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September 2, 2013

Video Marketing: Why You Shouldn’t Neglect YouTube

It’s no secret video marketing in general and YouTube in particular are on fire right now. It might seem kind of counterintuitive to use video to market things that don’t have anything to do with video, but video can market absolutely everything. Some Internet marketers shy away from using video marketing because it can take extra time, energy and software to produce something really good.

Nevertheless, the visibility of video marketing is skyrocketing. Here are a few tips for using video sites to your advantage.

Let That Personality Out

Nothing will kill a video quicker than the slightest whiff of boring. Anything you can do to add personality to a video is worth pure gold. Sites like YouTube are absolutely full of people just talking in front of a boring background about something boring. You can practically tell which videos are going to be like this ahead of time because they have received few if any hits. It’s especially important to do something dynamic and eye catching when you’re trying to market your brand. After all, you’re the best at what you do right? Engaging customers with your brand through video has more personality and verve than you know what to do with! So take the opportunity to let that personality splash all over the camera and you’ll go far.

Be On-Going

It’s true that one-time videos or commercials can be huge on YouTube and get millions or even hundreds of millions of hits. But if the video is just a spectacle, this won’t necessarily net you customers or promote your brand. What you have to do is create an on-going series of videos on sites like YouTube, Vimeo, or others to give the public a sense of what your brand is all about. You need something for them to associate with the brand. For example, if you have a site that compares and sells Smartphones, then doing a series where someone is doing something silly such as reviewing a phone while dressed up in a costume that looks like that phone could really stand out to viewers. Plus, by creating a series, you’ll get people to look forward to the next one every time. This gives you time to get the word out. Getting people hooked on your YouTube channel is the first step to getting them hooked on your brand.

Be Relevant

Make sure there is some value in your videos so people will continue to watch them.  Nothing will make people tune out faster than realizing that you don’t know what you’re talking about, or that your video has nothing to do with anything. Whatever your brand is about, it’s important to make the video related so that people will click on your brand if they like your videos.

Get Inspired 

Take some time to look on YouTube to watch some of the most successful video series. From how-to tutorials for specific products or crafts to comedy clips to even a cappella groups — they are all using YouTube as a means to brand what they do online. Looking at what other brands or users are doing online means knowing your competition. Like any solid marketing campaign, you will want to differentiate your YouTube channel from everyone else.

Sometimes, to get inspired, you have to look to other sources such as your customers. Check out their feedback and get them involved in your video channels as well. It might be cliché but, for example, create an online competition using YouTube and ask customers to create a fan commercial for your brand.

Analyze Your Audience 

You can further expand your marketing analytics with YouTube by measuring all sorts of key information for your brand:

  • Channel views
  • Video views
  • Subscribers

Take the time to read the comments as well for further input and to find out what people are saying about the videos you post. Comments may be good or bad, but either way it gives you a better sense of direction of where your video channel is going and is certainly better than posting content blindly.

Getting It Done

In the end, an Internet marketing agency might be your best bet. As professionals, they will know exactly how to set up video marketing campaigns to appeal to the most numbers of people. Many of the agents in such companies will have dozens or even hundreds of projects involving marketing campaigns through videos under their belts, so they’ll know exactly how you should get started and exactly how to make sure you really reach people with your brand’s message.

This is a post by Ashley Williamson. Ashley is a freelance writer and an occasional guest-blogger interested in business, online marketing and SEO related topics. She is currently writing on behalf of an Internet marketing agency.  When she is not working, she likes to travel and read as much as she can. If you have any questions, feel free to leave a comment below.