Looking to expand your online reach?

Have you thought about launching a YouTube channel? 

Not sure if a YouTube channel is for you?

What other point of difference do you have to your competitors?

Video marketing, in particular using YouTube is a great way to provide your audience with the great quality content they’re after.

Why use video marketing for your business

The power of video marketing can not be denied. 81% of businesses have already hopped onto the video marketing bandwagon, and those figures are still growing. 


Because video provides a great ROI

Videos are simply engaging.

They garner more clicks, traffic and conversions than written content alone.

If a picture paints a thousand words, just imagine how much information a video, with a lot of moving pictures, can convey. 

It’s a no brainer.

In fact, research shows that 72% of audiences would rather watch a video to learn about a new product or service, than read a blog about it. 

We humans are naturally visual creatures, so it makes sense to appeal to our innate way of learning.

Pictures are one thing, moving pictures, ie a video, well that’s a whole other ball game. Plus, videos help build trust between your brand and your audience.

And trust is what stands between you and sales.

Video can engage with people on a level that written content just can’t. Video allows you to present your brand and your products in a friendly, approachable, usable light.

Plus, Google loves videos.

The longer people watch your videos, the longer they’re on your site, reducing bounce rate. 

Fun fact – you’re 53 times more likely to get ranked highly on Google if you embed a video on your site. 

Oh, and Google owns YouTube, did we mention that? 

So don’t forget to SEO your videos too…

How to create a YouTube channel 2020

It’s hard to believe that YouTube is only 15 years old given how popular it is and how many people use it on a daily basis – 1.9 billion monthly users to be exact (or 25% of the world’s total population). 

OK, so how to create a YouTube channel (this is easy and only takes a few minutes):

  • Create an account with YouTube. Probably best to use your business email if you’re creating the account for your business, that way it’s all linked up.
  • Log in to YouTube and click on your avatar, then choose ‘Settings’ from the dropdown menu. 
  • Select the ‘See all my channels or create a new channel’ option. 
  • Click ‘Create a new channel’. 
  • Name your channel. Probably best to name your channel something sensible ie after your business or something that is immediately apparent to your audience. 

YouTube will create your channel there and then and drop you straight into your dashboard. Time to get creating!

How to make your YouTube channel your own

So your YouTube channel is up and running, now you need to customise it. 

YouTube creates all new channels as blank slates for you to stamp your mark on.

Click the ‘Customise channel’ button via your dashboard and start on the ‘About’ tab.

  • Fill in details about your business, what you do and add in any links. 
  • When you’re writing your business description, treat it as you would any other piece of online content and be strategic with what you include. 
  • YouTube is owned by Google, so SEO all of your written content and don’t forget to include keywords. This is all just another string to your digital marketing bow, so treat it as such. 
  • Once you’ve written your business description, if you want, add some visuals to your channel, including a banner and a profile picture.
  • Match your YouTube channel with your own branding for continuity.
  • Once complete, click the ‘Done’ button and sit back to admire your smart new channel with its SEO-friendly description. 

Now you just need to add videos and optimise it. Easy 

How to add videos to your YouTube channel

  • If you’ve created videos already, head to the ‘Video Manager’ link above your profile photo and this will take you to your Video Manager page.
  • From here you can upload any of your videos, so find the one you want to upload and click ‘upload video’. 
  • Whilst your video is uploading, you can set to work with your SEO efforts. 
  • Enter the video’s title, description and any tags associated with it. Remember, this all works towards your optimisation efforts, so box clever in the description and make your video as easy to find as you can, and relevant to your audience’s searches. 
  • Once your video is uploaded, select a thumbnail you’d like to go alongside it.
  • This thumbnail should be the most engaging and accurate image you can get for your video, so pick wisely. 
  • Click ‘Publish’. 

Don’t forget to ‘Save changes’ every time you alter something once you’ve posted the video to ensure your audience only see the most up to date content.

YouTube SEO – how to rank your YouTube videos

The easiest way to have your videos rank is to SEO them. 

Treat your video content as you would any online content and make sure it is accessible to your target audience.

A few tips and tricks to get started include:

  • Pick an eye catching (and relevant) title for your video. This is the first thing your audience see, so make it as specific to their search enquiries as you can. There’s a delicate balance to be struck here – you want to pique their interest and get them to click on your video. 
  • Incorporate keywords. Your video is still searchable content at the end of the day, so utilise your keyword strategy here too. 
  • Ensure your URL for your video is easy to read and doesn’t come across as spammy. 
  • Make great, shareable content. 

How to grow your YouTube channel

The best way to grow your YouTube channel is to create content that appeals to your target audience. Then tailor content even further.

Don’t try and capture the whole market, that is never going to happen. 

3 of the most common approaches to video marketing on YouTube include:

  1. Make explainer videos – ie a video that walks the audience through your business, product or service, communicating the value of the brand or the service as you go. 
  2. Create how-to videos – indirect selling through demonstrating the best use of your product or service. Basically, you’re teaching your audience how to do something, that could be something they’re interested in, or it could be how to get the most out of your product. Only you will know what your audience are after. 
  3. Answer FAQs or make a tutorial video – if you are inundated with the same question over and over, consider making a tutorial video that answers the question succinctly, so you don’t have to repeat yourself constantly, or at least take some of the pressure off your customer support team. 
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Aly Johnson

Content Writer & Topic Researcher
Aly has been a creative copywriter for Assertive Media since 2019, covering everything from car warranties, stem cell research and e-cigarettes, to recruitment and organic wine - but she has a particular affinity for SEO and digital marketing.