded). You need to make it clear that the viewer has more to gain by visiting your website than staying on YouTube.

This invitation should be short and to the point: “Thanks for watching! If you enjoyed this video, why not visit our website, where you’ll find hundreds of other great marketing ideas.” Like all good calls to action it needs to give the reader clear instructions on what to do next.




Use the Video Description Box

YouTube

The Video Description Box is perhaps the most underused feature on YouTube.



Whenever you upload new content to YouTube, you are given the opportunity to describe the content, using the Video Description Box. You can use this feature to drive traffic to your website by adding your site’s url alongside a short (6-7 words) call to action.

This URL will work as a clickable link displayed permanently under your video.

We also recommend adding text to describe the content of your video. This way you can add your website URL again at the end of your description.


Using Call-to-Action Overlays

The Call to Action Overlay is a banner ad that appears in the lower third of the video screen. The Overlay is an effective way of encouraging viewers to visit your site. The Overlay takes only a few minutes to set up, and can feature copy, a thumbnail image and a url.



The advantages of an Overlay are obvious. It ensures that your call to action is visible throughout the video, meaning that viewers don’t have to wait till the end of your video before receiving an invitation to visit your site.




Finally, Analytics

Finally, monitor your metrics. Analytics give you an insight into the effectiveness of your campaigns, telling you whether your YouTube campaigns are driving traffic to your site and allowing you to tweak your marketing strategies.

YouTube offers a variety of metrics, enabling you to determine who your viewers are and which content most interests them. YouTube also provides analytics on adverts, giving you another insight into your audience’s likes and dislikes.

We also recommend Google Analytics for measuring the effectiveness of your video campaign.

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Lilach Bullock
Professional Speaker, Lead Conversion Expert, Social Media Specialist & Occasional Diva. Proud mum
UK https://www.lilachbullock.com/