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Where’s Your YouTube Channel? September 19, 2012

Posted by David Dirks in Becoming A Thought Leader, Digital Media Strategy, YouTube Channel 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:

http://www.youtube.com/howcast

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.

http://www.youtube.com/sparandbernstein

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!

How to Sell Your Expertise & Build Your Business! January 31, 2008

Posted by David Dirks in Buzz Marketing: Lowest Cost/Highest Payoff, Recession: How to Beat It!.
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dirksphoto.jpgHow can I expand my business locally and beyond? How can I tap into regional, statewide or even national business? How can I reach the world? Sound too far fetched for your business? It’s not. Not in this day and age of digital media. Now you too can create some buzz around you and your business. All you have to do is you’re your knowledge. You know, that stuff in your head you’ve been accumulating and perfecting for years now. That stuff.

This is a Big Dogz strategy that you’ll find few businesses taking advantage of. It’s both a shame and a waste of intellectual capital or expertise…whatever you want to call it.

In between completing the blog series that I’ve already started on account sales management, sales metrics, and beating a recession, I’m going to throw in ways you can leverage your expertise to create more business opportunities and more marketing buzz. Remember, marketing ‘buzz’ are those viral types of marketing that don’t cost a lot of money but can pay direct and indirect business dividends.

1. YouTube Yourself

There’s nothing but good news here. First, YouTube, now wholly owned by Google, is commonly known as the place to see all kinds of short videos on an amazing amount of subjects. Yes, there are many stupid ones but a whole lot of really good or fun ones too.

Increasingly, business owners are finding out that a short, 10-minute or less video posted on YouTube can open the world to them and their expertise. It’s a completely inexpensive way to display some of your expertise to the world. What could you talk about or show in a short YouTube video? I thought about that and came up with a few ideas for all kinds of businesses:

Accountant: Ten-Year End Tax Tips!

Example: http://www.youtube.com/watch?v=m_210yr0ryQ

Chef: How to Make Chicken Marsala

Example: http://www.youtube.com/watch?v=JgaeuC4OsGQ

Author/Publisher: How to Write a Book

Example: http://www.youtube.com/watch?v=yXMghQTGNLs

Fishing Tackle dealer: How to Use a Flasher to Improve Your Fishing!

Example: http://www.youtube.com/watch?v=DRk-RnZStyI

To make your posting effective, you’ll have to promote the location of your YouTube videos in all of your sales, marketing, and networking efforts. Make sure you reference them in your emails, flyers, brochures, and even your business card. Do you part to be sure locals can find your video postings. Make sure you direct YouTube visitors back to your website. YouTube is a free way to get additional exposure for you and your expertise. Oh, and you might just do more business along the way!