Video Marketing Strategy: What Marketers Need to Know

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Many marketing teams tremble when contemplating video production. They are intimidated by the medium and sometimes mistakenly think of it as a high-cost endeavor with low ROI.

But video is a necessary component in most content marketing strategies. By 2021, 82% of consumer internet traffic will be video, according to a recent Cisco study.

82% of consumer internet traffic will be #video, according to a recent @Cisco study. @NobleDigitalOne
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Know the most critical component of video marketing

Too many marketers drive up costs and diminish video’s overall value by falling into the trap of creating multiple one-off videos. Other marketers mistakenly believe if they put big dollars into a video project, it will be a big success.

Don’t fall into the trap of one-off videos. Create a video marketing strategy, says @NobleDigitalOne.
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An overarching strategy to guide video development is necessary to ensure that each video is simply a piece of the larger whole.

Key performance indicators should be identified in the strategy. KPIs also should be identified for each video to ensure that it connects to the strategy and serves its purpose, which often relates to the target audience’s stage in the process.

The strategy also

Influencer Marketing: Lessons From One of the World’s Largest Software Brands

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You’re the largest enterprise application software company in the world. You have 88,000 employees and nearly 400,000 customers. Your revenue last year was a smart $29.4 billion. Industry influencers are lining up, knocking on your door for an opportunity to collaborate. Right?

Well, no.

Even successful, established brands must start at the ground floor to build a B2B influencer marketing program – the same as an agile, scrappy startup.

Amisha Gandhi, VP, influencer marketing, SAP Ariba, says that, just as in one’s personal life, worthwhile relationships take more than numbers-flexing on either side.

In her 2017 Content Marketing World talk, Creating a Global Influencer Marketing Program at a Large B2B Brand, Amisha shares what she learned about using proactive, reciprocal actions to build successful relationships between SAP and industry personalities.

She offers the lessons learned along the way to help B2B brands create influencer marketing programs:

Set a clear goal. Choose the right influencers to meet that goal. Keep influencer relationships warm and give as much as you get. Equip internal teams and influencers with tools to help programs succeed.

Let’s dive deeper into Amisha’s explanation for each directive.

HANDPICKED RELATED CONTENT: An 8-Step Process to Use Influencers to

The Good, The Bad, and The Ugly of Editorial Mission Statements

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Let’s address the ugly part of editorial mission statements up front.

Too few brands (18% of B2B marketers) have one.

Yet, there are plenty of reasons why brands should have an editorial mission statement. As Kane Jamison writes, “(c)ontent that’s not backed by an editorial mission statement is a bit like a ship without a compass.”

#Content that’s not backed by an editorial mission statement is like a ship w/out a compass. @KaneJamison
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A documented editorial mission statement gives your content team direction – it points out the who, what, and why of their work. And, if shared publicly, it communicates to potential readers what your content is all about.

An editorial mission statement gives your #content team direction, says @AnnGynn.
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But there’s an art to crafting editorial mission statements, and not everyone gets it right. Many statements lack sufficient detail – or offer too many details – to be useful.

The good news? You probably have everything you need to craft or improve your brand’s editorial mission statement today. You’ve probably documented the who, what, and why of your content in a multitude of places. Now, it’s time to bring it all together.

To get

Why Brands Need to Take the Plunge Into Virtual Reality Today

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In late 2016, pundits declared 2017 whould be the year virtual reality won mass adoption. And yet here we are, well into 2018, still waiting for it to fully materialize.

Are we kind of, nearly, almost there? John Bucher, virtual reality producer and consultant, makes the case for trying the medium even if it’s not fully ready for prime time, with examples of brands actively experimenting
with virtual and augmented reality.

But before we begin, let’s get a couple definitions out of the way.

HANDPICKED RELATED CONTENT: How Virtual Reality Could Change Content Marketing Virtual reality vs. augmented reality

Virtual reality immerses you in an environment that’s either make-believe (e.g., video games), intended to replicate real life (e.g., a flight simulation), or somewhere in the real world (e.g., scuba diving in the Bahamas). The most common VR headsets are those that hold your mobile phone in front of your eyes while blocking out light, such as Google Cardboard; more high-end options include Oculus Rift and HTC Vive. A VR viewer is opaque. You can’t see through it.

Augmented reality combines digital elements and the real world, adding an augmented layer to what you can see. An AR viewer

How to launch your international sales with a small budget

How to increase your international sales with a small budget

If you have a product or a service that you would like to sell in other countries as well to consumers, there are a few options. If the product is easy to sell, to pack and to deliver, you could choose Amazon to be your online partner. With a product in one (or all) of the 11 Amazon networks, you can reach out to hundreds of million potential consumers. If you make your product available in the Alibaba en Aliexpres online shops, you have the potential global market covered. All you need now is that people will start to search for your product. Or get informed that your product is really important to have and can range from the famous finger spinner, a wireless phone charger up to an inflatable hammock. To promote your product and to generate traffic to online shops, you can choose to advertise online using SEA (Search Engine Advertising).

Retailers will demand serious marketing support

If your product must be in a physical store to feel it and test it, you’d be better of with a local distributor that can knock on shopping doors, to get some shelf and floor space at retailers. This approach will need of course strong local marketing support regarding POS materials, advertising and online testimonials. You know the drill: ‘In the shops now, this new product is hot and can be bought at…followed by the names of your retail partners. Retailers will demand some serious marketing support before they make the decision to put your product in their shops. You have to place ads in their paper door to door leaflet, make some radio commercials, some tv commercials or you pay 30% of their running tv commercial. It’s all about the money that you can spend BEFORE you sell anything. But that’s the risk of entrepreneurship.

Europe is a booming market

So far, the above goes for your local market. If you are going internationally with your sales, you need translators and people to check the translations if the commercial message and your marketing promise are still powerful enough. The most interesting part of the world to sell to might be Europe. With a population of 400+ million people and an above average coverage of fast Internet access, Europe is a booming market. Online sales in 2016 went through the 1 billion euros roof, and the best is yet to come with faster Internet, smarter phones and a growing number of people that discover the beauty of online shopping.

Create awareness online

But what if your product if a bit more complicated than a finger spinner? Maybe you want to sell a new boat design to watersport lovers, or a super flexible technical up to date maintenance service for trailers across Europe, or advanced software for architects, developers, and builders that is a hit in the US, but not yet in Europe? To find specific new customers in other countries, you need an international sales strategy. If you have the money, you hire local salespeople and an office for them to work in. It can take maybe a year of spreading the news that you have arrived in that country, making an appointment, visiting prospects and trying to get new local clients. Creating new sales in new territories is a long-term effort that needs dedication and discipline. It also takes a long-term budget in the traditional way to make things happen. And don’t forget that service is your best marketing weapon, so before you sell something, you must have a good service support in place. This part can be outsourced with a local partner, giving your business instantly a local flavor.

If you have the ambition to sell internationally, and you need local presence, you can do it the smart way.

Content driven online strategy

Sales and service people are easy to find and easy to hire. But the start-up process of promoting your services and creating awareness on a local language level need an online content marketing strategy. A content driven online strategy is by far the most efficient way to generate specific leads from specific customers. If you have the right content online in the local language, new customers will find you through Google. You can place Google Adwords, Facebook Ads, Twitter messages and Instagram ads, but nothing beats organic search in Google. ‘Be found when somebody searches for your service’ is the key to effective content marketing. Of course, this needs a set-up with local websites hosted on the country domain. If you aim for the German market, open up a website on a local domain; ending with .de. Local hosting might look like a small detail for your content marketing strategy, but it is essential for having success. Any search request in the German Google will firstly bring up German websites, despite your German language version on a dot com hosted site. This Google strategy to get the best results on a local level is called ‘Trumping’; putting your country first in line of other results.

Be found by new customers

Next step is to create content that is in line with demands in Google. Are people searching for new innovative boat design? Use those keywords in your stories. Put great images in your content and make it easy for people to share these on platforms like Pinterest or Instagram. And more people search in Google Images to see the products straight sway, so don’t forget to tag your pictures.

The above is the set-up you need for every country you like to sell your services to. If you believe in your product, but you are unable to invest upfront hundreds of thousands of dollars in local sales teams, the described method is your small budget key to success. We know the saying ‘If you pay peanuts, you get monkeys’ but actually, you can get a lot of expertise for a relatively small budget. For the price of one employee, you hire a full team that works dedicated to your brand and stays up to date on your local market. This team has seasoned journalists, art directors, SEO experts and your local contact. This contact person will talk to your sales people, your marketing managers and your board of directors to get the best input and convert this into content that will make a difference. A difference in your Google ranking and a difference in leads through your local website.

Interested? Contact Ab Kuijer for more details and a tailor-made solution on WhatsAb +33770186203. Or visit www.imfs.nl