We live in a world where everything moves fast. We’re not just talking about cars and trends here. Our eyes and brains are being bombarded with more information every minute than ever before. This has caused a shift in how people decide to give their time and attention to some things, especially marketing materials. So how do you keep up? What will you do to grab that precious time and limited attention of your target audience?
It’s no secret that we’re pretty fond of animated videos here at Tegra Design. But do you know WHY we’re so excited about them? It’s not just because they’re fun and entertaining, it also has to do with the effectiveness videos bring to your marketing strategy. We have seen the move into video marketing as it brings more and more success to customers all over the globe! So let’s look at a few of the reasons why video works so well.
1. It’s real
When it comes to advertising and marketing, people have started to doubt authenticity of things they read. This isn’t to say you’re misleading your customers, it’s just become a fact of human psyche because of all the “bad apples” that have done so over the years.
However, when your audience SEES something in action, the person promoting a product/service, or even testimonials and explanations, they tend to feel more trust in the message being delivered. This is because video does what text doesn’t. It creates an immediate and authentic connection with the audience, who can often provide reactions and comments in real time due to today’s marketing avenues.
Here’s a list of some of the different types of video marketing being used today:
- Explainer Videos
- Vlogs (video blogs)
- Video Interviews
- Presentation Videos
- Product Reviews and Demonstrations
- Live Stream Recordings
- Video Advertisements
Each of these offers a vital opportunity to grab and maintain attention, thus allowing you to deliver the necessary message effectively.
2. It Works
We don’t expect you to just take our word for it! So we gathered some statistics from wyzowl.com to share with you. Their survey, “The State of Video Marketing 2017”, showed some staggeringly high numbers supporting the value of video marketing.
- 84% of consumers have bought something after watching a video.
- 91% of consumers have watched an explainer video.
- 79% of consumers would rather watch a video to learn about a product, than read text on a page.
- Among businesses surveyed, 81% saw an increase in sales and 53% said support calls were reduced.
- 83% of those using video think it gives them a good ROI; 82% think it’s a key part of their strategy.
- 97% of businesses using explainer videos say it helps users understand their business better.
- 94% of businesses see video as an effective tool.
- 76% of businesses said that video has helped them increase traffic to their website.
These numbers are expected to rise this year, and again next, so it’s no wonder more and more businesses are adding video to their websites, social media pages, landing pages and direct marketing. It’s more than just a passing trend, it involves psychology and technology that work. Businesses who implement video are keeping up with the times and giving their brand a better chance at success because the majority of people prefer video over text.
3. It sticks
We mentioned psychology before, so let’s look at some figures that help you understand what we mean by that.
For starters, the human brain is incredible in its ability to take in information, especially when it is delivered visually. Studies have shown that people retain 95% of a message when viewed in a video, but only 10% when they read it. What’s more is that visuals such as video are processed by the human brain 60,000 times faster than through text!
That is a huge contributing factor to why explainer videos are so effective at relaying even complex ideas–the brain is taking in both visual and audio information and then retaining it. Similar studies to those mentioned earlier, relayed that 80% of people surveyed recalled a video ad they had seen in the past 30 days. That’s some impressive “stickability” on the advertisers’ part!
There are hundreds of statistics and plenty of reasons we could share, in favor of the value video marketing brings to businesses. The three we’ve included today are all we think it will take to grab your interest and help you consider looking into it further for the benefit of your business.
The term UX (or user experience) is used a lot these days. It’s a relatively new term for businesses to get used to, but not new to the tech industry in general. But what actually is it? What does it really mean, and why should you care?
User experience is defined as: “the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.” It encompasses all aspects of the end-user’s interaction with your company, your services, and your products. The first requirement for creating and maintaining an exemplary user experience is to meet the exact needs of the customer, without any hassles.
What does that mean for you?
Using the above definition as a guideline, you can understand why UX is so vitally important to you and your business. Providing a good user experience is of the utmost importance if you are going to attract and maintain customers. It is at the crux of providing them with value and delivering it in a seamless and effectively pleasing way.
Here are some things you might like to consider:
- A report by Forrester Research showed that every dollar invested in UX generates around $100 dollars in return.
- It’s much more expensive to gain a new customer than to keep a current one.
- 95% of users think that good UX pays off, (if it’s users you want, their opinions count!)
A better return on your investment, higher conversion rates, and increased sales aren’t the only benefits gained from providing enhanced user experiences.
- Increased user satisfaction – By making your customers happy, you will inspire loyalty and longevity. Furthermore, you will boost the number of referrals you receive through word-of-mouth. Today’s users expect more–give it to them and reap the benefits, time and time again.
- Reduced costs all around – Getting to know your users means you will be able to provide them with exactly what they want. This knowledge gives you insight into what they need and the problems they are having. In turn, you will be able to market to them more effectively and spend less money chasing them.
- Gain a competitive advantage – Sure, more and more businesses are upping their game when it comes to UX. But that doesn’t mean you can’t make YOUR users’ experience a great differentiator in what is possibly a saturated market. Who wouldn’t be keen to stand out above the competition this way?
So you see, with information like that, you can’t really argue the fact that there are plenty of reasons for you to look into your business’s UX.
You don’t have to be a UX expert.
Not many people know all there is to know about UX. It requires deep knowledge across a specific skill set that integrates design, curiosity, psychology and experience. But just because you aren’t an expert in those areas doesn’t mean someone else isn’t. It’s wise, though, to take your time in choosing a UX partner that really knows their stuff.
Effective and successful execution of user experience takes an investment of time, thought and money, but can you really afford NOT to?
Everywhere we look, our eyes, ears and minds are bombarded with advertisements. That goes for every one of YOUR customers, too! So how can you break away from the rest? How will you grab your customers’ attention when they’re exposed to thousands of pieces of advertising every single day? Here are four tips that will help you stand out from the digital noise.
1. Speak TO them, not AT them.
The human brain is an amazing instrument. When it comes to advertising, our brain can decide it wants to block out irrelevant or unuseful information. It does this because it simply cannot absorb all of the information coming at it. This is especially true for things like banner ads. There’s actually a term for this phenomenon–banner blindness. But that doesn’t mean businesses can’t break through and reach their customers.
The words to note in the previous paragraph were “irrelevant” and “unuseful”. Those are the first things to be blocked by a brain that is trying to decide what to take in. Therefore, you want to ensure your content is not only interesting, but also helpful and useful, perhaps even entertaining and surprising. Use your marketing real estate to display the value of your products or services. Speak to your customers’ emotions and needs. Solve problems and let them imagine a better life with what you’re offering.
2. Know your customer
The first step in ensuring you’re speaking to your customers is figuring out exactly who they are. Of course, you might think you’d like to market to every person on the planet, but that isn’t going to happen. If your marketing is delivered with too broad a message, it will not hit home with the right people who might genuinely have been interested in your product or service otherwise. You need to identify a specific market segment that you’re going to chase–a group of people with shared interests and needs.
By having a specific customer persona in mind, you can think about her needs specifically and then speak to those needs in your marketing.This may affect the methods you implement, the words you use and the timing of your approach. All of those things are worth considering if you hope to have an effective campaign.
3. Keep it fresh
Sometimes, change can be scary, but in the world of marketing it is necessary. Your customers are being shown new things all day, every day. So if you want to maintain their attention, you’re going to have to use new methods that are up-to-date and fresh. Otherwise, you will be perceived as “old and tired”, which doesn’t really cut it in advertising.
This doesn’t mean you have to rebrand or change the general intent of your message. It just takes a new voice, a new image or a new slogan to keep your material interesting.This is especially vital in your website and/or app material, which is usually the first place people land when they want what you have to offer. Your website isn’t something you should let sit and go stagnant after you’ve developed it. Keep updating things to stay with the current trends that work, even if that’s something as simple as a regular upload of a new blog piece.
4. Implement video
There is no denying that video is where it’s at right now! If you aren’t in the process of incorporating video somewhere in your marketing plan, you are at high risk of falling behind. Several studies have shown the average customer’s attention span is a mere eight seconds or less! How will you grab them and keep them?
Eight seconds isn’t very long (unless you’re atop a mammoth bucking bull of course!). So there is a need for interesting openers and images that will draw your visitors to stick around. Statistics show that video is effective in not only gaining attention, but also increasing customer engagement and building trust. No wonder so many companies are plugging video into their web content!
Ultimately, you want to stand out with your own point of difference, regardless of how many other businesses are offering similar products or services. Put your own spin on the current trends and know your customers! Look at what’s already working for the people you want to reach, then incorporate that into your marketing strategy.
Most people in business today realize the benefits of utilizing social media for their marketing. But many find it a difficult terrain to traverse. It can even be a bit intimidating. So we’ve put together a list of some of the things you’ll want to consider when making plans for a successful Facebook marketing campaign.
1. Fill in All of Your “About” Sections and Take Advantage of Your Header Image
The first step in successfully using Facebook for your business is to fill in your entire profile to the best of your ability. You want to allow your customers to access all of the information they need about your brand or company right from the start. Completing your bio section helps when people are looking for your brand, too, so remember to include pertinent keywords when doing so.
Facebook recently changed the look of profiles, so now the entire cover image is displayed. Take advantage of this valuable space! That means posting a profile picture of some sort and having a cover image as well.
You can reinforce your branding, use text on the image to get your message across, promote other networks or upcoming campaigns, or use the space to highlight customers or events.
2. Post Consistently
Choosing to use social media marketing requires commitment in order to do it well. If you are going to stay in front of your market’s eyes and keep any level of momentum, you need to be posting consistently. Remember to share content from other leaders in your field as well as things from customers or other resources such as news articles relating to your industry.
The goal with Facebook Marketing is to give your audience as many reasons as possible to follow your page. This can be snapshots of your work space, a behind-the-scenes tour of an event or humorous posts that offer a friendly light-heartedness.
Regardless of what you choose to post, you really should do so on a consistently regular basis. Try starting at one post a week and experiment from there. Stay current and interesting by offering your followers content they wouldn’t otherwise get.
3. Pin Posts to Your Profile
This isn’t just for highlighting an important piece of information. Pinning posts to the top of your profile is a great way to get more eyes on your content due to the layout of the page.
Good posts for pinning include a link to your landing page, a piece of content you need to drive more traffic to or even a newsletter sign up. A pinned post stays at the top of your profile until you take it down or replace it with another.
4. Use hashtags strategically
As people are spending more and more time on social media, they are also utilizing the same platforms as search engines. We also know that using social media can boost search ranks in general, so there is reason to consider using hashtags. However, there are also studies that show posts without hashtags might perform better than posts with hashtags (Social Media Today). Therefore, it’s important to think carefully about this topic when creating posts and choosing hashtags.
Facebook’s Graph Search will pull your content depending on the hashtags or keywords users are entering. In short, use hashtags on Facebook, but put thought into your strategy when deciding which hashtags to use. And when you do choose hashtags for your next post, think about how users may be searching for your content topic.
A simple rule of thumb to apply is to not use more than two hashtags at a time because the more hashtags your post has, the less engagement it may receive. But remember, too, that what works for one brand may not be the right method for another. Be willing to test various methods and pay close attention to how they perform.
5. Analyze your account
Part of identifying what works and what doesn’t is staying on top of your Facebook analytics. This is essential when using Facebook for business purposes.
Things to keep track of are followers, reach, likes/comments and shares. Facebook offers in network analytics – with just a simple click on “Insights” at the top of your Business Page, you’ll be able to explore your best posts, when fans are online, and even take a look at how your competition is performing.
- Set up Call to Action and Messaging Buttons
One of the most important tools to make use of on your Business Page is having an appropriate button for a Call To Action. It’s also good practice to make it really easy for people to get in contact with your business through messaging buttons.
Call to action buttons might include “call now”, “book now”, “use app”, “play game”, “shop now”, “sign up”, or “watch video”. To set up your CTA button, navigate to your cover image and click on “Add Button”. The system will then direct you with instructions based on which call to action you choose.
To enable direct messaging from your Page, navigate to your Facebook Page settings, and from “General” click on “Messages”, then click on “Allow people to contact my page privately by using the message button”. Facebook has a lot of messaging options to help you manage inquiries. Check them out and choose the right ones for you and your business.
One last tip – be timely in your responses once customers do start making contact or engaging with your content. They like to be recognized for their support and they will feel ignored if your responses aren’t in a timely manner.
To recap our tips:
- Complete your business profile and make use of header image and profile pic area
- Be consistent with your posting
- Pin posts to the top of your page for best exposure
- Be strategic about the use of hashtags in your posts
- Make use of the analytics available to help you get the most of your account
- Have a Call to Action button and a Contact Us button easy to access
- Be polite and timely in your responses to client contact/engagement