Video killed the radio star. Or so it went in the 80’s hit song by the Buggles. But radio might not be the only thing video kills.
Video just might be the one responsible for killing, of all things, itself. Like death by a thousand paper cuts, it’s going to be a slow and long process.
The warning signs however, are clearly visible already. Let me tell you what I’m talking about.
Every day 65 years worth of video are uploaded to YouTube. Let me say that again, EVERY DAY 65 YEARS worth of video are uploaded to YouTube! That works out to 400 hours of video EVERY MINUTE.
With this much supply readily available it’s no wonder that demand has increased by a multiple of 10 in only 5 years. And worldwide, people stream more than 1 billion hours of video EVERY DAY!
TV executives who said that online would NEVER replace TV as the primary method for watching video are eating a nice big piece of crow right about now. But there’s a lot of smart ones that are embracing the trend and developing programming just for online.
Or making their vast libraries of content available online through a subscription service.
But this isn’t about TV companies and how smart or dumb they are. This about how YOU, the small business owner, the entrepreneur, can use this trend to make money. So if you don’t mind, I’d like to explore that a little bit with you.
Better To Be Lucky Than Good
YouTube is by far the largest video platform in the world. The bone chilling statistics from the Wall Street Journal I shared with you proves that.
Today, you can hop onto YouTube and find “how to” videos, the most popular kind of video, for any topic you can think of. Because of this, YouTube has turned into the second largest search engine in the world. But unlike Google search, not a lot of businesses know how to use it effectively.
Well today’s your lucky day. I’m about to share with you the BEST way to use YouTube to drive new customers, clients and patients to your business. I’m about to pull back the curtain and let you in on one of the most profitable YouTube strategies around.
Spilling The Beans
Before I blow your mind let me explain to you a little bit about how YouTube ads work.
For those of you who don’t know, YouTube is owned by Google. Because they are owned by Google, they have access to the vast stores of user information Google has collected.
What this means is that YouTube advertising behaves a lot like Google pay-per-click advertising. It can be targeted to specific types of users who are searching for specific key words or fit specific demographic profiles.
To put it layman’s terms, you can target the sh*t out of who you want to see your videos.
This ad plays before, during or after another video plays. The video ad must be no longer than 6 seconds long and you pay per impressions. This type of video ad is GARBAGE! Don’t waste your time and money with it.
The second type of ads are discovery ads. These are video ads that display on your video search results and say the word “Ad” underneath the video title.
These videos can be any length, since they are self-contained and don’t play over, before or after another video.
These types of ads are also GARBAGE! Let’s move on.
The final type of YouTube ad is something called the in-stream ad.
If you’ve been on YouTube I know you’ve seen this type of ad. They are the ads that play usually before your video starts that you can skip after 5 seconds.
THESE are the ads where you’ll make all your money.
Because your competitors don’t know how to use them the best way possible. Let me explain
How They Work
There’s two ways YouTube charges you when they serve up one of these videos. One is every time someone watches more than 30 seconds of one of these video ads.
If the video is less than 30 seconds, then it charges you when people watch it all the way to the end. The other is if someone clicks on the video and is taken to your offer.
Did you notice something was missing from the way they bill?
They make no mention of being charged if someone skips your video after the 5 second wait time. What this means is that you don’t get charged if someone skips your video. As long as they skip before reaching 30 seconds of course.
THIS is where YOU’LL make your money and competitors will be left in the dust. Follow me here.
Disqualify The Riffraff
The strategy to use with these in-stream videos is this. Use the first 5 seconds of your ad, the part that people can’t skip, to disqualify as many non-buyers as possible. This way the people that stick around past the 5 seconds are better qualified prospects.
These video ads are used as much to repel as they are to attract the type of customer you’re looking for. But how do you do this?
First, start with your offer right off the bat. Don’t try to be cute. Don’t try to be funny. Just lay it out there and let people know what you’re all about. If they’re interested they’ll stick, if not they’ll skip.
The first words spoken on the video are like your headline, so make them count.
Second, let them know what kind of customer you’re looking for. Say something like, “This is a special offer for parents of elementary school children.” Again, the first words are your headline, use them to let people know who this message is for.
Last, throw in some branding on the video. You can use a watermark on any of the corners of the video with your website so they at least get an impression. You can also insert a static card at the beginning of the video with the offer and your website before the motion part of the video starts.
Pennies On The Dollar
The best part of using YouTube in-stream videos to generate leads and customers is that it’s dirt cheap.
Why? Because not that many people are using it. The ones who are, are overpaying because they’re not disqualifying non-buyers as quickly as possible.
It’s still a very competitive market though. But compared to Google pay-per- click you’re going to be paying less than a dollar for every video click guaranteed. This will allow you to bid more aggressively because your marketing budget can stretch a little further.
This will equal more new leads and customers.
Don’t Ignore This
If you’re not currently using video as part of your marketing mix now is a good time to start. Don’t worry that you might not have anything important to say. You probably do, the only problem is you’re so used to it you think everyone else is too.
The thing to remember when doing video is this, have a plan. Don’t just throw a video together because you can and it’s free. There’s a lot of garbage out there already, don’t contribute to it.
Start with the end in mind. What action do you want people to take after watching your video? Work backwards from there to achieve it. Script or at least outline what you want to say during your video to make sure you don’t forget anything and you look professional.
The pros don’t get up there and “wing it,” you shouldn’t either.
To read Victor’s previous columns, click HERE.