Build a channel

Video material is powerful – just look at how many people use YouTube for learning and entertainment and the rapid rise of TikTok.  Even Instagram quickly realised that still images aren’t as powerful as video content and reels were added (initially as IGTV in 2017).  But how do you build a successful channel on YouTube?

1: Plan first

You need to think before you launch your channel and consider:

• What kind of material it will feature – it needs to be consistent so subscribers know what to expect
• Who your subscribers will be and what they want
• How people will discover your channel, what they will search for and where you’ll be able to reach them
• What the channel and individual video branding will look like
• What key words and phrases you want to focus on
• A list of subject you can create videos about
• How often you’ll post material
• What length video you’ll aim to produce
• Who will be responsible for generating material, editing, uploading, etc.

This will create a schedule and list of responsibilities and enable the channel to be set up professionally.

2: Create your brand

Unless your business is very niche, you may need more than one channel, each focused on a key area.  For example, as a professional copywriter I could have channels for Content Marketing, Commercial copywriting, Marketing strategies, etc.

Your company brand and your channel brand need to be congruent, so people can see the association.

You need to create a thumbnail style and endscreen style for your videos and ensure that these are maintained by your creators/editors.

Your key words and phrases also need to be used consistently both in the video files prior to uploading and in the description you add during the uploading process.

3: Your starter for 10

One video looks very lonely and new viewers quickly see that there isn’t much going on.  Ideally, aim to upload ten videos to populate your channel when you launch.

If they all look professional (with the thumbnails all looking consistent) they create a great first impression, showing visitors that you have a substantial amount of knowledge to share and that you’re delivering good quality content.

4: Get your team on board

Ensure that everyone in the team logs into YouTube as an individual and watches the video – from start to finish (abandoned views don’t count).  Then encourage them to like it, comment, and like your opening comment too.

If you’re a sole trader or independent consultant put together a YouTube group with other businesses and carry out these actions for each other’s channels.

Add your YouTube channel link to your website, social media platforms, email signature (everyone’s) and announce it in your newsletter.  You can even add it as a blog footer.

5: Be consistent

This is where your plan comes into play – keep creating content regularly and consistently.  It’s better to publish one good video a month, than four not very good ones.

Ensure your target audience are aware of your channel, not just on launch, but ongoing.

Help people to buy

Most small business owners find selling hard.  They don’t want to be thought of as ‘pushy’ and yet worry that if they aren’t, their business won’t thrive.  

I was talking to a business colleague who used to be in sales – and he said “The days of cold calling and sales pitches are dead.”  So if a sales professional doesn’t think that the traditional sales strategies don’t work, what does?

It’s all about relationships.

People buy from people they like.

So how do you become liked by your target audience?

1: Know them well 

Having a specific ‘snapshot’ of what your ideal client or perfect customer looks like, in as much detail as possible is essential.  The more your know about your audience, the better you’ll be able to match your offers to them.

2: Understand their wants and needs

When you have a crystal clear image of your perfect client it’s easier to get inside their head and understand what makes them tick.  What is important to them, what keeps them awake at night, what problems they’re facing; when you get all that information clear, it’s so much easier to address these with your solutions – whether that’s a product or a service.

3: Deliver value

Remember you’re dealing with a human being, not an organisation – that means that emotions will be involved.  It doesn’t matter that they are the representative of an organisation – they still get frustrated by things that don’t work or missing items that they need to get the job done, they worry about how their performance will be assessed if they don’t get it right, they want an easy solution to their current problem to take the pressure off.

If you can deliver useful information regularly, they’ll start to see you as a resource that they value.

Email marketing is your most powerful tool

If you’ve done 1 and 2 above you should be able to grow an email list that is highly focused.  If all the people in your list have chosen to be there because they want what you’re offering – in the way of information, at least – they’ve self-identified as potential clients.

While social media is a great tool – it doesn’t guarantee that all the right people will see your messages.  Email is delivered directly to the people who have asked for the kind of value you deliver.

Does that mean you can pitch your products and services in every email?  No!

Deliver good value first with useful tips, advice and ‘how to’ information and you’ll be building your reputation up in your highly-targeted audience’s minds as someone who knows their stuff and offers excellent value.  When you send them a special offer, they will appreciate the information as they’ll see it as more value.

You don’t need to have glitzy, all-singing, all-dancing emails, your brand and a powerful message is enough.  As long as your focus is ‘how can I help these people?’ you’ll create an excellent reputation as a helpful expert.

Now you’re solving their problems and helping them to buy the best solution for them.

Building your tribe

You’ve probably heard the phrase ‘the money is in the list’.  The concept is that people who have already signed up to hear from you are at least ‘warm’ contacts and have, effectively, said ‘I’m interested’.

Most professional marketers invest a fair bit of time and effort in building their lists.  The success of their business is in building a tribe of people who are actively following you and are ready to hear from you.

Think of all the big retailers – once you’ve bought something you’re probably on their list and they regularly contact you with offers they think you’re interested in.  With smart software they target the kind of things you’ve bought before – so your local supermarket will give you offers on the products you buy regularly.  Your local DIY store will send you offers and promotions for home improvements if you’ve bought a kitchen or bathroom from them, etc. etc.

Get your list targeted

One of the most popular ways to build a list is to offer a free download in exchange for a name and email address.  This works well – providing you have the right freebie.

Obviously it has to have value for people to be willing to part with their contact details in order to get it, BUT there’s more to it.  The freebie needs to be highly targeted to your ideal client to ensure the list you build has maximum value.  

A general item that is useful to a wide range of people will just build you a list with a lot of people who aren’t really interested.  This will result in low open rates and lots of unsubscribes.

If you get your offer right, you’ll build a list full of people who are keen to hear whatever you have to say and are potential buyers for your products and services.

Make your contacts into VIPs

It’s harder to get people to sign up to lists – we’ve all got dozens of free documents we’ve never read on our computers.  However, we do engage with content online, so it may be useful to offer your subscribers VIP access to a group or membership platform.

This means you can share more value with them in a dedicated group or offer a subscription option to gain access to even more value – like ecourses and live Q&A sessions or a monthly webinar.

Be creative, but also be consistent.  If you make a commitment to your tribe you need to keep it.