Spring Clean Your Video Marketing

Just like your home, your video marketing needs maintenance to retain value. Dust-filled marketing can easily give you an outdated company tag.

1. Clear The Exposure Clutter

Competing against yourself by posting the same content in every online location does not do your marketing efforts justice. Each social media platform gives you the opportunity to communicate with your audience in a different manner. Choose one platform that showcases your video best and focus there.

YouTube

According to HubSpot’s 2018 State Of Inbound Survey, 48% of all marketers plan to add YouTube to their marketing strategy over the next 12 months.

If you think your audience is not on YouTube, consider these stats:

  • One third of all online activity is spent watching videos
  • 54% of people want to see more video content from marketers
  • Overall, 83% of consumers worldwide prefer YouTube to watch video content
  • 18 is the average number of videos published by businesses each month

Facebook

Paid advertising and clickable “call-to-action” options at the end of videos expand the possibility for reach on this platform.

Video allows you to bypass any Facebook text restrictions – the 20% text policy only applies to static image use.

Note that multiple studies show that more than 80% of users do not turn on the sound when watching video on Facebook, therefore your video should be designed as if no-one is listening.

Mobile Platform

According to a 2016 Ericsson Mobility Report, video will account for 70% of all mobile traffic by 2021.

As people browse the Internet on a small smartphone screen, it’s far easier to watch a video than to read text. Are you worried that mobile users are hesitant to watch videos on their devices due to exceeding their plan’s data limit and incurring extra cost?  Free Wi-Fi in more and more public spaces are increasing video content views “on the go” as we speak.

That being said, your video should immediately convey its value and answer that “why should I watch it?” within the first 10 seconds. Should your target audience watch it because it will make them laugh, inspire them to act or because it will teach them something new?

Don’t feel constrained by what’s gone before you in your industry – stand out and take a chance on perhaps being funny!

If in doubt about including this platform in your video strategy… think about what you do while waiting for someone or something to start? Do you take out your mobile to help you pass the time? Your brand should make use of this opportunity and create top video content to pull people into your message.

2. Dry-clean Your Audience lists

Verify your email contacts – reach out to your audience and simply drop a reminder video to ask if their information is still relevant. This will not only keep your list current, but creates a positive customer touch point to open up “dried-up” communication again.

3. Optimise More

Are your videos optimised for viewers to land on your website? Including backlinks to your website is a must. As with any other content, the title is the first thing people will read when scrolling through a list of videos, so make sure it’s clear and compelling and make searchers curious about the content.

Hosting your video on your own domain may help with your overall SEO efforts, but could mean reduced exposures or shares. Expert advice, depending on your specific video goal, will be beneficial.

Enable embedding on your video as this will help you increase the likelihood of receiving inbound marketing links – links from other websites directing traffic to your site.

Remember that it doesn’t matter how good your marketing plan is if your video is used as a stand-alone product. It’s tempting to cut corners and produce a quick video just to jump on the video marketing band wagon, but in the long-run, it won’t pay off. Video Marketing is one key element in the bigger strategy to reach more of your target audience.

Once you’ve identified your video channel and have a plan to clean up your target audience, call us to create your marketing videos with purpose.

Disclaimer: Insights and press releases are provided for historical purposes only. The information contained in each is accurate only as of the date the material was originally published.

B2B Online Videos – 2018 Growth Catalyst

Online media channels have shifted a lot of focus to the power of video and customers are now expecting well produced videos as part of the sales process.

B2C marketing have cottoned on to this trend, but B2B companies don’t seem to take advantage of this marketing tool and therefore do not reap the brand growth that is possible in this space.

Your B2B purchase funnel mostly starts with a Google search and Google has emphatically declared that algorithms give preferential treatment to video content. According to a Google study, 70% of B2B buyers and researchers watch videos along their path to purchase.

Video alone will not save your online marketing, but it will give you a boost in rankings – it allows more people to see your website if your content is of a high quality and answers the search intent of the user.

So, what is this search intent that your B2B video should satisfy? If you can identify the main topics and questions that people are looking to answer when searching for a specific term and your video content addresses the user’s needs, you have come close to nailing the search intent.

A search intent on Google can be categorised into four possibilities:

1. Intent to find information

People are looking to gain knowledge, so the search starts with “how to” or “why”.

2. Intent to find specific business or service

This user knows the company name they are looking for, so a specific website for a specific business is queried.

3. Intent to find more information

People are looking for product information, reviews and price comparisons before they move to the transaction/purchase.

4. Intent to find a transaction in some way or another

People are ready to “buy” a specific product. E.G. “Book travel online” “Buy MacBook”.

B2B companies who proactively use video to answer their prospects top search intent questions, will experience more organic traffic from search engine results pages.

Answering questions about brand, services, products or industry, will educate and empower prospects when they need to make purchasing decisions. If you answer prospects questions consistently, you become an authority in Google’s eyes and gain credibility because of the value you provide.

The B2B versus B2C marketing differentiator is the longer sales cycle, therefore, since the point of purchase is not instantaneous, a single video asset running for 365 days, is not the most viable solution. Opt for a quarterly strategy, mixing brand awareness videos with more relevant sales-converting information.

B2B Video Options

Your business core is to solve challenges for your customers and this is the basis for the list of potential B2B videos to add to your marketing strategy.

  • Analyse the challenges you solve.
  • Analyse the potential terms the customer will use to search for solutions online.
  • Produce video content that helps prospects to learn, compare and research for their B2B purchases.

TedTalk videos cover incredible B2B topics: Google search: “why tedtalk videos work”, serves this answer: “This isn’t traditional business advice. These talks offer unconventional, and uncommonly useful, advice on leading, working and making the most of each day.”

If your B2B video marketing can reach your prospects with useful advice to help them “make the most of each day”, you are on the road to increasing your bottom line.

Disclaimer: Insights and press releases are provided for historical purposes only. The information contained in each is accurate only as of the date the material was originally published.

What Women Watch: Video Marketing

Freud famously wondered “What does a woman want?” and he never figured it out! What women watch on YouTube though, goes well beyond the domains of beauty and child rearing. In honour of Women’s Month this August, we take a closer look at video marketing trends to reach this targeted group of potential clients.

What Are Women Watching And What Marketing Impacts Their Decision-making?

According to the Director of YouTube ads marketing, three trends are clear:

  • a noteworthy increase in watch-time of business-centered content
  • learning outside of work through how-to videos
  • and content that empowers

Women Watch Entrepreneurial And Business-centered Videos

Female watch time for content identified with private business news and business benefits dramatically increases year on year according to YouTube. They are using new media such as online video to learn and develop in their professions.

Women Watch How-to Videos

When they are not focused on improving their careers with online video, women are more prone to focus on how-to videos than beauty videos.  We cannot sum it up better than the owner of Prescott True Value Hardware: “Men want to buy the product and leave. Women want to know ‘how will it work?”

Women Watch Videos That Empower Them

See the top 10 empowering promo videos on You tube’s Empowering Ads Leaderboard, featuring the best performers. The topics promoted range from the shopping trends that inspire today’s consumers to travel marketers’ strategies.

Susan Wojcicki, CEO of YouTube, says women between the ages of 18-34 are twice as likely to think highly of a brand that made an empowering ad and nearly 80% are more likely to share, comment, and subscribe after watching.

Women are expected to control more and more of the consumer spending over the next decade, which begs the question: why are businesses overlooking the power of the gender of the potential buyer? It is probably a stronger factor than age, income or race. If you can crack the female code and capture market share through the lens of effective video marketing, the competitive advantage can be yours.

Strategies To Reach Women With Your Video

Let’s be clear, there is no one-size-fits-all video marketing strategy to reach women. Your product or service must be positioned uniquely to the specific women in your target market without pre-conceived stereotyped notions. Take note of demographic differences such as age, education level, income, ethnic and geographic factors. As with all video marketing efforts, trying to be all things to all women in one video, could leave you reaching no woman at all.

Cause Marketing

Link your product or service to a cause that potential female clients may care about. According to the Ernst and Young ‘Groundbreakers’ report, women reinvest 90% of their income into their families and communities. “By fostering this emotional connection, you can instill a feeling that by purchasing from you, your customer is actively taking part in helping your company do good in their community and world. This is compelling evidence that a certain segment of women cares about spending money with companies that share their values.”

Speak Their Language

If you are video marketing to an older or younger demographic, be sure to speak their lingo. The biggest mistake is to target moms and use a 23-year-old graduate to appeal.

Be Truthful

Don’t fill your video with promises and hype. Tell your female viewers what your product does, what your service delivers and why it is worth buying or acquiring – because they truly work or are truly worth the service.

Show Personality

Women often buy personality over product. They are more likely to buy from you if you a have good reputation, friendly service, inviting atmosphere, pleasant visual appeal. Women, more so than men, buy the experience, so sell the personality of the business in your video. Also share your path to sustainable business practices if possible – women form a big part of the growing sustainable consumer market.

Nurture the relationship

Women take a winding, holistic approach to a financial decision, says Kirsten Osolind from Re:Inventing Marketing. Your potential female client will need peace of mind and feeling secure before making the buying decision. Your video content should make women feel comfortable to take their time to make decisions – build their trust and don’t rush them. Research has shown that women respond well to a “plot and storyline”. So, take them on a clear journey with your message.

Save Them Time

Women have many irons in the fire at one time and are bombarded with millions of marketing messages a day. Break through the clutter and show how to solve a potential problem – don’t just tell. Be concise and benefit-oriented.

Once you have identified the pain point you want to address in your video, leave out the frills and euphemisms, get to the point of the solution.

Example of bad execution:

  • Search terms – “YouTube statistics – female viewers”.
  • Results served by Google Video – “YouTube stats and other stuff.”
  • Content of this video – a female sharing 17 minutes of why she is doing the video.
  • Result – frustration, irritation, never going back to this “brand”.

Appeal To The Need To Do Better

Jane McEtyre from McEntyre Public Relations says women instinctively want to do better: look better, be a better wife or mother, better student, better friend, better organised, better informed, better at her job. Therefore, your video content should appeal to this instinct – if you can show her that your product or service will make her life better or easier, you may just become her partner for life. Craft your product or service video to result in a message that says: “I’m better for it”.

Women Share

As the CPO – Chief Purchasing Officer – of many households, women often turn to friends for advice about brands and products and happily share information on a good deal or experience.

Put together your marketing videos using the right mix of people that your target female audience will likely respond to – don’t make the mistake of thinking that all women are the same.

You cannot just take your traditional marketing material and add the colour pink. At the end of the day, it’s not the product or service, but how the content of the video message is portrayed that distinguishes a campaign as targeting women.

Never discount women’s roles as strong brand influencers either. Just remember that they overwhelmingly prefer a personal component in their online activities. Develop a way to combine the two and you will have created a promising video marketing strategy.

Disclaimer: Insights and press releases are provided for historical purposes only. The information contained in each is accurate only as of the date the material was originally published.

Prepping for Mt Everest Base Camp – Video Two

 

Part two of our uplifting video interview with Nicole Capper, Tammy Taylor Mrs South Africa 2018, as she was preparing for her trip to Mt Everest Base Camp for Rare Diseases South Africa in April. We were honoured to be part of her journey.

Disclaimer: Insights and press releases are provided for historical purposes only. The information contained in each is accurate only as of the date the material was originally published.

Shoot And Score With Brand Videos

For years, brands have tied marketing campaigns to high-profile sporting events, capitalising on the millions of viewers who tune in to watch.

Major sports events present great opportunities because viewers are already “tuned in”. All you have to do is figure out a way to connect with them.

At the end of the day, sport is all about emotions, and so is video marketing. Being able to address those emotions can be what tips the balance in your brand’s favour. With creative video content you can craft a link between your product or service and the hype around sport.

So how do you take your brand to centre court with strawberries and cream, champagne, raincoats and umbrellas? How do you target the armchair soccer fan?

According to Hyundai’s UK marketing director: “Football fans will watch any content so long as it’s good – they don’t care who it’s by”.

Your brand video should therefore represent a credible and compelling reason to associate your business with the sporting event – rather than a typical “jumping on a bandwagon” approach.

Find a brand sports theme

Connect your brand video with a theme/emotion the sports fan is already experiencing:

  • Winning or triumphing
  • Overcoming an obstacle
  • The thrill of victory
  • The agony of defeat
  • Celebration

Sports fans are engaged, social and interactive. With video marketing you can build a personal connection with this audience, zooming in on the emotional reaction you want associated with your service offering.

  • Focus on making viewers look as cool as possible.
  • Inspire sport fans and new customers to participate in the outdoor lifestyle your product or service promotes.
  • Appeal to viewers sense of “glam”.
  • Tap into the human drama aspect, the underdog fighting his way to the top, the professional athlete’s tremendous sacrifices.
  • Address the community aspect – people coming together to participate in something greater than themselves.

If your product or service can be used by athletes, demonstrate that. If your product or service can be used by fans on game days, highlight that. If your product or services can be enjoyed after the event, show that.

But be sure your video feels authentic and where possible emphasises your appreciation for the sport.

Find a specific brand message

  • Persuade the customer to try a new product/service.
  • Inform the customer about new or special features of an existing product/service.
  • Create a new attitude about an existing product/service.
  • Broaden awareness of a product/service.

All great video marketers push beyond perceived barriers by understanding customers, knowing products, and then combining creativity and technology to provide valuable recommendations and experiences.

Activating and producing your video marketing around the passion points of a World Cup Soccer, Wimbledon or Golf Open Championship event, is easier than you think, and you don’t need a big budget.

Find your sports connection and call us to capture your brand on video – Shoot and Score!

Disclaimer: Insights and press releases are provided for historical purposes only. The information contained in each is accurate only as of the date the material was originally published.