Monday, July 16, 2018
Sunday, July 15, 2018
Saturday, July 14, 2018
Thursday, July 12, 2018
Being one of the most used and searched on the web, we all know by now that video content is here to stay. Today I’ll tell you what it takes to produce great marketing videos (from a short commercial to a whiteboard video). But first, let’s see some statistics:
- The average user spends 88% more time on a website with video
- 60% of consumers will spend at least 2 minutes watching a video that educates them about a product they plan on purchasing.
Let’s dive into it.
What types of video work best?
Educational content (video tutorials / educative and how-to videos)
Let’s not forget the famous article from Bill Gates “Content Is King,” where he says:
“Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.”
This article makes you understand the power of content. Educational videos help in the development of what’s known as EDUtainment, as your brand can become a learning community for your target users. This is content marketing – making people more interested in learning about your product or service, your industry, your area of expertise, than only buying it. It’s your opportunity to craft relevant and engaging content for your audience. As a result, you will not only gain engagement and trust, but you’ll also increase conversions and average time spent on your site.
Commercials with humor
Commercials must represent a perfect balance between entertaining and learning about your brand and its services. There are many resources that you can use to make your video funny and entertaining, and there are lots of explainer video styles.
In advertising, adding a spice of humor to your video content depends on searching for insight. This means finding something funny from everyday-life that your users can relate to and connect emotionally. This insight must be linked to your product or service, so that your users not only remember the fun part but also, who you are and what you’re offering.
Relevant to the audience
Defining your target audience
Before developing your video content, the first step is identifying your audience. Your video must reach your potential customers, through the right message and channels. Three steps that can help you define your target audience.
The first step is, knowing your product. This means asking yourself: what differentiates my product from its competitors? And, what problem does it solve for my audience?
The second step is identifying your target audience. You have to analyze the demographics and psychographics.
Focusing on giving solutions to their problems
Video content should be focused on showing how your product or service makes your customers’ lives easier. People are not willing to read large amounts of information. Just solve their problems, as time is the most valuable thing these days. 79% of consumers would rather watch a video to learn about a product than read about it. That’s why video content must deliver a strategic experience so that the customer can have their problem solved and still engage with your service/product.
How to bring out emotions
Triggering an emotional response is directly linked with sharing the video content we see. Positive emotions, such as excitement and amusement, result in 40 percent more shares. When we add emotional value to our video content it could optimize our search ranking. Still, it’s important to remember that different audiences respond to different emotions. Don’t expect the same response or behavior from multiple target groups. Get to know your audience before telling your story.
Why your video needs to be on YouTube
People spend hours on end on YouTube, and it’s the second biggest search tool after Google – its owner. So if you’re thinking of uploading your video on YouTube, it’s a smart decision! It’s not only easy to use but also low cost. You can develop an audience strategy to increase visibility for a fair price. If you’re still not convinced, here are some eye-catching statistics that can change your mind: a third of all the time people spend online is dedicated to watching video content. According to YouTube, mobile video consumption grows by 100% every year. Here are some essential metrics to measure your YouTube videos.
Keyword relevance is essential when it comes to search ranking. Finding the right keywords means:
- Defining the video’s topic.
- Understanding tags (word tags, multiple-word tags and broad-term tags).
- Understanding the video categorization through keywords.
- Conducting a keyword research process.
All these facts allow you to reach the main objective: driving traffic to your YouTube channel or video. You can use tools like Google Adwords to select the most effective keywords.
Video SEO also includes creating an eye-catching title and a unique video description. Both must be connected to your keywords.
The visual design of your YouTube channel should correspond with your content and brand’s identity. Also, when your viewers comment, it’s a great opportunity to answer their questions and actually engage with them.
You can build your brand’s identity using explainer videos that can adjust to your communication goals. Once you choose an aesthetic and format, it’s important to stay consistent. Remember that every brand has its own visual identity, which should be reflected in your communication. Every successful brand that you know is unique and recognizable, so don’t be afraid to customize your video to match your brand personality.
Generating viewer engagement means attracting, creating and maintaining strong relationships with your target audience. Also, it all leads to customers’ loyalty. Creating engagement is the most important goal for any brand, and video marketing is one of the best ways to achieve that. Explainer videos help to increase user understanding of products and services. They also help to increase sales and traffic to the website. This means getting more engagement than ever before, through video content strategy.
Audience retention is the average time that your audience spends watching a specific video or video channel. YouTube offers an Audience Retention Report that can help you optimize your video strategy.
For effective audience retention you should:
- Ask yourself: what are your main objectives, who is your target audience and where are you going to upload your video?
- Determine your main message. This helps to hold the audience’s attention till the end. Your message should cause impact, be relevant, practical, and direct.
- Start with a hook and end with a call to action. Make an impact right from the start and generate a certain reaction from your viewers. This depends on the objective that you defined for your video.
- Consider “The Noise”: According to Wistia, the noise represents the 2% of the beginning of a video. Most users stop watching the video during the noise phase. The average engagement loss in the nose is highly correlated with video length.
- Focus on video and audio quality. A good quality video is going to retain your users MUCH more than one that just has a clever message.
The video game
Marketing through video is a fun and effective way to achieve engagement, audience retention, and loyalty. Also, it allows you to show the educational, fun, and even emotional side of your brand. While it’s quite a demanding form of marketing, because it has to many things (well-thought, memorable, useful, meaningful,) you don’t have to have Spielberg’s skills to make it work. Practice makes perfect. And the results you’ll get are worth it.
So, what are you waiting for?
The post The Secrets Behind Creating Great Marketing Videos appeared first on GetResponse Blog - Online Marketing Tips.
Wednesday, July 11, 2018
For advertisers, the Google Marketing keynote is a hotly anticipated annual event where we get to hear about all of the new features coming up in Google’s suite of marketing tools. It’s also a great indicator of what’s top of mind for Google, and what betas you can expect to roll out (or bug your Google rep to let you into early).
Yesterday’s presentation kicked off with consumer trends, then covered improvements and launches across a range of Google ad platforms. Throughout the event we heard data control and privacy come up often, reminding us that privacy is still a major theme of 2018. And while professional paid media managers may have found the keynote a bit of a bore, there were some decent things to get excited about too.
If you don’t have an hour to watch the full recording, read on for our key highlights (or skim ‘em, if that’s more your thing).
AdWords is no more
Whoah whoah, don’t panic. The ad platform that you know and love (and rely on for your business) is still intact. In fact, if you follow PPC news or read the Google Ads blog, you probably already heard about the shift from Google AdWords to Google Ads that’s coming at the end of this month. Like the old Google Ads interface, you’ve probably already forgotten about ‘AdWords’, right?
What’s actually changed?
Here’s a breakdown of what this rebrand means, and what terms to use so you sound smart in front of your boss and clients:
- AdWords will become Google Ads.
- DoubleClick and Google Analytics 360 will now be combined into Google Marketing Platform.
- DoubleClick Search is now Search Ads 360.
- The rebrand becomes official July 24th, 2018.
Page speed is critical (and more visibility means more control)
We recently shared that we’re close to launching a beta program for Accelerated Mobile Pages at Unbounce, and that page speed is a top priority for us as a leading landing page builder—so naturally we were nodding along yesterday morning as Anthony Chavez, Product Management Director at Google Ads, explained the impact that page speed can have on conversion rates.
Chavez opened his speed segment by reminding us that:
“even the best ads may not perform if your landing pages aren’t up to par, especially on mobile.”
Chavez admitted that landing page speed is often a lower priority for advertisers, who are focused on optimizing keywords, bids, and ad copy. When that’s not enough, “one of the best ways to get better performance on mobile is to improve the speed of your landing pages,” says Chavez. And we couldn’t agree more.
This is why we were giddy when he announced that Mobile Speed Score is now available in Google Ads. Mobile Speed Score is a new score telling you how fast your ad’s resulting landing pages are. This score is on a ten-point scale (ten being the fastest) and includes secret-sauce factors visible to Google—like the relationship between your mobile landing page speed and conversion rates. Plus, it’s updated daily, so you won’t have to wait weeks to figure out if your speed optimizations are working for you.
Since it’s a column built into your Google Ads account, you’ll be able to sort and filter the landing pages that could use some love. You can find this new column in the Landing Pages tab of your Google Ads account:
Chavez went on to suggest using AMP landing pages as a “powerful and easy way to supercharge your site speed,” something we can definitely agree with. By using AMP landing pages together with Mobile Speed Score, you’ll be leaps and bounds ahead of your competition.
Search ads are going responsive
For a while now Google has been integrating machine learning and automation into its ad platform, and it looks like the future is no different. Much like last year’s launch of Smart Display campaigns, Google dedicated quite a bit of time to explaining Responsive Search Ads. However, this may not come as news to you as the Responsive Search Ads beta has been available to many advertisers for months already.
Similar to how Smart Display campaigns combine images with text on the fly, Responsive Search Ads combine headlines and descriptions from variations you’ve inputted to create an ad that’s deemed “most relevant to the searcher.” Ideally this means your ads will be more catered to each user and query, instead of serving up a rotation of generic ads.
This is a step forward in more personalized search results, but also means less control for advertisers, and makes it complicated to test ad copy. One big benefit, however, is that these ads can show up to 90% more copy than Expanded Text Ads, meaning you take over more real estate on the SERP. If this is the future of search ads, SEOs should be worried.
Your ad could show up to three 30-character headlines (vs. just one) and two 90-character description lines (compared to one 80-character description line). And PPC-er’s seem to be on board with this extra space, with the reaction mostly positive, if not a little hesitant:
— Mary Hartman (@PPCHartman) July 10, 2018
— Glenn Schmelzle (@heyglenns) July 10, 2018
Also, if you still prefer man over machine, you can continue to use Expanded Text Ads in your campaigns.
Even more assorted product updates & improvements
Better cross-device tracking
Tracking users across devices has always been a pain for paid advertisers, but this has been improving over the years. Google reaffirmed its commitment to solving this pain by announcing cross-device reporting and remarketing in Google Analytics (to what sounded like the largest applause of the keynote).
Applause in the room for this: first time advertisers wil get cross device reporting AND remarketing in Google Analytics. "Be able to take action based on comprehensive view of customers" — Available now. #GoogleMarketingLive pic.twitter.com/5oAMuTJwV4
— Ginny Marvin (@GinnyMarvin) July 10, 2018
Finally we will get Cross Device reports from Google Analytics! #GoogleMarketingLive
— Jack Nolan (@Jack_Nolan) July 10, 2018
Google Shopping updates
If you’ve ever launched Product Listing Ads (PLAs) on Google Shopping, you know that it can be a whole other beast. Starting this year, Google will be rolling out Automated Feeds which create a feed by crawling your website (no more troubleshooting feeds). Keeping with the theme, Google also talked about the recently launched Smart Shopping campaigns that automatically optimize around a goal.
— Kirk Williams (@PPCKirk) July 10, 2018
These changes will make PLAs a lot more accessible to advertisers, but oppositely could increase competition for those of us already advertising on Google Shopping. In fact, Smart Campaigns will soon be integrated with Shopify, meaning Shopify merchants will be able to manage their Smart Shopping campaigns without leaving the platform. This reduces barriers for the 600,000+ Shopify users that may have been previously intimidated by the Google Merchant Center.
Updates to YouTube
On the video side of things, Google announced that later this year they will be bringing a new option to TrueView for Reach ads. In addition to a call to action button, the new Form Ads will allow you to collect leads through a form directly on the ad. Because we didn’t see any examples of how these would look in the wild, I’ll say it sounds like this feature won’t be released very soon. For now though, I can guess it will be something similar to Facebook’s Lead Ads, maybe even more simple.
They also kept YouTube on the machine learning bandwagon, announcing Maximize Lift Bidding. They describe this as a bidding strategy to help you “reach people who are more likely to consider your brand after exposure to an ad.” Google added a bit more context to this feature—currently in beta—on its blog, saying, “it automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.”
We’ll have to wait until it rolls out officially later this year to learn even more.
Machine learning for small business
If you run a small business, Google used a small slice of the keynote to remind you that you’re still an important customer. They announced the upcoming launch of something called Smart Campaigns, and—you guessed it—it involves machine learning. Google Ads is a sophisticated platform, but can still be intimidating for a small business, or a non-marketer.
Using information scanned from the company’s website and their Google My Business listing, the Smart Display campaign automatically generates ads on both search and display. The goal is to get small business owners up and running with ads as quickly as possible and to help them overcome the learning curve that can come with online advertising (or the cost of hiring an agency). After launch, the campaigns automatically optimize themselves.
Going further, the campaigns automatically generate quick and simple landing pages for small businesses, for when you’re running without a website. While these landing pages include super basic information like your location and phone number, you don’t get any control over brand messaging or even the images that get selected.
As a paid advertiser by trade myself, I’m wary of handing this much control over my ads to Google’s machine learning, but that doesn’t mean this can’t work for a small business customer. The audience for Smart Campaigns is an advertiser starting from scratch (as in, no website-from-scratch) so there would be no historical performance to compare to.
What all these updates mean
While not everything was technically fresh news at this year’s Google Marketing Live, we still had some interesting key takeaways.
What stood out the most to us at Unbounce was the critical need for fast landing pages, especially on mobile. Undeniably though, the strong thread throughout the keynote was the shift toward machine learning.
My prediction is that—over the coming months and years—Google will shift to more and more “Smart” features and campaigns until eventually machine learning becomes so intertwined that we drop the “Smart.” I’m not quite ready to give Google the wheel on all of my ad copy, bids, and optimization just yet, but I’m curious to see the data and hear the results as we move into this new era of online advertising.
Original Source: Google Marketing Live: An Advertiser’s Take on the Highlights