18 Video Marketing Insights for Social Success

LISA BUYER | October 11, 2018 | 100 views

People are already watching more video on Facebook than YouTube, the world’s second largest search engine. This is a conversion stage, turning strangers into prospects. Visitors are just checking you out, getting to know your brand.This video type should convey why they need you. How can you get them to know, like, and trust you? And, most importantly, why your brand?This is when you are showing value and offering things like an email download.

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Yellow Pages / Pages Jaunes – Canada

Yellow Pages is a Canadian digital and print media company offering businesses comprehensive media solutions to meet their key marketing objectives and providing consumers with platforms to access reliable local business information.

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MARKETING STRATEGY

Vendor Vetting: Things to Consider

Article | July 12, 2022

Choosing your stack and the vendors who provide its components are two of the most crucial business choices you will make. Finding a reliable supplier at a reasonable price is crucial to the success of any business. Every company has different hiring standards. Here are the criteria you can use to vet your vendors: Customer Satisfaction No vendor shares customer complaints. Inquire about the vendor’s performance. Find good and bad examples of interactions, then decide what bad means to you. Service levels Can the vendor meet your account's needs? This varies by product and buying cycle. Check their supply chain and process control. This will show how reliable they are. Finances Long-term planning depends on a vendor's financial stability. What are their options if they run out of money? Will your vendor's layoffs affect service and needs? Could a cash-strapped vendor raise your costs? Determine your recourse if the vendor is acquired and if the risk is acceptable. Relationships & Culture The vendor's culture should match yours. If not, you'll have staffing, contract, and other vendor issues. No relationship is perfect, but find vendors who want you both to win. Communication Communication is key in any relationship, and a vendor's poor support can be maddening. Ensure departmental communication. Support management reveals much about communications. Some vendors prioritize closing the deal. Great vendors solve issues before closing tickets. Contracts What's your company's contract tolerance? A confident vendor offers one-year or month-to-month contracts. Immature or aggressive vendors may seek long-term contracts. Make sure their method fits your company's culture. Costs These products and services cost money. How well you negotiate with vendors affects costs. Choose the best product and price, then negotiate. Quality Is the product constantly improved? If innovation stalls or quality drops, the vendor will be replaced quickly. Check their quality history. Supply Chain Security Most vendors have supply chains. Evaluate each supply chain part's service level, security, and compliance. Final Thoughts: Choose Your Vendors Wisely List vendors in your product stack or distribution chain. Add your own selection criteria. If you don't have a vendor due diligence and selection process, this will help.

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CHANNEL PARTNERSHIPS

Channel Partners: How Investing in the Right Ones Can Stimulate Growth

Article | July 11, 2022

Investing in the right channel partners in a deeper, more personalized way through tailored, easy-to-use marketing development funds and incentives. Partner marketing programs can help your organization achieve key growth and your ROI objectives. You need to take risks, be creative and use the rapid digital transformation to identify your top channel and dealer partners. Here are some ways to help you identify which channel partners you need to focus on and how to categorize your partners: Creating a Robust Channel Strategy Create a strong channel strategy based on the ideal channel partner profile. Find answers to questions like what your channel strategy aims to achieve, what drives the growth of your business, what separates you from your competitors and what is important for your partnership. Defining what you want from your channel strategy is the key to recruiting the right partners for your program. Defining IPP (Ideal Partner Profile) Your ideal partner should be capable, ready, willing, and able to sell your products. They should have the same mindset, a partnership mentality, make the most of the sales enablement resources you provide, and align with you in terms of business perspective. Stability in aspects like finance, human resources, market reputation, and performance is crucial. Analyze Partners’ Performance Rate your partners based on their capabilities, their ability to come up with competitive solutions, their willingness to communicate clearly and their ability to inculcate new ways to increase sales and revenue. If their performance is not up to the mark, be prepared to knock them off the list. Be selective when investing in a partner. Be Ready to Support Large Channel Partners You should have the mindset and resources to support large channel partners. Devote your funds to offering them training and relevant content, and give them the support they need to succeed. Employ a team who can manage such partners, regularly get an overview of their performance and issues they are having so they know you care. Harness Technology to Manage Partnerships Use sophisticated PRM tools to analyze how your partners are performing against defined KPIs and identify areas for improvement, and the type of training they are receiving and their incentive history. Channel Partnerships Aid in Revenue Growth Creating channel partnerships with the right companies can help you broaden your customer base, achieve your ROI objectives, and create lasting business relationships.

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MARTECH

5 Solid Reasons to Fuse Your Influencer & Affiliate Marketing Campaigns

Article | September 22, 2022

Your business needs to see a big return on investment (ROI) from influencer marketing to be worth it. And the best way to do that is through affiliate marketing. In this article, you will find five solid reasons to blend your influencer and affiliate marketing campaigns. Encourage Team Work You can increase influencer-driven purchases by integrating creator efforts with partner marketing. Furthermore, you can optimize partner diversification, gain quantitative insights into individual performance, and combine sales metrics with valuable top- and middle-of-funnel data for a more comprehensive approach. Your teams can remove department silos and work towards the same goals. Broaden Your Customer Base Your secret weapon is nano and micro-influencers, with a smaller, highly engaged audience of up to 50,000 followers. These creators understand that affiliate partnerships with brands can increase their earnings by attracting more engaged audiences with a higher probability to transact. Create Long-Term Relationships Influencer marketing used to be all about short-term strategies. However, cultivating long-term relationships with performers yields better results. So, find the voices that understand your brand and invest in long-term relationships. Form Smooth-Sailing Partnerships Finding the right creators and maintaining close contact can make or break a project's success. Choose affiliate platforms that provide third-party influencer management solutions to reduce friction and allow creators to focus on engaging their audiences, making it easier for influencers to work with brands and track direct sales. Align Your Objectives You can accurately measure a creator's impact on sales and pay for tangible results by combining your affiliate and influencer marketing activities. And because affiliate marketing lets you track sales for each influencer, you can accurately determine the return on investment for each one and focus on the most productive ones. 1 Drive Revenue and Prove the Value of Investment Affiliate partnerships are an example of a new way for brands and influencers to work together to benefit everyone.

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CUSTOMER EXPERIENCE

Lifecycle Marketing: Conquering Customer Engagement

Article | July 5, 2022

Marketers know it's rare to capture a customer's attention on the first brand encounter. Customer loyalty takes time, thought, and brand trust. What if your marketing strategy included all these elements and more? Lifecycle marketing boosts customer engagement, revenue, and brand growth. Lifecycle Marketing at a Glance Lifecycle marketing is a set of strategies that a company uses to positively influence customers as they move from one point in the marketing cycle to the next. Stages of Lifecycle Marketing A brand’s lifecycle can be short, like Nespresso’s, or long, like Mercedes’. Both have the same goal: to win over a customer and keep them coming back. Stages of a lifecycle marketing plan: Awareness Prospects learn about your company. This is where you can catch their attention and reel them in to the next stage. Engagement Prospects begin interacting with your brand. They want to learn about your offerings through different channels like email, websites, and social media. Evaluation Here you provide your prospects with information on your product or service so they can move towards making a purchase decision. Purchase Your prospect buys your product or services and becomes a customer. Ensure that you make the purchase experience simple. Support After-sales service is crucial for maintaining your brand’s reputation. At this stage, make sure your customers are satisfied with your product through excellent customer service. Loyalty Your customers become your brand ambassadors and promote your product to their contacts. What Does Lifecycle Marketing Do for Your Business? Helps grow your customer base through elevated customer experience Improves sales by turning a one-time buyer into a returning customer Turns customers into brand advocates who promote and vouch for your brand Improves marketing ROI and lifetime customer value (LCV)

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Spotlight

Yellow Pages / Pages Jaunes – Canada

Yellow Pages is a Canadian digital and print media company offering businesses comprehensive media solutions to meet their key marketing objectives and providing consumers with platforms to access reliable local business information.

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CHANNEL PARTNERSHIPS

Future Today Partners with YouTube Sensation Brat TV

Future Today | January 25, 2022

Future Today has partnered with Brat TV, one of YouTube’s most viewed content creators. They have launched a dedicated AVOD channel that features Brat TV’s popular video series for teenage audiences. Brat TV was launched in 2017 and has already garnered more than 1.6 billion views on YouTube. This AVOD channel is free on Roku and Fire TV and offers 85 hours of original programming, including Chicken Girls starring Hayden Summerall, Annie LeBlanc, and Brooke Butler. It also has On the Ropes starring Ava Jules, Ryan Garcia, and Bella Shepard, and Crown Lake starring Emily Skinner, Francesca Capaldi, and Kyla Drew. Many other shows that feature teen influencers across social media are also a part of the programming. Future Today provides a complete suite of streaming technologies and services, from video management to advertising and monetization solutions, promotion, and much more,” said Chase Logan, Director and Head of Postproduction at Brat TV. “They are the perfect partner to help us scale our business, reach new audiences, and expand our distribution across CTV platforms. With their support, we’re able to deliver the beloved content our fans crave on the most engaging video platforms – TV.” The brand-safe content and popularity with teenage audiences makes the Brat TV titles very attractive to our advertiser audiences and popular big-brand distribution platforms. We are very happy to be selected to help expand Brat TVs reach. They are the perfect complement to our existing line-up of kids and family programming.” Vikrant Mathur, Co-Founder and CEO of Future Today Future Today offers a comprehensive solution for content owners who want to launch new streaming channels, monetize their content across OTT platforms, grow their audiences. They have developed a proprietary portfolio of streaming technologies, solutions, and services like video management, publishing and maintenance, app development, advertising, cross-channel promotion, and more. The launch of this Brat TV AVOD channel is Future Today’s first step into dedicated teenage audience programming. It offers new opportunities for advertising to this highly popular demographic.

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MARKETING STRATEGY

Identity Dental Marketing Offers Free Marketing Guidance

Identity Dental Marketing | December 28, 2021

One of the established and prominent companies, Identity Dental Marketing, provides free marketing resources to its customers. The organization has taken this step to enhance its reach and assist customers in marketing. Its CEO, Grace Rizza, provides marketing resources through her Facebook group, podcast sessions, and individual strategy sessions. The Facebook group, Dentistry Growing with Grace, has many dental professionals. The CEO delivers weekly video content and prompts, keeping significant dental marketing and business strategy. Most of the people join random group, attend events or set up a planning session and have come to find a sales pitch. My way is something different. I consider each conversation as an opportunity to bring value. Keep those interactions in my mind; I would like to make a positive impact. Ultimately, my objective is to exclude the fluff and get to business.” Grace Rizza, founder and owner of Identity Dental Marketing The famous podcast ”Dentistry’s Growing with Grace” features interviews with dental experts. Most recently, the podcast has featured many renowned and skilled dental educators, such as Dr. Lou Chumra, Dr. Michael Stella, and so on. The guests and the CEO of the organization, Grace Rizza deliver valuable insights into employment, advertising and treatment planning, and many other diverse topics that are essential for their customers. Dr. Paul Miller, one of the long-term clients of Identity Dental Marketing, has said, “As a dental practice owner, whatever resources I have received were extremely valuable and beneficial. I am glad to have such a marketing organization for trusted marketing guidance and support”. Know more about Identity Founded in 2009, Identity Dental Marketing offers custom-built designer websites, SEO, PPC, paid and organic social media marketing, video marketing, logo designing, website designing, Google Ads optimization, customized dental marketing plans and much more.

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Why marketers must be the keepers of their own content - or risk losing it

Digital Marketing World Forum | June 05, 2019

More marketers than ever are using video as a marketing tool, with the number rising from 63% in 2017 to 87% in 2019. This is unsurprising when you consider that research has found that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. As the demand on marketers to create digital content has grown, it has led to rapidly expanding volumes of large video files; as a solution, marketers often rely on platforms such as YouTube to host content. However, this can result in data getting into the wrong hands and being used incorrectly, or worse still, being lost entirely if the platform goes down.

Read More

CHANNEL PARTNERSHIPS

Future Today Partners with YouTube Sensation Brat TV

Future Today | January 25, 2022

Future Today has partnered with Brat TV, one of YouTube’s most viewed content creators. They have launched a dedicated AVOD channel that features Brat TV’s popular video series for teenage audiences. Brat TV was launched in 2017 and has already garnered more than 1.6 billion views on YouTube. This AVOD channel is free on Roku and Fire TV and offers 85 hours of original programming, including Chicken Girls starring Hayden Summerall, Annie LeBlanc, and Brooke Butler. It also has On the Ropes starring Ava Jules, Ryan Garcia, and Bella Shepard, and Crown Lake starring Emily Skinner, Francesca Capaldi, and Kyla Drew. Many other shows that feature teen influencers across social media are also a part of the programming. Future Today provides a complete suite of streaming technologies and services, from video management to advertising and monetization solutions, promotion, and much more,” said Chase Logan, Director and Head of Postproduction at Brat TV. “They are the perfect partner to help us scale our business, reach new audiences, and expand our distribution across CTV platforms. With their support, we’re able to deliver the beloved content our fans crave on the most engaging video platforms – TV.” The brand-safe content and popularity with teenage audiences makes the Brat TV titles very attractive to our advertiser audiences and popular big-brand distribution platforms. We are very happy to be selected to help expand Brat TVs reach. They are the perfect complement to our existing line-up of kids and family programming.” Vikrant Mathur, Co-Founder and CEO of Future Today Future Today offers a comprehensive solution for content owners who want to launch new streaming channels, monetize their content across OTT platforms, grow their audiences. They have developed a proprietary portfolio of streaming technologies, solutions, and services like video management, publishing and maintenance, app development, advertising, cross-channel promotion, and more. The launch of this Brat TV AVOD channel is Future Today’s first step into dedicated teenage audience programming. It offers new opportunities for advertising to this highly popular demographic.

Read More

MARKETING STRATEGY

Identity Dental Marketing Offers Free Marketing Guidance

Identity Dental Marketing | December 28, 2021

One of the established and prominent companies, Identity Dental Marketing, provides free marketing resources to its customers. The organization has taken this step to enhance its reach and assist customers in marketing. Its CEO, Grace Rizza, provides marketing resources through her Facebook group, podcast sessions, and individual strategy sessions. The Facebook group, Dentistry Growing with Grace, has many dental professionals. The CEO delivers weekly video content and prompts, keeping significant dental marketing and business strategy. Most of the people join random group, attend events or set up a planning session and have come to find a sales pitch. My way is something different. I consider each conversation as an opportunity to bring value. Keep those interactions in my mind; I would like to make a positive impact. Ultimately, my objective is to exclude the fluff and get to business.” Grace Rizza, founder and owner of Identity Dental Marketing The famous podcast ”Dentistry’s Growing with Grace” features interviews with dental experts. Most recently, the podcast has featured many renowned and skilled dental educators, such as Dr. Lou Chumra, Dr. Michael Stella, and so on. The guests and the CEO of the organization, Grace Rizza deliver valuable insights into employment, advertising and treatment planning, and many other diverse topics that are essential for their customers. Dr. Paul Miller, one of the long-term clients of Identity Dental Marketing, has said, “As a dental practice owner, whatever resources I have received were extremely valuable and beneficial. I am glad to have such a marketing organization for trusted marketing guidance and support”. Know more about Identity Founded in 2009, Identity Dental Marketing offers custom-built designer websites, SEO, PPC, paid and organic social media marketing, video marketing, logo designing, website designing, Google Ads optimization, customized dental marketing plans and much more.

Read More

Why marketers must be the keepers of their own content - or risk losing it

Digital Marketing World Forum | June 05, 2019

More marketers than ever are using video as a marketing tool, with the number rising from 63% in 2017 to 87% in 2019. This is unsurprising when you consider that research has found that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. As the demand on marketers to create digital content has grown, it has led to rapidly expanding volumes of large video files; as a solution, marketers often rely on platforms such as YouTube to host content. However, this can result in data getting into the wrong hands and being used incorrectly, or worse still, being lost entirely if the platform goes down.

Read More

Events