Every day, small business owners like you and I are assaulted with a mind-boggling array of new social media marketing tools, tactics and opportunities that profess to help us in any of a hundred ways. Of course, you don’t want to miss something you could really use. But how do you sort through the barrage of information without sacrificing precious time?
One way to spot opportunity is to look closer when there is a discrepancy.
Allow me to explain.
YouTube Statistics Paint A Picture of Opportunity
Let’s look at statistics on YouTube usage and advertising. Once you do, the opportunity jumps off the page.
- YouTube is now considered to be the world’s second largest search engine, right behind Google at number one.
- Google has about 4 million advertisers using Google Ads while just over 2 million small businesses currently use YouTube.
- The average person watches 40 minutes of YouTube content daily.
- More than half of all web traffic is on mobile. Even if you don’t have a mobile-friendly website, the very act of having your own YouTube channel gives you access to that all-important mobile viewer.
- The average cost-per-click (CPC) on Google Ads is $2.69 and can be $50 or more in competitive niches like insurance or law. The average cost-per-view on YouTube is between 0.10 and 0.30 cents but it can be as low as 0.02 cents per view. Let that sink in—you can get up to 100 or more views on YouTube for the price of one click on a text-based ad.
Let’s put all this together. The discrepancy in ad pricing paints a picture of opportunity as depicted in the image below.
If you’ve been around a while, you remember the early days of Google AdWords. You could buy lots of targeted, qualified traffic at reasonable costs. And you didn’t have to be an AdWords master to do it.
A similar opportunity exists with YouTube ads today.
Of course, your costs can vary greatly from the average. And you can waste a lot of money if you don’t put some thought into setting up your YouTube video ad campaigns.
Yet for most small business owners, the relatively low cost puts YouTube ads within reach. It also allows for plenty of testing without breaking your budget.
Taking Advantage of Video Ads for Business
Opportunities like this never last. As more businesses jump into YouTube video ads, bids will escalate.
The market will become more saturated, making it harder and more expensive to stand out.
One of the biggest advantages of being a small business owner or solopreneur is that you can implement new tactics at the drop of a hat. Your bigger competitors can’t.
And a YouTube ad campaign is something you can implement immediately. If you have a YouTube channel and a video, you can start as soon as you’re done with this article.
“I Don’t Have Time or Skills to Create Video”
Up until recently, video creation was an involved process that required skills and at the very least, some basic software if you wanted to do it yourself. And it definitely took some time, sometimes a lot. Or you could hire a marketing agency which would require a bigger budget.
Today, the proliferation of online video creations apps makes it possible to create your own short videos without needing any skills and without having to hire extra staff. A quick Google search turns up dozens of video makers.
Even if you’ve never done a video and you’re pressed for time, you can participate in effective video marketing.
What Kind of Videos Should I Make for YouTube Ads?
First things first. Start with one purpose in mind.
For example, is your video for lead generation, customer support, local awareness, direct sales or something else? You can expand your campaigns later but pick just one to get started.
Once you have a purpose in mind, there really is no end to the types of video you can create to support your marketing strategy. YouTube ads aren’t limited to traditional product sales like the commercials you see on television.
- Instructional videos that solve your ideal client’s problems
- Product demonstrations—how they work and how it changes clients’ lives
- Brand videos that discuss your company’s goals
- Educational or explainer videos that clarify a concept—great if you have a complex product or service
- Case studies
- Local businesses can talk about their neighborhood, town or city
As you can see, the list of video topics is lengthy and will work for any industry. And you can drive YouTube advertising traffic to any of them.
One More Benefit to Creating Videos for Your Business
One additional significant benefit to creating video for your business is that it can then be re-purposed and used in multiple social media channels. You can get a LOT of mileage out of a single video.
Let’s say you create a video for your YouTube ad. You’ll be getting lots of paid traffic to it directly on YouTube.
You can increase the reach of this single video by doing three more simple things.
1 – Post a link to that YouTube video on all your relevant social media channels, the ones where your customers hang out. Do this periodically. If you’re using an automatic social media scheduler, add the link to your rotation. Once is not enough.
2 – Think of yourself as a publisher. So, in addition to posting the link to your video, upload the video directly to each social media channel. This is called native video and all social platforms seem to be giving priority to natively published video.
3 – Re-purpose that video into other content. Depending on what the video contains, it might become a blog post. Or turn it into an image or infographic post. It’s also easy to transform videos into multiple tweets with images. Take the important bullet points and relevant screenshots and you instantly have a series of text + image tweets to be added to your scheduler.
Final Thoughts on Video Advertising
The opportunity and technology for low-cost video marketing and advertising is here. YouTube ad costs are low and effectiveness high. At some point nearly all businesses will be forced into using video to remain visible online. You might as well start thinking about it today before the opportunity passes you by.
Andre Palko is founder of the Small Business Rainmaker™and its free weekly e-newsletter that moves small business owners from “I’m just getting by” to “I love my business and the life it’s given me!” Work smart, de-stress and get more free time with his collection of tools, the latest of which includes a series of online video maker apps.
Enjoyed reading the blog? Sign up for our bi-monthly newsletter to receive marketing news and advice.Follow me:
- Why the Time is Right for YouTube in Small Business Marketing - January 7, 2020
- Finding the Right Customer Satisfaction Metrics for Your Small Business - September 23, 2019