Posts Tagged 'online video'

6 Newsfeed Marketing Tactics

by Daniel Flamberg

The Facebook marketing challenge has evolved from accumulating to engaging fans. The new success objective is to efficiently and effectively beat the Edgerank algorithm to get the maximum number of posts onto fans walls and trigger the multiplier effect that places brand content in the NewsFeeds of your fans’ friends.

On average only 3-7% of fans see any given status updated posted to a brand page. In general, there’s only a 2 percent chance that a given post will get any kind of viral pass-along. Brand pages with a million fans or more generally see 1.1% of fans clicking or sharing content.
Effectively using the Facebook platform is the new black. NewsFeed marketing is to Facebook what SEO is to Google.

Becoming an effective NewsFeed marketer begins by paying close attention to the content, composition and cadence of posts and then tracking the number of likes, comments, shares and original fan posts you provoke. A consensus is emerging around the definition of engagement – the gross number of interactions (comments, likes and shares) divided by the total number of brand fans. This formula is becoming a new KPI for social media success.
Start by understanding the general patterns among your fan base. Keep in mind that most fans come to the branded Facebook page just once; to like you or to sign-up. After that initial action, all the actions takes place on their Wall where fans grant attention and access to the people or the content they care about.

Some of the general observations about usage patterns are emerging in research from companies selling Facebook publishing and metrics tools like Vitrue, Buddy Media, Hubspot, PageLever andEdgeRank Checker. They offer fragmentary ideas for testing rather than a comprehensive view or a proven prescription for action.

Consider these six emerging clues:
Photographs generate the most engagement, 54% more than text alone and 22% more than video. Photos are favorably weighted in the Edgerank algorithm. They are the high engagement vehicles for Facebook users accessing the network using mobile devices.
Early Birds Rule. Posts before noon get 65% more likes, comments and re-posts than those after noon. For mobile users after 7p is prime time. Think about where your fans are and what they might be doing that will compete for attention with your posts. The rates of Facebook use at work grew 300% in 2011. Identify peak usage times for your brand to insure that you maximize the potential eyeballs reading each update.

Best day of the week varies. Friday is the biggest day for re-posts and mobile comments. Saturday draws the most shares. Wednesday is the big engagement day for QSR and CPG brands.
Shorter is Better. Posts with 240 characters or less with a photo prompt the most engagement. The longer the post; the smaller the engagement rate. Posts with links drive likes and re-posts at much higher rates. Brand pages with more than 1 million fans are seeing CTRs of 0.14 for links.

Punctuation reduces engagement. Avoid frequent use of question marks and exclamation points. Word choice affects readership and interaction, though the vocabulary for impact varies widely by business category and user demographics. Directive language (e.g. please like this or please re-tweet) works for 20-35% of users and will drive 4X engagement.

Cadence Counts. The average Facebook post has a shelf life of 3.2 hours. After 180 minutes, the likes, shares and comments die off. Yet more than 2-3 posts per day is overkill for most brands. Increasingly brands are looking at the type of posts and categorizing them to discern optimal sequences that draw the most engagement. Ideally brands will develop content sequences (e.g. link, photo, coupon, survey question) that delight fans and drive maximum interaction.
Focus on Fans. Look at behavior, sensibility and the intensity of your fan relationships. The average Facebook fan is a fan of just two brand pages, joins 12 groups, hits the Like button 9 times and posts 25 comments, usually during 55 minutes of Facebook face time daily.

Develop an editorial calendar and individual posts with this in mind. Zero-in on your core fans; those with highest propensity to engage with your brand. Similarly, during the 3.2-hour shelf life of each post, the more you directly respond to fan comments, the more you influence the Edgerank algorithm in your favor. You have to carefully plan your content and then stay engaged and work it as fans consume it.

The implications of these six patterns is that compelling, interesting, share-worthy content posted at the right time, with an image, in the right sequence will both delight your fans and effectively game Facebook’s Edgerank formula. There is scant evidence to suggest that fan feedback per post drives additional reach. The burden is on brands to craft competitive content and engaging experiences.

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How can email marketing help your b2b startup succeed?

Megan Feltes, Content Specialist, Emma Inc.
E-mail remains a powerful tool for b2b marketers. Best estimates indicate that e-mail marketing will enjoy $1.5 billion in sales in 2011. Clearly, email marketing remains a crucial tool for b2b marketers.
But how are b-to-b marketers using e-mail? As prospects are increasingly bombarded by e-mails, have marketers changed their tactics in order to break through? This report takes a look at these questions along with the key performance metrics, budgets, and industry trends. LEARN MORE
Timely, direct and effective communication is essential to the success of any startup. Email marketing fits the bill unlike any other marketing tool. The email channel has evolved beyond the typical e-newsletter. Now campaigns with videos, surveys and other rich media content give burgeoning companies the edge they need. It is also relatively inexpensive—something that is always important to a new company.
If you’re launching a new venture or just looking to make the most of the email channel, use these five tips to make the most of your email marketing efforts.

1. Devote time to your email marketing. Email allows you to create messages quickly, distribute them for pennies and see a possible return of $43 for every $1 dollar spent (that’s the industry average, according to the DMA.) I say possible because effective email marketing takes forethought. Be prepared to invest some time in planning and executing campaigns. Sit down and draw up a calendar to plot your first few months—and keep an eye on the stats. You can always adjust as needed. Then, plan for a more thorough review of your program after six months or so. Dig into the response numbers to see what’s working, what needs to be adjusted and what should be kicked to the curb.
2. Build an engaged audience. Since no business wants to be stuck with a big announcement and no one to tell, you’ll need to build a permission-based email list. You might think it would be easier to buy a list, but this can lead to complaints, poor delivery and even blacklisting—something a startup definitely wants to avoid. Create a strong signup form and link it to all your customer touch points (website, transactional emails, social media, sales counter, email signature, etc.). Tie your form to an automatic welcome email, and thank new subscribers right away. Studies have shown that these can net four times the average open rate and five times the normal click-through rate. Plus, you’ll immediately cement a new relationship.

3. Showcase your brand. Don’t skimp on design. Maintain consistency with your branding components, including logo, brand colors and font. You want recipients to recognize your brand at a glance. Keep things simple. Inboxes are crowded so your email needs to make an impact right away. Lead with an enticing subject line, followed by eye-catching brand graphics and well-edited copy.
4. Tell your story. As a startup, you likely have a lot to say, but have you put much thought into how to say it? Before you launch an email program, think about what information you want to get out there. More important, figure out what information your audience actually wants to receive. Take time to figure out the tone, voice and style that you want to use in your communications. Strategize ways to intentionally tell your brand’s story to the right people at the right time and place. Don’t abuse the inbox. Relevant, timely emails will perform much better than a hodgepodge of content sent haphazardly.

5. Don’t reinvent the wheel. Startups are notoriously strapped for time. Once you’ve developed your main story lines, figure out what content you’ve already got and reuse it. Email is a great way to share video, recycle blog posts and highlight product descriptions—all things that might have been created for other platforms. Conversely, consider posting email content to your social media sites to get more mileage. Plus, your casual social followers can read, click and become engaged email subscribers as well.

4 Steps for Using Content to Build Your Personal Brand

By AMANDA MAKSYMIW

Personal branding was definitely a big trend in 2011, and I believe it will continue to be a focus for B2B and B2C companies alike — largely due to the perceived ease of creating a personal brand online. In addition to the career benefits it can bring, many companies appreciate their employees’ branding activitiesbecause they recognize the value elevated personal brands can bring to their organization as a whole.
If developing your online persona is something you have yet to master, read on for four helpful steps to get you started.

Step 1: Develop a persona and create profiles across the web 
A great tip for getting started is to find and own one primary trait that makes you unique. For example, for CMI’s Joe Pulizzi, it is the color orange. Orange is part of nearly everything Joe does, from his websites to his social media presence to his wardrobe. It is part of his signature brand. So if you can, think about something you can use to trademark yourself and incorporate that into each and every one of your online profiles.
Speaking of profiles, if you haven’t already developed yours on Twitter, Facebook, LinkedIn, Google+, and About.me, get started today. You may even consider setting up your own website or personal blog, as Ann Handley and Joe Chernov have done.

Step 2: Engage with influencers about your topic
As I have written about in the past, there are several types of influencers for every industry. When building your personal brand, the key point is that you should have a set of 10 to 20 influencers that you are targeting in order to extend the reach of your content and personal brand.
You can identify your influencers by doing some online research, or by asking your prospects and customers who they rely on for advice and information.
Once you have a list of influencers you are targeting, you can keep track of them using a spreadsheet, a customized CRM system, or even using lists on Twitter (thanks to Joe Chernov for this tip!). Then, start engaging with your influencers by commenting on their content and sharing it through your social media profiles.

Step 3: Create compelling content around a certain topic
For content marketers, this tip should be a no-brainer: Remember to focus on your target audience’s interests, issues, and needs in order to create interesting, engaging content that will be useful to them.
When starting out, it makes sense to focus on a narrow set of topics and develop yourself as the thought leader in that space. For example, Joe Pulizzi has had success doing so about content marketing, and Mike Stelzner has done this with social media.
When you have your topics nailed down, you are ready to start writing. An easy type of content to start with is blogging, but don’t rule out video, podcasts, eBooks, or articles — anything that will give you a forum for your insight and help you establish yourself as an expert that people can turn to for advice and information about your chosen topics.

Step 4: Share your content to increase the influence of your brand
Once you have created a body of content, be sure to share it in where those in need can find it. Naturally, this includes making sure to post it on your personal and company blogs (and Brody Dorland’s 12 easy but thorough steps to increase the reach of your blog posts can give you some ideas for getting started). But you should also be identifying opportunities to spread your influence outside of your immediate circle.
Options for this can include guest blogging on an influencer’s site, contributing guest articles to a popular publication (online or print) within your space, submitting yourself for speaking engagements, and attending meetings and events within your areas of interest/expertise. If you do attend events, don’t miss the opportunity to create additional content while you are on-site, as well. Filming videos, posting session recaps, and offering to interview other participants are great ways tomaximize your exposure at busy, crowded conferences and conventions, which can go a long way toward getting your brand persona into the industry limelight.

Find Out Why You Should Use Video Marketing for Your Online Business

…by Robyn Reynolds, Marketer’s Edge, and Karen Pore.

Video Marketing proves to be a method which is gaining popularity rapidly as greater number of marketeers are utilizing it. The advantages to be derived from Video Marketing are enormous, and that is the reason that a number of new web masters are focusing on this strategy to attract specific types of visitors on to their websites on a daily basis. Video marketing is a relatively new technique in the world of online marketing but users are wasting no time in developing its potential. The trend is spurred on by the rising popularity of video sharing web sites such as Metacafe and Youtube.
These video distribution portals get millions and millions of visitors every day searching for specific information on various subjects, topics or researching about a particular product/service. There is a way to leverage these sites to draw an audience to your site when you make unique, quality videos which will bring your conversion rate up. Here, we will briefly outline some of the ways in which video marketing could be used to direct more targeted traffic to your site.

The first and foremost benefit of video marketing is that it enables you a segment of the audience who is interested in watching, rather than reading. You can get your content out to this demographic and help to educate them about what you have to offer by creating a well-designed video marketing campaign. The popularity of Youtube’s video sharing format with computer users has even eclipsed that of Google, its parent company in recent months. This is a proof that videos are on the rise and more and more people are being drawn to online videos. You should be capitalizing on this growth area and begin researching and producing high quality videos that feature valuable information about your business. Youtube isn’t the only video sharing website available for you to submit your videos to, so utilize all of them for your benefit. This can be a great way to get some of that targeted traffic from these huge video sites. You’re just putting in the effort to get a piece of the traffic pie by being part of these portals. Once you start cranking out quality, informative videos on a regular basis, you’ll have people subscribing to your video content and keep track of everything you upload. YouTube.com and other sharing sites offer the opportunity for you to create your own “video channel” to help you increase your popularity and daily traffic. 

Search engine rankings will grow exponentially with video marketing. It’s so much easier when you’re using video versus text. This is a rather apparent benefit to derive once you produce your own videos and use them for marketing. The main reason behind this is the new feature that was recently introduced by Google called the “Universal Search”.
This means that Google’s search results will contain videos from now on. One example would be if you typed “Ferrari” and search for it in Google, what comes up on Google’s first page will be the video listings for the Ferrari sports car. This method of online marketing is sure to grow in popularity in the future but the field is still relatively open to newcomers at this time. This is a great advantage for you; by simply creating your content in the video format, you’re breaking away from the majority of the competition.

The bottom line is that video marketing has become the true marketing technique for the future. In addition, you learn to use it effectively, you will have targeted traffic coming to your site, or blog, on a regular basis! However, don’t forget that you need to be persistent with creating new, invaluable video content that makes your target audience beg for more in order to stay on top. Please read on Hostgator to get more suggestions on the video marketing.

Online videos, new Business Marketing Trend for 2010

Online Videos

Online videos are mainly used for entertainment purposes, but in the following year there will be an increase of videos used on websites as a part of their sales message as there is a huge revenue-generating potential in video marketing. Videos are a great way to promote a new product or a service and introduce customers to what your business has to offer. Creating a short video and featuring it on your company website, or uploading it to You Tube and other video sharing websites is a fantastic way to get exposure and capitalize on this exciting new channel.

Content Strategy

The success of any online marketing strategy will be based on the quality of the content you produce and your ability to effectively market that content. Online market is getting more competitive every day, and the companies achieving the best results are those that base their strategy around creating high value content. Beside optimizing the existing content on your website, it is essential that you develop a strategy to continuously increase your website’s content on an ongoing basis. All new content should be written with your customers needs and wants in mind, and should also be optimized for the search engines.

Do you have a good personal brand or video for your web site?

intro60 is the ultimate source of unique tools to build and strengthen your personal brand across all of your online communications.

eMail us and let us assist you. email@intro60.com


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