FILIP MATOUS is a digital strategist who can be found on Twitter at @filipmatous or on EvergreenReputation.com, a company he co-founded.
SMALL AND medium-sized enterprises (SMEs) that start using YouTube as part of their marketing mix often focus on the wrong metrics for business success. All too often, YouTube newbies focus on the viewer count. “The more views, the better! A slick video is what we need, blasted through some social media channels; let’s get viral!”
Most likely you won’t go viral. And, as an SME, view count is one of the worst metrics to use if your business objectives are based on wanting to increase sales or gain warm leads.
First, allow me to briefly introduce ...