Are Micro Moments Part Of Your Video Strategy Yet?

Micro Moments and Video Strategy

If you haven’t yet, they you must and should! This will help you capture your customers attention when they are stepping out of their personal zones to explore new boundaries via their mobile device.

Let’s take a look at a few insights that Meltwater has on this particular aspect of video marketing.

According to Google, video micro moments fall into four categories:

“I-want-to-watch-what-I’m-into” moments
These are the moments when a person looks for a video because the topic aligns with their passions or interests. According to The Consumer Barometer Survey, “53% of online video viewers watch online video to be inspired and entertained.”
“I-want-to-know” moments
These are the moments when a person looks for a video to learn, explore, or research something new. According to a Google Consumer Survey, nearly 70% of millennials agree that YouTube has become a place that they can learn anything.
“I-want-to-do” moments
These are the moments when a person looks for a video in order to get instructions to perform a task. According to Google Data, “how-to” searches are up 70% on Youtube since the past years.
“I-want-to-buy” moments
These are the moments when a person looks for a video to decide what or how to buy a product. According to Google Consumer Survey, 18 to 34 year olds use YouTube as the #1 place to learn about a product or service.

What to Put in Your Micro Moment Video Strategy
According to ThinkwithGoogle, the first step that brands can do to adapt their videos to these micro moments is to understand their consumer’s intent when watching videos, specifically on YouTube.

1. Find what your consumer wants.
After you identify who your target consumers are, you must identify what kind of content that they want. For example if your priority consumers are African-American males between the ages of 18 and 25, you need to expand their profile to what content or topic that they would want to watch. Through audience insights you might create videos about urban fashion and the hip hop music genre.

2. Identify your consumer’s micro moments and goals. Then put it in your videos.
You need to figure out your consumer’s needs and when they look for them in the consumer micro moment map.

Example: Sephora noticed that beauty “how-to” videos on YouTube has gained a lot of popularity in the last year.

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“Forget Me Not” Says Your Social Media Content Strategy

Social Media Content Strategy

Creating the social media content strategy that works the best has become a job description in itself. It is obvious that a lot of aspects have to be taken into consideration while creating a content strategy. since we are only human, even though we have a list of items to include, we sometimes tend to miss out on some of the basic aspects.

Now we don’t want that happening do we. To help cook up the best strategy here are the 4 points you should never forget, as penned down by Ignite Social Media.

GET TO KNOW YOUR AUDIENCE

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Yeah, those folks out there!

First and foremost, you really must get to know your audience. Not like the polite suggestion to get to know your neighbors, because you never know when you might lock yourself out or need to borrow a cup of sugar, etc. We’re talking about achieving a deep and genuine understanding of the folks that are consuming your content and, hopefully, forming a relationship with your brand. It starts out as simple as knowing the basics, like gender, age, socio-economic status, favorite television shows, and so forth. While you want to be careful of not casting too broad a net and lumping people into generalized categories, you still want to know who you’re after here.

Once you know who your audience is, you’ll then want to dive a little deeper. It’s important for you as a brand to know what else, besides just your brand, your audience is consuming. Making an effort to find out what other key interests are driving your audience’s activities will help inform how you might leverage those interests with your brand’s content.

Now that you have this more refined understanding of your key demographic(s) in mind, you’re ready to begin diving even deeper into some of the critical behaviors of your brand’s audience. By performing easy little daily tests, you can find out the approximate range for an ideal content cadence, and, in doing so, ensure that you are neither boring nor drowning your audience. Additionally, you’ve got to know not just when to speak to your audience, but also how to speak to them to guarantee the strongest resonance and impact. Learning whether your audience loves or loathes sarcasm, for instance, can be of critical importance when writing a piece of what-you-think-to-be-witty content.

LEAVE ROOM FOR REACTION

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That’ll get a reaction!

Now, this next bit is of truly dire importance, so please, please, please pay attention. When you create a piece of content and send it out into the universe for your audience to consume, it’s absolutely not being transmitted to them through a vacuum. Your content must travel through an infinitely complex and ever-evolving web of social, cultural, and political events and realities that are going to shape the way that it is received. For all intents and purposes, your content is like a pinball, and, though it sets out straight and true, it has to weather a mess of occurrences before arriving at its intended destination.

But how on earth can one brand account for and prepare against the onslaught of external stimuli that content is inevitably going to encounter before reaching an audience? Well, in short, you can’t. Sadly, not even the most well equipped and most culturally astute brand is going to be able to foresee every possible scenario (i.e., Red Lobster & Formation). But… that’s okay. You don’t have to. What you do have to do, however, is always be sure to leave room for reaction.

Nimble agility in your content will help your brand account for obscure national holidays about which you’ve forgotten, current events that have only broken a moment ago, and any other unforeseeable scenario that you’ll want to adapt your content to better suit. But, wait! Does this not sound like an amorphous system devoid of any structure to support itself. Now, now, don’t get yourself all worked up. This brings us right into our next topic of discussion, wherein we will examine the principal of ‘Freedom within a Framework’.

UNDERSTAND & MAINTAIN YOUR BRAND’S NICHE

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What’s that? It’s your niche!

The “freedom” in the phrase ‘Freedom within a Framework’ has been explained as the ability to navigate and negotiate the ever-changing climate in which our content must exist. What we mean by framework, however, might have you scratching your head. It’s really rather simple, though. You can think of the framework as analogous to your brand’s niche. Whatever it is that your brand is responsible for bringing to your audience, there are bounds to the nature of that material. Within those bounds, your audience will respond with favor. Beyond them, though, you may begin to bore, confuse, or even alienate your audience.

A brand whose focus is in the electronics realm is going to fair better, and more successfully reach its audience, with content of an electronic nature than it will with content that is perceived by the audience as falling outside of the brand’s niche (i.e., illustration, home-improvement, athletics, etc.). That’s not to say that a brand can only ever talk about the exact good or service that it provides (for that would surely bore its audience). Simply that straying too far from the core of your brand’s identity will leave your audience scratching its collective head, and that you do not want.

It’s a simple matter of exploring every aspect of your niche, learning just how far it might extend in every direction, and, most importantly, discovering where it ends. By giving yourself the freedom to maneuver while still maintaining a keen eye on your brand’s established framework, you can be sure to provide your audience with a fresh array of exciting content without ever overstepping your niche and leaving your audience disappointed.

A RELENTLESS COMMITMENT TO INNOVATION

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Now, if that’s not innovative…

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It’s Time To Boost You Social Media Traffic, Don’t You think?

Social Media Traffic

Smooth moving social media traffic is a lot like a well planned where the channels through which you get social media traffic are the systematically laid out roadways of the city.

There is the option of using paid means to get the required traffic but the traffic that comes in organically holds more weight since you know that something that you’re doing as a part of your strategy is working really well.

There is no better way to gain visibility than through social media. So here are a few tips and tricks of the trade put together by Sprout Social.

How Do You Increase Social Media Traffic?z

Increasing your social media traffic happens when you engage and build relationships on each network. Being readily available for customers,brand loyalists and potential buyers it helps you nurture these people through the purchasing process.

Twitter image

Each social network is different, but to get an immediate boost in your social traffic, there are some steadfast rules to follow for all your social channels. Remember that your content says everything about your brand, so make sure your blog posts, case studies or infographics go above and beyond to make the social sharing aspect greater.

To get your social media traffic rolling, follow these six steps to get people to your social channels and ultimately to your website:

1. Inspire Your Audience With Visuals

First impressions are essential. We always say “Don’t judge a book by its cover,” but more times than not, visuals help us make decisions. In fact, Adobe’s Q4 2013 Index showed social media posts with images create650% more engagement than text posts.

adobe Q3 2013 index example

People want visual content to help make sure their purchasing decisions are valid. When customers are able to view a product video or demo, they are 85% more likely to make a buying decision right there when compared to reading a text review.

Master Instagram

On social media, you have to use visuals to drive traffic to your website. One of the best avenues for visuals continues to be Instagram. With more than 80 million photos and videos shared each day, there’s a lot of competition.

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But when you’re able to create beautiful and engaging content on Instagram, businesses see a difference. According to data from Instagram, brands see the highest level of engagement (4.21%) on Instagram when compared to other social networks.

instagram engagement example

Nearly three-fourths of Instagram comments are made within two days of the post, which shows its high impact on on brand’s Instagram strategies.

Provide awesome visuals that not only stand out, but speak volumes about you, your product and your story. The best visuals on social media tend to include:

  • Vibrant colors and well-designed layouts
  • High-level photography
  • Visuals telling stories
  • Visuals showing products or services in a new light
  • Consistently on point and well-planned

2. Make Your Content Easily Shareable

Every marketer or business owner by now should know the importance of being mobile friendly. Data from ComScore showed in 2013, 65% of time spent on social media was through a mobile device. Almost 40% of news content was read on a mobile device compared to a desktop.

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Living in a mobile age means your content has to be easy to read, but more importantly, simple to share. Share buttons on mobile devices are critical to driving social media traffic. Neil Patel explained it by stating the harder it is for your audience to share your content, the less likely they will.

Use Social Media Plugins & Buttons

Get readers to share your content by using social media plugins. There are various plugins that can help you spread your content via social media much easier. One of the avenues is using click to Tweet, which allows readers to highlight parts of your content to share on social without leaving the page.

social media buttons example

Secondly, you have to include social media buttons that are mobile friendly and don’t distract your readers while scrolling. According to Slate and Chartbeat, most readers only make it halfway down page, which means you have to optimize where you want to place your social media buttons.

Heatmap example

Use free heat map plugins like SumoMe (for WordPress) to see where people are clicking the most on your blog content. Once you have a good idea of an area with high click volume, add your social share buttons there to immediately increase traffic.

3. Improve Your SEO

While you want it to be easy for readers to share your content, you also need to ensure your content is being shared correctly and effectively. Digital marketing has grown immensely, which means at some point you have to consider upping your search engine optimization (SEO) best practices.

In the most basic terms, integrating SEO best practices into your content can help you:

  • Improve online visibility
  • Generate more sales/leads
  • Strengthen your brand’s authority and domain
  • Connect with your direct audience
  • Increase your social media traffic

If you’re looking to bolster your social traffic, optimizing content for search engines like Google and Bing can have tremendous payoffs. According to a 2014 Advanced Web Ranking report, data showed that on average,nearly 72% of searches lead to a page one click.

AWR 2014 report

That number drops significantly when you talk about ranking on page two or three. AWR data showed on average, page two and three garner less than 6% of organic clicks.

You’re not only helping your website traffic with SEO improvements, but you’re also increasing buyer persuasion with better ranking. A Fleishman-Hillard and Harris Interactive Annual Global Study found 89% of peoplelooking to purchase an item turn to search results to make their buying decision.

Encourage Inbound Links

While SEO best practices can help your website, you can use social media as a useful tool as well. Once you start to build up your quality of content, you’ll encourage external sites to link to your site with social media.

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Social Media Examiner does a great job at sharing various social media resources. When you promote your content, it encourages other outlets to as well. This can lead to a share that puts your content in front of different eyes.

While this process might not be immediate for newer social users, it’s good to get in the habit of sharing other’s content and your own to build awesome relationships.

4. Know When Your Audience Is Listening

The key to building follower count is all within consistency. The more consistent you are with your social media publishing, the higher chance you have at being seen. Once you start to see a spike in social media traffic, you shouldn’t slow down on your posting.

Keeping a daily publishing schedule is crucial to effective social media traffic building. Make sure you know roughly how much to post to each site and at what times. Constant Contact and Union Metrics provided some insights on how much to post:

  • Post on Facebook 3-10 times a week
  • Tweet at least five times a day
  • Instagram around 1.5 times a day
  • Post on LinkedIn 2-5 times a week
  • Post on Google+ 3-10 times a week

Use a Social Media Calendar

To make sure you’re up to speed on every channel, try to fill up yoursocial media calendar as much as possible. Once you build a full schedule, you’ll have a clear overview of your publishing habits, schedule and tactics.

sprout social publishing calendar

Sprout Social’s unique social publishing tools can help you schedule social messages while keeping a visual overview of your calendar. See how a month’s worth of content looks with our calendar with a free 30 day trial.

Optimizing your post time through a social media calendar can be the difference to seeing a change in your social media traffic.

5. Research Your Competitors

Finding out how well your competitors are doing is a tried and true marketing strategy. The same notion should be in place for your social strategy.

Social media competitive analysis simply helps you dissect your social media traffic. You can easily locate key performance metrics and see how similar audiences respond to competitors’ social posts.

Try to get as much insights from your competitors first. This give you a better idea what it takes to build an audience on social. You never want to directly copy your competitors, but the analysis can shape your own strategy.

Try to figure out things such as:

  • Successful post times and days
  • Most engaging social channels

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Paid Social Media: 10 Reasons To Continue With It

Paid Social MediaIt may seem that with all these complex algorithms and the hullabaloo about social media, getting people’s attention seems to be a bit of a problem. In comes to your rescue, paid social media which ensures that your content doesn’t get lost in the maze of your followers.

We have for you 10 points that convince you that paid social media is still alive and still has a key role to play, put together by Sprout Social.

Don’t Lose Hope Just Yet

If you’re a die hard organic social media marketer that refuses to pay for ads, here are 10 reasons you shouldn’t ignore paid social:

1. Paid Social Is Cost Effective

The biggest roadblock for people interested in getting started with any type of online advertising is the cost. That’s understandable. Just take a look at the suggested Google AdWords bids for legal-related terms.

AdWords Suggested Bid

Paid social changed the way that businesses look at ads. With platforms like Facebook and Twitter charging a fraction of the cost of traditional display ads, it’s very affordable to get started.

In one case study for a campaign with the North London Skydiving Centre, Facebook Ads were significantly cheaper than AdWords. The average cost per click for Facebook Ads was $0.38, while AdWords was $1.49.

If you are working with a modest budget and want to try your hand at paid advertising, give social media ads a try first.

2. Paid Social Delivers Great ROI

Unless your ads are driving revenue, they aren’t very effective. Paid social has been proven to deliver a great ROI for marketers. Digital Marketer ran a Promoted Tweets campaign that generated a 198% ROI.

Twitter Ads ROI

Samsung SDI achieved a 7 times higher ROI from LinkedIn Display Ads and SlideShare Content Ads.

The mix of content marketing and paid ads is a consistent theme for successful paid social media campaigns. Both case studies above involved creating content, then using ads to generate targeted traffic and leads.

Paid social also makes it much easier to track social media ROI, which is one of the biggest challenges small businesses have. You can finally quantify how much money you’re spending on a campaign and the amount of revenue you generated as a result.

3. Paid Social is Mobile

Paid social works because you’re marketing to an engaged audience. Over the past few years, we’ve seen a huge shift toward mobile.

Mobile vs Desktop Users

As an advertiser, you need to be in the same spot as your audience’s attention. What that means is you need to be where your audience spends the most time, and right now, that’s on mobile devices. Particularly, social media apps.

mobile device behavior

As phones continue to be the preferred choice for using the internet, mobile advertising is now more important than ever. As a result, banners and sidebar ads have been replaced by native ads. These are ads that fit and mimic the platform where they exist. Think Facebook sponsored posts, promoted Tweets and Instagram Ads. They look like the rest of the content in the apps, with the exception of “sponsored” text on them.

jaguar sponsored ad example

The natural look of the ads makes them less disruptive than a banner that sticks out like a sore thumb.

4. Paid Social is More Targeted

With organic social media posts, you have no control over who sees your content. Paid social lets you target a specific demographic, so you know exactly who’s seeing your Tweets and Facebook posts.

Facebook Ad Targeting

Social media targeting gives you the opportunity to create content for a specific type of user, and promote directly to them. The end result is qualified traffic that’s more likely to convert.

5. Paid Social Gives You More Reach

Organic reach on social media is dwindling and has been for quite some time. In March 2015, Facebook’s organic reach was as low as 2.6%.

facebook organic reach drop

Of course, there are some steps you can take to improve your organic reach. But in the end, it doesn’t compare to the reach you can achieve with paid social media ads.

With more platforms switching to an algorithm based feed, there are no guarantees that people who follow you will see your content. With paid social, you can immediately amplify the reach of your posts.

6. Paid Social Provides Quicker Results

Growing a following on social media 100% organically takes time. Trying to monetize your following once you build it takes even more time. Paid social accelerates the process.

Organic social media marketing involves a lot of one-to-one networking. Whether it’s finding influencers with a large following or taking time to reply to different people who could potentially become a follower, it’s extremely time consuming.

Compare that to paid social media marketing, where you create an ad and distribute it thousands of users simultaneously.

This doesn’t mean you should neglect the relationship building process. Continuously engaging with your new followers allows you to maintain the relationship and build a loyal community, rather than just a bunch of non-active followers.

7. Paid Social is Easy to Scale

Once you’ve created a paid social media campaign that works, it’s easy to scale up by increasing your daily ad spend or advertising to a slightly different audience.

It takes less than a minute to replicate an ad that works.

8. Paid Social Gives You More Data

The data you get from social media sites about the performance of your organic content is limited. However, once you become an advertiser on Facebook, Twitter, LinkedIn and other social networks, you get access to more information.

Facebook lets you see your ad’s performance based on region, gender, time of day and other criteria that you can’t see for your organic posts.

FB Ad Reports

LinkedIn shows you impressions, engagement and even click demographics for your ads.

LinkedIn Ads Report

The data you collect will help you improve future ads, and also affect the direction of your organic social media content as well. For instance, if you notice a particular promoted post did well among your target audience, you can incorporate similar content in your social media calendar.

9. Paid Social Creates Brand Awareness

When you send a Tweet or publish an Instagram post, a majority of the people who see it will already be aware that your company exists since they’re following you. But what about the other 99% of users on any given social network that have never heard of your brand? Paid social puts your content in front of these people.

Brand awareness is important if you want to build a loyal customer base, particularly for millennials. Newscred found that 69% of millennials feel brand recognition is an important driver of brand loyalty.

Every impression your social media ads get is a step in the right direction, even if they don’t get clicked. The more often people see your brand, the more familiar they get with your company. It’s all about building equity with each person.

Remarketing has become insanely popular over the past few years for this exact reason. Remarketing or retargeting, allows you to show yoursocial media advertising to people that have visited your website before.

Website visitors that have been retargeted convert better, become more familar with your brand and are more likely to click your ads.

Remarketing Statistics

Let’s say someone found one of your articles through a Google search one day. They read it, and exited your site immediately after. Unless they purchased something from you or joined your email list, they’re a missed opportunity. If you set up retargeting, you’d be able to display social media ads to them and stay fresh in their mind.

10. Most Brands Aren’t Using Paid Social Yet

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10 Laws of Social Media Marketing

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Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging.

It’s vital that you understand social media marketing fundamentals. From maximizing quality to increasing your online entry points, abiding by these 10 laws will help build a foundation that will serve your customers, your brand and — perhaps most importantly — your bottom line.

1. The Law of Listening
Success with social media and content marketing requires more listening and less talking. Read your target audience’s online content and join discussions to learn what’s important to them. Only then can you create content and spark conversations that add value rather than clutter to their lives.

2. The Law of Focus
It’s better to specialize than to be a jack-of-all-trades. A highly-focused social media and content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.

3. The Law of Quality
Quality trumps quantity. It’s better to have 1,000 online connections who read, share and talk about your content with their own audiences than 10,000 connections who disappear after connecting with you the first time.

4. The Law of Patience
Social media and content marketing success doesn’t happen overnight. While it’s possible to catch lightning in a bottle, it’s far more likely that you’ll need to commit to the long haul to achieve results.

5. The Law of Compounding
If you publish amazing, quality content and work to build your online audience of quality followers, they’ll share it with their own audiences on Twitter, Facebook, LinkedIn, their own blogs and more.

This sharing and discussing of your content opens new entry points for search engines like Google to find it in keyword searches. Those entry points could grow to hundreds or thousands of more potential ways for people to find you online.

 

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