YouTube and YOU

iTunesArtwork@2xSo many people, musicians, actors, and businesses have thrived because of the viral potential YouTube has. One big reason is because YouTube is the 2nd largest search engine, behind Google. Another reason is that seeing is believing – we love seeing things, not being told about them. But what if you’re not a video guru? Luckily, with today’s technology and tech-savvy youngsters, it’s not too difficult to find freelance help at a reasonable price.

This post isn’t about how to produce videos, but it’s about how to use YouTube for PR and advertising for your business. So if you’re at the stage where you’re ready to use YouTube, here are some tips to help get the best results.

If you’re not sure whether or not YouTube is for you, check out Reel SEO’s statistics and Pros and Cons of YouTube – it might help you make an informed decision.

YouTube Tips

  1. Create a Branded Channel
    Just like you brand your name in other platforms, having a channel that is cohesive will help brand your business. A customized channel gives you the opportunity to showcase your company’s branding with specific colors, information, and links to your other media platforms. Viewers can also subscribe to your channel. It’s a feature of YouTube Social Media Today points out is often overlooked, but it shouldn’t be:

    Your YouTube channel is basically your house for the videos you create and upload, the videos you have selected as favorites, and those that you have organized into a playlist. A customized channel gives you the opportunity to add and showcase your company’s branding with specific colors, information and links to your website and/or relevant social media pages. A channel also gives viewers an option to subscribe to your content with the click of a button.

    Additionally, choose a user name that reflects your brand for your channel URL.

  2. Humanize Your Business
    It’s something that’s little, but don’t be afraid to introduce staff members to add authenticity. Show results of someone using your product/service. Show your business in action! Hold contests, answer questions, have vlogs.
  3. Have a Purpose to your Video
    Capture3
    Just like every other advertising and medium out there, content is king for YouTube. Make sure your videos are created to engage and draw viewers in. Business Reader has a couple central ideas you can focus your videos around.

    • Advertise
    • How-To’s
    • Product Demo
    • Entertain/Connect with Audience

    As long as you remember to keep each video on one idea and don’t drag on beyond that, you’re headed in a pretty good direction. No one like a long, aimless video.

  4. Make your Videos Findable
    There is so much content out there in the Internet world. There is a heck of a lot to compete with. So how do you stand out in an ocean of similar fish? Optimize how you are found.Social Media Today has three ways to make yourself findable.

    • Title: Make the first few words of the title the good ones. Make sure they’re the key words related to your video. A little trick – add a colon and rephrase your title for max effect.
    • Description: Start the description with a URL since that will never be cut off. Then, describe away.
    • Tags: Include any and all related keywords. Even think of all the weird obscure words other people may think of. Our brains all operate a little differently with the semantics of language
  5. Advertise
    There are numerous ways to straight up advertise on YouTube, but this obviously costs money. If this seems like something your business wants to do, consider some options:

    • YouTube Homepage: a large spot at the top YouTube’s homepage for interactive advertising (…this method might break the bank)
    • TrueView: the ad, normally 30-60 seconds, lets the user skip the ad after 5 second. The advertiser only has to pay if the entire ad is watched.
    • TrueView In-Search: (formerly promoted ads) a smart way to advertise before a video with keywords related to your ad.
    • In-Search Video Ads: just like a Google search, your video will appear at the top based on the keywords in the search
    • Display Ads: text ads that show up on the sidebar or at the bottom of the video.
  6. Don’t Exist in a Bubble
    All other new media platforms have the expectations to react and respond promptly to current events. That’s what Twitter is all about! There’s been a good handful of times I learned about a big event via Twitter before hearing it on the news. YouTube should be treated the same. Acknowledge what is happening in the world, and if a crisis occurs within your business, address it. It humanizes your business, and it adds a nice personal touch.

Go More In-Depth…

We never want you to feel limited to only what we’ve posted. Here are a list of other articles you can check out:

Next Week

We’ll look into Instagram next week. If you have any opinions or questions about YouTube and advertising, feel free to comment.

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Google+ and YOU

When you think of advertising, Google+ might not be the first thing google_plus_logothat comes to your mind. Facebook and Twitter have such a stronghold on this notion. However, there are people on Google+, and they just might the kind of people you need to be targeting. According to Mashable’s infographic, the primary users of Google+ are single male students. If your target market is along those lines, then consider these tactics.

Google+ Tips

  1. The Ultimate SEO
    Every smart business knows importance of being searchable on the internet – Search Engine Optimization. Naturally, Google is looking out for its own social network. CaptureRandfish has an excellent video talking about why every marketer needs a Google+ strategy. In his video, Randfish points out that if you have a G+ account and someone linked to you on G+ searches you on Google, your G+ profile will list above all other content. Imagine how much that will help your SEO endeavors!

    To show an example, I searched “Paul Levinson,” a book author I am connected to on G+, and a snippet of his profile showed on a majority of my results page. Watch Randfish’s video for more information on how your profile can improve SEO for your business.

  2. Create Circles with Meaning
    G+ circles improves the quality of your audience. By choosing people relevant to your business (based on demographics, topic, and income) to be in your circles, you can increase the power of your network. Set up a criteria for each circle and follow it. Unbounce has a great infographic on how to use G+ effectively (seems like G+ is the hot topic for infographics).
  3. Hangout with your Audience
    “Hangout” is probably G+’s standout feature that allows multiple people to video chat at once. Roger Friedensen, president and CEO of Forge Communications points out how Hangout can help a business:

    Hangouts offer an amazing opportunity for businesses to engage in a highly personal way with clients, customers and industry-thought leaders. Plus, employees in remote locations can hold team meetings to brainstorm with one another from an interface that affords them immediate and easy access to share and collaborate on most of the information materials they might need, such as documents and spreadsheets.

    A drawback of Hangout is the technical limitation. Video chats take up more bandwidth than normal internet usage, so someone who has a bad connection can miss out on the Hangout or have a bad experience.

  4. Brand your Name

    Branding is crucial for a business/organization, and Google+ can fuel that. Social Media Online has 64 branding strategies that you may want to consider implementing. No, not all 64 – but pick and choose some strategies you think your business can manage.

    Google-Plus-Branding-Strategies

Getting Started

If you haven’t created a page for your business and you want to, use WikiHow to take you through setting up a profile.

Go More In-Depth…

We never want you to feel limited to only what we’ve posted. Here are a list of other articles you can check out:

Next Week

We’ll look into YouTube next week. If you have any opinions or questions about G+ and advertising, feel free to comment.

Facebook and YOU

Facebook started as a social network for facebook_logocollege students in 2004 , but it has evolved into so much more. Games, fan pages, public and private groups, and now…businesses. Since the startup cost of launching a page for your business with Facebook is $0, the network has become a huge tool in PR and Advertising for small businesses. There is a lot you can do with your business on Facebook, but there are a few things you don’t want to ignore.

Facebook Tips

  1. Make Graph Search Your Friend
    A relatively new addition to Facebook, the Graph Search acts a lot like SEO (Search Engine Optimization), except it’s a little cooler. According to Ad Age, the results show up in a user’s search are based on their friends’ likes. CaptureCertainly changes your thought about “likes” and “check-ins,” doesn’t it? Graph Search is taking “word of mouth” to the nth power, and Nielsen’s Q3 survey in 2011 showed that a whopping 92% of people trust their friends for recommendations. Generate genuine “likes” (don’t just buy them), and you’ll see the self-perpetuating benefits of using Graph Search.

  2. “Content is King, but Engagement is Queen”
    Ramon Ray is the man of technology and business. We recommend reading his book “The Facebook Guide to Small Business Marketing,” which actually came out only a couple days ago. We’ll let Forbes’ excerpt about his book do the talking:

    “Content is King, he says, but Engagement is Queen – simply having a Facebook business page is of little more use than a static internet calling card. Businesses should use contests, polls and questions to keep their customers and prospects engaged. Killer photo images of products are highly essential. Video can be vital as well. Visual social media and compelling content – not just information about the product and service – is key.”

  3. Consider Offers
    Offers can help fuel sales and traffic to your website or store. The best way to describe an Offer is…a coupon. Whether it’s a discount, a freebie, or to enter in a drawing, fans can use the Offer to redeem in your store and/or on your website. Aria is one success story that used Offer to make 671 reservations for 1,585 nights. Be careful with Offers though, the larger audience you want to reach, the more you have to pay. Define your audience specifically and powerfully.

  4. Be Aware of your Public Personal Life
    This one is pretty straightforward, but it’s easy to grow complacent about. In fact, we might have even overlooked this point if a CBS News article hadn’t brought it up. Consumers want businesses to be transparent, but that doesn’t mean we should embarrass ourselves. Be conscientious of pictures you’re in and what you say on your personal Facebook.
  5. Manage your Time
    This is another tip that’s so simple but so overlooked. How you allocate your time is crucial. We’ve all had those times where we go to Facebook just to check notifications, and two hours later we’re elbows deep in someone else’s profile. The same can go for running a business. Try not to let running a Facebook page prevent you from actually running your business. Have a schedule; set a time limit; do what you need so that your work is efficient.

Getting Started

If you haven’t created a page for your business and you want to, go to Facebook’s Business page, and they’ll take you through it step-by-step.

Go More In-Depth…

We never want you to feel limited to only what we’ve posted. Here are a list of other articles you can check out:

Next Week

We’ll look into Google+ next week. If you have any opinions or questions about Facebook and advertising, feel free to comment.

Basics of PR and New Media

Pr 2.0

Intro to PR/Advertising 2.0

The learning curve for new technology is huge. Developers push out new products and new media every day. Talk about information overload. For anyone who wants to publicize or advertise themselves, where do you start? What avenues do you use, and to what extent? Organizations, businesses, and individuals all have to consider how new media will play a role in their promotions.

At least in this day and age.

Before we start blogging in-depth about the latest in PR/Advertising and new media, it’s a good idea to start with the basics. If you’re considering new media in your promotions, think about the following:

  • Target audience
  • The industry are you involved in
  • Budget $$
  • Manpower and technology savvy

1. Target Audience

This should drive everything and anything you do. Your audience is responsible for your success, so why focus on them?

Look at the demographics and psychographics of your audience – compare it to what’s out there for new media. For examples, if your main customers are middle-aged mothers, then LinkedIn or Facebook is probably a better option than Twitter for social networking.

To save you some time, we found the social media demographics of 2012.

If you’re looking into advertising, consider algorithm-based advertising. Some smart techy guys found a way to gather info from Internet users so advertisers can reach only those they want to reach, no matter what website the user is on. Its methods aren’t perfect, but it’s a start of precise targeting.

2. Industry

Look at what other people are doing in your industry. Are they on the new media bandwagon yet? Are they the pioneers of what’s up and coming, or is everyone resisting change? We’re not saying you have to do they’re doing, but it’s smart to see what’s up.

Five industries are experiencing a huge shift in their business model because of new media. For them, it’s either change or get left in the dust:

  • Travel
  • Video rental
  • Music
  • Newspapers
  • Bookstores

3. Budget

The main reason new media has blown up…it’s darn cheap. Many businesses and individuals have gained popularity through the Internet. Where would J-Biebs be without YouTube? And think of how apps have changed the mobile world for…well just about any business who took the time to develop one.

New media can be a great startup option for promotions on a low budget, but add a couple dollars and you can quickly have a very powerful advertising tool on your hand. Think of how many people see those ads in the free version of Words With Friends…

4. Manpower/Knowledge

Here’s the hard part. If you don’t know much about the “Interweb,” managing your new media can be difficult – timing tweets properly is important, conversational blogging can be hard to do, websites take a lot of maintenance, and building apps requires nerdy knowledge.

So just be careful to not get in over your head. Connecting to your audience through social media can be hard if you have too many irons in the fire, and using more technological methods like online ads, websites, and apps can take a lot of work. Match your manpower and new media savvy to your goals.

Next Week

Now that we’ve laid down the basic relationship between PR/Advertising and new media, we can really start getting our hands dirty. Check back next week to see what we talk about more specifically next. Comment below if you have anything to say, and follow us if you think we’re not boring (we like to think we’re pretty alright).