How to market using YouTube

I interview Brett Dudley from ecruising on how he uses YouTube to promote his business


I was amazed recently when I interviewed someone on video. At the end of the video, they said they were happy for the video interview to go online – but just not on YouTube. I practically had to do a double-take. This person – we’ll call her Cheryl – didn’t mind if the video went on to Vimeo, Blip or any number of video sharing sites … just not the biggest one of all, YouTube.

When I quizzed Cheryl as to why, she could barely articulate an explanation. But it went something like this. She felt that YouTube was the domain of funny cat videos and bloopers.

Quite frankly, I thought she was nuts. She did the video with me because she wanted to get media coverage for her venture. And yet she didn’t want to be featured on the video sharing site with the biggest reach. Insane.

Needless to say, if Cheryl continues with this attitude, she’s going to guarantee that her venture spirals into oblivion while her competitors embrace YouTube. To explore how some businesses are using YouTube effectively, I wrote this post for my Enterprise blog on Fairfax:

An increasing number of small business owners are exploring YouTube to drive traffic to their websites, convert sales and engage with customers. Gone are the days when people associated YouTube mainly with fuzzy videos of cute cats or viral videos of teenagers performing in their own lounge rooms. These days, savvy business owners have branded YouTube channels and are producing content designed to turn viewers into customers.

Brett Dudley is owner of Sydney-based small business, a company that specialises in offering cruise holidays around the world. Founded 11 years ago, Dudley has typically relied on traditional marketing and advertising.

He started using YouTube two years ago, featuring videos of the cruise ships he charters.

“It’s only been the last six months that we’ve really started to utilise YouTube effectively,” says Dudley, who has added videos of the destinations the cruise ships visit – such as Machu Picchu and the Galapagos Islands. We’ve seen visits to our YouTube channel go from 150 a day to up to a 1000 a day. This has definitely impacted on sales. When people look at the videos, it helps to convert them.”

About Valerie Khoo

Valerie Khoo is founder and national director of the Australian Writers' Centre, the country's leading centre for writing courses. She is a journalist, blogger and author. Her latest book is "Power Stories: The 8 stories you MUST tell to build an epic business" (Wiley). Valerie is a keynote speaker, small business commentator, and investor and mentor to startups and businesses in Australia.