You probably associate YouTube with music videos, children’s programming and strange influencers, yet the Alphabet property is as much a marketing channel as it is an entertainment channel.
Alphabet, the parent of Google and YouTube, doesn’t break out YouTube’s advertising revenues but in 2017 it was believed to have earned about $12.4 billion from advertisers. In the first quarter of 2019 alone, a combination of YouTube and mobile search were responsible for much of Alphabet’s 17 percent growth. That was money spent by businesses looking to turn YouTube’s video views into revenue. Some of those companies would have been local—and not all local businesses on YouTube even spend money on placement.
Here are four ways to use YouTube for local advertising.
1. Create Local Content
The easiest option is to create video content that appeals to your local market. This video from Del Sol Furniturelooks like the kind of commercial you might find on local cable. It picked up nearly 250 views on YouTube. That’s not much but even a 1 percent conversion rate would have been enough to give it an extra sale or two with little expense beyond the commercial itself.
You can be a smarter though. B&H Photo in New York City invited Austin Evans,a YouTube influencer with nearly 4 million subscribers, to tour the store after closing. Viewers got to see some cool gadgets. Evans got to shoot some good content. And the store won some free advertising. That video has clocked more than 1.25 million views. If you can turn a tour of your business into interesting content, either by shooting the video yourself or by working with an influencer, you can land some big views and plenty of new customers.
2. Go Live!
In a recent trend report, Google noted that more and more people are watching “global cultural moments in real time.” The examples that Google gave included Felix Baumgartner’s leap from space and the wedding of Prince Harry and Meghan Markle but you don’t have to jump out of a balloon or marry into royalty to benefit from live video.
Whenever an event takes place at your business, or whenever your business takes part in an event, bring everyone with you. If you’re planning to take a stall at a fair, for example, tell your social media followers that you’ll be broadcasting from the event. Grab a camera and walk the stands. Talk to other stall holders and ask them about their products. If you’re holding a sale, broadcast from the store. Tell people what’s selling and why they should get down to your outlet fast.
A live video might land a small audience during the broadcast but it does bring a number of additional useful benefits. It’s interactive: viewers can use the comments to ask questions in real time. It’s urgent; anything can happen during live television. And it’s also permanent. Even live video becomes recorded video after the broadcast is over. The video just keeps on working.
3. Go International
Over a third of the clicks on Google ads posted by U.S. businesses are generated outside the country. On average, more than 60 percent of the viewers of U.S.-made YouTube videos are outside America. Those fascinating figures are also from Google, and they show the size of the opportunity available to local companies that are willing to ship abroad.
Clearly, this isn’t going to be a solution for everyone. A wedding photographer will only have a small market but even local manufacturers can export if they’re willing to figure out the logistics. YouTube’s borderless reach gives those companies access to new international markets.
4. It Pays to Advertise
Finally, there’s always advertising. The advantage is that you don’t have to build an audience for your YouTube videos. You can just benefit from someone else’s audience. The disadvantage is that you pay for the placement and you have to be careful with your targeting to make sure that you’re only showing your ads to people who genuinely want to see them.
You also need to choose which kinds of ads to buy. Skippable ads are user-friendly. They let viewers scroll past after a few seconds. You need to give viewers a reason to keep watching as early as possible. Non-skippable ads force viewers to watch to the end. They deliver the message and tend to have high engagement levels but also a high abandonment rate.
“These ads also tend to get a bad rap because they seem forceful,” says marketing expert Neil Patel. “But, if your ads are good and targeted effectively, they don’t need to represent trouble. In fact, good ads will be shared on social media for entertainment purposes in their own right.” Get Started.
Start by creating your own content and building your audience on YouTube. Broadcast a live video to deepen engagement. Look for opportunities to make international sales. And once you’ve got the hang of video making and winning audiences, look for places to advertise and deliver the messages that turn YouTube viewers into your new customers.
- The Importance of Video Marketing by Joel Comm
- How Businesses Can Use a Live Q&A to Attract Customers by Joel Comm
About Joel Comm
As an Internet pioneer, Joel has been creating profitable websites, software, products and helping entrepreneurs succeed since 1995. He has been at the frontlines of live video online since 2008 and has a deep expertise in using tools such as Facebook Live, Periscope, Instagram or Snapchat to broadcast a clearly defined message to a receptive audience or leveraging the power of webinar and meeting technologies.
Joel is a New York Times best-selling author of 15 books, including “The AdSense Code,” “Click Here to Order: Stories from the World’s Most Successful Entrepreneurs,” “KaChing: How to Run an Online Business that Pays and Pays and Twitter Power 3.0.” He is Co-Host of The Bad Crypto Podcast one of the top crypto-related shows in the world and has spoken before thousands of people around the world and seeks to inspire, equip and entertain.
Bank of America, N.A. engages with Joel Comm to provide informational materials for your discussion or review purposes only. Joel Comm is a registered trademark, used pursuant to license. The third parties within articles are used under license from Joel Comm. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.