Since its launch in 2005, the video-sharing platform YouTube has become an indispensable advertising and marketing tool for businesses in every industry, of every size, to promote their products to prospects and customers. The scope of this website is undeniable—its 1.9 billion monthly users have made it the world’s second-largest search engine after Google.1 But how can you tap into that massive audience and use it to market your business (Figure 8.1)?

Figure 8.1 YouTube is everywhere

The good news is that just about every type of business can learn to use YouTube effectively, including B2B and B2C companies of any size, as ...

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