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May 2015

3 Quick Ways To Simplify Online Marketing Strategy

Simplify Your Online Marketing Strategy Now

So often as online marketers, we get caught up in the excitement of the “next big thing.”  We set our sights on hitting the online marketing home run or viral campaign.  It’s times like these when we need to simplify our overall online marketing strategy and get back to the basics of what works.  It’s the daily work that paves the way for the big successes.  And it’s getting back to the basics that will help when you’re struggling.

Below are some tips and reminders of basic online marketing and social media strategies that will always work no matter what the latest technology or next big idea might be.

Ask Why & Subtract
Let’s get right to it.  I know you may have read the intro and thought, “oh great, more things to do.”  Well, actually in this first point I am going to ask you to do less.  Stop for a moment to think about all of the different marketing activities you do on a daily basis.  Now, ask yourself why.  Go through each activity one by one and ask yourself why you’re doing it?  Does it tie back to a common purpose, help you accomplish a goal or help move business forward?  If you are unsure on the answer to these questions for any task, stop doing it.  You see, life is a lot like marketing – when things just aren’t adding up that often means it’s time to subtract.

Start Subtracting

Create A Content Plan
Content marketing is a big deal.  By now most digital marketers understand that they need to be producing content as part of an overall online marketing strategy to generate traffic from Google organic search, social media and more.  Yet, many still do not have a plan.

Several big name digital marketers will swear by a content calendar.  I am not going to tell you that you have to do that, because I don’t think it works for everyone.  What I am going to tell you is that you do need to have some sort of plan.  Something that eliminates the guesswork.  Something that makes it easy to answer the question – what are we going to write about today?

Here’s a blog post I wrote about how to create a simple content marketing plan.  It’s based upon the concept of creating themes for each day of the week and writing about those themes/topics on that designated day.  It’s that easy, yet it can be so effective.  Why?  Because it eliminates all of the guesswork and provides a direction in which to move.  And sometimes we just need that direction.

Recycle Your Best Stuff
You’ve created the perfect blog post.  The content is compelling.  The image is stunning.  The call to action is easy to follow.  It’s sure to be a smash hit!  Excited to tell the world all about it you go about your social media marketing by posting a link to it on Facebook, sending out a Tweet and posting the image on Pinterest with a link.  This post is even so good, you send out a new email to your loyal subscribers.  Then you wait…nothing.  A few hours go by and now you have 1 like on Facebook, 2 retweets on Twitter and 2 click thrus on Pinteres and Mailchimp shows a few people are opening the email.  But then the rest of the day goes on and the numbers are still the same.  And a week later, still the same.  While something is better than nothing, this is far from the results you wanted to see.  Frustrated you chalk up the loss and move on.

Unfortunately, this is a scenario I see play out in social media marketing and online marketing in general time after time. It truly is sad, because it’s selling yourself short.  You’ve spent time developing that content.  A designer was even hired to make sure just the right image was created.  This blog post was a big time investment.  Now you just need to understand that as much effort as you put into creating the content, you need to put even MORE effort into promoting it. 

Recycle Content

The simple fact is that people are busy.  A very small percentage of your audience saw that Facebook post and even fewer noticed the Tweet.  It’s also entirely possible that your next big client was out of the office when you sent the email and in an effort to cleanup her inbox just went through deleting emails as fast as possible.  Timing can be everything and sometimes it’s not the right time.  So change the time and try again.  Alter the subject lines or teaser text.  But whatever you do, RECYCLE the best content over again.

Ready to Talk Online Marketing Strategy?
Let’s set up a time to get together soon.  I’d love to help you simplify your online marketing plan, so contact me today!

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1 Big Thing Videos Are Missing & How YouTube Cards Will Help

Why Are So Many Video Productions Missing This 1 BIG Thing?

I have been on a bit of a video marketing kick lately.  Being a full service digital marketing agency that provides video production in Indianapolis and surrounding areas, it seems only natural with all of the emphasis on video in social lately that I’d have some thoughts to share.  Yet, with all of the advancements in technology and new ways to reach people through video, it always seems there’s one BIG thing that comes up missing time and time again.

So, what is the one thing – a call to action (CTA).  Better yet, an effective call to action.  So often the ball gets dropped when it comes to this highly important piece of the video.  Ok, I’m a website visitor and I just watched your video…now what do you want me to do?  This question must be answered and it must be really clear.  I’ve seen so many YouTube and website videos that just end with a company logo, some credits, or even worse…they just end!  It doesn’t matter how many people watch a video, if they have no idea what to do next the whole point is lost.

There are some amazing videos out there that just leave something to be desired when it comes to the call to action.  Even videos that nail the 5 key factors for an effective video production I discussed here, but miss the mark with a when it comes to a CTA.  So why does this happen?  I think the simple answer is that it just gets overlooked.  In the process of planning every other element of the video production, the last thought (if a thought at all) is the CTA.  Often times the video production company just get engrained in what they’re doing, getting the right shots, adding the right music, etc. and they leave the CTA up to the client.  This needs to change if your video marketing efforts are going to be effective.

Create a video with an effective call to actionContact us here!

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Introducing YouTube Cards

Yes, all of this video production call to action talk was leading up to something.  Something that I think is a big deal for anyone involved in video marketing.  YouTube recently introduced its YouTube Cards feature in the video editor and this could be a game changer.

Why are YouTube Cards a Big Deal?
YouTube cards are a big deal because they are easy to setup, look way better than annotations and will perform better on mobile.  This will make it easier for marketers and video production companies to create clickable graphics that appear at just the right time to drive visitors, leads and sales from YouTube videos.

What are the Types of YouTube Cards?

  1. Merchandise (like Google Play and iTunes)
  2. Fundraising (think Kickstarter)
  3. Videos
  4. Playlists
  5. Associated Website link back to your company website
  6. Fan Funding

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How To Set Up YouTube Cards

  1. Go to YouTube Video Manager, and click on the “Edit” button. Or click on the down arrow next to the button.
  2. Click on “Cards” in the top navigation bar, then click on “Add Card.”
  3. Use the video timeline to get to the point in the video where you’d like to add a card. This is where the teaser/title text will cue in the upper right corner of the video for five seconds, then revert to just an “i” icon in the same position.  (Note – you cannot change the amount of time the card displays)
  4. Click a blue button on the right called “Add Card” and it opens up a creation window.
  5. Select the card type you want to add.
  6. The card can be customized with your own image, text and URL.
  7. More cards can be created within the same video if you’d like to do so.
  8. Click “Create Card.”

2 Quick Tips for Using YouTube Cards

Keep the Text Short & Sweet
Remember, many people will be watching this video on a phone and space is limited in the YouTube card.  Be sure to preview it multiple times to see how your text displays.  Rely on the video itself to do the explaining and the YouTube Card text to be action oriented and to the point.

Timing is Everything
Unlike annotations, you cannot display YouTube cards throughout the entire video and each card you place in the video production will display for 5 seconds.  While you can place multiple cards in the video, they need to be spaced out.  Think about the points in the video where it makes sense for there to be a call to action rather than hammering the viewers over and over.

Ready to discuss how YouTube Cards fit in your video marketing strategy?  Contact me here!

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