Have you ever tried Video Ads and struggled to make them convert? Spent lots of money with Facebook and got no results? Day 20 of my video challenge I talk about the five strategies which will make high-converting video ads.
Here are the five strategies:
1. Target the right audience. Don’t try to appeal to everyone. You have got to niche. Pitch to the person you want to reach and talk about their problem and how you can help.
2. Keep it short. If the video is at the top of your sales funnel, you should make it short to create awareness. Your audience has to get to know you first before they can like you and trust you and then buy. So aim for 30 seconds or less.
3. A strong start. You need to grab your audience attention before they scroll past. This means no unnecessary intros, logos or stings. You need to jump straight in, so no waffling at the start.
4. Please don’t confuse the viewer by giving them options. Remember, video ads are part of the customer journey. Don’t expect the potential customer to buy only after watching one video. Map out a clear content journey where your attendant audience will get to like you and then trust you.
5. Test, test, test. Have more than one video, test different messages, different thumbnails, different durations. By testing, you’ll find out which gets the most reaction.
Video ads can provide a massive boost to your marketing success, that is if you do them right. So follow these strategies to start creating ads that actually convert.
I blame Kevin Costner! Do you remember the film ‘Field of Dreams’ starring Kevin Costner where he hears a voice when walking through his cornfield which says “If you build it, he will come”.
I often think of this analogy when clients make ‘build’ a video, upload it to the website or plonk it on YouTube and expect people ‘he’ to come and watch it. This might have worked in the past, but not anymore.
If you think about it, we live in a noisy content world. Look at the facts, over 300 hours per minute of video content is uploaded to YouTube. Five hundred million Instagram stories are posted per day. It’s getting tough to get your content seen by your audience. And even if you have a warm audience, they’re very likely to miss what you’re trying to show them.
Social media channels make their money through advertising. You may of heard the phrase “Pay to Play” and, like it or not, this is the world that we live in as marketers, and we need to see this as an opportunity. See this age of video ads as a Goldmine Era. What I am referring to is that you can reach a wide audience and not pay a lot of money at the moment, but this won’t last forever. All the social media platforms are offering video ads, which can be very highly targeted. But before you rush out there, there are a few things to consider to make this campaign effective.
The first, have clear goals. Do you want this to be a brand awareness campaign? Or do you want people to consider one of your products? Or you want a conversion and sales? This will shape what your video content will be.
The second consideration is to have a budget in mind. Now, you can spend just a couple of dollars, obviously, right up to hundreds or thousands of dollars, it depends on the size of the target audience and also their geographic location. But if you’re niche and know exactly who and where your audience is, you can run a very effective campaign for not a lot of money.
The third, measuring the results, and having an online campaign like this, will give you great metrics. So you need to consider what goals you want:
Do you want just purely views?
Do you want to promote people sharing and engaging with your content?
Do you want people to click through to a landing page?
Do you want to go straight for conversions?
Now, each platform has a slightly different setup, depending on these goals that you want to achieve. We are nearly halfway through 2019. The digital landscape is changing all the time. I would recommend you at least test some paid promotion for your video content. It’ll give you an unfair advantage over your competition. And believe you me, a lot of businesses are not doing this.
Your video content is an asset, and I often see a video only being used for one purpose and then consigned to the ether of the internet never to be watched again. With a bit of updating and editing a video can be repurposed, which maximises the return of investment on it.
For Day 18 of my video challenge, I have re-edited a video I made at my video company Tallboy Communications, and colleague Ryan Say. So watch to see how playing Jenga fits in with video storytelling. It is all a bit of fun.
Your story is multi-faceted. Yes, there is a beginning and probably an end – but how you start and when you finish is just one aspect of the story. Who’s going to listen to your tale? What sort of language will you use that gets the essence of what you are trying to say across? We build it piece by piece – like a game of Jenga.
On my way to see a potential client, and in the video below I want to talk about why making videos for your business can be a complete waste of money.
The main point is that most businesses don’t have a video strategy. They make video on what I call an ad hoc or one-off basis, and there are no concrete goals with what the video should achieve (increase brand awareness, new leads, education, entertainment, etc.) The business justs make content for content sake.
Another potential money waster is making a video for what the business thinks the audience wants to hear. They make videos about their own business (who we are, what we do) rather than considering the audience and making content which actually will resonate with them.
A third mistake I see is not having a marketing or distribution plan in place. Only uploading to YouTube and a few social media posts are not enough. Videos need to be seen as an asset and therefore, to make it work is to pay for some advertising to place it in front of your intended audience.
The way I help my clients and the way I work with them is to join all the dots when it comes to video creation and to help them create a video strategy. And I was just wondering, do you have a video strategy for your content?
Day 16 of my video challenge and each Sunday of this month, I am doing a book review. Today’s book review is ‘OverSubscribed’ by Daniel Priestley, and in this video, I am concentrating on the numbers 7,11,4 mentioned in the book and how understanding these can grow your business. I had the privilege of catching up with Daniel on Friday at one of his ‘Dent’ events in London, and I asked him why having multiple touchpoints, content and channels to reach your audience works.
“If you think about the human brain and the way it evolved, it evolved to figure out who in the tribe is a friend, and who in the tribe is potentially a threat. And the way the brain evolved, according to the research, is that the more time we spend together, the more interactions that we have, and the more locations we’ve been together, it’s more likely that you’re part of my tribe and you’re a friend” – Daniel Priestley
The first number, seven. Do you have seven hours of content that someone, if they Googled you, would find seven hours of content they could just gorge on? For example, it could be video. Do you have lots of videos on YouTube? Do you have a book that someone can download and read the book? Do you do a daily, or weekly, or monthly blogs that people can look at? Do you do a weekly or monthly podcast? And what about doing webinars that someone can find and then watch an hour of content as you go through a particular subject?
Then there are the 11 touch points. So this is where someone can visit your website so they can read your blog. Or your Facebook channel and there’ll be a whole lot of videos or posts that they can read. Do have a weekly podcast that they can subscribe. An email list you can send daily or a monthly email newsletter. Or can you host put an event every 90 days?
Then there are the four channels that people can experience you on. So that could be online. So it could be your website (blogs, articles, videos), social media channels (Facebook, Instagram, YouTube, Instagram, Twitter, etc.), what about hosting a monthly webinar. Email is another channel to reach your audience. Offline it could be a physical book you have written. Or it could be an event or a workshop where people can come and see you speak.
The idea is that having all these assets in place, people will find you, and it’s all part of the journey how they get to know you, like you and trust you. And eventually, they will buy from you. What assets do you have? How many 7, 11, 4’s do you have?