» Facebook promotion using video
Do you know that there is an advertising opportunity that lots of marketers just don’t notice right in front of their face? We are talking about Facebook Video, an alternative to YouTube which was launched a few years ago, hit the headlines and… is often downright ignored now. In this article, we are going to share effective techniques which will help you get target traffic using the assets you might already have on your very hard drive.
So, when we mention video marketing, the first thing that comes to mind is YouTube. Yes, we should hand it to Google since they practically monopolized this field and changed the way we receive information. Nowadays, video content is king. Very seldom do we settle for lengthy descriptions on websites or even the shortest blog posts.
However, aside from offering lots of benefits to direct users, it also has a bunch of downsides that content creators have to deal with. Well, it’s not a “bunch”, it’s more of a “crowd”. The thing is, YouTube is very competitive. Enter your query into the search field, wait for the results to show up, and you are quite likely to notice the links both to the channels that are you competitors and to the ones that are not, all of them having hundreds of thousands and even millions of subscribers. It is extremely difficult to compete with them.
Facebook is an alternative to YouTube. In a few clicks, you can upload your content directly to Facebook. The undeniable advantage is that it will appear in Facebook’s search results and, therefore, will be displayed to your prospective clients.
Creating content for Facebook is also different. On YouTube, you have lots of ways to redirect users to your media at your disposal. These are links in the description, cards that replaced the (now sorely missed) annotations, and as much as four links at the end of the video. On Facebook, you only have one link. Which means that you need to make the most out of it.
If your goal is to attract traffic, by no means should you ignore this opportunity.
Some users already create content for YouTube, so why not upload the same files to Facebook, too? When creating content, you should keep in mind that the audience here is the same but you should refrain from mentioning anything related to YouTube. Let the people who like Facebook feel at home and don’t ask to subscribe to your channel because hey — there is no channel.
Creating universally appropriate content for publication both on YouTube and Facebook is the key to successful video marketing. Using this approach, you can reach more of your target audience and increase your online presence overall.
The right call to action is the foundation of effective Facebook marketing
It does not matter how fine your content is, or how much money you put into attracting subscribers, or how good your product is: if you overlook this tiny detail, the effectiveness of your whole advertising campaign might suffer or even drop to zero altogether. This detail is your call to action (CTA). In this article, we are going to share some effective techniques that will help you avoid common mistakes and learn to generate appropriate and impactful CTAs.
The goal is what’s most important. “Go to our site”, “White us a letter”, “Learn more” — these kinds of CTAs are quite popular. The thing is that, like with everything in life, you do get what you want. So, the advertisers eventually get what they ask for, as well. You wanted for the users to come to your site? Well, they did. What? They are not buying anything? That’s because you didn’t ask them to. You asked them to come, that’s all! Always remember what you want to achieve. There must be one concrete choice, no alternatives. Encourage your prospective client to make the right choice. This will allow you to achieve the desirable target behavior. After all, there is no “target audience” without a target, right?
Less is more – with CTAs, this motto is relevant as never before. The heading should reflect the gist of your commercial offer without maxing out the available number of symbols. In your call to action, show your customer the benefit they are going to get. Avoid vacuous trivialities like “Buy Now!” — instead, address your client like someone you personally know, a relative, a friend. There is no one-size-fits-all approach here that would be appropriate for any product. In some cases, CTAs like “Limited Offer!” could be really powerful. An example might be a shop selling unleavened bread with delivery service included when it’s well-known that the quantity is in fact limited and you must hurry to get on the list. On the other hand, in case of an electronics superstore selling TVs online, such an advert may fall short.
Pay attention to the communication style. If we talk about an educational course for young people, it could be appropriate to use colloquial speech, “Hi!” instead of “Hello” etc. In other cases, you could be crossing the line. So, decide right from the start how you are going to address your clients and interact with them. Are you formal or casual? Are you friends or business partners? Base this decision on the information you put on your landing page. Don’t mix the styles up after that. “Make your choice” is quite a vague CTA which can be used only if your client is “warm”, i.e. the communication is built in a way that will give them the information that, from the advertiser’s point of view, is enough to encourage a relevant thinking process.
Fatigue is one of the main characteristics of a modern Internet user if not the modern society in general. We all have lots of problems and, let’s face it, are often sick and tired of the omnipresent, ever-abundant cornucopia of advertising. Our goal is to get the solution we want, and quickly. Therefore, every advertiser’s goal should be to alleviate this pain by appealing to the fatigue. Prove, with your CTA, that you can solve the problem that has long been bothering your prospective customer. This approach can be used in any field, from finding an appropriate diet to choosing the right language courses. Your product or service should become the lifesaver that will help your client to get ready for their vacation or business trip in just two months.
A call to action is a part of your advertisement which should be regularly experimented with. Don’t try to lure in your client at all costs. That should not be your goal. Let’s assume, for example, that you sell new build real estate. Invariably, the most effective advert would be the one offering users to get new apartments for free. However, those clicks are very unlikely to become your clients. In certain cases, even the word “free” does not cause the desirable effect. When promoting in a VIP segment, the target audience’s needs are completely different.
Therefore, the key to an effective CTA is in experimenting, again and again. Even if your campaign is already profitable, all the more reason to try and make it even more so.
A good suggestion would be to get professional help with your adverts and CTAs by involving copywriters and marketers. It might be a revelation to you but every word carries its own emotions. This is true for any language. After all, popular slogans like Nike’s “Just Do It” are also CTAs. Too simple? How about genius?