Even with a valuable product as the driving force in your sales funnel, marketing and promotion is still necessary, which is where YouTube comes in.
With its massive user base and powerful advertising tools, YouTube offers product-led companies a unique opportunity to reach new audiences and drive revenue growth.
Let’s explore how to use YouTube to market a product-led business and strategies for monetizing your YouTube channel and driving growth through video content.
The Benefits of YouTube for Product-Led Growth
A product-led growth strategy is all about helping the user help themselves.
In a study by Wyzeowl, 73% of people say when learning about a product or service, they’d rather watch a short video than read an article, view an infographic, download an ebook or manual, attend a webinar or pitch, or receive a sales call or demo.
It’s crucial to utilize the power of video content marketing, which is where YouTube comes into play.
Here are some benefits of leveraging YouTube for your product-led growth strategy:
More Value at No Cost
By offering free YouTube content about your product, your brand builds trust and credibility with the audience. Video content allows them to fully understand the product or service being offered before making a purchase decision. This requires no direct contact with your employees either — which is great, considering 43% of B2B consumers prefer a product experience free of sales reps.
Increased Brand Awareness
When it comes to search engines, YouTube is the second-largest in the world — behind only Google — with over 2 billion active monthly users. By creating and optimizing videos for search, product-led brands can expand their reach and increase awareness among potential customers.
Higher Engagement Rates
Video content is highly engaging and can provide product-led brands with a unique opportunity to showcase their products and services in a more interactive and entertaining way. This can lead to higher engagement rates, increased website traffic, and, ultimately, more conversions.
Cost-Effective Option
Creating and uploading videos to YouTube is free, making it a cost-effective marketing channel, especially for startups and new businesses. Of course, creating high-quality videos may require a slight investment, but consumers prefer low-quality “authentic” videos over “artificial” high-quality content, so video is worth the effort no matter your budget. Compared to traditional advertising methods, YouTube offers a relatively low barrier to entry.
Monetization Opportunities
As we mentioned earlier, YouTube offers monetization opportunities through advertising revenue and sponsorships. For brands that have built a loyal following and consistent viewership, this can be a valuable source of additional revenue.
Get Analytics and Audience Insights
YouTube provides robust analytics and audience insights that can help product-led brands refine their marketing strategy and better understand their target audience. By tracking metrics such as views, engagement rates, and watch time, brands can optimize their videos and overall YouTube strategy for maximum impact.
Increased Traffic
Since YouTube is owned by Google, YouTube videos tend to rank well in search engine results pages (SERP), boosting visibility and driving more traffic to your website.
Considering 89% of people say watching a video has convinced them to buy a product or service, YouTube presents a unique opportunity for product-led brands to reach and engage with potential customers in a highly engaging and cost-effective way.
Now we’ll explore how product-led brands can create a YouTube strategy that drives growth and monetization.
Using YouTube for Product-Led Growth (PLG)
YouTube has become a vital platform for companies looking to grow their brand and increase their customer base. With the right strategy, YouTube is more than just a video hosting platform — it can be a powerful tool to drive product-led growth.
By using YouTube to market your product-led business, you can visually demonstrate your product in action, highlighting its features and benefits to potential customers. This helps build trust and credibility with your audience, which can lead to increased product adoption and customer loyalty.
Here are some strategies to effectively use YouTube for product-led growth:
Create Engaging Product Demos and Tutorials
Creating high-quality product demos and tutorials can help potential customers understand the value of your product and how it solves their problem. By providing detailed instructions on how to use your product, you can give potential customers a clear understanding of its features and benefits or teach freemium users how to get the most out of it, potentially guiding them toward an upgraded membership.
Utilize Customer Reviews and Testimonials
Including customer reviews and testimonials in your YouTube videos can help build trust with your audience. Positive reviews and testimonials can showcase how your product has helped others and can convince potential customers to give your product a try.
Optimize for Search
Just as you’d approach any other content marketing strategy, optimizing your YouTube videos for search is crucial to driving traffic and increasing visibility. Use relevant keywords in your video titles, descriptions, and tags to increase your chances of appearing in search results.
Collaborate with Other YouTubers
Collaborating with other YouTubers in your industry can help you reach a wider audience and build credibility. By collaborating with other product-led businesses or content creators in your niche, you can cross-promote each other's content and potentially reach new customers.
When leveraged just right, YouTube offers countless benefits to your brand. But how can a product-led brand turn YouTube into a revenue generator? Let’s discuss.
How to Monetize a Product-Led YouTube Channel
It’s important to nurture the growth of your YouTube channel, as not just anyone can monetize their content. A YouTube channel becomes eligible for monetization once it meets a few key requirements and joins the YouTube Partner Program.
To become a YouTube Partner, your channel needs at least 1,000 subscribers, as well as 4,000 public watch hours in the last 12 months (or 10 million views on Shorts in the last 90 days).
Once your channel has met these requirements and you have been accepted into the YouTube Partner Program to monetize your channel, you can explore different monetization strategies, like sponsorships and merchandise sales. Getting views on your videos will get you paid via YouTube AdSense, so it’s vital your videos are engaging. Focus on these tips to get your videos in front of the right people.
Create High-Quality and Unique Content
Create engaging and high-quality content that resonates with your target audience. Ensure that your videos showcase the unique value proposition of your product-led brand and offer practical advice or entertainment to viewers. Consider unique video ideas too that your competitors haven’t done.
Optimize Video Titles and Descriptions for SEO
To attract organic traffic to your videos, you need to optimize your video titles and descriptions for search engines. Conduct keyword research and incorporate relevant keywords into your video titles and descriptions to improve your search ranking.
Leverage YouTube Analytics
YouTube Analytics provides valuable insights into your audience's behavior, including their engagement level, watch time, demographics, and location. Use this data to refine your content strategy and improve your engagement rate.
Build a Loyal Audience
A loyal and engaged audience is essential to monetizing your YouTube channel. Encourage viewers to subscribe to your channel and interact with your content by leaving comments and sharing your videos.
Create Short-Form Content
YouTube Shorts are quite new, meaning there’s less competition than long-form content. This offers a unique opportunity for your brand to boost visibility and gain subscribers. Without utilizing extra resources, you can even repurpose your existing content to fit the short format.
And … “Action!”
By leveraging the right strategies, creating high-quality content, optimizing for SEO, and building a loyal audience, product-led brands can absolutely monetize their content.
It doesn’t hurt to look for inspiration. Plenty of brands with a product-led growth strategy have successful YouTube channels, like HubSpot, with 298K subscribers and nearly 26 million views.
Research a brand similar to yours that is successfully leveraging YouTube — and take notes. What are their most successful videos? Take into account the production quality, scripts, and the kinds of videos they publish.
For example, some of the most popular choices for B2B marketing campaigns include product demos, how-to’s, explainer videos, and webinars.
A product-led growth strategy is more low maintenance than typical sales-led strategies, and YouTube content falls in line with that. Whether you’re working towards monetization or just getting started with video content, creating effective marketing videos is a must for your product-led growth strategy.
