Have you recently launched a video streaming business and are now confused about what to do with your YouTube channel?
If so stick around – by the end of this article you’ll know exactly what you need to do!
It might feel like you only have 2 options:
- Let your channel die (what a waste!)
- Continue to monetize it (but then what’s the point of your new video streaming platform?)
But, there is a third option:
Take advantage of your YouTube momentum and use it to push your current video streaming site forward!
This option will supercharge the growth of your video business and create a reliable stream of potential leads that are already engaged with your work.
In this article, I’m going to show you how to repurpose your YouTube channel and turn it into a powerful marketing engine that will drive targeted customers to your new VOD service.
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VOD + YouTube = Your New Profitable Business Model
You might feel a little stuck on what to do with your YouTube channel because you think YouTube is a direct competitor to your new video on demand (VOD) service.
But, that’s not true; your YouTube channel and your VOD are 2 different platforms that play different roles in your video business.
YouTube is not a video monetization platform – it’s a video search engine.
Think of it this way:
- Your VOD is your video monetization platform – it’s where you sell and stream your paid content.
- Your YouTube channel is your video marketing platform – it’s where you get your streaming business discovered and grow your brand awareness.
Creating a VOD service doesn’t make your YouTube channel obsolete. You’ll still need YouTube to:
- Generate traffic.
- Build brand awareness.
- Generate leads.
- Connect the right people to your paid video streaming platform.
This makes your YouTube channel a powerful marketing asset.
We find that Uscreen customers who have a YouTube following of 500+ subscribers earn more money in a shorter period of time than those who don’t.
If you already have a YouTube following of at least that size, you’re in a great position to turn it into a marketing engine!
And if you don’t, that’s ok!
We’ve got a comprehensive guide that’ll help you build your brand and get more views on your YouTube channel.
22 Ways To Get More Views On YouTube
6 Steps To Turn Your YouTube Channel Into A Marketing Engine
There are 6 simple steps you need to follow to turn your YouTube channel into a marketing engine that’ll complement and grow your video platform:
- Create a landing page for your video streaming service.
- Switch to a “Search Engine” mindset.
- Adopt the YouTube Marketing Funnel.
- Get clear on your YouTube content structure.
- Optimize your existing content.
- Create targeted content for your new sales funnel.
We’ll break down each of these steps and look at examples of real YouTubers that have used this model to build successful video businesses.
Let’s dive in…
1. Set up a landing page for your video streaming service
You’re going to start by setting up a landing page.
Your landing page is a designated page on your video streaming site that you can link to in your video descriptions and bio to send your most engaged viewers to.
The purpose of this page is to:
- Give you an easy-to-use page you can drive high-converting traffic to.
- Share the benefits of using your premium VOD website.
- Convert your YouTube leads into paying customers.
Take a look at CarpFix’s landing page, for example:
You can see how they use their landing page – built using Uscreen’s landing page builder – to showcase their premium video site. Their page includes:
- Clear branding.
- A short written explanation of what CarpFix does.
- A trailer with all the information visitors need to know about CarpFix’s VOD site.
- Content catalog examples.
- A FAQ snippet.
- Pricing plans.
- Calls to action (CTA).
This makes their landing page comprehensive and engaging, which will entice potential customers and empower them to make an informed decision!
We recommend that your page includes:
- The name and logo of your VOD service, this should be consistent with your YouTube channel’s branding.
- A catchy tagline.
- A free trial sign up button.
- The benefits of subscribing to your VOD site.
- An FAQ section.
- Preview of your content catalog.
- Subscription prices for different plans and what’s included in each plan.
If you’re a Uscreen customer, you can access the landing page builder from your dashboard:
Better still, we have a variety of premade templates you can use to structure your page and customize them to fit your brand.
It’s up to you whether you choose to create a separate landing page or use your homepage. What matters is linking to your video streaming site on your YouTube videos!
You can learn more about creating high-converting landing pages in the video below:
Now that you have a clear portal to your VOD site, let’s get into what you’ll need to do to your YouTube channel to turn it into your best marketing engine.
2. Switch To A “Search Engine” Mindset
The next step is a switch in how you think about using YouTube.
You’ll have to start using YouTube for what it is: the world’s largest video search engine.
Everything you post on YouTube from now on needs to have a clear goal to connect with a well-defined audience that will feed back into your VOD business in one way or another.
Ideally, your YouTube content should:
- Be optimized for YouTube searches.
- Optimized for Google searches.
- Attract a potentially paying audience.
- Grow your online community.
- Spark discussion and debate.
- Provide value for your viewers.
- Educate people about your paid content.
- Convince them to pay for your content.
We know – this may sound intimidating. It was intimidating to us too, until we designed what we like to call a YouTube to VOD Marketing Funnel.
We’ll get into the nitty-gritty of how you do this over the next few steps. But, for now, be prepared to approach your YouTube content in a much different way.
3. Adopt The YouTube Marketing Funnel
The next step is to understand and adopt the YouTube Marketing Funnel.
A marketing funnel (generally) is a way of looking at the customer journey from top to bottom—from when a potential customer becomes aware of your brand to when they place their order (and possibly, beyond). This journey has stages, which can be metaphorically represented as a funnel.
A YouTube Marketing Funnel is specifically focused on the customer journey from YouTube to your VOD business.
This YouTube Marketing Funnel is split into 3 stages:
The main goal here is to push users from the very top of the funnel to the very bottom, all the way to being paying subscribers to your VOD site.
Let’s take a closer look at each of these stages and how to create the right content for each of them.
Top Of The Funnel – Where Your Brand Meets New Potential Customers
The top of the funnel is where new people come to first find out about your content. It’s the “point of entry” for those people looking for the kind of content you’re creating.
The audience at this stage of the marketing funnel is wide, general, and not yet ready to buy.
You can achieve this goal by creating TOFU YouTube content that:
- Attracts new viewers.
- Builds brand awareness.
- Sets the tone for your channel.
- Gives people a reason to watch future videos (this can look like helping them solve a problem or educating them on a relevant topic).
- Generates leads that will trickle down to the next stage of the funnel (MOFU).
It’s the online equivalent of walking to a physical store for the first time; you’re looking to subconsciously answer the questions:
- Did I find what I was looking for?
- Did I feel good about what I saw?
- Would I come back for more?
The content you create for the TOFU stage of the YouTube Marketing Funnel will fall into one of these types:
- Video listicles.
- Topical vlogs.
- Opinion pieces.
- Simple tutorials.
- Entertaining content.
Let’s take a closer look at each of these types of TOFU YouTube content.
A video listicle is a video that uses a list as its thematic structure but is fleshed out with sufficient information for every point.
Example: 7 Ways to Promote YouTube Videos
This type of content is easy to digest, quickly touches on lots of different points, and allows viewers to easily dip in and out.
Brian Dean uses this to great effect on his SEO-focused YouTube channel. He uses list-based content to share tips his audience can instantly put to use:
This style of video is also:
- Highly shareable.
- Great for starting discussions.
Both of which can help grow your brand.
Topical vlogs can help you set the tone for your channel.
By choosing a sought-after topic in your niche, or one that’s currently in the news, you can really set out your stall on what you think.
Let’s take a look at Humphrey Yang, a personal finance, investing, and entrepreneurship YouTuber. He picks topics that people always talk about and creates interesting vlogs about them:
If you watch the video you can see that Humphrey dissects the popular myths behind day trading and shares actionable advice for people (usually investing beginners) who want to make money off of trading. Perfect for TOFU audiences.
These videos can be as simple as grabbing your camera and sharing your thoughts, or you can get creative and turn them into actionable takeaway posts.
Opinion pieces aim to take a basic topic and share thoughts, feelings, and emotions about them. They are more targeted and less takeaway-focused than the vlogs in the last section.
Colin and Samir, digital storytelling YouTubers, are a great example of this. Take a look at their take on how Logan Paul changed the boxing industry:
This video provides some cool insights into the history and development of mainstream and YouTube boxing and why they think Logan Paul ‘sort of’ changed the face of the industry.
While Logan Paul’s debut in the professional ring was definitely an ‘in’ topic, the opinions you share don’t need to be hot takes on a newsworthy subject. Instead, they just need to be relevant to your niche and the people you want to attract.
One of the most important parts of the YouTube Marketing Funnel is search traffic.
These are viewers who find your videos because they’re looking for an answer to a question, a solution to a problem, or advice on how to do something.
By creating simple, easy-to-follow, tutorials you can lure people to your content and hook them for your future updates.
Here’s a really cool example from Art For Kids Hub:
This type of content ideally provides a lot of value to the viewer, positioning your brand as reliable and helpful in a specific niche. But, these tutorials aren’t valuable enough to go into your premium VOD product.
The final type of content is also one of the most common – entertaining content.
These are videos that showcase what your channel (or brand) is about, and serve no other purpose than to be interesting, entertaining, and maybe shareable.
BFUNK, a dance choreography-focused channel, does this by sharing the routines instructors have put together for Bollywood and Bhangra songs:
We’ll look at how BFUNK expands on this TOFU content later in the guide, putting it to good use throughout the funnel. But, for now, pay attention to how it entertains and hooks viewers with the “wow factor” of this content.
The thing to remember about all these pieces of content is that they are designed to get the right people to the next stage of the funnel.
Which brings us squarely to the middle of the funnel…
Middle Of The Funnel – Where You Spark Interest in Your Paid Content
The middle of the funnel is where people begin to engage with your content, form concrete opinions about your brand, and join your community.
People at the MOFU stage are definitely interested in your content niche and what you’re creating, but aren’t quite ready to pay for your content just yet.
However, your content, paid and unpaid, is definitely on their radar.
Let’s hold on to the BFUNK example for a little while longer…
BFUNK’s core community is formed of die-hard dance fanatics. The video we shared earlier was about choreography for a song called Kangna Tera Ni, and showcased a number of dancers performing it.
People who were watching for pure entertainment would be happy to leave the video there. But, what about the people who want to learn the dance?
Well, BFUNK has a premium video for that.
At the end of their video BFUNK showcases clips of people learning the dance in the studio. They also link to their VOD site’s landing page in the description, to direct their most interested viewers to the full tutorial.
Better still, if these viewers aren’t ready to start their free trial or pay for a subscription, BFUNK has a number of short dance tutorials on their YouTube channel:
This is when you start to see the YouTube Marketing Funnel in motion, as these engaged viewers are progressed to the middle of the funnel.
You can achieve this by creating MOFU YouTube content that:
- Educates people on your chosen topic.
- Builds relationships with your subscribers.
- Creates discussion and community.
- Gives viewers a taste of what your paid content can do for them.
- Nurtures leads and trickles them down to the next stage of the funnel (TOFU).
This means MOFU content will likely fall into one of these two types of content:
Let’s take a closer look at each…
Tutorials look at one element your audience wants to learn about and breaks it down.
If you have an information-focused video business you might be thinking, “why would I give a tutorial away for free?”
The answer is two-fold:
- Viewers will still pay for content they can get for free.
- You can limit the “depth” of the tutorial as much as you want in length, knowledge, or both.
BFUNK’s tutorial videos like this one…
… are good examples of MOFU tutorial content for YouTube.
Breakdowns look to explore a topic in-depth and impart valuable knowledge to the reader.
These types of content are perfect for establishing yourself as an authority and thought-leader in your niche.
Practice with Clara, a yoga entrepreneur, does this in a really creative and brilliant way.
After she hosts a live stream class she leaves around 5 minutes at the end of the class for a live Q&A that are focused on specific yoga techniques:
Breakdowns have the power to spark discussion between members of your audience and with you as the creator, and can garner thousands, if not more, views!
The key with MOFU content is to engage your existing viewers, present your VOD as a potential upgrade, and entice people to the next stage of the funnel. This is called lead nurturing.
Just like BFUNK, Practice with Clara provides content that introduces their premium platform. When you get to the end of the video, you can see a CTA to the channel’s private VOD service.
Each of the video types explained above has:
- High levels of value to the reader.
- Strong hints to their premium offering.
- Calls to action to move to the next stage of the marketing funnel (BOFU).
Bringing us to the next and final stage of the YouTube Marketing Funnel…
Bottom Of The Funnel – Where YouTube Viewers Become Customers
The bottom of the funnel is where you promote your VOD business and convince people to try your premium paid content.
Viewers at this stage of your marketing funnel are ready to buy and are weighing up their options; they’re just waiting for a little nudge from you to get them over the edge.
This entire stage takes place on your video streaming website, not on YouTube. That’s why having a landing page is so important!
BOFU content is the next logical step from your MOFU content. Viewers will have followed a strong CTA at the end of your videos, clicked on your landing page, and found themselves on your VOD site.
Let’s look at that process a little closer.
As mentioned above, BFUNK’s MOFU content contains a CTA to access the full tutorial that you can see in the last portion of their video. The link in the video’s description then takes you to their content catalog:
That’s BOFU content. You can see that BFUNK has:
- A shorter version of the tutorial which acts as a teaser for their premium content.
- A description of the lesson.
- A CTA that directs viewers to your VOD landing page.
This is a simple and effective way to convert your quality leads, that made it all the way down your funnel, to take the next step and become subscribers to your VOD site.
You can also look to use different types of content, that may work better for your business, such as:
- Video sales letters.
- Written sales letters.
- Customer testimonials.
- Free trials!
So, if you want to increase the impact of your BOFU content, look to offer a 7 to 10-day free trial for viewers to test your VOD platform.
- Suggested read: How to Grow Your YouTube Channel Using Buyer Personas
4. Get Clear On Your YouTube Content Structure
By now you should have a clear idea of how your YouTube content needs to be structured.
Each video needs to:
- Have a clear purpose.
- Appeal to a section of your YouTube Marketing Funnel.
- Direct viewers to your VOD’s landing page.
It’s important that you think of each YouTube video you create as part of a larger marketing strategy. You should be able to answer these questions:
- What is the goal of this video?
- Who does it appeal to?
- Where does it fit into my marketing funnel?
Better still, you’ll be able to link specific videos into “chains” that correspond to each stage of the marketing funnel. This will help you progressively lead the viewer towards your VOD landing page that is made to convert them to start their free trial or pay for your service!
We recommend that you split your YouTube content up like this:
- TOFU content – 60%.
- MOFU content – 40%.
This split lets you focus on lead generation and can help you to gather data on what content attracts the correct people to your marketing funnel.
You should also include:
- Calls to action (i.e. subscribing to your channel, checking out your VOD site, liking the video).
- Links to other content.
- Links to your VOD landing page.
- Branded intros and outros.
These ensure that everything is connected and has a purpose on your YouTube channel.
But, before you create any new content, let’s look at how you can get the most out of your existing content.
5. Optimize Your Existing Content
In this step, you’re going to take a close look at your existing YouTube content.
You’ll want to look at each of your videos and decide whether they are:
- TOFU content.
- MOFU content.
- BOFU content.
Then see how you can optimize them to fit your new marketing approach.
Here’s how the optimization might look at each stage:
- TOFU content: keyword-driven headlines for SEO, optimized descriptions, landing page link in descriptions, call to action to join your mailing list.
- MOFU content: content-driven headlines, in-video cards, links to other content, join the discussions in the comments, landing page link in descriptions.
- BOFU content: product-driven headlines, strong calls to action, links to landing page, testimonials or positive user comments.
You may also find that your channel has a number of videos that drive high levels of traffic, but could also go behind your VOD’s paywall.
You will need to look at the statistics for these videos and decide whether these videos are:
- Better used as premium content on your VOD site (in which case, remove them from your YouTube channel, keep them exclusive on your site, and potentially create a shorter, teaser form of that video for your channel).
- More effective as “traffic magnets” on your YouTube channel (in which case, keep them as is).
This step is critical to the process so be sure to take care of this before moving onto the next one.
6. Create Your New YouTube Content
The final stage in this process is doing what you do best – start creating epic YouTube content.
How you do this is up to you, but remember the key points from this guide:
- Have a clearly defined purpose for each video and what purpose it serves in your funnel.
- Provide a high level of value to your viewer.
- Make sure all videos have CTAs and are connected to the next funnel stage.
- Include your VOD landing page in your descriptions.
From YouTube to Uscreen – How To Plan For A Smooth Transition
That’s all folks!
Congrats! You’ve made it through this pretty intense guide.
By now you should have a clear understanding on how to transform your YouTube channel into a powerful marketing tool for your video streaming website.
Here are the 6 key things you need to remember from this article:
- YouTube and your VOD are not in competition: they are 2 tools that work together to help you create an EPIC online video business.
- YouTube is a marketing tool: you don’t need to earn money from your videos on the platform. Instead, use them to grow your audience and sell subscriptions to your video streaming platform.
- The YouTube Marketing Funnel has 3 stages: TOFU, MOFU, and BOFU. (Click each of those links to read that section of the article again.)
- Create a VOD site landing page: For YouTube to be a successful marketing tool, you’ll need a designated portal to direct people to your VOD site. Your landing page should be built to convert BOFU viewers to become trial members or paying subscribers.
- Your content should always have a purpose: each of your videos should target a specific person, at a specific stage of the funnel, and give them a strong call to action.
- Optimize your existing content first: put your existing videos to work and help them find an effective place in your funnel.
Understand and apply each of these 6 elements and you will be well on your way to creating a YouTube Marketing Funnel that works for you.
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The post How To Turn Your YouTube Channel Into A VOD Marketing Engine appeared first on Uscreen.