Today I wanted to talk about a very popular topic over the last year or so, Video. I have been talking a lot about video advertising with my clients, prospects, and colleagues over the last 12-14 months and there is one common topic that comes up, how do we use video to generate leads?
Traditionally video has been used as a solution for branding and awareness advertising. It used to be a 15-second pre-roll video that turned into a 30-second pre-, mid- and post-roll video and the introduction of YouTube’s TrueView solution. Video has blown up over the last year, year and a half. According to Mary Lister on wordstream.com, “YouTube has over a billion users, almost one-third of total internet users.” That is a staggering amount of users for a platform that only deals in one medium, video. Another staggering stat, according to Lister “more than 500 million hours of video are watched on YouTube each day.” Let that sink in. 500 MILLION. That is the equivalent of 57,077.63 years.
With such a large amount of users and an even larger amount of time spent on the YouTube platform, the king of video, it makes sense for just about every vertical to have some sort of content on YouTube. Whether it is short clips of the owner of the business, or the staff wishing the clients or customers Happy Holidays, you need to have some sort of content on YouTube.
As far as utilizing Video advertising as a Lead Generation Solution, here are a few tips.
Use Custom Intent Audience Targeting
This allows a marketer to choose an audience based on the search terms that the audience is using on the Google platforms. This will allow you to get in front of potential clients based on what they are actively researching or searching for during the path to purchase.
Target the Right Keywords
When setting up these campaigns be certain to utilize the best keywords with the best chance of conversion. Often times businesses will want to try to affect all of the profit centers and do not pay enough attention to any of them. Utilize the shortest sales cycles and best opportunity for conversions.
Make the Message Precise
Is there an offer, a sale, a promotion or some sort of sales incentive? Make sure the consumers who are viewing this know exactly what you are asking of them. After all, they are searching and researching for products and services you offer. Let them know what the offer is and how they can take advantage of it.
Make the Conversation Easy
My last recommendation is to make the conversion easy. This seems like a no brainer but I see all too often that it is not the case. When a consumer sees your video and clicks on the ad or CTA, MAKE IT AS EASY AS POSSIBLE TO CONVERT on your site or landing page. No multiple click-thrus, no long forms, no phone numbers with 18 recorded prompts. Provide your interested consumer with the opportunity to convert easily and quickly.
Dispatch Media Group (DMG) offers tried and true techniques to build out targeted strategic campaigns, allowing you to reach both active and passive candidates where they are with an intriguing message to help attract the talent you so desperately need.
Consulting with a trusted digital specialist can make this process easier for any business. Contact DMG+ThriveHive today to help you grow your business with a strategic digital approach.
Sources: 37 Staggering Video Marketing Statistics for 2018. (n.d.). Retrieved from https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics, Think like a search marketer to drive growth with YouTube. (2019, February 22). Retrieved from https://searchengineland.com/think-like-a-search-marketer-to-drive-growth-with-youtube-312897