The extensive reach and undeniable power of YouTube videos has been demonstrated by everyone from major artists launching careers, like Lady Gaga, to new businesses like the Dollar Shave Club. Below are some YouTube pointers that small businesses would do well to understand and apply to their marketing strategies
. 1. Focus on Information.
Rather than designing a sales strategy, think about ways to improve your brand image. One effective way to draw attention to your business, without being obvious, is to increase the public's knowledge and understanding of what your company offers.
Internet users become fatigued with the constant bombardment of ads. Between all the pop-up and banner ads, it is easy for people to become frustrated. Part of the reason that entertaining and educational videos are so effective, is that they are usually not obvious selling attempts. When crafted creatively, videos can be very effective at conveying a subtle marketing message
The business and sales culture is ad-dependent. Sales materials are placed everywhere, in addition to the constant interruption of radio and television commercials. Videos are no exception, and when they are designed like a television commercial, they can be just as annoying to the viewing audience.
Some savvy advertisers have realized this, instead focusing on education and entertainment with their visual ads. This has proven to be very effective, as demonstrated by the CLIO and Webby Awards.
Design your videos as a worthwhile effort that actually interests potential customers. Providing informative and engaging content will not be lost on the public, and could prove to be part of the most effective online marketing campaign
your business has adopted.
Start by establishing your branding message. Inform the public of what you are offering, and why it is different from other products and services. Include pieces of information that entertain and educate. For example, a new product launch might include an enthusiastic video demonstration that displays how a product or service will work.
When changes occur within your business, create videos announcing them. In addition to posting the videos on YouTube, links to them can be sent to new and existing clients as part of an email marketing campaign
2. Establish Uniqueness
. The most creative YouTube videos are usually the most interesting. In fact, these are the ones that go viral, sometimes making the television airwaves, creating a sensation. Take a look at popular videos that describe similar products and services, and study ways to develop your own unique message.
Your YouTube videos should focus on making your business interesting. The goal is to make your products and services as intriguing to prospects, as they are to you. This is relatively easy to accomplish, by creating videos with the most visual appeal and excellent sound quality.
Spend some time thinking about creative presentations that will engage the viewer. Use varied information, trying out different approaches. You might create a series of videos, each leaving a cliffhanger, which invites the viewer to return. The more creative your videos are, the more interesting they will be to the audience. The goal is to use information to make your videos different and stand out from the others.
3. Inform and Educate.
Just as is the case with articles and blogs, the higher the quality of content, the more it is recognized by the public and acknowledged in the search engines as relevant. This is why one of the great ways to use YouTube is with How-To videos
Many people search on the web to specifically find out how to do things. Because of this, the how-to video is one of the most popular on the YouTube network. Additionally, videos are far more effective at instruction than articles, because of the instant impact of their visual aspects.
How-To videos can gain a lot more exposure for any small business. It may seem as though showing people how to do something on their own will make it less likely that they will purchase something. However, the opposite is true.
The how-to video itself puts your company before people, providing them with value that gets them to think and talk about your business. Also, great how-to videos motivate people to share them. A viral video can get a company more exposure than just about any other advertising medium.
YouTube should be an integral part of any online marketing strategy. The art of visual storytelling is a very effective tool for attracting interest. Additionally, the exposure gained builds a robust social media
profile, leading to a strong customer base.