In Marketing

Did you know, you can use YouTube as a low-cost marketing tool to generate new customers and sales? Maybe you did, but are you using it to its full ability? Jason R. Rich’s has written a whole book on the topic, “Ultimate Guide to YouTube for Business.” Here is an excerpt from this book discussing the top 6 tips on using YouTube to its full potential.

Everyone who uses YouTube to promote themselves or their company has their own goals. The following is information about six popular ways YouTube can be used as part of your overall online strategy to achieve your company’s goals.

1. Promote yourself as an online personality and entertain your audience

One strategy small businesses use effectively to personalize their brand and build a rapport with the audience is to use YouTube videos to introduce their company’s leaders and position these people as spokespeople who appear in videos. Some company spokespeople have even achieved celebrity status from starring in YouTube videos to promote themselves, their products and/or their companies.

 If you’re a small-business owner with a big personality, consider starring in your own YouTube videos to help build your company’s brand, tell its story and promote its message. Featuring the actual leader of your company can help personalize your business and build its credibility. You could also demonstrate products, speak authoritatively and boost your company’s brand recognition and reputation.

2. Share your knowledge, commentary or how-to information

One reason YouTube has become so popular is that in addition to watching countless hours of entertaining videos, people can quickly find informative and easy-to-understand how-to videos about any topic imaginable. As a business owner, chances are you have expertise that other people could easily benefit from.

YouTube offers an informal yet powerful way to communicate directly with your customers, in your own words, in a forum that gives you absolute control over the content. Using a bit of creativity, chances are you’ll come up with a handful of ideas about how your business could benefit from communicating directly with its customers (or potential customers) using YouTube. For example, you could create a product demonstration or product comparison video. Other options might be to showcase customer testimonials in a video or to create how-to videos that explain how to assemble, operate or use your products/services.

One popular trend on YouTube is for companies or individuals to produce “unboxing” videos. Basically, someone takes a new (still packaged) product, then films themselves opening and using the product for the first time, as they share their initial impressions. These videos are watched by people interested in the product, but who haven’t yet purchased it.

In addition, many companies have dramatically cut costs associated with offering telephone technical support by supplementing printed product manuals and product assembly instructions (which people hate to read and find difficult to understand) with informative how-to videos that are highly engaging.

3. Introduce a new product or service and direct people to your online store

Showcasing products on YouTube is a low-cost yet highly effective way to demonstrate products to your customers, showcase features and explain how to best use a product especially if you’re operating an online-based business or there’s an online component to your traditional retail business. In addition to showcasing a product’s features or functions, you can use YouTube videos to answer commonly asked questions.

Keep in mind, people who use YouTube don’t want to watch blatant commercials for your products or services. Consumers are already bombarded with advertising in their everyday lives. While your videos can certainly promote a product or service, and build awareness or demand for it, take a soft-sell approach that’s entertaining as well as informative.

-Jason R. Rich

To read the last 3 tips on Entrepreneur.com or get access to his full book on YouTube marketing, click here.

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