YouTube for Business: Online Video Marketing for Any Business (2nd Edition) (Que Biz-Tech)

YouTube’s 120 million viewers are a tempting target for any business, large or small. How can you tap into the potential of YouTube to promote your business and sell your products or services? YouTube marketing is easy enough that any business can do it. All you need is some low-cost video equipment—and a winning strategy. After you figure out the right type of videos to produce, you can use YouTube to attract new customers and better service existing ones. That’s where this book comes in. The valuable information and advice in YouTube for Business help you make YouTube part of your online marketing plan, improve brand awareness, and drive traffic to your company’s website—without breaking your marketing budget. In this updated second edition of YouTube for Business, you learn how to • Develop a YouTube marketing strategy • Decide what types of videos to produce • Shoot great-looking YouTube videos—on a budget • Edit and enhance your videos • Create a brand presence with your YouTube channel • Produce more effective YouTube videos • Promote your videos on the YouTube site • Link from your videos to your website with Call-to-Action Overlays Table of Contents......Page 7 Introduction......Page 22 How This Book Is Organized......Page 23 Conventions Used in This Book......Page 24 Get Ready to YouTube......Page 25 1 How YouTube Can Help You Market Your Business......Page 26 A Short History of YouTube......Page 27 Who Watches YouTube—and What Do They Watch?......Page 29 Is Video Right for Your Business?......Page 30 How Can You Use YouTube to Market Your Business?......Page 32 What Kinds of Promotional Videos Should You Produce?......Page 38 The Big Picture......Page 40 2 Developing Your YouTube Marketing Strategy......Page 42 Who Is Your Customer?......Page 43 What Are You Promoting?......Page 45 What Is Your Message?......Page 46 How Will You Measure the Results of Your YouTube Videos?......Page 47 What Type of Video Content Is Best for Your Goals?......Page 48 The Big Picture......Page 56 3 Creating Informative Videos......Page 58 Why Informative Videos Work......Page 59 Different Types of Informative Videos......Page 60 Producing an Informative Video......Page 62 The Big Picture......Page 69 4 Creating Educational Videos......Page 70 What Kinds of How-To Videos Should You Produce?......Page 71 Producing a How-To Video......Page 74 The Big Picture......Page 76 5 Creating Entertaining Videos......Page 78 What’s Entertaining?......Page 79 Understanding Viral Videos......Page 81 The Big Picture......Page 82 6 Incorporating YouTube Videos in Your Overall Web Marketing Mix......Page 84 Formulating Your New Marketing Mix......Page 85 Coordinating Your Online Marketing Activities......Page 86 Making YouTube Co-Exist with Television Marketing......Page 87 The Big Picture......Page 89 7 Understanding Audio/Video Technology......Page 90 Understanding Video Resolution......Page 91 Understanding Video File Formats......Page 94 Choosing the Right Format for Your YouTube Videos......Page 96 The Big Picture......Page 98 8 Shooting Webcam Videos......Page 100 Understanding Webcam Video......Page 101 When a Webcam Makes Sense......Page 102 Tips for Shooting an Effective Webcam Video......Page 104 Uploading Webcam Video to YouTube......Page 106 The Big Picture......Page 109 9 Shooting Semi-Pro Videos......Page 110 Understanding Consumer Video Equipment......Page 111 When a Semi-Pro Video Makes Sense......Page 122 Shooting a Semi-Pro Video......Page 124 Transferring Videos to Your PC for Editing......Page 126 Tips for Shooting an Effective Semi-Pro Video......Page 127 The Big Picture......Page 135 10 Shooting Professional Videos......Page 136 Why Create a Professional Video for YouTube?......Page 137 What Makes a Professional Video Professional......Page 139 The Big Picture......Page 143 11 Editing and Enhancing Your Videos......Page 144 Choosing a Video-Editing Program......Page 145 Using a Video-Editing Program......Page 154 The Big Picture......Page 160 12 Tips for Producing More Effective YouTube Videos......Page 162 Tips for Creating Better-Looking Videos......Page 163 Tips for Improving Your Video Content......Page 167 Tips for Generating Sales......Page 170 The Big Picture......Page 173 13 Uploading Your Videos to YouTube......Page 174 Uploading Videos from Your Computer......Page 175 Editing Video Information......Page 179 The Big Picture......Page 181 14 Annotating and Linking Your Videos......Page 182 Understanding Annotations......Page 183 Uses for Video Annotations......Page 184 Annotating a Video......Page 185 Watching an Annotated Video......Page 187 The Big Picture......Page 188 15 Managing Comments......Page 190 Enabling Comments—and Other User Response Features......Page 191 Approving Comments and Video Responses......Page 194 Dealing with Negative Comments......Page 195 The Big Picture......Page 198 16 Establishing Your YouTube Channel......Page 200 Viewing a Channel Page......Page 201 Personalizing Your Channel Page......Page 202 Establishing a Brand Channel......Page 207 The Big Picture......Page 211 17 Leveraging the YouTube Community......Page 212 Working the YouTube Community......Page 213 Posting Bulletins to Your Channel’s Subscribers......Page 214 Working with Friends and Contacts......Page 215 The Big Picture......Page 218 18 Incorporating YouTube Videos on Your Own Website......Page 220 Adding YouTube Video Links to a Web Page......Page 221 Embedding YouTube Videos in a Web Page......Page 223 The Big Picture......Page 225 19 Tracking Performance......Page 228 Why Tracking Is Important......Page 229 Tracking Views, Ratings, and Comments......Page 230 Tracking Basic Metrics......Page 231 Tracking More Advanced Metrics......Page 233 Tracking Effectiveness......Page 239 The Big Picture......Page 241 20 Marketing Your YouTube Videos......Page 244 Start with Great Content.........Page 245 Take Advantage of YouTube’s Community Features......Page 248 Reach Out to the Blogosphere......Page 250 Work the Social Media......Page 251 Promote Traditionally......Page 254 Upload to Other Video-Sharing Sites......Page 255 The Big Picture......Page 256 21 Optimizing Your Videos for Search......Page 258 Choosing the Right Keywords......Page 259 Optimizing Your Tags......Page 260 Optimizing Your Title......Page 261 Optimizing Views......Page 262 The Big Picture......Page 263 22 Advertising Your YouTube Videos......Page 264 Understanding YouTube Promoted Videos......Page 265 Creating a Promoted Videos Campaign......Page 267 Using the Promoted Videos Dashboard......Page 272 The Bottom Line......Page 275 23 Using Call-to-Action Overlays on Your Videos......Page 276 Understanding Call-to-Action Overlays......Page 277 Creating a Call-to-Action Overlay......Page 278 Tracking the Performance of Your Call-to-Action Overlays......Page 279 The Big Picture......Page 280 24 Generating Revenues from Your YouTube Videos......Page 282 Direct Viewers to Your Website......Page 283 Close the Sale on Your Website......Page 285 The Big Picture......Page 286 25 Using YouTube for B2B Marketing......Page 288 Different Ways B2B Companies Can Use YouTube......Page 289 Different Types of B2B Videos......Page 291 Best Practices for B2B Marketing on YouTube......Page 292 The Bottom Line......Page 294 B......Page 296 C......Page 297 E......Page 299 G......Page 300 J-K......Page 301 M......Page 302 P......Page 303 Q-R......Page 304 S......Page 305 T......Page 306 V......Page 307 X-Y-Z......Page 310

To any businessperson or marketing professional, YouTube’s 20 million viewers are a tempting target.
How can you tap into the potential of YouTube to promote your business and sell your products or services?

The answers in YouTube for Business show you how to make YouTube part of your online marketing
plan–and drive traffic to your company’s website. In this book you’ll learn how to:

• Develop a YouTube marketing strategy

• Decide what types of videos to produce

• Shoot great-looking YouTube videos–on a budget

• Edit and enhance your videos

• Create a presence on the YouTube site

• Manage a video blog

• Generate revenues from your YouTube videos

• Produce more effective YouTube videos

Includes profiles of

successful businesses

• Blendtec

• Charles Smith Pottery

• Annette Lawrence, ReMax ACR Elite Group, Inc.

• Stone Brewing Company

• D-Link

Author Michael Miller has written more than 80 how-to books over the past two decades, with more than

one million copies in print. His best-selling books include YouTube 4 You, Tricks of the eBay Business Masters,

Absolute Beginner’s Guide to Computer Basics, and Googlepedia: The Ultimate Google Resource.

Front cover quote:

“Never thought you could use YouTube for your business? Well, think again! This book gives you

a complete overview of why, how, and the technology to get you started.”

– Rhonda Abrams, USAToday small business columnist and author of
Successful Marketing: Secrets & Strategie

 

Judy Brink-Drescher - Library Journal

In a world where nearly every computer, camera, and cell phone is equipped with video capabilities, the desire to create and share videos has grown at an unprecedented rate. As the top video hosting web site, YouTube offers a compelling, low-cost advertising alternative for companies looking to leverage this trend. Miller's book provides marketing strategies designed to attract the massive YouTube audience without turning off its grassroots users. In five easy-to-read sections, Miller addresses the marketing and technical aspects of successful YouTube promotion of virtually any product or service. Business profiles in the form of brief case studies are dispersed throughout the book; pictures and illustrations guide the reader through the features and functionality of the YouTube interface, with advice provided for creating a marketing plan; purchasing camcorders; shooting and editing videos on an amateur, a semipro, and a professional level; promoting and networking within the YouTube community; and creating popular videos poised to go viral. This book makes no assumptions regarding marketing or computing ability and will be most appreciated by novice marketers and videographers. Although seasoned professionals may skip a few pages, they still should be able to gain valuable tips and insights. Recommended for public and academic libraries.