TV Advertising Lives On in the World of Video Marketing
Today’s advertising world is quite a bit different than that of years past. A couple of decades ago, if you wanted the public to take notice of your company, you relied on TV Advertising and radio broadcasts. The increasing prevalence of the Internet brought along with it a number of other promotional opportunities. Of course, this factor also awakened its fair share of marketing challenges. In order to effectively spread the word about your products or services, taking advantage of all the media outlets currently at your disposal is highly recommended, but there are certainly right and wrong ways of doing so.
Video Content Marketing
Potential customers have little desire to spend an hour of their time searching your website for the information they need. Instead, they want instant gratification. Video Marketing serves just that purpose, enabling you to visually and vocally promote your brand online. With proper coding and embedding, search engine crawlers will find your videos and send consumers your way.
Ideally, introduction videos should:
- Be no more than 30 seconds in length.
- Get straight to the point.
- Conclude by urging viewers to learn more.
This is all you initially need to spark your target audience’s interest. The rest can come after you have their attention.
Follow up through YouTube
With an estimated two billion hits per day, YouTube could be considered your greatest video marketing ally. YouTube Marketing gives you a venue for creatively appealing to your desired audience. Humor and the shock factor have proven effective in this leg of your advertising as long as they fit the image you wish to convey.
At this point, your public will be viewing your videos during different phases in the purchasing cycle:
- Those with a vague idea of a product or service they may need: Brief descriptions of your brand will cater to these consumers.
- Those who know exactly what they need but are unsure of where to find it: Post slightly more in-depth videos describing what makes your brand stand out above all the others on the market.
- Consumers who are practically sold on your company: Offer more lengthy descriptions and tutorials.
Include calls to action in each of these videos and design them to speak to customers based on where they are in the purchasing process. Keep all your videos dynamic and engaging, but focus on further explaining why your product or service is better than those of your competitors. Post numerous videos and change them often for the best results.
Traditional Television Commercials
Consumers are now able to stream their favorite movies and television shows on home computers as well as mobile devices, which means fewer people are relying strictly on television for entertainment. They also now have the ability to record programming and skip commercials. These new options initially lead to a widespread belief that television commercials would no longer be effective. However, rumors of the death of TV Advertising were greatly exaggerated.
The primary goal of TV commercials is essentially the same as it has always been: memorability. This is typically created through:
- Catchy Jingles
- Prominent Tag Lines
- Signature Characters
If your company operates nationally, it can benefit greatly from network cable advertising. Simply choose the networks you feel will reach your target audience and allow these networks to air your commercials across the nation. Companies operating on a more localized level should consider Spot Cable Advertising as this gives you more control over when and where your ads are aired, making them more likely to reach your local target audience.
Radio also continues to be an effective advertising outlet as long as you consider the timing of your Radio Promotions in relation to your target audience’s listening profile. Part-time working moms are more likely to hear your radio ads before and after school hours whereas business executives will more easily be reached during peak commute times. The demographics you’re marketing to need to be a key factor in determining when your radio commercials should be aired.
In contrast to television, you don’t have the visual element on your side when creating a memorable ad, so you have to accentuate other aspects. Catchy jingles and catch phrases still come into play, but with radio, you have to appeal more to customers’ needs. Start off with a question your target audience is sure to identify with. For example,
- Are you tired of wasting your money on weight loss supplements that just don’t work?
- Is your current SEO company not generating the amount of traffic you expected?
Once you’ve made that connection, be quick to tell listeners how you can fulfill their needs. Remember, you only have about 15 to 30 seconds to catch and hold their attention, so you have to pack as much dynamic information into your content as possible.
Without a doubt, the world of advertising has evolved and will continue to do so. The same is true of your target audience. While their needs may remain the same, the methods needed to draw them in will change over time. Using all these forms of advertising and changing your audio and video content often will be your best bet in turning potential leads into paying customers. A little humor and heartfelt connection making can’t hurt either.