How can you boost trust with branded video content?

Trust defined by Merriam-Webster: “reliance on the character, ability, strength, or truth of someone or something; one in which confidence is placed”.

Why would someone buy from you if they don’t trust you?  Sounds pretty simple to understand, right?  In business, we need to ensure that we are doing what we can to build and grow our relationships with our customers and prospects.

Since we all know that video is HOT right now, let’s talk about boosting trust through branded video content.

How to Boost Trust with Branded Video Content: Proven Strategies for Success

In the competitive world of digital marketing, trust is the golden ticket. It’s not just about making a sale—it’s about building a relationship that keeps customers coming back. One of the most effective ways to earn and solidify that trust is through branded video content. But how do you turn your videos into trust-building tools? Let’s explore practical strategies that can make your branded video content a cornerstone of your trust-building efforts.

Embrace Authenticity

Show Real People and Genuine Stories

Authenticity is key in today’s market. When your branded video content features real people and their genuine stories, it resonates more deeply with viewers. Think customer testimonials, employee highlights, or behind-the-scenes glimpses into your company. These elements can humanize your brand and create a connection that goes beyond just a transaction.

For example: If you’re in the skincare industry, share videos of real customers talking about their experiences with your products. Authentic testimonials can build trust by showing that real people, like your viewers, have had positive experiences with your brand.

A great place to have this content served within your digital advertising is in Social Media.   With the massive amounts of hours spent with video on Social Media, being able to highlight customer testimonials will give your potential customers the ability to trust you just like those giving the testimonials.

Be Transparent

Transparency fosters trust. Use your videos to give a clear view of how your business operates, from production processes to company values. This openness can reassure viewers about your brand’s integrity and commitment.

For instance: A food company could use video to give a behind-the-scenes tour of their manufacturing facility. Showing how they ensure quality and safety can build confidence in your product.

Transparency videos would be great as :15’s, especially shared through Social Mirror Ads. 

Deliver Value Through Your Content

Create Educational Videos

People value content that educates and informs. By offering educational videos, you can position your brand as a knowledgeable leader in your field. Whether it’s how-tos, tips, or industry insights, valuable content can enhance your credibility and foster trust.

Consider this: A tech company might create a series of videos explaining common issues or features of their products. Providing clear, helpful information demonstrates expertise and builds trust.

Depending on the length of these educational videos, YouTube is definitely known for this and could be a great place to have these types of advertisements.

Address Audience Pain Points

Your audience’s challenges are opportunities for your brand to show empathy and provide solutions. Videos that directly address these pain points can resonate strongly with viewers and build trust through demonstrated understanding.

For example: A financial services company could produce content that addresses common financial concerns and offers practical advice. By tackling real issues, you show that you understand and care about your audience’s needs.

Videos with this type of content would be great for Video Ads, using behavioral targeting and keyword targeting to find people that fall within the behaviors of those pain points.

Build a Personal Connection

Use Storytelling to Engage

Storytelling isn’t just for movies. It’s a powerful way to engage your audience and build a personal connection with your brand. Craft compelling narratives around your brand or products to make your message more relatable and memorable.

Think about this: A travel brand might produce videos that follow different travelers’ adventures. Focusing on their personal experiences and emotions can create a strong connection with viewers who share similar dreams.

For Storytelling, utilizing some sort of Social Media or YouTube would be beneficial here.

Humanize Your Brand

Introducing the people behind your brand can make it feel more relatable. Show your team members, share their stories, and highlight their roles in the company. This human touch can help build a stronger connection with your audience.

For instance: An apparel brand could feature a video series introducing team members and their roles. Sharing personal stories and insights helps create a more relatable and trustworthy brand image.

Because these videos may be a little longer, similar to Storytelling above, using Social Media or YouTube here would be our recommendation.

Focus on Quality and Consistency

Invest in Production Quality

High-quality production values reflect professionalism and attention to detail. Ensure your videos have clear audio, good lighting, and high-resolution visuals. Quality content reinforces your brand’s credibility and shows you care about delivering a polished message.

For example: A luxury brand should invest in top-notch video production that aligns with the premium nature of their products. Professional cinematography and editing can elevate your brand’s image and enhance trust.

Maintain Consistent Messaging

Consistency across all your video content helps reinforce your brand identity and message. When your videos have a uniform style, tone, and message, it strengthens your brand’s presence and reliability.

Consider this: A tech company should ensure all their videos, from tutorials to ads, follow a consistent visual and tonal style. This uniformity helps create a cohesive brand experience and builds trust.

Engage with Your Audience

Encourage Viewer Interaction

Interactive videos can boost engagement and create a sense of community. Use call-to-actions, prompts for comments, or social media challenges to involve your audience.

For instance: A fitness brand could create a video challenge inviting viewers to share their workout routines and tag the brand. This not only engages your audience but also builds a community around your brand.

Respond to Feedback

Engaging with viewer comments and feedback shows that you value their opinions and are committed to building a relationship. This responsiveness can significantly enhance trust and loyalty.

Example: After publishing a video, monitor and engage with viewer comments. Answer questions, thank viewers for their feedback, and show that you’re attentive to their needs.

Measure and Adapt

Track Performance Metrics

To gauge the success of your video content in building trust, track performance metrics like view counts, engagement rates, and feedback. These insights help you understand what works and what needs adjustment.

For example: Use analytics tools to monitor how viewers interact with your videos. Look at watch time and engagement rates to refine your content strategy and better meet your audience’s preferences.

With our monthly reporting, you’ll be able to show your clients all kinds of metrics.

Refine Your Approach

Based on feedback and performance data, continuously refine your video content. Experiment with different formats, messages, and styles to find what resonates best with your audience and strengthens trust.

For instance: If your audience responds well to behind-the-scenes content but less to promotional videos, focus more on transparency and storytelling in future videos.

Optimization.  Plain and simple.  Our campaign buyers are constantly optimizing your campaigns, and with reviewing of the reports mentioned earlier, we can also recommend or suggest other optimizations that can be made.

Conclusion

Boosting trust with branded video content involves more than just creating visually appealing videos. It’s about authenticity, delivering value, building personal connections, and maintaining quality and consistency. By focusing on these areas, you can transform your videos into powerful tools for fostering trust and loyalty.

In a world where trust is a critical factor in consumer decisions, investing in effective video content can make a significant difference. Embrace these strategies, start creating compelling videos, and watch as your brand builds stronger, more trusting relationships with your audience.

With so many video options out there, let the professionals help recommend the strategy that best fits your need.

The post How can you boost trust with branded video content? appeared first on Vici Media Inc..

Research is King for Digital Prospects

In today’s digital landscape, where competition is fierce and attention spans are short, the difference between winning over a potential client and losing them to a competitor often comes down to one thing: research. Understanding your prospects, their industry, and their unique challenges isn’t just an advantage—it’s a necessity.

When you take the time to dig deep into the specifics of a prospect’s business, you’re not just preparing to pitch a service; you’re positioning yourself as a partner who truly understands their world. And that’s where Vici’s comprehensive research reports come into play.

The Power of Knowing Your Prospect

Imagine walking into a meeting armed not only with general knowledge of digital marketing but with a tailored, in-depth understanding of the prospect’s business. This isn’t just about impressing them with facts and figures; it’s about demonstrating that you’re invested in their success from the get-go. The truth is, businesses want to work with people who “get” them, and nothing shows that better than well-researched insights.

But what should this research include? How do you ensure you’re not just skimming the surface? At Vici, we have access to a suite of reports that cover all the bases, allowing you to approach each prospect with a 360-degree view of their business.

Vici’s Research Reports: Your Secret Weapon

Here’s what our research reports include:

Local Account Intelligence Report
This report is your all-in-one guide to the business and its industry. It provides an overview of the business, industry intelligence, commonly offered services or products, and potential promotional tie-ins. You’ll also find details on co-op plans, industry opportunities, peak sales months, and benchmarks for ad spend. Beyond this, it includes insights on the type of advertising typically used in their industry, digital media spend for their vertical in your area, and common business terms. It also provides critical customer intelligence, including customer interests, attitudes, and competitive analysis.

Digital Audit
The Digital Audit dives into the prospect’s online presence and digital alignment. This includes an overall digital alignment rating, review ratings, and insights into competitor and business keywords. You’ll also find essential facts about OTT (Over-the-Top) media, online digital ad strategies for their industry, search results traffic, paid keywords, SEO grading, and social media performance. This audit gives you a clear picture of where they stand in the digital space and what opportunities exist for improvement

Common Business Terms:  a listing of the most commonly used terms for that type of business (makes you sound like you really did your homework!).

Common Business Metrics:  a listing of the most commonly used metrics for that type of business (use this to ask how they determine Return On Investment).

Presentation
This client-facing PowerPoint presentation compiles all the insights from the Local Account Intelligence Report and Digital Audit. It’s designed to be ready for you to present directly to the client, needing only your logo or background to be personalized. This saves you time while ensuring that your pitch is polished and professional.

Hot Zips Report
Understanding where a business’s customers are spending the most is crucial for targeted marketing efforts. The Hot Zips Report provides a detailed map and listing of the zip codes with the highest customer spending for the business type. This insight allows for precise targeting, ensuring that your marketing efforts hit the areas where they’ll have the most impact.

Audience Scan Report
Marketing to the right audience is key, and the Audience Scan Report provides national or regional information about your target audience’s marketing and advertising preferences. It also reveals non-advertising influences, online experiences, and digital tendencies, including OTT streaming behaviors. With this report, you’ll be able to craft messages that resonate with your audience on a deeper level.

Wrapping It Up
Research isn’t just a preliminary step in the sales process; it’s the foundation of a successful partnership. And studies show that one of the top reasons that clients trust sales reps is their overall knowledge of their business or industry.

By leveraging Vici’s research reports, you’re not only enhancing your understanding of the prospect’s business—you’re also setting yourself apart as a knowledgeable and trusted partner. Remember, in the world of digital prospects, research is king. And with the right insights, you’re well on your way to winning the crown.

In today’s digital landscape, where competition is fierce and attention spans are short, the difference between winning over a potential client and losing them to a competitor often comes down to one thing: research. Understanding your prospects, their industry, and their unique challenges isn’t just an advantage—it’s a necessity.

When you take the time to dig deep into the specifics of a prospect’s business, you’re not just preparing to pitch a service; you’re positioning yourself as a partner who truly understands their world. And that’s where Vici’s comprehensive research reports come into play.

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How Do You Sell Digital to Younger Buyers?

Growing up, my family consisted of my dad, my mom, my older brother, and myself. My parents had their own general contracting business up until they retired six years ago, so my brother and I had the privilege of watching firsthand the ups and downs of owning your own business. My brother now has a family of his own and has a structural engineering degree and works for a nationwide engineering firm. When we all get together, my dad and brother can talk for hours about work-related topics, but when it comes to what I do, there is a bit of a generational gap, and my dad doesn’t have the slightest idea of what I do. He recently said to me “Kate, can you write down in ten words or less what you do for a living? People ask me what you do, and I just have to say ‘she does something on a computer’ because I don’t understand what you do.” I will give him the benefit of the doubt that explaining to a 78-year-old what I do for a living is a little hard to wrap your head around.

Up until the last few years, the majority of business owners or those in charge of marketing have fallen into the Baby Boomer or Generation X (seasoned buyers), demo, with even a few Silent Generation business owners in there.  But, as they are starting to age out, Generation Z and Millennials (young buyers) are becoming the main demographic of those who own businesses or make advertising decisions. This is important to know as you are selling digital advertising to these groups because they are more versed in understanding exactly what digital advertising is, they are more tech savvy than previous generations, they understand the importance of needing to advertise, and they have a different way about doing sales than their seasoned counterparts.

SalesFuel did a report last year on “The New Era of Gen Z and Millennial Decision-Maker” and came up with 40 quick insights for selling to younger buyers, so I am going to highlight a few.

The first one is an important one: “Always be credible. 45% of younger buyers have not encountered salespeople who go beyond selling their product and actually try to help solve a problem or achieve a business goal. 29% of them also believe citing research that is misleading or from questionable sources is a deal-breaker.”

We have all been in a situation where we are trying to be sold something and we can tell that the sales rep is NOT credible, and that immediately turns you off. Jeffrey Gitomer said it best when he said, “People don’t like to be sold, but they love to buy.” You want to be able to give the business owner or the marketer a good credible reason to purchase from you. This is where you can stand apart from your competitors and talk about products and services that you offer like having DoubleVerify on all campaigns, being able to offer an Insight Reports for a list of customers or potential customers that they might have. Also, before your meeting, request a Research Report so you can show them various metrics about their industry in their relative market. This carries a lot of weight because you will be able to show them research information about a client or prospect’s business. With the Research Reports you’ll receive:

The Local Account Intelligence Report gives you an overview of the business and what they offer, as well as information about their business vertical.
A Digital Audit gives you an overview of how and what the company is doing digitally.
A list of Common Business Terms where you can refer to the most commonly used terms for that type of business
A list of Common Business Metrics which is a listing of the most commonly used metrics for that type of business
A full presentation based on the above bullet points. This is a client facing presentation that combines information from all of the above reports. It’s ready to be presented to the business; you just have to add your logo and/or the business logo.

By pulling a Research Report, it also plays a part in number seven of the list: “Don’t just know their business, know their customers. Younger buyers are nearly 20% more likely to rank “knows my customers” in their top 5 desired attributes of a salesperson that calls on them.”

Next, we will look at #12: “Talk about how great they can become, not how great you are. One-third of younger buyers consider “talking too much about how great your products are” instead of “what they can do for me” a deal-breaker.”

My first big girl sales job was selling radio, and one of my managers gave me advice that I still use to this day. “Treat a sales call like a date. If you talk about yourself the whole time (or your company), you aren’t getting that second date. Talk about them, ask questions about them.” In today’s world, it is so easy to get information about a business or even a person through social media. Before you go to someone to talk about advertising their business, do your homework. Look up their website, look at their social media pages. See if they are currently running ads on Facebook by checking out the Ad Transparency page, or maybe they just posted something about a new menu item, or an employee celebrating a milestone with the company. Those are all great talking points to be able to show that you took the time to look them up to become more educated about their business, along with easing into a conversation about marketing opportunities like expanding that social post with Social Mirror or Social Mirror OTT, or using TikTok as an advertising platform and not just as a platform to post. (Keep in mind this can also work both ways. Check out #27: “Run a social media audit on yourself. Younger buyers are 38% more likely to look for the salesperson’s posts on social media. Don’t let a sale get derailed by a joke or snarky remark you posted 5 years ago that can be taken out of context.)

Number 15 is a great stat to showcase your video offerings: “Use video more often. Even if you already are using video in your email and LinkedIn posts, it’s likely not enough. Younger buyers are 19% more likely to look for video when researching your company or products. They also look for podcasts.”

This is a great opportunity to talk about all the products in your toolbox that can utilize video ads, and Online Audio:

Native Video
Amazon OTT
Amazon Video
Social Mirror
Social Mirror OTT
OTT
LinkedIn
Online Audio
YouTube
Video
TikTok
Facebook/Instagram

The last one I will touch on is #38: “Your #1 cause is still solving problems and producing positive business outcomes for the buyer. Younger buyers may want to talk about other causes, but this is still priority one to them – and to you.”

 At the end of the day, the business owner and/or marketer has one job and that is to increase their sales, increase their revenue, get more foot traffic, get more market share, get the phones ringing, and get the doors swinging. That’s where you want to come in with a customized plan that is designed to help them get there. You want to start by educating the client and setting realistic expectations. Explain that they aren’t going to see immediate results. They are reaching a very targeted audience of potential customers, and those people need to see the ad as many times as possible, and it takes time. With a three-month commitment, we will make changes based on what is working best and as a campaign progresses, the exchanges’ algorithms also learn and can predict better who will respond to ads based on prior performance. Digital is a frequency medium so the more that someone sees the ad, the more likely they are to take the next step.

Also, what kind of business are you talking to? A pizza shop is most likely going to see more engagement or conversions compared to a bank or an HVAC company. For example, a pizza company has better success with “today customers”, meaning customers can act on the ad that they see today. With an HVAC company, someone isn’t going to see an ad and decide they need a whole new HVAC system right then, but when the need arises and they DO need a new system, who are they going to call? That is a “tomorrow customer”, so you want to be able to paint that picture for the client or potential client.

Like I mentioned earlier, do your homework before you meet with them and determine who their target audience is. Pick out some targeting categories for each digital product that you think they might have an interest in to show them how targeted you can get. Request a Social Mirror spec ad so they can see what their actual post would look like in that format. Take a look at SpyFu.com and gather some keywords that would be a good fit for them to use with Keyword Targeting. Check out where they currently rank on Google for their keywords and if they have a Knowledge Graph or a Google Business Profile. See what their website speed clocks in at https://pagespeed.web.dev/ to see if they might need some help with their SEO.

All of those key elements are things you can do before you meet with a client to show that you are a credible source and that you want to help them and not just get a sale, and that you have a customized plan or thought process to get them there.

Benjamin Franklin also had a good saying: “If you fail to plan, you plan to fail.”

The post How Do You Sell Digital to Younger Buyers? appeared first on Vici Media Inc..

How do I use Digital Advertising for Recruitment?

“Why is it so hard to find employees to come work for my company?”  “We’ve had these positions open for months.”  “We can’t find the right people to fill this position.”   “What do we do?”

Sound familiar?  So many companies, large and small, are having difficulty filling positions.  These positions range from general customer service roles, to food servers at restaurants, and then specifically the higher up positions that require experience, certain certifications, etc.

Why is it so challenging?

According to the U.S. Chamber of Commerce, the latest data shows that there are 8.5 million job openings in the U.S. but only 6.5 million unemployed workers.  Also, in 2022, the U.S. Chamber surveyed unemployed workers and found some insight as to what’s keeping people from returning to work:

Two-thirds (66%) of Americans who lost their full-time job during the pandemic say they are only somewhat active or not very active at all in searching for a new job.
About half (49%) are not willing to take jobs that do not offer the opportunity for remote work.
More than a quarter (26%) say it will never again be essential for them to return to work.
Nearly one in five have altered their livelihood, 17% have retired, 19% have transitioned to homemaker, and 14% are now working part-time.
Almost a quarter (24%) say government aid packages during the pandemic have incentivized them to not actively look for work.
Younger respondents, aged 25-34, are prioritizing personal growth over searching for a job right now; 36% say they’re more focused on acquiring new skills, education, or training before re-entering the job market.

Now, more than ever, it seems like recruitment for companies in most industries is at a standstill.  There are challenges when it comes to finding the right candidates.

This is where Digital Recruitment Advertising can come in and help alleviate the weight that sits on the shoulders of business owners, HR Directors, and even Recruiting Agencies.

Before we dive into how to best use digital, here are a few tips on recruitment:

51% of talent professionals recruit throughout the calendar year for positions that may open up later on
51% of job seekers are more attracted to an organization that had posted job listings with visual elements (images & videos) than to others that didn’t.
Mobile-friendly job applications receive 11% more submissions
Job ads that include a salary range got 75% more engagement than the job ads that don’t
89% of job seekers agree that an employer’s webpage is important for finding key information.
(sources: https://www.smallbizgenius.net/by-the-numbers/recruitment-statistics/#gref; https://www.adaface.com/blog/recruitment-statistics/#job-ad)

The candidate application rate goes up by 34% when a job post includes a video
83% of candidates say it would greatly improve the experience if the business provides a clear view of the hiring process.
The median employee tenure in the US is 2 years and ages 25 to 34 average is 2.8 years
Employees are 3x more trusted than employers
75% of professionals are passive job seekers.
Sources: https://blog.aspiration.marketing/recruitment-marketing-statistics; https://www.smallbizgenius.net/by-the-numbers/recruitment-statistics/#gref

Since these people are hard to reach, may be passively job seeking, and are looking for some kind of image/video in the job that they look for, using digital advertising for your recruitment purposes is a win-win.  When you’re looking at Recruitment Marketing, it’s important to understand the Marketing Funnel, as it relates to recruitment:

When we analyze the recruitment campaigns that we’ve run over the last few years, there are a few products that are utilized more often than others to help with the Awareness and Interest mentioned above: Social Mirror, Display, Mobile Conquesting and Facebook/Instagram.   While these aren’t the only products we see being used, these are the most common that we’re seeing.

Each Product can be used for different purposes as well, depending on your goal.

Facebook/Instagram and Social Mirror can be used for goals like filling part-time jobs, reaching college students, people with general skills, entry level positions, text heavy ad creative and if you’re tracking conversions, these are two great products to use.

If you are in need of highly specific skill sets, advanced degrees, and tracking conversions, then you may want to use Social Mirror and/or Display Ads as the behavioral targeting categories available are very specific to the job you have.

If you are trying to reach the blue color audience, moms, entry level positions, maybe targeting a competitor’s employees, and if conversion tracking isn’t that important, Mobile Conquesting may be your best choice.

The beauty of using Digital Advertising is the ability to be really specific when it comes to who you want to see your ads.  When recruiting for specific roles, it may be more of a select pool of candidates you’re looking for.

For Social Mirror and Display, here are some common behavioral categories used to find potential employees:

Career Changers > Likely
Education>Graduating College
Education > College Graduate Degree
Life Stages – Recent College Graduates
Lifestyle > Unemployed/Looking for a job
Neutral On Looking For Job In US
Actively Looking For Job In US
Job Seekers
US Hispanic Job Seekers
In Market > Recent Graduate, Job Seeker
By Job Titles
Job Search & Career Opportunities
Mid-Career Switchers
Employment Status – Unemployed
Administrative Jobs
Arts & Entertainment Jobs
Business
Business Decision Makers
Business Professionals
Careers & Employment
C-Level Executives
Communications Jobs
Construction Jobs
Continuing Education
Customer Service Jobs
Education Jobs
Education Professionals
Employed Part Time
Employment Search
Engineering Jobs
Entry Level positions
Executive Positions
Expect to Change Jobs
Finance Jobs
Finance Professionals
Government
Health Care Jobs
Home Service Jobs
HR and Recruitment
Human Resources
Insurance
IT Professionals
Jobs
Level of Education – Advanced Degree
College Degree
High School Degree
Some College
New Hires or Recruitment Services
Recruitment
Small Business Professionals
Young Professionals

You can even target by industry that people are working in:

Industry > Accounting
Industry > Agriculture > Animals & Livestock
Industry > Agriculture > Crops
Industry > Agriculture > Fishing
Industry > Architecture & Design
Industry > Automotive
Industry > Banking
Industry > Banking & Finance
Industry > Banks & Credit Unions
Industry > Business Services > Accounting
Industry > Business Services > Commercial Printing
Industry > Business Services > Graphic Design
Industry > Business Services > HR & Recruiting
Industry > Construction > Architecture
Industry > Construction > Contractors
Industry > Construction > Residential Building
Industry > Consumer Services > Hair Salons
Industry > Consumer Services > Veterinary
Industry > Cultural > Performance Arts
Industry > Education > Colleges & Universities
Industry > Education > K-12 Schools
Industry > Energy, Utilities & Waste
Industry > Finance
Industry > Forestry
Industry > Government Industry
Industry > Hospitality/Hotels
Industry > Hospitals & Clinics
Industry > Investment Banking
Industry > Manufacturing > Boats & Marine
Industry > Manufacturing > Building Materials
Industry > Manufacturing > Textiles & Apparel
Industry > Museums & Art Galleries
Industry > Non-Profit
Industry > Real Estate > Residential
Industry > Retail – Grocery
Industry > Sports
Industry > Staffing & Recruiting
Industry > Transportation & Travel

For Mobile Conquesting, here are some commonly used behavioral categories:

Employment Agencies & Opportunities Visitors
Career & Vocational Counseling Visitors
Dance School Students
Education Center Students
Industrial Technical & Trade School Students
Junior & Community College Students
Barber Schools
Language School Students
Medical Assistant Students
Medical School Students
Nursing School Students
Real Estate Students
Tennis School Students
Tutoring Center Students
Culinary School Students
College & University Students
Business & Vocational School Students
Beauty School Students

And, for Meta (Facebook/Instagram), here are some commonly used behavioral categories:

College grad
Unemployed Looking for work
Application for employment
Career
Career development
Employment
Employment agency
Employment website
Entry-level job
Job hunting
Job interview
Recruitment
Accounting
Advertising
Advertising agency
Affiliate marketing
Agriculture
Air conditioning
Apprenticeship
Architecture
Automobile repair shop
Automotive industry
Biotechnology
Bookkeeping
Business administration
Business development
Call center
Car dealership
Car finance
Coaching
Computer engineering
Computer programming
Computer science
Computer security
Construction
Consumer electronics
Customer relationship
Customer service
Data security
Day trading
Digital marketing
Dog training
Economics
Education
Electrical engineering
Electronics
Email marketing
Facility management
Foodservice
Franchising
Freelancer
Fundraising
Graphic design
Grocery store
Higher education
Home business
Human resource management
Information security
Information technology
Interior design
Internship
Job
Job fair
Journalism
Landscaping
Law
Logistics
Management
Manufacturing
Marketing
Mechanical engineering
Medicine
Metalworking
Nonprofit organization
Part-time
Performing arts
Personal development
Personal finance
Photography
Product management
Professional Development
Project management
Public relations
Public transport
Quality assurance
Recruitment
Sales
Sales management
Security (finance)
Self-employment
Semi-trailer truck
Shift work
Software engineering
Stock market
Supply chain management
Systems engineering
Technology
Telemarketing
Temporary work
Training
Trucks
Urban planning
Veterinary medicine
Vocational education
Volunteering
Warehouse
Web design

There are several ways to target your ads, including behavioral targeting mentioned above.  But, I think more importantly, or just as important is the messaging/creative.    Below, we’ll take a look at some different samples of creative that we’ve seen have a lot of success.

This piece of creative has a few key ingredients:

People – people love people and using actual employees in your creative can go a long way
Pay – people pay attention to the pay scale and look for that as an initial interest point
“No Experience Necessary” – this limits hesitation for applying

Key Ingredients:

Uses a Story Ad to convey more information
Clear call-to-action button “Apply Today”
Benefits of working for the company

Key Ingredients:

Video – when you have video available, use it! Video typically sees higher clicks
Social Mirror allows you to take advantage of multiple pieces of creative at the same time, leveraging multiple messages to the same audience

Key Ingredients:

Mobile Conquesting creative using .gifs – this client didn’t have video, but utilized the next best thing
Social Mirror creative using multiple images to create a carousel looking ad to highlight multiple positions available

Key Ingedients:

Mobile Conquesting using a .GIF ad and also using people in their creative

Key Ingredients:

Using Facebok/Instagram, but also using Social Mirror – taking their social content and expanding the reach beyond Facebook/Instagram.
Showing people having fun at work

As you can see, there are a lot of ingredients that can make up great creative that converts.  But, in order to have the best chance of getting those applications submitted, we also have to look at the bottom of the Recruitment Marketing Funnel.

That being said, we want to share some tips that can help increase the amount of applications that you receive.

Here are a few more tips for Landing Pages that WORK for Recruitment campaigns:

Consider what info a job seeker wants to see and hear.
Give the “elevator pitch” on your company (company history, what makes you special – how you are different from competitors, company philosophy, values, etc.).
Show pictures or videos of your staff in work situations, outside-of-work get togethers, what your environment looks like in “real life”.
What are the great things about working for your company?
What attributes you’re looking for in new team members?
Testimonials from existing staff.
Does your page “inspire” people to want to work there?
List a thorough job description of the open position(s).
Explain what your hiring process is like.
Optimized for mobile devices.
A simple contact us form.

In a time when people are passively looking for jobs, or are being so much more specific in regards to what’s important to them, your messaging should make them excited to work for you.   Highlighting benefits and pay, using people, and having video share your message are just a few key ingredients that can help move the needle.   But remember, you also want to make sure that your website/landing page is ready for the traffic that’s on its way.

Happy Recruiting!

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Unleash the Power of Forms to Amplify Your Strategy

Welcome to the ultimate guide on amplifying your marketing game! Today, we’re diving deep into a tool that might seem modest but packs a mighty punch: forms. Yep, you heard that right! We’re about to explore how forms can be your secret weapon in elevating engagement, gathering insights, and driving conversions like never before. So buckle up and get ready to supercharge your marketing efforts with the untapped potential of forms.

Grasping the Significance of Forms

Forms are not just about data collection; they’re your golden ticket to direct interaction with your audience. Whether it’s a simple contact form or an in-depth survey, these nifty tools pave the way for meaningful conversations, building trust, and nurturing long-lasting relationships.

Think of data you’re collecting as little pieces of information about your customers, or potential customers.  What do they like?  What do they dislike?  Where are they from?  What are their names?  What’s their email address?  All of these pieces of information helps keep your business running.

Why is all of this first party data important?  Well, as 2024 progresses, we’re going to see a phase out of 3rd party cookies,  a part of the Privacy Sandbox initiative that’s coming in the 2nd half of this year.   These 3rd party cookies have been a fundamental part of the web for nearly 3 decades.  From tracking your website activities to helping you log in to a website by remembering your login info and showing you relevant ads on website you go to these will be gone later this year.

That means it’s going to be even more important for business owners to start collecting data from their clients or prospective customers.

Exploring Different Forms and Their Impact

Now, let’s take a look at the diverse world of forms and how each type can benefit your marketing strategy:

Contact Forms: Your digital calling card, these forms make it effortless for visitors to connect with you. By streamlining communication, you’re opening doors to potential collaborations, inquiries, and opportunities.

Lead Generation Forms: Say hello to your ultimate lead magnet! Offer something irresistible – like an exclusive ebook or webinar – in exchange for contact details, and watch your subscriber list skyrocket.

Feedback Forms: Valuable insights are just a form away! Whether it’s refining your products or enhancing your services, feedback forms are your ticket to understanding your audience on a deeper level.

Survey Forms: Dive into the minds of your audience with surveys. Uncover their preferences, pain points, and desires, and tailor your offerings to meet their needs.

Order Forms: Simplify the buying process with user-friendly order forms. From seamless transactions to satisfied customers, these forms are your go-to for boosting conversions.

Best Practices to Maximize Form Effectiveness

Ready to unleash the full potential of your forms? Here are some tried-and-true tactics to ensure they’re firing on all cylinders:

Keep It Snappy: Ain’t nobody got time for lengthy forms! Keep it short, sweet, and straightforward, asking only for essential information. Remember, clarity is key.

Mobile Optimization: Don’t leave your mobile users hanging! Ensure your forms are mobile-friendly for a seamless experience across all devices.

Incentivize Action: Who doesn’t love a good incentive? Offer rewards – like discounts or freebies – to encourage form submissions and boost engagement.

Instant Gratification: Show your appreciation with instant feedback. Whether it’s a thank-you message or a confirmation email, let your audience know their input is valued.

Continuous Improvement: Don’t rest on your laurels! Monitor form performance, gather feedback, and embrace A/B testing to fine-tune your approach for optimal results.

Here are some fun and important stats we’ve found to help you with the different forms you may implement in your marketing:

120% – Forms that feature images or video see a 120.62% increase in completion rates over forms that do not.
5% – lead magnets increase your form completion rate by almost 5% (lead magnet could be a discount, giveaway, free trial, gift card or something else in exchange for completing the form)
7% – Including a number at the beginning of your form can increase its completion rate by more than 7%.

You’ll get a gift card in 3-5 days
We only have 25 spots available
This will only take 40 seconds

25% – Forms with “exclusive” language have 25% higher completion rates. Meaning, make it worth their while.  Here are a few examples:

“Be the First”
“Get Early Access”
“Members Only”

Here are a few more visuals:

Real-Life Success Stories

Let’s take a peek behind the curtain and see how some savvy brands have harnessed the power of forms:

Airbnb: By listening to their users through feedback forms, Airbnb stays ahead of the curve, constantly improving the user experience for hosts and guests alike.

HubSpot: Lead generation forms are the backbone of HubSpot’s marketing strategy, offering valuable content in exchange for contact information and nurturing leads through the sales funnel.

SurveyMonkey: Practice what you preach! SurveyMonkey gathers feedback from users to enhance its own platform, ensuring it remains a top choice for survey enthusiasts.

As a local business owner, there are lots of advantages to having this first party data.  Imagine having a database of people that have done business with you.  You can sort that data any way you want.  Maybe you’ve got people that did business with you last year, but not yet this year?  Maybe you have people that have bought living room furniture but nothing for bedrooms?  Or, maybe they’ve gotten their oil changed, but haven’t serviced their transmission?

When you have this first party data, you could use Custom Audience Matching to specifically target these customers.  Custom Audience Matching takes the info in your database (names, phone numbers, emails) and uses that to find people in your database online.  Once we have matched them, we can then serve specific ads to that audience.

Forms may not be the flashiest tool in your marketing toolkit, but boy, do they deliver results! Whether it’s engaging your audience, gathering insights, or driving conversions, forms are your secret weapon for success. So don’t underestimate their power; embrace it, wield it, and watch your business soar to new heights!

Source

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What Are the New Call to Action Buttons with Social Mirror Ads?

When most people heard that Beyonce was making a crossover country album, they went up in arms. Myself, as an avid country music fan, I was pumped! Beyonce is a queen and country music is my jam, so what’s not to love? It’s the best of both worlds! That is also how I feel about the new Social Mirror call to action opportunities and the ability to use click/scan to call, click/scan to email, and click/scan for directions. (Any chance to be able to show a picture of me with Luke Bryan, I am going to take it!)

Social Mirror ads are a great option for advertisers because creating the ads is almost effortless, they are versatile since you can use images, videos, or carousel formats, they can be customized, they have a social media component to them, and they come in different formats like OTT ads and story ads.

Up until recently, if a business’ main goal was phone calls or getting emails, their ad options were limited since most digital advertising, when users click on an ad, they are directed to a click through URL landing page. Google Pay-Per-Click (PPC) ads are an exception because they offer the option to run Call Only Ads which are designed to encourage people to call a business instead of going to a website, and they only appear on mobile devices. When a potential customer clicks the ad, the ad places a call to the business from their device. Google does not allow an advertisers business phone number to be listed in the main ad text of a PPC ad, unless you do a Call Ad. Another option to have people call a business through a PPC ad is with a Call Extension with a regular PPC text ad. Call Extensions run during the days/hours that the advertiser’s business is open, and it displays a phone number that is clickable and opens the user’s phone dialer, if they are using a mobile device. If the user were to click anywhere else on the text ad, they would be brought to the click through URL landing page.

Facebook ads are another type of ad that will allow a user to make a phone call directly from the ad that they are served, but this option comes with some drawbacks. Facebook ads with “Call Now” as the call-to-action typically have low click through and engagement rates, and they are only effective during business hours. Also, the people that may have clicked “Call Now” on their phone may have not even meant to; they could have been scrolling down their News Feed and then tap the button by accident, resulting in inflated metrics.

Outside of those two ads, there wasn’t really an effective way to make phone calls with a digital advertising campaign, until now. Social Mirror ads now offer the ability to click to call, click to email, and click for directions for display, video, and carousel formats, and scan to call, scan to email, and scan for directions for the Social Mirror OTT format.

This is a great addition to ads that already have click through rates that tend to outperform other types of ads, and it also allows for consumers to take more of an action directly from the ad. Being able to tap or scan and make a phone call makes it incredibly easy for potential customers to connect with a business directly from the ad. With just one click or scan, customers and prospective customers can initiate a phone call, eliminating the need to manually dial a number or search for contact information.

Click to call buttons also encourage real-time interaction. When users click the call-to-action button, they’re expressing an immediate interest in your product or service, allowing for instant communication, and potentially leading to quicker conversions. Also, users who are interested in making a purchase or seeking more information can seamlessly transition from browsing the ad to engaging with your business directly. Phone calls also provide a more personal form of communication. This can lead to better engagement and a deeper connection with your brand, as users have the opportunity to ask questions and receive immediate responses. With the widespread use of smartphones, click to call call-to-action buttons are particularly effective on mobile devices, and with consumers spending 4 hours and 39 minutes on our mobile phones doing non-voice activities every day, that is a lot of opportunity for Social Mirror click to call ads to be served.

Click/scan to email is also another call to action button that is available. By encouraging users to email, you can capture leads directly into your inbox. This gives you the opportunity to follow up promptly and nurture leads through the sales funnel. With this format, you are also able to pre-populate the “To” field and can have multiple email addresses loaded in, and you can also pre-populate the “Subject” and “Body” fields within the email, making it quicker and easier for the consumer to reach out. Click to email call-to action buttons can serve various purposes, including requesting more information, scheduling appointments, providing feedback, or initiating a purchase. This versatility makes it suitable for a wide range of advertising campaigns and objectives.

The other option for a more personalized call-to-action is click/scan for directions. By offering directions directly from the ad, users can click on the call-to-action button to get directions to a physical location without having to manually enter addresses into their navigation apps. Providing directions also encourages users to visit your physical location, resulting in increased foot traffic. This is particularly beneficial for brick-and-mortar businesses such as retail stores and restaurants.

As I mentioned earlier, Social Mirror ads tend to get higher engagement rates than other ads because they have that social media element to them, with which people are used to interacting. They also have more of an organic and native feel within the user’s content and are less intrusive than traditional ads. They can be particularly effective at capturing the attention and driving engagement amongst those who are heavy users of social media.

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What are You Tube Video Action Ads?

Ready, set action! This always makes me think of the game growing up, “Red Light, Green Light!”. You hurry up and go when you hear “Green light” headed to base and run and then hear “red light”, and you pump your brakes, and hope the caller does not see you move. And in the world of fastest growing type of marketing which is  video advertising, that is kind of like what YouTube Action Ads are. They stop you in your tracks.

Let’s set the stage first. Picture this: you’re scrolling through your YouTube feed, searching for a solution to a problem or simply seeking some entertainment. Suddenly, amidst the sea of content, a video ad catches your eye. It’s not just any ad – it’s dynamic, engaging, and prompts you to take action. That, my friends, is the essence of a video action ad.

So, what exactly sets these ads apart from the rest? It’s all about interactivity and engagement. Video action ads on YouTube are designed to encourage viewers to do more than just watch passively. They prompt users to engage with the content in meaningful ways, whether it’s by clicking a link, subscribing to a channel, or even making a purchase or learning more about what they are seeing then and there.

One of the key advantages of video action ads is their ability to drive immediate action. Unlike traditional video ads that might simply raise brand awareness, these ads are engineered to prompt users to take the next step in the customer journey. And with YouTube being the second largest search engine next to Google and the second most popular social channel behind Facebook, it is certainly a place to be!

The way they look is very simple really, the video ad includes a button overlay banner that includes a Call-To-Action button, your logo, a headline and your website URL and links to your website when clicked!

With Video action campaigns, you can tell your brand’s story with longer headlines and have access to top-performing places like YouTube’s home feed, watch page, watch next feed, YouTube search results and Google video partners — all within one campaign. Targeting for these ads includes behavior targeting and retargeting. Google Video Partners are high-quality publishers, DoubleVerify filtered, websites and mobile apps where you can show your video ads to viewers beyond YouTube. Partner sites and apps consist of leading publishers in games, sports, entertainment and news.

But let’s not forget the power of storytelling in these ads. Sure, they’re designed for action, but that doesn’t mean they should sacrifice creativity or narrative. In fact, the most effective video action ads often weave a compelling story that resonates with viewers on a deeper level. Whether it’s through humor, emotion, or suspense, a well-crafted narrative can turn a fleeting viewer into a loyal customer.

Now, let’s talk strategy. Crafting a successful video action ad requires careful planning and execution. From defining clear objectives to understanding your target audience and optimizing for mobile viewing, there are many factors to consider. It’s also crucial to experiment with different formats, CTAs, and messaging to see what resonates best with your audience.

Of course, no discussion of video action ads would be complete without mentioning measurement and optimization. When testing these ads we saw a HUGE lift in clicks, almost 7 times higher than regular You Tube Video ads.

Video action ads on YouTube represent a powerful tool for marketers looking to engage audiences and drive action. By combining creativity, interactivity, and strategic planning, these ads have the potential to captivate viewers and convert them into loyal customers. So why wait? Green light your way to video action ads and take your marketing efforts to new heights!

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How Can You Increase Your Website Conversion Rate?

Digital has a leg up compared to other forms of media because it is more trackable. You can get an idea on what consumers are doing after they see the ad or after they click the ad through what is called a conversion. A conversion is the action someone takes on the advertiser’s website after they have seen the ad or click to a website. Ultimately, it’s the goal that the advertisers want for the visitor to do on their website. Some examples of conversions are:

Making a purchase or clicking “add to cart” on a website
Clicking to a certain page of a website that the advertiser wants to track (products/services page, info page, etc.)
Downloading info or discount offer from a website
Filling out a “contact us” form
Registering for a newsletter or offer
Watching a video
Creating an account
Clicking on a specific button on a page
Clicks on the Live Chat box to initiate a chat
Clicking on the menu/header pages on a website

By tracking conversions, you are able to see more of the customer’s journey and what they are interested in. When tracking conversions, there are several things you want to pay attention to because the consumers actual journey is going to be much different than what the business owner expects that journey to look like.

For example, if I own a dental practice and I want people to come in for a whitening service and I run an ad for $100 off, as a business owner I might expect to see a lot of form fill outs since that is a decent sized cost savings. As a consumer, I might see that ad and it might pique my interest, but I don’t take action that first time I see the ad because I want to get more information about the service. Maybe I want to know how long the procedure takes, or how long the results last, if there are payment plans available, or do I need to be a current patient to get this offer? Maybe a few days after seeing the ad I remember the name of the dental practice and I call the office to get my questions answered. That phone call was initiated because of the ad that I was served, but the digital campaign won’t get credit for that on the monthly reports. This is one reason why adding a business’ Google Business Profile to the monthly reports can help tell a story.   Here’s an example of the report we can add that shows the advertiser’s Google Business Profile analytics:

A zero-click search refers to a search engine result page (SERP) feature in which the search query is answered directly on the search results page itself, without requiring the user to click on any specific search result links to obtain the information they’re looking for. Zero-click searches are designed to provide users with quick and concise answers to their queries and are often displayed at the top of the search results. The information is extracted from websites that the search engine deems as authoritative sources. While this feature can be convenient for users, it can also impact website traffic as users may not need to click through to any specific website if they find the answer they need directly in the search results. Forty nine percent of all Google searches are zero click searches, but through the Google Business Profile report, you are able to see a lift in calls, directions, or maps and compare that to a time when the business wasn’t advertising to when they were.

When looking at getting conversions with a campaign, you want to make sure you are tracking conversions that are easily accessible for a consumer. For example, if getting phone calls is the key performance indicator (KPI) of the campaign, make sure the phone number is listed at the top of the screen on a mobile device. If getting form fills is the main KPI, what kind of form are they asking people to fill out? How many fields are there? Reducing the number of required fields will help create a cleaner form and keeps from overwhelming the user. In a study by QuickSprout, a form with only three fields saw a conversation rate of 25%. That percentage was reduced to 20% with up to five fields and to 15% with more than six fields. Also, if the main KPI is form fills, don’t base the success of the campaign on JUST form fills as the only conversion. The average contact page converts a measly 1% of visitors. This goes back to the business owner wanting the consumer to act in the way that they want them to, not the realty of how the consumer will act.

In addition to tracking form fills, the business should utilize a Live Chat feature. By offering that, it is another way that the consumer can interact with the business. They are able to reach out the way that they want to. Also, consumers are more comfortable giving their information to a live chat agent compared to submitting a form and not being sure where that information ends up. Almost half of consumers say that they prefer to use a live chat feature as their preferred method of giving out their contact information.

The call-to-action button can also play a part in the number of conversions. Optimize the submit button by choosing the best words. QuickSprout also showed that certain words and phrases get more clicks than others. The word ‘Submit’ saw a 3% decrease in clicks. Instead, consider using action words that inform the user of what’s happening or what to expect. For example, phrases such as “Request Information” or “Request Price” or remind the user of what’s happening.

You also want to see if the website is loading in a timely manner. A one-second delay in load speed can reduce your conversions by 7%. According to Google, anything over three seconds and you could lose up to 50% of your traffic.

A quick way to see how fast (or slow) a website is loading is to use this tool: https://pagespeed.web.dev/

This website can help web developers optimize the performance of their websites. It analyzes web pages and provides recommendations to improve various aspects of their performance, such as loading speed, accessibility, and best practices for web development. Some of the key features and functionalities of the PageSpeed Insights tool include:

Performance Score: provides an overall performance score for the webpage based on various performance metrics.
Opportunities: identifies specific opportunities for improvement, such as optimizing images, leveraging browser caching, or reducing server response times.
Diagnostics: highlights potential issues that may affect the webpage’s performance, such as render-blocking resources or unused CSS/JavaScript.

Overall, the PageSpeed Insights tool helps web developers identify areas where their websites can be optimized for better performance, user experience, and search engine rankings.

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The Power Of User-Generated Video Content

Gone are the days of needing professionally made videos for 100% of your video marketing needs.  User-Generated Video Content is becoming a hot commodity and becoming an absolute game-changer for local businesses looking to make their mark.

Unveiling the Magic of User-Generated Video Content

Picture this: real people, real experiences, and real stories—all captured on camera and shared with the world. That’s the essence of user-generated video content, a powerhouse tactic that’s reshaping the digital marketing landscape one authentic clip at a time. From heartfelt testimonials to behind-the-scenes peeks, this type of content isn’t just about selling—it’s about connecting on a human level and forging genuine bonds with your audience.

Riding the Video Wave

If there’s one thing we know for sure, it’s that video is the undisputed king of content. With viewers gobbling up video content like it’s going out of style, there’s never been a better time to ride the video wave straight to the top. According to the experts, video traffic is set to dominate a whopping 82% of all consumer internet traffic.  In addition, 82% of digital video marketers generated leads through video content. And guess what? User-Generated Video Content is leading the charge, captivating audiences with its raw authenticity and unfiltered charm.

The Power of Authenticity

In a world where filters and photo editing reign supreme, authenticity is the golden ticket to winning over hearts and minds. User-generated video content is the secret sauce that adds that extra sprinkle of authenticity to your marketing efforts. When real people share their real experiences with your brand, it creates a ripple effect of trust and credibility that money can’t buy. It’s like having your own personal cheer squad, rallying behind your brand with unwavering enthusiasm.

Taking Brene Brown’s quote above, as a business owner, our business is really what our customers say our business is.

Building a Tribe, Not Just a Following

The days of one-way communication and passive consumption are behind us. Today’s consumers crave connection and community, and User-Generated Video Content is the bridge that brings them together. By inviting your audience to be active participants in your brand story, you’re not just building a following—you’re building a tribe of loyal fans who live and breathe your brand values.

Harnessing the Power of Social Proof

In the age of social media, peer recommendations are worth their weight in gold. User-Generated Video Content is the ultimate form of social proof, showcasing real people using and loving your products or services. It’s like having an army of brand ambassadors spreading the word far and wide, singing your praises to anyone who will listen. And when potential customers see their peers raving about your brand, it’s game over—they’re hooked.

Think about when Coca-Cola launched their name on a bottle campaign in 2011.  “This seemingly simple idea of replacing iconic logos with personalized names transformed Coca-Cola into a cultural phenomenon.” Every time someone picked up a bottle with their name on it, they shared it everywhere they could, helping create a bigger brand for Coca-Cola.

Putting It into Practice: Tips for Success

Now that you’re armed with the power of User-Generated Video Content, it’s time to put it into action. Here are a few tips to help you hit the ground running:

Encourage Participation: Invite your customers to share their stories and experiences with your brand through video. Offer incentives like discounts or exclusive offers to sweeten the deal and get them excited to participate.
Showcase User-Generated Content: Once you start receiving User-Generated Videos, don’t keep them hidden away. Showcase them proudly on your website, social media channels, and email newsletters for all to see.
Engage with Your Community: Building a thriving community around your brand requires ongoing engagement and interaction. Take the time to respond to comments, acknowledge User-Generated Content, and show your appreciation for your loyal fans.
Measure and Learn: As with any marketing strategy, it’s essential to track your results and learn from your successes and failures. Pay attention to metrics like engagement rates and conversion rates to gauge the effectiveness of your User-Generated Video Content.

User-Generated Video Content isn’t just a trend—it’s a revolution that’s transforming the way businesses connect with their audience. By harnessing the power of authenticity, engagement, and social proof, local businesses can level up their marketing game and leave a lasting impression on their customers. So what are you waiting for? It’s time to unleash the power of User-Generated Video Content and take your brand to new heights.

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How Can Political Candidates Use Digital for the 2024 Election?

It’s hard to believe that in just six months we will be voting for the 47th president of the United States, along with several other positions. It’s also hard to believe that the political ads have already started. It feels like we just got over them, and I’m already seeing and hearing political ads for everything from local school board elections to county elections. Gone are the days when political campaigns relied solely on traditional methods like billboards, yard signs, and TV ads to reach voters. In today’s world, where almost everyone is constantly connected to the internet, digital advertising has emerged as a formidable tool for political candidates to engage with voters, spread their message, and ultimately win elections.

Now is the time to start talking to political candidates about their campaigning plans for the 2024 election year because political ad spending is projected to be up 30% from 2020, and this projection has digital media getting 28% of the 2024 political season spend, which is nearly triple what candidates were spending on digital in 2020. Breaking it down even further, a large portion of digital budgets are projected to be spent with Over-the-Top (OTT) ads, second to traditional TV. The reach of digital advertising extends far beyond traditional boundaries. Unlike TV ads or billboards, which are limited by geography, digital ads can reach voters wherever they are, whether they’re at home, at work, or on the go. This omnipresence opportunity ensures that candidates can maintain a constant presence in voters’ lives, keeping their message top of mind throughout the campaign.

Another leg up that OTT has over regular TV ads is that the targeting options allow you to really drill down and target the ideal voter, like serving OTT ads to certain political categories through Behavioral Targeting like Political Donor: Democrat, Democratic Party Affiliation, Democrat, Democrat Voters, Super Democrats, Very Liberal/Hard Democrat, Somewhat Liberal/Leaning Democrat, Political Donor Propensity > Republican, Republican Party Affiliation, Very Conservative Political Outlook, Somewhat Conservative Political Outlook, Republican, Republican Voters, or Independent Voters, to name a few. You could also use some type of list to target voters. A list could be made up of past voters, an opponent’s voters list, or donor lists. You can even take those lists and create a lookalike audience so that now you are serving ads to people like those on the original list in order to broaden that reach.

I don’t think anyone will argue with me when I say that political candidates love using video. Outside of OTT ads, there are even more ways to use video ads with products like Video Pre-Roll/Mid-Roll Ads, Native Video, Facebook and Instagram, Mobile Conquesting (has limited inventory for video, but you could add on cross-platform targeting for more video impressions), Social Mirror, and Social Mirror OTT. These are all great products to talk about with candidates because they each offer different looks and components, but they are all using video elements. For example, a Social Mirror ad has the ability to run video ads in a carousel format, or in a story format. Both of those are going to resonate with a younger audience because they are quick short videos that that demographic is used to engaging with. Those ads are also going to look different than a Native video ad, for example, where that looks like it is part of the content that the user is reading.

One of the most powerful aspects of digital advertising is its ability to foster engagement and interaction. Platforms like Facebook and Instagram allow candidates to not only broadcast their message, but also to interact directly with voters in real-time whether it’s responding to comments, hosting live Q&A sessions, or soliciting feedback. That being said, the average political campaign spent combined on Facebook and Google in the 2022 election cycle was $21,428 which made up only 10% of the total digital ad spend. Part of the reason that causes them to have such a small piece of the political pie is because there are so many restrictions when it comes to political advertising. Facebook has limited ad placement for political ads to only show them in the Facebook and Instagram Feeds, and Instagram stories. We can no longer place political ads within Marketplace, Facebook Stories, Messenger, or the Facebook Audience Network, so that cuts down on the reach for political candidates within those products. The other problem is that many voters don’t want to see political content on their social media platform. A great alternative to running on Facebook and Instagram is to use Social Mirror ads. They will be able to use the same content they are using on their own Facebook and Instagram pages, but now it will reach voters on thousands of other websites and apps, targeted to the exact audience they want to reach, and there aren’t any restrictions.

Another popular advertising product or technique with political candidates is direct mail. Direct mail has a time and a place, but it also has its challenges. The direct mail pieces are expensive to create, print, and mail, and most of the time they end up in the recycling bin. A good opportunity to supplement that campaign, or replace it all together, and reach those same households but with digital ads instead, is to talk about Mobile Conquesting Address Targeting and Address Retargeting. This is a great way to capture those direct mail budgets because this product and targeting strategy is basically direct mail for the internet, but instead of reaching that household one time, we are reaching them multiple times on their mobile devices, and then continuing to show them that candidate’s ad after they leave that address.

In an increasingly digital world, the power of digital advertising for political candidates cannot be overstated. From its unparalleled reach and engagement potential to its data-driven decision-making capabilities, digital advertising offers campaigns a myriad of advantages that can make the difference between victory and defeat. By embracing digital tools and techniques, candidates can connect with voters, mobilize supporters, and ultimately, win elections in the 2024 election year, and beyond.

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