Module 5 - Supporting your ads through all channels

How do you support a YouTube campaign through other channels?

By taking a genuinely multi-channel approach rather than staying on YouTube alone, because YouTube sits at the top of the funnel and cannot carry a whole campaign by itself.

YouTube is great for putting content out and reaching audiences, but you cannot disregard the other marketing channels available to reach that same audience. Think about every customer touch point, everywhere they might be faced with your brand, your product, your service, or you as an individual, and think about how to drive consistent messaging across all of those platforms, treating it as one full campaign rather than a single video. Online, that might mean a dedicated landing page built entirely around what the video content offers, talking about the campaign in social media, and integrating the video into email marketing. If you convert a customer online, think about how that conversation continues and hangs off the back of the video creative you have just produced. Offline, think about whether your customer will see direct mail, adverts at bus stops, or billboards, and how all of that can be joined up to make the whole campaign stronger.

What does a properly mapped out funnel look like?

It starts with warming up an audience on YouTube, then remarketing to them with more than a single video, before mapping out where a landing page, email capture and an email marketing sequence take them next.

When you are reaching an audience on YouTube and warming them up, think about how you are remarketing to them, and do not rely on just one video: serve up multiple videos to people who keep watching, which makes the whole campaign more effective. Think through the whole funnel, something covered in more detail in another module, and consider whether it means warming up an audience at the top, directing them to a landing page, capturing their email, and then building them into an email marketing funnel that consistently carries similar messaging to the video creative they just watched. The key point is simple: do not be on YouTube only, take a multi-channel approach, and that will fully support your whole ad campaign.