2 Praise for YouTube for Business, Second Edition 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"
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4 YouTube Online Video Marketing for Any Business for Business Second Edition Michael Miller 800 East 96th Street Indianapolis, Indiana USA
5 YouTube for Business, Second Edition Copyright 2011 by Que Publishing All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the information contained herein. ISBN-13: ISBN-10: X First Printing: January 2010 Library of Congress Cataloging-in-Publication data is on file. Trademarks All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Que Publishing cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark. Warning and Disclaimer Every effort has been made to make this book as complete and as accurate as possible, but no warranty or fitness is implied. The information provided is on an as is basis. The author and the publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book. Bulk Sales Que Publishing offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales Associate Publisher Greg Wiegand Acquisitions Editor Michelle Newcomb Development Editor The Wordsmithery LLC Managing Editor Sandra Schroeder Project Editor Seth Kerney Indexer Erika Millen Proofreader Sheri Cain Technical Editor Steve Baldwin Publishing Coordinator Cindy Teeters Book Designer Anne Jones Page Layout Bronkella Publishing, LLC For sales outside of the U.S., please contact International
6 CONTENTS AT A GLANCE Introduction I Marketing Your Business Online with YouTube 1 How YouTube Can Help You Market Your Business Developing Your YouTube Marketing Strategy Creating Informative Videos Creating Educational Videos Creating Entertaining Videos Incorporating YouTube Videos in Your Overall Web Marketing Mix II Producing Your Own YouTube Videos 7 Understanding Audio/Video Technology Shooting Webcam Videos Shooting Semi-Pro Videos Shooting Professional Videos Editing and Enhancing Your Video Tips for Producing More Effective YouTube Videos III Managing Your YouTube Videos 13 Uploading Your Videos to YouTube Annotating and Linking Your Videos Managing Comments Establishing Your YouTube Channel Leveraging the YouTube Community Incorporating YouTube Videos on Your Own Website IV Promotion and Monetization 19 Tracking Performance Marketing Your YouTube Videos Optimizing Your Videos for Search Advertising Your YouTube Videos Using Call-to-Action Overlays on Your Videos Generating Revenues from Your YouTube Videos Using YouTube for B2B Marketing Index
7 TABLE OF CONTENTS I MARKETING YOUR BUSINESS ONLINE WITH YOUTUBE Introduction How This Book Is Organized Conventions Used in This Book Web Pages Special Elements There s More Online Get Ready to YouTube How YouTube Can Help You Market Your Business A Short History of YouTube YouTube: The Early Days YouTube Launches and Gets Acquired YouTube Today Who Watches YouTube and What Do They Watch? Is Video Right for Your Business? Low-Cost Online Marketing Attracting Eyeballs Everybody s Doing It How Can You Use YouTube to Market Your Business? YouTube for Brand Awareness YouTube for Product Advertising YouTube for Retail Promotion YouTube for Direct Sales YouTube for Product Support YouTube for Internal Training YouTube for Employee Communications YouTube for Recruiting
8 What Kinds of Promotional Videos Should You Produce?...17 Informative Videos Educational Videos Entertaining Videos The Big Picture Developing Your YouTube Marketing Strategy What Is the Purpose of Your YouTube Videos? Who Is Your Customer? What Does Your Customer Want or Need? What Are You Promoting? What Is Your Message? How Will You Measure the Results of Your YouTube Videos? What Type of Video Content Is Best for Your Goals? Repurposed Commercials Infomercials Instructional Videos Product Presentations and Demonstrations Real Estate Walk-Throughs Customer Testimonials Company Introductions Expert Presentations Business Video Blogs Executive Speeches Company Seminars and Presentations User or Employee Submissions Humorous Spots The Big Picture Creating Informative Videos Why Informative Videos Work Different Types of Informative Videos Information = News Information = Facts
9 VIII YouTube for Business, Second Edition Producing an Informative Video Producing a Video Newscast Producing a Video Product Tour The Big Picture Creating Educational Videos Why Educational Videos Work What Kinds of How-To Videos Should You Produce? Product Instruction Videos Project Videos Producing a How-To Video The Big Picture Creating Entertaining Videos What s Entertaining? Understanding Viral Videos Producing an Entertaining Video The Big Picture Incorporating YouTube Videos in Your Overall Web Marketing Mix Defining YouTube s Role in Your Marketing Strategy Formulating Your New Marketing Mix Coordinating Your Online Marketing Activities Making YouTube Co-Exist with Television Marketing Repurposing Extending and Expanding Starting Fresh The Big Picture II PRODUCING YOUR YOUTUBE VIDEOS 7 Understanding Audio/Video Technology Understanding Video Resolution Standard Versus High Definition
10 Contents IX YouTube Resolution Choosing the Right Resolution Understanding Video File Formats Understanding Compression and Codecs Comparing File Formats Choosing the Right Format for Your YouTube Videos Converting Existing Videos to YouTube Format The Big Picture Shooting Webcam Videos Understanding Webcam Video When a Webcam Makes Sense Creating a Video Blog Reporting from the Road or Special Events Responding to Immediate Issues Capturing Customer Testimonials Tips for Shooting an Effective Webcam Video Make It Immediate Keep It Simple Watch the Lighting Minimize the Background Noise Uploading Webcam Video to YouTube Uploading Webcam Video Files Uploading Live Webcam Video The Big Picture Shooting Semi-Pro Videos Understanding Consumer Video Equipment How Camcorders Work Examining Camcorder Storage Standard or High Definition? Choosing a Camcorder Selecting Essential Accessories Building a Computer for Video Editing
11 X YouTube for Business, Second Edition When a Semi-Pro Video Makes Sense Video Blogs Informational Videos Product Demonstrations and Overviews On-the-Scene Reports Shooting a Semi-Pro Video Shooting in the Office Shooting Outside the Office Transferring Videos to Your PC for Editing Tips for Shooting an Effective Semi-Pro Video Shoot Digitally Keep the Proper Resolution in Mind Use a Tripod Lighting Matters Use an External Microphone Watch the Background A Little Movement Is Good But Too Much Movement Is Bad Shoot from Different Angles Close-Ups Are Good Don t Center the Subject Shoot to Edit Use a Teleprompter Dress Appropriately The Big Picture Shooting Professional Videos Why Create a Professional Video for YouTube? Advantages of Professional Videos Disadvantages of Professional Videos What Makes a Professional Video Professional Shooting in the Studio Shooting in the Field Preparing for a Professional Video Shoot Learn Your Shooting Angles
12 Contents XI Wait for the Lighting Prepare for Multiple Takes The Big Picture Editing and Enhancing Your Videos Choosing a Video-Editing Program Tier One: Free Programs Tier Two: Mid-Level Programs Tier Three: High-End Programs Using a Video-Editing Program Editing Together Different Shots Inserting Transitions Between Scenes Inserting Titles and Credits Creating Other Onscreen Graphics Adding Background Music Getting Creative with Other Special Effects Converting and Saving Video Files The Big Picture Tips for Producing More Effective YouTube Videos Tips for Creating Better-Looking Videos Shoot for the Smaller Screen Accentuate the Contrast Slow and Steady Wins the Race Invest in Quality Equipment Shoot Like a Pro Use Two Cameras Look Professional Or Not Don t Just Recycle Old Videos Re-Edit Them, Too Consider Creating a Slideshow Hire a Pro Break the Rules Tips for Improving Your Video Content Be Entertaining Be Informative Go for the Funny
13 XII YouTube for Business, Second Edition Keep It Short Keep It Simple Stay Focused Communicate a Clear Message Avoid the Hard Sell Keep It Fresh Design for Remixing Tips for Generating Sales Include Your Website s Address in the Video Include Your URL in the Accompanying Text Link from Your Channel Page The Big Picture III MANAGING YOUR YOUTUBE VIDEOS 13 Uploading Your Videos to YouTube Uploading Videos from Your Computer Selecting a File to Upload Entering Information About Your Video Sharing Options Editing Video Information Removing a Video from YouTube The Big Picture Annotating and Linking Your Videos Understanding Annotations Uses for Video Annotations Annotating a Video Watching an Annotated Video The Big Picture Managing Comments Enabling Comments and Other User Response Features..170 Comments Comment Voting
14 Contents XIII Video Responses Ratings Embedding Syndication Approving Comments and Video Responses Dealing with Negative Comments Removing Viewer Comments and Responses Blocking Specific Viewers from Leaving Comments Responding to Negative Comments The Big Picture Establishing Your YouTube Channel Understanding YouTube Channels Viewing a Channel Page Personalizing Your Channel Page Editing Channel Settings Editing Channel Themes and Colors Editing Channel Modules Choosing Videos and Playlists Establishing a Brand Channel Understanding Brand Channels Benefits of a Brand Channel Applying for a Brand Channel The Big Picture Leveraging the YouTube Community Working the YouTube Community Posting Bulletins to Your Channel s Subscribers Working with Friends and Contacts Adding a Friend to Your List Sending Messages to Your Friends Reading Messages from Other Users The Big Picture
15 XIV YouTube for Business, Second Edition 18 Incorporating YouTube Videos on Your Own Website Why You Should Let YouTube Host Your Videos Adding YouTube Video Links to a Web Page Linking to an Individual Video Linking to Your YouTube Channel Embedding YouTube Videos in a Web Page The Big Picture IV PROMOTION AND MONETIZATION 19 Tracking Performance Why Tracking Is Important Fine-Tuning Your Efforts Measuring Effectiveness Planning Future Activities Tracking Views, Ratings, and Comments Measuring Views Judging Likes and Dislikes Reviewing Comments Tracking Basic Metrics Tracking More Advanced Metrics Views Discovery Demographics Community Hot Spots Call-to-Action Tracking Effectiveness Tracking Interactivity Tracking Traffic Tracking Conversions Tracking Direct Sales The Big Picture
16 Contents XV 20 Marketing Your YouTube Videos Start with Great Content Entertain, Inform, or Educate Target Your Content Write a Compelling Title Pick the Best Thumbnail Image Take Advantage of YouTube s Community Features Sharing with Subscribers and Friends Guerilla Comments Use Marketing Reach Out to the Blogosphere Post to Other Web Forums Work the Social Media Run a Contest Promote Traditionally Upload to Other Video-Sharing Sites Advertise Your Video The Big Picture Optimizing Your Videos for Search How YouTube Searches for Videos Choosing the Right Keywords Optimizing Your Tags Optimizing Your Title Optimizing Your Description Optimizing Embeds and Links Optimizing Views Optimizing Comments and Ratings The Big Picture Advertising Your YouTube Videos Understanding YouTube Promoted Videos How PPC Advertising Works How YouTube Promoted Videos Work
17 XVI YouTube for Business, Second Edition Creating a Promoted Videos Campaign Getting Started Creating an Account and Setting a Budget Writing Your Ad Choosing Keywords Setting CPC Confirming the Promotion Using the Promoted Videos Dashboard Examining Key Metrics Analyzing Individual Video Performance Editing Your Promotion Editing Your Bids Revising Your Budget Pausing, Resuming, and Deleting Ads The Bottom Line Using Call-to-Action Overlays on Your Videos Understanding Call-to-Action Overlays Creating a Call-to-Action Overlay Tracking the Performance of Your Call-to-Action Overlays The Big Picture Generating Revenues from Your YouTube Videos Create a Video with Value Direct Viewers to Your Website Close the Sale on Your Website The Big Picture Using YouTube for B2B Marketing Why Use YouTube for B2B Marketing Different Ways B2B Companies Can Use YouTube Using YouTube for Additional Information Using YouTube to Reinforce Existing Relationships Using YouTube for After-the-Sale Support
18 Contents XVII Different Types of B2B Videos Product Demonstrations and Walk-Throughs How-To Videos Case Studies and Testimonials Conferences and Events Management Messages and Video Blogs Best Practices for B2B Marketing on YouTube Upload All Existing Video Assets Publicize Your Videos Optimize Your Videos for Search Embed Your YouTube Videos on Your Own Website Optimize Your Channel Page Keep Your Content Fresh Include a Call to Action The Bottom Line Index
19 About the Author 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 Mr. Miller directly at His website is at and his YouTube channel is Dedication To Sherry. It s even better now. Acknowledgments Thanks to the usual suspects at Que, including but not limited to Greg Wiegand, Michelle Newcomb, Charlotte Kughen, and technical editor Steve Baldwin.
20 We Want to Hear from You! As the reader of this book, you are our most important critic and commentator. We value your opinion and want to know what we re doing right, what we could do better, what areas you d like to see us publish in, and any other words of wisdom you re willing to pass our way. As an associate publisher for Que, I welcome your comments. You can or write me directly to let me know what you did or didn t like about this book as well as what we can do to make our books better. Please note that I cannot help you with technical problems related to the topic of this book. We do have a User Services group, however, where I will forward specific technical questions related to the book. When you write, please be sure to include this book s title and author, as well as your name, address, and phone number. I will carefully review your comments and share them with the author and editors who worked on the book. Mail: Greg Wiegand Que Publishing 800 East 96th Street Indianapolis, IN USA Reader Services Visit our website and register this book at for convenient access to any updates, downloads, or errata that might be available for this book.
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