Time and time again, businesses tell me that they don’t want to produce videos for YouTube because it costs too much money. This is a major strategic error, because YouTube is enormously influential – the second most visited search engine after Google, and the third most visited social media site after Facebook and Twitter.
No matter what business you’re running, in (virtually) every sector, YouTube can be a useful part of your marketing effort. The key is not your budget or special effects, but creating the kind of video that will resonate with the types of potential clients you are trying to reach, and promoting it properly so that they can find it.
With a good-quality HD camera, you can easily create:
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An interview with your CEO, or perhaps with one of your grateful clients
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A recording of your latest speech or performance
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Footage of your team volunteering with the charity your business supports
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A series of useful tips about your area of expertise
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Demonstrations of how to use your product
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A tour of a particularly interesting corner of your manufacturing plant, or behind-the-scenes in your shop
- A ‘day in the life’ of one of your workers
You are limited only by your ideas.
Even a basic video can demonstrate your expertise, humanise you to your potential clients, demonstrate how easily your products can be used, generate interest and enable you to be found by people with an interest in your area. (Although when you can invest in professional quality video, clearly that is ideal.)
Here’s how one American law firm does it:
While the video is not beautifully produced, notice how they are zeroing in on a very niche area, so they are likely to be ranked highly if people search for ‘insurance company spying on me’. They are demonstrating their expertise and offering useful advice – all while their website address keeps popping up on screen.
The result? 7,300+ views.
Here are some tips to get you started:
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Keep the video short and simple with one key message. Audiences lose attention quickly
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Your video should address a problem experienced by your audience (for example, a tax lawyer might like to give tips about what expenses can be reimbursed)
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If you can think of an issue that might concern your target clientele, but others are not talking about, you stand more chance of being found when they search
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Even in a simple video, think about how to tempt your audience to start watching, and then watch to the end. Try and pique their interest with a strong title. Action is always better than talking heads. And an element of surprise will keep your audience watching.
- Make sure your contact details are clearly visible at the end!
PS. We hope you enjoy the QualitySolicitors video embedded at the top. It’s one of our favourites!
Danny Bermant is Director of Brainstorm Digital and author of the YouTube Marketing Guide, published with Smart Insights. Download it here http://www.smartinsights.com/guides/youtube-marketing-guide/
