Things You Need to Know About Video Marketing

video marketing

Edan Gelt: Marketers are often hesitant about using video in a marketing campaign. The medium is often perceived as an expensive form of advertising, used for major brands with large marketing budgets.  However, to overlook the power of video and overestimate the actual expense puts any business moving into the future at a disadvantage.

GENERATES ATTENTION

Your target market is viewing videos all the time. Statistics have shown that 92% of all B2B prospects watch online videos on a continual basis and Youtube has more than 4 billion views every day (Bytemobile Mobile Analytics Report).

Smart businesses use video marketing as a tactic to improve consumer engagement by including videos in emails, which increases click-through-rates and enhances conversions when the video is added to a landing page.

According to Twittter, videos and photos receive the highest number of shares. The videos have more impact because they entertain, they have a viral potential, they require little reflection of the brain and can be used to educate on a subject.

One study found that 58% of consumers had more confidence in companies that produce video content.  By 2019, video content will be the driving factor behind 85% of search traffic in the U.S. – AMA

SEARCHABLE

Customers who are searching for your products and/or services will likely search through the listings on Google. 70% of the top 100 search listings on Google are video results. In order to make your site rank higher on the results page, you can share your videos on social media, post them on blogs and embed the videos into your website.

Founder of Facebook, Mr.Zuckerberg has noted that Mobile Devices and growth of video on Social Media as two of the most important trends happening today.

Data backs up this idea: Video ad types will boom 184% from $9.9 billion to $28 billion in ad spend – making them the fastest growing ad type within 2 years.

CONVINCING

Videos offer marketers the opportunity to use both sight and sound to connect with their target audience storytelling. Invoking emotions in your target audience is an effective method that results from showing images, which connect hearts and minds with your product or services.

The general trend will be toward short, digestible videos with a strong story with compelling message.  Most video consumers want short and to the point, they don’t have time for more than a minute or so so a quick hit is all that is needed to determine whether a consumer is interested in investigating your product further.

Snapchat is founded on the short video premise and we are seeing short-form video content infiltrate other platforms like Instagram and Facebook messenger.

MEASUREABLE

One of the most beneficial things about sharing a video on social media sites such as Facebook and Youtube is that you can keep track of the number of people who have actually viewed your video and shared it.  This creates an effective channel to measure the results of specific campaigns and help you determine which videos have translated into effective marketing and increased sales.

COST EFFECTIVE

Videos stay on Google for an extended period of time. Compare that to TV where you pay per placement – one and done.   Native video content usually stays online and reduces your overall spend over time.

To start, you don’t need fancy video equipment or a professional videographer to get in on video marketing.  In fact, a smartphone is enough; the organic quality might actually help you relate better to your target market by just being real.

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Marketing as a Game of Chess

Edan Gelt

What is marketing strategy and what do strategists do? I feel like I’ve answered this question so many ways but defining it through the game of Chess is my ultimate favorite.

Marketing is the act of taking a look at your business from a 500-foot level. In comparison to Chess, the board is your marketplace (or your business) depending on how you want to play, and the goal is to either capture your clients or maybe it’s to remove your competitors (depending on your 500-ft view).

So how is Chess like Marketing Strategy?

Goal: Checkmate an opponent’s king

Strategy: I’ll open with “X strategy of opening moves” and attempt to control the middle of the board. Protect my king.

Tactics: I will move my knight here to respond to you moving your pawn.

Do Opponents Moves Change Strategy?

Like Chess, even with the ultimate strategic plan, you can’t always control your opponent’s moves so your strategy needs to be nimble enough to account for the unexpected.

Referring to the above example, I’ve created a mock client. Assuming, I am the owner of my own football stadium (don’t I wish) and I’ve set my goal, objective, strategies and tactics as below:

Goal: Increase NOI

Objective*: Increase attendance and food sales

Strategy: Offer promotional prices for pre-season buyers

Incorporate a ticket/food combo plan

Tactics: Send email newsletter to attendees of last seasons games

Create social media ad for my target audience (research zip codes of prior attendees to establish list)

Create special offer of ticket/food and send out postcards to existing attendee database to upgrade ticket to combo

Place media on X,X,X radio stations promoting pre-season prices and food combo.

Buy bus backs and billboards in markets whose demos match fans.

Looking at the above – the marketer creates strategies and tactics that match the goal of the company (increase NOI) and coordinates the mediums and professionals that will go into making the plan a success.

Going back to the game of chess, imagine the plan is in the implementation stage and the weather has been rainier and cooler than expected leading up to pre-season. Ticket sales aren’t moving. Food sales are no longer important – it’s time to change the strategy and tactics.

Move queen, reevaluate strategy and adjust the tactical plan.

Goal: Increase NOI

Objective*: Increase attendance and ancillary gear sales

Strategy: Offer promotional prices for pre-season buyers

Incorporate a ticket/gear combo plan

Offer rain or snow gear with ticket prices (branded umbrellas, rain sticks, hats, gloves, etc)

Tactics: Send email newsletter to attendees of last season’s games

Create social media ad for my target audience (research zip codes of prior attendees to establish list)

Create special offer of ticket/gear and send out postcards to existing attendee database to upgrade ticket to combo

Place media on X,X,X radio stations promoting pre-season prices and gear combo.

Buy bus backs and billboards in markets which demos match fans.

Once you have your marketplace set up and you enter it, time to play!

Basics of Search Engine Optimization

PPC, SEO, ORM, SMM? What are they and what do they do? I’ve often been on the other side of the table as a client being handed hefty reports filled with stats and concepts that just don’t make sense. The graphs show me positive and my sales are negative or vice-versa. I’ve also been lead to believe marketing efforts aren’t effective without these fancy acronym strategies in my toolbox.

If you’re like me, relax. It’s okay. Traditional marketing still works but having an EFFECTIVE digital presence is a must in today’s environment. Start slowly and do it right – understand what you are doing and what you are paying for before you sign up for it all.

The TRANSLATION:

PPC = Pay Per Click
SEO = Search Engine Optimization
ORM = Online Reputation Management
SMM = Social Media Marketing

SEO

I’ll start with SEO as it is a key foundation to building a relevant website. After all, without a good website, PPC, ORM and SMM efforts may be fruitless.

Search engine optimization (SEO) is one of the areas of website development that improves the ranking by search engines like Google, Bing and Yahoo in organic search results. Search Engine Optimization (SEO) relates to visible content on your website which will appear in search engine results.

If a site appears at a higher and more frequent rate in the search results list, the higher number of visitors your website should attract. These visitors likewise may be turned into customers.

SEO covers different types of search that include local information, imagery, shopping, video content, news and more.

Edan Gelt

SEO strategy is understanding how search engines work and developing the exact keywords or terms your target market is searching for, what platform they are using and how to develop content to meet consumer demand.

Optimizing a website includes activities such as editing the content of the website to increase the relevance of searches, backlinks to relevant sites, inbound links on social, removal of indexing barriers, etc.

Basic Ways to Optimize Your Web Contents

Widely recognized as SEO, or Search Engine Optimization, the principles of optimizing web content is continually changing as mobile behavior, social media and search engine algorithms continue to evolve. Here are some tips to optimize your web content to engage, inform, and share information and content with your target audience.

Learn About “Real Time” User Behavior

Before even writing your website content, know your target market. Learn about what their interests are, what platforms they are using to search, what information they are searching for. Monitor Reddit, Facebook, Linked-in, and other social sites to come up with compelling articles and web content to drive social shares and gain influential coverage.

Improve the Format

Improving the format of your web content is also a good optimization tactic. Make use of formatting such as bold, bullet points, italics, short headlines and subheadings, and so on. This will make it possible for your audience to be able to read the page easily and find what they are looking for but at the same time, help enhance SEO.

Headlines should be clear, brief and approximately 70 characters long. Encourage your target audience to click the headline, read the content, engage and share the news.

Even though this may only be one of the factors which determine the visibility of your web content, headlines and subheadings are often the deciding factor if a reader is going to click through to your story or not. Make use of the headline and sub-headings to strengthen the relevance and theme of your story. This will improve the interest of your viewers, as well as the open rates. Make sure the content supports the headline to prevent bounces.

DO NOT include text in pictures formats. If you have a promotion or something that is important, formats such as .jpg or .pdfs are often not recognized by the search engines and won’t be discovered in search (ie…Text embedded in MEMES).

Edan Gelt Chicago Business

Use Natural Links

Natural links are links to your content from other sites. They are often earned and not solicited. The links are often regarded as natural or native since the third-party sites are only linking to your articles and web content because they find it interesting and useful. Using natural links of your own content within your web content will also help enhance your site while at the same time provide the reader with additional relevant information. This will drive more traffic to your website.

Include Multimedia

Including multimedia such as pictures, videos, etc. is also a good way of optimizing your web content. You can insert your company logo for branding, as well as embed photos. You can also include graphics, charts, and video links. Rather than describing the news you are passing across in words, showing what you are writing about in graphs, pictures, sound & motion, is a wonderful idea.

Make Use of the Algorithms

Search engine algorithms are vital to effective digital web content. Algorithms make use of mathematical equations in determining the relevance of your story to a particular search. The goal of the algorithm is to be able to match the right content with the specific requirement of the individual performing the search. This may be best left to an SEO expert as I’m still trying to get a grasp on google-bots (this is even out of my league).

By following all the tips mentioned above, you will be improving the chances of your articles and web contents ranking higher in Google or other search engines.

The above tips lay the foundation of what SEO is and how to start optimizing your own website or content. For more information about SEO, feel free to contact me directly through Linkedin at :  https://www.linkedin.com/in/edan-joy-gelt/

By: Edan Joy Gelt, CMD, MBA
www.Edangelt.com