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YouTube for Business: Online Video Marketing for Any Business

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  • Description
  • Extras
  • Sample Content
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  • Copyright 2009
  • Dimensions: 6 X 9
  • Pages: 288
  • Edition: 1st
  • Book
  • ISBN-10: 0-7897-3797-3
  • ISBN-13: 978-0-7897-3797-7
  • eBook (Adobe DRM)
  • ISBN-10: 0-7686-8615-6
  • ISBN-13: 978-0-7686-8615-9

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

 

Online Sample Chapter

Tips for Producing More Effective YouTube Videos

Sample Pages

Download the sample pages

Table of Contents

        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

   I    Marketing Your Business Online with
YouTube.......................................................................... 5

  1    How YouTube Can Help You Market Your Business......... 7

        A Short History of YouTube.......................... 7

            YouTube: The Early Days.................... 8

            YouTube Launches–And Gets Acquired 9

            YouTube Today................................... 9

        Is Video Right for Your Business?................ 9

        What Types of Businesses Can Use YouTube?....................... 11

        What Kinds of Videos Can You Produce?.... 12

            Inform and Sell.................................. 12

            Educate and Sell............................... 13

            Entertain and Sell.............................. 13

        How Can You Use YouTube to Market Your Business?............ 14

            YouTube for Brand Awareness............ 14

            YouTube for Product Advertising......... 14

            YouTube for Retail Promotion............. 15

            YouTube for Direct Sales................... 15

            YouTube for Product Support.............. 16

            YouTube for Product Training.............. 16

            YouTube for Employee Communications 17

            YouTube for Recruiting....................... 17

        The Big Picture......................................... 18

  2    Developing Your YouTube Marketing Strategy................... 19

        What Is the Purpose of Your YouTube Videos?........................ 19

        Who Is Your Customer?............................. 20

        What Does Your Customer Want or Need?.. 22

        What Are You Promoting?......................... 22

        What Is Your Message?............................ 23

        How Does YouTube Fit Within Your Overall Marketing Mix?...... 24

        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...................................... 28

            Instructional Videos........................... 30

            Product Presentations and Demonstrations..................... 30

            Real Estate Walk-Throughs................ 30

            Customer Testimonials...................... 31

            Company Introductions...................... 31

            Expert Presentations......................... 31

            Business Video Blogs....................... 31

            Executive Speeches.......................... 31

            Company Seminars and Presentations 32

            User or Employee Submissions.......... 32

            Humorous Spots............................... 33

        The Big Picture......................................... 33

  3    Tips for Producing More Effective YouTube Videos.......... 35

        Tips for Creating Better-Looking Videos....... 35

            Get the Size Right............................. 36

            Shoot for the Smaller Screen.............. 36

            Accentuate the Contrast.................... 37

            Invest in Quality Equipment................ 37

            Shoot Professionally.......................... 38

            Use Two Cameras............................. 38

            Be Professional–Or Not.................... 39

            Don’t Just Recycle Old Videos–Re-Edit Them, Too......... 39

            Consider Creating a Slideshow........... 39

            Hire a Pro......................................... 39

            Break the Rules................................ 40

        Tips for Improving Your Video Content......... 40

            Be Entertaining................................. 40

            Be Informative................................... 40

            Go for the Funny............................... 41

            Keep It Short.................................... 41

            Keep It Simple.................................. 42

            Stay Focused................................... 42

            Communicate a Clear Message.......... 42

            Avoid the Hard Sell............................ 42

            Keep It Fresh.................................... 43

            Design for Remixing.......................... 43

        Tips for Generating Sales........................... 43

            Include Your Website’s Address in the Video................... 43

            Include Your URL in the Accompanying Text................... 45

        Link from Your Profile............................ 45

        The Big Picture......................................... 46

        Profile: Blendtec.......................................................................... 47

        Inside Blendtec......................................... 47

        The “Will It Blend?” Campaign.................... 48

        Low Costs, Big Results............................. 49

        Advice for Other Businesses...................... 49

   II    Producing Your YouTube Videos.................... 51

  4    Understanding Audio/Video Technology.............................. 53

        Understanding Compression....................... 53

        Understanding Video Resolution................. 54

            Standard Versus High Definition......... 54

            YouTube Resolution.......................... 55

            Exploiting Lower Resolution............... 55

            High-Quality Videos........................... 56

        Understanding Video File Formats.............. 56

            AVI.................................................. 57

            DivX................................................. 58

            DV................................................... 58

            Flash Video...................................... 58

            H.264............................................... 58

            MPEG.............................................. 59

            QuickTime Movie............................... 60

            RealVideo......................................... 60

            Windows Media Video....................... 60

            Xvid.................................................. 60

        Choosing the Right File Format for YouTube 60

        Converting Existing Videos to YouTube Format........................ 61

        The Big Picture......................................... 62

  5    Shooting Webcam Videos........................................................ 63

        Understanding Webcam Video................... 63

        When a Webcam Makes Sense................. 65

            Creating a Video Blog........................ 66

            Reporting from the Road or Special Events...................... 66

            Responding to Immediate Issues........ 66

            Capturing Customer Testimonials....... 67

        Tips for Shooting an Effective Webcam Video 67

            Make It Immediate............................. 67

            Keep It Simple.................................. 67

            Watch the Lighting............................ 68

            Minimize the Background Noise......... 68

        Uploading Webcam Video to YouTube........ 68

            Uploading Webcam Video Files.......... 69

            Uploading Live Webcam Video........... 69

        The Big Picture......................................... 71

  6    Shooting Semi-Pro Videos....................................................... 73

        Understanding Consumer Video Equipment. 73

            How Camcorders Work...................... 74

            Examining Camcorder Formats.......... 75

            Choosing a Camcorder...................... 76

            Prosumer and High Definition Camcorders....................... 78

            Selecting Essential Accessories........ 79

            Building a Computer for Video Editing. 82

        When a Semi-Pro Video Makes Sense....... 83

            Video Blogs...................................... 83

            Executive Messages......................... 84

            Product Demonstrations.................... 84

            On-the-Scene Reports....................... 85

        Shooting a Semi-Pro Video........................ 85

            Shooting in the Office........................ 85

            Shooting Outside the Office................ 86

        Transferring Videos to Your PC for Editing... 87

            Transferring from a Digital Camcorder.. 87

            Transferring from an Analog Camcorder 88

        Tips for Shooting an Effective Semi-Pro Video 88

            Shoot Digitally.................................. 89

            Keep the Proper Resolution in Mind.... 89

            Use a Tripod..................................... 89

            Lighting Matters................................ 90

            Use an External Microphone.............. 91

            Watch the Background...................... 91

            A Little Movement Is Good….............. 92

            …But Too Much Movement Is Bad...... 93

            Shoot from Different Angles................ 93

            Close-Ups Are Good.......................... 94

            Don’t Center the Subject.................... 94

            Shoot to Edit.................................... 96

            Use a Teleprompter........................... 96

            Dress Appropriately........................... 97

        The Big Picture......................................... 99

  7    Shooting Professional Videos............................................... 101

        Why Create a Professional Video for YouTube?...................... 101

            Advantages of Professional Videos.... 102

            Disadvantages of Professional Videos 102

        What Makes a Professional Video Professional...................... 103

            Shooting in the Studio...................... 103

            Shooting in the Field........................ 105

        Preparing for a Professional Video Shoot... 106

            Make Friends with Makeup............... 106

            Learn Your Shooting Angles............. 107

            Wait for the Lighting......................... 107

            Prepare for Multiple Takes................ 108

        The Big Picture....................................... 108

  8    Editing and Enhancing Your Videos................................... 109

        Choosing a Video-Editing Program............ 109

            Tier One: Free Programs.................. 110

            Tier Two: Inexpensive Programs........ 112

            Tier Three: Mid-Range Programs....... 117

            Tier Four: High-End Programs........... 120

        Using a Video-Editing Program................. 122

            Editing Together Different Shots........ 123

            Inserting Transitions Between Scenes 124

            Inserting Titles and Credits............... 125

            Creating Other Onscreen Graphics.... 126

            Adding Background Music................ 126

            Getting Creative with Other Special Effects.................... 127

            Converting and Saving Video Files..... 128

        The Big Picture....................................... 128

        Profile: Charles Smith Pottery.............................................. 129

        About Charles Smith and His Pottery........ 129

        Selling Pottery via YouTube...................... 130

        Making Educational Videos...................... 131

        Advice for Other Businesses..................... 132

  III    Managing Your YouTube Videos.................... 133

  9    Uploading Your Videos to YouTube.................................... 135

        Uploading Videos from Your Computer...... 135

            Starting the Upload Process............. 135

            Entering Information About Your Video 136

            Selecting the Video to Upload........... 139

            Uploading the Video......................... 139

        Editing Video Information.......................... 141

        Removing a Video from YouTube............... 142

        The Big Picture....................................... 143

10    Creating a YouTube Presence.............................................. 145

        Working with Channels............................ 145

            Viewing a Channel Profile................. 145

            Personalizing Your YouTube Channel 147

            Managing Your Channel’s Video Log. 151

        YouTube Channel Marketing..................... 151

        Working with Groups............................... 152

            Joining an Existing Group................. 152

            Creating a New Group...................... 154

        Working with Friends and Contacts........... 156

            Adding a Friend to Your List............. 157

            Sending Messages to Your Friends... 158

            Reading Messages from Other Users 159

        Dealing with Viewers and Viewer Comments 160

            Enabling Comments, Video Responses, Ratings, Embedding, and Syndication           160

            Approving Comments and Video Responses.................. 163

        Dealing with Negative Comments.............. 165

            Removing Viewer Comments and Responses................. 166

            Blocking Members from Leaving Comments................... 166

            Unsubscribing Users from Your Channel 167

            Responding to Negative Comments... 167

        The Big Picture....................................... 168

11    Incorporating YouTube Videos on Your Own Website.. 169

        Adding YouTube Video Links to a Web Page 169

            Linking to an Individual Video............ 169

            Linking to Your YouTube Channel–Or List of Videos...... 170

        Embedding YouTube Videos in a Web Page 170

            Embedding a Basic Video................ 171

            Customizing the Embedded Video Player...................... 172

            Embedding a Video List in Your Web Page.................... 174

        The Big Picture....................................... 175

        Profile: Annette Lawrence, ReMax ACR Elite Group, Inc. 176

        Welcome to Annette’s World.................... 176

        Promoting Real Estate the YouTube Way.. 177

        Producing an Effective Real Estate Video.. 178

        Promoting the Videos.............................. 180

        Advice to Other Businesses..................... 181

IV    Working with YouTube Video Blogs............. 183

12    Managing a Video Blog........................................................... 185

        What a Video Blog Is–And Why You Need One.................... 185

        Creating and Maintaining a Video Blog...... 186

            Creating the Vlog............................. 187

            Creating Vlog Posts......................... 188

        Adding YouTube Videos to Your Blog or Vlog 190

            Configuring YouTube for Your Blog.... 190

            Posting a Video to Your Blog............ 191

        Managing Your Video Blog....................... 193

        The Big Picture....................................... 194

13    Integrating Text Blogs and Video Blogs............................. 195

        Communicating with Your Customers Online 195

        Your People Are Your Message................ 196

        Expanding Your Message Across the Web 197

            Syndicate!...................................... 197

            Link!............................................... 198

            Promote!......................................... 199

            Be Social!....................................... 199

            Make Your Blog/Vlog Search Friendly 200

            Post Your Videos on Multiple Sites... 200

        What Makes a Good Video Blog?............. 201

        Managing a Multiple-Channel Online Marketing Mix................ 202

        Converting Viewers to Paying Customers... 202

        The Big Picture....................................... 203

        Profile: Stone Brewing Company......................................... 204

        Welcome to the World of Stone Brewing Company................. 204

        Promoting the Company via a Video Blog.. 205

        The Making of a Video Blog...................... 206

        Advice to Other Businesses..................... 207

  V    Promotion and Monetization.......................... 209

14    Tracking Performance.............................................................. 211

        Why Tracking Is Important........................ 211

            Fine-Tuning Your Efforts................... 211

            Measuring Effectiveness................... 212

            Planning Future Activities................. 212

        Tracking Basic Viewership....................... 212

        Gaining Insight........................................ 214

            Insight Views.................................. 215

            Insight Popularity............................. 216

            Insight Discovery............................. 217

        Tracking Effectiveness............................. 218

            Tracking Interactivity........................ 218

            Tracking Traffic................................ 219

            Tracking Direct Sales....................... 220

        The Big Picture....................................... 221

15    Promoting Your YouTube Videos......................................... 223

        Start with Great Content…....................... 223

            Entertain, Inform, or Educate............ 223

            Target Your Content......................... 224

            Optimize Your Tags......................... 225

            Write a Compelling Title................... 225

            Pick the Best Thumbnail Image........ 226

        Take Advantage of YouTube’s Community Features................ 227

            Sharing with Friends........................ 227

        Broadcasting Bulletins......................... 228

        Use Email Marketing............................... 231

        Reach Out to the Blogosphere.................. 231

        Post to Other Web Forums...................... 232

        Work the Social Networks........................ 232

        Run a Contest......................................... 235

        Promote Traditionally............................... 235

        Upload to Other Video-Sharing Sites......... 236

        The Big Picture....................................... 237

16    Generating Revenues from Your YouTube Videos.......... 239

        Directly Selling Products and Services...... 239

            Create a Video with Value................ 240

            Direct Viewers to Your Website........ 240

            Close the Sale on Your Website....... 241

        Selling Advertising Around Embedded Videos on Your Own Website          242

            Embedding Videos on Your Website. 243

            Adding Click-Through Advertising...... 243

            Using Google AdSense.................... 243

        The Big Picture....................................... 245

        Profile: D-Link............................................................................. 247

        D-Link Meets the Web............................. 247

        YouTube as Part of the Online Marketing Mix 248

        Impacting Sales...................................... 249

        Different Types of Videos.......................... 250

        Advice for Other Businesses..................... 251

TOC, 0789737973, 7/23/08

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