If you haven’t started using video marketing as a consistent component of your campaigns, then you are likely behind your competitors. Thanks in large part to social media, video content consumption has been on the rise for several years and is now crucial to your paid campaigns. Not just ANY video either. Marketers, business owners and entrepreneurs are looking for new ways to engage their viewing audience with a variety of video tactics and are developing content that is tailor-made for their specific audience. Paired with a streamlined follow-up strategy, video is guiding customers right into the sales funnel and having a big impact on businesses’ return on investment (ROI).
An agency like Strategic Marketing will help you to finetune your video marketing strategy, backend logistics and creative development to make sure you are getting the best results from your content. Below are some things to consider when developing your video marketing strategy.
Creating Video Content
From interviews and explanation videos to webinars and entertainment, if you can think it – you can make it. Make one of every style if you want! Your video content should showcase your brand while being relevant to the viewer. The more you cater to your ideal audiences’ interests and needs, the more success you will find with your video strategy. Make sure to opt for “suitable” instead of “salesy.” Be mindful that your video brings something of value to the customer and is not just about your product or service. There is a time and place for every kind of video. From shaky behind-the-scenes clips to professionally shot drone footage, it’s about what you are evoking with your content. Here are some tips to get you started:
- Develop a library of clips that you can reuse and reorganize to keep your content fresh.
- Work with a professional to shoot quality footage worthy of your brand name.
- Tell a story – not a sales pitch.
- Choose the best thumbnail. This is the first thing people will see prior to ever clicking your video.
- Stay relevant and relatable to your ideal audience.
- Use people (if applicable). A smiling face can be the connection between the buyer and your product.
- Use “supers” to support your audio since many watch videos with the sound off.
- Research budget-friendly video software. You may be able to start with some simple clips.
- Above all, invest in your content as it will be inextricably tied to your brand identity.
Video Marketing Platforms
Not sure where to put up your new video marketing footage? Luckily, pretty much every platform offering advertising is set up for video. Facebook, Instagram, YouTube, and many others are beefing up their ad formats to include a variety of ways you can present your content. This is where it gets tricky. Each type of format is going to come with different costs, audiences, and responses. Campaigns have a myriad of targeting parameters and audience segments, which is great – if you know how to use it. Products and services are unique for each business and results can differ depending upon each variable. This is where working with a company like Strategic Marketing can help you to keep your campaigns straight, on budget and optimized for performance. An agency partner can help you to realize your campaign goals with a flawless execution.
If you don’t plan on using video in your paid campaigns, then posting video organically can generate some traffic as well. Post the video to your business Facebook page or YouTube channel and share the links in places where your customers would find it. Most of all, make sure you are leveraging video on your website where people can engage with your product right on the page.
Driving Leads Through Video Marketing
Success begins once you can translate your video views into revenue! By using targeted messaging and strong calls-to-action in your content, you can drive people to your website, product page, or sales funnel. The easier you can make the transition from video to sale for the viewer, the more results you can generate. For example, it is more likely for a viewer to hit a button under the video to navigate to your site than it is for them to type in your full URL into the search bar to find your product. Creating a frictionless sales funnel will help you to convert more people, faster. Make sure you are driving leads to precise pages relevant to what they watched and provide a clear path for them to follow. Busy pages full of links or pages that do not load are bound for failure! If you think you can improve, Strategic Marketing can help you develop clean sales funnels that maximize your ROI.
Have a common thread across all of your marketing efforts. Simple branding elements can help you stay on track while creating your content. Make sure you stay within your color schemes, add your logo and stay consistent with your story. From there, the more places you put your video marketing content, the more chances it will be seen. And seen again. And seen some more. For example, tying video into your email campaigns can boost your open rates by 19%. Just add “video” to your subject line! By nature, marrying the different tactics increases the frequency a customer sees your ad while also cultivating a sense of brand consistency – an element perfected by the high-end brands with padded marketing budgets. Try your content across all of your marketing efforts. After the initial launch, you can see which platforms yielded the best results and you can finetune your strategy from there. Don’t be afraid to switch creative if it is not resonating with your audience the way you imagined!
Apart from creating your videos, the most important part you will need to do is monitor the performance of your new assets. The results you see from your content will tell you what to do next. Perhaps you need to switch creative, put your video on a different platform or maybe toggle some campaign settings to adjust who sees your ad. Robust reporting and thorough monitoring will help you to optimize your campaign to reach the highest ROI possible from your video marketing efforts. However, just tracking the campaign is a full-time job and you have a business to run! Working with a partner like Strategic Marketing can ensure that every aspect of your video marketing campaigns is being tracked and reported back to you with the appropriate suggestions for improvement.
Video marketing to online shoppers is perhaps your best chance to capture the attention of your audience. Although there are simple tactics you can incorporate into your marketing routine, your best bet would be to work with an agency partner who can help you develop your video marketing campaign from concept and creative to monitoring and reporting. Strategic Marketing has the technology, experience, and creative eye needed to help your business boost ROI through robust video marketing strategies. Get started with a free evaluation by filling out the form below.
Help Customers Find Your Services
The same way you want to find a prime physical location for your brick-and-mortar business, you should strive to have a prime location in search results online as well. Local customers tend to be higher converting and more loyal than other traffic that you may draw to your website. In order to make sure your services are easily found by those who search for them, you have to set up your online presence using local search engine optimization (SEO) best practices. Improving local SEO will help your business profile rise to the top of the results page in Google. The higher your profile is above competitors, the better the chances are that a searcher will solicit your services. Local SEO helps you bridge the gap between local searches and an ultimate sale, and luckily for all of us, it is simpler than it seems.
What is Local SEO?
Local SEO is the practice of making technical improvements to your online business profile which help search engines identify your business and services. When this is successful, they will display your business as relevant search result for potential customers. This is specific to only local searches and differs from a generic search for goods, which can be much harder to rank in. For example, if a customer searches “best car services”, your small business may be out-ranked by larger chains. However, if a customer searches “oil changes near me”, Google will populate a list of relevant local businesses they can choose from. When using local SEO tactics, you can ensure you are being seen by these high-intent searchers who are likely to be ready to make a purchase now.
What is the Google Algorithm?
How do the search engines decide which businesses to show first? In the case of Google, they have developed an elaborate program that sorts business results for each search query based on three main criteria: relevance, proximity, and prominence. Based on information provided by you as the owner, reviews from others, information found on your site and much more, this program decides if your business is the best match for the query, if your business is trusted and if you are physically nearby the searcher. Working on your local SEO involves building up the information about your business with the search engines and on your website to better match this algorithm and in turn, help your profile to show more frequently at the top of results. Working with a marketing partner like Strategic Marketing can help you navigate the important changes you can make in each of these categories to improve your business’s position with Google.
Role of Citations
Your business’s name, address and phone number (NAP) can show up on a myriad of different websites, directories and platforms. These listings are referred to as citations. The general accuracy of these citations is important so that the customer can reach and find you, but they play an even larger role in local SEO. Structured citations are places like directories where your NAP is displayed together as a listing. Unstructured citations are usually found on social media, in website content or other areas where the formatting may not be as clear cut.
The more citations you have available online, and the more Google sees your business as relevant and useful to the consumer, the more likely your business will come up in search results. Having prominent and reliable websites feature your NAP can give you major points toward your local SEO. However, inconsistent or incorrect listings will actually hurt your rankings. Keeping track of all of these is a large undertaking, but agencies like Strategic Marketing have tools that automate this clean-up process for you. Leveraging these tools will ease the burden of tracking down and updating your citations found online.
Reviews with Google My Business
Your Google My Business (GMB) page is snapshot of your business listing that is shown to customers searching your products, services, or general business information. Two of the most important factors here are the reviews left by customers and the star rating shown prominently below your business name. This will be the first thing a searcher will see about your business and a low review rating is a big deterrent to potential customers. As a local business, reviews are vital to inform future patrons that your business is worth using. Your responses to the reviews also provide a way for your customers to interact with you, the ability for you to showcase your brand identity, and your chance to manage any negative feedback. Furthermore, Google will use these reviews and ratings to sort whether your business is worth showing to searchers.
For local SEO, being proactive about getting and responding to reviews will have a dramatic impact on how you appear in local search results. A low number of reviews, even if they are positive, will hurt your rankings since it seems as if your business is not popular. There are a variety of ways to solicit and encourage positive reviews and tactful ways to handle negative ones. Already have a poor rating listed on your GMB? The best way to improve it is to earn more positive feedback from your clientele to even out the low scores. Review management will be one of the most important factors of success for your local business.
Your actual website works in combination with your local SEO. Appropriate keywords, technical data, and other factors found by Google crawlers will help the search engine determine how relevant or useful your business is to potential searchers. Studies show that customers still rely on heavily on the business website to make purchase decisions. Localizing your website content, improving mobile optimization and technical SEO enhancements are great ways to improve your local SEO. These enhancements also improve traffic to your website, how people navigate it, and in turn will lead to higher conversions. On-site SEO is complex and will be unique to your business. For help getting your website up to speed, Strategic Marketing has years of experience in optimizing sites for their clients’ specific goals. Working with a partner will be instrumental to your success.
Final Local SEO Notes
In order for customers to use your business, they have to be able to find you. In an increasingly technological world, customers are using Google and other search engines to quickly find what they are looking for. Improving local SEO will help loyal, ready-to-buy consumers find their way to you – EASIER. By bridging the gap between your business and the customer, you can win the customer ahead of your local competitors and drive business for your company.
The list above only covers a few of the areas that affect local SEO. For an in-depth and tailored look at how your business is performing in search, contact Strategic Marketing or visit www.thinkstrategic.com
There are a variety of forecasts for the future of eCommerce in 2021 but the one thing we all know for sure – it’s booming. The convenience and ease of online shopping has prompted a surge in online purchase habits from consumers. Coupled with the pandemic, 2020 has seen some of the highest-recorded numbers for online activity and these numbers are still growing exponentially.
As more and more consumers move away from in-store experiences, they are looking for equal-quality online shopping experiences. Previously, the direct-to-consumer space was taken up by cheap razors and makeup samples. Today, even the most luxurious brands are making the shift to eCommerce to provide their luxury goods online. Here are six trends to look out for, so your business can be prepared to navigate this shifting consumer environment.
The Role of Artificial Intelligence
What better way to execute a rich online buying experience worthy of comparison to an in-store experience than through the use of Artificial Intelligence (AI) and Augmented Reality (AR) technologies? Be ready for future online shopping to include an AI associate to provide a personalized shopping experience! Using past purchase histories and browsing behavior, these AIs will be able to make recommendations and offer a personalized online shopping experience. To support businesses, AI technology and algorithms will be able to analyze data to help you find the best channels, placements and times to advertise your products. Using trends, customer behavior and other customer data, AI will help boost return on investment (ROI) from marketing efforts.
Rise of Mobile Shopping
This one is a no-brainer for the future of eCommerce. Shopping done through mobile devices has continued to increase year after year as people turn to more quick, convenient purchasing behavior. Plan to have mobile shopping dominate a whopping 73% of all eCommerce sales by the end of 2021. What does this mean for your brand? It means your website and eCommerce platform should be optimized for mobile and be easily navigable by a user. Customers are not just shopping online, but they are also researching the products. Make sure that the mobile version of your site addresses any important product features, benefits, and possible questions that a consumer may have prior to making a purchase.
Adoption of Dynamic Pricing
A correct pricing strategy will have a dramatic impact on the overall success of your business. But how do you decide on where to price your product? Dynamic pricing allows you to stay competitive by serving different prices to different audiences in real time. This achieves a testing environment where you can analyze the results from the various pricing models and identify which one yielded the best outcomes. The best products don’t generate enough sales if they are not priced correctly. An investment into a dynamic pricing tool can help you achieve the optimal balance between perceived value and appropriate cost so you can have the highest return on investment.
The Black Sheep – Bitcoin
Most eCommerce businesses offer almost every imaginable payment method for their customers to use. In fact, limiting these options for a buyer can take sales right out of your cart and put them into your competitor’s. However, providing several payment options is a costly factor of running business as many of these merchants charge steep transaction fees. Cryptocurrencies such as Bitcoin offer some relief to eCommerce shops by having more affordable transaction fees and other small benefits. Recently, Overstock partnered with a cryptocurrency platform to add Bitcoin as a payment method. Is it possible that we will see a rise to this new currency in 2021? The jury is still out on this one!
To stay relevant and competitive, brands need to think about the sustainability of their products and processes. Green consumerism is the growing appeal of eco-friendly products and companies to consumers. Customers want to see purpose-driven brands who take pride in “green” efforts. If you have portions of your business that you have streamlined, reduced your carbon footprint or participate in any green initiatives, do not be afraid to promote them. Make sure to advocate where your company stands, as about 65% of consumers are interested in buying products from green-sensitive brands. There are some easy ways to adopt a more sustainable business model such as switching to online-only receipts or adopting eco-friendly packaging.
Future of Ecommerce – The Aesthetics
The old downside to online shopping was that you couldn’t see, hear, feel or smell the product as you would be able to on the shelf in the store. This means that the practice of using imagery to convey exact product specifications is becoming of optimal importance. People want to see exactly what they are buying and not be surprised when the item arrives in the mail. By using bold, bright visuals, brands can highlight important product features while helping to educate the customer on their product. Consider switching out the old reel of product images to 360-degree virtual images or even videos to showcase your products. This visually pleasing approach should be site wide, and not just on your product pages. Your website should be as captivating (if not more) than your in-store experience.
Overall, the theme of the future of eCommerce in 2021 seems to be fine-tuning the customer’s online shopping experience to rival (or exceed) the in-store shopping one. Streamlining, improving, and remaining current all seem to be the direction of the booming eCommerce business. As more and more brands join the eCommerce bandwagon, customers will have access to millions of brands at their fingertips. This means you will need to be thoughtful, creative, and innovative enough to stand out from the competition. The right marketing team will help carry your eCommerce brand to success using multichannel strategies and a creative eye. When the difference between a sale and no sale could be as simple as the right imagery or as complicated as a new website, Strategic Marketing can help you navigate the complex eCommerce space and maximize your return on investment. Strategic Marketing is a full-service agency ready to assist you with all your eCommerce and business needs.