Page 117 - Christian Training Guide

Chapter 14

How to make YouTube a part of Successful

B2B Marketing Funnel?

With both its long-tail discoverability and potential to educate clients about in-depth

features, the YouTube platform offers some incredible benefits for B2B companies. And yet,

surprisingly, YouTube is one of the most frequently overlooked social media platforms
when it comes to building a successful B2B marketing funnel.

To be sure, YouTube is no longer the only social media platform for posting native video –
Facebook, Instagram and Twitter now all have their video offerings. On these platforms,

though, organic views are all about “the feed,” meaning that for a short period of time after

you post the video, it will be shown in the feed of some percentage of your followers,
depending on factors such as the Facebook algorithm or whether a user accessed their

account during the window of time a video might have appeared. Of course, a feed-based

distribution strategy can be successful for gaining significant “Day One” views, the non-paid
viewership that occurs when you first upload the video. And, certainly, well-targeted paid

campaigns can also be quite effective in the feeds.

But social video is not all about the feed, and for B2B, this distinction is key. B2B companies

generally have higher-ticket items and longer sales cycles than B2C. During this extended

period, clients will research their future partners as much as they can in multiple ways.
Naturally, they will go to Google and YouTube to do their research, and can end up

watching multiple videos about the products. And while on Facebook almost all views from

a given week will be of your latest video, on YouTube, almost all of your views from a given
week will be of your “greatest hits,” the old videos.