Catherine Bailey, Managing Director at Bar Marketing
By Catherine Bailey, Managing Director at Legal Futures Associate Bar Marketing
Video-based marketing content’s where it’s at for B2B brands just as much as those operating in the B2C sphere. Of course, where barristers’ chambers and law firms are concerned, both of these sectors apply as your end clients are businesses (B2B) and individuals (B2C) alike.
Paying for advertising in order to get more people to watch your videos on YouTube is a useful tool in your marketing kitbag. As YouTube is owned by Google, it’s the same system for advertising – Google Ads. If you’re already running campaigns on Google Ads, you’re on to a winner. If you’re new to Google Ads, here are five tips to help you get started:
Familiarise yourself with the Google Ads system
It’s not dissimilar to Facebook and Twitter in that there are three levels to work through, these being campaign (overriding goals), ad set (demographics, budget and other high-level criteria) and ads (actual image or video content and sales copy). Take time delving around and playing with advertising options. Doing is the best form of learning.
Perfect your ad script
If your aim is to increase traffic to your videos, the most appropriate type of ad format is video, obviously. Carefully craft your ad script by incorporating a big promise (benefits on offer), building credibility (why you’re better than your competitors) and concluding with a call to action (to watch your videos and subscribe to your channel).
Get the creative right
After you’ve fine-tuned your copy to perfection, don’t ruin it all with your creative elements, be it badly designed artwork, poorly recorded videos or hard-to-hear audio. This is where an outside agency comes into its own. Don’t be afraid to spend money from your marketing budget where it’s needed.
Analyse your Google Ads statistics
Testing and refining is key to any successful marketing campaign. Use the analytical data in Google Ads to understand what’s working and what’s not. Adjust your campaign accordingly and keep this process going. It’s nigh on impossible to get everything spot on straightaway.
Keep an eye on your YouTube dashboard
See how campaign results filter through to the statistics on your YouTube dashboard too. Are you gathering more subscribers? Are your videos getting more views? Are more people interacting and engaging with your content? This is clear evidence that what you’re doing on Google Ads is paying dividends with YouTube marketing.
Catherine Bailey is the Founder and Managing Director of Bar Marketing Limited, a dedicated legal industry marketing agency utilised by leading law firms, solicitors, sets and barristers across the world. She is also co-author, along with Jennet Ingram, of ‘A Practical Guide to Marketing for Lawyers’ by Law Brief Publishing, now in its 2nd edition.
