“Since 1827, we have been constantly upgrading our
technology to provide our customers with cutting edge products. Not
only do we provide our customers with top quality products, we
provide the best service in our industry. We provide superior
customer care and top quality performance”
Although that sounds nice, it really doesn’t tell the search engines much about what you do so it probably isn’t going to show up in many searches when people are searching for a solution to their problem.
At the other extreme are the “black hat” spammers. “We’ll list every keyword that people could possibly put in search” so that we appear everywhere:
“Kitchen sink, mop, broom, birthday cards, etc etc”
According to Google recent statement: “Google depends on the high-quality content created by wonderful websites around the world, and we do have a responsibility to encourage a healthy web ecosystem. Therefore, it is important for high-quality sites to be rewarded, and that’s exactly what this change does.” - February 24, 2011
In essence, write a compelling description of what your company does.
Some examples of mis-steps with YouTube
The best way to understand how the Channel Description works is by viewing it on another channel. Below is an example of several channels.
Note how the first few have a company logo, a channel name, (typically the company name) and a short description of what they do.
As you move near the bottom of the list you see where someone named “lspencer” created a company YouTube channel. The company name is smashed in with the person’s name
In Konica Minolta’s case, the channel name is so long that it is cropped off and there is no description.
Ning, a rather large social media website with 49 million monthly users can even make mistakes. Note that there is no channel description.
Iscar is a rather large company that was purchased by Berkshire Hathaway in 2004 for $4 Billion. Even big companies can make the mistake of not inputting their logo or description.
Parlec Inc. is a small niche manufacturer and making a similar mistake to Iscar. In certain product areas Parlec competes head-to-head with Iscar. In Social Media everyone is still learning so small companies can look better than even the biggest of competitors by taking your time and doing it right. You can use YouTube to your advantage right now if you take the time to do it properly.
Subscribing to a channel
When you subscribe to a channel it is automatically tweeted to your followers on Twitter if you have set up Twitter and linked it to your YouTube account. That is an important fact to keep in mind. By subscribing to a YouTube Channel your logo appears on the YouTube channel you have subscribed to. Part of your strategy is to not only utilize your channel for your sales force but to get in front of other potential or existing customers when they visit other channels whether they be vendors, or industry partners.
By requesting to be friends with other companies (channels) on YouTube your logo appears a second time. Generally, most companies in the industrial markets are slowly learning about this aspect so, at the present time, you are one of the select few to appear on the front page of many channels
You can leave comments on other channels. This is especially important if you have added a channel partner to your Favorites or Playlists as it increases your exposure to customers. If, for example, a competitor leads a mutual customer to a shared vendor YouTube channel and your company is posted as a friend or subscriber and you have left a comment the perception is that your company has a better relationship with that vendor. You should encourage your vendors to THANK YOU for adding them to your channel by posting a “thank you” comment.
Channel views are the number of times that someone, anyone, even yourself, looks at your channel. The number itself is not in real time, and may jump suddenly from day to day.
Total Upload Views
is an accumulated total of all the views on all your videos. The screen shot at the right is from member Don Fritchett's YouTube channel. Don has mastered using YouTube to gain the mindshare of his potential customers. If you need industrial training. Don is the first to come to mind for the 745.000+ people who have viewed his channel.
YouTube Video descriptions and tags
When you upload a video to your channel be sure to take advantage of both Description and Tags. Just like in your channel description write some details about what the specific video you have uploaded is about. Be specific and use adjectives to target people searching for your products.
One of the simplest things that you can do when adding a video is the most often forgotten one. It’s also the one that matters most to search engines. It’s called a “Tag” It’s rather simple, it’s the keywords that a customer might search for that is covered in your video. It goes without saying but be sure to match your title and description to the tags.
Playlists are a great way of filing your videos as you start to load more and more videos and the topics start to get more specific. It’s also a good way to segment third party videos that you may have favorited because they may be useful for your customers. By using the functions in YouTube you can “feature” different videos each week or each month or even change it to AutopPlay a video when someone visits your site. This can be especially useful if your are doing a trade show or event that you know you’re going to be talking about one of your products.
If there is a select group of YouTube channels you want to feature or highlight from your friends or subscribers you can easily add them by pasting their user name into the features area. You can also adjust the order of how they appear. The only caveat to this, as we talked about previously, is that many companies have not completed the “Channel Description” field in their profile so their “tagline” does not appear under their channel name.
Additionally, they may or may not have selected a “good” name for their YouTube channel. This will affect their how they appear in searches but this element is beyond your control. However, your channel is optimized correctly when it appears on other sites if you’ve filled in the fields.
Now take a few minutes and watch this short video which talks about many of the things you just read about: