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

311 Pages·2011·8.61 MB·english

by  Michael Miller

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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 pro-
vides 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
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YouTube
®
Online Video Marketing for Any Business
for Business
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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
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contained herein.
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ISBN-13: 978-0-7897-4726-6
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ISBN-10: 0-7897-4726-X
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First Printing: January 2010
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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
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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
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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
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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
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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
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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
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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
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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
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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
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