We talk a lot about social media marketing around here, but we tend to focus most of our attention on the big 3- Facebook, Instagram, and Twitter because it’s easier to create content that can be cross-posted on multiple platforms.
But YouTube definitely deserves its share of the marketing attention! YouTube has over 2 billion active users every month, and its popularity among users is second only to Google.
If YouTube isn’t part of your marketing strategy, it’s time to change that! The home service business is a great candidate for YouTube because so much of what you do lends itself beautifully to the video format. Video is perfect for giving guided tours of your finished projects, showing a behind-the-scenes glimpse of your latest work in progress, or sharing your skills with how-to videos and tutorials.
YouTube is a smart and cost-effective way to increase your visibility and generate more buzz for your business, so we’re sharing some tips to help you get started:
- Getting StartedIt’s fast and easy to set up a YouTube channel through your Google account, but finding your audience among the masses can be a little more challenging. After all, you’re not trying to connect with billions of people – just the ones that have a high likelihood of needing your services in the near future!
Finding your audience starts by asking yourself two questions – “Who am I making videos for?” and “What kinds of videos are they watching on YouTube?”
Maybe you want to reach first time homeowners that hire professionals, but also do some DIY. What are they watching? Highlight reels of prominent contractors? DIY tutorials? When you know what they like, you’ll know what kind of content you need to produce to get their attention.
- Know Who You’re Up AgainstIt’s no secret that the home service industry is very competitive. You’re working within a specific geographic area with a limited customer pool, and the best way to beat out your competition is to figure out what they’re doing and do it better!
It’s not spying – it’s simply smart research. Check out the competition, especially the videos that have LOTS of views. What are they doing well? How can you put your own spin on it and make it even more captivating?
- Learn from the ProsEvery industry has its star players. Whether you’re a plumber, HVAC expert, Interior Designer or roofer, there’s somebody out there that’s doing it bigger and better. Learn from them!
This research doesn’t have to be industry related. Choose any YouTube channel that captures your attention and gives off the vibe you want to capture for your own business.
Check out their video quality. Analyze their audio quality. What kind of graphics are they using? What’s their editing style? Take what you’ve learned and apply it to your own video strategy.
- Study Up on SEOObviously, there is a LOT of content for YouTube users to choose from. If you’re new to the game, it can be challenging to get your share of views.
You need to optimize your videos to the algorithms’ liking to get your content in front of your audience. If you’re not an SEO expert, it can be hard to know what the algorithm is looking for. You have two options – do your research on how to optimize your YouTube videos or save yourself a ton of time and outsource it to an SEO expert!
- Set Your ScheduleBefore your post your first video, make a content plan. How often are you going to post? Daily? Weekly? Monthly?
Daily might be a little ambitious for now, and monthly might not be enough to get you noticed. Weekly or bi-weekly seems to be the sweet spot where you can get some visibility without bogging yourself down in content creation.
Do some research on when your audience is online. You want to choose the best time and day to post your new videos so you can maximize your views.
- Like and SubscribeVirtually every YouTube video ends with the content creator reminding viewers to like and subscribe. There’s a reason for that – it works!
End your videos with a clear CTA that reminds them to keep coming back for more.
- Analyze Your EffortsYouTube provides reports on who’s watching, what they like, where they’re coming from, how long they’re watching, and more. This is a data goldmine, and you’d better be using it!
Check your analytics at LEAST once a month to get the big picture of how your content is performing. You’ll be able to identify your strengths, recognize your weak spots, and make continuous improvement that increases your visibility, ups your engagement, and helps your business grow.
Want to learn more about using YouTube to boost your business? Check out https://resonetrics.com/services/paid-ads to learn how we leverage the power of YouTube to create next-level marketing strategies for small business.
