Using YouTube to Promote Your eCommerce Store


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As broadband Internet becomes more widespread and accessible across the world, the share of video content is rapidly and inevitably growing.

One of the best media marketing strategy channels for an eCommerce site is YouTube, and it is the second most popular website on the internet. And, because of this, you can bet that your ideal customer is spending time there. Except, right now their search results are likely leading them to other peoples ecommerce websites and products. Yes, it seems like an odd eCommerce platform. I’ll grant you that. But YouTube happens to give you the chance to showcase videos that really show off the benefits of whatever your eCommerce web site is selling. And it does so in a way that would otherwise be hard for your online business to achieve.

The majority of users regard video as the easiest medium to perceive. It is only natural, then, that YouTube, being the best-known video sharing service, is an incredibly important tool for any online marketer. However, there is a huge gap between deciding to use it for marketing and actually achieving any success in this field. So how does one go about it?

As a result… if you can figure out how to take advantage of the opportunity provided by YouTube, you’ll be able to boost sales for an e-commerce site that you’re looking to grow.

If that’s something that you’re struggling with, then you’ll be pleased to know that there are some proven solutions available sure to help progress the success of your online business.

In this post, we’re going to take a look at developing a media marketing strategy for your e-commerce site using YouTube, so you can subsequently drive sales.
We’ll go through methods that are relatively cheap. But, I’ll also outline some methods that can bring you great results – provided you spend the right amount of resources.
By the end of this post, you’ll understand how the YouTube platform can be used as part of a media marketing strategy for an e-commerce site and what important steps you need to take, if you want to succeed.

Also See: A Guide To Using Pinterest for eCommerce Marketing

At the end of this article, you'll be able to learn:
1. Facts about YouTube - What you should know about the world's largest video hosting service - YouTube

2. YouTube marketing strategy
- Learn how to grow your online marketing in a strategic plan

3. Types of YouTube videos for marketing
- What kind of videos to use in your channel to help you grow your eCommerce store

4. Creating YouTube channel for your brand
- Learn how to create your own YouTube channel for your brand, basic requirements, and advices.

Let's go:

What you should know about YouTube

√. More than 1 billion unique users visit YouTube each month
√. Over 6 billion hours of video are watched each month on YouTube — that’s almost an hour for every person on Earth
√. 100 hours of video are uploaded to YouTube every minute
√. 80% of YouTube traffic comes from outside the US
√. YouTube is localized in 61 countries and across 61 languages
√. According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
√. Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year

It is not as easy task as it may seem, for e-commerce communication is by definition purely commercial in 99 percent of situations, and you will have a hard time persuading your clients, both current and potential, that the primary goal of any video you publish is not to get into their wallets.


YouTube Marketing Strategy:

Just like any other digital marketing strategy specific to a social networking platform, YouTube too needs different and medium specific marketing strategy.

Understand Your Audience:

Understanding who your target audience is greatly helps to formulate and produce videos accordingly, it depends on,
1. Age
2. Gender
3. Demographics
4. Geography
5. Existing customers or New leads
6. Interests
7. Other proclivities

Purpose of the videos:
Understanding the purpose helps you to produce videos that clearly communicate your goal. Purpose might be of,
1. Direct Sales Advertisement
2. Tutorials and How to Videos
3. Events
4. Promoting special limited offers
5. News
6. Product launches.
7. Interviews
8. Product Reviews

Measuring Results:

When considerable amount of energy, time and money is invested into strategizing and promoting products through YouTube, it is highly imperative on your part to measure the ROI on the resources. Setting up target metrics like,
1. Click through rates
2. Videos views
3. Videos shares
4. Conversions triggered by videos
Might help you to ascertain the efficacy of your marketing strategy.

Technical Stuff:

For the visitors to see the awesome content you are going to publish, there first should be visitors. And to guarantee their initial influx, you should know basics of starting a YouTube channel and optimize its technical aspects, like choosing the channel name, description, integration, icon, cover photo..

Content:

Make sure it is useful. Find out what your customers care about and give it to them. Useful tips and tricks on how to use your products. Instruction manuals dealing with topics that directly relate to your industry. Demonstrations of unusual applications of your products. A study from Luxy Hair – they don’t clamor about how awesome they are but provide demonstrative instructions that don’t even necessarily need their products to implement, thus gaining loyal subscribers who are likely to become clients. What your customers love is what you're going to deliver, you should try to find out solution.

Collaboration:

The easiest way to the top is to attach yourself to somebody who is already on the way there. In other words, collaboration with the industry influencers whose channels are already fairly popular. By working in tandem with a well-known YouTube creator you promote both your brand and his channel – like, for example, Mountain Dew did in their
collaboration with Devin Super Tramp
, a YouTuber channel with 4.5 million subscribers.

Also See: 7 Powerful Tips for Using Facebook To Boost Your e-Commerce Store

Choose the opinion leaders/celebrities/influencers that are somehow interesting for your target audience. Before the contact, you should clearly understand how the collaboration should look like.
Brainstorm with your team about ways how this persona can be involved in a video, discuss its final goal and which audience it appeals. Prepare the proposal with the details and reach influencers out through social media account, e-mails or PR managers. A piece of advice here: check all the details before signing an agreement and ensure you are able to meet obligations.

YouTube is more important for your marketing than ever. According to statistics, video content already constitutes more than 70 percent of Internet traffic, and this percentage is likely to grow further – and your business should capitalize on it.


Types of YouTube Videos for Marketing:

As ecommerce marketers you could resort to various formats (messages) of videos all depending on the context and the audience.

Direct Advertisements:
This is one of the most direct ways of using YouTube for marketing. You could upload television ads or even ads specifically produced for online viewers and upload them on your YouTube channel.

Brand Awareness:
Apart form direct promotional ad type videos, you can produce creative videos that often aims at creating and spreading brand awareness among your prospective customers.

How-to's Videos:
At a time when providing exceptional customer service is considered to be a unique selling proposition, you could use YouTube as a channel where your customers can get their doubts cleared with product or service related tutorial videos. Many a time these how to videos act as a first point of contact to new prospective leads that might persuade them to come onboard as customers.

Testimonials:
YouTube can be a great platform for you to share your customer’s video testimonials and recommendations about your product/service. This is also a great way

Events:
Many companies use YouTube for live broadcasting product/service specific events like new product launches and other real life promotional activities.

Others:
Other commonly used Videos worth trying out are,
1. Webinars and presentations
2. Interviews with CEO, customers and brand ambassadors.
3. Product demo videos
4. Product reviews
5. Behind the scenes
6. Humor – News jacking.


Creating a New YouTube Channel For Your Brand:

Promoting and marketing your products and services needs a company specific and exclusive YouTube channel
1. To create a brand specific YouTube channel all you need is a Gmail account.

2. Visit YouTube.com and click on Sign in. Use any of your existing Gmail Id to log in to YouTube.

3. After logging in, click on My Channels on the side bar.

4. By default every new account will have a default channel that can be used to build your channel. If you desire to create a new channel from scratch then click on http://www.youtube.com/channel_switcher

5. Click on Create New Channel

6. You’ll be asked to provide a name to your channel and also select the type of channel; in this case it is a product or brand.

7. As the proverbial saying goes that A first impression should always be a best impression, You can add a small trailer video that both communicates who you are and what you offer to your customers. To enable trailers click on the pencil icon and select Edit Channel Navigation.

8. Click on Enable the browse view.

9. To select channel trailer click on Add Channel Trailer and select from any one of the previously uploaded videos. Since the trailer video is the first content anyone who is new is going to see on the channel, the recommended best practice is uploading a short, concise video that clearly communicates and captivates new visitors to engage and subscribe to your channel for regular updates.

10. YouTube also allows you to completely rebrand your YouTube channels by enabling you to upload pictures and graphics that portray your brand. You can add pictures or graphics by clicking on Add Channel Art.

11. Apart from adding trailers and graphics you could also explain about your brand in the about section. Click on About and click on Channel Description

12.You can also add all the necessary and relevant links to your brand that helps visitors to learn more about your brand. Click on Links and add web URL to your brands website, links to other social media platforms like Twitter and Facebook. You could also add an email address that visitors could use to contact you directly.

13. Some times when channels have more than 100 videos it would be a tedious task for a typical visitor to find and search a particular set of videos, to make accessing videos easier you can now categorize videos Based on parameters like,
o. Popular Videos
o. Most up voted
o. Live events
o. Upcoming events
o. Completed events
o. Custom playlists
o. Subscriptions

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Mohiddeen Ahmad

I am Mohiddeen Ahmad, the fountainhead of Flowdiary Blog. I Manage this blog and post articles relating to Entrepreneurship, Online Marketing, Technology, Blogging and more.. Stay updated on Facebook, Google+, Twitter, Instagram, and YouTube

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