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
Author(s): Michael Miller
Edition: 2
Publisher: Que
Year: 2011
Language: English
Pages: 311
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
