Looking for Part One? Click here. In Part Two of our step by step guide to setting up a company YouTube channel, you are going to focus on the components that are seen by users: the description, images, and links to your other online properties. All of these edits can be done from the main page of your channel by clicking on the "My Channel" link.
Step One: Decide on Your Purpose & Goals Before you start, you need to answer these questions for your company:
- Who is our target audience. Who do we want to watch our company videos?
- Why should our target audience watch our videos? What's in it for them?
- What's our conversion goal for people who watch our videos? Do we want them to subscribe to our YouTube Channel, watch another one of our videos, visit our website, follow us on Twitter, etc. This is the call to action you will use throughout the channel.
- What keywords do we want to show up for in Google and YouTube search?
Knowing these four things will help you easily make consistent decisions when going through the YouTube Channel setup process.
Step Two: Write a Channel Description Write a concise description of your company and your YouTube Channel in 1000 characters or less. A good outline for your Channel description is:
- Who your company is and what they do.
- What kinds of videos and playlists viewers can expect to see on your company YouTube channel and why they should watch them (what's in it for them?).
- A call to action.
Use the keywords you came up with in step one in your channel description. If you're a local business, include the name of the city you're located in and/or the communities your company serves.
Once you've written your description, click on the "About" link when you're on your Channel page, and edit from there.
Step Three: Add Links It's great that YouTube gives you ample space to share and promote your website links as well as links to your other social media accounts. Take advantage of this area as best you can.
In the lower half of the About section when you are on your Channel is where you will add all of your links. In the first area, you can add custom links to your website, and certain pages within your website. The first link should be your main website, since it is the only link that will be displayed over your YouTube Channel Banner.
The rest of the custom links can be whatever you would like them to be. They can be links to the contact page on your website, or to a specific product you would like to promote. They can even mimic the navigation on your website.
In the Social Links area below, you will enter all of the links to your social media accounts. Make sure all of your social media accounts are represented here, so people can choose the platform on which they feel comfortable connecting with you. If a social media platform you use is not on this list, add it in the custom links section instead. We do this with LinkedIn, since it is not an option in the social links section.
Step Four: Add A Channel Icon If you added an avatar photo to your company Google+ page when you set it up last week, you can skip this step. But if you didn't, or for some reason you want your Google+ photo and YouTube photo to be different, just click on the current Channel Icon to upload your new image.
Channel icons are 800 x 800, and displays very small on the site so you'll want to make sure it is a simple, close up image. Your logo often works the best.
Step Five: Add Channel Art This is the trickiest part about the YouTube setup because the size of the Channel Art depends on what screen the viewer is currently using: mobile, desktop, tablet, or television.
Because of this, you'll want an image with a very concentrated focal point and a large background. Thankfully, YouTube offers a template that you or your graphic designer can use to create an image that looks great on any screen. You can download that template here: https://support.google.com/youtube/answer/2972003?hl=en
The best channel art is visually appealing that captures the attention of visitors and has minimal text.
If you're looking for an example of great Channel Art, check out the Orlando Magic's YouTube Channel: http://www.youtube.com/channel/UCxHFH-yfbhUrsWY4prPx3oQ
Next week we will continue with the YouTube Channel setup, and talk about the Channel Trailer feature, as well as how to beef up your YouTube Channel with content even if you only have a couple of videos.
About Talking Head Studio Talking Head Studio is an Orlando video production company offering full-scale video production services to local businesses and national clients alike.