Michael Miller
Online Video Marketing for Any Business
Praise
“Mike Miller provides an excellent guidebook for utilizing the tremendous flexibility
of YouTube as a powerful business-building tool. This idea-packed book provides
step-by-step instructions for growing any business, through the marketing
and promotional benefits of video production and sharing.”
—Wayne Hurlbert—Blog Business World and host of Blog Business Success Radio
“Social media arguably has made the possibility of brand awareness easier.
However, within that simplicity lies a complexity for business…How can we make
sense of and how do we make the most of this new marketing approach? That is
what I loved about this book—it not only explains the why but most importantly
the how…brilliantly written, a must-read book for business people who want to
really understand the power of YouTube.”
—Anna Farmery, Managing Director—The Engaging Brand
“YouTube for Business is chock-full of great ideas and examples for marketing your
business with video. Whether you are brand new to using YouTube and need some
help with ideas for your first video or you’ve already got a few videos under your
belt but want to up your technical production game, YouTube for Business is definitely
worth the read. Engaging, easy-to-understand, authoritative.”
—Kate Trgovac Kate Trgovac, Co-founder—LintBucket Media
“YouTube for Business is another well written, informative book. On my show, I
always refer to Michael’s books as wonderful desktop reference guides, filled with
practical advice. They’re not filled with engineered techno talk.”
—John Iasiuolo, Host/Executive Producer
“YouTube For Business: Online Video Marketing for Any Business, 2nd Edition is
another example of why Michael Miller's book is considered The definitive book
about YouTube! This latest edition is a must read book for any business owner
wanting to implement a successful inbound video marketing campaign for their
business, product or service! I highly recommend it!!”
—Rey Ybarra, Host/Producer of "The New Media Radio Hour"
www.newmediaradiohour.com
“Mike Miller provides an excellent guidebook for utilizing the tremendous flexibility
of YouTube as a powerful business-building tool. This idea-packed book provides
step-by-step instructions for growing any business, through the marketing
and promotional benefits of video production and sharing.”
—Wayne Hurlbert—Blog Business World and host of Blog Business Success Radio
“Social media arguably has made the possibility of brand awareness easier.
However, within that simplicity lies a complexity for business…How can we make
sense of and how do we make the most of this new marketing approach? That is
what I loved about this book—it not only explains the why but most importantly
the how…brilliantly written, a must-read book for business people who want to
really understand the power of YouTube.”
—Anna Farmery, Managing Director—The Engaging Brand
“YouTube for Business is chock-full of great ideas and examples for marketing your
business with video. Whether you are brand new to using YouTube and need some
help with ideas for your first video or you’ve already got a few videos under your
belt but want to up your technical production game, YouTube for Business is definitely
worth the read. Engaging, easy-to-understand, authoritative.”
—Kate Trgovac Kate Trgovac, Co-founder—LintBucket Media
“YouTube for Business is another well written, informative book. On my show, I
always refer to Michael’s books as wonderful desktop reference guides, filled with
practical advice. They’re not filled with engineered techno talk.”
—John Iasiuolo, Host/Executive Producer
“YouTube For Business: Online Video Marketing for Any Business, 2nd Edition is
another example of why Michael Miller's book is considered The definitive book
about YouTube! This latest edition is a must read book for any business owner
wanting to implement a successful inbound video marketing campaign for their
business, product or service! I highly recommend it!!”
—Rey Ybarra, Host/Producer of "The New Media Radio Hour"
www.newmediaradiohour.com
 |
| YouTube for Business: Online Video Marketing for Any Business |
Michael Miller is a successful and prolific author. He is known for his casual, easyto-
read writing style and his ability to explain a wide variety of complex topics to
an everyday audience.
Mr. Miller has written more than 100 nonfiction books over the past two decades,
with more than a million copies in print worldwide. His most popular books
include The Ultimate Web Marketing Guide, Facebook for Grown-Ups, Windows 7
Your Way, Selling Online 2.0, Using Google AdWords and AdSense, Sams Teach
Yourself Google Analytics in 10 Minutes, and Sams Teach Yourself YouTube in 10 Minutes.
You can email Mr. Miller directly at youtube4business@molehillgroup.com. His
website is at www.molehillgroup.com, and his YouTube channel is
www.youtube.com/user/trapperjohn2000/.
Acknowledgments
Thanks to the usual suspects at Que, including but not limited to Greg Wiegand,
Michelle Newcomb, Charlotte Kughen, and technical editor Steve Baldwin.
Introduction
Unless you’ve been living in a cave for the past few years,
you’ve no doubt heard of YouTube, the video-sharing site
owned by Google. YouTube lets anyone post videos online
so that anyone else can watch. It’s a fun site and a popular
one, constantly ranking in the top five of all sites on
the Web with more than 130 million visitors per month.
With hundreds of millions of videos on the YouTube site,
it would take a viewer half a millennium to watch them all!
When I wrote the first edition of this book, back in 2008,
YouTube was a lot smaller than it is today—still big, and
still a major site, but less half the size. It’s more than doubled
in visitors and videos in the two years since then,
which is somewhat astounding. YouTube just keeps getting bigger.
you’ve no doubt heard of YouTube, the video-sharing site
owned by Google. YouTube lets anyone post videos online
so that anyone else can watch. It’s a fun site and a popular
one, constantly ranking in the top five of all sites on
the Web with more than 130 million visitors per month.
With hundreds of millions of videos on the YouTube site,
it would take a viewer half a millennium to watch them all!
When I wrote the first edition of this book, back in 2008,
YouTube was a lot smaller than it is today—still big, and
still a major site, but less half the size. It’s more than doubled
in visitors and videos in the two years since then,
which is somewhat astounding. YouTube just keeps getting bigger.
It’s this size that makes YouTube attractive to businesses—as well as the relatively
low cost of entry. The cost of making a YouTube video is next to nothing; you don’t
need much more than a camcorder and a computer. If you can reach even a fraction
of YouTube’s 130 million users, you can get a very big bang for your marketing buck.
That’s why I wrote this book, to help you learn how to add YouTube to your company’s
online marketing mix. Judging from the number of interviews I give and
questions I get asked, it’s obviously a topic of interest for a lot of organizations, large
and small.
I try to answer as many of these questions as possible in this book.You’ll learn how
you can use YouTube to market your company, brand, products, and services online;
what types of videos you should create; how to create those videos; and how to promote
and make money from your YouTube videos. It’s easy enough that any business can do it.
The new edition of YouTube for Business adds to what I first presented two years
ago, to cover YouTube’s new features for marketers.You’ll learn how to promote
your videos on the YouTube site, insert pop-up notes and annotations, add clickable
overlays to your videos, and create a customized brand channel. I even address how
to use YouTube for B2B marketing, which is always a hot topic.
Know that the information included in this book is both strategic and technical.
That means you’ll find general marketing advice alongside specific technical
instructions; you’ll learn how to use YouTube as a marketing tool as well as how to
create, post, and manage YouTube-friendly videos. If you do it right,YouTube can
become an important part of your marketing mix and drive a lot of traffic (and
sales) to your existing website.
How This Book Is Organized
YouTube for Business, Second Edition is part marketing text, part computer book;
that’s because you need both marketing and technical skills to take best advantage
of YouTube as a marketing channel. To that end, I organized this book into four
main parts, as follows:
• Part I, “Marketing Your Business Online with YouTube,” helps you
incorporate YouTube as part of your online marketing strategy.You’ll
learn how YouTube can help you market your business, as well as discover
the three types of videos that can lead to YouTube success.
• Part II, “Producing Your YouTube Videos,” is all about the technical
aspect of creating videos for online videos.You’ll learn the necessary
audio and video technology, as well as how to create webcam, semi-pro,
and professional videos.You’ll even learn how to edit your videos by
using any desktop personal computer, and discover tips for producing
more effective videos.
• Part III, “Managing Your YouTube Videos,” shows you how to upload
your videos to the YouTube site, create a presence in the YouTube community,
customize your YouTube channel page, manage viewer comments,
and even incorporate your YouTube videos into your own
website.
• Part IV, “Promotion and Monetization,” is all about the money.You’ll
learn how to track your videos’ performance, get your videos noticed on
the YouTube site, advertise your videos, create clickable overlays, generate
revenues from your videos, and use YouTube for B2B marketing.
Conventions Used in This Book
I hope that this book is easy enough to figure out on its own, without requiring its
own instruction manual.As you read through the pages, however, it helps to know
precisely how I’ve presented specific types of information.
Web Pages
Obviously, there are a lot of web page addresses in the book,
like this one: www.youtube.com.When you see a web page address
(also known as a URL or uniform resource locator),
you can go to that web page by entering the URL into the
address box in your web browser. I’ve made every effort to ensure the accuracy of
the web addresses presented here, but given the ever-changing nature of the Web,
don’t be surprised if you run across an address or two that’s changed.
I apologize in advance.
Special Elements
As you read this book, you’ll note several special elements, presented in what we in
the publishing business call margin notes. There are different types of margin notes
for different types of information, as you see here.
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Product details
Price
|
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|---|---|
File Size
| 11,769 KB |
Pages
|
315 p |
File Type
|
PDF format |
ISBN-13
IBN-10 | 978-0-7897-4726-6 0-7897-4726-X |
Copyright
| 2011 by Que Publishing |
Table of Contents
I MARKETING YOUR BUSINESS ONLINE WITH YOUTUBE
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
1 How YouTube Can Help You Market Your Business. . . . . . . . . . . . 5
A Short History of YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
YouTube: The Early Days . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
YouTube Launches—and Gets Acquired . . . . . . . . . . . . . . . . . . . .7
YouTube Today . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Who Watches YouTube—and What Do They Watch? . . . . . . . . . .8
Is Video Right for Your Business? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Low-Cost Online Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Attracting Eyeballs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Everybody’s Doing It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
How Can You Use YouTube to Market Your Business? . . . . . . .11
YouTube for Brand Awareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
YouTube for Product Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . .12
YouTube for Retail Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
YouTube for Direct Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
YouTube for Product Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
YouTube for Internal Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
YouTube for Employee Communications . . . . . . . . . . . . . . . . . .16
YouTube for Recruiting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
What Kinds of Promotional Videos Should You Produce? . . .17
Informative Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Educational Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Entertaining Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
2 Developing Your YouTube Marketing Strategy . . . . . . . . . . . . . . . . 21
What Is the Purpose of Your YouTube Videos? . . . . . . . . . . . . . . . .22
Who Is Your Customer? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
What Does Your Customer Want or Need? . . . . . . . . . . . . . . . . . . . .24
What Are You Promoting? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
What Is Your Message? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
Instructional Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
Product Presentations and Demonstrations . . . . . . . . . . . . . . .31
Real Estate Walk-Throughs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
Customer Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
Company Introductions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
Expert Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
Business Video Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
Executive Speeches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
Company Seminars and Presentations . . . . . . . . . . . . . . . . . . . . .34
User or Employee Submissions . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
Humorous Spots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
3 Creating Informative Videos .. . . . . . . . . . . . . . . . . 37
Why Informative Videos Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38
Different Types of Informative Videos . . . . . . . . . . . . . . . . . . . . . . . . .39
Information = News . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
Information = Facts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40
Producing an Informative Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
Producing a Video Newscast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42
Producing a Video Product Tour . . . . . . . . . . . . . . . . . . . . . . . . . . .44
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48
4 Creating Educational Videos . . . . . . . . . . . . . . . . . . . . . . . . 49
Why Educational Videos Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50
What Kinds of How-To Videos Should You Produce? . . . . . . . .50
Product Instruction Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50
Project Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51
Producing a How-To Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55
5 Creating Entertaining Videos . . . . . . . . . . . . . . . . 57
What’s Entertaining? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .58
Understanding Viral Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .60
Producing an Entertaining Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61
6 Incorporating YouTube Videos in Your Overall Web Marketing Mix . . . . . 63
Defining YouTube’s Role in Your Marketing Strategy . . . . . . . . .64
Formulating Your New Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . .64
Coordinating Your Online Marketing Activities . . . . . . . . . . . . . .65
Making YouTube Co-Exist with Television Marketing . . . . . . . .66
Repurposing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67
Extending and Expanding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67
Starting Fresh . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68
II PRODUCING YOUR YOUTUBE VIDEOS
7 Understanding Audio/Video Technology . . . . . . . . . . . . . . . . . . . . . . . . 69
Understanding Video Resolution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70
Standard Versus High Definition . . . . . . . . . . . . . . . . . . . . . . . . . . .70
YouTube Resolution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70
Choosing the Right Resolution . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72
Understanding Video File Formats . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
Understanding Compression and Codecs . . . . . . . . . . . . . . . . . .73
Comparing File Formats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
Choosing the Right Format for Your YouTube Videos . . . . . . . .75
Converting Existing Videos to YouTube Format . . . . . . . . . . . . . .77
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .77
8 Shooting Webcam Videos .. . . . . . . . . . . . . . . . . . . 79
Understanding Webcam Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80
When a Webcam Makes Sense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .81
Creating a Video Blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82
Reporting from the Road or Special Events . . . . . . . . . . . . . . . .82
Responding to Immediate Issues . . . . . . . . . . . . . . . . . . . . . . . . . . .82
Capturing Customer Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . .83
Tips for Shooting an Effective Webcam Video . . . . . . . . . . . . . . . .83
Make It Immediate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83
Keep It Simple . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83
Watch the Lighting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84
Minimize the Background Noise . . . . . . . . . . . . . . . . . . . . . . . . . . .84
Uploading Webcam Video to YouTube . . . . . . . . . . . . . . . . . . . . . . . .85
Uploading Webcam Video Files . . . . . . . . . . . . . . . . . . . . . . . . . . . .85
Uploading Live Webcam Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88
9 Shooting Semi-Pro Videos . . . . . . . . . . . . . . . . . . . . . . . 89
Understanding Consumer Video Equipment . . . . . . . . . . . . . . . . . .90
How Camcorders Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90
Examining Camcorder Storage . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91
Standard or High Definition? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92
Choosing a Camcorder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92
Selecting Essential Accessories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .96
Building a Computer for Video Editing . . . . . . . . . . . . . . . . . . .100
When a Semi-Pro Video Makes Sense . . . . . . . . . . . . . . . . . . . . . . . .101
Video Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101
Informational Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .102
Product Demonstrations and Overviews . . . . . . . . . . . . . . . . .102
On-the-Scene Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103
Shooting a Semi-Pro Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103
Shooting in the Office . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103
Shooting Outside the Office . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .104
Transferring Videos to Your PC for Editing . . . . . . . . . . . . . . . . . .105
Tips for Shooting an Effective Semi-Pro Video . . . . . . . . . . . . . .106
Shoot Digitally . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .106
Keep the Proper Resolution in Mind . . . . . . . . . . . . . . . . . . . . . .106
Use a Tripod . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .106
Lighting Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .107
Use an External Microphone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .107
Watch the Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108
A Little Movement Is Good… . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108
…But Too Much Movement Is Bad . . . . . . . . . . . . . . . . . . . . . . .108
Shoot from Different Angles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .109
Close-Ups Are Good . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .109
Don’t Center the Subject . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .109
Shoot to Edit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .111
Use a Teleprompter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .111
Dress Appropriately . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .112
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114
10 Shooting Professional Videos . . . . . . . . . . . . . . . . . . 115
Why Create a Professional Video for YouTube? . . . . . . . . . . . . . .116
Advantages of Professional Videos . . . . . . . . . . . . . . . . . . . . . . . .116
Disadvantages of Professional Videos . . . . . . . . . . . . . . . . . . . . .117
What Makes a Professional Video Professional . . . . . . . . . . . . . .118
Shooting in the Studio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .118
Shooting in the Field . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119
Preparing for a Professional Video Shoot . . . . . . . . . . . . . . . . .120
Learn Your Shooting Angles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .121
Wait for the Lighting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .121
Prepare for Multiple Takes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122
11 Editing and Enhancing Your Videos . . . . . . . . . . . . . . 123
Choosing a Video-Editing Program . . . . . . . . . . . . . . . . . . . . . . . . . .124
Tier One: Free Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .124
Tier Two: Mid-Level Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . .126
Tier Three: High-End Programs . . . . . . . . . . . . . . . . . . . . . . . . . . .130
Using a Video-Editing Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .133
Editing Together Different Shots . . . . . . . . . . . . . . . . . . . . . . . . . .134
Inserting Transitions Between Scenes . . . . . . . . . . . . . . . . . . . . .135
Inserting Titles and Credits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .136
Creating Other Onscreen Graphics . . . . . . . . . . . . . . . . . . . . . . .137
Adding Background Music . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .137
Getting Creative with Other Special Effects . . . . . . . . . . . . . .138
Converting and Saving Video Files . . . . . . . . . . . . . . . . . . . . . . . .138
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .139
12 Tips for Producing More Effective YouTube Videos . . . . . . . . 141
Tips for Creating Better-Looking Videos . . . . . . . . . . . . . . . . . . . . .142
Shoot for the Smaller Screen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .142
Accentuate the Contrast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .143
Slow and Steady Wins the Race . . . . . . . . . . . . . . . . . . . . . . . . . . .143
Invest in Quality Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .143
Shoot Like a Pro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .144
Use Two Cameras . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .144
Look Professional—Or Not . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .145
Don’t Just Recycle Old Videos—Re-Edit Them, Too . . . . .145
Consider Creating a Slideshow . . . . . . . . . . . . . . . . . . . . . . . . . . . .145
Hire a Pro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .145
Break the Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .146
Tips for Improving Your Video Content . . . . . . . . . . . . . . . . . . . . . .146
Be Entertaining . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .146
Be Informative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .146
Go for the Funny . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .147
Keep It Short . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .147
Keep It Simple . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .148
Stay Focused . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .148
Communicate a Clear Message . . . . . . . . . . . . . . . . . . . . . . . . . . . .148
Avoid the Hard Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .148
Keep It Fresh . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .149
Design for Remixing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .149
Tips for Generating Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .149
Include Your Website’s Address in the Video . . . . . . . . . . . . .149
Include Your URL in the Accompanying Text . . . . . . . . . . . .151
Link from Your Channel Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . .151
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .152
III MANAGING YOUR YOUTUBE VIDEOS
13 Uploading Your Videos to YouTube. . . . . . . . . . . . . . . . . . . . . . . . . 153
Uploading Videos from Your Computer . . . . . . . . . . . . . . . . . . . . . .154
Selecting a File to Upload . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .154
Entering Information About Your Video . . . . . . . . . . . . . . . . .155
Sharing Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158
Editing Video Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158
Removing a Video from YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . .160
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .160
14 Annotating and Linking Your Videos . . . . . . . . . . . . . . . . . . . 161
Understanding Annotations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .162
Uses for Video Annotations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .163
Annotating a Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .164
Watching an Annotated Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .166
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .167
15 Managing Comments . . . . . .. . . . . . . . . . . . 169
Enabling Comments—and Other User Response Features . .170
Comments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .171
Comment Voting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .172
Video Responses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .172
Ratings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .172
Embedding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .172
Syndication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .173
Approving Comments and Video Responses . . . . . . . . . . . . . . . . .173
Dealing with Negative Comments . . . . . . . . . . . . . . . . . . . . . . . . . . . .174
Removing Viewer Comments and Responses . . . . . . . . . . . .175
Blocking Specific Viewers from Leaving Comments . . . . .175
Responding to Negative Comments . . . . . . . . . . . . . . . . . . . . . . .175
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177
16 Establishing Your YouTube Channel. . . . . . . . . . . . . . . . 179
Understanding YouTube Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . .180
Viewing a Channel Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .180
Personalizing Your Channel Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181
Editing Channel Settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .182
Editing Channel Themes and Colors . . . . . . . . . . . . . . . . . . . . .182
Editing Channel Modules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .184
Choosing Videos and Playlists . . . . . . . . . . . . . . . . . . . . . . . . . . . . .185
Establishing a Brand Channel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186
Understanding Brand Channels . . . . . . . . . . . . . . . . . . . . . . . . . . .186
Benefits of a Brand Channel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .188
Applying for a Brand Channel . . . . . . . . . . . . . . . . . . . . . . . . . . . . .189
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .190
17 Leveraging the YouTube Community . . . . . . . . . . . . . . . 191
Working the YouTube Community . . . . . . . . . . . . . . . . . . . . . . . . . . .192
Posting Bulletins to Your Channel’s Subscribers . . . . . . . . . . . . .193
Working with Friends and Contacts . . . . . . . . . . . . . . . . . . . . . . . . . .194
Adding a Friend to Your List . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .195
Sending Messages to Your Friends . . . . . . . . . . . . . . . . . . . . . . . .195
Reading Messages from Other Users . . . . . . . . . . . . . . . . . . . . . .196
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .197
18 Incorporating YouTube Videos on Your Own Website . . . . . . 199
Why You Should Let YouTube Host Your Videos . . . . . . . . . . . .200
Adding YouTube Video Links to a Web Page . . . . . . . . . . . . . . . .200
Linking to an Individual Video . . . . . . . . . . . . . . . . . . . . . . . . . . . .201
Linking to Your YouTube Channel . . . . . . . . . . . . . . . . . . . . . . . .202
Embedding YouTube Videos in a Web Page . . . . . . . . . . . . . . . . . .202
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .204
IV PROMOTION AND MONETIZATION
19 Tracking Performance. . . . . .. . . . . . . . . . . . . . . . . 207
Why Tracking Is Important . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208
Fine-Tuning Your Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208
Measuring Effectiveness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208
Planning Future Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208
Tracking Views, Ratings, and Comments . . . . . . . . . . . . . . . . . . . . .209
Measuring Views . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .209
Judging Likes and Dislikes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .210
Reviewing Comments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .210
Tracking Basic Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .210
Tracking More Advanced Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . .212
Views . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .212
Discovery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .214
Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .215
Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .216
Hot Spots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .216
Call-to-Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .217
Tracking Effectiveness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218
Tracking Interactivity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218
Tracking Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218
Tracking Conversions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .219
Tracking Direct Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .220
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .220
20 Marketing Your YouTube Videos . . . . . . . . . . . . . . 223
Start with Great Content… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .224
Entertain, Inform, or Educate . . . . . . . . . . . . . . . . . . . . . . . . . . . . .224
Target Your Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .225
Write a Compelling Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .225
Pick the Best Thumbnail Image . . . . . . . . . . . . . . . . . . . . . . . . . . .225
Take Advantage of YouTube’s Community Features . . . . . . . . .227
Sharing with Subscribers and Friends . . . . . . . . . . . . . . . . . . . . .227
Guerilla Comments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .228
Use Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .229
Reach Out to the Blogosphere . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .229
Post to Other Web Forums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .230
Work the Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .230
Run a Contest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233
Promote Traditionally . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233
Upload to Other Video-Sharing Sites . . . . . . . . . . . . . . . . . . . . . . . . .234
Advertise Your Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235
21 Optimizing Your Videos for Search. . . . . . . . . . . . . . 237
How YouTube Searches for Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . .238
Choosing the Right Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238
Optimizing Your Tags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .239
Optimizing Your Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .240
Optimizing Your Description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .241
Optimizing Embeds and Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .241
Optimizing Views . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .241
Optimizing Comments and Ratings . . . . . . . . . . . . . . . . . . . . . . . . . .242
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .242
22 Advertising Your YouTube Videos. . . . .. . . . . . . . . . . 243
Understanding YouTube Promoted Videos . . . . . . . . . . . . . . . . . . .244
How PPC Advertising Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .244
How YouTube Promoted Videos Work . . . . . . . . . . . . . . . . . . .245
Creating a Promoted Videos Campaign . . . . . . . . . . . . . . . . . . . . . .246
Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .246
Creating an Account and Setting a Budget . . . . . . . . . . . . . . .247
Writing Your Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .248
Choosing Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .249
Setting CPC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .250
Confirming the Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .251
Using the Promoted Videos Dashboard . . . . . . . . . . . . . . . . . . . . . .251
Examining Key Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .252
Analyzing Individual Video Performance . . . . . . . . . . . . . . . .252
Editing Your Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .254
Editing Your Bids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .254
Revising Your Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .254
Pausing, Resuming, and Deleting Ads . . . . . . . . . . . . . . . . . . . .254
The Bottom Line . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .254
23 Using Call-to-Action Overlays on Your Videos. . . . . . . . . . . . . . . 255
Understanding Call-to-Action Overlays . . . . . . . . . . . . . . . . . . . . . .256
Creating a Call-to-Action Overlay . . . . . . . . . . . . . . . . . . . . . . . . . . . .257
Tracking the Performance of Your Call-to-Action
Overlays . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .258
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .259
24 Generating Revenues from Your YouTube Videos . . . . . . . . . . . 261
Create a Video with Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .262
Direct Viewers to Your Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .262
Close the Sale on Your Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .264
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .265
25 Using YouTube for B2B Marketing . . . . . . . . . . . . . . . 267
Why Use YouTube for B2B Marketing . . . . . . . . . . . . . . . . . . . . . . . .268
Different Ways B2B Companies Can Use YouTube . . . . . . . . . .268
Using YouTube for Additional Information . . . . . . . . . . . . . .269
Using YouTube to Reinforce Existing Relationships . . . . .269
Using YouTube for After-the-Sale Support . . . . . . . . . . . . . . .269
Different Types of B2B Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .270
Product Demonstrations and Walk-Throughs . . . . . . . . . . .270
How-To Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .270
Case Studies and Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . .270
Conferences and Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .270
Management Messages and Video Blogs . . . . . . . . . . . . . . . . . .271
Best Practices for B2B Marketing on YouTube . . . . . . . . . . . . . . .271
Upload All Existing Video Assets . . . . . . . . . . . . . . . . . . . . . . . . .271
Publicize Your Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .271
Optimize Your Videos for Search . . . . . . . . . . . . . . . . . . . . . . . . . .272
Embed Your YouTube Videos on Your Own Website . . . .272
Optimize Your Channel Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .272
Keep Your Content Fresh . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .273
Include a Call to Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .273
The Bottom Line . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .273
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275
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