After my last blog post we know that Austin Craig knows what he’s doing when it comes to video marketing. He took Orabrush from basically nothing to being on the shelves of WalMart, Target, CVS, Walgreens and more basically only using YouTube. Now you’re thinking “How do I do that?”. In this portion of my five part interview with Austin we talk about some simple steps to using video marketing for start-ups like Orabrush once was.

The 4 C’s of Video Marketing

Content-

Probably the most obvious of the 3 C’s that Austin mentions is good content. People don’t want to waste their time with something that isn’t interesting. If they did, people would be going to hang out at the DMV just for fun. Make sure what your posting is visually interesting, or funny, or intellectually stimulating, or a clear answer to a specific question. Your video shouldn’t take people’s time, they should be giving it to you. Time = money. Don’t be taking people’s money, let them give it to you.

Collaboration-

Guys this isn’t school anymore. Use your neighbor/friend/follower to your advantage. You can collaborate with influencers in your market, online micro-celebrities, or even just fans to name a few. One thing that has worked well for Orabrush is that during their videos they will say something like “leave a comment below if…”. That has got people participating not only through commenting but sometimes in video responses which is basically free advertising for them. They also contacted a few different YouTube celebrities and had them make a review on the Orabrush. This will get your name out to a wider audience (not to mention to an audience that has already given their trust to your new spokesman).

Calls to Action-

The modern day consumer isn’t stupid, they just need to be told what to do. They don’t want this to be like trying to guess what you’re girlfriend wants when she says “I’m fine”. Just tell them what you want them to do or they most likely won’t do anything! In basically every video you make, have a button that says “Click Here To Learn More”, “Buy Now”, “Subscribe”, or whatever you want them to do.

Consistency-

Austin calls consistency “arguably the most important” of all of the four C’s. Your audience wants to know basically what they can expect. Be consistent in duration, frequency of upload, and style of video. Treat your YouTube channel like a mini TV station. On TV people know what day and time they can find their favorite TV show. If they just had to keep checking on that channel at random times during the day to make sure they didn’t miss their favorite show people would get upset and stop caring. Also they know what kind of content to expect. What if your favorite music artist had a different genre of music every time the released a new album? A few people might think that was cool but the majority of people would hate it because they want to know what to expect.