How do you know if your YouTube marketing is working?
Answer: In many cases, your competitors will cry foul and complain to anyone that will listen.
If you want your business to stand out and leave the pack, it's time you embraced the power of YouTube.
How do I know this to be true? Well I live it every day, that’s how. And that’s what this article is all about. I want you to catch a vision of how YouTube videos have the potential to brand you and your business in your industry and cause quite a bit of ‘fan-mail’ in the process 
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As I mentioned in my last article, 99% of small businesses are currently not taking advantage of the awesome power of YouTube. This is especially true for the ‘mom and pop’ business across the world like plumbers, home builders, landscapers, restaurants, auto mechanics, etc, etc.
Dare to be different
The battle of any business these days comes down to their ability to stand out from the competition. I like to use the word ‘Distinctives’. The more distinctives your business has, the more you will draw attention from consumers and separate yourself from all your competitors that have a similar product. YouTube is just one tool that can stimulate such results, and it is certainly a powerful advertising weapon when used effectively. Let me show you exactly what I mean.
I own a swimming pool company. Specifically, we install fiberglass pools. In the United States, there are about a dozen prominent fiberglass pool manufacturers, each claiming to be the ‘best’. When I got into this industry about 9 years ago, I saw that pool shoppers had a hard time distinguishing which pool was superior. And who could blame them? The only evidence they could use to draw a conclusion were pitches from pool guys and fancy manufacturer brochures. Seeing a huge need to change this fact, I finally bought a simple Flip UltraHD Camcorder
Results: This was literally one of the first videos that I ever made but man has it been a ‘doozy’ in the fiberglass pool industry. Because my fiberglass pool manufacturer, Leisure Pools, hadn’t done enough in my opinion to create brand separation from their competitors, I decided to take it upon myself to help them out and produce simple videos just like this one. As you can see, it has been viewed about 5000 times (pretty impressive considering this is a VERY niche topic, only relevant for serious fiberglass pool shoppers). This video was literally done on one take and was as simple as me walking up to the owner of the company in his fiberglass pool factory and telling him I needed him to talk on camera for a few minutes. By the end of our conversation, we had shown some major visual distinctives of Leisure Pools, especially in terms of their mold development and upkeep. You’d be amazed at how many of my customers have said to me something to the sort of, “Yeah Marcus, I saw the video of that fat guy jumping on the pool. That was really something, Leisure makes a great pool!”
I’ve had multiple sources in the swimming pool industry tell me how all the other fiberglass pool manufacturers have watched this video and tried to come up with ways to refute its claims. In fact, some of the stories that get back to me in terms of how competitors react to this video are down-right hilarious and I’m frankly embarrassed for them. You’d be amazed at how many people in this industry I’ve had to tell, “Look, if you are so upset with this video because you feel like your product is just as good, then make a video of your own. Otherwise, quit your crying.”
But have other manufacturers or fiberglass pool builders taken the initiative to produce their own YouTube video such as this one??
Alas…they have not….but maybe they’ll read this blog of all my not-so-secretive secrets and get with the program for the year 2010
Fiberglass Pool GelCoat Finishes
Results: Boy has this video really caused fury amongst fiberglass pool manufacturers and gel coat suppliers. Once again, I took absolutely factual information and showed it on camera. The funny thing is that a few weeks after this video was released, I was told of an email that was sent out(by the owner of a prominent fiberglass pool manufacturer) to every fiberglass swimming pool manufacturer in the country claiming their need to work together and discredit the video. Just as with the molds video, all I could do was chuckle and wonder if any of them would actually stop worrying about what I was doing and start fixing the problems within their own company and product line. But again, I’ve been disappointed to find that no one has bothered to take the time for such a simple production.
How to Maximize Effect
Although the act of producing a YouTube video and posting it on your account is a good thing, I’d strongly suggest you also do the following so as to ensure the video has greatest effect and can reach its potential.
- Write a small blog regarding the video’s subject and embed the video into the blog itself. (If you’ve never done this before, it’s extremely easy) This strategy is important because often times, it’s much easier for a blog to make it to the first page of Google than it is for a YouTube video alone to make it to the first page with the same subject matter.
- If you are in sales, give your customers the assignment to watch your videos before your sales appointment. By doing this, the customer will be extremely informed by the time you actually sit down together and your ability as a sales person to make a sale will be enhanced significantly.
- Embed all your YouTube and other videos on your website, not just your blog. Basically, the more places the video is available for viewing, the better its chances of having a huge effect. This is also why you should post any videos you make to facebook, twitter, and any other social medium you can think of.
The world will see your greatness
Now am I implying here that it should be your goal to make enemies with everyone in your industry other than your customers? Well no, of course not. In fact, I never even mention competitor names in my videos. But what I am suggesting is that you seriously consider the components of your product or company that are unique and different from everyone else and then exploit those differences. Show the world what makes you great. Show the world why they should be using your product or services, without apologies. And what will the competition do?
Well there’s an old saying that goes something like this:
People with no opinions make no enemies. Therefore, I choose to make enemies….
So my answer is simple. Yes, many competitors will not be inviting you over for dinner any time soon. But that’s quite alright as your goal is to be the greatest consumer educator and advocate in your industry. Be a giver of knowledge. Do not hoard it. This is why I write this blog. I know my swimming pool competitors read these articles and wonder why I’d freely share how we’ve become one of the best and most recognized fiberglass pool installers in the world. But I’ve always believed that there is room for everyone on top. I have an abundance mentality and feel that truth is not something that should be buried for only one man to know, rather, truth is property of mankind.
Time to get busy
So start your YouTube domination today. And don’t focus on great videos with perfect graphics, music, sound, etc, etc. Although all of that stuff is nice, it’s more important that you start putting out information to the public as soon as possible. And the sooner you do this, I can promise you the sooner you will begin to experience incredible improvement in the life of your business.
Comments? Questions? As always, I greatly appreciate your feedback and thoughts 
