Acquiring new customers is important for any brand, whether that brand is totally new or celebrating a major anniversary. No matter where your company is in its life, your marketing team needs to be focused on introducing you to new audiences who have the potential to become new customers.
While organic marketing tactics will help endear you to those who already know about your brand, paid advertising is the way to capture the attention of new consumers. And YouTube advertising is no exception; when designed properly, a YouTube campaign can win the attention of relevant consumers. Let me walk you through why YouTube is a fantastic way to win new fans and how to utilize the platform to get the greatest reach for your content.
How Does YouTube Advertising Expand Your Reach?
A YouTube channel gives you a platform for videos and content promoting your brand. There are ways to optimize your videos for YouTube search (in the same way you would optimize your website for SEO on search engines), but that doesn’t guarantee you an introduction to a new audience. Your organic YouTube content will likely generate the most attention from those who already follow your brand and subscribe to your channel “ your existing fans.
YouTube advertising, on the other hand, allows you to push your video content out to YouTube’s broader audience. And with over two billion monthly active users, it has quite a broad audience for you to tap!
Of course, your advertising won’t be relevant to all of its users. That’s why it allows you to narrow your audience by demographics or behaviors, so you can ensure you’re reaching the right subset of the broader YouTube population.
Narrow by Demographics
YouTube knows a lot of information about its users. This platform keeps basic demographic information on hand “ things like age, location, and gender “ and allows you to direct your advertising at the type of person who makes most sense for you.
For example, if you run a local video game store, you don’t need senior citizens to see your ads. The group most likely to purchase video games are males between the ages of 18 and 24. Armed with that information, and using YouTube’s targeting tool, you can make sure that your ad is shown only to consumers in this most relevant category.
Target by Life Events
Timing is everything. For some brands, getting to consumers in the right place at the right time can be the difference between making a sale and missing out.
YouTube allows brands to target consumers based on specific life events and milestones. Let’s say you own a home goods company; wouldn’t it be cool if you could get your advertising in front of people who recently purchased a home? With all of those rooms to furnish, these consumers are in an ideal position to hear from your brand.
With YouTube’s targeting tool, that kind of specificity is possible. If a consumer just graduated college, got married, had a baby, or hit any other major life milestone that might be relevant to your brand, YouTube knows about it and will let you tap that relevant audience.
Direct Your Content at Researchers & Use Retargeting
If you’re targeting by demographics or life events, you might be talking to an audience that doesn’t even know they need your product or service yet. But what about those consumers who know they have a problem and have already started looking for a solution? Sometimes they just need a little nudge in the right direction to get them to land on your brand.
That’s where YouTube’s in-market and retargeting tools come in. With in-market targeting, you can direct your ads at those consumers who have already started to research products similar to the ones you offer. With retargeting, you show your ads to those consumers who have already interacted with your brand online.
In both cases, these consumers are actively looking for a solution to their problem. Sometimes introducing yourself and then staying top-of-mind with them can be the thing that separates you from your competition.
Like other forms of paid online advertising, including paid search and paid social, paid YouTube ads empower you to show off your stuff to a whole new audience. By directing your ad spend at the most relevant consumers, you give your advertising the greatest shot at having an impact and driving a sale, while also ensuring a strong return on your advertising investment.
If you’re ready to get started with YouTube advertising, give us a call! Our YouTube advertising experts are here to make you a video star.