Unlocking B2B Visibility: Realizing the Potential of YouTube
YouTube is a powerful platform for B2B marketers, but many businesses have yet to start realizing its full potential.
Ali Schwanke, founder of Simple Strat and host of HubSpot Hacks, was with me at the SEJShow to share her top tips for developing a successful B2B YouTube strategy — including using YouTube’s new capabilities to make your Make videos easier to find.
Get insights on the increasing importance of YouTube in B2B marketing, the use of podcast capabilities, differentiating strategies for marketers, the role of video in the age of AI, and more.
We run a channel on YouTube called HubSpot Hacks with about 18,000 subscribers. We just hit over a million views earlier this year and are a small team of 10 people. -Ali Schwanke, 00:41
For most B2B companies, YouTube is a place where there is little competition. So when we help people on YouTube, it’s because the barrier to entry is very high and the competition is therefore low. –Ali Schwanke, 02:00
You can create videos that just deserve a rabbit hole. So if I sent viewers a video every day, it would take 30 days for them to get to know me. But when I create an experience for you and your journey where you consume 30 videos in four days because they just keep rolling, yes, I’ve accelerated the relationship building and that’s what we’re seeing. –Ali Schwanke, 14:18
[00:00] – Introduction to Ali Wanky.
[00:41] – Simple Strat’s role in “HubSpot Hacks”.
[02:00] – YouTube as a strategy for B2B on platforms with little competition.
[03:56] – Misconceptions about video marketing.
[06:19] – The importance of informative content in B2B YouTube marketing.
[08:52] – The role of authenticity in learning.
[11:22] – Strategies for embedding YouTube videos versus using tools like Wistia.
[14:51] – Techniques for consistent video exposure.
[16:17] – The benefits of cross-platform advertising for video content.
[21:51] – The value of content length variations for viewer engagement.
[23:49] – Format and style considerations: vertical versus horizontal videos.
[26:07] – The potential of YouTube Shorts in content marketing.
[27:29] – The role of AI tools in video creation.
[32:17] – The need to deliver content in a crowded YouTube landscape.
[34:44] – Efficient content generation by repurposing webinars.
[35:19] – An overview of valuable resources on HubSpot hacks.
HubSpot Hacks: https://www.youtube.com/channel/UCuMAttNQze1GaVfiQ7rMcfA
Simple Strat: https://simplestrat.com/
How I recommend people use AI has less to do with editing and more to do with strategy. –Ali Schwanke, 28:57
You need to think outside the box and say, “Today everyone is ready to buy, and we’re going to the top of the funnel.” We ask ourselves, “How do I create interesting content?” So people just say, “You know what, this company is different? I want to give them some kind of attention because attention, time and convenience are the currency we all have today.” –Ali Schwanke, 32:17
If you want to be a B2B company with human personalities on YouTube, you need people who are comfortable in front of the camera and know what is required of them to be in front of the camera on a regular basis. –Ali Schwanke, 34:05
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Connect with Ali Schwanke:
Ali Schwanke, the founder of Simple Strat, excels in B2B content marketing with over 15 years of experience. A certified content marketer, HubSpot agency partner, and YouTube creator, she uses her expertise to create data-driven strategies that drive business growth.
Schwanke takes a customer-centric approach to marketing and sees content as a powerful tool to address customer needs and challenges. Their innovative methods provide companies with a roadmap to increase their influence and reach through strategic content marketing.
Connect with Ali on LinkedIn: https://www.linkedin.com/in/alischwanke/
Follow her on Twitter: https://twitter.com/alischwanke
Check them out on YouTube: https://www.youtube.com/hubspothacks
Contact Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker