Many people don’t understand the power of YouTube, and there are sales and business people out there who are not taking advantage of this platform. YouTube is the second largest search engine, and it’s used by people who want to buy your product or service every single day. A study done by Google found that 68% of people make purchase decisions based on YouTube videos. Think about the last time you bought a new smartphone or a new car. Did you watch video reviews? For many people, the answer is yes. YouTube can create growth for your business, not just in the product space, but also for coaches, leaders, consultants, and other service providers by reaching people where they’re searching, as opposed to reaching them where they’re just browsing
Creating a Winning YouTube Ad
When creating a YouTube ad, you have the benefit of time on your side. A longer ad is going to work better for the majority of products or services that you’re selling. You don’t have the time constraint of a 30 or 60 second commercial. Ads should start with a hook to capture people’s attention and pull them in. This also pushes people away who are not the right fit for your product or service, thus helping you pre-qualify. After your hook, create a 2 to 3 minute chunk of educational content that adds value. Illustrate yourself or the product or service as being the solution that your target market is looking for. Show yourself as the expert, and your solution as necessary. You don’t want to wait for them to go all the way through the funnel in order to show them the value, you can do it directly in your video! The final step is a call to action, where you let the viewer know how to contact you, and what to do next.
Creating a Winning Campaign
The most scalable campaigns are a combination of demographics, the larger keyword of interest, and then layer in interest and affinities based on Google search habits. This will allow you to reach the right person and scale the campaigns you create. This approach is uniquely available to those who utilize YouTube. On Facebook, you have demographics, and information on interests and affinities based on things they’ve liked on the site, but then the algorithm fills in the rest of the information. Another benefit of using YouTube is that people are using it as a search engine, and you are communicating to people that are directly searching for what they’re looking for, instead of having an algorithm do the guessing.