Lead generation is a top priority for most businesses today, and the telecom industry is no different. Many businesses now depend on remarketing to capture leads. Remarketing is the process that notes the visitors (even brief visitors) to a website and tags them so they will automatically receive content in the future. It’s a very effective system for grabbing onto a lead and potentially turning that lead into a true customer.
According to HubSpot it also improves Search Engine Optimization (SEO), grows repeat visitor and engagement numbers, and improves brand recall. And there’s now an even more effective lead generation system: YouTube remarketing.
YouTube has been around for over a decade, has over one billion users, and processes more than three billion searches a month. In fact, YouTube is the second largest search engine in the world – only Google, its parent company, is larger. There are endless opportunities for lead generation using YouTube, and it is imperative for a business to have a YouTube remarketing strategy.
When visitors conduct a search on YouTube they have more chances to interact with a business’s content than with a standard search. They might choose to watch a company’s video, subscribe to its channel, or see its in-stream ad. Because so many people want to see, not read, their search results, many will only utilize YouTube rather than Google or Bing. According to ExpandedRamblings.com, 58% of Gen Xers and 72% of Millennials are YouTube users.
YouTube is a lead generation powerhouse due to its ability to clearly demonstrate a product in a unique way, capture visitors’ attention, and improve a company’s bid making via analytics.
The real benefits of YouTube remarketing come from the YouTube system itself. A business can “tag” the people who have viewed its video or subscribed to its channel and market specifically to individuals who only visited the channel or even left it unsubscribed. A company will be able to market to those who interacted with its content including liking, disliking, commenting, or even sharing. Unlike Google or Bing, YouTube can generate a remarketing list from the type of content a visitor usually watches.
In order to get the maximum benefit from an ad, the full spectrum of the YouTube platform should be utilized, including:
- incorporating the new Google AdWords, which has YouTube remarketing capabilities;
- devising a strategy specifically for YouTube to reach a target audience;
- using tracking methods to improve results;
- implementing a variety of methods to target a focus group, like topics and keywords as well as proper demographics; and
- utilizing analytics to make successful bids.
YouTube Remarketing in 4 Steps
Getting started using YouTube for remarketing is fairly simple:
- Tie the company YouTube account to its Google AdWords account.
- Set up a remarketing list in YouTube.
- Create (or choose) a remarketing campaign in YouTube.
- Make a video ad.
More Benefits of Using YouTube
The end results of a YouTube remarketing campaign are impressive. Compared to remarketing options on other platforms, YouTube remarketing has longer ad options, improved ROI and video popularity, better SEO, stronger brand awareness, and location targeting. When all is said and done, it’s difficult to argue with that.