Learn how using YouTube can market your Construction Business to more People
YouTube is the internet’s second most-visited site and second–largest search engine after Google. So, you should make the most of the platform to market your products and services on. Video is one the best-performing types of content in terms of engagement, and it can be uploaded on regular social media platforms like Facebook, Twitter, and Instagram as well.
As you already know, YouTube is meant purely for video content. It requires that you set aside time to plan, film, edit, upload, market, and analyze on a regular basis. But creating videos is not as hard as it may seem. You don’t need to spend a lot of money or have fancy equipment to make them. Like with any other marketing you will need to start with a goal and then develop a YouTube marketing strategy to help you meet those goals.
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Why YouTube should be part of your Marketing Strategy
Every year more businesses use video as a marketing tool. Cable TV is slowly dying, and according to research by the Motion Picture Association of America (MPAA), cable subscriptions have been overtaken by streaming video worldwide. Predictions suggest that by the year 2025, half of the people under the age of 32 years old will not subscribe to paid TV.
Google bought YouTube in 2006 for $1.65 billion. You may have noticed that YouTube videos tend to rank higher in Google search results, which shows the value of doing video marketing. YouTube as a platform, has a presence all over the world, with localized versions available in 102 countries. This means that your content can be seen and marketed to a wider audience.
Get started with YouTube for your Construction Company
When you create a YouTube account, click on “My channel.” Do not enter your name or click on “Create Channel.” Instead, click on “Use a business or other name” at the bottom. You can now set up a YouTube brand account. Upload things like a channel icon image and channel art. Add information like your company email, a link to your website and a channel description under the “About” tab. Then start uploading your YouTube construction videos with appropriate titles, descriptions, and tags.
Research the Competition
Doing a competitive analysis before you start producing videos is the best way to understand what kind of content should be on your own channel. Look through their videos and see which ones have the highest and lowest number of views. Watch a few of these videos to understand the type of content, and why certain videos may have done better. Also analyze their video titles, descriptions and keywords so that you can see how they are doing with their optimization work.
Your competition is not always your mortal enemy. Sometimes your competitors are also great learning opportunities. Take note of things they are doing right and wrong, so that you can replicate the good things in your own strategy.
What kind of Construction Content to post on YouTube
There are so many different videos you can post to your YouTube channel and they don’t all have to be about construction alone. Below are some ideas on the types of videos you can create:
- Customer testimonials can be compiled into videos along with footage and pictures of the work you have done for these customers.
- YouTube Live lets you broadcast live content like at a construction site. Your viewers will be able to leave comments and react in real-time.
- Event videos of seminars or conferences can show highlights from these events, snippets of speeches, as well as audience reactions.
- Interviews with construction industry experts can be uploaded, and the information they share will help bring in more views.
- Webinars allow you to explain specific topics to your viewers, and they will be able to leave feedback or ask questions.
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Optimize your YouTube Content
YouTube has so much video content that it would take the equivalent of 58,000 years to finish watching everything. That is a lot of content for your audience to filter through. This is why you need to optimize your channel so that they can find related construction videos. Whether or not they find these videos through a search on YouTube or search engines will depend on optimization.
Just like how you can optimize content for SEO, your YouTube videos can also be optimized. This can be done through metadata, which includes the video title, description, tags, category, thumbnail, and subtitles. Writing out the metadata correctly will ensure that it is correctly indexed by YouTube and will show up when someone searches or watches similar videos.
YouTube’s top-ranking videos are watched for a longer time by viewers, have a video length longer than 10 minutes, and encourage user interaction like subscribing, sharing, commenting, and liking.
YouTube is, without a doubt, the best channel to use for video marketing. With goals and a proper strategy in place, you should be able to reach a wider audience and increase traffic, improve your return on investment (ROI), build brand awareness and expand your reach. Just keep an eye on your YouTube stats and make changes as you see fit. These are the reasons why YouTube is essential for construction marketing.
At CMGurus, we make YouTube marketing easy and handle YouTube channel management and YouTube analytics. We also offer a variety of other construction marketing services to meet your construction marketing needs.
