Hey, guys. I want to welcome you to the second episode of “Moron Monday“. This is where we talk about the dumb things (and good things) people are doing in marketing. Last week, we went over a little bit about video remarketing. I want to show you a little more on this. We’re going to go over the different ways you can target your audience. Remember, I’m Jace with Ydraw and Marketing Hy.
Here are the different ways you can run ads in front of your audience. This is specifically for YouTube. One cool thing that YouTube came out with last October is what’s called TrueView for action ads.
This year, they also came out with being able to target TVs. So you know if people are watching your videos right on their TVs.
1. Placement campaigns
What is a placement campaign? We’re able to handpick the videos we want to run your video ads in front of.
If you’re a financial company and you want to get in front of other financial videos or in front of your target audience who is watching financial videos, you are then able to run them a placement campaign, and you’re also able to target your competitor’s videos. A lot of people like doing this.
If your competitors have a YouTube channel, you’re able to run your videos in front of theirs.
2. Remarketing
We went over this last week, but you’re able to target your website visitors and your YouTube viewers. If they watch a video on your YouTube channel, you’re able to run them more YouTube ads, or if they go to your website, you’re able to run them YouTube ads.
3. In-Market Audiences
There’s four steps, but I just combined these. I ran out of whiteboard space.
You have keywords and in-market audiences. In-market is kind of like your TrueView for action. If they’re searching for a new car, we can run them a video ad if we have a new car video ad,or if you’re a car dealership.
I don’t know why car dealerships aren’t doing this, but what they should be doing is running video ads in their local area to people who are searching for cars. Simple to do, nobody’s doing it.
Same thing for restaurants. If you’re in a local area and you want to get a little bit of traction, you might as well be running your video ads to those who are searching for restaurants, or just in your local area because it’s so cheap.
4. Keywords
The last one is keyword base. You can go and focus on certain keywords like you would a pay-per-click campaign, or a search campaign on Google Ads. You can do the same thing on YouTube.
If people are searching for running shoes, you can have your video pop up at the top for running shoes. Got it? That’s a simple thing you can do for video ads.
If you have questions, just go to our site ydraw.com. We’d love to help you. We’d love to create some of these video campaigns for you. It’s cheap, and we’ll post on there some examples and some results that some of our clients have got.
In 2019 we are sharing all the goodies. We’re starting a video series called Moron Monday talking about what we’ve learned about video marketing over the years and what you should be implementing into your business. You can check these out weekly on our YouTube Channel.
In this weeks video, Jace is sharing some tips on video remarketing and why it’s important.
Video Transcription
Hey guys, Jace over here at Ydraw. Today I want to go over just a couple things on video remarketing, why it’s important and what you need to do to put it into play.
1. Build Your Audience
First off, most people take multiple touches for them to become a customer.
If I’m going to go get a product, usually I’ll look at it online, I’ll talk to somebody, I’ll look at it some more, and then finally a couple months to sometimes years down the road, I’ll finally make a decision.
Something you can do to stay in front of your audience is create a simple video remarketing campaign.
Very first thing you need to do is actually build that audience.
Google gives you the ability to put a pixel on your website. If you go to Google Ads, within Google Ads or Google Analytics, you will find a pixel. You can also use Google tag manager.
You go in there and you find a pixel, you get the pixel and then you put it on the header of your website. That way when someone comes to your website they then get a cookie and you can start running and remarketing.
But you can go a step further… so instead of just running and remarketing, you can run them a video remarketing campaign that shows up on YouTube.
Also, they’re getting pretty aggressive on their TV advertising, so if people are coming to your site, they’re home watching TV, you can then run them an ad.
The very first thing is to get that pixel and get it on your site. You should be doing that anyway and building out your audiences. A 30 day, a 15, a 7 day, a conversion, there’s all types of audiences.
Then also, make sure that you build out an audience of anybody who has watched your YouTube videos.
2. Get A Video
Step two, you need to get a video. It can be professional or it can be homemade. You just need to get one, make sure that video’s very engaging.
Make sure that you have a good call to action on there and you’re telling the audience what you want them to do.
Another thing you can do to help it be engaging is educate. Kind of like what I’m doing here, I’m going to give you guys a lot of education, provide you some value, and then you can turn around and ask for their business later on.
If you can’t afford an expensive video, pull out your phone and give them some good education. Then make sure you give them a call to action like go visit your website.
3. Create Your Google Ad
Then finally when you have those two things in place, you got your pixels, you’ve tracked your audience, then you have your video, now you need to go create your campaign.
Go to Google Ads.
You’re going to target your website visitors or target anyone who’s watched your YouTube videos.
A small budget works but if you have too small of a budget, you need to make sure you exclude videos like games.
I even like to exclude mobile sometimes. I feel like when people are on their mobile phones they’re going to a YouTube video they want to watch that’s there and they’re more likely to skip.
But on their desktop, I get higher conversions. So, I’ll turn off my mobile remarketing campaign and just leave it on desktop.
There it is. If you have questions, you can go visit us at Ydraw.com. Feel free to call us. We’d be happy to help you on your video. We’d also be happy to help you set this up.
We’re doing video marketing campaigns all the time and this is just one little aspect of video marketing.
By filling your marketing quiver with smart, sentence arrows, you’ll be able to deliver direct hits to your target audience.
Certain words and phrases can enable you to connect with audiences and spur them to take action.
For email marketers, the importance of using the “right” words in print and video voiceovers cannot be overstated.
Which word or phrase will click with your subscribers and nudge them to open emails, click to visit your website or make a purchase?
Words can motivate. The trick is determining which ones work for your business and your particular situation. A word or phrase that performs well in one campaign may not be the best option for your next campaign. Trial and error can help you narrow down which words connect with your audience.
To get you started, try some of the following “magic marketing words” in your next email or social post. (Don’t hesitate to use them on your print marketing and your website too.)
You: Write as if you were speaking directly to the customer. Make it about the reader, not about yourself.
Because: Give customers a compelling reason to take action.
Free: Don’t underestimate the appeal of “free.”
Value: Highlight the value that customers receive for their money. “Cost” or “price” imply losing something – in this case, money.
Guaranteed: Make readers feel they have everything to gain and nothing to lose.
Amazing/incredible: Customers respond to something out of the ordinary. But be careful not to overuse these terms, or they lose their power.
Easy: Let subscribers know how much easier life will be with your product or service, and then make it simple for them to take the next step in the purchasing process.
Discover: Imply there is something new and unknown to the customer, something that offers distinct benefits and gives them an edge.
Act now: Motivate an immediate response with a limited-time offer.
Everything included/everything you need: Establish that your product or service is all your customers will have to buy in order to achieve their goal.
Never: Use this to point out a “negative benefit,” such as “never worry again,” or “never overpay again.”
New: Like “free,” “new” has the ability to make people sit up and take notice.
Save: The best, clearest word to showcase monetary or time savings.
Proven: Remind customers that your product, service or business is tried and true.
Safe and effective: Minimize risk perception for health and monetary loss.
Powerful: Let customers know that your business, product or service is robust.
Real results: Everyone wants results.
Secret: Is your product or service the secret to success? Let customers know you can reveal that secret.
The: This implies your solution is the be-all and end-all. Consider the difference: “3 Solutions for Marketing Success” vs. “The 3 Solutions for Marketing Success.”
Instant: Instant access or downloads are more appealing than waiting.
How to…: Help your readers accomplish a challenging task or goal.
Elite: Invite newbies to join the highly desirable club you’re hosting.
Premium: Premium helps denote high quality.
Caused by: If your email campaigns build a case for your product, transitional phrases such as “caused by,” “therefore” and “thus” reinforce the logic of a purchase.
More: Do you offer more than your competitors? Show it.
Bargain: Customers want a great deal.
No obligation: Create a win-win situation for your customers.
100% money-back guarantee: Again, no risk.
Huge: A large discount or outstanding offer is difficult to resist.
Wealth: If you’re selling products and services related to money, wealth is a desirable word for customers.
Bonus: phrases that trigger positive responses in readers
Marketing Words and Phrases that Reduce Risk
Minimizing a customer’s perception of risk will make them that much more comfortable pulling the trigger and doing business with you. Try to use phrases that provide reassurance that they aren’t at risk of losing money or being tied into some sort of scheme resulting in a 12-year membership to your jelly of the month club.
Guaranteed
• Or your money back
• You can unsubscribe at any time
• We won’t flood your inbox
• No obligation
• No purchase necessary
• Cancel at any time
• What do you have to lose?
• Premium
Words and Phrases that Reduce Uncertainty
Customers will feel uncertain about your company or services when they’re unfamiliar with you. Marketing phrases that work to reduce uncertainty and boost confidence in a new customer include:
No questions asked
• First month free
• Find out
• See why
• See for yourself
• No hidden fees
Words and Phrases that Inspire to Buy
People must be able to visualize how your product or services will change their lives for the better. Lead them down this imaginary road toward their new and improved self/situation by using phrases like the below:
See for yourself
• What do you have to lose?
• Give us a shot
• Receive
• What you get
• What’s in it for you?
• Bargain
• Do you want to(insert benefits of your services)?
• Results
• Growth
• Effective
• Start now
• Become
• Ends soon
• Real results
Words and Phrases that Encourage Urgency
Running a promotion for a finite period of time is a great way to get people to act. Try using these words in your next time-limited offer:
Download now/today
• While supplies last
• For a limited time only
• Save your spot
• Sale ends Saturday
• Act now before time runs out
• Get it while it’s hot
• Last chance
• Don’t want to miss
Marketing Phrases to Spark Curiosity
You want to encourage customers to engage with you on many different levels. Whether that’s getting them to visit your blog or sign up for newsletters, the key is to make them curious enough to take the next step. Consider using the following:
What if?
• Insider
• Special
• Scoop
• Learn how to…
• Join
• Discover
• Uncover
• Unlock
Marketing Phrases to Connect with Your Audience
Relating to clients on a personal level goes a long way in winning and keeping their business. When churning out customer-facing marketing materials, try to include some of these phrases which show that you empathize with the reader:
Ever wish you could…
• Finally, a …
• At last…
• Aren’t you tired of
• We get it
• We’ve got you
• Improve your…
• Discover what it’s like to…
• Look familiar?
• Experience what it’s like to
• You deserve
• You’ve earned
Marketing Phrases the Communicate Value
Give them an extra dose of confidence by making an appeal for the value of your offerings. Quality will never stop being important to the consumer and addressing it will prove beneficial:
Top notch
• Premium
• Value
• Equivalent to
• New
• Safe
• Secure
• Efficient
• Quality
• Custom-built
• Only
• First
• One-of-a-kind
• Harness the power of
Save now
• Affordable
• Get your money’s worth
• Without breaking the bank
• Easy on your wallet
• Avoid unnecessary fees
• Rewards
• Collect
• Earn
And a few words to avoid
Miracle: This oversells. Is what you’re offering truly a miracle?
Revolutionary: This is another oversell. Unless the product or service truly upends its industry, it’s not revolutionary.
Unique: Everyone uses unique now, so nothing is unique.
Great: Don’t be generic by using “great.”
Exciting: This is nearly as generic as “great.”
Language is powerful and using the right wordswill be the difference between marketing phrases that work and those that fall flat. Remember that a word or phrase that bodes well for one campaign doesn’t necessarily mean it will work across the board. As always, be strategic and conduct A/B testing to confirm you’re using these marketing phrases properly.
What Is Tone and Mood and Why Do They Matter to Your Video?
By Erica Schmidt Jabali
According to a Harvard professor, at least 95% of purchasing decisions are made subconsciously – or based on how we feel. We could be influenced by a brand’s commercial, their marketing, brand packaging, and more.
This means simply giving the facts and figures in your video isn’t enough – you have to strike an emotional chord with your target consumer in order to motivate them to act. (read more here)
This is one reason why we ask in our questionnaire and on our kick-off calls what tone and mood you want in your video.
And, we are usually met with crickets on the other end of the line.
Turns out, for those of us who haven’t been in high school English classes for a long time (okay, a really long time), we might need a little brushing up on our tone and mood skills.
Don’t worry – we got you.
So, sharpen your pencils and sit up straight – because your speed-round refresher course on Tone vs. Mood starts now:
TONE:
Tone is the author’s attitude towards the subject. Remember when your mom used to say, “Don’t you take that tone with me!” Well, she wasn’t wrong – the tone we use in our speech is similar to the tone a piece of writing or voiceover in a video takes.
Here are some examples of videos that use a different tone:
In this video, the client wanted a confident, inspirational, educational tone:
Whereas in this video, the client asked for a relaxed, fun, beachy vibe, so our fan-favorite, chameleon of a voiceover talent, Dawson, actually used a surfer accent to achieve this goal
In this video, we wanted to replicate that infamous movie trailer voice to give it that movie trailer tone:
So, in short, tone is the inflections used by the voiceover in order to communicate how they feel about the subject.
Our VO talents are pros at taking a script and inferring the tone that it is trying to convey.
WHY THIS MATTERS:
You know your target customer better than anyone. You know what they like and don’t like. You know what their interests are, maybe their demographics, and even their buying patterns.
So, how do you think this person wants to be talked to?
Do they want that warm, motherly tone that says, “I’m here for you…”? It might end up sounding a little bit like this:
Do you want a fast-talking, witty, lightning speed commentary like this one?
The tone you choose for your video should be directly related to how your target consumer wants to be talked to.
So, when deciding the tone for your video, consider the following questions:
What prior marketing campaigns have been the most successful and what tone did they take?
What type of tone will your target consumer be most responsive to?
What tone will best represent your vision for your business and how you want to be perceived?
Try to think of three key words to describe this tone.
Excellent. Now that you have your tone figured out, let’s move on to mood:
MOOD:
This is how the viewer will feel after watching your video.
For example, this client focuses on food kits for emergencies:
How did this video make you feel? That’s the mood of the video.
Our goal was to create a feeling of urgency, to make you feel that you need this product in order to be prepared and protect your family.
You need to think about the mood because you want to have that target in mind when writing your video.
For example, if you want your viewer to feel emotionally moved and compelled to act, then you’ll want to write the video with that goal in mind – and anything that does not compliment this mission has to be cut.
Sometimes, it can be painful to make cuts or reduce a video script to get it to a certain time – but if you think about all of your choices through the lens of – what will make my target consumer feel [x, y, z] – then it becomes much easier.
Since we know that people make most of their purchasing decisions based on how the branding or marketing makes them feel- then selecting the most appropriate tone and mood for your video becomes imperative.
WRAP IT UP:
The tone is the author’s attitude in the video and the tone of the VO and the script writing will communicate this
The tone creates the mood that your viewer will feel
With most purchasing decision made based on emotions – how you make your viewer feel is very important
Consider your target tone and mood carefully when preparing for your kick-off call!
There you have it. Everything you needed to know about tone and mood.
We hope this helps as you prepare for the scripting process. We’re here to help and hope to make the process as easy on you as possible.
Please reach out with any questions. We can’t wait to work with you!
Think about the people you follow on social media. You probably choose to follow these people for multiple reasons.
1. You have a personal relationship with this person and you are interested in their life.
2. You appreciate their insight on topics you care about.
3. You enjoy their posts because they relate to you.
For companies, however, social media can be hard to master. You’ll need a strategic approach that will first peak their interest, and then engage them.
How to Create a Conversation Using Your Social Media Platforms
The first conversation can sometimes feel awkward and forced. Picture talking to your crush circa 8th grade. Sometimes our business social media platforms feel that way too. Content becomes generic and wordy and before you know it, you sound like a robot spitting out marketing terms.
Here are 6 ideas to spice up your posts!
1. Think personal, BE A REAL HUMAN!
Customers appreciate when a business behaves like a normal person. Make your captions fun and engaging! Ask questions. Keep up on current events and tie them into your content.
2. Take the focus off YOU and put it on your customer.
-Talk about their pains, and THEN you can talk about how you can solve their problems!
-Use their content. (Example: A clothing company reposting a customer’s picture of them wearing their clothes)
-Reach out to clients and ask for a testimonial. These are great for gaining credibility, and developing trust with your followers!
3. Give them something.
-Who doesn’t love a free item? Offer them a discount off of your services, create some promotional items with your logo on them, do a giveaway! This will encourage your followers to comment on your posts, and is an easy way to create a conversation with them!
4. Ask a question.
People love to give their opinion. So why not engage with your followers by asking some fun questions!
5. Think like a consumer.
Evaluate your target audience, and what they want to see in their social media feeds. You could even look at your competitions pages to help with ideas (Just remember to not steal their ideas. Use their posts for inspiration.)
6. EDUCATE.
Teach your followers and provide them with content that is adding value to their lives. You’re the professional, so share your knowledge!
Just remember-
Keep it Simple. Conversational.
And Real.
Happy Marketing! P.S. Only 40 sleeps until Christmas. We got this!
