All posts in "Marketing"

How To Increase Sales By Using The Right Video

a few months ago

When it comes to increasing brand awareness, broadening your company’s reach, fostering customer loyalty, and driving traffic where you want it, few approaches match the potential of marketing through video content.

In fact, there are increasingly more video marketing statistics signaling that its adoption and effectiveness continue to rise, even in 2019.

That said, when it comes to video content, not every piece is the same!

Different types of videos can help your business achieve a variety of goals, and product videos have proven to be powerful assets to increase sales

In this piece, we are going to break down the how and why of these videos and go over the essential aspects you need to consider when producing one.

What Is A Product Video?

Put simply, a product video is a piece of video content whose primary goal is to showcase how your product (or service) works. Simplifying complex ideas and displaying its major selling points in compelling and entertaining ways.

This way, they help potential customers see the product in action, and allows them to visualize themselves using and engaging with it.

Product videos are the perfect channel to convey what your product or service is all about — their features, differentiators, qualities, etc.

Types Of Product Videos

Just as there are many types of videos you can implement at different stages of your marketing funnel, product videos come in a variety of flavors too:

  • Whiteboard animations: Whiteboard animation style involves using a white background and simulating a hand drawing with black marker accompanied by a voice-over. As the voice-over speaks, the hand draws concerning the content to achieve a visual reinforcement. This type of product video has an educational approach and is mostly used for explaining intricate or highly technical products or services. Although this video can be useful for a B2C strategy, it’s much more effective for a B2B approach.
  • Character Animations: A custom-made character animation video involves crafting great original characters based on your potential customers’ persona. The use of animated characters is a fantastic resource not only to explain how your product or service is a problem solver but also to generate instant empathy and engagement.
  • Motion Graphics: Motion graphic videos involve animated techniques which bring to life graphic-based elements with the purpose of explaining complex business ideas, statistics, and other such concepts in an eye-catching way.
  • Screencast: If your product or service is a piece of software, an app, or if you need to explain a step-by-step feature from your website, this is the right style for you! Screencast video involves a digital screen capture recording from a computer display plus a voice-over narration. Screencast videos are especially useful for explaining users new upgrades or features involving your product or service.
  • Live Action: Live action video doesn’t involve animation. Instead, it requires photography or cinematography. This style is excellent when you depend on the eye-catching packaging design or physical characteristics of a product to market it.

Mapping Your Product Video To The Buyer’s Journey

According to HubSpot, the buyer’s journey is the process buyers go through to become aware of, consider, and decide to purchase a new product or service.

It involves three steps, which calls for different pieces of content as your offering needs to fulfill various requirements in a potential buyer’s mind before they make a purchase decision:

Via HubSpot

Product videos are an excellent resource for the consideration stage.

As we’ve seen before, this video style helps users understand how your product or service solves their defined problem, and creates an opportunity.

Salesforce confirms that 85% of consumers conduct online research before making a purchase online – that’s a huge number. With an awesome product video in your hands, you have a piece of inbound marketing content independently engaging your customers and presenting you as their solution.

However, that’s only part of the equation.

Implementing Your Product Videos

Once you’ve produced a cool product video (with the right style and approach to capture your potential customers’ attention) it’s time to use it.

The best product video in the world will do little for your marketing strategy and sales if nobody sees it. You need to reach the right audiences in the right platform to get the most out of your video content.

The ‘Right’ Platform

Let’s get something straight: there isn’t a single “right” platform for all videos. Different marketing goals and outside factors will influence the best way to distribute your content, the least of which are your quantified goals and your potential customers’ habits.

Having established that, instead of going over an unending list of alternatives, let’s focus on the two main approaches you’ll want to consider for product videos in terms of distribution:

The Ecommerce Route

Capturing users’ attention is not easy.

Just think about all the other sites and competitors offering similar products or services to yours. Then add to that the myriad of things also vying for your customers’ attention, and you start to get a better picture of the challenge ahead.

Once you have a great piece of video content, you need to start thinking about strategic improvements you can implement to lead more traffic into the landing page you create for it. Many companies make the mistake of creating amazing videos and then burying them in sites where most people will never see them. Don’t be one of them.

Yes, you can create a landing page specifically for your product video – one with an optimized UX to make purchasing easy – but you also need to ensure people are actually getting there to watch it.

Implementing your brand new video into your ecommerce platform is a no brainer, yet it needs to be done appropriately to get the results you want. Once that’s taken care of, you’ll be on much more solid ground.

How solid? Well, 58% of consumers think companies with product videos can be trusted, and 44% said they would purchase more products from an ecommerce website that features product videos.

The Social Hosting Route

While there are several excellent hosting alternatives to choose from – like Wistia or Vimeo – only one is considered the king, as it combines hosting with social features: YouTube.

With more than 1900 million monthly users, undoubtedly, it’s the largest search engine in the world after Google.

In fact, according to ComScore, it’s the number one platform in reach and watch-time among ad-supported streaming media. It’s a free, high-quality hosting platform in which a brand can create their business’ channel to gain subscribers and create a community.

With this in mind, branding is an essential factor when it comes to developing your channel and implementing your product’s video while standing out from your competitors:

  • CTA button: Add a call to action button at the end of your video to strategically redirect users towards your ecommerce site and motivate a purchase.
  • Mobile-friendly: In fact, 30% of online retail purchases are taking place on mobile devices. This means that consumer behavior is changing by becoming more comfortable with making purchases with mobile devices. A trend you need to be able to capitalize on.
  • Channel design: You should always customize your channel so that it reflects your business identity. Make it different and recognizable for users. The channel design involves not only your profile picture or banner, but also your thumbnail, video designs, and playlist development.

Once you have your product video deployed for those two main fronts, you’ll have your primary bases covered. Then you can start branching out and thinking about additional ways to drive attention and interest to it.

When you do, though, keep in mind that each platform has its own particular requirements, such as video size, ratios, and quality, that you should consider beforehand.

Summing Up

The right product video, used effectively, can really surpass your expectations when it comes to influencing purchases. But for that to happen, they should be implemented as part of your conversion funnel, as it has the power not only to increase sales but even drive traffic and attention to your brand.

Videos are an engaging and shareable resource that strengthens the user-business relationships, but you need to make them right.

Your product videos are meant to bring your products to life and engage your audiences. Showing their features to help you convert passing onlookers into valuable customers, but it won’t happen unless you get started.

What are you waiting for? Go out there and start taking advantage of these powerful and reliable marketing tools!

Author bio: Victor Blasco is CEO of Yum Yum Videos, an awesome video production company based in Buenos Aires, Argentina.

Read more >
Share

How To Know If The SEO Agency You Are Hiring Will Produce Results

a few months ago

SEO stands for “Search Engine Optimization.” It is the process of making your website more findable on search engines like Google. Search engines scan through content on a site to check for its relevance to a search. Search engine optimized websites are designed to fit the criterion required by these algorithms and are more likely to show up higher on a search.

SEO can be used as a great alternative to advertisements for driving more traffic through a website. Because of its proven success in this regard, SEO is widely used as a marketing technique by online businesses.

There are many SEO agencies that businesses have the option to choose from today. It is imperative to pick one that fits your requirements and knows what it’s doing. Indeed, one should be wary because there are more than a few scammers out there. So here are a few tips to determine if the SEO agency you hire will produce the results you want:

Do Your Research

It is estimated that about 90% of people read online reviews before visiting a business – and for a good reason too. Online reviews from sources like Facebook, Google or Yelp, are a key indicator of a business’ standing. This includes the reputations of SEO service companies.

You could also ask a colleague if they know of any reliable SEO agency. Conversely, if you are considering a particular agency, you could always ask them to provide a few clients who they have worked for in the past. You could then contact these businesses and find out more about that service. What work did they do for you? Was it helpful and useful? Were they professional and easy to work with? Was there any shortcoming worth mentioning? How highly would you rate them? These are just a few of the questions you should be asking.

If you generally hear positive reviews, you could consider the company further and add them to a shortlist of candidates. However, if you hear mixed to a negative review, it’s best to steer clear.

One-on-One Meeting

The next step is to arrange one on one meetings with the list of candidates you are considering for your business. These meeting should be a two-way interview. You should make your goals and objectives clear to the SEO company. Eliminate any communication gap between you and the service. This ensures that they understand precisely what you expect from them and how. After all, how can they produce the results you want without understanding them fully?

On the other hand, any competent SEO will enquire about several details of your business. What services do you offer? What makes you stand out in this space? Where do you think you lack when compared to the competition? What is your target audience? What is your business model? And so on. The point of these questions is to determine how to frame your marketing and how your business could improve.

A decent SEO services agency is thorough in its analysis. If you do not receive such questions you can assume one of two things: either the agency is incompetent, or it’s not interested in your business. In both cases they aren’t going to be a good fit for you and you should keep looking.

Understand SEOs Practices

One major thing to consider is the type of SEO practices an agency follows. As mentioned before there are quite a few SEO businesses that support shady methods collectively known as “black hat SEO.”

Black hat SEO practices such as ‘spamdexing’ may produce abnormally fast and seemingly astounding results. But do not be fooled! Search engine algorithms are quick to identify websites using such practices and may even ban them from their platform. Not to mention, using such methods to cheat the system is highly unethical.

Any right SEO agency will have no problem discussing their methods. If the SEO you are looking to hire refuses to share details about how it plans to drive more traffic to your website, consider this a huge red flag.

Legitimate SEO practices may seem more expensive and often take much longer to get you the results you expect. It may take up to a year to get near your goals. However, these tried and tested methods are much more elaborate and thorough. They are designed to keep your site at the top once it gets there. So if you are looking to build a sustainable business rather than trying to make a quick buck, it’s well worth the wait.

Content

A good SEO will not only look to drive traffic to your website; instead, it will aim to create sustainable viewership. And how can it do this you may ask? In two words: user experience. Improving the user experience on the website is half of an SEO’s job. If they do not attempt to do this, they are not fit for the work.

Improving user experience may include making the site’s architecture simpler and less cluttered. This makes navigating on the site much more comfortable. You could also be asked to create more relevant page titles. Another approach they may suggest is making your website mobile friendly. Most users now browse the web using their smartphones. If scrolling your site on the phone is an enjoyable experience, your visitors will stay onsite for longer.

Improving navigation through the website also makes it quicker for a search engine to crawl and index it, thus increasing the site’s position on web results.

Conclusion

It is important to note that SEO is not a replacement for a good website. For example, search engine optimizing your site may drive traffic to an online store. However, if the products the store sells are sub-par, viewers won’t keep coming back. Similarly, SEO could be used to drive traffic to an online blog, but if the blog is uninteresting or poorly written, you won’t see any long-term improvement.

A business may need reform from the ground up to take it to the next level, and SEO is a critical part of that process.

Author Bio

About Ashley Rosa: Ashley Rosa is a freelance writer and blogger. Writing is her passion, and she loves to write about to the latest trends in technology and health-tech. She is crazy about chocolates. You can find her on Twitter @ashrosa2.

Read more >
Share

How To Use Social Media At Every Stage In The Sales Funnel

a few months ago

Many companies think of social media as a top-of-the-funnel channel, using it primarily to drive brand awareness and attract leads. If you’re not treating social media as a sales nurturing tool, you’re probably not attributing revenue directly to social – and you may be more hesitant to devote more marketing resources to social media as a result.

Read more >
Share

How Does Advertising Work On Amazon

Advertising on Amazon is a continually evolving process. You may have tried advertising for a few different items, but you’re not seeing the results you want. Now you’re looking for more information on how the system runs so you can use it to its fullest potential for your products.

 

Pay-Per-Click

Amazon is not the only platform to use Pay-Per-Click (PPC). However, it is the one which will have the most immediate benefits. Other PPC sites are useful, but they don’t help you quite as much in the beginning.

PPC is based on the idea of paying every time someone clicks your ad. This is different than impression-based advertising, where you pay for people to view the ad.

With Amazon advertising, you tell the algorithm how much you want to spend to show up for a keyword. The system then compares it to what everyone else is willing to pay and selects the highest bids.

Keywords

Keywords are what your customers type into the search bar when they decide to buy something. What your customers search for matches to the words in your ad or on your product page. From there it’s up to the customer whether they buy or not.

You have options for finding usable keywords. One of the best ways to get new keywords is to partially fill your own Amazon search box. The suggestion list that pops up are keywords people have searched before. While this takes a little time, it provides real insight into Amazon customers.

Another possibility for Amazon keywords is Amazon specific keyword tools. There are free and paid tools available. Fortunately, these tools typically offer relevant category searches. This refines the keywords you get to make sure they’re suitable for your product categories.

A third option involves using generic keyword websites. These generic keyword sites yield long lists. Not all the words will be relevant, but there will be a couple that you wouldn’t have had otherwise.

While you’re looking up keywords, keep lists. These should appear in your product pages for organic reach. The words will also be necessary while you set up your advertising.

Campaign Numbers

Every Amazon advertising campaign you set up will ask you for two critical numbers. These are your daily budget and default bid. These control how much money is spent on a given day. You’ll also need to know about the advertising cost of sale (ACoS), which turns up once you start campaigns.

The daily budget is the maximum you pay Amazon per day. Once your campaign hits this limit, your bids stop until the midnight reset. How far into the day your budget lasts depends on where you set your bid rate. Each keyword can have its own bid rate.

Advertising cost of sale is a figure you can use to determine your bid numbers. Roughly 1 in 10 people who click an ad actually buy something. Your bid price must reflect this, as well as your pricing. To find the ACoS, divide the amount of money spent on advertising by the number of product sales. You can then apply this number with your other costs to ensure you’re making a profit.

Automatic Targeting

Amazon advertising offers a solution if you do not want to spend a ton of time researching. With automatic targeting, the advertising algorithm looks at your product page. It then determines what keywords your product works for and will bid on those. The price for this ease is control though since the only numbers these campaigns take are default bid and daily budget.

Manual Targeting

Manual targeting allows you significantly more control. You’ll start with a daily budget and average bid figure, and then fine tune exactly what you would like to bid on. To start, you’ll need your lists of keywords and numbers.

Once you get through the initial setup of default bids and picking the product to advertise, you’ll be able to add your keywords. You can add them in groups, each with its own specific level. Broad will bid on anything containing the words. A phrase will bid on anything with the words in it in the same order. Exact means that word or phrase alone will be bid on.

The next consideration is the bid number for each individual keyword. The general advice is to bid lower on broad searches since more of those will be irrelevant. On the other hand, the bid on exact keywords may be a little higher, because you want to be in the top space for those keywords.

Once you have all your items set up, it’s time to let the campaign run. For manual campaigns, you’ll need to come back in at least once a week to tweak your bid numbers and keywords. This process is called optimization.

Summary

Advertising on Amazon needs research to succeed. You’ll need to put in the work up front to ensure you’re using the right keywords and budgets to make a profit. While the options may seem overwhelming, the system gives you precise feedback. Over time, you’ll master the ins and outs of Amazon advertising.

Lastly, if you want a tool that automates Amazon Sponsored Products best practices and allows you to manage your Campaigns in an unprecedented way, you can check zon.tools

Their Smart Engines are extremely flexible and can adapt to any Amazon Advertising strategy or goal.

Read more >
Share
Page 2 of 14