Promoting products on the Internet through your own YouTube channel requires a lot of effort and resources. The main rule to follow when preparing content is to focus on the benefits for the viewer, because sooner or later the personality leading the web resource gets boring and becomes less interesting than the topic dedicated to the product.
Promotion on YouTube
When promoting an online store, the most popular types of video content are:
videos about the organization;
video reviews of the company's clients;
detailed product reviews;
expert videos from company doctor database representatives or opinion leaders on topics related to the product;
videos dedicated to solving existing problems among representatives of the target audience.
The advantages and disadvantages of YouTube promotion are discussed in the table below:
Advantages Flaws
Possibility of reaching a wide audience of viewers The difficulty of creating truly engaging plots and scenarios, and selecting characters
The ability to use YouTube as an auxiliary channel for interacting with the target audience and promoting products Running a YouTube channel requires a certain level of technical equipment and a lot of time.
SERM
Search Engine Reputation Management, or SERM for short, is reputation management in search engines. Modern consumers react negatively to most advertising communications, and one of the key factors when deciding to purchase a product is the company's reputation and the presence of positive reviews about its products.
Working with an organization’s image and brand includes several stages:
tracking negative reviews from users;
preparation of search engine optimized content aimed at building a good reputation for the company in the eyes of consumers;
selection of sites for posting prepared publications;
bringing to the first page of organic search results resources that contain positive articles and materials about the company and its products;
working with negative reviews;
motivating users to write good reviews.
Important! Promoting a company on the Internet using SERM is a set of measures aimed at creating a positive reputation and working with existing negativity towards the company, its products or services. But if a company sells low-quality products and does not try to care about its customers, this tool will not produce any results.
The advantages and disadvantages of SERM are discussed in the table below:
Advantages Flaws
This tool is aimed at customers who are looking to buy here and now: if their search query leads them to a company with an impeccable reputation, in most cases the choice will be made in its favor. Consumers are usually unwilling to spend time on positive reviews, and paid responses repel potential buyers.
This tool allows you to identify weaknesses in the work of the organization itself. Constant monitoring of negative reviews is required.
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