When utilizing YouTube for B2B marketing, there are some best practices to consider.
Publicize your Videos: Your existing customers must find out about your videos, publicize your videos. Instruct your sales force to take advantage of this new resource and pass the URLs for appropriate videos to their customers. Include your YouTube channel URL in all promotional materials, catalogs, and the like. Link to your YouTube channel and videos from your company website. You have to make sure that your customers know what’s available, and how to get there.
Optimize your Videos for Search: YouTube can also be useful in informing potential customers about your offerings. As such, you need to optimize your videos for search. That includes using appropriate keywords in your videos’ titles, descriptions, and tags. It also means crediting notable speakers, partners, and customers in those descriptions and tags; someone well-known in a video can attract lots of new viewers.
Optimize your Channel Page: For B2B businesses, just like B2C businesses, your home base on YouTube is your channel page. Customize this page to best reflect your company’s visual image, and use the page as a gateway to all your videos on the site.
Fresh content: With a B2B business, you probably don’t need to upload quite as many videos quite as often as with a B2C business, but you still need to keep your content fresh. Even business viewers expect fresh and timely content, so make sure you upload new videos on a regular schedule—and delete old ones that become outdated.
Upload all existing Video Assets: When it comes to B2B marketing, it’s all useful. Take any existing videos you have sales videos, how-to videos, you name it—and adapt them for viewing on YouTube. That might mean chopping up a single long video into a series of shorter ones, or pasting together several short related videos into a more cohesive longer one. If you think existing or potential customers might be interested in or find value from a video, make sure it’s uploaded and available for viewing.
Embed your YouTube Videos on your own Website: Your video presence shouldn’t be limited to the YouTube site. If your videos are truly useful to your customer base, you should also dedicate a portion of your company website for their viewing. Create a videos page and embed your YouTube videos there.