Avionics News July 2017 - 65
Know, too, that you have
production choices you can match
to your brand. For example,
while a video targeted to owneroperated or corporate jets probably
requires professional help and a
larger budget, you might manage
production on a slimmer dime -
and maybe do it in-house or with
a lower-cost partner or even use
still photos under a narration - if
you're targeting piston-single
owners. Know your audience, and
try several flavors of videos to see
what grabs their attention.
Mind your social ads, as well.
These allow you to circumvent on
the big challenges of these sites -
the sheer volume of information
delivered to your prospects daily.
Whether you're talking B-to-C
or B-to-B, paid ads - including
videos on YouTube, Facebook
and Instagram - allow you to
essentially buy attention on a perclick basis. Furthermore, you can
target prospects who have already
expressed interest in you, as well as
people similar to them, according to
Jayson Duncan of video production
company Miller Farm Media.
When you're building these
ads, adhere strictly to the site's
requirements for design; meet those
requirements, and they'll take care
of sizing them appropriately for
mobile. Many have tutorials that
provide extensive help to get the
most out of your investment, but
review your ads on mobile screens to
fine-tune your work. Likewise, track
your ads with that site's analytics
to see what's working - keywords,
audience and the like - so you don't
spend money recklessly.
As mobile use among customers
looking for products that fit their
needs increases, your marketing
efforts should pivot to the new
"opportunities," too. By knowing
how they use these devices, and
how you can make that experience
better, you're in the game when
they're ready to make a purchasing
decision. If you need further
convincing, just know that mobile
customers are probably already
searching for you. There's no
reason not to give them a hand. q
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same site, on the same trip, saving you time and money. Get in
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