YouTube.com How To Go Viral!

Posted Posted by Big Change Marketing Staff in Our Blog     Comments No comments
Aug
11

Welcome To Viral YouTube Traffic

What Is YouTube?

YouTube is a free online video sharing website where any visitor can upload, watch,
and share video clips. The site has several ways to show the popularity and quality of
the videos such as a 1-5 star rating system, the ability to leave comments, and a
running count of how many times each video has been viewed.

Chad Hurley, Steve Chen, and Jawed Karim founded YouTube, Inc. on February 14,
2005. The founders were former employees of PayPal, another huge success. The
domain name “YouTube.com” was activated on February 15, 2005, with the website
launching shortly thereafter.

If you are interested to see what the founders look like, you can see a video message
from Chad and Steve the founders at http://www.youtube.com/watch?v=QCVxQ_3Ejkg. It is interesting to note the relaxed
and informal atmosphere of this video, and it tells you a lot about what the vision of YouTube is.

In fact, YouTube’s informality and confidence which has led to wonderful success.
Informal, almost amateur videos of people clowning around ad-lib (like the founders in
the video) are part of the major driving force behind YouTube.

In November 2005, just 10 months after its founding, YouTube received funding from
Sequoia Capital and the service was officially launched in December 2005. In the
time since, YouTube has had a sensational and meteoric rise to very top the entire
internet, and is currently (as of writing this) in the top 5 most visited sites online.

YouTube Information:

YouTube went from zero to over 4 million monthly visitors to their site within 3
months and is still growing by leaps and bounds.

The startup company was acquired by Google in October 2006 for $1.65 Billion!
(Only 20 months after the company was started!), thus combining the biggest force in
search and internet advertising with the biggest force in online video.

YouTube has changed the entire landscape of TV advertising, and rivals
network television in viewing.

In 2006, YouTube won TIME magazine’s “Invention of the Year”.

Online video is projected to be the biggest online trend of 2007: YouTube has a
lot more growth left in it yet!

YouTube is in the top 5 biggest web properties in the world.

YouTube features videos made by thousands of internet users, and has already
made many people famous.

More than 65,000 new videos are uploaded everyday

Major media outlets are monitoring popular videos and stories on YouTube,
and are using videos they find there to create stories featured in the largest papers in
the world.

YouTube serves up over 200 million clips daily.

YouTube streams all sorts of video content including movies, t.v. shows, music
videos, commercials and probably most importantly, a huge amount of amateur
content contributed by an enthusiastic and thriving community.

The major advantage of YouTube’s technology over the other various forms of
internet video is the video playback technology which is based on Macromedia’s
FlashPlayer 7 which is present on over 85% of computers connected to the internet.

It’s rapid growth has far exceeded the growth of major websites as evidenced
by the chart below. Craigslist, MySpace, eBay, Blogger.com

Wow! Just to give you an idea of immense popular this site has become in such a
short period of time, take a look at the graph below which shows 5 other heavyweight
internet companies: eBay, MySpace, Blogger.com and Craigslist.

As you can see in the Alexa chart above, YouTube came on the scene in early 2006
and its growth blasted to the top of the charts! And keep in mind, this is still a very
young company!

One Of The Largest Innovations In Internet History…

YouTube appears to be one of the largest technological revolutions in the history of
the internet and is changing the entire face of the media.

While online video has been around for quite some time, prior to YouTube, there was
really no easy or practical way to share video on the internet.

Videos were long and slow loading, and required separate software to view them. If
you ever tried watching video prior to YouTube, you may know how frustrating it was
indeed!

YouTube revolutionized online video by developing a technology that easily allows
people to watch videos in the web browser, as well as embed YouTube videos in
remote websites.

The embedding feature can be a huge advantage in promotion as you can easily
place numerous videos on your websites, blogs, MySpace pages, and practically any
other page were you can add html code.

Unlike it’s predecessors, the video from YouTube actually streams nicely from the
internet, even on a wide range of internet connection speeds. Video play starts almost
immediately (unlike other videos which require either complete download, or take up to several minutes to load) and videos can be paused and rewinded for careful viewing.

So What Does All This Mean For Me As A Marketer?

I’m glad you asked.

While the previous section does not contain any ‘how-to’ information, it is important to
impress upon you a sense of the enormous impact online video has had on both the internet, and on network television advertising. Online video will probably be the biggest and fastest growing advertising media for the next few years, so hopefully you’ll be inspired to take advantage of it.

While the majority of videos are posted by amateurs looking for laughs, notoriety, and
15 minutes of internet fame, a savvy internet marketer will find that this service can be
used to drive traffic to websites, get sales messages to potential buyers, and to
market products and services.

Also, this traffic is relatively inexpensive…Almost free. Online video sites pay for all
of the bandwidth for the videos, and most sites host the videos as long as you want to keep them up. So once you’ve covered the initial cost of making the video, your investment may pay off for months or even years without additional fees! (Unlike banner ads which always require more money to keep the ad running).

In fact, as videos get more views, they tend to increase in popularity due to the
ranking systems of video sites which tend to favor videos with high view counts in their
rankings.

Due to the ‘newness’ of this advertising medium, you can gain a sizeable advantage
before this method of promotion becomes competitive.

Take a look at search engine optimization.

When search engine optimization was very new in the mid to late 90’s, one could just add a keyword title to their webpage, maybe add some keyword meta tags to the HTML code, and within days, have a page that ranked at the very top of the search engines. (Imagine what a cake-walk it would be to make money today if that situation
existed!)

If you look at the search engine optimization field today, it is a very expensive and very difficult task, fraught with peril, disillusionment and outright fraud. It is extremely difficult to get great rankings and results are rarely if-at-all guaranteed, even with the hard-earned money you spend.
With this in mind, it is a good idea to take action now.

While having a well ranked video on YouTube is certainly not the equivalent of having a top ranking page for your best keyword in Google, it is comparatively easier to accomplish, and may yield fantastic results immediately, as well as down the road.

It is easy to get many people to view your videos on almost any keyword you
choose and it is possible to get a top 10 ranked video in YouTube’s search results
with little effort (even with lousy videos).

And despite the huge success and growth of online video in the last year due to
Google’s much publicized acquisition of YouTube, there is still plenty of growth
coming.

With this thought in mind, we will continue to the next chapter which tells us about how
exactly YouTube works.

Before you ever upload a video to YouTube or even think about creating a video, it is
helpful to do some thorough keyword research in your target market and find out
what keywords are popular and what types of videos get tons of views.

The Search Process:

Practically the entire internet is now driven by search and searching processes…And
YouTube is no different.

Like any search engine, visitors at http://www.YouTube.com are presented with a
search box as the main mechanism for finding videos of interest. Using keywords,
YouTube users find videos of interest and then are presented with related videos that
they can add to their viewing list, or watch immediately.

With basic keyword research on YouTube, you can discover what types of videos are
popular. You simply type in the keyword and look at the thumbnail picture, title, keyword
tags, and view count of the videos in the search results.

Researching Keywords With The YouTube Search Function:

The popularity of a video can be gauged by looking at the views count and it is
important to see that there are two ways that videos results are returned: By the title of the video and the ‘tags’ used to describe the video.

By all appearances, the ‘tags’ are the most important keyword reference to
optimize (though knowing that the company is owned by Google, and Google’s
secretive ranking measures, we are not 100% sure that tags are the only ranking
device)

In fact, these are probably the 2 most important optimization tools (other than
making a great video) that you can use to get your video viewed many, many times.
Fortunately, most YouTube users are not experts at keyword optimization and only tag
their videos with a few related keywords.

With a little thought and brainstorming, you can make your videos ‘findable’.

Today on YouTube, there exists a situation roughly similar to the one mentioned
above with how the search engines were in the 90’s…Amateur videos that are not
even trying very hard to get top rankings for hot keywords are at the top of the results.

To get similar results, you simply need to pick the best keyword tags for your videos.
(and it may be prudent to also include your 1 or 2 most important keywords in the
title of the video)

Online research tools may be useful to find great keywords such as WordTracker
(http://www.wordtracker.com) and it would be a great investment your time to get all of
the very best keywords and put them in the tags list for each of your videos. If you
start with a keyword list from WordTracker (or another comparable keyword tool) and
then check your best keywords one by one using YouTube’s search feature, you will
get a pretty good idea of how competitive your niche is.

Sort Your Search Results:

Search results can be sorted by date added, view count, rating, or relevance to
keyword. As you are researching your keywords, it is important that you sort
search engine results to get the best possible view of what keywords and what type
of video will work best. The main sort feature you will want to use is view count
because this will show you which videos are getting tons of eyeballs. It is easy to
overlook these important search tools, and as of writing this, there is no way to set
your own personal search settings. The chart below explains the various sorting tools
available to you.

Search Tools:

Channels: Basically, channels allow you to search for
videos uploaded by a specific user. You can create your
own channel

Groups: This feature allows you to search by groups
using a keyword. This is important for advanced search
because groups attract passionate people.

Playlists: This feature allows you to find playlists or
groups of videos organized by a common theme.

Relevance: This is the default setting and means
relevance to your search keyword(s)

View Count: Allows you to sort videos by which have
been viewed the most.

Rating: Sort by how many stars rating.

Refine by Category: This is pretty self explanatory, you
can search by what topic of video you are looking for.

The above screenshot is pretty basic, but take note that each of the links in the search
refinement box will allow you to get new information about your keyword.

4 Keys To Success:

1: You should use the search refinement features when doing keyword research if
you want to get the most efficient results for your marketing effort.

2: It should also be noted, annoying as it is, that at the time of writing this eBook,
there is no way to ‘customize’ your search settings, so that every time you research a
new keyword, you must click one of the sort links to get the data you are looking for.
Maybe YouTube will fix this soon, or maybe some marketer will create a research
utility using the YouTube api.

3: After you’ve created a YouTube account and uploaded some videos, take the
time to create a custom profile and your own custom channel information. You
should also create at least one group, and you may want to create a playlist if you
have more than 1 video. This will give you a big advantage when people sort for
‘Channels’, ‘Groups’, and ‘Playlists’.

If YouTube users are so unsophisticated now that they can barely pick more than 2 or
3 decent keywords to tag their videos with, there is little doubt that few to none are
actually taking the time to make customized channels, play lists and groups.

This is doubly true for marketers, who may overlook these simple optimization
features available and lose out on the potential rewards for 5 minutes of extra work.

You can of course do all of these things after you have logged in to your profile page
by finding the appropriate link. It is easier than it sounds, and may only require 5
minutes of your time (we’ll cover how to do that later).

4: While it is important to consider all of these elements when making a video, it is
helps to make a video that is worth watching!

Indeed there are many worthless videos on YouTube that have received 10s or even
100s of thousands of views based solely on the keyword tags used.

I have personally seen absolutely 100% worthless videos that no one in their right
mind would even waste 15 seconds of their life watching that had over 100,000 views.

I have also seen videos that use no keyword tag optimization (or very obscure
keywords tags that alone might only bring a handful of viewers) that were so good that
they have hundreds of thousands of views because they were so good that people just
had to share them with friends!

The point is, that your goal of research is to use good keywords and then make a
good video. With both of these, your promotion efforts will not be in vain.

What Type Of Videos Work
Return to Table Of Contents

By now you may be itching to create a video. You may be wondering what equipment
you will need, how will you create the video, and how exactly will you upload it.

We’ll get to that soon.

But before you even get the equipment together to create a video, it will be useful to
learn more about what makes a YouTube video successful.

What Kind Of Videos Will Get Attention, Generate Buzz, And Send A
Steady River Of Traffic To Your Website(s)?

Well, I have found that there are certain characteristics that can help make a video
successful, and I’ve listed them below. This isn’t an ‘absolute’ list, but it can give you
a pretty good idea of what will make your video successful.

Here’s the list: Funny, Weird, Gross, Shocking, Interesting, Sexy, Inspiring,
Demonstrates, Instructional, Personal

If I could, I would invent some special and clever acronym to help you remember
these 10 characteristics, but I am not a genius and with these words, I’m not sure it is
possible (and besides, you’d probably forget the acronym 30 seconds later!).

Characteristics Of Popular & Profitable Videos

1. Funny – The word funny constantly appears as the one of the most typed in
phrases to all the search engines on the internet. People on the internet love to laugh,
and equally important, people like to make other people laugh. It lightens up their day.
A funny video has a high chance of being sent to friends and probably has the highest
probability of causing a viral marketing stir.

2. Weird – Face it, the internet can be a weird place, with weird people, who like to
create weird media and enjoy looking at weird things. Weird has always been popular
on the internet. Weird theories, weird conspiracies, and weirdness prevails.
Weirdness may help your video get noticed if you don’t mind being weird (just don’t be
creepy & weird).

3. Inspiring – Stories of inspiration are always a good commodity. Anything inspiring
can become extremely popular, extremely fast. An example was the ‘Interview With
God’ presentation (you may have heard about it…if not, look it up on Google). It was
a huge internet hit. While it was created before the time of YouTube, something
similar on YouTube could become immensely popular today.

4. Shocking – Anything genuinely shocking is always a hit on the internet. Especially
with video because it is basically proof that the shocking thing is real. Shocking
videos may get a viral effect and even news coverage from both online and offline
news sources.

5. Interesting – Curiosity can be a powerful sales device in getting people from your
video to your website. Anytime you can prick the curiosity of a viewer and make them
want to learn more about you and your product, it is a good thing. When you
successfully generate curiosity in your video viewer, you give them an itch which must
be scratched. Creating curiosity may be especially useful considering that users who
find your video on YouTube will actually have to take the effort to type in the URL and
visit the site you are promoting.

6. Sexy – I don’t even have to mention this one. Sex is always popular, and I cannot
think of any instance when being described as sexy has ever been any hindrance to
selling a product.

7. Personal – Many people are voyeurs…And doubly-so on the internet, where they
can be as voyeuristic as they want from the security of their home. Internet surfers are
curious and like to see personal things about other people. These videos which are
often funny and or bizarre, may have great potential.

8. Demonstrates – Sometimes just a plain old, no frills demonstration of a product
can be very effective at selling. As we’ll see in some of the case studies below, a
simple demonstration with video on YouTube can be a wonderful way to make a lot of
money.

9. Instructional – Instructional videos are useful and easy to create. They may tell or
show someone how to do something, and for our purposes, might be just a free
introduction to your product which makes the viewer want more information or more
instruction. Instructional videos are helpful and may gain the trust and interest of
viewers.

10. Gross – Shows like ‘Fear Factor’ have been popular in the U.S. for quite
sometime. Jackass II was the number one movie in America. Gross has mass
appeal. Gross can be popular in spite of its grossness. Gross videos may get lots of
views. However, keep in mind that there is a fine line between gross and flat-out
disgusting. Disgusting probably won’t sell a lot of products, but humorous videos with
a small dose of ‘gross’ may be useful, depending on your product.

So above you have 10 characteristics. In the next chapter we’ll take a look at some
successful videos that have gotten many views, or accomplished some important
marketing objective.

As you watch read these case studies, you will be provided with links to watch the
actual videos on YouTube, or to see the viewing results on YouTube so that you can
get an idea of how popular these video marketing campaigns actually were.

In some instances, you may find that the promotional technique is not applicable to
your product. The important things to keep in mind are what made these campaigns
successful, and which aspects of them should you use in your own marketing efforts.

With a little attention, you will find something instructional in each case study to use
when promoting your products and services.

Case Study 1: Will It Blend?

Video URL: http://www.youtube.com/watch?v=B8H29jU8Wrs

Summary: This series of videos was produced for a blender company which has such
a great blending product, that it will blend just about anything. When Blendtec
Marketing Manager George Wright saw Tom Dickson, Owner and CEO of Blendtec
testing the blender, he suggested putting videos of it on the web. The CEO agreed,
and the rest is history.

Their videos have gotten over million views and 10,000 comments which have
resulted in an unprecedented level of internet traffic, many media placements,
contacts and increased sales.
The initial video only cost the producer $50 to create and the YouTube promotion
literally built a brand for their home products. There is a lot we can learn from this
promotion.

It appears that the element of ‘humanness’ mixed with a bit of strange humor is
responsible for the success of this promotion. The company took a risk when using
this video as a promotional tool, and it appears to be a risk that few stuffy, stodgy
corporations are willing to take. Instead of obsessing over ‘professional’ they took a
practical approach and showed their product in action, and did it in a funny way.

Things to take note of:

The simplicity – A simple experimenter in a white lab jacket.

The catchy 50’s music soundtrack (you will learn how to add music later).

The watermark for ‘willitblend.com’ at the bottom left hand corner of the video.

The company logo on a banner in the background.

A bit of humor.

It should also be noted, that part of the brilliance of this campaign is that it can be
repeated dozens if not 100’s of times, all with blending different items. This means
that they can make as many different video commercials as they want and get an
even wider viewership.

When asked for marketing advice in an interview about the marketing campaign, the
marketing manager George Wright offered this gem: ”Any time you find yourself
saying “that is cool” – or “I want to watch”, pay attention – you may be on to something
amazing.”

Case Study 2: Real Estate Marketing

Video URL: http://www.youtube.com/watch?v=Py1RLRYzgcs

Unfortunately, we don’t have the original video for this case study. However, we can
gain ample insight into the success of the marketing campaign just from hearing about
this story in various credible news sources.

Real estate agent Krista Miller, who had already experimented with innovative online
marketing ideas for her Real Estate business, was inspired to do a walk-through tour
of a client’s house and post the video tour on YouTube. After Miller put her video tour
on YouTube, her client received multiple offers…And one of the people who viewed
the video on YouTube eventually purchased the home.

One of the most interesting parts about this case study is the fact that the video was
not professionally created. In fact, the agent created the video herself using the
video function on her digital camera (which we will discuss in the chapter on
equipment).

While many companies offer to create digital real-estate tours, often for hundreds or
even thousands of dollars, here we have an example of a low-budget YouTube video,
without any special lighting or special editing which successfully sold a property.

It should also be noted that even if a buyer does not find the video themselves by
directly searching YouTube, videos can still be extremely useful and time saving as a
sales tool. Instead of having to show preliminary tours to interested house-shoppers,
Miller used YouTube and had success selling a high-ticket item…A house.

Over 80% of home buyers start their search on the internet

The buyer was from out of state (obviously the video helped the buyer a lot to
gain interest).

The seller got multiple offers and sold above asking price

The video probably did not get very many views compared to popular YouTube
videos but was still a financial success

The seller used a combination of Craigslist.org + YouTube to make a more
powerful sales presentation.

If you are interested to find more information about this story:
http://www.google.com/search?hl=en&q=Real+estate+agent+Krista+Miller&btnG=Google+Search

Case Study 3: Windward Reports

Video URL: http://www.youtube.com/watch?v=QeTuQDJDqdM

This is an interesting example of a professionally created commercial for a company
that provides Microsoft .NET-based solutions for custom reporting.

It is obvious that there was some budget invested in this commercial which is slightly
over 2 minutes.

As of writing this report, the commercial has been viewed about half a million times,
and possibly much more owing to the fact that widely successful videos are often
uploaded to other video sites by fans.

This is a humorous commercial, and takes a light-hearted look at office life. Due to
the fact office workers are spending more and more of their free (or on-clock!) time at
video sites, and less time using chat, it follows that funny videos about office life can
become immensely popular.

It seems that savvy companies like Windward Reports have recognized the talent of
funny short film makers and harnessed it as an advertising workhorse.

What’s also interesting to note is that there are talented-smalltime-hobbyist movie-
producers out there who can created quality videos for you on a budget if you
want to outsource your video production (we will cover outsourcing in a later
chapter).

Lessons:

If you see funny-film makers who can produce consistently funny, hip videos, you
might consider hiring them to make a commercial for your product or company.

Really funny commercials on YouTube can get thousands or even millions of views
without any additional ‘after-production’ costs. A funny, well produced commercial
could be a great investment for almost any product you are considering selling.

Company: http://windwardreports.com/

The video was created by a video production group called ‘Barats and Bareta’.
http://baratsandbereta.com/
http://barney.gonzaga.edu/~lbarats/videos.html
http://www.youtube.com/user/BaratsAndBereta

Case Study 4: Magic Tricks

Video URL:
http://www.youtube.com/results?search_query=LearnMagicTricks&search=Search

This is an amazing YouTube video campaign that has probably got 10’s of thousands
of visitors to the promoter’s website.

If you search YouTube for this user: LearnMagicTricks, you will find that the user has
posted over 100 magic tricks in video format, and all of them a URL to one of his
magic sites.

This is a good example of taking a popular search item, and multiplying its effects
many times over to reap tons of traffic.

At the URL mentioned in his videos, we see a subscriber list, and even some Adsense
on some pages.

But the real genius is the amount of video views his typical videos average:

Some of his videos have about 10,000 views…others, just 2,000. But the quantity of
videos makes this into a massive campaign.

Lessons:

The large number of magic tricks videos gets more and more eyeballs on his
videos.

Each video has a URL for one of the magic websites mentioned (keep in mind,
these URLs are nothing fancy)

The video quality was so-so, and it looks as if he may have even asked other
magicians for videos.

His website has a subscriber list.

URL in the description of the video. Allows YouTube users to click URL to visit
site.

Interesting – Magic tricks take the cake when it comes to generating curiosity,
and naturally, people want the opportunity to learn how the trick is done. Combined
with the information at the website, this is an effective marketing campaign.

Anytime you can do multiple, short and interesting videos about your niche, you are
onto a goldmine. These videos both demonstrate the product (magic tricks) and
create curiosity in the viewer to learn more. Campaigns like this are a great tactic to
use for info-products.

You can see more magic tricks at: http://learnmagictricks.org/

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Case Study 5: Borat

Video URL (Search) http://www.youtube.com/results?search_query=Borat

Regardless of what you thought of the movie ‘Borat’ (if you even saw it), the marketing
campaign was undeniably effective.

In the weeks before the film was released, large segments of the movie were leaked
to YouTube, which created a huge buzz.

If you even briefly look at the number of views for the Borat videos, you will see that
the clips of Borat have been viewed many, many millions of times.

I think these clips largely helped to create ‘curiosity’ in viewers that watched. What is
Borat? Why is everyone watching and talking about these videos? What is so funny?
I’d better go and see the movie.

The strategy worked; ‘Borat: Cultural Learnings of America for Make Benefit Glorious
Nation of Kazakhstan’ raked in over 26 million its opening weekend and went on to
make well over 100 million dollars.

Lessons:

Producers were not worried that segments of the movies were available on the
internet.

Segments generated curiosity, buzz and every other irrational faddism.

There were lots of small segments of the film which made the clips findable by
more and more YouTube visitors.

Even though ‘Borat’ was a full length feature film, the strategy used by ‘Borat’
marketers is definitely applicable to products and services on a smaller scale.

If you can take actual content from your product and split it up into short
segments, you may create curiosity in thousands if not millions of viewers while still
not compromising your product.

If you should apply this strategy, you may want to use different titles and keywords for
your videos to get as much exposure as possible.

Conclusions About The Case Studies And Making A Good
Video:

Funny, Weird, Gross, Shocking, Interesting, Sexy, Inspiring, Demonstrates,
Instructional, Personal…All of these words can be used when describing popular
YouTube videos. We should also probably add short to the list too, because short
videos succeed.

4 Important Observations About The Videos In The Case Studies

1. A video does not have to get very many views to be an absolutely amazing
financial success. In the case of high-ticket items like real estate, a very simple and
amateur video which got only a few hundred hits sold a house. The return on
investment was awesome.

2. Video length is very important to note of. Keep in mind that people on the internet
have extremely short attention spans, and there maybe much better videos waiting
for them to view if your video is boring for even 5 or 10 seconds. Unless you have a
very strong professionally produced, or extremely funny or engaging video, there isn’t
much reason the video has to be over 2 minutes. Videos as short as 20 seconds that
take 10 minutes to produce may be as powerful a professionally created video that is
5 minutes long and cost $5,000 to produce.

3. We also learn that even the most basic demonstrations of a product using
YouTube can help to sell a product (unless you are showing a competitor’s product in
a bad light). Keep in mind that even if a demonstrational video that doesn’t get many
views from people searching YouTube, it can still be a useful marketing device –
Just embed the demonstrational video in your website to help convert visitors into
buyers. (We will cover how to embed a video later)

4. If possible, put people in the videos…those people will show their friends those
videos and those friends may show other friends and so on. Just be sure that if an
actors release is required (covered later) that you have one.

Other Videos You Might Find Amusing:

As a side note to this chapter, I’ve listed a few other videos you may find
amusing. As you watch these videos, look for the 10 characteristics mentioned
above and think of ways you may be able to apply any of these to your videos
for success.

Day of the Longtail – A funny spoof on modern advertising
http://www.youtube.com/watch?v=7xAA71Ssids

Free Hugs – A sort of strange, personal video – 8 million views!
http://www.youtube.com/watch?v=vr3x_RRJdd4

Evolution of Dance – Viewed over 40 million times.
http://www.youtube.com/watch?v=dMH0bHeiRNg

Chapter 5:

Video Equipment
Return to Table Of Contents

Now that we have covered how to do groundwork research, and have shown you
some examples of what kind of videos can be successful, it is time to review what kind
of equipment you will need to have before you can create a video.

Remember, you absolutely do not have to create your own videos. While creating
videos is not very hard to learn at all, I realize you may not be technically savvy, or
simply don’t have the time to create and edit videos. There are numerous alternatives
which we’ll discuss in the ‘outsourcing’ feature of the chapter on planning. However, it
will still be useful for you to understand what goes into making an online video.

There are lots of different types of digital video equipment you can use to get raw
video footage, and many types of software you can use to edit videos. Due to the
large scope of all the cameras and software available, we are going to limit our
discussion to the basics.

Fortunately, the basics suffice, and you can make great videos with a digital camera
(that has video capture) and free software.

5 Ways To Capture Video Footage

The 5 most popular ways to capture video are as follows:

1. Camcorder
2. Digital Camera With A Video Recording Function.
3. Webcam
4. Screen Capture Software
5. Cellular Phones With Video Capture Feature.

First let’s cover digital camcorders.

Camcorder

Digital camcorders offer the most professional option for capturing video and audio.
For $200 and up you can find them on eBay.

Mini DV camcorders have become a standard for home and semiprofessional video
production. They are compact and affordable. They also offer ease of editing, high
picture resolution and durability. The video is recorded on a small cassette, most of
which can hold over 4 hours worth of video.

You may also look for ‘tapeless’ digital video camcorders, but they are generally more
expensive (which may change with increases in data storage technology)
Once you shoot the video, you will need to transfer it from your camera (usually with
a ‘FireWire) to your computer and edit it with editing software before you upload it
to YouTube.

Digital Camera

Digital cameras with a video capture option can be used to create great YouTube
videos. You can check the box of any digital camera to see if they have a video
capture function, or look up the instruction manuals on the company website.
Generally, the newer your digital camera, the more likely it is to come equipped with a
digital video option.

However many digital cameras which capture video do not capture audio, so you
may have to do a voice over or a ‘music over’ later…Which is not so hard as we’ll see
in the chapter on video editing software.

Even if you do not have a video capture feature, you can still make a very inspiring
video presentation using only still pictures with subtitles and voice over or background
music.

Webcam

Webcams can now be used to record video to YouTube directly.

The main webcam company has an agreement with YouTube is Logitech Quickcam,
which may be found at http://www.logitech.com

MUST SEE VIDEOyy
http://www.youtube.com/watch?v=r7Gn2TyEyHw

Logitech Video Effects in action!

Check out the video if you want to see some of the really neat
and funny things you can do with a simple webcam and video
effects software:

Logitech offers some very cool special effects possibilities with
their Logitech Video Effects Software. It’s a little wacky, but the
special effects this software can produce are definitely cool, and
may definitely be useful in creating funny and unique webcam
videos.

Basically, you can’t go wrong with a Logitech Quickcam. If you have another webcam,
fine…you can probably use it. But keep in mind that Logitech has designed their

latest generation webcams specifically with YouTube in mind. Using this type of
webcam, you can record directly to YouTube without the need for any intermediary
software.

Screen Capture Software

Screen capture software can be used to record your actions on the computer
screen along with voice narration.

You can create instructional videos of you using software, demonstrations of
software, or any other video which involves using a computer. Screen capture
software can be a great way to demonstrate software, marketing techniques, and
any other digital product. Even membership websites can benefit from a guide tour
using screen capture software.

The best screen capture software on the market today is Camtasia Studio available
from http://www.techsmith.com and you can download a free trial version for 30 days.

There are numerous other screen capture software programs available that range in
price such as hypercam from http://hypercam.com/, but Camtasia comes with the best
editing capabilities, and allows you to convert your videos to many different formats
(and even watermark your videos with the URL of your website).

Cell Phone

Cell phones don’t offer great quality of video, but have the advantage of being the
most portable. Additionally, cell phones cameras are not very noticeable. Cell phone
cams have been recently used to record some of the most controversial footage.

If you already have a cell phone that has a video camera, you might want to learn how
to use it in case you happen to see something great as you go throughout your
everyday life.

It is possible to send video from your cellphone to your YouTube account through
email on your phone as outlined at http://www.youtube.com/my_profile_mobile. You
simply need to create a ‘Mobile Upload Options’ profile in your YouTube account so
that you can upload videos from your cell phone to YouTube by sending an MMS
message to the email address you are assigned.

Summary On Video Capture Devices:

Camcorders, Digital Cameras, Webcams, Screen Capture Software, and Cell Phones
are all ways you can capture video. You may find that you already have a device
capable of capturing video, or you may need to shop for a device. Once you have
captured the video, you will probably want to edit it a little to meet your marketing
© MMVII www.Jeremyburns.com Page 26

needs. Keep in mind, that you don’t need to be a video editing expert, and you don’t
need to spend hours cutting and pasting clips.

In fact, the whole process of adding advertising URLs to your videos is relatively
easy and can be done with free software as we will see in the next chapter on video
editing software.

Video Editing Software:
Return to Table Of Contents

Video editing software helps you take the raw video and refine it into a more useful
marketing device. For instance you can shorten the video or piece together different
video clips, sound clips, logos, and even do voice-overs.

There are many video editing software titles available today, all at ranging prices.
Microsoft Movie Maker, Pinnacle Studio 9, Sony Vegas, Adobe Premier, Final Cut Pro
for Mac are just a few.

However, for our purposes, we are only going to discuss 2 video editing programs:
Microsoft Movie Maker for Windows and iMovie for Mac. Most new computers come
with basic video-editing software installed and if they aren’t installed on your
computer, you can download them online for free or for very nominal fees.

Download Windows Movie Maker for Windows Computers:
http://www.download.com/3120-20_4-0.html?tg=dl-20&qt=windows%20movie%20maker&tag=srch

Download iMovie for Macintosh Computers:
http://www.download.com/3120-20_4-0.html?tg=dl-2003&qt=imovie&tag=srch

To use these programs to edit your video, you will need to transfer the video from your
capture device to your desktop. This can be accomplished with a USB wire (or
FireWire) and software that should come with your video device.

Once you have copied the video from your phone, camera, or camcorder to your
computer, you can bring the video into Windows Movie Maker or iMovie for editing.
These programs allow you to not only edit the video, but also to add effects like
titles, credits, transitions, and soundtracks to make your video an exciting
multimedia experience. When using movie making software, the most important
things to keep in mind are how you want to brand the video with your company
name and site URL.

A Few Ways You Can Brand Your Videos With Windows Movie
Maker:

1. A continuous watermark throughout the video.
This is the most blatant form of URL promotion. Depending on what you aim to
accomplish, this might be appropriate. With a URL watermark brand it is practically
impossible that your viewer does not see your site URL. If your video is good, it
probably won’t annoy your viewers much. You can make the URL big enough to be
noticeable but not so big that it takes over the video screen.

2. Opening title screen with URL.
This is easy to accomplish with video editing software and is a good idea. It sets the
tone for your video, and lets the viewer know up front where they can find more
information. However, keep in mind the increasingly short attention and memory span
of internet users. If you only use a title screen and the URL is not repeated, watchers
may forget by the end of the video that you had something more to share with them.
If you use an opening title screen with your URL, it may be wise to mention the URL
again during or at the end of the video.

3. Credits screen and end of movie page.
A credits screen rolls at the end of a video. During the credits you might include your
company name, your website’s name and your URL. You can also just put a closing
screen image with a promotional message and your URL. If you consider that
every person who watches your video is a prospect for sales, here is the optimum
series of events.

Prospect watches your video
Prospect likes your video,
Prospect sees URL at the end of your video,
Prospect is curious and visits your site for more information,
Prospect buys something right away.
Or prospect signs up to mailing list and buys something in the future.

The point about branding your video with video editing software is that you want to be
subtle enough with your branding that your video doesn’t look only like an ad… Yet
you do not want to be so subtle that people who like your video and like what you’re all
about can’t easily find more information. The style of branding you use depends on
what you want to accomplish as well as your personal preferences.

How To Use The Features Of Windows Movie Maker To Brand Your Video:

Let’s quickly take a look at a few features of Windows Movie Maker which allow you to
add such branding to your videos:

First you need to import the raw video into
this editing software or record a movie
directly with the software if you have a video
device plugged into your computer.

The great thing about this software is that it
isn’t brain surgery to create a pretty cool
video. The ‘Import’ features allow you to
import different types of media such as:

Video
Static Digital Pictures
Voice Audio
Music

All of these types of media are an important
part of constructing videos. With a small
amount of these items, you can use the
software to construct a great promotional
video!

Above are 5 layers of media that you can use in your videos.

5 Layers Of Video:

To get a view of the different elements in your video, be sure to choose ‘Show
Timeline’. Here you can see: Video Transitions Audio Audio/Music Title Overlay

We obviously cannot cover every feature of Windows Movie Maker. But it has an extensive ‘Help Topics’ section with
answers to your questions.

It is pretty easy software to use,

and the best way to start is to take a short sample clip of 10-30 seconds and start experimenting with adding in text effects so that you will know how to brand your videos with your website URLs To the left you can see some of
the help topics.

The most important tool you can use to brand your video with your website URL is available with the ‘Make titles or Credits’ feature.

When you add title text or credits to your film, it appears in the timeline of your video as shown below.

If you want to alter the way the text Select the ‘titles or credits’ looks, you can feature to brand your video double with your website URL! click on it in the timeline and modify the ‘Title Overlay’.

The above diagrams show you the most important features to use when branding your
video. It is easy to do, and will help people who watch your videos get from YouTube
to your website. There are many other features available for you to use when editing
your videos, and you may want to learn them at some point. Also, as we will discover
in Chapter 8, it is easy to outsource video production, if you don’t want to use this
software at all.

Increasing Video Popularity With Thumbnail Images
YouTube thumbnail images are currently created from a frame at the middle of your video.
That means, if you video is 2 minutes and 22 seconds long, the picture thumbnail for your
video would be take from about the 1 minute, 11 second mark. A good thumbnail image can
increase the amount of viewers you get from video search. Therefore, if you want to control
the thumbnail image (which may be useful to get more YouTube visitors to click on your video)
you may want to insert a static image halfway through your video.

YouTube has received many requests to allow users to pick their own thumbnail image for
each video, so hopefully in the future you will be able to choose the image yourself. But until
that time, the only way to pick your own is to place an image for the thumbnail at the halfway
mark of the video.

Saving Your Video As A “.MOV” File:

The last step is to save your project as a .mov file. You simply click save to my
computer and the software will create a .mov file (it will take anywhere from 2 minutes
to an hour depending on the file size). YouTube accepts many file types. YouTube
accepts video files from most digital cameras, camcorders, and cell phones in the
.WMV, .AVI, .MOV, and .MPG file formats. If you create a video with a file type that
YouTube doesn’t accept, you can usually find a utility online to convert your video
from one type to another.

Chapter 7:

Uploading Videos
Return to Table Of Contents

Now that you have created your video, it is time for the easy part…uploading your
video to YouTube. To upload a video, you will need to have a free YouTube account.

What video file formats can I upload?

YouTube accepts video files from most digital cameras, camcorders, and cell phones
in the .WMV, .AVI, .MOV, and .MPG file formats.

What’s the best format to upload for high quality?

YouTube recommends the following settings:

* MPEG4 (Divx, Xvid) format
* 320×240 resolution
* MP3 audio
* 30 frames per second

MPEG (MPG)
YouTube recommends MPEG4 (Divx, Xvid) with MP3 audio. This option probably
provides the best compromise between quality and file size. Other versions of MPEG
are also acceptable.

AVI
This is the default format used by many editing programs. It provides excellent picture
quality but file sizes are large. This can be a good option for short videos.
*On a sidenote, your videos should be short, if you have trouble getting around the 100meg limit
you can find software on to convert Mov to Mpeg.

MOV, WMV & Others
These are perfectly acceptable, but may not provide the same quality or small file
sizes as MPEG4. YouTube simply takes any video you upload and converts it to the
FLV format, which is the format for the Flash Video Player that YouTube uses.

Movie Length And File Size:

Movies must be under 10 minutes, under 100 megabytes in file size. This should
not be a problem, as most effective promotional videos are short. However, if you
plan on doing some sort of promotion that requires long videos with large file sizes,
you can get around the 10 minute limit if needed by applying to the YouTube
Director program at: http://youtube.com/director

When uploading your videos, it is important to remember that this is the time to optimize your video profile to get the most visitors from YouTube searchers. Here are some screen-shots to explain the basic functions of uploading your videos. After you have created your free YouTube Account, login and go to your account page and find the button that says ‘Upload New Video’. This step is the most important step so take your time and make sure you get this right.
In the title box, put your best keyword, and make your title exciting if possible. Something that generates curiosity will help. You may also consider putting your website URL in the title (but not absolutely necessary).
In the description box, describe your video and BE SURE to put your website URL! You may want to put some keywords in the description.

Video Upload (Step 1 of 2) Is Important! The ‘Tags’ box is critical. Here is where you want to put all of the best keywords that you found from your research. These are the keywords that will help YouTube surfers find your videos.

In Step 2, you simply must browse your computer and find the movie file. You can also select whether you want the video to be ‘Public’ or ‘Private’. Obviously though, you want your video to be public if it is an advertising promotion. After that simply click ‘Upload Video’ and sit back for a few minutes while your video uploads!

After you upload your video, it may take anywhere from 10 minutes to 10 hours to
process your video, depending on how many people are uploading videos at the same
time. Just be patient, your video will be live before you know it.

It should also be noted that you can change the options on your video at anytime,
simply by going to your members area control panel and clicking on ‘Edit Video Info’

Here you can set such options as:

Personally, I generally allow everything. You may get some negative comments about
your videos, so you have to have thick skin and ignore them. Anytime you try to do
something productive, negative people come out of the woodwork to criticize
you…Just don’t worry about it. But if you simply cannot stand criticism, you can select
the option to make it so you can personally approve comments. You can also
disable ratings.

One thing you should keep in mind is that while you can edit many aspects of your
video after you’ve uploaded it, it is not a good idea to change the video itself.

If you have gotten some visitors and ratings to your video and then you go and change
the actual video, you will lose your rankings (view count). So do your best to put up
the video you want the first time.

If you edit the video substantially, and come up with a video that is better, make it
slightly different and upload it as a separate video. This way you can get the
advantage of the viewers from both videos, without wasting your first effort.

Planning A Video
Return to Table Of Contents

Now that you have learned all about researching YouTube, what video equipment you
will need, how to brand your video with your URL, and how to upload the video, it is
finally time to discuss some methods to actually create a great quality video.

A little bit of planning will go a long way to helping you create better videos.

Below, I’ve outlined 7 steps to making a video blueprint. A ‘Video Blueprint’ will make
it easier to create a good video, and if you don’t want to make the video yourself, you
can simply give the blueprint to a video producer and pay them to produce it for
you (outsourcing resources at end of this chapter).

Step 1: Brainstorm

When brainstorming, it may help to find other videos that you want to emulate. Here
you are just jotting down notes and ideas about how you might put together a
promotional video. Anything goes…Any idea that strikes your fancy should be
recorded.

You might imagine whether you want a voice to narrate the video, whether you want
actors speaking, or whether you want a musical soundtrack (or any combination).

Spend a few minutes trying to visualize what a killer promotional video might look
like…Is there lively techno music at the beginning? Or maybe classical music? What
will your title screen with your URL (if any) look like? Will you personally be in front of
the camera talking? Will you use actors in the video? Employees? Or will you just
use images, or pictures of your product in action? Who will narrate the video? Do you
need narration? What will be the tone of the video…Serious? Funny? What will the
end of the video look like? Maybe the video will fade out and then show your company
name and website URL.

Step 2: Create A Script

Once you have thought up a theme for your video, it is time to create some sort of
script. The script doesn’t have to be perfect. You may discover new ideas you want
to add to the video later or you may think of words that sound better as you are
speaking them. But do you best to create some sort of script…Even a rough outline
can go a long way towards helping guide you to video success and the smaller pieces
will fall into place as you go.

Try this…Take a piece of paper, and draw a line down the middle vertically.
Title the left hand column as ‘Words’ and the right hand column as ‘Actions’,
then write down the words and actions next to each other. It is not very
sophisticated, but it works. After you have the mini-script, you will be well on
your way to planning a good video.

Step 3: Choose Your Actors

*This step may not be applicable if you are not using people in your film. But if you are using humans,
you have to think about who they are and what they’ll be doing in detail.

Getting Actors:

You don’t need to hire Erik Estrada to pitch your product. Some of the best people for
the film will probably be members of the organization for which you are doing the
project. Actual people who are related to the product or service in some way will be
genuine, authentic, and fun. Using members of your company or even the company
CEO is also easier on the checkbook!

Friends & Family:

The least expensive people to use in your videos are friends and family. While they
may not be the most talented actors, you may find that friends who appear in the video
will want to send a film to their friends , and on and on producing a viral effect.

Hiring actors:

The pool of hired actors available includes theatre and media students from the local
high school or college and local theatre groups; and of course professional actors.
You may also want to consider voice talent if your video has a lot of narration. The
voices you use in your video can make it wonderful or dull, so if you have someone
else narrate your video, choose someone with a good voice without a mumble or
monotone.

You may be able to find voice talent is at your local community or college radio station,
and it probably won’t cost you an arm and a leg either. If you decide to use actors,
you may find http://www.sag.org to be a useful site.

For sample contracts see: http://www.sagindie.org/resources/contracts/

Step 4: Choose Your Backdrop And Lighting

Lighting:

Try to get decent lighting for your video. If you are shooting indoors in an area that
has windows, open the curtains and let as much outside light as you can into the
room. If there is enough sunlight, it can light up your shooting area. You may also
want to look at artificial light, or experiment with different lamps for 15 second clips to
see which works best. Try not to have so much light that you look like a deer in the
headlights though. And remember, you don’t have to be ultra-professional, just do
the best you can and remember that most of the videos on YouTube aren’t
professionally produced, so people aren’t likely to notice that your lighting isn’t perfect.

If you want to learn more about lighting, I suggest you visit
http://www.youtube.com/t/video_toolbox or http://www.videomaker.com/youtube/
which have tips for beginners on how to set up the stage area for a video production.

Background:

If possible, try to have a nice background for your video. If you have a company
banner, great. Otherwise just try to make sure that there aren’t random objects sitting
around. You can film in your home, but you probably do not want dirty laundry, coffee
mugs or empty pizza boxes in the scene.

Camera Height:

It is best to have some sort of tri-pod for your camcorder or digital camera. If you have
a regular sized tri-pod, use it. If not you can get a mini-tripod starting at $5.

You may want to experiment with a variety of camera heights for different effect,
depending on what type of video you are producing.

Sound:

High-quality sound is important to creating a good video. If you are recording sound
as you record video, do you best to position the microphone in a way that captures
your voice clearly. You can also do a voice over later if you want, and all you would
need to do is record your voice on a microphone attached to your computer with
recording software.

Lighting, background, camera height and sound…All of these are important factors to
consider when making a video. Do your best, but don’t obsess.

Step 5: Rehearse

If you are creating a video where you will be speaking into the camera, be sure to
rehearse…It will save you a lot of frustration! Stand in front a large mirror with your
script, and practice your facial expressions and your smile as well as your hand gestures. Also practice your script a few times until you know its contents pretty well.

Even if you feel a bit silly, doing this will save you many takes when the recorder is
actually rolling. You’ll look and feel more confident on camera if you are familiar with
the script pretty well and have practiced.

Step 6: Relax, Don’t Worry!

It is important to relax and remember that your videos do not have to be perfect in
order to be effective. Consider that a vast majority of the videos on YouTube are
created by total amateurs, so even a little polish can go a long way to making your
videos better than most.

Also, the limitations of technology in this area can actually work to your advantage.
An amateur trying to produce a glossy, high quality commercial for a television sized
screen would probably utterly fail and produce something like a bad late night t.v.
commercial.

However, the 425×350 pixel size of the videos on YouTube covers up many of the
shortcomings of equipment because the video quality can only be so good. The
limitations actually help to level the playing field a lot for amateurs who want to quickly
put together promotional videos.

For more great advice on making better videos visit:
http://www.youtube.com/t/video_toolbox
http://www.videomaker.com/youtube/

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Outsourcing:

Now, if everything I’ve mentioned seems like a lot of work, and you just don’t feel up to
the task, you can always outsource your film production. It is not hard to find film
producers, and fortunately, many of them will work relatively cheap. You will still want
to do steps 1, 2 and 3 above, but then when you have a good outline of what you want
the video to be, you can send off the blueprint to a talented video producer.

Below are some ideas for places where you might find and hire short video producers.
When you hire someone, you might want to have a clear script ready for them,
complete with their words and action so that they know exactly what to do. Or you can
just tell them what you want to accomplish, and leave it to the producers to create a
film.

Community college digital video students.
Craigslist: http://craigslist.org
eLance: http://www.elance.com
Rentacoder: http://www.rentacoder.com

You may also want to do a Google search for small companies that have created
funny videos.

A Final Note About Creating YouTube Videos:

You don’t absolutely need video footage. If you have a series of good still photos,
you can put a voice narration and sound track over them to create an interesting
video.

Specific Tactics For Marketing
Return to Table Of Contents

We have finally arrived at the most unique chapter of this book. After all…anyone can
make a movie and put it on YouTube…but it takes a little more know-how to turn that
video into a marketing machine. In this chapter, you will get various tips, tactics, and
ideas for using YouTube videos for marketing your products and services.

Techniques You Will Learn In This Chapter:

Building A Community On YouTube:
Creating A YouTube Group
Getting Subscribers To Your YouTube Videos.

Promoting Your Own Products With YouTube:
Creating An EBook Trailer
Demonstrating Your Product
Promoting Business Opportunities
Marketing Yourself.

Promoting Affiliate Products With YouTube:
Affiliate Domain Redirects & Affiliate Domain Masking
Tracking Affiliate Sales
Increasing Adsense Revenue With Video

List Building
How To Build Your List By Offering Free Videos
Using Video To Build A Personal Relationship With Your Subscribers

Trust Building
Educational Sample Videos
Video Testimonials For Your Product
Videos Of Customers Using Your Product

YouTube Videos As Content For Your Site:
Embedding Video In Your Own Site
Demonstrating Your Product
Using An IFrame To Keep Visitors At Your Site

Make Your Videos Go Viral
Posting A YouTube Video To MySpace Or To A Blog
Mailing Video URLs To Friends & Family
Informing Media Outlets
Offering Your Video As Content To Other Popular Websites In Your Niche.

One of the best ways to promote your product is to create some sort of community
that caters to people who share your passion. When you first create the group there
are a few decisions you have to make such as: Group name, tags, description, unique
group url, group category, group type (public, protected, private) etc…

*Creating a group on YouTube is easy as shown in the screenshot below:

Always keep in mind is that “Passion attracts passion”. If you create a community for
your niche on YouTube, you are likely to attract the right type of people, as potential
buyers, business partners, or people who will just spread your videos to other
enthusiasts via word of mouth (and ‘word of mouse!’)

After you create a group, there are many ways to build it.

You can go through YouTube and find people who have posted videos in your niche
and manually invite them to join your group. Post links to videos in forums, in your sig
file. If you have an email list of prospects and customers, you should email them your
YouTube group URL. You might encourage them to rate your videos highly and add
positive comments if they like them.

Forums where there are people in your niche maybe ripe for posting a link to your
videos. As long as the videos are useful, it should not be considered SPAM.

When other people start adding videos to your group, it may gain some momentum.
Also, remember that you can create multiple groups for multiple topics, and creating a
group is easy so easy, why not do it?

You should also customize your channel settings as much as you can and include
your website URLs.

You should also know that you can start a discussion in your group where other users
can talk about videos and new events related to your niche.

Promoting Your Own Products With YouTube:

There are many ways you can use YouTube to promote your own products. If you are
selling an eBook, you might make a video trailer.

A book trailer is simply a promotional video that highlights some of the benefits of your
book (maybe even exaggerates the benefits in a funny way). Think of it as a movie
premier of your book.

The more gimmicky the marketing, the better. Take for example the hugely successful
Rich Jerk eBook. If one were to make a video trailer for this eBook, there are dozens
of videos you could do with the ‘Rich Jerk’ theme. They would probably be funny
(exaggerated snobbishness), they probably get a lot of views (people always share
funny videos with their friends), so videos would probably help to create a buzz and
sell more product.

No matter how different and outside of the box your video promotion is, it will more
often than not work in your favor. Visuals help sales; When used right, this
promotional video can mean a large increase in sales, and is a unique way to promote
your book, eBook or any other information product or membership website.

Demonstrating Your Product:

YouTube is a powerful means for demonstrating your product in action. Whether
you are selling a software program, golf clubs, or a house, putting a video of your
product in action on YouTube is always a good idea.

It should be noted that it is also a good idea to embed the video in your website, so
that people who come to your site from other promotions will see your Demonstration
video. You can simply enable the option to “Allow External Sites to Embed This
Video” and then paste the embed code into the HTML of your website.

Promoting Business Opportunities

If you have a business opportunity, YouTube may make a great place to tell about it.
While the marketing community on YouTube is still small compared to rest of the
internet, you may find that those who get in early and learn the ropes on how to
promote businesses with YouTube will have an advantage. Video is a great and
inexpensive way to make an infomercial to show off any business opportunity.

Remember, even if a only a few people find your video on YouTube, it is still a very
useful place for you to host your infomercial videos because YouTube pays for the
bandwidth, and the videos stream very well on a wide variety of internet connection
speeds.

Marketing Yourself:

If you are in the job market or looking to make business connections, keep in mind
that you can also market yourself using YouTube. A video resume consisting of you
talking about yourself to a webcam may help prospective employers and business
partners learn about who you are. People make judgments based on looks and the
way you talk, so practice a little. The upside is, if you make a good impression with
your video, people will feel like they already know you a bit, and building familiarity
goes a long way in business.

Promoting Affiliate Products With YouTube:

Promoting products as an affiliate with YouTube offers some exciting opportunities. It
is relatively uncharted territory with lots of opportunity. Here I will just talk a little bit
about the mechanics of directing users to your affiliate link.

Obviously, it is better not to brand your video with something that looks like an affiliate
link…A unique domain name is better. One technique you can use is to register a
domain name for about $8 with a host like www.DomainAbbey.com (you can get
.INFO domain names for considerably cheaper too).

Once you have registered the name, you can simply use ‘Domain Forwarding’.

With domain forwarding, you do not need to purchase any web hosting space…you
simply need to modify the settings in your domain name account to forward all
requests to your affiliate URL link.

This is very easy to do, and only takes a few minutes:

It may also be helpful for you to know that you can use ‘Domain Masking’.

With domain masking, the person who types in your domain name will still be
forwarded to your affiliate link, but your domain name will still appear in the
address bar of the web browser, so they will not even know it is an affiliate link.

This way, you can brand your videos with a unique and easy to remember URL, and
still get credit for affiliate sales!

Tracking Affiliate Sales:

If you want to track your affiliate sales that you make from video promotions, you can
simply do a double forward: The affiliate domain name will forward to your tracking
URL, which will then forward to your affiliate URL.

Also, some affiliate systems have built in campaign tracking, so you can create a
separate affiliate URL to track how successful your videos are at getting traffic.

*On a side note, this technique is also good for pay-per-lead programs.

Money Making Tip: Increase Your Adsense Revenue:

If you are sending visitors to your website (and not directly to an affiliate URL),
you can increase your revenue by adding Adsense code to your website.

If you haven’t already you can sign up at http://www.google.com/adsense

List Building

How To Build Your List By Offering Free Videos:

List building is a very important part of doing business online. There are a few ways
you can build your list using YouTube.

The first is to put up videos, and at the end of the video, instruct the users to visit your
website. At your website, be sure to have an email sign up form to collect as many
subscribers as you can to market to them over an over again.

You may also want to use videos as incentives for people to sign up.

For example, in exchange for a name and email address, you can send your
subscribers a link to 2 sample videos which offer a sample of your product or some
type of demonstration. This is especially effective if you have an information product
and you can show one or two techniques to pique the prospects interest. Be sure to
describe the videos and the benefits they’ll receive from watching them and you’ll
likely increase your email list.

Trust Building:

If you have an email list already, you may want to create a few videos of yourself and
your product to help build a personal relationship with your subscribers. This may
not be appropriate for all types of businesses, but there is always some way you can
increase trust with video that shows your subscribers more about what you can offer
them.

Educational Videos

Educational videos also fall under the category of trust building. Educational videos
can be useful if they tell potential buyers more about your product or service.

For example, if you were selling a series of cooking videos on DVD, you might find it
useful to do a short series of YouTube videos demonstrating a few recipes and then
direct watchers to your website where they could purchase complete DVDs. You
might also have the educational videos embedded in your website to help show what
you do to people who find your site in the search engines.

It helps to build trust when people see a sample and see that what you are offering is
good.

Getting Video Testimonials For Your Product

Anytime you can get a video testimonial for your product, it is always a good thing.
We have seen the popularity of video testimonials for marketing seminars. Why not
put all of these videos on YouTube with the appropriate tags?

Testimonials recorded either at an event or simply by a webcam may increase your
credibility and help people gain trust. If your customers are video users, you might
offer an incentive for actually taking the time to do a YouTube testimonial for you.

Get Video Of Customers Using Your Product!

Anytime a customer is willing to create a video of them actually using your product –
that is truly excellent. This can be used is both for your sales materials on your
website, as well as random people finding you on YouTube.

YouTube Videos As Content For Your Site:

I’m going to let you in on a secret: Video is extremely popular these days, and if you
want to build a niche video site, YouTube and other video sites have all the content
you would ever need to create websites full of videos –And you can include both
Adsense and affiliate links to increase your earnings.

I predict that we’ll soon start seeing lots of new video sites created from various videos
about different niches. For example, you could create a site called ‘FunnyDogVideos’
and simply go to the various online video sites which allow you to embed their videos
in your site. You would simply create a collection of the funniest dog videos you can
find, and make a website out of it…Then you would add in your various revenue
generating services such as Adsense and affiliate links (ClickBank or Commission
Junction for example) to anything and everything that dog lovers would want to buy.

There are plenty of free video sites (we have a list at the end of this eBook) and it
would be a piece of cake to find 100 funny videos to create a web site out of. People
who upload videos to popular sites can usually choose whether they want other
website owners to be allowed to embed the video in their websites…and most choose
yes! In fact, you could do the whole thing in a day or two and update it every week
(and send out email notifications to the list).

The important thing to note is how you embed the video in your site. When
embedding videos in your site, it is important that you do your best to keep the visitors
at your site, rather than them watching a video and then leaving.

Make Your Videos Go Viral!

Posting A YouTube Video To MySpace Or To A Blog:

Posting a video to your MySpace page is easy to do. To embed video in a MySpace
page, simply log in to your account, go to ‘Edit Profile’ and paste in the embed code
for the video wherever you want it in your MySpace page. You can put multiple videos
without much extra effort. This is an especially useful tactic if you already have some
MySpace friends and a community of people who share your interests. If your video is
good enough, you may ask your MySpace friends to share your video, which
generates a buzz effect.

Posting a YouTube video to a blog is almost exactly the same process…Just log into
your blog account and paste the embed code into the HTML wherever you want your
video to appear.

The ‘blogsphere’ is on the cutting edge of news, and you might encourage other
bloggers to embed your video in their blogs simply by directing them to the
YouTube page where they can access the embed HTML code, or copy and paste the
code as text on your webpage so that it is right there for them. You might even go as
far as to contact bloggers in your niche, tell them about your video, and ask them if
they want to use it in a blog post.

Blogs create many media sensations these days, and having your video in
independent blogs is a great way to attract customers to your site. Keep in mind
though that bloggers are often wary of advertising campaigns, so you may want to use
this technique for videos which truly offer some quality content (along with your
website URL!)

Mailing Video URLs To Friends & Family

If you have a quality video that you are proud of, be sure to email it to your friends and
family. You can use the email feature on YouTube, or simply send the hyperlink via
email.

Notifying Media Outlets:

Online videos are prime content for reporters looking for a story. If you have created a
great and unique video promotion that you think is newsworthy, you may want to
contact editors at online news sites, or other media outlets.

A few articles in print or on popular news websites can take your promotion from small
buzz to big stir. This can supplement your other article marketing efforts and press
releases nicely.

Offering Your Video As Content To Other Popular Websites In Your
Niche:

Website owners are always looking for great new content to offer their visitors. You
might search Google with your best keywords and contact the top ranking website
owners to see if they would like to feature your video on their site. Just make sure
you offer something of value in the video…Something that makes people say ‘Wow,
Cool!’. Then independent website owners may want to showcase your video. You
may or may not want to set up an affiliate agreement as well.

Conclusion

You now have all of the knowledge, skills, and resources you need to create online
videos. The future of this market is truly wide open, and savvy internet marketers who
learn how to take advantage of this medium may gain a huge competitive advantage
as online video becomes more and more popular.

I recommend you read over this book 2 or 3 times to absorb all of the information. I
know there are a lot of tactics, and you may not use them all…But even just a handful
of these tactics applied will increase traffic to your website and won’t break your
bank. You may want to print out this book to keep handy, or at least the chapter
“Specific Tactics For Marketing” so that you remember all of the revenue sources
available open to you.

You should also keep in mind that YouTube is just one of many online video sites
and more are popping up each day (see the ‘other video sites’ list). As video becomes
more popular, people of all age groups will spend more and more times viewing clips
at video sites.

Even with the huge popularity of YouTube, I don’t think audience for online video has
come anywhere close to reaching its peak. Expect to see more and better online
video in the near future as the internet giants like MSN, Yahoo, and AOL ramp up
their video services.

It is also important to remember that once you create a video, you can upload it to
dozens of video sites, and on the next page I’ve compiled a list of some of the very
best video sites online so that you can multiply your video creation efforts.

Even if these sites seem less important than YouTube, you may find less competition
there and your videos maybe easily ranked high for very popular keywords.

Thanks for reading, and be sure to let me know of your success.

Other Video Sites
Return to Table Of Contents

Want to know something awesome? All of your video creation efforts can be multiplied
many times over just by submitting your videos to other free video sites on the
internet!

That’s right, YouTube is not the only player in the online video game. Now that you
have learned all about using YouTube, you can take everything you have learned and
extend it to the other video sites online.

While YouTube is probably the most popular site, there are certainly other video sites
getting tons of traffic, and these sites are working hard to promote their videos, as they
want to be competitive.

Thank You For Reading
BigChangeMarketing.com

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