Episode 2:
Current results of the study “B2B and social media – still tactical banter or finally a strategy?”
YouTube is catching up: As the infographic from Mushroomnetworks shows, YouTube has now reached 2nd place in the search engine rankings.
The latest survey by the 1st Working Group on Social Media in B2B Communication also shows that YouTube is now used by 66% of companies.
This puts the channel in fourth place on the list of favorites, after Facebook, Xing and Twitter. The study participants also state that, in their opinion, YouTube is also one of the most promising platforms for B2B companies in German-speaking countries.
What does this mean for the YouTube strategy of B2B companies?
YouTube is ideal for conveying the brand and the associated values of a company and making the company’s range of services and the company itself tangible. YouTube also has a decisive advantage: there is hardly any other medium where content can be conveyed as authentically and precisely tailored to the target group as on this channel. It is now also easy to distribute YouTube content via other channels such as Twitter or Facebook.
Krones is setting a very good example here: from product videos and films about training in the company to job applications and exciting references, everything is on offer here. Various categories such as Technology, About us, Careers and Events appeal directly to the company’s target groups, and the videos can be easily found and accessed by keywording them accordingly.
Quickly tweeted with a short description of what can be seen in the movie – and the reach is already quite a bit greater.
There is a lot of video material that is suitable for content marketing in B2B companies, for example
- Product videos or videos that explain complex services
- Press conferences for stakeholders, investors
- Trade fair appearances that make the company’s products or services tangible for cooperation partners, service providers, suppliers or buyers
- Interviews with various specialist departments to clearly present the company’s core competencies. This is exciting for applicants, but also for your own employees and for business partners
- Internal videos that describe the day-to-day work of the trainees and show the company, for example. This is also a great way to provide an insight into the corporate culture, which is very interesting for applicants
A key point: brevity is the spice of life. Nobody has the time or inclination to watch long films. Content should be presented in a short, memorable and exciting way.
For efficient and effective content marketing, it is advisable to also develop a YouTube strategy, including SEO. SEO can currently be carried out much better on this channel than on Facebook. Internetinnovators recommends paying particular attention to the following points, for example:
- The title of the video and a good description of the content
- Attractive thumbnails that arouse curiosity
- Even the name and description of the YouTube channel should be exciting
Thomas Noschka from the blog InternetInnovators.com provides even more exciting tips in his article on YouTube video search engine optimization.
We are now looking forward to hearing about your experiences and how you use YouTube for your corporate communications. Write to us!
From Manuela Nikui
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