Monday, May 4, 2009

Educating customers through YouTube videos

YouTube is a video sharing website where users can upload, view, and share video clips. Have you ever used YouTube? Many people use YouTube for comedy and music, but can it be used as a tool for educating your consumers?

Lauren Luke is a cosmetics entrepreneur. She is a self-taught makeup artist who has used YouTube videos to educate consumers on makeup application. Her videos include experimenting with bright colors and recreating celebrity looks. Why are her videos successful? Luke is a "girl-next-door" type who offers easy to understand, step-by-step instructions for her customers who have no technical cosmetology experience. Since her first video post 18 months ago, Luke's videos have been viewed over 40 million times.

What does makeup have to do with agriculture? You may have a great product or service, but if your customer doesn't know how to use it or doesn't understand how it can benefit their lives, you won't be successful. Many women are intimidated by the amount of colors and brands of makeup available and don't know how to apply it or what to use. Luke's videos help women learn what makeup is best for their skin and how to use it.

Let's use a home-based jelly business as an example. Customers already know what jelly is and how to use it (spread for toast and crackers), but where else can it be used? You could post a video on creating a marinade with an orange marmalade or mixing a strawberry jelly with a cake mix to create a homemade strawberry cake. Another video idea would be to talk about the ingredients in your products like blueberries which are high in antioxidants and can help protect the body from free radicals. A customer can read a recipe card, but by watching a video, they can see how easily they can recreate your recipe or learn about health information. Also, a video allows your customer to see whom they are buying from--making the sale more personal.

Lauren Luke article

Have you used YouTube videos as a marketing technique? Have your videos helped you to strengthen your customer base?

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