May 17, 2010
The world’s biggest online video-sharing service, YouTube, is the perfect place for marketing campaigns to shine, if only marketers know how to grab the spotlight. The community is diverse, and its population huge. YouTube marketing can increase sales and widen brand coverage by using this innovative platform to connect and capture existing and potential customers.
But despite the huge market base, not all campaigns flourish in YouTube. Many companies’ YouTube marketing campaigns sizzle at the beginning and fizzle sometime thereafter. What’s the secret to staying power at YouTube? Let’s find out.
1. Quality and quantity of content
A large fraction of company or brand videos at YouTube are of the “flash-in-the- pan” variety, which means that they were initially uploaded as part of a viral marketing strategy. As time goes by, the channels are left untended and un-updated. This is a waste, because the initial videos should have been followed with more and more good content, to sustain the campaign and reap the results.
Video production technology is at its peak these days, providing the tools to create engaging videos, and lots of them. However, video quantity is a function not only of technology but also the quality of content. Companies that create fresh perspectives on a regular basis capture audiences better.
Regular content can come from current events or news related to the brand. It can also come from interviews with experts, endorsers, and even ordinary brand users. The delivery of such useful content can increase brand loyalty and confidence through time.
2. Market for wider coverage
YouTube marketing carries a deep potential for widening the customer base, for many reasons. The first is YouTube’s international audience, and the other is the cultural diversity. With the right content, marketers can capture a slice of this population to boost any marketing campaign.
Here are some ways to do this:
- Categorize videos according to audience preference. This segmentation refines the target audience population through a tailored communication aimed specifically to appeal to a group of audiences. The long-term result is an accumulation of searchable videos that are continuously viewed by common-interest users.
- Cultivate a subscriber base that views and returns to view the uploaded videos because they find value in unique and useful content.
- If possible, publish in as many international languages as possible. This widens the coverage more than when publishing only in a single language such as English.
Marketers should bear in mind, however, that building a wider market base through YouTube marketing takes time and patience, as much as it does using other channels.
3. Offer an expertise
Shying away from blatant self-promotions, a subtle yet very effective YouTube marketing strategy is to build a reputation through videos with have useful and practical information.
YouTube is not only full of entertaining videos, there are also many educational presentations or documentaries that impart knowledge and skills to users. Audiences view these videos to learn from the expertise of the company or brand.
How-to videos where notable experts are dishing out innovations and providing clarity on particular subjects are frequently viewed in YouTube. The experts may be well-known industry gurus, or the company’s president, or even a simple employee.
The secret to this YouTube marketing approach is sincerity and conviction in the message. This sincerity connects with audiences and makes them trust the information that they were provided with.
Debbie A. Everson is the CEO of SearchMar.com, experienced SEO Consultants and Search Engine Optimization Agency to over 2,000 small businesses. Read my SEO Blog at http://blog.searchmar.com for hints and tips. Follow me on Twitter@searchmar. Call 1.866.885.6263 to speak to one of our SEO Consultants. Visit http://www.searchmar.com