“Restaurants are content creators,” Sweetgreen co-founder Jonathan Neman said in a 2018 interview with Recode. “[O]ur salads are our hits.”
B2B companies are also starting to view themselves as brands and platforms that provide greater value than just their products or services. Many are creating branded shows like podcasts, video series, and documentaries; others are building interactive experiences; and some are even creating alternate brands and products in order to reach new audiences. But if you want your audience to grow, it’s not enough to just create great content — you need to consistently connect with people over the topics your content touches upon.
Successful B2C brands like Sweetgreen, Casper, and Glossier know a thing or two about getting audiences to talk about their content, whether that’s salads, sleepless nights, or beauty regimens. Why not take a page out of the B2C audience-building book when it comes to expanding your own audience as a small business? It may sound a little daunting at first, but the pay off for your business is worth it in the long run.
Sweetgreen was started from three college students’ desire to get healthy food, fast, and has grown into a tech unicorn with a $1B valuation. There’s a lot Sweetgreen has gotten right, from its online ordering system to the way the company manages supply chains for different regions. Beyond logistics, the brand has started its own music festival and even runs a health education program. But how does Sweetgreen stay top of mind with its diners? Regular menu changes.
Sweetgreen has core salad offerings, but the stores update menus each and every season — plus, menus are adapted to reflect local climates and preferences. If the core salads are Sweetgreen’s hits, the new salads are remixes.
Sweetgreen relies on user data and focus groups to make menu decisions and tries to anticipate when a menu change will make people unhappy. To communicate the change, the company will send out emails to people who regularly order a particular salad that’s being retired. This attention to detail, proactive outreach, and customer TLC pays off in the positive responses the brand gets on social media — and through the growing lines at stores. The constant refreshes and improvements have helped Sweetgreen grow a cultish following over the years.
Just look at the number of searches “sweetgreen menu” has gained over time:
So, how can you keep your B2B content fresh and exciting for your audience, just like Sweetgreen does with their salads?
- Deliver new content regularly. Sweetgreen is able to secure brand loyalists and grow its audience by delivering fresh content on a seasonal schedule. The anticipation is part of the fun for longtime fans, and the new offerings open the brand up to new ones.
- Be local and personal. When dreaming up new content ideas, ground your research in the communities you’re trying to reach. Sweetgreen does over a year of in-person research in new markets to find out what to put on menus. The only way to create a message that resonates is to actually talk to people.
- Overcommunicate changes. If you’re delivering something new or different to people, tell them exactly why you’re doing it and what folks can expect. Send people individual messages and create lots of social, blog, and video content to support the new directions you’re taking.
Tailoring the content you create — whether that’s a blog post, a podcast, or a video series — to your audience based on research, focus groups, and surveys is a sure-fire way to make your content resonate on a personal level. Don’t be afraid to change things up — it may be the fuel your word-of-mouth engine needs to really get going.
A lot of marketers talk about zeroing-in on pain points and trying to alleviate them for their customers. But how far would you be willing to go to connect with your target audience over a pain point? Mattress company Casper has centered its extensive storytelling efforts over the years on sleep health and science, going as far as staying up late to talk to people with insomnia every night.
“Casper has centered its extensive storytelling efforts over the years on sleep health and science, going as far as staying up late to talk to people with insomnia every night.”
Casper’s Twitter feed, with 114K followers, is the brand’s direct line to its audience. One Shorty Award-winning tactic Casper used to build its audience was to tweet bedtime stories, using the hashtag #linksomnia, to people who were complaining of sleeplessness late at night.
The insomnia story continued in 2016 when Casper created a bot and a toll-free hotline to entertain people at night. Neither the bot, Insomnobot-3000, nor the hotline mention Casper, but both got people talking in the press and on social.
The bot had a lot of personality, leading people to post screenshots and send them to the brand:
Casper also publishes helpful and humorous articles about insomnia on its various publishing platforms, including Casper’s wellness site, Woolly, and the mattress-review site Sleepopolis, which Casper doesn’t technically own (it helped finance the site’s acquisition by JAKK Media in 2017). The company also sponsors a podcast, The Insomnia Project, to help people fall asleep. In many ways, Casper is becoming a go-to source for insomnia information online.
So, how can B2B brands keep audiences awake (pun intended) and engaged with their content just like Casper does?
- Join and start conversations directly on social. Chances are you’ve already identified the main problems plaguing your audience (if you haven’t yet, check out this post and learn how to identify what makes your audience tick). Don’t be shy about introducing yourself to the people participating in the conversations happening on social media. Or alternatively, start a new conversation with a branded hashtag that will make responses easy to follow. Be sure to contribute positively with knowledge, helpful tips and tools, or entertaining tidbits, like Casper does.
- Go cross-platform. From tweets to bots to podcasts, Casper has gone deep on the issue of insomnia. They’ve successfully made their brand the center of conversations about sleeplessness all over the web. Think about diversifying your content creation efforts — don’t just share posts on your blog. Think about where else people are consuming content and spread the word there.
- Read the room. While much of Casper’s insomnia content is lighthearted, the issue of insomnia isn’t exactly funny. Casper’s content toes the line between serious and playful, joking around about late-night cravings and TV binges, but also letting people know they’re not alone. If you’re taking on serious issues in your content, be friendly and approachable, but above all else, respectful with your tone.
Engaging with people around a pain point builds intimacy with your audience and that closeness contributes to growth. Opening up a conversation around a particular issue establishes trust and makes people feel more comfortable sharing their concerns with you. Because Casper has made the effort to be a part of these conversations around sleep health, their brand has become part of the greater wellness movement.
“Opening up a conversation around a particular issue establishes trust and makes people feel more comfortable sharing their concerns with you.”
As brands across the B2B world start to act more like media companies, it’s important that we learn from what B2C companies have already done before us. Want to start growing your audience with the content you create? That’s great! Jump into the conversations they’re having in real time, listen to what your audience wants and needs more of, and celebrate them when they show up for your brand.
Whether you invest in a video series, a podcast, or even a documentary, the goal is to build up trust in your brand just like you would with your product. At the end of the day, audience building is all about sharing ideas (and feelings) with the right people and creating a brand relationship that stands the test of time.
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
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!
How to Use Video Data in Your Next Retargeting Campaign
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
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:
- % Watched
- Conversions (i.e., Turnstile submissions)
- Clicked Links (i.e., CTAs or annotations)
- 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!
Best Video Marketing Ideas For Festive Season 2020
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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