Platt Perspective on Business and Technology

YouTube marketing 2 – starting with the right basic working parameters

Posted in Web 2.0 marketing by Timothy Platt on September 21, 2012

This is my second installment in a best practices series for developing more effective YouTube and similar video clip marketing campaigns (see Part 1: show me, tell me, but what?). I began this series by outlining what amounts to a basic wish list of goals-defined features that an online marketer would seek to build into their video marketing campaigns, and for reach and impact. I start this posting where Part 1 left off, and with at least a start on how to actually accomplish that, and I begin here with clear and compelling goal.

• Know your market and who you sell to. Know who your products and services are actually used by and if buyers and end-users are the same or different people.

As a working example of where they can differ, mothers generally purchase more children’s and young teen’s clothing than do the children and teens who wear them – up to a certain point and particularly for girls where they can become both product user and a more primary purchaser. And I will add that while men do purchase men’s underwear, wives purchase a lot more of that then their husbands do, and across a wide range of societies and demographics. So you need to craft products and services to appeal to and meet the needs of those end-users, but you need to market to the people who select and pay for them too. And this applies to video marketing and for both content and placement: where links to those clips are offered, as much as it does for print or other marketing channels.

• Know how the people you are trying to reach out to communicate, and what words and images would be positive or negative reinforces in creating and sustaining a message that will be favorably remembered.
• And know what product features the purchasers and end-users are going to look for, and look out for. Focus in your marketing on the details that appeal, and particularly on any that set your business apart as offering particular or special value – and from these two consumer group’s perspectives.

The most effective marketing messages go viral and are shared across expanding community groups. And they get reposted through an expanding maze of community-created links when they catch viewer interest for their own merits: those videos themselves become seen as offering value. This might or might not be because they are quirky and humorous; quirky and humorous can help but they are not essential for going viral. But it is always because they catch the attention of a viewer longer than the usual few seconds, and in ways that prompt them to sit back and say that this is different. And when this is a difference that would prompt an average viewer to want to share a link to it with just one more person and that viewer wants to share it with one more too, that video message will go viral.

• As a made-up example, consider a video of two wives battling in some unexpected way over that last pair of sales-offered men’s briefs and a third sneaking in to grab and buy them while they are distracted. “But we do have more in stock … while supplies last. So please leave your foam bats and shaving cream cans at home.” And if this is done in a way that makes the viewer laugh and want to share a link to it with a friend, they more than likely will do so.

And watch how the product is placed and positioned in the video, so the viewer picks up on what is being marketed and sold. I add that thinking of at least a few ads I have seen where even if I found the clip entertaining, I was not sure what it was made to highlight and market. So in the made-up example I came up with above, if those two wives are battling for that underwear with foam bats and shaving cream, make sure an average viewer is going to see that there is that package of men’s underwear in the scene too, and that this is what they are vying for. And make the brand visible in some way too.

I stress this because an original, business-created link to a marketing video is probably going to positioned on a well-branded and company owned and managed web page, or on their blog, or go out under their Twitter handle … be shared in a clearly branded context. But any consumer-placed links that are set up by people outside of the business, is going to show stripped of this brand clarifying context. And when a video marketing message goes viral, these third party-created links become the more important for traffic to the video and through that to the business itself.

I am going to more explicitly consider cultural differences and cross-cultural video marketing in my next series installment. Meanwhile, you can find this and related postings at Web 2.0 Marketing.

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