Views: 0 Author: Site Editor Publish Time: 2022-01-12 Origin: Site
Affected by the epidemic, China's B2B companies are facing many challenges. Not only has demand and inquiries dropped significantly, it has also become more difficult for B2B companies to acquire customers.Faced with these challenges, some companies have begun to try YouTube marketing. YouTube marketing has become a mainstream marketing method. Let’s first look at a set of data from the YouTube platform: 2 billion logged in users every month Average daily video views reached 5 billion Global viewers watch 1 billion hours a day, equivalent to 115,000 years; Reaching 95% of overseas Internet users in 91 countries or regions, video content covers 80 languages. YouTube is also a huge grass-growing platform.More than half of users who search for products on Google check product production, usage tutorials and other content on YouTube.The YouTube platform is not just for B2C, but is also very critical for B2B buyers.Let’s look at a case below. The challenges currently encountered by a machinery and equipment company are: it has no reputation overseas and it is difficult to convert inquiries. YouTube became a breakthrough: The customer realized that video marketing was a general trend, decided to try it on YouTube, and received more traffic and inquiries.Let’s take a look at how customers do it: 1. Gain the trust of buyers through video promotion The YouTube platform has shown an increasingly younger trend in recent years. 73% of purchasing decision makers are Millennials; >45% of participating B2B buyers are between 24 and 34 years old; 34.1% of Millennial buyers said search engines are their first choice for learning about a new brand. In addition to the trend of younger people, buyers are also increasingly dependent on the Internet.42% of buyers hope to learn about products and further communicate through online videos; >90% said they discover new brands and products through YouTube.Since YouTube has such a big impact on buyers, we should be more favorable to this platform. 1>By understanding the crowd trends of buyers, we first create an official channel with brand characteristics, focus on brand promotion and display, and lay the foundation for subsequent video advertising promotion. ● Add channel logo and channel picture.When adding a channel image, select a recognizable image and click 'Add Channel Image' to upload a 2560*1440 image, which can be displayed well on desktop, tablet, and mobile devices; when editing the channel icon, it is recommended to upload an 800*800 square image picture. ● The links to social platforms in the lower right corner of Banner are fully set up.Adding video description, company email, website and social platform links in the introduction can give customers a comprehensive understanding of the company and products. ● Create video lists based on segmented content.Set corresponding video categories in the column, such as 'Mechanical Equipment Factory', 'Application of Mechanical Equipment', 'Product Production Process', etc.Put videos of the same category together to effectively attract buyers to click. 2>Create a B2B video that combines quality and performance.High-quality video material is crucial and can directly affect our delivery effect. When making videos, we must pay attention to: ● Create a brand story and display brand information and brand logo as early as possible to let customers deepen their impression of our brand. This method can help you establish real connections with customers.We can build our brand story by sharing personal inspirational entrepreneurship, product promotion, showing work scenes, and interviewing team members. ● The title sequence uses eye-catching elements.Use exquisite thumbnails and vivid product shots in the title to catch the buyer's attention immediately and attract them to continue viewing our products. ● The certificates we obtained and a series of product issues that buyers are concerned about are added to the video to enhance buyers’ trust in us and further gain recognition for our quality. ● Add CTA (Call To Action) at the end of the video and leave contact information, such as: our website, email, etc., or click on the small buttons to buy or contact us, so that buyers know how to interact with us in the next step. 2. Use video advertising skillfully to promote purchasing decisions In order to shorten the purchase decision-making cycle, we have increased investment in video advertising to increase potential buyers' trust in the brand and promote conversions. The first step was to invest in video discovery ads:Through video display, buyers can have an in-depth understanding of the product and subscribe to our channel, laying the foundation for remarketing. We attract user interaction with rich video content and more relevant ads.Video materials are produced from different angles, such as: company introduction, product display, factory display, product production process, etc.The delivery results show that materials focusing on the product production process are more popular with buyers, with 20% more views than other videos. Therefore, in the later promotion of video materials, it is recommended that customers use the product production process as the main promotion point. 1> Create a video playlist around the production process of the product, and encourage buyers to continue watching similar videos through the playlist to increase buyers’ understanding of the product production line process to technical operations.When creating a list, find the video you want to add, click the plus icon in the lower right corner of the video, and select 'Create Playlist'. 2> Guide customers to subscribe to your channel at the end of the video, add an end screen, click the drop-down editing arrow, and select 'End Screen'.Click 'Add Element' and select 'Subscribe' from the drop-down menu to allow buyers to continue interacting with our brand. Step 2: Run TrueView for Action mobile ads, while enhancing brand exposure, encouraging customers to leave inquiry information.We help our clients attract more potential buyers and conversions by adding eye-catching calls to action (CTA), title text overlays, and end screens to video ads. 1> We use annotations and add calls to action in the video to call on buyers to participate, such as: highlighting the advantages of our products or prices, winning awards, limited-time promotions, etc. in the video, adding 'Contact Us' at the end of the video ''Register now' etc. will attract buyers to participate with us, and the conversion rate will also increase by 20%. Note: The call-to-action title can have a maximum of 15 English characters; the call-to-action button can have a maximum of 10 English characters. 2> Add additional links below the video.We have added relevant links to the product details page below the video.After adding sitelinks, the ad received 23% more conversions and 50% more clicks. Run remarketing ads last: Create a remarketing list through customer actions such as subscribing to channels and watching videos, so that customers who have interacted with us can see our ads again, which deepens the buyer's impression and greatly improves the conversion rate.96% of buyers will not choose to buy immediately after seeing your ad, which means we will lose a large number of potential customers.So remarketing ads are very necessary. 1>Determine the audience for remarketing ads.Here we cover the following users: buyers who have subscribed to our channel, watched videos related to our products, disliked and shared them, and commented on our videos. 2>Use video ads to create and target our remarketing customers. 3> Pay special attention to the fact that mobile customers account for a large part. When we create video ads, we must consider the presentation of mobile videos and use square videos and vertical videos to attract buyers from mobile devices. 3. In addition to investing in advertising, we focus on using SEO optimization to gain video exposure and growth. 1. Screening of video title keywords.The role of keywords is to allow buyers to search for our videos and have the idea of clicking. 1>After we search in the Google search box, we can find the corresponding content on the first page of the results and the Top10 of YouTube, which means that the keywords are relatively easy to search. You can refer to the keywords of these videos. 2> Use YouTube suggest to filter keywords Just enter a keyword in the search box on the YouTube homepage, and YouTube will automatically pull down the keywords. These keywords are the words that buyers actually search for and habitually search for. When searching, add an underscore '_' in front of the keyword, and what will be searched will be a series of words. We can add combined words in front to form a new keyword. 2. Video cover selection.The cover image of a video tends to attract more attention and attract people to click.Here are some suggestions for cover selection: 1>Select HD images of video highlights 2> Pay attention to copyright when selecting pictures and text, and be consistent with the age of our buyers. 3> The cover image should use bright colors. Colors are easier to create a visual impact and make the audience want to click to watch. 3. Video tag.Tags can highlight key words in the title.Use tags to associate your video with similar videos and expand your video’s exposure.We set the main keyword as the first tag or the keywords added by the top-ranking videos as tags. 4. Add subtitles to our videos.You can use automatic subtitle tools or upload files to add subtitles to video ads. Tests have shown that the viewing time of video ads with subtitles increased by 10%. 5. Add audio to the video.Many customers want to watch videos with audio explanations. Tests show that 70% of mobile videos are watched with audio. Through the above-mentioned video advertising + video SEO optimization work, the number of video views increased by 9 times year-on-year, and the viewing time also increased by 7 times. While brand awareness was improved, the cost per conversion was also reduced by 30%.In order to achieve better results with YouTube advertising, we need to continuously optimize our clients' advertising content, and also adjust our video production strategies and advertising strategies according to the audience to maximize the effect.
