Published Thursday, January 10th, 2013, by Mike Sullivan.
If you’ve so far ignored YouTube, now is the time to take a look at this growing video platform and how it can help you drive tenants through your business center doors. Some of your competitors are already finding success.
YouTube is a powerful marketing vehicle because it sees more than 800 billion unique users each month. Over 4 billion hours of video are watched each month on YouTube. YouTube is localized in 43 countries and across 60 languages. Traffic from mobile devices tripled in 2011. More than 20% of global YouTube views come from mobile devices. The equivalent of five hundred years of YouTube videos are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute. And it’s all free.
“If your video is creative or funny or informational enough, it has the potential to go viral. That means that potentially thousands of other people will be sharing your video with their people. That’s exposure to your business from an infinite amount of people,” said Sean Marshall, an online marketing strategist in San Francisco.
“Based on the key words you use, your video has the potential to be seen around the world. This means you could have new clients or customers overseas! Have a local business? Not to worry. You can target local searches as well and become the go-to person in your region.”
Major business center brands are already at work on their YouTube marketing strategy, including Avanta, Servcorp, and Orega. Let’s take a look at the creative ways these business center brands are leveraging YouTube.
For its part, Orega just posted a video on a fun event that helps demonstrate the business center’s corporate culture. At a recent Business Show, Orega brought along a Cash Cube. Someone had a video camera on hand to take some footage. A quick edit yielded a YouTube video with Barrett Strong’s classic song “Money” playing in the background.
The Cash Cube video was a departure from Orega’s usual YouTube video strategy. Typically, Orega uses YouTube to offer video tours of its business center. That’s also an excellent marketing strategy but mixing it up with this fun Cash Cube video is refreshing – and it worked. It has more views than the other videos it has produced and still gets the brand name out there.
Servcorp, on the other hand, tends to focus its YouTube strategy on marketing specific features, like virtual offices, Servcorp call routing, virtual receptionists, voicemail management, global broadband Internet and so on. This strategy differs from the competition, which, again, typically focuses on business center tours. Servcorp has been successful in marketing its videos. Some have more than 10,000 views.
Avanta focuses on consumer testimonies. Avanta’s YouTube channel offers compelling stories from customers who discuss the benefits of using Avanta business centers, along with a mix feature-oriented videos that show virtual offices, video conferencing, shared offices and so on.
These are just a few of the business center providers that are leveraging YouTube. As you can see, there are many ways to skin this video marketing cat. A blend of all three of these strategies would be ideal: peppering your YouTube channel with traditional business center tours, offering videos on services, customer testimonies, and, of course, some fun stuff to show your corporate culture.
How is your business center using YouTube?