Are YouTube Video Ads Better Than TV Ads?

About 2 years ago, I started testing YouTube ads and I quickly discovered that one ad format, In-Stream ads, performed very well.  The other two options, In-Search and In-Display, are great if all you care about are increasing your YouTube video view count.  But if you want to drive leads and sales for your business, then you’ll want to stick to In-Stream ads.

An In-Stream ad is just like a TV ad that you probably see every day, but instead of streaming on your TV, the ad is displayed before someone watches a video online.  If you’ve ever watched a YouTube video and noticed an ad played right before the video you wanted to watch, then you experienced a YouTube In-Stream ad.

There are obviously a lot of similarities between YouTube video ads and TV, but there are also some important differences that in my opinion make YouTube video ads a far better option for many small businesses.  Let’s take a closer look at 7 of these differences.

#1: Pay Per (Actual) View Of Your Ad

Imagine advertising on TV and you only had to pay when a prospect actually watched the entire ad.  If anyone fast forwarded (skipped) your ad, then you wouldn’t pay a penny.

Sounds too good to be true when you’re thinking about buying TV ad spots.  However, this is exactly how YouTube In-Stream ads work.  You only pay for actual views of your ad! 

 After 5 seconds, your prospects have the option to click “Skip This Ad” and when that happens the advertiser is not charged for the ad spot.  We’re talking about literally only paying for views of your ad.

Clearly, that reduces a lot of the risk to give this a try.  But it gets even better…

#2: No Minimum Investment To Start

In addition to only paying for views of your ad, there’s also no minimum investment.  With traditional TV advertising and media buying, you’ll have to invest thousands upfront to lock in your air time.  Unless you have a proven ad campaign, there’s a ton of risk to test TV ads.

But again, with YouTube video ads, there’s no minimum to get started.

   

There also isn’t too much competition (yet) for these ad spots so the costs are still pretty low. In the markets we’ve tested, for about 10 cents you can get a real view of your ad, which means a couple hundred bucks will allow you to reach 2,000 prospects.  I’m not saying $200 is necessarily enough for a real test, but you get the idea.  Compared to TV, YouTube video ads are going to be much less expensive to get started.

#3: Precision Targeting Options

One of my favorite things about online advertising is all the different targeting options. 

 You’ve got the basics like demographics, geography, and time of day. Then you’ve got contextual targeting so you’re showing your ads before relevant YouTube videos.  And finally, you can layer on more advanced targeting options like retargeting and interest targeting, based on your prospects’ historical browsing behavior.

If you know exactly who your ideal customer is, then chances are very good that you can target them with YouTube video ads.

#4: More Ad Reach

This one may come as a surprise.  According to a Nielson report, YouTube reaches more US adults (18 – 34 years old) than ANY cable network. Therefore, advertising in YouTube may actually give you more ad reach than a TV commercial.

Plus, think about user behavior on this media.  My wife and I have a few TV shows we like to watch throughout the year, but we rarely watch them during their regularly scheduled airing.  We record them. Then when our kids, Violet and Emmett, are in bed and we have some free time, we watch the show. We rarely watch the commercials because we can fast forward through them.

With YouTube video ads, your prospects can still skip your ads, but only after watching 5 seconds of your ad.  That means you could have a better shot at capturing your prospects’ attention with a YouTube video ad than with TV.

#5: Easier for Your Prospects to Take Action

This is a huge difference.  When you see a TV ad for a product or service you need right now, then what are your options to take action?  You have to go find your phone and call the business if the time of day is appropriate.  Or you can go find your tablet, computer, or mobile device to load up the company website.  Or you can get off your couch and go to the actual store or office.

All 3 of those options require a fairly big step.  Let’s compare that to YouTube video ads…

For your prospect to take action on a video ad, she has to muster up the strength to move her mouse over the video ad (if it’s not already there) and then click.   After clicking on the ad, your prospect will visit your ad’s landing page where you can further explain your offer and ideally collect contact information or generate a sale.  Since video ads are online, it’s just a whole lot easier to get your prospects to take action.

#6: Easier for You to Track Your ROI

Again, since video ads are online and your prospect can take action online, it’s easier for you to track your return on investment (ROI).  Within your YouTube ad dashboard, you’ll see how many people saw your ad, how many clicked through to your landing page, and if you have conversion tracking installed, then you’ll see how many completed your webform or placed an online order.

With TV ads, it’s obviously not that simple.

#7: Free Organic Ad Impressions

Finally, with video advertising on YouTube, you get the additional benefit of free organic ad impressions.  Since the ad is hosted on YouTube like any other video, then it has a chance to rank in YouTube’s search results (by the way YouTube is the 2nd largest search engine so this can be significant free traffic).  Also, your video has a chance to be displayed and clicked on for free as a related video along the right column when prospects are watching other videos.

And the last, but not least, video ads can be easily shared with friends online by posting to social media or via email.  All of these examples give your advertisement even more exposure at absolutely no additional cost.  Who doesn’t love free exposure? :)

3 Reasons Why We Invest In Social Media & You Should Too

I'll admit, when social media sprinted on to the digital marketing scene, I was extremely skeptical.  Facebook, Twitter, Google+, LinkedIn, Pinterest, and all the other social media sites reminded me of MySpace and my first instinct was to wait until they all followed the same path to destruction.  I was very cautious to avoid investing time and money into a marketing fad.

But I was wrong.  Social media marketing is not going anywhere.  In fact, all signs are pointing to social media being an integral component in the future of digital marketing. That's because every day the lines get more and more blurry between social media and other core digital marketing tactics like SEO, advertising, and email marketing.  The days of focusing on just one isolated tactic are over.  To have long-term success with digital marketing, we need to take a more holistic approach.


In case you're like me and you're skeptical about the value of investing in social media marketing, I'm going to walk through 3 reasons that may change your mindset. 

Reason 1: Boost Your Other Channels

Chances are good you're already investing in other channels like SEO and digital advertising.  But as I mentioned above, the lines are getting blurry between those tactics and social media marketing.  That's because social media now impacts those channels either positively or negatively.

Let's take SEO as an example.  A successful SEO campaign relies on content marketing (for example. publishing high-quality articles and then sharing them online).  What do you think is one of the best ways to share content online?  That's right, social media!  Sites like Facebook and Twitter are perfect for maximizing the exposure of your content and, in turn, increasing the number of links from other websites.

On the advertising side, the social media giant, Facebook, should not be ignored.  As the Facebook ad platform continues to mature, it's now possible for businesses to laser-target their ideal customers to drive more leads and sales.  Plus, social media (such as the number of Likes you have) can be great social proof on your advertising landing pages to increase your conversion rates.

Reason 2: Control Your Reputation

What is likely the first thing a prospective customer will do when she first learns about your business? I'll do this before or sometimes after I've already contacted the business and it always impacts my decision to purchase.

The answer is that prospective customers will "Google" your business name as a way to run a quick background check.  It takes just a few minutes to search and see what pops up about the company.  In some cases there won't be much info, which can be concerning because it indicates the business may not be legit.  In other cases, there will be lots of info that is either positive or negative.

Here's a quick tip to help you with your search engine reputation management: If you set up social media profiles for your business name, then those pages are highly likely to rank at the top of Google for brand searches.  In other words, you can use your social media profiles as a way to control what prospective customers will see when they search for your business.

And don't forget about how this could impact your hiring process.  Potential employees will certainly "Google" your business name to do their homework as well.

Finally, in addition to setting up social profiles, it's important to stay engaged in order to establish and protect your reputation. Specifically, I'm talking about cultivating positive reviews and responding to any comments or complaints you may receive.

Reason 3: Keep Your Audience Engaged

The final reason to invest in social media is to keep your audience engaged.  This may not sound like much, but I would argue that engaging your audience is one of the most important jobs of your digital marketing.  Think about that for a minute.  In order to make a sale you must first have an engaged prospect.  Then, in order to generated repeat purchases and encourage more referrals you must keep your customers engaged.  If you lose mindshare and attention, then you lose sales.

The key to engagement is to actually reach your audience. Businesses that rely solely on direct mail, phone and/or email marketing are missing out on a segment of their market that could be reached via social media.  I'm not suggesting one tactic is better than the other.  I'm simply highlighting the fact that social media allows businesses to get in front of more of their audience to engage and maximize sales, repeat purchases, and referrals.  

7 Ideas to Generate More Leads From Your Website

If you’re looking for ideas to generate more leads from your website, then you’ve come to the right place.  In this article, I’ll walk through 7 tactics that nearly every business can use that will convert your website from a passive brochure into a 24/7 lead generating machine.

Before we get into the tactics, it’s important to understand there are two very different types of website visitors:

    Buyers – Buyers are visiting your website to learn more about your product or service in order to make a buying decision in the near future.  They know what they’re looking for and are are ready to pull the trigger as long as your product or service fits their criteria.

    Browsers – Browsers are visiting your website to learn more about your product or service, but they aren’t ready to buy.  They are interested, but don’t know if they really need what you’re offering.

Of course we all want more buyers, but the reality at any given time is that the vast majority of your website visitors are browsers.  This is a key insight that leads us to one of the most important jobs of your website, which is to capture contact information from as many visitors as possible.  That way you can follow up with both buyers and browsers until they are finally ready to buy.

With this in mind, let’s dive into the tactics to capture more of your visitors’ contact information.  We’ll start with the basic tactics and move our way to the more advanced tactics at the end.

1. Add a General Contact Form

This may come as a surprise, but I still see websites that don’t have a general contact form.  I guarantee these websites are missing out on potential sales from visitors that would have submitted the contact form with basic buying questions.

For example, many people do research during non-business hours when calling is not an option.  In this case, it’s easier to complete a website contact form to get an answer to a question that could ultimately lead to a purchase.

If you do not have a general contact form, then this is one of the easiest ways to start generating more leads from your website.


2. Add Product or Service Specific Forms

The next step once you have your general contact form set up is to create product or service specific forms.  For example, on your product or service description page, add a “request a quote” or “request a demo” or “schedule an appointment” form to capture the contact information from buyers interested in that particular product or service.

The leads from these more specific forms will tend to be higher quality and further along the buying process compared to leads from your general contact form.


3. Add a Lead Magnet

Once you have the first two types of forms installed on your website, then it’s time to switch gears and focus on capturing contact information from all of those browsers.  Again, browsers aren’t ready to buy right now so they are not likely going to request a quote or ask a buying question on your general contact form.

Therefore, we need to take a different approach by using what’s called a “lead magnet.”  A lead magnet is something valuable (information, coupons, access to a tool) that you can offer on your website for free, in exchange for contact information.  For example, our homepage lead magnet is the Internet Marketing Survival Guide.  Plus, we offer other free tools like an SEO checklist and an AdWords checklist.

As you can see in these examples, the key is to offer something relevant and valuable to your target market in exchange for at least an email address so you can follow up.


4. Use a 2-Step Checkout Process

If you have an e-commerce website, then this is a great way to start generating more leads immediately.

As you probably know, every e-commerce website suffers from shopping cart abandonment, which is when buyers go through the process of adding products to their shopping cart, but don’t end up completing the order.  On many e-commerce websites, the order form is the last step and it’s also the only form that collects the customer’s contact information.  Therefore, when shoppers abandon their carts, you have no contact information to follow up. That is the case, unless you use a 2-step checkout process.

Simply add a step right before the final checkout page to collect a little information like name and email address.  Then after the 1st step is complete, the customer is redirected to the final checkout page to complete the order.  If the customer does not complete the final form, then you can use the contact information you collected on the 1st step to follow up and close the sale.


5. Add Online Chat

I’m sure everyone is familiar with online chat.  There are two types of chat that you can use: Live and Automated.  Live chat is obviously when a live person is chatting with the website visitor.  Automated chat is pre-programmed to answer frequently asked questions from visitors, which can save you time and money (but also can frustrate visitors that have more unique questions).

Generally, I recommend businesses test out live chat during regular business hours as yet another way to capture contact information from leads.


6. Add an Exit Popup

Have you ever tried to leave a website and you were quickly presented with a popup window explaining a special offer?  That’s an exit popup.

Exit popups are a last ditch effort to capture contact information from a visitor about to leave your website (possibly forever).  For example, you can use a lead magnet exit popup to present a free offer or a special coupon, you can offer live chat to get the visitor’s questions answered, or you can offer a free quote or demo.


7. Add a Lightbox

The final tactic is to use what’s called a “lightbox.”  A lightbox is the more user friendly version of the old pop-up window.  With a lightbox, the form is presented on top of the webpage the visitor was reading.  This is a more advanced tactic because you need to be careful about where you use the lightbox and how frequently the lightbox appears for visitors.  Obviously it’s important to balance the pros of capturing contact information versus the cons of annoying potential buyers.