YouTube: You're on the Air
by Rita Zamora
Online video viewership is skyrocketing. This year, YouTube reached an all-time
high of 14.6 billion videos viewed. If you think it's just teenagers watching videos,
think again. Recent data released by Nielsen reveals the number of seniors, age 65
and older, are increasing their visits to YouTube – making YouTube their fourth most visited
online destination (Facebook was third, led by Windows Media Player, and
Google, respectively).
If you haven't already begun marketing with YouTube, now is the time. So where
do you begin? Before you start to shoot video and set up a YouTube account, it's wise
to spend some time considering what results you want. Here are several initial planning
steps:
- Who will star in your videos? Will you be featured in your videos or will it be
someone from your team? You may also want to consider testimonials directly
from patients, or hire professional talent to interview you. The best way to discover
how you feel about being on camera is to practice.
The first time you see yourself on video, it is certain you will find several
things you'd like to improve. Even if you plan to have a professional video made,
seek advice from a professional and practice in advance; you'll make better use
of the investment.
- What will you say? Spend time determining your video topics and script.
Remember online viewers are sophisticated and want to watch WIIFT (What's in
it for them?). Television commercials, sales pitches or lengthy doctor biographies
tend to turn people off. Instead, focus on common patient questions. For
example:
• How long will I need braces?
• Will my gum surgery hurt?
• What can I expect at my child's first pediatric dentist visit?
- Where will you say it? Picture yourself on the set of a professional television
studio or sitting at your desk. Either scenario can be successful, however only
you can decide which type of impression you want to make. There is something
to be said for professional lighting, audio, and even make-up. On the other hand,
being authentic and genuine in your own beautiful office can work just as well.
If you feel overwhelmed with these initial planning questions, you may want to
consider a professional's help. A professional videographer can help you work through
your camera jitters, develop an effective script and recommend the best location.
Perhaps you've already made your video, but you're stuck in the editing, tagging or
uploading process. Remember help is available at every stage of the process.
Keep in mind – although YouTube is free to use – you can reap valuable benefits
from investing in professional editing; it will make your videos look polished.
Overall a professional's help will save you time, effort and energy.
Conversely, if you have already decided you want to go it alone, you can download
a free 18-page, step-by-step, video marketing e-book at www.hubspot.com.
Once on HubSpot.com, enter the following terms into the upper-right search box:
"How to use online video for marketing guide." Learn which camera to buy, how to
record, edit and publish your video to YouTube.
Whether you decide to go it alone or hire a professional, remember practice,
practice, practice. If you've already made a video, don't stop there. Commit to making
multiple video presentations and create a YouTube library. One of the biggest
benefits video has to offer is the fact that it can be syndicated, shared and viewed
24/7 on the Web. Get started today, and let video marketing start working for you.
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