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How Video Can Add a Snowball Effect to Your Online Marketing Strategy

Many businesses are oftentimes wondering where they should start when it comes to online marketing. Might I suggest considering a video production to get the ball rolling.

Why? Well, because the snowball effect of a great video can lead to months worth of solid online marketing strategy.

The power of video is undeniable. Video is proven to help with conversions on your website. Video is quickly overtaking social media. So if you have to pick one place to start with investing your marketing dollars; video just makes sense.

Taking the time to plan a quality video production is well worth the investment. If done correctly, a solid video can easily be repurposed for:

  • New web pages
  • A series of blog posts
  • Social media strategies
  • Email marketing newsletters
  • Podcasts

Sure, you could always start with the blog or website and work toward the video. But from my experience I’d say once you have the video done the other stuff can come very naturally. Just take a minute to think about it…

Web Pages

Once you have completed the video, it’s easy to have the content transcribed. With the written word, you can put together a new web page or series of web pages. This will naturally help with your search engine optimization as making the written content available on your site will give someone additional for Google to crawl and discover.

Blog Posts

Most of the time, you could get several blog posts out of every video you produce. Each new post could be examining the video from a different point of view. Or, if you’re really stumped, you could always do these series on every single video…

  • Why you wanted to make the video
  • What was the purpose of the video
  • Behind the scenes – how you did it

Much like adding the new page (s) to your website, creating a blog series is a great way to maximize the visibility of your video online throughout search engine results.

Social Media Strategies

The common theme among all of the booming social media sites is the focus on video. In fact, Facebook recently added a special video tab to it’s main navigation to make video easier than ever to find. Twitter, Snapchat and Instagram continue to advance their video capabilities and more and more the future of social media is pointing to video.

The beautiful thing about a well produced video is that you can chop it up into several small segments. With just a little thought given to sound bites, you can come up with videos to fit all desired formats and lengths. Now,all at once you’ve got a head start on some social posts that can be extremely effective in driving views and conversions.

Email Marketing

Ask any experienced marketer where they see the most immediate responses and I’ll bet they answer email. Email has always worked and it continues to work. Combining the mediums of email and video with a powerful message can produce some great results.

One approach to take here is creating a drip campaign that would highlight different parts of the same video over time. Maybe one week is looking at the portion of the video that talks about your company as a whole and its approach. Maybe the next week, it’s taking a closer look at who your employees are. You get the idea. In other words, a series of message spread over a few days or weeks that methodically educates your audience.

Vidcasts, Podcasts & More

A well produced video production, will also have some great audio segments that can be taken from it as well. Why not repurpose those in a podcast format?

The key here is thinking about all the distribution channels you have available and asking yourself what makes sense. Maybe you recently launched a podcast and your video includes the perfect soundbite from a customer talking about the work you did for them. Why not drop that in your podcast to help you get the most out of it?

Key Points

The key point out of all of this is getting the most out of each piece of content you produce…and doing so in a way that’s easy and cost effective. That’s where a partnership with Focal Point comes into play.

Not only can we help you plan and shoot a video production that will put you in a position to generate several weeks worth of effective content. We can help you execute on those marketing strategies and measure the results.

All it takes is a call or email to get started. So, what do you say? Let’s get the snowball effect going with your marketing strategy.

* Photo from Pixabay.com

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See the Fork First

More than a few famous poets, authors and songwriters have waxed poetic about the point along the road where one has to decide which direction to take.

At FocalPoint, we think the key to making the best decision about the road less travelled, the road not taken, or the fork in the road is NOT the crucial part of your journey. We think that first you have to SEE the fork, and recognize it for what it is.

That’s a huge thing in marketing and communications strategy. Many, many organizations misstep by failing to see that there is a critical decision to be made at a particular juncture — and do not understand the importance of the fork in the road.

How does one develop the insight to take the right path? At FocalPoint we set out these reminders for ourselves:

  • Stay focused on shifting currents
  • Be open to change and stay nimble
  • Be accessible and approachable
  • Consult with others and listen
  • Understand the way it always was is not the way it is

Recognizing the significant, life-altering twists in your company’s path is difficult. It helps having a company by your side to help you anticipate change.

Together, we can decide which new direction to take to forge ahead.

 

 

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3 Incredibly Effective Time-Saving Tips for Online Marketing

If you’re reading this article, odds are you wish there was more time in the day for online marketing.  Well, the good news is that if you’ve spent any time in the past developing any type of content, what you are about to read will be either an incredible reminder or complete game changer in that respect.  Either way, following these 3 simple but often overlooked tips will free up room in the schedule to work on other things…the things you just can’t seem to get to right now.  Furthermore, I also believe strongly that you’ll see increased results by following this advice.

1. Resend Your Best Emails

Email

Stop trying to think of your next email marketing campaign.  Instead, take the time to look back through past email sends.  The past few months, the past few years.  How many of the emails you sent were unopened?  I am willing to bet it’s a significant number. Now do this – export the list of your unopened emails for one of your best emails into a new group.  Now, rework that subject line a bit and resend the email.  Odds are you’re going to see results very similar to the first time you sent the message.

Remember, we’re all busy and someone who might very well be a great prospect could have been having one of those days where they just needed to hit “delete.” Now, you’ve got a second chance to reach that person with one of your most effective messages.  If the first time you sent the email it resulted in 15 sales or 10 leads, odds are it’s going to produce similar results the second time around.

Yes, this does somewhat depend upon the size and quality of your email list.  But even a list of a couple thousand emails deserves to be cultivated better than just one send of each message.  Large, valuable rocks should not be left unturned and giving your best emails a second chance is worth it.

Key Takeaway – Instead of spending hours creating a new design, coming up with the perfect copy and developing a new landing page – go back to your best email from the past (the one with that generated the most leads or had the highest click thru rates) and resend it to the people who missed it the first time.

2. Repurpose Your Best Content

Content marketers spend hours and hours creating great content.  Whether it’s a blog post, infographic, or even a podcast, serious effort goes into producing great stuff.  Yet all too often, I see even seasoned marketers make the mistake of letting this incredibly rich content die a week or two after it was originally published.  This is truly a shame and something that can be easily corrected. 

Start by looking through analytics for the past year.  I am willing to bet that some of the top pieces of content are several months old.  This means that a brand new visitor to your site could miss your best stuff.  It’s time to change that.  Turn that how to post with thousands of views into a quick video.  Create a whitepaper with that post from 7 months ago showcasing your top industry tips and tricks.  It’s never too late to breathe some life into these posts and you’ll be surprised at how they might just take off again.

Key Takeaway – See my post on evergreen content and shelf-life content.  Remember, seasons come and go.  A video or blog post that was a huge hit last winter can be equally as effective this year.  Even if some updates are needed, that can save hours compared to creating something from scratch.

3. Repost Your Social Updates

Social Media

I’ve got news for you.  Unless you are paying to play on social media, the majority of your fans and followers are probably not seeing your updates.  Does this mean you should give up?  Actually, quite the opposite.  What it does mean is that it’s time to rethink and repost your social updates.  Just because a certain update posted at 8:00 AM only reached 132 people doesn’t mean that same updated posted 1 week later at 7:30 PM can’t reach 2,000 people.

If time has been spent to build a good following and time has been spent to create great content, don’t let that time be wasted by only pushing out one tweet or one Facebook update then trying to determine its success.  Instead of trying to come up with the next update – try different times, different days of the week or a different image.  All of these things can make a huge difference and so often I see small companies get discouraged when it comes to social media marketing because a certain message didn’t take off they way the though it might after being posted only one time.

Key Takeaway – Social media is such a moving target.  Perfectly crafted tweets (hey, we all know it’s hard to fit everything in 140 characters or less) and Facebook posts with just the right image shouldn’t go to waste.  Check out this new app called Edgar.  It allows you to categorize your social media updates and put them on a schedule so it’s easy to find the best time and day to post.

What is Smart Marketing?

Smart marketing isn’t coming up with the next great idea.  Smart marketing is taking a good idea and making it better.  These tips are meant to be helpful reminders that serious time can be saved when we slow down, take a look at some of the good things we’ve already done and do them again, only better the next time around.

Ready to talk about your strategic marketing plan?  Get in touch with me here! 

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3 Simple Pieces of Advice to Save Marketers Loads of Time

The holidays are upon us and 2014 is coming to a close.  This time of year tends to bring out the best in marketers…and also the worst.  This is especially true when it comes to retailers.  We all know a lot of money is spent this time of year and for many it will make or break their 2014 success.  While I consider myself a marketing professional, I am also a student of the game. I’m always observing and learning from others to make notes of what I like and don’t like.

This year, as I was reading blogs, emails and social media posts I couldn’t help but think of 3 simple pieces of advice or rules of business that I think a lot of marketers forget.  Those that slip up often end up losing or offending customers while those that stick to these values even when things get chaotic will always come out on top in the long run.  As simple as these pieces of advice may seem, sometimes they make all the difference in the world.  Let me explain…

1. Just be honest (and don’t fake it).
I have to say, I saw a lot of retailers faking “deals” this Black Friday.  I know it’s a huge shopping day, but consider this for a minute.  Nearly everyone will receive dozens of emails with big time deals.  On this day in particular, people are looking to save a lot of money.  Sending out an email about Free Shipping and calling it a Black Friday “deal” just doesn’t cut it and certainly won’t break through the clutter.  Worse, it could offend your customers.

I know it can be tempting for retailers and many feel obligated to offer a Black Friday deal, but if you don’t have one, you don’t have one.  If you aren’t able to offer a competitive discount on that particular day because it doesn’t make sense for your business, why not send out an email the following week with a message that’s honestly the best deal you can offer and not disguised as something else.  I promise your customers will appreciate it more.

2. Tell a great story.
At Focal Point, we are all about storytelling.  This could be through video, social media or email.  A great story is what engages people with your brand.  And once they’re engaged the selling comes naturally.  This time of year, I can’t help but think of this John Lewis TV advertisement because it’s all about the story and people love it.  Give it a watch below!

3. Connect with PEOPLE.
One of the best ways to connect with people is to have other people tell your story for you.  This is why customer testimonials are so powerful for every business.  As the holidays approach, a lot of packages are going to be shipped and I can’t help but think of this FedEx #ShippingSpree video where FedEx enabled customers to tell their story by connecting with people through real life examples of things they would ship to that special someone.  In video below, Mike talks about his sister who is a cancer survivor and describes each item he’s shipping as he puts in the box.  Check it out here…

Great Marketers Don’t Take Shortcuts
I guess what I am trying to say here is that there are no shortcuts to great marketing campaigns.  All too often I see people asking questions such like: How do I get to the first page in Google?  How do I make my video go viral?  How do I get 50,000 Facebook likes?

The best place to start?  Follow the 3 pieces of advice above.  The results will come.

Need help telling your story?  Contact me now so I can help.

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