#Good PR looks like organic spontaneous engagement
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Publicists Have Amazing Websites
I'm looking into maybe working with a publicist to manage some upcoming acting announcement and their websites are such a serve. You might think that publicists would be public and easy to track down, but no - a good publicist is like a safecracker: you'd never know they were there. So a lot of their websites are just like, their basic email on one webpage and that's it. No client list, no employee list, no mission statement or values, and usually a very generic name that makes it hard to google them. No jokes, I found one company who's whole website is just their logo. In order to email them I had to look up their directors from an old trade publication, search for them, find one of them had a locked Instagram account, and get lucky that she displayed her email on it. I had to go on a quest to find these people, I had to answer riddles three, I had to cross a rickety bridge and swim through a trench - they do not want to be seen.
#Good PR looks like organic spontaneous engagement#so it makes sense they hide their involvement#I actually found one of them by reading an actor's memoir and googling everyone in the 'acknowledgments' section#cause I was like 'I bet one of these names is a publicist...'#and sure enough I was right!
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9 Things You Need To Know If You Want To Get Verified on Instagram
Instagram verification is very important when you are building a business or a personal brand. That little blue check next to your Instagram name makes people feel you're somebody they should pay attention to, or take serious. It also helps prevent your followers from getting scammed by pages pretending to be you. (This is a rampant issue right now, especially in the spiritual corner of the ‘gram.
I’ve complied this list of tips on how to get Instagram to help steer you in the right direction to get verified and offer some solutions. Let’s get to it.
Hootsuite has a great blog post with tips on how to get verified on Instagram. Hootsuit is a well known company so their tips are definitely something to consider, but they are a separate company from Instagram, and their tips are ot official statements:
1. Don’t try to buy a verification badge
We’ll get this one out of the way first: that guy in your comments who says his friend works for Instagram? Please do not give him money.
Same goes for any third-party app or random account that offers “full refunds.”
Same goes for an account that DMs you because they want to sell you their badge because they “don’t need it anymore.”
Instagram scammers know that people and businesses feel outsized emotions about the blue checkmark, and some are pretty effective at appearing legit, so stay on your guard. And remember that Instagram will never request payment, and will never contact you.
2. Monitor for imposter accounts
If you’re struggling with persistent unauthorized, fake, or fan accounts impersonating your brand, then we have good news for you. You’re a prime candidate for verification on Instagram. After all, distinguishing real accounts from fake ones is verification’s stated purpose.
Your annual social media audit should make it clear whether impostor accounts are a problem for you. You’ll want to monitor and document these accounts using a social media monitoring tool like Zerofox’s Hootsuite integration.
3. Get more (real) followers
Look, we don’t have the numbers but it honestly feels sometimes like you need a ridiculous number of followers in order to get verified. There is absolutely no evidence that this is a real rule, but—it can’t hurt? Or maybe correlation does not imply causation after all?
Actually, what is more likely is that as people or brands get more noteworthy on and off Instagram, follower counts rise alongside.
If you want to hedge your bets and play it both ways—chicken and egg—here’s some inspiration for how to get more Instagram followers.
Pro Tip: Just don’t try to take a shortcut and buy your Instagram followers. (Plus, breaking the Community Guidelines and then asking Instagram to examine your account is a very effective way to get your account shut down.)
4. Delete any cross-platform links in your bio
In what some might call a slightly petty move (we would never dare), Instagram insists that verified accounts can’t have so-called “add me” links to other social media services in their Instagram profiles. You can include links to your website, landing pages, or other online properties, just definitely don’t link to your YouTube or Twitter account.
On the other hand, if you have a blue checkmark on your Facebook profile but not on your Instagram account, Instagram does explicitly encourage you to link to your Instagram account from your Facebook page to help prove your authenticity.
5. Be highly-searched for
Social media is all about serendipitous, organic discovery (this is what the Instagram Explore page is for, anyway—and making it big there can have a real impact on your engagement and follower count).
But when it comes to verification, Instagram wants to know if people care about you enough to tear themselves away from the seductions of the feed and spontaneously type your name into the search bar.
While Instagram doesn’t provide analytics on this data, we’d put money on the fact that Instagram’s verification team does have access, and will check up on how often users are searching for you. Which leads us to our next point…
6. Apply when your name is in the news
Google yourself. Has your brand been featured in multiple news sources? Did a recent press release or white paper get picked up? Do you have a sound bite or a profile in a major international publication? Paid or promotional content definitely does not count.
If PR hasn’t been a priority for your brand thus far, you might have a more difficult time proving how “notable” you are. Especially because there’s no place to submit your proof: Instagram does its own research, so it’s up to you to make sure your news is above the fold and impossible to ignore.
If you’ve recently experienced a windfall of attention, or you’re planning a big announcement, think about capitalizing on it and applying for that checkmark while your name is hot.
7. Work with an agency or publicist
If you have the budget and the ambition, hire a reputable digital agency that has access to Facebook’s Media Partner Support tools. Your publicist or agent will be able to submit requests to claim usernames, merge accounts, and get accounts verified through their industry-only portal.
Is verification guaranteed? Of course not. But a request from an industry professional through the Media Partner Support panel carries more weight and distinguishes you from the crowd.
8. Be honest
This tip should be a no-brainer, but because the consequences are dire we feel compelled to highlight it. In your application to be verified, you have to be truthful above all else.
Use your real name. Choose an appropriate category. Definitely don’t falsify any government documents.
If you stretch the truth anywhere in your application, Instagram says that it will not only deny your request, but it may delete your account as well.
9. Make sure you profile and bio are complete and effective
Instagram’s listed requirements for verification (a bio, a profile pic and one post? really?) are a low bar. You don’t just want to meet it. You want to hurtle over it.
Optimizing your Instagram bio will not just impress the verification team when they come to check you out, but can pay ongoing dividends in the form of new followers and conversions.
Hootsuite offers a lot of insight, however Instagram doesn’t much information on exactly how much press they require or the details of what the consider in the verification process, but they did state the following in their Help Center:
“Right now, only some public figures, celebrities and brands have verified badges. You can request a verification badge with the steps below: However, submitting a request does not guarantee that your account will be verified.
If your account does not have a verified badge, there are plenty of other ways to show people that you’re authentic. To demonstrate authenticity on your professional account, you can:
Write description in your Instagram profile bio to tell potential customers more about your business.
Use Stories to provide a behind the scenes look at your business.
Encourage customers to tag your business so people can see posts from customers using your product or service.
10. TrapLA’s “PPP Capsule”: Press Placement Package can help you.
When you purchase the PPP Capsule you get an interview written --and published on the TrapxLA blog. PPP Capsule add-ons include a promo post on the TrapxLA Instagram, Twitter, and Facebook accounts as well as getting your own email blast that’s sent to our thousands of subscribers that include influencers and DJs.
Have you tried getting verified before? Leave a comment and let us know what happened? Or head over to our Instagram page and talk to us about it.
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13 Experts Share their Top Holiday Social Media Marketing Tip
Holiday season in full swing and digital marketers are focused on finishing out the year strong.
Get an extra edge these actionable tips from bona fide social media experts, including Neil Patel and Mari Smith.
You’ll find ideas for holiday campaigns, bidding strategies, organic ways to drive traffic to your unicorn content and more.
I’ll start with my own tip — and it’s one that’s good year round!
1. Larry Kim | CEO/Founder at MobileMonkey
Go into 2019 with at least one “intentionally delusional” marketing initiative in mind.
There’s this idea that growth is made up of a lot of little steps forward.
That thinking is a trap.
A hundred incremental improvements can’t touch the impact of just one big unicorn hack.
Overly realistic thinking leads to unremarkable results.
Act on the revolutionary ideas and kookiest creative.
My suggestion?
Start up a brand new channel using Facebook Messenger chatbots.
Going big is how you find your unicorns.
2. Neil Patel | Co-founder of Neil Patel Digital
My number one tip for this holiday season is to give your “top fans” on Facebook a special promotion no one else can get.
If you send an email blast and let people know you are doing this, it will create more engagement, which will help you get more top fans.
The more top fans you have, the more viral your content will go on Facebook when you promote anything (even after the holiday season).
3. Mari Smith | Facebook Marketing Expert
Embrace stories!
“Stories are the future,” said Facebook founder Mark Zuckerberg on a recent quarterly earnings call.
The Stories format on Instagram and Facebook is growing 15x faster than feed content — Stories consumption will soon surpass feed content consumption.
Marketers should create Facebook and Instagram Story ads to share their Holiday specials.
But don’t think like a marketer.
Think like a storyteller.
Focus on people’s real experiences: put the spotlight on your happy customers and showcase their success stories.
Feature relatable stories from your staff members or key vendors. Frame your storytelling Story Ads as something your audience wants.
To quickly and easily create Stories videos, try out my favorite tool Wave.video. Here’s a helpful article on their blog: Guide to Creating Instagram Story Ads That People Won’t Want to Skip.
4. Virginia Nuessey | Content Marketing Director at MobileMonkey
Keep feeding your social media machine.
It might be hard during the holidays.
You might want to justify a break for a million reasons.
You’ve got time off planned.
Readers will be distracted with the holidays so why bother.
Maybe.
But on the flip side, everyone’s thinking that time off sounds real nice right about now …
Ergo this is the perfect time to gain an advantage while everyone else is on mute!
Quick win: Set up Facebook Messenger drip campaigns to automate engaging messaging all season long.
Give yourself the gift of a strong finish for 2018.
5. Brent Csutoras | Managing Partner at Search Engine Journal
For this holiday season, I highly recommend companies pay more attention to Reddit, a social media site with over half of all Americans visiting it monthly.
Something many people are not aware of is that there are numerous subreddit (micro Reddit communities) that focus 100% on product sales and deals.
Over 3,000,000 Reddit users are subscribed to sales and deal related subreddits, like /r/Frugal, /r/ThriftStoreHauls, /r/frugalmalefashion, and /r/deals.
With Reddit, you definitely want to spend time getting to know the type of products people are posting successfully, the tone in which the titles are written, and understand the various Subreddit specific rules you need to follow.
6. Lisa Buyer | Social PR Agency Owner | The Buyer Group
Use augmented reality!
Create seasonal and branded geo filters and lenses in Facebook, Instagram and Snapchat. Add in seasonal and festive emojis, memes, and gifs.
Create a curated holiday gift guide synergistic with your audience as part of your chatbot content strategy.
7. Lee Odden | CEO at TopRank Marketing
Business solution buyers may not make the spontaneous, emotion-driven purchases that holiday shoppers are known for, but that doesn’t mean they can’t get into the holiday spirit.
In fact, emotion is exactly why a holiday theme can be effective for a B2B social media campaign.
Here are a few ideas:
Launch a video campaign on LinkedIn featuring your staff talking about your business solutions wearing ugly Christmas sweaters. Include a voting option to pick the worst sweater and best presentation.
Use a famous holiday story like the 12 days of Christmas as a metaphor to drive a countdown social media campaign featuring useful content around your business solution
Offer holiday themed gifts or extras for new demos, trials or customer signups during the holidays
·Promote the brand’s charitable giving and launch a matching offer for new clients that sign up during the holidays A holiday theme plus humor and goodwill can open doors for a fun segue to talk about company’s business solutions that can inspire leads and sales.
8. AJ Wilcox | Founder of B2Linked
If in the U.S. and in B2B, pause your campaigns entirely for the whole second half of December.
So many of your users will be traveling, which causes available ad inventory to become depressed.
At the same time, all the big brand marketers are bidding up to finish the quarter strong, causing the competition to rise.
These two forces cause CPCs to spike considerably.
Meanwhile, every lead you do generate is worth less because inevitably they’ll all tell your sales team, “Let’s pick this conversation up after the New Year,” which means your leads will cool down considerably over the holidays.
So you pay more for the leads that are worth less.
It’s best to sit this season out.
9. Pam Moore | Founder of MarketingNutz
Holidays are a great time for social marketers to get creative and think outside of the digital gift wrapping box.
Consider creating a pinnacle piece of content that really grabs the attention of your ideal customer and drives them to a desired action that excites both them and you.
Create a round-up piece of content from top leaders and influencers in your market niche that includes their favorite recommendation, tip or product that you offer.
You can then publish this content in multiple formats such as visual infographic, text with visuals on a blog post, YouTube video, Facebook Live video, Instagram and even a series of Instagram Stories.
This one piece of content could literally be the foundation for easily 20-50 pieces of content if done right.
Plus you’ll get tons of links back to your site and help in getting more attention and brand awareness by tapping into the power of the OPC (other people’s content and community).
10. Mark Schaefer | Author of Businesses Grow
Create limited-time offers to encourage customers to buy now.
Scarcity is a tried-and true tactic.
11. Andrea Vahl | Co-author of Facebook Marketing All-in-One for Dummies
Use Facebook Ads to reach your “warm audience” with a special offer.
Holiday times are filled with promotions so you want to focus more on your “warm audience” by using retargeting tactics in Facebook Ads.
Create audiences for people who have visited your website, people who have watched your videos and people who are fans of your page and have a special offer just for them.
Plus with retargeting, you are going to capture the online shoppers who will then see your ad come up right away and remind them what they were looking at (which also makes it challenging to keep gifts a secret if you are browsing with your family nearby).
You will also save money by only advertising to a narrower group who is more likely to buy from you.
12. Logan Young | Cofounder at BlitzMetrics
In Q4 the cost of paid traffic will rise on social from increased competition.
Videos get lower CPM than static images so use short videos with strong CTAs to get a reasonable CPM while still getting conversions.
13. LiLach Bullock | Social Media Specialist
The holidays are a perfect time for giving.
Why not hold a contest or giveaway to get your audience to engage with you and hopefully also help spread the word about your business and contest?
Think of a prize that works with the holiday theme, but don’t forget about your own business goals either – try to come up with a prize and contest to help support your goals (more brand awareness, more engagement, more leads generated, etc.), while also being relevant in some way to the holiday season
Republished by permission. Original here
Image: Shutterstock
This article, “13 Experts Share their Top Holiday Social Media Marketing Tip” was first published on Small Business Trends
https://smallbiztrends.com/
The post 13 Experts Share their Top Holiday Social Media Marketing Tip appeared first on Unix Commerce.
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December 5th, 2017
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021 Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
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The post The 3-Part Secret to Video Marketing in 2018 appeared first on Ebulkemaimarketing Blogs and updates.
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The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
0 notes
Text
The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
0 notes
Text
The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
0 notes
Text
The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
0 notes
Text
The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
0 notes
Text
The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
0 notes
Text
The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
0 notes
Text
The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
0 notes
Text
The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
Click To Tweet
B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
Click To Tweet
In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
Click To Tweet
Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
Click To Tweet
Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
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13 Experts Share their Top Holiday Social Media Marketing Tip
Holiday season in full swing and digital marketers are focused on finishing out the year strong.
Get an extra edge these actionable tips from bona fide social media experts, including Neil Patel and Mari Smith.
You’ll find ideas for holiday campaigns, bidding strategies, organic ways to drive traffic to your unicorn content and more.
I’ll start with my own tip — and it’s one that’s good year round!
1. Larry Kim | CEO/Founder at MobileMonkey
Go into 2019 with at least one “intentionally delusional” marketing initiative in mind.
There’s this idea that growth is made up of a lot of little steps forward.
That thinking is a trap.
A hundred incremental improvements can’t touch the impact of just one big unicorn hack.
Overly realistic thinking leads to unremarkable results.
Act on the revolutionary ideas and kookiest creative.
My suggestion?
Start up a brand new channel using Facebook Messenger chatbots.
Going big is how you find your unicorns.
2. Neil Patel | Co-founder of Neil Patel Digital
My number one tip for this holiday season is to give your “top fans” on Facebook a special promotion no one else can get.
If you send an email blast and let people know you are doing this, it will create more engagement, which will help you get more top fans.
The more top fans you have, the more viral your content will go on Facebook when you promote anything (even after the holiday season).
3. Mari Smith | Facebook Marketing Expert
Embrace stories!
“Stories are the future,” said Facebook founder Mark Zuckerberg on a recent quarterly earnings call.
The Stories format on Instagram and Facebook is growing 15x faster than feed content — Stories consumption will soon surpass feed content consumption.
Marketers should create Facebook and Instagram Story ads to share their Holiday specials.
But don’t think like a marketer.
Think like a storyteller.
Focus on people’s real experiences: put the spotlight on your happy customers and showcase their success stories.
Feature relatable stories from your staff members or key vendors. Frame your storytelling Story Ads as something your audience wants.
To quickly and easily create Stories videos, try out my favorite tool Wave.video. Here’s a helpful article on their blog: Guide to Creating Instagram Story Ads That People Won’t Want to Skip.
4. Virginia Nuessey | Content Marketing Director at MobileMonkey
Keep feeding your social media machine.
It might be hard during the holidays.
You might want to justify a break for a million reasons.
You’ve got time off planned.
Readers will be distracted with the holidays so why bother.
Maybe.
But on the flip side, everyone’s thinking that time off sounds real nice right about now …
Ergo this is the perfect time to gain an advantage while everyone else is on mute!
Quick win: Set up Facebook Messenger drip campaigns to automate engaging messaging all season long.
Give yourself the gift of a strong finish for 2018.
5. Brent Csutoras | Managing Partner at Search Engine Journal
For this holiday season, I highly recommend companies pay more attention to Reddit, a social media site with over half of all Americans visiting it monthly.
Something many people are not aware of is that there are numerous subreddit (micro Reddit communities) that focus 100% on product sales and deals.
Over 3,000,000 Reddit users are subscribed to sales and deal related subreddits, like /r/Frugal, /r/ThriftStoreHauls, /r/frugalmalefashion, and /r/deals.
With Reddit, you definitely want to spend time getting to know the type of products people are posting successfully, the tone in which the titles are written, and understand the various Subreddit specific rules you need to follow.
6. Lisa Buyer | Social PR Agency Owner | The Buyer Group
Use augmented reality!
Create seasonal and branded geo filters and lenses in Facebook, Instagram and Snapchat. Add in seasonal and festive emojis, memes, and gifs.
Create a curated holiday gift guide synergistic with your audience as part of your chatbot content strategy.
7. Lee Odden | CEO at TopRank Marketing
Business solution buyers may not make the spontaneous, emotion-driven purchases that holiday shoppers are known for, but that doesn’t mean they can’t get into the holiday spirit.
In fact, emotion is exactly why a holiday theme can be effective for a B2B social media campaign.
Here are a few ideas:
Launch a video campaign on LinkedIn featuring your staff talking about your business solutions wearing ugly Christmas sweaters. Include a voting option to pick the worst sweater and best presentation.
Use a famous holiday story like the 12 days of Christmas as a metaphor to drive a countdown social media campaign featuring useful content around your business solution
Offer holiday themed gifts or extras for new demos, trials or customer signups during the holidays
·Promote the brand’s charitable giving and launch a matching offer for new clients that sign up during the holidays A holiday theme plus humor and goodwill can open doors for a fun segue to talk about company’s business solutions that can inspire leads and sales.
8. AJ Wilcox | Founder of B2Linked
If in the U.S. and in B2B, pause your campaigns entirely for the whole second half of December.
So many of your users will be traveling, which causes available ad inventory to become depressed.
At the same time, all the big brand marketers are bidding up to finish the quarter strong, causing the competition to rise.
These two forces cause CPCs to spike considerably.
Meanwhile, every lead you do generate is worth less because inevitably they’ll all tell your sales team, “Let’s pick this conversation up after the New Year,” which means your leads will cool down considerably over the holidays.
So you pay more for the leads that are worth less.
It’s best to sit this season out.
9. Pam Moore | Founder of MarketingNutz
Holidays are a great time for social marketers to get creative and think outside of the digital gift wrapping box.
Consider creating a pinnacle piece of content that really grabs the attention of your ideal customer and drives them to a desired action that excites both them and you.
Create a round-up piece of content from top leaders and influencers in your market niche that includes their favorite recommendation, tip or product that you offer.
You can then publish this content in multiple formats such as visual infographic, text with visuals on a blog post, YouTube video, Facebook Live video, Instagram and even a series of Instagram Stories.
This one piece of content could literally be the foundation for easily 20-50 pieces of content if done right.
Plus you’ll get tons of links back to your site and help in getting more attention and brand awareness by tapping into the power of the OPC (other people’s content and community).
10. Mark Schaefer | Author of Businesses Grow
Create limited-time offers to encourage customers to buy now.
Scarcity is a tried-and true tactic.
11. Andrea Vahl | Co-author of Facebook Marketing All-in-One for Dummies
Use Facebook Ads to reach your “warm audience” with a special offer.
Holiday times are filled with promotions so you want to focus more on your “warm audience” by using retargeting tactics in Facebook Ads.
Create audiences for people who have visited your website, people who have watched your videos and people who are fans of your page and have a special offer just for them.
Plus with retargeting, you are going to capture the online shoppers who will then see your ad come up right away and remind them what they were looking at (which also makes it challenging to keep gifts a secret if you are browsing with your family nearby).
You will also save money by only advertising to a narrower group who is more likely to buy from you.
12. Logan Young | Cofounder at BlitzMetrics
In Q4 the cost of paid traffic will rise on social from increased competition.
Videos get lower CPM than static images so use short videos with strong CTAs to get a reasonable CPM while still getting conversions.
13. LiLach Bullock | Social Media Specialist
The holidays are a perfect time for giving.
Why not hold a contest or giveaway to get your audience to engage with you and hopefully also help spread the word about your business and contest?
Think of a prize that works with the holiday theme, but don’t forget about your own business goals either – try to come up with a prize and contest to help support your goals (more brand awareness, more engagement, more leads generated, etc.), while also being relevant in some way to the holiday season
Republished by permission. Original here
Image: Shutterstock
This article, “13 Experts Share their Top Holiday Social Media Marketing Tip” was first published on Small Business Trends
https://smallbiztrends.com/
The post 13 Experts Share their Top Holiday Social Media Marketing Tip appeared first on Unix Commerce.
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The 3-Part Secret to Video Marketing in 2018
We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful marketers need to get out in front of it. All the content you currently have deployed and all that you will deploy next year is at risk of being completely ignored because of all the other video content coming onto the worldwide stage. Marketers must embrace three specific video content strategies to capitalize on their audiences’ new favorite content format.
We’ve pulled together research data from multiple studies. In this article, I’m going to show you exactly where you need to be from a video content positioning perspective, and I’ll do it without regurgitating dozens of statistics. I am going to include a few—not to impress you with a bunch of numbers, but to help you grasp the magnitude of the shift that is already well underway.
Big Video Thing 1: Consumers Prefer Video
Video is simply more compelling and engaging than text. Video consumption is on the rise, while text consumption is on the decline. It’s no surprise the marketplace has responded with an ever-increasing output of video covering every topic imaginable. What is interesting, though, is the insatiable desire for more video is driven largely by shorter attention spans and the continual rise of mobile device usage over desktop usage.
This year, online video will account for 74% of all online traffic. (Source: KPCN Internet Trends 2017 Code Conference)
This year, online video will account for 74% of all online traffic
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B2C and B2B buyers today are looking for mobile-optimized, well-organized, and easily discoverable content. Video optimized for mobile is much easier to consume on a smartphone than text. Buyers also want content that, rather than dead-ending, suggests relevant follow-up content. Short, digestible nuggets are the sweet spot—56 percent of videos created by businesses today are two minutes or less. And audiences are responding to this: 53 percent of videos that are 90 seconds or less are watched to completion.
Converting existing text content and creating new video content isn’t the massive undertaking it used to be. Consumers today prefer authentic, useful information over high-production glitz and polish. That removes huge barriers to cost and production time in expanding your video asset library.
76% of small businesses say they can measure marked results from their video content. (Source: Animoto)
76% of small businesses say they can measure marked results from their video content
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In response to this trend of shorter attention spans, this past year Convince & Convert rolled out a series of informative webinars—not in the typical 45- to 60-minute variety, but webinines, a video webinar in nine minutes. They’re easier to produce, easier for participants to squeeze into their calendars, and easier for audiences to consume.
Big Video Thing 2: Live Streaming
You’ve heard about it, probably experienced it, but are you exploiting it? If your content team doesn’t yet have someone responsible for the live stream content calendar, or even a dedicated person for it, you probably should. Live streaming is too important to rely on happenstance or when it’s convenient. Granted, one of the most attractive aspects of live streaming is its immediacy and spontaneity. But neither immediacy nor spontaneity precludes us from proactively determining when and where a live stream can bring value to our audiences.
63% of people ages 18-34 watch live-streaming content regularly. (Source: eMarketer, UBS, 2017)
63% of people ages 18-34 watch live-streaming content regularly
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Now is the time to ramp up the skills and processes of your content team members, subject matter experts, and influencers, and arm them with the training and guidelines to capitalize on this rapidly accelerating video off-shoot. They’ll need to know what type of live stream content is useful, so spell it out for them. Live streaming does not equal flying by the seat of your selfie pants. Have a plan for each and every event, know who’s responsible for capturing and creating content, and know in advance what the objectives are for that content.
Already a more than $30 billion industry, video streaming projected to more than double in growth by 2021 to a more than $70 billion industry. (Source: PR Newswire, 2016)
Video streaming (already a $30 billion industry) is projected to more than double in growth by 2021
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Consider this example: At an upcoming industry trade show, your CMO will interview one of the key presenters after her presentation. The content team should know the plan for that live stream interview, its intended audience, and the plan for repurposing the interview afterward. Your CMO should have a well-crafted list of questions in advance, ones that are relevant to that audience.
Keep in mind, a live stream does not necessarily experience a sudden death once the event concludes—it’s still a video content asset that can and usually should be repurposed and redistributed to extend the longevity of the content. (As an aside, I firmly believe live streaming from the masses will be the nail in the coffins of traditional mass market news reporting channels.) Back to marketing.
Big Video Thing 3: Personalized, One-to-One Video
The sweetest sound to the human ear is the sound of someone saying your name. So do it! Face-to-face meetings aren’t scalable or necessarily desired. A phone call is always in interruption—no one is sitting idly, waiting for the phone to ring. In contrast, email is non-intrusive; we check email when we decide to check email. It’s one of several conduits for delivering one-to-one video, without intrusion.
When you send a personalized, one-to-one video to your recipient, you immediately convey a level of interest and commitment that surpasses most any other medium. Cards, flowers, and gifts can’t compete. (Dating sites will latch onto this.) We don’t often receive a one-to-one video because, well, it just wasn’t feasible.
Today it is feasible, affordable, and in many cases, free. This past year at Convince & Convert, Jay Baer has used personalized video to send updates, messages of support, and praise via video to his extended team. These videos are genuine, thoughtful, relevant, and always appreciated. The recipient can’t not view it. Oh, and they’re quick and easy to produce too. Other team members have also adopted the format to communicate intra-company as well.
A company-wide video message from the CEO is nothing new, but that is a one-to-many tactic. Imagine that each of your sales representatives, as part of their lead follow-up communication plan, had a series of planned, one-to-one video messages. These personalized videos would be useful to the recipient, intentional, and delivered specifically for each prospect in the sales funnel. Powerful—and doable.
Win by Being at the Convergence of These Three Unstoppable Consumer Mandates
If you accept that increasing video demand is being driven by consumer preferences, live video is the fastest growing video medium, and personalized or one-to-one video can resonate with your audiences like no written text on a webpage can, then you have a clear roadmap to:
Improved lead-generation effectiveness
Better audience engagement and conversion
More customer retention
Better customer service
Stronger customer advocacy (that means free business from referrals!)
That’s five irrefutable “wins” on the marketing scoreboard simply by aligning three video strategies and a plan for technical execution.
I know what many of you are thinking: “How is it even possible to deliver mobile-optimized video that is useful, personalized, live-streamed content?”
I have good news. If you can incorporate the intersection of any two of these three strategies listed above into your content plans for 2018, you’ll have an advantage over your competition. And if you are able to implement some aspect that meets the intersection of all three, you will absolutely exceed the expectations of your prospects and customers.
At least, for now.
http://ift.tt/2BBfB0l
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