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by
Scott Lorenz
Westwind
Communications
 In
the history of marketing the hottest marketing spots are the locations
where the most people can be found, whether it’s the town square,
bazaar, train station, airport, Facebook, YouTube or Twitter.
There
are more than 150 million videos on YouTube, for instance, and when these
videos go viral they register millions of views per video. And while many
business owners know how to use YouTube to share videos with family and
friends, very few understand how to harness the power of YouTube to earn
money, market themselves, connect with customers, grow their business and
sell more books.
I
am using YouTube in every way possible for all my clients. I truly see
opportunities for every type of client I represent including, authors,
doctors, lawyers, entrepreneurs and even charities.
In
fact, I used YouTube to help Angel Acres Horse Haven Rescue make it
to the “Top 10” in a $1 Million shelter makeover contest sponsored by
Zootoo.com, a web site for animal and pet lovers. As part of their effort, I asked
Mike Ball who, along with being an award-winning columnist, is an
accomplished musician, if he would be willing to write and record a song
that could be used in an online video and for public service
announcements.
That emotional song with the photos of horses helped Angel
Acres in their online voting campaign. View it on YouTube at http://www.youtube.com/watch?v=qzt4ral3Qso
Another
client, Mr. Duey, a school teacher who uses music to teach kids math,
science and history, is also having great success with his video. Called
“Mr. Duey Fractions” it’s featured on Teacher Tube which is like
YouTube but it’s for teachers, parents and students. The “Fractions”
video we promoted is now one of the top ten all time most viewed videos on
TeacherTube with 567,000 views.
You
know you are hot stuff when the kids in your school ask a teacher for an
autograph! The exposure has led to CD sales, media coverage and other
exciting opportunities Mr. Duey and the label Kaas Records. As I am
writing this Mr. Duey is finishing filming a new series of videos which
tie in his musical talent with a new “book type” product… cant’
tell you what it is but it came about as direct result of the that video!
Check it out at: http://www.teachertube.com/viewVideo.php?video_id=24266
or visit: www.mrduey.com
Another very successful application for YouTube videos is through video
book trailers as part of a book marketing campaign. In an effort to obtain
book publicity for my author clients we’ll create a book trailer about
the book. A book trailer is like a movie trailer in that it allows someone
to preview a book both visually and via audio. A video book trailer
brings the book to life and gives the potential reader a sneak peak at the
contents. We’ll then post that book trailer on YouTube and... here’s
the best part… we add it to more than 41 additional video sites online
for even greater exposure.
One
of the big benefits of a book trailer is how is improves search engine
ranking for an author’s main web site, providing you carefully select
traffic driving key words and titles. An example of book trailers we’ve
created can be viewed at Westwind Communications YouTube Channel at: http://www.youtube.com/thebookpublicist
How can a book trailer help? Recently we landed a terrific article
for one of my authors in The Patriot Ledger outside of Boston.
First, they ran a photo of the author holding his book. They mentioned the
upcoming book signings I asked him to arrange after we had this
story confirmed so he could capitalize on the PR.
The Ledger also included a link and screen shot of the book trailer video
we produced for YouTube. The best part? ABC-TV
CH-7 of Boston then saw the article and book trailer, realized it was
a good visual story and came out to the author’s house and shot their
own story! http://www3.whdh.com/news/articles/local/BO104915
It really proves my point that “PR Begets PR, the More You Get, the More
You Get!”
There
are a lot of ins and outs when it comes to YouTube. If you are serious
about using it then I suggest you buy a new book How to Make Money With
YouTube, by Brad and Debra Schepp. In this insightful guide the
authors unveil specific steps to harness YouTube’s power to turn a
profit. The Schepps offer in-depth, easy to understand instructions on
everything from shooting and uploading videos to fundraising and
marketing, to building buzz, and how to get your videos noticed.
They also draw on one infamous company’s humorous “Will it Blend?”
video that brought thousands of new customers to its website. You’ve
probably seen it. A guy in a lab coat blends everything from food to
iphones in their blender demonstrating how powerful the blender really is.
The book is filled with valuable advice and practical tips to allow
readers to maximize their earning potential on YouTube. Check it out at: www.bradanddeb.com
One
of the most valuable features of How To Make Money With YouTube are
real-life success stories from video marketers who used the site to launch
successful consulting businesses. A featured success story is from my own
firm about Mr. Duey mentioned above. (www.westwindcos.com).
The bottom line: You must harness the power of YouTube
to promote your business right away. You can’t go wrong.
Scott
Lorenz is President of
Westwind Communications,
a public relations and marketing
firm. Lorenz works with doctors,
lawyers, inventors, authors, start-ups and entrepreneurs. As a book
marketing expert Lorenz is retained by top execs and bestselling authors.
Email: scottlorenz@westwindcos.com
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