How should B2B marketers make the most of YouTube? Our complete guide
In today’s digital-first B2B landscape, YouTube offers an unparalleled opportunity for businesses to connect with a vast and engaged audience. With over 2 billion monthly active users and 70% of B2B buyers watching videos throughout their purchase journey, the platform is an essential tool for showcasing products, services, and expertise. However, to truly harness its power, B2B marketers must optimise their YouTube channels to improve discoverability and drive organic growth.
In this article, we highlight top strategies for B2B brands to maximise YouTube’s potential – in terms of channel growth and content optimisations.
Audit your existing content
The first step in optimising your B2B channel is conducting a comprehensive audit of your existing content. Evaluate the performance of each video, looking at key metrics such as views, watch time, and engagement. Analyse your playlists, ensuring they are logically organised in a user-friendly manner. Also, ensure your thumbnails, titles, and descriptions are optimised for both users and the search algorithm.
According to a HubSpot study, 54% of B2B professionals watch video content for business purposes at least once a week, making content optimisation crucial.
Understand your analytics
Next, dive into channel analytics to uncover valuable insights about your B2B audience. Determine which videos resonate the most, where your viewers are located, and what devices they use. Leverage this data to refine your content strategy. For example, if mobile usage is increasing (and it’s likely, as 70% of B2B searches are now on mobile devices), ensure your thumbnails and video titles are optimised for smaller screens.
Conduct targeted keyword research
Keyword research is critical to improving your channel’s organic search performance in the B2B space. Identify the terms your target audience searches for using tools like Google Keyword Planner or YouTube’s search suggestions.
Focus on industry-specific keywords relevant to your B2B offerings and audience needs, and ensure they are placed strategically across video titles, descriptions, and tags.
Create Engaging and Optimized Titles
Your video titles should be concise, clear, and compelling for B2B decision-makers. Incorporate primary keywords to enhance visibility in search results and consider using power words or numbers to pique curiosity.
Enhance viewer retention
Retention is a vital metric for organic YouTube success, especially in B2B marketing where detailed information is often necessary. To keep viewers engaged:
- Hook your audience in the first 15 seconds with a compelling question or surprising industry statistic.
- Structure your content to flow logically and maintain focus on B2B pain points and solutions.
- Use chapters and timestamps for longer videos to make navigation easier for busy professionals.
Boost Engagement and Community Interaction
Encourage interaction by responding to comments, asking questions, and fostering discussions relevant to your B2B audience. This not only builds loyalty but also signals to YouTube’s algorithm that your content is valuable, improving its discoverability. Leverage features like end screens and cards to guide viewers to related B2B content, encouraging longer viewing sessions.
Leverage Playlists and Content Organization
Reorganise playlists to group videos by B2B themes, products, or industry verticals. This helps users find related content easily and improves the overall user experience. Avoid vague playlist titles and instead use clear, descriptive names that reflect the B2B content.
Maintain Consistency in Posting
A regular posting schedule helps build anticipation and keeps your B2B audience engaged. Establish a content calendar to ensure a steady stream of fresh material and maintain a balance between long-form webinars, case studies, and shorter, bite-sized videos tailored to B2B interests.
Experiment with Paid Media
While organic efforts build a strong foundation, paid media can amplify your reach in the B2B sector. In-feed ads and remarketing campaigns can target specific B2B audiences, boosting subscriber numbers and driving views. These campaigns are particularly effective when paired with optimised organic content. In fact, B2B marketers who use video generate 66% more qualified leads per year.
Key Metrics to Monitor
Track the following metrics to measure your B2B channel’s success:
- Views and Watch Time: Indicators of content popularity and relevance to B2B audiences.
- Subscriber Growth: A measure of audience engagement and loyalty in your industry niche.
- Engagement Metrics: Includes likes, comments, and shares, reflecting how well your content resonates with B2B viewers.
Conclusion
Optimising your YouTube channel for organic growth is an ongoing process crucial for B2B marketing success. By auditing existing content, leveraging analytics, conducting keyword research, and enhancing viewer engagement, you can significantly improve your channel’s performance in the B2B space.
Pair these efforts with a consistent posting schedule and strategic use of paid media to maximise your reach among business decision-makers. Remember, success on YouTube for B2B brands isn’t just about visibility; it’s about creating valuable, engaging content that truly connects with your professional audience and drives business growth.
Ready to take your B2B YouTube channel to the next level?
Get in touch with our expert team to discuss tailored growth strategies for your YouTube channel and elevate your B2B video marketing game.
