Internet marketing is all about interactivity. Whether it’s Twitter, Facebook, LinkedIn or YouTube, clients, fans and consumers not only have more access to the people and companies they follow, but they expect more access to the people and companies they follow. While I have covered the first three above-mentioned social media outlets in a fair amount of detail, the oft-overlooked (in regards to marketing, at least) online video (specifically YouTube) can be utilized to add a certain touch of personalization and interactivity that is markedly different than its social media counterparts.
First, some stats (according to comScore), just in case you don’t trust me when I say YouTube can be a valuable marketing/client relations resource if used properly: Over 174 million Internet users in the U.S. watched 28.1 billion online videos during the month of February. YouTube accounted for 99% of all videos viewed.
Now that I got my usual stat-fix in, let’s get down to business. How do you go about turning this behemoth of a website into an asset for you? For starters, you need to establish/define your goals and objectives. For example, if you want to simply add a more dynamic and attractive news element to your website, you can just post links from YouTube right on your homepage or in a special section of your site. If you want to actually market yourself via YouTube, there are several other factors you’ll need to consider.
First, it’s important to know exactly what you want your video to accomplish. Is it merely meant to inform your viewers or is it supposed to promote yourself or a product? Next, you’ll need to call upon your inner director to figure out the details of your video. This is critical, as your video should not be just you sitting in a chair talking. No one wants to watch that. You must also balance the dynamicity of your video with the time it takes to shoot and edit it. To be honest, your video probably won’t get a thousand hits in a month, or even sixth months, for that matter, so while it’s important that you do it right, don’t spend hours on end making it the insurance edition of Avatar.
A video or video blog can be a great new way to engage prospects and clients. From creating a short 30 second introduction of yourself to post on your site to offering in-depth analysis and expertise about various products, they lend credibility to you and give your clients an opportunity to see a more personal side of you (which can be critical if you’re selling online). By strategically experimenting with YouTube (that is to say don’t spend three days perfecting your personal YouTube channel), you can create another effective avenue of interaction that, if done properly, will only help your business grow.