In the Dark Ages of the pre-internet era there were three main media channels which could be used by businesses to promote and spread their messages; print, radio and TV. The latter was, and still is, an expensive option. Enter YouTube – the online alternative. It’s an option that allows everyone to have their own “TV” channel. In this post we look at how to use YouTube marketing to its fullest potential.
What’s the advantage?
Unlike the traditional TV advertising or promotion campaign, the audience on YouTube is interactive; they’re actively searching for content and that offers you the opportunity to place yourself as an expert in your field. YouTube offers access to a far more engaged audience than traditional TV.
Lights, camera, action
It’s an old saying and one that’s worth noting. Lights and camera take precedence here and you should aim to produce high quality videos if you wish to place yourself as an expert. Use a good quality camera, lighting to ensure you don’t appear as a shadowy silhouette and a script (preferably on a Teleprompter) to keep things well presented. When it comes to ‘action’ the most important one is to remember to smile (as long as the topic allows).
Setting the scene
By the same token, think about your set carefully. Simple, without background distraction, but not too bland is a good combination. This can depend on your industry, but the basic rule is to use an industry-appropriate setting or a neutral one.
Are you ready for your close-up?
Filming, professionally, takes time, patience and the willingness to complete endless “takes”. Give yourself plenty of time to film, be prepared to re-shoot sections – or the whole video – until you have it right. Preview the video before you publish and be sure that you are happy with the finished product.
Gone with the wind?
Epics are for the big screen. The average small screen user has a notoriously short attention span. This is a basic human instinct and lengthy videos don’t work well on YouTube. Most expert YouTube marketing professionals argue for a length of two to five minutes running time. This gives you enough time to concisely present your message, without your audience turning off (literally).
Content is king
This remains true in any format and choosing your video content is no exception. To position yourself as an expert on YouTube consider filming interviews with industry experts, specialists and exploring topics related to your industry in a broader context. Use your own key messages as a basis for your videos; this helps to keep your message consistent across video and other formats.
Getting your video noticed by the right audience is crucial and can help it to go viral. Paid placement is a key tool in establishing an audience in the first place. This allows you to target an a specific demographic and it can be the fastest route to getting your videos shared. Embedding your video in blogs, Twitter feeds and other social platforms can also help to increase SEO ranking and build your audience.
The tips above offer a simple strategy to develop your YouTube presence and audience. Creating video helps to promote your firm and to place you as an expert in your audience’s mind. In time this can help to develop a strong following which will, in turn, promote you further.
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Sydney Social Media and Public Relations Agency, CP Communications blends cutting edge offline and online PR and social media to help you gain a competitive advantage. Contact us today. For more great tips visit our website www.cpcommunications.com.au.