YouTube isn't just for entertainment; it is the world’s second-largest search engine. For Australian small businesses, a well-optimised YouTube channel acts as a 24/7 salesperson, building trust through video and significantly boosting your visibility on Google search results.
Why YouTube Matters for Your Business
In the Australian market, video content is king. Whether you are a plumber in Brisbane showing DIY tips or a boutique agency in Sydney showcasing case studies, video allows you to demonstrate expertise far more effectively than text alone. Because Google owns YouTube, having an active, optimised channel can directly improve your local SEO rankings, making it easier for customers to find you when they search for your services.---
Prerequisites: What You’ll Need
Before we dive in, ensure you have the following ready:- A Google Account: Preferably a dedicated business email (e.g., info@yourbusiness.com.au).
- Branding Assets: A high-resolution logo (800x800px) and a banner image (2048x1152px).
- Business Description: A short blurb about what you do and where you operate.
- Phone Number: For account verification (to upload videos longer than 15 minutes).
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Step 1: Create a Brand Account
Don't just use your personal Gmail account to host your business videos. You need a Brand Account. This allows multiple people to manage the channel without sharing your personal password.- Sign in to YouTube on a computer.
- Go to your Channel List.
- Click 'Create a channel'.
- Enter your Business Name. Use your actual trading name (e.g., "Brisbane Coastal Plumbing") to help with local search.
- Click Create.
Pro Tip: Using a Brand Account means you can eventually hand over management to a marketing agency or staff member safely.
Step 2: Customise Your Channel Branding
First impressions count. If your channel looks unfinished, potential customers will bounce.- Click on 'Customise Channel' (this opens YouTube Studio).
- Navigate to the Branding tab.
- Profile Picture: Upload your logo. It should be clear even when shrunk to a small circle.
- Banner Image: This is your billboard. Use a high-quality image that reflects your service. Screenshot Description: You will see three preview windows showing how your banner looks on TV, Desktop, and Mobile. Ensure your text is in the 'Safe Area' in the middle.
- Video Watermark: Upload a small version of your logo or a 'Subscribe' button that appears in the corner of your videos.
Step 3: Optimise the 'Basic Info' Section
This is where SEO happens. YouTube uses this text to understand what your business is about.- Go to the Basic Info tab in Customisation.
- Handle: Choose a handle that matches your Instagram or Facebook handle (e.g., @LocalMarketingGroup).
- Description: Write a compelling bio. Include your location (e.g., "Serving the Greater Brisbane area") and your ABN if you want to add extra credibility. Use keywords your customers search for, like "emergency electrical repairs" or "best coffee in Perth".
- Links: Add links to your website and social media profiles.
Step 4: Add Contact Details and Location
- Scroll down in the Basic Info tab to the Contact Info section.
- Enter your business email address. This allows potential partners or high-value leads to reach out directly.
- Under Location, ensure you select Australia. This helps YouTube recommend your content to a local audience.
Step 5: Verify Your Account
To unlock professional features like custom thumbnails and videos longer than 15 minutes, you must verify your account.- Go to Settings (bottom left gear icon) > Channel > Feature Eligibility.
- Under 'Intermediate features', click Verify phone number.
- Enter your Australian mobile number and input the code sent via SMS.
Step 6: Set Up Upload Defaults
Save time by pre-filling information that stays the same for every video.- In Settings, click Upload Defaults.
- In the Description box, add your standard footer: website link, social links, and a brief 'About Us' paragraph.
- Set the Visibility to 'Unlisted' by default. This gives you time to check your video once it’s uploaded before the public sees it.
Step 7: Organise with Playlists
Even if you don't have videos yet, plan your playlists. Playlists appear in Google search results and keep viewers watching your content longer.- In YouTube Studio, click Playlists from the left menu.
- Click New Playlist.
- Create categories like "Customer Testimonials," "How-To Guides," or "Product Demonstrations."
Step 8: Enable Advanced Channel Settings
- Go to Settings > Channel > Advanced Settings.
- Declare whether your channel is 'Made for Kids'. For most businesses, the answer is No. This ensures your comments section remains active and you can use targeted advertising later.
- Link your Google Ads account here if you plan on running video ads in the future.
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Common Mistakes to Avoid
- Ignoring the 'About' section: Many businesses leave this blank, missing out on massive SEO opportunities.
- Using copyrighted music: YouTube will flag or mute your videos. Use the 'Audio Library' inside YouTube Studio for free, legal tracks.
- Inconsistent Branding: Ensure your YouTube banner uses the same colours and fonts as your website.
- Forgetting a Call to Action (CTA): Always tell people what to do next (e.g., "Visit our website for a free quote").
Troubleshooting Common Issues
- "My banner looks cut off on mobile"
- "I can't upload a custom thumbnail"
- "My business name is already taken"
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Next Steps
Now that your house is in order, it's time to start creating! Your first three videos should be:- A Channel Trailer: A 60-second intro to who you are.
- An FAQ Video: Answer the top 3 questions your customers ask.
- A Demonstration: Show your product or service in action.
Need help crafting a video strategy that actually converts viewers into customers? The team at Local Marketing Group is here to help. Contact us today to discuss your digital marketing needs.