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Why use Video and YouTube Marketing
There are over 1 Billion hits on YouTube every day, this is important because in advertising you have to utilise what’s going to bring in the business and then capitalise on it and this is where online platforms like YouTube come into play.
YouTube advertising is now run by Google, so it is as easy as setting up an Adwords campaign. Two main types of ads on YouTube the first being a Standard banner ad which you can use categories and keywords to determine the placement of the banner ad. Ideally you need to design this advertisement to be eye-catching to ensure potential customers take notice.
YouTube also allows you to make your own video ad, the business can either do this their self or hire a company to create a more polished professional feeling video ad. Keep in mind as a business its imperative to capitalise on your advertising so make sure your video ad is catchy and to the point, don’t make it another sales pitch. For an idea check out Guide to Creating YouTube Content.
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YouTube advertising also offers Instream Video Ads, these are the ads which pop up before and after a video clip you’re about to or have just viewed.
These are the ads which are mandatory to watch for a minimum of 5seconds before the viewer may skip the remainder of the ad. The idea is to create a video which will capture your viewers’ attention and ensure they don’t skip through the remaining video. Similar to Adwords the advertiser is able to highly target the audience they want their video played to, such as contextual targeting, interest targeting, and demographic targeting.
As a business the more specific you target the audience the video is played to, the more likely you will generate highly qualified leads to your business resulting in more sales. An additional benefit of using YouTube as an advertising platform is that not nearly as many businesses are utilising it as a mainstream platform like the way they’re using Google Adwords.
This means the keywords which are quite high/difficult to bid on, on Google aren’t necessarily quite so competitive on YouTube.
The tools and features which are available to YouTube advertisers are similar to PPC with Google. Such as Analytics data, sending reports detailing how many views a video receives, user engagement (how long a viewer spends watching) and also at what point a viewer stops watching your video.
You can use YouTube remarking feature which allows you to target your advertising to viewers who have already watched your video ads.
You can create your own YouTube channel which reflects the identity of your business you would like to project. This is similar to how you may have set up your businesses Facebook page.
There are further targeting options which include age, gender, marital status etc., this is great if you’re a brand wanting to target specific market segments for a particular product.
The best part is its highly cost effective meaning you only pay for your video ad when a viewer chooses to watch your video ad.
Benefits of Posting Consistent Content
The rumour has it, that content is king. Video content is no different from web copy. Maintaining regular posting of intriguing, relevant and informational video content will ensure that your YouTube channel will have the ‘stickability’ you are striving for. This not only has relevance towards the popularity of your YouTube channel but also will make the channel easier found within the search engines.
Create a content schedule and stick to it. Be time efficient and make sure you have the content ready to post well ahead of time. Your subscribers will remember what content you are posting on specific days , which will enhance your branding in the marketplace.
Make it engaging, think about what you would like to watch and what would keep your interested. Content does not have to be technical or ‘salesy’ all the time, change it up with some things as basic as staff thanking your clients.
Be creative and don’t be afraid to use the ‘KISS’ (keep it simple stupid) methodology. Here’s a couple of ideas:
- Screen record yourself running through a slideshow (powerpoint) presentation
- Get out to your clients, get them using your products
- Demo videos of your products vs the competition – just ensure you gain the better results!!
The best way to succeed on YouTube, is to surf it – Check out the top subscribed channels like PewDiePie or RedBull – take note of the types of posts and frequency.
When providing videos to your target market – ensure you engage them. Think about your demographics, what is currently trending, current affairs and ensure you are promoting the correct products or services.
With the video content ensure that you are following 3 of the fundamental rules:
At minimum, it is essential to include at least one of these elements, two or three is optimal.
Ensure the viewing experience is enjoyable and if you can, try and make it interactive. A ‘How To’ video is an excellent example – getting clients to follow step by step instructions. Make use of the annotation tools that sites like YouTube provide. One of the easiest ways for engagement is to promote comments and feedback. If you do this ensure that you are responding consistently to show that you are taking the feedback on board.
Make use of all the social media channels that are available. This is one of the largest forms of authority you can have; remember YouTube is a Google product.
Use all Video sharing sites such as Vlmeo, Daily Motion and or course YouTube. Share, share and share on other Social Media Marketing avenues.
The number 1 essential tip for Video Engagement: Include a Call to Action.
Too many companies get carried away with the video content that the Call to Action slips their mind – remember this is the whole purpose of engaging in Video Marketing!