August '18

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64 • RV PRO • August 2018 rv-pro.com D E A L E R S Retailers looking to get more sophis- ticated with their video editing also can find some stand-alone tools they can buy for this purpose. These include Video Studio Pro Ultimate (https://www. videostudiopro.com/en/products/vid- eostudio/ultimate), Pinnacle Studio 16 Ultimate (https://www.pinnaclesys.com/ en/products/studio/ultimate) and Adobe Premiere Pro (https://www.adobe.com/ products/premiere.html). Once a video is on YouTube, the free service also offers users an embeddable video player that retailers can add to their website. The technology embeds a small screen on the retailer's website, which visitors can click on to view the promo- tional videos posted about their RV deal- ership on YouTube. (Quick instructions for embedding a YouTube viewer can be found at: https://support.google.com/ youtube/answer/171780?hl=en. Embedding the player involves little more than dropping a snippet of code onto a web page. YouTube does the rest. Plus, the player – which is also free – can be placed in other locations on the Internet, such as adjacent to a company's blog, on the website's social network, or in virtually any other web- based environment. When dropping in the player, users will have the option to post it to their website "as-is," with its familiar chrome border and YouTube logo. Or, dealers or their web designer can customize the player with its own "skin." That customized look can fea- ture a company logo, as well as a look and feel that's distinctive to the dealership or dealership's website. (With either option, a faint, YouTube watermark appears in the right-hand corner of the video.) For an informative video on how to customize YouTube skin, check out: http://www.youtube.com/watch? v=uTwWEtVtu580. The player creation tool also enables users to optimize their video for the search engines by allowing them to include titles, descriptions, ratings and viewer com- ments that are associated with their video. But the real beauty of the player is that the technology enables users to offer a window to their business' videos on their own site, while shifting the hosting and transmission costs associated with the viewing of that video to YouTube. The reason? While the player is embedded on the dealership's website, the actual video visitors are viewing resides on YouTube's computer servers. That means every time someone views a dealer's video, it's YouTube's servers that are transmitting the video – not the RV dealership's website servers. Most importantly: It's YouTube's servers that are picking up the bandwidth transmission costs – not the dealership. It's a scenario especially ideal for RV deal- erships that are interested in reaching out to web video viewers with a number of offerings, but have little or no budget to do so. Plus, it's also an excellent insurance policy for any RV dealer website that happens to produce a video that goes "viral" – i.e., a video that becomes an overnight sensation on the web that is viewed by hundreds of thousands or even millions of viewers. (For most small- and medium-sized RV dealers, the onslaught of that kind of massive downloading generally results in crashed servers and countless missed sales and/ or public relations opportunities.) For YouTube, though, it's nearly an everyday event that the goliath has learned to easily accommodate. YouTube Analytics Tips & Tricks Once a retailer has optimized his videos for Google, he also will be able to continually analyze how those videos are performing with another free tool, YouTube Analytics (https://support. google.com/youtube/answer/1714323). "YouTube offers a great array of ana- lytics," says Lerch RV's Reeder. Retailers can get the most out of those analytics by optimizing their videos for the Google search engine. "Google favors sites with relevant, timely content," says Cyndie Shaffstall, founder of Spidertrainers, an online mar- keting firm. For tips on how to optimize, simply Google "search engine optimization You- Tube videos." "People will make decisions on whether they like you and your product based on the video alone, so we recommend making sure your content is accurate, likeable, and well done." – Jeremy Heberer, owner, The Great Outdoors RV "Google favors sites with relevant, timely content." – Cyndie Shaffstall, founder, Spidertrainers, an online marketing firm

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