Video Marketing



Video Marketing: How to Push A Video Go Viral?

Gone are the times when a promotional video could go viral quite simply by its awesomeness. But with billions of videos published on YouTube as well as other major online video sharing platforms, just how can you push a video go viral? Well then, here are some vital tips that can enable you to get the most out of your online viral video marketing campaigns at all times. These are the sorts of vital tips, which will let you create promotional videos that will be able to significantly boost your business’s online brand awareness in a stress-free manner. However, let us first take a closer look at just what viral marketing is, and how it operates.
video marketing, content marketing, email marketing

Table of contents

A Count Down of 9 of the Top B2B Marketing Trends of 2017

Top B2B Marketing Trends of 2017

Business-to-Business marketing also referred to as B2B implies the sale of an organization’s product or service to another organization. While B2B marketing employs the same concepts as consumer marketing, they are glaring differences in the way this strategy is implemented. Consumers are known to select products on the basis of price, popularity, status, and many different emotional factors. On the other hand, B2B buyers arrive at their buying decisions on the basis of the price of a product or service, and its profit potential. Social media sites have created new opportunities marketing between businesses. Here is a breakdown of the most common marketing trends 2017.

Tracing The Most Reliable Social Media Platforms For Your Business

Best Social Media Platforms For Your Business

Marketing experts often suggest that for a person to increase their brand presence, they should be active on social media. While this is true, unless you have a social media expert to run your campaigns, you hardly have time to make a presence on all social media platforms. To make your online marketing experience easier, here is a review of the two top social media platforms: Facebook and Google plus.

Today's Funniest Clips - Viral Video Content Marketing

video marketing, content marketing, viral marketing - Today's Funniest Clips
Today's Funniest Clips - Popular on YouTube.
These comedy clips are racking up the LOLs across the web right now.
( go down to watch the video clips )

How to Create a Marketing Plan?

How to make a marketing plan

A marketing plan is a guide detailing the contents and scope of marketing activities.

The main contents of a marketing plan (marketing plan) include tasks and objectives, analyze the situation, the development of opportunities, target markets, marketing programs, budgeting, real time give.

Content Marketing Vs Native Advertising

Content Marketing Vs Native Advertising

Content marketing is a technique used by marketers to distribute and create relevant, consistent and valuable content. The aim is to acquire and attract a clearly defined audience which can convert. It entails curating and creating relevant content that will attract and retain customers. Content ranges from blog entries, social media posts and comments, infographics, digital ads, and bylined articles.

Native advertising, unlike its counterpart is based on paying a third party to distribute content for you. A marketer pays an advertiser or content creator to develop content for them. It is then published and appears as the marketer’s own.

Most marketers find it challenging to choose between the two marketing techniques. Below are critical questions marketers should ask themselves before making a decision:

1. How much are you willing to spend?

The cost of native marketing is way higher when compared with that of traditional marketing. Studies reveal that marketers may have to issue a pay-check in the five-figure range for native marketing. This is certainly a challenge to most start-ups and small businesses.

In comparison, contributing ideas to influential media outlets may be a cost-effective way for marketers to put out their content. Marketers may also spread their content through digital ads on social media platforms to be able to reach the targeted customers.

2. What is the importance of reaching the targeted audience?

Every marketer desires to see their content reach the targeted audience at the right time. This can be achieved when the content is properly directed. Properly using marketing platforms and strategies helps marketers in controlling when their content is seen and who sees it.

Social media platforms help in scheduling and specifically targeting based on the behavior and interests of potential customers. This undoubtedly extends the life of the content. Marketers can leverage their content through digital advertising to ensure that it reaches the right audience.

Native advertising helps marketers to reach a wider market range. The challenging part is directing the content to the target audience. Marketers should thus conduct thorough research on the different levels and modes through which different techniques work before deciding on the models to use.

3. What is your goal and how will you measure your success?

There are numerous metrics that can be used to evaluate the success of your content marketing strategy:
  •  Click through rates
  •  Comments
  •  Impressions
  •  Likes
  •  Shares
As a marketer, you need to determine what to measure in order to track the success of your marketing campaign.

Native marketing has three pivotal benefits:
  •  A potential for a myriad back links to your site
  •  Millions of good impressions
  •  Increased brand awareness
This works best when it is directed to the right audience. However, if you are looking for engagement with your audience, marketing your content is the better option.

Marketers can target social content to particular people on specific forums or platforms. The forums need to have proper back-end analytics. This helps you to access customer demographics as well as quality metrics. This gives a clear picture about what people are viewing what type of content. Such data points can then be combined with analytics software to evaluate the success of your marketing campaign.

Content used for native marketing on the other hand is published on third-party platforms. You therefore need to know the metrics used by the third-party platform before kicking off your campaign.

Which is better between native marketing and content marketing?

An average online marketing campaign may deliver key performance indicators that are better or even equal to those delivered by a native advertising campaign. Note that the two marketing approaches are quite distinct.

If a marketer’s budget cannot support both techniques then what they want to achieve for their brand should be the main focus.

Below are key pointers that may further help a marketer to decide on whether to use content strategies or native advertisements:
  •  Both techniques will help in boosting your brand awareness. Content helps improve SEO while native ads on the other hand improves social engagement.
  •  Content brings about benefits such as optimized conversions, organic rankings and brand awareness.
  •  Content helps give rise to quality links, a high number of leads, and increased social shares
  •  Native campaigns on the other hand lead to increased site traffic, higher views, and audience engagement.
  •  Benefits of native marketing are brand engagement and awareness.
  •  Content faces the challenge of the need for long term publisher and investment partnerships.
  •  Native advertising on the other hand faces challenges such as lack of cost of scale, being perceived as an “ad” and the lack of SEO benefit.
  •  Native marketing tends to take a salesy and pushy tone which may be perceived to be friendly so as to follow the writing style used in the publication.
  •  Content marketing on the other hand takes a takes an authentic tone that does not seem to pressurize the reader to make a purchase. It rather identifies the reader’s pain points and gives actionable solutions. The solutions may not involve the product or service but the goal is to create a rapport with the reader by engaging them.

Evaluation

Evaluation is an important part of the two concepts that we are discussing here. It is critical in refining the campaign as needed in order to increase the return on investment. Investing in either of the techniques should be an ongoing process for every marketer and should not be perceived as a “one-off” procedure.

When choosing the technique to use, the basic determining factor is simple: who is your target audience? Other factors include:
  •  Your product, service or brand
  •  Your goal
  •  Your budget
Note that the digital marketing world is dynamic by many standards. As a marketer, you need to strive to know the relevant trends that you can keep adding to your marketing strategy. The two techniques discussed above should ultimately complement each other.

Conclusion

As we have discussed, content marketing and native advertising need to complement each other. Each technique has its own strengths, which when combined can result in incredible milestones. It all depends on what your goals are. How far can you stretch to reach them?

Do you know what is Email Marketing?

What is Email Marketing

You have heard of everyone talking about email marketing on the internet, at conferences and during marketing strategy meetings. They say email marketing enriches business communications, touches specific key markets, and is both cost-effective and environmentally friendly. However, what exactly is email marketing and how does it work? How is an email more effective than a radio spot or television advertisement and why should a business spending the time maintain an email list?

Facebook Marketing: Strategies & evaluate the effectiveness


Facebook Marketing

If you do not have a strategy and clear objectives for their facebook fan page, you will miss a great benefit when using social media. A facebook marketing strategy should not split a separate section; it should be aligned with the overall marketing plans. Read more articles about Facebook Marketing are nothing to understand more about definitions, tools and methods for deploying Facebook marketing your business.

10 ways to marketing effectively on Facebook (Part 2)

Facebook Marketing Youtube AZ

This is the next part of "10 ways to marketing effectively on facebook". We will show you 5 ways to make your marketing strategy become more effectively. Let's see!

10 ways to marketing effectively on Facebook (Part 1)

marketing effectively on Facebook

Currently, Facebook is the largest social network in the world and in US facebook is the hottest social network has supported the US have many attractive games. Every day, about 200 million people log on to Facebook, the average use of 14 minutes / day - a total of up to about 7 hours per month. How to harness effective facebook marketing channel?

Top 5 Insurance Companies Succeed With Video Marketing

Top 5 Insurance Companies Succeed With Video Marketing

When it comes to marketing, insurance companies are often in a very unique position. For one, they don't have any tangible products to sell, and must rely on how to build a stronger relationship with loyal customers-- this will give them the ability to compete against other insurance companies who have already gathered a good number of customers.

5 Essential Steps to Boost your Viral Video Marketing Strategy

Viral Video Marketing Strategy

The process of making a branded video to go viral requires more than trial and error. It involves having a video marketing strategy based on timing, building of an audience, engagement, and distribution. Here are 5 essential steps to boost your viral video marketing strategy:

8 Essential Tools to Simplify SEO for Content Marketing

8 Essential Tools to Simplify SEO for Content Marketing

One vital facet of your content marketing strategy is optimizing your content at all levels from the idea phase, research, creation to promotion. This can be very daunting and time-consuming. Here are 8 essential SEO tools that will make your work easier:

1. Preliminary phase

At the outset, optimizing content should begin with the identification of great keywords that can help your content to rank high in search engine results. Here are some helpful tools at this stage:

a) Google Adwords Keyword Tool

This is a rather obvious keyword research tool. It however is very beneficial in marketing strategies. All you need to do is key in a topic. It will give results with the suggested keyword phrases. To make the best choice among them, copy them onto an excel spreadsheet and sort them by their search volume. Take the top results and brainstorm the topics that you can write about them. This will help you in optimizing content. Moreover, you will have enough ideas for content for some time.

b) The Blog Topic Generator by Hubspot

This tool helps you come up with titles for some of the keywords that you may have chosen from Google AdWords. All you need to do is key in the keywords and the tool provides titles which you can use for your content. The tool can produce over 200 titles. This again gives you enough ideas to work with for some time.

2. Research phase

After you have brainstormed the ideas for your content, you can now begin doing some research that will add up to your final content. One of the things you need to consider here is your competitors. You also need to look at the type of content and what areas result in maximal user engagement and backlinks. This will help you estimate the length of your content and the areas to cover. This is especially crucial in YouTube Marketing, where you have to capture the attention of your audience within the first few seconds, and deliver a powerful message that will move them. Here are useful SEO tools for this content marketing phase:

a) BuzzSumo

This tool allows you to see the top content on a specific topic. Top content is usually based on social sharing volume. It also allows you to see the backlinks and the sharers buttons. You are therefore able to see specific backlinks from other content, and even the users that have shared it on social media. This will be profitable when it comes to promoting content.

b) Impactana

This tool helps you see the views, comments as well as backlinks that a piece of content has received. Some content may have many shares, links and comments, but with no traffic. If this is the case, there is a high likelihood that the links have been bought. The content therefore is not popular, and should be avoided.

3. The creation phase

It is now time to create your content. You already have an idea of how you are going to package it, whether it will be a blog post, infographic or You Tube video. Better still, you have the keywords that can help you to optimize it as well as the titles that you can choose.

During creation, ensure that the content is fully optimized for search engines and users too. Here are 2 SEO tools to help incorporate in your content marketing strategy:

a) Grammarly

This works for written content. If you do not have an editor to check your content, you can use it. It offers in-depth checking of errors. This tool can be configured to look for specific issues based on particular types of content. You can also choose the specific issues to be detected. When you use this tool, you will not lose links and shares due to avoidable grammatical errors.

b) WordPress SEO

This tool is ideal if you are creating content on WordPress or even on your own domain. It helps in the configuration of SEO settings for content. It also helps in analyzing content for keyword optimization. For details on how to improve keyword optimization for your content, open the Page Analysis tab on WordPress or on your site. If your site does not have this plugin, install it on your WordPress site. When you need to analyze SEO, save your content as a draft, and a run a copy of it run on WordPress where you have installed the plugin.

4. The promotion phase

After creating great content, one cannot look down upon this facet of content marketing. Let us look at the SEO tools that you can use here:

a) Sendible

This is a social management tool. It helps you to share content with a number of social networks. It also allows you to review the analytics for every share. You can also repost the content to different or even the same networks to increase the opportunity for visibility, sharing and conversion. It is a significant aspect of your YouTube Marketing.

b) BuzzBundle

This tool allows you to search questions that are related to your content. You can search on blogs, social media, and forums. All you need to do is enter your keyword phrase. The results will show all the posts that are related to your content. If you see people asking questions that your content can answer, give them a link to it. This way, you will be providing value for them.

c) GTmetrix

This is more of an overall tool, though it linked with your content and YouTube marketing strategies. It measures the speed of your webpages and offers suggestions for improvement. It will be senseless to create great content and promote it widely only for your visitors to come to your site and get disappointed. Load time is pivotal. It makes the difference between your visitor opting for your competitor’s website or not. This tool is thorough and user-friendly. Other tools that you can use to measure site speed are Pingdom, Google PageSpeed Insights, and WebPagetest.

Conclusion

As we have discussed, you must optimize your content at all levels- from the idea phase, research, creation to promotion. It can be very daunting. The above SEO tools needs to form part of your content marketing strategy. They could also come in handy in your YouTube marketing strategy.

9 Actionable Content Marketing Tips

9 Actionable Content Marketing Tips for Small Businesses

In a world where marketing strategies are rapidly changing, you need to harness the dynamicity of these shifts for your brand to stand out. The good news is that you can scale your strategy to your needs, options and budget. According to statistics by Kapost.com, only 32% of businesses believe that their marketing strategy is effective. Here are 9 actionable content marketing tips that the 32% are probably using:

7 Strategic Ways to Integrate Content Marketing and SEO

7 Strategic Ways to Integrate Content Marketing and SEO

The rise of content marketing has resulted the misconception that it can and should replace SEO. While it is true that many content marketers have made an improved emphasis on content, SEO has not faded into obsolescence. Ideally, the 2 concepts need to work together if any brand or product is going to achieve its goals. Let us delve into how we can integrate them:

What is the difference?

While there is an overlap between the 2 concepts, there are also marked differences between them. SEO has more technical aspects, for instance, use of title and ALT tags, correct URLs, and sitemaps. On the other hand, content marketing is broader and it is not necessarily confined to SEO goals.

How to integrate them

There is a belief that SEO entails creation of good content with a goal to have it indexed by search engines. However, there is more than meets the eye. The on-site SEO groundwork needs to be done. For example, if Google has a problem indexing pages or if your site has a penalty, you need to consult a SEO expert despite having valuable content. The bottom line is that the 2 concepts need to be integrated. Here is how to go about this:

1. Quality

A few years ago, creating poor quality content with well-placed keywords may have resulted in a higher ranking on search engine result pages. However, this will not yield any results in today’s competitive online marketing world. Poor quality content just to show that your site is active is also not beneficial.

From the perspective of SEO, original, engaging content should put you ahead of the competition. This is because in this case, the search engines will be indexing something that you cannot find anywhere else. On the other hand, it helps you reach your goals, as it will attract the specific audience that you are aiming at. Your content should inspire people to stay longer than a minute on your platform, whether it is on your website, blog, social media page or even YouTube channel. It also needs to provide value.

2. Longevity

You should aim at creating evergreen content. It not only improves search rankings, it also makes your site more relevant. News does well in terms of increasing traffic. Nonetheless, its effects stops being felt after a short time. An evergreen piece of content which provides value to your audience will result in engagement and attract links that will help Google to index your site, social media platform, or YouTube channel. Better still, it will rank high in search engine results for a longer period of time. A higher rank translates into more traffic to your site, leading to more links and ranking that is even higher. An evergreen piece of content stays relevant for a very long time.

3. Keywords

For the concepts of SEO and content marketing to work well, keyword research is indispensable. You must produce high quality content. However, it will only serve its purpose if it gets exposure. Exposure entails matching the search terms that people are keying in in their search queries to your content. Avoid using very many technical terms in your content as it will not match to what users are keying in search queries. Keyword research is necessary to find the terms that are likely to rank high in search engine results. One of the tools that you can use for keyword research is Soovle.

4. Monitoring

A crucial aspect of content marketing is monitoring your keyword goals so as to see whether you are actually achieving them. Some of the things to consider are:
  •  Whether the content produced hits the mark
  •  Whether it affects search positions
You must be realistic in your monitoring. It may take time for shifts in search to be seen, and some keywords may have stiff competition. You must be persistent for your efforts to eventually pay off. Your content must never be a slave to keywords. Write to provide value. Do not force keywords at the expense of losing the quality of your content.

5. Links

Good content will certainly attract backlinks. You need to distribute it widely and effectively so as to reach a large and influential audience. Another facet of links would be internal links. It is a way to use content so as to achieve SEO goals and improve user experience. It will help in indexing your site improving page rank, and it will lead users to more content that is relevant to what they are viewing or reading.

6. Evaluation

To determine whether SEO and content marketing are working well when they are combined, you need to do some evaluation. This needs to be in line with your goals. There are good tools that you can use for evaluation. Analytics will also help you to determine the change in search traffic volume over a period of time, and even the pages or content that result in higher search volumes. Content metrics like time on site, bounce rates and visitors who view multiple pages are also important in evaluation.

7. Headlines

Headlines require to be very descriptive. They need to be beneficial and deliver on the promise. They also need to be written for the web. This means that you must include relevant keywords in your headlines. It is beneficial to consider factors like how your audience searches for content and what you intend to rank for. Keep headlines short. Here is why:
  •  They will be truncated in search results - it is important for the entire headline to be visible for the viewers to be more inclined to click on it
  •  Sharing - keeping the headline short will enable people to share it on social media without editing it
  •  Email - if the content is being distributed via email, the headline needs to be visible on the email’s subject line

Conclusion

Content marketing should not replace SEO. Instead, the 2 concepts need to be integrated in a way that is beneficial for content marketers, their audience and search engine indexing. You need to strike a balance between the 2 concepts, rather than emphasis one at the expense of the other.

4 Tips to Maximize YouTube's Marketing Potential

4 Tips to Maximize YouTube's Marketing Potential

To maximize YouTube’s Marketing Potential, you need to go beyond creating viral videos. This is because often, viral videos are just impressive and entertaining, and have little to do with your brand. A successful marketing campaign is best measured by the viewers who convert, rather than the number of viewers who watch a video. Here are 4 tips to maximize your marketing potential on YouTube:

A Step by Step Guide on How to Make Money via Affiliate Marketing on YouTube

YouTube is one of the biggest and most popular social media platforms, coming only second after Google in terms of traffic. There are millions of people who watch videos on YouTube every day. This means that if well harnessed, it can become a very lucrative source of income. One of the ways to make money on You Tube is via affiliate marketing. This involves selling products for a commission. Affiliate Marketing with YouTube Videos involves placing affiliate links in the video’s description, which is running affiliate advertisements on YouTube videos.

Affiliate Marketing YouTube

Video Marketing on Facebook: A Notch Higher

Video Marketing on Facebook

There are a number of changes that are set to take video marketing on Facebook a notch higher. Facebook shared four updates aimed at marketers during Advertising Week this year. Two of them are aimed at video marketing. The ultimate goal is to capitalize on mobile marketing and creating user engagement. The number of marketers on this giant site has increased by 25% since February 2015. There are about 2.5 million active advertisers on Facebook. Let us delve into these pivotal changes:

1. Video in Carousel Format

In 2014, Facebook launched video in carousel format. It is aimed at allowing advertisers to market their products in more creative ways. They are also able to drive actions like visits to their websites, and app installs. The carousel ads are great tools to use to tell your story to your audience as a brand. The carousel format allows you to show multiple links and even images in one ad. Facebook announced the ability to add video to carousel format. Better still, this format is cost effective. For each conversion, you save 30 to 50%, and for every click 20-30%.

Going mobile

The success of carousel links on Facebook led to their extension to ads on mobile apps. The giant site is very much aware of the high level of user engagement on mobile devices, thus the strategic move. It doesn’t stop here as Facebook will continue to build the tools that marketers will need to reach their audiences on mobile devices, and measure the effect of campaigns on mobile.

The ads in carousel format on mobile devices do not support video yet. However, here are noteworthy aspects that could form an important aspect of video marketing on Facebook:
  • They support a maximum of 5 images with links
    The carousel format is ideal for marketers as it grabs attention and it is interactive as well.
  • You can use the format to launch products and even to showcase your gallery
    If you are a software company, you can use this format to take your potential audience through a virtual tour. You can showcase a gallery of the products you are offering or even your previous projects.
  • It comes with insights
    The insights inform marketers about the best performing links in the ad. They also allow Facebook to optimize how the images are ordered, based on expected performance, and user engagement as well. This feature is however optional.

The rationale behind the carousel format

The carousel format was created as a response to the product listing ads on Google, which allowed marketers to show ads based on their view or click history. Facebook utilizes this concept to show a user ads related to their demographic information when they open an app in the Audience Network. You will only pay Facebook for targeting the ad. Facebook also plans to create different algorithms for users who go ahead and purchase after clicking on the ad, and those that only click on the ad. This may mean more cost on the advertiser’s side, but there could be a higher ROI.

2. TRP Buying

This is the second facet to video marketing on Facebook. This concept utilizes the same strategy as the one used to buy ads on TV. A recent research showed that coupling Facebook campaigns with TV ads results in higher audience reach, increased efficiency, and effectiveness as well. Here are some results from the research:
  •  A 19% increase in targeted audience
  •  A 37% increase if the targeted audience are millennials
  •  Facebook impressions are 2 times more likely to reach target audiences when compared with TV impressions.
  •  When exposed to both TV and Facebook ads, the audience showed a 3.2% increase in ad memorability, 22.7% increase in likeability linkage, and 11.5 % increase in brand linkage.
Facebook ads can therefore be bought using a more familiar way to people who have bought ads on TV before – Target Rating Point, TRP. Better still, as a marketer, you can buy, measure and plan both Facebook and TV ads with a target TRP in mind. The TRPs can be bought directly with Facebook.

There are a number of measurement systems:
  •  Digital Ad Ratings: verifies Facebook’s in-target TRP delivery
  •  Total Ad Ratings: verifies the TRP delivery for both TV and Facebook combined

How does TRP work?

How then does TRP work for video marketing on Facebook?

  •  You, the marketer chooses a target audience, for instance females between ages 30 and 50 in Canada.
  •  You then select the number of TRPs you need to purchase. This will be based on the size of your target audience, and your budget of course. For instance, if the females between 30 and 50 in Canada on Facebook are 50 million, 50 TRPs means that you will reach 25 million at one time. If the same population saw the ad three times, then the campaign will have delivered 125 TRPs. You can buy more than 100% of TRPs. The good thing is that you receive support from Facebook’s team. If you do not know what to buy, they will help a great deal.
  •  You will then select from three options. The least-expensive option means that a smaller number of your target audience will be reached, at a higher frequency though. The most-expensive option means that a larger audience will be reached, at a lower frequency though. You can choose to combine the two options for maximal benefits.
  •  If you decide to buy, you will exchange a signed contract between you and Facebook. The campaign then begins in a few days. You can also purchase a campaign 6 months in advance. The TRPs are guaranteed in the contract.
  •  The campaign begins to run and you can begin to receive statistics like consumers reached, and frequency achieved.
  •  At the end of the campaign, a final report is issued. It helps you to see whether Facebook actually met your TRP guarantee.

Conclusion

All in all, video marketing on Facebook can only get better. The above new features are concepts that you can reap from as a marketer. You can tell your story more creatively using carousel format, and combine TV and Facebook marketing. Facebook aims at creating more algorithms to suit marketers. In the mean time, you can exploit these two new features.

How to Integrate Video into your Content Marketing Strategy

How to Integrate Video into your Content Marketing Strategy

In recent times, it has become crucial to include video marketing in your marketing strategy. Giant sites like Facebook and Twitter (via Periscope and Meerkat) are already picking pace. A study on video engagement revealed that an average user on the internet will spend 88% more time on a website which has video content. Unfortunately, only 24% of brands use video in their marketing strategies. There is a misconception that video content is time consuming, expensive, and that it is hard to make professional. However, these are just misconceptions. Let us delve into how to make video a part of your content marketing strategy:

1. Live-streaming

Periscope and Meerkat paved the way for live-streaming. You can stream live events, record a podcast live, share your thoughts about developments in your industry, and get feedback from your audience. Live-streaming supports transparency in a business, something that is highly beneficial. You can write a blog post, and discuss it with your audience via live stream. You will be sharing your content with a new audience in another format. This way, you extend the reach and the life of your blog post.

2. Tutorial videos

You can use tutorial videos as part of your video marketing strategy. You can create videos answering common questions. They can be easily shared on social media, your site or even sent out via email. You can even build a series that ultimately leads to a certification.

3. Drip email

A pivotal part of your content marketing strategy is adding video to your email drip campaigns. Video allows you to target different segments of customers using different types of content. For example, you could send more casual videos to your younger audience, and more formal ones to the older members of your audience. A study by Forrester showed that including a video in an email increased the click through rate by 200 to 300%. It also boosted email open rates by 19%.

4. Front page exposure

Putting a video on the home page on your site will increase page view length. It also decreases bounce rates. You can also package the video as a pop up or below the fold and let it be triggered by the actions portrayed by your visitors. An introduction video will not only engage users, but also make navigation on the site easier. As usual, keep it short.

5. Ads

Social media platforms have adopted video. You can create video ads and share them on the various social media sites. The videos are on auto play, for instance on Facebook. Video ads are a good way to increase clicks and conversions. All you need to know is what your target audience likes and package it in an interesting way. You can use tools on social media platforms to target the ads based on audience demographics and behavior on social media.

6. Align with your brand

Your videos need to use your brand identity and key messages. They should also support and build your brand through pace, quality, and style.

7. Using video to promote other types of content

If you have some content that you would like people to buy or download for 'free’ (in exchange of their email addresses), you can create a video and embed it on social media, your site, or on any other platform. The video needs to be educational, over and above being promotional. You can feature the author or a subject-matter expert giving some insights.

8. Video as a source

Another way to use video as part of your content marketing strategy is to interview an expert or thought leader and publish the video on You Tube, Vimeo or even on your site. To publish it on your site, you will need to use a marketing platform, for instance, Wistia or Vidyard. You can also create a regular series where your company employees respond to your clients’ questions. Remember to keep the videos short.

Better still, you can use video as a basis to create more content for your marketing strategy. For instance, you can syndicate the audio on iTunes, transcribe it, and even turn it into a blog post (a Q&A). This way, you will be able to reach more people in multiple formats. You can also publish it on Slideshare, on PR networks, social media, or even as an eBook. You can use Instagram video to announce a release of your product, or respond to questions on your FAQs.

9. User generated content

When used as part of your video marketing strategy, videos gives your company credibility. It makes your company stand out, increases brand engagement, and boosts sales. Video testimonials increase free trials of your product by potential customers by 25%. Just make the video accessible. User generated content is also more likely to be shared. This is because the users have relations like friends and family. This means that user generated content has the potential to reach a larger audience when compared to videos created by brands. You can package the user generated videos to a series that shows how you are connected to your audience.

10. Webinars

You can create a webinar based on a topic that your customers would like to know more about. This strategy involves your customers at a deeper level. A study by ReadyTalk revealed that out of the people who attended webinars, 20 to 40% became valuable leads.

11. Demos

Demos need to be part of your brand’s content marketing strategy. You can choose to record your demos or live stream them. This aspect of video marketing allows users to engage with your brand on a one-on-one basis. You also get to present your brand in a more specific way.

12. Company Vlog

A company vlog comes in handy to support your blog posts. The vlog can be integrated into your blog. It can also be a collection hosted on You Tube. You can base the content of your video on educational videos related to your blog posts or on fun company culture, for instance a behind the scenes.

13. Make them human

Ensure that your video is human. It should show the audiences the different personalities within a business. For instance, it can show how a team leader helps his team to perform.

Conclusion

If video marketing is not part of your content marketing strategy, then you are losing out on a myriad opportunities to sell your product or services.

6 Reasons to Master Inbound Marketing as a Content Marketer

Inbound Marketing Content Marketer

For the last 9 years, inbound marketing has been one of the most effective methods for content marketing on the web. Its main focus is on the creation of quality content that attracts prospective clients to your brand. This happens when you align the content that you publish with customer interests. Let us delve into why every content marketer needs to master inbound marketing:

Inbound marketing is a very strategic technique. It educates and nurtures prospective clients on their journey down the sales funnel. You provide value without asking for anything in return. This concept is based on the fact that before any customer contacts your sales person, they will have done some research online. You therefore need to provide this crucial information to your customer for them to find your brand.

Why every content marketer needs to master inbound marketing

There are a number of benefits of using inbound marketing:

1. Simplified marketing

Inbound marketing allows marketing and sales teams to work together to ensure that they are providing powerful, invaluable content for clients. The sales team have great information about customer needs and wants at different stages of the sales funnel. The marketing team will therefore build content based on this crucial customer information. The two teams can therefore work together to drive leads, nurture existing customers and increase conversion rates. The marketing team can also receive the problems and questions that clients may have, or even telephone and email conversations, and use them as the basis of creating valuable content, with the help of the sales team.

2. Increased brand visibility and awareness

Production of content that is aligned with the customer’s journey down the sales funnel will enable them to find information about your brand during the initial stages. If you have high value content, they will gladly share it via social networks and even via word of mouth. This will increase your brand’s visibility and awareness. You will stand out as a reputable brand and credible resource.

3. Helps in coming up with a feasible content marketing strategy

Unlike traditional outbound marketing where you put your brand out there for everyone, inbound marketing is based on the concept that the customer looks for the seller. 57 to 70% of prospective customers conduct research online before they contact the seller. As a content marketer, you need to do research so as to know where your prospects get information from. You also need to clearly define your buyer persona. This will help you know how to strategically distribute your information so that prospects can find it.

4. Increases trust

Inbound marketing is not intrusive. It allows customers to consume information at their own leisure, without being interrupted by calls or emails. Since it is largely on the buyer’s terms, ensure that you only pay your part by providing value. This way, you will gain their trust. Once they are ready to make a purchase, they will remember your brand.

5. Increases traffic and quality leads

While inbound marketing may not directly generate sales, it is more effective when the customer is doing research before settling on a product, service or brand. This approach to content marketing builds relationships that result in sales. If you have content that is targeted at your audience, it will result in increased traffic to your site. When prospects visit your site, you will lead them to purchase your product or brand via calls to action, more content offers and landing pages.

6. It ensures successful social prospecting

Social prospecting is the foundation on which inbound marketing is built. It entails ensuring that the first contact that a prospective customer makes with your brand ultimately results in a sale. When it is done correctly, your brand is seen as a relevant and reliable source of information. This concept ensures that content marketers begin to build a relationship with a buyer from the outset. This relationship is one of a trusted advisor. It increases brand awareness, as well as the content marketer’s.

How to get social prospecting right

There are several facets of social prospecting:
  •  Customer relationship management (CRM) - understanding this aspect is crucial in helping in the management of communication with prospective clients
  •  Lead intelligence – the information that you derive from lead intelligence helps to prepare for the qualification of leads
  •  Social profiles – it is vital to know that as a content marketer, you need to showcase yourself as a 'person' to prospective clients. After you have created great content, the clients may want to interact with you more, because they know that you an authority. They may also want some clarification about your brand. You therefore need to have a complete profile on social media and respond to clients’ questions.
A facet of social prospecting that could be easily overlooked is connecting with prospective customers. As a content marketer, you could go ahead and connect with your customers. For instance, if someone likes or shares your brand’s YouTube video or blog post, you could go and follow them too on social media. This shows that your brand can be trusted.

After you have posted a piece of content on your brand’s social media account, blog, website or You Tube channel, it will pay off to do the same on your personal social media account. This way, clients see you as a resourceful person, and will associate you with your brand. However, if you are in other forums, for instance, LinkedIn groups, only share content that will be relevant to the group. Sharing content about your brand may be seen as promotional, and will definitely put people off.

Conclusion

We have looked at the reasons why every content marketer needs to master inbound marketing. This strategy is largely effective because you only target people who are likely to become customers. The customers are the ones looking for your brand. All you need to do is ensure that you can easily be found by your clients. Inbound marketing is a part that you cannot overlook in your content marketing strategy. Why fail to capture your prospect from the outset all the way to conversion?