1. Don’t put any videos up if they have bad quality audio or video. It is imperative that you have a quality standard and you stick to it even when there is an incentive to cut corners and save money. Treat your videos on YouTube just like you would treat it if was broadcast on TV. People these days know when it’s a home video and when it’s high production value content, maybe not consciously, but you can be assured they will associate bad quality with below standard products or services.
2. Get your distribution right. There are many other video hosting websites besides YouTube. YouTube is the most searched, but it is the most clogged up with everything from cat videos to people falling off chairs, so in order to have your videos seen, you will have to work hard on your keywords, your social media strategy and so on. In order to get a more focused audience, you should upload your videos to other websites like Vimeo, Yahoo Video, Metacafe and Ustream if you want to stream your video live. These sites also have large followings and usually it will be people looking for specific subject matters in a more orderly fashion.
3. Promote your videos. YouTube has recently allowed the functionality to link your videos to your adwords campaigns and now you can promote your videos for certain keywords and they will come up as sponsored in the top right corner of the page above the other suggestions. You can allocate a small amount of money per day and off you go. You may not get thousands of views, but if your keywords are well crafted, you will definitely see an increase in views.
4. Think about promoting your business without blatantly telling people what you do and how good you are. Wrap it up in a story with minimal branding. Something that people may even want to share. This will of course differ for most businesses, but what is for certain is that every business has a story it can share, which will connect with their prospects and customers in some way. It doesn’t even have to relate directly to your products and/or services, it could be a story about an employee or how someone used one of your products in an innovative way.
5. Make informative videos. Whatever it is that your business does, you will have people in your company who will have specialist knowledge on certain topics. Don’t be scared to share this information, especially if the knowledge is unique to your company and employee. People will find it and remember next time they need advice and they will come to you instead of your competitor.
6. Make sure that the different video and social media channels are well monitored. It should be an integral part of marketing, otherwise you could be sending the wrong signals to your prospects and clients and/or responding late or not at all to comments and feedback. They will find you at some stage and what they find will influence their decision next time they need to use your services or products whether you like it or not.
7. Customer testimonials are always a great way to promote your business, but try and make the video just as much about the customer as it is about your business. If you give both of you the same air time it will sound less like a promotional clip and more like a story that needed to be told and it will be a lot more engaging. If you have to script it, then do this and read it off an auto cue. Some people are better then others when it comes to presenting.
8. Post videos on blogs and social networking sites. LinkedIn is a great example. Join all the groups that your company’s business relates to and post comments and videos. Have your people all join those groups and get them to comment on other peoples comments. Make sure that all your employee’s profiles are up to date and that they are engaged.
9. Asses all your current videos. If they are not up to the quality standard remove them. Update the keywords to ones that are more niche so as not to get lost in the crowd. You can research keyword searches on adwords. Make sure all questions in the comments are answered.
10. Use annotations to promote and link all your videos and get subscribers. Annotations are the overlay of text which are sometimes links to other videos. I say sometimes as they can be used for other things as well, like just simple explanations or credits. Make use of these great tools. Link videos to other relevant videos on your channel so that people watching will go to your clips rather then what is suggested to them by YouTube, which is more then likely going to be a video of a cat chasing it’s own tail.