Tag Archives: Video Marketing

Highest ROI Marketing Platforms for Q1 2020

Many people assume that you need to have an annual marketing plan ready before the year even starts to see any success. This philosophy is great in theory (being prepared), but it is often rare that a marketing plan doesn’t alter based on business conditions and opportunities. However, for those who are still trying to put something together, keep in mind ROI (return on investment) should be the overarching focus with the plan. Here are some of the top platforms to consider in 2020.

How Does ROI In Marketing Work?
Before getting into the platforms themselves, let’s briefly talk about the importance of marketing ROI. Many marketers get lost in all the KPIs out there and lose sight of what’s most important. As an example, say that you put together a social media campaign utilizing a popular influencer, who isn’t necessarily related to your niche. The influencer does their job, leveraging their fanbase to try and visit your sites, but you don’t necessarily get many conversions. Conversion drop is probably happening because the fanbase the influencer reaches is less likely to buy your product or service. 

If the marketing team was focusing the tactic on web traffic, they might see this as a success. However, in terms of ROI, this is probably not an ideal tactic. With low conversions vs. paying for the influencer, you may even end up losing money when all is said and done. However, if this is a branding play and you’re looking to create the first touchpoint with this audience, then this could be very powerful, long-term.

So, how can you tell if a given platform has a successful ROI? The best way to measure this is by taking your sales growth from the venture, removing the marketing costs, then dividing by the marketing costs. If you saw a sales growth of $2,000 from a campaign that cost $200, you received a 900% ROI from it. There are other measurements worth looking out for, like branded queries or referrals, but that’s the base calculation you want to have in mind. Now, we can start getting into specific platforms.

Video Marketing
For many marketers, a successful video campaign is the crown jewel of their overall strategy. From increasing your traffic to growing revenue, a single successful set of videos can deliver a variety of different benefits. On top of this, when looking at ROI, this is one of the strongest options possible. Some marketers may be wary of video due to cost perception, but new technology has made it easier than ever to break in. In fact, some professional-grade videos can be created utilizing newer smartphones, smart lighting, and a little planning. Along with this, video tends to draw people in for longer periods than many other digital and traditional tactics. Thus it can allow you to tell a better story.

So, with that said, how do you guarantee video marketing success? As video marketing continues to grow, bad editing or poor audio isn’t going to cut it, so first, video quality matters. Another thing you want to make sure you’re doing is taking full advantage of the platform hosting your video. A video series about your services provides the opportunity to define facts while crafting a narrative. It may be worth working with outside help to create a true video script if you’re struggling in this area. 

CRM/Marketing Automation
Depending on whom you ask, these are two separate categories of software, and both play a vital role in marketing ROI. For example, a CRM (Customer Relationship Management) tool is generally associated more with the sales world, helping to chart all interactions with clients and prospects. Marketing automation is more about helping companies streamline some of their existing marketing tasks utilizing automated responses and drip campaigns. Since sales are uniquely tied to marketing and marketing typically needs a sales converter to close, Glint believes these categories should be combined and provides this type of blended platform for their clients. Learn more about the Glint platform here.

Most people assume ROI is mainly financial, and while that is true, it can also be evaluated through time involvement cost. Using the previous influencer example, it takes time to find the right influencer, negotiating, rolling out the campaign, and running the calculations to determine if the campaign was successful. Marketing Automation platforms help cut down on your time costs by automating and personalizing basic, but necessary tasks.

Social Advertising
Successful advertising is all about being where your audience is, and that means having a social media plan in place. These are great platforms to build marketing ROI because the cost of entry is relatively affordable, and there is an extensive audience available that can be segmented. With this in mind, let’s do a quick run-through of some actionable advice for marketing success on three of 2020’s most popular platforms.

Facebook

  • Have concrete goals in mind (driving traffic, conversions, adding value)
  • Use all of Facebook’s features to help determine who your ads/marketing target
  • Be proactive when it comes to creating engagement opportunities
  • Schedule content ahead for optimized timing

 

Instagram

  • Optimize your biography for a strong first impression
  • Ensure your visual content stays at a high quality
  • Optimize through smart use of hashtags
  • Maintain a regular pace of content

 

Linkedin

  • Remember you are targeting a business audience
  • Analyze competitor pages for advice
  • Use commenting and engagement to drive your content
  • Be sure to understand why people use Linkedin (connections, business development) when drafting content

 

Creating An Overarching Campaign Strategy
It’s also important to remember that you need an overall marketing strategy in place, not just a concept. Using only video marketing, or Marketing Automation, or social advertising isn’t likely to yield success. One major trend that we’re seeing is finding ways to link traditional and digital marketing together and ensuring you have at least three points of integration. An approach like this also allows companies using legacy approaches to leverage their expertise while competing in the digital age. 

An example of this in practice is vanity URLs. These are essentially URLs that make it easier for people to remember a web address, while also redirecting to a longer URL with tracking info. On one end, you’re increasing your brand presence by making it easier for people to remember your site/pages. On the other hand, you’re able to grab some vital tracking info to power your decision making. This is a great type of measurement to start tracking marketing ROI.

Call tracking operates on a similar principle. Many companies underestimate precisely how much of a role calls can play in lead generation, whether it’s cold calling or following up on other marketing efforts via a phone call. Call tracking allows you to tie campaigns to a single business number helping you determine which marketing tactics are delivering. It’s also important to note that the calls are recorded to help you better train your sales team on the way’s to handle and close inbound calls. Like other marketing tracking, this makes it easier to determine which methods are successful, and which need to be improved. 

2020 may be rolling along, but that doesn’t mean you have missed the boat in terms of your marketing strategy. Making some key adjustments throughout the year can contribute to better ROI and the impact of marketing. However, when you’re making shifts, a good starting point is to consider working with a veteran marketing agency, like Glint Advertising. By taking a look at your current goals and marketing plans, we can help you find the ideal platforms to grow your business.

Relevancy of Video in 2019

Video Relevancy in 2019

As a business, it’s important to stay up to date with all of the latest marketing trends. Thanks to technology, they often change quickly and without warning, leaving you and your message in the dust.

Take heart, though. Just because the trends change, that doesn’t necessarily mean your old marketing ventures are no longer relevant. It’s important to incorporate those into your plan, but you’ll also need to add new techniques. In 2019, it looks like video will become more relevant.

The Impact of Video

Your brand is continually evolving, and your marketing plan needs to reflect that. Appealing to customers means you have to connect with them, and that can be accomplished by using video. Video creates an authentic, immediate, and real interaction with audience members. This can be incredibly beneficial.

Statistics show that 75 million people in the U.S. watch online videos. If you mention video in the subject of your email, you can see a click-through increase rate of up to 13%. Practically half of all videos are watched on a mobile device. It’s predicted that by 2019, 80% of internet consumer traffic will be video traffic.

If you have a video on your social media, it will generate 1,200% more shares than text and image will. If you have videos on your Facebook Page, it can increase user engagement by 33%. Embedding a video on your website can increase traffic up to 55%, and having one on your landing page can increase conversions by 80% or more.

In addition, it has been shown that 95% of viewers retain a video message businesses send better than when reading text, where only 10% retain the message. Approximately 75% of businesses are planning on using video to increase their brand awareness. Hopefully, you’ll be one of those businesses.

If you’re not using videos to market your business, you are seriously falling behind.

Get with the Times

Uploading videos are incredibly easy with the number of platforms that exist. YouTube is user-friendly and has launched the careers of numerous individuals and businesses that have used it to garner fans and gain exposure. Ask our Business Director, Ryan Noel, about this. He was previously one of the pioneers of video marketing on a national level with YouTube.

With Facebook adding live video feeds (YouTube has this feature also), it’s easier than ever to connect with people in real time and have them comment in real time, creating a connection and relationship that can’t be beaten.

The attention span of consumers is getting shorter, so getting them engaged quickly is important. There’s also an abundance of information on the web, so if they don’t find your message interesting, they’ll find something else that is.

Videos are a great marketing tool because they are often short and entertaining. If the vast majority of people are watching videos on their mobile devices, that probably means they are checking these things out while they are commuting to work or while away from home. Use this to your advantage to appeal to new and existing customers.

How to Create Effective Videos

Making Video

Just because you add videos to your social sites or your webpage doesn’t mean that you’ll see an increase in traffic. Remember, audiences have a short attention span and you have to create something they find interesting and worth watching. If you don’t, they’ll find someone who can—and they have numerous options to choose from.

A few things to keep in mind when creating videos is to keep them under two minutes long. These seem to get the most engagement. If you’re creating a series of videos, end each one in a cliffhanger so it gives audiences an incentive to watch the other ones. You may also get more engagement and views if you ask questions or “tease” what the video is about in a short caption.

Some other things to consider when creating videos include the following.

  1. Tell a story — No one wants to listen to a sales pitch, and you’ll turn off audiences incredibly quickly if this is how you develop your videos. Instead, tell them a story and appeal to a customer’s desires and needs.
  2. Develop an exciting and interesting title — This will be the first thing that grabs a viewer’s attention, so make it something worth clicking on. You’ll also need to include relevant keywords so that it will show up in search engine lists.
  3. Keep the content interesting — Your video can and should teach the audience something new, but don’t make it boring. If your video feels like a movie that would be shown in school, it’s probably not exciting enough to keep anyone’s attention.
  4. It should be mobile friendly — Remember, half of the people who watch videos are watching them on their mobile devices, so your video will have to be able to be downloaded and have the right parameters so people can view it on their phone.
  5. Include your URL — If people are interested in your video and they like what your company offers, make it easy for them to find you on the web. Include your URL in the video or in the comment section for easy access and clicking.
  6. Don’t forget the call to action — Just like your blog posts call for people to act, your videos should too. You’ll have to decide what that call to action is depending on what your video is about, but include it at the end so customers feel the need to move forward and click on your website link.
  7. Use customer-generated content — One of the easiest and best ways for a company to find new customers is through word of mouth. This means that customers who like your products will go out and tell their friends and family about you. This can also be accomplished through videos and potentially reach a larger audience.

It’s not enough to have videos on your social sites or websites, they have to have a purpose and be created with intent. You should already be doing this with your blog posts and other marketing material, so taking the step into video shouldn’t be too difficult. If you’re not sure the best way to approach this task, contact Glint and we will help you put your best foot forward.

Your Marketing Plan for 2019

The new year is upon us. Hopefully, you’ve been putting together your marketing plan and deciding how you are going to engage and appeal to audiences in the coming year. There’s still time to tweak those decisions and add video to the list if it hasn’t been already—and it really needs to be added to the list.

Video Marketing

Diversifying your marketing strategy will give you the opportunity to appeal to current and new customers and will keep you from getting lost in the busy world of the internet. With more people turning to technology to find information, giving them what they want in fun and interesting ways is imperative. Videos are just the ticket.

At Glint Branding, Advertising, and Consulting, we have the expertise and professionals who can help you create videos that will engage and create a relationship with your audiences. Contact us today to see how we can help you with your video needs and increase your customer base and sales.