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

Starting Fresh

Finally, you can move beyond your existing campaign and create something totally
new for YouTube. Play to the differences inherent in the YouTube medium; create a
video campaign that exploits what’s new and unique about YouTube. Just make sure
your YouTube-specific activity hews to the same overall message you use in the rest
of your marketing.

The Big Picture

For many businesses, YouTube can be an important component of their overall
marketing mix. YouTube’s role is a more subtle one, different from the hard sell
approach of advertising or direct marketing. That said, your YouTube videos should
reflect the same look and feel as the rest of your marketing activities, and forward
the same overall message and goals. And when it comes to coordinating your online
and traditional broadcast video marketing, know that repurposing is seldom the
best approach—although you can use YouTube to extend and expand successful tel-
evision advertising. In most instances, however, it’s better to create something new
and unique for YouTube, while working holistically with the other elements of your
marketing strategy.