YouTube Marketing 101: Everything You Need to Know to Rank

With over 122 million users per day, YouTube marketing offers a number of different ways to get in front of your target audience. Over the years, YouTube has grown from a simple video-sharing platform to an essential place that marketers need to consider if they want to stand out from their competition. Its partnership with Google has solidified its role in SEO and content marketing. Because of this, understanding how to leverage YouTube effectively can help you achieve greater visibility, connect with your audience, and rank higher both on YouTube and Google.

The Google x YouTube Partnership

When Google acquired YouTube in 2006, it changed everything. This partnership turned YouTube into a vital tool for online visibility, with its videos prominently featured in Google’s search results. YouTube is now the second-largest search engine in the world, offering a unique way to reach audiences searching for video content. What makes this partnership so impactful is the integration between the two platforms. Google often prioritizes video content for search queries, making YouTube an essential part of any SEO strategy. With the right optimization techniques, your videos can rank highly on both YouTube and Google, expanding your reach significantly.

Ranking on SERPs vs. YouTube Results

While there’s some overlap between ranking on Google’s search engine results pages, or SERPs and YouTube’s search results, each platform has distinct algorithms. Here’s how they differ.

Ranking on Google SERPs

Google’s algorithm values relevance, authority, and user engagement. When it comes to video content, factors such as the use of keywords in your title and description, backlinks, and the number of times your video is embedded on external websites all influence your ranking. Videos with strong engagement, such as high views and shares, are more likely to appear on Google.

Ranking on YouTube

YouTube’s algorithm focuses more on user behavior within the platform. Metrics such as watch time, click-through rateCTR, and engagement including likes, comments, and subscriptions, are key. Additionally, YouTube rewards channels that can keep viewers on the platform longer, whether through playlists, related videos, or compelling content that encourages watching multiple videos in one sitting. To maximize your video’s reach, you need to optimize for both platforms by blending keyword strategies with a strong focus on audience engagement.

Best Practices for Creating YouTube Videos

Producing high-quality videos requires more than just shooting and uploading content. Here are some YouTube video best practices that you need to keep in mind.

Creating Your Title

Your video’s title is crucial for capturing attention and signaling relevance to search algorithms. Make it clear, compelling, and keyword-rich to attract clicks while setting accurate expectations for viewers. Keyword planning tools like Google Keyword Planner and SEMrush can help you figure out what keywords to include in your title. Additionally, ensure that your title has a hook to grab the attention of browsers.

Writing Your Description

A well-written description enhances your video’s discoverability. Include primary and secondary keywords naturally, and provide useful information or links to related content. The first few lines should grab attention, as only a snippet is visible without expanding the description. As you can see in the example below, you can only see a few lines at a time. 

Designing Your Thumbnail

Thumbnails are often the first visual cue that attracts viewers. Create custom thumbnails with bold text, vibrant colors, and clear imagery to entice clicks. Ensure the thumbnail aligns with your video’s content and title for a cohesive experience. Try to include an expressive face, and punch out keywords or images that are relevant to your video content.

Adding Captions and Subtitles

Captions and subtitles enhance accessibility and can help your videos rank for additional keywords. Use YouTube’s auto-captioning feature as a starting point, but always review and edit for accuracy. Once you upload your video, auto captions will populate after a few hours, depending on how long the video is. Once they are populated, go back through and ensure they make sense, fixing any spelling or grammatical errors. Oftentimes company names are misspelled so make sure you check that yours is correct!

Encouraging Multiple Watches

Encouraging viewers to watch multiple videos can help with engagement and overall channel performance. There are a couple of different ways that you can do this. Use playlists to guide viewers through a series of related videos. Add info cards during your videos to suggest other relevant content they might enjoy. Verbal calls-to-action can prompt viewers to check out your other videos or subscribe. End screens are another effective tool, offering clickable links to additional videos or playlists, keeping your audience immersed in your content.

Types of YouTube Videos for B2B Companies

Choosing the right type of video depends on your goals and your target audience’s preferences. Here are some popular video formats that resonate with viewers.

Educational and How-To Videos

Educational content is always in demand. Tutorials, step-by-step guides, and explainer videos address specific problems or questions, making them highly searchable. These videos help position your brand as an authority, building trust and providing immediate value. For example, a software company could create tutorials on troubleshooting common issues or optimizing specific features, ensuring viewers associate the brand with expertise and reliability.

Behind-the-Scenes and Vlogs

As a B2B company, it can be hard to show the personality and people behind your brand. So, behind-the-scenes videos can give your audience a glimpse into your operations, company culture, or creative processes. This can help your company feel more relatable and authentic for both prospective customers and potential employees. 

Testimonials and Case Studies

Videos that feature customer success stories or case studies demonstrate the tangible value of your product or service. By showcasing real results and client experiences, these videos build credibility and provide social proof. A testimonial or case study can often be the deciding factor for potential customers weighing their options.

Storytelling

Videos that focus on entertainment are perfect for grabbing attention and inspiring viewers to share. Using creative storytelling, humor, and visually striking elements can make your brand stand out and elevate engagement. Whether you’re sharing an emotional brand story or a lighthearted perspective on industry challenges, storytelling is a great way to keep your audience captivated and emotionally connected to your content.

YouTube Shorts vs. Regular Videos

With the popularity of short form content, YouTube Shorts are a great way to target a wide audience. Shorts cater to viewers looking for quick, engaging content, while regular videos provide more in-depth exploration of topics. Shorts are a great way to gain new subscribers and increase visibility due to their high discoverability and quick format. Regular videos, on the other hand, are better suited for detailed tutorials, storytelling, and building authority within your niche. By combining both formats, you can maximize your channel’s appeal and cater to a diverse audience with varying content preferences.

Promoting You Videos with Google Ads

If you are looking to get even more reach, advertising with Google Ads is a great way to do so. You can run targeted campaigns that put your videos in front of the right people at the right time. Whether through skippable in-stream ads, bumper ads, or discovery ads, Google Ads enables you to connect with users actively searching for content like yours. It also offers detailed analytics, allowing you to track performance and adjust your campaigns for the best results.

How to Know if Your YouTube Strategies Are Working

Understanding the effectiveness of your YouTube strategies is crucial for long-term success. YouTube Analytics provides detailed insights into key metrics such as views, watch time, audience retention, and engagement rates. By analyzing these metrics, you can identify which types of content resonate most with your audience and adjust your strategy accordingly.

Beyond YouTube Analytics, website visitor identification tools, like Visitor Queue, can help you track how your videos impact traffic to your site. These tools show you which videos drive visitors to your website, providing a more comprehensive view of your marketing efforts.

What’s Next?

YouTube marketing is a great way to connect with a wide audience. By understanding the dynamic between YouTube and Google, you can improve the chances of being found online. Keep your focus on delivering value, engaging your audience, and adapting to trends, and you’ll be well on your way to becoming a YouTube marketing pro. If you have any questions about using Visitor Queue to identify your website visitors, do not hesitate to reach out.