What to do if your YouTube marketing strategy isn’t working

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YouTube is a powerful platform whose use goes beyond just streaming videos. It has been proven to be a very effective marketing tool. An effective marketing campaign on YouTube doesn’t require a rocket science level approach but some basic strategies. But what happens when your YouTube marketing strategy isn’t working as it should? This piece will explore what you should do if you notice your YouTube strategy isn’t showing the right KPI results. 

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Reasons why your YouTube marketing strategy isn’t working

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Stunted or absent growth can be one of the most frustrating aspects of growing a business. For any business owner to see real growth and results, they must adopt and deploy a solid marketing strategy. The chances are that if you are not getting the results you desire, you are doing something wrong. But what may be the reason why your YouTube marketing strategy isn’t working?

1. You don’t know your audience

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At the core of your marketing strategy should be your customers. Your business is your clientele base. Business owners who have not dedicated their time to identifying their target customers and defining their characteristics will struggle to market their products and services to them. 

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An intelligent move would list potential customers' desired traits, such as their psychographics and demographics. Having a targeted approach to identifying your base will help you optimize your marketing strategy. 

2. Wrong marketing channels

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The marketing strategy to adopt hinges on a couple of choices, but just because a strategy is working for someone doesn’t mean it will work for you. You need to know your audience and understand how to get the best out of them. For instance, direct mail may be a potent approach when marketing to a not too techy audience. On the other hand, digital marketing strategies should suffice for tech enthusiasts. 

3. Ignoring feedback

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Having a large audience on your YouTube channel doesn’t necessarily translate to marketing success. You need to know how to grow and sustain such an audience. Many business owners fail to incorporate a feedback mechanism when dealing with their audience. Feedback from your customer is essential as it allows you to feel what they think about your products and services.

4. You are ignoring the power of storytelling

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While a good product may seem like all you need to capture the market, the reality is that what sells more is the story and people behind the brand. A strategy that doesn't effectively tell the brand story may record some success, but it won't generate as much result as using the brand's story. 

5. What should your YouTube strategy look like?

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YouTube currently ranks as the world's second-biggest search engine behind Google. It, therefore, suffices to say that it presents a unique platform for marketers to promote their products, brands and services to a larger audience. An effective YouTube marketing strategy ought to consist of Creative content, audience research, consistency, links to back your site and calls to action. 

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Research shows that video content is a better tool in content marketing. Customers seem more comfortable connecting with their brands via video content. But with the massive potential of video marketing, less than 10% of small businesses own a YouTube channel. Most business owners claim they don't operate a functional YouTube channel because they don't create video content.

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What to do if your current YouTube marketing strategy isn't working

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If you are a newbie or even an expert in the YouTube marketing game, there may be times when your marketing strategy won’t just work. While many may think the best solution in such a scenario is to bin the fundamentals and search for an advanced solution, the honest answer lies in the basics. There are six core strategies every successful YouTube marketing expert deploys proven to be effective.

▶ Research

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Regardless of the type of marketing you want to engage in, research is a core component of every successful campaign. A smart move in this regard would be to find out what your competitors are up to. You need to know what their video content is about, and you also should find out how successful their content is. Also, you should find out what aspect of their strategy isn't working and how you can build on these lapses to create premium content. 

▶ Leverage on others

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A new generation of celebrities is popping up on the internet, known as YouTubers. Many of these YouTubers boast millions of subscribers and fans who willingly follow whatever they say. Some may argue that YouTubers only attract millennial audiences, but you would be surprised to find many channels targeted at various age demographics. 

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There is a YouT8ube channel out there for all topics you can think of, ranging from NFTs to cryptocurrencies, to house building DIYs, parenting and just about anything else. A smart move would be to contact a YouTuber proficient in making videos that align with your target demographic.

▶ Content is king. Serve it! ​

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No matter how good your strategy is, no matter how famous your YouTube influencer, maybe if the content you are serving is not relevant, you will be wasting your time. Before creating content, find out what appeals most to your audience. The most crucial aspect of creating content is to ensure it is exciting and short. People these days have a short attention span, and once the video they are viewing isn’t catching their interest, they are quick to move on to the next.

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The beautiful thing about videos is that there are many topics you can select. You could explore success stories of people who have used your products and services or a product review. Whichever way you go, always make sure the video remains on topic and doesn’t bore your target audience. 

▶ Proper linking

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As apparent as linking your YouTube channel to your website, it is one of the most important ways to drive traffic to your website. There are two effective ways to achieve this: you can include a link in the description box contained in the video or add an annotation in the video that will redirect the visitor to your site. 

▶ What's a strategy without a call to action?

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Unlike traditional content marketing, which comes with a button for the call to action, YouTube marketing doesn’t have such. This notwithstanding, you need to develop a call to action strategy for your potential customers. After watching the video, you need to have a straightforward end game of what you want the audience to do. For instance, if the released video content is an introductory video, you could ask them to like and subscribe to get more related content. A clear call to action will assist your audience through the different stages of your sales funnel and help you enjoy quick results. 

▶ Keep giving

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Content may be king, but consistency helps the king retain the throne. While it may be pretty difficult and expensive to set up and maintain a YouTube channel, such benefits far outweigh such costs. If you want to get the best out of your YouTubing experience, you should invest as much time and energy in it as you would your blogs. 

Ideally, you should have a schedule that indicates how often you will post content and stick to it. Also, consistency is limited to posting videos regularly and quality and delivery. 

▶ Engage experts

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Many people seem to ignore a very effective YouTube marketing strategy that involves engaging the services of marketing experts to help you organically grow your audience and deploy proven techniques that can help you retain such audiences. The good thing about such services is that they are often affordable and don't require any experience.

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It’s time to capture the market!

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The competition in marketing is fiercer than before, especially in the YouTube space. Using the wrong strategy may cost you time, energy and resources. More often than not, YouTube marketing strategies that don’t consider the audience telling a story and using the right channel are bound to underperform. Also, there is a need to engage the right YouTube influencing and marketing services such as Vling.

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