Facebook recently stated that it's tweaking its News Feed algorithm to reward creators who publish video content that sees longer average watch times, and generates more repeat views. At the same time, Pages posting unoriginal or repurposed video content are going to be penalized through limited access to visibility and monetization. Facebook is taking a nod from how YouTube works with its monetization partners. But for small business using the platform to promote their business, monetizing is not their main focus. Keeping their brand and their marketing strategy intact is.
If you do not have or use a dedicated video team, this could turn out to mean more work for you to get anyone to watch your content. Essentially, Facebook will now reward Pages which build loyalty, get views, and post original content. So as a small business owner that may post videos randomly and do not have access to an agency to keep slapping up content, what does that mean for you?
Simply put, Facebook is focusing on video content which keeps viewers coming back for more. That means that, going forward, Facebook will prioritize videos that users seek out via Search, or by visiting a creator’s Page. This will apply to the News Feed, Facebook Watch, and Facebook’s “More Videos” recommendations.
So, how can businesses ensure their audience remains engaged over time, and coming back for more? Here are a few ways to do just that:
The new update also rewards content that gets users to keep watching for at least one minute. Specifically, Facebook says that it will, “add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long.”
Here are a few things to keep in mind when curating longer video content on Facebook:
Facebook recommends sharing content that “you wrote, shot, edited and published yourself, or with the support of a production partner.” (Sounds a lot like YouTube)
Original content that compels users to tag their friends, or share your videos, and encourages meaningful conversation, will be ranked highly. Here are some easy ways to make sure your content is authentic, and gets optimum visibility:
Tags: #video, #smallbusiness, #facebook, #socialmedia
As marketers, we all tend to think that our content is always great. We provide value in a fun, memorable way, speaking to our audience in a manner that they enjoy.
While it would be great if that were true, the sad reality is that if we aren’t careful, our content can do more harm than good.
And since both paid and organic success on social media hinges on a high-quality content strategy, it's important for brands to understand what their audience does and doesn’t want to see.
Want to keep your social media audience happy and engaged? Avoid these common mistakes. A recent study I found conducted by Adobe includes the following items that seem to upset consumers.
Visual content rules the roost on social media, and it's crucially important to ensure that all of your content is visually appealing, where possible. If creative design isn’t your forte, lean on a team member to help you out, or consider starting with a template from a platform like Canva. Which is free to use.
At the end of the day, you're creating content with a view to convert social media consumers into customers, and your efforts simply won’t be as effective if your material is unattractive. Be clear, concise and accurate with your language. Have another team member review your content for quality just to be safe. Perfection is not a feasible goal, but keep in mind consumers want easy to understand and digest content. Personalization is an amazing thing - however too much of it is just plain creepy.
The key to not turning off consumers is being relevant to their situation, but not so exact that it freaks them out. Facebook has had a lot of bad press about data sharing, so you wouldn’t want your marketing message to get overshadowed by someone feeling like you are spying on them. As a counterbalance to point three, consumers do actually prefer content that relates to their specific question or personal situation.
It's important to create content with an audience in mind, so that everything you publish will appeal to them in some way. The relevance and relatability of your content will position your brand as a resource for consumers
Tags: #contentmarketing, #contentwriting, #content, #socialmedia, #marketing
Whether or not to put service rates on your website is a decision each service provider has to make. Should you leave the prices off or should you list the rates for prospects to see? There are pros and cons to both scenarios. We offer services obviously with our company and we choose not to post our rates because each production, web design, or other offerings we have varies from client to client. That does not mean however that posting your rates may in fact benefit your business.
The benefits of putting rates on your website:
Sets the expectation of your price: Putting your rates on your website helps you weed out people who can’t afford you. It will help you avoid wasting time on sales calls with people who aren’t your ideal client.
Sets the expectation of what’s included: You can make it very clear what service comes with each rate if you create packages. The prospect can make decisions on what service will be best for their budget before even talking to you. Taking this approach saves you and the prospect’s time.
Gives you the ability to sell passively: Have you ever been in a situation where you were interested in a service but the website says to call for details? This adds an extra step to the rate shopping process. A customer may sign up for the service without talking to you if the price is right.
The benefits of not putting rates on your website:
Gives you room for negotiation: The prices for your service may change depending on who you’re working with. You may charge a corporation a different price for a service than you would charge a mom and pop store. This gives you space to get details about a prospect before you name a price.
Let’s you customize: Not putting rates for each service on your site gives you a chance to customize packages. On a sales call, you can get an understanding of what the prospective needs so you can sell a service package that’s tailored to them. Leaving prices off of your site gives you quite a bit more flexibility in this regard.
Helps you express the value of high-ticket services: Prospects may scoff at very high-ticket service offerings when the price is listed on the website. There’s no context behind the price. For these services, a sales call may be necessary to learn their needs and explain how the value and your experience backs up the price point.
Keeps your competitors Guessing: Sadly, but a part of doing business, you all know as well as I do that if you don’t put your prices out there, most of the time, your competition does not know what you are charging for your services. Everyone crawls each competitors’ websites or social platforms just to see what they are up to. If you are not doing this, you need to. How else are you going to better your business or stay “in the game”?
You can always do both pricing strategies to test which method performs better. Do a mix of both by listing a starting price on your website. This gives the prospect an idea of what you charge but also leaves some room for negotiation. If you set a starting point for your prices, stand firm in how much you’re charging. And remember that negotiating your prices down can cause the client to undervalue your work. Any freelance or service-based business provider will tell you that low paying clients can be high maintenance and not worth the trouble.
Tags: #websites, #marketing, #advertising, #pricing