After All – It’s All About The Money
In Jerry Maguire, Cuba Gooding, Jr. asks Tom Cruise’ character to ‘show him the money’. See it: https://www.youtube.com/watch?v=OaiSHcHM0PA
In the first part of this Marketing on YouTube series, I discussed word-of-mouth advertising being the most effective method of advertising due to ‘trust’ being passed on by a satisfied client to the listener. If you missed it, please read it here Marketing Your Business Using YouTube – Part 1
One of the biggest challenges is creating a reason to for your fans to bring up your product or service. There needs to be a ‘sharp edge’ conversation starter to crack open the door of opportunity in order for your business to see. more. money.
Last week a dentist client was discussing that their practice grew due to referrals (word-of-mouth) and wanted to continue using this method but could they push it faster than organic growth was accomplishing for them?
Unfortunately, great dental work does not work itself into a normal conversation and most people feel a little odd bringing up their dentist as a discussion point. They need some opportunity, a sharp edge, to start that conversation.
Certainly, a dentist could encourage the patient to just ‘do it’ by offering spiffs for every friend and family member referred to the dentist. A better solution (and cheaper) is to provide your clients with an opportunity to talk and a desire to share this information.
WHERE DOES HE GET ALL OF THESE WONDERFUL … IDEAS?
(Apologies to Jack Nicholson in Batman – See Original Clip Here)
Let’s take the dentist challenge. You can certainly create a YouTube account and place dentist or orthodontist clips as a benefit for existing and new patients. This effort is expected as a cost of being a professional and online. However; please don’t assume these videos will bring new patients in your door. Your videos are competing with the thousands of others already available.
However; there are many ways you can prove that you are concerned about dental health (the first and most important start to gaining TRUST) by using YouTube content creatively.
For our friendly neighborhood dentist problem, I suggest researching and providing a way for parents in your practice to share how to wear mouth guards correctly.
Start with a webpage hosted on the Dentist’ domain. Next, create a postcard parents can pass out to other parents whose kids share sports activities (there are other sports besides football that use mouth guards).
Concerned about content? You shouldn’t be! Here is a quick 10 second research effort on YouTube. Note that there are about 11,700 results for our search term.
Now, how about advertising on these video’s filtered to your locality?
Become KNOWN as the content curator on important topics related (sometimes very creatively related) to your business.
Now, go advertise using YouTube in those areas as well! Create an Adwords Campaign which focuses on these niches and filter them to the DMA around your business.
Don’t know how to do this? Contact Simple Steps IT, we are happy to help.
A small talk about Friendly URL’s.
You don’t want to offer your patients and their social circle URL’s difficult URL’s to type in – for example:
Give them an easier to type in (and oh-so-nicely) branded solution which can divert them to the YouTube video:
Finally, you can just ’embed’ the video on your website and have the URL on the postcard go to your focused post on the website. See Resources below for URL shortening services.
YouTube – Moving to Your TV
Have you heard about Google Chromecast? Many people believe it is a product to compete with the Apple TV, however; I see it as a way for Google to make it incredibly easy for people to watch more video from YouTube. Which gives Google more YouTube views… which brings more advertising opportunities…which just makes the TV yet another way for your advertising to be seen.
At the end of the day, isn’t that what we need in business? Don’t we want a provider who is going to be consistently bringing new and innovative advertising opportunities to help increase sales?
YouTube – Only Getting Bigger and Better
Google first bought YouTube in 2006 and here are the latest stats as of this writing:
- More than 1 billion unique users visit YouTube each month
- Over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth, and 50% more than last year
- 100 hours of video are uploaded to YouTube every minute
- 80% of YouTube traffic comes from outside the US
- YouTube is localized in 61 countries and across 61 languages
- According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
- Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year
YouTube is not the ‘wild west’ of advertising it once was. Major brands are advertising every minute of every day effectively with budgets in the hundreds to the millions.
You can use YouTube in creative and compelling ways to help grow your business. Use the series here as a starting point to talk with your marketing team about how to use different benefits YouTube provides to push out your message. Don’t forget to use YouTube strategically to create opportunities for word-of-mouth advertising.
If you don’t have a marketing consulting team, or adwords provider, give Simple Steps IT a call @ 909-705-6362 or contact us and we will be happy to provide your company with effective Adwords campaigns that ‘SHOW YOU THE MONEY’.