VIDEO MARKETING- It's time!

VIDEO MARKETING

How prepared are you for 2018? With the New year around the corner, one thing is for certain - if your business is neglecting video marketing as part of a marketing strategy, it is essential to start now and add it to your marketing toolbox. Video marketing has become the thing to do in business and its time to embrace it!

According to Forbes, adding a video to your landing page can potentially increase conversion by 80%. They also state that a video in an email can increase click-through rate 200 - 300 %. Furthermore, You Tube's mobile video consumption rises by100% each year.

 

Also according to IAB UK/PwC, the spend on video advertising has overtaken banner advertising for the first time. Advertisers spent £699m on video ads (up 46% year on year), whilst spending on banner ads was £685m ( up 2%). 

What are your competitors doing?

Wyzowl statistics show that 61% of businesses who have started using video content, were not using it a year ago. Undeniably VM is the newest addition to your promotional toolbox. But is it Is it really worth adding to your promotional toolbox? The answer is YES. It's versatile, and a highly profitable digital marketing tool. Here's why... 

Video Boosts Conversions and Sales

Videos can generate a lot of revenue. Add a product or service video to your landing page and increase conversions by 80%. In addition, approximately four times as many customers would prefer to watch a video than reading sales content explaining a product. 

Videos lead to direct sales. Research has shown that 74% of users who watch product explainer videos subsequently bought the product. Best start crafting videos now for results. 

The effectiveness of video should not surprise us. Vision is our principal sense and most information transmitted to happens to be visual. Static images boost engagement hugely already. Moving pictures can do so a lot more. 

Video Shows Great ROI

According to 76% of businesses, Video provides a great Return on Investment.  Although video production is not simple or cheap, the pay off is evident. Online video tools are widely available.

Just note- customers are not looking for perfect videos. Research shows that they are mostly put off by videos that fail to explain the product/service adequately rather than low quality or poor design issues. 

Video is like pizza, still pretty good, even when bad. 

Video Builds Trust

Conversions and sales are built on trust. the whole idea of content marketing is based on trust and creating long-term relationships. We need to stop selling and through inbound strategies, let customers come to us via interesting and useful information. 

The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.- Mark Schaefer, Schaefer Marketing Solutions

Video content is engaging and ignites our emotions. If you are looking for powerful content marketing, you need to be serious about video too. Promotional videos can create trust, and dissipate distrust and skepticism regarding a new product/ service. As marketing videos present the products in a conversational form, it gives 57% of consumers more confidence to make a purchase online. 

Google Loves Videos

Video offers a number of advantages.  It increases the time spent by visitors on your website. 

Longer stay = increased trust = good content signal to search engines. 

According to Moovly, a website is 53 times more likely show up first on Google, if a video is embedded. Having videos optimised improved SEO. Add interesting titles, descriptions, and link back to your website, products, and services. 

Video Appeals to Mobile Users

YouTube reports that video consumption on mobile rises 100% each year. As people enjoy watching videos on-the-go, and the number of amount of smartphone users is continuously increasing, the video audience keeps growing.  

Research from Google indicates that smartphone users are; 

• twice as likely than TV viewers and, 
• 1.4 times more likely than computer desktop viewers

to develop a sense of personal connection to brands that show videos or adverts on their devices. Therefore be sensitive to the personal experience given to users on their smartphones. 

Video Marketing Explains All

Videos are great for launching a new product or service. Statistics show that 98% of users have watched an explainer video to learn more. Approximately 45% of businesses have explainer videos on their homepage, 83% of which stated it was effective. Video works well for difficult concepts, particularly animated videos which break through the clutter.

Video Engages Even Lazy Buyers

Video is not only a great learning tool but its also very easy to digest. People do not have time to read long descriptions Also as people prefer to see the product in action, this is ultimately the most important driving force of video advertising. 

Video marketing captures a broad audience and works on a number of levels. With video, you do not only target the eyes but the ears of a potential client also. Your competitive advantage is doubled!

Video Spurs Social Shares

Social platforms encourage sharing videos and promoting video creation with no features.

• Facebook (Live/3600 video) 
• Twitter (Periscope)
• Instagram (Stories/ 60 second videos)
• YouTube 2nd most popular social platform in the world.

Video marketers must keep in mind that people share emotions and not facts. 76% of users state they share branded videos if they were entertaining. Social shares increase traffic to your website. Start creating enjoyable videos!

People share all emotions

Finally...

Video Ads Work Wonders

Click through rate of video ads is 1.84%, which is the highest of all digital advertising forms. the 15 second non-skippable YouTube video advert has a completion rate of 92%. Skippable adverts have a completion rate of 9%. And for a 15-second non-skippable YouTube video ad the completion rate is 92%. For skippable video ads, the rate is 9%.

YouTube video adverts

Video ads are also highly effective on social media platforms. Facebook learned that 74% of the total Ad Recall can be readily achieved within the first 10 seconds of play. Time to switch from banner to video??

Video in Email Campaigns

Ensure videos are incorporated into your email marketing campaigns. Introductory emails with video receive an increased CTR of 96%. Stand out from the crowd and get your message seen and heard!

Conclusion

Video is continually becoming more affordable and widespread. Video production involves creativity and knowledge of human psychology. Combined, they can possibly create real miracles of advertising at a nominal cost. 

Just remember: only the creative survive in video marketing!

Get in touch with any marketing queries you may have. 

Let's elevate your business to the next level.

Contact me on 051 391350.

Entrepreneur Bootcamp - What everyone needs to know to be an Entrepreneur!

Key learning from my First Bootcamp

This course was funded by AIB and was a real blessing to us budding entrepreneurs and start-ups. Our entrepreneurial spirit was definitely fuelled by this in-depth Bootcamp which covered marketing, ideation, and risk. Big thanks to Noel, Muireann, and Phil from the Entrepreneurs Academy. 

Breaking the ice..

The day began with an introductory and we were split into three groups, and we met with three facilitators throughout the day. From the get-go, the pace was fast, exciting, engaging and entertaining. And that's what I particularly loved about the course leaders- their humour and anecdotal tales. Here's some take-home points to help you in your business. 

A day of three succinct parts

Part 1 with Muireann

With her main focus on the marketing of the business, she emphasised the three currencies of getting the customer which were; spending time, money and the customer experience offered. Part of this is really exciting and delighting your customer. Some thoughtful way of adding value can really go the extra mile such as a small token, a card, or to extra small service can really delight customers.  What complimentary service or product can you provide to add 'WOW'?

Part 1: Marketing with Muireann

Marketing Monopoly: How would you allocated €2500, in 5 units of time

Think outside the box!

Three currencies to get your customer- time, money, customer experience

Positive vibes throughout the course! How can we not be encouraged? 

Quick break for a complimentary photo... I'm not convinced it looks like me in the photo, but it is! Anything that is free, I urge all entrepreneurs to grab with both hands. There was a professional photographer on hand to take business photos throughout the day. Wonderful!

    

Part 2 with Phil

We looked at what makes an idea great by simplifying it. An idea must be looked at from all angles, as perception is different from person to person. 

What is important is recency and relevance

People learn differently. Some are visual, auditory, kinesthetic, or read/write. Also, we need to understand that different people have different characteristics, especially when presented with a situation. Pragmatists, activist, reflectors, and theorists all look at things differently and react accordingly to their mindset. We need to bear this in mind when presenting a new product or service to the market.

A balance needs to be found between ideas and opportunity. Ask yourself..

'Is there an opportunity that serves the idea?'

My team and I listed our service and product differentiators. These were key components that make a product great. 

Other important points were:
1. Always being aware of scalability and selling self. We need to assure that we ourselves are fit for purpose at all times.
2. Know your numbers - Being cost-effective means that money saved, is money earned. It is imperative to know our numbers and to know our supply chain, value chain, margins and markup to apply this. If we don't know our numbers, we don't how to save and where. Simple!
3. How we penetrate the market is essential to our business model and growth. Have a plan- always. Ask yourself if your offering is value-focused or price sensitive and price accordingly in terms of features, advantages, and benefits. A Toyota does not offer the same as a Ferrari, but both are drivable. Think Penny's versus Brown Thomas!
3. 3R's of Aftercare : Repeat/ Referral/ Retention

Part 2 with Phil

Part 3 with Noel   
'Sometimes you fail, sometimes you learn - not lose'

Business is a journey and the business model changes with which you must adapt. A business is often born from a passion of the business owner, and it is often family and friends that have fears for you. Do not let fear put you off! Take the risk, especially if it feels right.

Noel repeated the finances aspect again. Knowing numbers were and are, seen as an integral part of a business success. To increase margin, the price needs to be increased or cost lowered or both.

Yes - but what is the other 50% ?? KNOW THE RISK

Take a chance!

With 850,000 spent per hour, 24 hours a day by the Irish Consumer online, we need to embrace the massive opportunity online that exists. 

Finally, they left us with a powerful phrase

'Strength comes from overcoming things you thought you could not do'. 

Get in touch with any marketing queries you may have. 

Let's elevate your business to the next level.

Contact me on 051 391350.

Dream Big 

My Toastmasters Debut 17th November 2017

Last night, I presented my very first Toastmasters speech to the DLS Communicators Group in Waterford. The first speech a new member delivers is known as an 'Ice-Breaker'. So-called as you literally break the public speaking ice! My speech was named 'Dream Big' and I delivered a synopsis of my life in three parts covering my dream, during the dream, and dream maintenance. The dream theme was summarised at the end. 

In my speech, I recalled my dreams as a young girl. My daydreams and night dreams were very much the same. I always wanted to be my own boss. I dreamt of walking down a work corridor with authority and purpose. I saw myself greeting all my employees and smiling at them. It was a busy, happy work environment that I loved being part of and leading. 

My dreams

I recall my dreams as a young girl. My daydreams and night dreams were very much the same. I always wanted to be my own boss. I dreamt of walking down a work corridor with authority and purpose. I saw myself greeting all my employees and smiling at them. It was a busy, happy work environment that I loved being part of and leading.  My parents have their own business, so this ambition possibly stemmed from them.

At school, I was always artistic and a dreamer. I never knew what I wanted to be when I grew up. As time went on, I also became aware of my love for business organisation. For my Transition Year work experience interview, I recall dressing in my mother’s red skirt suit, white blouse and stiletto heels. When I arrived at the school, the teachers gasped at what I was wearing. I tried not to take any notice either, when I met all my school friends dressed in plain, black trousers and blouses. Very neutral, whilst I stuck out like a sore thumb in this rouge ensemble! When the teachers asked what job I was being interviewed for, I confidently replied ‘Managing Director’. They informed me it was not a role that one is interviewed for, so I settled for a senior manager/director role instead.  Following the interview, I exited the building leaving as red as the suit I wore!

This all eventually led to studying Business Studies in WIT, where I achieved my degree in Economics and Finance. However, the lack of creativity within my subsequent financial roles, pushed my dream aside and left me longing. Did I want to fulfil a career in finance? I didn’t think so. And that got me thinking...

The Dream Started…

When the recession began to take its toll, I went off traveling to South America and Australia. It was then I looked within and questioned my career choices. I returned to WIT to pursue a Masters of Business Studies in Marketing. Returning to study was something I never imagined doing again. Particularly as I knew it involved many class presentations. However, it was a worthwhile experience. It turned out that it was quite a successful time for me and I achieved a first-class honour. A step taken towards realising my dream.

I set up my business Efitz Marketing this year with a great vision. A vision of making it big. A large corporate operation and me being the boss. I can still picture the tall buildings, my heels clicking on the pavement as I make my way to the office, meeting clients and reviewing my employees work. Being the boss. 

However, what I have learned was that dreams need maintenance. 

Dreams need goals and I needed steps to achieve my goals. A step I took was that I began writing my goals down since January 2017. Denzel Washington famously said that, “Dreams without goals, are just dreams and they ultimately fuel disappointment”. I can happily say that I have since crossed off a few to date this year and that they fuelled my drive further.

Continual learning and self-improvement were other areas I needed to focus on. I am an introvert person who has had a fear of public speaking. This is a necessary skill required in my line of work which has been holding me back far too long. So here I am today, conquering that fear. Taking the steps. To living the dream.

I’m certain many more steps will be needed to be taken, goals will change and develop. But my dream remains constant.

Just after receiving my Ice Breaker Award

To Conclude

I concluded my speech about my dream, and then broke the dream into stages of before, during and dream maintenance. I found that the dream I dreamt is only the tip of the iceberg, and completely underestimated the work is that required to realise it. For Eleanor Roosevelt stated, 

         “The future belongs to those who believe in the beauty of their dreams”.

For I will dream big, and wear whatever colour suit I want.

Get in touch with any marketing queries you may have. 

Let's elevate your business to the next level.

Contact me on 051 391350.

National Women’s Enterprise Day (NWED) 

12th October 2017 

A closer look at influential female business leaders

 

An evening of strong inspirational ladies in one room was a fantastic experience. Organised by Waterford LEO, this evening was held in the Faithlegg Hotel on the Thursday 12th October for National Women's Enterprise Day.  The schedule was full of female business leaders and motivators such as Irene Queally from Pip&Pear, speaking about their ventures to date. 

National Women’s Enterprise Day aims to, 'inspire, motivate and support women across the country in running their own business'. And that's exactly what they did throughout the country, and particularly in Waterford. 

Warmly greeted by LEO Officer Brid Kirby on arrival, and I was brought to a room where I received my name badge and goody bag. (I love free things). 

Goody Bag

MC Karen Tomkins, Reporter, and Journalist, was an outstanding speaker and kept the audience engaged and connected. The evening flowed nicely with her introductions and questioning the panelist.

MC Karen Tomkins

Linda Coyle was the first speaker of the day, who provided an interactive workshop on 'Connecting with Confidence'. An accomplished speaker and communicative leader, she imparted advice on how to portray ourselves as being fully present, engaged and connected. She advised us prior to speaking, to get a feel for the room and to establish a sense of owning that room. We practiced 'Three circles of Presence', with the objective of being in circle 2. We joked amongst ourselves that we may all need a little more practice at these!

Circle 1: Self and withdrawn

Cirlce 2: Present, in the moment, engaged, connected

Circle 3: Bluff and farce 

Irene Queally of Pip&Pear and ambassador for NWED Waterford,  recounted her quality control standards as her production is outsourced. Being a high-risk category (Babyfood), preparation, quality control and safety are critical in her business. 

Relationships with suppliers,  knowing them on a personal level with continual monitoring and spot checks have been instrumental in ensuring the quality of the product. Relationships were again emphasised, this time with customers as a genuine interest in them is more authentic. 

Grainne Walsh is a lady with a mission. She wants to tap into beer tourism here in Ireland and is now searching for her third location, preferably in the city centre. She is also looking to have legislation changed where they can actually sell a 6 pack and not a 72 pack to visitors. The many hats of an entrepreneur from decision making to the fighting of legislation, were highlighted. I agree with you Grainne- we need to tap into our gut instinct more to make that decision. 

Beth-Ann Smith of The Lismore Food Company strongly advised on buffering prices and how she played price hardball with a supermarket buyer. It's important not to get pricing wrong and it is worthwhile figuring out optimum costings in advance. Getting external advice and help on this matter was highly recommended by all panelists. Collectively they warned to watch out for hidden costs, like POS items and advertising clients may wish you to contribute to. The main points were learning to say no, and to actively listen to the client, and what THEIR customer wants. 

Karen Cottier of Wild Oats Soaps stated that not all hobbies are businesses and to ensure there is a need in the market. She also advised starting gradually. After that, just jump in and get on with it!  Karen also advised to be looking for the next thing, and consolidate what you offer. Planning, being proactive and goal setting are very clear here. As her business got bigger, she took on a more sales and marketing role, whilst still touching base with the operational side (i.e. Soapmaking). Her strong relationship with chief supplier Flahavan's Oats is apparent. This is especially important as the primary ingredient in her soaps is oats. 

The Panel of Female Entreprenuers

Terry Prone, writer, businesswoman and communicator extraordinaire,  was our wonderful and entertaining after-dinner speaker. This lady advocated not doing things that bring you down, take up too much time, or that you're no good at. Her alternative is to JUST BUY IT. One does not have to do everything. My kind of hero. 

I must admit my eyes slightly watered (and I gasped) when she mentioned her morning rising hour of 4am. Something had to give, and that was her social life., Oh the choices... 

I recalled the elastic band trick I once heard when she suggesting snapping this band each time a negative thought creeps in. Other strong suggestions were

• Don't just lean in, but to stand up.  
• Never to state the words, "I just want to say/I feel/ I believe / I think"
• Be affirmative ladies. We need to turn down the volume on negative thinking which is more prominent in women than men. 

Terry was given a Standing Ovulation before, but this time we ladies gave her a Standing Ovation. 

A great evening with admirable people amongst many with a hunger for success and a thirst for knowledge. Looking forward to next year's one already. 

Evelyn Fitzmaurice (Me!) Efitz Marketing

Get in touch with any marketing queries you may have. 

Let's elevate your business to the next level.

Contact me on 051 391350.

Top 30 Store Award - a great testimony

How to have a Strong Social Media Strategy

There are presently 2.8 billion active users on social media. Therefore maintaining an active presence on each platform has become more difficult.    

It has been proven that 1/3 of Millennials prefer to communicate with their preferred brands through social media. But it's more important to get your business seen by your target audience. A strong social media plan creates more brand awareness, increases following, drives traffic to your website and can generate leads through your sales funnel. 

There is no excuse for a brand and business not to have a presence on social media in 2017.

Build a stronger online presence by:

1. Have a distinct Target Audience

Know and understand who your target audience is in order to develop a great digital marketing strategy. This will enable you to reach your audience and you can more easily engage and connect with them. This can be done by developing buyer personas and you can align content to meet their needs. 

2. Have Social Media Objectives

Whether it's to drive traffic to your website, increase engagement or build leads. By having a clear goal, each post or content can be tailored to achieve the goal you have focused on.

3. Create Engaging Content

Engaging content is more shareable. Try offering helpful advice, tips, and expertise,  and thus create yourself as a brand expert and industry leader. This will make you appear more attractive to prospective customers. Be seen as credible, valuable resource who can offer assistance as needed. 

Content that is more engaging has; 

• Live-streaming videos -  Facebook states that people watch three times more live videos than prerecorded. Create a live video of a Q+A session, discuss a recent blog topic, or going behind the scenes at an event.
• Increase images - Posts with images capture more attention than those without. High-quality images that are brand related such as memes, GIFs, infographics, and image quotes make great content.
• Organic video - Organic video on Facebook has a 186% higher engagement rate and are shared 1000% more than videos in other sites. Videos can be used to share content about your brand, answer questions and provide information about your products or services. 
• Use links on social media to drive traffic to your blog. Ensure you use an image from your blog where it will direct users to your blog content once clicked.

4. Be Social

It's called social for a reason, so be sociable. Share content, but also interact with users. Be certain to comment, like and share your followers content. Highlight them in comments. Message customers. Highlight them. Show appreciation for their business. 

These few personal touches offer you an edge whose results will amaze you.

5. Use analytics to test your results

Test your efforts to ascertain what works and what doesn't. Using social media management tools like Hootsuite or Buffer will enable you to access to analytics tools which will generate a greater understanding of content with highest shares which have led to the most engagement - including those that did not.

Conclusion

These simple tips will guide your marketing strategy towards your outlined objectives which can be gaining followers, increasing brand awareness, boosting engagement and generating leads.


For more information on social media strategy and how to devise an optimum plan for your business, contact Efitz Marketing today on 051 391350.