Almost 5 billion videos are watched on YouTube every day and it’s the third most visited website in the world. It’s the perfect medium for building brand awareness and a loyal following for your Shopify store.
However, its popularity is a double-edged sword that ecommerce marketers have to handle with care.
The more attention it gets from its billions of visitors, the more attention it also gets from millions of content creators. There are over 50 million active references in the YouTube database, making it one of the most saturated platforms in cyberspace. This makes it difficult to cut through the noise and stand out — not just from your ecommerce competitors, but from content creator in other genres.
Furthermore, with the barrier to entry very low (anyone with a smartphone can create and upload a video) just like how Shopify has made it easy to enter ecommerce, the competition is stiffer than ever.
YouTube is a great medium for ecommerce marketing but there are three key hurdles an ecommerce marketer has to overcome when using it, particularly if they are trying to leverage Youtube ads:
- Many viewers use adblockers. In a 2017 survey from AdBlock Plus and Global Web Index, roughly 40 percent of all respondents said they had used an ad blocker in the past month.
- Viewers have the option of skipping ads after 5 seconds and most take it. According to AdWeek about 94% of displayed ads are skipped immediately after the skip button is displayed.
- Viewers are not in the mood for marketing when they come to YouTube. They do not want to be sold directly on your product, they either want to learn something or be entertained.
Here are five key tips on how use YouTube marketing the right way for your Shopify store.
1. Make Sure You Have Brand Consistency
Your channel should look and feel like an extension of your store and brand as a whole. Potential customers should immediately recognize your logo, color palette, and other basic branding elements.
Keep in mind that it takes 5-7 brand impressions on average for someone to remember you. This is why it’s absolutely imperative that you intuitively look like the exact same company on every single platform.
Once you have chosen a beautiful Shopify theme with a great layout for your ecommerce store (such as the Debutify theme), you should make sure to check out YouTube’s customization features and brand your channel with logos, images and design elements that match the look of your Shopify store.
2. Find Consistency in Your Content Posting
It’s extremely critical to be able to post new video content on your YouTube channel on a regular schedule. If you don’t post often enough, your audience will forget about you in the midst of the flood of other YouTube content. If you post too much at once, they will feel overwhelmed and unsubscribe.
If you’re struggling to produce enough content, a hack worth considering is creating some repeatable templates to help you churn out more posts without having to start from scratch every time.
You should also make sure to figure out the best time to post so that your content doesn’t go by like a whisper. It will take some trial and error to figure out when your specific audience is most likely to be free, able and eager to watch your content but a solid place to start in general is on the weekends.
That’s when most YouTube viewers have the time and are in the mood to curl up in bed with their laptops and enter the colloquial “YouTube rabbit hole” of basically binge-watching YouTube videos.
3. Create Engaging Content to Build A Following
The ultimate goal of your YouTube marketing efforts is to drive traffic to your Shopify store and make sales but that’s impossible if you don’t have an audience in the first place. You need to get your subscribers, views, likes and shares up to generate more brand awareness and build brand credibility.
There are two basic steps to going about this.
First, you need to identify your target audience to figure out how to speak to them. This entails creating personas of the audience you’re looking to reach by researching demographic and psychographic data such as location, age, gender, interests/hobbies, career, income level, and relationship status.
Next, you need to infuse storytelling into all your videos such that viewers are able to make an emotional authentic connection with your brand instead of feeling like it is just marketing content.
How-to videos (aka explainer videos) and product FAQs are two of the most effective, engaging and easy-to-make types of videos you can use to leverage YouTube marketing for your Shopify store.
Teaching people how to use your product works wonders because it builds trust and makes potential customers more likely to buy because they feel confident enough to use the product right away.
And by answering frequently asked questions before they are even asked, you not only show a thorough understanding of what you’re selling but you also help potential buyers overcome any concerns holding them back from making the purchase. It also frees up your support team for more complex issues.
Together, these how-to videos and FAQ videos are great for building the consistency in posting content that whose importance we explained in the previous point. Once you have made a bunch of them, you can a playlist on your YouTube channel so that you come across as a proper expert in your niche.
The key is to follow the same winning formula with all of them: educate, tell a story and recommend.
Also remember to include subtitles in all your YouTube videos to make them more accessible to those who suffer from hearing impairment, as well as viewers who simply prefer to watch with the sound off.
4. Pay Attention to SEO
As the second largest search engine in the world, it’s absolutely critical to pay attention to SEO when using YouTube marketing for your Shopify store. A well-crafted YouTube video that ranks well in search is an invaluable asset for your marketing campaign that will bear plenty of fruit for a long time.
Once you have identified your target audience personas, the next step is to create a keyword plan by testing the relevant words and phrases that you think your potential customers will search for in order to find answers, based on your understanding of both who they are and what they care about.
As you research, take note of each keyword, its search volume (how many people search for that term each month) and the competition for the keyword (how many advertisers currently run ads for it). Keywords Everywhere and TubeBuddy are two great tools you can consider for keyword research.
The key is to zero in on keywords that have a good balance between search volume and competitiveness and then optimize your content for them by including them in your video titles, descriptions and tags.
5. Leverage Product Reviews From Relevant YouTube Influencers
Product reviews are still critical to brand credibility and today’s viewers trust product reviews from their favorite YouTube influencer as much as they trust a recommendation from a friend or family member.
YouTube influencers these days have thousands, and sometimes millions of subscribers, ready to hear them review products. The key is to do some research to make sure you choose influencers compatible with your brand. Tools like Social Bluebook and Vamp can help you find and connect with the right ones.
You should also make sure that the influencer focuses on showing why the consumer needs your product and how it will improve their lives – not selling. People want to hear about solutions not sales.
A related tactic worth exploring is cross-promotion. If you get the opportunity work with an established channel to promote each other’s content on a quid pro quo basis, you should grab it. Although such partnerships can be hard to secure, cross-promotion is great for increasing traffic and brand credibility.
Once you have the above down pat, make sure your videos always have clear, specific and compelling calls-to-action (CTAs) to drive viewers to your Shopify store (be it in the beginning, middle, or end).
Also remember to heavily promote your YouTube channel in your other already existing marketing mediums such as embedding links to your videos in your email newsletters or in your latest blog posts.
Despite how saturated YouTube is with content creators, you can still get great ecommerce marketing results from it if you regularly make great content and consistently get it in front of the right audience.