An Idiot’s Guide to Using YouTube for Small Business Marketing Success

by Marcus Sheridan

Is your business marketing plan taking advantage of the incredibly easy, effective, and FREE medium we’ve all come to know as YouTube?

Well if you are, this will likely be nothing new. But if you’re not, it’s time to get with the 21st century and leverage YouTube to help you dominate your small business and niche.

Although there are many ways to leverage YouTube, this particular article will discuss creative YouTube-style videos that will work great on your website.

Nope, you don't have to be this guy to produce awesome YouTube video.

Nope, you don't have to be this guy to produce awesome YouTube video.

But before I talk about tips to utilize You Tube on your website, let me just say that if you haven’t set up a YouTube acct before, it’s the absolute easiest thing in the world to do. Just go to www.youtube.com and click on ‘create acct’. From there, just follow the promptings, fill out all your info (make sure your web url is in your info), and you’ll be up in a matter of minutes. The next thing you’ll need to do is buy a ‘flip camera’ (just go to Best Buy and tell them what you’re up to). Although cheap cameras are fine, I do suggest you find an upgrade microphone, as voice quality can be difficult to achieve with one person talking and recording and another person further away being recorded as well(Some of the links in this article will demonstrate this issue/problem). ‘Flip Cameras’ range from $150-$600, depending on a variety of factors, but if you’re just getting your feet wet, the low end should be fine, and I’d suggest you start with a Flip UltraHD Camcorder.

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So enough of that, let’s talk about why YouTube rocks.

First of all, about 99% of all businesses are currently NOT using YouTube. And why not? Well beats the heck out of me but the bottom line is they are either too lazy, too antiquated in their thinking, or too aloof to take advantage of video and YouTube as a marketing medium.

But let’s assume you’ve decided to be in the top 1% of your industry and you’re ready to embrace YouTube. Here are 5 tips and ideas to get you and your business started on the path to YouTube success:

1. Something is better than nothing: Remember, almost no one in your industry is using You Tube. Even if you don’t think it (your video creation) is good, it’s more than what the competition has done. By placing even the simplest of YouTube Videos (regarding you, your company, your product, whatever) you’ve made on your website you will immediately stand apart from the crowd.

2. Take the distinctives of your product or business and demonstrate them: There are a million ways to do this but start by writing down 5 if you can and make 5-10 min videos of each. To give you an example of this from my business,  check out this informative video showing what makes our swimming pools better and superior to the ‘next guy’.

3. Just talk to your audience: I’m amazed just how few business owners have decent ‘about the owner’ pages on their website. Even worse, almost none of these entrepreneurs and owners have a video of themselves just talking to their customer base and thanking them for showing interest in their product. Here’s an example of an introduction video I use for my swimming pool eBook website. As you will see, it only needs be simple, short, and sincere.

4. Make how-to videos for your products: As I’ve talked about over and over again, people want to be educated. They want to know how to use your product before it is ever in their possession and ownership.  For example, because my small business sells swimming pools, I have videos showing how to vacuum your pool, how to clean your filter, how to winterize your pool, etc. Creating such videos shows you are serious about consumer education and builds your credibility because you’ve now taught the consumer something your competitor hasn’t bothered with. It also demonstrates your desire for the consumer to have a positive experience with the product after the initial purchase- something many businesses don’t ever even bother with.

5. Customer Testimonials: This one is as easy as they come. Just sit down with a customer you’ve made happy and push record on the video. No script is needed. Just natural, easy flowing conversation is your only goals. Here is an example.

So there are 5 examples of ways you can get started with to leverage YouTube videos on your website. In my next blog, I will dig much more into the power of this incredibly effective medium and how it can absolutely brand you as an educator and innovator and also place you at the top of your field in terms of recognition and authority. (And lest I forget that you’ll really, really drive your competitors BONKERS along the way!)

How are you using YouTube and video on your websites? Please post your suggestions, as I’d love to hear them. And as always, I very much look forward to your questions and comments on this interesting subject.

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