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Why All B2B Brands Will Be Media Companies in the Next 5 Years

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Up until recent history, mainstream media was responsible for dictating the content our country consumed en masse. From books and television to movies and magazines — trends came and went in what felt like huge waves. While this is still partially true, our culture has shifted dramatically over the past decade. Today, our culture is dictated by the Internet.

Mainstream media is no longer solely responsible for what content is at our fingertips. We have an unlimited array of content and interests that were once niche being magnified by social media (just spend a couple minutes on YouTube or Reddit and you’ll get the gist pretty quickly).

Our societal culture has fused with Internet culture, and that means what was once niche, is now … well, mainstream. More than ever, our individual interests make us feel more connected and influence where we spend our time online.

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But, what does this have to do with B2B brands? Well, if B2B companies want to build relationships with their audiences and stand out in a world with unlimited competition, then they need to embrace the change in our culture and start thinking like media companies. I’m excited to place a bet on this shift and the media model as a whole — here’s why.

Marketing a product is something with which we’re all very familiar — we spend countless hours moving our customers through the funnel, chasing dollars. Our products deliver value and we charge for a small percentage of the value that we deliver. This concept is hardly new or groundbreaking.

But, what worked before just doesn’t work anymore. And in a world with unlimited competition for attention, you must find a way to deliver value to your customer before they ever make it to your product pitch. You need to find a way to stand out. You need to meet your audience where they’re already spending their time.

“In a world with unlimited competition for attention, you must find a way to deliver value to your customer before they ever make it to your product pitch.”

One way to do this is to make content that’s so valuable that you can market it in the same way that you would market a product. To do this, you have to have the confidence that your content is genuinely useful, funny, inspiring, or educational. And if you can get to that point in your creation, then you can work to stand out in a place where your audience is already hanging out.

Is this what it means to act like a media company? Well, yes. Media companies are in the business of aggregating — in some cases, creating — and distributing content to the public that helps them build audiences. This may sound overwhelming, but it’s totally doable for B2B companies to adopt this model and be super successful with it. In fact, many of us are already putting a ton of effort into our content and other forms of media distribution.

We need to shift away from thinking about content as a way to meet search demand, to thinking about content as a way to grow demand. And you can only grow demand with content if it’s unique, focused on the right specific audience, and delivers real value — just like a product.

One of the advantages B2B businesses have when it comes to content production is that we usually have specific target markets and audiences that have faced specific challenges and opportunities. And while some people see this as a hindrance, this actually makes it easier for us to create content perfectly suited to our niche audiences.

Once you start looking for examples of businesses leaning into this advantage, you start seeing them everywhere. Profit Well is building up a slate of shows for data-driven data folks, Invision is making inspirational documentaries highlighting the importance of product design, and MailChimp is launching original series to give small businesses inspiration that being truly themselves is a way to rise above the fray.

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You know your audience better than anyone, and that means you can make content that is more engaging for your niche than anyone else out there — but only if you can get specific enough. The goal is to make content that is so useful and engaging for your niche that they will choose to watch, listen, or read your content when they would otherwise be watching a movie, listening to music, or reading a book.

During the pre-Internet days, capturing the attention of this niche just simply wasn’t possible; you had to have a massive amount of money and time, and a way to get your content distributed through media outlets. Now, the only thing holding businesses back is the commitment to finding what works for your audience, and creating content to fulfill that interest. You don’t need to be a blockbuster — people will choose you because your content is so targeted.

It’s no secret that online advertising is becoming more expensive and more competitive. Because of this, we’re already seeing digital-first companies going back to having a brick and mortar presence because it’s cheaper to acquire customers that way. The rent is too damn high!

In other words, it’s getting too difficult to capture people’s attention in the digital advertising space. More often than not, we end up relying on the recommendations of others when making decisions for how we want to spend our time. Have you seen the Fyre Festival documentary yet? Are you listening to Segment’s new podcast?

“More often than not, we end up relying on the recommendations of others when making decisions for how we want to spend our time.”

We make decisions on how to spend our time based on what our friends and colleagues suggest in group messages, Slack channels, emails, and over lunch. We don’t want to waste our time, so we rely on the filter of our networks to help us figure out how we spend it.

Providing great content for your audience can show them that you truly understand the problems and opportunities they face. And if you can do that through your content, then you can build up the trust the same way you do with your products. When you think of your strategy in this way, the relationship your audience has with your brand is different — you’re sharing ideas and feelings instead of products.

People will only share your content with others if it’s generally useful and they believe it will help their peers and friends in some way. And when done well, people will spend an enormous amount of time with your brand.

producing content

When a new movie is released, it’s first brought to theaters where the people who are most excited to see it will pony up $12 (plus another $20 for popcorn and a soda). Next, depending on how things go during the theatrical release, the movie will make its way to airplanes and Pay-Per-View. Then, it will hit iTunes, Amazon, Google Play, and eventually, it makes its way to Netflix or maybe even cable some day.

When you’re thinking about where to distribute your content, you should start with the audience that will pay the most and have the highest amount of interest — and then work in concentric circles out to the people who didn’t bother to watch it earlier. If you have a big hit, people will run to the theaters to see it. If not, that’s okay too.

For the web, you should distribute your content with the audience that you believe will have the strongest affinity for it (likely the people already going to your website) and then release it to audiences who have less and less of a connection over time.

Then, you can create and use promotional clips on YouTube, Facebook, LinkedIn, etc., to reach a different audience. Eventually, if they want to watch your content in full, they’ll need to go back to wherever it is that you originally hosted the content (likely your website). We gave this strategy a shot for One, Ten, One Hundred and we saw some great results.

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If you want to start acting like a media company now, then you need to create the structure to measure your results like a media company. You have to find a niche and make content that is so targeted that people will be compelled to tell you if it’s good or not. To get a better gauge on success, you’re going to need to replace the media company focus groups with qualitative feedback.

“You have to find a niche and make content that is so targeted that people will be compelled to tell you if it’s good or not.”

As you’re creating your content and determining its success, I’d urge you to measure brand hours. You can have a small audience, but if they spend a lot of time with your brand and consume a lot of your content, the impact will be huge. There will be an outsized amount of recommendations, sharing, and feedback. The key is making sure you can see the small amounts of qualitative feedback to help sustain your efforts until you’re getting enough quantitative feedback.

This shift in marketing represents an enormous opportunity — allowing us to go beyond standard marketing tactics to make a different impact on our audiences. By acting like a media company, you’re no longer limiting yourself by the number of people coming into your funnel. And if you have good quality content, it can be more fruitful than all of the optimization marketing you’ve been doing thus far.

There’s no better time to start acting like a media company. What do you have to lose?



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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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