5 powerful social media tips for small businesses

Think about it: you spend a lot of time planning this new business and you want to start small. You have great products and an awesome idea, but the brand needs to be known by other people, by your potential customers, so you can sell and be successful with your new venture.

With that in mind, what should be your next step? You are just starting and you don’t have a big budget to spend on advertising. The solution for your problems are called Social Media. You certainly must have used Facebook, Instagram, Twitter and other social networks on personal accounts, but it never came through your mind the power they have to transform your business in a rock star.

Go find your customers!

But why should my business have a presence on social media? It’s where your customers are every day. In addition, these social media channels can make you reach these customers and even discover more information about them, so you can offer what they need.

Just so you know: more than 2.5 billion people use social media. What are the chances of your customers be part of this number? Big chances!

You must be wondering, “Ok, I know that social media can be a great way for me to spread the word about my business and reach my customers. But how I do this?” In this post, we are going to give you 5 essential tips to make your business successful in every social media.

Well, it’s time to roll up our sleeves and get to work!

1- You better have a plan!

Before you start, be sure you have a plan. You must have in mind:

  •  Your goals and objectives;
  • If you already have pages on social media, take a look at them and research about your audience, what social media networks they use the most and what your competitors are doing (maybe you can do it better than them);
  • Test, test, test: you should make tests every day to see what works and what doesn’t. Maybe you won’t have the answer right away, but you can always post something and see if your audience likes it. Then, you can adjust your strategies accordingly;
  • Have a calendar is essential! You can plan ahead and set up the dates and times to post your content.

2- You don’t have to be omnipresent!

Choose the best social media networks for your business.

Facebook, Instagram, Twitter, Snapchat, Pinterest… There is a lot of options and you don’t necessarily need to be on all of them. Make a research, see what your audience tends to like more and aim on it. It can be only Facebook, or maybe Facebook and Instagram. Remember: it’s better to have less pages on social media and do a good job, than to have a lot of pages and lose quality.

3- Be consistent

You don’t need to do 10 posts a day (unless you’re have a news page or something similar), but you have to be consistent with your social media pages. One post a day is recommended but it is not a rule. Check what works better with your audience but keep your presence noticeable to them. Who is going to remember of a page who only have 1 post per week?

4 – Listen to your audience and respond to them

Be present for your customers.

Reserve a time of your day to listen what your audience has to say and respond to them. This will help know your customers better, understand what they like and what they don’t and maybe adjust your content so they would engage more. Also, responding and having a communication will show them your company it’s open to hear and paying attention.

5- Sell and promote your product, but not too much.

You must remember this rule called 80/20. That means only 20% of your social media content should be promotional, selling your products. The other 80% must contain posts that are relevant to your audience, topics they like and that they have more chance to interact and engage with.

Today, only 50% of small business owners have pages on social media networks. Be on the other half. Use this tips to take advantage of this powerful tools and take your business to the next level.

Questions:

1- What other tips would you give to small business owners to be successful on social media?

2- How many of you have (or had) a small business and struggle to have a presence on social media?

3- Do you think social media for small businesses is important or they can live without it?

New trends on Instagram and Youtube

Social Media changes: a new challenge for everybody.

We all know social medias are frequently updating their services to improve users experience, for example, new filters, new layout, new tools to have a better performance. These changes are really easy to notice one you login  in  Instagram and YouTube, for example, but how about the changes of rules and polices of those social medias? Are you aware?

Recently Instagram and YouTube has announced significant changes that directly affect the business users.

Instagram changes: 

  1. When you make a post, it will impact in the first moment just 10% of your followers and only after 24 hours, depending on the post engagement, it will reach the 90% left.
  2. Another change is related to the comments. Short comments like “Loved it”, “Nice” or just emoji no longer generate engagement and can be noticed as spam. What the users should do in this situation once is it not possible to control the follower’s comments? A solution is trying to create subtitles strategies that will engage the users to write more, because a good comment must have at least 4 words.
  3. Answer the user’s comments in the first 60 minutes will help increase engagement. Interacting with your audience is extremely important.         

    Instagram has new changes
  4. Stories are gaining more and more importance on Instagram, the rule is simple: the more you post the more you show up.  This is a perfect way to interact with you followers and more you do it more you will appear.  Now we have to post even more stories. Have you posted any today?
  5. Last, but not least, The limit of hashtags per post it is 30, the recommended is now only 5, more than that can be consider as spam. Do not use the same hashtags, always post different ones. The correct way to make your picture be shown thru the hashtags is posting on the photo caption and not on the comments.

YouTube changes: 

The YouTube made some changes on the monetization policies. What has changed?

YouTube Monetization Policies

First of all, monetization police permit users that are having a good performance to earn money with ads on the beginning of their videos. The requirements to be part of this police weren’t that complicated and what you needed was:

  • Clearly show that you produce original content;
  • Produce content on a regular basis;
  • Have content that complies with YouTube Community rules;
  • You are located in one of the Partner Program countries.

However, the first change was made in 2017, which stipulated that users must have a minimum of 10,000 views to be able to apply for monetization.

Even with this first change, others were implemented in the beginning of this year:

  • Now the users must have 1,000 subscribers and at least 4,000 hours of content watched in the last 12 months.

Because of these new rules, the users that used to earn money thru YouTube will pass thru re-evaluation and If not meet the requirements will be removed from the program by February 20.

The question now is WHY YouTube did all these changes?

  1. Simplicity of applying for the program made it difficult to validate channels.
  2. The distribution of the ads according to the content that would be exposed was totally controlled by the system, which is based on the algorithms, having no validation of YouTube itself.

Due to these reasons, a large number of advertisements were linked in offensive and censurable videos. That way, big companies left Google Ads: Walmart and PepsiCo were one of them.

Pepsico and Walmart leave Google ads.

Facing these changes on social media it is important to create new strategies, methods to adapt and to get where we want. Everything that is new and different often frighten us, but we cannot stop creating new ideas and moving forward. There is always a solution to everything.

 

Short Introduction to French SEO & Social Media

This guide will deal with the best technics to advertise on Search Engine (SE) such as Google, Yahoo or Bing when you`re trying to have a French core target. We are going to analyze at the differences that can exist between French SEM markets and foreign ones. This short report purpose is to help companies have a first look at the subtleties of the French standards when it comes to creating an efficient digital advertising campaign.

The views and opinions expressed in this article are those of the authors and do not necessarily reflect the official policy or position of UCSD. Examples of analysis performed within this article are only examples. They should not be utilized in real-world analytic products as they are based only on very limited and dated open source information.

1/ French advertising culture

Before going online, it`s important to understand the way advertising is elaborated and displayed in France on old formats such as Billboards or TV.

At first glance, the first assumption that could be made about Frenches` tastes and habits in terms of lifestyle is that they love everything that is refined and stylish. Indeed, it could be obvious for anyone since it’s usually a stereotype but I can tell you that it’s definitely true, especially if it’s about what fall into the following categories: Foods, Wines, Cosmetics or Clothes.

Let`s illustrate this point with concrete examples:

This poster advertising is part of one of the most successful campaign ever done by Louis Vuitton in France.

If we literally translate what is written on this ad into English it means: “Louis Vuitton, an invitation to travel”. It emphasizes the fact that the product alone is part of a mystery that will bring you to an unknown location.

Invitation au Voyage Louis Vuitton

Louis Vuitton, Invitation au Voyage Campaign, 2012

This concept is directly inspired by the “Disruption” strategy invented in France by TBWA. The aim of this strategy is to break the code of an established policy in a specific domain; this advertising campaign just redefined the concept of poster advertising itself by minimizing the information on purpose. Here, we just have the name of the brand that is visible what lets people imagining the meaning of it as opposed to the Japanese way which is much more informative.

This practice evolved more and more on the long run until a few years ago when it became the standards in France in all kinds of industry such as mass retailing, cosmetics, alcohol or fashion.

As for example you will find here some poster advertisings that illustrate perfectly this point.

Absolut Ad 2016

Even if different types of advertising still exist, uncluttered ads are the most spread ones in France and the trend is far from vanishing.

Other kinds of advertising (not disruption based) depends directly of products sold. As for examples if you`re trying to sell a ready-to-eat meal even if disruption has already been used for that kind of products the current trend is to use price emphasized ads.

2/ French Digital Advertising Market

 

The French advertising market is one of the biggest in Europe (3rd behind UK and Germany). A lot of powerful advertising groups are based in France such as the Publicis Groupe (Turnover of 9.6 Billion in 2015) or JCDecaux (3.4 Billion in 2016). French is also the language spoken by a lot of people outside of France. As for example in Canada (Quebec), Africa (Nigeria, Algeria…) or others.

Moreover the presence of some of the biggest international groups retailing all around the world (LVMH, Channel, L’Oréal…) make advertising even more important in France when you know that all decisions for the communication policy are taken in their France based headquarters.

Starting from that point it`s logical to have one of the most active market always at the leading-edge of new methods and concepts when it comes to advertising. Something we`d like to point out is that trend is all the more true for the Online advertising market since it`s increasing at an exponential rate.

France just spent 4.2 Billion in 2015 in online advertising

Even if it doesn`t seem to be a lot, it means that between the 2014 and 2015 the online advertising market has grown by more than 13% in France.

We also have to keep an eye on some variables we must take into account in order to understand who we are advertising at when we`re relying on an online marketing strategy. As for example the share of connected people without any degree was 44% in 2014 what is far away from the 97 % of the higher education degrees holders (Source: Conseil general de l`economie).

Last but not least, let`s have a look on how is evolving the repartition of the digital advertising expenses in France.

Although everyone is always speaking about the importance of social media in digital marketing we mustn’t forget the importance of other media that can weight much more in the balance than what we could think in a first glance.

2017 to 2021 data are all forecasts

In average social media represent 9% of the total digital advertising expenses in France, moreover, even if the pure amount of money spent is increasing each year it does it proportionally to the total what results in an overall stability of the weighted expenses.

As soon as you look at the graph you understand the importance of emphasizing an efficient Search Engine Optimization strategy since it represents up to 48% in 2015 to start to slightly decrease afterwards on the following years because of the rise of Video advertising shares.

To sum up, an efficient digital marketing strategy in France must include at least SEO and Video advertising in order to do a long-term bet, especially if your budget is relatively low.

Nevertheless, we recommend you strongly to add social media to your strategy since you could suffer from a lack of competitiveness if you don`t use them and not be able to face competitors.

If you have extra funds, try to use also classifieds advertising to your assets for a more complete strategy but don`t forget that beyond money it will cost you also time. Banners are not very efficient in France, people find them invasive and are often assimilated as Spam.

Now that we have understood the cultural characteristics of the French advertising market we can deal with the following issue: How can I optimize and develop a SEM & SNS strategy in France in 2017?

What Search Engine in France?

First we need to look at the different resources we must rely on in order to perform well. Let`s have a look on the different search engine used in France at the end of 2014:

As in almost all the European countries, unsurprisingly Google is the absolute leader with more than 93% of the shares.

Even if Yahoo and Bing are still used, they are slowly losing more and more market shares for years and are closed from getting out of this country.

Then, it`s clear that if you target France for a SEO campaign, using other search engine than Google would be just a loss of time.

Moreover, according to a survey done by Eurostat in 2016, 6.6% of the total population of France are foreign people. Even if it`s a melting pot including various nationalities, you can try to optimize the number of people reached through your SEO campaign by including a few ads in English. By doing so you will slightly increase the potential market shares covered by your ads.

What comes next logically is another important insight we have to analyze: The Social Media utilization habits of French people.

When it comes to Social Media, French people are generally keen on Facebook whose the Messenger app is used as a main way to communicate with others (in addition to classical text message). YouTube must also be highly considerated.

Twitter and Instagram even if not as used as the first ones are gaining market shares each year what makes them even more interesting.

Source: Statista 2014

But it would be genuine to think that this chart alone let us understood the full potential of the French SM market for a company who wants to advertise in France. The time spent per SM chart gives us more data to complete the analysis. It makes us able to have an idea of the “weight” of each social media in the daily life of french people.

Having in mind that our aim is to show as many ads as possible to our core target, it seems defitinely that Facebook and YouTube are social networks we can use for as strategic plateforms.

Nevertheless, we have to keep in mind that even if the time spent per day on YouTube is the highest among all SM, the timeframe when we can display ads is lower than others Social Media. Indeed we have generally one opportunity at the beginning of each video to run an ad even though the CTR is very low as opposed to other SM where opportunities are numerosous and the CTR is generally higher.

In a nutshell, although YouTube is a Media we can perform admirably on, a main SNS strategy should include it but not making the core of it.

So what do we do ?

To sum up, in France your digital marketing strategy must include Google as a search engine and Facebook as a social network. Everything that comes in addition to it is a plus that genereally perform relatively well combined with the two mentionned above.

Don`t forget to consider the nature of your product before promoting on social media. If your business is all about visual experiences it will be clever to associate it with Instagram mainly because of its nature. As for example, in France all clothes start-ups use Instagram combined with Facebook together in order to create an exponential followers growth as it is massively shared on both of the social networks.

3/ How to create ads that fit the French market?

 

In order to create an efficient SEO campaign in French you must rely on all the cultural aspects that have been listed and explained before. After reading them all, you can definitely consider the followings:

  • Simple and uncluttered visual ads on Display.

 

  • Crazy about disruption when it comes to luxury brands or high price products. If you`re selling high end goods then aim for original ads that can be really catchy. For text ads, try to give them a bit of cultural Japanese touch. It will make them even more relevant afterwards.

 

  • Brand image is essential for everything linked to fashion, luxe and more generally conspicuous consumption. In France it`s all about perception and brand recognition.

 

  • They need direct information to understand clearly what they buy; unclear or confused information just lead to poor CTR as the interest will drop.

 

  • Begging for clicks or action is not efficient, try to avoid “book now” or others except if they are linked to a time-bounded promotion. Don`t try to trick people, they will just realize as for example that your ad is disinformation and will never deal with your website again. So it`s even more important to don`t forget to pause old promo ads!

 

To conclude let’s never forget that 1 image worth 1000 words. So here some 8000 words value presentation to integrate those concepts even better!

Uploading YouTube Videos For Max Views

Uploading YouTube Videos for Max Views

How to Upload YouTube Videos For Max Views in 7 Butt-Kicking Steps

Are you ready to make your investment pay off and get max YouTube views?

Yes, of course!  It’s been a ton of work to produce this video and it’s time to make it count.  The challenge at this stage, especially if you’ve been wearing all hats, is burnout.  You’ve completed dozens if not hundreds of decisions and tasks to finish the video and you desperately want to hit upload, call it done and hope that YouTube works its magic and your video gets a boatload of views.

It’s time to take a breather, acknowledge the success of creating the video and get ready for the second phase.  Wait, what … a second phase?  Yes, and it’s actually a lot of fun! 

The second phase is where you bring your “video to market” by getting it in front of your desired audience.   We’re going to talk about how to do this by reviewing what Vlogger and YouTuber extraordinaire Amy Schmittauer of Savvy Sexy Social has to say.  So grab your favorite beverage and discover what you need to do to get your video across the finish line and in front of your target audience.  

  1.  Keyword or Phrase Research

Uploading YouTube Videos for Max Views

It all starts here.   Before you take another step you need to know if there is a demand for your topic.  Ideally, you will have done this before you created the video.  If not, kind of a bummer, but do it next time. Either way, use it to help prepare keywords or phrases that people are searching for.  If they’re relevant to your topic you can use them for the next step.  There are several free tools, just Google “YouTube Keyword research.”  You can get started with Keywordtool.io/youtube or Tubebuddy, a Chrome extension to get a feel for how they work.

2.  Prepare Metadata and a Custom Thumbnail

Uploading YouTube Videos for Max Views

YouTube’s algorithms are the second audience to consider since your video has to make it past the technology that is processing 300 hours of video every minute.  You can help yourself by making it easier for YouTube’s gatekeeper to properly categorize your video.  This gatekeeper is an algorithm and the language it speaks is metadata.  For your video to be found by your audience,  it has to be in the right section, where viewers would expect it to be.   This is the time to gather your keyword research and plan the video’s headline, description, and tags.

To stand out from the competition, you’ll need to create a custom thumbnail.  Don’t let YouTube auto-generate one for you,  it won’t be pretty; it will either be irrelevant and random or it will resemble a DMV or Costco Membership photo at best.  No, this won’t do.  It’s time to be strategic and think about standing out from the competition.  Think about scrolling through Netflix or the checkout line at the grocery store.  How do you make your choices?  Your potential viewers do the same thing when deciding to watch a YouTube video.  Follow the pro’s lead and create a high quality, attractive thumbnail that represents your content and shows less than 3 people, ideally one closeup face.  

The next tip is to make it easier for viewers as they’re scanning through videos; add text to the thumbnail.  Keep it brief, a supermini headline with large, legible font.  This reinforces that this video is what the viewer is looking for and will answer a question.  

3.  Upload video with metadata and thumbnail

Uploading YouTube Videos for Max Views

As automated as the whole video upload process may appear, resist the urge to put it on autopilot and walk away.   Stay put and monitor the upload.  Add the metadata and thumbnail before the process is complete for best results.

4.  Review video for errors

Uploading YouTube Videos for Max Views

When you’re creating your video, part of the post-production process involves checking for errors.  It’s a given that errors happen, so don’t fret, you’ll need to scan multiple times to smooth out the edges.  You’ll catch mistakes you didn’t see before and it’s best to have a second or third pair of eyes to review the video.  This is important after the upload also.  Video upload is not a perfect process.  Stuff can happen in transmission that produces unintended results.  This is the time to catch and fix mistakes.

5.  Add Cards and End Screen

Uploading YouTube Videos for Max Views

What is it about binge-watching and why does it seem that we can’t get enough of our favorite shows?  Who knows, but why not tap into this behavior by encouraging viewers to stay on your site and give them a reason to keep watching?  Cards and endscreens  are two YouTube tools that can help keep viewers tuned it and coming back.  Although YouTube allows up to 5 cards, keep it to one or two, because anymore can be distracting.  Think strategically about the endscreen message.  Do you want to promote other videos, encourage subscription, or both?  What message will encourage the viewer to stay interested and engage?

6.  Comment on the video

Uploading YouTube Videos for Max Views

The comment section is where things come alive, dialogue happens, and viewers interact with one another.  It’s important to throw out the welcome mat and let viewers see your comment under the video, especially in the early stages of building an audience.   Viewers will see you’re there to engage in conversation and are interested in what they have to say.

If someone posts a negative comment and it’s a legitimate customer complaint, promptly engage, keep it light and professional and offer to resolve this issue offline.   This can be turned into a positive as you differentiate your brand as responsive and demonstrate that your door is open.

7.  Publish, Share, and Comment More 

Uploading YouTube Videos for Max Views

Rather than leaving views to chance, you can hustle to get your video seen by more viewers.  Unless you’re lucky, lots of views won’t happen on their own.  Hard work isn’t glamorous, but it’s effective with a good strategy.

Have you ever seen your favorite actors on talk shows discussing their latest project?  Why do they do it?  Because they have a movie, show or event to promote – these celebrities work the talk show circuit, post on social media, and go on podcasts or radio; in short, they move to the second phase of the project, doing what it takes to get your attention and butt in the seat!

Since this works for the big guys, why not take a page from their playbook for your videos?  Prior to hitting publish on YouTube or right after, take your custom thumbnail with text, a catchy headline and post it on your social media channels.  A solo hyperlink without an image won’t cut it here.  The goal is to take up visual real estate in social media feeds; therefore, compelling visuals and copy are a must to help drive traffic to your video.  What words can you use to build up some excitement and anticipation?  If you have an email list, let them know about the video.

And what about the comment section, after you’ve posted your introductory comments and engaged initially?  Follow the celebrity lead…keep the conversation going, answering questions, engaging viewers a.k.a. doing your thing as you begin to build a following.  

Here are a couple of Dwight approved bonuses to help you do a roundhouse.

Uploading YouTube Videos for Max Views

Bonus #1 – “Uploading YouTube Videos for Maximum Views” Infographic 

Uploading YouTube Videos For Max Views

 

 

 

 

 

 

 

 

 

 

 

 

 

 


Bonus #2 – “Uploading YouTube Videos for Maximum Views”  SlideShare


Sources:
  1. Amy Schmittauer at Savvy Sexy Social https://www.youtube.com/watch?v=sxN1Hdu4s7g&t=335s
  2. https://www.fastcompany.com/3059450/netflix-knows-which-pictures-youll-click-on-and-why
  3. Ryan McGuire, Gratisography
  4. Hans-Peter Gauster on Unsplash
  5. Savvy Sexy Social
  6. https://pixabay.com/en/gift-box-christmas-bow-present-2934858/
  7. proprecisionpainting.com/top-10-paint-fails-in-pictures/
  8. YouTube – All About Cards
  9. Photo by Alain Pham on Unsplash
  10. Photo by Jordan Whitfield on Unsplash
  11. Giphy.com – The Office

Google Battleship is the New Competition Comparison Tool

content ranking google

Google is a pretty simple tool. Ask and you shall receive, seek and you shall find. The internet is an ocean full on content and yet Google can consistently match you up with whatever it is you’re searching for.

For a content provider, this makes tailoring your message toward your unique audience that much more important. But how well are you answering your audience’s questions? Are your competitors doing it better than you? And how do you get ahead of them if they are?

Sure, there are plenty of software analytics tools out there that show you and your competitor’s rankings for keywords (and also cost money), but none that show you exactly where the missed opportunities lie (or make doing research fun, which is almost impossible).

This is where Google Battleship comes in to play. What the heck is Google Battleship?! Well, I just invented it, and we’re still in alpha testing. But by the time we’re done, it will be the latest free research tool used by marketers everywhere!! (jk, it probably won’t leave this blog but that’s neither here nor there) Let’s talk about how I came up with this outrageous idea.

My company currently in the growing stages of digital marketing. We’re starting to produce video, but we have no idea what we’re doing, so some obvious research was needed.

In case you were wondering, video marketing is, like, the thing to talk about on the internet these days. I can’t tell you how many blog posts, guides, and videos I’ve read and watched on the topic. It’s actually exhausting!

I had a long list of questions that I was typing into Google, but Google wasn’t always giving me posts with the right answers in them. It was hit or miss. I remember saying “this is like playing Battleship.” and then, it dawned on me. Could I actually play Battleship with a search engine? I had to find out!

Like all great experiments, I need to establish objectives and rules of the game before I get started. I’m a legitimate scientist here and there’s no room for monkey business.

Objectives:

  1. Find out which content providers are getting the best rankings on Google for a diverse set of question on a given topic. (That topic today will be video marketing).
  2. Find questions that aren’t being directly answered by content providers or are difficult find on the results pages. (These could manifest as opportunities to produce content no one else has thought of yet).

Great! Now let’s establish some ground rules.

The Rules of Google Battleship:

  1. You must ask complete questions. No keywords or broken phrases like “video marketing blog” or how to sell online” The search must be formulated as a complete sentence with question mark. This is just limit the options available for search queries, considering there is an infinite amount of possibilities.
  2. You must collect only the first 5 posts that answer the question being askedThe internet is full of too many blog posts and we want to take note of what appears first. The first 5 posts (that actually answer the question we’re asking) are called HITS and will receive one point for each question. This means if you find a post you like better after the first 5 qualified entries, it can’t be used.
  3. Posts must be organic, no paid ads. Organic search is what is actually going to give you the answers you’re looking for. The paid advertisement was boosted to the top by money and therefore doesn’t belong with the others. They are disqualified from contention. (Most people skip over the paid ads anyway)
  4. You can only pull from the Top 5 rankingsThis is a game-changer, and I’ll explain why. If you find a blog post that answers the question searched to perfection, but it is the sixth item in the results page, IT CANNOT BE USED. The only posts that qualify for examination are the Top 5 rankings for that question, even if none of them answer the question. If such an occurrence happens, the question is considered a MISS, and must be reformed (asked in a different way), that will hopefully get better Top 5 results.
  5. You can only navigate one click off the SERP. This means no navigating to other articles through the blog or downloading ebooks, guides, or infographics. This competition is about the search engine rankings, so if quality info is found further along in the funnel, it doesn’t count. 

Now that everyone knows the rules, let’s begin!!

 

The Questions:

Thinking from the mindset of someone who knows nothing about video marketing, I wanted to ask questions that would sequence a newbie video marketer’s attempt at conducting the necessary research.

The first question would probably be why do I need video marketing. Next would be whether video marketing would work for my specific business. Then, how they could get started with it. After that, there are an infinite number of questions and orders a business owner could ask so for the sake of time, I narrowed the questions down to two additional important inquires: What types of video can I make for my business? and What video marketing strategies get me the best ROI?

This gives us 5 questions, or more importantly, 5 answers we are seeking. Since we will be taking 5 posts for each question, that gives us a total of 25 points possible for our content providers to collect. Obviously, you’re actual research will contain more questions than this. You’re board could look something like this…

Google search questions
Battleship game board.

Alright! Let the games begin!

 

First Question: Why is video marketing important?

5 HITS!

  1. https://www.vidyard.com/blog/importance-of-video-content-marketing/
  2. https://www.impactbnd.com/blog/video-content-the-importance-of-video-marketing
  3. https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/
  4. https://blog.hubspot.com/marketing/video-marketing-statistics
  5. https://keymediasolutions.com/news/content-2/video-marketing-important/

Importance of Video Marketing ship: Sunk!

Conclusion: Well, that was easy! Clearly bloggers get this question a lot. And for good reason. People don’t start new ventures without understanding the reasons why they should.

Bottom Line: Technology finally gives us the ability to do it without breaking the bank and people would rather watch a video than read. Ain’t that something?

 

Moving along…

 

Second Question: Can I use video marketing for my business?

MISS

Wow, wasn’t expecting that. Looks like question one is so popular that is takes over the Top 5 rankings for other similar questions. Let’s try some variations…

 

Next Attempt: How do I know if video marketing will work for me?

MISS

 

Next Attempt: Is video marketing for me?

MISS

 

Next Attempt: Do I have the right business for video marketing?

MISS

 

Next Attempt: Is video marketing right for my business?

1 HIT

  1. http://socialmediamarketingkelowna.com/is-video-marketing-right-for-your-business/

Finally got one! Let’s run with this…

 

Next Attempt: Is video marketing right for my industry?

Lots of results 6-10 but nothing 1-5. MISS.

 

Next Attempt: Is video right for my industry?

1 HIT:

  1. http://www.wordstream.com/blog/ws/2016/11/21/video-marketing-strategy

 

Next: Is video right for my business?

1 HIT:

  1. https://www.wirebuzz.com/video-marketing-right-business/

 

Next: Is YouTube right for my business?

2 HITS:

  1. http://www.themarketingcentre.com/is-youtube-right-for-my-business/
  2. https://www.wirebuzz.com/youtube-right-business/

 

Business fit ship: Sunk!

Conclusion: That took a while! Either the question is too similar to the importance question or anyone, in any business, can leverage video marketing. This does seem like a missed opportunity for content writers to help a customer struggling to see the benefits for their specific industry. I could see a series on blog posts or videos on industry-specific video marketing being successful in the rankings.

Bottom Line: The question about fit is more about what video platform is best for you. Having a YouTube channel requires that you have a lot to say or show. Take a look at what your competitors are doing and either catch up or get creative and make something new happen. . Be consistent with your videos and use YouTube for documenting the valuable things you do on a daily/weekly basis. The other platforms (Facebook, Snapchat, Instagram, Twitter) are more utilized for short advertisements/stories, or to preview to the videos you’ll find on your YouTube channel.

Moving on!

 

Third Question: What do I need before I start video marketing?

2 HITS:

  1. https://www.forbes.com/sites/johnhall/2017/11/05/4-ways-to-start-using-video-content-in-your-marketing-strategy/#14db55157a9d
  2. https://www.singlegrain.com/video-marketing/20-pre-production-steps-to-video-content/

Next Attempt: How do I get started with video marketing?

3 HITS:

  1. https://www.impactbnd.com/blog/how-to-get-started-with-video-marketing
  2. https://blog.hubspot.com/marketing/getting-started-with-video-marketing
  3. https://neilpatel.com/blog/video-marketing/

 

Getting started ship: Sunk!

Conclusion: Some familiar faces are showing up again, but the points are still spread pretty wide. This question is a popular one dealing with strategy and execution. It can be answered in a variety of ways.

Bottom Line: Video Marketing, like basic marketing, requires a strong understanding of your target audience. If you are just getting started with video, it might be best to start small by creating a video for a piece of content that you have already had success with. You can also get started with video testimonials as they also help you understand your audience’s goals.

 

Fourth Question: What types of video can I make for my business?

4 HITS:

  1. https://wistia.com/library/9-types-of-business-videos
  2. https://blog.jdrgroup.co.uk/digital-prosperity-blog/5-types-of-video-you-can-use-as-part-of-your-business-marketing-strategy
  3. https://www.pickaweb.co.uk/blog/9-types-of-small-business-video-that-are-easy-to-create/
  4. https://www.wix.com/blog/2017/04/5-types-of-videos-every-business-needs-on-its-website/

Next Attempt: What types of marketing videos can I make?

1 HIT:

  1. https://www.singlegrain.com/video-marketing/10-useful-types-of-video-content-viewers-love/

Types of video ship: Sunk!

Conclusion: It’s clear that Google does a good job of putting the right content in front of you. I’m surprised at how many new faces surfaced for this one. We’re four questions in and it is still a wide open race!

Bottom Line: If you’re business involving taking any sort of action, you can make a video about it. If you give a presentation at an event, make a video. If you give a consultation to a client, make a video. If you show a new intern around the office, make a video. If you throw a rock in the ocean, make a freaking video! Maybe not the last one, but people like watching business run at a high level so document what you do. It can always be edited later (wink).

 

Fifth Question: How do I get the best ROI with video?

HIT:

  1. https://www.skeletonproductions.com/insights/video-roi
  2. https://www.bluleadz.com/blog/3-ways-to-maximize-your-video-marketing-roi-in-2017
  3. https://tarproductions.com/7-easy-steps-to-measuring-the-roi-of-your-video-marketing-campaign/
  4. https://www.socialmediaexaminer.com/how-to-track-the-roi-of-your-video-marketing/

 

Next Attempt: How do I measure ROI of a video marketing campaign?

Hit:

  1. https://contently.com/strategist/2017/04/27/measure-video-marketing-roi/

ROI ship: Sunk!

Conclusion: Another great question, with great answers. However, it is getting more and more difficult with each passing question to recognize a frontrunner in this race. The rankings are so different from question to question.

Bottom Line: Getting the best ROI on your video marketing campaign requires that you are able to track ROI. If you employ other marketing strategies, it is difficult to know specifically what caused someone to make a purchase. Videos are much better evaluated by their views and engagement. Find out what those measurements are worth to you in dollars and calculate ROI from that.

Alright! We have learned a ton about video marketing and are ready to tally up the teacher rankings. Let’s see how everyone did…

Scoreboard:

content bloggers scoreboard

 

Conclusions:

We have a FOUR WAY TIE with each victor achieving 2 total points out of the 25 possible points. The points were spread among 21 contestants in the field of video marketing.

As you can see, competition for content visibility is at an all-time high in video marketing with no one truly established as the main authority. These results could be dramatically different across other niches and industries, but it is a telling way of understanding the players that are competing.

If you want to find out how your content is performing against your competitors and potentially find a new opportunity to become visible, a quick game of Google Battleship is a great place to start.

In case you want an overview of the experiment here is the slideshare presentation:

Remember, Google Battleship is still a work-in-progress so if you have any ideas or just want to shares your thoughts, please leave them in the comments section below.

God speed everyone! And happy hunting!

Use Mobile Marketing to create your content

Why use mobile marketing?

First of all, what you should know about mobile marketing is that is predicted to be one of the most popular and useful areas of how to reach out to your target audience. The biggest reason for that is obviously because of the rapid growth of smart phone users, which more or less have started to become a part of peoples own lifestyles. Just by looking at a statistic, saying that 91% of smart phone owners have their phone within an arms reach, 24 hours a day, 7 days a week, pretty much says it all.

Appboy-Infographic-Mobile-Usage.jpg

How does it work?

This type of multi-channel, digital marketing strategy is aiming towards a certain target audience on their different devices and tablets, via SMS, social media and other apps. One of the biggest advantages of using this type of strategy is first and foremost, that this huge amount of smart phone users have certainly created good conditions for marketers to reach out to a lot of people at the same time. However, for a company that is using mobile marketing, it is at least as important that you have an app or a website that is user friendly, so that its content fits on the screen. People doesn’t want to scroll around or wait for your page to load, the only ones that are going to be pleased about that are your competitors!

Mobile vs Desktop

Over the years, the desktop searches have obviously been the most popular and effective way for people to gather and search for different types of information. But nowadays, the statistics are showing something totally different. About two years ago, in 2015, mobile platforms like smart phones and other devices had become a more popular tool for search queries than the desktop searches. I don’t want to bury you guys with statistics but I would like to present some numbers that probably will give you a clear picture of the high potential of this marketing area.

  • 65% of all email is first opened on a mobile device

  • 48% of users start their mobile internet sessions on a search engine

  • 56% of B2B buyers frequently use smart phones to access vendors’ content

  • 95% of adults primarily use their smart phones to access content/information


Optimize your content!

Today, we use our phones to pretty much everything; we check our emails, we interact with friends through different platforms, we search for information online. So in order to stay competetive these days, it is important that the website of your company is adapted to mobile devices. Furthermore, just like other mobile marketing needs to be tested and optimized in order to create a mobile friendly website. There are a lot of things you want to keep in mind when you are optimizing your content for mobile phones and other tablets. For example, make sure that your:

  • Content fits on the screen without side-to-side scrolling or zooming.

  • Content loads quickly (About 64% of mobile web users abandon pages if they don’t load within 10 seconds).

  • Website returns no mobile-specific errors.

“Less is more”

The expression “less is more” is something that can be related to mobile marketing as well. When you design or redesign your Call-to-action-buttons, try to keep it clean and simple. In other words, don’t overload with a lot of unnecessary information. Instead, try to eliminate the number of steps to complete the action you want the viewer to take!

 

Mobile Marketing

 

 

 

https://buildfire.com/create-epic-mobile-marketing-content-works/

http://www.toprankblog.com/2014/01/mobile-content-marketing/

https://www.marketo.com/mobile-marketing/

Maximize User Experience Through 10 Usability Heuristics

Usability-Heuristics-Blog-Cover

Content marketing has become increasingly more relevant in our world. One of the distribution channels marketers use to promote content is through media. Relevant content is essential to attract and retain users, but the usability of the platform is equally important. A website with great content but terrible usability is quintessential to a house with its furniture placed upside down. In order to produce any type of user interface design like websites, it is important to keep these following rules of thumb in mind.

10 Usability Heuristics from Jakob Nielsen

  • Visibility of system status

The system should keep the users informed about what is happening and provide them ample amount of feedback so that they knew what to expect.

  • Match between system and the real world

The system should somewhat mimic the real world. For example, the language, the phrases, and the concepts should be familiar to the reader. Information provided to the users should appear in a logical and natural order.

  • User control and freedom

Make users feel like they have the freedom to do anything on your content; more specifically, the ability to exist or prevent automated actions. Give the users the ability to undo and redo their actions. Don’t make them feel like they trap to doing certain actions only.

  • Consistency and standards

Users should not have to guess whether what they have to do in order for certain action to occur. The system should be designed with consistency and standards so it is simple and easy for the users to operate.

  • Error prevention

Design content that prevents users from making mistakes. For example, help users check over their selections or actions and present them a confirmation page before actually submitting their actions.

  • Recognition rather than recall

Put yourself in the user’s perspective. Reduce the amount of memory load by making the options, and actions visible. The users should not have to remember certain actions they have done in the past. The information should be made readily available to the users so they can retrieve it or recall by the options or images that are provided.

  • Flexibility and efficiency of use

The system should tailor towards a wide range of users; thus flexibility is important to cater experience users and inexperienced users.

  • Aesthetic and minimalist design

The information provided to the users should be clear and simple. Extra information and excess color/structure will distract their attention and reduce their visibility of the content.

  • Help user recognize and recover from errors

Errors should be expressed in plain language rather than codes. It should not only indicate the problem but also provide the solution. The best error message should help the user understand the error and resolve it.

  • Help and documentation  

The best-designed system should be used without documentation. However, sometimes it is necessary to provide help and documentation if the information of the system is not that easy to understand.

Effects of Usability

The image above represents a simple illustration of positive experience and negative experience. As a marketer we never want our users to have negative user experience because that one experience can easily push our users towards our competitors. This is why it is important to create a system that has great usability and relevant content at the same time. In the SlideShare below, there are several examples that will help you better understand the ten usability heuristics. Hope you enjoy this week’s article.

Reference: https://www.nngroup.com/articles/ten-usability-heuristics/