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52 P a r t I Marketing Your Business Online with YouTube
Let me give you an example. Lowe’s (www.youtube.com/user/Lowes/) is a home
improvement chain that sells all sorts of parts and supplies. What better way to
show off what the company sells, as well as appeal to its do-it-yourself (DIY) cus-
tomer base, than produce a series of videos showing how to complete a variety of
different projects. Figure 4.2 shows just such a video, demonstrating how to install
lighting under a kitchen cabinet; it walks viewers through the parts they need, the
tools they use, and how to get the job done, step-by-step. It’s just one of more than
300 how-to videos they offer that really establish their authority in the DIY space.
Figure 4.2 A how-to video for installing under-cabinet lighting, from Lowe’s.
This approach can work for all sorts of companies. For example, if you sell cook-
ware or kitchen appliances, you might produce a series of cooking videos, showing
how to cook various types of dishes, such as the one from Williams-Sonoma
(www.youtube.com/user/WilliamsSonoma/) in Figure 4.3.
Figure 4.3 Learning how to cook chicken with saffron rice (yummy!) from Williams-
Sonoma.
