5 tips for using youtube marketing to increase brand visibility
DESCRIPTION
While many marketing experts tout Facebook, Twitter and other social media outlets as the key to a more personal touch to their brand, they often forget to mention that the same thing can be accomplished quickly and effectively with YouTube.TRANSCRIPT
5 Tips for Using YouTube Marketing to Increase Brand Visibility
By: Dale Lorence
While many marketing experts tout Facebook, Twitter
and other social media outlets as the key to a more
personal touch to their brand, they often forget to
mention that the same thing can be accomplished
quickly and effectively with YouTube. Marketing with
the video site allows for the visual impact to be used for
a more vibrant message and allows for deeper
connection between brand and customer. Here are five
tips to use YouTube account to bring brand visibility and
better connection with your customers.
Tip One: Make it the Best Content That You Can Possibly Create
Great content is the absolute most important part of YouTube marketing. If the content is sub par, then
no one is going to view it and they certainly are not going to share it with their friends. Sharing and
commenting are important aspects of the medium, so make sure that you are creating videos that are
useful, funny or hard hitting with good camera and sound quality. Any glitches in production can cost
you dearly.
Tip Two: Keep Your Commitment to that Content
Many marketers make the mistake of posting a video to YouTube and then abandoning it completely. If
you post anything, especially something that you want to define your brand, you have to take the time
to nurture it as well. Once you have posted, come back frequently to read and respond to the comments
that are left there. Beware of trolls however. Engaging in a battle of negative comments is never going
to be effective for any brand. Answer questions if there are any, thank people for their comments and
remind them that they can share with their friends on Facebook. The more shares that you get for each
video, the more you increase the visibility and strengthen your brand.
Tip Three: Know the Tone of Your Brand Voice and Then Actually Use it
If you are using YouTube marketing to set your company as the lighthearted, playful place or as the
serious, dedicated to the environment company, it is important that all of your messages, from video to
replies and more all echo that voice. That does not mean that you cannot stray from your brand voice
for a message or two- playful companies can get serious because of serious issues and a more serious
company can get a little silly wishing an employee a happy birthday, for instance. If you can, make all of
your videos around a central person, whether that is a company rep or even an actor who plays a
character. Make the character the embodiment of the brand- making sure that it is a well liked and well
received character.
Tip Four: Actually Look at the Numbers and Data Metrics
A huge mistake that YouTube marketers often make is forgetting that they are actually working toward a
definable goal. You didn't just upload that video for fun and entertainment, did you? Simply posting and
responding to your comments will not be enough. If you are not monitoring the responses of your
videos, you will not know if you are generating traffic, where that traffic is coming from and what the
response of that traffic is. It is important that you monitor the numbers so that you can see what time of
day a video is most often viewed. That will let you know exactly when to release the next video in a
series.
Tip Five: Use Other Sites for Cross Promotion Whenever Possible
Make it easy for your customers and potential customers alike to share your video. Suggest that they
post it to their own Facebook walls and you automatically increase the potential number of people that
will see it. But, don't count on others to do the cross sharing. Link the YouTube video to your Twitter
account, telling people to come to the video. You can also post snippets of the video on your Facebook
page, telling people that if they want to see the rest, they can come to your YouTube. The more that you
mention it, the more people are bound to see your company name, your featured products and more
about your brand.
YouTube is more than just funny kitties and silly toddlers. A lot of valuable information can be packed
into a video there. You can use a video as an extended commercial, offering more of a storyline than a
traditional, television commercial. You can also use it for how to tips and demonstrations, company
history and to speak directly to your customers as well.