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C h a p t e r 2 Developing Your YouTube Marketing Strategy 33

video there. It’s a great enhancement to a realtor’s selling services, and it doesn’t cost
you a dime (beyond the cost of shooting the video, of course).

Customer Testimonials

You can also use YouTube to promote your company or reinforce a buyer’s decision.
To that end, the time-honored approach of using testimonials from existing cus-
tomers is a viable one. Send a video crew out to the customer’s location, or invite
him or her to your office, and let the camera roll. Film the customer talking about
her experience with your company in her own words, and you have an effective
plug for who you are and what you do.

Company Introductions

For that matter, you can use YouTube to introduce your company to your cus-
tomers. This could be in the form of a short brand-building video or a video wel-
come from the company president—even a video tour of your offices or factory.
This is especially beneficial for companies that employ innovative production tech-
niques or create especially interesting products.

Expert Presentations

If your business is a leader in its category, or if you are an industry expert, you can
establish and exploit that expertise via a series of YouTube videos. All it takes is a
video camera or webcam pointed at you behind a desk; you then spend three or
four minutes talking about a particular topic or issue of interest. If you truly know
what you’re talking about, your video will help to establish your professional cre-
dentials and burnish your company’s image.

Business Video Blogs

This leads us to the topic of video blogs, or vlogs. A vlog is like a normal text-based
blog, except that it’s spoken and put on video. You or someone from your company
sits in front of a webcam or video camera and expounds on the issues of the day.
Perhaps multiple vloggers participate so that you present a variety of faces to the
viewing public. In any case, you use the video blog as you would a normal blog: to
comment on contemporary issues and put a human face on your company.

Executive Speeches

If your company likes to communicate regularly to its employees, YouTube presents a
better way to do so. Instead of sending a soulless memo to the worker bees or trying