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3 Ways to Grow Your Small Business with Video in 2019

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Well folks, we’ve closed the chapter on 2018. And you know what that means … another year in the books for your small business. While you were out chasing your company’s quarterly goals, you may have noticed more and more businesses started making and sharing videos online. According to digital marketing agency, Blue Corona, “In the past 30 days, more online video content has been uploaded to the web than the past 30 years of TV content.” If you’re looking for some other video marketing stats that will leave your head spinning, check out this compilation from the folks at Biteable.

So, dare we ask — did you create video content in 2018? If the answer’s yes, kudos to you! We hope you continue incorporating video into your marketing efforts in the new year. And if the answer is no, fret not. There are plenty of other small businesses who are in the same boat. Being short on budget, short on time, or just plain unsure of what types of videos to make are all common challenges that can easily shake your confidence, but rest assured you’re not alone.

Whether you answered yes or no to the question above, you better believe the future of video is bright! That’s why we’re excited to share tips for growing your small business with video this year on social media and on your website. From expanding your reach to driving site visits, don’t let another year pass you by without video. Keep reading to find out how you can help your small business grow!

Nowadays, people are carrying around search engines right inside their pockets, giving them the opportunity to look up things like “Best pet portrait businesses near me” with results forming in just seconds. That’s why presenting your product or service online as the solution to people’s problems is super important.

And your social media presence is a great place to start! Think about all the daily scrolling you do on social media and how many new products, services, or businesses you stumble upon. It happens all the time. With that being said, your small business can expand its reach and keep up with those big brands out there by sharing compelling videos on social media. According to Wordstream, social video alone generates 1200% more shares than text and image content combined. And it makes sense — videos allow you to share your brand story while entertaining your audience in a more immediate and engaging way than written content alone.

“According to Wordstream, social video alone generates 1200% more shares than text and image content combined.”

Moving images attract the eye in a sea of text, and if a user engages with your content and likes it, they may even share it on their own feeds or with a friend. This gives you the opportunity to paint a positive first impression of your brand and potentially reach new customers, especially when your content is being shared by someone whose opinion the viewer trusts. And as a bonus, putting some marketing spend toward promoting your content on social media doesn’t hurt either. Most social media channels have targeting built into their ad platforms, so you can easily reach the right audience with your videos with a little bit of cash!

Easy videos to create and share on social media

Now, you may be wondering what type of content your small business should make for social media if you’re short on budget, time, or both. Say no more — we have some ideas that can help you get started!

  • Promote a local event on LinkedIn with a webcam video: LinkedIn is a space where people are searching for new networking opportunities and focusing on professional development, but that doesn’t mean you can’t add some fun flair to people’s news feeds using video content strategically! Promoting an event with video can be an engaging way to show people what your business has to offer and encourage others to learn more about your organization.
  • Recap a popular blog post for Facebook: If you aren’t seeing the engagement you want with your written posts, despite the witty copy you craft, simply recapping a popular blog post in a video can entice Facebook users to consume your content. It’s a low-barrier video anyone can create and share in minutes. And, the script practically writes itself!
  • Show off your company culture on Instagram: There’s no better place to get your feet wet with video than Instagram. Many businesses use Instagram to highlight their culture and feature people who work there and make it so special. In this space, it’s easy to combine both curated and candid content for your audience to get a feel for what your business is all about! The bar is low for super-produced content, so this is a great channel for experimentation.
  • Reply to a support-related question on Twitter: Take your customer support to another level by replying to support-related questions with video on Twitter. Forget the fancy gear, too. Yeah — you heard us! You can shoot any of these videos with only an iPhone and your own creativity.
  • Record a special announcement video: Sometimes the written word just doesn’t do a special announcement justice. Which is why video is the perfect medium for capturing your genuine excitement about any big news. Generate hype in a more human way around your business’ big sale or product reveal. Your authenticity will truly shine through and others will be able to feel it, too.
  • Answer FAQ in a video: Turn the way you normally answer FAQs from drab to fab! Using video to answer questions regarding when your business is open, holiday schedule, and other useful information can be a great way to inform your audience about any important happenings. You can even show off your brand personality at the same time.

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Alternatively, you can aim to shoot a more highly-produced video for your business that can be repurposed for multiple marketing channels in the new year (even on a shoestring budget!). Read our post, “Common Marketing Challenges (And How to Solve Them with Video),” and learn how you can overcome production and budget barriers.

By creating and promoting quality content on social media, you’re giving your content the opportunity to be seen by many. Who knows — your video just might land in front of someone who could turn into a loyal advocate of your brand!

How else can video help grow your small business? Well, hold onto your hats, because videos can be used to collect leads. That’s right, we’re talking about growing that coveted email list!

Creating videos you’re proud to share is the first step, but to add another log to the fire, you should think about how you can engage your viewers further once they’re on your site. Don’t let those leads slip away without a say! Now, you’re probably wondering which videos you should put a lead capture form on — great question, we’re glad you asked.

  • Top-of-funnel videos: These types of videos are intended to grab your viewer’s attention and make people aware that your brand exists. While people are getting to know you at this stage of the funnel, it’s the perfect time to capitalize on interactions by capturing leads. You can reach out to prospects in the future and possibly foster long-lasting relationships with your brand after collecting their email address. After all, consumer interest is fleeting. Keep in mind, this will likely get you the highest quantity of leads, but not necessarily the highest quality.
  • Bottom-of-funnel videos: For people who already have an idea of what your business is about and are located deeper in the buying process, “decision” or “bottom-of-funnel” videos are your best bet for converting those high quality leads. Focusing on answering people’s product or purchase-related questions with explainer videos can help you convert more qualified leads. And, if you place these videos on your product or purchase pages, you can be confident your content will get in front of interested prospects’ eyes.

Hook leads with the right tools

On most social networks or video platforms, you can include a CTA to direct people to your website, encourage them to click a link, or even subscribe to your YouTube channel all about your deep love of Swedish Fish. Quite frankly, the possibilities are endless. However, actually collecting leads from these videos becomes a bit trickier. When you host your videos on your own website, however, you have more control over the overall experience (and your ability to collect those precious email addresses!).

If you’re a Wistia user, you can easily add our nifty Turnstile feature to any video in your library and start collecting leads in no time. When you place your video on a landing page or blog post customized with Turnstile, you have a few options to choose from to get your prospect to complete a form. You can make your Turnstile appear at any point throughout your video, or you can have the overlay display “on hover.” With this new setting, you have the ability to collect leads without interrupting the viewer experience, making the form appear whenever a viewer moves their mouse over the player on desktop, or taps the video on mobile. Pretty neat, right?

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When it comes to social media, however, collecting leads with your video is a different story. When you share videos natively across different social platforms, Wistia features like Turnstile won’t be included in your post. That’s why it’s important to share videos on social media and your website, as they serve different goals and purposes on both channels. If you’re looking to drive more people to a video on your landing page, you can simply share a short clip and then add a link to your page so they can watch it in full!

“That’s why it’s important to share videos on social media and your website, as they serve different goals and purposes on both channels.”

Some small businesses out there experience growing pains when it comes to increasing visits to their site. If this sounds like you, video content can give you just the right SEO boost your site may be missing to start ranking higher in search engines ( … ahhh yes, that’s the stuff).

Ranking in search engines is a mysterious puzzle to wrap your head around — especially if you don’t consider yourself super tech-savvy. In the past, everyone preached that written content was king, but then Google began recognizing pages differently as the popularity of video marketing took off.

Web pages with quality videos are now considered rich with content compared to those with traditional text-only blog posts filled with keywords. But hey, don’t sweat it if this is news to you — it’s hard to keep track of all of these changes! Fortunately, we’ve learned a thing or two from this shift. Creating quality video content that’s valuable to your audience has a handful of positive effects on SEO.

Creating optimal videos for your site

With a little help from our friends over at Marketo, we know how Google ranks as well as tricks and tips for optimizing videos to get found. But remember, the most important thing is to make sure your video is actually valuable to your audience. These optimization tips won’t help you if your content isn’t engaging in and of itself.

As we mentioned before, videos are considered rich content on your web pages (which ranks well with Google). When people visit your site, seeing a video can influence them to linger around a little longer, which decreases your bounce rate, and gets Google to acknowledge people’s interest in the content you have to offer. And, if people love your video content, the likelihood that they’ll share it on social or in their own blog posts is much greater.

“When people visit your site, seeing a video can influence them to linger around a little longer, which decreases your bounce rate, and gets Google to acknowledge people’s interest in the content you have to offer.”

Here are some tips for how you can increase your video’s SEO-power today:

  • Add transcriptions or captions to all of your videos: At Wistia, our Interactive Captions feature can help boost engagement, give viewers more control, and make your videos more discoverable in search engines via keyword strategy. For instance, if you are trying to target people searching for productivity software, you can work relevant key terms into your video’s script such as “job performance,” “time management,” and “social media.” Besides boosting SEO, hear more about all the reasons why your videos should have captions in this post.
  • Make sure your video file has metadata: Like blog post metadata, these are the titles and descriptions that Google pulls to display in search results. According to Marketo, optimizing your titles and descriptions to include keywords that match user intent can encourage click-throughs. Customizing a captivating thumbnail also contributes to whether or not a prospect will perceive your content as valuable (and declare you the chosen one!).
  • Use a speedy video player: If you’re a Wistia user, luckily for you our Standard embed code takes the pressure off when it comes to slowww page load times so you can focus on improving the quality and authority of your website! The Standard embed code works with asynchronous JavaScript, which means the video player and all of the SEO metadata is loaded in the background, without holding up the rest of the elements on the page.

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Worrying about optimization might be the last thing on your small business’s mind. But, with the help of some handy tools and a video player that does all the dirty work for you, your company can focus on creating engaging content that will drive up your site visits in 2019!

We’re giving you and your small business a free pass this time around for not having a video marketing strategy in 2018. But, among your own new year’s resolutions, making videos to help grow your small business should be at the top of your list. There’s no better time to start expanding your reach on social media, collecting leads, and driving site visits with video than the present!

Whether you’re going to create snackable videos with your iPhone for Instagram, or collect leads to start establishing new relationships with consumers. Investing in video can finally help move the needle when it comes to your business’s growth in the new year. 2019 is your year to use video to grow your business. Now, go get your slice of the pie!



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Video Marketing

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets

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Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.

 

How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.

 

When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.

 

How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.

 

If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

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Video Marketing

How to Use Video Data in Your Next Retargeting Campaign

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Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!


Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

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Video Marketing

Best Video Marketing Ideas For Festive Season 2020

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Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

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