From Crickets to Click-Throughs
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While most trucking and logistics firms realize that YouTube has become a staple in video promotion, fewer realize just how powerfully sophisticated the network has grown in recent years.
These days, YouTube has expanded to offer tools that enable companies to personalize their content, cash in on the podcast frenzy, facilitate in-video purchasing and more.
“Video is the most engaging content format for companies looking to tell their story to attract talent,” said Adam Stafford, CEO of recruitment management platform . “For trucking brands, video provides a powerful way to connect with potential drivers — and customers — on a more human level.”
Here are the latest recommendations from YouTube marketing experts and others who are maximizing their use of the updated medium:
Hyperpersonalize Videos Using YouTube AI
A marketer go-to for years now, hyperpersonalization has come to YouTube in a big way.
Truckers can now use new YouTube tools to ensure company videos align with trending topics, change up scripts based on viewer demographics and test key metrics for the YouTube thumbnail image they choose for each video. And that’s just for starters.
Consider Adding a YouTube Podcast
Given the podcast craze, YouTube is aggressively pushing podcasts on its service now, and it’s a great time to join the crowd.
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Truckers can source content for podcasts by polishing video scripts with a new spin, repurpose tutorials and thought leadership pieces developed for other mediums — or even designate an employee to develop an ongoing show. You also can base podcasts on feedback received from polls and questions that you run on other social media.
“Podcasts work well in trucking because they can be very inclusive — drivers can be part of the video or podcast, but they often will interact with videos after the fact and fleets can use it as an opportunity for a Q&A,” said Jane Jazrawy, CEO of online driver training provider .
Brian Kennedy, marketing manager at , agreed.
SCM’s podcast, “A Day in the Life of a Supply Chain Professional,” has quickly become its most popular series for attracting candidate and job seeker traffic, he said.
Offer In-Video Shopping/Purchasing
Digital shoppers have come to expect frictionless shopping wherever they are surfing, and in this, YouTube does not disappoint.
New tools enable truckers to insert service or product overlays in their videos to ensure effortless, in-video purchasing.
YouTube shoppers can now even select, pay for and fully complete a purchase from your trucking company without leaving the YouTube platform.
Offer Short-Form Videos
TikTok and Instagram have created an entirely different type of audience with the short-form video. And YouTube has made a home for shorts now, too.
Some companies are finding success by creating long- to short-form funnels — essentially grabbing clicks with an easy-to-digest short that immediately blends into a much longer and more substantial production.
Dysart
Plus, they also are creating summary short-form videos that blend seamlessly into the longer-form videos they promote. Even better, some are combining a series of short-form videos together in hopes of encouraging binge watching of the entire set.
“We’ve found shorts work best when showcasing real drivers using our technology — like footage from AI dashcams that protected drivers from false claims,” said Gary Johnson, head of safety and compliance strategy at , a provider of driver safety and fleet management technology.
“These quick, authentic glimpses into driver life build trust faster than traditional ads,” Johnson said. “The platform’s also ideal for highlighting safety features that modern drivers prioritize.”
Vitalie Oftici, CEO at digital marketing services provider , is another big believer in day-in-the-life trucker profiles for recruiting.
“Recruitment reels and behind-the-scenes footage can provide potential drivers with a glimpse into the daily life of a trucker, creating a strong connection, and attracting more applicants,” Oftici said.
Hold Strong on Long-Form Videos
Although short form is trendy, YouTube still prefers the long-form video for obvious reasons: It keeps the viewer engaged longer and offers an opportunity for YouTube to run more advertising on the video.
Many businesses are having success with long form by creating a series of mini-documentaries, deep dives or episodes with a common thread.
They also are taking advantage of YouTube’s chapter creation and time stamp creation tools. Those make it easy for viewers to quickly drill down to the content they find most interesting.
Another great long-form retention tool is the YouTube playlist. Instead of simply posting a never-ending torrent of videos on their channels, companies have had great luck separating those videos into different playlists — such as a tutorials playlist, thought leadership playlist, state-of-the-industry playlist and the like. With such categorization, viewers can easily go down a rabbit hole of their preferred interest and linger there.
Optimize Videos for Search Engines
Long de rigueur for every video posted to YouTube, search engine optimization on the platform has come a long way.
A number of keyword research tools — including TubeBuddy, and — have popped up to help the discriminating search engine optimizer come up with the absolute best keywords for their content.
SEO experts also recommend companies use a standard logo or banner on every video thumbnail to let viewers know that if they liked the quality of the last one, there’s more where that came from.
As always, truckers can write detailed descriptions of video content directly beneath their videos to attract the search engines. YouTube also makes it a snap to add SEO subject tags that clue viewers into what your video is about.
Bring in YouTube Micro-Influencers
During the past decade, scores of mostly young people have discovered that they can become stars on YouTube — and hawk products and services on the side for often considerable rewards.
Many businesses have jumped on the trend by reaching out to influencers who fit well with their brand to stage live shopping events featuring those influencers, secure testimonial videos from them and feature their brand in videos they sponsor on the influencer’s channel.
In addition, marketers are collaborating on short-form and long-form content with influencers in mutually beneficial productions. Also, they are incentivizing influencers to deliver big returns by tying payment to metrics such as the clicks, conversions and audience retention.
Take Advantage of the Latest in YouTube Analytics
Given that Google and YouTube are one and the same company, it’s no surprise that the analytics that come free of charge with YouTube are substantial.
Located inside “YouTube Studio,” are analytics offering a real-time analysis of what’s going on with all your videos and where your traffic is coming from.
You’ll also find numbers on how well you’re retaining return viewers over time, who’s clicking on your videos — as well as which videos are your top performers.
Also extremely useful are stats on which videos are triggering the greatest growth in new subscribers, the kind of watch time you’re garnering, clicks made inside your videos to other destinations and more.
You would expect a Google-backed YouTube to give you excellent analytics, and you won’t be disappointed.
Consider Building a Community Around Your Channel
Digital communities — a tried-and-true formula for building brand loyalty and sales — have come to YouTube in a big way.
“Building a brand and community on YouTube requires a mix of creativity, consistency and engagement,” said Sean Schnipper, director of marketing at Lily Transportation and Transervice Logistics. “With tools like YouTube Shorts, Podcasts and Community Tabs, there are now more ways than ever to connect with both customers and drivers in the trucking industry.”
Another key to keeping those visitors hanging around is authenticity.
“It’s one thing to reach viewers with promotional content, but it is a completely different beast to keep them engaged, interested and trusting of the information they are digesting,” says Kaitlen Jones, manager of marketing and communications at Bennett Family of Cos. “If there is no authenticity, viewers won’t believe what they’re hearing or seeing and will not engage with the content in any way.”
YouTube’s powers that be mightily encourage nurturing community around a brand channel, given that they know it works so well. Consequently, truckers can now encourage channel visitors to stay a while by posting daily polls, serving up exclusive product and service updates, and taking advantage of a new “story-style updates” feature, which allows them to blend their own, in-house video shorts with posts made by the community.
Joe Dysart is an internet speaker and business consultant based in Manhattan. Voice: (910) 501-7280. Email: joe@customtechadvisor.com. Web: www.dysartnewsfeatures.com
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