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To grow a business, They need a steady stream of leads and sales. Word of mouth and good PR can give you security, but you can not control when or how often a referral or a bit of press happens. You need advertising for a constant flow of leads and sales.
Advertising naturally opens up a whole new set of questions. Newspaper, magazines or video? Online or print? Everyone can work to some degree, and everyone can fail if they do not suit your business. One thing is for sure: videos are used more effectively than anything else.
Unfortunately, video advertising was inaccessible to much of the history of modern marketing for small businesses. Video meant television, and it was just too expensive. That has changed with YouTube and online advertising.
According to CMO.com, consumers tend to click through a video ad 27 times (not percent, times ) rather than through a standard banner. That alone should throw you back and catch your attention. According to Google, which owns YouTube, more 1
In short, YouTube is where people care about information and entertainment.
Even for small players, the numbers can be amazing. I have a small YouTube channel called Advanced Geekery where I post videos that support my ZDNet articles. I post a new video once or twice a month. Even with a relatively low number of postings, the statistics for my channel show that my viewers watched my videos for 1,068,736 minutes last year. That's more than 17,000 hours of people watching a guy in his garage.
What would it take for you to promote on YouTube?
Advertising on YouTube
It gets interesting here. YouTube has a program called YouTube Director on the ground that makes it easier to create and deliver a video ad for YouTube than I ever thought possible.
I've talked to small advertisers and the people who produce the ads, and in the remainder of this article, I'll introduce these people and show you how to make your own video for free with an ad-in as little as $ 350. The program is available in 170 US cities.
That's huge, because one of the biggest concerns and challenges for small businesses is creative ad development and production. Because we all see so much video and TV, we can immediately tell if a video is kitschy or badly produced. If you are looking for something that looks professional and can help you sell your products and services, a high-quality video is required.
In the past, the combination of the creative abilities of writing, governing and filming was expensive and time consuming. But with YouTube Director on-site, YouTube has systematized the process and provided you with professional advertising professionals (assuming you're buying ads worth at least $ 350).
Talking to Advertisers
I wanted to know how the experience was. In particular, I wanted to find out if you can achieve useful results with an investment of only 350 euros. I had the opportunity to talk to two companies who had gone through the process.
My first conversation was with Matthew Durham, a chiropractor at Abbeville Family Healthcare in Abbeville, South Carolina, a historic American town populated by French Huguenots in 1764.
When Durham first received a YouTube promotion on the program, he said He almost deleted the email and thought it might be spam. "It looked too good to be true," he said. "I am glad that I did not do it!"
"I really did not know what to expect, as I've never been involved with video advertising," Durham explained. "We chose the format because everything shifted to video and YouTube made it super affordable."
I asked him what his communication goal was for his ad. He told me, "Our goal was to let people know that chiropractic treatment is a great, natural, drug-free option for back pain."
Here is his ad. It's 30 seconds long. Look at it and then we'll discuss how it went for him.
"The video has far exceeded all our goals," said Durham. Everywhere I go, from the coffee shop to the recycling center, people recognize me as a chiropractor on YouTube. "
He added, "My biggest surprise was the number of views, now they have to watch the whole 30 seconds to count as one view, and so far more than 19,000 people have watched the video I've practiced in a city of 6,000 and a county of 26,000. "
To reach that range, I was curious about his advertising spending. He was kind enough to tell me, "I spent $ 450 to date, that's two cents per view!"
Asked what advice he would give you and other small business owners, he said, "My advice is to give it a try if you get the chance." Overall, it was fun to make the video with patients (now enjoy their YouTube fame, too) and the results were phenomenal in terms of views and cost. "
According to Durham, the ad continues to run.
Next I talked to Brian Ellerkamp, Sales and Marketing Manager for Quik-Latch.Com in Greenville, Texas. Quik-Latch makes a quick lock, which is a cool way to connect things. As an avid builder I'm in his target market and his video clearly explains how his tie works.
Ellerkamp told me that the experience with YouTube Director on the ground went smoothly. From the first time he contacted YouTube with Director's on-site offerings to setting up the video ad, he was impressed with the speed of implementation.
I asked him what he wanted to achieve in his video ad. "The majority of our customers use our products for automotive applications," said Ellerkamp. "We wanted to show that our products are suitable for a wider range of potential applications in different industries."
Was it effective? "Absolutely, there's no question that business has grown since the launch of the video ad campaign on YouTube."
Quick-Latch has previously switched video advertising through other channels. I wanted to know if he learned anything new in his YouTube experience. "We learned of the surprising amount of useful detailed data available after starting an advertising campaign on YouTube," he told me.
According to Ellerkamp, everything is about analytics. "The ability to measure and analyze video ad statistics helps to run a lean advertising campaign for a laser-targeted audience with minimal wasted advertising dollars, and helps determine whether changes need to be made or the ad is running taken their course. "
Ellerkamp also described a positive production experience. "I think this was done very well by the talented adaptation of Owen Cole, owner of Juicehead Media, who was the videographer assigned to us by YouTube and has done a fantastic job to convey that very message."
I was surprised what Ellerkamp recommended to other advertisers: "My advice to those considering YouTube Director's Onsite program or any video ad is not to think too much about it." to get your name out, even though the video in your eyes is not perfect. "
He says," The speed of implementation is crucial to getting things done quickly, and imperfect action, in my opinion, is the perfect planning. You can always adapt to your video ad campaigns. "
Finally, I asked him to substantiate the experience for us, saying," It was a great help that they [YouTube] provided professional videographers and Google Adwords Team helped us a lot in setting up the first advertising campaign on YouTube. They made sure the ad was working properly answered any questions I had before the ad was shown to our target audience.
The Quick-Latch ad continues to target a specific audience, Ellerkamp says, "It continues to help generate leads and revenue we might not otherwise have had."
Of course, just because of this It does not mean everyone will do it, depending on what you're selling and what you're saying, and the ability of your audience.
Finally, I wanted to talk to one of the producers.
The Video Producer's Perspective
John McWeeny is the CEO of SmartShoot, the production platform that YouTube works with to lead all freelance filmmakers on the ground.
I asked him how much time the producers spend on each video. He told me, "It varies from project to project to meet the needs of the customer – usually from a couple of hours to several hours – we try to make the advertiser's time super efficient, respectful and a lot of advance Planning to do. "
Since most small businesses are not videographers, I was particularly interested in SmartShoot's support, pre-planning, and hand gesture. McWeeny said, "Advertisers give details about their business and what they want to cover in their 30-second ad, and we use that information to write a script that we refine with the advertiser."
They try to keep their back And continue the process to a minimum, so that the ad is made without taking too much time for someone. He said to me, "We value good pre-recording collaborative scripting and collaboration with the advertiser during the shoot to minimize the need for editing changes, which means the customer will be given one edit round for the video changes."
I asked him what constitutes a good ad and what are the most important factors in making an advertisement successful. He told me that a compelling, authentic intro about the business can really grab the viewer. According to McWeeny, "Authenticity is the key and do not bury the lede." The Internet is much more of a lane-forward experience than TV, with viewers expecting a personal connection and a short attention span, so to the point. "
If you're thinking about moving forward in the YouTube video arena, McWeeny has given this advice: "On-site YouTube director-directors know how to make a great video ad, and the advertiser's role is to provide the filmmaker with enough information about the business He continued: "Advertisers should think about why customers choose other options, which makes the business unique, and be prepared to actively engage with the filmmaker in the pre-production process."
Finally, McWeeny gave a tip for the preparation of a video ad suitable for any type of video production. "Rest before the shoot, a good night's sleep helps everyone look the best on the day of the shoot, and not wear stripes."
I had the opportunity to talk to advertisers, producers and some YouTube executives about this program. It's clear that even with a small business budget, your video ad can have enough reach if you're aiming for it. That surprised me.
Apart from the cost of the ad, YouTube has eliminated the biggest challenge in delivering a video ad: creating the video. If you need leads or sales, it certainly makes sense to run a marketing test and see what YouTube and YouTube Director can do locally for your bottom line.
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