June 26th, 2013 by Lloyd Gofton
This is a guest post by Connie Davis, contributing author for NerdWallet
Starting a small business is one thing but getting word out about your business is entirely another. In the past your only option was to pay a lot of money to produce and place a commercial on T.V. Now, there are other cheaper and more effective options.
Using YouTube for a PR campaign is an excellent way to get the word out about your new business. YouTube is the largest internet video site by far. Its most popular video, the K-Pop music video “Gangnam Style”, has over a billion views. People’s lives have been completely changed through YouTube and it’s becoming more and more common for small businesses to promote themselves through the use of internet video.
YouTube: Showing – Not Telling
It’s good to have voiceover or a person in the video, but you don’t just want a talking head. If you do choose to have voice in your video, consider hiring a script writer and, if budget allows, a professional voice over artist. YouTube allows you to show what your business does, how it does it, and why you think the consumer should spend their money on your business. Explaining your business is extremely important for PR. Visual examples because it gives the consumer honest and straightforward information about your product, and the YouTube community will be more inclined to appreciate it.
A major factor that makes YouTube great for PR is that it gives a face to your business. Consumers like to feel cared about and the best way to do that is to get more personal. It’s hard to feel cared for with big goliath companies. YouTube allows a business to show personality. All of these factors work together to make your business seem more friendly and approachable. Consumers should feel a connection to your business, which will increase interest by word of mouth.
Targeting niche markets
Chances are, your business may have more of a niche market. YouTube is an excellent place to discover the people that are most interested in your business, and how to communicate with them. YouTube has a very useful feature that lets you see the demographics of your audience. By analyzing who is watching, you will get a better angle on the best way to approach your targeted audience.
One word of warning: YouTube comments should not be taken seriously. They are notorious for being threatening, mean, insulting, and downright disturbing. There are many people out there that think its great sport to belittle others on the Internet. Ignore them! Do not take any of the comments personally and resist the urge to simply take the video down or disable comments.
Every single YouTube video gets bad comments. However, YouTube has a system for voting up good comments, so focus on the ones that are most popular. It is also a good idea to monitor the comments for serious questions that you can respond to. Respond to those people who seem to have genuine interest in your video and reach out to them accordingly. This is just another way to show you care about your customers, which will, ultimately, reflect the quality of your business.
YouTube can be used by small businesses as a cross between a commercial and a direct line to the consumers. It is a great way to stay connected, advertise your business, and garner interest. Producing is cheaper than ever with webcams, and uploading to YouTube is free.
Spread the word of your video using any other forms of social media and, with any luck, it will take off in popularity. Just keep trying, keep posting videos and stay positive. YouTube can be a tough nut to crack, but it is worth a try.
Connie Davis is a contributing author for NerdWallet, a personal finance website, where you can find advice on a range of topics from managing credit debt to where to find online coupons