Views: 0 Author: Site Editor Publish Time: 2022-01-13 Origin: Site
Keeping pace with the times, what I am here to share with you today is also a relatively popular form of advertising recently - YouTube video advertising.In fact, with so many live broadcasts and articles shared, what everyone wants to see most are cases and actual data.I understand everyone’s thoughts, so this time I will also share a case column. The protagonist of this sharing is the fountain industry. I have been operating in the foreign trade industry for many years. With the rapid development of intelligence today, I also follow the footsteps of Google’s continuous updates. I am willing to learn and understand the Google advertising promotion process. We can use all kinds of tools flexibly in the reference, and we have achieved good results of increasing inquiries and exporting overseas. Protagonist - Fountain Industry Established: 2007 business:Fountain creative design, technology research and development, project implementation Industry scale:Branch offices are set up in Dubai, Japan and Brazil, and customers are located in 23 countries and regions, including China, the United States, Japan and the United Arab Emirates. The protagonist of this sharing is the fountain industry. From the beginning, the control budget was 150/day, mainly in the form of search and display remarketing promotion, to the current promotion form of search + display remarketing + video advertising 300/day. Target Chapter-Exported to global markets ZhongRun (pseudonym) has been shouldering the mission of 'digital marketing' since its establishment and striving to realize the vision of 'selling to the global market'.I sorted out the company's development history, from scratch to something, from more to less. All success depends on persistence. -Domestic promotion in 2007 -In 2013, I came into contact with foreign trade - tradeindia and other B2B platforms successively registered and promoted -Understand and promote Google global advertising in 2016 - exposure to new platforms + website speed test + bounce rate adjustment website + advertising format (search + display remarketing, 50-150/day budget) + country and keyword screening and precise investment - Increase Google promotion efforts in 2020 - search + YouTube video advertising + display remarketing + 300/day budget Since 2016, ZhongRun has fully understood Google advertising and accelerated the spread of global awareness of brands and products with the help of foreign trade-related promotion tools.Through the consultation volume and product inquiry frequency and demand in different regions during the promotion process, ZhongRun gained insights into the distribution of key markets, which also laid the foundation for accurate placement of YouTube video ads. During this period, I have been using the 'search + remarketing' strategy for a period of time. After continuing for a period of time, I found that there were no more inquiries coming in. It was urgent to obtain new traffic, so I came up with the following target plan: -Develop new customers and increase website visitors -Learn a new promotion model - the power and practicality of YouTube videos and their advertising -Draw up plans and implement delivery Tracing the Origin After sorting out similar feedback from many customers recently about Google account promotion, I summarized the following three points: ※The number of search terms used to bring new customers through search engines has encountered a bottleneck For example, for non-brand words/competitor words, it is difficult to find customer groups with weak brand awareness through search; ◎The cost-effectiveness of traditional marketing is slowly declining The incremental benefits of using search methods are no longer obvious; - New generation - the era of perception Research has found that today’s consumers spend more and more time in the audio and video mode, especially the YouTube platform, which is the most popular platform. Just like the current domestic live broadcast and Douyin marketing, sales performance has repeatedly exceeded. I believe everyone will be aware of these during Double 11. For all to see.The impact of video is far greater than imagined. This is also the new generation that affects consumption willingness - the era of perception.In fact, there is a reason for the 'consumers spend more and more time in audio and video mode' mentioned above. Here is the moment to reveal it! Equipment Chapter-Google promotes new force combination boxing No success is achieved overnight, and the same is true for Google promotion. ZhongRun not only has dedicated personnel to upload YouTube videos but also actively participates in relevant online live training.In this process, 4 promotional skills are dedicated to YouTube advertising: 1. New product-YouTube YouTube is a platform for foreign users to watch videos. In terms of global single-day video views, YouTube is 9 times larger than Facebook.Many netizens in China are also one of the audiences of YT, which we call 'Youtube'.There are many rich video resources, such as: TED speech videos, multi-language teaching videos, DIY handmade videos, funny videos, VR videos, and 4K and 8K ultra-high-definition videos, etc.However, the platform does not provide a direct download function. Many people encounter videos they like and do not know how to save them, which will greatly increase the stay time and number of visits to the website. For foreign trade companies, to be famous overseas is to exist on this platform.For such a large-traffic video website, advertising promotion is urgent.Let’s take a look at how ZhongRun operates for selling products → YouTube video account Google account It can be seen that video advertising is not a type of advertising that only relatively strong large companies can do. Small and medium-sized enterprises are generally suitable for it. Most companies want to export their products to developed countries like the United States and the United Kingdom: A. Regardless of size, American merchants are investing in YT’s platform to gain traffic. B. Make full use of 'human elements' in the video, such as voice dubbing and human faces. C. There are no particularly large-scale video advertisements. Most of the advertisements are small video productions. 2. Set marketing goals: shorten the purchase decision-making cycle of B2B buyers and increase the number of inquiries B2B buyers often have complex audience backgrounds. With the help of YouTube videos, we can satisfy customers' questions during the purchasing process in as many aspects as possible, and make purchasing decisions through competitive comparison. 3. Video material selection is crucial *Don’t be greedy for too much: only set one core goal for each video ＊Video content materials can be divided into three major categories: Traffic-->Awareness-->Inquiry. According to different content classifications, the story line construction and design of video creative materials are carried out. The picture below shows the video content included in the three major video categories. In addition, there should be one video as an overall introduction to the company, and the remaining video categories should try to include each of them. One of the more special points is shared with you here. Help skills: You can add a video specifically to explain frequently asked questions by customers in the form of questions and answers. Customers have questions that they want to know, but may not respond in time due to time differences and other reasons, which will cause a loss of resources. Furthermore, in addition to adding a description of relevant information, add Subtitles are also more in line with the mentality of today’s buyers.In fact, creative materials alone are not enough. Videos that combine quality and performance will impress customers, find them again, and complete orders. How to create a B2B video that combines quality and effect?Learn from four aspects: ● Make good use of the power of emotional appeal - promote through emotional stories. ● B2B story line structure: Explanatory type - major problems/pain points frequently encountered by users, products solving the problems, and displaying the products as excellent solution cases. ● Three principles: video creative strategy. ① The video should be as eye-catching as possible in the first few seconds, otherwise it will pop out. You can combine it with your usual experience when seeing advertisements or videos; ② The video information should not be too complicated, just explain it; ③The question-and-answer format highlights ways to solve problems - putting yourself in someone else's shoes can capture people's hearts more. ●Clever combination: Conversion/inquiry is not achieved overnight. Different types of video materials are used in combination to fully satisfy every question of buyers. 4. Advertising campaign strategy In the process of ZhongRun launching YouTube advertising and marketing globally, budget allocation and advertising strategies are also indispensable. Combining search + display advertising, a three-pronged approach has been developed to formulate a suitable plan for this industry. General buyers will enter a consideration period after seeing advertisements on the Google search engine and entering the website. At this time, buyers will want to learn more about the company and its products through multiple channels, so they will enter or search on YT. With the video With the assistance, the authenticity and strength of the company and its products can be demonstrated, which in turn greatly shortens the purchase decision-making cycle and increases the number of inquiries. To sum up, what deserves our focus is the prominence of materials and brands: *The number of videos should be as large as possible and comprehensively displayed in all aspects *Brand communication is an important part of foreign trade digital marketing. Both the website and advertising materials play a through-train role. It is also the key for enterprises to stand out among the competition. Feedback sharing: 1. Advertising campaigns cannot be too short - advertising budget increases within 1-2 months - 30 to 50 to 75 2. Conversion growth of 5% 3. Locate a large number of new target groups 4. Video conversions account for 16% of all conversions 5. Use video advertising to stand out - fountain-type landscape products need videos to speed up the opening of the global market. 6. YouTube video platform is an emerging sales channel, and the cost is cheaper than search advertising. ※A brief summary and expansion of the best video formats: 1. Video material: clear video content + subtitles + introduction function + oral broadcast + music 2. Product usage introduction: increase the exposure of product and brand content, cover audience groups, and increase visibility 3. Comparison of similar products: Highlight the advantages of your own products, increase the number of times visitors consider purchasing and reduce the time they consider buying. 4. Discount sales: Appropriate use of promotional content will also increase the chance of visitors placing an order. After the discount period, you can set the discount video to private so that the video will not be displayed in front of customers. Make the video as rich as possible in all dimensions, so that you can get twice the result with half the effort.All brand influence starts from scratch, and taking the first step is a big step forward. After reading today’s sharing, what are the next steps? ●Confirm the main target classification of the video ●Inventory of the company’s existing video and picture materials ●Plan the story line and find the entry point for emotional appeals Well, this time the YouTube case sharing and practical methods are introduced here. Competition in today’s foreign trade market is becoming increasingly fierce, especially during the epidemic.Changes in the foreign trade environment present both opportunities and challenges. The most important thing in advertising and promotion is persistence..How to maximize customer coverage in the competition and stand out among many competitors. I believe that today’s learning can help everyone and lay a solid foundation for 2021.
