How to turn an $0.08 YouTube ad into a $30k sales lead

Are you using YouTube as part of your marketing mix?

When I found out paid clicks to a YouTube only cost pennies, I got really excited of the potential of turning these clicks into hot leads for our sales team. It wasn’t as easy as just putting a video ad out onto YouTube and watching the leads roll in.

For B2B sales, your sales cycle might be longer and you’ll have to nurture. In my case we sell large medical equipment and the sales cycle can be up to 2-years. This post will go through the lifecycle of one of our leads using the “Lean Marketing Funnel” model:

  1. Acquisition
  2. Activation
  3. Retention
  4. Referral (not in this case)
  5. Revenue

Acquisition – How to get people to come to your site. In this case it was through on of our YouTube videos. As I mentioned before, the video wasn’t an in your face advertisement. It was an educational video showing viewers how to perform a certain procedure (yes, it was done on our machine, but this information would be valuable to anyone in our target audience). We promoted this video using YouTube ads, an extension of Google Adwords.

The average cost-per-view (CPV) for us was a mere $0.08. This is way lower than you would pay for a click on Google Adwords or Microsoft Adcenter (Bing/Yahoo). It is important to consider that only 5% of the views will watch the whole video and there is no guarantee they will continue to click through to your site after they are done watching.

Activation – Getting website visitors to take some sort of action on your site. The next step taken by this lead (let’s call him Bob) was downloading a free ebook we offered on the same subject as the video from our site. Since we were paying for the ad, we could insert a “Call-to-action overlay” promoting the ebook while the video was playing.

If you aren’t promoting your video with an ad, you can still put a link in the description. Put it in the top two lines so it will show up before the fold. Also include “http://w…” So it will be clickable.

Retention – How to get people to return to your site. To download our free ebook, Bob filled out a simple form giving us some basic information, most importantly his email. We can now keep Bob up to date with all of our new content or promotions relevant to him.

Email marketing is our bread and butter, but it is not how Bob took the next step with us. Since Bob left the YouTube page and was on our site, we were able to add his IP address to a remarketing list. In this case because he was on our specialized ebook pages, we knew the type of customer he was and could cater another ad to him, directing him to a landing page on our systems.

Remarketing is a feature of Google Adwords lets you place display ads to visitors who have already been to your site. To use remarketing you tag certain pages on your site you want to promote, then create an Adwords campaign around those pages. For an e-commerce site you can group all of the people who are interested in certain items, but didn’t take the next step to make the purchase. If you have seen ads in your Gmail based on your recent web browsing, you’ve been remarketed. This is a great strategy for B2B companies whose audience is difficult to find. Once a potential customer has found your site, make sure they come back.

Referral – Make it easy for customers to share your site with their friends. This was not a big part of Bob’s visit, but it is important to include on your site. If your target audience is hard to reach, have those who you have already found do some of the work. Include social sharing buttons on each page your visitors are on, include a “forward to a link in your emails”, etc.

Revenue – Monetizing the visitors at your site. By the time Bob click the retargeting ad, he already liked us as a company because we were providing him with useful information, was familiar with our products, and we were offering him a solution to a problem he had. The ad sent Bob to a landing page that was product specific and had a “Contact me” call to action. At this point we were able to pass Bob’s information over to our sales team.

 

This is just one path through our marketing funnel, at each stage you should have multiple ways your web visitors can precede to the next step.

Let me know what you think.

 

 

 

Discussions — No responses yet