If you are struggling to maintain an affordable PPC (pay-per-click) marketing budget, the best thing you can do is implement video into your campaigns. You will see an immediate result. So much so that if you aren’t doing it currently, then you are years behind.
In this short article, I am going to lay out some advice on how to craft a video marketing campaign that will help support your podcast’s or social media account’s sales funnels, landing pages and most importantly–your PPC ads. You marketing will never be the same again.
First, watch this video less than 4-minute video:
If you want to learn more about the different types of campaigns read my article about the three key levels of digital marketing campaigns. I will show you there how you can get better results and improve your conversion rate.
The Video Assets You Need to Promote a Podcast
Depending on whether your podcast’s monetization goal is a product or service, you might have a slightly different funnel.
Brand Awareness
Initially, brand awareness is going to be the first type of campaign to run. If you know absolutely nothing about marketing, I would recommend by starting with boosting your top-performing podcast clips. Typically, this will be reels that get over 1,000 views. However, anything with over 100 likes is also a good target for boosting. Your goal at this stage is to get followers and increase the views on your videos.
Fake/Bot Followers
Important Note: NEVER, EVER, EVER use 3rd-party websites or services to get likes, follows or views. In almost all cases, these websites are using nefarious methods to create fake engagement with your account. This will in the long run be completely useless as these are generally bot accounts in engagement farms. In short, they are not real people, real views or real likes.
Engagement Pods
Engagement pods are also a big no. This is a service where you pay to enter a group where thousands of people are told to like a post, comment and/or follow a new person. Then, like swarms of bees, they all go and like, follow and comment on the material fed to them by the “leader.” You will get random, attention-hungry “influencers” (they can hardly be called that) who are just looking to flash fake vanity numbers.
How to Promote Your Podcast Correctly
The best way to promote your podcast clips on social media is to boost them through Meta to real, live people. This will allow you content to appear in front of hundreds or thousands of new people. And if you target those in your niche, you will get new followers if your content provides value.
The types of content to boost at this point are general interesting tidbits, funny moments, hard-hitting facts, and any memorable moments. If you have special guests who are well-known or you have done a collaboration with a larger influencer, then definitely boost those to the right people.
The goal here is to build a following, get more views and likes–the right way.
Consideration & Traffic
To get people to start considering your brand, you are now going to want to send them to your website or landing page. You will then run consideration & traffic ads to achieve your marketing goal–a newsletter sign-up, a booked call or consultation.
The type of content you should be boosting at this stage should be statistics, case studies, discussion of pros and cons, and so on; anything which is designed to make the prospect think about your brand’s product or service over others.
The CTA (call-to-action) on the button below the ad’s video should be something like “learn more” or “sign up.” This is where we become very intentional about turning them into a lead.
Conversion – The Final Goal
Once you have these campaigns in place, you can target both these audiences and make very specific video ads. These shouldn’t not be podcast content, but actual video ads where someone is speaking to the viewer. We call these D2C (direct-to-camera) style videos. Here is where you push the lead to take action and get the product or service directly. If you have done your job well up to this point, it will be an easy close.
Your CTA for these type of ads should very clearly state the sales action, such as “buy now,” or something similar. We are telling them to take action and usually these ads contain a sense of urgency. That can be achieved by stressing there is a deadline or offering a discount that will end soon. The sense of value and the perceived shortage will make them act.
Video Sales Letters
On your landing page, you should have longer clips extracted from your podcast. Above these, I recommend a Video Sales Letter, which should discuss problem points, your solution and the need to take action now. A contact or appointment booking form should be alongside the video.
Testimonials and Other PR Content
Testimonials can be a great way to strengthen reputation and are really a part of PR, not marketing. Having testimonials sprinkling on your offer pages which help make your marketing more effective. If you are having trouble with closing leads, add PR-type video assets for credibility and reputation. Interviews, news reports featuring you or your brand, testimonials, and press releases will help position your podcast’s brand and yourself correctly.
Summary
With these video assets, you can make any podcast a success in a matter of months. If done right, it could be as little as 60-90 days before your podcast is going viral. It always helps to have a budget to promote, but it goes much farther if you promote it the right way–as outlined above.