If you Google ‘video content marketing’ and under the sponsored ads are the Forbes and Guardian articles declaring Video Marketing as the future of content marketing. Bold statements, but video isn’t new to anyone so why is it now getting the attention and most importantly what does that mean for you as a small business?
First here are 5 facts for you:
A video on a landing page will increase conversions by 80%
Video in an email campaign leads to 200-300% increase in click through rate
80% of users recall a video ad 30 days after watching it
You’re 53 times more likely to show up first in Google if you have a video embedded in your website
76% of businesses say video has a good return on investment
Ok so why is it so effective?
Your potential customer wants to understand what’s on offer and build trust with you, a video enables that connection to happen. It can deliver the personality behind your brand and typically users will be more likely to spend longer watching a video than just reading text on your website.
A video can help answer the both rational and emotional barriers your customer has to converting in a quick, effective, and friendly way. If they have any doubts such as how to use the product – both practically or inspirationally, the dimensions or quality or just how the process will work video is a great way to address these.
People are consuming video on a regular basis, in fact 1/3 of online activity is video so they are wanting and expecting to see your video too. YouTube report that mobile video consumption rises by 100% every year and smartphone users are now much more likely to want to watch video ad content from brands, and not only that but expect a choice on the content they view from that brand on their device.
Video is social, with 76% of users saying they would share an interesting and entertaining branded ad video with their friends. Now there is Facebook Live, Twitter’s Periscope, Instagram’s Stories alongside YouTube and that goes to show the trend shift in itself, that these social networks are investing in the medium.
They also offer several ad video formats for brands, so bear in mind a few tips when creating your ads –The content objective could be launching a new product, addressing customer queries, building brand awareness, it could be anything really but make sure there is a specific objective and goal in order to deliver that result. Tell a unique story and make it clear, simple, and interesting and entertaining– you can even do this for the dullest of subjects! Capture them in the first 10 seconds - your video doesn’t need to be long to achieve results, the first 10 secs will deliver the best ad recall results. You don’t need to spend vast amounts on your video but do make it professional and of good quality – if you can’t do this yourself employ someone who can help you. Make sure there is clear branding and call to action so that the video delivers you the results you are after.
If you are looking to create videos for your small business sign up here to find out more about how we can help you develop an idea, produce the video, and get it out to your social networks to drive conversion for your business.
Speaking to a few interior design clients recently there seems to be a recurrent theme which is presented to me – how do I find the time to use social media when I’m too busy running my business? Does that sound familiar to you?
Well this week I’m going to share some tips on how to use social media effectively to generate leads and grow awareness of your interiors business. First up is Pinterest.
Let’s be honest if you are in interior design, you are in THE best place to use Pinterest – it’s practically created for you. 70 million people have a Pinterest account, 68% are female and on average have a combined household income of £100,000 – your ideal target customer right there!
Tip 1 – Pin 10-30 times a day
Unlike other social channels you need to be pinning a lot! Aim to pin at least 10 times per day and up to 30. However, make sure you space them out so that you’re not pinning a whole load all at once. You can do this via a scheduler app like Buffer. If you have created a content plan each week just take the topics from that and create what you need and schedule them in.
Tip 2 – Rich up your pins
Use rich pins so that users can learn more about where the image came from, how to buy the product featured or where to read more about the article. Which makes your pin totally more useful for your audience (and therefore more likely to be shared or clicked). You do this by first installing a plugin for your site (e.g. WordPress plugin Yoast) and adding the Pinterest code to your blog, validate your site at Pinterest and request Rich Pins, then you’ll get an email from them saying it’s all validated.
Tip 3 – Don’t just pin – explain too!
Add some description into your pin, a few sentences will do but try to include some keywords, something with a positive sentiment and for the audience to do, like click a really useful link. Like all social media, act as though you were speaking to a friend about something – make it interesting or funny, useful, or informative and make it relevant to them. You wouldn’t go up to someone in a room and start telling them all about you, so act that way on Pinterest and in social media in general. Too many times I just see brands posting their latest product, which can be incredibly repetitive and a little dull.
Tip 4 – Create your pictures just for Pinterest
A really handy online tool to use for getting the right aspect ratio right for different social channels is Canva – it has all the formats right there and the editing capabilities for you to have your pins ready in minutes, particularly useful if you find Photoshop a little too complex. Your pins should be vertical and multiple mosaic style pins work really well, particularly if you are showing a ‘How to’ so for instance ‘How to do a quick upcycle of a side table’. Canva have this format too.
Tip 5 – Be a Pin Groupie
Find group boards to join, this will help you get more followers and repins. You can use the tool PinGroupie to find the right boards based on a certain category – filter the ones that have the highest re-pins as these will be the ones people are engaging with the most.
Tip 6 – Create boards with keywords and headlines
A good way of organising your pins is to create themed boards around certain styles or topics like ‘Wallpaper Trends’ or ‘Favourite New Luxe Products’, and design a cover with a headline for each of these boards in a consistent branded way. Categorise them and make sure the boards are keyword rich so that you are found in search.
Tip 7 – Use ‘pin it for later’
When you create a new blog post, remember to pin an image from it to a board and then use that same image on Google+ and put the link to the article on there and a ‘pin for later’ link. This is great because it not only links Google+, your blog and Pinterest but it encourages people to save and remember you later.
I know this is a Top 7 list, but I had to squeeze one more in which is don’t forget to promote Pinterest in your other channels – tweet a new board or share some of your pins in your latest newsletter – make what you’re doing work as hard as it can to big up your brand!
If you want some help planning the content marketing for your interiors company give us a shout, we're always keen to talk to new faces.
To be creative and successful at social media you need to follow some guiding principles, a lot of people jump straight into social without any planning, and find out very quickly that it’s not working for them. Clients come to me and say ‘I want to do social media better’ or ‘social media isn’t working’ or ‘I don’t find the time to do social media constantly’. This is all too common the result of poor planning.
Understanding the brand voice is fundamental in making social media meet your goals. One of the first things we do at Start Marketing is to understand the business from the inside out, what makes it unique and what’s it’s personality. Look at the business as if it were a person, are they funny or serious, friendly or formal, this really helps you shape the tone of voice.
What are the key objectives of the business and how can social media help achieve these goals? If you are looking to branch out to a new audience or have new insight into your existing audience behaviours and want to tap into it, it’s important to share these with your agency. Knowing the objectives allows you to measure your success on social.
Research what the trending topics in your industry and follow the thought leaders to understand what people are engaging with. Then plan your content topics into an editorial calendar, considering carefully which social channels you think are best for your brand and how many you can manage effectively – don’t try to do them all. Once you have your topics think of a witty and engaging headline, often top 5 or top 10’s are popular as the reader expects it to be quick and easy to read.
An image can speak a thousand words. A striking image and witty headline can grab attention from the reader and help you stand out of the crowd. You can use gifs, infographics, memes to mix it up a bit. Use video too as this can be an effective and engaging way of conveying information, even better live video is becoming increasing popular if there is a way you can make this work for your brand.
Try to come up with fresh, new and innovative ideas and build mini campaigns around the year. Think if what you are writing will make a difference, will your reader find it interesting or helpful? Have a look at some successful social campaigns and think about why you think they were successful – most of the time it will be because it is different, clever, original and most importantly – planned!
I’m sure you are aware that social media is imperative for businesses these days, no matter the size or stature of the company, customers want to see an active presence on sites such as Facebook, Instagram and Twitter.
As a start-up business social media can seem a little intimidating. How are you ever going to stand out from the crowd amongst a sea of hundreds and thousands of other, similar companies within your industry? And can it actually help you to achieve your goals?
Prior to going live on social media it is a good idea to jot down a list of objectives that you hope to achieve with this marketing channel. From improving customer service, to increasing discussion about your brand or product, there aren’t really any wrong answers. Within this strategy it’s also really important to plan what social media channels you’re going to use. Not all social media is right for all businesses. Some companies that are very visual (e.g. food and fashion) will benefit more from platforms such as Pinterest and Instagram whereas some will struggle to populate those channels. Once you have the channels you want to be active in then you can create a content calendar so you know what you are going to be posting or tweeting about in advance, this can be built around campaigns and events.
When it’s time to take the plunge ensuring you have key imagery ready for each of the platforms is key. A bright, eye-catching logo and cover image are so important, particularly for Twitter and Facebook, as the lack of either can give a bad impression to prospective customers. Ensuring that all the imagery is branded is a great way of maintaining consistency and uniformity amongst your social media pages, however this isn’t imperative.
The information you display on your social media pages is entirely up to you, however, the more details about your business that you share, the better. Make sure you display your website URL, a short blurb about your business, your location and your contact information. All of these little information nuggets help build up trust with your prospective customers.
Having an open line of communication with your current customer base and/or prospective future clients is why so many businesses find social media so important for them. Utilising these platforms can also save you a lot of money in regard to a full-time customer service role. Pretty much everyone has access to Facebook these days, and it’s generally their first port of call when they’ve had an overly bad or good experience with a business. So, it’s recommended that you keep a frequent eye on your platforms to pick up any comments, whether they are positive or negative, so you can reply in a timely manner.
Don’t get stuck in a rut when it comes to social media for your company. Make sure you review your strategy on a regular basis, keeping an eye out for developments on each of the platforms that you use, so that you can utilise these advancements. Also, as your business grows, so too will your requirements when it comes to social media. What channels you may have initially disregarded, you may find use for as your company grows.
Most of all, don’t be afraid to experiment. As a start-up, the early stages are all a big learning process, and that counts for social media marketing too, and, you only truly grow by making mistakes and learning from them.