Social media has opened doors for travel operators of all sizes to reach a global audience. The key for travel agencies and suppliers is to choose the right social media platforms and integrate their efforts across those platforms.
Often overlooked is the fact that YouTube is the second biggest search engine on the web, behind Google. Over 800 million unique users visit YouTube each month. Google own YouTube, so adding YouTube video to your website can play a key role in boosting your website ranking in Google. So, YouTube marketing for your travel business makes sense.
Reading about travel destinations is one thing, but viewing video brings a destination to life and has the ability to send your business viral. YouTube has a plethora of useful tools that can improve your video popularity.
Of course, these tips can be applied to just about any business interesting in reaching out via YouTube.
Tips for setting up and managing your YouTube Channel:
- Set up a YouTube channel (page) for your business.
To create a YouTube channel you will need a Google account. Visit this link and follow the prompts. Of course, it’s always best to create the channel in your business name rather than your personal name.
It is important to fill out as much information as possible on your profile in order to maximise your presence. Use the ‘Channel Setup Checklist’ located at the top right of your channel to add your logo, fill out your channel description, add links to your website and social media profiles, feature other channels relevant to your business, add artwork to your profile and more.
- Record and upload your videos in high definition
HD Videos outrank standard definition videos so go HD if possible. To do this you will need to record your video from get-go in high definition, so check your video camera settings first. You can then choose your desired video quality when uploading.
- Brand your videos
Ensure that you get credit where credit is due! When people watch and share your videos you want them to know that they belong to you. At the very least you should utilise YouTube’s InVideo Programming feature that enables you to display your logo on all of your videos and feature other videos from your channel via a thumbnail. This great feature is accessible via the Video Manager area.
You can also add a slide to the beginning of your videos that includes your logo and contact info. There are many free tools available for video editing, including YouTube’s own video editor.
- Optimise your videos to help with search ranking
YouTube rank videos by a number of factors, including number of views, video title and description and likes/dislikes. Keyword research is important because choosing the right keywords can boost your video popularity. Choose the appropriate category for your video then use the YouTube Keyword Tool for keyword suggestions and search volume, then apply your findings to your video description and title where relevant.
Your video description should not exceed 160 characters. Be sure to include a link to your website in the description.
Captions and annotations are lesser used features that also play a role in video optimisation, so it is worth educating yourself about these options. Regular video uploads will also help your over channel ranking to improve.
Social signals are another important factor when it comes to ranking, so ask your viewers to like and share your videos, and subscribe to your channel.
- Make your videos engaging
Interesting videos are vital because YouTube will better credit a video the longer a viewer watches it. Making engaging videos requires planning. Brainstorm some ideas and research other popular videos. If you’re going to use a staff member to introduce the video, make sure their passion and energy is on show for all to see. If you’re going to film a destination or tour plan ahead in terms of hotspots and weather.
Film people enjoying your product or destination. If filming is not possible create a slideshow of images. Reviews are king, so include a short video testimonial from a client. Use the YouTube Video Editor tool to add music and text overlays to keep your viewers interested.
- Leverage your suppliers
Talk to your suppliers about cooperative marketing. The bottom line is that the more exposure your video gets, the more exposure their brand will experience as a result.
Put together a cooperative marketing proposal outlining your target market, intentions, goals and options. Ask your supplier if they have footage you can include in your video. Offer to include their logo and contact details where relevant. Consider leveraging videos via your respective social media channels.
You can seek support in many forms, including funding for video development, support for paid advertising and more.
- If your budget is afforded a professional video then get one made.
STA Travel and Contiki Tours are two established travel companies that are well represented on YouTube, so check out their channels for inspiration and ideas.
