8 Expert Insights About Mastering YouTube As a B2B SaaS Company

“YouTube is the second biggest search engine in the world… It is barely utilized for video in B2B… like who's doing YouTube, who's doing optimized YouTube for B2B? Pretty much nobody.” - Sergey Ross, Sway one

Ready to get a head start on the competition? Here are the first steps to take: 1. Define your target audience & goals: Who are you trying to reach on YouTube? What do you want them to do after watching your videos (e.g., visit your website, download a resource, contact sales)? 2. Conduct keyword research: Just like with written content, keyword research is crucial for YouTube. Use tools like TubeBuddy or VidIQ to identify relevant keywords your audience is searching for. 3. Choose a content format: What type of videos will resonate most with your audience? Consider how-to guides, product demos, customer testimonials, thought leadership pieces, or behind-the-scenes looks at your company. 4. Create high-quality videos: Invest in good lighting, sound, and editing. Even simple videos can be effective if they are well-produced and engaging. 5. Optimize your videos for search: Use your target keywords in your video title, description, and tags. Add subtitles and closed captions to make your videos accessible to a wider audience.

Takeaway: While many companies have a YouTube channel, few have a clear strategy for it. YouTube is still in its early stages in B2B marketing, and I believe it will be another 3-4 years before most B2B companies start taking the platform seriously. This presents a real advantage for those who start now.

“Successful YouTube channels are like a radio station, but most companies are thinking about YouTube like a library. [They] try to cover as many topics as possible in as much depth as possible thinking that that's the key to catching the attention of their target audience… YouTube doesn't work that way. YouTube is trying to give people what they want, not what they need.” - Ben Tompkins, Two Brothers

Here's how to shift your thinking from library to radio station:

1. Identify your "station format": Just like a radio station focuses on a specific genre (pop, rock, country), define your channel's core theme. What specific area of expertise will you become known for? 2. Create content series's: Organize your videos into series or playlists around subtopics within your core theme. This makes it easy for viewers to find related content and keeps them engaged longer. 3. Establish a consistent "broadcast schedule": Regularly upload new content on a predictable schedule to keep your audience engaged and coming back for more. 4. Engage with your "listeners": Respond to comments, ask for feedback, and encourage discussion around your videos. Building a community fosters loyalty and keeps your audience coming back.

Takeaway:

Ensure your video content has a clear focus on your channel. Without this, your audience and newcomers won't understand your message, making it harder for them to engage with your content and less likely they will return. A well-defined focus helps build a loyal audience who knows what to expect from your channel.

“Most of the videos for a B2B YouTube channel are educational. You could have point of pride videos, quote unquote, where you show a product demo, where you show a campaign that you've been running… but primarily to do YouTube, you have some sort of an educational video… it could be long, it could be a webinar, and then you have a short video which explains the product, explains the problem, explains the biggest frequently asked questions that your customers have trouble with.” - Aleksandar Askovic, Happy Seal Agency

Here's how to put this advice into practice: 1. Identify your audience's pain points: What are the biggest challenges your target audience faces? What questions do they constantly ask? Use tools like social listening, keyword research, and customer surveys to gather this information. 2. Choose a relevant video format: From explainer videos and tutorials to expert interviews and webinars, there are various formats you can leverage. Select one that aligns with your topic and audience preferences. 3. Develop valuable content: Your video should provide actionable advice, insights, or information that genuinely helps your viewers solve their problems. Don't just regurgitate information readily available elsewhere; offer unique perspectives and valuable takeaways. 4. Subtly weave in your product/solution: Once you've provided educational value, showcase how your product or service can address the pain points discussed. This subtle approach feels less salesy and more helpful. 5. Include a clear call to action: Encourage viewers to learn more about your product or services by providing clear calls to action. Direct them to your website, a relevant blog post, or a free trial.

Takeaway: Your prospects aren't coming to YouTube to watch a B2B SaaS product promo video. They're coming to be entertained or educated, or both. This doesn't mean you can't talk about your product, but it shouldn't be the central focus.

“We’ve got YouTube Shorts… I think that's a whole game-changer… not only are you posting that webinar that's an hour long, but now you can take little one-minute clips of that webinar, post them to YouTube shorts and link the full video below!” - Lexi Croisdale, Varonis

Here's how to leverage YouTube Shorts for your B2B content: 1. Mine your existing content: Just like Lexi suggests, dissect your webinars, podcasts, and even long-form videos for compelling snippets. Look for insightful moments, actionable tips, or attention-grabbing soundbites. 2. Optimize for mobile viewing: Remember, Shorts are consumed vertically on smartphones. Keep your visuals clear, text concise, and consider adding captions for viewers watching on the go. 3. Focus on a single takeaway: Each short should deliver one key message or piece of value. This keeps viewers engaged and encourages them to seek out more information. 4. Include a strong call to action: Direct viewers to the full video, your website, or a relevant landing page. Don't leave them hanging – capitalize on their interest! 5. Track your analytics: Monitor views, engagement, and click-through rates to understand what resonates with your audience. This helps you refine your content strategy for future Shorts.

Takeaway: Shorts are a low-hanging fruit on YouTube, offering quick SEO wins and extending the reach of your long-form video podcast or webinar. At Sway, we advise clients to start with shorts, as they gain traction more easily than long-form content.

"The first part of the title I create... I think about what would a human think about the title, what would be interesting to the viewer, and the last part I create for the algorithm. Yeah, I put all the keywords there in some semicolons or some... name or something like that. It doesn't really matter." - Aleksandar Askovic, Happy Seal Agency

Here's how to put that into practice: 1. Start with the human: Identify your target audience for the video. What are their pain points, interests, and the language they use? 2. Craft an engaging hook: Use strong verbs, numbers, questions, or intriguing phrases that pique curiosity and make viewers want to click. And think about what would grab your attention in a sea of YouTube thumbnails. 3. Incorporate relevant keywords: Now, put on your SEO hat. Research relevant keywords and phrases your target audience uses to search for content like yours. Tools like Google Keyword Planner, Ahrefs, or SEMrush can be helpful. 4. Additional keyword tip: Instead of awkwardly stuffing keywords, find natural ways to weave them into the title. You can use separators like a colon, hyphen, or vertical bar (|) to separate the human-friendly part from the keyword-rich part. 5. Keep it concise and clear: Aim for a title that's around 60 characters or less to avoid getting cut off in search results. 6. A/B test your titles: Experiment with different titles for your videos and track their performance. YouTube Analytics can show you which titles are driving the most clicks and engagement.

Takeaway: There are two audiences to consider when creating and titling your videos: people and the algorithm. Both are important and need to be factored in if you want to see results from YouTube.

“The gradual nature of YouTube ... you are going to post a lot of videos that are not going to get any views ... it takes a lot of time to build traction. That's the whole point. But once you start building that traction, then you start to see those rewards." - Ben Tompkins, Two Brothers Creative

So how do you play the long game effectively? Here's a breakdown: 1. Consistency is key: Aim to upload new content consistently, whether it's weekly, bi-weekly, or monthly. This signals to YouTube's algorithm that your channel is active and provides a steady stream of fresh content for your audience. 2. Diversify your content: Experiment with different video formats like tutorials, interviews, product demos, behind-the-scenes looks, and thought leadership pieces to discover what resonates best with your audience. 3. Optimize for search: Treat your YouTube videos like blog posts. Conduct keyword research to identify relevant terms your audience is searching for and incorporate them into your video titles, descriptions, and tags. 4. Promote, promote, promote: Don't just upload and forget. Share your videos across your other marketing channels like your blog, social media, and email list to expand your reach. 5. Track & analyze your results: Regularly review your YouTube analytics to understand what's working and what's not. Identify patterns in your most successful videos and use that information to refine your content strategy.

Takeaway: YouTube works, but only if you're willing to play the long game. Like an SEO program, it's not an instant success. It takes time for your videos to compound and generate results. Expect 6-12 months of foundational work before you see significant results.

“YouTube is great at helping a business explain in-depth Solutions. It's video, it’s searchable, it’s very much, ‘Hey, I just want to know how to fix the engine on a very complex truck that I use for my shipping industry.’ Well, I can show you how to do that."- Dane Golden, VidAction

Here's how to craft a product video for YouTube: 1. Introduce the Problem (and Your Solution): Briefly outline the pain point your audience faces. Then, introduce your product as the hero of the story – the ultimate problem-solver. 2. Show, Don't Just Tell: This is where the "how-to" magic happens! Use clear, concise visuals to demonstrate how your product works. Think step-by-step instructions, screen recordings for software, or engaging animations. 3. Highlight Key Features and Benefits: As you demonstrate, weave in the unique features and benefits of your product. Show how these features directly address the pain points you outlined earlier. 4. Keep it Concise and Engaging: Attention spans are short! Keep your video concise and visually appealing. Use jump cuts, graphics, and background music to keep viewers engaged. 5. End with a Clear Call to Action: Don't leave your audience hanging... tell them what to do next – visit your website, download a resource, or contact your sales team. 6. Optimize for Search and Sharing: Use relevant keywords in your tags, descriptions, and even within the video itself. Encourage viewers to like, comment, and subscribe to maximize reach.

Takeaway: B2B buyers face complex problems and need straightforward content to navigate them. YouTube is a great platform to meet them where they are with XYZ problem and present a clear, easy solution through short, digestible videos.

"I think what should be most important for B2B companies that are just trying to grow their Channel... is the average view percentage or the average view duration..." - Lexi Croisdale, Varonis

How to improve your average view duration: 1. Hook them in early: Your intro is crucial. Grab attention within the first 15 seconds with a compelling question, intriguing statistic, or engaging visuals. 2. Deliver on your promise: Clearly state the video's value proposition early on and ensure the content delivers on that promise. 3. Keep it concise and engaging: Avoid rambling. Edit your videos tightly, focusing on delivering information in a clear, concise, and visually engaging way. 4. Break it up: Use chapter markers, screen recordings, animations, and B-roll footage to create a dynamic viewing experience and prevent monotony. 5. Include a clear call to action: Encourage viewers to engage further by subscribing, liking, commenting, or visiting your website. 6. Analyze and iterate: Regularly check your YouTube Analytics to identify drop-off points. Use this information to adjust your content strategy and improve future videos.

Takeaway: While you can (and should) track various metrics on YouTube, average view duration provides the clearest signal of whether your video content is resonating with prospects. Aim to consistently increase your average view duration with each new video release.