Where’s Your YouTube Channel? September 19, 2012Posted by David Dirks in Becoming A Thought Leader, Digital Media Strategy, YouTube Channel Strategy.
Tags: business strategy, buzz marketing, David Dirks, differentiation, dirks on strategy, fighting a recession, google analytics, google search, growing revenues, increasing profits, increasing revenues, market differentiation, market presence, marketing, marketing strategy, promotion, small business strategy, social media, strategy, YouTube, YouTube Channel, YouTube Strategy
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Do you have your own YouTube Channel for your business? If yes, congrats to you as you are taking advantage of yet another great opportunity to expand you market presence and brand. Oh, and you’ll be able to sell more products or services over time too. If you answered that question with a no, then I can’t tell you how disappointed I am that your business doesn’t have its own YouTube Channel.
YouTube used to be the place were you could see cuddly little animals performing stupid tricks (or sometimes funny ones). Or it was the place you’d find dumb pranks or really dumb tricks. It still is but to a much lesser extent than before…especially when Google decided to purchase YouTube and make it part of its product family a few short years ago. Since them, Google has really revved up the YouTube business engines. The YouTube of today is moving in the direction of providing original programming, providing an expanded array of advertising options and now a vastly improved (and valuable) analytics package like its great Google Analytics does for websites today.
So, why consider building a YouTube Channel? For one, YouTube represents a huge organic search engine with literally millions and millions of people scouring for information on just about any topic you can think of (that is legal and not pornagraphic of course). Think of YouTube as you do with Google’s organic search engine. Every day people are looking for information products, services, ideas on a wide variety of topics…including whatever it is your business does and how it does it.
I don’t care what business you are in, people are looking for real and valuable information that will in some way help them. I can also tell you what they aren’t looking for: being sold a product or service…at least not directly like some carnival barker.
Want to see the emerging direction of YouTube? Check out this channel:
Notice that Howcast has over 389,000 subscribers and over 650,000,000 views…something we marketers dream about. Now, you might not have that many subscribers or views but you certainly can develop a large following in the context of your business model.
Here’s an example of a law firm that has developed a YouTube channel that drives between 30-40% of their new client flow.
Spar and Bernstein has 529 subscribers which is excellent but the telling number is the 742,000+ views the channel has had since it started in 2007. The video on most of its 546 clips is not the best quality but that doesn’t stop people searching for information on immigration law from finding and watching it. Brad Bernstein, who in my opinion is not only a top notch immigration attorney but also a marketing visionary. In 2007, he decided to tape his daily radio show and then post the video clips of the show onto his YouTube channel. The results over time have been spectacular in the context of driving real business to the firm. And, if you watch the videos, they are educational as Bernstein is answer live questions from his radio show listener audience.
YouTube. It’s not the old YouTube you used to know.
Watch for more upcoming posts on establishing a YouTube channel for your business. You can do it!
Seth Godin and a New Business Strategy August 31, 2010Posted by David Dirks in business strategy.
Tags: blogging, business strategy, David Dirks, dirks on strategy, self-publishing, Seth Godin, social media, social media marketing
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If you ever needed a great example of the power of social media marketing, you needn’t look further than author Seth Godin. Godin, a highly successful business book author (Outliers, Linchpin, All Marketers are Liars, etc.) made the decision recently to self-publish his next books. Godin is breaking the link that has historically been the driver of publishing revenues: publishing the works of big name authors. Is this author insane? Not even close. More like smarter than a fox.
The chief reason Mr. Godin can make a clean cut from his publisher is because of the work he has done to build his social media platform. As of this posting, Godin has over 400,000 people who follow his blog. He already had developed a brand name that stood for being a thought leader in cutting edge in marketing & business strategy.
Godin has a market of loyal followers and therefore, a ready stream of buyers of his books. Who needs a publisher to share the profits with when you already have a growing supply of buyers? Did I mention that the profit margins on his books would largely go to into his pockets?
Godin isn’t the first big-name author to develop blogs and Facebook fan pages that house thousands of loyal followers. But he’s the first big-name author to break the traditional publishing process and go it alone.
In his own words (he does have a great blog – www.sethgodin.typepad.com):
Build an asset. Large numbers of influential people who read your blog or read your emails or watch your TV show or love your restaurant or or or…
Then, put your idea into a format where it will spread fast. That could be an ebook (a free one) or a pamphlet (a cheap one–the Joy of Jello sold millions and millions of copies at a dollar or less).
Then, if your idea catches on, you can sell the souvenir edition. The book. The thing people keep on their shelf or lend out or get from the library. Books are wonderful (I own too many!) but they’re not necessarily the best vessel for spreading your idea.
And the punchline, of course, is that if you do all these things, you won’t need a publisher. And that’s exactly when a publisher will want you! That’s the sort of author publishers do the best with.
And while Mr. Godin is the exception and not the rule, it does demonstrate that social media coupled with strong personal branding can create a franchise business. His method for doing this was simple: produce a series of thought provoking books (his products); invest time and energy (but not necessarily a lot of money) into social media expansion while growing a personal brand (who in business doesn’t know Seth Godin?).
We might not all be at the Seth Godin level just yet but he gives us a look into what is really possible with the convergence of social media and personal branding. It’s a great lesson for the rest of us.
Social Media & Networking for Business: Podcast October 2, 2008Posted by David Dirks in Big Dogz Podcasts.
Tags: internet for business, social media, social networking
What is this thing called ‘social media’ and ‘social networking’? How do they relate to business? How can they help your business grow and remain competitive? In this , we asked Catherine Brown from Dotster.com to walk us through it all. Dotster.com is one of the leading internet hosting, web, and domain management firms in the world, so no better place to start than there.