Hello,
I had the opportunity to listen and to look over the shoulder of an agency that is helping a couple of clients in the eCommerce Space in the Indian Market.
I had a peek into their advertising & targeting strategies that deployed in Facebook Platform.
I also had a peek into their advertising & targeting strategies that are being used in YouTube.
Being at a self rating of 7 on 10 for driving traffic with Facebook platform, I found the agency is a lot better at it.
(I had my AHA moments).
Source: https://www.linkedin.com/pulse/conscious-incompetence-enemy-organizational-change-dr-elisa-chavez/
Being at a self rating of again 7 on 10 for driving traffic with YouTube platform, I found the agency falling short and probably wanting.
(I had OUCH Moments!).
The OUCH moment that I had is that -
the agency is using their successful advertising strategies and targeting strategies on Facebook Platform for their YouTube strategies & campaigns.
Square Peg in a round hole!
(Or the round peg in a square hole!)
Because of this they are struggling to scale the traffic and engagement.
The conversion from the engaged traffic is not getting into the desired upwards trend.
This is resulting in increased cost per click, cost per Mille and cost per acquisitions.
Yes, the campaigns are failing.
Yes, this is getting them completely frustrated.
The danger is that they continue to be think they are in the "Conscious Competence" stage when they are actually in the "Conscious Incompetence" stage.
Some of the team members are actually in "Unconscious Incompetence' stage.
Source: https://www.businessballs.com/self-awareness/conscious-competence-learning-model/
So, got into a thoughtful conversation with the team and helped them have a working plan to make the YouTube campaigns have
- FIRST, unlearn the Facebook strategies in relevance and context to YouTube Marketing. (Cue: 'EMPTY the cup', Captain!)
- Concentrate the campaign on the qualified viewers (who see the ad beyond 30 secs, if not the impression is free) from the word go from the start of conceptualizing a YouTube Campaign to the last bit of execution.
- Since you are concentrating on the qualified viewers, build brand awareness in the first 30 sec of the video ad.
That gets me to the anatomy of a YouTube ad.
I am using some of the insights that I learned from tested direct marketing and direct response styled ads run on TVs.
Let's get to that YouTube Ad.
For capturing the essence of the anatomy of the YouTube ad, let me enumerate them.
- The Video ad is 2 - 5 minutes long. (Please SCRIPT it!)
- First Five Seconds - You are prospecting. You want to say something that will hook the prospects. So, share (textually, visually and as a combination) a promise that is intriguing or a statement that is provocative. The benefit is - if someone is not hooked to what you said, they will SKIP or drop off. And you will not pay for that ad impression, Savvy?
- First 30 Seconds - Now tell who will be benefited from what you are going to say in the Video ad and what they will get if they engage with that video ad. Now magic happens. You have people interested in going beyond 30 secs of the video ad, for which you will be happy to pay. You will also have people not interested in what you are offering. They will drop off. You got a free impression. That will get you a better Click Through Rate (CTR). The overall ad spend will be reduced.
- Next 10 Seconds (that is 31 second to 40 seconds) - Present your call to action (CTA) and ask for the SALE or engagement. Don't wait to put your CTA in the video ad. Note the people are super busy. Get them to get into the Deep Rabbit Hole Of Customer Engagement (Dr. Hoce, aka marketing funnel or buyer journey).
- From 41 seconds up to the penultimate 10th second - Provide nuggets of helpful and actionable insights. Kick in the reciprocity feeling in the viewer to engage for the insights shared. Tell them in a compelling way that they want more.
- Last 10 Second for the video ad - Present your call to action. Show the next steps that they have to do.
- Target your audience with filling in relevant and contextual details in the demographics, the keywords and the audiences.
- When they buy your product be the brand that they expect you to be. (Branding - 'Delivering the stated promise consistently over time').
Go live with that video ad!
Your YouTube Advertising will have a bump in its performance.
Since I expect 'more from less', I wish you experience a WINDFALL of great leads, sales and revenue.
Now create 4 more such video ads.
I can guarantee that in each of these iterations, you will force yourself from 'Conscious Incompetency' to 'Conscious Competence'.
Surge ahead, Captain, with your YouTube Campaigns!
What is expected from implementing these specific details in your YouTube Campaigns?
- Your Lead Quality will improve. TAO this!
(TAO = Track, Analyze and Optimize! Remember, what you measure improves.) - Your cost per conversion should come down.
- Your conversion rates will improve.
- You will save your ad budget as you are avoiding uninterested viewers.
- You can scale the campaign at will. (If you do this, you are definitely in the 'Conscious Competent' stage. More power to you!)
Let's #GutsGo it!
(GutsGo = Genuine Urge. Thrive. Succeed. Grit. Onus)
PS:
I offer a Hands-on Digital Marketing Course (HDMC) to help you get employed in the digital marketing domain. If you are interested, please book an appointment with me here - https://gutsgo-digital.mailchimpsites.com/book-online. Speak then.