YouTube is an exceptional resource for getting clients, whether you’re a coach, consultant, or business owner.
Why?
The primary reason is that you’re presenting yourself.
And if you genuinely want to connect with your ideal clients, few ways are better than sharing your message with them via video.
You’re capturing people’s attention.
You’re showcasing your expertise.
You’re able to share a clear and concise call to action.
All strictly based on your video.
But all this means nothing if you can’t place your video in front of our ideal audience.
As the old adage goes:
If a tree falls in the woods, but no one is around to hear it, does it make a sound?
The best way to make as much noise as possible is using our 3D YouTube Ads Targeting strategy.
It allows you to pinpoint the right person, not just based on who they are, but what they’re watching on YouTube.
Keep this in mind – YouTube has intent.
And because of that, you can target people based on:
✅ Videos specific to your niche or specialty
✅ Channels that are in direct line with your business, and
✅ Keywords people are already watching
How can this benefit your business?
By using 3D YouTube ad strategies, you can reach the right people at the right time with the right message. No other platform gives you the power to be so ultra-specific!
The hook. The education/value. The compelling call to action.
If done correctly, all three elements combine to make your offer irresistible. You can create a metaphorical feeding frenzy for your webinar, funnel, or whatever the next step is.
But if no one sees your ad, none of this matters, which brings us to the point of this article.
What’s the #1 mistake people make with their paid advertising?
This question contains a few underlying reasons why coaches and consultants can’t get decent ROAS.
Too many people, most still using Facebook ads (unfortunately):
🛑 Target the same audiences
🛑 Utilize the same cut and paste ad templates
🛑 Don’t realize all you need is a smartphone and a gimbal to be successful
They rinse and repeat this process expecting different results when they haven’t done anything to change their ads. On Facebook, everyone’s advertising against each other, plus there are a ton of images. And because the video doesn’t automatically play, a person can sail right past your ad if scrolling on their phone or tablet.
Picture someone not giving your ad, the ad you worked on so diligently, a second look because it flew by them in a blur.
On the other hand, YouTube is a blue ocean where intent is plentiful. You can get in front of people while they’re researching their desired topic.
Keep in mind YouTube is the second largest search engine behind Google.
So if someone is searching for “how to get in shape,” “how to grow my business,” “how to write a book,” or any other search parameters, you’ll be able to put your ad in front of that person.
This will allow you to capture that prospect while they are in “the learner’s mindset.”
They are warm and already interested in what you have to offer (if you’re using the right strategies).
So the biggest mistake we see when people post their ads is that they aren’t focusing on intent.
A recent study by Ipsos (a global market research firm) and Google revealed that video ads incorporating intent have a significantly more significant impact than those based on demographics and interest alone.
Google also conducted its own research comparing ads that focused on demographics to ads that included demos and intent. The ads that combined intent with demos saw a 32% increase in company recall and an incredible 100% increase in the likelihood a consumer would buy that particular product or service.
Now let’s compare this to ads that focus primarily on demographics: Those didn’t produce an increase in recall or purchase intent!
And Facebook ads are extremely demographic-focused.
One of the biggest problems with Facebook ads is that you’re constantly in a feast or famine cycle- one day, you could get a bunch of leads, and the next day is a big goose egg.
The reason coaches, consultants, and business owners experience this infuriating roller coaster is that they focus on only two dimensions:
- Demographics
- Interests or what pages that person has liked in the past
The rest is up to Facebook’s algorithm.
So your ad could be shown when you want or when someone is brushing their teeth before bed.
You have no control.
With YouTube, you can not only target people with intent, but you can put your ad in front of them when they’re looking up what you have to offer.
Imagine how that can completely transform your business!
You could show them how to grow their business if they’re researching Shopify.
If they’re searching for Tony Robbins, you can help them improve their mindset.
You can map out an innovative fitness program if they’re searching for ways to lose weight.
You get the idea. The possibilities are endless.
So don’t rely on an algorithm. Don’t make a sacrifice to the Facebook gods hoping that your campaigns are going to work.
Instead, focus on intent. Ensure your ads are put in front of the right person, at the right time, with the right message.
