Came from humble beginnings, Brian Goulet, the owner of “The Goulet Pen Co.” made his vision to life when he and his wife decided to make a name for themselves. They launched the company in 2008, and since then, they are known to be the biggest online fountain pen sellers in the United States.
And what do you think was the key to their success? The answer is YouTube. The company’s YouTube channel now has 110k subscribers, over 1,500 videos and garnered 25 million views.
How can YouTube contribute to a small business? In the experience of Goulet, he said that YouTube is the most efficient tool for brand awareness. The videos helped them a lot with brand-building. YouTube made them a household name for fountain pens, that when people wanted to have a fountain pen, they go straight to their website.
In terms of launching your business on YouTube, you may want to follow the steps of how Goulet launched his brand on YouTube.
Step #1
Find your Niche
In the year 2008, Goulet realized that most fountain pen retailer sells its product in physical stores. This gave him an idea to be an online retailer. He thinks that it is a new perspective to be an online retailer and they can even tend the needs of the customer better.
Goulet’s advice is to seek what your community needs but doesn’t have. He also noted to research your topic carefully. Read, read and read, blogs and forums which can give you the information you can use soon. Keep in mind that read topics that can be connected to your niche.
Always engage conversation, and be able to connect and correct what the potential customer or the customers need. Use forums like Reddit to be a platform of conversation.
Find “hashtags” words on all of the online platforms you may think of to help further your reach of the audience.
Follow prominent influencers who you can communicate and make comments on their posts.
When making content, get all the information you can use to help solve the problem of a person. Exhaust all efforts to gain answers to the inquiries of the public. With this, you may gain the trust of the public, make your brand be known, and help you know what you are talking about.
Also, be mindful that communication is the key to success. You will need to have an organic communication to share and systematize information that can be a help to your business.
Choose your Platform
What is the most efficient platform to amp up your audience and target market? Social Media. And here are some of the platforms that are best to focus on promoting your business:
When it comes to the most effective platform for the combination of “how-to” and entertainment, this is the place to be. This platform is used by vloggers and video influencers for sponsorships or advertising of products. This would be a great opportunity for business owners to promote their brand.
A platform that uses pictures to promote a product of any lifestyle. Whether it is from health, beauty products, or clothing, this is the platform that can be your stage.
Almost everybody in the world uses Facebook to get engaged with other people or be used for running and promoting business. It is also a stepping stone for small businesses to go further. Your business will prosper, with the help of Facebook.
Anything happening in real-time is the platform that is being maximized. So maximize Twitter in promoting updates of your business every time.
Another platform like Instagram that uses visuals. This social media platform is also a great way to promote any kind of legal and creative businesses.
- Snapchat
A social media platform that is outstanding for fashion, pop cultures and can even be the communicating grounds with your fans and customers.
Identify your Video style
Goulet’s attack is being an educational video. He teaches people what to know about pens and how to utilize them. He also does Q&As on different platforms to gather inquiries from the public, after that, he creates videos answering those queries. Combining visual and educational will get you a follower.
Goulet also uses fewer visuals and showing more of personality in his videos.
Communicate!
Connect with your audience by replying to the comments of your viewers. One thing that can help your business to prosper is to have an interaction with your audience. Even if those comments are negative, Goulet’s advice is to listen and be human. He also said that when someone is upset, do apologize and if the audience has suggestions, be thankful and learn more about the suggestion. Imagine you are talking in front of each other.
Step #2
Making Impactful Videos
Once you have settled the plan, you may now start making your videos. Start from making a storyboard, shoot and edit your videos. Here are some insights from Mr.Goulet about making videos.
Go! Start!
If you wanted it badly, then go! Do not just talk about it, make it happen! With technology nowadays, you can do everything with a smartphone.
These are some of the basic principles to follow in terms of lighting and audio:
- Natural light is the best lighting for your background
- Do not put a light behind you. This would make your face darker.
- Avoid noisy background or echoes for better audio quality.
A Done Something is Better than a Perfect Nothing
Nobody is an expert from the start. So when creating videos on YouTube, it is okay to be unaware of some things. Do experiments and practice to hone your skills and figure out how will you make your own identity for your video.
It is also easy to edit, edit and edit your videos time after time until it gives you the satisfaction, but it will only be you who will know the difference. You can just make it an 80% good enough and then upload it.
Entering the Technical World of YouTube
Prepare the essential things when uploading a video. Always have a great title, a lot of tags, and some picturesque thumbnails. This would be a great help to make your video entice audiences.
Be True, Be You
One great way to have a good video is to be yourself. Do not mimic any kind of personality. Remember, you are the star and nobody else. Do not force something you are not. The important thing is just to be who you are.
Step #3
Time is of the Essence
It is not easy to run a business, better yet a company. You need to exert effort and precious time to continue to be an expert with business and videos. Mr.Goulet found a way to maximize his time and effort efficiently.
Hire a Videographer
Everybody starts at the bottom. Mr.Goulet started with a little equipment and a MacBook that he uses with other business stuff. Hiring an intern that can help you start will be a good thing. Then eventually hire a full-time to help you prepare, create and edit your videos.
Learn to Show Up in a Video when Only Needed
You don’t have to be the center of attention in all of your videos. You only need to choose areas that you would be a big help. Learn to know your limits, having a team will bring you a good video. remember, teamwork makes the dream work!
CONCLUSION
Always exert time and effort, patience is needed as your business grows gradually. Learn, Learn and Learn. There is always room for improvement, keep in mind that every day we learn new things. And lastly, keep motivating yourself and persevere until you reach success.