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66 P a r t I Marketing Your Business Online with YouTube

blogs and social networks. Your message should be consistent, no matter where cus-
tomers encounter that message.

What does that mean, in reality?

First, it means that the way you define your business has to be consistent. The key-
words you choose as part of your search engine optimization should also be the
keywords you purchase for your PPC advertising, should also be key words in the
copy for your display ads, should also be highlighted in the promotional emails you
send to customers, should also be talking points when you communicate with influ-
ential bloggers, should also be present in the electronic press releases you send to
online news organizations, and should also be incorporated into the scripts of your
YouTube videos. You can’t describe your business one way in press releases, another
way in advertisements, and yet another way in videos; you must have a consistent
message.

That extends to using themes and images from your YouTube videos on your web-
site—especially in the landing pages you create for your YouTube campaigns. When
someone clicks to your website after watching a YouTube video, they should land on
a page that not only repeats the message from the video, but also mirrors the look
and feel of the video. Again, consistency is the key.

That doesn’t mean, however, that you can’t adapt the message for the medium. You
need to exploit the unique nature of the YouTube community when producing your
online videos; you can’t just port a print ad to YouTube and expect it to work. You
have to give YouTube viewers the experience they expect, not one more suited to
another marketing vehicle.

That said, your videos shouldn’t veer off into a totally different direction from the
other marketing you do. You have to consider all your marketing activities in a
holistic fashion; someone approaching your product or brand via YouTube should
receive the same message as someone learning about you via email or blogs or
social networking or radio or print. You need to send a similar message via all your
marketing activities, traditional or Internet-based.

The point is, all of your marketing vehicles need to work together. They have to
convey a consistent message and image, and should not send conflicting messages
to your customer base. Your marketing mix should be a consistent whole that is
greater than the sum of its parts.

Making YouTube Co-Exist with Television Marketing

If you’re a larger company, chances are you’re already doing some degree of televi-
sion-based marketing. What’s the best way to make your online and broadcast
videos work together?