Berkleemusic is an online music school that is part of the Berklee College of Music. Hailing from Boston, their online college been around for 10 years or so, and they are the world's largest online music school, teaching 30,000 students in over 130 countries. They are the 5th largest EDU channel on YouTube, and were named YouTube Marketing Ambassadors back in April of last year. What they do is very simple and what seems to work best for all brands and small businesses: they provide music instructional videos for free, so that they provide value and are able to generate interest in other products, giving them the ability to monetize their business in a unique way through YouTube marketing. In fact, they've successfully signed up hundreds of new students to their program directly from their YouTube presence (read our Berklee Music case study).
Berklee Music's YouTube Marketing Success Story [Interview]
We had a chance to talk to Milan Kovacev, Director of Interactive Marketing at Berklee College of Music about their YouTube marketing goals, strategies, and tactics.
Berklee Music became successful through offering great video content that they picked out very carefully before they uploaded it to YouTube.
"The best advice is to scale your business expectations. Build your online video presence organically, as opposed to uploading hundreds of videos at once. It just doesn't work that way."
What Berklee does is very simple: provide a great service for free and get great return from those who would like to engage more with them. Believe me, free musical instruction is an incredible deal. You can pay quite a bit of your budget to get personal instruction, and that Berklee provides these lessons for free is amazing. By providing a service with great value, they are more likely to get people who want to enroll in their college, buy instruction books, and so on. They also provide sample tutorials and other bundles of content. In all, you'll be more likely to want to enroll, working with the best music instructors in the world. That's where the free videos pay off.
Kovacev also gives a good shout-out to good metadata and proper SEO. They provide great content, sure, but they make sure that the tags, keywords, and descriptions are all properly optimized.