How your business can gain substantial benefits by creating engaging videos
Just as Amazon has reinvented the book publishing space, YouTube has reinvented the video production and distribution space, and marketers are leveraging YouTube in powerful new ways to expand their reach and strengthen their brands, according to Jason Miles in his book YouTube Marketing Power: How to Use Video to Find More Prospects, Launch Your Products, and Reach a Massive Audience.
However, most established businesses fail to take advantage of the opportunities that YouTube offers because of:
- Lack of creative talent to produce engaging videos
- Fear of being on camera
- Internal bureaucracy
- Fear of taking risks, resulting in uninspired videos which fail to attract attention
- Misunderstanding YouTube’s purpose
- Failure to adopt a marketing strategy which will work on the YouTube platform
- Inability to accept videos with lower production values but higher engagement values
The author describes the YouTube marketing journey of his family’s business, and how they used engaging low-budget videos, interaction with commenters, contests, a range of YouTube promotional tools, and integration with other forms of social media, to build a substantial band of loyal customers. Key factors in the success included creating videos quickly and frequently, and showing a high level of responsiveness to feedback.
In my opinion this is a very helpful book, describing in a clear and interesting manner how any business can benefit from YouTube marketing. If everyone were to take the author’s advice, the value of video marketing would be diminished by overcrowding. Fortunately, most businesses suffer from too much inertia to take full advantage of YouTube, and accordingly substantial opportunities remain for anyone who has sufficient energy and persistence.