The Benefits of Video Marketing

video marketing media digital rtmworldIn a single minute, 4.3 million YouTube videos are viewed and 266,000 hours of television are streamed on Netflix. Every day there are more and more videos being shared on social platforms.

Video marketing as a strategy has become very important in recent times. It is one of the most effective methods to market products and influence buying decisions on-line so you do not want to miss out on this when preparing your 2019 marketing plan.

Since the advent of YouTube, in early 2005, and the arrival of other social networks such as Periscope and Vine, video and images have won the online audience and increased engagement across the board.

Consequently, other social networks such as Facebook, Instagram, Twitter and Snapchat have integrated video into their functionalities with great success fueling continuous growth of video content.

Internet users average 16 minutes and 49 seconds watching videos every month on the Internet.

More and more people are streaming YouTube on the television set and it is surely becoming the television format especially with younger generations. Together with on-demand video streaming services such as Netflix and Amazon, it is taking over our living rooms.

In the last two to three years, video has totally exploded and became extremely important on all platforms. It is very easy to consume, hence the huge increase in its popularity. As we often say in inbound marketing, “Follow the attention!” It’s clear that customer attention is increasingly on video so it’s a good idea to leverage its advantages and have a sound video marketing strategy and integrate video into your marketing plan.

Video is no longer just a small piece of a company’s marketing plan. It must become central to the overall outreach strategy, especially across all social platforms.

According to the comScore study, Internet users average 16 minutes and 49 seconds watching videos every month on the Internet. More than 50 percent of viewers prefer to see videos from brands versus other types of content.

To prove my point on how video is totally dominating social channels, HubSpot claims that out of the top six channels where consumers watch videos four are a social channel.

Close second—believe it or not—are emails and newsletters. (Have you read my previous articles on email marketing?)

If you want to get a higher interaction rate, and fewer cancelled subscriptions, add videos to your emails. According to a study conducted by Implix, emails with videos receive 96 percent more clicks than those without. According to another study by Forrester Marketing Group, emails with videos received between 200 percent and 300 percent more clicks versus others without video content and the email unsubscription rate dropped to 75 percent.

More than 50% of viewers prefer to see videos from brands versus other types of content.

There are rumors that in less than five years Facebook will be an all-video platform. Facebook has already become the second most popular video sharing platform after YouTube and is catching up fast. After these two giants come Netflix, Instagram, Amazon Video, Twitter, Snapchat and Hulu in terms of popularity to watch video online.

Video and the Aftermarket

So how can you use video marketing to promote our aftermarket imaging products?

A video can be a great tool for your salespeople in any given situation. A corporate video can be played at the beginning of a meeting, can be looped on your tradeshow booth to catch attention and shared across your social channels. Short product specific videos can be produced and used as “video data sheets” of your newly developed printer cartridge. You can be assured it will get customers more engaged with your message.

Here is a quick practical list, in no specific order, of eleven marketing videos you can produce to better engage your audience in 2019:

  1. Brand videos — about your company vision and mission so the customer understands the values you represent;
  2. Demo videos — showing details about your latest toner or inkjet cartridge. You can quickly explain complex technical features or interesting production methods;
  3. video marketing rtmworldExpert interviews — you can have an R&D professional or a technician explain the complexity of a recent development or challenges you have overcome to create a non-infringing aftermarket solution;
  4. Event videos — share your success at the RemaxWorld Expo at the awards ceremony on your booth as well as other events where you participated. Or share highlights from your annual reseller or employee meetings;
  5. Explainer videos — pitch your products’ value proposition and explain why and how your product is different from the competition;
  6. Animated videos — explain difficult concepts about your products or services and define the intangible benefits;
  7. Educational video — also called a “how to” video where you educate the customer about your product so they have a better understanding. You can also produce video manuals, for example, of how to replace an OEM toner cartridge to yours and how to reset a counter;
  8. Live broadcasts — give viewers special insights into your production, sales meetings, behind the scenes and real-time customer events;
  9. Case studies and testimonials — share the comments from happy customers to inspire others to make a purchasing decision;
  10. AR (Augmented Reality), 360 or VR (Virtual Reality) videos allow you to stand out from the crowd. Technology is available to produce this type of content quickly and easily. You can show a toner cartridge from every angle allowing your customers to closely inspect the products or your new packaging design even using an oculus rift or any other VR display device.

Video on landing pages boosts conversion rates by more than 80 percent and around 90 percent of customers say that it is easier to make buying decisions based on a video.

video marketing rtmworldSo why is video important today?

It’s like everything else in marketing. If you are not doing it, you run the risk of becoming irrelevant against those of your competitors who have mastered it. There is also another interesting trend taking place. There are the professionally produced, edited HD super productions. However, amateur, spontaneous, simple raw video content is gaining more attention because it seems to be more authentic.

There’s no need to be afraid. Creativity and spontaneity can bring great results if it’s well-timed, planned and executed correctly. Video production is becoming cheaper and cheaper every day. Thanks to the advent of smartphones, you can easily shoot HD or 4K videos today.

There are many different aspects fueling the video explosion making it cheaper and easier to produce than ever. Believe me, it’s not something you want to miss out of your 2019 marketing plan.

Different Types of Digital Marketing Strategies

Digital Marketing makes your audience aware of you and attracts them online to buy your products or services.

Here are the different types of digital marketing strategies you can employ to achieve your marketing goals:

  1. Search engine optimization (SEO) is all about making search engines like Google, Bing, etc. understand what your website is about, which in turn helps you gain prospective leads when those search engines redirect users to your website for relevant keywords. You can start by employing a valid XML sitemap on your website. Also, make sure the meta tags, especially meta keywords and meta descriptions, are well worded and relevant to your website’s content to start ranking for the keywords you want to target.
  2. Search engine marketing (SEM) There are two types of traffic you can get from search engines: – organic by the use of SEO practices, and – paid by purchasing ads on Google AdWords, Bing Ads, and other pay-per-click advertising (PPC) platforms. Do note that PPC advertising options are offered by social networks like Facebook, Twitter, LinkedIn and so on. You can start by setting up your Google AdWords account.
  3. Content marketing This digital marketing strategy is based on the fact that content is KING. When a visitor comes to your website and you don’t have good content on it to showcase your products or services, or how you can benefit the user, that visitor will promptly leave your website to go visit your competitor’s website and possibly buy from them. Therefore, content is the driving force behind any digital marketing campaign. So start by determining what content is suitable for your brand, which content types and ideas would work best, as well as when and how often to publish your content to make the right impact. You can start by setting up your editorial calendar.
  4. Social Media Marketing (SMM) is about using the power of social media to establish a connection with your target audience and delivering powerful and valuable content to them without pushing for a sale. The end result of making a sale will happen with no apparent effort, as long as you are proving value to your audience. Start by telling stories about your product or service, build a community of your customers, or simply use social media as the customer service desk of your company.
  5. Affiliate marketing is where people earn a commission from a sale resulting from their promotional efforts.  You can start by offering an affiliate program on your website itself where people can earn a commission from every purchase order you receive based on their efforts. Or you can sign up on affiliate networks for the same.
  6. Email marketing Last but not least, there is email marketing. This strategy provides you with a direct connection to your customers and prospective buyers. Focus on building your email list from your website, and you can bet your efforts will be rewarded handsomely. You can start a monthly newsletter, or set up an RSS email campaign that goes out to your subscribers every time you publish on your blog.

Over to you… If you are getting started in digital marketing, pick one or two strategies from above.  Focus your efforts on these strategies and once you start seeing the results, you can go ahead and try out the other strategies too. Avoid the FOMO (fear of missing out.  There’s no need to indulge in all strategies all at once. Take your time to analyse which strategies will work best for your brand, and then dive deeper into each eligible digital marketing strategy.

About Ankitaa Gohain Dalmia Ankitaa is a digital marketer and blogger at AnksImage.com. Her mission is to help customers boost their brand visibility and deliver quality experiences to their clients in the digital space. Email her at agd@anksimage.com

Competing in a digital world

Access to virtually unlimited sources of information allows buyers to research their options independently of a salesperson. This is a fundamental shift in behavior that carries dire consequences for businesses that fail to provide content responsive to the buyer’s research.

Buyers will no longer give up their time to meet with salespersons representing companies who fail to qualify themselves online with content that addresses their research. Furthermore, they will not do business with companies that fail to eliminate friction points which develop when information and knowledge aren’t consolidated into software systems, so they can be shared with all stakeholders.

In an industry that has generally been slow to embrace digital platforms and implement integrated information technology systems designed to enhance the value proposition and convert exponentially increasing volumes of data into actionable business intelligence, there is a rapidly increasing risk of irrelevance.

The combination of market shrink and customer churn as buyers locate alternative sources represents an existential threat likely to eliminate many independent resellers in the office products and business equipment channels.

It is rapidly becoming futile to try and compete in a digital world with analog work practices.

 

What is Content Marketing?

Content marketing is just what it seems: it is about marketing your content. Your content can be articles, blogs, social media posts, videos, and more. Choosing content marketing as a strategic marketing approach gives you an edge over the competition. You are not blatantly promoting yourself, but instead subtly generating an interest in your products. People like that nowadays, not the in-your-face approach to promotion.

What is Content?

Content can be text, images, videos, and more. Often we use the terms “articles” and “content” synonymously, but content is not just limited to the text we publish. In content marketing, we address far more than the text.

Types of Content Marketing

We have social media marketing where we work to increase brand awareness and incite customer engagement.

On your website, you have a blog where you publish posts every week or month, and that’s another type of content marketing.

The latest trend of using videos to put across your message online is yet another type of content marketing.

And then there are case studies, infographics, presentations, and more that are all different types of content marketing. You have to choose the ones that are relevant to your industry and are proven to be able to entice your target audience.

Content Marketing Strategy

First, know your audience. Once you define your target audience and know their behavior (like which social media channels they are on, what kind of posts they seem to prefer, and so on), that’s when you start planning your content marketing strategy. Do this too when analyzing your competition.

The key is to choose the right combination of platforms for your content marketing and then reap the benefits.

What You Need for Content Marketing

Good content. Either you generate this content or hire someone to do it for you. But the content should be good, if not great.

A strong example of good content can be an article titled “How to Make your Printer live Longer” or “Ten Tips to Make your Printer Last Longer.” In this article, you will give the tips to make a printer last longer, while mentioning (subtly) how your product can help in doing so. Add a good attractive and relevant image to support your text, and voila! You have a great article to publish as part of your content marketing strategy.

Let’s talk more about how content marketing can build your business in my next column. Stay tuned!

About Ankitaa Gohain Dalmia

Ankitaa is the founder & digital marketing strategist at AnksImage. By using the right mix of website design, SEO, social media, content writing, and brand management tactics, Ankitaa drives successful digital marketing campaigns for businesses employing her expertise, thereby helping businesses increase their brand presence online, and increase website traffic. Email her at agd@anksimage.com

 

 

Creating a Digital Marketing Strategy from Scratch

Do you have a digital marketing strategy for your business? Having a website or being active on social media is not enough. You need a cohesive marketing system for your business, one where your digital marketing strategy plays an important part. So here’s how to create a digital marketing strategy from scratch.

Understand who your customers are

If you have a customer database, analyse your customers and build your buyer personas. If you don’t, think of your ideal customer. These questions may help:

  • are women buying from you, or men?
  • what’s the age of these customers?
  • are your customers local? Scattered across the country? International?

Which digital marketing strategy should you adopt?

A website is a good start in an effective digital marketing strategy. But if you’re not tracking and analyzing the data in Google Analytics, you’re wasting a valuable resource at your disposal. So let’s start with a website. Your website should feature your products in detail. Even if you’re not selling your products directly through your website, it’s better to have a knowledge base of your products on your website. Be online with your website so that your customers can connect with you directly.

Just as your website is a must, your website search engine optimization (SEO) is also a must.

SEO brings your website to the attention of search engines like Google, Bing, etc. So when any person searches your product (or similar products) on any search engine, your website will show up in the search results, hence exposing your products to the people you might not have known were looking for your products.

So SEO is yet another digital marketing strategy you can adopt if you have a website.

Do you have to be on social media?

Not necessarily. Go back to your buyer personas I mentioned earlier. Then use social media listening tools like Social Mention, Mention, even Google Alerts to check if those buyer personas exist on social media, and if they do, where? Once you look at the data from these tools, you can easily figure out if you need to be active on social media channels at all, and if you do, which social media channels you should try: Facebook, Twitter, LinkedIn, Google+ or something else.

  • Pro tip:  Even if you’re not active on all social media channels, open your accounts on all the popular networks. In that way you can claim your custom links on those channels like www.facebook.com/yourcompanyname and so on.

Email marketing

Emails remain the best mode of direct communication with your leads and customers. You can interact directly with your customers via emails; so invest in a good email-marketing client like MailChimp, or ConstantContact to engage with your buyers. Not sure how to get started? I’ll shed more light on this in my future posts.

  • Pro Tip: Your digital marketing strategy should be supported by a well-thought and thoroughly researched content strategy. I will discuss these more in the future as well. Or just contact me.

Now over to you!

You can adopt the above digital marketing strategy to gain more visibility online and drive more revenue and profits in your business. So what have you been doing online to promote your business? Share with me.

About Ankitaa Gohain Dalmia 

Ankitaa is the Founder & Digital Marketing Strategist at AnksImage, who uses the right mix of website design, SEO, social media, content writing, and brand management tactics to drive successful digital marketing campaigns for businesses employing her expertise, thus helping businesses increase their brand presence online, and increase website traffic. Email her at agd@anksimage.com

How to Set up Goals for Your Digital Marketing Plan

When it comes to analyzing the return on investment (ROI) of your digital marketing efforts, be it website, social media, or other Internet marketing tactics, you are going to love Google Analytics. It will show you categorically what worked, and what didn’t. However, as you start looking to Google Analytics for more assistance, you will start feeling the need for custom reports, rather than the default ones. And that’s when you would want to set up goals for your digital marketing plan.

Setting up Goals for your Digital Marketing Plan
Start with one to two goals as a best practice, maybe a newsletter signup, or even tracking the checkout page of your website.
Go to Google Analytics > Admin > View > Goals to start setting up goals. Click on “New Goal” and choose from one of the templates, or create Custom for Goal Setup. Add the Goal description and Goal details, and be sure to click on the “Verify this Goal” to make sure everything is working fine.

Now you’re almost set. The only step that remains in this exercise to set up goals for your digital marketing plan is to set up the reporting to look at the data for these “goals.”
So go to Google Analytics > Customisation and click on “New Custom Report.”

Since we are at the beginner level, don’t set up any filters – let’s look at the clean data first. Add the newly added goals in the “Metric Groups” and dimensions in the “Dimension Drilldowns” respectively. I usually add “Source” as a dimension in the “Dimension Drilldowns” because that tells me from where the visitor is originating, but you are free to add the other available dimensions too. And finally, remember to save the report.

In Conclusion
Once you’ve set up the goals in Google Analytics, give it at least seven days to look at the “goal” reports before attempting to redefine your digital marketing plan. Ideally, you should wait for three months to get a good amount of data to analyze, but even a month’s data is worth the time to spruce your digital marketing efforts.

Ankitaa is the founder of AnksImage (www.anksimage.com), providing digital marketing solutions to organizations worldwide. With proficiency in web design, SEO, social media marketing, content development and brand management, she drives highly successful digital marketing campaigns to achieve higher visibility, better presence and more traffic online for her clients. You can reach her at agd@anksimage.com