Youtube is low-hanging fruit

When most people think of YouTube, they think of vlogs, sport and music videos. But here's something that might surprise you: YouTube is actually the 2nd largest search engine in the world, right after Google.

Despite this, while most marketing teams have solid Google SEO strategies, very few have cracked the code for YouTube.

This isn't meant as a criticism.

Marketing teams at startups already have plenty on their plates. However, there are two compelling reasons why YouTube deserves to be considered alongside your SEO efforts.

First, there's surprisingly little competition for keywords that companies would kill to rank for on Google.

Second, YouTube is actively pushing viewers toward new channels, making it possible to get thousands of views even without a large subscriber base.

Youtube as a platform

To understand how to approach YouTube for business, imagine it as a massive shopping mall with two main sections.

The first is entertainment - where you'll find vlogs, sports clips, prank videos, and challenges.

The second is education - home to tutorials, explainers, reviews, and interviews.

Just like shoppers, people visit YouTube for two primary reasons.

Some come because they're bored and want to browse without a specific goal - these folks typically end up in the entertainment section.

Others visit with a clear purpose in mind, perhaps to learn something new for work or research a potential purchase.

These purposeful visitors often start with the search bar and then follow related video suggestions.

Start-ups should make educational content

Many businesses make the mistake of thinking they need to create viral, entertaining content to succeed on YouTube. They believe the path to success lies in getting their videos recommended in people's home feeds, which means making the type of content found in the entertainment section.

However, this "influencer mindset" of maximizing views isn't the right approach for most businesses. Instead, companies should focus on creating educational content.

Why?

Because while entertainment content might get more views, educational content attracts qualified leads who are actively searching for solutions to their problems.

The Fisherman Method

Let me introduce you to what I call the Fisherman Method - a straightforward strategy for YouTube success.

Think about how a fisherman operates. They don't just cast their net anywhere in the ocean; they're strategic about it.

1. First, they decide what type of fish they want to catch.

2. Based on this, they choose the right bait.

3. Then, they look for the best fishing spots, often by observing where other fishermen are having success.

4. Finally, they ensure their fishing equipment is top-notch to outperform their competition.

This same approach works for YouTube.

Start by defining your target audience - your "fish."

Then, determine what content they're searching for - your "bait."

Research what related channels are already producing for this audience, and finally, create better versions of successful videos.

A real-world example

Let's say you run a startup selling procurement software to finance teams.

First, create a persona - let's call him Finance Francis, a finance director at a mid-sized startup. You know that Finance Francis's company is probably too small for a dedicated procurement team, so he handles these responsibilities alongside his other duties.

Next, identify what Finance Francis might search for on YouTube. Perhaps you discover that "procure to pay" is a popular topic, with the top video having over 100,000 views despite being six years old.

This presents an opportunity.

By creating an updated, higher-quality video on the same topic, you could potentially rank at the top of search results for this keyword.

The key is to create content that's not just informative, but also guides viewers toward your product. Include a call-to-action that encourages viewers to watch another video showcasing your software.

This way, you're using top-of-funnel content to nurture leads toward your bottom-of-funnel content.

Remember, success on YouTube for businesses isn't about going viral or getting millions of views. It's about reaching the right audience with valuable, educational content that addresses their needs and ultimately guides them toward your solution. By following the Fisherman Method and focusing on search-based discovery rather than viral entertainment, you can build a YouTube strategy that drives real results for your business.