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Why Your Small Business Should Use Video

We’re in the midst of a marketing revolution, and video is leading the charge. Videos are the medium of the future. If that’s true then it looks like we’re already in the “future” because one-third of all online activity is spent watching videos, according to Hubspot Marketing. Numbers are expected to increase as marketers everywhere realize the value and impact video has on campaigns. Sites such as Google and Facebook are using algorithms and ranking methods that favor video content compared to images and text alone. Let’s take a look at the upside of adding video to your marketing strategy and what it can do for your company overall!

Google Loves Video

Google runs the show, plain and simple. Google is the largest search engine in the world followed by Youtube, which happens to be a subsidiary of Google, surprise!  Incorporating videos on your homepage and blog posts with relevant keywords is one way Google ranks for search engine results. With the right combination of SEO, content creation, and video marketing you’ll soon see your company climbing up the SEO ladder.

Video Boosts Conversion and Sales

The internet is a very competitive landscape, especially for small to medium sized businesses. Customizing your marketing plan that will appeal to both Google and your customers is crucial when it comes to maximizing ROI. By creating videos you can increase the ability to build relationships with customers and prospects while also pleasing Google’s algorithms at the same time. Having videos on your site will entice visitors to stay on your page longer and will help them gain more trust by learning about your product in a visual way. This marketing approach is what will result in a high conversion ratio for you and your team.

Investing in video marketing can be expensive, but the benefits that come with adding video will pay dividends. The more shots you take the better chance you have to score, and by adding videos you’re giving yourself the opportunity to take more shots!

Video Builds Trust

A key component to attaining and retaining customers is trust. You can’t always hold your customer’s hand through the buying process and often times the only reason they will reach out to you is when they have a problem that your product or service may be able to solve. Creating videos that are engaging and helpful to your customers allows them to understand who they’re buying from, which will help build a relationship and establish trust! Creating videos that describe product information and product demonstrations will help your clients understand how something works!

  Social media is another tool your business can use to build trust, and incorporating videos on social is a great way for customers to engage with your content. According to Hubspot, 92% of mobile users are likely to share videos on social media. The more likes and shares you get the more exposure your company receives through back links and clicks to your site. Oh yeah, can’t forget to mention this will also help improve your Google ranking as well!

Video can explain anything, whether you distribute steel or build fences, being able to convey your story through video will help your customers get a better understanding of what you do and how you do it on an everyday basis.

If you’re not convinced video marketing will improve your overall digital presence, then let’s hope your competitors aren’t convinced either. Otherwise, you may start to see some of your numbers fall. Not all companies have the time and resources to invest in video, but if you and your team are trying to step ahead of the competition, reach out to our team at Swell!

new marketing trends in 2017

7 Marketing Trends to look out for in 2017

One of the fun (and sometimes the more frustrating) parts about the marketing industry is how quickly trends turn over. With the advancement of digital communication, there is always something to be learned about and adjusted with your marketing campaign. With the beginning of the new year, let’s take a look at some of the latest digital marketing trends 2017 will have to offer.

Interactive Content

While written content remains a vital part of a healthy marketing campaign, interactive content seems to be climbing the charts in popularity. Examples of interactive content can range from online quizzes, infographics with personalized results, or interactive maps as the user toggles the mouse. While some of these projects may sound a bit overwhelming to create, there are plenty of programs available now with drag and drop type functions for creation. Programs like Ceros or SnapApp can assist you and your marketing team in creating engaging content for your online visitors.  

Social Ambassadors

Using celebrities and professional athletes to endorse a product or service is nothing new in the marketing industry, however, with the rise of social media as a form of communication, many people are now utilizing social media as a platform to share in their expertise. Those that stand out from the rest in what would be considered expert-level knowledge will have a high number of followers of their social profiles and would be considered “influencers”. Because of the interest that these self-made social celebrities create online, some companies are now sending their related products to them to be reviewed or even create partnership with by making them social ambassadors for their products.

Take makeup artist Jaclyn Hill for example. She has grown quite a following of nearly 4 million followers on Instagram. Makeup and beauty companies now send her new products to review and promote online for her followers to see.

 

instagram social ambassador jaclyn hill promotes makeup brands

 

Live Stream Video

With the social media updates of Facebook Live and Instagram Live, live video streaming is now becoming increasingly popular as a means of promotion and the online community in general. Live product reviews and live broadcast of events will only become more prevalent this year.

Native Advertising

Let’s face it, people are wising up and clicking less and less on paid display advertisements online. There is even a term now called “banner blindness” that refers to the habitual reaction of the average online reader who avoids looking at any banner advertisement online. People (your target audience) now naturally avoids looking at your display ads. This is why the solution to this marketing tactic has been to disguise or dress the ad as actual content that the viewer is engaging with. Native advertising occurs when the ad resembles non-sponsored content that follows the same form and function of the user experience in which it is placed. Consider advertisements disguised as Instagram posts while the user scrolls through their Instagram feed.

Marketing Automation

Any company with a larger sized contact list of prospects and customers will want to consider investing in a marketing automation platform in 2017. Not only do marketing automation systems have excellent email marketing capabilities, but they have the ability to track contact’s behavior on your website and through the email correspondence. Track what pages have been viewed online and for how long, see what links were clicked from the email or advertisements, segment your contacts into lists for comparing data and streamlining communication. There are a lot of great marketing automation software options to consider like Hubspot, Salesforce’s Pardot, and Sharpspring. All platforms will have their different strengths and weaknesses, so be sure to do your research for what your team needs to find the best fit.

Sharpspring email automation

Email Automation by Sharpspring

Visitor ID through Sharpspring automation software

Lead and Visitor ID tracking by Sharpspring

 

Mission Marketing (B-Corp)

One particularly popular method of business that is increasing is mission or purpose driven marketing. This method taken on by B-corporations that partner with charities and nonprofits or are large enough to have their own charitable program creates a very positive brand for companies. More consumers are choosing B-corporations when making their buying decisions, knowing that their purchase will go towards a good cause. Two successful companies that hold this model are TOMS shoes and Warby Parker. Both using the buy a pair/supply a pair to someone in need model of business.

Social Media Purchasing

Although it’s is geared toward retail companies, social media purchasing has increased sales for e-commerce sites in 2016. Not only do social media sites hold excellent marketing capabilities for advertisement of retail, they now have the option to purchase the item from the social site it is featured on. With “buy” buttons on both Facebook and Pinterest, the ability for browsers to purchase an item they want right from the social display, fast-tracking the shopping experience.

You know what they say, “new year, marketing strategy”. Yeah?