In last month’s article we looked at how to use YouTube to market your tourist attraction, event or venue. Once you are all set up and have a clear idea of what kind of videos you are going to create and what the structure is, you need to ensure that you have a strategy in place to convert your YouTube viewers into customers.
Choosing the right content for your YouTube Videos
68% of all travel shoppers will watch video content when making their buying decisions so creating useful and entertaining content is a savvy way to attract their attention and encourage them to engage with you further. This will help create great relationships that can promote increased sales, positive reviews and personal recommendations.
Before you can get the chance of converting a viewer to a customer you need to make sure they find you in the first place. So optimizing your search ranking is a key place to start.
YouTube is considered to be the second most popular search engine after Google, so you’ll need to get into the mindset of thinking about what topics people are searching for – either directly related to your business or loosely linked. Remember to also consider what stage your audience is at in the buying process. What information will they be searching for to help them make their buying decision?
While you’ll no doubt have scores of things you want to tell your audience, it’s vital to plan your content around what your audience is looking for – not just what you want to tell them.
Establish what exact words (known as keywords) they are using to search for the information they need. You can use the free Google AdWord planner to research keywords and this free insight tool for Google Trends to do this.
While you want to choose common keywords that people use it’s best to choose ones that aren’t too popular as you will be competing with vast numbers of other users, making it much harder to rank highly.
So, approaching the Christmas period, a wildlife park might discover that people are searching about reindeer. They could then create then a short video on reindeer – what they eat, where they live in the wild etc. And then end the video by inviting the viewers to their attraction to feed the reindeer themselves – perhaps offering a discount (with a special discount code) for pre-booking online.
Obviously, the topics you choose need to be somewhat relevant to your business – uploading a tutorial on changing a fuse wouldn’t be a great idea for a spa hotel, for example!
In addition to this type of content, mix in a number of videos that promote a feature of your attraction e.g. a new ride or a sculpture trail as well as a general video advert of your business.
Optimise Your Search Ranking with Keywords
Once you have established what keywords to base your content around, be sure to include the keywords in the actual videos you create (e.g. in the narration say “Ever wondered where reindeer live?”), as well as in your video title and its description. Enter your keywords for the description of your YouTube channel too.
Adding closed-caption files (subtitles) to YouTube videos allows your videos to be indexed by YouTube and Google as well. This will improve your search ranking and allows people to view your videos without turning on the sound – appreciated by those with hearing difficulties and perfect for sneaky video viewing in the office by people wistfully planning their time off work!
Including testimonials and positive reactions of your current and past customers is a great way of communicating the experience that you offer. People are reassured by social proof. Remember to include on the video what step the viewer should take to also enjoy the experience. Which leads us on to…
Include a call to action
Once your audience has found you and you have grabbed their attention with your brilliant video, don’t let them slip away without letting them know how else you can help them. Decide what action you would like them to take. Subscribe to your YouTube Channel? Get more helpful tips by signing up to your newsletter? Save 10% off ticket prices by visiting your website and using a special discount code? Include this call to action in your video. You can also use YouTube cards for your call to action.
Spread the word!
Encourage your audience to post comments on your videos and share your videos with their friends. Add some of your best videos to your website. Spread your YouTube videos on your social media accounts too to help people find your content. Use relevant hashtags to reach further than just your followers.
Review and adjust
Remember to measure your efforts using the YouTube Analytics tool so you can see what’s working for you and what isn’t. Do this regularly so you can be sure you are moving in the right direction.
Need some more help marketing your tourist attraction, event or venue to attract more visitors? Take a look at our marketing support services!
Glide Media helps leisure, tourism, theatre and event organisations reach more people by maximising the impact of their printed marketing material. We ensure that your leaflets are seen by exactly the right audience using quality displays in vibrant locations across nine counties in the South-West and South-Midlands, as well as Visitor Information Centres nationally.
Image by Dawolf-