As a part of our three-part strategy for small business marketing, we recommend including video promotion on social media as an element in the mix of marketing bridge.
Specifically, animated videos that we create for our clients as they’re inexpensive, fun and memorable which equals, effective (at least in theory).
Today, in Digital Marketing Update, Podcast #20, we set out to test our own promotional video’s of On Demand Advertising Solutions.
Most of these are between thirty-five for fifty-five seconds in length. We know that attention spans on Facebook our quite short.
But we anticipated that our target “small business owners/CEO’s” might take thirty seconds to see a video that automatically begins running on their Facebook newsfeed.
Enjoy the video podcast!
We tested these over a three day period, May 30th-June 3, 2017. Our target again were “small business owners/CEO’s” in a 30 mile radius of Overland Park, Kansas (near our Gardner, Kansas studio.
We pitted “Opportunities Abound-–An Engaged Marketing Platform” with “Post Them On A Blog And Just Call Us”.
Here they are below:
After a three day test, we found the cost-effectiveness startling. We also monitored how many “Facebook” referrals came in to our site from the video’s.
This, after all is our goal for prospects to see our site and view/listen to our videos and podcasts (to sample what we can do for their small business).
We know that like any service business, these can be produced and promoted by small business owners…but we also know that not everyone has the time, experience and capabilities to do so on a regular basis.
Much like an accountant doing your taxes–this is our goal to be a freelance marketing compliment to their overall marketing and advertising function. Providing not just social media promotion on-going, but innovative content that builds SEO, unlike other firms.
That, to us equates with real value to build fresh content and creatively promote it. That seems to be a major element many small businesses are not doing to showcase their expertise to new prospects.
As you can see below, the “Opportunities Abound–An Engaged Marketing Platform” video reached 401 people in our target, costing just $.02 per 3-second video view.
The second video, “Post Them On A Blog And Just Call Us”, reached 39 people in our target costing $.05 per 3-second video view.
During that three day test, we had 333 people reached in our target, with 132 :03 video views and 22 Facebook referrals from this $15, investment.
So, let’s just say the video’s produced approximately 20% new Facebook referrals to our website (or $.68 per referral).
And this paid video content is really a bonus to using these video’s on our blog, Facebook page, etc.
Our goal really is to get 2 clients per year, investing $1000/month (a One Day Offer package of services that includes customer surveys, monthly emails, podcast & video content creation, social media promotion year-round).
Obviously, if we continued with these videos compared with straight Facebook posts (and we have tested a number of them, which averaged $.50+ per click were the most efficient.
But they didn’t come close to the animated videos. Thus, why we recommend them as an overall part of a winning strategy along with podcasts (just like you’re listening to now).
Another reason we recommend animated videos (although we have done actual video’s as well), is the fact that you can tell a story in less than sixty seconds. It is also a simple story, so prospects can “get it” and have good recall, much like a short jingle.
In essence–small businesses have the power of Hollywood and Radio star imaging (granted on a smaller scale) to use in promoting their brand.
By combining both podcast and video usage, small business owners can tell their story in short time spans and make a series out of it–all the while being promoted on a daily basis.
Part of the reason clients hire us is that creative content can be difficult to create on a weekly if not daily basis. This aspect of idea creation plus the amount of time in which to create, produce and promote is what we specialize in and offer to our clients in a very cost-effective manner.
Why We Recommend Video, Our Testing On Facebook.
Host: John D. Verlin
Good afternoon, John Verlin with On Demand Advertising Solutions and another Digital Marketing Update, Podcast #20.
For a number of months now, we’ve been talking about various content that we can run for your small business. One of the things that we really like…actually, we stumbled across it, is videos.
And not just any video as you and I might think, but animated videos. They’re, I saw a new one on this, on a different platform, it’s more like real-life humans dancing around and that kind of thing.
For a fairly sizable fee, they’ll put your logo, and things like that on it. One reason we like them to recommend to our clients to help build their business, is several things—and today’s podcast I’m actually going to be including on our blogpost where you’re listening to this.
A couple of the videos we actually tested on Facebook, and we boosted those. We tested them over a three day period, and I have some data to share with you.
I’ve also got a couple of screenshots to show you, of costs and things like that. Keep in mind, all of this, whether it’s podcasting, social media promotion, blogging, everything you do…TV ads, radio ads, print ads, email marketing. All that you do works together.
One of them doesn’t just hang out there and do everything. It all works together as a part of the marketing bridge for your business.
Everything from your business cards, to uniforms, the look you have, the style. All of this should be symmetric and work together.
So, when I share information with you about podcasting or videos—I’m trying to zero in on some of the most effective things your small business can do.
What we’re trying to do to not only build traffic to your website, engaging your customers with creative content. But it all works together on an on-going basis.
It doesn’t just happen and you forget about it in six months. It has to be consistent and relentless. And the reason is you’ve got competitors out there doing what you’re doing, coming up with ideas…watching you.
I put some posts out there showing a lion stalking almost in wait. And that’s really kind of what it’s like.
Competitors are nipping at the heels. You have to be proactive and relentless with a lot of this to keep ahead. Be on top of your industry. Constantly seeking new information. I just recently had some information I gave to a client last week.
It was a great infographic of the clients’ clientele. Somebody did a lot of work to put together. I was out there doing my thing for the client on social media and promotion and I came across this.
Those are the kinds of things, and I know a lot of owners don’t have a lot of time to do this…but that’s where the marketing people can step in to do research and keep you informed.
And really, with social media, I found it’s really cool…you’re getting a lot of the latest stuff sent to you. When you’re tracking everything for a client, for example to do promotion. So you’re seeing a lot of cutting edge stuff.
Articles, and things like that. It’s really important that you stay on top of that, because you can bet your competitors will be. You’ve got to stay a step ahead of them all the way.
That’s why I kind of zero in on what I feel is the most effective for small businesses that they can use. It’s sort of new. I’m finding that a lot of small business owners may be intimidated by Facebook, Twitter, Pinterest, Instagram, social media promotion. Creating podcasts, videos, all of this.
Getting back to the Facebook testing we recently did. A couple of videos we tested are on this blogpost that you can look at. And what we found was, over three days, we found that the average video post, was about two to four cents per view.
Now Facebook has three-second views that they count as a view. Keep in mind, the shorter you can make a video, I usually try to make mine in thirty seconds, the better. It’s hard to do that.
I try to do mine between thirty to forty to fifty seconds. But the shorter you can do it, the better. Because when people are checking their feed, that video will automatically start—unless people have set their settings to prevent videos from running.
But it will just start going, and guess what—how many videos do you see out there on your Facebook page? Not a whole lot. So that’s why I feel this is very effective because you can target this.
Now I targeted CEO’s, small business owners, presidents—within a thirty-mile radius of my zip code area.
Knowing that these are the kind of people seeing this content—that’s all I cared about. So over three days, 332 people were reached, according to Facebook. About one-third, 132 viewed it for three-seconds or more. Now how many actually saw the whole video, I don’t know. They don’t tell you that. They just want your money. So they charge you for a view.
It was a $15 investment. But, on the back end of this thing—tracking on my website, I got 22 referrals over three days from Facebook. I’m going to say—there were some posts I put out there on Facebook as well. But I’m going to say just rounding numbers out-let’s say twenty percent, according to Facebook 132 that responded or did see it for at least three seconds. 22 of those who viewed it went to a page on my website. Which is what this is all about.
This is in addition to, in this case it was the videos as I didn’t do too many posts on Facebook on purpose. This is in addition to the posts that you or a marketing person does on a regular basis constantly. Because you’re gradually going to be building traffic.
So, how effective are these videos for Facebook in this case? Well, figure twenty percent of the people who viewed it—about $.68 per referral is what it costs to get those 22 people over three days. Guess what? I know that this is a building process. This whole branding/marketing thing doesn’t just happen.
The same thing when I was in radio. It takes time to build your brand. You need to be patient and you have to commit to it. Is it going to happen in two weeks? Six months? A year? You don’t know.
But I know based on the average cost of referral, that those videos were pretty darn good. In comparison to a typical boosted post, that I tested, they could be anywhere from $.50 to $2 or $3 if they didn’t score very well. People didn’t respond as well.
So you can kind of see the difference there. The effectiveness of video. Would you recommend them?
And this is a bonus folks! This is stuff that if you’re paying for it that’s great. But you can use these videos on your Facebook page. Pin them to the top of your Facebook feed. You have them on your blog. Each time we’ve done videos, we’ve put them on the clients blog, which again is more content for the search engines to see.
The animated videos have written content in them, and that is content that the Google search engine sees. That’s why we like the animated versions versus normal video. The place for “real” videos in my opinion is one or two things. They’re great for “how to” videos. You can post them on Vimeo and link them to your blog or Facebook page or your home page of your website.
However you want to do that. Keep in mind, those can be thirty minute videos. “How to Clean A Cat’s Teeth”, by a veterinarian which I actually did watch. It was fifteen or twenty minutes. It can be longer.
The good side is you can share your expertise with a real person doing it speaking directly to the customer. And they’re great. They all work together. The only difference I say…if you’re not attractive, that may be not a good thing! Whereas, an animated video doesn’t matter. They’re going to watch it.
But they will make suppositions. So if you’re a business owner that may not be attractive, I hate to be this blunt, it may not work well psychologically for customers or prospects first engagement with your website. If you are attractive, great. More power to you—that might work well.
I guess, the animated versions can be told shortly, quickly..not as much perceptional issues compared with actual customers, or owners talking. But, you can include that too. You can use them all—it’s your discretion as to how you want to use them.
But the animated—we grew up with cartoons. You think about all the little cartoon commercials you’ve seen over the years. I remember one for a heating and cooling company—in Kansas City that dates back to the ’50’s. I still remember the jingle and the little animated bird flying. They’re very memorable.
That’s pretty much what I wanted to share with you today. The test on Facebook, you can see the videos we tested here on the blogpost. You can try them yourself. But, when you create these—you can target key benefits, one at a time. Do a video on each one. It doesn’t have to be a big summary thing of all your benefits.
You can just break them down into little segments. A little minute or thirty second video. Animated videos. Test them on Facebook and constantly test with everything. Good marketers do. One thing may work great and you hate it. And the other one you thought would work well doesn’t. You just have to test.
Facebook posts, videos, testing. I had great results. I encourage you to consider to do that because they’re different. That’s one reason we recommend what we do and how we do it.
We’ll see you next week when we’ll discuss some techniques I have found work well in not only promoting your videos, but podcasts and your website as well. Have a great day!
All podcasts produced by Verlin Studios / Gardner, Kansas
Copyright, John D. Verlin, 2017