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F I G U R E 2 - 4 : D R S T E V E N YA R I N S K Y U S E S Y o u T u b e TO H E L P MARKET HIS PRACTICE AS A PLASTIC SURGEON
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and the concept of calling and scheduling a consultation to meet with the professional and to evaluate your needs This advice applies to other professionals, of course, not just to doctors An accountant or lawyer wouldn t post a video of herself crunching numbers or reading through briefs Instead she should sell herself and provide viewers with a means to get in touch with her to follow up Know Your Goals Before you set out to create your business video for YouTube, be sure you clearly understand the goals you hope to achieve How can you possibly address your audience before you fully understand what it is you hope to accomplish You also need to think about what it is you want your customers to do after they have viewed your video Do you want them to follow a link to a Web site Do you
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want them to buy something Like Dr Yarinsky, do you want them to call Do you want them simply to remember you and help you advertise your business by e-mailing your video to their friends The end result you re aiming for will make a huge difference in the video you present (New YouTube tools that allow you to add annotations to your videos, for example, can help make your video an even more effective marketing tool for you We ll discuss these things in detail in s 4 and 5 ) I already had a marketing plan before I launched, said Arnel Ricafranca of Fitness VIP Arnel, a fitness trainer by trade, is a Guru on YouTube His Channel page appears in Figure 2-5 As we write this, he has more than 20,000 subscribers with a quarter million views In addition to his YouTube presence, Arnel has some free Web sites and a membership-based site where he sells tness items including benches and electronic books Those sites have now had somewhere between 13 and 15 million views
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FIGURE 2-5: FITNESS TRAINER ARNEL RICAFRANCA USES YouTube TO HELP MARKET HIS FITNESS PRODUCTS
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The more videos I have the more exposure I get, he explains So I keep adding them Some do well and some don t, but I m building keywords, like six-pack abs and workout I consistently upload one video a week I don t give up, even when it s not going so well Arnel s efforts have worked When we searched Google for six-pack abs one of his videos appeared on the first page of search results It helps that his YouTube videos all include the Web addresses for his most pertinent Web sites, and that the Web addresses for his sites are on every YouTube page that has anything to do with him YouTube drives thousands and thousands of people to his Web sites So Arnel is a shrewd YouTube businessperson, but he s also just a good businessperson all around For example, Arnel knows his own business well enough to know how seasonality affects it He recognizes that summer is a slow time for his industry In the spring I put up a lot, because people want to get into shape for nice weather, he noted Summer, I slow down, but I still keep uploading Advertise Around the Globe Promoting your business on YouTube automatically makes your business part of a new global community You ll be able to attract customers and clients from all those countries we mentioned in 1! If you plan to have a Web presence, YouTube must be a part of your strategy in the twenty- rst century It s just too vital a medium for you to ignore And you can bet your competitors won t be ignoring it, even if you are
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