Having a well-made explainer video sitting on your landing page might increase your conversions to 20%, but a young entrepreneur doesn’t stop there and complacency is not part of his game.
Instead, he would up his game by resorting to all available means to market his kickass explainer video including social media. He knows exactly where the masses go with its 1,300,000,000 total users and that’s where he’ll upload his precious video on his YouTube Channel.
How do you really rise above the competition? It’s really a simple job that requires meticulous attention to detail and good accounting. Here are some strategic ways in order to maximize your marketing outcome on YouTube.
1. Allocate Funds to your Advertising budget
There are various ways to allocate funds for your advertising purposes. Some people like to do what’s most affordable and just go with what’s left available to spend after your total budget has been allocated to all areas (i.e facilities, employee salaries, maintenance, etc.) This tends to be used for products that can “sell themselves” or for companies who have just started and can’t afford to ramp up their growth just yet. This is the more “play safe” approach but is a little tricky as you can overspend or underspend depending on the Ad campaign built.
Another ill-advised but surprisingly widespread way is to let your management decide on the budget. If you have advertising and marketing demigods spearheading this, this is great since they can provide proper analysis and predictions to give your ads pinpoint accuracy and the budget is as efficient as possible. But if not, this more than often leads to disaster.
Now here’s how the high rollers play it. It’s a business rule of thumb to allocate 10% of your total sales revenue to advertising, regardless of how high or small it is. This method is straightforward and simple, and very easy to implement. Why you ask? Because this is financially safe and helps put a ceiling on your spending and keeps your growth on the same level as your actual sales. Kind of like not having you bite off more than you can chew.
2. Utilize and collaborate with other social media platforms
The best part of this is that it is free. Create actual interesting, insightful, and most importantly helpful blog posts on your website and embed your animated explainer video in there. People this day and age will see through SEO fodder or click bait and you don’t want your business associated with this kind in the long run. Post it on Facebook for your friends, family and customers can see it and spread the word. Have it link to your website as another free avenue your customers can take to see you. Share it on Twitter as well for the same effect.
3. Analyze your YouTube Stats and Analytics
How will you know what explainer video is working and what is not? Knowing how to read YouTube stats and analytics will help you immeasurably in gauging your campaigns success and prevent failure by cutting your losses as well.
Obviously the number of views over time is the most important factor as this is what tells you how visible you are and how far your ads have reached. The ratings, likes and dislikes namely tell you how much the people you reached well… liked or disliked it. Use these metric to tell you what resonates with your audience over the time you are showing the explainer video.
Now on the analytics side if we go in to too much detail this will end up confusing to beginners. So I will just enumerate the things to look out for:
Discovery events and traffic sources – This is where the customer came from before seeing your video such as YouTube, social media, your website, or referrals from other websites and mobile apps (ads included).
Demographics – These indicate geographical information, age, and gender of the person who viewed you.
Viewer drop off – This is where your viewers stopped watching your video. This can vary according to the videos length, content, quality, etc. This helps you improve your video to retain viewers.
Sharing statistics – This will tell you which videos are shared the most and which are the most popular.
Subscribers – This is how many people actively monitor you and will continue to watch future content you post out.
3. Google AdWords
Ah the gold mine that is AdWords. This is the platform you will be using to actively reach out to the billions of people out there waiting to buy your product. This is a paid service that Google provides that allows you to target and plan your YouTube ad campaign to point customers to your website for that conversion to hit home. This will have your Video play when a customer is watching something related to your product and your video will do its work from there. To make this work (and cost effective), it requires in depth knowledge and one must do research on how to properly set up an Ad campaign. Google even has certifications for these and AdWords expertise is a highly sought commodity among businesses and advertising agencies worldwide.