Build a YouTube Channel from the Ground Up

YouTube is quickly becoming the go to choice of marketers as the popularity of the social platform itself not only explodes, but the ability of marketers to bring dollars into companies also increases.

Running right at YouTube and uploading a few videos can get you some views, but there is a much better way. It’s called ‘having a plan,’ and this article seeks to help you build that plan from before you even create a single video.

Creating goals for your YouTube channel

Find out how your business fits on YouTube

Even the most boring of businesses can find out what makes them visually unique. For anyone that doubts this, watch an episode of the long running TV show “How it’s Made.” I once watched an episode that included a segment on how bubble gum is made. The interest was all in the presentation.

For those in the service industry, this can sometimes create a problem. A chain of lawn care service centers would have a hard time getting people to watch videos where their staff showed up and cut someone’s grass. They could, however, generate some serious views with a series of videos looking at lawn and garden care tips. This is the ‘fit’ that I’m talking about when it comes to finding how your business ‘fits’ on YouTube.

Another aspect of how you’ll find you fit is by figuring out if you want to focus on finding new customers, or supporting current ones. Support channels can be very helpful as they offer a sort of visual FAQ, and can work as a help desk for businesses that are inundated with questions.

Will you create videos that inform, educate or entertain

Successful YouTube business accounts have a focus and stick to it. The focus can be on videos which either inform viewers about products, educate in a ‘how to’ way, or entertain in any number of ways. Let’s stop reading text and look at some videos.

Informative YouTube Channel: Lego

Lego have a mix of entertainment with their cartoons, and informative with regular hosts who breakdown the newest releases from their company.

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The two ways to approach brand building on YouTube

People who watch your YouTube channel are going to have a much easier time identifying with a person than a brand. Branding someone as a spokesperson for your brand, and having them regularly host your show, is a great way to build an audience along with that star.

The flip-side is to feature a rotating cast of industry experts. Each video will introduce the person, establish their credentials, and show how they relate to your business.

To give you an example, Blendtec made their name off their CEO, Tom Dickson, regularly appearing in videos under the “Will it Blend” banner. They also have videos with other hosts, but those are not anywhere nearly as successful.

GoPro, on the other hand, has no regular host at all. They feature a series of video where people use their products in interesting ways to spotlight their skills. Each video they take the same path of introducing the expert, establish what they do, and show how they relate to their business. Go Pro just has an exciting way to do all of that!