Each of Your Small Business YouTube Videos Should Contribute to an Overall Strategy.
By now you have your small business YouTube channel set up so it’s time to add your video. You want to do this in just the right way to maximize its effectiveness as a marketing tool.
There are a few things you want to do before you add videos to your channel.
First, the video must be compressed into a digital format, so if it now exists on tape or DVD but is not internet-ready, you’ll have to get that done. We offer this service as do others, and for YouTube videos you want a video and audio file in .mp4 format for uploading.
Once you get the video onto your hard drive or server, you want to rename the video so that it shows your keywords. As we’ve discussed before, this is typically the type of business and the city, e.g. “Timbuktu hair salon” or “hair salon Timbuktu.” At this point it is not important that the small business Youtube video file name ends with .mov or .mp4 or other extension.
Next, you want to have the narration or dialogue of the video transcribed.
If you have a copy of the original script it makes this chore very easy — it will be 95% done for you. But you can certainly play and pause the video yourself while you type the script. Another option is to have this done, and depending on the length of the video, you can do this for as little as $5. If you go to Fiverr you can get all sorts of jobs done at incredibly low prices, and in this case you can get someone to transcribe up to 15 minutes of the audio for just $5. (I honestly don’t know how people can do it for that little…)
After you have the transcript and the compressed video, you’ll be ready to upload it.
Log into your YouTube channel and at the center up top will be an “Upload video” tab. Clicking on this will allow you to upload one or more videos to YouTube, which will be connected to your small business YouTube channel.
Depending on the length of the video and the speed of your connection, this could take awhile.
Once the video is uploaded (YouTube will send you an email to let you know that, if you choose that option) you’ll need to make some changes to the information on the You’ll also want to end a hyphen or | to divide the title, and add on the name of the business or even the owner (in the case of lawyers, doctors, or other professionals).
Under the description, the very first line should have the keywords as a title. Then skip a line and add the transcript of the audio from the video, followed by the business name, address and phone. And here’s another key trick: go back and add counter numbers to your description at key points in the transcript. When you add the time prior to the words spoken on the video, they turn into hyperlinks and this allows viewers to go forward and back within your video. And here’s the cool part: when they do that to your small business YouTube video, each click on a time counter number means that YouTube registers another view for your video.
Here’s an example of a short video we did about Penrose Productions’ worldwide travels:
If you click “Show more” at the bottom of the description, the box will expand and you’ll be able to see that those time makers are now links and you can more forward and back in the video when you click on them.
From here, we’ll move on to tags (keywords) for the video. These are used to aid in searching and so have a large impact on your search engine rankings, but it is almost as much art as science. You’ll not only want to add your prime keywords, but related keywords in addition. So besides Timbuktu hair salon, you might want to add best haircut Timbuktu, great hair coloring Timbuktu, etc. You certainly can use your keyword research as a guide, but use your imagination as to related areas whose keywords also deserve to be included.
To add tags, separate them with commas and YouTube will make them into keyword phrases rather than use each word individually.
Below this area you will see the thumbnails that will appear when your small business YouTube video appears in searches. You want this to be as interesting as possible (to get the most clicks) but at this point you’ll have the choice of only 3 different random frames. Later on when your channel builds credibility you can be eligible to use custom thumbnails, but at this point you’re going to have to choose from the 3 random frames which YouTube picks for you. Pick the most appealing to viewers.
After this, you want to make sure that your Privacy Settings are set to Public, otherwise the world will not be able to see it.
As for categories, this does not seem to have much impact on small business YouTube videos (or others for that matter), so just try to choose the one that you feel is most appropriate.
Next time we’ll cover the advanced section to fully optimize your small business YouTube videos.