I am sure you will be quite familiar with the word ‘remarketing’ in context of online marketing, it is basically marketing to your website visitors with targeted ads using various online platforms like Google Network Websites, Linkedin, Facebook etc. These platforms provide you with a piece of code also called tag or pixel which should be installed on every page of your website. Now, these website visitors are continuously added to your remarketing audience through browser cookies.
You can create multiple remarketing audience lists based on the website pages they visited, so now you can customize your ad campaigns based on this intelligence. For example, someone who came to your website and went to the pricing page shows the intent of buying versus someone who came to your blog and left your website. Based on your budget you might want to skip remarketing to your blog visitors and focus on your pricing page visitors with relevant ads that inspire them to take the next steps.
I am currently using Google Adwords, Facebook, and Linkedin for remarketing, and today I want to specifically discuss how video remarketing is a way to optimize conversions. In my last article I also discussed how high-quality content can decrease your marketing spent, and as an example, we saw video remarketing for Linkedin generated 50% more engagement against image display campaign. It is scientifically proven that video content works better than any other form of content because of mirror neurons in our brain. And using this science and quality of video marketing online we can build a relationship of trust with our target audience.
Your website visitors at awareness stage are generally interacting with your blog and social campaigns. At this stage, they are in the research phase and are looking for answers for their problems. Let us discuss what kind of video content works for remarketing across the buying cycle specifically consideration and decision making stages.
Once you have identified your website visitors are at awareness stage, next stage is consideration stage which is middle of the funnel when they have identified the solution for their problem and looking for the options of product or services to help solve the problem identified. At this stage, they want to know more about the product, its features, benefits and about the company. Here are some examples of the videos suitable for this stage:
Product Explainer Video - The client wanted to elucidate that the industry needs to look beyond traditional Algaecide solutions which are ineffective as they sink into the water causing the reoccurrence of Cyanobacterial Bloom. The aim was to showcase that the innovation required was in the delivery mechanism and that’s what BlueGreen Water Technologies has created. This message that the rules of engagement were changed had to succinctly expressed in the product video and to the intended target audience.
About Us Video - This video talks about the company called Erdos Miller and how they help their customers achieve their vision of building great products and solutions using their technical services. Businesses can acquire proprietary technology that enables them to deliver more value and showcase their unique style.
Brand Story Video - The primary objective was to develop a lifestyle or brand video and encourage users to incorporate the planner into their lives and spread the message. The client wanted to bring out the story of her life and show the inspiration behind the products and elucidate how it helps and why it’s required for a more fulfilling life.
Product Feature Video - The objective of this video was to showcase the need for the product and showcase its various features useful for the target audience.
At this stage, customers are looking for your pricing pages and case studies to determine exactly what it will take to become your customer. Here are some examples of your video content suitable for this stage:
Case Study Video - This video was part of 5 video series done for Epicor and it covers the customer’s success journey with the company.
FAQ Video - This video explains different kinds of plans according to Affordable Act.
Plan Comparison Video - This video from Netflix explains different kind of plans offered by them and the differences between them.
In The News & Customer Success Video - This video builds trust by showing new coverage for Mulesoft and customer success stories.
You can use YouTube, Facebook, and Linkedin for your video remarketing campaigns. YouTube provides majorly 2 types of video ads; Skippable video ads which allow viewers to skip ads after 5 seconds if they choose. Inserted before, during, or after the main video and Non-skippable video ads which must be watched before your video can be viewed. These ads can appear before, during, or after the main video. Youtube Bumper ads are non-skippable video ads of up to 6 seconds that must be watched before your video can be viewed.
Facebook offers various video formats like:
Facebook Feed - You can normally embed the videos within the Facebook feed.
Facebook Instant Articles - Instant Articles is a mobile-optimized format that enables publishers to distribute fast-loading interactive articles to Facebook's app.
Facebook Instream Video - The in-stream video advertising placement allows advertisers to deliver 5-15 second mid-roll video ads to people watching videos on Facebook.
Facebook Suggested Video - When people click a video from their desktop or mobile News Feed, the video opens in a player that includes other suggested videos to watch. With the suggested video ad placement you can insert your video ads between the suggested videos.
Instagram Stories - These full-screen vertical ads appear between Instagram user stories for up to 15 seconds, or until the user dismisses the ad.
Instagram Feed - You can normally embed the videos within the Instagram feed.
Audience Network Native Banner and Interstitial - Audience Network ads allow advertisers to expand Facebook's people-based marketing to high-quality mobile websites and apps.
Audience Network In-Stream Video - Audience Network ads allow advertisers to expand Facebook's people-based marketing to high-quality mobile websites and apps. In-stream video ads will play before, during or after (pre-roll, mid-roll or post-roll) video content on third-party apps and sites across mobile and desktop.
Audience Network Rewarded Video - Audience Network ads allow advertisers to expand Facebook's people-based marketing to high-quality mobile websites and apps. Rewarded video ads are a full-screen experience where users opt-in to view a video ad in exchange for something of value, such as virtual currency, in-app items, exclusive content, and more.
Linkedin has recently launched its video marketing option, where you can advertise on its feed as promoted content to your remarketing audience with an option to advertise to LinkedIn Matched Audiences as well. With Matched Audiences, you can engage key accounts, prospects, and audiences “that matter most to your business.
So by using video remarketing strategy, you can optimize your conversions to next level by designing content that builds trust with your target audience. You can bring back the audience who lost you in the middle of the funnel. Always think about how you can humanize your marketing, how you can add value to your people - remember it always human to human communication even if you are doing business. Do you agree?