What’s one of the first things that comes to mind when developing a web strategy for your product or business? The answer that most people think of is search engine optimization (SEO). Organizations and the marketing firms that support them spend a lot of time maximizing a web presence through SEO to attract potential customers and investors. Most of this attention is directed at traditional search engines – primarily Google.

But did you know that YouTube is the second most-used search engine after Google?

Pretty surprising, right? It’s often overlooked as part of a web optimization strategy. But, if leveraged properly, YouTube advertising can be a very effective – and comparatively inexpensive – way to attract the attention of potential investors.

If you want an investor to buy your stock, the first thing you need to do is get their attention.  YouTube is a great way to do this – and a relatively cheap one.

A few tips for making the most of your YouTube advertising:  

  • When you create your video, make sure your company name and symbol are in the first 8 seconds. Although a video viewer may ultimately elect to skip some of the ad, even if they don’t let the video play out the first 8 seconds are free – and you’ll still have created brand awareness.
  • Beyond the 8 seconds, the video still needs to be brief and to the point. According to YouTube, play rates drop off significantly after the first 45 seconds. Make those seconds count!
  • Any keywords or promotional text need to be carefully considered for relevancy – it will help to ensure that you’re getting the most bang for your buck.  In some cases targeted keywords can also significantly limit your viewership, so make sure you’re doing your research.
  • Make sure that the video content is engaging. It might be short, but you can still tell a story. No one wants to watch what feels like a commercial. If the story is left a bit open-ended, it’s a great way to encourage the viewer to “learn more about” or “see more”.
  • End with a clear and concise call to action. What does the audience do next? Are they intrigued by the story and they’re clicking to find out more? Do you want them to ‘Subscribe’ to your channel, ‘Watch’ something else, or ‘Share’? If you do, make sure it’s easy – and that the language you use is aligned with any links or site buttons.
  • Make sure the video’s audio is transcribed into captions because not only does it allow people to watch the video without sound and still get the message, but it helps with SEO.

Armed with this information, we hope you’ll find some real competitive advantages in attracting shareholders through YouTube.  If you’d like to learn more about this topic, or have questions, reach out to Jason Hilton at Jason@HiltonAdvisory.com and request a free consultation. We specialize in helping public companies create high-quality content that attracts and engages investors and we’d love to see how we can help you.