MARKETING DATA

Best Practices for B2B YouTube Marketing

Sagar Srivastav | December 24, 2021

B2B YouTube Marketing

Video is an effective form of communication that needs to be integrated into every aspect of your existing marketing efforts.”

James Wedmore, Online Business Coach

People utilize YouTube as one of the most significant search engines for information.  People use it for entertainment purposes, knowledge purposes, marketing, etc. Videos are easy to consume. Researchers believe that videos have a significant impact on the audience and encourage them to take action.


Importance of YouTube Marketing

According to Ahref, YouTube is the second most searched engine organically in the U.S. YouTube marketing enhances Google search ranking, brand credibility, and audience worldwide, etc.

By implementing YouTube marketing, you can create persuasive content and enhance the engagement of the audience. It is an unavoidable method of marketing that is booming as it is beneficial for brand recognition, driving high ROI, sales, etc.

Best Ways Using B2B YouTube Marketing

Here are the best practices for YouTube marketing that will surely help you widen your horizons of knowledge and take your business to the next level.

Incredible Channel Layout

The YouTube channel page is the home screen of your channel. It is crucial to complete the branding of your channel. It includes the profile picture, your channel art, and layout styling. These are the promising factors that contribute to the excellent quality building of a brand.

Invest in YouTube Advertising

YouTubers are now getting onboard with maximum usage of mobile phones. As we all know, Google allows a user's search data to be optimized for search targeting. Thus, making the conversion of prospects to leads for a particular product or service.

Relevant Thumbnail

A relevant thumbnail is as essential as a person's first impression. It is a factor that leads the user to click on a particular video; hence, the thumbnail must be prepared by following the design guidelines and have an eye-catching layout.

Cross Promotion

One must have come across many ads where a brand is promoting another brand. This is possible only when both brands decide to profit from one another, as it generates profit mutually, decreases branding costs, and boosts lead generation for both brands.

Video Description

These are the nuggets added below the YouTube videos. Focusing on this text will help your channel gain more views, build your brand, increase views, and maximize watch time.

Video Content Format

Video content format should be specific for some time until the user base is built-up. Once you stick to a particular design, the video will perform better. While you accomplish it, you can try out other formats of the video in the later part.

Hashtags Practices

Creating short and crisp hashtags as per your audience and your channel is a successful strategy. There is a need to use hashtags per the platforms we are posting upon with a hashtag guide as they are vital in reaching an audience that is still unknown to your brand.

SEO Content Approach

SEO increases the frequency of the content appearing in search results. SEO strategy acts as a step-by-step path to obtain organic traffic from search results.

Tutorial-based Content

Nowadays, businesses are inclined towards creating tutorial-based content. It enables marketers to make their marketing approach more persuasive and effective. You can make tutorial content to grab the attention of the audience by delivering valuable information. It consists of visual effects, informative tone, Q&A, and thought leadership.

Study the Competitors

Analyzing your compettitors approach will certainly help you in finding different aspect of youtube marketing. You can do holistics research upon your competetitors and gain valuable insights from it. The research should consist of promotional strategy, sales strategy, content marketing, performance evaluation, technical tools, and campaign planning. Competetive analysis is one of the best methods to evalauet your marketing approach and reforms it accordingly.

Sephora – B2B YouTube Marketing Example

Sephora collaborates with YouTube beauty artists by providing the latest launched products to create different types of looks. These result in producing step by step guide to achieve a specific look. Video description is utilized to drop links of the products used in the makeup tutorialsthe results in brand promotion and a boost in the purchase of the product.

Final Thoughts


Business decision-makers love online video because it gives them the most amount of information in the shortest amount of time."

Robert Weiss, an American author, and educator


YouTube marketing is one of the best methods that deliver an incredible solution to the businesses and plays a vital role in building brand’s recognition.

Frequently Asked Questions


Is YouTube marketing a profitable endeavor?

Indeed, YouTube marketing is a popular form of marketing that is advantageous in building relations with customers and brand recognition.

What are the best YouTube marketing tools?

Canva, Buzzsumo, Hootsuite, Tubics, Brand24, etc., are the popular YouTube marketing tools that businesses utilize for different business purposes.

What is the importance of SEO in B2B YouTube marketing?

Implementing an SEO strategy in YouTube marketing is highly effective as it increases your Google visibility and enhances engagement rates.

Spotlight

Sparkfactor

Sparkfactor is a boutique advertising design and production firm located in Chicago. We have made a name for ourselves as an agency promoting Chicago businesses large and small, while also working with national brands.

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CRM

How Can a CRM Strategy Enhance Your Business?

Article | March 10, 2022

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Creating an Effective CRM Strategy To create an effective CRM strategy, follow these steps: Identify your position in the market Know your product or service Define goals and vision Determine the ICP and target audience Map the customer’s journey Create a 360° CX experience Choose a good CRM software Sync everything with your CRM software Measure the performance of your strategy using KPIs British Airways’ Volume Requests Increased after Using CRM British Airways set a great example of a CRM strategy using Teradata CRM. Their volume requests increased by 150%. They automated campaigns and customer communications for their integrated warehouse through Teradata and saw amazing results. Conclusion The role of CRM is crucial in your business strategy. Adopting the best CRM strategy can bring you outstanding results and help you focus on your customers closely. FAQ Which companies offer CRM software solutions? 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CHANNEL PARTNERSHIPS

5 Tips to Boost Your Channel Partner Sales Strategy

Article | March 10, 2022

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In a channel partner sales strategy, you use partners, including but not limited to affiliate partners, value-added partners, and resellers. Anybody who doesn’t work for you directly but sells your product is a channel partner. Examples of Channel Partner Sales Alliances: Partners that sell complementary products Affiliates: Websites that send customers to your site for a paid commission Dealers: Intermediaries between customers and manufacturers Distributors: Buyers who directly buy from you but market and sell to customers in their region Franchisees: Use your brand identity and business model to sell products and services Resellers or VARs: Purchase products to resell them, often adding features to enhance them Brokers and Agents: Arrange purchases in exchange for a pre-set commission Retailers: Sell products to consumers in small quantities Channel Partner Sales: Benefits, Challenges & Solutions Let us look at some benefits that channel partner sales can offer: Brand Awareness and Trust A well-known channel partner can help you create brand awareness and credibility in the market. Efficiency and Cost-effectiveness Channel partners can bring more revenue at a fraction of the cost of hiring new sales reps. 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Unprecedented Conflicts When you use a combination of direct sales and partner channel sales, unexpected conflicts can arise between you and your partners. Your partners may feel like they are competing with your salespeople. To avoid such conflicts, proactively set guidelines around products you want to sell through your channel partners and those you wish to sell directly through your team. Zeroing-in on the Best Technology Finalizing a tech platform that best suits your partnership needs can be challenging because of the options available in the market, your partners’ expectations, budget constraints, and business goals. In this case, you can identify the areas that need special attention and leverage the tech resources you have to expand your functionality over time instead of making drastic changes immediately. Partners’ Changing Expectations Over time, your successful channel partners may ask you for better margins. 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Robust PRM software may help you position your channel strategy better and drive your sales. Resources like webinars, training materials, and sales dashboards will keep your partners on their toes. Your PRM software should have the following features: Maintain an Open Communication Channel You should be in touch with your partners frequently. If the partners are not updated with the latest news surrounding your offerings and any other strategic announcements, they will not be able to benefit from them. You may also not hear much from them, missing out on issues that may fester if left unattended. Sending periodic emails, creating social media groups, conducting meetings, and participating in webinars can help you maintain an open communication channel with your partners. Stress on Training and Reinforcement Hone the skills of your channel partner managers and partner sales managers to help them perform optimally. By training your partner sales assets in marketing and selling your products, you can reinforce your brand knowledge and give them motivation to confidently sell your products. Ensure that you plan and execute good training programs for your channel partner managers, take feedback, and gather information on their performance to optimize efficiency. Grab a Bigger Mindshare for Your Product Mindshare is the limited time and resources your channel partner spends on marketing and selling your product. Apart from you, it is highly likely that your partner sells products for other companies. Therefore, your goal should be to get more considerable mindshare for your product. Engage your partners with content, incentives, referral programs, and more so that they remain committed to investing more time and resources in selling your products. Allbound PRM Helped Garland Technology Get a 33% Increase in Their Partner Referral Revenue Garland Technology, a network product and solutions enterprise, used Allbound’s PRM tool for channel sales management. With the help of the PRM tool, they automated training, marketing, and deal registrations and saw a 33% increase in their partner referral revenue. Their partner onboarding and training numbers also improved significantly. Conclusion With the help of these five tips, you can enhance your channel sales management. An effective channel sales strategy can increase your sales revenue, motivate you to scale your business in different markets and strengthen your channel partnership program. FAQ What are some examples of channel sales partners? Some examples of channel sales partners are distributors, consultants, alliances, affiliates, resellers, franchisees, and dealers. How can you avoid conflicts with your channel sales partners? To avoid conflicts with your channel partners, set clear boundaries on customer targeting, define the products you are going to sell indirectly, and offer lucrative incentives to partners. Also, keep an open communication channel, and decide on the customer segments that your partners shouldn’t target. What are some of the popular PRM tools? Some popular PRM tools are PartnerStack, Impact Partnership Cloud, Salesforce PRM, Allbound PRM, and Impartner PRM.

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CHANNEL PARTNERSHIPS

Words of Wisdom: 5 Inspiring Quotes from Women Leaders

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MARKETING STRATEGY

7 Crucial Channel Marketing Strategy Best Practices

Article | February 28, 2022

Tracey Noonan and Danielle Vilagie started Wicked Good Cupcakes after taking a cake-decorating class together and enjoying it immensely. Wicked Good Cupcakes wanted to serve customers out of town. They came up with the ‘portable cupcake in a jar’ concept to safely ship their cupcakes. They hired C Squared Social, a digital agency, to run their online campaigns so they could generate new leads and increase their reach. C Squared, in turn, partnered with Facebook Business Partner Zapier. Zapier used Facebook’s innovative lead ad functions to stitch together CRM, email marketing, and team messaging tools. This was done to capture every opportunity for Wicked Good Cupcakes. Through its channel partner Zapier, Facebook facilitated an end customer with a 94% lower average cost per lead, a 24% contact response rate from leads, and a 48x increase in leads in just 3.5 months from the launch of the campaign. This is the power of channel partnership. But how did Zapier know what features from Facebook’s marketing offerings it could use to deliver amazing results for Wicked Good Cupcakes? It’s because Facebook has vetted Zapier to advertise, sell, and engage end customers with Facebook’s offerings. Facebook did this by using effective to-partner marketing. Let us now explore channel partner marketing in detail. What is Channel Partner Marketing? Channel partners are intermediaries between your product and the end customer. Channel partner marketing uses methods to promote products or services to channel partners or to end customers through channel partners. This kind of marketing considers the manufacturer’s expectations, requirements, and goals, channel partners, and their audiences. In a recent interview with Media 7, Sam O’Brien, CMO at Affise, talked about partner marketing. Partner market has huge growth at the moment. It's really taken off, and still, it seems quite complex to people. We're giving companies a faster way to start Partner Marketing. Find the partners you want to work with, or the publishers, or creators, or affiliates, to promote your business.” Sam O’Brien, CMO at Affise If you use an effective partner marketing strategy, you want to make sure that everyone involved in a channel partnership is happy. Why Should Channel Partner Marketing be a Priority? 54% of companies say partnerships drive more than 20% of total company revenue. (Source: Partnerize). To drive revenue, marketing is important. Here are some of the reasons why channel partners should make channel partner marketing a priority: The way customers or businesses zero-in on a product or service has changed. When it comes to technology products or other professional services, audiences rely on finding the best alternative online. This intensifies the competition for channel partners. They need to beat regional, national, non-traditional, online, and local competitors to land a sale. Marketing technology has also evolved dramatically. It is a dynamic mix of thought leadership, search authority, and expert lead generation to create measurable results. Channel partners need to focus on marketing and invest effort, resources, and time to keep up with the changing trends, or fall short in the market. Benefits of an Effective Channel Marketing Strategy Let us look at what an effective channel marketing strategy can do for your business: Gain access to your partners’ audiences. Channel partner marketing is affordable as compared to other forms of marketing. Present value-added offerings (your partner’s) to your existing audience. Access a bigger team that works for your success. Use the unique resources that your partners have. Increase trust in your brand by collaborating with the right partners. Enhance your distribution channels with the help of your partners. Look into These Factors Before Creating a Channel Marketing Strategy A good channel partnership can help you scale your business. To enhance the results of your partnership, creating an effective channel marketing strategy is crucial. Here are things you should take into consideration before you create a strategy: Solid C-Suite Commitment Help your channel partners grow their businesses! There is no better way to form long-lasting partnerships. To make this happen, you need to invest your time in getting C-Suite buy-in in advance so that you can secure their commitment and resources to develop and implement your partner marketing strategy. Smooth On-boarding Welcome your partners to your channel program with proactive communication and engagement. Creating a welcome kit as your first touchpoint could be a great idea. The contents of this kit can be based on the solutions you provide and your business model. Be a no-hassle channel partner. Identify Pain Points For existing partners, identify their pain points like low partner engagement, abandoned campaigns, unutilized market development fund (MDF), ineffective campaigns, and metric measurement challenges. Other difficulties may arise, such as communication, effective lead scoring, and qualifying them. Your partner marketing strategy should offer solutions to these problems. Focus on Your Content Amplify your brand with high-quality content. Generate interest and maintain mindshare using content marketing pieces like blogs, flyers, data sheets, case studies, e-books, whitepapers, videos, webinars and more. Automate your social and digital campaigns using content platforms, and create a content factory that can be managed using channel marketing management software. Help partners by providing them with marketing agency assistance so they can use good content to market your products. Partner Marketing Strategy: 7 Crucial Channel Marketing Strategy Best Practices Now that we have established what goes into a partner marketing plan, let us look at seven best practices that can make your channel marketing strategy successful: Align Marketing and Channel Objectives You can define the success of your partnership using factors like active, new, engaged partners, and channel revenue. They should be the foundation of your partner marketing plan. This way, you can align your marketing and channel goals and invest in your partnership resources better. Tracking the dollars invested in marketing and enhancing partner production gives an insight into where to invest. When there are partnerships that go across countries, working together well with the local channel manager and big business sellers is the key to success and output. Decide Baselines & Metrics For your channel marketing campaign, establish appropriate baselines and chase improvements in relative performance because campaign-level ROI measurements can be challenging. Metrics like partner adoption of created assets and content, and partner metrics in lead generation can be tracked using PRM tools. Email metrics and leads generated are other metrics that can help you measure the success of your partner marketing plan. The ultimate metric should be the end-user satisfaction rate because it directly translates to a low churn rate. Become a Revenue Marketer Invest your time in customizing and spinning your high-quality, professional-level content assets for your sales organization and channel partners. This can help you tap into the potential ROI of each of your content pieces. Over time, it can add up significantly to your marketing performance. Impactful content is greatly enhanced by channel marketing. If you use it to target partners, you can gain partner mind share and create revenue opportunities that you might have otherwise missed. You can pair this type of soft marketing with the hard marketing that the C-Suite prefers. Map Partner Performance Ensure that you map individual partner performance in your assessments to get insights into what is working in your partner program and which partner strengths you can bank on and focus. Check how many deals are closing through the channel, and how many new opportunities are coming through your partners. If a partner isn’t doing much for the program, that partner is probably draining your resources. Take notice of your new partners’ performance in your channel marketing campaign over a set period to see what they are doing for you and the partner revenue. Keep Your ‘To’ and ‘Through’ Sorted When you look at your to-partners’ side, you aim to drive leads, and market qualified leads from a marketing and sales angle. You are also considering the cost per lead, what the partner did convert or lose, and why the partner came to you or why they didn’t. As for the through angle, your only point of analysis is the customer engagement and the satisfaction the partner has achieved through the partnership. Ensure you know why some partners are more successful than others, how many campaigns run through your platform, and how many of your partners are active on your PRM platform. Once you know what you need to look at from both angles, you are sorted and can run your marketing strategy effectively. Embed Engagement into Your Program Engagement is key to any partner alliance. Embedding engagement through to-partner marketing can enhance the channel partnership program. You need to plan, train, and gather feedback on your ‘to’ and ‘through’ channel marketing tactics. Some ways to embed engagement into the channel partnership programs are: Creating bundled marketing campaigns with product training to improve lead follow-up Co-partner marketing to drive thought leadership Transparent to-partner communications Partner advisory councils that focus on sales and marketing Quarterly feedback surveys to enhance partner marketing processes Executive sponsorship for key partners. Constantly Enhance Your Strategy Seek improvement in your channel marketing strategy by referring to your baselines and other KPIs. Measuring the baseline engagements will not only help you improve your strategy but it will also shed light on potential issues that may impede progress and growth. Keep an eye on what the partner revenue numbers look like, what kind of demand generation content they are leveraging, the webinars or events they are attending, and if they are mentioning you on their social media. Any big dips in numbers or engagement will help you redirect your efforts to what is causing the sudden shift. Wrapping It Up A channel partnership is a give and get kind of association. To get the most out of it, you need to focus on marketing strategies that target your partners and your end customers. Enhance your partnership by planning, reaffirming partnership goals, revamping your marketing strategy from time to time, and earning partner mindshare. FAQ What is channel marketing? Channel marketing includes to-channel marketing and through-channel marketing. To-channel marketing means recruiting and engaging sales partners, distributors, and their networks. Through-channel marketing means you market your products and services to end customers through your sales channel. What factors should you consider before creating a partner marketing strategy? Consider factors like abandoned campaigns, under-utilized MDF, ineffective campaigns, low partner engagement, and lack of visibility, measurement issues, lead qualifying and scoring, effective communication with end customers, and delivering professional marketing information to end customers. How can you improve your channel marketing strategy? Establish baselines to measure the success, look at partner revenue, demand generation content downloads, and partner social media mentions and find out the areas that need your attention. Revamp your strategy based on these insights.

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Sparkfactor

Sparkfactor is a boutique advertising design and production firm located in Chicago. We have made a name for ourselves as an agency promoting Chicago businesses large and small, while also working with national brands.

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