Hey there, fellow video marketers! Ever feel like your videos are getting lost in the digital ocean? 

 

You’ve poured your heart and soul into creating amazing content, but now you’re wondering: “How do I get it in front of the right eyes?”

 

Don’t worry! In this video, we’re going to demystify paid video promotion and show you how to make every advertising dollar count.

 

Let’s dive right in!

 

Social media platforms give you the power to choose exactly who sees your content.  So you’re not just throwing money down a hole – you’re investing in reaching the right people at the right time. 

 

To make this work, you need to set up three critical audience types for your campaign: Saved, Custom, and Lookalike.

 

 

Create Saved Audiences to kickstart your Awareness Stage. Only include people who match your ideal customer profile based on demographics, interests, and behaviors. 

 

Aim for an audience size of 1-2 million to give the algorithms enough room to work their magic. This is your foundation for building more targeted audiences later.

 

 

Custom Audiences are your secret weapon for supercharging your Consideration and Decision-stage ads. These are people who have already shown interest in your brand. 

 

To get the best results, build Custom Audiences based on these specific actions:

 

People who’ve watched 75% or more of your video

People who’ve engaged with your social posts or ads

And, People who’ve visited your website and landing pages

 

By targeting prospects who’ve engaged with your brand in a meaningful way, you’re guaranteeing that your videos will reach people who are more likely to convert.

 

 

Want to find more people like your best customers? That’s where Lookalike Audiences come in. 

 

To create a strong Lookalike audience, upload your customer database and combine it with a custom audience of people who’ve submitted a form on your website. The platform’s algorithm will find similar high-potential prospects, amplifying your reach.

 

Strategically combining all three of these audiences allows for a holistic advertising approach, catering to different stages of the customer journey and improving overall campaign performance.

 

The key to mastering video promotion is understanding how to use campaign goals. 

 

When you advertise on social media, you’ll see campaign goal options like Engagement, Video Views, Traffic, Conversions, Purchases, and more. Think of these as different paths to reach your audience.

 

But here’s the kicker: not all paths come at the same cost! For example, getting someone to subscribe to your newsletter (which is a conversion) can cost 25 times more than just getting them to watch your video. Yikes! 

 

So, rule number one: Don’t use expensive campaign goals for people who’ve never heard of you. That’s like fueling up a car without an engine! 

 

For maximum impact and value, you’ll want to structure your ads to achieve specific goals at each stage of the funnel. 

 

In the Awareness Stage, your goal is simply to identify perfect prospects who you can re-target with Consideration Stage videos.

 

Choose Video Views as your Campaign Goal and target your Saved and Lookalike audiences. 

 

This approach allows you to cast a wide net without draining your budget, as a single Video View costs only a fraction of a cent.

 

In the Consideration Stage, it’s time to drive prospects to your website and grow your email list. Shift to a Conversion Campaign Goal, and target your Custom “Consideration Stage” Audiences. 

 

Yes, Conversion goals cost more, but trust me, they’re worth it. Remember, you’re only targeting high-quality leads who have shown serious interest in your content. 

 

Encourage them to download your lead magnet or subscribe to your newsletter. This stage is crucial for deepening the relationship and positioning you as the go-to solution for their needs.

 

The Decision Stage is where leads transform into opportunities. Your prospects have engaged with your Consideration Stage content, signaling high interest in your services. 

 

Maintain the Conversion Campaign Goal here, but now re-target your Custom “Decision Stage” Audiences. Inspire these qualified leads to take action, like making a purchase or submitting a form on your website.

 

The higher cost of this campaign is offset by its precision. You’re only targeting prospects who are primed and ready for conversion

 

 

There you have it—a finely tuned advertising strategy that is sure to maximize your ROI and drive real results.

 

Remember: Smart promotion is about precision, not just reach. Use this strategy to turn your video content into a powerful tool for lead generation, brand elevation, and, ultimately, business growth.