Using Youtube for B2B Marketing: Strategies for Long-Term Success
Joel Zorrilla
B2B Marketing & Branding Strategist Responsible for Over 10M in Acquisition Revenue
Uncovering the compelling reasons why B2B brands should be leveraging the power of Youtube as part of their amrketing strategy.?
For this edition of The B2B growth Hacker I sat down with Milan Smets, who delves into the transformative power of YouTube marketing for B2B businesses. As the co-founder of Playstack, Milan brings his extensive background in filmmaking and video editing to the forefront, offering specialized YouTube growth strategies. He emphasizes the importance of creating evergreen content that not only educates and entertains but also significantly boosts lead generation through optimized sales funnels. Milan advocates for a niche-focused approach, underlining the necessity of delivering high-value content tailored to specific audience queries. Through compelling case studies, including a lawyer in the cannabis sector and financial traders, Milan illustrates the tangible impact of effective YouTube strategies on establishing authority and driving business growth. His professional insights into leveraging video content highlight the unique advantages of YouTube as a search-driven platform, capable of delivering long-term value and fostering trust among B2B clients.
Harnessing YouTube for B2B Growth
Milan highlights the unmatched power of video content in today's digital landscape, particularly emphasizing YouTube's unique position as a search-driven platform that can significantly enhance a B2B business's growth strategy. He points out that YouTube, unlike other social media platforms, enables businesses to create evergreen content that remains relevant and discoverable over time, offering a long-term value proposition. Milan elaborates on the concept of "forever marketing," where content posted years ago can continue to attract organic views and lead potential clients to your business. This strategy aligns with Daniel Priestley's philosophy that building trust with potential clients requires multiple engagements over time, and video content on YouTube is an effective medium to accumulate these essential hours of engagement.
Strategies for YouTube Channel Growth from Zero
Milan shares his recommended strategy for growing a YouTube channel from scratch, emphasizing the importance of niche selection to build authority and answer client questions directly. He suggests starting with highly specialized content to provide maximum value, even if growth seems slow initially. Milan underlines the significance of content strategies like being the primary source of new updates in your niche or sharing personal journeys for relatability. He introduces the "golden triangle" concept—focusing on:
- in order to grab viewer attention. Milan also discusses optimizing existing content based on what has worked in the past to achieve better results, illustrating this with a case study (see below) of a channel that saw exponential growth after applying these techniques.
Transformative Case Studies in B2B YouTube Marketing
Milan shares compelling case studies illustrating the impact of strategic YouTube marketing for B2B brands. One involves a lawyer in the cannabis niche who, through targeted YouTube content, established himself as a niche authority, leading to increased visibility and opportunities such as podcast invites and interviews. Another client of Milan focuses on finance, specifically a trading channel run by seasoned experts. Despite their expertise, the lack of video editing and YouTube marketing skills hindered their growth. Partnering with Milans team, they saw a doubling in views, subscribers, ad revenue, and website traffic, demonstrating the power of outsourcing the creation and editing of professional content creation and optimization in reaching and engaging a targeted audience effectively while you work on your bottom line.
Maximizing Specific B2B Opportunities on YouTube
When asked about specific B2B industries that can thrive on Youtube Milan believes services are particularly well-suited for YouTube within the B2B market, emphasizing the platform's ability to build trust through video content. Seeing and hearing service providers directly can significantly enhance credibility and establish a more personal connection with potential clients. This visibility is crucial for businesses offering monthly retainers or those seeking to differentiate themselves in a crowded market. Milan also identifies emerging opportunities, like content focused on LinkedIn strategies, as untapped potential for B2B brands on YouTube, highlighting the importance of aligning content with market gaps to capture audience interest effectively.
How Milan can Help