YouTube Marketing: 5 Steps for Creating a Lead Generating How-To Video
If you've ever wondered how to survive wild animal attacks, you're not alone. Over 10-million people have watched a YouTube video on that particular subject. Nearly 200,000 have learned how to bathe a chicken on YouTube, and almost 2-million have learned how to escape quicksand.
YouTube users spend more than 20-million hours every month watching how-to videos. So what exactly does your target audience want to know how to do? Chances are they'll do a YouTube search for it eventually.
How to Create a How-to Video
One of the primary goals of online marketing is establishing yourself as an authority, as a likable expert in your industry. A well-made how-to video will help you accomplish that goal, in addition to providing enormous value for your audience.
Always keep in mind your target audience when creating how-to videos. With your target audience in mind, follow these 5 steps.
Make a list of what your audience might need help doing. The video does not have to necessarily be a tutorial on how to use one of your products. As long as it solves a problem your target audience experiences, you'll be attracting the right people. Once you have the list, choose one topic for the video.
Create a detailed script. Do not confuse your audience. You are likely an expert on the topic. Go over your script with someone who's not an expert and make sure your instructions are clear.
Create a simple, short video. If you're creating a how-to video for a product, focus on the basic features. You can create additional feature how-to videos, if necessary. In most cases, keep the video under 3 minutes.
Provide a call-to-action. The ultimate goal for any marketing campaign is to generate qualified leads. Someone just spent 2-3 minutes watching your video. They are ready to take action. Help them. Calls to action include subscribing, visiting your site, signing up for a webinar, downloading an e-book, etc.
Capture the viewer's attention. Your video must engage the viewer within the first few seconds, but engagement begins before an individual hits play. Use the video thumbnail, video title, and video description to get your video ranked high and capture the attention of YouTube browsers.
Here's a great example from Tech Insider on how to escape from quicksand. What does escaping from quicksand have to do with tech? Nothing. But it's a topic that interests people and it gives Tech Insider a chance to show off some of their skills. It also provides a call to action inviting viewers to watch another Tech Insider video.
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