Jun
13
The Abbreviated Guide to Marketing Your Business on Youtube
“Stop advertising and start innovating.”
-Seth Godin, Purple Cow
It’s time to make your marketing more social! Customers used to rely on the big three (TV, Radio, Print) for recommendations about new products and services. Now the buying public utilizes word-of-mouth and the web for before making purchases.
Web video advertising will expand by 55% in 2011. “Video advertising is set to become the most dynamic format in the online ad market, propelled by technical advances in the field and an “explosion” of online video consumption (source: UTalk).”
The move towards web video can be seen in Youtube’s rising numbers:
Two Billion (2,000,000,000) views a day
3rd most visited website on the web
Users spend an average of 15 minutes on the site each day
- Youtube.com
We’ve created this handy guide to help businesses think about how Youtube can help market themselves through online video.
10 Tips for Producing Good Online Videos
1. Create a Goal
Chances are your channel will not have a billion subscribers or “go viral,” especially if you deal in a niche industry. You need to define going into this project what constitutes success. Have a plan setup to gauge the success of your videos and if it’s worth your time to continue producing them.
2. Sound is Important
If the poor sound quality of your videos is distracting, chances are viewers won’t come back to watch your future productions. Invest in a good microphone. You can find great options for less than $100.
3. Find your Niche
Streamline your content so it’s relevant to a succinct group of viewers. Do a keyword search on Youtube to find out what people are watching
4. Keep it Short
Depending on your subject matter, try to keep it between 3-7 minutes. Keep you content on point and succinct. If its overly complex, talk about the main points and then forward them onto your website or blog to find more detailed information.
5. Interact with the Audience
This is all about letting people get to know you and your company. Successful Youtube channels take feedback and comments from viewers and then respond. Engaging in conversations with your community is the key to growing an audience.
6. Use a Tripod
This isn’t “Saving Private Ryan”! Excessive motion can be distracting. Tripods can be purchased for as little as $15 at your local retail store.
7. Tell, Don’t Sell
People don’t usually watch online video because they want to see commercials. That’s what television is for. Online video is meant to entertain and inform. If you are merely creating videos to pitch a product or service, you probably won’t receive many views. Instead, tell a story. If you are selling widgets, create an HONEST review about your experience with the widget. Include the bad with the good. If you want viewers to trust you, you have to be honest. If you have nothing positive to say about your widget, why are you selling them?
8. It’s About Content, Not Special Effects
Great videos are driven more by interesting ideas than flashy graphics. If you don’t have the expertise to create 3D titles with explosions and talking animals, it’s okay. You are creating videos to express ideas, not win Oscars for special effects.
9. Don’t Use Copyrighted Music Without Permission
The fastest way to have your video taken off Youtube is using popular music that belongs to someone else.
10. Include a Call to Action
Somewhere in your video, ask viewers to check out your website, follow you on Facebook, give you a call, etc.
To see some of these tips in action, check out these links to 5 businesses that successfully market themselves using web video:
Wine Library TV
Gary Vaynerchuk helped grow his family’s wine business from a $4 million dollar retail outlet to a $45 million media empire.
B&H Photo Video
This New York based store constantly posts reviews of its merchandise and answers questions from its customers.
Blendtec
Inventor Tom Dickson answers the question “Will it Blend?” as he puts random objects into his blenders.
Cold Steel
See this company’s knives and swords get put to the test with straight forward demonstrations.
Dynomighty Design
This small company (4 employees) uses Youtube to feature its jewelery made of magnets and fashionable wallets.
These are just a few things to think about when creating a video campaign for your business. For more information on how to market your business using the power of Youtube, contact John Ary at Robot Monster Creative. He’ll be happy to talk with you about the best ways to navigate Youtube and get your products and services promoted through social media.
