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2 Introduction

It’s this size that makes YouTube attractive to businesses—as well as the relatively
low cost of entry. The cost of making a YouTube video is next to nothing; you don’t
need much more than a camcorder and a computer. If you can reach even a frac-
tion of YouTube’s 130 million users, you can get a very big bang for your marketing
buck.

That’s why I wrote this book, to help you learn how to add YouTube to your com-
pany’s online marketing mix. Judging from the number of interviews I give and
questions I get asked, it’s obviously a topic of interest for a lot of organizations, large
and small.

I try to answer as many of these questions as possible in this book. You’ll learn how
you can use YouTube to market your company, brand, products, and services online;
what types of videos you should create; how to create those videos; and how to pro-
mote and make money from your YouTube videos. It’s easy enough that any busi-
ness can do it.

The new edition of YouTube for Business adds to what I first presented two years
ago, to cover YouTube’s new features for marketers. You’ll learn how to promote
your videos on the YouTube site, insert pop-up notes and annotations, add clickable
overlays to your videos, and create a customized brand channel. I even address how
to use YouTube for B2B marketing, which is always a hot topic.

Know that the information included in this book is both strategic and technical.
That means you’ll find general marketing advice alongside specific technical
instructions; you’ll learn how to use YouTube as a marketing tool as well as how to
create, post, and manage YouTube-friendly videos. If you do it right, YouTube can
become an important part of your marketing mix and drive a lot of traffic (and
sales) to your existing website.

How This Book Is Organized

YouTube for Business, Second Edition is part marketing text, part computer book;
that’s because you need both marketing and technical skills to take best advantage
of YouTube as a marketing channel. To that end, I organized this book into four
main parts, as follows:

• Part I, “Marketing Your Business Online with YouTube,” helps you
incorporate YouTube as part of your online marketing strategy. You’ll
learn how YouTube can help you market your business, as well as dis-
cover the three types of videos that can lead to YouTube success.

• Part II, “Producing Your YouTube Videos,” is all about the technical
aspect of creating videos for online videos. You’ll learn the necessary
audio and video technology, as well as how to create webcam, semi-pro,