In the dynamic realm of eCommerce, businesses are in a perpetual quest for innovative strategies to fuel their growth. In a recent enlightening conversation with Andrew, a YouTube growth expert, and founder of YTera, we gained valuable insights into the untapped potential of YouTube as a formidable driver of revenue growth.Andrew, who has worked closely with businesses generating over a million dollars in revenue from their YouTube channels, joins Nathan in this week’s episode of eCommerce On Tap and shatters common misconceptions surrounding this powerhouse platform. Here, we delve deeper into Andrew’s wisdom, exploring how YouTube can significantly impact the eCommerce landscape.
Unlocking YouTube’s Potential
In today’s eCommerce landscape, YouTube often finds itself overshadowed by the likes of Facebook, Instagram, and influencer collaborations. However, Andrew’s perspective challenges this notion. He passionately argues that YouTube deserves a prime spot in every eCommerce brand’s growth strategy:
“I think a lot of entrepreneurs, businesses, professionals immediately write off YouTube saying, ‘Oh, I don’t have time. I don’t know what to do. I don’t know how to use the equipment,’ or whatever the excuses they’re coming up with.“
Andrew makes a compelling case that YouTube offers a unique advantage, serving as an educational hub where millions flock to acquire knowledge:
“When you want to learn about something, whether it’s about eCommerce or training your dog or anything, you’re going to go to YouTube, you’re going to type in a search query on YouTube, and you’re going to learn a new skill or answer a question.“
YouTube: An Underestimated Growth Catalyst
The statistics speak volumes—YouTube is the second most-visited website globally and, for many, a preferred search engine. However, it’s not just the platform’s sheer size that makes it invaluable. Andrew contends that the key to YouTube’s prowess lies in its ability to connect businesses with precisely the right audience at precisely the right time:
“What’s the number one pain point for any business, any professional, any business? They want their brand to be put in front of the perfect person at the perfect time.“
This insight crystallizes the essence of YouTube’s power. It is a platform where businesses can resonate with their ideal viewers, engage them effectively, and, ultimately, drive conversion. Andrew reinforces the importance of tapping into this goldmine, warning that those who overlook YouTube risk losing market share to competitors who understand its potential:
“It’s Marketing 101: fish where the fish are. Everybody is on YouTube. And if you’re not on YouTube, I can almost guarantee your competitors are, and they’re going to grab the market share, the attention that you should be capturing.“
Viewer-Centric Approach: The Secret to Success
One of the standout principles of Andrew’s strategy is his unwavering commitment to serving the viewer:
“If you bring value to the viewer, everything else takes care of itself. We’re worried about attracting the right viewers, not the most subscribers. Subscribers are just a vanity metric.“
This perspective underscores that quality, not quantity, should be the driving force behind content creation on YouTube. Focusing on delivering value to viewers fosters trust and credibility, ultimately propelling businesses forward.
Data-Driven YouTube Marketing
In the pursuit of YouTube success, businesses often grapple with the question of how polished their videos should be. Andrew’s response is pragmatic and rooted in understanding the target audience:
“The truth is you won’t know until you test. You got to test it, right? There are times when the channel gets some momentum; I would definitely advise 98 percent of your attention should be now optimizing your content for browse and suggested because that’s how you’re going to really blow up and dominate your niche.“
This emphasis on data-driven decision-making and adaptability reflects the dynamic nature of YouTube’s algorithm. Andrew encourages businesses to experiment, test different content styles, and adapt based on what resonates with their audience.
Crafting an Ideal YouTube Strategy
Andrew, through his company YTera, provides tailored services for businesses at different stages of their YouTube journey. He outlines the ideal customer profile for YTera:
“For the businesses that just want to outsource the people, processes, and problems, just come to YTera and we’ll take care of all of it for you. All you got to do is hit the record button, make the videos.“
For businesses already generating substantial revenue (typically over a million dollars annually) and seeking to establish their YouTube dominance, YTera offers comprehensive solutions. This allows businesses to leverage Andrew’s expertise and the power of YouTube while focusing on their core operations.
SEO for YouTube
An intriguing aspect of Andrew’s YouTube strategy lies in his perspective on search engine optimization (SEO). Traditionally, when thinking about SEO, Google is the go-to reference. However, Andrew contends that YouTube itself is a search engine, albeit one tailored to video content. Understanding the equivalent of SEO on YouTube is crucial for eCommerce brands aiming to carve their niche:
“There is no YouTube algorithm. There’s YouTube algorithms. There’s an algorithm for search. There’s an algorithm for suggested. There’s an algorithm for browse. There’s an algorithm for playlist. There’s an algorithm for everything.“
This differentiation is pivotal. It underscores the multifaceted nature of YouTube’s algorithmic landscape. While search plays a role, it’s only one part of the equation. Andrew advocates a balanced approach, urging eCommerce brands to place more significant emphasis on optimizing content for browse and suggested, where the real growth potential lies.
Leveraging the Power of Google Trends
When it comes to researching keywords and tracking search volume, Google Trends emerges as a critical tool. However, Andrew raises a compelling point regarding the accuracy of keyword research tools:
“The truth is, those tools don’t actually have access to the real data that YouTube and Google are using. So, when you need to make SEO optimized videos on the YouTube platform, there’s only one thing that I use. There’s only one thing that I trust. Google Trends.“
His preference for Google Trends stems from its ability to provide insights into trending topics and search term popularity trends. While the data is scaled, making direct quantitative comparisons challenging, it remains a valuable indicator for content creators. Comparing different search terms can help eCommerce brands identify topics worth exploring.
The Goldmine of Auto-Complete Suggestions
Another underutilized source of keyword inspiration lies in YouTube’s auto-complete suggestions. This simple yet effective feature can serve as a goldmine for eCommerce brands:
“The Google search bar and the YouTube search bar have an auto-complete. You start typing in anything about your niche, your industry, your products, your services, and an auto-complete menu bar will populate.“
These auto-complete suggestions represent queries that users actively search for. By targeting these suggestions in video content titles and descriptions, eCommerce brands can align their content with genuine user interests.
Testing the Polished vs. Unpolished Video Approach
One of the most pressing questions that eCommerce brands face on YouTube is how polished their videos should be. Andrew’s response encapsulates the essence of experimentation:
“The truth is you won’t know until you test. You just got to test it, right?“
This sentiment highlights the necessity of adaptability in the world of YouTube content creation. Businesses must explore both polished and unpolished content styles to ascertain what resonates best with their audience. Andrew advises that businesses should maintain flexibility and be ready to pivot based on performance data.
YTera’s Ideal Customer Profile
YTera, under Andrew’s guidance, caters to a spectrum of businesses. Understanding the ideal customer profile for YTera can help eCommerce brands identify if their services align with their growth objectives:
“For the businesses that just want to outsource the people, processes, and problems, just come to YTera and we’ll take care of all of it for you. All you got to do is hit the record button, make the videos.“
YTera primarily targets businesses already generating over a million dollars annually, seeking to leverage the power of YouTube strategically. For these businesses, YTera offers comprehensive solutions, allowing them to concentrate on their core operations while experts handle their YouTube growth.
Takeaway
In conclusion, Andrew’s insights unveil the extraordinary potential of YouTube as a revenue growth engine for eCommerce businesses. His viewer-centric approach, emphasis on adaptability, and commitment to delivering value offer a roadmap to success.
As eCommerce brands contemplate their growth strategies, they would be wise to heed Andrew’s wisdom and recognize that YouTube is not just a video-sharing platform; it is a dynamic channel that can propel them to new heights of success.
With this comprehensive exploration of Andrew’s insights and strategies, eCommerce brands now know how to harness the full potential of YouTube for their growth. In an ever-evolving digital landscape, understanding the nuances of YouTube’s algorithms and user behavior can be the key to staying ahead of the competition and driving significant revenue growth.
Armed with these insights, businesses can confidently embark on their YouTube journey, knowing that they are equipped to thrive in this dynamic and influential space.
So, as an eCommerce entrepreneur or marketer, are you ready to tap into the vast potential of YouTube and take your business to the next level? The time to hit the record button and explore this powerful platform is now. Remember, in the world of YouTube, value to the viewer reigns supreme, and a data-driven, adaptable approach can be your secret weapon in unlocking remarkable growth.
