I just had a call with another entrepreneur that I am working with to get his business off the ground. As we talk through marketing channels, like most people, he brings up YouTube as a marketing medium. Understandably, businesses, especially small businesses, are curious about what lies beneath the surface of YouTube.
First, YouTube needs to be understood.
- YouTube is the 3rd most visited website in the United States.
- YouTube is becoming a prominent search engine.
- YouTube videos often appear as results in Google searches. (ie. search plumbing in Google and you will see results for youtube videos)
- YouTube videos can be uploaded in HD quality, providing a pleasing viewing experience.
More importantly, how can you turn these viewers into customers. It’s one thing to having a plumbing how to video, but if you are a plumber, that video needs to work as a marketing tool to attract new customers. It’s great to walk a viewer step-by-step for fixing a common faucet leak, however there is information a plumber can provide that a viewer might not normally think of. Preventative maintenance, what to look for to prevent future problems, new products. The end of the video would include a very short message with contact info about the service.
The video doesn’t have to be shot by a professional, but the higher quality achieved in the video the better. The video should be edited, single shot videos look sloppy to viewers. And with low cost editing software available, it’s very easy. Text helps a viewer understand more about the product or service, use it sparingly. Most importantly, use a tripod whenever possible. An external microphone is a close second.
Once a video is uploaded to YouTube it can be embedded into your website. Are you producing numerous videos (good idea)? Then create an archive page for any videos that continue to have relevance.
Here is a video I created for the MaximumFerrari Calendar. Total production time was an hour, and that includes the time I created the original soundtrack.