Print ads, online display and text ads, video ads. My how advertising has progressed. If you are still depending on the written word and photographs to drive your marketing campaigns, you really need to keep reading. This article can change the face of your business. It can help you get more customers and attract better customers.
You do want more and better customers, right?
Why has video advertising boomed?
There was a time when magazines were widely read — cover to cover. That is NOT the norm today. Sales of magazines have plummeted in recent years, notes a study by the Pew Research Center. Television is suffering, too. Once the top of the crop pick for getting your brand and products known, television advertising yielded ground to Internet advertising, filling your computer screen with flash videos and obnoxious pay-per-click banners that got in the way of your online journey.
Google heard your moans and built an empire catering to those who want to find something on the Internet. They determined where the line marking your limit of advertising tolerance was, then began backing off, toning down the advertising frenzy and working hard to return search engine results that would match the intent of your query and not drive you away (to Bing or Yahoo).
Along came apps (applications) and a mass exodus to mobile technology. Seeing an opening, app developers began planting deceptive ads in their products. Once again, Google struck back, warning developers to stop and applying new policies to the situation, notes Julian Evans.
For those wondering how to navigate the treacherous waters without becoming irrelevant, getting lost, or getting penalized along the way, one form of advertising is booming right now, and you absolutely must check it out.
It is becoming impossible to ignore video advertising.
The Second Most Active Search Engine on the Planet
Let’s look at just one platform for video advertising: YouTube. Plunking down a mere $1.65 billion, Google added YouTube to its ever-expanding empire in 2006, reported NBC.
Savvy advertisers know that A) Google IS search, B) YouTube is part of the Google network, and C) Today’s consumers love brief, impactful videos. Take a look at Adweek’s list of The 10 Most Watched Ads on YouTube in 2013 to see why.
Here is a quick-start, three-step action plan to get your video ads up and going. Don’t question it, just do it. Begin with YouTube, then consider other options for placement, if you wish — but why not start at the top?
Plan your campaign: In this regard, video campaigns are no different from any other marketing endeavor. You want to consider questions like these:
- Who is my intended audience?
- What do I want them to think or do?
- What is my call to action (CTA)?
- How will I follow up with those who respond?
- How many videos will I release, and when will they be released?
Film your videos: Great videos start with exceptional copywriting. The camera and characters tell the story, but you need a writer to write the story. Don’t skimp here. You want maximum effect: the right people getting the right message. Check out this YouTube lesson: How to Make a Short Film. What makes a good short film? “It’s short!” Keep it simple, relevant, and attention-grabbing. How do you do that? It all begins with writing. For the technical aspects of filming, all you really need to get started is a camera (even your cell phone camera) and someone to operate it. Brush up on the basics of lighting, make sure your sound is clear and has enough volume, choose the setting, and let the camera roll. Gather a professional crew, if you wish, but amateur videos can make a big splash on YouTube. Remember: Your job is to get your message across, not win an Oscar.
Upload to YouTube: This part is crucial. Not the upload process, that is easy. The critical factor is making sure you have your YouTube account set up properly to receive and broadcast it. Consider these tips:
- Keywords: Determine which words and phrases your target audience would use to find your product or service. These are your “keywords.” Don’t repeat them endlessly, but definitely use them appropriately. Make sure they appear in your filename, title, description, and tags.
- Metrics: Your YouTube dashboard provides everything you need to get started. You can track the number of views, sources of traffic, minutes watched, engagement, and more. Why is it important to monitor performance and engagement? Metrics allow you to know the TRUTH of the situation. Step out of your own preferences and view the interaction actually taking place with your audience. Metrics are invaluable.
- CHEAT: Visit the YouTube channels of those already experiencing success with video marketing. Examine their practices ruthlessly, and don’t feel like you are cheating by copying their best practices. After all, we all learn from one another. Take a look at the LifeLock channel, for instance. The company markets identity theft and fraud protection products. See how its copywriter makes the message all about YOU? Note how it uses prime keywords effectively on the About page, how it links to social media channels and website, and how its titles key on its brand. Take advantage of the second most active search engine in the world to look at channels in your niche. Watch to learn.
Your video marketing efforts can easily start and end at YouTube. The possibilities are huge. LifeLock, for instance, has amassed almost 6.5 million views. Would that many eyeballs and ears being exposed to your message be of any value?
Get to work. Your customers are waiting.
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