You will find tips on how to use YouTube to be promote your business. You will learn how to use YouTube and what to keep in mind while planning your channel so that you are able to achieve your business objectives.

1. HARBINDERNARULA
How to effectively use to Brand your Business
©
Harbinder
Narula,
2013;
www.harbindernarula.com

2. Why use YouTube for your Brand?
For
the
same
reason
we
use
any
other
media
to
promote
our
business
–
Reach.
YouTube
is
accessed
by
millions
of
people
everyday
not
only
to
watch
and
share
personal
videos
but
also
to
get
informa,on
&
guidance.
People
use
YouTube
to
understand
features
of
the
new
phone
that
they
intend
to
purchase,
to
know
how
to
use
the
new
soHware
or
learn
how
to
beIer
their
digital
photography
skills.
It
is
not
only
a
great
opportunity
to
adverKse
but
also
to
engage
with
the
audience
and
be
their
friend.
In
the
next
couple
of
slides
I
will
try
and
capture
a
few
Kps
on
how
to
effecKvely
use
YouTube
to
grow
your
brand
online.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

3. Consider it to be a
business ToolTip # 1
YouTube is an eco-system that allows
people to share videos. Like most social
networks, this eco-system is also bound
by rules, which may change. So it may
be a great idea to use YouTube like
another social network to engage &
share to be able to influence your
audience and redirect them to a place
which is owned by your business to
transact.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

4. Optimize keywords to
leverage SEOTip # 2
YouTube
is
owned
by
Google
and
videos
appear
high
in
search
results,
so
make
sure
that
the
tags
and
descripKons
are
keyword-­‐
opKmized.
YouTube
is
also
recognized
as
the
second
largest
search
engine
aHer
Google
and
people
are
accessing
it
for
various
reasons
that
in
many
ways
influence
their
purchase
decisions,
so
opKmizing
the
words
that
describe
the
video
is
important.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

5. Appear as an expertTip # 3
The
key
is
not
to
sell
but
to
show
your
experKse.
Pick
a
problem
related
to
your
business
that
your
viewers
might
have
and
give
them
a
soluKon.
If
you're
an
Interior
Designer,
offer
a
simple
design
Kp.
A
dry
cleaning
company
can
make
videos
on
easy
Kps
to
pack
clothes
at
the
end
of
the
season.
Show
them
something
you
know
how
to
do
that
will
benefit
them.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

6. Create content, NOT AdsTip # 4
The
consumers
are
not
interested
in
tradiKonal
forms
of
markeKng
on
an
interacKve
media
like
the
web
&
mobile.
They
want
to
be
educated
and
their
behaviors
of
search
&
discovery
of
informaKon
have
changed.
People
look
for
and
expect
to
find
soluKons
online
which
is
why
they
look
for
content
that
can
help
them.
Recently,
‘Shoppers
Stop’
effecKvely
used
videos
that
explained
how
to
Ke
different
kinds
of
Tie
knots.
They
saw
a
surge
in
the
traffic
to
the
product
catalog
page
on
their
e-­‐commerce
site.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

7. Your products in actionTip # 5
Don't
just
show
your
products
or
services,
but
show
them
in
acKon.
If
you
sell
barbecue
grills,
teach
your
viewers
some
great
BBQ
recipes.
Videos
that
show
how
to
do
something
using
the
product
are
the
most
effecKve
in
markeKng.
Similarly,
a
camera
manufacturer
can
upload
videos
that
help
a
user
learn
how
to
click
beIer
pictures.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

8. Upload testimonialsTip # 6
YouTube
videos
are
a
great
way
to
build
credibility
&
trust
for
your
business.
It
has
been
repeatedly
menKoned
that
social
media
is
all
about
conversaKons,
and
in
business
context
it
is
similar
to
a
word-­‐of-­‐
mouth.
If
this
is
the
case,
tesKmonials
about
your
product
or
service
could
add
value
in
building
trust
and
further
influencing
purchase
decisions.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

9. Keep it short & simpleTip # 7
Videos
don't
have
to
be
long.
In
fact,
they
shouldn't
be.
Focus
on
making
videos
that
are
just
a
few
minutes
long.
If
you've
got
a
topic
that
stretches
over
4
to
5
minutes,
make
two
videos
covering
different
aspects
of
it.
You
cannot
be
sure
of
the
device
the
user
may
use
or
the
bandwidth
that
person
may
have
access
to,
so
keeping
you
videos
short
as
well
as
light
will
make
the
viewing
experience
pleasurable.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

10. Give a sneak peekTip # 8
You
might
like
to
make
videos
that
show
your
business’
inside
operaKons.
Viewers
who
already
like
your
brand
love
to
get
a
sneak
peek
at
what
goes
on
behind
closed
doors.
This
would
actually
work
well
for
luxury
brands
to
let
the
audience
know
of
the
processes
being
followed
and
the
quality
of
raw
material
being
used
which
will
make
the
brand
unique
and
aspiraKonal.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

11. Socialize & subscribeTip # 9
YouTube
is
a
social
media
site
so
one
must
use
it
like
one.
It
is
ok
to
subscribe
to
other
channels,
watch
videos,
comment
and
make
friends.
You
will
soon
find
that
other
users
will
do
the
same
for
you
and
you'll
create
a
network
of
similar
minded
businesses.
This
will
result
in
gebng
traffic
to
your
YouTube
channel
which
could
result
in
business
leads.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

12. Customize your channel
Tip # 10
Make
use
of
all
of
the
customizaKon
opKons
that
YouTube
offers
for
your
channel.
Try
to
give
your
visitors
the
best
user
experience
possible.
Here
are
a
few
pointers:
Leverage
One
Channel
Design:
It
is
clean
and
is
more
friendly
for
a
business
channel
and
is
also
responsive
to
the
device
being
used
to
access
YouTube.
Customize
the
background
and
Align
themes
and
colors
with
your
website
and
other
markeKng
materials.
Choose
a
player
view:
It
will
help
you
feature
a
video
you
want
to
promote.
Create
playlists:
This
will
help
arrange
the
videos
for
easy
access
for
your
audience.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

13. Schedule content production
Tip # 11
It
doesn't
maIer
how
oHen
you
produce
videos,
but
you
need
to
do
it
regularly.
Decide
how
many
you'll
post
per
week
and
sKck
to
it.
This
will
engage
your
users
to
come
back
to
your
channel
more
oHen.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

14. Use annotations
Tip # 12
You
can
add
logos
and
text
links
on
the
video
which
can
be
helpful
in
redirecKng
the
user
to
other
landing
pages,
other
videos,
playlists
or
subscriber
opKons.
This
is
an
effecKve
way
to
build
a
call
to
acKon
on
your
videos.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

15. Push people to your website
Tip # 13
It
is
more
useful
to
have
people
visit
your
website
than
just
hang
around
on
YouTube.
At
the
end
of
the
day
you
are
using
YouTube
to
promote
your
business
and
you
want
people
to
transact.
Some
of
the
ways
in
which
you
could
do
that
are:
1. Include
you
web
URL
in
the
descripKon
2. Include
a
link
in
the
“About”
secKon
3. Use
a
link
in
the
annotaKon
4. Use
YouTube
to
upload
teasers
and
main
content
is
on
your
website.
This
is
effecKvely
used
by
premium
content
owners
who
use
YouTube
for
trailers
and
sell
content
on
their
own
website.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

16. Embed with other
social mediaTip # 14
Put
your
videos
all
over
your
other
social
media
sites.
Embedding
videos
is
as
simple
as
copying
a
code
and
pasKng
it.
You'll
get
them
seen
by
more
people
and
you'll
also
get
backlinks.
Once
you
upload
a
video,
you
can
provide
a
link
through
your
blog
and
you
may
even
tweet
about
it.
Using
Facebook
is
an
effecKve
way
to
drive
traffic
to
your
YouTube
channel.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

17. Build in Call-To-Action
Tip # 15
We
must
not
forget
that
we
have
business
objecKves
to
deliver,
and
that
is
the
reason
we
are
using
YouTube
(at
least
when
you
are
using
it
to
promote
your
business).
You
can
ask
the
user
to
do
something
reasonable
that
will
benefit
both
of
you.
You
can
ask
him
to
subscribe
to
your
channel,
visit
your
website
or
just
share
the
video
with
friends.
It
may
be
a
smart
thing
to
build
compelling
reasons
which
results
in
acKon
like
promoKng
a
coupon,
teaser
to
an
event
etc.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

18. Viral worthy
Tip # 16
Everybody
wants
to
have
a
viral
video.
Just
one
video
that
goes
viral
can
get
you
exposure
like
you've
never
dreamed
possible.
Most
viral
videos
get
passed
around
because
they're
funny,
so
add
a
bit
of
humor
to
your
videos.
If
your
agency
is
smart,
they
will
be
able
to
integrate
your
brand
smartly
in
the
video.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

19. Use ‘insights’ to review
Tip # 17
You
can
use
YouTube
Insights
to
review
the
success
of
your
videos.
You
can
analyze
and
find
out
who
watched
your
videos
and
how
did
they
discover
the
videos.
This
will
provide
feedback
on
what
kind
of
videos
work
well
with
your
audience
and
will
help
you
plan
further.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

20. Once
you
start
seeing
results
from
your
YouTube
branding
efforts,
you
might
consider
upgrading
your
video
equipment.
To
get
started,
all
you
need
is
a
good
web
cam.
But
invesKng
in
gear
such
as
lighKng,
a
beIer
sound
system,
a
camera
and
ediKng
soHware
can
help
you
produce
beIer
videos
more
easily.
It's
well
worth
the
money
to
create
higher
quality
videos
than
your
compeKtors'.
©
Harbinder
Narula,
2013;
www.harbindernarula.com

21. About the author
Harbinder is a product crusader who loves consumer web and enjoys working on
non-obvious ideas. In the past 17 years, Harbinder has worked in the internet
and mobile industry with focus on content and business development.
Some of the exciting stuff that Harbinder has done includes re-launching the
Indiatimes IVR portal as a separate profit center in ‘05 followed by starting
Google’s business development function in India and then launching YouTube’s
India site with premium content partners on board. He also was a part of the
management team at a startup that launched gifting of mobile airtime among
expats in the US followed by leading Buongiorno’s mobile operator led business
in India. Most recently he exited the online healthcare venture which he kick-
started as co-founder, after handing over the operations in the hands of a team
he developed.
Harbinder currently offers business consultancy and is known to connect ideas
with resources. Also, he regularly takes time out to mentor young entrepreneurs.
Email: mail@harbindernarula.com Phone: +91.9910773666
©
Harbinder
Narula,
2013;
www.harbindernarula.com