For the majority of businesses, as soon as someone mentions the words social media marketing, they go straight to Twitter, Instagram or Facebook. Assuming that these are the only leading, social sites for a company’s online marketing.
Commonly forgotten by many companies and that is the importance of websites such as YouTube that offer the ability to post video content.
Mind-blowing statistics have found that over 5 Billion videos are watched every day on YouTube, with the site seeing an average of 30 million visitors daily. So important is YouTube, it is hard to understand why these sites are not the first site of choice when it comes to business marketing.
In this article, we will be looking at how those within the solar panel business can use YouTube for their business marketing. As well as the many different benefits that this social site can have on businesses, helping to increase brand visibility, drive traffic and get more people using the energy-efficient way of solar panels to power their homes.
The Solar Panel Industry
It is fair to say that the solar panel industry has changed drastically since its first discovery in the 1800s. Since then, research into the energy-efficient technology has evolved at such a rapid pace, that it is now able to offer fully functioning panels that homeowners globally can use to help both the environment while cutting their energy bills.
With the ground foundations set in place, manufacturers now have the toolset to create solar panels that have a 30% efficiency rating.
With an increased efficiency over the years, comes a surprising decrease in price points, influencing more and more homeowners into buying solar panels. With the prices traditionally being $8.50 per watt, yet now dropping 65% to just $2.99 per watt, there is a clear amount of people jumping aboard this greener form of energy while the price is still affordable, helping to get the cleanest form of energy for the best price.
For Solar Panel installers wanting to expand their business marketing through the use of social media, we will explain the value of YouTube. From using this social site to create marketing videos to extending the knowledge of solar panels even further for customers, all while helping to get more people on board and buying solar panels for their home.
Before we proceed into explaining how businesses can use YouTube for online marketing, it would be important to discuss why this form of marketing should be used. As well as, how this social channel can be beneficial for businesses all over.
To start, YouTube is the second largest social media platform in the world, with 1 billion registered accounts, making it the second biggest website following Facebook in the first position.
Thanks to a large number of users, YouTube is able to reach a far greater amount of 18 to 49-year olds than any other form of media such as television networks, radio advertising and leaflets and posters.
The best thing about YouTube is that it is only getting bigger. Some would believe a site this big will have its due date, or people may soon get tired of the content they are seeing, but with YouTube, this just isn’t the case. People globally from all age ranges really do enjoy watching videos online. From its simplicity, entertainment and informative values, why not delve into using YouTube to market the solar panel industry too?
Now we have taken a look at the importance and value of YouTube for marketing purposes, let’s now look at how we can begin to use this site to create effective videos for the benefit of your company.
Different Types of YouTube Videos?
It may seem rather simple for those taking their first steps on YouTube. Set up your media workstation, prop the focal point in front of the camera and begin filming. When it comes to creating enlightening, educational videos, this is far from the case, with multiple types of videos that can be created for the benefit of your company.
A business should take the time to choose their preferred choice of video before any other process can begin. This is particularly important for a company within solar panel sales, as these products have huge amounts of benefits, and the right video needs to be created to capture this. So, let’s talk through each style of video marketing that is available, helping you to work out where to begin on the road to YouTube success.
Top Funnel Videos
This style of video marketing is based more on generating brand awareness of the solar panel industry and the benefits it holds. The type of videos that would be best created for this particular reason would be:
- Brand video- Including core values, company morals and even meet the team
- Educational videos or how-to videos- Which are all particularly popular online. This allows more people can learn about solar panels, understand their qualities and be persuaded into purchasing and investing in this form of energy
- Interviews- Talks with company leads and bosses about why they chose to train and work within this particular industry and their personal thoughts to recent developments
Middle Funnel Videos
This choice of video marketing is ideal for those who have already created an effective and trusted brand presence within the field. Middle funnel videos are used to further nurture the collection of potential customers built up, to developing brand awareness. This can be done through:
- Demonstration videos- These show the solar panels in action, being put into place and how they can be controlled within the home
- Case studies- showing how the solar panels are being used by the company’s current clients. These types of videos are valuable and create a personal touch, helping to build a layer of trust
Create An Effective Strategy
Unlike other social media platforms, YouTube is definitely the most time-consuming platform to create and post to. This is because it takes a lot more regular work than that of its competitor sites. By posting regular video content can increase brand awareness and help the business remain relevant with their shifting audience
Therefore, it is important to devise an effective strategy that will make taking on this workload more manageable to the point it can be sustained for a long amount of time.
It’s important to start with the why. Why are these videos being created? Then, be clear on the goals that are wanted to be achieved throughout this marketing process. Whether that is to improve brand awareness, engagement with the solar panel industry, leads and conversions, traffic or improvement of sales. Whichever it may be, set that as the primary goal, motivating you throughout the entire marketing process.
Search Engine Optimisation
Due to YouTube being one of the most highly used platforms globally, it is understandable how important it is to ensure that the videos produced need to be seen between that of the competition. The way the video looks is edited and the length is all key factors, while the prime feature that will help decide on its ranking within the search engine is its SEO rating.
By creating an optimized video will allow it to come up higher within the search results when someone is looking for a video-based specifically on solar panels. The ways in which a video should be optimized is by:
- Using keywords- Use ones that represent your video as well as those that searchers are likely to use. There are free sites such as Keyword Keg and Tube Buddy that can allow YouTubers to find relevant keywords while seeing the monthly traffic of them
- Video headlines with descriptions- Use keywords here to help YouTube know what your video is about
- Length- YouTube will rather promote the videos that will keep visitors on their site for longer. Make lengthy, educational videos where possible
- Video tags- Similar to keywords, add relevant tags to each video that will help with the visibility
Define The Audience
Knowing your target audience is key. Along with discovering their interests or habits, it can also help you to understand what sort of videos are needed to be created. An audience can be defined as a group of people that match within specific interests, goals and demographics.
By creating videos that are targeted to the right consumer group, content can be advertised at the perfect time, on the most effective day for your target audience group. It’s very easy to reach a group of people once their likes, interests and what content they enjoy are established. With this information in hand, alongside a structured strategy, there will likely be a large following of viewers to your new solar panel YouTube channel, helping to increase both traffic and company revenue.
Using Call To Actions
A call to action is a great way to get the audience involved within the video they are viewing. Even if it is only 5 people watching, asking them to perform a CTA is still just as important.
This action can be defined as something asked of the viewers. Whether that is to like the video, subscribe or share with their friends, all of these things if done right in the correct order can boost the rating of the video, and the number of people who will be viewing it.
Using Paid Advertisements
YouTube videos do not just have to be entertaining or informing, they can be a way for businesses to work together, increase brand awareness and make money while doing it. This is done by using paid advertisements within the videos produced.
It has been found that the videos which include these additions get, on average, five times more views, perfect for a brand that wants to both educate their audience and increase revenue too.
By deciding to produce videos that include the use of AdWords advertising campaigns, it is sure the videos watched will work in a way to produce brand awareness. It is important, however, to ensure the Ads implemented into the videos aren’t just for payment reasons, and they are still on target and keep to the brand name and chosen target audience. Also, while they are great to use in moderation, do not fill every video with Ads, as this will only increase the video abandonment rate and the videos will never be watched.
How To Create A Good Advert
While Ad videos are highly beneficial, it would be important to know how to create one that will be best for business.
- Introduce the business, what it stands for, and its company mission
- Talk through problems or queries a potential customer will have, and how this business will solve the problem
- Highlight important details about the company and the key features of each product to persuade why it is needed
- Use social and customer proof
- Demonstrate the products
- Add a call to action
While the advert may be only a few seconds long, ensuring each of these points is included in at least one video will certainly help drive the traffic to the YouTube channel, and then the solar panel website.
Market The Videos
Once the videos have been produced and posted onto the YouTube channel, it would be beneficial to not just leave it here and instead promote the videos further on a business website, blog or social media account.
It’s important to do this as, if not subscribed to, a YouTube channel can quickly hide amongst the masses of videos being posted every day. With an estimated 500 hours worth of content being posted onto the site every minute, it is clear why disappearing is inevitable.
So, be sure to post the video on any additional site owned by the solar panel business, to ensure that it is easily found if it is wanted to be watched by anyone, while also elevating the importance of it.
The solar panel industry is certainly a sector that could benefit from adapting its strategy and implementing YouTube for business marketing. From being a globally renowned industry, there is no reason why someone should not know what a solar panel is. From why they’re needed, how they work, and how they are installed, all this information can be provided in a much simpler and more entertaining way, through the creation and distribution of a video.
Converting content into video isn’t the most difficult process either. By simply following the steps above, while producing visuals that are high quality, clear and interesting, there is no knowing how much the business could grow from here.
As humans, we have a very short attention span, and videos have become a popular alternative to reading large masses of text.
With video, a business can get straight to the point, while keeping the attention of the audience, and providing them with all the information needed, in order to truly satisfy their search.
Charlotte Johnson is from the sunny south of England and is a copywriter and SEO assistant. With clients ranging from construction, gaming to the exciting world of SEO, there is little that Charlotte cannot write about.