In case you have not yet noticed, we are in the midst of a video war. Content is king and queen and it appears that video is going to be the chess board for the foreseeable future. If you aren’t making videos or any type of motion graphics, then you are going to miss out big time on reach and exposure for your brand or services.
Social networks have been revamping their approach to video throughout 2015, leaving us with a lot of great distribution channels for this content. Garyvee breaks down the arms race very well here and as always nails it with his POV. The different channels are unique, and it is mission critical to learn how to leverage each natively for your online efforts.
With video, a little effort goes a long way. Some examples of video from our client ginnybakes.
Here we use a clean and simple animated video to tell the brand’s backstory. Not only does it help with their social storytelling, but their sales team now has a new tool to help sell to retailers: The Story Behind ginnybakes
Here we wanted to introduce some new flavors and we created this very simple video in house to help present them in a fun and unique way. Not only does it convey the whimsical tone of the brand, but it was an organic hit on Facebook, outperforming link and photo based posts by 10X in reach: ginnybakes New Flavors
Here we wanted to create some out of the box Instagram content, to help us stand out from the clutter. IG strategy requires you to create content that is unique and captures the user’s attention. This one did just that: ginnybakes Delicious Combo
Video has also been a game changer for Facebook Ads. If you have the ability to create video as part of your creative mix, then you will see excellent results when advertising on The Social Network. Here are some tips on how to create Facebook Video Ads that will stand out, from Social Media Examiner.
Bottom line – you need to be in the video game, if you want to really win in the content game. Start filming, testing and implementing right away, or you are going to fall behind.
We are big believers in using onsite content as a tool to drive traffic to your website. Sure you want to sell them products or services, but sometimes you need to court them with something of value before you sell to them. You must have different “fishing poles” in the water when trying to corral new (or repeat for that matter) customers online.
Sometimes content can even work as the closer of business, rather than the driver of new traffic. We employ retargeting both on the web and on Facebook to bring back visitors, and getting really specific with the content can be the difference maker. Below you can see a little snapshot from a random 3 day period, that showcases just some of the retargeting experimentation we did for one of our clients.
We saw that users were coming to the website and looking at their ‘Juice Cleanse Product’ and were staying awhile, but not purchasing. We inferred that they were interested, but perhaps the price point and the fact that it was online were deterrents to making an immediate purchase. So we immediately published a blog titled “Why Do A Juice Cleanse” and then ran an Ad with the creative to the left, that targeted visitors to the Juice Cleanse page in the past 7 days, but did not purchase.
The results, (highlighted in yellow) were fantastic. On this specific strategy, we spent $14.40 and generated $1,768 in revenue. That is some “juicy” ROI (see what we did there)! Bottom line – you need to be creating content, looking at your Google Analytics (religiously), employing Facebook Ads and experimenting constantly. Get in the game, and don’t leave money on the table!
I think brands vastly underestimate how much work goes into social media management. I would argue it is not just a full time role, it requires multiple skill sets and is very hard to do through one individual. An effective Social Media Manager needs to know how to create assets via photoshop and/or a camera, how to write well, both in short and long form, how to implement digital strategy AND have the business acumen to understand how to bring this all together for the brand. Very few people possess all of these skill sets.
We created Sircle Media, primarily to solve this pain point. When we started in 2012, this was a major problem for most brands and I would argue it has become even more so as time has gone on. As the landscape changes at a torrid pace, the requirements only increase and the argument for the agency model becomes stronger and stronger. We realize most brands feel that someone internally and “on staff” needs to handle social media for their company. We work hard to toe the line and provide agency prowess and support with an internal employee mindset. This is the formula that wins.
We put together this video to help explain it a bit further. Check it out!
Social media is just a new term for the internet and social networks are just a part of the ecosystem. Businesses need to be thinking more holistically if they want to win online. We advise clients to take a real deep look into their different digital initiatives: web, email, search, content etc. and make sure that all of these are setup correctly and that they have a real strategy in place before moving forward with vendors or tactics that they hope will be successful
Social, content and search are the ingredients to be seen, shared and transacted with online. In order to tackle those three correctly you need to really look under the hood, assess and then get to work to make sure the funnel is set up the right way. Without this mission critical first step, most will waste time and money on things that are set to fail from the start. We decided to create The Digital Deep Dive Product to help our clients, and to ensure they don’t make that mistake. <—Click the image and learn more.