by Rebecca Ferlotti, Muse Content Writer
Todd Mobley, President of Avalanche Advertising, blends the impact of video advertising with the targeting potential of Facebook to create wildly successful campaigns. Muse partnered with Todd on the Entrepreneurs’ Organization (EO) Truth Booth Campaign to build brand awarness among 22 chapter cities across the country.
Avalanche Audio Video came first, and it was born from a passion to create stuff. I spent the majority of my childhood, teenage years, and college years in the music industry. I would create, write, and record music. I worked in the industry for 10+ years for a small ecommerce store. We sold rock n’ roll gear across the world on the internet. In that space, I was created marketing videos. I started a business from it, and it was just a side hustle at first, but some corporate clients took notice…that’s how Avalanche Audio Video came about.
The advertising agency was born with the idea that I would marry the video work with digital advertising. They go hand-in-hand. In the video business, we have some clients who advertise traditionally – radio, television, billboards. We’ve been buying that kind of media for a number of years. When I saw the opportunity on Facebook to simplify those messages, it seemed like a no-brainer because there’s just so much more targeting potential there at a much more affordable cost.. It’s not that those traditional mediums don’t work…they absolutely do, but they’re incredibly expensive. And, you don’t get near the metrics you get with the digital space.
Why is video advertising on Facebook so effective?
We have the ability to launch a video campaign, track key actions we want our audience or our potential audiences to take, and we can then dynamically take them through a business sales funnel based on those actions. It’s incredibly powerful the way that it works. Basically, if you can dream it on an ad platform, you can implement it.
A metric that we look at in advertising is cost per 1,000 impressions (CPM). An impression is defined depending on the platform. An impression on television is if the video runs one time. If an ad on Facebook is displayed once, that is an impression count. We can reach significantly more people on Facebook for much less money. We’ve seen CPMs on TV would between $25 and $200. On Facebook, for a video campaign, we could get CPMs less than $1 sometimes, depending on the strategy.
That’s why it’s so effective – the cost and the data that it allows us to optimize at the push of a button.
What are the different metrics you’re using at each stage of the EO Truth Booth Campaign, and why are they important?
There were three stages to that campaign. The first one was awareness. Because the content and the creative were built with video, we decided to measure percentage of video watched. The campaign objective was video views. We told Facebook our objective was to get eyeballs watching these videos. The algorithm took that and pushed out these videos to people who have a history of watching a lot of video on Facebook. If there was a person on Facebook in our target audience who didn’t watch a lot of videos, it might not have shown the EO video to them.
The metric was how much of the video they watched. We can say after 30 or 60 days: show us everybody who watched 50% or more of these videos. If they hung around for 30 seconds, it meant they were into what we were talking about, and we could move them along the sales funnel with different creative based on the actions they took. That way, we weren’t continually wasting money showing the ad to people who weren’t into it.
The other metric involved a simple 2-step opt-in page. When they clicked the ad, they were taken to a landing page. The landing page had a number of videos and the call to action was entering a name and phone number to follow up about a membership. The metric we were looking for there was: of all the traffic that came to the landing page, which of them opted in and which of them didn’t. That was being tracked by a Facebook pixel.
Of those who came to the page that didn’t opt-in, we wanted to retarget them with a different set of ads – we noticed you didn’t opt-in, make sure you come back and take a look at the page again. We usually do that with a testimonial video.
How do industries differ when it comes to lead generation strategies?
In my opinion, they don’t…or they really shouldn’t. If your product or service connects with your audience, you shouldn’t have an issue getting leads, regardless of where the come from.
Has the business identified and articulated their competitive advantage? That’s number one. If you don’t know what that is, you’re going to have a hard time conveying your message.
Are they consistently practicing communicating that message? You might understand what your competitive advantage is, but you need to practice how to talk about it in a way that connects with your audience. If you don’t, you’re going to have a tough time. There’s just so much noise out there.
The third is – are you living your product or service? If you don’t believe in your business, people can smell through the BS real fast. In 1955, you could have a retail store, throw some stuff on the wall, and people would buy it. Those are not the days we live in anymore. If you don’t buy into it, you won’t sell it.
If you can answer those three things, the next step is marketing it. People will connect as long as you’re marketing that message in some way.
EO is a great example of someone who can answer those three questions. Everyone believes in that organization…not just the client. Every person in that organization know their competitive advantages. They know they’re practicing their message congruently and consistently. And they live it. All day. Every day.
If you didn’t need sleep, what would you do with all that extra time?
I would start a real estate business. I would buy properties, flip them, and rent them. It’s something I’ve been interested in for a long time, but it comes down to what requires my focus the most.
If I had a real estate business, starting off, I would do a lot of the work myself. I’ve never been a Mr. Fix-It type, but I’d be interested in learning that skill. Seems like a really sound investment to financial freedom. It’s not something that’s going to come and go.
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