Its all about the ‘tude

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I have been practicing a new routine of late and I have found that it has really elevated my mental game and overall work output. I call it the ‘tude check and I will break it down for you here.

I create set slots on my calendar to signal that I should check in with a mindset, and reminds me to zero in on a specific and sometimes overlooked area of focus. As disciplined as I am (or at least think I am) I still find that this set calendar date with my brain really helps make sure I keep the commitment and really think about it tangibly.

1- Attitude- Here I remind myself on Sunday nights how much I love what I do, how much I cant wait to get into work and how much I am committed to building a really successful company for me, my clients and my employees.  I am a pretty focused and upbeat guy anyway, but that reminder is just a little nudge in that direction to make sure I am employing the right attitude to win.

Every week at that time (when I am in a great attitude mindset) I literally draft an email to my entire team and set the stage for their week. I read articles that motivate me to push harder, work deeper and never sit back and coast. I even pick out the Monday morning Instagram post for my company that will set the stage for us to kick a@# and take names that week. The right attitude sets the altitude for the week for sure.

2- Latitude- On Wednesdays around 3PM, I have been doing what I call a coordinates check in. I have written before about how I try to regiment my days/weeks and cover a lot of different areas for my company. So at this time, I stop and look at my compass (if you will) to gauge where I am at for the week? Am I ahead or behind pace? Is there anywhere that I need to pivot or adjust?  This allows me to course correct for Thursday and Friday and make sure I over-index in any area(s) that is/are lagging or that just needs heavy focus given the ever changing landscape of running my own business, especially one in the service space.

3- Gratitude- I have also written before about having a “gratitude attitude” and it is really so important for your mental success. On Fridays I will spend time sending some sort of thank you message to a client, employee or referral partner to let them know I am truly thankful for their contribution to my success personally or professionally. Sometimes I will even just call a parent, to check in and let them know I am thinking of them and want to see how they are doing. I do this because it is the right thing to do and to be honest it selfishly feels good which helps fill my tank with some good energy.  Once again after a week in client services, it is a much needed reprieve from the constant barrage of negative energy (sometimes warranted and much more often, unwarranted) that comes my way.

I wanted to put this down in a post, so I could share it and potentially convince others to “cop a ‘tude” too. Being positive, thankful and focused on staying on course and not getting too distracted or off target is obviously a smart approach to business and life in general. This is just a roadmap to potentially help you get there.

 

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On why you can’t afford to not create video…

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With all of the compelling stats behind the need for video today, brands should be sprinting to get in the game, yet many are still mostly on the sidelines. I would say that the number one reason I hear as to why, is that they “can’t afford it right now” and will revisit it later. In my opinion this is a big mistake and I would strongly argue that they cannot afford not to spend on video. Let me explain.

If they are already committed to social media, trying to grow their own e-commerce platform (to earn better margins, have a direct dialogue with consumers rather than a 3rd party partner such as Amazon etc.) and really any type of online messaging, and they actually care about results and ROI, then video has to be a part of the mix.  It offers increased exposure, cheaper CPM’s and higher engagement. So if you are in digital marketing and looking to optimize your game, then you cant leave your 7 iron in the bag.  It is literally your number one tool to improve performance and get more for your dollar.

I think one of the fears with video is that it is just cost prohibitive. Historically this has been true as the market pricing has been high and for the most part is still out of whack. So if and when a brand actually takes the leap to create a brand video and shells out a lot of money, they say to themselves or their provider that the video “has to go viral”. They say that because they need massive reach and game changing results to rationalize the high price tag. You don’t need video to “go viral” (what does that really even mean anyway?) you need it to help augment your social content and storytelling and improve your website experience, email marketing and paid social efforts. With video, the performance in all of these categories skyrockets. You immediately compromise your results by not finding a way to “afford” video.

Now the problem is that most pure play video shops don’t really want to create micro content videos for social media, as they see it as the underbelly of the video space. They want to do longer form, higher priced and more intricate pieces. I get it, those are great, profitable and more fun. That doesn’t mean that the market doesn’t still need these videos in a very big way. On the other end of the spectrum there are interns, freelancers and even young and resourceful internal employees who can create one off videos. The issue there is the messaging is typically disjointed, not pursuant to a real strategy and these players don’t typically understand what works and does not work on social/digital. You really need a partner who gets it.  (ahem…Sircle Media…ahem)

Most brands (especially in a crowded category such as the healthy CPG space) need at least 3 core videos:

Product Front and Center Video: Puts your main product(s) on display so potential customers see your packaging and/or get a feel for what your product is. We recommend you feature your hero lineup and present that on Facebook and Instagram.  This you would boost to fans of competitors perhaps.

Describe The Product Video: Puts your main USP’s on display and can highlight the WHY behind the WHAT for one or all of your products.  This would target special interest groups for your ingredients or perhaps even be used as part of your retargeting efforts to move buyers further down the funnel that have already signed up for your email, visited your website and/or even engaged with your Facebook or Instagram content.

Retailer Call Out Video: Lets consumers know where to find you (i.e. Whole Foods) and conveys that the brand is “bigger/better” as it is in many stores/doors. These can be used to target fans of that retailer AND/OR can be used as part of your dark posting strategy, set to really drive foot traffic locally into a specific retailer without muddying up your timeline.  This is a very important tool to help your sales people out in the field, who are trying to get and keep your products on shelves.

All three of these video types are simple, yet impactful for your business online. The game has changed and brands need to adapt to it.  I spoke with a prospect this week and they had a brand/hero video (they paid a lot for back in 2015) front and center on their website.  It was actually uploaded on YouTube (because that was the default back then) and was just playing through a viewer. The video is cute and actually had thousands of views, but the problem was that YouTube was actually showing ads against the video and those ads were for another CPG. So if a consumer saw that and then clicked on the ad, it would actually take them away from the brand. In that sense it actually hurt that the video had a lot of views on YouTube.

So the bottomline is that any brand or business looking to win online needs to rethink video completely. They need to solve for a way to get videos made, to create many rather than one (why put all eggs in one basket?) and to understand how and where to use them in today’s online ecosystem.  Our recommendation is to not sit back and watch others in your space do it, while you wait til you can afford it. That is something you definitely cannot afford to do.

 

 

 

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On influencers and KPI’s…

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We have written several pieces on the power of influencer marketing and the need to have it as part of your marketing mix, if you are looking to sell a product to consumers these days.  Our position on the topic has only strengthened over time, and we once again encourage all readers to really consider the potential and to get into the game.

Don’t get caught up in semantics, and most certainly don’t be stubborn about being anti-pay to play engagements with micro influencers. Some brands we speak with feel they are a vanity play and don’t drive real results.  We would argue the exact opposite, as the data points to these types of engagements being real KPI winners.  You have to be smart about who you engage with, what the goal is and the metrics for success should be outlined up front of course. This is true for any marketing tactic though.

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As other digital advertising becomes more competitive and intrusive it is very important to find new ways to penetrate and create awareness for your products or services.  Influencers (especially the good ones) provide an entree to captive audiences who trust their marketing messages and endorsements.  You must seek out the right partners and capitalize on these opportunities.

TapInfluence put out this compelling report, that highlights some telling statistics and is worth a download. Here are some that they collected and posted on their website:

Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing. (TapInfluence study with Nielsen Catalina Solutions, 2016)
Twitter users report a 5.2X increase in purchase intent when exposed to promotional content from influencers. (Twitter and Annalect, 2016)
74% of people turn to social networks for guidance on purchase decisions. (Ogilvy Cannes, 2014)
40% of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine, or YouTube (Twitter and Annalect, 2016)
49% of people say they rely on recommendations from influencers when making purchase decisions. (Twitter and Annalect, 2016)
73% of Millennials see it as their responsibility to guide friends, peers, and family toward smart purchase decisions. (Fleishman-Hillard PR & Hearst Magazine)
71% of marketers believe that ongoing ambassadorships are the most effective form of influencer marketing. (TapInfluence & Altimeter, June 2016,)

These stats jump off the page and should make it pretty clear that this is a frontier that needs to be in the mix. Influencer collaborations drive real business results and cannot be ignored. In the end of the day they are just people with a POV and a captive audience that seems to care about what they have to say, and takes direction when they give advice. Perhaps I just influenced you to get started?  Case in point…

 

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On Facebook TV…

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Facebook is making moves to get onto your TV screen and it is coming sooner than most think.  Mark Zuckerberg said back in 2014 that the platform would be mostly video within 5 years and they are moving quickly to carry through on that prediction.

This piece on CNN Tech back in February highlighted some updates on this front and shared insight from a Facebook earnings call:

“I see video as a megatrend on the same order as mobile,” Mark Zuckerberg, Facebook’s CEO and cofounder, said on an earnings call this month. “That’s why we’re going to keep putting video first across our family of apps and making it easier for people to capture and share video in new ways.”

Facebook advertising is already the most powerful and competitively priced marketing vehicle out there and this represents a potential new frontier for marketers and the social network. It is an interesting and exciting time for both parties.

In this piece on Social Media Today, Andrew Hutchinson breaks down some recent moves Facebook has been making on the “TV” front.  It is interesting to see them go after Houseparty marketshare. This is yet another example of FB listening to the success of a social media darling and fast growing platform, and then potentially taking it from them. Perhaps even more interesting is the prospect of watching The Ball Family on Facebook TV.  Whether you like them or not, original programming like this is likely to capture a lot of attention for sure.

What nobody can ignore, are the consumption trends when it comes to video and like it or not we will all be consuming content via very different channels in the coming years. For consumers this means more access to great content, in what many argue is already the golden age of programming. For marketers and storytellers it means thinking video first, as well as what formats they will be consumed on.

If you aren’t solving for how your brand or business will put out video content, including live action, motion graphics and Facebook Live, then you are already late to the party. That is something all brands should be looking to remedy….quickly!

 

 

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