Life, art, and business success can be woven like a tapestry. Profit isn’t evil, or a dirty word. Selling is about the exchange of trust. Online video is growing because it generates twice the click rate as banner ads. Keep your strategy simple with these guidelines:
Don’t do anything until you have clearly defined the objective of your video. Write it in one sentence only. Make a short script of what will go into the ad. Explain in another paragraph how the ad will meet the defined objective.
The simpler, more concise, the ad is, the better chance it will have of succeeding. Make sure the company name and logo are large. Keep text to a minimum. As many online ads are viewed through small windows, on a cluttered desktop, you want your company name to be visible and remembered.
Nuance does not translate well, or does driving a multi-purpose message. Choose one objective and stick to it. Let people know who you are. Expanding your business into new types of services. Build up your brand. These are clear, simple, but separate objectives.
Get to the point quickly. Statistically, you have about 10 seconds to grab the audience, or you have lost them. Ads that contain specific, immediate benefits, such as promotions, or discounts, resonate strongly.
Visuals should not only be eye catching, but they should also communicate a relevant message.
Target your audience. Find ways and means to distribute your ad to the right online user. Google and other private tools are available that use tracking data to place your ad link in front of specific users who have used online search engines to look for your product, or service offering.
Track and test. Use Google, or other tools, to see if and where you are getting clicks and conversions. If it isn’t working, change it. If it’s working, do more like it.
