Let’s pretend that you own an auto repair shop. One day, a customer comes in to inquire about new brakes on her Honda. She knows it’s a necessary repair, but she is shopping around for the best value. You — being a savvy business owner with a smart marketing sense — immediately offer to do the job free of charge.
Why on earth would you do a job that takes all afternoon, and costs hundreds of dollars in parts, for free?
Because you can videotape it and put it on the Internet.
We’ve seen huge success with our clients who choose to use how-to videos on YouTube as a marketing tool. Sure, there is the time and expense involved with creating that video. But the beauty lies in the multiplying effect of the Internet. You only need to make that video once. Then you sit back and watch the views pile up.
Sure, most of the people who watch your video will pilfer the valuable information and forget about you. But if you garner over 100,000 views — as a client of ours did on this plaster repair how-to video — you only need .001% of them to convert to sales to get 100 new customers.
Of course, if you want to turn those views into sales, you have to go a bit further. Here are some tips for posting how-to videos.
Think like a newbie who’s searching Google. You’re an expert in your field, but your potential customers are most likely brand new to it. Forget everything you know about your product and imagine what you’d type into the Google search box if you were looking for information. Then, use that search term as the title of your YouTube video.
Include your website. In the “Description” portion of your how-to video, always start with a link to your website. YouTube only includes the first few lines of a description under the video unless you click “Read More” — which most people don’t — so always lead off with a link to your website. Be sure to write out the full url (i.e. http://www.mondomediaworks.com), as YouTube will not hotlink the shortened mondomediaworks.com.
Encourage follow up. At the end of your video, always add a line or two encouraging viewers to further engage with you or your product. You can offer a special deal just for those who watched the video, or encourage them to email their own questions which you can then turn into more how-to videos.
Get out there and give away your services and see what happens. Let us know in the comments below if you’ve seen similar success with how-to videos.