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How Much To Advertise on Instagram And Why It ‘s Worth The Cost

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As many businesses have realized, visual content engages leads much more effectively than written content. The reason is simple: humans are visual creatures and process visual information 60,000 times faster than text. It’s no wonder why social platforms that focus on visual content are growing in popularity. Take for example Instagram, which as of 2018 had almost one billion active monthly users. Studies have revealed that the engagement rates of brands on Instagram are ten times what they are on Facebook. If you’re not leveraging Instagram to advertise your brand, then you need to begin doing so. The following are a few questions you might have about getting started on Instagram.

How Much To Advertise On Instagram?

First of all, using the basic features that Instagram offers is free. This means that you can post content without having to pay for it. For example, you can just post images or short videos on a daily basis with basic captions. While you can get a lot out of the free features of Instagram, to really increase engagement you’ll want to invest in Instagram ads.

When setting up an Instagram ad, you’ll only pay for the number of clicks your ad actually gets. You bid how much you’re willing to pay per click. This determines how competitive the ad will be (a higher bid means a more competitive ad). You can also set limits on how much you spend per day, meaning that you’ll never go over budget. As to how much you can expect to pay per click, most Instagram ads run somewhere between $0.50 and $1 a click. However, in more competitive industries, that CPC (cost per click) rate can certainly be a lot higher. You can also pay on a CPM (cost per mile), which focuses on impressions. On average, it costs around $5 to $6 per thousand impressions.

Similar Article: Social Media Solutions: Understanding The Importance of Social Media Engagement vs. Following

How Can You Use Instagram Effectively?

The following are a few tips on how you can use Instagram ads effectively:

Know your audience – Instagram ads lets you define your audience (including by age, location, language, interests, behaviors, and more). Not knowing who your audience is will make it more difficult to define the right audience to advertise to. As a result, your ads will not be very cost-effective.

Choose your placement – You can choose where your ads will be placed, such as on Instagram feeds, Instagram stories, Facebook feeds, Facebook instant articles, or on the right column of Facebook. You can even choose to target certain devices (such as mobile devices) or operating systems.

Find influencers – Tagging influencers or reaching out to them to see if they want to promote your brand can help to lower your ad costs significantly due to the number of relevant followers they’re likely to have.

Track your relevance score – Facebook has a relevance score that you should track to identify how efficiently your budget is being used.

What Makes Instagram Worth the Cost?

The following are a few of the main reasons why it’s worth investing in Instagram ads:

Target specific leads – You can target specific demographics in specific locations, thereby making your ads more effective at engaging a target audience.

Reach a massive audience – Not only can you target countless users on Instagram, but because it’s owned by Facebook, you can run your Instagram ads on Facebook as well

 Use outside links – While you can’t include clickable links, you can include any link you want in the caption (users just have to copy and paste it). This means you can drive viewers to any landing page you want.

Create longer videos – Instagram limits videos to 15 seconds in length unless you’re using Instagram ads, in which case your videos can be up to 30 seconds long. There are many social channels that you can advertise on, but Instagram is one of the most effective at generating user engagement. This is especially true if you invest in Instagram Ads. When looking into how much to advertise on Instagram ads, understand that you’re only paying for clicks or impressions, making it a very cost-effective strategy.

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Omnichannel Personalization

Omnichannel Personalization: Creating a Seamless Customer Experience

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As customers become more connected, their expectations for a seamless and personalized experience continue to change. Nowadays, customers use multiple channels to research, compare, and purchase different products, creating a complex web of touchpoints that businesses must navigate. That’s where omnichannel personalization comes in to help businesses deliver unique experiences to each customer, regardless of where they are in their customer journeys.

In the sections below, you’ll learn more about omnichannel marketing and personalization, including tips for creating a seamless customer experience that drives loyalty and revenue.

Understanding Omnichannel Personalization 

Omnichannel personalization is a customer-centric marketing approach that uses data and technology to create a more personalized and relevant shopping experience for customers. It involves collecting and analyzing data from multiple channels, including online and offline interactions, to gain insights into customer behavior and preferences.

This marketing approach enables businesses to create a consistent customer journey that meets varied and unique customer expectations. By providing a more personalized experience, businesses can increase customer loyalty, reduce churn, and drive more revenue.

What Makes Up Omnichannel Marketing and Personalization 

Over the years, disruptive technologies such as Machine Learning, big data, and data science have given rise to hyper-personalization. Here, businesses are expected to deliver cross-channel experiences tailored to the customers’ needs, behaviors, and preferences. Below are the key factors you should implement if you are looking to provide the best possible customer experience.

1. Marketing Automation 

Marketing automation involves using software to automate repetitive tasks such as social media posting and email marketing. It saves time and helps provide a more personalized experience for customers. Benefits of marketing automation include increased sales productivity and a reduction in marketing overhead.

Companies using marketing automation to nurture prospects see a significant increase in qualified leads, which results in larger purchases. A survey by Annuitas Group found that businesses that use marketing automation see up to a 451% increase in qualified leads. These leads also make purchases that are 47% larger than the non-nurtured leads.

2. Customer Data Collection 

Collecting relevant customer data is crucial to refining your marketing strategy and improving the customer experience. This data can be quantitative, like website bounce rates, or qualitative, like customer reviews. With the right analytics tools, you can gather information about demographics, customer behavior, and brand sentiment.customer data collection

Customer data collection helps retailers better understand their customers and provide an omnichannel experience. To do this effectively, you need a robust customer data platform to gather, store, and analyze the available data.

3. Optimized Website Design

When optimizing your website design, you should create web pages that work well on mobile devices, tablets, and desktops. If your website isn’t responsive, it won’t display properly on smaller screens. Always ensure that your website provides a consistent experience to every customer, regardless of which device they use to view it. You should also prioritize website navigation design to ensure users can easily browse your website, find what they’re looking for, and easily make purchases.

4. Social Media Integration

As the name suggests, social media integration extends your marketing efforts by directing your social media followers to your website or app. It’s also a way of making your social platforms more accessible to your target audience and customers. Brands must integrate all their customers’ social media networks into their omnichannel setup.

Ecommerce brands, for instance, can use social media integration tools to import and display user-generated content on their ecommerce sites automatically. This can help build trust with potential customers and drive conversions.

5. Multichannel Analytics

Multichannel analytics is a process that merges data from different sources into a single location. This makes it easier for businesses to monitor sales across multiple channels. For instance, if a business owner owns three online stores, they can aggregate the data from each store into one location with the help of multichannel analytic tools.

By doing so, they can understand their customers and their behavior on the website, which can help them plan effective promotion campaigns that are more likely to convert. Multichannel analytics also allows businesses to track the effectiveness of their omnichannel marketing strategy, so they can optimize performance while reducing cost.

 

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Benefits of Omnichannel Personalization 

Personalizing customer experiences and prioritizing their needs and expectations can greatly impact your business. Below are some of the key benefits of embracing a customer-centric marketing approach.

1. Enhanced Customer Experience 

Omnichannel marketing enables businesses to offer customers personalized experiences tailored to their preferences and behaviors. By leveraging data from multiple touchpoints, brands can send customized messages, showcase relevant products, and provide exceptional customer service. A seamless and personalized experience boosts customer satisfaction and improves loyalty.

2. Increased Sales and Conversions  

Personalized customer experiences increase the likelihood of converting prospects by providing relevant and timely interactions. By catering to each customer’s unique preferences, businesses can improve the customer journey and encourage purchases. Omnichannel marketing and personalization have been shown to increase annual sales and customer lifetime value, directly boosting business growth.

3. Lower Customer Acquisition Costs

Creating a personalized omnichannel experience helps retain customers and reduces customer acquisition costs. By providing relevant interactions, businesses can increase customer loyalty and target their advertising spending more efficiently. This approach helps companies optimize their marketing budget and reduce the cost of acquiring new customers.

4. Cost Optimization

By analyzing customer behavior data, brands can identify the most effective channels to reach their target audience. With this knowledge, businesses can optimize their marketing stack, streamline processes, and reduce costs associated with operating multiple channels. Omnichannel personalization helps to optimize resources, reduce waste, and ensure efficient use of budgets while delivering a seamless customer experience.

Getting Started With Omnichannel Personalization 

Implementing an omnichannel marketing strategy is a complex process requiring technological and organizational alignment. To get started, you need to get buy-in from top management, set measurable goals, and build a strategy around those goals. You should also conduct a data inventory to understand the available data and how to use it to achieve your objectives. Additionally, it’s important to establish an internal governance model for executing your omnichannel strategy before creating a roadmap.

To simplify the implementation process, you can start small by focusing on the most valuable use cases and existing touchpoints. This approach is more practical and essential as the boundaries between the digital and physical worlds continue to merge. By taking small, manageable steps towards omnichannel personalization, you can gain a competitive edge and improve customer experience across all touchpoints.

 

 

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OTT Marketing 1

8 Reasons to Invest in OTT Marketing

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OTT marketing is a form of marketing in which ads play during the streaming of content provided via high-speed Internet connections. Because it’s so important to stay on top of the latest trends in order to avoid falling behind your competition, OTT marketing is something every business should explore. As new technologies emerge, new marketing opportunities tend to present themselves. For example, the rapid adoption of streaming services, from Netflix to Hulu, over the past few years has led to the growth or OTT marketing (over-the-top marketing). Of course, that’s not the sole reason why you should consider implementing an OTT marketing strategy. The following are some of the major benefits of investing in OTT advertising:

1. Reach A Huge Audience
2. Target Your Audience More Effectively
3. People Will See Your Ads
4. Improve Engagement
5. Obtain Better Data
6. OTT Campaigns Are Flexible
7. You Can Test Your Campaigns
8. OTT Ads Are Cost-Effective

1. Reach A Huge Audience

It’s estimated that there will be close to 200 million streaming viewers within the next few years. This means that you’ll likely be able to reach a huge part of your target audience via OTT advertising. Not only are streaming channels, incredibly popular, but more streaming platforms are launching every year; both Disney and Google recently launched their own channels. Additionally, users have the ability to stream content on these platforms from almost any device, including TVs, computers, smartphones, and tablets.

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2. Target Your Audience More Effectively

OTT advertising essentially combines the effectiveness of TV ads with the ability to target specific audiences that digital marketing tends to provide. For example, OTT marketing allows you to target viewers in specific areas using GPS data. You can also leverage behavioral data based on the platform viewers are using as well as the content they are streaming. Additionally, you can also target viewers based on demographics.

3. People Will See Your Ads

OTT Marketing2

Whereas people often change the channel when watching something on cable whenever there is a commercial break. people who are streaming content rarely do this. This is because they can’t just flip back to the stream they were watching after the commercials have ended. Switching streams is inconvenient and most people are too engaged with the content that they are streaming to constantly switch back and forth. Because of this, people who are streaming content are more likely to watch the entirety of the ads that are shown. In fact, it’s estimated that roughly 98 percent of OTT viewers watch the entire ad that’s shown to them. This means that your OTT efforts are more likely to have an impact on their intended audience.

4. Improve Engagement

Many streaming platforms allow their viewers to choose between OTT ads during content breaks. This helps to personalize their experience; however, it also means that they will likely be more engaged with the ads that play since they chose to view them. As such, OTT ads are a good way to get your message across more successfully.

5. Obtain Better Data

When it comes to traditional TV advertising, viewing data is based on larger sample sizes. OTT marketing provides much more helpful data in terms of who is watching your OTT content. Some of the data that you’ll have access to includes what demographics were watching your content, what it was that they were watching, exactly when they were watching it, and from what device they were streaming on. All of this data is invaluable in regards to adjusting your OTT campaigns for better results.

Also Read Traditional Marketing vs. Digital Marketing

6. OTT Campaigns Are Flexible

You’re not locked in when you pay for OTT advertising. Many platforms allow you to start, stop, and resume your OTT campaigns at any point in time. This means you can manage your campaign settings and the commercials you’re running in real-time to obtain better results. As a result, you can leverage the data that you’re collecting on your OTT campaign to make improvements.

7. You Can Test Your Campaigns

Because OTT campaigns are often flexible, you can test your campaigns by targeting different audiences and ads to see what works best. Think of it as a form of A/B testing except for OTT marketing.

8. OTT Ads Are Cost-Effective

Instead of paying for the placement of your ads, you’re paying for actual ad views. Because you’re also able to target specific audiences more effectively, your ads will also likely result in a higher ROI. As a result, OTT ads are actually very cost-effective, especially when you take into account the fact that OTT ads engage viewers and can be adjusted throughout the campaign as well.

These are some of the main benefits of investing in OTT marketing. Although traditional TV advertising can still be effective, OTT marketing is an excellent way to reach your target audience and to complement your existing and future inbound marketing efforts.

Digital Communication Tools to Help Build a Human Brand

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Whether you’re a brand looking to establish a human connection with your audience or an individual seeking to engage with peers and build professional networks, leveraging these digital communication tools will undoubtedly enhance your ability to connect, collaborate, and succeed in the digital age.

The success of your brand depends on much more than just convincing a potential customer to try your product. While in the past the customer experience has been based around the product being offered, these days, you need to look at the big picture. It’s not just about the customer experience in regards to your product. It’s about the emotional connection that they are able to form with your brand.

Customers don’t just want a product, they want a relationship with the brand that is selling them that product.  You need to focus on fostering an emotional connection instead of just trying to build awareness for a certain product. Fortunately, building an emotional connection with your audience is easier than ever before with the number of digital communication tools that are at your disposal.

The Importance Of An Emotional Connection

Customers are human beings. They have hopes, dreams, and feelings. In a world where their product choices are practically limitless, they will want much more out of a brand. They do not want to engage with a corporation. Customers want to engage with a brand that’s relatable on a personal level. Their desire for connection in such a world is not surprising. A brand that is able to touch them emotionally is going to make them more engaged.

There are many ways that you can do this; reinforcing the beliefs or perspective of your audience, supporting the goals or perspective of your audience, or challenging your audience to do greater things.

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How Digital Communication Tools Can Help Foster An Emotional Connection

Engaging on an emotional level with your audience is easier than it’s ever been, as long as you make the effort to do so. The following are just a few ways that digital communication tools can help you to connect with your audience emotionally and to build meaningful relationships with them:

  • Video content – When it comes to content, few other forms are able to engage audiences on an emotional level like video content. There are numerous reasons for this. First of all, people consume visual content much more easily than written content. Secondly, you can use actors or even real figures that audiences can relate to on a personal level. Thirdly, you can emphasize certain emotions much more effectively through the production of video, from the look of how it was filmed to the type of music that’s used to how the video is edited.
  • Segmentation – Segmenting your leads and customers based on the data you’ve collected (via opt-in forms, surveys, and more) will provide you with valuable insight into who your audience is and how you can connect with them. It also allows you to personalize your content much more effectively, which will make it easier to drive engagement.
  • Social interaction – The use of social channels makes it easy to engage with your audience directly. Direct interaction makes it easier to build meaningful relationships. You’ll have a bigger emotional impact on those who witness the interactions on social media as well.

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Building a human brand will help you build long-term relationships with your audience based on real emotional connections. Use the digital communication tools available to you to emphasize emotion in your marketing efforts. Doing so will help your audience relate to you on a more personal level, thereby driving engagement with your brand.

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Web Design

6 Web Design Principles to Increase Conversions

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Putting thought into your web design is a must if you have any ambitions to grow your business. While the content that you host on your site and the strength of your SEO strategy will help you attract leads, your web design will play a big part in your ability to convert leads. Keeping that in mind, the following are six web design principles for conversions:

1. Use A Responsive Design

If you’re not using a responsive design, it means that although your website may load properly on desktops, it may not be displayed correctly on smaller screens, such as those on smartphones and tablets. If your website doesn’t load properly on a smartphone, it will require the user to not only scroll up and down but also left to right — and to zoom in and out. Few mobile users will have the patience to deal with a site like this, which will lead to a significant bounce rate. Use a responsive design so that you don’t lose your mobile leads.

2. Ensure That Your Pages Load Quickly

Even if your site does load properly, few visitors will have the patience for pages that load slowly. It should take no more than one to two seconds for your site to load. If it takes three or more seconds, you’re in trouble. Leads will get frustrated and will likely abandon your site. Test your page speeds to ensure that they load quickly.

3. Don’t Include Too Many Choices

Too many choices can make it difficult for visitors to figure out what they want or to find what they’re looking for. For example, a navigation menu is a great addition. It lets visitors find your blog, contact page, product page, etc. However, if you fill up that navigation menu with dozens upon dozens of links, it becomes overwhelming. Not only will it actually be more difficult for visitors to find what they’re looking for, but too many choices requires them to commit more of their time to make a decision. To capture leads, you need to help guide their decision making–offering too many choices does the opposite. Keep it simple.

Why are call-to-action phrases so important? Learn more by clicking here!

4. Use Negative Space

The visual design of a page should be kept relatively simple to prevent visitors from becoming overwhelmed. The last thing you want is a page covered in text, links, images, videos, and more. This makes it hard to find anything amidst the clutter. To avoid this, make sure that there’s plenty of negative space throughout each page. Negative space helps reduce clutter, gives your site a clean and elegant look, and makes your page easier to scan.

5. Choose Colors Carefully

The way you use color is psychologically important. Colors evoke different emotions and reactions from your visitors. For example, blue indicates trust, which is why it’s a color often used for CTA buttons. However, the colors you choose should reflect the content on your page as well as your brand in general. Just make sure you keep your colors consistent and that you don’t go overboard using colors. You should stick to a few main colors and their variations. Typically, it’s best if you choose one color along with a second that offers some contrast.

6. Use An F-Layout

Studies have shown that the attention of users is focused in an F-pattern. This means that when they first come to a page, they will be most focused on the top left and top right parts of your page. This slowly diminishes as they work their way down, which means the bottom right of a page gets the least amount of attention. Designing your pages so that they display information in an F-layout is therefore a good way to ensure that the information you want to convey is consumed by your visitors. For example, having the bulk of your content on the left side, positioning important links on the top right side, and then adding your CTA to the bottom left will create an effective F-layout.

The design of your website is essential to not only keeping your visitors engaged, but to keep them on your website for as long as possible. The longer you’re able to keep your visitors on your site, the better of a chance you have of converting them. These are six web design principles for conversions that you should consider implementing.

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Why You Should Consider Using YouTube Videos For Senior Living Marketing

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When it comes to choosing what platforms to leverage in order to reach senior living audiences, you may have skipped over YouTube assuming that this particular platform is aimed at younger audiences. However, this is actually not true. You may want to give YouTube another look as it turns out YouTube videos are an excellent way to reach older audiences. The following are just a few of the reasons why you should incorporate YouTube videos into your senior living content marketing strategy:

1. Seniors Use YouTube Frequentlydigital marketing tactics

The idea that YouTube is for younger generations is a misconception that simply isn’t true. In fact, YouTube is the number one video platform of choice for the Baby Boomer generation. According to YouTube’s Trends Dashboard, more than 60 million Baby Boomers over the age of 55 view content on YouTube every month. In fact, four times as many Baby Boomers visit YouTube than people under the age of 18. This means that creating YouTube videos is actually an excellent way to reach your target demographics.

2. Seniors Are Social

By 2013, there were already 39 million people 65 and older that were using Facebook, Twitter, and Skype. At the time, this made them the fastest growing age demographic for these social channels. Considering the fact that there are more senior citizens than ever, incorporating social into your content marketing strategy is a must–and YouTube is a social platform. When you create YouTube videos, you can post them to Facebook, after all. Seniors can then comment, like, and share your YouTube videos, helping to increase brand awareness amongst their social circles, which are likely to be filled with family members as well as friends in the senior citizen age range.

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3. Seniors Prefer Visual Storytelling

The best way to reach senior citizens is through the use of visual storytelling (according to multiple studies on the subject). There’s no more effective way to tell a story in a visual manner than through video. For example, you could use video to tell the story of a resident and their journey to find a home at your senior living facility. By making a resident the main character in your video, you would make your content more relatable to your audience.

4. YouTube Videos Allow Pre-Roll Ads

Pre-roll ads have become quite common on YouTube videos. They are the 5 to 30-second spots that run before the video and that usually can’t be skipped until 5 seconds in. While they can be a real annoyance for a lot of viewers, they can actually be very effective if they are relevant to your video content. This is especially true if you already have video content available on your site.

Read More Related Article: 4 Senior Living Video Marketing Ideas That Will Improve Engagement

You can create effective pre-roll ads by cutting short 15 or 30-second spots out of existing video testimonials or video tours of your senior living facility. This way, when someone watches one of your YouTube videos (especially those that are instructional or informative and not promotional), your pre-roll ads will showcase your senior living facility so that they know who you are.

5. YouTube Videos Can Drive Traffic

YouTube isn’t just a platform to host videos. It can be used to help drive viewers to your website for more information. Curate your YouTube page so that you have a lot of YouTube videos audiences can go through, but make sure that it’s obvious that it’s your senior living facility’s page and include a link from your YouTube channel to your website. You should also add links to your video descriptions and clickable links embedded within the videos themselves towards the end. Doing so can help drive a significant amount of traffic to your website.

YouTube videos can be extremely effective at reaching a senior living audience, which is why you should incorporate YouTube into your content marketing strategy. It’s also worth mentioning that YouTube is owned by Google, which means that properly optimized YouTube videos can help to boost your SEO as well, thereby increasing your page rankings and helping to drive more organic traffic to your YouTube channel as well as your main website.

 

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How to Use TikTok to Reach Your Engagement Group: An Insight Into the Algorithm

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Arguably the primary goal of social media marketing is to reach as many people in your engagement group as possible and to interact with them. As such, it’s important that you establish a presence on social channels on which this is possible. While almost all businesses use social platforms like Facebook and Twitter, there are a few others to consider as well; for example, TikTok.

What Is TikTok?

TikTok is a video-based social platform that has exploded in popularity over the last couple of years. What makes the platform so unique is that users can only upload videos that are 15 seconds long. There is, however, an option to edit together multiple 15-second clips into a minute long video. It gained traction among teens because they could upload videos of themselves lip-syncing, doing comedy bits, and dancing. At first, the marketing opportunities on the platform seemed limited. However, the size of the audience simply cannot be ignored:

  • There are over one billion monthly active users worldwide.
  • There have been over 2.6 billion downloads of TikTok since its creation.
  • In January 2021, there were 62 million downloads of TikTok alone.
  • Users spend an average of 52 minutes on TikTok every day.
  • 83 percent of users have posted videos to TikTok.

TikTok’s advertising strategies are becoming more common. Read more here.

Why Should You Market On TikTok?

Advertising on social media platforms can cause numerous issues for users. The user experience can often be disrupted for the sake of the ad. Users on those platforms are often less likely to engage when annoyed by a barrage of advertising. TikTok is different in that ads are almost no different than the regular content posted on the platform. They can’t be longer than 15 seconds and they’ll appear on user feeds just like regular videos do. The user experience is not hurt because of this, as they appear just like other videos.

Why Should You Consider Using TikTok for Your Engagement Group?

Many people do not even realize they’re watching ads (especially if the content created by the brand is of particularly high quality). With this in mind, the following are just a few other reasons to consider using TikTok:

  • Reach younger generations – Younger generations rarely want to follow in the footsteps of their parents, which is why you won’t find a lot of Generation Z users on Facebook or Twitter. Instead, you’ll find them on TikTok, which is where a lot of Millennials are fleeing to as well. If you’re looking for a younger audience, TikTok is where you’ll find them.
  • Multiple marketing options – Despite the platform’s limitations (which were by design), there are still a few ad types that you can choose from, including in-feed videos, branded augmented reality (such as custom filters, stickers, and more), TopView ads (which appear at the top of user feeds), branded hashtag challenges, and sponsored content.
  • Flexible CPM – The cost-per-thousand impressions becomes cheaper the broader your audience is. The more you target your audience, the more it will cost; however, the ads will be more effective at engaging users as a result.
  • A level playing field – TikTok’s algorithm is based on identifying content that’s based on each user’s location, preferences, and viewing patterns. That is why user-created content goes viral so often on TikTok and it is why marketing businesses have a better chance of going viral as well.
  • Better chances of engagement – Outside of the algorithm, TikTok also allows you to go live once you reach a thousand followers. What makes this option particularly effective is that you can see how many followers are currently active so that you can determine when the best time to go live is.

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Tips For Using TikTok To Reach Your Engagement Group

There are some serious benefits to using TikTok; however, your success depends on your ability to leverage the platform effectively. The following are a few basic tips for using TikTok:

  • Know your audience – Develop your buyer personas so that you can more effectively target users that will be more likely to engage.
  • Identify influencers – TikTok influencers often have millions of followers. You can get them to post sponsored content that their users will see.
  • Create challenges – TikTok users love challenges. Branded hashtag challenges are a great way to get people to engage with your brand without being overly promotional. It’s also a great way to generate user-made content.
  • Go live – Going live on TikTok at the right time can make it easier to engage with followers who will drop everything to view to ensure that they don’t miss out.

Leverage TikTok To Reach Your Engagement Group Today

TikTok has a massive audience and is growing significantly year-by-year. Due to the algorithm’s design, companies have a level playing field against other businesses that already leverage TikTok. Just keep in mind that if you focus on creating high-quality content that engages your target audience, the chances of success on TikTok will be much greater.

 

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Video Marketing Ideas: Using Storytelling In Social Media

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Storytelling is one of the most important aspects when it comes of successfully conveying your message to your audience and giving them an idea of who your brand is and what you stand for. While storytelling is something that can be done via all types of content across all platforms, it’s particularly effective in video content on social media. However, coming up with different video marketing ideas that help strengthen your brand’s storytelling can be challenging. The following are a few video marketing ideas that you may want to implement on your social media channels to aid your storytelling efforts:

1. Film Your Customers’ Stories

Telling the stories of your customers is an easy way to get viewers to relate on a more personal level to your brand. When you film the story of your customer, they become the main character, which allows you to demonstrate through their story how you were able to provide a solution to their problems or needs.

2. Tell Personal Stories

Tell your brand’s story by showcasing how your company came to be. For example, you can focus on your owner as the main character and show how they started the business. This is a great way to put a face behind your brand and to make your company more relatable to your audience.

3. Create Fictional Stories

In addition to using the stories of your customers, make up some of your stories. Fictional stories often give you the opportunity to add humor and excitement that real stories don’t always have. For example, you could make the main character a superhero but keep the problem or need the same. If you’re selling a carpet stain removal product, it might be humorous to show a superhero having trouble removing a carpet stain even though you just showed them having no issue at all taking down a bad guy. Just make sure the message is clear and that you end with a strong call-to-action.

4. Film Documentary-Style Videos

Documentary videos give audiences a look into the process behind your company, whether it’s showing the process of working with a client or showing what a typical day at the office is like. It’s a good way to showcase how hard your company is working to help your customers.

5. Provide Behind-The-Scenes Videos

Behind-the-scenes videos give audiences a glimpse into what it’s like to work for your company and into what you and your company are trying to achieve. These types of videos make your brand feel more human as opposed to just being a faceless corporate entity.

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6. Perform Product Walkthroughs

Showing how a product works will be a lot more engaging if you film it in the form of a story. You can do this by establishing a character, showing what their problem is, demonstrating how to use your product or service, and, finally, revealing the result.

Storytelling is an essential part of marketing your brand effectively, and there are few better ways to do it than through video marketing. Use some of these video marketing ideas to enhance your storytelling abilities on social media.

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The Value of Marketing Automation in 2020

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As your organization expands, so will your marketing needs. Trying to keep up with all of your marketing tasks can be challenging. Common tasks include emailing leads, posting content on a regular schedule, responding to questions, and more. Many of these tasks are time-consuming, which can make getting everything done in an efficient manner can be tricky. Because of this very reason, you should consider the value of marketing automation.

The Benefits of Using Marketing Automation

Marketing automation refers to a software solution that automatically completes certain tasks based on your instructions. One thing that’s important to understand is that the value of marketing automation goes beyond saving time. As such, the following are a few examples of why you should consider implementing marketing automation tools:

  • Improve productivity

The amount of time that automation can save will help increase productivity. For example, you can use automation tools to trigger emails based on a lead’s actions. Such actions can include downloading something from your site or filling out a form. Since your marketing team doesn’t have to do these tasks, they can use their time to address more important tasks.

  • Reduce human errors

Requiring individuals to perform repetitive tasks over and over again will increase the likelihood that they will make an error. Such errors are natural when the task is mundane and time-consuming.  Automating such tasks can help remove human error from the equation.

  • Improve scalability

If you’re using automation, then your ability to handle a larger workload won’t be affected. Without automation, your team would have trouble handling a bigger workload (which could require you to hire more personnel).

  • Nurture leads more successfully

Using automation, you can make sure that your customer profiles are kept up-to-date. Automation tools can also help you score leads, thereby improving your sales enablement. Finally, automation can help you personalize engagement more, resulting in more effective lead nurturing.

  • Measure success more effectively

Measuring success is important to ensuring that your marketing efforts result in a high ROI. Automation allows you to monitor important KPIs in real-time. As a result, you can make adjustments to your strategy whenever you need to.

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Marketing Automation Tools You Should Use

There are many types of marketing automation solutions that are available.  The best way to choose an automation tool is to identify what your automation needs are. With that in mind, the following are some of the most popular automation tools currently on the market:

  • HubSpot

HubSpot is a CRM platform that you can leverage for its content marketing automation tools. For example, HubSpot has a workflow tool that lets you create highly customizable conditional workflows. Using HubSpot, you can set up automated email drip campaigns, segment your contact lists, score leads, and more.

  • Marketo

Marketo uses a Lifecycle Modeler tool that lets you automatically source and organize your leads. If you integrate Marketo with your existing CRM, it will use all of your contact data to automatically move your leads through the sales funnel. Additional features include precision targeting with smart campaigns, streamlined lead nurturing, and email marketing automation capabilities.

  • Customer.io

Customer.io is an email automation solution that you can use to create targeted messages based on how your customers interact with your business. The tool also lets you set up trigger actions using a set of predefined rules. Additional features include conversion tracking, customer profiles, in-context conversations, and A/B testing.

  • Userfox

Owned by AdRoll, Userfox is a SaaS automation solution focusing on email automation. The tool lets users set up triggers based on certain events to automatically send emails to their leads. It’s worth noting that the tool is primarily for tech companies.

  • Pardot

Pardot is a B2B marketing automation solution that belongs to the Salesforce ecosystem. Some of its many automation features include progressive profiling, email marketing, lead assignment, lead scoring, and more.

  • Ontraport

Ontraport is an all-in-one marketing and sales automation platform. The solution provides in-depth insight through its Campaign Performance Mode. Additional automation features include email automation, list segmentation, SMS messaging automation, appointment scheduling, trigger campaigns, and more.

  • InfusionSoft

InfusionSoft is a small business automation tool offered by Keap. It allows you to automatically capture and tag new leads, score leads, assign tasks, invoice clients, set up recurring payments, and schedule appointments.

Implement Marketing Automation Tools to Improve Your Marketing Success

Marketing automation tools not only help to improve the productivity of your marketing efforts, but they can also significantly improve their effectiveness. The value of marketing automation simply cannot be overstated. Because of this, you should strongly consider adopting one or more automation tools if you haven’t done so already.

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