Different companies have different goals for the online component of their marketing mix.You may be trying to generate brand awareness or promoting a particular product to drive sales. Whatever your goal,YouTube can and should be an important part of your overall marketing mix.

YouTube for Brand Awareness. Large national companies and major advertisers often use YouTube to enhance the awareness of their brands. Instead of focusing on individual products or services, these videos push the company’s brand, often in the same fashion used in traditional television advertising.

YouTube for Product Advertising. If you can use YouTube to push an overall brand, you can use it to push individual products, too. This requires a more direct approach, although it’s still important to make the video informative, educational, or entertaining.

YouTube for Retail Promotion. You can also use YouTube to promote a company’s retail stores. For example, you might want to record a short store tour or highlight individual departments or services within the store. Make the video informative, and you stand a better chance of grabbing eyeballs.

YouTube for Direct Sales. YouTube is a terrific channel for generating direct sales for products and services. All you have to do is show the product in action or provide a clip of the service in question, and then ask for the sale by directing the viewer to your website.

YouTube for Product Support. Consider some of the most common customer problems and questions, and produce one or more videos addressing those issues. If you can help your customers help themselves, you provide them with a useful service and reduce your company’s support costs—all with a free YouTube video.

YouTube for Product Training. Your company can also use YouTube for internal purposes. Take, for example, the issue of product training. You have a new product to introduce and a sales force to train.

YouTube for Employee Communications. Instead of holding a big company meeting just so that the big boss cangive his yearly state of the company address, have him record the address and post it on a private channel on YouTube.

YouTube for Recruiting.Don’t underestimate YouTube as a recruitment tool for new employees. If you have a company welcome video, post it on YouTube and make it public.

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