October 2009

YouTube, the free service that allows you to upload online videos in two easy steps, can attract potential customers to your health and wellness business.

For example, someone who views your weight-lifting form videos can then follow a link to your website where you can sign them up for your free newsletter or offer a free fitness assessment.

1) What kind of videos should we post?

Personal trainers can benefit from creating workout tip videos, such as proper weightlifting form. Personal trainer Adam Davila markets his personal training business via YouTube exercise tips. Creating video workout tips has the potential to leave viewers wanting to see more - in person.

Shapes Health Club in Australia creates weekly video updates informing their members and other interested viewers about new promotions, equipment, classes, and contests. They use humor and a fun spokesperson in the videos to generate the kind of exciting and youthful atmosphere they have at their club.

Other examples of video ideas:

• Snippets of classes or training sessions
• "News you can use" videos about topics like fitness, nutrition and stress
• Mini video tours of your facility
• Show off innovative equipment or exercises (not just treadmills and free weights, please!)
• Success stories or testimonials from current customers and clients

A word to the wise: we've all seen hugely popular YouTube videos that have been viewed by millions.

Just remember that your goal is to reach potential customers, which usually means people who live in your community.  A wild and crazy video may get lots of viewers. But if turns off your potential customers - or simply doesn't appeal to them - you've wasted your time and harmed your brand.

2) Any production tips?

• Keep things simple, interesting and attention-getting.
• Wear what your customers and clients would normally see you wearing. Just be sure it’s clean, looks professional, and doesn’t have any distracting patterns, prints, images or words.
• Minimize background clutter and activity.
• Make sure the background is appropriate - no scuffed-up walls or other unprofessional distractions, please!
• Keep the videos around 2 to 5 minutes – no one wants to commit to a feature-length commercial.
• Don’t read directly from an article or advertisement. A bored viewer will quickly click on another video if yours isn’t engaging them.
• Ask yourself if you'd find your video interesting if you were a potential client

3) What kind of equipment and expertise do we need?

Once you select your target audience and the message and image you want to communicate, all you need is a webcam or a simple handheld digital video camera and basic video editing software.

Recommended cameras include the Kodak Zi8, Flip Mino HD, Samsung SMX-F34, and Vado HD Handheld.

Use basic video editing software to add a link to your business website at the end of the video.

Good entry-level choices include iMovie, Windows Movie Maker, and Nero 8 Ultra. A variety of free online editing services are also available, although these services come and go.

Your video has to meet these technical specs:

• Up to 2 GB in size.
• Up to 10 minutes in length.
• Upload up to 10 videos at a time.
• Capture and upload in HD.
• Recommended resolution 1280 x 720 (16x9 HD) and 640x480 (4:3 SD)

4) How do we get started?

1) Create a YouTube account:

a. Go to http://www.youtube.com and click on “Register”.

b. Choose a username that will help easily identify your business.

c. Choose your preferences, location, and birth date (do not use the “birth date” of your business. You must be 18 years or older to have a YouTube account).

2) Click the “Upload” button to upload your videos. You can also click “Capture video from webcam” to upload live from your webcam.

3) Select the file you want to upload.

4) Choose a descriptive, yet attention-getting title for your video.

5) Enter a description of your video.

Be sure to include a hyperlink to your business website. There isn’t much point to creating videos if the viewer can’t easily navigate to your site.

6) Enter as many related tags as you can. This will enable better visibility when viewers search for videos.

7) Select the appropriate category.

8) Check “Share Your Video with the World”. This will enable all YouTube users to view your videos.

9) Select “Save Changes”.

10) The video may take awhile to upload, so be sure not to navigate away from the page until you see confirmation that your video is uploaded.

5) What do we do once we've uploaded a few videos?

First, create a channel for your videos. Users can subscribe to your channel so that they know anytime you upload a new video – when they log in to YouTube, new videos posted to their subscribed channels will show on their page.

Once someone subscribes to your YouTube page, they can share the channel with friends and can link your channel to their website or social networking page.

Then, post your YouTube videos directly onto your website and social networking sites.

More articles on health & wellness marketing:
Customer Personalities: How To Market To EVERY Potential Customer
How Much Expertise Should We Share Without Charging For It?
Grade Your health & Wellness Marketing Materials: A 15-Point Checklist