Ever been on the receiving end of a sales call or meeting, with the salesperson going on and on about how incredible their business/product/service is? Did you find yourself thinking:
“Not another one! Of course, you think your business is great. So do all salespeople. ”
You aren’t alone. In fact, in more recent years there has been a growing mistrust in businesses hyping themselves up. That is why we’ve seen such a rapid rise in marketing methods such as influencer marketing, with third party reviewers providing a more trusted opinion on a business’s offering.
When we think ‘influencer’ we may think of online gamers with thousands of YouTube/Twitch followers or the young, rich in-crowd on Instagram. But fundamentally, an influencer is someone with a degree of influence over others and when it comes to business this can be anyone from a customer, to a supplier, to a partner.
There is something to be said about the level of influence that can be leveraged through video testimonials for your business. This is especially true when they include clients who are respected in their field.
These respected individuals can be more powerful than the big, social media influencers. In these cases, potential customers will often be aware of their expertise and respect their opinion – creating an environment of real trust.
Clients rarely have a reason to give a testimonial beyond a genuine delight with your service or product. Therefore, video testimonials offer a level of authenticity that is otherwise difficult to find elsewhere in marketing.
Using key clients in testimonials will also often offer points of view that you may not have otherwise considered. For example, most businesses have their ‘go-to benefits’ of why customers should choose them. These often don’t cover the softer elements that many customers find so valuable such as good communication, flexibility or compassion. Video testimonials help businesses highlight their personality as well as their capabilities.
Video Testimonials: Highly Engaging Content
Let’s put the benefits of having your customers sing your praises aside for a moment and focus on the vehicle – video. After all, there are a few ways a customer could provide a testimonial…so why is video so powerful?
“Marketers who use video grow revenue 49% faster than non-video users.” WordStream
The keyword here is ‘engagement’. In a world where there is such a vast amount of content online, keeping anyone’s attention for more than a moment can be easier said than done. However, video provokes and captures the senses in a way that no other form of media does. Video testimonials allow your customers to expressively and concisely tell the story of why they chose to work with your business.
Video also allows businesses to distribute valuable testimonials across various platforms. including websites, social media feeds, social media stories, emails, direct messages and can even be included in sales decks to add authenticity to presentations.
Video testimonials are a fantastic way to grab your current and potential customers attention. This powerful type of marketing offers a level of authenticity and engagement which is otherwise hard to portray to new and potential clients.
In an article by The Guardian, Ralf Lucas the founder of Good Schools Guide said that he was noticing a clear shift when meeting parents in their opinion towards State schools, saying that “Independent schools really need to show us more, not just tell us, as we’re really taking State schools seriously”. Parents today are spoilt for choice. Not only do independent schools need to prove their value over State schools but they also need to work harder to stand out from their competitor schools. This is why a well executed digital strategy should be a top priority for any marketing team in the independent school sector, and digital advertising can play a massive role in that.
So, what is digital advertising? Digital advertising is when you run adverts online across social media, Google, Youtube, and various other websites. Last year digital advertising spend outstripped television for the first time in history (SEOworks). It’s highly effective and the good news is it’s affordable for everybody, regardless of the size of your school marketing budget.
What are the best ways to use digital advertising for your school?
1. To drive more people to your school website
A video on your school website is an extremely effective way of engaging prospective parents. But how do you get them to visit your website in the first place, especially if they’ve never heard of your school? By running adverts online across Facebook and Instagram you can reach people beyond your immediate sphere of influence. For example, if you are a boarding school based in Surrey but you want to attract more international students from South Korea, you could run a Facebook advert that only targets affluent, well educated, English speaking adults in the Seoul area. Or, if you are a school in Buckinghamshire running a bursary scheme for inner city children, you could run an Instagram advert explaining the advantages of the scheme targeting London postcode children under the age of 16 who attend a specific selection of State schools. Even if you just want to attract more pupils from the next county, social media advertising is a great way to do this.
2. To highlight the best aspects of your school
Parent’s can often get into “analysis paralysis” when comparing different schools. This is because many will have a good website, a compelling video and lots of information that positions them in a favourable light. To stand out from the competition, you need to think outside the box and that’s where digital advertising can help. You can provide parents with many more layers of information about your school to help them in the decision making process and also keep yourself in the front of their mind. By creating a series of films highlighting different aspects of your school, whether that’s art, sport or academia, you can run them as promotional videos online across social media channels, Google and Youtube.
3. Keeping you at the front of prospect minds
One of the best things you can do for your school with digital advertising is to set up “re-marketing”. You might not have heard of re-marketing before but you will no doubt be familiar with it. We’ve all been there; you look at a bit of furniture or some clothing online and then an advert for that same item starts following you around the internet. You might find this slightly annoying, but the truth is it really works! All you need to do is ask your website designer to install Google and Facebook Pixel. Once that’s done you can set up your own re-marketing campaign via Google ads or Facebook ads. The reason this is so good is because it will keep your school in front of prospect parents as they deliberate over which school to visit, or which school to choose for their child.
Digital advertising can offer you some great solutions. Instagram and Facebook are both platforms that allow you to be very strategic in your approach to reach target audiences. By allowing you the selection of certain factors like location, age, gender, demographics, interests, behaviours, connections or language, you have the potential of reaching parents and students worldwide. As well as specific people around the UK. Your main focus when advertising on these platforms is to have a very distinguished idea of who your target audiences are and how you are best going to reach them with compelling content.
You can be even more specific in your approach by targeting your prospect parents and students on the channels that you know they are most active. For example, if you want to be targeting parents with digital adverts the best options will be Facebook, Google and Youtube. As an older generation and not so immersed in the world of social media, you’ll mainly want to target them during everyday internet activity, for example, at work or online shopping through Google, watching recipe videos on Youtube, or, staying in contact with friends on Facebook.
If you want to be targeting students with your digital adverts the best platforms for you will be Instagram and Snapchat. The younger generation is much more tech savvy – providing them with direct access to your school’s information through a well displayed advert on Instagram will add a lot of credibility (maybe they’ll even share the ad). If you want to be reaching Feeder schools with your adverts then the best place to reach them is through Twitter as it’s more of a platform for brands, businesses and organisations. Perfect for spreading a more sophisticated message about your school to other people in the same field.
Digital advertising can seem like a daunting task but once you get started it soon becomes second nature. Just be specific in your approaches and make sure to have a very clear idea of who you want to be targeting. Use the right platforms in relation to your target audience, be knowledgeable about them so that you can be precise in your targeting and, be specific in the content you produce so that it resonates and connects with the target audience.
As recently as 5 years ago, the vast majority of us would have tuned into our favourite show via our TV sets… at home… probably on the sofa. Today, the picture is very different. Almost half of adults aged 22 to 45 are not watching content on traditional TV platforms (AdAge) and 64.8 million people born between 1981 and 1996 will watch streaming videos or downloaded videos on a device at least once a month (Forbes). TV as we know is dead. Long live online streaming! Of course, TV isn’t actually dead. But the way we consume it has changed forever. Many people will still flick the TV on to catch their favourite series as it is released whether that’s X Factor or Silent Witness, but for most of us, on-demand has replaced live viewing as our preferred method of consuming any type of television content. And for Millennials and Generation Z who have come of age in a digital world,BBC and ITV are increasingly shunned in favour of subscription based services like Netflix or Amazon or user generated content sites like Youtube.
The writing has been on the wall for analogue TV for at least 2 decades and when the analogue signal was switched off in 2017 forcing every individual to access television via a digital box, it wasn’t a great surprise to the industry. The emergence of super-fast broadband that removed the need to have a sky dish or cable TV to access more than 5 channels of television was one of the biggest driving factors behind the shift in the television landscape. That… and the arrival of 3G and cheap mobile data which has allowed video streaming in the palm of your hand.
It’s surprising to find that Netflix has actually been around since 1997. It started life as a DVD rental business but began streaming online video in 2007, just 2 years after Youtube was founded. Today Netflix has 139 million paid subscribers worldwide and on Youtube, one billion hours of content are watched every single day. YouTube is ranked as the second-most popular site in the world after Google (Alexa Internet). And, whilst Netflix and Youtube may have paved the way for online video, there are now dozens of different streaming platforms from Disney+ to Apple TV, Now TV to Facebook Watch, TikTok, Instagram TV and Amazon Prime.
There’s huge money behind these platforms. Facebook will spend a “measly” $1 billion on video content this year compared to Amazon’s $4 billion spend last year and Netflix’s projected $8 billion spend for 2019 (Media Post). Also this year, Amazon and Netflix have said they will be investing in UK TV production, and will help to promote these shows on both platforms (Video News). However, the question is, will this bring traction to TV broadcasters or, will audiences be tuning into their SVOD (Streaming Video On Demand) services to watch the shows? An Ofcom report released in the summer found that huge investment in original content by digital players has seen subscriptions to SVOD services in the UK overtake subscription to pay-TV services. Ofcom also found that last year that after a period of sustained growth, pay-TV subscription revenues fell in the UK for the first time, falling by 2.7 percent to £6.4 billion. Unsurprisingly as UK consumers turn their back on conventional television viewing in favour of subscription based streaming platforms, they also turn their back on advertising. TV advertising income fell significantly last year, declining seven percent year-on-year in real terms to £3.9 billion (Video News).
So what does this mean for brands who have, in the past relied on TV advertising to reach their customers? You guessed it, they’ve started to pump more and more of their budget into online advertising. Last year, digital advertising increased by 9.5% in the UK (emarketer) with video being the fastest growing medium. The exciting thing is that marketers looking to get an edge over their competitors are putting budget behind incredible branded content that is shining a spotlight on their products and services. Volvo, Heineken and Dove are not only running heavy hitting multi-channel campaigns with a hero piece of video content at it’s heart, but many like Patagonia, Red Bull and Nike are becoming publishers in their own right with Youtube channels that include regular, engaging video content that is enjoyed by millions of people.
As we, the consumer, become accustomed to subscription TV viewing, the days of sitting through 5 minutes of TV adverts seem like a distant memory. No surprise then, that we actively avoid spending time online in places where we are being hit with constant adverts. With Youtube releasing its own subscription service, it begs the question how long we will have to wait before Facebook, Instagram and other platforms follow suit? Moving forward, brands will have to work harder and harder to get their message seen by their audience and commissioning branded content will be one of the best ways to do that.
In a fast moving and crowded industry, food and drink brands need to find efficient, engaging and consistent ways to connect with their customers online and social media can be one of the best tools to do that. We see a lot of food and drink brands focusing a lot of their time, energy and resources on social media marketing in order to build a loyal community of followers who can spread a message about their products. But, if every other food and drink brand is doing the same thing, how do you stand out from the crowd?
One of the tricks to nailing a successful social strategy is to have a consistent stream of posts that encourage regular engagement. Text and picture posts can get great results but did you know that posts with video have 48% more views (HubSpot) and generate 1200% more shares than text and image content combined? (G2 Crowd).
As a food or drink brand, Twitter, Linkedin and Snapchat are great but Facebook and Instagram should be your bread and butter. Instagram in particular is highly visual so it’s great for showing off your products in the best light and acting as your virtual “store front”. Try to tell the story of your brand and your products with a variety of videos. For example, you can create simple, glossy, 10 second clips of the ingredients that go into your products or a quick time-lapse of a pop-up display being put together in a retail store. Do 1 minute interviews with members of the team or film with your farmers and producers.
Videos on social media add huge credibility to your brand’s identity especially when they are informative and educational. Viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text (Wirebuzz). Remember, 85% of Facebook videos are watched without sound (Instagram) so consider adding motion graphics or subtitles to make them stand out.
Instagram and Facebook are perhaps one of the most effective ways to create a deeper connection with your customers and engage them on a more personal level. Get somebody in your company to create a Live-stream broadcast taking your audience behind the scenes of your brand and give them insight into your day-to-day activities. These can be behind the scenes of a shoot, event or product sampling, shots in your office, a team outing or videos in your factory. This type of content will resonate with your audience because it’s personal, honest and will make them feel more involved with your journey. Also, because of the personal style of these videos, 47% of consumers enjoy watching adverts from brands on Instagram and Facebook Story (Animoto).
Think of social media videos as part of a wider ecosystem of content you are creating. Try to drive your audience from one channel to create better engagement with your brand. For example, if you have some great long-form content on Youtube (above 2 minutes) but don’t have many subscribers, then create short clips from that content and post it on your Facebook or Instagram page with a link to send viewers across to watch the full video on Youtube. If you are creating blogs or other pieces of written content, then you can create short videos summarising the main points from the blog. Post that video on social media and then encourage the viewer to read the full blog on your website by following the link. Not only does this technique help to give your audience lots of content to “gorge on” but it’s also fantastic for SEO.
Social media is a great way for food and drink brands to build their own tribe. It works extremely well at engaging audiences with relevant, interesting and exciting content about your brand, and by using video amongst your social media marketing you can find simpler, easier and more engaging ways to stand out online.
With Christmas now a distant memory and January finally over, food and drink brands need to be focusing on what their next marketing campaigns will be, and there are many events and public holidays coming up this Spring that food and drink brands can take advantage of. The beginning of 2019 saw a tremendous growth in the participation of Veganuary and Dry January which both increased by almost a third from last year. So it’s no surprise that it was a hugely popular time for marketing teams of food and drink brands across the UK. So with Spring upon us, what special days are coming up that scream for food and drink video content?
There are a lot of great dates coming up, like St Patrick’s day, Easter, and the period building up to easter like Pancake day and Mother’s day. But, it doesn’t just have to be national holidays that inform your video marketing choices, it can also be the changing seasons and the weather.
Walkers did a mini video on Youtube called “Walkers does Spring” with the slogan “Our crisps are hard to bleat this spring.” This type of video is easy to make and easy to market across all online platforms.
Arla created this GIF on Facebook titled “It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days?”
It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days? #Arla
Creating video content focused on a specific day of the calendar year can be a great way to gain positive exposure for your brand. Especially if you run them as video advertisements on social media and target audiences that are engaging with similar content.
Hellmans did a short and simple recipe video for pancake day last year which they marketed via Facebook. The mayonnaise is barely used or referenced but it is branded and you can tell that it’s a Hellmans video.
Towering Japanese Fluffy Pancakes; served with crème fraîche, crispy bacon and lashings of maple syrup.
Waitrose created a recipe video on Facebook that shows pancakes being made three ways. It’s a really simple video that has no reference to Waitrose products or services but it’s engaging, relevant and entertaining, so their audience can take something positive away from it, which overall adds value to Waitrose.
Enjoy these delicious topping ideas for Pancake Day! Which one is your favourite; mango mojito, maple butter and crispy pancetta or chocolate, banana and hazelnut?Read the recipe: http://bit.ly/2EyGZB1
Marks and Spencer held a flower arrangement event last year for Mothers Day which they filmed and uploaded onto their Youtube channel.
Easter is perhaps the best Spring holiday for food or drink brands to take advantage of, because it spreads a positive message, is widely celebrated and, is typically a happy, warm and colourful time of the year. Similar to the Waitrose recipe video you can create Easter related recipe videos like this one by Lurpak.
Roasted until golden and crispy, Whole Roasted Sea Bream is not your ordinary lunch. Recipe: http://bit.ly/2GjX24j #SeizeTheLongWeekend
Or like Marks and Spencer you could hold an Easter related event with either your company or customers like an exclusive easter snack hunt. Film the event and share it with your customers and audiences online to spread a positive and fun message about your brand.
Your videos don’t have to have such a strong reference to holidays or events, it can be as simple as adding the colour yellow or having some daffodils and tulips in the video. Typically, the audience will build their own connection to the event as long as you give them a nudge in the right direction.
Asda created this video advert last year for Easter as part of their “Meal Under £2.50 a Head” (which is a series of videos they run on Youtube). During the video there is no actual reference or connection to Easter except for the dancing daffodil in the middle of the table. Yet the video is effective at capturing people’s attention when thinking about Easter.
There are a lot of great videos food and drink brands can be making this Spring season. Using an event like Pancake Day, Easter or Mother’s Day to aid your monthly marketing campaigns is simple, effective and hugely rewarding. It’s one of the fastest ways to drive organic engagement to your brand, get great return on investments and reach wider audiences during an exciting and busy period. Have a think about the types of videos you could make and what your audience would like to see from your brand this Spring.
How Food and Drink Brands Can Use Online Video in 2019
The food and drink industry is one of the largest manufacturing sectors in the UK contributing £28.8bn to the economy and generating £22bn in export sales (FDF). In recent years we have seen new brands popping up left, right and centre, food networks dominating the online space and “How To Cook That” becoming one of the most searched phrases on Youtube. (OneSpot)
In 2019 food and drink brands should look enthusiastically to content marketing, and choose carefully the best avenues to take in order to achieve sales and growth. Amongst the many marketing opportunities available to food and drink brands, online video is consistently showing the best results and helping propel new brands into the spotlight. We’ve seen food channels like Twisted, Tasty and Tastemade take the industry by storm with their recipe videos. Also, with the popularity of online platforms like Youtube, Facebook and Instagram, it’s never been easier for brands to share content and spread their messages.
So, what are the best ways a food and drink brand can use video online?
The great thing about online advertising is that it’s affordable, it takes advantage of the internet’s wide and global reach and can be accurately targeted when engaging customers and audience. According to Forbes, because of the visual nature, 80% of users can recall a video ad they’ve seen in the past 30 days. (Forbes)
Instagram and Facebook allow you to create sponsored or promoted video ads and carousels that can be targeted to only appear on specific audience’s news feed. These adverts can be targeted by demographics, geographical region, interests, job roles and lifestyles. So, you can produce a video that is specifically made, for example, for females above the age of 50 who work in London, and are interested in fine dining. You can then target these females with a promotional advert for a competition to win a fine dining experience at your restaurant.
Youtube offers a similar experience where you can host a “pre-roll” advert before a video and an “in-video” advert during the video. These adverts have the opportunity of being highly targeted as you can choose the best Youtube Channels to advertise on to suit your company’s products. For example, Asda do pre-roll adverts that run before popular food Vlogs, which look like this.
It’s short, simple and resonates with the audience of foodies as it’s about food and has a similar look to a recipe video. This type of advert maximises on engagement as it’s quick and relates to the audience’s interests.
Simply Cook have a banner ad at the top of a Delish recipe blog. It’s bold and engaging, with clear branding that fits seamlessly across the overall site’s style.
Branded content is regular videos for social media channels churned out daily or weekly, that promote a brand’s products, personality and encourages consistent engagement from their customers.
You can use Youtube to create long form branded video content like recipe videos, videos of your company like “Meet the Team”, “Meet the Chefs” and “Inside the Kitchen”, or cooking shows. Videos like this highlight your company’s personality and gives your audience something insightful or useful to take away. It’s one of the best ways to drive engagement with your brand.
Mindful Chef filled us in on what they had been doing over the Christmas period, collecting food from customers and audiences to give to the homeless.
And Absolut Vodka have done videos on their Youtube channel showing how to create alcoholic cocktails like this one.
Longer form Youtube videos can be easily shortened and included in your social media feeds like Facebook and Instagram Stories. This offers people eye-catching and bite sized content.
These videos are effective at engaging audiences during their on-the-go activities, whether on their lunch, at the gym or on a train, it encourages them to stop and watch what you are up to because it’s exciting.
And seriously think about using Facebook or Instagram Live for highly dynamic videos that will really engage your followers. You can film events, talk shows that you host, something that’s happening in your company or a behind the scenes of a shoot. Because it’s live, people will stop and take notice.
Collaboration videos are a great way for food and drink brands to come together and promote a like minded message. If you’re a cereal brand you can collaborate with a milk brand to create different breakfast recipe ideas. Or, both brands could create a video to promote a trendy activity like Veganuary. You can also collaborate with like minded food bloggers and vloggers to promote your brand. Send them your products to feature on one of their videos and receive direct engagement from their loyal fans.
Food and drink brands can also do paid partnerships and collaboration videos online with food channels like Tasty and have products featured in aTasty recipe video on social media. Tasty recently did one on Instagram with Ciroc.
Influencer Video Marketing
This is a great way for food and drink brands to market their products. Influencer video marketing has become extremely popular in the last couple years. Because of the increasing popularity of social media, we have seen the proliferation of“influential people”, a person with a wide or large network of fans and followers. We have “Public Figures” on Instagram, famous Vloggers on Youtube, bloggers who have turned into celebrities and celebrities in the “traditional sense” like TV chefs. If you can get Kim Kardashian to upload a picture of your product on her Instagram, you have instantly hit 1 million customers. It offers you reach, it has strong promotional value and advertises your products direct to your ideal customers. Just be ready to pay as these guys don’t come cheap!
The Goat Agency used their influencer network to promoteGraze the healthy snacking brand. They selected female influencers with a large female following in the UK and got them to post videos of the Graze products with a promotional code on their Instagram stories.
There are also micro-influencers that won’t have the same 4M followers that a Kardashian has but they do have a solid 10K of loyal fans and followers. This could offer you a better return on your investment as you have more choice and you could spread the sponsorship across a different number of relevant influencers. If you’re a vegan milk brand who wants to break into the Australian market, you could send your products to a vegan lifestyle Vlogger in Australia.
Once you’ve mastered all those different forms of online video you can then begin to tie it all together and create one big multichannel campaign. These work extremely well in the lead up to an event or when promoting a new product or trend. For example, Veganuary is upon us and it happens every year.Greggs just launched their Vegan Sausage roll and promoted it online with a video that looked very similar to the IPhone advert.
For a whole month you can create a multichannel campaign of online videos, advertisements and events that all relate and compliment each other. You can post vegan recipe videos on youtube, post short versions of the recipe videos on social media, run online advertisements of the vegan products, and send out promotional videos of your products – all with the same look and feel. Finally, you hold pop ups around town or in supermarkets allowing the public to taste your product. This all ties together to create one big multichannel campaign that can receive a lot of audience engagement.
Over Christmas, Baileys spent 4.3M on a multichannel campaign called “It’s Not Christmas Without You” comprising of a TV ad, Outdoor ads, social media content and Pop up stalls, samplings and events in shopping centres. (The Grocer)
There are a lot a different ways food and drink brands can use video online but these are some of the ones that will really help push your brand into the limelight in 2019. And, as the number of people watching videos online only continues to grow, with video predicted to make up to 80% of all global traffic by 2019. (Tubular Insights) Why wouldn’t you be looking to creating video this year? Give some of these a go and really spice up your food and drink marketing this year with some awesome video content.
In today’s digital world, brands can now reach their customers with dozens of touch points from Google and Youtube to Facebook and Instagram. But there’s also a problem; with the proliferation of digital marketing, people are starting to become desensitised to online adverts – they’ve learnt how to tune out the digital ad noise.
As we move into the next decade of the 21st century, brands will have to work far harder to connect with their “audiences”. Conventional advertising won’t be enough. They will need to create educational, entertaining or informative content that puts their “audience-first” – putting the customer’s needs before the brand. Not only will this help them to compete for their customer’s attention, but it will also enable them to create a more meaningful relationship with their customers.
For consumers, this “Audience-First” video content will compete for their attention with TV programming and other forms of entertainment. The only difference is that the video content they love to watch online, will be powered by brands. For the Brands, the video content they provide will enable them to create a connection to their market and loyalty beyond anything they had experienced before.
A lot of major brands like Volvo, Patagonia and Red Bull already have Youtube channels dedicated to audience-first content. These include informative series about interesting people, places or topics that they know their audience will enjoy watching. Volvo run a documentary series called “Human Made Stories” looking at amazing people doing incredible things. Red Bull’s focus is on extreme sports; people snowboarding, mountain biking or surfing, where the only mention of Red Bull is a logo in the corner. And Patagonia do a series called“Workwear” looking at craftspeople and workers doing interesting jobs. It’s not heavily branded and it’s video content that normal people love to watch.
So how do you get started with audience-first video content and how can you incorporate it into your own marketing strategy?
It’s firstly important to understand your demographic – their interests, their dislikes, their habits and their activities. You need to understand what sort of video content will resonate with them. It’s clear that a 25-year-old women in London may not enjoy watching the same content as a 50-year-old man in Leeds, unless they both share similar interests and passions. Once you’ve found a common thread to your customers, try to come up with ideas for video content that will resonate with them.
Social media platforms offer great tools to connect with customers and find out what they are interested by. Using Instagram stories you can directly ask your audience questions. By using “polls” or “ask me anything” tools, you can find out first hand what your audiences are interested in. So if you want inspiration for your first Youtube series then post the question on Instagram.
Audience-first content doesn’t have to be a massive production of documentaries or nation engaging stunts. It just has to be content that is made for your audience, whether that’s “how to videos”, interviews with experts, or recipe videos. At its core, Audience-first content should not be too heavily branded or advertorial. You need to make your audience forget there is any kind of branded message.
For more information on Audience-First content please feel free to give us a call or drop us an email. We always encourage our clients to explore audience-first content as we see this as the future focus for brands.
Video is dominating the digital marketing space at the moment and the statistics speak for themselves. According to Google nearly 50% of internet users look for videos related to a product or service before visiting a store and video ads have an average click-through rate of 1.84% – the highest of all digital ad formats. (Business Insider). But what’s the best way to drive sales for your business with video?
When it come to sales, Google describes the consumer marketing journey in its own framework “See, Think, Do”. In short, these are the 3 phases a customer goes through before buying your product. First, it is awareness of your product or service. Next, they signal an intention to buy and finally, they buy.
Whether you are a B2C brand selling a consumer product or a B2B business selling a service, you need to create a funnel of interest and leads at the start of your consumer’s journey and then guide them through these 3 steps before asking for a sale. The best way to do this is with either an online advertising campaign, an email marketing campaign or a mix of both.
Run some general awareness video adverts on either Google, Youtube or Social Media. This is for the people that don’t know you and haven’t even heard of you. Get them familiar with your business through targeted video adverts. Identify your audience first, decide where the best place is to reach them, then create adverts that softly introduce you to them. Don’t try to strong-arm them with a sale at this point. Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)
Often, your ideal customer doesn’t know they have a problem that you can solve so begin to educate them. Let them know about the value of your product and why it is a good fit for them. In their buyer journey, when they are in Google’s “Think” phase, they will be seeking out information before making a decision so this is a great time to educate them. In fact, searches related to “how to” on YouTube have grown 70% year on year. (Google) Either send videos to your prospects via email (if you’ve captured their information) or re-market to them via Google or Facebook pixel. As I’ve talked about in a previous blog, think about creating videos that focus on the problem rather than the product. For example, if long distance runner is having a problem with blisters and your product solves that, then create content that unpacks “why” blisters happen in the first place, then how your product helps.
Buyers love a deal so run a promotion and deliver the promotion in a video. Run these videos as either 15 second adverts to the same audience you have raised awareness with, re-market to your existing audience or email them directly. Remember to have a finite time-frame on your offer and a definitive cut off point. The video should have a very strong call-to-action so prospects know how to redeem the offer. And remember to keep your videos nice and short. Nearly two-thirds of consumers prefer video under 60 seconds. (Insivia)
A recent survey by (Buffer) found that 73% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget. But always consider that if you create a well-structured video marketing campaign just once, it’s much easier to then replicate it. It will be worth the time, resources and budget you may waste on less effective strategies.
If you want to talk to us about how to drive sales for your business using video then drop us a line at email@example.com
The word branded content gets banded around quite frequently but what does it actually mean? How does it specifically apply to video? And how can I use it to win more customers?
Wikipedia (always to be taken with a pinch of salt) defines Branded Content as “the practice of marketing via the creation of content that is funded or outright produced by an advertiser” as opposed to “content marketing” which “is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.” Surely then that’s different to advertising which Wiki describes as “Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea”?
Confused? You are not alone. I’ve sat through many talks with industry leaders who often find it hard to put their finger on the true definition of “branded content”. The lines between advertising and content marketing are often blurred, but one truth remains; branded content offers value to the audience but serves the brand that created it.
If you are interested in what counts as branded content and how to define it then here’s a series of examples from the Haagen Dazs Youtube Channel…
This is their advert. No two ways about it. They are showing the product and pushing their agenda.
But then look at these three videos and their different forms of branded content.
This film was made by well-known filmmaker Morgan Spurlock. It’s a mini documentary that is sponsored by Haagen Dazs. So its branded content right? Seems simple enough.
And what about this video? It tells the story of the Jam Stand company. Seems like a classic bit of content marketing; an interesting story about these entrepreneurs, with a bit of product placement toward the end.
But then it gets slightly confusing. This video is an amazing 360 VR experience looking at the plight of the honey bee. Its a great bit of content that adds value for people watching. But it was commissioned by Haagen Dazs to shout about the social purpose work they are doing so it’s strongly pushing their agenda. So is it branded content or a clever bit of advertising?
Ultimately semantics aside, there’s one thing that unites all three pieces of branded content; they all put the “Audience-First” by offering value to the audience rather than being just a straight-up advert. And when you are creating video, this part is critical if you want to generate more interest in your company, greater customer allegiance and sales.
So how do I create branded content for my business?
Its actually quite simple to create your own branded content. It just takes a bit of planning and a strong understanding of your target audience.
Think about your customer demographics and what interests them. Then start to build a content plan around that. Remember, you are putting your “audience first”, not your company agenda. So all the videos need to be informative, educational, interesting or entertaining. Don’t push the company agenda too heavily. Give your audience something first and then be grateful when they give you their allegiance.
For example, if you are a tech company that’s developed a new app to help people find car parking spots then what content would your customers find useful? A video guide to all the different ways you can pay for parking? Videos with insider tips on parking in major UK cities? You can even start to look at concepts that are less directly aligned with your company’s purpose like “DAB Radio Stations reviews”, “How to avoid road rage” and “Cheap fuelling spots in the UK”.
If your company has a social purpose or passion that you are aligned with, then explore creating content around that. So if your Parking App company also campaigns for the promotion of electric cars or you back an environmental charity then why not start a web series interviewing interesting people about those subjects?
Back when I worked in the TV industry in the development department, we’d cook up ideas for television series in a brainstorming meeting. Once we’d considered the TV channel we were pitching to and its tone of voice, as well as the viewer demographic we were appealing to, we’d come up with ideas that we thought they might like. We’d then plan out every episode of the series with post-its on a whiteboard until we had a well-formed plan to pitch to the commissioners at the TV channel.
The same plan of action should be taken when creating a branded content plan. Think of your Youtube channel as your own TV channel and you need to create different TV series to populate that channel. How frequently do you want episodes to show? Once a week? 2 per month? And how many months will the series last before you assess its success?
Why bother when I can just run paid adverts?
The online landscape is saturated with advertising. We are bombarded with it day in, day out. People are becoming desensitised to advertising and we’re learning to tune it out. Not to say that online adverts don’t have their place; they absolutely do. They are great for brand awareness, direct calls to action and can even go viral in their own right. But if you want to cut through the noise and engage your customers on a more meaningful level then you need to be creating your own branded content video plan.
I truly believe that brands can be the driving force behind meaningful video content that adds value to people’s lives. And the good news is you don’t have to be a multi-national conglomerate to do it. In fact, for startups and SMEs, branded content can be one of the most affordable and effective ways of generating new business. So what are you waiting for?
If you want to talk to us about how to create branded content for your business then drop us a line at firstname.lastname@example.org
In 2018, video became one of the most desirable forms of digital marketing content. But whilst B2C brands have been quick to use video in their marketing, many B2B companies have been slow to take advantage of this fantastic resource. The truth is, B2B companies who do invest in video find that it is extremely rewarding. Here are 7 reasons why video can improve B2B marketing.
Video can improve sales
Not only has it become easier for companies to produce affordable and engaging video content, but, in a survey conducted byTubular insights on B2B marketers “73% of them say video positively impacts ROI” and “50% are using video content for email marketing already”.Hubspot’s 2018 report revealed that 81% of businesses use video in their inbound marketing strategy, simply because the ROI is always higher then the investment made on the video. For B2B businesses, including a video in your landing page can increase conversions by 80%(Insivia). Largely due to the fact that on average people spend 2.6x more time on pages with video than without (Insivia).
Videos can be both short term and a long term strategies
People say that a picture speaks a thousand words, well guess what, one minute of video is worth 1.8m words(Biteable). The great thing about video is that you can create multiple edits from a single shoot. Leading to both long form (2 minutes or more) and short form content (5 – 15 seconds). You can use these assets in multiple customer touch points like your website and social media channels.
Social media video marketing is booming
Word on the street is B2B businesses are starting to see the positive effects social media marketing can have on customer retention and new business. A study reveals that 53% of B2B prospects say social media plays a huge role in their buying decision (entrepreneur). Luckily for you, all social media platforms prioritise video, and there are now so many ways for you to reach your target audience. From Facebook Live and Stories, to Instagram TV. Google organically prioritises and boosts any video posted on the internet through its search engines (Alexa).
Audiences and customers find it easier to engage with video content
Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service(Hubspot). Even CEO’s, Presidents and Managing Directors would rather watch a video then read graphs, diagrams and text(Wordstream). So when you understand that a person retains 95% more information through watching a video, compared to 10% when reading it in text(Wirebuzz) why wouldn’t you be using it? In 2017, online users viewed more than 500 million hours of video each day on YouTube(Business Insider), and in the past 30 days, the amount of video uploaded to the internet equals the amount of Television produced in the last 30 years(Blue Corona).
Storytelling has become more important for business owners
With the rise of video marketing and the proliferation of smart technology, more businesses are finding it easier to connect with their customers on a meaningful level (The Drum). TV advertisements have been surpassed by online adverts. Consumers now are more conscious of “fake news”, disloyal brands, false hopes, and unprofessional marketing practices. It has become a lot harder to pull the wool over people’s eyes, and they are now searching for deeper connections with businesses. We can see it in their consumption, with nearly 50% of internet users looking for videos related to a product or service before visiting a store, and making better buying decisions once viewing a branded video (Google).
Video creates an experience of being there
80% of users can recall a video ad that they viewed in the last 30 days, simply because it offers them a unique experience that can be different every time (Single Grain). You can convey multiple messages and feelings to your audience through video, and it also offers you the opportunity to build a one-on-one, personal connection with that single viewer. People are more willing to associate with your business if they can build a human connection with it, for example, 65% of executives have navigated to a vendor’s site, and 39% have called a vendor after watching a video (Forbes).
Video can cut through the noise
In comparison to static forms of marketing, video ads have an average clickthrough rate of 1.84%, the highest of all digital ad formats (Business Insider). And social video currently generates 1200% more shares than text and image content combined (Wordstream). The desirable form of content online for your customers, no matter what field they are in, is video. And brands that use video marketing grow their year-on-year revenue 49% faster than brands that don’t (Wirebuzz).
It’s crazy that there are still companies not investing in video marketing. Especially when you see all of these amazing facts and statistics. Marketing and advertising are becoming more important everyday for B2B and B2C companies. By incorporating video into your inbound and outbound marketing strategy, you are not only setting yourselves to be experts in your field, but you’re also saving yourselves a lot of time, money and resource. Your competitors are probably already doing video, so why aren’t you?