With so many online video streaming services available for little or no cost, more Americans than ever are choosing to watch or listen to their entertainment online altering the way online streaming is changing. Business owners need to be aware of this so that they can utilize this resource for their marketing strategies.
Television networks and cable providers have all been forced to change their business models with the rise of digital media platforms. Many networks have decided to stream many of their programs for free so long as viewers are forced watch a few paid ads. This model has allowed for them to remain profitable in a time with the price of digital information has dropped significantly. Cable television providers have also built in stream online features to encourage customers to continue their traditional cable services.
Digital advertising can offer a business a lot more for their advertising dollar than traditional print advertising. There are almost no material costs so more time and energy can be spend making sure their final product looks great. With more people cutting the cable in recent years, advertising agencies make more by paying big networks less.
Online advertising means a marketing strategy can be implemented faster because the time period for print media is no longer necessary. Advertisers can take advantage of advertising during the most popular programs or time periods for their target demographic with the added benefit of lower or no costs to big networks promoting their products.
While the cost of producing video has went down substantially over the years, it still requires some work and budgeting. You can advertise on streaming website and platforms using still ads rather than video if this is more realistic for you. Some businesses also choose to have sidebar ads on video streaming sights to capture interest. This is sometimes called pay-per-click advertising, although you can opt to just pay a set price for a certain period of time.
It is easy to get into an advertising rut. This means a business may not be reaching their intended audience to justify spending on a project. It is important to keep up with advertising trends. Customers have moved beyond receiving advertising from print media. On line streaming will ensure that a business is on the cutting edge.
When you advertise using video streaming sites you will encourage viewers to visit your company website, e-store, or Facebook page. This type of engagement can be extremely profitable for your business. The more digital media exposure you have the greater the chance of gaining customers.
How to Incorporate Video into a Marketing Strategy
There are many ways to incorporate it into a content marketing strategy that works for your business:
>>Re-purpose that blog post that was really successful into a video.
>>Interview people in the industry.
>>Have a CEO or executive talk about the purpose or motto of the business.
Now that the video is created, however, the question becomes where should it be posted?
Posting on Facebook
Why might someone choose to post a video on Facebook?
>>>>Everybody else is doing it. A Marketing Land article looks at a survey conducted by SocialBakers that shows more and more marketers are bypassing YouTube and posting straight to Facebook. If the competition is doing it, then it is smart to follow in suit.
>>>>While it is harder in general to break into the Facebook game organically, videos are more likely to be picked up organically on the site than other content.
Posting on YouTube
Why might it be a good idea to post a video on YouTube?
>>>>Many experts suggest that it is the best option.
>>>>YouTube has become the second largest search engine out there.
>>>>It is owned by Google, which means it might be ranked higher.
>>>>It is cheaper because it is hard to break into the Facebook world organically.
>>>>People tend to watch YouTube videos longer than Facebook ones.
Posting in Multiple Places
There are great reasons to use videos in marketing campaigns, and those benefits can be realized in most public places they get posted. However, why choose one?
The real answer to the question of where a video should be posted might just be wherever other content is being posted. In other words, put videos on Facebook and YouTube.
So you want to post a video online eh?
Are you aware of what counts as a ‘view’, or if a particular platform will allow you to autoplay your video? Maybe you’re unsure about the maximum length of a video or if a metric dashboard is available to track your hits.
Regardless of the reason, we have provided an infographic below (via Marketing Land) providing answers to the above questions and more.
With the rise of social media usage during the last decade, it would be a surprise if more companies were not utilizing their reach and potential to gain a business edge.
You’ve got Twitter, FaceBook, YouTube, Instagram, Pinterest, FourSquare, and Google+ to name a few where your business information and latest projects should be published for millions of people to see.
But, how do you properly manage the variety of social media platforms to your full potential?
One method would be to create a spreadsheet with your social media accounts and update the sheet daily for the dates you’ve posted something. Another is to set a daily Outlook or Gmail calendar reminder to post something across all accounts.
Or (pay attention here) you can sign up for a FREE Hootsuite account. Hootsuite is a social media management system that allows you link or network other social media platforms into its interface.
Hootsuite’s interface takes the form of a dashboard allowing you to see multiple streams simultaneously. This is particularly useful if you are a serial entrepreneur and want to quickly post across all accounts. Each individual stream then allows you to select the social media accounts you’d like to post to, add a photo or video, and walah, you’re done!
To recap, Hootsuite makes it easy to post across multiple social media accounts simultaneously, reaching potentially millions of followers in seconds. Having multiple streams set up allows for quick easy transition between companies which is especially useful if you are a serial entrepreneur.
According to a recent study completed by Getty images, 36% of global consumers trust video ads and find them extremely relevant. The study also says that this trust factor of online video ads led to a 38% increase in online video ad spend between 2012 and 2013. In addition, marketers say that three factors — better targeting, better measurement and better reach and scale — have made their increase in ad spend over that time period justifiable. Given the above information, the YouTube Trend Map should have a huge impact in video content marketing in the years to come.
YouTube’s Trends Map provides a visual representation and statistical breakdown that shows exactly which videos on YouTube are popular right now. In addition to showing region-specific information, the map also shows what content is popular by location and allows you to select detailed stats based on shares, views, city region, gender, and age.
Kelly Clay, a digital communications strategist said until recently advertisers would not have a way of knowing which video their demographically targeted ad would run with. Within the last few years, YouTube has now given advertisers the option to target an ad based on certain criteria.
Knowing what type of content is popular where and with whom is at the heart of content marketing. The goal of a quantitative focused marketer is very straightforward: to maximize the return on investment on marketing and ad-spend by creating and publishing advertising and content that drives leads and creates conversions. New research has shown that when people feel they are viewing relevant ads and content the chances of successful conversion increase.
Yahoo! recently completed a study of ads on their site and found that ads received the most attention when they are relevant to the target audience (increasing the amount of time people spend viewing these ads by an average of 25%). In addition, studies have shown that the more contextually relevant the advertisement is, the first fixation increases by 15%. The longer brands can get people to view their content, the more likely it is that the ad will be kept in the viewer’s memories, which can ultimately lead to a higher calling.
The goal then, of any good content marketer is to create ads that have both contextual and personal relevance. Such ads lead to a stronger emotional responses and increase the likelihood a user will engage with the ad, says Clay. Choosing emotionally driven content is one of the steps in a foolproof strategy for getting your content to go viral.
Social Media Strategic Jennifer Beese says that she “doesn’t believe the Trends Map is a replacement to the metrics of YouTube Analytics. In fact, unless one of your videos is trending, “the Trends Map won’t provide specific data about any of the videos you’ve uploaded.”
However, with a projected 1.5 billion in viewers by 2015, online video is set to surpass all forms of advertising channels. That forecast makes YouTube’s Trend Map another valuable tool in an emerging Swiss army knife of resources that should help video content marketers in the years to come.
Ten years ago, if you would have mentioned the term “social media” to an Internet friend, they would have had no idea what you meant. But in the year 2014, nearly everyone with an Internet connection has heard of sites like Facebook, adding momentum and force to the social media advertising trend.
Social media is big business, and financial figures state that social media is scheduled to generate 11 billion dollars in total revenue by the year 2017! In 2013, social media made a total of 6.1 billion.
So, you can see how social media is poised to become an incredible force in online advertising in the very near years to come, and why you should seriously consider incorporating a social media marketing strategy for your business.
StumbleUpon – Founded in November 2002 by Garrett Camp and a few other associates, as of April 2012, StumbleUpon now has more than 25 million registered users.
Facebook – Founded in February 2004 by Mark Zuckerberg, Facebook is the undisputed king of social media. As of March 2013, Facebook has a total of 1.11 billion active users, globally.
LinkedIn – Founded in December of 2002, LinkedIn boasts a total of 259 million users across more than 200 countries as of June 2013.
YouTube – Launched by three former Paypal employees in the year 2005, YouTube is now one of the most popular video sharing / social media comment sites ever. YouTube was purchased by Google for 1.65 billion dollars in 2006.
Tumblr – Founded by David Karp in the year 2007, this social media site is home to 205.9 million blogs.
Foursquare – This local search and discovery network site was launched in 2009 by Naveen Selvadurai and Dennis Crowley. As of 2014, it has 45 million registered users.
Twitter – Founded in 2006 by Evan Williams, Jack Dorsey, Noah Glass, and Biz Stone, as of 2014 Twitter now has over 500 million users. 271 million of these are “active” users.
Google+ – Launched in 2011 by Google and open to everyone, as of 2013 there are 540 million active, registered users.
Sharing information and what you like is what social media sites are all about. Google allows us to +1 a site, and show the world how much we appreciate a specific page. Facebook allows us to “Like” a page, and thusly increase Internet awareness of a specific page or site.
Additionally, we can leave comments on social media pages that contain helpful insight, allowing social media business owners to improve the quality of the products and services they offer.
Social media pages are also highly capable of going “viral”, which happens because of a chain reaction of events.
First, a social media page will post an original and unique piece of content.
Second, it becomes popular because of the valuable, unique, funny, or otherwise noteworthy characteristic of the content.
Third, the popularity of the unique content is shared with friends and acquaintances until many thousands of people visit and agree that the content is noteworthy enough to share. And it’s at that point, that a social media page has officially gone, “viral”.
With sites like Facebook having over a billion registered users, there’s no stopping social media and how it’s scheduled to play a part in fostering business. Social media sites are wonderful for allowing any Internet user to share pages they find valuable and to spread the word about content they find beneficial.
It’s no secret that social media has grown to become a necessity in any online marketing strategy. Whether a brand wants to drive attention to its company, product or professional services, social media is a well-known, cost-effective way of attracting positive attention (in most cases). On the other hand, without following the specific protocol of social media branding, the careless use of these platforms can damage a business in a matter of days.
Within the past few years, social networks like Facebook, Twitter, and LinkedIn have become widely recognized as powerful tools for communication, both in the B2C and B2B industries. And whether you are aware of it or not, your prospective employers, partners, customers and competitors could be viewing your posts at any moment. With this in mind, it’s important to maintain best practices so that your social media strategy effectively supports your business goals and best showcases your brand’s personality, and on multiple channels.
On these newly crowded channels, it can be difficult for consumers and brands alike to separate the wheat from the chaff. We’ve assembled two examples of brands who have their social media game on lock. Read on to find out how you can cut through the competition and reach your fans like never before:
Old Spice Makes the Comeback of All Comebacks
At the end of 2009, Old Spice was an aging brand. Their customers were old; their reputation was old…and they were in danger. Obviously, a reboot was in order. And what a reboot it was!
During the Super Bowl of 2010, Old Spice launched their “The Man Your Man Could Smell Like” campaign, featuring former NFL player Isaiah Mustafa. Mustafa talks to the “ladies of the audience,” trying to convince them to buy Old Spice for their man while staring directly into the camera. It was a hit, racking up 26 million views on YouTube.
If Old Spice had stopped there, it would have just been a great online commercial. But what followed five months later was pure social media genius: Mr. Old Spice, as Mustafa was now called, jumped onto Twitter to answer questions from fans—in real time, via YouTube.
When selecting who to answer, the Old Spice Social Media team had a novel and crucial approach: they selected fans not only on the potential of their questions, but also selected them based on their influence on social media. Thus, when they interacted with a fan, they could be sure that his or her response would get maximum coverage.
The influence-filtering approach, combined with the real-time nature of the campaign, left fans sitting at the edge of their seats. It was a recipe for success that boosted Old Spice to its status as the number-one branded channel on YouTube. Numbers later showed that it drove sales, too: Old Spice reported that sales doubled in the month following the campaign.
The bottom line: by responding to their fans according to influence, Old Spice was able to combine high production values with spontaneity and still count on having an impact.
We All Scream for Fourth Meal!
Of all the fast food restaurants, who knew that Taco Bell would be the one to conquer social media? It’s true! The company’s flippant, irreverent, yet ultimately best-friendy tone turned out to be perfectly suited to social media marketing, particularly for speaking to that ever-elusive generation: the coveted millennials.
Using a sassy mix of English and Spanish, Taco Bell encouraged its fans, followers, and subscribers to “Live Más” and “Think outside the bun.” But that was just the beginning. What really sets Taco Bell apart from their competition is their commitment to two-way, fun, and productive communication.
One 17-year-old fan posted a request to their Facebook wall: “will you send me a poster of my favorite burrito?” To her surprise, Taco Bell not only agreed, but one-upped her. They sent her a giant poster taller than she was, they liked and commented on her Instagram feed with the acronym “BFFAE,” Best Friends Forever And Ever.
The bottom line: Taco Bell treats every interaction with a customer on social media as a chance to create a fan.
Thinking Outside the Box with Social Media
Consumers today crave honesty and authenticity from their brands. The definition of professionality is changing; it’s no longer enough to be polite and respectful. Today, brands are expected to be funny and candid as well. In their own ways, Taco Bell and Old Spice have each managed to mix humor, authenticity, and just the right amount of silliness to achieve a perfectly balance social media presence.
SEO or search engine optimization and social media are like two sides of a coin; they need the other side to truly stand up and be complete. They can work apart, but in the modern age of social networking, online brand awareness and the social drive of the customer, SEO and social media marketing together are vital to the overall success of the advertising campaign bringing in profits and web traffic.
Social media platforms such as Facebook, Twitter and YouTube are constantly in a state of renewal, bringing in thousands of new users every day because social networking is king at the moment. That constant state of new potential customers and heavy regular use of current customers, allows a greater chance of brand awareness and return on investment for good SEO business practices. By incorporating search engine optimization with social marketing, a business is able to reach greater quantities of customers by offering up-to-date information that is carefully planned with SEO parameters in mind such as keyword tagging, meta title tagging, linking and more. Adding search engine optimization to social media platforms increases the chances of the information being seen by the right people and bringing ROI back to the business.
SEO and social media at times can seem like two entirely different options for a business to get ahead in the business world. However, they both play their part in creating a clear web presence for a business and, if done right, they do it in such as way as to play off of each other and create a whole new level of customer participation, profits and brand awareness. Search engine marketing and social media marketing are two things that a business must invest in today and in a way that allows them to work hand in hand. Without utilizing the two complimentary business marketing options of SEO and social media, a company isn’t using every avenue they have available to become a leading company in their section of the business world.