Michael Miller, author of YouTube for Business: Online Video Marketing for Any Business, offers good reasoning and solid rationale for the why-and-how to incorporate video into a business’ marketing mix.
Statistics show that YouTube receives close to 20 million visitors per month, and Miller suggests that with those kinds of numbers, YouTube “represents a new and exciting way to reach potential customers.”
While Miller acknowledges the composition of a business’ marketing mix looks different today then even a few years ago, he reminds us what all good marketers need to be cautious about–don’t just add something to the mix because everyone else is doing it. He advises businesses to develop a YouTube marketing strategy, no differently then you would do for any other strategy you’d consider to employ, by focusing on: your customer (audience), your message, your products/services/brand, and the other elements of your marketing mix. Miller states:
“Everything has to work together to bring your chosen message to your chosen customer and generate the desired results. You can’t just shoot a video and throw it on the YouTube site; you need to develop a plan.”
1. What is the purpose of the YouTube video e.g. pre-sale promotion, after-sale support
2. Who is your customer? Do they visit YouTube?
3. What does your customer want or need?
4. What are you promoting–is it your overall company, a brand, or an individual product or service?
What is your message?
5. How does your YouTube fit within your overall marketing mix of traditional and social media e.g. email, websites, search engines, blogs, social networks, photo-sharing, video-sharing.
Measure the Results:
1. Determine what it is you hope to achieve. If it’s to generate sales, measure sales–track sales with the url, 800 number and a promotion code.
2. Use site analytics to determine where your site traffic originates from, specifically track the traffic that came directly from YouTube.
3. If your goal is to build your brand image, conduct some sort of market research after your YouTube campaign- what customers think of your brand, and where they heard about it.
4. If your goal is to reduce customer or technical support costs, measure the number of support requests, before and after uploading the YouTube video. the more effective the video, the fewer the subsequent calls for support.
Evaluate types of video content best for your goals:
- repurposed commercials
- instructional videos
- product presentations and demonstrations
- real estate walk-throughs
- customer testimonials
- company introductions
- expert presentations
- business video blogs (vlogs)
- executive speeches
- company seminars and presentations
- user or employee submissions
- humorous spots
Miller reminds us that businesses are not limited to promoting videos to the YouTube community. “You can also promote your videos to anyone else on or off the Web… when you post a new video on YouTube, send a mailing to the entire list, letting your customers know all about the video and including a link to the video on YouTube.”
The book YouTube for Business also serves as a great primer about creating, producing, and managing effective videos. But before taking the plunge, step back and take a good look at what you’re hoping to achieve; and don’t be too trigger-happy to shoot a video and upload– before you strategize your video marketing plan.
If you’re already using videos, we’re interested in learning how you’ve been using them, and what effect you think they’ve had on marketing.