How to market your Youtube channel: a guide for travel businesses
In a previous guide, we shared tips on how to create a YouTube channel for your tourism business. Like your other social media platforms, a YouTube channel can be successfully integrated into your business’ online marketing strategy, if you put some thought behind it. Here are our top tips for marketing your tourism business’ YouTube channel.
1. Experiment with content
Firstly, your Youtube channel’s presence is dependent on the quality and popularity of the videos you post. To attract relevant viewers, you need to determine which types of content appeal to your market. We encourage jumping in and experimenting with different types of content, to see which videos yield results.
Secondly, not all videos need to go viral to be considered successful. While tons of views are great, a targeted video that speaks directly to your target market can bring great results, without a million hits.
As a travel business, you have the option to share inspirational content about your destination, and to link it back to your product or service. These type of videos have a broader audience and are more likely to be shared than product-specific videos. By sharing videos on various topics related to your market, you can measure which content attracts the most viewers, and shape your future content around those results.
2. Integration with your other online marketing platforms
The easiest way to promote your Youtube channel is to simply tell people about it. Ensure that your channel is properly linked to your website, email newsletters and email signature. Use your blog to post articles that contain videos from your channel, and regularly post links to your channel’s content on Facebook and Twitter.
3. Bring your offline content to life
By strategically placing QR codes that link to your Youtube channel on print media and signage can boost views and bring your offline material to life.
Recommended Reading: Why QR codes are still useful in travel marketing (and how you could use them effectively)
4. Use annotations
Video annotations (small bubbles with text) can be used to keep viewers engaged with your channel, by linking to related videos, or even to drive sales by sending viewers to your website. This will essentially mean sending someone away from your video, so be smart about using this feature, and make it worth the viewer’s while to click away.
5. Foster loyalty
It’s generally easier to attract viewers who have already subscribed to your Youtube channel, than it is to target those who haven’t. Having a smaller group of loyal subscribers who enjoy and value your content can mean greater results in the long term. Loyalty can be fostered by offering consistent content (consistent in theme and schedule, and by creating conversations around your content through comments.
Don’t overlook the benefits of sharing content from your viewers and other tourism/travel channels – remember, social media marketing is a two-way street. Some travel channels you could build a content-sharing relationship with are:
- Your local or regional destination marketing organisation
- Attractions in your area
- Travel inspiration channels (Usually owned by travel magazines)
Related: How to create a YouTube Channel for your tourism business