When you and the members of your inbound marketing team have a meeting about your new YouTube channel, there are some questions you need to ask. If you set out with a nonchalant attitude, then you are going to run the risk of a public relations or reputation management snafu. YouTube is just like any other information dissemination method, which means that if you mess up via YouTube, then your company reputation could suffer irreparably. And who can afford that?
1 – Do we have a well-funded YouTube campaign budget?
Producing high quality YouTube videos is not cheap. You need correct video and audio capture technology, along with software for editing, and a number of other tools to help increase your production values. You will need someone to create your scripts, and other people to act them out and produce them. You should also give some thought as to how much it will cost to promote your videos so that more people see them.
2 – Do we have any staff that are good at video editing?
Capturing the video for your YouTube posts is only part of the challenge; the “magic” happens in the editing room. Even a very good script can be destroyed by bad editing. It may come from scenes being too long, to a stuttered video flow or poor continuity. You will also need the correct software so that the editor has full control over what is seen on the video. This is going to have to be done by someone who is very good at editing, because anything less than the best is going to look amateurish.
3 – Do we have a good script?
You need a script that makes its point as quickly as possible, in the most concise and effective manner possible. Many companies make YouTube videos as if they are videos that shareholders will see, or as if they are training videos that staff will see. However, this is a massive mistake. Your YouTube videos need to be more like mini movies that were shot with an advertiser’s mentality. A good script is one that ticks all the boxes, and does it with a view to maintaining the attention of an uninterested audience. It is a tough task, but a good script is one of the few things that will keep people watching your video all the way to the end.
4 – Do we have good actors for the video?
Even if your video is animated or has a voice over/narrator, you are going to need a good actor. The acting onsome TV adverts is terrible, and it damages the company. It is even worse on YouTube because people may be operating off shoestring budgets. This means that your YouTube video is only going to stand out if your actors are brilliant. It is very easy to make your video look as if it was shot by an amateur if the acting or voice acting is anything less than fantastic. Alternatively, skip the actors and showcase your staff members doing what they do best – being themselves.
5 – Do we have any staff that are good at audio editing?
Video editing is important, but audio editing may be even more important. As odd as it sounds, you can put a poorly optimized video with a good audio edit, and all of a sudden the production values are raised. This may be because audio editing is a lot harder than video editing, which is why people automatically assume a video is better if it has a well-edited audio track tied to it. Have a look at a few DVD extras when they show you the deleted scenes. Every now and again, you see scenes where the audio was not edited and the voices sound tinny, they echo, and they dip (in volume and tone). If you can find a good audio editor to make your video sound as if it was produced by a movie company, then you are already streets ahead of your competition and around 99% of the other YouTube videos.
6 – Do we have a marketing message that is suitable for videos?
This is a very important question. You need to examine your whole marketing campaign and look for weak spots that you can plug with YouTube videos.
7 – What type of videos are we going to concentrate on?
This is a very important question, because you are going to meet with failure if all you do is post a bunch of YouTube adverts as video posts. You need to decide if you are going to give product demonstrations, or give tutorials using your own products. You may use YouTube videos to give evidence that the claims you make on your marketing campaign are true. You could use your YouTube channel for marketing and brand building, but you are going to have to go out of your way to make your videos ultra interesting and attractive.
8 – How are we going to promote our videos?
You are probably going to need a budget for this. On the other hand, it may be a lot easier than you first imagine. YouTube videos are very easy to embed into websites, social media sites and emails. Sure, it is going to cost you money to market your videos, even if the money is merely spent on staff hours, but your choices for how to market it are quite varied; all you need to do is pick the method most suited to your business.
9 – Is there going to be any ROI for our videos?
You are going to be investing a lot of time and money into these videos. So, it is imperative that you decide what your return on investment is going to be from the very start. Try to make it something specific that you can measure. Saying that your goal or aim is to build your brand is a laudable priority, but how are you going to measure it? How are you going to figure out if you are getting any return on your investment? If you cannot figure out, or measure, your ROI, then how will you justify making more YouTube videos in the future?
10 – What are our competitors doing?
This is an important question, because you need to decide if you are going to copy your competition or if you are going to differentiate yourselves from them. If they are running a very successful YouTube campaign, then it may be wise to copy them. If you feel that you could run a better YouTube campaign, then you may decide to differentiate yourself from them. In none (or very few) of your competitors are on YouTube, you will have to ask yourself why. You will have to figure out if being on YouTube is actually going to help you in any way.