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C h a p t e r 2 5 Using YouTube for B2B Marketing 273

Keep Your Content Fresh

With a B2B business, you probably don’t need to upload quite as many videos quite
as often as with a B2C business, but you still need to keep your content fresh. Even
business viewers expect fresh and timely content, so make sure you upload new
videos on a regular schedule—and delete old ones that become outdated. If you’re
going to do the YouTube thing, you need to do it right.

Include a Call to Action

Finally, make sure you’re getting the best use out of YouTube by including a call to
action in all the videos you upload. This is probably a different call to action than in
a B2C video (which is typically “Buy! Buy! Buy!”), but a call to action nonetheless. If
what you want is the contact information for potential clients, then ask for that
information—and then make sure you follow up with a call from a salesperson
shortly after.

The Bottom Line

B2B companies can use YouTube just as B2C companies can—it’s just a slightly dif-
ferent type of use. Instead of trying to create new customers from within the mas-
sive YouTube community, you use YouTube to reinforce the relationship with your
existing customers—or provide reinforcing information to potential customers.
There are a lot of different ways to do this, but the end goal is the same—to keep
and grow your customer base. YouTube can be a great tool for achieving this goal.