Although Dollar Shave Club’s video ‘Our Blades Are F**king Great’ has surpassed 20 million YouTube views at this point, it’s hard for businesses to emulate this kind of success. It went viral, and there’s no way to guarantee that level of viewership. The entire company was launched off the back of that video, and it led to hyper-accelerated growth, which although welcome, we’re sure wasn’t expected!
Zoella however, shows a much more achievable model for small businesses. She’s essentially content marketing herself. Because she’s one of the world’s most popular vloggers, she regularly gains over 1 million views on a video, but it’s not the number of views that our fellow SMEs can learn from, it’s the fact every video gets at least that many views. She has shown a consistency of viewership. She has built her audience, and they will come back to her again and again.
We’re guessing you’re in your area of business because you’re somewhat of an expert in that field. Whether that’s business consultancy, plumbing, marketing, graphic design, baking, you’ll always have information that your clients and potential clients would find incredibly useful. And if you put yourself out there, on video, giving them that information, you’ll form a relationship with them giving you a massive head start when they get to the point of making a purchase. Gaining YouTube subscribers is like amassing an e-mail list, and if you already have a list of contacts that you do e-mail, you’ve already got a potential audience for your videos!
What video can give you is a much stronger connection than e-mail, ‘people buy from people’ as they say, and if that person has watched three, four, five, of your videos over the past few months, they’ll feel like they know you, and they’ll trust you. This is one of the main reasons for Zoella’s success. Her audience knows her, and now, when she’s launching record-breaking make-up ranges at Superdrug (http://tinyurl.com/oos9obh) or writing her first novel (http://tinyurl.com/pq78ozt) and outselling J.K Rowling, she has an audience that is ready to buy whatever she wants to sell.
OK, so you might not get the 1-2 million hits that she does for every video you upload, but, you can still take these lessons and apply them to your own business. There might be 200 businesses in the area that you’ve identified as your target market, if you can get fifty MDs of those companies to watch your videos, and you present yourself as well informed, professional and experienced, who’d you think they’re going to schedule a meeting with? You, the person they’ve watched and listened to? Or one of your competitors who they know solely from ready the ‘About Us’ section on their website?