In an earlier article, I discussed how businesses can use blogging to improve communication with their customers, and in the process, learn how to improve their offerings, ease consumer worries, and increase word-of-mouth advertising. Here’s another medium you can leverage into traffic, image, and good customer relations…
YouTube. “Broadcast yourself(TM)” YouTube is the second-most-visited website (after Google), and viewership has increased exponentially in the less than three years of its existence. People love to be entertained, and anything appearing on YouTube has enormous viral potential. This is essentially free publicity, but if you want good publicity, you’ll need to do it right.
Following are a few tips for maximizing the effectiveness of your YouTube publicity campaign:
Create high-quality videos. Most digital cameras have video capability; alternatively, you could use a web cam. Most computers have video-editing software. I won’t attempt to offer a technical guide here, but YouTube has tutorials.
Watermark your videos with your web address. Or try something clever like holding a sign or wearing a t-shirt with the address on it. Just make it easy for viewers to find your website.
Prepare your script ahead of time. Practice it. And there’s nothing wrong with having a set of notes (behind the camera) to refer to while you speak.
Add “fun” elements like thought bubbles for added entertainment. (Refer to the tutorials.) Humor is fine, but make sure it’s tasteful.
Be classy. Don’t use YouTube to badmouth your competitors.
Remind viewers to subscribe. That way, your new fans can find out quickly when you post a new video–without having to search for you.
Follow up. Read the viewer comments, and while lots of people like to say rude things anonymously, do be aware of any patterns to the comments that may reveal a truth–either about the video itself, or about you or your business. If necessary, delete the video and make a new one.
The Internet is a wonderful communication medium, and nowhere is that better demonstrated than on YouTube. These videos are viewed by thousands and passed around, taking your web address literally all over the world.
But be sure you’re not putting the cart before the horse. Before you send thousands of people to your website, make sure your website is ready to be seen and has an opt-in to collect the contact information of all your visitors. And be prepared to keep in touch with them via followup e-mails.
Go to YouTube.com and create an account. Spend some time learning how to create and upload good-quality videos. Compose a good script. Then do it–and watch the traffic come.
Lisa J. Lehr is a freelance copywriter specializing in direct response and marketing collateral, with a special interest in the health, pets, specialty foods, and inspirational/motivational/self-help niches.
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