According to comScore, YouTube was the sixth biggest U.S. website in December, boasting 126.9 million unique visitors. It’s also, unsurprisingly, the No. 1 online video site. While it’s clear that there are plenty of eyes watching videos on YouTube, a channel that holds plenty of potential for marketers, how do companies get viewers to actually subscribe to their channel rather than just watch a single video and move on?
Eloqua took a look at its own YouTube channel and found that 44 percent of its new subscribers crossed that threshold after watching a general video (i.e., non-demo, non-instructional). Meanwhile, 30 percent of subscribers watched demo videos and 26 percent watched tutorial videos.
“The important thing is to continue to engage your viewers on YouTube just as you would via email,” writes Andrew Stivelman of Eloqua.
Marketers looking to use YouTube to generate leads should remember to rein back expectations. After that comes all the fundamental best practices
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