Mugatu is onto something ...
According Content Marketing Institute’s 2018 B2B Content Marketing Report, 72% of B2B marketers use pre-produced video content, 17% use video live-streams, and 4% create documentaries or short films. Combined, this makes video one of the hottest types of content among B2B marketers.
And it’s not without results, either. Video marketing boasts some impressive stats, including:
- Marketers who use video grow revenue 49% faster than non-video users. - Aberdeen Group
- Video drives a 157% increase in organic traffic from SERPs. - Brightcove
- Embedding videos in landing pages can increase conversion rates by 80%. - Eyeview Digital
- Social video generates 1,200% more shares than text and images combined - Brightcove
- 51.9% of marketing professionals name video as the type of content with the best ROI - HubSpot
It seems like a no-brainer, right? But like with most things in marketing, it’s knowing where to start and what to create that’s the hard part.
As with any marketing tactic, you want to choose the right content type and style to engage and nurture your audience. Plus, the content you create needs to align with and support your marketing goals—video is no different.
To help you figure out how to get started with video marketing and how to incorporate it into your integrated marketing mix, we’re breaking down the many types of videos for marketing and when to use them.
The name implies it all—these videos are short, sweet, and meant to give audiences just a glimpse of what’s to come. More specifically, teasers are short videos that promote other content, services, products, or events and generate excitement or interest in them. At no longer than 10-30 seconds, this means you have to do your best with the time given to you through high-energy language, fast-paced content, and plenty of information; motion graphics are an especially great teaser format.
Teasers are great for generating excitement and are very short in length, making them a great fit for social media promotion, where you’ll be looking to generate buzz for an asset (i.e. eBooks, podcasts, infographics, blog posts, webinars). The biggest thing to remember about teasers is that they need to have a call to action that promotes another piece of content. The goal of a teaser is to spur action in an audience, whether that’s registering for a webinar, downloading an eBook, or listening to a podcast episode.
Length: 10 to 30 seconds
Where to Use It: Paid and Organic Social Media
Best Assets: eBooks, Podcasts, Infographics, Blog Posts
Example: LinkedIn Marketing Solutions*, Secret Sauce eBook
2. Trailers & Previews
Trailers and previews are another type of short video content. However, where trailers differ from teasers is that a trailer actually features a sample of the content its promoting. For example, a teaser might use new visuals and graphics to get people excited, but a trailer will actually feature a preview of what’s to come. Just take a look at movie trailers—most of them show you scenes directly from the film.
If you’ve already created the content, you’ve already done most of the work for a trailer or preview. Just take content included in your videos, infographics, eBooks, and other assets and edit them into a trailer format that gets people interested. While trailers perform well on social, they’re also a great addition to landing pages as landing page videos have been found to increase conversions by 80% or more. Depending on where you’re planning to have this content live, decide if and when a CTA is appropriate.
Length: 30 seconds to 2 minutes
Where to Use It: Paid and Organic Social Media, Landing Pages
Best Assets: eBooks, Podcasts, Long-Form Video, Infographics
Example: Eloqua, Journey to Modern Marketing
We’ve already covered videos that are used to promote other pieces of content—teasers and trailers. But what about when you have a standalone topic you want to cover in a video? Maybe you want to create a tutorial on how to use your software or educate your audience on how to launch an employee wellness program. This type of marketing video is called an explainer. Explainers are original pieces of content that educate and inform the audience on a subject.
The best explainer videos focus on appealing to an audience’s curiosity by answering common questions or solving popular pain points. In providing useful and compelling information, the video helps add to your brand’s authority. As a video that can stand on its own two feet while offering helpful advice, explainer videos can make a great complement to a power page or blog post. They also perform well on social channels as it’s a quick and easy way for you audience to absorb a lot of information. And because all of the value is within the video itself, explainers typically don’t have a call to action. But again, depending on where you plan to have this content live, make a decision on if a CTA makes sense.
Length: 30 seconds to 3 minutes
Where to Use It: Paid and Organic Social Media, Power Pages, Blog Posts
Example: Slack*, “So Yeah, We Tried Slack”
4. Video Essays & Companion Videos
Can you cover a topic in-depth in under three minutes? When you need to dive deeper than an explainer video allows, video essays are the perfect type of video to turn to. Video essays are original, long-form video content that explores a subject in-depth. A good video essay might be an 8 minute discussion that covers your thoughts on new changes in the market or new trends like cryptocurrency.
Because of their length, video essays are the perfect place to showcase your brand’s thought leadership and expertise through education and entertainment. In covering all sides of an issue or topic, you have more opportunity to demonstrate your knowledge, improving trust and credibility among your audience. Jam-packed with valuable information, video essays are a great addition to power pages, blog posts, and social media channels.
But what if you’ve already covered the topic in-depth for a power page, blog post, or eBook? Should you still make a video essay? The answer is yes as 59% of executives say they would rather watch a video than read text. Given this information, your video essay could perform better than your existing content in terms of generating leads or strengthening engagement. In this situation, take your existing eBook, blog, or power page and turn it into a video essay, giving your audience an alternate channel to consume your content.
Length: 1 minute to 10 minutes
Where to Use It: Paid and Organic Social Media, Power Pages, Blog Posts
Example: HubSpot, What Is the Difference Between Augmented Reality (AR) and Virtual Reality (VR)?
Your Directorial Debut
Video is rapidly becoming the preferred way to consume content for many audiences with 82% of all web traffic expected to be video by 2021. If you’re not making videos as a part of your content marketing strategy, you could be missing out on an enormous opportunity to improve your organic traffic, landing page conversions, social engagements, and more.
And to make sure your videos are helping you reach your marketing goals, it’s important that you select the right types of marketing videos and content they will support. Using the guide above, you’ll be able to pair your video and content together in a way that fuels results.
Video can be time consuming to strategize, produce, and distribute. To help you become a more efficient and effective video marketer, check out our additional tips, examples, and guides:
- How to Get Started with Video Content Marketing (Without a Blockbuster Budget)
- Camera Shy: 7 Tips for First-Time Video Marketers
- Report: What Marketers Need to Know About the ‘State of Video Marketing’
- How 7 Brands Connect With Audiences Through Long-Form Video Content
*Disclosure: LinkedIn Marketing Solutions and Slack are TopRank Marketing clients.
The post How to Select the Right Type of Video for Your B2B Marketing Goals appeared first on Online Marketing Blog - TopRank®.Read More »
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Digital Marketing Spotlight: An Interview With Ursula Ringham, Head of Global Influencer Marketing, SAP
They say curiosity killed the cat, but in Ursula Ringham’s case, curiosity is her special gift—both personally and professionally.
“I’m a fiercely curious person who loves storytelling,” Ursula told me. “I guess it’s my hidden talent; I can strike up a conversation with a stranger and get them to tell me their full life story. I’ll talk to anyone. I want to know people and how they think.”
Her curiosity and “love of story” have guided her throughout her marketing career—from early positions at Adobe and Apple to self-publishing a thriller novel to her latest role as Head of Global Influencer Marketing at SAP*.
“I’m no millennial, but I have the millennial mindset,” she says. “You have to go after what you want. You can’t let fear decide your future. And I know if I put my mind to something, I can do it.”
As influencer marketing booms and social media marketing experiences a quasi midlife crisis, I sat down with Ursula to talk misconceptions, tools, and tips on both marketing fronts.
Q&A with SAP’s Ursula Ringham
1. Tell me about yourself. How did you come into the digital marketing space and eventually join SAP?
I was in the right place at the right time. As you know, I worked at Adobe and Apple, so I had a career in high-tech early on. I actually left Apple right before the first iPhone came out, and I stayed at home with my kids for about eight years.
When it was time to get back in, honestly, no one would hire me. They’d say: “You have great experience from back in the day, but you can’t compete.” Things had changed.
But even when I was at home, I was always doing something—I did some consulting and also worked on my passion for writing. That’s when I wrote and self-published my thriller novel, “Privileged Corruption.” I took creative writing classes, attended conferences and events when I could—and this is still something I do today; attend events to continue to develop because I still have several books in me.
Then in 2012, I was talking with a girlfriend and she said she needed someone to write customer success stories. And while I didn’t have the exact experience, I could write and I thought: “I can do anything if I put my mind to it.”
So, I got a job as a contractor; someone took a chance on me. And that someone was at SAP.
2. You have extensive experience with social media. What have you found to be the universal truths of social? (The things that stay the same no matter what platform or algorithm changes occur.)
Authenticity and storytelling; you need to own your brand—but you need to do it strategically.
As an individual on social or through your brand channels, you need to share the truths about who you are in a way that connects with your audience.
For me, these are the “five truths” I share with my following:
No. 1: My work.
Tell a story that enables people to come with you on the journey. Your audience doesn’t want to hear that your company just released a new product or service. They want to know how you’re solving problems or making a difference.
No. 2: My family.
I don’t give every detail here—just sprinkle some things in. This is how people see a different side and get to know me. You have to give something personal.
No. 3: My passion.
You have to share something you love. Dogs, skiing, Star Wars, poetry—the list goes on. Share something you’re passionate about because you’ll be able to form connections with people who have the same passions.
No. 4: Sports.
Whether you’re a sports fanatic or simply tolerate them, it’s something everyone can connect with and discuss—whether it’s your child’s little league baseball game or the NBA Finals.
No. 5: Third-party voices.
It could be an article from my favorite journalist or the latest commentary on the royal wedding. The point is to share things that you and your audience find interesting.
The bottom line here is: Be authentic. Be yourself (or your brand). But be strategic.
[bctt tweet="As an individual on #socialmedia or through your brand channels, you need to share the truths about who you are in a way that connects with your audience. - @ursularingham" username="toprank"]
3. What do you think is most misunderstood about influencer marketing?
For one, people often think that influencer marketing is all about celebrities hocking a product. It’s truly not about that—especially in the B2B realm. It’s about highlighting experts who have real experience on the business challenges a brand’s audience faces.
Secondly, it’s not always about the number of followers or connections an influencer has. Some people think: “Oh my God. We have to work with this person. They have a million followers.” Your influencers have to be able to relate to your audience and that skill isn’t necessarily determined by a large following.
Thirdly, influencer marketing is not a one-and-done tactic. You want it to be for the long haul, so influencer relationships are everything. You need to dig deep to learn who your influencers are and the expertise they bring, and build a relationship by consistent and thoughtful engagement.
Lastly, influencers can be found within your own company. Your employees can be influencers. People often forget this. You can and should combine internal and external influencers.
4. What’s one “influencer marketing must” that marketers often overlook?
You must have a call to action. What’s the point? What’s your end goal? How are you defining success? Where are you sending them?
Whether your goal is brand awareness or lead gen, if you’re telling a story that has people on the edge of their seat, you need to give them a natural next step to continue their journey.
[bctt tweet="Regardless of your goal, if you’re telling a story that has people on the edge of their seat, you need to give them a natural next step to continue their journey. - @ursularingham #InfluencerMarketing" username="toprank"]
5. Let’s say you’ve run into a long-lost marketer friend who’s considering working with influencers. Where do you tell them to start? What do you tell them to be cautious of?
The main thing is: If you want to succeed, you have to be in it to win it. You have to be on social media, you have to be engaged, you have to follow influencers, you have to engage with them, and you have to read, watch, or listen to their content. And all of this is before, during, and after you reach out for the first ask.
When it comes to vetting who you want to work with, start by digging into their social channels.
Twitter is a great place to learn about the topics and types of content they’re interested in. LinkedIn is great for this, too, but that’s where you can really vet whether they have the expertise and background to make a partnership a good fit. Facebook and Instagram are where you can see if you really want to work with them since you’re typically able to see more personality there.
As for something to look out for, as you’re viewing their social posts, see if they’re just sharing the same things on every channel. A post on Instagram with 10 hashtags will not work on Facebook. Every channel is different and if you keep seeing the same post, it’s like: Where are you? Where’s the authentic side?
Finally, you should be very selective on who you work with. You need to make sure they’re a good fit. Sometimes I’ll actually reach out to a mutual connection or a colleague at a different company to see if they’ve worked with an influencer before and get their read on them.
[bctt tweet="If you want to succeed at #influencermarketing, you have to be in it to win it. You have to commit. - @ursularingham" username="toprank"]
6. Where do you think GDPR and data privacy as it relates to social media and influencer marketing will have biggest impact on how brands engage? (What do brands need to consider?)
GDPR is going to be the stake in the ground for all data privacy—bar none. As GDPR kicks off, we’ll start to see lawsuits and controversies in the news and people will become increasingly aware and engaged. In the U.S., we’re already becoming more aware of data privacy issues, especially after Cambridge Analytica.
But bottom line, GDPR will be really important. And as a result, our influencers will become even more important and valuable. They’re going to be our trusted brand ambassadors; our trusted voices. They’ll be a huge asset because people don’t trust brands outright—they trust people.
[bctt tweet="In light of #GDPR, influencers will become even more important and valuable. They’re going to be our trusted brand ambassadors; our trusted voices. - @ursularingham #InfluencerMarketing" username="toprank"]
7. What’s in your social media marketing toolbox? (What platforms, tools or best practices are your must-haves for success?)
On the personal front, I’m on Twitter, Facebook, Instagram, and LinkedIn. A key best practice for me here is tailoring the content and the messaging for each platform because my audience is different for each.
In addition, I post in the moment, every day. Authenticity is important, so I rarely use scheduling tools.
Now, for the brand marketers out there, you absolutely need a social media scheduling and management tool. You need help. And there are so many tools out there like Hootsuite or Buffer, but do your research and select one that meets your brand’s needs from a management and budgetary perspective.
8. How about your influencer marketing toolbox?
Brands engaging in influencer relations and marketing need a tool to help organize, identify, and manage relationships with influencers. A spreadsheet won’t get you very far. Tools can help you keep up with what your influencers are doing and sharing, so you can regularly engage and continue to build relationships.
9. Finally, what are you most excited for in your new role as Head of Global Influencer Marketing for SAP?
Building a world-class influencer program that helps SAP become a Top-10 brand. And we’ll do it through innovative storytelling. We make incredibly innovative products, so we need to tell our stories in innovative ways. And working with influencers will help us do that.
I love pushing the envelope. I love innovative content. And I’m excited about what can happen when we think a little differently.
10. Any final words for other marketers out there?
In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with.
Finally, embrace curiosity, think and do things differently, and embed yourself in your craft if you want to innovate.
[bctt tweet=".@ursularingham's message to #marketers: Embrace curiosity, think and do things differently, and embed yourself in your craft if you want to innovate." username="toprank"]
Ready to Take the Influencer Marketing Dive?
As Ursula so eloquently said, in order to succeed at influencer marketing, you have to be in it to win it. You have to commit. So, why not start with immersing yourself in influencer marketing tips, tactics, and strategies.
Check out some of these helpful posts to get you more in the know and help you make the leap:
- 6 Top Marketing Challenges Solved by Influencer Content
- Death of Facebook Organic Reach = New Opportunities for Influencer Marketing
- 7 Influencer Marketing Trends That Will Rule 2018
- 5 Examples of Influencer Marketing in Action Across the Full Customer Journey
- How to Succeed at B2B Content Marketing with More Credible Content
- 3 Reasons B2B Marketers Need Optimized & Influencer Activated Content
Disclosure: SAP is a TopRank Marketing client.Read More »
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Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Snapchat Lens and Location tools with Shaun Ayala and other breaking social media marketing news of the [...]
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Conversion Marketing and Landing Page Optimization: Don’t overlook the center of your marketing investment
Don't lump landing page optimization into conversion marketing. Read on for an explanation of why LPs are essential to modern marketing, and a specific example of what happens when you overlook LPO.Read More »
Digital Marketing News: StumbleUpon’s Swansong, #Hashtags vs. @Handles, & Google Review’s Anonymity Revamp
StumbleUpon Shuts Down After 16 Years
StumbleUpon announced that it will shutter its content discovery platform at the end of June, 2018, ending a 16-year run that saw over 40 million users link to some 60 billion Web locations, with user accounts now moving to Mix.com, co-founder Garrett Camp’s new discovery service. Search Engine Journal
Google Dropping Anonymous Local Reviews?
Google may be moving to end anonymous reviews for its Maps and Local Business offerings, or to remove their star rating impact, according to a Search Engine Roundtable report. Search Engine Roundtable
Twitter looking to expand its programmatic offerings with Timeline Ad network pilot program
Twitter has begun seeking publishers for an expanded programmatic ad network that would allow timelines embedded on network partner sites to feature ads, the company noted on its revamped Twitter Timeline Ads Pilot site. Marketing Land
Get Woke: Time Spent With Media Approaching Total Awake Time
The amount of time consumers spend with media daily is expected to eventually fill nearly every minute not spent sleeping, according to new forecast data from Publicis’ Zenith unit, with North America topping the rest of the world. MediaPost
Pinterest is Growing Faster than Twitter and Snapchat, and Offers Significant Opportunities
Pinterest has grown its substantial user base faster than Twitter and Snapchat, a growth rate detailed in a new Mary Meeker Internet Trends report highlighting Pinterest's opportunities for marketers. Social Media Today
Snapchat launches its first Lens that reacts to sound
Snapchat has rolled out its first image filter lens that reacts not only to visual input but also to sound, opening new avenues to marketers. Engadget
Marketers’ newest shiny toy: GIF stickers
Instagram and Giphy have partnered to expand custom animated sticker GIFs, which are available for Instagram Stories and Snapchat libraries, including expanded tracking mechanisms for marketers. DigiDay
Facebook's size no barrier to deals in new areas: executive
Facebook sees no antitrust-related barriers to future large acquisitions should the social media giant wish to enter new markets, chief operating officer Sheryl Sandberg said Tuesday. Reuters
Quora launches native image ads globally
Quora has expanded its image ads for mobile and desktop worldwide, after tripling its advertising base since last year, announcing that the question-and-answer site now has over 1,000 ad partners. Marketing Land
Consumers Respond To #Hashtags, Not @Handles
Hashtags have been more effective than brand handle mentions among social media consumers, according to new report data from Digimind that also examines global marketing trends. MediaPost
ON THE LIGHTER SIDE:
A lighthearted look at shifting priorities, by Marketoonist Tom Fishburne — Marketoonist
Here are some of the funniest reactions to GDPR — Recode
What Amazon would’ve looked like in the 1980s — Co.Design
This is What Happens in an Internet Minute [Infographic] — Social Media Today
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Ashley Zeckman and Lee Odden — Top 2018 Influencers That Might Inspire Your Inner Marketer — Whatagraph
- Lee Odden — The Role of Content: Is Building Awareness & Driving Conversion Enough? [Podcast] — Converge
- Lee Odden — 5 SEO Questions with Lee Odden; Pro Content Tips for Mom and Pops — SEMrush
- Lee Odden — 33 Quotes to Reignite Your Marketing Spark — Hatchbuck
- (TopRank / Stephen Slater) — A Detailed (Step-By-Step) Look at Effective Ecommerce A/B Testing — BigCommerce
- (Content Marketing World) — The Ultimate Guide to Conquering Content Marketing – #CMWorld 2018 — Content Marketing World
We hope you'll join us next week for a fresh look at the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.Read More »