With mobile ad spending set to go over standard broadcast ad spending for the first time this year, brand marketers are looking for smarter ways to generate the highest ROI from their investments. The problem, it seems, is that many brand marketers do not get the use of mobility even though that is where everyone is watching, tapping, and buying! Consumers also appear skeptical about advertising. They get irritated about the number of ads they see on their smart phones and do not trust half of them. But they do like having the option to tap and learn more if it is something that interest them.
Here are some basic tips that might help you with your marketing strategy on using mobility to advertise your business or brand over mobile apps or smart phones.
1. Think through how to best leverage opt-in video. Opt-in, or rewarded, video ads are something that does work. There are use cases for advertisers in all verticals using this method for video advertising.
2. Leverage data to create relevance. Although it may seem obvious, it is worth stating how important it is to serve a relevant ad experience to a consumer. As I stated above, while ads are annoying, if the had has some relevance to the viewer, they will want more and watch the marketing ad. This should be a real wake-up call for the industry, which must collectively prioritize relevance. Mobile provides advertisers with incredible data, including location.
3. Build a mobile-specific creative strategy. The days of repurposing desktop banner ads into mobile are over—for good reason. Advertisers, consumers, publishers, and even developers are all at a disadvantage when desktop banner ads get re-purposed into mobile. Whether it is video, rich media, or something else, it is critical that advertisers think about creating mobile-first experiences that are different than what consumers are already seeing on desktop.
Tags: #mobility, #socialmedia #marketing #video #digitalvideo
I Love to read industry related articles. One I recently came across dealing with video since this is one of our main services we offer was a survey that Cisco did. They estimate that by 2021, 82% of all consumer internet traffic will stem from video content, which will be viewed at a rate of a million minutes per second. As the video market grows, how are businesses and brands going to use the data and the numbers video is going to create to gain any market share? Here are some tips I found useful in creating or producing marketing videos.
#1 Using the right insights can lead to great video successes.
Personal insights or personal content which fits your audience is tough. Use what you know will work with your followers and expand on that. Using data that you know what works and does not work will help keep your content fresh.
#2 Digital audiences and Old Skool TV audiences are in fact different.
It is so important that you make sure you create separate content strategies for the two, in addition to developing content unique to each platform. You don’t want to us the same content from TV directly for social, because what audiences want to watch on their phones isn’t the same as what they like on TV. They want shorter, 2-5-minute clips. Also, if you are using video for TV or desktop viewing note that formatting is totally different with aspect ratio. Smartphone apps such as Instagram have a totally different aspect ratio. So, besides the shorter video, know how to edit so your visual story will actually fit.
#3 Times and technology have changed You really have to as well.
Trying a new format or social platform might not be what you’re used to, but it could result in great strides in your digital video efforts. Your TV shows won’t look the same on platforms like Facebook and YouTube, for example, and that’s actually quite good, because it presents individual opportunities to grow those properties online vs. just in a linear setting. I know, I am older than you may think and I am a old analog guy from television. Going into digital was a ice cold shower for me when I started.
#4 Take Negative Feedback As A Positive For Fixing What Does Not Work.
Some types of audience feedback, even the negative kind, are more useful for measuring and improving your content than other forms of engagement. This goes for all platforms you may use and getting your followers to those platforms.
#5 Your Goal Is To Get Your Audience and Followers To Share And Like
No matter how well you think your content will do, your audience’s preferences will ultimately show you what they care about. Your goal is to determine how to identify content that is not only worthwhile but meets their tastes. If you can take what you learn to create content that’s both highly shareable and highly worthwhile, you’ll be nearer to the sweet spot of successful digital video.
#6 Make Sure Your Branded Video Content is Real and Authentic
Branded Content has been known for its ups and down. It works as long as it’s done in an authentic and truthful bonding way. Use branded content to create that engagement and interaction. It is OK to tug on your viewers emotions, make them ask questions, and smile.
#7 Know Why Certain Video Content Worked Well And Capitalize!
If you find a winner with your videos that is getting a lot of shares or likes, find out why by the data. Your followers have a reason why they enjoyed it. Focus on those videos and create similar content.
TAGS: #video, #social media, #digital video, #brandiing, #marketing
Businesses have screamed and complained and finally Facebook has listened (sort of) and has done some fine tuning of the Facebook business pages. The changes are subtle in nature and many businesses are not going to get too excited. Facebook is trying to redefine business Pages with these changes for the 80 million small businesses on its platform and the 1.6 billion people connected to them. What are the exact changes and how will they work. Let’s take a deep dive.
First, Pages will emphasize utility related to the business, like a “make appointment” or call option for service industry type businesses or reservations and menus for restaurants. The recommendations users can give friends through Facebook’s special News Feed post format triggered when people ask for suggestions will now appear on a business’ Page. Comments are also being revised to include a 25-character minimum. One particular "add-on" that Facebook has also added is the related page feature which I know is not making local businesses happy. It simply promotes competitive like businesses in your area. An example is if you own a tire dealership, similar pages of other tire dealerships will appear. This makes admins nervous as people search you only to find others offering the same services or products. Not very practical in my opinion.
To provide promotional options beyond the feed, all small business can now post ephemeral (short term or limited use) Stories. Facebook is all rolling out its job applications tab as well so small businesses can easily find staffing. Again, from a marketing standpoint, I don't really see the benefit of this overall but I am willing to give this tab a chance. Both of these could give advertising revenue opportunities to Facebook which presentlyis declining and it needs the extra income and some positive press.
Lastly, Facebook is adding a Local bookmark to the desktop site that opens the same nearby businesses and events guide it offers through its mobile app it launched in 2016. 700 million people now connect with Facebook Events each month, so that medium has become an important bridge between businesses and customers. Facebook will be talking more soon about how local businesses can stay relevant and visible in the News Feed.
Facebook is making Business Pages more valuable at a time when merchants might wonder why they’re on the platform if it’s so hard to get News Feed distribution. Facebook Business pages are only as good as the content that is on them. This means new content daily or at the very least several times a week and user engagement.
Tags: #facebook #social media #small business #marketing #branding
Customer testimonials really brings your business directly to the customer and potential customers as being real. While testimonials work, it takes planning and cooperation from those you select to put on camera.
The neat thing is it does not have to be super professional. Let them use their smart phones to record that testimonial. You can obviously bring them into your store or office
to tape or a studio if you are hiring out a professional to shoot it. Visual evidence takes social proof a step further. Customers place far more trust in a review – or testimonial -- when they can see another customer speak, feel the emotion and determine whether the person is honest or not. How do you get customers to sit down and record a video selling your product? It’s not as big a marketing hill to climb as it may seem, and I will outline some strategies to consider when obtaining and circulating real, genuine customer testimonials.
Skip the script!
It’s okay to have a plan if you’re recording the testimonial in-house. Invite the customer in and show them around your office. When it’s time to sit down and record, they’ll feel relaxed and ready to give a meaningful testimony. Tell them how long you’d like to record, which products you’d like to talk about and which products they have experience with. That said, it’s important to keep things genuine and stay clear of a script. Customers viewing a testimonial know in a matter of seconds when something feels contrived and will immediately tune out. Keep things conversational. Respond to your customer with follow-up questions; don’t just skip to the next item on your list. Keep things relaxed and you’ll yield genuine results.
Use the popular unboxing video technique
Remember that feeling of complete amazement on Christmas morning when you sit down to open your presents? Unboxing videos are great at harnessing this youthful exuberance. The concept is simple: reach out to a few regular customers and offer to send them a free product, provided they record a video with their smartphone opening the package and testing it. It’s a low-effort act for them in the grand scheme; many customers will be thrilled to participate. These videos accomplish several important marketing goals. First, unboxing generally brings a natural excitement that shows on video. The other objective is that the video simulates in an accurate representation of what other prospective customers can expect upon purchasing your product. Setting realistic expectations fosters a desire in potential customers to pursue a similar experience with your product.
Keep it short and sweet, but keep the camera rolling
The final product shouldn’t be too long; less than five minutes generally, but less than 90 seconds is better. But during the process, keep the camera rolling! Don’t rush the interviewee; let them elaborate as necessary. Some gems of insight can be found throughout this process. If they say something that you don’t feel meshes with the tone of the video or brand, it’s okay! Keep on going and worry about it later. Everything can be edited, but authenticity cannot be created.
Launch social media contests for your video
This campaign is a great way to save time, generate video testimonials and get attention for your brand. Send a call-to-action to your followers on social media asking them to post a video reviewing your product or service you offer in exchange for a free item. Get creative: use a hashtag and theme for it. Not only will the campaign yield valuable passively created, user-generated content to choose from, it will also open up your brand to all of the followers of your participating customers. This is an ideal use of video testimonials and calling attention to your product or brand.
Tags: #marketing #branding #video #advertising #social media