How to Attract Your Audience
Video ads aren’t anything new, but keeping up with the rise of their increasing online presence is. Most of us don’t even realize how often we come across video ads. With so many different apps and sites, it’s important to get your company’s video ads out there, in the right places, and noticed. The key is to look beyond traditional practices and dig deeper into the variety of different ways and places you can utilize them. Follow along as we take you through best practices for video ads.
Rise of Video
With the rise of social media and its many marketing uses; video advertisements have been more popular than ever before. So popular that, in the past 30 days, more video content has been uploaded than video created by major U.S. television networks in the past 30 years. Moreover, it’s estimated that the average person currently spends 100 minutes every day watching online videos. This is a 19% increase compared to daily viewing minutes in 2019, which stood at 84. What all of this means is that it’s not just that people are watching more video than ever before, but that competition for this space is on the rise. Stay on top of new trends and ways to engage your audience over your competitors with our five tips and tricks, below.
1. Choose the Right Video & Placement
The right video placement can be the determining factor for your video advertising success. Before anything else, make sure your company has a clear idea of where you want these ads to be – and where they’ll best meet your potential customers. Here are four highly successful video ad placements to keep in mind as you’re getting started.
Skippable in-Stream Ads: Skippable, in-stream ads play before, during, or after other videos. After five seconds, the viewer has the option to skip the ad.
Non-Skippable in-Stream Ads: Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. Viewers don’t have the option to skip the ad.
Native Video Ads: This video ad format blends in with the website’s layout for a seamless interaction.
In-Banner Video Ads: In-banner video ads are videos built inside a banner ads.
Knowing these four placements can allow for your brand and message to be properly delivered the way you’d like it to be within your diverse video ads.
When we say captivate, we mean make a good first impression. It’s best to keep your videos around 15-60 seconds, because most of your audience may drop off if your ad drags on too long. The message may begin to get drawn out and blurry, causing the viewer to forget it. Short and sweet is the rule of thumb, and grabbing their attention in those first 3-5 seconds is key. You really don’t have much time before the viewer may click “skip ad” or exit out completely. Keep users engaged by using upbeat music, compelling questions, humor and more, based on your brand voice. Once you have your general ad idea ready, figure out the best place to position the ad. 79% of the people say a video ad has convinced them to buy a product or software – so make sure its length and creative makes it memorable. Not sure where to start? Take a look at one of our personal video ads below for inspiration.
Online video ads tend to differ heavily from traditional television ads. This is primarily due to the personalization of online ads. Using personalization tactics can give you an impactful advantage over your competitors, so take advantage of this and research and study your customer demographics to better understand their behavior and buying patterns to properly place your ads in the right places. For example, if one of your demographic audiences viewed your services and clicked through the contact us page, but didn’t submit any information, you can infer that they got the chance and had the time to go through your website (showing some interest) and look over your services, but weren’t ready to take any next steps. In this case, a video ad with personalization could be used to help them progress, reading something like, “Learn more and get in contact with xyz to see how x company can help you with…” This way, you’re serving as an outlet and solution to their unanswered questions, and gently pushing them make that next step, instead of placing an ad for them to see that doesn’t apply to their current situation. The same goes for the placement of the video ad. If you find that the majority of your audience is viewing your content on Facebook or Instagram, place an ad within these platforms. Similarly, if you’re communicating a lot through email with potential customers, place a video ad in an email. An initial email with a video ad can receive an increased click-through rate of 96%. And, using the word “video” in your email’s subject line can increase open rates by 19%, click through rates by 65%, and cut the number of unsubscribes by 26%.
4. Make it Relevant
Make sure your ads are relevant. Don’t just interrupt your viewer in the middle of their browsing or shopping – add value to their day. Make them do a double take when scrolling to keep your company top of mind for your high performing audiences. The best way to do this is by empathizing with their needs and pain points, especially right off the bat (like we said, in that first 3-5 second). It’s helpful to create different or slightly different versions of the same video ad to ensure they fit seamlessly into whatever page they are placed on.
5. Represent Your Brand
Be sure, possibly above anything else, that each video is a good representation of your brand. Add a logo into the corner of the ad, or place it strategically within the video on certain frames. 3X more people are engaged with an ad when a brand name and message is presented in the first 10 seconds. Also be sure to include a clear & concise call to action (CTA), and use ad copy space to provide additional information about your product or service that didn’t make it into the video. You can even try adding a short teaser phrase or question to the video that compels people to view longer or check out your website, blog, landing page, or other platforms.
Reach Your Target Audience
Lastly, partner with advertising creatives to get your video ads done efficiently and in a timely manner. Having captivating, personalized, relevant information that’s positioned correctly will ultimately put your company in the best position possible to reach your target audience. If you’re looking to learn more about video ads, feel free to contact our skilled creative marketing team, here.
7 Ideas for Your Digital Strategy
So far in the Power of Digital series, we’ve highlighted digital’s general power and presence in today’s world, and shared key tips and tricks to plan, execute, and get the most out of your digital marketing campaigns. This week, we’re shifting gears a bit to take you through 7 unique and effective ways you can use digital in your next marketing campaign.
1. Content Marketing
Content is key and king, and that will most likely never change. Especially on digital platforms, content can make or break your marketing campaign. Almost every channel can benefit from content marketing, but those that benefit most are websites, blogs, e-books, white papers and one pagers, infographics, online brochures, social media, and digital advertising. You can expect about 67% more leads every month if your brand has a blog (compared to those who don’t). Digital content marketing can help you get noticed, help customers find you, and build brand reputation – and high-quality content can make you a subject matter expert, thought leader, and front-runner in the industry. A good online presence created through valuable content can earn your audience’s trust and influence prospects to take action, especially if that content includes an effective call to action.
2. Social Media Marketing
As widely used digital marketing channels, social media platforms such as Facebook, Instagram, Twitter, and LinkedIn, can help you expand your digital audience and reach (and connect with) people in several areas of the internet. Social media is an excellent, easy, and often free way to promote your business through visual and valuable content that can be uploaded in seconds – whenever and from wherever. Like we said, social media is a great place to reach, interact with, and communicate with customers. It’s a place where customers know they can reach you quickly, get instant gratification, and grow to feel more personally connected to your company. Platforms like Facebook and Instagram are useful for sharing announcements, blogs, landing pages, and more, and all of this content can also be shared, liked, and commented on by your customers and interested prospects. In fact, 53.6% of the world’s population uses social media, so take advantage of the crowd.
3. Video Content & Advertising
If you’re not already taking advantage of advertising with online videos, the time to start is now. According to Optinmonster, video marketers get 66% more qualified leads per year. Video is an effective, memorable, and authentic way to share company messages. It can be inspirational, entertaining, thought provoking, surprising, educational – you name it. It’s a great way to tell a product story, make announcements, or show the faces behind a company. Just make sure when you’re making video content that you know your intentions. What do you want to tell your audience? What do you want to show them? How do you want them to feel? And maybe most importantly, what do you want them to do? The best channels to post your video content are YouTube, Facebook, Instagram, and Linkedin – but video content can be posted pretty much anywhere, and can be broken up and used on several different platforms to target audiences in different stages of the buyer’s journey and acquire varied results.
4. Audio Content
As consumers are settling into their new routines of life at home, consumption habits are dramatically shifting across digital mediums. Podcasts are all the rage these days, and for good reason. Businesses, influencers, and thought leaders have started to realize that no matter what someone’s schedule, while they may not have time to watch, they’ll often have time to listen. Whether it’s on the traditional radio or via a podcast, audio has become an extremely relevant medium to offer on-demand listening for your busy audiences. Even better…audio marketing can often be easier and cheaper to produce and distribute highly tailored content than other forms of marketing.
5. PPC Advertising & SEM
PPC (Pay Per Click), advertising and SEM (Search Engine Marketing) efforts can draw a ton of traffic to your website. PPC focuses on driving search traffic with direct commercial intent. Pay-per-click ads through the Search Network help ensure you’re fully visible and front and center on an SERP when users submit queries that are relevant to your brand offerings. This digital marketing tactic varies in its cost, because the advertiser pays the publisher depending on how often their ad is clicked. Yet, the more you pay, the more possible prospects you’re likely to get. This type of advertising’s a great way to show off your brand to individuals who are actively looking for products and solutions that your brand has to offer. 65% of B2B companies have acquired customers through LinkedIn ads alone, just one of many places these advertising opportunities exist.
6. Digital Display Advertising
This subset of SEM efforts is also a great way to reach new customers using text, images, banners, rich media, interactive imagery, and video. Digital display advertising presents you with the opportunity to showcase your brand in a wide variety of ad formats. Display advertising is an excellent way to build brand awareness and get clicks, conversions, and sales from users who have an interest in your business and have found your display ads to be relevant to the solution or product they’re searching for. Digital display ad messaging can be easily customized based on your customer’s interests and shopping behaviors, but before getting into display advertising, make sure you choose an expert to work with to get the most out of your efforts and obtain higher ROI.
Lastly, SEO is a good digital focus for your company to have if you’re looking to increase organic search rankings for your website. The higher your pages rank on Google’s SERP, the better chance you have of growing your business and brand awareness. Having a high ranking also builds consumer trust and company credibility, and betters user experience, making it more likely for customers to become repeat buyers. The mediums that most profit from SEO auditing include websites, blogs, and infographics, but almost every channel can benefit from improved SEO.
Ready to enhance your next digital campaign? Contact us. We’ll help you brainstorm and execute, and make sure you get the most ROI for your digital marketing efforts.
5 Tips & Tricks to Enhance Your Digital Campaigns
Last week, in our first blog of the Power of Digital series, we discussed how powerful and plentiful digital is in our increasingly technological world. This week, in part 2, we’re giving you a few tried and true digital tips and tricks that businesses can use to increase the power of their marketing.
1. Set Goals
When creating an effective and accurate digital campaign, it’s very important to create goals early, and define them with purpose. Loosely defined goals will just lead you to a loosely defined, unsuccessful campaign, so outlining measurable goals should be your first step. Many companies use the SMART method to develop these goals (specific, measurable, achievable, relevant, and time-based) because it ensures you hit every key factor of effective goal-setting. While many goals should be focused on sales and leads, they can also be set around other variables, such as increasing social media followers, email subscribers, and/or engagement. A recent Harvard Business study revealed amazing statistics relating to goal setting and success. It found that the 14% of people who have goals are 10 times more successful than those without goals – so set, and don’t forget.
2. Define Demographics & Use Personalization
Your online audience heavily varies based on a lot of different factors, such as gender, age, location, income, and more. Since there’s such a large range of possible digital viewers, it’s important to research, define, and customize based on your specific audience. Creating personalized marketing that caters to each demographic is the most effective approach when it comes to digital campaigns, so once you’ve defined your specific target audience, think about what will resonate with them, and incorporate that into your copy, images, and overall strategy.
3. Know (& Use) Your Voice
Again, knowing your audience is key, and if you know them well, you’ll know how to speak to them. If your social media posts or emails look like those of every other company, you’re doing your digital wrong. You won’t catch their attention if you blend into the vast digital crowd. Make sure your content and messaging are relevant, consistent, and always showcases your brand voice and brand story. Also, it’s important to make sure everyone in your company has a good idea of this brand voice, so that your salespeople, staff, and representatives showcase it correctly and authentically. Developing brand voice standards and distributing them will help ensure these are streamlined all over digital – and in the physical world. Over time, as your audience and goals are bound to change, these standards may change, so make sure to always adapt your messaging.
4. Include Clear Call-to-Actions
Call-to-actions can be just as important as the digital campaign itself. Emails with a single call-to-action increased clicks 371% and sales 1617%. Don’t forget to brainstorm, discuss, and review them to perfection. Whatever you want your customer to do when they see your display ad, read your email, or scan your social, make sure it’s obviously displayed. Don’t make them guess. Your call-to-action should be front and center, easy to find and direct. The first word of your call-to-action should be first-person oriented and action oriented. And, like we said, make sure you focus on the language of the call-to-action and ensure it’s clearly connected to your brand as well as your products and services. Avoid generic call-to-actions like “read more” or “learn more here” – as customers are so bogged down by these and not enticed by them anymore. Try other, more unique phrases like “Try for free”, “Join us”, or “Give it a go”.
5. Design Effectively
Digital campaigns leave a ton of room (literally, endless room) for creativity, but make sure to use that design space thoughtfully and effectively. It’s essential you think about not only what the digital campaign is, but where it’s going. It’s likely your users are absorbing your campaign touchpoints in more than one place (on phones, tablets, or laptop screens), and that it’s surrounded by other images and advertising – so make sure it fits, and make sure it pops. To stand out, use high-quality images, unique brand elements, and enticing content that is relevant and consistent to further reinforce your positioning and brand experience. If you’re not certain something will work, still try it! The best campaigns are sometimes the most out-of-the-box, and A/B testing can be used to give new ideas a try.
If you’re ready to take your next digital marketing campaign to the next level, contact Strata today.