When you run a small business, it often feels like you’re juggling a hundred tasks at once.
Because of that pressure, sticking to familiar channels like email, social media, paid search and SEO can feel like the safest option.
You might have even thought about launching a YouTube channel, then dismissed it because you weren’t sure where to begin, didn’t have the time, or felt you lacked the skills to create good content.
But online video is now too important to ignore.
UK adults watch almost an hour of online video every day and view an average of 35 videos a week.
Marketers have taken notice too. In 2022, 96% believed video played a key role in their digital strategy.
We covered how to set up a YouTube channel in a previous post.
Here, we’ll focus on why investing time in YouTube can be a smart move for your business.
Build Trust With Your Customers
Video is one of the most effective ways to build trust with potential customers.
You can use your channel to share behind-the-scenes footage, introduce your team and show the people behind your brand. These simple touches make your business feel more human and relatable.
You can also share customer testimonials. Authentic video reviews help people understand the value of your product or service and reassure them that you deliver what you promise.
With 88% of consumers saying online reviews shape their buying decisions, testimonial videos can be a powerful trust-builder.
Boost Brand Awareness
YouTube has a huge audience. More than 50 million active users are based in the UK alone.
And Google reports that 90% of people use YouTube to discover new brands or products.
This gives small businesses a real chance to reach new customers.
Organic discovery is ideal, but “going viral” is never guaranteed. Even great content can get lost.
Thankfully, YouTube ads make it easy to reach your ideal audience. You can target people by location, interests or buying behaviour, and you only pay when someone watches more than 30 seconds of your video or interacts with it.
Generate More Leads and Sales
Video can also help you generate more leads and sales.
In a 2022 survey of 528 businesses, 87% said video helped increase their sales.
YouTube gives you space to show your product or service in action and explain the benefits in a clear, engaging way.
If you sell physical products, Shopping on YouTube lets you link your store directly to your videos.
Service-based businesses can drive leads simply by ending each video with a strong call-to-action.
Support Your SEO Efforts
You’ve probably noticed that Google now shows YouTube videos in search results alongside traditional listings.
By optimising your YouTube content, you increase your chances of appearing in those results.
Key optimisation tips include:
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Add your target keywords to your video title
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Write a detailed, keyword-rich description
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Use accurate closed captions
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Include a transcript
A compelling thumbnail can also improve click-through rates.
Reduce the Pressure on Your Customer Service Team
Your YouTube channel can double as a helpful resource for customers.
Start by listing the most common questions your support team receives. Then create simple videos that answer those questions.
This gives your customers quick, friendly guidance without needing to contact you directly.
It also frees up time for your team to focus on more complex enquiries.
More than 53% of businesses say video has helped reduce the amount of time they spend on customer support.
High-Quality Video Is More Affordable Than Ever
Producing good video content used to be expensive. That’s no longer the case.
Most people now carry a high-quality camera in their pocket, and there are plenty of affordable tools for editing, captions and voiceovers.
You may want to invest in basic items like a tripod, microphone or lighting, but you no longer need a full studio to create effective content.
If time is your main barrier, outsourcing is always an option.
Easy-to-Measure Results
YouTube gives you clear insights into how your videos perform.
You can see the average watch time, where viewers stop watching and which parts people replay.
These insights help you improve future videos and can even inform your wider marketing or sales strategy.
For example, if viewers consistently drop off during a certain section of a product demo, that’s a sign that the messaging needs refining—on video, your website and even in sales calls.
How to Get Started
If you’re ready to explore YouTube, take a look at our recent post on setting up your channel.
It covers planning, optimisation and performance tracking.
If you’d prefer hands-on support, I can manage your video marketing for you.
Whether you need help with planning, editing, thumbnails or full channel management, just get in touch.
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