Ahhh, all those branded online video content. In no other medium is the divide between compelling and worthless more pronounced.
Why is this? There’s no question that we’re visual creatures. With over half of our brand being directly devoted to visual processing and with the internet generation’s voracious appetite for video – demonstrated by all those years of content being uploaded to YouTube every day - one would expect video marketing efforts to go down in frenzy.
In the vast majority of unsuccessful cases, it is a combination of misjudged messaging and the general feeling evoked by the video. With our heightened perception for this medium, getting the emotional pitch of your branded videos correct is absolutely essential.
The power of emotion
The power of emotions and stories is long-established, from both a psychological point of view and in marketing. So, is there any science to back this up? Counter-intuitively, human decisions are nearly always based on emotion, not logic.
From emotion to logic: The Marketing Video
It has been shown that top-of-the-funnel efforts should appeal emotionally. From a marketing perspective, it is simply about getting as many eyes on your content as possible—vetting and nurturing starts further down.
While viral videos aren’t right for some brands, a great study into a internet virality confirms the importance of emotion at the awareness stage. Additionally, we are 22 times more likely to remember information when it’s wrapped up in an emotional story than laid out bare. Most of the time, awareness-stage content barely mentions the brand. Appealing to positivity and self-examination is another common tool for emotionally driven awareness videos.
The Middle of The Video Message
Once you’ve attracted the attention of your viewers, the middle stage is essentially about proving yourself to those who are showing interest. We want to begin appealing to their rational side. We’ve found that brand videos demonstrating company values and their differences from the competition - all while showing a human face and compassion - are a powerful catalyst at this point. Videos need to instill trust and confidence to their potential customers or clients. This is exactly the kind of reassurance people are looking for when deciding between options.
The Last Few Seconds…. Your CTA
Product videos are the most common type found at this level, and for good reason. Using a product video on say, a landing page can increase conversion rates up to 80%! A recent study showed that one in four consumers actually lose interest in a company if it doesn’t have product videos. Additionally, the many SEO experts out there will know that this will also improve your visibility - indirectly through improved user metrics and directly through video search.
But does video content at this stage have to be clinical and serious? The contrast between one over the other gives an indication of the directions you can go. Also, product videos are not the only effective content at this stage. Customer testimonials are powerful hooks to drag customers towards conversion - and usually provide a better opportunity to include emotional nuance. Setting aside the immense engagement received by both videos, these are just two examples of how to inject a bit of life and humanity into practical CTA video content.
Keeping emotion in mind
Many of these techniques are known by marketers and salespeople, but they are without question worth bringing to the surface and re-examining every once in a while.
The power of both emotion and logic as forces of persuasion can be illustrated in a hypothetical social context. When someone discovers a new company, they’ll take delight in explaining to others its powerful branding, creative approach to the marketplace and pleasing social values. We marketers simply need to be aware of this phenomenon, provide the pieces, and then, for once, we can sit back and let the consumers do the work.
Tags: #video, #marketing, #socialmedia, #branding, #advertising, #digialmedia
Video an incredibly powerful tool for B2B businesses. YouTube has approximately 2 billion monthly active users. Aberdeen Group recently reported that video marketers generate about 60% more qualified leads than marketers who don’t use video. And according to Wyzowl, 83% of marketers say that video gives them a significant ROI.
But it isn’t enough to simply create videos. You need to create videos that will make your brand stand out from the crowd. Here’s some ways I found reading as well as our own practices that can work for you if you plan on doing your own videos.
Using Video to Personalize Your Brand And You!
Creating customized or personalized videos as part of a customer based marketing campaign can be incredibly effective to help generate leads and land new businiess. This is especially the case when you create a one-off video for a target company or individual.
For example, let’s say that you sell some kind of software for businesses. You could create a personalized video for a prospect, walking them through an initial analysis you’ve done on the company’s actual website traffic, with tips for how to respond to different types of site visitors based on the behavior displayed.
Shooting videos that are specifically directed at a company or person is a powerful way to grab their attention and get them to engage with you. It’s also an effective way to differentiate yourself and your brand from your competition.
Increasing LinkedIn Engagement
Like most social media platforms, LinkedIn has been giving more exposure to videos of late. Additionally, 84% of marketers and advertisers who have created videos for LinkedIn have found the channel to be a highly effective strategy for generating results. This presents a unique opportunity for marketers.
Sharing videos is one of the most effective ways to cut through all the noise on LinkedIn. You need to generate hundreds or thousands of engagement events for a single LinkedIn video.
Highlighting Customer Stories
It is a given fact that social proof is critical when it comes to building your brand and landing new clients. Getting clients to tell their stories is one of the most powerful forms of social proof your brand can deliver, especially when it’s on video. But get creative when getting your clients to tell their story. Don’t simply have a talking head giving a simple testimonial.
HubSpot recently created an outstanding customer success story around their work for the Rock and Roll Hall of Fame. I saw it on-line. They crafted a highly engaging success story, featuring a rock soundtrack in the background, MTV-style quick-changing shots, brief interviews, lots of zooming in and out, etc. The result is powerful and compelling.
Another example is a Slack and a cool Sandwich Video collaboration that highlights the power of Slack. The video was presented as a story, with some hilarious cuts to employees giving their commentary. Not only is the video enjoyable to watch, but it also shows why Slack is such an effective tool for businesses. It had more than 1.1 million views, the video has generated a good amount of visibility and social proof for Slack. We use slack for a networking group here in our city.
B2B businesses are increasingly seeing the value of working with influencers, but it’s still new enough in the B2B space that it may enable you to jump ahead of your competitors. Using influencers in your video brand can potentially generate thousands of shares and leads for your brand. Use influencers who really care about your brand and you know will work for your and will promote.
Showcasing Your Personality
Video is also a highly effective way to turn something mundane like you’re not here right now (I’m out of the office or on site) into something funny and show off your personality. Take the time to create something “out of the box” and showcase yourself and in turn, your brand. This is a situation where a video can be longer than the standard norm of 2 minutes.
Take the time to figure out your game-plan for your next marketing video. Have fun with it but most importantly, make sure it is creative enough to gain viewers, be shared, and gain likes.
Tags: #video, #marketing, #videoproduction, #advertising, #socialmedia
So how many of you with businesses are using Instagram to promote your products or services or just send out "feel good" messages? If you are NOT using Instagram by now, you really should. In fact, more than 60 percent of people said they use Instagram to find things that they want to purchase or obtain in real life. One thing that you can do to promote your pro Instagram place in marketing is start by making your business exactly that. Pro-Instagram!
In some cases, you can do this without even creating a single post. If you’re able to create an experience that your customers want to share on their own Instagram accounts, they can do much of the work for you. By setting up pro-Instagram places and creating products that people would love to post on their feeds, your customers can help your brand gain more buzz on Instagram.
How to Make Your Small Business Pro-Instagram
Here are some of the specific strategies I have found that you can use to create a pro-Instagram business.
Set Up Instagram Walls
Every great Instagram photo needs a good backdrop. If you have a unique mural or interesting color on any of your interior or exterior walls, customers will be tempted to take photos in front of it. They might simply take a photo of their group and post it with their location, or showcase your product in front of a visually pleasing backdrop.
Integrate Unique Decor
Aside from your walls, people also want to include photos of decor items that are unique or interesting in some way. You can put up a neon sign, include a statement light fixture, or have an interesting patterned floor installed. All of the decor elements you choose should fit with your overall brand image and should catch people’s eye right when they walk through the door.
Keep Everything Neat and Tidy
However, one thing customers don’t want to capture for their Instagram feeds is clutter. You might be tempted to try and fit as many decor elements into your store or restaurant as possible. But a ton of different items in one space can look messy when included in one photo frame. Try to keep things fairly minimal and neat so your unique decor can really stand out and look great in photos.
Improve Your Lighting
Even the coolest decor won’t show up well in photos if your lighting is poor. You need to have high quality light fixtures that create an even look throughout your interior. It also helps to have plenty of natural light during the day. So, try to keep shades open and consider even adding some skylights or extra windows if your space is especially dark.
Mirrors allow customers to easily take photos of themselves and their groups with your space featured prominently. If you’re a clothing retailer, customers might even use mirrors to show off items they’re trying on. But even in restaurants or cafes, including mirrors in the entryway or bathroom could offer customers some prime selfie opportunities. (Don't get kinky on me now)
Pay Attention to Presentation
Your actual products can also be the subject of your customers’ Instagram posts. But they need to be visually appealing in some way. People would rather post a photo of some interesting latte art than they would of a plain old cup of coffee. For food and drink items, simply put a little extra care into the plating and visual accents. For other products, some well-designed packaging can go a long way.
Host Special Events
People love sharing their fun experiences on Instagram. So, if you host some special events, it could bring more people to your business and also encourage them to share in their Instagram posts and stories. Some interesting event signage and decor can also go a long way. If you want to take it a step further, you might even encourage people to wear costumes or dress up so they’ll want to take photos of themselves.
Set Up a Photo Booth
If you really want people to take photos at your business, make it really easy for them by setting up a designated area for them to do just that. Set up a cool backdrop and include some props or signs that people can use to spice up their photos. You might even include some subtle branding elements in your props.
Repost Customer Photos
Customers appreciate interaction on Instagram. So, if you do have your own Instagram account, show them how much you appreciate when they post photos taken at your business by reposting them. Always offer credit and say thank you or share a fun sentiment. Then your other followers may be more likely to think about posting their own images the next time they visit.
Create Contests or Incentives
You might even consider rewarding customers who post photos from your business in some way. Offer a discount code to customers who share product photos or host a giveaway asking people to share photos from your location, tagging your business, within a specific time period. I hope these ideas help get you and your business Instagram Ready.
Tags: #instagram, #socialmedia, #marketing, #business, #images