3…2…1…launch! The moment that you have finished your advertising campaign on YouTube and can finally hit the launch button will be golden. However, there are many necessary steps you need to take in order to get to that moment. All of which happen to all have one thing in common: strategy.
It’s important to understand that advertising on YouTube is a unique form of marketing. It has its own benefits and constraints that you can apply to your own advertisements. This post will aid you in your discovery in how you can best market your advertisements through building the foundation of your strategy.
To begin with, it’s pertinent to determine your target audience through Google Adwords. AdWords gives you statistics on views to determine your target audience: complete and partial views, the results of the views (i.e. subscription to your channel), views from your video being shared or even views from a user viewing your brand. AdWords attracts more customers, allows you to advertise locally or internationally and gives you the tools to reach your target audience right when they’re searching for the products and services that you offer. All of these actions will give you a better understanding of the value of being strategic with your video advertisements.
Secondly, it’s not a bad idea to think about strategy in terms of outsmarting your competition. Once you know your target audience, you’ll want to target your video advertisements on YouTube so that when a viewer searches for your competitors’ videos, your ad pops up first and pulls them in. Hopefully, if you make your ad memorable enough, the viewer might not even look at the original video they were searching for.
Lastly, strategy within advertising revolves around four dimensions: entertainment, informativeness, customization and irritation. All of these have an effect on brand awareness and the value of the advertising video. Entertainment, informativeness and customization all have positive connotations with YouTube advertising while irritation is negatively associated with it. As well as that, when you use YouTube to advertise, it’s important to use online video marketing strategies. These strategies reveal that your ultimate goal of advertising is to attract potential customers as well as emphasize current customer trust and credibility.
Written by: Nikki Kniley