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230 Part IV Promotion and Monetization

page. You might even want to include your video’s embed code in the introductory
email, in case the blogger wants to actually embed your video in his blog.

Tip

If you’re so inclined, and have the time, you can reach out to individual
bloggers via personal emails. This hands-on approach is much more effec-
tive than the blanket press release method.

In some instances, you might be able to pay bloggers to mention your videos. This
pay per post (PPP) approach seems odious to some, but it’s increasingly common in
the blogosphere.

When a blogger links to or embeds your video in his blog, you just created a new
stream of viewers for your video. A certain percentage of these new viewers link
back to your corporate website, just as a certain percentage subscribe to your chan-
nel to view future videos—thus becoming future potential customers.

Post to Other Web Forums

Along the same lines, you should work the various websites, forums, and message
boards that target the same audience as your videos. Participate in appropriate dis-
cussions on these forums so that you can throw in a mention of or link to your
video without appearing particularly mercenary.

After you become a familiar face on a given forum, it’s okay to start a new discus-
sion when you have a new video to promote. Yes, this is a tedious and time-con-
suming approach, but it’s quite effective; you’re reaching out to some of the most
influential members of the target community.

Caution

In most web communities, don’t even think about making a promotional
post until you’ve established a presence in the community. Most communi-
ties are quite insular and uniformly dismissive of “carpetbaggers” operating
purely in their own self-interest.

Work the Social Media

Another way to drive traffic to your videos is via a presence on Facebook, Twitter,
and other social media sites. After you create your own personal or company page
on these websites, you can then include YouTube videos as part of your status
updates and tweets.