crusing Youtube

 

If the focus of your targeted online marketing is a specific demographic that you are interested in then ensure that you keep track of the results in order to see the performance of your efforts. For example,

you may begin by tracking phone calls just to get an insight as to how well your marketing is doing. If you get a positive result, continue to focus on these groups.

If however they are not working consider solutions to these problems and tweak your message as well as strategy.

Another positive that may come from monitoring your results is that you may reveal an audience that you had not been exclusively targeting.

For instance, if your search advertising is resulting in more conversations over the phone than via desktop, then you may need to consider your mobile presence by designing an optimized mobile landing site in order to create a smart mobile experience for your mobile customers. What What is the background of your customers?

This is arguably one of the most important questions that you should ask yourself when you are defining your target audience. If you are able to identify attributes such as age, gender, education level, hobbies, geographic location, income level, interests, family status, and much more then it will help you in determining the kind of online advertising that you need to make use of in order to reach the right customers for your business. What do they purchase?

Try to seek to know whether your customers purchase more of a certain item or are interested in one service. If you are able to identify the products that are your best sellers, you will in a better position to not only make smarter inventory choices but also in tailoring your message so as to reach as many customers who are interested in these items. Additionally, by closely monitoring Page | 11

review sites and social media, you can always keep abreast of what the customer’s think of your service; if it is good then you can maintain the standards and it is not then you get a chance to change. When When are your products bought?

Try and identify whether your customers purchase your products at a specific time during the year or whether they are purchasing throughout the year. By understanding the seasonality or the frequency of your business, you can be able to create messages that will target the customers during the right time in the cycle.

For instance, a plumber is often sought out whenever the need arises, therefore optimizing search ads and content for his plumbing services may be of help in targeting consumers that are looking for an on the spot purchasing decision.

However, a customer that is looking to purchase a new car has a higher likelihood of researching on dealers, vehicles, reviews, and offers on a number of different sites for a stretched duration of time. Ergo, it is vital that you take the length of time of your normal buying cycle into account. When do the customers currently interact with your brand?

Ensuring that you target the right audience is not only crucial for gaining new sales but also for developing your online brand

For example, by monitoring the times when the fans interact with your posts on social media you can be in a better position of planning a schedule of when to post some content so as to get the optimum visibility as well as engagement.

Here, let us imagine that your brand gets more traction on Fridays as compared to Mondays then you should take advantage of this knowledge to post content that is engaging or promotions and special offers for the followers and fans when they are most likely to see the content. Page | 12

Where Where are your customers located? Defining the exact location of your current customers can be of significant help in terms of concentrating your target marketing efforts.

By making use of geographic targeting in display and search advertising you can be able to create lead that are optimized through displaying your message only to audience that are in your service area.

For instance, if you are a Dentist in your local town then there is a very low likelihood that you are going to receive a client from a different State or country through your adverts.

Therefore, in order to target the right consumers for your products, you need to make use of the appropriate keywords, such as location-specific phases, within your content in order to improve the overall chance of them showing up when the customers such for businesses similar to yours in the directories or search engines. Where did your customers find you online?

A very easy and effective way of identifying your target audience is in finding out where your customers presently first found out about your business.

Whether it is from the local directories, search engines, social media, word of mouth, or online reviews, by knowing where they first found out about your business can aid you in planning where to concentrate your targeting efforts. Why Why do they purchase?

Ideally, a majority of the purchases can be grouped into two: needs and wants. By understanding your key products and services as well as the reasons why customers choose to purchase them Page | 13

can offer you with further insight into your target audience and the process they go through in finding your business.

For example, a customer that is seeking the services of a plumber will have considerably different expectations as well as a journey compared to another customer that is looking for a spa. Ergo, in understanding the why behind the purchase, you are in a better position of determining the most probable path of purchase. Why do customers purchase from your competitors?

With the highly competitive markets today, customers are often spoiled for choice when it comes to purchasing.

Therefore, there are numerous reasons as to why customers may opt to buy their goods from your competitors. It may be the case that your competitors have a superior customer service, they are more engaging with their customers or their followers and fans online, offer appealing discounts, have a better reputation, or their content is better optimized such that the customers can find them easily when they search.

Therefore, if you can clearly understand why they prefer to buy from your competitors and not from you may aid you in tailoring your approach in order for you to reach them and convert them to being your customers.

Answering all these questions is quite crucial in identifying the target audience for your customers. Studies have shown that the average consumers will make use of more than 10 sources of information before they make a decision on purchasing a product.

This makes it even more critical that you need to identify your target audience in order to build a marketing plan that is able to reach your desired target audience where they are most likely to see it and engage with it. Page | 14

Identify The Right Content There are very many different types of videos on YouTube that are available. Honestly, you can find almost anything on YouTube. Here are some of the most popular kinds of videos that you are likely to encounter:

1. Educational Videos:

these are basically recordings or videos of public sessions that are conducted in lectures or auditoriums, or sometimes an individual just standing and talking may suffice (he may be standing illustrating his content with a white board or other visual materials. It is important to note that sometimes this tactic may be a tad bit consuming with respect to time, however it is quite cheap to produce in comparison to other kinds of videos.

2. Webinars:

these will normally be characterized with some Power Point Presentations with a few graphics accompanied with a voice over on it. These are also very popular and they are quite easy and fast to produce. In terms of cost, they are very cheap and effective provided you have the basic skills required.

3. Tutorials:

These can be defined as videos that are elaborate and dynamic in structure. These videos can either be animated or they can clearly show the process that one must take in order to perform a certain task. For instance, how to repair a car. Characteristically these types of videos are time consuming and often expensive.

The third kind of video is what you should probably look into producing. Admittedly, they are both costly and a tad bit difficult to produce which may put you off.

However, these elaborate tutorials are generally the most appreciated kinds of videos online. With these characteristic, it has the highest potential of generating traffic as well as exposure to your site. Page | 15

However, just because it is the most appreciated does not necessarily mean it is the best fit for your business. Once you have understood your target audience, you will be in a better position of understanding the kind of video that they are most likely to respond well to and then you can make use of the above information and capitalize on it.

Making a decision on the right kind of video for you to produce will help you significantly when it comes to making your budget. It is important to remember that as you are creating your budget; your objectives should always be a key concern. You would not be realistic if you were expecting that your videos would drive a seven figure revenue stream whilst working with a three figure budget.

Producing the right Video Content This is where the exciting action begins, when you finally get to produce the videos to post on YouTube. Likewise, as the excitement begins so does the rise in cost of video marketing. Much like the aforementioned planning stage, there are three different stages that one must go through in order to produce an appropriate video content. These are as follows:

1. Buying the right kind of equipment

2. Identifying video topics

3. Filming the video Buying the Right kind of Equipment Regardless of the type of video marketing that you are considering, you cannot escape some form of investment for it. Here, you will most certainly be required to spend on the purchase of some equipment. This is particularly the case for some kinds of videos as they are more sensitive to quality. Page | 16

Let us take a scenario that the hypothetical company that we had earlier discussed is deciding to make use of in-depth tutorials.

This will be quite appropriate for their desired target audience as they have thoroughly researched online and made findings that there are many individuals that are very interested in Do It Yourself Gasket replacement videos, or something like that.

Globe Fasteners Consultancy will be faced with a choice of spending some significant amount of money on a number of items:

• A quality professional video camera.

This will probably set them back a high 3 figure or mid four figures. Quality videos will be important so they cannot avoid this cost.

• A standard tripod.

This would as well set them back low three figures.

• A quality video editing software.

There are a number of free online software that are free to use but these often have restrictions and most often than not will have watermarks on them. Again, this will set them back mid three figures.

• A standard wireless microphone.

These are not very expensive and will go for about three figures.

• Lighting equipment.

A good video must have quality lighting lest you have dark spots in the video which tend to be frustrating to watch. The cost of this will vary from mid two figures to high three figures.

• So much more

At this point it is important to remind you that video marketing may not be the most cost effective kind of marketing that you can think of. In fact, there are a number of cases where the marketing campaign can go belly up and run losses. Therefore, before you hop on this Page | 17

bandwagon, you might need to take time to ensure that you have the necessary funds as well as the time to invest in this kind of project.

Finding Appropriate Topics for Videos Making videos is very reliant on creativity and innovation. If your agenda is to be prolific in terms of producing videos then you should not be surprised that you will likely run out of ideas quite fast.

This is especially the case if you are dealing with a niche product such as the replacement of gaskets or windows. Let us be honest, there are only so many ways in which you can make a video about the aforementioned topics before they start to recycle.

In the event that you find yourself stuck in the same kind of predicament, there are a number of avenues that you can explore that will help you in generating new ideas for your videos? Recycle a blog post that you posted a long time ago.

You can locate one of your first blog posts and do your best to rework it such that you come up with a tutorial or appropriate video. For instance, if you have in the past worked in extensive guides on how to do things such as web hosting, you can now endeavor to make a video from this. “Borrow” an idea from a competitor.

This may sound like some under handed tactics and probably even illegal, however, you should know that it is not actually against the law to do so. After all, there is nothing that is new under the sun.

But it would be wise to mention that this does not mean that you should actually steal the actual video that was posted by your competitor.

Now that would be illegal! What we are suggesting that you can review what the competitor is posting and with this you can be able to see what is currently trending in the market and then find out the topics that would best resonate with your audience thus resulting in more traffic.