- Adjust lighting – Check!
- Comb hair – Check!
- Test microphone – Check!
- Shoot Video! –Check!
- Build Relationship! –Work in Progress!
Are you crazy-excited about all the new options to grow relationships and gain clients with your latest video?
Or are you a bit hazy on what steps to take in order to make the most of your time and effort? Getting the most bang for your buck from your video involves leveraging the new fans and deserves an entire roadmap.
Once you’ve shot and posted your video then starts the fun! Here’s a roadmap to help you navigate the world of custom audiences and email marketing
Value = Viewers + Relationship
Wouldn’t you love to reach those fans who viewed your video and develop a stronger relationship with them? Imagine targeting them in future ads and earning their email addresses. That’s golden!
It’s easy when you create a Facebook Custom Audience of your video viewers. With this audience you can target ads to them that focus on a specific topic. Here’s how to get started. Navigate to your Business Manager account, select Ads Manager, then Assets, then Audiences. It will look like this.
Once in the Audience Creation section, select Create a Custom Audience, then select Engagement.
Once in the Engagement section, select Video.
Once in the Video section, you’ll see a template that allows you to choose the parameters of your new audience.
Click the ‘browse’ button and you’ll be able to select the range of video engagement times. To get the largest audience select “People who viewed at least 3 seconds”. If you’re interested in the broadest time frame of viewership, leave it at 365 days. Remember to then give your audience a name. I include the date range in my audience name so I know to use the latest audience in upcoming ads.
How to Use Your Video Engagement Audience
For example, perhaps fans watched your video on a specific destination, now you can create an ad linking to your blog post about that destination. If your blog has a lead magnet email collector tied to it, you have the opportunity to collect their contact info.
Lead Magnets & Your Custom Video Audience
Speaking of lead magnets, how about creating a lead generating social ad (using the above new custom audience) driving people to your downloadable lead magnet. What a great way to build your list and your relationships. Tune in for more info about using a lead magnet to grow your list.
Did you know that adding the word ‘Video’ into an e-mail subject line will:
- Boost open rates by 19%.
- Boost click-through rates by 65%.
- Reduce unsubscribes by 26%.
Pro Tip: while most email providers don’t support videos in email, here’s a secret work-around that really works. Capture a video thumbnail (I use a screen shot of a good looking frame from the video) then add it as a graphic within your email. Hyperlink the graphic so that when readers click on the thumbnail, they’ll be driven to your video. Take this up a notch and make it even more obvious that it’s a video by superimposing a play button onto the video thumbnail graphic.
Now you’ve created a stunning email that your readers love. They showed you their love by opening and clicking thru to your video. Don’t ignore these ‘warm contacts’ by not following up with them. Leverage them and build new relationships.
Here’s how to easily upgrade your advertising audiences with these ‘warm contacts’. Simply download the ‘click & open’ report from your e-blast dashboard. Then add this list to your Facebook ad account as a Custom Audience.
Although building relationships with your audience is an ongoing process, building custom audiences and leveraging email will have you on the right path. On your video marketing checklist, you can now put a big checkmark next to ‘Building Relationship!’
Social Marketing Strategies for Travel and Tourism
About Catherine Heeg
Catherine Heeg is a recognized social media trail blazer passionate about social media and marketing in the tourism and hospitality industry. She takes the mystery out of marketing!
She creates and delivers meaningful, dynamic workshops that meet your unique needs in the Travel, Tourism & Hospitality Industry.
Catherine and her team help travel, tourism and hospitality pros design and implement social media marketing strategies and tactics that drive traffic to their social and web sites. Learn more…
Professionals who are serious about taking consistent, winning actions every day to build their business and achieve measurable results love working with Catherine.