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Video Marketing Rises in Popularity

Video-Marketing1Online content is getting shorter as attention spans decrease. Videos now serve as bite-sized content that keeps viewers interested.

According to an article by The Guardian, video is the best way to engage with consumers and to increase awareness of your brand.

Video will account for 69% of all online consumer traffic by 2017, according to Cisco. YouTube already receives more than 1 billion viewers per month, which is more than any other channel except Facebook. It is becoming a great tool for marketing, as its influence grows and becomes a factor in how consumers view a company. A study showed that seven out of ten people viewed a company more positively after viewing its interesting online content.

Video is an excellent choice for keeping consumers engaged because it holds one’s attention span longer than a still photo. Video content is also a very affordable method for small businesses and start-up businesses, as production costs are decreasing. It’s also increasingly easier to create content using apps, such as Vine and more. This means it could be a smart investment for your company. Nielsen says that 64% of marketers are going to be increasing their video budget and investment. Currently, about half of the market in the UK are using video to connect with their consumers, with this number expecting to increase dramatically.

Here are some tips to using video marketing successfully:

  • Think of your audience. Make your video relevant to them. If it doesn’t make sense to use video for your audience, don’t. Don’t waste time or resources.
  • Do not ignore social media. A large percentage of sharing and viewing happens from mobile phones – maximize that sharing and viewing potential by posting videos to social media.
  • Finally, be creative with the videos you make. Don’t be afraid to step outside of the box and be interesting.

If you have any questions about video marketing, please contact us at info@lavozmarketing.com

Social Media Marketing in 2015

Pew Research Social Media UPdate
Social media usage is increasing and so should your budget for social media marketing in 2015. eMarketer estimates there will be 154 million social network users this year. Although Facebook is still in the lead, Debra Aho Williamson, eMarketer’s principal analyst, says the next phase of growth in social networks is happening on mobile social media platforms such as Twitter, Instagram, Pinterest and Tumblr.

In a recent survey, 5,000 marketers were asked about their budgets for 2015. Here were some of the results:

  • 84% of marketers plan to increase their budget and 38% of these marketers plan a shift in spending from traditional advertising to digital advertising
  • 70% of marketers plan to spend more on social media advertising
  • 68% of marketers have already integrated mobile into their larger marketing strategy

Marketers shared the belief that mobile marketing and social media is core to their business. So, which social networking sites should you be investing in?

According to Pew Research, Instagram, LinkedIn, Twitter, and Pinterest increased in membership and saw significant growth in almost every demographic group. As you may know, each social media platform targets a different demographic. eMarketer predicts how market share will change for the top social networks in 2015, finding that the largest group of social media users will still be using Facebook and are between the ages of 25-34.

For more information about social media marketing and social media advertising, contact us at info@lavozmarketing.com.

A Lesson Learned from the Guy Having Coffee With all of His Facebook friends

Coffee Meeting

Matt Kulesza has 1,088 Facebook friends.  When he was skimming through his Facebook friends to delete people he does not talk to or know, he came up with an idea that has transformed into an approximate three year project and popular blog.  Matt has embarked on a journey to meet up for coffee with all 1,088 Facebook friends.  Without intentionally trying to, Matt has reminded us the importance of connecting with others in-person.  Social media and emails are important, but good public relations professionals do not hide behind the computer.  An in-person get together provides an opportunity to learn about each other on a personal and professional level.  The influencer might share with you several story ideas he/she is working on or you may spark an idea for a future story.  The influencer might utilize your brand’s thought leader for a story, after hearing about his/her impact in the industry.  Relationships are sacred and are best built in-person.  Keeping up with a person online is beneficial, but nothing can replace that in-person connection.

Check out Matt Kulesza’s efforts on his blog, 1000+ Coffees.

 

 

Why Companies Should Invest in Sponsored Posts on Social Media

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According to comSource’s whitepaper, “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing”, brands reach approximately 16% of fans with an organic post.  According to Twitter, brands who tweet two or three times a day can reach approximately 30% of their followers in a given week.  By sponsoring Facebook posts and promoting tweets, businesses can reach a larger audience and ensure their posts are seen by all of their followers.  Businesses can also choose the demographic they want to reach and set a budget based on their needs.

La Voz Marketing recommends sponsoring your posts or tweets based on your business goals and the campaign you are running.  As part of this, however, you want to make sure that the sponsored posts and tweets tell the brand story with a call to action that engages your audience.  An Adaptly and Facebook study confirmed that brands who told their brand story first, before prompting a call to action post, were more likely to have increased views on their landing page and and a larger increase in sales.

For more information about paid social media posts and how to develop a social media strategy, contact us at info@lavozmarketing.com.

 

How to Engage your Consumers in Brand Storytelling

Storytelling

An Adaptly and Facebook study, called ‘The Science of Social Media Advertising’, found that campaigns that told a brand story before asking people to buy something were more effective.  The social media advertising technology firm noticed an 87% increase in people visiting the landing page and a 56% increase in subscription rates among the people exposed to the sequenced ads.

Since Adaptly and Facebook have reaffirmed the importance of storytelling in social media advertising, brands may wonder what is an engaging way to share its story.  LVM recommends structuring your story with a plot that is found throughout literature and all cultures.  Listed below are seven plot lines (and examples) that are found throughout literature, pop culture, and mentioned in the book The Seven Basic Plots by Christopher Booker.

1. Overcoming the Monster:  From David and Goliath to Harry Potter, this plot capitalizes on the story’s hero winning battles against dominant, more powerful characters.  It truly is the underdog story.

2. Rebirth:  A plot featuring second chances and renewal, characters receive a new beginning and learn from the past.  In the Disney classic Beauty and the Beast, the Beast receives his rebirth through Belle’s love and kiss.

3. Quest:  The main characters strive to reach from point A to point B and face obstacles along the way.  Monty Python and the Holy Grail best demonstrates this plot in a humorous way.

4. Journey and Return:  After the main character travels to a distant land and returns home, he or she will undergo a transformation of self-discovery.  Many people watched Dorothy undergo a transformation in the Wizard of Oz as she traveled Oz with her new friends and Toto.

5. Rags to Riches: As the struggle of poverty inspires hard work, the character manifests riches of wealth and prosperity.  Many fiction stories feature this plot line including Disney’s Cinderella.

6. Tragedy: Shakespeare is best known for telling the stories of humanity’s dark side and the vanity.  Stories such as Romeo and Juliet highlight the emotion and tragedy while telling an important message.

7. Comedy:  Everybody loves stories that make them laugh and showcase unusual solutions to solve a problem.

If you are interested in learning how brands have utilized these plots in their storytelling, LVM recommends you read this post in Ad Week. By telling your brand story with one of the plots listed above, you will identify an emotional trigger within your audience and turn them into buyers.

Healthcare Professionals Increase Use of Social Media

Earlier this year, we reported on a survey of major prescription drug and healthcare companies and their ]
integration of social media.  As a follow-up to that piece, we would like to highlight a recent survey conducted by AMN Healthcare that highlights healthcare professionals’ use of social media and mobile technology in their careers. Overall, the results show that a wide range of healthcare professionals are cultivating and increasing their use of social media and mobile technology in their personal and professional lives.

Source: AMN Healthcare

Source: AMN Healthcare

Reportedly 3 out of 4 healthcare professionals use smartphones and 40% of them are using smartphones to find jobs via social media.  But it doesn’t stop there. According to Ralph Henderson, President of Healthcare Staffing at AMN Healthcare, “…candidates are moving beyond job searching…you can use social media to find out what the culture and work environment is like before you apply.”  The fact that desirable candidates may pre-screen companies on social media before applying is impacting the way large healthcare companies view social media. Organizations looking to attract job applicants will want to assess their social media presence and ensure that it accurately reflects their brand and employes a strategy to recruit.

Also revealed, while Facebook was previously the first choice, LinkedIn is now the lead for professional networking. “Having a well-established LinkedIn profile is a good move for a job seeker,” noted Roger Bonds, Executive Director of the American Academy of Medical Management. “It shows that a person is technologically savvy, and it gives them a chance to show off their credentials and experience. It also gives a healthcare professional the chance to shape his or her own image online.”

Another interesting finding of the survey was that social media is less popular among physicians. “The most popular forms of social media don’t facilitate the type of communication that a physician may want to have with other physicians, due to privacy and security concerns,” said Harry Greenspun, MD, Senior Advisor for Healthcare Transformation and Technology for the Deloitte Center for Health Solutions.

For obvious reasons, doctors do not post details regarding patients or other aspects of work on Facebook. Other social media sites, such as Doximity and Sermo, address this need by offering a secure platform that is designed specifically for physician use. Sermo currently has 220,000 active users and is expected to grow.

Overall, research found that individuals in this specialized sector are actively growing their social media presence and use and incorporating it into their professional lives as well.

As a result, companies are taking a closer look at their marketing strategy and the influence that their online presence can have on their employee base and the image of their brand.

To learn more about ways to leverage social media in this unique sector, contact La Voz marketing. We can recommend useful and risk-adverse ways to build your online presence while maintaining brand integrity.

Determining your Social Media Strategy – What Will Work for your Business?

socialmedia4Social Media is a part of everyday life. Utilizing it for your business can be extremely worthwhile; yet deciding which network can benefit your business or organization, and how to use it most effectively, can be daunting. It is important to choose carefully.

An article published by the International Association of Business Communication, (IABC), clearly lays out the four major social networks and how they are best used. These general guidelines are a great resource for businesses seeking ways to improve their online presence.

Facebook – Being the most widely used social network, Facebook is an ideal platform for most businesses. The main factor in how businesses leverage Facebook is content. A B2B company should focus on becoming a resource for both professionals in their field and current and prospective customers. This involves posting timely and useful articles that pertain to target markets and topics that will interest and engage employees within the targeted fields. Smaller, local companies and B2C companies can do well by posting coupons, new products, or tips for using their products on Facebook.

Twitter – The micro-blogging platform, that entails much more frequent posting, is usually a better resource for B2C and B2B companies that aren’t strictly local. Maintaining a company Twitter account requires assigning an employee (or group of employees, for larger organizations) to monitor what users are tweeting about the brand. Those responsible must also be actively answering questions, providing customer support, and sharing content and information about an organization’s products and services. The main objective is to continuously participate in discussions about one’s given industry.

LinkedIn – Primarily a personal networking tool, utilizing LinkedIn as a company is more about leveraging individual employee profiles than continuously working on your organization’s page. It is important to update the company’s profile and to have employees share company blog posts, new product or service announcements, and occasional articles relevant to the industry on their personal pages. Generally, employees should be left to manage their own LinkedIn accounts, while of course keeping in mind that they represent the company.

Pinterest – Pinterest, a photo-sharing network, has experienced explosive growth since its start. However, the sector of organizations that should have a Pinterest profile remains relatively small. As a general rule, e-commerce companies will benefit greatly from having a Pinterest profile and “pinning” their products onto separate but relevant boards. Many B2B companies and blogs find this strategy successful as well. The main goal is to find balance between pinning company products, while also being a creative inspiration to others.

At La Voz Marketing, Social Media is one of our specialties! Let us enable your company to authentically participate in the social conversation by developing a customized social media strategy for you and developing a meaningful, social relationship with your target audience.