While
B2B marketing
has previously relied on video marketing simply to create brand awareness (if using video at all), direct response campaigns are much more effective at generating leads. A direct response campaign encourages viewers to take action immediately after watching the ad. The call to action could be directing viewers to a landing page, a signup form, a download or a purchase.
In addition to generating leads, direct response campaigns also help you measure how effectively your marketing is performing – and whether video is working for your business. Channeling viewers directly to another link helps you to track and measure how well the advertisement is performing.
Here’s what you need to know about creating your first direct response YouTube campaign for B2B marketing.
It’s all about the strategy
Quality video production is important, but it doesn’t mean that you have to break the bank to enter the B2B video marketing space. What’s more important than whether your CEO delivers an Oscar-worthy performance is how effectively you deploy your
video marketing strategy.
Your video strategy is twofold. Before you can develop a video concept, you must understand your audience. You need to know which messages relevant and which messages are resonating. You then need to know how to use a marketing platform like YouTube to most effectively reach your audience.
Utilize YouTube’s TrueView for action
If you’ve watched a video on YouTube lately, chances are you’ve seen smart businesses using this tool to drive direct action. TrueView for Action enhances video advertising with prominent, clickable calls-to-action (CTAs). Viewers are presented with a call to action, a headline and an end screen that encourages viewers to take action once the video is complete.
To set up your TrueView for action campaign, head to your Google Ads manager. Your campaign goal must be “Leads” or “Website Traffic” to enable TrueView for action.
Target the right audiences
Choosing the right target audience for your direct response campaign is crucial for its success. This can seem particularly tricky when you’re performing B2B marketing and looking to find people who might be browsing YouTube on their free time.
Fortunately, YouTube’s greatest strength is its ability to target ads at the right viewers. Google, YouTube’s parent company, collects a lot of data about users’ search and browse history. You can target your audience based on their recent search activity both on YouTube and in Search. If you already have a Search campaign, you can use the same data you have on your audience for
your YouTube campaign.
Video is becoming a crucial tool in B2B marketing. Spin Creative is eager to help you design an effective direct response campaign to help you generate new leads.
Say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
