- Starting a YouTube channel can be a heavy lift but can have big marketing benefits.
- To get the most out of it, optimize it for customer questions and search-engine optimization.
- Delegate the more technical aspects, and monetize your videos to offset costs, if possible.
- This article is part of "Marketing for Small Business," a series exploring the basics of marketing strategy for SBOs to earn new customers and grow their business.
The first time Mariah Liszewski, a search-engine optimization consultant, started a YouTube channel for her business, Mariah Magazine, she burned out after a few dozen videos.
After the exhausting process of learning all the technology — including microphones and editing software — she wasn't using her videos strategically or seeing a return on her investment.
That was until 2021, when she made a video about Google's new analytics platform in response to client questions about it and published it on YouTube. The video went viral (it has over 47,000 views), which inspired Liszewski to rethink her YouTube approach.
Since then, she's found a way to make it work for her — and her business. Liszewski now publishes just two videos a month and has seen YouTube become one of the biggest sources of organic traffic to her website, which has led to more email subscribers, digital-product purchases, and leads for SEO projects.
Her favorite thing about the platform, she said, is that videos can keep getting traction for months or years, making YouTube a...
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