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Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video by Kevin H. Nalty

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Chapter 15. Guerrilla Video for Entrepreneurs and Cause-Related Marketing

Entrepreneurs or nonprofits generally lack agencies and large budgets, and are better suited to guerrilla marketing via online video. I would encourage small businesses or individual consultants to review Chapter 13, "How to Get Popular on YouTube," since the advice there is applicable to those with start-ups or cause-related marketing.

In this chapter you will learn:

  • How to use online video and social media to garner intelligence about your marketplace.

  • Ways to identify video-production talent without the high costs that large companies and agencies face, and distribute and promote that content on a shoestring.

  • Techniques to help market your service, product, or cause via video webstars already speaking to your target audience.

  • How to create your own videos to satisfy your customers' needs (for information or entertainment), and earn the right to promote.

Entrepreneur magazine reaffirmed the benefit to small business: "Going way beyond YouTube, online video has become a necessity among businesses and individuals looking to boost traffic and create a sophisticated web presence." If you're marketing yourself, or your products or services, online video can be a complement to paid search for efficiently targeting prospects.

Finding Talent

The reality is that there's a lot of amateur talent available to work without high costs—often individuals who work part-time or who are students. They can create incredible videos, ...

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