Allison has over 20 years of advertising agency and media relations experience. Being on the agency and client side she offers a unique perspective to client needs and what it takes to achieve them. As a seasoned marketing professional she has managed strategic planning and multi-media marketing for many healthcare clients, banks, schools, non-profits and universities, as well as the Kentucky Derby Festival. She prides herself on creating and maintaining great relationships. Her experience is a great match for leading and training teams and helping businesses grow
In today’s fast paced world video is climbing up the marketing ladder, and it is not just for the big dogs anymore, everyone is playing. 87% of online marketers are using video content and it continues to grow! Recent statistics show that one-third of online activity is spent watching video and half of all video content online is viewed on mobile devices
Here are a few tips on getting your video marketing campaign started
Step 1: DEFINE YOUR AUDIENCEWho am I talking to? Think about the person you are trying to reach
Where do they spend the most of their time online
What are their interests
Step 2: GOALS AND MESSAGEDetermine your video action items
When deciding on your goal, first you’ll want to consider if your video is for brand awareness, to generate leads or is it promotional/informational? Once you have settled on that, you can then clarify the content that will be most effective to get that message across
- What do you want the consumer to do? (what action/conversion do we want them to take
- What message do we want them to walk away with
- What is the best way to communicate to my defined audience
Step 3: CREATE AN OUTLINEWhen creating your video outline, make sure to keep it simple. Don’t overcomplicate it
1) Determine your video length. What is the best length to communicate your message. Shorter ads of :15 tend to get better engagement
2) Have a compelling opening. The first 5 seconds is critical. You must hook viewers initially, so you have a higher completion rate and engagement
3) Make sure your outline includes visuals that are eye-catching with video and graphic
4) Have a strong closing
5) A few factors to keep in min
• Make sure your video is mobile-friendly (can be viewed on a small screen
• If sound is off, that the viewer will know what the video ad is about. Many consumers are opting to turn sound off on their devices and on Facebook, 85% of videos viewed on this platform are viewed without sound
Step 4: CREATE & PRODUCEDepending on your budget, videos don’t always require high-end equipment and platforms and instead can now be shot and edited using simple tools like an Iphone, Imovie and even mobile apps like Ripl and Legend. Consider having multiple versions of your videos. These can be used for your initial campaign launch and for future use
Step 5: LAUNCHBased on your audience and message make sure you have properly determined which avenue is the best to deliver your video content. A few options to consider
If you want to target consumers who search certain keywords or phrasesKEYWORD TARGETING would be great start. Keyword targeting is showing your display or video ads on web pages that contain keywords related to your business, across all devices
If you want to target consumers who have are within a “Type” of audience/category you can use AD NETWORKS. Showing your display or video ads on groups of websites targeted to the type of audience you want to reach, across all devices
If you want to target an area or place and several interests like, “in the market to buy a car” “home renovations” for example, choose MOBILE CONQUESTING. Using location based, demographic, and behavioral targeting to reach consumers with display and video ads on their mobile devices
If you have an event or want to target people about a promotion or service and reach consumers based on their likes and interests, use FACEBOOK & INSTAGRAM. Targeting people across all devices on Facebook and Instagram with your display or video ads, in people’s News Feed and on Facebook Audience Network and Facebook Messenger
If you have a database of previous or current customers or a purchased list, we can target them online with videos ads using IP TARGETING. Matching IP addresses to your list of names and street addresses and showing your display or video ad only to those people, across all devices
If you are not sure which avenue is best, contact your Vici Trainer to help determine the best path.
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