by Rena Kilgannon, President, Dalton Atlanta
Many companies today include YouTube as a part of their marketing strategy. The reason is simple. YouTube is the most popular video sharing site in the world. One hour of video is uploaded to YouTube every second, and each month, people watch more than 3 billion hours of YouTube videos. Given these staggering statistics, how do you make sure that your patrons are tuning in to your YouTube channel?
The first step is determining what kind of video you want to create. Following are the three types of videos that attract the most viewers:
- How-to videos – Some people visit YouTube to learn something new. The visual nature of the medium makes it easy to demonstrate how to prepare a specialty dish.
- Informational videos – YouTube offers a great way to provide a behind-the-scenes look at a restaurant or store, introduce viewers to the staff, etc.
- Entertainment videos – People like to be entertained. Videos that make viewers laugh are shared most often.
Regardless of the type of video you produce, be sure to include the company’s Web address and other contact information. You may even want to create a special landing page for viewers who are directed to your site via YouTube. The landing page should reflect the look and feel of your video and incorporate your brand standards.
Producing an appealing video is the first step. The next step is to market the video, which can be the hardest part. Here are eight tips to put you on the right track:
- Embed your videos on your website – this is a great way to increase the number of hits and subscribers
- Incorporate videos into your e-mail marketing campaign – reference and provide links to your videos in your e-mail newsletter, blog, etc.
- Promote your videos on online forums –create a new thread and embed a relevant video
- Share your video – take advantage of the sharing option available for videos posted to YouTube
- Connect your channel to other social media sites – link your YouTube account to your LinkedIn, Facebook and Twitter accounts
- Leverage social media tools – drive traffic to your video by promoting it on LinkedIn, Facebook and Twitter
- Participate in the YouTube community –visit other YouTube channels, view and comment on videos and join existing topic-oriented groups, or even create one if there isn’t one in your niche area
- Promote your YouTube channel URL – add the YouTube URL to your business cards and promotional materials
Lastly, remember to keep your content fresh and relevant. Like any marketing activity, monitor your results (through views), and make the necessary adjustments to increase your presence and drive people to your business.
