Table Of Content

ptg Praise for YouTube for Business, Second Edition “Mike Miller provides an excellent guidebook for utilizing the tremendous flexibil- ity of YouTube as a powerful business-building tool. This idea-packed book provides step-by-step instructions for growing any business, through the marketing and promotional benefits of video production and sharing.” —Wayne Hurlbert—Blog Business World and host of Blog Business Success Radio “Social media arguably has made the possibility of brand awareness easier. However, within that simplicity lies a complexity for business…How can we make sense of and how do we make the most of this new marketing approach? That is what I loved about this book—it not only explains the why but most importantly the how…brilliantly written, a must-read book for business people who want to really understand the power of YouTube.” —Anna Farmery, Managing Director—The Engaging Brand “YouTube for Business is chock-full of great ideas and examples for marketing your business with video. Whether you are brand new to using YouTube and need some help with ideas for your first video or you’ve already got a few videos under your belt but want to up your technical production game, YouTube for Business is defi- ptg nitely worth the read. Engaging, easy-to-understand, authoritative.” —Kate Trgovac Kate Trgovac, Co-founder—LintBucket Media “YouTube for Business is another well written, informative book. On my show, I always refer to Michael’s books as wonderful desktop reference guides, filled with practical advice. They’re not filled with engineered techno talk.” —John Iasiuolo, Host/Executive Producer “YouTube For Business: Online Video Marketing for Any Business, 2nd Edition is another example of why Michael Miller's book is considered The definitive book about YouTube! This latest edition is a must read book for any business owner wanting to implement a successful inbound video marketing campaign for their business, product or service! I highly recommend it!!” —Rey Ybarra, Host/Producer of "The New Media Radio Hour" www.newmediaradiohour.com This page intentionally left blank ptg Wow! eBook <WoweBook.Com> YouTube ® Online Video Marketing for Any Business for Business ptg Second Edition Michael Miller 800 East 96th Street Indianapolis, Indiana 46240 USA Wow! eBook <WoweBook.Com> YouTube for Business, Second Edition Associate Publisher Copyright © 2011 by Que Publishing Greg Wiegand All rights reserved. No part of this book shall be reproduced, stored in Acquisitions Editor a retrieval system, or transmitted by any means, electronic, mechani- cal, photocopying, recording, or otherwise, without written permis- Michelle Newcomb sion from the publisher. No patent liability is assumed with respect to Development Editor the use of the information contained herein. Although every precau- The Wordsmithery LLC tion has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any lia- Managing Editor bility assumed for damages resulting from the use of the information Sandra Schroeder contained herein. Project Editor ISBN-13: 978-0-7897-4726-6 Seth Kerney ISBN-10: 0-7897-4726-X Indexer First Printing: January 2010 Erika Millen Library of Congress Cataloging-in-Publication data is on file. Proofreader Trademarks Sheri Cain All terms mentioned in this book that are known to be trademarks or Technical Editor service marks have been appropriately capitalized. Que Publishing Steve Baldwin cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark Publishing Coordinator ptg or service mark. Cindy Teeters Warning and Disclaimer Book Designer Every effort has been made to make this book as complete and as Anne Jones accurate as possible, but no warranty or fitness is implied. The information provided is on an “as is” basis. The author and the publisher Page Layout shall have neither liability nor responsibility to any person or entity Bronkella Publishing, LLC with respect to any loss or damages arising from the information contained in this book. Bulk Sales Que Publishing offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales [email protected] For sales outside of the U.S., please contact International [email protected] Wow! eBook <WoweBook.Com> CONTENTS AT A GLANCE Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 I Marketing Your Business Online with YouTube 1 How YouTube Can Help You Market Your Business . . . . . . . . . . . . . . .5 2 Developing Your YouTube Marketing Strategy . . . . . . . . . . . . . . . . . . . .21 3 Creating Informative Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37 4 Creating Educational Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49 5 Creating Entertaining Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57 6 Incorporating YouTube Videos in Your Overall Web Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .63 II Producing Your Own YouTube Videos 7 Understanding Audio/Video Technology . . . . . . . . . . . . . . . . . . . . . . . . . .69 8 Shooting Webcam Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .79 9 Shooting Semi-Pro Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89 10 Shooting Professional Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .115 11 Editing and Enhancing Your Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123 12 Tips for Producing More Effective YouTube Videos . . . . . . . . . . . . .141 III Managing Your YouTube Videos ptg 13 Uploading Your Videos to YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .153 14 Annotating and Linking Your Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . .161 15 Managing Comments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .169 16 Establishing Your YouTube Channel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179 17 Leveraging the YouTube Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . .191 18 Incorporating YouTube Videos on Your Own Website . . . . . . . . . .199 IV Promotion and Monetization 19 Tracking Performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .207 20 Marketing Your YouTube Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223 21 Optimizing Your Videos for Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237 22 Advertising Your YouTube Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .243 23 Using Call-to-Action Overlays on Your Videos . . . . . . . . . . . . . . . . . .255 24 Generating Revenues from Your YouTube Videos . . . . . . . . . . . . . . .261 25 Using YouTube for B2B Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .267 Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .275 Wow! eBook <WoweBook.Com> TABLE OF CONTENTS I MARKETING YOUR BUSINESS ONLINE WITH YOUTUBE Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 How This Book Is Organized . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 Conventions Used in This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Web Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Special Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 There’s More Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Get Ready to YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 1 How YouTube Can Help You Market Your Business. . . . . . . . . . . . 5 A Short History of YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 YouTube: The Early Days . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 ptg YouTube Launches—and Gets Acquired . . . . . . . . . . . . . . . . . . . .7 YouTube Today . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Who Watches YouTube—and What Do They Watch? . . . . . . . . . .8 Is Video Right for Your Business? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Low-Cost Online Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Attracting Eyeballs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Everybody’s Doing It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 How Can You Use YouTube to Market Your Business? . . . . . . .11 YouTube for Brand Awareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 YouTube for Product Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . .12 YouTube for Retail Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 YouTube for Direct Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 YouTube for Product Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 YouTube for Internal Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 YouTube for Employee Communications . . . . . . . . . . . . . . . . . .16 YouTube for Recruiting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Wow! eBook <WoweBook.Com> What Kinds of Promotional Videos Should You Produce? . . .17 Informative Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Educational Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 Entertaining Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 2 Developing Your YouTube Marketing Strategy . . . . . . . . . . . . . . . . 21 What Is the Purpose of Your YouTube Videos? . . . . . . . . . . . . . . . .22 Who Is Your Customer? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 What Does Your Customer Want or Need? . . . . . . . . . . . . . . . . . . . .24 What Are You Promoting? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 What Is Your Message? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25 How Will You Measure the Results of Your YouTube Videos? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 What Type of Video Content Is Best for Your Goals? . . . . . . . . .27 Repurposed Commercials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Infomercials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 ptg Instructional Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31 Product Presentations and Demonstrations . . . . . . . . . . . . . . .31 Real Estate Walk-Throughs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32 Customer Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33 Company Introductions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33 Expert Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33 Business Video Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33 Executive Speeches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33 Company Seminars and Presentations . . . . . . . . . . . . . . . . . . . . .34 User or Employee Submissions . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34 Humorous Spots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34 The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35 3 Creating Informative Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Why Informative Videos Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38 Different Types of Informative Videos . . . . . . . . . . . . . . . . . . . . . . . . .39 Information = News . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39 Information = Facts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40 Wow! eBook <WoweBook.Com> VIII YouTube for Business, Second Edition Producing an Informative Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41 Producing a Video Newscast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42 Producing a Video Product Tour . . . . . . . . . . . . . . . . . . . . . . . . . . .44 The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48 4 Creating Educational Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Why Educational Videos Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50 What Kinds of How-To Videos Should You Produce? . . . . . . . .50 Product Instruction Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50 Project Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51 Producing a How-To Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53 The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55 5 Creating Entertaining Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 What’s Entertaining? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .58 Understanding Viral Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .60 Producing an Entertaining Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61 ptg The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61 6 Incorporating YouTube Videos in Your Overall Web Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Defining YouTube’s Role in Your Marketing Strategy . . . . . . . . .64 Formulating Your New Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . .64 Coordinating Your Online Marketing Activities . . . . . . . . . . . . . .65 Making YouTube Co-Exist with Television Marketing . . . . . . . .66 Repurposing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67 Extending and Expanding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67 Starting Fresh . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68 The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68 II PRODUCING YOUR YOUTUBE VIDEOS 7 Understanding Audio/Video Technology . . . . . . . . . . . . . . . . . . . . . . . . 69 Understanding Video Resolution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70 Standard Versus High Definition . . . . . . . . . . . . . . . . . . . . . . . . . . .70 Wow! eBook <WoweBook.Com> Contents IX YouTube Resolution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70 Choosing the Right Resolution . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72 Understanding Video File Formats . . . . . . . . . . . . . . . . . . . . . . . . . . . .73 Understanding Compression and Codecs . . . . . . . . . . . . . . . . . .73 Comparing File Formats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73 Choosing the Right Format for Your YouTube Videos . . . . . . . .75 Converting Existing Videos to YouTube Format . . . . . . . . . . . . . .77 The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .77 8 Shooting Webcam Videos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 Understanding Webcam Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80 When a Webcam Makes Sense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .81 Creating a Video Blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82 Reporting from the Road or Special Events . . . . . . . . . . . . . . . .82 Responding to Immediate Issues . . . . . . . . . . . . . . . . . . . . . . . . . . .82 Capturing Customer Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . .83 Tips for Shooting an Effective Webcam Video . . . . . . . . . . . . . . . .83 ptg Make It Immediate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83 Keep It Simple . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83 Watch the Lighting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84 Minimize the Background Noise . . . . . . . . . . . . . . . . . . . . . . . . . . .84 Uploading Webcam Video to YouTube . . . . . . . . . . . . . . . . . . . . . . . .85 Uploading Webcam Video Files . . . . . . . . . . . . . . . . . . . . . . . . . . . .85 Uploading Live Webcam Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85 The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88 9 Shooting Semi-Pro Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 Understanding Consumer Video Equipment . . . . . . . . . . . . . . . . . .90 How Camcorders Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90 Examining Camcorder Storage . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91 Standard or High Definition? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92 Choosing a Camcorder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92 Selecting Essential Accessories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .96 Building a Computer for Video Editing . . . . . . . . . . . . . . . . . . .100 Wow! eBook <WoweBook.Com>