YouTube for Business
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YouTube for Business : Online Video Marketing for Any Business

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Description

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 inYouTube 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
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Product details

  • Paperback | 288 pages
  • 149.86 x 223.52 x 17.78mm | 294.83g
  • Que Corporation,U.S.
  • Indianapolis, IN, United States
  • English
  • 0789737973
  • 9780789737977
  • 1,124,236

Back cover copy

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"
show more

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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About Michael Miller

Michael Miller is a successful and prolific author. He is known for his casual, easy-to-read writing style and his ability to explain a wide variety of complex topics to an everyday audience. Mr. Miller has written more than 80 nonfiction books over the past two decades, with more than a million copies in print. His books for Que include YouTube 4 You, Making a Living from Your eBay Business, Tricks of the eBay Business Masters, and Googlepedia: The Ultimate Google Resource. You can email Mr. Miller directly at youtube4business@molehillgroup.com. His website is at www.molehillgroup.com, his YouTube channel is at www.youtube.com/user/trapperjohn2000, and his Video Blogging for Business video blog is at businessvideoblog.blogspot.com.
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66 ratings
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3 32% (21)
2 15% (10)
1 6% (4)
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