Every business should be using YouTube to engage their potential customers and create a sense of authority for their business. The problem is that most people don’t know where to start and don’t know how the YourTube algorithm works, so they serious make mistakes.

Internet marketing expert Neil Patel along with YouTube branding expert Adam LoDolce, founder of Viewership.com, recently provided the answers that every business needs to expertly use YouTube to communicate with their potential customers.

Below are some highlights:

You want to get more traffic from YouTube, there are a few things you need to do. One, check out vidIQ, it’s an amazing tool, it’ll help you out. However, YouTube marketing is not rocket science, similar to SEO. Yes, there are a lot of little components, but if you do them, you can do well.

Include the Right Keywords

The first one is, include the right keywords. Similar to how you do keyword research for SEO, you want to do keyword research for YouTube. Suggested apps are vidIQ, Adwords keyword planner tool and Ubersuggest which pulls from Adwords and Google Suggest and YouTube. If you just do that you will get more recommendations on keywords that will drive more traffic.

Have a Very Appealing Title

Another thing you want to do is have a really appealing title, one that evokes curiosity. Just having the keywords in there isn’t enough. If your title doesn’t evoke curiosity, people aren’t going to click through, play and then continue watching. That’s really the biggest difference between YouTube and Google Search. With Google Search, people are searching for it, whereas on YouTube, most traffic isn’t search traffic, it’s people who click on your videos from browse features and suggested videos.

It has to be really good, I don’t want to say clickbait, but it has to be click-worthy for you to get a lot of traffic. When you watch a video on YouTube they’ll recommend other videos or autoplay other videos from other channels. If your video is really good and somebody is watching it, in the sidebar, somebody may see your video and click on it. But if your title is not appealing they’re not going to really click on it.

You Have to Upload Transcriptions

In addition to that, you have to upload transcriptions. We suggest Rev.com where you can pay a dollar per minute for a transcription. What that does is when you upload it to YouTube it’ll tell them what your content is about. Yes, YouTube can auto-transcribe your content, but it doesn’t hold the same weight versus if you uploaded an SRT file or a transcription, and that’s what Rev.com provides.

Increase Engagement With Advertising

If your a business and want to get your videos in front of a lot of people on YouTube, then you should use advertisement to push those videos in front of people who have liked or commented on previous videos. The reason why this is so effective is that it is going to get much more engagement on the new videos that you produce, and YouTube loves engagement.

YouTube, like Google, is looking at the authority of your channel and engagement feeds this algorithm. If you have a lot of videos that are doing well it boosts the overall authority of your whole channel, and all of your videos will start doing better. The worst thing you can do is have all these videos out there with no likes, no comments, nothing going on.

Key Tips for Producing a Video

One of the biggest things Adam LoDolce taught me (noted Neil Patel) when I was learning about YouTube marketing, was all about how to produce the video. I’m not talking about the editing, I’m talking about your personality and how you create your own video.

The biggest one is how you want your audience to feel. A lot of people think about keyword topics and that’s nice for your research, but ultimately, it’s about how do you want them to feel. Do you want them to be motivated, or do you want them to laugh?

For your business channel, the worst thing you can do is to be very stiff, professional and to just give tactical advice. Loosen up a little bit, have a little fun, make a joke, that’s how you can get engagement with your videos. If you are not having fun recording, I bet you the person watching is not going to have fun.

Your videos need to be a decent length. YouTube’s looking at how long are you keeping people on YouTube! The more you keep them on YouTube, instead of driving them back to your website, the better. Everyone likes putting those captions in videos, like click this link, head back over to my website. That will hurt your YouTube ratings versus just keeping people on YouTube.

Think of it more as a branding channel, and when you are creating a video that doesn’t mean you need to create an hour video, but typically anything about 5 or 6 minutes is good. Any short videos of 2-3 minutes is just going to hurt you versus creating 5-10 minute videos.

Video is the Future

If you are a business and not doing any video, you are missing out. If you can start doing it and start getting more comfortable with it, push your comfort zone and get in front of the camera, you are going to have a competitive advantage out there.