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YouTube by Michael Miller

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2. Developing Your YouTube Marketing Strategy

Before you shoot your first minute of video footage, you need to determine how YouTube fits into your marketing plans. What is your YouTube marketing strategy—what do you want to achieve, and how?

Developing a YouTube marketing strategy is similar to developing any marketing strategy. You need to focus on your customer (audience), your message, your products/services/brand, and the other elements of your marketing mix. Everything has to work together to bring your chosen message to your chosen customer, and generate the desired results.

You can’t just shoot a video and throw it on the YouTube site; you need to develop a plan. This chapter walks you through the elements of a successful YouTube marketing ...

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