YouTube for Business: Online Video Marketing for Any Business

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Overview

YouTube’s 120 million viewers are a tempting target for any business, large or small. How can you tap into the potential of YouTube to promote your business and sell your products or services?

YouTube marketing is easy enough that any business can do it. All you need is some low-cost video equipment—and a winning strategy. After you figure out the right type of videos to produce, you can use YouTube to attract new customers and better service ...

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Overview

YouTube’s 120 million viewers are a tempting target for any business, large or small. How can you tap into the potential of YouTube to promote your business and sell your products or services?

YouTube marketing is easy enough that any business can do it. All you need is some low-cost video equipment—and a winning strategy. After you figure out the right type of videos to produce, you can use YouTube to attract new customers and better service existing ones.

That’s where this book comes in. The valuable information and advice in YouTube for Business help you make YouTube part of your online marketing plan, improve brand awareness, and drive traffic to your company’s website—without breaking your marketing budget.

In this updated second edition of YouTube for Business, you 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 brand presence with your YouTube channel

• Produce more effective YouTube videos

• Promote your videos on the YouTube site

• Link from your videos to your website with Call-to-Action Overlays

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Editorial Reviews

Library Journal

In a world where nearly every computer, camera, and cell phone is equipped with video capabilities, the desire to create and share videos has grown at an unprecedented rate. As the top video hosting web site, YouTube offers a compelling, low-cost advertising alternative for companies looking to leverage this trend. Miller's book provides marketing strategies designed to attract the massive YouTube audience without turning off its grassroots users. In five easy-to-read sections, Miller addresses the marketing and technical aspects of successful YouTube promotion of virtually any product or service. Business profiles in the form of brief case studies are dispersed throughout the book; pictures and illustrations guide the reader through the features and functionality of the YouTube interface, with advice provided for creating a marketing plan; purchasing camcorders; shooting and editing videos on an amateur, a semipro, and a professional level; promoting and networking within the YouTube community; and creating popular videos poised to "go viral." This book makes no assumptions regarding marketing or computing ability and will be most appreciated by novice marketers and videographers. Although seasoned professionals may skip a few pages, they still should be able to gain valuable tips and insights. Recommended for public and academic libraries.
—Judy Brink-Drescher

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Product Details

  • ISBN-13: 9780789747266
  • Publisher: Que
  • Publication date: 2/3/2011
  • Series: Que Biz-Tech Series
  • Edition number: 2
  • Pages: 289
  • Sales rank: 788,308
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

Author Michael Miller has written more than 100 how-to books over the past two decades, with more than one million copies in print. His best-selling books include The Ultimate Web Marketing Guide, Using Google AdWords and AdSense, The Complete Idiot’s

Guide to Search Engine Marketing, Sams Teach Yourself YouTube in 10 Minutes, Sams Teach Yourself Google Analytics in 10 Minutes, and Absolute Beginner’s Guide to Computer Basics.

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Read an Excerpt

IntroductionIntroduction

Unless you've been living in a cave for the past year or two, you've no doubt heard of YouTube, the video-sharing site owned by Google. YouTube lets anyone post videos online that everyone can watch. It's a fun site and a popular one, constantly ranking in the top ten of all sites on the Web with close to 20 million visitors per month. With more than 100 million videos on the YouTube site (more than 80% being amateur in nature), it would take a viewer more than 400 years to watch them all!

For businesses, YouTube represents a new and exciting way to reach potential customers. But how do you market to YouTube's 20 million viewers? It's surprisingly easy—if you know the secrets.

That's why I wrote this book. I designed YouTube for Business: Online Video Marketing for Any Business to help any business, small or large, incorporate YouTube as a part of its online marketing mix. You learn how YouTube can help you 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 information included in this book is both strategic and technical. That means you find general marketing advice alongside specific technical instructions; you 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.

If you don't believe me, just look atthe five businesses profiled throughout this book. Some are large and some are small, but all get tremendous value from a minimal investment. Read how they do it and learn from their experiences.How This Book Is Organized

YouTube for Business: Online Video Marketing for Any Business 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 five main parts, as follows:

  • Part I, "Marketing Your Business Online with YouTube," helps you incorporate YouTube as part of your online marketing strategy. You learn how YouTube can help you market your business, as well as get advice on how to create more effective YouTube videos.

  • Part II, "Producing Your YouTube Videos," is all about the technical aspect of creating videos for online videos. You learn the necessary audio and video technology, as well as how to create webcam, semi-pro, and professional videos. You even learn how to edit your videos by using any desktop personal computer.

  • Part III, "Managing Your YouTube Videos," shows you how to upload your videos to the YouTube site, create a presence in the YouTube community, and incorporate your YouTube videos into your own website.

  • Part IV, "Working with YouTube Video Blogs," covers a specific type of YouTube video: the video blog or vlog. You learn how to create and manage your own video blog, as well as how to integrate your video blog with an existing text-based blog.

  • Part V, "Promotion and Monetization," is all about the money. You learn how to track your videos' performance, how to promote your YouTube videos, and how to generate revenues from your videos.

And, as I mentioned previously, each section ends with a profile of a successful business using YouTube as part of its marketing mix. These case studies show you exactly how businesses just like yours use YouTube; there's real value in these real-world examples.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: http://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 through 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.

***

Note - This is a note that presents some interesting information, even if it isn't wholly relevant to the discussion in the main text.

***
***

Tip - This is a tip that might prove useful for whatever it is you're in the process of doing.

***
***

Caution - This is a warning that something you might accidentally do might have undesirable results—so take care!

***
There's More Online

This book has its own collection of YouTube videos and a video blog. You can find my YouTube videos on my channel page, located at http://www.youtube.com/user/trapperjohn2000. The Video Blogging for Business video blog is at businessvideoblog.blogspot.com.

The videos on my vlog and YouTube channel demonstrate many of the essential techniques and approaches discussed in this book that are best shown in video format. The video blog also links to videos from other businesses currently using YouTube for promotion and marketing.

Together, these videos provide a welcome supplement to the text-based material presented in this book. I recommend that you check them out.

And, while you're online, you might want to browse over to my personal website, located at http://www.molehillgroup.com. Here you'll find more information on this book and other books I've written—including an errata page for this book, in the inevitable event that an error or two creeps into this text. (Hey, nobody's perfect!)

In addition, know that I love to hear from readers of my books. If you want to contact me, feel free to email me at youtube4business@molehillgroup.com. I can't promise that I'll answer every message, but I do promise that I'll read each one!Get Ready to YouTube

Now that you know how to use this book, it's time to get to the heart of the matter. To learn more about YouTube, and how to make it an essential part of your online marketing mix, get ready and turn the page!

© Copyright Pearson Education. All rights reserved.

Read More Show Less

Table of Contents

I. Marketing Your Business Online with YouTube

1. How YouTube Can Help You Market Your Business
2. Developing Your YouTube Marketing Strategy
3. Creating Informative Videos

4. Creating Educational Videos

5. Creating Entertaining Videos

6. Incorporating YouTube Videos in Your Overall Web Marketing Mix

II. Producing Your YouTube Videos

7. Understanding Audio/Video Technology
8. Shooting Webcam Videos
9. Shooting Semi-Pro Videos
10.Shooting Professional Videos
11. Editing and Enhancing Your Videos

12. Tips for Producing More Effective YouTube Videos

III. Managing Your YouTube Videos

13. Uploading Your Videos to YouTube
14. Annotating and Linking Your Videos

15. Managing Comments
16. Establishing Your YouTube Channel
17. Leveraging the YouTube Community
18. Incorporating YouTube Videos on Your Own Website

V. Promotion and Monetization

19. Tracking Performance
20. Marketing Your YouTube Videos
21. Optimizing Your Videos for Search
22. Advertising Your YouTube Videos

23. Using Call-to-Action Overlays on Your Videos
24. Generating Revenues from Your YouTube Videos

25. Using YouTube for B2B Marketing

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Preface

Introduction

Unless you've been living in a cave for the past year or two, you've no doubt heard of YouTube, the video-sharing site owned by Google. YouTube lets anyone post videos online that everyone can watch. It's a fun site and a popular one, constantly ranking in the top ten of all sites on the Web with close to 20 million visitors per month. With more than 100 million videos on the YouTube site (more than 80% being amateur in nature), it would take a viewer more than 400 years to watch them all!

For businesses, YouTube represents a new and exciting way to reach potential customers. But how do you market to YouTube's 20 million viewers? It's surprisingly easy—if you know the secrets.

That's why I wrote this book. I designed YouTube for Business: Online Video Marketing for Any Business to help any business, small or large, incorporate YouTube as a part of its online marketing mix. You learn how YouTube can help you 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 information included in this book is both strategic and technical. That means you find general marketing advice alongside specific technical instructions; you 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.

If you don't believe me, just look at the five businesses profiled throughout this book. Some are large and some are small, but all get tremendous value from a minimal investment. Read how they do it and learn from their experiences.

How This Book Is Organized

YouTube for Business: Online Video Marketing for Any Business 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 five main parts, as follows:

  • Part I, "Marketing Your Business Online with YouTube," helps you incorporate YouTube as part of your online marketing strategy. You learn how YouTube can help you market your business, as well as get advice on how to create more effective YouTube videos.
  • Part II, "Producing Your YouTube Videos," is all about the technical aspect of creating videos for online videos. You learn the necessary audio and video technology, as well as how to create webcam, semi-pro, and professional videos. You even learn how to edit your videos by using any desktop personal computer.
  • Part III, "Managing Your YouTube Videos," shows you how to upload your videos to the YouTube site, create a presence in the YouTube community, and incorporate your YouTube videos into your own website.
  • Part IV, "Working with YouTube Video Blogs," covers a specific type of YouTube video: the video blog or vlog. You learn how to create and manage your own video blog, as well as how to integrate your video blog with an existing text-based blog.
  • Part V, "Promotion and Monetization," is all about the money. You learn how to track your videos' performance, how to promote your YouTube videos, and how to generate revenues from your videos.

And, as I mentioned previously, each section ends with a profile of a successful business using YouTube as part of its marketing mix. These case studies show you exactly how businesses just like yours use YouTube; there's real value in these real-world examples.

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: http://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 through 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.


Note - This is a note that presents some interesting information, even if it isn't wholly relevant to the discussion in the main text.



Tip - This is a tip that might prove useful for whatever it is you're in the process of doing.



Caution - This is a warning that something you might accidentally do might have undesirable results—so take care!


There's More Online

This book has its own collection of YouTube videos and a video blog. You can find my YouTube videos on my channel page, located at http://www.youtube.com/user/trapperjohn2000. The Video Blogging for Business video blog is at businessvideoblog.blogspot.com.

The videos on my vlog and YouTube channel demonstrate many of the essential techniques and approaches discussed in this book that are best shown in video format. The video blog also links to videos from other businesses currently using YouTube for promotion and marketing.

Together, these videos provide a welcome supplement to the text-based material presented in this book. I recommend that you check them out.

And, while you're online, you might want to browse over to my personal website, located at http://www.molehillgroup.com. Here you'll find more information on this book and other books I've written—including an errata page for this book, in the inevitable event that an error or two creeps into this text. (Hey, nobody's perfect!)

In addition, know that I love to hear from readers of my books. If you want to contact me, feel free to email me at youtube4business@molehillgroup.com. I can't promise that I'll answer every message, but I do promise that I'll read each one!

Get Ready to YouTube

Now that you know how to use this book, it's time to get to the heart of the matter. To learn more about YouTube, and how to make it an essential part of your online marketing mix, get ready and turn the page!

© Copyright Pearson Education. All rights reserved.

Read More Show Less

Customer Reviews

Average Rating 4.5
( 7 )
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Sort by: Showing all of 7 Customer Reviews
  • Anonymous

    Posted March 12, 2014

    Michelle urgent

    Send friend request!!!!!!

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 31, 2014

    Pewut

    Wetr

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted April 13, 2013

    Tap hear please

    On youtube wactch stupid barbi falls down the staris episode1 and stupid barbi v.s video game charcters episode2 sincerly, evan morrow

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted August 12, 2010

    Lot's of good info

    First of all, full disclosure: I own a video production company. We do encourage our clients to use YouTube, both with videos we've produced for them and for videos they've created on their own.

    There's a lot of good, useful information in this book that anyone could use. It's well organized and easy to understand. The chapters that deal with technical concerns, how to get good picture and how to get good sound are particularly useful. Excellent summary on uploading and tracking. Be aware, however, that as YouTube changes some of the technical information (screen size, etc.) is quickly outdated.

    As a professional, of greater concern to me is the misinformation and omissions in the chapter on professional video production. It reads like he is stuck in the '80's here. His description of the production process is positively terrifying when in reality, it most often is not so. Professional videos are often produced for less cost than he describes; his per-minute formula is old and irrelevant today; he ignores professionally produced documentary style video that does NOT involve multiple takes, makeup, fussy lighting, etc. And he ignores the professional abilities that an experienced director, photographer and editor bring to the table to make the video an effective one.

    Bottom line: get the book. Soak up the pointers. Beware the tech info that changes too quickly for any book to keep up with. Understand that the author does not have a firm grasp on professional video production.

    Was this review helpful? Yes  No   Report this review
  • Posted February 23, 2009

    Comprehensive Discussion of Online Video Marketing

    Excellent book to provide 1) a general discussion of low-cost video marketing and 2) overall discussion of the technology for the layperson. I purchased the book after skimming it at Barnes & Nobel because if offers the most comprehensive discussion of the two points above of any book to date, under one cover. It disucssed You Tube, its history, its usefullness in marketing, and uses under different marketing or other business goals, e.g., employee communication, recruiting.

    It then gets into the "nuts and bolts" of how to record a good video, a segment worh the cost of the book itself. Since my medical device consulting business requires looking for new marketing opportunities and methods, I was interested in this book -- not just for You Tube, but for it's advice on video production itself (DVD's et al). And, with enough technical information to allow success without overly complicating the subject for a novice.

    The author knows his subject, and how to convey technical information in a way that is both useful and not intimidating.

    If the above is what you are looking for under one cover, I recommend it unreservedly.

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  • Anonymous

    Posted December 22, 2009

    No text was provided for this review.

  • Anonymous

    Posted February 25, 2011

    No text was provided for this review.

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