Four Advertising Tools to Boost your Video Marketing Strategy
Myth vs Fact:
Myth: Once you publish a video on YouTube and Facebook you'll be able to kick back and watch the success roll in.
Fact: Once you publish a series of coordinated, continuous, and targeted videos on YouTube and Facebook, you will be able to see and, more importantly, measure the impact. We call it 'video marketing strategy'.
While it may seem like a simple statement, the above Myth is commonly mistaken as Fact. Believe it or not, the most important part of your video marketing strategy is the strategy part. While it doesn't take an unreasonable amount of time or effort to create a video strategy, most marketers just completely leave out this part of the process. The fact of the matter is that simply producing a video and putting it on your website will do very little on it's own. There are always advantages to having a video on your website such as basic SEO and viewer engagement, but if you want to achieve optimal results with your video campaign, then you must create a video marketing and digital advertising strategy that's custom to the goals you are trying to accomplish.
Here are three things to keep in mind while reading this article:
- Audience and message are always the most important factors to consider. What you are trying to achieve is deeply linked to who your audience is and how you can help them, specifically.
- Your video marketing budget must be split between production and advertising costs. Do not use your entire budget on the production of your video. Allocating sufficient advertising dollars is more important than that extra special effects scene with lasers.
- With proper analytic software, you can easily measure the results of your video marketing efforts. Because if we can't measure it, then how do we know it's working?
Now that you have a video marketing strategy ready with content that is targeted, budgeted for, continuous, and measurable, you're ready to learn about these four powerful advertising tools that will get your video content in front of the right audience.
1. Google Adwords for Video
People watch more than 3 billion hours of video on YouTube each month. Naturally, advertising on YouTube is a good place to start. Google Adwords for Video is set up similarly to standard Google Adwords. First you pick a daily budget. Then you choose certain keywords, demographics, and other features that help you target the exact audience you are looking to engage. Depending on your goal, you can also choose from different algorithms to measure the important metrics in your Adwords campaign.
Sometimes Google Adwords for Video can be exactly what you need. For example if you are a guitar company, you can set up your campaign so that your advertisement plays just prior to a guitar tutorial video on YouTube. This would be a very effective method of reaching people who might be interested in a really cool new guitar.
One of the best parts about using Google Adwords is that you get all of the great features of Google Analytics. These analytics will allow you to measure different data points, so you can see exactly what is working and what is not. This knowledge allows you to make more informed decisions for your business during the planning phase of your next video campaign.
2. Social Media
The (social media advertising) world truly is your oyster. This is for two reasons:
1. There are so many different social media platforms
2. There are infinite forms of advertising.
There are, however, a few things you should know before delving into social media marketing. First of all, simply posting your video on Facebook won't do anything to help your brand. This is because many social media platforms, like Facebook, have started lowering the natural reach of a standard post for businesses. This is an attempt to encourage businesses to start using Facebook's targeted advertising tools (which admittedly, you should be using).
This has created a major shift in the way businesses use Facebook. Mark Zuckerberg has already publicly stated that Facebook is heading towards a video future, and video advertising on Facebook currently provides a distinct advantage as a result. If you open Facebook right now, I guarantee that one of the first few posts you see will be videos, perhaps even a few 'sponsored post' videos. These are the earliest signs of the video revolution that Facebook is seeing as the natural evolution, and now is the time to begin your video marketing journey.
There are many methods to consider when advertising on Social Media, from 'sponsored posts' to 'Facebook ads'. As always, the methods you choose should align directly with the goal you wish to achieve with your video marketing.
Social media is the new X-Factor for video advertising, and we'd love to help show you how to take advantage of it.
3. Email Marketing
If you are not including your new videos as part of your email marketing, then you are missing out on a free opportunity for a huge win. Email Marketing is one of the most underrated parts of your video marketing strategy and is a relative 'low-hanging fruit' from a content creation perspective. Sharing your video content through continuous branded email updates is yet another way to deliver the right message to the right people.
According to Hubspot, including video as part of your email marketing strategy increases click-through rates by 200%-300%. You already have a list of qualified leads - your current customers. Don't forget about them out when you're educating your market about a new product announcement. Individually delivering your new video content to your customers/subscribers is the perfect way to keep customers engaged until they convert into advocates.
4. Local Television Advertising
While online advertising gives you the ability to micro-target your audience, television advertising still has benefits. Many companies are able to easily target their audience on a social media platform or website. For others, the product or service they are offering may be targeted at an audience that can't be reached through modern technology. For these companies like this, we recommend looking into third-party advertising companies, like Comcast Spotlight, which give you the ability to run your television ad campaign based on area, time, and channel. This can be a very useful tool if your target market does not use social media, or if your audience has a tendency to watch live news, sports, or network programming through a cable subscription. It may not be as expensive as you think to get your advertisement to run on local television.
With so many options, it is difficult to know exactly where to start with your advertising dollars. Correct use of your budget and strategic message planning are the keys to getting a great ROI on your video marketing campaign. While the video production itself may seem like a large part of the investment, the benefit is that there are always creative ways for you to re purpose and get more life out of the videos you've already created.
Remember: craft the right message, budget correctly, measure & adjust your strategy, and achieve results.
At Consume Media we have a strong team of video marketing experts who can give you tips and best practices, or handle your entire video marketing strategy. We are not simply a video production company, but a video marketing company that is passionate about making great videos. If you want to learn more, click the button below:Consume Media is an Atlanta, GA-based creative video marketing and video production company. Visit our website to learn more about us, or browse our full portfolio on our Vimeo page.