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In today’s business landscape, one key factor that improves recognition and drives up sales is Brand visibility. For businesses to continually churn out revenue and remain relevant in the respective sector for which they operate, the need to have a solid and visible presence is critical in not only influencing customer behavior but also commanding a sizable market share.
For Black businesses, maximizing their impact, and reaching a broader audience which in turn translates to increased revenue has become imperative. More especially, if the goal is to remain relevant in a business landscape that is continually evolving, black businesses must leverage every available tool that is both effective and necessary to improve their revenue earnings.
One such tool is YouTube.
As a social media platform, YouTube is not just a video entertainment channel but a useful business tool that can be leveraged by black businesses to build awareness and engage customers through targeted advert messages or create unique narratives and increase visibility by leveraging short videos that offer compelling business angles to encourage patronage and drive sales.
Utilize Storytelling to Drive Traffic
With over 2 billion users and rising, YouTube has become a tool for entertainment, education, and information. Whether it be comic relief or cultural and personal stories, leveraging the use of storytelling that speaks to your brand values and resonates among your target audience is one way to drive traffic to your page.
What services does your product meet? How impactful has it been to those who have used it? Can viewers relate to the concerns and the solutions your product addresses? People love a good story and weaving the impact your products offer through good storytelling can attract the right traffic and patronage your business needs.
Leverage YouTube Ads
One useful way Black businesses can acquire traffic and create visibility for themselves is by leveraging YouTube-sponsored ads to target specific demographics and expand the business reach.
Prioritizing quality traffic is essential if the business must grow its patronage and attract a prospective clientele that is interested in purchasing its products. These ads become targeted tools that make it easy for your business to be found through the use of specific keywords or prompts.
Leverage Search Engine Optimization Tools
Brand visibility is directly associated with business growth. How can customers easily identify and find your brand whenever they are browsing the internet? By leveraging Search Engine Optimization (SEO). According to WordStream by LocaliQ, a platform that provides free tools for businesses to grow, “SEO is described as “about making improvements to your website’s structure and content so its pages can be discovered by people searching for what you have to offer, through search engines”.
Every day consumers are continuously surfing the internet through various search engines putting out queries that are tied to their interests. By using specific keywords as part of your business marketing strategy, the probability of not only ranking high on the search engine but also ensuring that increased brand visibility is achieved which in turn drives customer purchases.
Leverage the Use of Analytics
Continuously reviewing the demography of visits to your YouTube page as well as the engagement metrics to understand the interests of your viewers and which contents generated the most response, likes, clicks, and views through the use of analytics can help you restructure your message and readdress contents towards interests that offer the most return on investment (ROI).
Owning a YouTube channel is just one aspect of the work. By continuously using the analytics tool, black businesses can successfully narrow down on the contents that matter and completely focus their attention on shaping messages that offer more of that content.
Okechukwu Nzeribe works with the Onitsha Chamber of Commerce, in Anambra State, Nigeria, and loves unveiling the richness of African cultures. okechukwu.onicima@gmail.com
