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Back to Basics: Content Marketing 101 – What You Need to Know for Business
Back to Basics: Content Marketing 101 – What You Need to Know for Business
Content. It’s everywhere. It is the foundation of the online web and how you can use social media and digital marketing to connect with your customers, prospects and broader…
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5 Video Marketing Trends You Should Follow in 2019
Got your 360-degree marketing video ready to go? What about that virtual reality how-to? Time to get ready for the future. from DIYS https://ift.tt/2PG3oOx
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SMX Advanced 2018 Session Recap: Maximizing the Impact of Online Video Ads
Thinking about adding video advertising to your marketing mix? Contributor Joe Martinez shares the video marketing tips he picked up from the Online Video Ads session at SMX Advanced. The post SMX Advanced 2018 Session Recap: Maximizing the Impact of Online Video Ads appeared first on Marketing... Please visit Marketing Land for the full article. from DIYS https://ift.tt/2KRSBTG
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4 Tips To Help CMOs Successfully Leverage Video Marketing - Forbes
Let me ask you something. When was the last time you clicked on a static banner ad while browsing your favorite website? What about an AdWords ad that was displayed during your last Google search? I'm sure it's been a while. Consumers are becoming ...
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10 Tips To Make Your First Video Marketing Campaign A Success
If you aren't able to capitalize on your video, it can be wasted money -- but without video marketing, you can't catch up to the competition. How can you make sure your first video marketing campaign is a success? Read more...
The post 10 Tips To Make Your First Video Marketing Campaign A Success appeared first on Search Engine People Blog.
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Is it Time to Add Video Marketing to Your Content Marketing?
Over 3.7 million blog posts were written today.
The market is flooded with blog articles. So how does your content have a chance of standing out?
And while blog competition increases, click-throughs on display ads have continued to decrease. In fact, the average click-through rate of display ads is a staggeringly low 0.05%. Yikes.
Video marketing may be the solution to let your content shine.
By 2021, video traffic will account for 82% of all consumer Internet traffic.
The increasing importance of video marketing is clear. But, is it the right time to add video marketing to your content marketing strategy?
Here’s a list of three reasons why you need to invest in video marketing and three reasons why video marketing might not be the best fit for you.
Three reasons to invest in video marketing 1. Provide valuable information
If someone lands on your page and can’t figure out what it is that you do, that’s when bounces happen.
When Dropbox first launched, the concept was fairly foreign to most.
Since Dropbox’s UI wasn’t a familiar idea, they decided to add a video to their landing page that explained what Dropbox is, and how it works.
After adding the video, Dropbox saw their conversion rate go up 10%.
Adding a video to a landing page can actually boost your conversions as much as 80%.
Users need to not only understand what your brand, product or service is, but also how to use it.
If someone can’t connect to your product, then why would they stick around to read more about it?
The problem and the solution need to be clear, concise and obvious.
A landing page with crowded text will go unread.
So do away with long, drawn-out explanations of a service. Instead, insert a video.
Poo-Pourri is a great example of this. It’s a novel product in a newer product category. At the time of its launch, there weren’t many other products like it.
A video on the landing page visually explains what could be a confusing concept. It details how the product works and also demonstrates where to use Poo-Pourri.
Video is a useful medium for easily deconstructing a complicated theory, concept or idea.
In fact, Forrester Research estimates that one minute of video equates to approximately 1.8 million written words.
It visually or audibly explains the benefits of a service and lets a viewer fully comprehend in a digestible way.
90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text.
Videos can also enforce a strong CTA. Take the landing page for Prezi, for example:
The introductory video plays on the landing page, below the CTA button.
The animated video demonstrates how easy Prezi is to use and how users can create dynamic presentations. The CTA button invites users to click through to ‘see how it works.’
2. Reach a new audience
Many companies think of video marketing as a ‘nice to have,’ not necessarily a ‘need to have.’ And I can understand why. Video marketing is a big investment of time, effort, and money.
Your competitors will all have a social media presence, email marketing, and a blog but they may not have video marketing.
So, why bother?
As the market becomes more and more saturated, it’ll be important to separate from the pack.
Video content continues to grow, as does the appetite for it. 53% of people want to see more video content from marketers.
On YouTube, almost 5 billion videos are watched every day. The average mobile-viewing session on YouTube lasts more than 40 minutes.
If you don’t embrace video marketing, you’re missing out on establishing yourself as a leader and authority on your service or industry. And you’re also missing out on a large potential audience.
If you aren’t capitalizing on that traffic, you won’t be generating those leads.
Remember Dollar Shave Club?
Before that viral video, had you heard of the company?
Probably not. An effective video, like the one Dollar Shave Club produced, can define a brand.
80% of users can recall a video ad they viewed in the last 30 days.
And enjoyment of video advertising increases purchase intent by 97% and brand association by 139%.
More than a third of all online activity involves watching videos.
The virality of Dollar Shave Club’s video took the startup to a multi-million dollar company. Capitalize on consumer behavior like Dollar Shave Club did.
As consumers gather their information through video, let them discover your brand with an entertaining and informative video.
85% of the U.S. audience watches videos online. And in 2019, video is forecasted to make up 80% of all Internet traffic.
If you’re not working to capture a slice of this pie, you’ll end up hungry for leads.
LSA surveyed 2,000 consumers and found that 44% of buyers viewed an online video while searching for products and services.
53% of viewers actually contacted the business after watching a video, and 51% visited the business’s website.
As users search for your products, services or business online, make sure they‘re finding your video.
Adding a video to your post can increase your chances of making it to the top of Google’s search results by 53%.
Video content opens you up to an entirely new audience that can find you and buy your product or service.
After watching a product video, viewers are 85% more likely to purchase, and they spend 100% more time on pages with videos.
As Google puts more emphasis on videos and we consume more and more videos, without a strong strategy you’re left with a serious case of FOMO.
Get ahead of your competitors and put together a video marketing plan.
3. Conversion
Video is a great way to disperse a message and convert viewers, but if the message isn’t compelling in the first place, it can fall flat.
Refilling a Brita isn’t a topic you would usually rap about. However, when Clorox brand Brita partnered with influencer King Bach and NBA player Stephen Curry, the outcome was a funny rap video about just that.
Consumers are bored by sales-focused messages. I mean, would you want to watch a commercial just about how great something is?
Content that strictly pushes a commercial agenda doesn’t engage with an audience.
You can have video content posted, but if it doesn’t resonate, no one will watch it.
Provide video content for your viewers that gives them something of value.
Whether it’s information on how something works, what a product does, or just pure entertainment like the Brita video above.
A viewer becomes engaged and will stay to watch your video if it’s of interest to them.
The Brita spot led to over 2 million views and a 2,000% mobile search lift.
According to Invodo, 52% of consumers say that watching a product video makes them feel more confident about making a purchase.
Viewers who watch product videos are almost two times more likely to purchase a product.
Clinique tested three, six-second bumper ads on YouTube. Results showed a relative ad recall lift of 69.4% and a product awareness lift of 26.1%.
It’s clear how effective video can be. However, before initiating your video marketing efforts, put together a well-constructed strategy for your specific audience.
You should be able to answer the following questions before you develop a video marketing strategy:
Who is watching these videos?
Where are they watching them?
Why are they watching them?
When are they watching them?
So let’s dive into those.
Who is watching these videos?
Car parts retailer Advance Auto Parts included instructional and how-to videos on its website and on its Facebook page.
They found that visitors who watched a video stayed on the site twice as long and visited twice as many pages compared to those who did not watch a video.
Knowing their audience played a big part in this success story. Those purchasing car parts should have tutorial videos at their fingertips as they are most likely DIYers.
The videos show how consumers can make the most out of the items they have purchased. They know their audience wants this information because they engage with it through social media and on-site.
Where are they watching them?
Once you have an understanding of your audience, consider where they will be searching for this information or where they would want this information.
Retailer Zappos added product videos to their product pages and saw an increase anywhere from 6% – 30% in sales.
In this instance, a product video, wouldn’t work on a channel like YouTube.
They’re in the purchasing funnel, looking to buy. And that’s why they’re on the product page.
Give them the info they need to complete their purchase.
Your strategy should differ for landing pages, YouTube, product pages or other areas.
Why are they watching them?
Do they need an intro to the company? Or a detailed tutorial on a specific product feature?
Use your analytics, consumer insights, and customer feedback to determine your video content.
A SaaS company might find hosting videos on how to get the most out of their product on their site successful.
However, on YouTube, they may want to think about entertainment value and explore interviews with thought leaders.
An e-commerce site might take advantage of product videos to increase sales but on YouTube, could consider partnerships with content creators that use products in new and innovative ways.
Take this World Market makeover, for instance:
When are they watching them?
Your strategy should differ whether it’s a landing page, product page, social channel (Facebook or YouTube) or an FAQ section.
Video content should match what the consumer is after, when they’re after it.
Lands’ End makes use of video marketing in a unique way: by having customer service agents ready to video chat within the Customer Service section.
Customers can get instant access to representatives, ask questions and get the answers they need.
Don’t ask: “What video should I make?” but instead, “What problem am I trying to solve?” That’s the key to effective video marketing when done right.
Emphasis on the ‘done right.’ Your video content needs to be a smart strategy but also needs to be executed properly.
With that said, here are three reasons why video marketing may not be right for you.
Three reasons to not invest in video marketing 1. You can’t produce enough quality content
When Pinterest first came onto the scene, every brand immediately jumped onto it.
I had clients asking me to develop Pinterest strategies for them. I mean, “had I heard how much traffic Pinterest drives?”
Which is totally valid. But also, not so valid.
Pinterest, like YouTube and video content, is all visual. Indie furniture brand 57st. Design knew that Pinterest was a visual platform where the audience would be searching for inspiration.
With this in mind, they built their channel which resulted in 50% – 60% of their website traffic coming in through Pinterest.
This goes to show that successful channels are quality channels. Not just in what you’re showing, but how you’re showing it.
If you can’t produce consistent, quality content on an ongoing and timely basis, then just like Pinterest, video marketing might not be for you. At least, not right now.
Along with being consistent, your video content needs to provide valuable information for your users. A profitable video marketing strategy marries together good ideas with good execution.
Video content with bad sound or visual quality is unprofessional and doesn’t indicate that you’re a thought leader in your industry.
Growing your video channel also requires consistency, not just in your posting frequency but also your presentation. Check out how I do this on my channel.
My YouTube channel uses consistent branding across all videos and on my channel homepage.
Plus, I make sure it’s regularly updated with videos uploaded every 2 – 3 days.
My channel features attractive video thumbnails, high-quality video, and enriching information.
It brings in new traffic, retains returning traffic and establishes thought leadership. And that lets me stand out above other channels.
If your business doesn’t have the manpower, time or money to invest in quality video content, consider waiting until you do to launch..
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Kasowitz's Flashy New Website Highlights Law Firm Video Marketing Efforts - Bloomberg Big Law Business
Law firm websites were once fairly drab listings of lawyers, locations, service areas, and sometimes—but not always—clients. Some firms have been upping their game recently by overhauling their websites to tout victories and their legal prowess but ...
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7 strategies for getting video marketing right in 2018
The versatile world of video marketing has seen a HUGE evolution over the past couple years. Many experts are staying that it is the future of content marketing as a whole. As 2017 begins to come to a close, it’s clear that there is a lot in store for 2018. One of the major observations throughout the recent developments in video content is it’s becoming more and more like real life. It gives brands golden opportunities to connect with people in way that is distinctively their own. Here are 10 strategies that should be a driving force behind your video… This story continues at The Next Web from DIYS http://ift.tt/2jrhKEn
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4 Data-Backed Conversion Hacks that Cost You Nothing
4 Data-Backed Conversion Hacks that Cost You Nothing
Conversions are in the toilet.
Traffic is still coming in. But your bottom line isn’t changing.
Sales are slower than ever. People simply aren’t buying right now.
It’s not the holiday season. It’s probably just the “off-season” for online sales.
No need to worry, right? It’s normal for this time of year…
But it’s not. Selling online isn’t only seasonal.
Conversions just aren’t happening for…
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Video Consumption is Increasing and Media Publishers and Influencers are the Real Winners
Video Consumption is Increasing and Media Publishers and Influencers are the Real Winners
Each year for the past three years, Activate has taken a deep dive into major consumer trends, technology innovations, and industry dynamics as part of the Wall Street Journal D.Live Conference. This year, the management consulting firm identified nine important insights that it predicts will shape or reshape the media industry in the year to come.
I’ve read all 140 slides in Activate’s deck on…
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When Data Meets Creative: Why Audience Insights are Critical for Video Publishers
When Data Meets Creative: Why Audience Insights are Critical for Video Publishers
One of the largest panels at Advertising Week 2017 tackled one of the classic topics in the advertising, marketing, media, and related creative industries: The strategic symbiosis of data and creative. The panel was moderated by Quynh Mai, Founder of Moving Image & Content. Her panelists included some of the best and the brightest stars in the business, namely:
Richard Alan Reid, BuzzFeed’s…
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When Data Meets Creative: Why Audience Insights are Critical for Video Publishers
When Data Meets Creative: Why Audience Insights are Critical for Video Publishers
One of the largest panels at Advertising Week 2017 tackled one of the classic topics in the advertising, marketing, media, and related creative industries: The strategic symbiosis of data and creative. The panel was moderated by Quynh Mai, Founder of Moving Image & Content. Her panelists included some of the best and the brightest stars in the business, namely:
Richard Alan Reid, BuzzFeed’s…
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Why Paying Celebrity Influencers $500,000 for a #Sponsored Video Ad May Not Give You the Best ROI – Advertising Week 2017
Why Paying Celebrity Influencers $500,000 for a #Sponsored Video Ad May Not Give You the Best ROI – Advertising Week 2017
On Monday, I attended several sessions at Advertising Week, including #Sponsored and The Rise of Celebrity Influencers for Subscription & E-Commerce Marketing. If you want the read the top news stories from Advertising Week, I can recommend Adweek’s coverageof the event. But, you already know that Tubular Insights is no longer reporting news. Instead, we are focusing on delivering strategic…
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Why Paying Celebrity Influencers $500,000 for a #Sponsored Video Ad May Not Give You the Best ROI – Advertising Week 2017
Why Paying Celebrity Influencers $500,000 for a #Sponsored Video Ad May Not Give You the Best ROI – Advertising Week 2017
On Monday, I attended several sessions at Advertising Week, including #Sponsored and The Rise of Celebrity Influencers for Subscription & E-Commerce Marketing. If you want the read the top news stories from Advertising Week, I can recommend Adweek’s coverageof the event. But, you already know that Tubular Insights is no longer reporting news. Instead, we are focusing on delivering strategic…
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Video marketing prep for great holiday results
Video marketing prep for great holiday results
Santa doesn’t visit every house in one night. So why hold yourself to a tight turnaround? Columnist Brent Hieggelke advises brands to start celebrating the holidays now, so they might get a full stocking of sales results come December. Please visit Marketing Land for the full article.
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Top 10 Video Marketing Trends And Statistics Roundup 2017
Top 10 Video Marketing Trends And Statistics Roundup 2017
Over 500 million (that’s half a BILLION) people are watching video on Facebook every day. Whoa. #VideoMarketing is one way for small and large brands to engage with customers.
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How Jungle Creations is Winning Sponsored Video on Facebook
How Jungle Creations is Winning Sponsored Video on Facebook
In the whirlwind proliferation of publishers uploading video content to Facebook, the story of Jungle Creations stands out as particularly impressive. In just three years, the company’s social video stock now gets over 3.7 billion views per month, and as one of the world’s most-viewed media properties, its solid stable of Facebook Pages averages an extra billion views a month compared to this…
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