Building YouTube audiences then directing them to “off-channel” content can generate leads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 16, 2019, 5:25 PM UTC

Creating a video series on the streaming platform can attract the right audience.

Brands can use YouTube to grow their customer base by creating a video series addressing the concerns of their consumers. This might not convert into revenue but it helps to assess the interests of their targeted audiences.

The author suggests that to optimise YouTube videos brands should research and plan their keywords to help them rank better on the YouTube search engine. YouTube Analytics lets brands see metrics like “average view duration” and “audience retention graph” which helps brands understand their viewer better and curate content according to their interests.

With enough subscribers brands can then focus on moving these audiences to marketing activities elsewhere and generate leads. Brands can also move these subscribers into a sales funnel by offering a free download guide or a free webinar.

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