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.
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, ...