Tips for Getting Started With YouTube and Video Marketing
At the 2015 NAMM Show, John Mlynczak led a dynamic panel discussion on video marketing and YouTube with Kurt Witt of Woodwind & Brasswind, Ben Werlin of MusicStoreLive.com and Doug Doppler of GearTunes.com. They offered proven ideas for getting started on YouTube and choosing the right gear, along with tips and tricks for better video marketing.
Mlynczak began the session with a startling statistic: “For every 1 minute that passes, 6,000 videos are uploaded on YouTube.”
Here are highlights from the NAMM U session. (And make sure to watch the session video for great examples of YouTube marketing.)
What is your most successful video and why?
Werlin has been using his company’s core story video for almost four years and recommended this type of video as a good place to start.
“If there’s one video you’re going to make, it’s a no-brainer,” he said.
“When people are shopping online, it opens the door to get to know you. That connection provides the missing element of making the buyer feel comfortable doing business with you.”
Witt volunteered that product reviews and demo videos are an opportunity to empower customers. When creating product reviews and demo videos, it’s important to use a person who represents your business and customers, according to Witt. He once sent a trusted user and musician the Yamaha Silent Brass system and asked him to make a video about it. It turned out to be very successful, and it wasn’t scripted. The customer filmed it in his home studio, on the tour bus and in his hotel room. “Sometimes you find the best content from your customers and let them look at products from their perspective as a musician,” Witt said.
Why do we need to get video on YouTube?
According to Werlin, it’s practical, efficient, functional and makes a lot of sense from a logistical standpoint. It’s also simple—you don’t need additional software to upload videos to your YouTube page.
Witt noted that people can search YouTube for the categories or products they want to see. “It’s a major bonus to draw in people that you wouldn’t have had as customers,” he said.
What is your planning and creative process, and how do you judge ROI? How do ROI and metrics play into your conceptual phase?
Mlynczak played a short clip for Monster Rock cables, so the audience could get a feel for a video with effective content, vibe and flow. The video was produced by and featured Doppler, who commented, “It’s all about scripting.”
The panelists remarked that it’s self-evident with YouTube and your website metrics if your video is getting found and played. If it’s not working, make another video.
How do you make a video connect? Does it have to be funny or highly creative?
Doppler suggested focusing first on what you want to convey instead of just focusing on making more sales. “I want people to feel informed, play well enough and be inspired, and I try to present that in a concise way [through video],” he said.
Doppler suggested only setting up one camera. Then, tell a story that’s meaningful about a piece of gear and why you love it and have a passion for it.
“We’re in the service industry,” he said. “The more effectively you get across how you’re going to serve your customers, the better off you’re going to be.”
How do you get noticed among all the videos on YouTube?
Witt shared that you have to be smart about adding basic search engine keywords and terms that provide traffic back to your site. He stated that YouTube can be an entry point for a new customer to discover your brand, products and company.
Werlin noted that YouTube views can snowball. If you get noticed on YouTube because your ranking is high, people start subscribing to your channel and you get automatic views.
What resources do you need to get started?
Doppler stated that it’s as simple as using your phone, wherever you are. “I’m looking at the people ROI—relationships create the opportunity from which sales come,” he said. Doppler suggested accessing tutorials about choosing the right video gear for filming YouTube videos.
Werlin recommended hiring a great videographer, especially if it seems daunting for you to edit video. He remarked that it won’t break the bank, and it’s a great return on your investment.