Achieve the best impact using Video within your Digital Marketing?

January 23, 2012

If you don’t currently use video, then you won’t be getting traffic from the next most powerful search engine after Google. Here are 5 top tips to make sure that you benefit from the power of moving media.

Video is an incredibly popular Media; the stats show phenomenal growth.

For example, You Tube has over 48 hours of content uploaded every minute and 2 billion viewers daily. And video sharing sites such as Blip and Vimeo are growing exponentially as well, such is the hunger for new video content.

That’s the background, so the question to ask is, “How can I benefit from video and this high level of interest”?

These 5 top tips will make sure you get a great start.

  1. How do you best present what you do? You need a strategy, one which you can develop and grow. Videos tend to be instructional, informative or entertaining – so think about how to communicate what you do in a way that catches the viewer’s interest. Blendtec Blenders provides a great example. In their “Will it Blend, that is the question?” series, they blend a whole series of seemingly ‘Unblendable’ items, to demonstrate the strength and durability of their product in a humorous and light hearted way. Their Blend an iPad video has had nearly 13.5M You Tube hits, creating a phenomenal sales success for them.
  2. Establish how best to share it. Make sure that your video is syndicated across the appropriate sites and embed links in your other Social Media activities. Sites such as Vimeo, etc should have uploaded video in a format that allows the viewer easy access and the appropriate quality.
  3. Make it snappy. Video is a fast moving medium. Viewers can quickly get bored if the video isn’t to the point and the pace is too slow. So start with something simple and to the point. If you need longer, then split it up into chapters.
  4. Make it professional. We are all professional TV viewers, because most of us watch high quality productions on the TV every day! That’s the bench mark to achieve and ‘Home Movies’ rarely cut it. If the production qualities of your video are poor, then that is how your viewers will perceive your business, service or product  to be, so leave ‘Home Movies’ for friends and family.
  5. Include a call to action. Whether that’s to sign up as a friend, a request to follow a blog or Twitter handle, or a call to purchase, give the viewer clear instructions as to what to do next, otherwise you will lose them forever.

I have project managed several TV campaigns and used video extensively within Social Media. So when you are considering this area, I would be happy to share my knowledge with you.

Jonathan Wainwright enables organisations to create commercial success through digital marketing, traditional communications and team development.

Join me on Twitter, and LinkedIn.




What is Social Media Optimisation?

January 16, 2012

It’s quite clear what Search Engine Optimisation (SEO) is all about, but what is SMO?

Now that Social Media is here to stay, the question that arises is, “How can we use it effectively to create customer loyalty and communicate messages to potential customers that will eventually increase sales?” The answer is SMO, as it overlays method and discipline onto Social Media in a way that allows activities to be assessed for ROI.

Because this is new, measurement criteria are not well established. So the challenge is to choose relevant metrics to make the whole area more meaningful and less ‘Wishy-Washy’. To those new to Social Media, it will create confidence as taking this approach means effort and investment can be compared with results.

To start the process I suggest making the following five areas the priority.

  1. Measure how interested your audience is in what you are saying. One measure of their interest will be their willingness to share. If you are not achieving this, stop and rethink your activity as this is right at the heart of Social Media. As well as content, think about ways to integrate and measure sharing through different social platforms; web, mobile and email channels etc.
  2. Reward activity. Rewarding ‘Liking’ or ‘Tweeting’ information, by an audience, is becoming more common because it can easily be measured.  Essential if you are using Social Media to launch a loyalty or referral programme. Photobox, a company who turn digital media into printed material, provide an excellent example of this. They have a first class referral scheme promoted via both their Website and through Social Media.
  3. Know what makes it easier to share. ‘One Click’ makes it easy for viewers to get to the information they want. It also encourages sharing, recommending or bookmarking. Use buttons and other widgets and don’t make your audience jump through hoops or put barriers in their way, as you will considerably reduce the click through rate. Analyse the page positions, media and formats that you use to establish where you get the best results.
  4. Measure over the long term. This will help you establish which sharing activities, platforms and types of promotion lead to the best business results; leads, sales or changes in brand preference. It may take many months for a viewer to purchase from you, so don’t expect instant sales. The metrics around the first part of the campaign will most likely be around building critical mass with conversion coming later.
  5. Share your expertise and content. Guest Blogging with strategic partners or perhaps creating widgets for embedding or sharing on other sites is a great way to achieve this. Inevitably, as you are appearing within someone else’s media, you are automatically receiving their endorsement. Links between sites like this will also improve search engine rankings. Again, simple metrics enable the impact to be measured.

None of this has to be complicated. Keep it very simple and you will soon get into the habit of checking the figures. That way you will start to quickly get a feel of what works and what doesn’t.

When you are designing your campaigns and planning your activity, think of ways to measure the impact you wish to achieve from the very beginning. It’s a discipline I can help with and one which, when you get right, will have a positive impact on the way you approach digital marketing.

Jonathan Wainwright enables organisations to create commercial success through digital marketing, traditional communications and team development.

Join me on Twitter and LinkedIn.

Digital marketing adds an exciting new dimension to communications

January 10, 2012

Traditional marketing was all about the product, the 4 P’s; product, price, place and promotion. Digital marketing has radically changed this, as the marketing focus has now become far more customer centric.

The emphasis has moved towards creating ongoing two way dialogue. It’s about creating new ways to purchase too. A good example being the option to buy online and then collect at the store, the customer chooses what’s most convenient for them. And most powerful of all, a brand new dimension enabling customers to communicate directly with each other, which was impossible before social media.

For most Companies, this means re-thinking their marketing and customer communication strategy and those that don’t are unlikely to survive. The impact Digital has is becoming clear. Statistics are available to demonstrate that it isn’t a fad or fashion, it’s now main stream. Last month according to the latest BRC-KPMG Retail Sales Monitor, internet, mail order and telephone sales lifted by 18.5%, when compared with December 2010.

That’s the strongest gain reported by the BRC monitor since December 2010 when non-food, non-store sales rose by 18%. And this has happened during a time of financial uncertainty, squeezed transport costs, job cuts, pay freezes and general high street trauma.

And as Smartphone sales grow, it will continue to gain importance as the digital age places more power in the consumer’s hands than ever before; via both landline and mobile. They have the ability to check prices, assess quality, check availability and understand what other users think, before any contact at all with the seller.

However, it isn’t all one-sided. There are considerable benefits for sellers too. They have the ability to forge stronger customer relationships than before – the Apple syndrome. They can gain new customers through pier group comment, gain valuable feedback for product development and achieve a lower cost per sale by combining high street and mail order distribution.

Inevitably Digital will impact upon every business or organisation. If you are assessing how to respond, then let me explain the relevant pressure points and how digital marketing can have the same positive impact on your business that high retailers enjoyed in December 2011.

Jonathan Wainwright

enables organisations to create commercial success through digital marketing, traditional communications and team development.

Join me on Twitter and LinkedIn.




Digital marketing removes the guesswork

January 3, 2012

The basis is very simple. Unlike the scatter gun approach of traditional media, digital enables you to reach the very heart of the people likely to become your customers. It’s measureable, precise and very effective.

GoogleIt’s all about two words, ‘Precision targeting’.

And that means very little waste when compared with traditional media.

Google AdWords is a great place to start. AdWords helps you to connect with potential customers in the right place and at the right time, by placing relevant messages on Google search results pages.

The impact can be phenomenal. For example a campaign by Nationwide Insurance had three objectives. Acquire new customers, direct users to agent locations and reinforce their brand. They achieved a 73% increase in their click through rate and a 60% increase in conversions on their branded campaigns.

As a result they now know precisely which branded keywords work best and now have a better understanding of what users were seeking when they searched for the brand.

So, ask yourself these two questions:

  1. Why do customers make contact with my business?
  2. Do I know the cost per enquiry and conversion for each customer?

And should there be any doubt in your mind, whatsoever, about arriving at an answer then let me explain and show you the positive impact that digital marketing will have upon your business.

Jonathan Wainwright – enables organisations to create commercial success through digital marketing, traditional communications and team development.

Join me on Twitter and LinkedIn.