With social media sites such as TikTok taking off and more than 1 billion hours of YouTube being watched each day, there’s never been a better time to use video in your marketing. Whether you choose to hire a video production company or to create videos yourself, there’s money to be made by harnessing the power of video. Here are four tips to help you incorporate video into your marketing.
Focus on entertainment and not sales
The vast majority of video content consumed online is not sales-focused, but entertainment-focused, however, that doesn’t mean that it won’t help to boost your sales. If you want people to view your video and not to skip it, then it needs to provide them with value, and very few people find value in being overtly sold-to. The most successful marketing videos tend to focus on stories rather than sales, teaching their target audience about their company history, values or ethos, rather than pushing their products. By focusing on telling your brand story, you can improve your brand image and increase your visibility within your target market.
It’s all about the first few seconds
We see so much content every day that our attention span is now less than 10 seconds. This means that you have very little time to grasp the attention of your target audience and so what you put in the first few seconds of your marketing videos is what really counts. To make sure that your audience sticks around for the rest of your video, create a captivating ‘hook’ and make use of informative and engaging thumbnails for your videos which entice people to click on them.
Include captions
A lot of video content is consumed in environments where a person’s sound will be switched off, and so it’s important to include captions so that you can still educate your viewers. Approximately 85% of video content played on Facebook is played with the sound off, so it really is important to make your videos captivating with and without sound effects. The key to making captions captivating is to ensure that they are easily readable, and perhaps animated in some way to help keep the attention of your viewers.
Tailor your videos depending on where you post them
Video content is consumed differently across different social media platforms. YouTube videos can generally be any length, but videos posted to social media platforms such as Instagram, Facebook and Twitter perform better at certain durations. For example, although you can post videos of up to 60 seconds on Instagram, 30-second videos tend to get more views and interactions. On Facebook, videos that are 60 seconds or less tend to get the most attention, and on Twitter, this drops to 45 seconds. By tailoring the length of your videos by the platforms you use, you can ensure to get the most out of your video content.
So there you have it - four simple tips to help you incorporate video into your marketing strategy. Have you tried video marketing before? Let me know how it worked for you in the comments.
What is likely to be the first thing you do when looking for a restaurant, mechanic, or beautician? You check their website. No matter whether the outlet you are interested in belongs to an international chain or is a local business, you want to know whether they are still open after your work shift or you should not bother driving there. However, small businesses have a limited budget to spend in marketing efforts, especially during these uncertain times. On the other hand, some benefits of having a website for your small business should not be ignored.
That's How Potential Customers Find Your Business.
Today's users and customers use the internet as a faster, more responsive, and immediately efficient phone book. In the past, if you could not find a business on the phone book, you will skip to the next one that offers similar services, but you can get in contact with - and that's your competition. If anybody in your area has a website, you will need to make sure that your business is as visible as theirs. If they don't, well, there is nothing outrageous in being the first one.
Including a Blog Helps You Build Relationships With Your Customers.
A couple of landing pages and contact forms might just be enough to encourage potential customers towards your business. However, before or after the purchase, such pages might not be particularly useful in keeping the engagement levels high. Instead, implementing a blog and regularly publishing relevant content allows you to supply answers to the most common questions and issues your audience might be experiencing.
When writing a blog for your business's website, you can craft a marketing strategy by yourself, but you should be aware of what are the most common blogging mistakes to avoid them. If you feel like this might be too overwhelming for you, asking for a consultation offered by an SEO or digital marketing professional can guide you through the right path.
And So Does a Newsletter!
Alongside regular blog posts, investing in a newsletter, and crafting the perfect call to action allows you to generate new leads and retain more data about your audience than ever. However, newsletters are also essential to keep in touch with your target market throughout the year. Therefore, you can check in with them in the periods in between purchases or when you are about to launch or update a new product or service.
Instead of having to find new customers who are interested in your latest creation, most of your audience will get to know about offers, discounts, giveaways, and new launches. Don't forget that in periods in which your business can't operate as usual - like in the case of the current restrictions - a newsletter can help you communicate to your customer opening hours and safety measures implemented.
Create the First Point of Contact
Undoubtedly, websites are the first point of contact for a customer who is looking for your address or contact details. If it does reflect the value proposition, theme, and mission of your brand, your website offers an ideal peek into the experience that your customer is about to have.
Not having a website might suggest that your business is not particularly up-to-date, innovative, or clear in intent. Additionally, if you let the first point of contact be when the customer walks into your physical shop, this might not always go as planned! And first impressions are often everlasting! In this case, a well-crafted website allows you to create the ideal first impression you always want to leave in a new customer.
If you are the owner of an established small or local business, your customer base might derive from decades of word-of-mouth marketing and entire generations engaging in your services. However, if you are a new business, you will have to generate trust and get your customers to know that you have the expertise, attitude, and knowledge to perform the best job. A website can do precisely that.
Your business' site will have testimonials, reviews, social media handles' links, and call to actions. Your customer can explore your business, experience, and portfolio at its own pace, and make an even more informed decision. Aside from increasing the number of customers for your business, they might also be willing to pay more for the same product!
It's a Marketing Channel You Can't Ignore
With an endless range of marketing media out there, it can seem impossible to pick the best one for your needs. However, just by having a website, you can combine several digital marketing branches, such as SEO and video marketing, in one platform. While you might need the help of a professional agency or expert to craft a strategy that can truly get your business off the ground, websites are also reasonably easy to handle by yourself.
You Can Leverage Data to Create Better Services
Past and potential customers commenting, subscribing, and generally taking action on your website offer you a data set you can start plotting. Whether this about your marketing campaign, expectations not met, or a particular aspect of your product that does not work as well, it is all valuable feedback. Through such input, you can craft better products, strategies, and services that truly reflect your users' needs.
It Is the Starting Point to Build an eCommerce Business.
The current pandemic and ensuing lockdown and social distancing measures have made clear that remote working, delivery options, and touchless services are here to stay. While your small business already works locally, you might not be able to reach an audience that, while interested, might be located away from you.
However, today, not starting to think about an eCommerce option might decrease your business's level of competitiveness, especially if you look at other companies in the same sector. You can still opt to keep your local outlet open as usual, but generating income streams through an online eCommerce store allows you to benefit from a visibility level that you would not have otherwise.
If your business is reliant on your local community for sales, then finding ways to reach out to the people closest to you is a must. But even if your business isn't reliant on the community around you, you might still want to focus on them within your marketing, as the more people you have buying from you, the better. Right? We're sure you're nodding your head in agreement as you read this.
Of course, if you already have a local marketing strategy in place that works for you, then fine. Keep doing what you're doing. But if your marketing strategy sucks, you should do what you can to improve matters.
The following steps are recommended.
#1: Understand your target audience
The most important step in any marketing campaign is to know who your target audience is. You need to work out who your ideal customer is, what types of things interest them, and what marketing approach works best when targeting them. So, you might want to work out what social platforms they might use, what websites they might visit, and where they might spend time offline. Customer analysis can be carried out through market research, social media analytics, and the application of data science with the help of a data science agency. Checking out the marketing efforts of your nearest competitors can also help you in this regard.
#2: Target your audience
When you know who and where your key demographic is, you need to reach out to them. Build a marketing campaign around their primary interests. Focus on SEO and use those keywords that your audience will probably be entering into Google. And create advertisements and other promotional materials that explain why and how your product or service can fulfill the needs of your audience. Use a range of marketing strategies in your efforts to reach them, but focus on those that can be assumed will bring the best results.
#3: Get involved with your community
To really make an impression on your community, you need to increase the visibility of your business. When the local people know and trust the people behind the product or service they are being offered, the greater the chances of them using your business. So, get out there and do what you can to make yourself known. Attend community events, as both a business guru and as a friend of the community. Offer training courses and workshops to local people. Hold fundraising events for community causes. And follow these other ideas for getting involved with the local community, as the more you can do to engage with people, the greater the chances that they will engage with you.
#4: Track your marketing efforts
Which of your local marketing strategies are bringing in the most results? When you know what is working, you should devote most of your time to these areas. Check out these techniques for measuring local marketing and go back to our suggestions about data science and social media analytics to track your marketing efforts further.
By following these steps you will improve your local marketing strategy. So, if you haven't attained the sales you hoped for in your locale, consider our suggestions and commit to further research on each one of them.
There is more to your success than just a great looking and informative website. Even the best websites need the support of great marketing strategies.
Embrace email marketing
One of the ways to achieve this is through email marketing. Email marketing allows you to connect directly to potential customers and return visitors to your site. When done properly it provides that personal touch that you would normally only get in face-to-face marketing. However, when it is done poorly, it can become akin to spam; unwanted, unappreciated and unlikely to lead to anything positive.
Given this, it is important to understand the subtleties of email marketing. This includes elements such as the importance of making sure you have permission to use the individual’s email details for this purpose. When you capture an email address you must ensure the individual knows why you are asking and is giving permission to you to send such communications. You must also remember that this permission can be revoked at any time and that your emails must include an unsubscribe link.
You need to be aware of this and of the less obvious elements of designing a good email marketing campaign. Anything from the subject line, to the amount of time the email takes to open, will affect whether the email is even read, let alone whether the reader responds to it.
SEO is not something you can address once and then just forget about. The Internet is changing all of the time and you need to make sure that your business stays ahead of the curve. We recommend reading 2020 books on search engine optimization (SEO). This will make sure that you are using strategies that are effective in the modern-day.
One thing you definitely need to make sure you stay away from is black-hat techniques. These are strategies that try to manipulate search engines to get to the top. You will get penalised in the end.
Avoid PPC mistakes
Pay Per Click advertising can be a very useful tool in bringing new customers to your business website. However, this only remains true if you understand how it works and avoid some very costly mistakes along the way.
One of the major mistakes that businesses make when first using PPC is related to their links. It is important that the link you include in the advert takes the visitor to the right page, the page for the product or service that was included in their keyword search. If you instead send them to your home or contacts page, the visitor must work to get to where they want to be.
Unfortunately for you, it is easier for the visitor to click back and try a different link altogether, losing you a potential sale and costing you money into the bargain.
Another mistake to avoid is forgetting to split test your text. Failing to test any aspect of your campaign runs the risk of losing potential customers and your PPC adverts are no different. Your web design agency will take care of the testing phase for you ensuring that only the most appropriate wording is used.
Are you looking for ways to elevate the reputation of your law firm? In the highly competitive legal industry, it can be hard to make your business stand out from the many other law firms out there. Attracting high profile, more lucrative clients can feel like an impossible challenge when there are just so many different firms competing for the same business. However, with the right guidance, it is possible to raise your firm’s profile, here’s how:
Visibility
One of the first tasks to tackle is improving your firm’s visibility so that you reach a wider audience. Enhancing your visibility requires a website that showcases your services perfectly, and is also easy for potential clients to find.
Getting expert help with your SEO (search engine optimization) is essential to get your website noticed and ranked on the first page of the search engine results.
Reputation
In a perfect world, your reputation as a professional law firm offering expert advice to clients would be enough to get you noticed. However, in an increasingly competitive industry, it takes more than this to make your law firm stand out from the crowd.
To cement your reputation as a professional legal practice and to elevate your status above the many competing firms out there, you need to achieve expert status. Becoming an expert in your field will send your reputation soaring, and will add a significant amount of equity to your brand.
Achieving expert status requires guidance from a PR and talent agency such as Elite Lawyer Management. A PR and talent agency specializing in legal firms can secure you bookings for expert opinion slots on TV shows and radio phone-ins. Appearing in the media offering expert opinion will bring both yourself and your law firm kudos, making it easier to attract high profile and more lucrative clients.
First Impressions
First impressions are one thing that cannot be changed—making a positive first impression will always be integral to your business’s profile. First impressions are formed very quickly and are also extremely hard to shake off.
All the time and effort put into raising your profile will go to waste if you make a negative first impression when you meet your clients in person. First impressions are made based on a number of factors rather than one single element. Therefore, it is vital to be mindful of things such as the appearance of your business premises, your personal appearance, politeness, and time-keeping.
Clients are unlikely to be impressed if they arrive for their appointment with your firm and discover an untidy, disorganized office and are greeted 20 minutes after their scheduled appointment time by a scruffy looking lawyer.
In Summary…
Raising the profile of your law firm is essential in an increasingly competitive market. The profile of your law firm will be significantly enhanced by positioning yourself as an expert in your field. However, it is also vital to ensure that you have all the basics covered and create a positive first impression on clients.
Can you imagine investing in a marketing strategy and realizing that it just doesn't work? You would not be the only person in the business world to get to that point, and it does happen a lot! You want to try and avoid this, but it is possible that you are going to invest in a marketing plan that will eventually suck.
Most marketers understand that you need to keep a close eye on your strategy and watch it, but it will help you to know what signs to look for. Whether you are looking at your traffic and noticing things aren't going well, or you’re not posting enough on social media, you’re going to have a lot to learn! You need to make changes and so here are four signs your current marketing strategy just isn't working for you.
Engagement is so important, and if you’re not getting a high number of comments, likes or shares on your social media posts, it should raise a big red flag for you. You may have worried about how much traffic you were getting, but not know that it’s down to conversion rate optimization instead - like we said, a lot to learn. You need engagement on your website comment section as much as you do on your social media pages, and if you’re not online and getting those posts up, you’re going to have a problem.
You’re Not Increasing Your Conversions
It’s a clear sign for a business marketing strategy that things are going sour when there are fewer conversions than ever. If you’re not generating the right leads and making sales, you’re not making a profit. So, what is it about your website that is turning people off instead of on? You want people to invest in you, so check with your IT team about why your website isn’t doing it for the customers.
The Wrong Audience
Are you focusing your marketing efforts in the wrong places? There’s every chance that this is the case for your marketing strategy and the potential problem is that your engagement and traffic is all coming in from the wrong people. So, if your numbers are up but your conversions are not, then it’s important you check whether you have the right people even looking at your site. Create content that attracts the right people, and you’re on your way!
You’re Spending Too Much
You should be seeing results from the money you’re spending on marketing, and if you’re spending tons of your budget but not seeing anything come back, you need to reevaluate everything. You should have a clear strategy with your marketing budget so that you don't increase your spends with zero result from the first spend.
If any of these signs are true for your business, then it is time to look at your marketing strategy and redo it all. You want it all to come right for your business and that means paying close attention to your marketing strategy. Start now!
