Connecting Deeper With Video Ads

I focus on Facebook ads for medium-sized businesses focusing on new leads and sign-ups. One of the most powerful tools at my disposal is video ads. Video is super powerful because it allows you to tell a better story and create a deeper connection than just a simple image does most of the time.

With video, we’re able to grab people’s attention and get them to stop scrolling and to spend some time with us.

It’s important to have a proper sales funnel in place before running video ads. Depending on where you place video into your funnel it will have a different result. Video ads at the top of your funnel are geared towards cold leadsCold audiences and lookalike audiences are easy to target with the platform but you have to market to them like they don’t know anything about you or your business just yet. Both strategies can work great.

On Facebook, you can be successful with a simple cell phone video. Depending on how intricate your funnel is you may want to create different messages for your various market segments.


Teach, Teach, And Teach Some More. (Your Audience Will Appreciate It)

I find it’s best to start with teaching something to your audience. Choose a topic that you are knowledgeable about and give out a few big wins viewers can achieve right away. Leave them wanting a bit more and give out a CTA back to your website or whatever your current offer happens to be. You want to provide useful but incomplete information.

You’ve helped them out but if they want to get the complete picture they need to opt-in into your content. I do believe you should be sharing your best information.

Video ads can be relatively short, just a few minutes works fine. If you’d like to mention your offer briefly at the beginning of the video that’s ok, but don’t forget to give your full CTA at the end of the video.

Don’t worry about people stealing your ideas, it doesn’t happen very often and usually has little impact in the long run. The fact that I’m unabashed in sharing my best ideas means I open myself up to a higher probability of being seen as an expert in my field.

Most people don’t buy on their first brush with you online. They need time to learn about your offering and feel that they can trust you. Retargeted ads are great to stay on these people’s radars.

Image or videos ads work well, and now Facebook can create a custom audience for you based on what percentage of your videos they’ve watched. This allows you to create a retargeting custom audience of the people who were most engaged with your content.

You can also use retargeting ads on prospects who’ve previously visited your website. As long as you have the Facebook pixel properly configured you should be able to log these visitors and send them another piece of content.


Action Steps

  1. Create video ads that teach valuable but incomplete information.
  2. Give information that will provide a few big wins for viewers.
  3. End your video with a CTA back to your website or other offer.
  4. Use retargeting and custom audiences to remarket to the most engaged segments of your audience.


Result You Will Achieve

Increased conversions for cold and warm leads.

Mentor: Aaron Zakowski

Facebook Ads Expert at Zammo Digital Marketing. He helps leading startups accelerate user acquisition and achieve scale through Facebook Ads.

This article is based on an EHQ interview with the mentor.