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Is It Time To Double Your Investment in Video?

Soon you’ll start to notice that the “Videos” tab on Facebook brand pages everywhere is looking strikingly similar to YouTube.  From the featured video section to the ability to organize videos into playlists, Facebook is going to be implementing some of YouTube’s organization features.  Truth be told this is long overdue, but the timing makes perfect sense as Facebook is investing more in video lately.  As you might have noticed, the auto play videos of the ALS Ice Bucket Challenge filling the news feed have transitioned full steam ahead to videos highlighting brands everywhere.  From McDonald’s using Facebook videos to set the record start about what’s actually in their food to Jerry Seinfeld posting video sneak peeks of his hit series Comedians In Cars Getting Coffee, videos are only going to continue to show up more and more.

Jerry Seinfeld

As I was thinking about this trend (it’s not just Facebook), I thought more about the reasons why video just makes sense for every business.  I really think it’s as simple as this – the majority of people don’t want to read.  Your potential customers, probably don’t want to spend a great deal of time reading about your business.  And if given the choice, they’d prefer to watch a 2-3 minute video instead of reading all about your company history.

Here are 2 really good reasons to think about doubling down on your investment in video.

Videos Can Easily Be Repurposed
Let’s say you’re in charge of managing the company blog.  Things are off to a good start and you’re publishing 3 posts a week.  Traffic is increasing, then all at once it happens….

You hit a dry patch.  Suddenly you feel like you’ve already talked about the 3 points of difference over and over.  No matter how long you stare at the computer screen, the words just don’t want to come to you.  Then you start to think about that great story the CEO was telling just the other day about how the company was started by his dad back in the 1920’s.  Knowing that his time is limited and you’d be hard pressed to get him to sit down to write a blog post, you start thinking about what to do.  Then the thought dawns on you…it’s time to add some video!

Suddenly the 2 minute video you record of your boss telling the story is not only your most viewed video on the website, it’s the top performing blog post.  Because after he told the story on video, you were able to write it all out, add the historical photos and create the connection to the company through words as well.

Sometimes video is just easier.  And once the video is created there are so many ways to repurpose it – including creating a blog post or multiple blogs.  That same video could also be turned into a podcast.  Now you’ve got another way to reach customers on the go.  Come to think of it, the YouTube Channel sure could use some love lately.  Now you’ve got a video to feature when someone visits your channel. There’s so many ways to go with video once it’s created.  Video really is the ultimate piece of content to repurpose.  Invest the time and money to have the video content created by a professional once and think about all of the ways to get extended mileage.

People Are Watching Less Traditional TV
Odds are you or someone you know has cancelled their cable service recently.  Like Netflix bringing about the end of Blockbuster, cable companies are headed for trouble.  Why?  More people than ever before are watching videos online.  Well, that and people are sick of paying the high prices for cable service.  But more than ever it’s all about watching what you want to watch, when you want to and on the device that you want to.  With other low-cost services out there such as HBO, who will offer standalone streaming starting this year, Netflix, Hulu Plus and HD antennas available to get all the local channels – cable box after cable box will continue to get turned in.

netflix-logo    hbo_go_logo_feature

What does this shift mean to your business?  It means that since behavior is changing, there’s going to be more attention placed in online video.  More people online watching video = more chances to be seen = greater opportunity for conversion.

How Are You Using Video Now?  Is It Time To Double Your Investment?

I understand that for many marketing professionals, the whole thought of “doubling” an investment may seem a bit overwhelming.  I’m not literally talking about money here.  The point I am trying to make is that when looking at a marketing strategy, if there’s one type of content that I see paying the biggest dividends now and in the future – it’s video.

I’d strongly urge anyone reading this to take a moment to think about their video marketing strategy.  Think about how one video could become a blog post, podcast, social media post, email topic, etc.  Also, understand that not every single video needs to be a complex  video production.  In fact, I’d recommend a two prong approach.  Think about what video content you can turn out quickly and consistently with limited setup, such as; video case studies, client testimonials or mini educational videos about your business or industry, now think about what other types of more involved videos would complement this content and allow you to extend your brand message.

But whatever you do start thinking about it now.  Because I promise your competitors are.

Want some ideas?  I’d love for you contact me to talk video strategy. 

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3 Movements Every Digital Marketer Must Watch Now

As always, there are a lot of changes going on in the digital marketing world right now.  From the ever evolving social media networks to new technology to radical shifts in the way traditional services are delivered.

One thing is for sure, 2015 is going to be an exciting year.  A year where I think digital marketers are really going to have to think long and hard about the way they are reaching customers.  As I was thinking today, there are 3 things that come to mind that I will to be paying attention to in the new year.  Things that, while not exactly related, have the potential to represent big changes in the marketing world.

Facebook Algorithm Changes

There is a lot of buzz in the social media marketing world right now around upcoming Facebook changes that will begin in the new year.  To sum it up, basically Facebook is going to give even less visibility to “overly promotional” posts.  While most businesses understand that their fans do not want to see “overly promotional” content in the first place, it’s still unclear exactly where the line is going to be drawn.  One thing is for sure, it means even less organic reach for Facebook brand pages.  And if you are a social media marketing manager or just happened to inherit that responsibility at your company – you know organic reach has already dropped significantly.

What does it mean?  Well, it simply means now more than ever if digital marketers really want to reach people on Facebook in a meaningful way, it’s going to require a budget to do so.  Facebook is continuing to adopt a pay to play model and that’s not going to change anytime soon.  This also means that other social networks will quickly follow and begin to move toward this model.

The other thing that this means is that some companies will simply drop their Facebook page all together.  One notable company to already do so is Copyblogger.  A very well known name with over 35,000 likes and they dropped it.  Why?  Because the ROI on the organic side just wasn’t there.  I highly recommend watching this eye opening video (it’s a bit on the long side, but 100% worth it) regarding Facebook advertising.

WATCH: Facebook Fraud

Wearables

Wearables are everywhere right now.  I’m not just talking about smartwatches here, I’m talking about fitness bands like the Jawbone Up 24 and Fitbit Flex.  We are now able to monitor more than ever and get data in real time.  The more connected we become throughout the day, the more avenues digital marketers will have to reach customers in new ways.  While the messages may be the same, the delivery and strategy behind reaching people at the exact moment in time on the exact device that’s right for them will present new marketing challenges. 

I expect all of this to be taken to another level when the Apple Watch is released.  When a player like Apple comes to the market, it has the ability to really change everything.  If Apple gets its watch right on the first try, we will see an accelerated growth and mass adoption come very quickly.

What does it mean?  This means one more place potential customers will be looking at your marketing message.  It means making sure your message reads well on an even smaller screen.  Making sure your website is 100% responsive – even on a watch.  Basically, it means one more thing to add to your overall marketing strategy when you think about your typical customer life cycle.

Apple Watch

Uber-Sumer Movement

By now most of you have probably heard of services such as Uber (rideshare and taxi service company that gets you a driver in minutes via an app) and Airbnb (services that allows you to rent a place to stay from local hosts in 190+countries), but have you heard of Feastly?  Feastly allows “everyday” people to become cooks and essentially turn their house into a scaled-down version of a restaurant. 

This shift powered by the millennials of  everything being right now.  People are becoming used to getting things immediately, the way they want it and how they want it.  Instant gratification is being taken to a whole new level and it’s becoming expected from consumers.

What does it mean?  It means taxi services, hotels and even some restaurants are potentially going to have to reinvent themselves or die.  These concepts could be what services like Netflix were to Blockbuster.  It’s a radical shift, but it’s one that’s very real and cannot be ignored by marketers.

Uber

What Do You Think?

How do you think these changes will impact marketers in 2015 and beyond?  I’d enjoy hearing your thoughts. Contact me.

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