NOTE: This is a guest post written by Amos Onwukwe and edited by Marky O’Brien. Details about the author are at the end of this article.
The holiday shopping season begins in a few days. Consumers will be hunting for the best products to gift their friends, loved ones or themselves.
For smart marketers, this is the time to cash in. The National Retail Federation reports that 2019 holiday sales are expected to grow to between $727 billion and $730 billion.
Retailers and marketers are making preparations to maximize sales this season, you too should be making last-minute preparations to harness the power of YouTube marketing to drive sales this period.
Enter 2019 Holiday Shopping Season
The NRF also states that up to 40 percent of consumers usually begin their holiday shopping long before Halloween. This is why it is essential to have the right plan in place so that your YouTube marketing tactics can be very effective.
To put things in perspective, here are some interesting holiday shopping statistics:
- November-December sales account for 20 to 40 percent of yearly sales for small and medium-sized retailers. (NRF)
- Consumers spent about $5.5 billion at restaurants and retail stores on Small Business Saturday 2012. (American Express)
- Shoppers will spend 5% more this year than last, up to at least $862 each. (OpenX)
- Online holiday shopping revenue in the United States hit $124 billion in 2018, a 14.8 percent increase. (Adobe Digital Insights)
- 52 percent of holiday shoppers say they will shop online in 2019. (OpenX)
- Websites receive at least 63 percent more visits during the holiday shopping season. (BigCommerce & Live Chat Inc)
With these in mind, it is time to take another look at your YouTube marketing strategy for this holiday season.
With over 100 hours of video uploaded per minute, YouTube is the indisputable king of video and is currently the second largest search engine after Google.
One billion daily views come from mobile devices. This implies that about 6 billion hours of video are watched on YouTube every month.
1.9 billion monthly active users have access to video content created in over 80 different languages, which perhaps includes yours. Interestingly, 62 percent of businesses like yours use YouTube to promote their products and services.
5 YouTube Marketing Tips for Savvy Marketers this Holiday Shopping Season
Now that you know your potential customers are paying attention and also very active on YouTube, here are five YouTube marketing tips that you can utilize this holiday shopping season:
Create Holiday-Themed Videos
It is the holidays and if you are not speaking “holiday” you are probably not communicating. November and December are reputed to be the biggest sales months of the year. Plan to create holiday-themed YouTube videos that reflect this mood. You can do this on a budget yourself or by hiring freelance video creators.
By so doing, you signal to your customers and staff that you’re responsive and that all work and no play makes Jack a dull boy. Be fun, be creative, be present and enjoy the moment as you create your holiday YouTube marketing videos this holiday season.
When you create videos showcasing your products on YouTube, one way to rank with it is by using relevant tags. These tags should be keywords that are related to your products. They should be keywords that a human can type into the YouTube search box, so make sure you strategically utilize longtail holiday-related keywords for better ranking this season.
Create a Video Playlist
When viewers watch videos on PC, suggested videos pop up on the right-hand side of your screen. On the other hand, viewers on mobile will see the suggested videos underneath the video they are currently viewing.
When you create a lot of relevant and useful content, YouTube may suggest your videos to lookalike audiences. In fact, 66 percent of YouTube video views come from “Search” and “Suggested” videos.
Also, always inform viewers that you have other equally or more interesting and informative videos on your channel. Encourage them to visit your channel, like, subscribe, comment and watch all your holiday-themed videos.
Make Short Videos
A recent study conducted by Socialbakers indicates that YouTube videos that are less than 2 minutes in length account for 50 percent of the most viewed videos.
This is understandable, considering that time is of the essence, especially during the holiday shopping season. Also know that YouTube videos viewed from beginning to end count more than those abandoned midway.
This holiday season, break your videos into shorter bits packed with fun and interesting holiday content for your target market. Announce your holiday specials here too.
Use Great Thumbnails
Thumbnails are small but powerful, more so when it comes to YouTube marketing. They are the small freeze frames or covers that people see when your videos pop up. It is your first and perhaps best chance at creating a great first impression.
With billions of videos out there, an optimized thumbnail is your biggest shot at differentiation. Use it to your advantage this holiday season by featuring holiday-themed photos or freeze frames.
Avoid any form of clickbait as this would turn viewers off plus increase your user signals, which can harm your rankings.
Speaking of ranking, it is no longer news that Google owns YouTube, making video an important ranking factor. According to Forrester, pages with relevant videos are 53 times more likely to rank on the first page of Google search results.
You can supercharge your end of year marketing by embedding more holiday-themed YouTube videos on your blog or website to get more traffic and awareness to your blog or website.
By optimizing your holiday videos for Youtube and Google, you amplify your search rankability on two of the world’s largest search engines and hopefully, you end up smiling to the banks when you take stock.
Search Engine Journal reports that 55 percent of consumers use videos to make purchase decisions. This presents a waiting opportunity for smart marketers to cash in. This holiday season, plan to use videos to influence your customers shopping decisions.
Make your holiday shopping videos about them and about the season, plus how your products or services can help them have a more memorable holiday experience. This will help.
Amos Onwukwe is an AWAI trained Business and Ecommerce Copywriter who also covers Tech and Social Media. When not writing, he’s thinking of writing or making music. He’s been featured in Huffington Post, Dumb Little Man, Ecommerce Nation, eCommerce Insights, Understanding Ecommerce, Result First, Floship, GrowMap, Self Growth, among others.
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