Vidyard recently spent hundreds of hours analyzing video data from more than 250,000 videos and 600 million video streams to put together the first-of-its-kind Video in Business Benchmark Report. What they learned is very helpful for marketers. This infographic shows 16 of their greatest findings you can use to see how your video stacks up.
According to a June 22, 2017, article in Entrepreneur, the first marketing e-mail was sent nearly 40 years ago by a marketer named Gary Thuerk from Digital Equipment Corporation. Wanting to promote his company, Thuerk decided to send an e-mail to approximately 400 people. It worked! His company saw a huge spike in sales. And, the rest is history.
While there’s no denying the effectiveness of e-mail, one of the inherent problems for marketers is the reality that prospects have short attention spans. But, there is good news on that front. After analyzing data from billions of e-mail opens from 2011 to 2016, Litmus just released a report that states the average time spent reading an e-mail has increased by nearly 7% since 2011.
That’s great news, but the reality is that attention spans are still pretty short. So, for our e-mails to be the most effective, we need to keep these guidelines in mind:
- All of your e-mails MUST be mobile friendly. If they aren’t, you will lose subscribers.
- Make sure your subject line speaks to what is in the content of your e-mail. If it doesn’t, your readers feel tricked.
- Take advantage of headlines, subheads, and bullets to quickly communicate information.
- If you are going to use an image, make sure it’s a good one that grabs attention and connects relevantly to your content.
- E-mails that take a long time to load because there are too many large images won’t get read. Period.
- Sometimes you need to write a long e-mail, and that’s okay. Just make sure you don’t go over 102kb because if you do, it will likely get clipped by the e-mail provider.
- Always test your e-mail across platforms to make sure it can be opened and read and that all of the links work.
While there are many marketing channels, not all of these platforms or strategies will be right or work for your business. You need to know which channels to choose and how to strategically use each outlet. There is no reason that your business should struggle with coming up with ideas for your marketing plans. The list of marketing channels you can use for your business is deep and varied. You just need to know your options and how to use them.
In our hyperconnected, media-filled world, there are dozens of ways to connect with and engage audiences. Here is a list I found that Spectrio compiled of 41 ways to use in-person and online marketing channels to get noticed by new and old customers and clients.
Go Where Your Audience Is
This long list of marketing channels may be a little intimidating. So drill down into the list by first eliminating the platforms you know won’t connect with your target audience. For example, if you know your ideal customers aren’t social media savvy, don’t spend time on Instagram and Pinterest.
Repurpose Content When You Can
This list may also seem intimidating because it includes such a long list of content needs. But, don’t feel as though you need to create content from scratch for each of these marketing channels.
Look for ways to reuse and repost content (such as using a video you made for TV ad also as a Facebook ad and YouTube Video). Repurposing content stretches your resources and alleviates some of the stress of content creation.
Create a Content Library and Editorial Calendar
To get the best use of your content, organize your plans and past work. Create a content library that lists all of the copy, video, multimedia, graphics, and long-form content you have created. Use the library to identify opportunities for repurposing and to prevent your team from creating duplicate or redundant content.
Also, use an editorial calendar to plan for the future. Add your ideas to a year-long calendar that coordinates your marketing efforts and keeps your team on track.
There are multiple, effective marketing channels your business can tap into. You just need to know what they are and have a plan for utilizing them.
Last week I discussed the different types of Facebook ads available. Today, I’m going to cover how you choose among the options.
- What are your goals?
Like with any ad campaign, before you begin you must first establish goals or what it is you want to achieve with your campaign. Goals can be to drive leads to your website, increase store visits, or encourage attendance at an event, etc. Know your goals and then build your ad campaign around them.
- Which ad type(s) are relevant to your goals?
Now that you know your goals, take a look at the list I published last week. Which ones are relevant to your goals? You can see how this narrows things down for you, making your work easier and far more targeted. Another thing you’ll quickly notice is that more than one ad type will apply. Great! Make use of all of them! This is a great opportunity to gain some valuable analytics, testing one Facebook ad type against another to see which one(s) work best for your needs.
- Whom are your talking to?
You must know who your target audience is and then speak to them directly. Create compelling ad copy that addresses their needs, concerns, interests, etc.
- What is your call-to-action?
Facebook can help here. They supply you with different calls-to-action you can use on your ads. This is another opportunity to test different calls-to-action to see which works best for your prospect.
- What does your ad need to look like?
Facebook’s Ads Manager tool can help you with this one too by offering an array of options for your ad design. Not only can you choose between image, video, photo grid, and carousel layouts, but you can also customize your ads for mobile and desktop audiences. And, make sure you vary your design. Don’t use the same template for every ad.
- Test, analyze, and repeat.
The real beauty of digital advertising is that it makes testing, analyzing, and optimizing future ad campaigns relatively easy. If you want a high ROI, you must study your data analytics over time and make the proper adjustments.
Armed with these six tips, you should be in a strong position to begin your Facebook advertising. Remember that successful advertising is all about proper layering. You need to get your message out on several different platforms. If you’re not currently advertising on Facebook, I encourage you to give it a try.
With statistics like these, it’s clear to see that Facebook ads are an effective way for you to reach new prospects where they are. Did you know there are different types of Facebook ads? They now have more options for advertisers that enable you to reach new audiences and retarget previous site visitors back to your brand. But, as is often the case, with more choices comes more confusion. Which Facebook ad types are best for you? To answer that question, here’s an overview of each of the different Facebook ad types.
13 Types of Facebook Ads
1. Brand Awareness Ads – Use brand awareness ads to introduce your brand to Facebook users. Make the ad captivating, so users will see it as they scroll through their news feed. The objective is to spark interest in your brand. Video is a good option for this one.
2. Website Conversion Ads – Think of this type of ad as a quick fix. While brand awareness ads aim for long-term attribution, this ad type encourages users to click on an ad to be directed to a specific page on your website for a specific purpose. Think “limited time only,” sign up for a newsletter, special sale, etc.
3. Lead Ads – This is a great option for inbound marketers because Facebook users can fill out lead generation forms directly within the Facebook app.
4. Lead Generation (Full Form) Ads – Typically with lead gen a user sees an ad on Facebook and clicks to be directed to a form on your website. They have to leave Facebook to access the form. This type of ad does away with that. With a simple click a form pops up. Once the user submits the form on the lead ad, they can click out of the ad and go back to browsing on Facebook. The data also integrates with your CRM.
5. Store Visits – Use this option when your objective is to reach users in a specific location. These ads target users in a specific geographic location.
6. Local Awareness – This option is similar to a store visits ad, but it works to drive brand awareness in a specific geographic region, similar to brand awareness but much more targeted.
7. Event Ads – You guessed it. This ad type works great when you have an event coming up that you’d like to promote. Use this ad type along with Facebook’s event feature to try to increase your attendance. However, if you’re looking to have users sign up on a specific web page, you should use website conversion ads.
8. App Install Ads – These ads are focused on generating new users. They highlight an app’s main functionality in the hopes users will choose to install.
9. App Engagement Ads – As the name suggests, these ads are designed to generate activity with your current users. App engagement ads are meant to generate activity two ways: by encouraging an app among your current users or highlighting app features for perspective users. The ad copy and call-to-action promote specific features rather than a download or install.
10. Clicks to Website Ads – This ad type enables you to direct users to specific website pages or blog posts. This type of ad has a variety of creative options available to it.
11. Offer Claim Ads – For these, you make an offer like grand opening sale, discounts, holiday specials, etc., and then direct users to a specific sign-up page on your website.
12. Page Like Ads – These are great for increasing your organic reach by asking users to “like” your page. Once a user “likes” your page, they will start receiving your organic content as it’s posted. This option works nicely along with other social platforms. And to get double duty from an ad, you can always include a “like page” option on any of the other ad types.
13. Post Engagement Ads – If you are a frequent poster on Facebook, you know which of your posts performed the best. This option allows you to take your top performing posts and expand your original audience by attracting interested users and showing them the kinds of posts they’ll receive if they follow you.
Keep these different options in mind when you’re using Facebook to market your business. Chosen wisely, Facebook ads are an effective marketing option.
There are more than 75 million millennials in the United States, making them (those aged 18-34) the largest population group in our country. And, that number is projected to increased to more than 81 million by 2036. Millennials are the most active and engaged users of social media platforms.
You can see why it’s important for marketers to learn as much as possible about this group to understand how to reach them. Buzz Marketing Group conducted a survey of multicultural millennials to learn more about their content consumption, purchasing, and social media habits. The results were very interesting as shown in the infographic below that ran in Adweek. You’ll see that 83% of respondents said they like when brands take a public stand on issues they feel strongly about, and 95% reported being loyal to brands they like.
It’s important to keep these statistics in mind when you are marketing to millennials if you want to get the best results from your strategy.