Page 118 - Christian Training Guide

YouTube Long-tail Marketing: The Four S’s

Instead of being a feed-based social network, traffic on YouTube essentially comes from the
four S’s: Sharing, Suggesting, Searching, and Subscribing. Potential B2B clients find

YouTube videos about products, for the most part, because of one of the following factors:

1. Sharing: They were directed off-platform via a direct link or from the company, the

media, a salesperson directly, or a friend or influencer.
2. Suggesting: They saw the video in the “suggested videos” column on the right-hand

side of the page another YouTube video was on.

3. Searching: They find them by searching on YouTube or Google.
4. Subscribing: They subscribe to channels based on their interests and/or

personalities, and those channels talked about the products.

#1 Encourage Video Sharing: YouTube & Beyond

Certainly if you can get B2B blogs and influencers to post a link to your YouTube videos,

you should do so. Outside parties particularly like to post announcement videos and short
interviews (under four minutes) that feature industry superstars. A video is a great

complement to any press release, and when reaching out to technical bloggers, the short,

how-to video can get you some embeds and link-love.

But to take advantage of the YouTube long-tail, what about embedding the videos on your

company’s own website and blog? This is one of the best ways of driving relevant traffic,
and it affirms the YouTube video’s relevance by embedding it within a page chock full of