YouTube for Business

Tips on how to plan it, create it and get your videos seen on the second largest search platform in the world

Many business owners are aware of the benefits of using online video to connect with new prospects, communicate with clients and make customers raving fans.  The use of internet video increases sales conversions, some studies say by 30% or more. It has also been shown to decrease returns, increase engagement and improve SEO.

YouTube is the second most popular search engine today, so you might as well make the most of it. But HOW do you do this on a tight budget and with little or no video experience?  Increase your chances for more success and less “cheese” by following these basic tips for planning, creating and publishing your business videos.

Planning

Product demo videos, client testimonials and how-to tutorials are great ways to expand your brand and increase sales.  The internet is the ultimate short attention span arena, so most online videos need to be 2 minutes or less in length.

Is the type of video you create an attempt to sell something? If so, then the video’s purpose is to nudge the consumer past the final step of consideration and into a purchase. Is it meant as a how-to or tip? Then a longer format may be acceptable. Is it meant as entertainment? Commentary? News coverage?

Being clear on what style of video you are producing helps you stay consistent with the graphics, music, animation, length, and camera shots you choose. It also will assist you in determining what conversion, or next step in the sales funnel, you are seeking.

Creating

For under $500, you can get a simple camera, clip-on microphone, light kit and editing software.  Don’t overbuy, become intimidated, and then never use your gear.  Keep it easy to use, and then do so.

• We recommend the Kodak Zi8, a “point and shoot” style camera that is small, portable, fun and not complicated. It comes with some basic editing software, plugs right into your computer via USB and has quick settings for Internet video.
• Bad audio will ruin an otherwise fine video , so get a clip-on (lavalier) microphone with a good windscreen.
• We’ve fallen in love with the new, florescent kits that are available. Get one with a nice light box or diffuser for even skin tones. Bounce umbrellas will also work well, they just require a bit more space.  A basic 2 light kit with a small green screen can get you started and give you plenty of options.
• You’ll need to edit this somehow, and export it in a format that’s right for online viewing. For PC users, we like Adobe Premiere Elements and for Mac users, we like Final Cut Express.  Both offer great online support, video tutorials and user forums to help you learn it quickly.

Publishing

Now that you’ve got a well planned, simply created video, you want to get it seen. The easiest, all-purpose encoding format for YouTube, Facebook and iPad/iPod is H.264 (a form of Quicktime .mov files).  Export your file in this format and get uploading!

Remember to take advantage of the SEO benefits of online video. Use a good, intriguing title, fill in the description (100 words or more), add keywords (try for 10-12), and geotag it for your business address. Use of full URL of your website as the first item in the description for a live link. And consider using YouTube’s captions and annotations for extra power.  Check the help files and tutorials available through YouTube for details.

As a friend of mine is fond of saying, “You don’t have to get it perfect, you just have to get it going.”  Short, clean and simple videos can make a huge difference for your company, so jump in and get going today!

Filed Under: DIY Learning