As a business, you need to know how to take advantage of online videos by incorporating them into your marketing plan.  If you are questioning the advantages of online videos, read on and discover the many benefits for you and your business and why.

Increase Your Site’s Search Ranking

Place videos on your website to increase your ranking with search engines.  Even though search engines use algorithms made up of hundreds of signals, providing high-quality content that is relevant to your business will increase your ranking even higher.

Back to videos!  Videos are the perfect solution for increasing your ranking with search engines.  Do you know that business owners who use videos on their sites increase their ranking 53 times more than those who do not?  You are more likely to end up on Google’s page one in searches if you use videos.  That does not mean that you will immediately rank on page one when you add a video, but it will improve your SEO by providing excellent content.

Videos will keep visitors on your site for a longer period of time. You can also entice viewers by incorporating video into the background of your header.  Search engines, in turn, will pick up on the length of time someone is on a specific page on your site.  Again, there is something very enticing about a video.

Visitors will stick around for a longer period of time to watch your video vs your competition who are not using videos.  Never underestimate the power of videos, you will attract more of your targeted audience with videos vs text.

Consumers Would Rather Watch Videos Over Reading About Your Business

Over 400% of those who are online would prefer to watch videos vs reading.  There is something enticing about videos that text cannot create.  When someone watches a video about a product or service, they can easily visualize what is in store for them.  Reading text can be confusing and might not give them the overall picture they need to digest.  Offering potential consumers videos will increase your chances of selling your products or services.

Improve Your Email Marketing

If you are starting an email campaign, include a video in your message.  You can also get people to open your email right away if you say “Video Included” in your subject line.  You will greatly improve your email campaign efforts.

Research has shown that business owners who include videos within their emails will experience a much higher rate of click-throughs by approximately 10%.  This could mean if your emails generate approximately 10% when you add a video you could see an increase of 30%.

YouTube

There are more than 2 billion people on YouTube on a monthly basis and if you don’t know, YouTube is the second largest search engine on the internet!  Placing your videos on YouTube will allow you to entice a great deal of traffic to your site.  Adding to that, there are people who will follow your channel providing you even greater visibility thanks to your videos.

Social Sharing

Studies have shown that approximately 8 out of 10 Americans have a Facebook account.  Using videos on Facebook and other social media sites can greatly increase your exposure because people on social media sites like to share videos. Another note, if your video is entertaining, studies have shown it is more likely to be shared by users on the media platform by 75%.

Use Video Ads

Many of your online advertising avenues support video ads such as TrueView video ads offered by Google Adwords.  When you place a video on YouTube, you can start a TrueView campaign within the Adwords interface.  TrueView ads will show before, during, and after your standard video.

Facebook Ads are also really hot!  Research has shown that Facebook ads will reach approximately 38% more adults between the ages of 18 to 35 than a television commercial ever will.  Even Twitter has been promoting a video service to attract businesses and advertisers in developing video ads using a payment platform known as CPV or cost per view.

Mobile Devices

The increase in mobile devices has skyrocketed over the past few years.  In 2016, mobile devices passed desktop computers and have been on the rise ever since.  That said, videos have become a very important part of mobile devices.  You are given the option to load a video on to YouTube or a responsive media player.  The upside, whether your viewers are on a mobile device or on a laptop, they will be able to watch your videos.

Improve Your Conversions:

Without a doubt, the leading benefit of using video marketing is the increase in conversion rates.  According to industry giants in digital marketing, a landing page that offers videos will generate approximately 80% more conversions than landing pages without videos.  It doesn’t matter what your marketing plan is, you will reach your goals using videos.

Your CTA

You will also increase your overall conversion rates by adding a call to action (CTA) with your video.  When you add a “further information” button or a text overlay to your video, you will grab a viewer’s attention and persuade them into taking action.

More Content, Less Space

Without a doubt, videos take up a great deal less space than text ever could.  Your video will provide viewers with everything they need to know about your product or service where text will just go on and on.  A study showed that a 60-second video contains approximately 1 million words or more.  Imagine the space needed to write 1 million words, let alone the time it would take to write!

A video will take your entire message and place it into a small amount of space.  Instead of writing a book, use a video to get your message out to all.  Viewers do not want to read a book that is as long as “War And Peace”, they want videos so they can understand what your product or service is all about.  Videos bring about visualization where text can be too long to read and could be confusing.

Increase Your Brand’s Exposure

Videos are the perfect solution for gaining greater exposure for your brand.  Within the video, you can add other information about your brand including your logo, slogans, brand name, and even your color schemes.  Eventually, you will create brand recognition through viewers watching your videos and discovering other information about your product or service.

In Conclusion

These are just some of the many benefits you will get from using a video marketing campaign vs text.  Give it a shot, you won’t be disappointed.

–

https://www.thelocalmarketingteam.co.uk/social-media-tips-tricks

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Connect Your Social Media Accounts
Consumers expect businesses to be a part of multiple social media platforms. By connecting these different platforms, you make it easier for your followers to connect with you, and easier for you to manage multiple social media accounts. For example, if you connect your Instagram with your Facebook, any images you post on Instagram will also be posted on your Facebook. This cuts down the amount of time you have to spend updating your social media pages. You can also connect your social media pages to your blog and/or website which will give you more exposure.

It’s All About Hashtags
Hashtags are a vital part of making social media work for you. They help you to reach new people and can help you keep track of who’s talking about you. Hashtags can be intimidating for those who are just beginning to use social media, but they don’t have to be. The best way to utilize hashtags is by writing your social media post as you always have and then turn two keywords into hashtags. This can be done by including a # in front of the word. Do not include a space between the symbol and the word.

Post Consistently
Social media only works for businesses when they post consistently. Research shows that social media accounts that post on a regular basis have more followers than those that don’t. It’s beneficial to create a posting schedule to help hold you accountable. Another way to help you post consistently is to post pictures or statuses related to popular daily hashtags such as #MotivationMonday or #ThrowbackThursday. Another way to make sure you post consistently is to schedule posts. Many social media platforms have an option for you to schedule a post for the future.

Get Social
Social media is there to help you create connections with your followers. Connections aren’t made by just posting pictures and statuses. Businesses who interact with their followers get the most out of social media. Interacting with followers can help to create loyalty and trust. This interaction can be as simple as responding to messages or comments made by followers or perhaps holding a question and answer session over social media. When people have a positive interaction with a business, it encourages them to tell others about it. Perhaps they will share more of your posts or perhaps they will tell people they know about you. Either way, you gain a lot by just interacting with followers a little.

Any business can be successful if they know how to utilize social media. Social media is all about making connections consistently and respecting your followers. Both of those can be fulfilled by simply following the four tips discussed here. Remember, connect your social media accounts, use hashtags thoughtfully, post consistently, and interact with your followers.

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The number of visitors coming into your site, while giving you some understanding of your site’s popularity, it is irrelevant to the site’s health. Is your site actually being enjoyed by visitors? Or do they leave without reading the content completely, or if they read it, only to never come back again? This data can be quantified using terms like retention, engagement and bounce rates. You need to weed out those who never return, those who accidentally landed on your site and it is important to know whether your readers actually enjoy what you post.

What is Engagement and Retention?
There are two main metrics you should focus on: Engagement Rates and Retention Rates. They are connected to one another, and if the engagement rate is higher, the retention rate is usually higher. Engagement Rate looks at how much a visitor engages with your site (Clicking  on links, reading other articles, sharing, etc). Retention rates look at the time after the visitor’s session, and observe if and how often they come back.

A viewer would engage with a site if they find it interesting, and naturally, if they enjoy it, they will keep coming back. Therein lies the connection.

There’s no point in bringing in new visitors if they don’t keep coming back and eventually opt for your products/services. You need to increase customer retention, and as Michael C. Scott said in The Office:—that it costs more to bring in a new customer than it does to retain an existing one.  Therefore, you can see how important customer engagement and retention are to your website’s – and business’s – success.

How to Engage Viewers on your Websites
Engagement is defined by your engagement parameters and goals, and simpler goals mean ensure engagement. The complicated goals are the polar opposite, and are more difficult. But we have found a way to meet both types of goals:

Easy Engagement
Let the goal be for the reader to visit another page on the site, and generally explore the website. This can be done with a combination of great content and hyperlinking to other articles. These other articles should come in naturally, and should be relevanr, leading them to be more successful. You need to create a need to click on the link. For example, you have some useful information. All you need to do is to link it, and the reader is almost guaranteed to click on it.

Harder Engagement
The more complicated engagement goals are usually the more worthwhile. An example maybe getting your reader’s email, and as you know, it would be a complicated endeavour, since many are afraid of spam. Here, you need to be more clever, and need to tie a reward for the reader with the information you want. If they need an eBook, they need to provide their Email, as simple as that. That’s just an example, as you can be creative in getting them to hand over their emails.

Readers may also like to engage on Social Media, and that’s why you need to focus on these channels too. However, the base techniques for making your content more engaging are same across all mediums.

How to Retain Customers Visiting Your Website:
1. Make your content smart (or just plain funny).
2. Make it different.
3. Make it mobile-friendly.
4. Make it readable.
5. Make it emotional.
6. Make it human.
7. Know your readers.

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Although a flood of unique sales may initially help to steady nerves, a small business has to develop a realistic customer engagement strategy to secure its financial future.

The Problems with a Sales-Only Strategy

1. Short-term blindness:

Also known as the ‘Fighting-a-Losing-Battle strategy’. A sales-only strategy is one which results in minimal reward for maximum effort. By expending all efforts on attracting new customers a small business is only seeing short-term business development.

2. Breaking the bank:

Studies have shown it’s far more expensive to find a new customer than encourage repeat business from an existing customer. Bringing in new business involves marketing and a marketing campaign is rarely cheap. If a business does nothing but focus on new customers when does the marketing end? For a small business with limited resources the cost of a continuous marketing campaign may not be sustainable.

3. Pyrrhic profits:

A Pyrrhic victory is a “victory with such a devastating cost that it is tantamount to defeat” (Wikipedia). Chasing new sales costs money and the profits will barely cover the costs (there may even be a deficit). A loss-leading campaign is only a successful measure if a business can capitalize by encouraging customer loyalty. If the financial burden of a marketing campaign (including a discounted price strategy) does not encourage repeat sales – through customer engagement -then the business strategy is flawed.

Curing Short-Term Tunnel Vision

Play the long game:

There is no denying sales are the number one factor for business prosperity. But to ensure continuous, stable sales a business must look beyond new customer attraction. Surviving the early days of business development is probably the toughest stage of creating a successful small business and many owners become obsessed with sales, sales, and more sales. It’s important to not only have a long-term development plan but also a strategy for turning new customers into promotional advocates and repeat sales prospects.

Engage and conquer:

A small business, especially a start-up, will receive new customers by using an effective marketing strategy. But the business has to focus on customer retention as well as unique sales. Encouraging customer loyalty is the backbone of a successful small enterprise and can be achieved through product quality, excellent service, and smart marketing strategy. Once a small business starts to develop a loyal customer base it will see a steady flow of continuous sales and an increase in new sales (as a by-product of satisfied customer referrals).

Build it and they will come:

The ‘it’ in this case refers to business reputation. The impact of a positive business reputation cannot be underestimated. Small businesses are often unable to compete with larger rivals on price or product range so different tactics are required to increase market share. Quality of service and customer experience have long been associated with small business and it’s a proven fact that consumers will pay higher prices and remain loyal to a small business that excels in customer satisfaction. Business reputation is earned through quality products supplied with exemplary service. Offer both and a great business reputation will come from positive customer reviews, referrals, and loyalty.

Do’s and Don’ts of Customer Engagement

• Do create a positive online presence through a business website and social media profiles.
• Don’t create online resources and then fail to keep them updated. Customers may assume you’ve stopped trading or are simply not interested in customer engagement.
• Do use loss-leading promotions, such as: discounts, loyalty cards, and free gifts to encourage repeat custom and customer retention.
• Don’t use loss-leading marketing if you’re only looking at increasing unique sales. A loss-leading strategy must be used in conjunction with a customer retention strategy.
• Do encourage customers to sign up for online newsletters or even postal contact. Use this opportunity to advise customers of new products and money-off offers, for example.
• Don’t abuse the customer trust in giving personal contact details by overwhelming them with a barrage of emails or post. Hard sell techniques do not result in repeat customers.

A small business has to attract new customers in order to receive the sales which cover start-up costs. But to become a profitable, successful enterprise a business has to encourage new customers to make repeat purchases and positive referrals. A loyal customer base is the key to business prosperity and customer engagement strategy that promotes consumer satisfaction and appreciation will result in an increased customer retention rate.

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By being savvy and selective with how and when you Tweet, you can avoid some of these pitfalls and see your follower count soar.

Shorten your URLs using a service such as bit.ly, ow.ly, or Buffer.

The URLs included in your Tweets make a big difference in the character count of your messages, and by cutting them down you have more room to convey your message to your customers

Use a service such as Hootsuite to track what people are saying about you.

You can have the service track hashtags, mentions of your brand, or any other number of search terms. By keeping your ear to the ground for social customer service, you can avoid potential PR nightmares before they happen.

Don’t be afraid to create a dialogue with your customers – even your negative ones!

Many people are afraid of their Twitter critics, but by creating a dialogue and attempting to address their concerns forthrightly, you may find that some of your harshest critics change their tune about you and your services.

Experiment with Tweeting at different times of day.

Tools such as Hootsuite and Buffer both offer analytic services that you can use to see which Tweets are popular, and at what time. You can use this data to begin to target your messages to different audiences at different times of the day. Another benefit of using services like these is the ability to schedule Tweets in advance. Hootsuite even offers an auto-scheduling feature, which schedules your Tweets to go out at optimal times for traffic during the day.

Come up with a custom hashtag for your business and promote it everywhere!

Put it on your business cards, your merchandise, the bumper of your company cars and all over your website. If you’re a larger brand, you can also come up with hashtags to advertise specific promotions or campaigns in addition to your main company hashtag.

Create a dialogue with brands that are complementary to yours and let your customers see you talking.

If you’re a florist, reach out to the local wedding catering company on Twitter to say hello. RT their Tweets and keep an eye out for the opportunity to cross-promote and offer deals.
If you want a lot of new followers very quickly, you could offer a giveaway of goods or services. Encourage people to Re-Tweet your posts and have their friends follow you, then pick a random follower to win.

Keep an eye on the hot “trending topics” in your area, as well as in your larger geographic region.

If you can find an in for your product, use the momentum and popularity of the trends to get more eyeballs on your content. A word of warning, however, is to be sure you understand exactly what trend you are jumping on. Be careful not to seem glib or try and jump on a trend you don’t fully understand. Social media users, especially on Twitter, are savvy to over the top marketing tactics.

If you follow this advice, you should see your follower count and engagement leap. It’s important not to treat Twitter as an afterthought in your business. Social media is an invaluable tool for hearing directly from your customers, and it is something that needs to be checked and responded to every day.

There should be someone on your team that is dedicated to maintaining a social presence and growing a community. If you’re a large company, you may have the luxury of appointing an existing employee as a social media manager. If you’re a small business, you might find yourself spending a few late nights on Twitter, but you can always get the mobile app so you can tweet anytime.

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When you do this, you don’t box yourself in; you try to look at all the possibilities. You brainstorm a little. You can play with concepts like, “In a perfect world, here’s what I could do,” or, “If I had Godlike superpowers, and I could do anything I wanted, what would I do?”

Try to stretch your thinking, which is very easy if you do it paper. Have fun with it, make it a creative process, and consider all the different kinds of possibilities. I think most entrepreneurs and business owners can benefit from doing this. Whenever you’re confused or frustrated, grab some paper and just start writing and thinking it through.

I may sound a little bit esoteric here, but here’s something I think all of us might be able to agree on: that we all have something that some people call our “higher side” or “better side.” There’s a unique wisdom available when we tap into our creative sides where, if you just dream a little-or dream a lot-and think on paper, you can come upon some excellent insights. You open yourself up to something special. It’s all part of the creative process. Creativity mostly involves combining various ideas and trying to find new ways to hook them together and make them work. You have to do that on paper. You can write down all kinds of dumb stuff, and nobody has to see it. You can throw it away, you can burn it, shred it, whatever.

There’s just something significant about committing your words to paper. This is especially valuable when you’re in the abstract stage, when you’re thinking broadly. Often, what happens is that a thousand ideas run through your head… but only a few hundred, or maybe only a few dozen, will actually stick in your brain long enough for you to remember them. In other words, if you try to keep all your thoughts in your head, you’ll lose most of them. Writing them down saves them. So there’s that aspect to consider; and of course, thinking on paper makes you think things through in a more linear fashion than thought allows. You’re processing your thoughts as you write.

Not everyone does it the same way, of course; in fact, not everyone uses traditional paper. My marketing director prefers to type his ideas into a Word file on a computer, because he types faster than he writes and his hand cramps easily. Once he’s got a file full of notes, he can print them out and edit by hand. Other people might prefer to use a tablet computer. The point is, whether you use paper or a computer, your thoughts become clearer as you work through the ideas. You end up adding things you wouldn’t have otherwise. A one-line idea can become a full paragraph just by fleshing it out a little, thinking it through, and adding some new touches here and there. When it’s on paper, you can keep a file full of all those ideas and refer back to them at will.

New ideas often need to sit for a few days in order to mature. Well, when it’s on paper (or on electrons in a computer file!), you can let it sit there for as long as you like, then come back to it whenever you feel is best. You’ll have a fresh perspective on it, and you’ll probably be able to things through a little more and elaborate on it.

Thinking on paper is definitely better than thinking in your head alone. Get those ideas down in black and white!

If you’re too busy to write something down, then think into a voice recorder and have someone else write up the ideas. You can pick up a voice recorder at Radio Shack or online; they’re not very expensive these days, and the cool thing is, they make them where you can record straight into MP3 or a similar digital format so you can download the file directly into your computer if you want. If you’re driving down the road and you’re thinking about a business idea, grab your voice recorder, turn it on, and just start talking the idea out. Even if it takes you an hour to drive, you’re sitting there thinking ideas through, doing good work. Once it’s on the recorder, you can find someone to transcribe your words so you can look at them later.

The point is, the act of thinking things through on paper or on audio helps clear your head a little; it helps you process what you’re thinking, and lets you explore all the angles as they relate to what you’re working on. And again, you should have fun with it while you explore. A business should be fun. It should be a creative outlet; it doesn’t have to the terribly serious sort of thing that most of us make it into.

I know people who are dead-serious all the time, and who love to find fault with things before they’re fully explored. They tend to be very detail-oriented. But new projects should be enjoyable, not huge headaches-especially at the beginning. That’s the fun stage, where we get to dream and think and air our dreams, letting our ideas grow. So do have fun with it, because it is a creative process.

Whenever you get stalled, whenever you get frustrated, just start thinking on paper, writing things out. It’s a great way to come up with new ideas, it’s a great way to stimulate your thinking… and it’s a really great way to tame some of that frustration you might have when you’re confused about something.

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Businesses are finding more and more success with content and original publishing channels online than with advertisements within content. Additional tactics include magnifying brand recognition and taking advantage of audience growth.

2014 Trends

1. Content marketing is a huge industry. Companies advertise and gain consumer trust by creating valuable content through different channels. This takes into consideration industry information that gives greater insight and entertainment to audiences. A company can build rapport with its demographic market and create a loyal following. Using content marketing in social media on websites, blogs, as comments, in emails plus videos and more often provides opportunities for company and high brand recognition.

2. Social media networks will continue be huge in 2014. New social media (sm) sites are popping up all the time and if a company is not listed on Facebook, LinkedIn and Twitter or other popular sm network, their audience will more than likely dwindle. Thus using social media in 2014 to build audiences across different platforms is wise. Diversify and watch your marketing efforts skyrocket.

3. Content must be easily and quickly recognizable. When looking at social media sites or any other content use images. Successful blog posts that receive the most audience participation have well-placed pictures to break up content and emphasize products and services. Use infographics that combine images with a bit of text to explain a topic or give statistical information.

4. Simple is better; less is more. This is the trend of 2014. Simplistic marketing messages and recognizable logos are the key to online marketing. Don’t burn out your audience by constantly barraging them with advertisements and content that is irrelevant, boring or non-productive. Consumers today want to look at what you have in about ten seconds and move on to something else.

5. The growing use of smartphones requires that you have apps and online marketing adaptable to smartphone and tablet use. By 2017, it is predicted that 87% of cellular phone use will be via smartphones. Provide a marketing experience that can be easily used through smartphones.

6. Redirected and targeted ads will be a huge online marketing trend in 2014. Retargeting works by using browser cookies to track websites that are user friendly. Once you leave a certain site, the product you saw on that site will be shown to you on another site. In other words, follow your costumers around to all his/her sites

7. SEO (search engine optimization) will continue to be used in online marketing and play a very important role in search ranking in 2014. Providing users with the best and most relevant content is what makes Google run. Share good, targeted content, and the higher ranked a website will be. Also keep in mind that top ranking search results often connect to social shares.

In summary, top marketing trends for 2014 include using social media sites. Learn how to post, evaluate likes and gain more customers. Provide apps for smartphones. Use your company’s logo and keep it simple. Make your content relevant and interesting. And keep things on the up-an-up, and marketing your product with insight. You will gain trust and your brand will be recognized.

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Let the devoted followers help you. This does not mean you should go on a big hiring spree; rather, let the people who are your devoted followers of your company (whether you sell products, services, ideas, etc.) help you gain publicity by bragging about you. The people who are already in love with your company and would do anything for it are the very people you want to do your word of mouth (WOM) publicity. These are the people who will talk about you online, social media (a very potent source of talk), in person to other people. This is one of the biggest and best ways to promote your company because people believe other people over any media or ads.

If you want to really rock this method, then you will also want to show some love right back to the beloved followers. Mention that you love your followers on social media or give them a more tangible gift like deals or something of the like. In franchise PR we find this does indeed work!

Monitor the talk about your brand. This one should always be done, as has been on the trends for a while now; however, in 2014, it seems like there will be a new twist: monitoring the talk while giving up a bit of control. Companies will realise that their publicity is part controlled by them and part controlled by the public. Companies can only do so much to control the publicity that is out there about their company. As many franchise public relations firms will tell you, people will talk about a company in both good and bad ways no matter what; you can just monitor it and do your best to make sure it does not get too overwhelming.

Being smarter by using data. Many people in the franchise PR industry joke about not being good with math & thus is why we got into communications; however, this will be changing. To successfully do PR, we have to know about how to use numbers and analyze them to monitor success.

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Earlier SEO firms focused on acquiring the numerous backlinks. However, with the inception of Penguin as well as Panda a new trend of presenting the relevant information to users started. With Hummingbird, the focus is entirely on presenting quality websites that contain pertinent information as entered by users in the search box.

There’s no doubt that the Panda & Penguin changes were effective, but they were nothing but improved versions of the previous algorithms. Hummingbird is a totally new algorithm and it is the best overhaul for Google’s standing as the worlds best search engine. In fact this novel search method has been around since a few weeks and some SEO experts may seem edgy about it. So, if the ranking of your website has been steady for some time then there are chances that your website will surge ahead and is in compliance with this new algorithm.

Evaluating phrases for better results

Hummingbird uses a totally new approach to locate the information sought by the users. Earlier, Google presented the information to the users by focusing on the keywords entered in search tool. But, this new algorithm follows a new approach by evaluating the whole message entered in the search query to present the results in a better way. Instead of focusing on individual keywords, Hummingbird catches the entire phrase and evaluates it. This is probably the best way for Google to have a better understanding about what people are trying to find in websites. If search results are optimum then it will lead to greater customer satisfaction.

Google is seeking and experimenting with new ways to generate better results for its users worldwide. The prospect and the impact of Hummingbird on SEO is a topic to be watched out for. Those websites which have already adapted to this sort of change are truly following the right path. The websites equipped with proper marketing and containing the right and relevant information as sought by the users will always find a top spot. This method attracted lot of attention particularly after Panda as well as Penguin algorithms didn’t incorporate this change.

Ways to enhance SEO will be a much debated and a hot topic in the Internet arena after the inception of this new algorithm. However, irrespective of what happens, one thing is clear that Google don’t want to compromise with the quality of the content which is provided to the users. That means you’ll be benefited by this algorithm if your aim is to reach out to the real audience with high quality content.

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