youtube-graphic7 secrets of youtube marketing
by Minda Zetlin

Although the YouTube business model is still in question (Google spends untold billions on data centers to handle the 100 hours of video uploaded to the site every minute!), YouTube has become a valuable tool in many companies marketing arsenal. Video can be a very cost-effective method of getting your message out.

Minda Zetlin writing for Inc. makes many very valid observations in her article 7 Secrets of YouTube Marketing in pouring over the data from 30,000 businesses and discovering 7 secrets on  what works–and what doesn’t–on YouTube:

1. Don’t spend a lot on fancy video production.

Big budgets are for Hollywood blockbusters, not your YouTube video. Content, context, and execution are far more important than a high-budget video.

2. Don’t be sucked in by dreams of a viral video.

Most (99%) of videos do not go viral, so stick to the message. And if your working with a company that produces “viral videos”, then buyer beware.

3. Try to get customers to post videos involving your product.

Always try for customer engagement in any social marketing that you do. For videos, ask the audience to submit their own. Perhaps this is a good area to offer rewards or contests for participants.

4. Ignore stats that don’t lead to sales or at least website visits.

Have a video on YouTube means nothing beyond bragging rights if they can not be turned into customer engagement and action. This sort of goes back to the first secret–you don’t need to spend a large budget–your return on investment should be the focus beyond stats. That point being made, keep in mind that sometimes the video’s value may be hidden by being an indirect benefit, such as brand awareness, while not immediately increasing sales.

5. Don’t do traditional marketing.

Having your traditional TV commercials uploaded to your account is fine, just don’t expect people to care about them. YouTube’s audience is fundamental different. This market may look for a brief introduction, but does not want to hear a canned sales pitch, for example, or is seeking information (still the number one reason people turn to the Internet), but not seeking an infomercial.

Read numbers 6 & 7 at the Inc. website

Now that you’ve read the secrets to YouTube marketing, how are you going to change the way you do YouTube videos? Are you not doing any videos already? A lot of customers come to us and say that they would like to do some YouTube videos but they’re just not sure what type of videos to produce. A few ideas for YouTube videos include how-to videos, introduction to the staff, company events, customer interviews, and more. Often times what makes for a good video is in quality editing–no one wants to see a two-hour video of your company’s latest event, but many would like to see a two-minute highlight video of that same event.

So what you think of the findings? As a user do you find these types of videos more engaging? Are you a business owner or social media manager and have some of these suggestions worked for you? Let us know in the comments below.

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