As the world’s second-largest search engine, YouTube offers Australian small businesses an unparalleled opportunity to build trust, showcase expertise, and reach a massive local audience. Whether you’re a Brisbane-based tradie showing off your latest project or a boutique retail store in Sydney launching a new collection, a professional YouTube presence is essential for modern digital marketing.
Prerequisites: What You’ll Need
Before we dive into the setup, ensure you have the following ready:- A Google Account: Ideally one dedicated to your business rather than a personal Gmail.
- Branding Assets: A high-resolution logo (800 x 800 pixels) and a banner image (2048 x 1152 pixels).
- Business Details: Your ABN (if you plan to run ads later), physical address, and website URL.
- A Brief Description: A 150-200 word summary of what your business does and what value your videos will provide.
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Step 1: Create a Brand Account (Not a Personal One)
It is a common mistake to create a channel under your personal name. For a business, you must create a Brand Account. This allows multiple people to manage the channel without sharing your personal password and keeps your business identity separate.- Sign in to YouTube on a computer using your business Google account.
- Click on your profile icon in the top right corner and select Create a channel or go to your Channel Switcher.
- Select Create a new channel.
- Enter your Business Name. Ensure this matches your registered Australian business name for consistency.
Pro Tip: Using a Brand Account means you can add "Managers" later (like the team at Local Marketing Group) to help with your video SEO without giving away your primary login details.
Step 2: Customise Your Channel Branding
First impressions matter. When a local customer lands on your page, it needs to look professional and Australian-made.- Click Customise Channel to open YouTube Studio.
- Navigate to the Branding tab.
- Profile Picture: Upload your logo. It will be cropped to a circle, so ensure your text is centred.
- Banner Image: This is your billboard. Use a high-quality image. Screenshot Description: You should see a preview showing how your banner looks on mobile, desktop, and TV screens.
- Video Watermark: Upload a small version of your logo or a 'Subscribe' button that appears in the corner of your videos.
Step 3: Fill Out the 'Basic Info' for Local SEO
This section is critical for appearing in search results when people look for services in Brisbane or across Australia.- Go to the Basic Info tab in YouTube Studio.
- Handle: Choose a short, recognisable handle (e.g., @LocalMarketingGroupAU).
- Description: Use the first two sentences to describe your services and location. Include keywords like "Plumber in Brisbane" or "Accountant in Melbourne" naturally.
- Links: Add your website and social media profiles. The first link will appear as an overlay on your banner image.
Step 4: Configure Advanced Channel Settings
- In YouTube Studio, click the Settings (cog icon) in the bottom left.
- Select Channel > Advanced Settings.
- Set your audience: If your content isn't specifically for children, select "No, set this channel as not made for kids" to ensure you can use comments and ads.
- Under Feature Eligibility, verify your phone number. This is crucial as it allows you to upload videos longer than 15 minutes and use custom thumbnails.
Step 5: Set Up Upload Defaults
To save time on future uploads, set up defaults that apply to every video.- In Settings, go to Upload Defaults.
- In the description, add your standard "About Us" text, your Australian contact details, and a link to your website: https://lmgroup.au/contact.
- Set the visibility to "Private" or "Unlisted" by default. This gives you time to double-check everything before the public sees it.
Step 6: Organise with Layout and Sections
Even before you have many videos, you should plan how your homepage looks.- Go back to Customisation > Layout.
- Channel Trailer: This is for people who haven't subscribed. Make it a 30-60 second intro to your business.
- Featured Video: For returning subscribers, show your latest or most popular update.
- Sections: Organise your future videos into "Playlists" like "How-to Guides," "Customer Testimonials," or "Project Walkthroughs."
Step 7: Enable Research and Analytics
YouTube provides powerful data about what Australians are searching for.- In the left-hand menu, click Analytics.
- Explore the Research tab. You can filter by "Australia" to see what topics are trending in your specific industry locally.
Step 8: Final Review and Launch
- Open your channel in an "Incognito" window to see exactly what a new visitor sees.
- Check that all links in your banner work.
- Ensure your "About" section looks clean and professional.
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Common Mistakes to Avoid
- Ignoring Thumbnails: Don't let YouTube pick a random frame from your video. Create a custom thumbnail in Canva with bold text.
- Not Localising Content: If you only serve Brisbane, mention Brisbane! If you use American spelling (like 'Optimize' instead of 'Optimise'), local customers might think you aren't based in Australia.
- Inconsistent Posting: It's better to post once a month consistently than five times in a week and then disappear for six months.
Troubleshooting Common Issues
Problem: I can't upload a custom thumbnail.- Solution: You likely haven't verified your account with a phone number. Go to Settings > Channel > Feature Eligibility and complete the "Intermediate Features" verification.
- Solution: YouTube banners use a "Safe Area." Ensure all your important text and logos are in the centre 1235 x 338 pixels of your image.
- Solution: Try adding your location or industry (e.g., "SmithPlumbingBrisbane" instead of just "SmithPlumbing").
Next Steps
Now that your channel is set up, it's time to create your first video! Start with a simple "Meet the Team" or a "Frequently Asked Questions" video to get comfortable behind the camera.Need help developing a video strategy that actually generates leads for your Australian business? Contact the experts at Local Marketing Group today for a consultation on how to integrate YouTube into your wider digital marketing mix.