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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

A Smart Investment: Tapping into the Hispanic Market

Blog - Auto

It’s not a surprise that the Hispanic market is rapidly growing. So what is the #1 tip when targeting US Hispanics?

Develop strong culturally relevant messages.

Many companies have made the mistake of simply translating their English content into Spanish without considering the consistency of the message.  Seasoned PR and marketing experts within the Hispanic market will tell you that it’s not enough. A “one-size fits all” approach will not work. Spanish is only a small part of a marketing strategy for the Hispanic market, of course, only if your audience prefers Spanish.

Current studies show that Hispanics dislike being viewed as a consumer segment. Instead, Hispanics prefer companies and organizations that make an effort to understand their culture and their needs. Through that process, Hispanics seek to build loyalty with brands that properly represent their voices and unique identity or with brands that empower their heritage by embracing their cultural characteristics.

Let’s take a look at the automobile industry.

eMarketer’s study in 2013 on the new-vehicle sales growth showed the US Hispanic automobile shopper is more likely to buy a car than the general market. Sarah Hasson, Senior Vice President (Automotive) in Univision’s Strategy & Insights Group, conducted a study revealing 20% of all new vehicle sales growth in 2013 were Hispanics.

Clearly, targeting the Hispanic market is a good investment for an automobile company, but what are those companies doing to achieve success?

Univision’s report reveals “leading brands all have awareness in the range of 60% to 71%, which is no surprise, given how active these brands are in Spanish-language media, and the consistent and culturally relevant messaging they’ve employed over the last 20+ years.”

Toyota has been the top-selling brand to Hispanics for over 10 years, due to effective marketing, public relations, community relations and stakeholder and influencer engagement. Toyota is also involved with several Hispanic events and conferences throughout the year to engage with the Latino community and to thank them for their business. “We strive to remain close to the market in order to understand each unique culture and be able to speak about the opportunities that Toyota vehicles provide in the most relevant and respectful way,” said Javier Moreno, manager of external affairs and communications for Toyota Motor North America Inc.

According to Pew Research, Hispanics are the most active group on social media in the United States.  Toyota has used that to their advantage to also engage with Hispanics on social media, using hashtags that are culturally relevant to Hispanics.  Honda, another automobile company successfully reaching the Hispanic market, also used social media to deepen engagement and build relationships with Hispanics by @HondaLatino Twitter account.

Honda and La Agencia have established a four-tier approach to market to U.S. Latinos, which includes cultural enrichment, community support, sports marketing, and product advertising. As a result, Honda’s Civic Sedan and Accord Sedan have been the #1 and #2 selling models to Hispanics for the past 8 years.

If you are seeking to develop culturally relevant programs for the Hispanic market, La Voz Marketing can help!  Click here to read a few case studies about how we helped our clients strengthen their relationship with US Latinos. For more information, 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.

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.

The Importance of Shopping Local

Independent Retailers Month

 

 

 

 

 

Independent retailers in several countries continue to celebrate Independent Retailer Month.  Also known as ‘mom and pop’ shops, independent retailers encourage consumers to shop local through various in-store and online promotions.  They also educate consumers on how local shopping impacts the economy.  According to the American Express Open Independent Retailer Index, nearly half of the total retail sales in the U.S. come from independent businesses.  When a consumer spends a dollar at a locally owned store, it is spent six to 15 times before it leaves the community (reports the Independent Retailer Month).  LVM encourages consumers and business owners to support their local businesses year round.

Here are some social media marketing tips for local businesses who want to promote Independent Retailer Month.

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– Share statistics with your social media followers about shopping local and its effects on the economy

– Create a Check-In offer on Yelp

– Spread the love and showcase your favorite local retailers

– Connect with Independent Retail Month’s Facebook and Twitter accounts and join the conversation with the official hashtags: #indieretailusa and #shopindieretail

-Check out Independent Retailer Month’s Idea Bank for more ideas

LVM is excited to showcase some of its favorite independent retailers in the area:

– LVM’s Favorite Independent ‘Fashion Retailer’ – Bardot in Newport Beach.  Inspired by Brigitte Bardot, whose quintessential seaside style made her a fashion icon, Bardot of Newport Beach brings the latest in fun, flirty, and feminine fashion for the Bardot girl in all of us.

– LVM’s Favorite Independent ‘Wine Retailer’ – Hi-Time Wine Cellars in Costa Mesa. Since 1957, this boutique wine cellar has served Orange County with the best in California, French and world wines and always offers the best selection of wines from the beloved country of Argentina.

– LVM’s Favorite Independent ‘Family-Owned Retailer’ – Custom Comfort Mattress in Orange.  This family-owned company values the art of upholstery and designs/creates each mattress in its workshop.  After a long work day, you will appreciate an ‘honest, genuine piece of American craftsmanship that affords you a good night’s sleep!

– LVM’s Favorite Independent ‘Mercantile & Culinary Retailer’ – Fleur de Lys in Costa Mesa.  Fleur de Lys showcases a hand picked selection of items that cater to your home and lifestyle.  This is our ‘go-to’ shop for gifts for all occasions!

Next time you shop, we hope you will support (or continue to support) an independent retailer in your area!

 

Additional sources:

http://www.forbes.com/sites/nicoleleinbachreyhle/2014/07/03/celebrating-independent-retailers-their-strong-future/

http://www.pcr-online.biz/news/read/independent-retailer-month-aims-to-boost-local-businesses/034299

 

 

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.

 

Obama v. Romney Debate – Most Tweeted Event in U.S. Political History

After last night’s U.S. presidential debate, it’s safe to say that many viewers took to Twitter to express their views and opinions, making it the Most Tweeted Event in U.S. Political History. In total, the debate between U.S President Barack Obama and Republican presidential candidate Mitt Romney generated 10.3 million tweets in 90 minutes – shattering records set by this year’s Democratic National Convention and Republican National Convention, according to @gov, the Twitter feed for the microblogging service’s government and politics team.

The debate, now said to be the most tweeted about event in American political history, generated the most Twitter buzz when Jim Lehrer responded “let’s not” when Romney requested a topic, Obama joked that “I had five seconds’ when Lehrer gave the time limit and during the discussion about Medicare and vouchers.

Sesame Street’s ‘Big Bird’ was probably the breakout topic of the evening. After Romney admitted that he “loves Big Bird,” but would still cut subsidies for PBS, Big Bird became a top trending topic, producing a quarter million tweets.

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