A crucial area of online marketing where mid to large sized business typically fail is when it comes to digital video marketing. According to ComScore, 89 million people in the United States are going to watch 1.2 billion online videos TODAY. With online video continuing to grow in popularity, only about 24 percent of national brands are using online video to market to consumers according to Kantar Media.
If your company has yet to implement a video marketing strategy, starting sooner rather than later would be a wise decision. Otherwise, your competition will have a distinct advantage when it comes to serving rich media to its target demographic.
Follow the 4 steps below to set-up a YouTube re-marketing campaign and you'll start to reap the benefits of engaged viewers and more online conversions. Following the model below will also yield one of the lowest costs per acquisition for your business or for your clients.
Step One - Create a Video:
An online video doesn't need to be a major production. Keep the video length between 10-15 seconds, as user attention for online videos is short. If you want to get this video completed on a timely manner, you can download images and video through a stock photography site and record a voiceover that will resonate with your brand message.
If you want your video to be extremely unique, hire a local digital video company to create a script, hire actors and have a crystal clear production that will fit perfectly with the message your trying to convey.
If you already have 15-second commercial spots for your company, then you are already two steps ahead of the game. Start utilizing these videos to get your message out to the masses!
Step Two - Upload Your Video onto YouTube:
Uploading a video onto YouTube is pretty self-explanatory. If you need assistance for the uploading process, Google offers great support. The reason why we recommend initially uploading your video to YouTube is because once your video is on Google's platform (Google owns YouTube) you'll have the capability to use Adwords for your video advertisements. Additionally, by adding keywords relevant to your industry within the title and description of the YouTube video, you can rank well organically through your YouTube video.
Step Three - Create Your Advertising Campaign:
Within Google Adwords, find where it says "All Video Campaigns" and then you'll want to create a new campaign. Advertisers will be amazed how much bang for your buck you can get when it comes to YouTube advertising. If you want to generate the lowest cost per acquisition, create a video re-marketing campaign. Within your custom audiences, you can serve the specific YouTube video JUST to people that have visited your website. A pixel will need to be placed onto your website so you can serve the video advertisement to users that have dropped off your site.
Imagine if you are a retailer and target a video for a specific product to people who dropped off that respective page on your website! With video re-marketing, you'll have the capability to do this.
Step Four - Analyze the Data:
If you are a mid to large sized business and generate more than 1,000 daily visitors to your website, the video re-marketing will get served to a large enough audience. If you have less than 1,000 daily visitors per day, your company will want to expand its advertising and choose precise targeting using Google Adwords to obtain more views and exposure.
YouTube has amazing analytics that can tell you at what point the most people are dropping off of your video and at what point interest peaked. Those are just some of the neat features that can help you make meaningful video marketing decisions. Use YouTube Analytics to regularly to assess your videos performance and investigate changes or trends across key metrics. Analytics provides actionable insights for creators to make better videos, implement and measure optimizations, and develop strategic programming.
The hardest part for a successful video re-marketing campaign is creating the actual video. Once this has been completed, if you are familiar with Adwords, it'll be a cakewalk to get this form of rich media advertising up and running for your business. Online video now accounts for 50 percent of all mobile traffic according to Bytemobile Mobile Analytics Report.
Don't sit on the sidelines when it comes to video advertising. Follow the four easy steps outlined in this article and not only will video advertising be added to your companies repertoire, it will have the potential to bring in sales or conversions at a low price point.