Why Video Marketing?- Quite simply video marketing is incorporating videos into your marketing campaigns whether to promote your company, product or service. A strong marketing campaign incorporates videos into the mix. Customer testimonials, videos from live events, how-to videos, explainer videos, corporate training videos, viral (entertainment) videos — the list goes on. Customer testimonials along with live event videos are becoming more and more popular as companies try to leverage rich media content into their marketing efforts.
Video marketing has revolutionised the way businesses approach their online marketing strategies. The mass increase in video production has flooded the online landscape with footage about anything and everything. Want to learn about a business? Watch their company culture video on their website. Need help fixing your car? Type in what you need and watch a YouTube video of someone showing you how it’s done.
The rise in video production has been attributed to the shift from desktop to mobile. More than ever, the average person has access to content in the palm of their hand. Additionally, digital technology is cheaper today than it ever has been before. This combination has created limitless opportunities for people to engage with content.
Video marketing techniques are flooding today’s social media outlets and websites. These days almost any type of business would benefit from the production of a short video to introduce their products and services. Studies have shown that consumers are at least 64% more likely to purchase a product or service that has video representation. This makes establishing a personal connection with buyers through the means of video marketing a key element in the future of online marketing.
Why Twitter Marketing?- Introducing Twitter, another key player in the world of social media, which quickly grabs a hold of users’ attention and encourages them to share and engage with content.
Soon you will be able to hold your own in the chirping world of Twitter, once you know how to:
A Bird’s-Eye View
Although Twitter’s logo is a cute little blue bird, the platform is an information-sharing powerhouse and packs a powerful punch in terms of microblogging and connecting with other users.
Like Facebook, Twitter is a mobile platform that is constantly connected. It has over 280 million active users around the world- 80 percent of whom are logging on via their smartphones. Not too shabby for a little bird, right?
The average number of followers per user is 208, and with over 500 million tweets sent every day, the platform is buzzing with activity all the time.
Why Online Reputation Management? – There are a lot of misconceptions about online reputation management. Some people think it’s just social media monitoring, while others believe it has something to do with public relations, and still others literally have no idea how it can impact business and sales.
Online reputation management is the process of removing negative mentions, monitoring brands image and creating a positive reputation. The role of online reputation management is very crucial in today’s business and media landscape. Companies of every size can benefit from having a clear outline of its main concepts.
What are people saying about you? Good online reputation management is not only about reacting well to what people say about you, your brand, or your products and services, but also about whether to react at all and, if so, when. Sometimes a reaction is not necessary, and sometimes a reaction that is too late can cost you millions.
A proactive approach to the matter consists of monitoring your public reputation on a regular basis, and not just when you come to know about a specific event to deal with.
How do you do this? The magic tools invented to solve this problem fall under the name of “social media monitoring”.
Why LinkedIn Marketing?- If Facebook is Social Media High School’s queen bee, LinkedIn is that whiz kid who made a billion dollars before she even graduated.
LinkedIn is different from other social media platforms because the audience it attracts is already a specific target: the workforce.
The average user on LinkedIn earns over $100,000, making it the most important social media platform for the corporate world. Why wouldn’t you advertise on this platform?
In this section we will navigate through the ways you can use LinkedIn to promote your business, and by the end of it you will:
If you have a business that thrives on industry discussion, you cannot neglect LinkedIn. While it may not be as fun as Facebook or Twitter, it is extremely useful for making vital connections with other leaders in your industry. Having a presence on LinkedIn not only proves you are serious in and about your industry, but also could attract the next bright spark to join your team.
Why Instagram Marketing? – Instagram is owned by Facebook- its Facebook’s little hipster sister! It really is geared to young, trendy people for whom their cell phones are extra limbs, so it’s no surprise that it is primarily cell phone-based. Among the 300 million active monthly users, the active user uses Instagram to showcase his beautiful life; businesses are now using Instagram to display products for these users online or in-store purchases.
Engagement is sought with multiple hashtags that are relevant to your brand and those that are being searched for a lot, so it is a very good way to raise brand awareness and to build customer loyalty.
Instagram’s ad format is relatively new and you’ll need to use the Power Editor tool to create any sort of ad. Ads follow the same structure as Facebook or Twitter sponsored posts, in that they appear on users’ Instagram feed and are marked with the sponsored tag. Carousel ads are also an option – they follow the same structure as a regular sponsored post but multiple images will roll by.
Why Facebook Marketing?- The Facebook platform has exploded over the past 10 years as a social and marketing tool for millions of people around the world. With 1.4 billion active users- of whom 1.25 billion log on via mobile- the opportunity for digital marketers is huge. Users can be reached 24 hours a day, seven days a week. Facebook is one of the best platforms with which to engage people.
You are probably already familiar with personal profiles, where friend requests are made and accepted or declined. This is a pretty time consuming (and often heartbreaking) way of trying to connect with your audience. Users can ignore your requests, so you do not have the instant connectivity you crave. Also, personal profiles are not optimized for search engines (i.e., they do not show up in Google searches). This is great for individual users who want their privacy protected, but not so great for brands trying to grow their presence online.
Instead, most brands create a business page from a personal account. These pages:
With business pages, it is easier to tweak content to better suit your audience- which is why smart brands go for them over personal profiles.
Facebook uses an algorithm called EdgeRank to organize a business page’s content. It looks at friends (or “liked” organizations) on the page to feed the most relevant content for each user into one continuous stream. This stream is called News Feed- and it is the most important piece of real estate you can get your eager mitts on.
You may be under the assumption that page “likes” mean nothing. If so, you have been sadly misinformed! Since EdgeRank promotes posts that have been published and liked by friends over other types of content, each “like” means your posts have a greater chance of connecting with the people you want.
Why Strategy and Planning?- Let’s make a digital marketing cake. You have all the ingredients lined up and ready to go, now let’s put them all into the strategy bowl and mix it together with your planning spoon. After some time baking in the oven, you will have a successful campaign!
A successful digital marketing campaign is one that uses the most appropriate channels to achieve the maximum impact- this chapter will guide you through the process.
You will be able to reorganize the most suitable channels for a particular campaign, how to cost and resource your plan appropriately, and how to set and align business objectives with tight implementation plans and well-considered tactical solutions.
Formal Definition of Strategy and Planning: The process of integrating digital marketing activities with a plan, buying for it, and executing a successful digital marketing campaign.
Why Analytics?- Generally perceived as complex, dry, and scarily overwhelming, analytics does not have the most exciting reputation. Whilst it might give you sweaty palms, a racing heart, and keep you up all night panting breathlessly, it’s for all the wrong reasons.
So, let’s look instead at what is sexy. Success. Slick marketing. Competitive advantage. Profit.
And how are these glorious things achieved? With killer insights, clues dug out of the data like rough diamonds, and wisdom polished into precise actions. Knowledge is power, after all, and analytics really brings the heat in that department! So whilst stats might not appear sexy, what can be done with them is, and this is the seductive beauty of analytics.
However, this beauty is somewhat buried. It’s our job to see beyond analytics’ intimidating exterior and focus on digging out the internal wisdom. Because if the inner workings of analytics can be understood, and the power of the insights gained can be optimised to meet specific needs, then a whole world of knowledge-based clarity will open up, achieving those sexy items outlined above!
Formal definition of Analytics: The process of measuring, collecting, analyzing, and reporting the behaviour of visitors on a website, in order to understand and optimize web usage.
Why Mobile Marketing? –People have grown pretty fond of their phones. Their little devices of metal, plastic, and glass are like phantom limbs and they panic if they (gasp!) forget it, even for a few hours. This addiction means that consumers have become used to having their mobile devices with them constantly. So what opportunity does this pose for marketers? Right you are. A big one.
It is a way through which digital marketers, can get up close and personal with the customers.
Formal Definition of Mobile Marketing: A set of practices that enables organisations to communicate with and engage with their audiences in an interactive and relevant manner through and with any mobile device or network.
From a customer’s point of view, social media is an awesome way to connect with people she already knows- and to connect with people or businesses she wants to know.
As a digital marketer, you need to use this curiosity to drive your business without approaching customers in an obtrusive way.
While social media is a playground where people can flit between discussions and encounter great deals and offers on their own terms, your job is to deliver content that your target audience wants to receive, which will be of great benefit to them- and even better benefit to you.
Implementing an effective social media strategy for your business is imperative to the success of a social media campaign, and the only way to build and sustain relationships with customers is to listen to them.