Old Marketing Methods: Don’t Waste Your Time

Old Marketing Methods have given way to new search and buying trends

In the past, businesses used old marketing methods because they were the best way to advertise – in the Yellow Pages, newspapers, or other traditional advertising sources. Nothing could offer the kind of convenience and reach to potential customers compared to a highly visible and well-placed Yellow Pages listing, or newspaper ad. However, everything has changed drastically.

The fact is, the world is rapidly transforming from analog to digital. People now consume more digital contents on a daily basis, on their smartphones, tablets, and desktop PCs at work, just to mention a few. Online marketing/digital marketing is the real deal in this century. Having an online presence is now essential for each and every business or brand.

Are traditional means of advertising dead?

As a matter of fact, the advertising model embracing the media of old marketing methods (newspapers, Yellow Pages, and other traditional forms of advertising) basically doesn’t appeal to today’s consumer.

old marketing methods

Copyright 2017 Bill Keene Inc

Nowadays, the first point of call for a customer before doing anything is to search online.

Before making any purchase, buyers try as much as possible to gather more information about the product or service online, from the comfort of their home, or at work. Not only do customers find online search convenient, but they are also able to gather more information compared to the streamlined information provided by newspapers, and the Yellow Pages.

What causes this?

A recent study revealed that commercial purchases now utilize online channels both for making research and purchasing. Online channels have now surpassed more traditional buying channels. Some of the reasons for this include:

  • Easy experience

Buyers want a simple, easy, and convenient shopping experience. The only way this can be achieved is through online channels. With a quick online search, buyers are able to either get or learn what they want as quickly as possible rather than having to spend a lot of time searching through the Yellow Pages or newspapers.

  • Full product descriptions

The search for a full product description has influenced more buyers to use online searches. Online videos are often viewed to get specific features and benefits. Buyers now also seek full product descriptions, specification sheets, and instruction manuals. They also want related questions about the product, reviews, and other helpful information. All these are some of the advantages offered by online searches that remain unmatched through traditional means.

  • Mobile Friendly Websites

What purchasers want is a straightforward and intuitive experience they can easily navigate through while shopping, and not some bulky paper listings. This has brought about the development of mobile-first e-commerce providing shoppers with an easy-to-navigate shopping platform, whereby they can do research and place an order anytime they find convenient be it at nights, during the holidays, on weekends, and so forth.

  • In-stock Inventory

Furthermore, buyers want product listings to be up to date, and also have an idea about when the product is available for pickup. Online listings are usually up to date as compared to newspaper, or Yellow Page listings.

What is the way forward?

As of 2013, about 81% of buyers conducted online research before making purchases. 60% start by making use of a search engine to find the products they will like to purchase, and 61% will read product reviews before making any purchase. Certainly, over three years later, these would have only increased. On average, consumers usually go as far as visiting up to three online stores prior to making their purchase.

Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov.

It is time various business organizations and brands abandon old marketing methods and begin to incorporate digital marketing more. Companies of varying sizes should not waste their money on Yellow Page advertising. Business organizations can meet the information and shopping needs of their various customers, and in the process, benefit from increased deals and sales.

The outline for achieving your business objectives lies in your online marketing strategies. You have to be flexible and versatile enough to make proper adjustments and adequate changes necessitated by the environment to effectively attain your goals. Business owners need to focus more on their online marketing and digital marketing strategies. In other to achieve this, your business or brand will need an online presence, a website friendly to search engines, an active social media campaign, and lots more.

We can help.

Video Marketing Weekly from Penrose Productions 2/7/17

Here’s this week’s edition of our Video Marketing Weekly.

video engagementWe’ve gathered these articles, blog posts, etc. from around the web from the past week. And since viewer engagement in 2017 is going nowhere but up, there’s no shortage of great articles out there.
In fact, the lead article for this week’s compilation of articles from around the web is one titled “How to Use Video Content to Accelerate User Engagement.

The article gives us a look at how much video helps with online marketing. In fact, it says that “landing pages featuring video content increase engagement by 80%.”

Wow, who wouldn’t want that kind of increase in viewer engagement?

Although the numbers are amazing, it comes down to one point, if you aren’t using online videos, your viewer engagement is suffering.

 

Please be sure to check out this article and the many other articles from the past week and see what you think.

There are several other articles listed that can help with your video marketing strategy and approach. We would love to get your opinion on any of the articles curated in this week’s edition. And if we can help you in any way with your online video marketing, just give us a call.

At Penrose Productions we are very happy to share this collection of articles to help our customers and others be better informed in the arena of video marketing. Why not consider subscribing?

For help with your video advertising strategy (and to create that semi-viral video that you’ve always wanted) give us a call at Penrose Productions: 650-969-8273

YouTube Marketing Videos for STMicroelectronics

YouTube Marketing to the max with the folks at STMicro.

When we see our videos being used heavily in YouTube marketing it truly gives us a warm tingly feel up our leg (with apologies to Chris Mathews). And that’s exactly what happened with the recent shoot and edit we did for STMicroelectronics at their recent Developers Conference at the Santa Clara Convention Center.

During the conference we had multiple crews traveling around to capture interviews, demonstrations and presentations as arranged by the client. The folks with STMicro were a joy to work with as they were extremely organized and very helpful in capturing the important parts of the conference.

YouTube marketing

Creating a series of videos for YouTube and other purposes was the goal for capturing the various aspects of the conference so thoroughly.

As our crews worked seamlessly (but on a tight schedule) they floated from one event or presentation to another in order to meet the need of our client for their YouTube marketing needs.

Here are a few of the efforts that currently reside on the STMicro YouTube channel as a result of our efforts:

From an efficiency point of view for their YouTube marketing, the strategy was brilliant.

Because they had the many presenters available in one place at one time, their YouTube marketing efforts were maximized for the dollar.

Stay tuned for more videos used in YouTube marketing…

 

Facebook Videos for Marketing

Can Facebook videos be used along with YouTube and other platforms for marketing?

Video marketing involves knowing where your audience spends most of its time and knowing how to tap into that audience. In the age of social media, Social media platforms are numerous, but your potential customers probably favor one or two over the others. if you are a business that has clients who frequent social media platforms (and that’s almost everyone nowadays) you need to be sure to reach them where they hang out.

This is particularly true in the area of video marketing.

For example, you shouldn’t be posting Facebook videos when trying to show off your product or service for industrial uses. Your target market does not look there for what you have to offer.

facebook videos or youtube

One of the most successful video marketers is Gary Vaynerchuk, who has succeeded wildly with his videos where he tastes and recommends (and coincidentally – not! – sells) wine. He points out in his article that if you want to do Facebook video marketing, you need to embed your videos directly on Facebook.

If your customers hang out on Facebook, you need to take this advice to heart.

That is because the Facebook video algorithm for which videos they will suggest and show actually strongly favors those who stay on Facebook. Facebook does not look kindly on links YouTube videos posted on their pages. Instead, they favor Facebook videos posted directly on their platform. Those are given a higher preference than any other metric – images, outbound links, status updates etc. This change allows Facebook to keep users on its platform instead of sending them away to YouTube etc. for viewing videos.

So if you want your video to get exposure and possibly go viral, you need to upload Facebook videos directly to Facebook rather than link to videos off that platform.

Further, as a video marketer, you need to harness the power of this increased preference for videos on Facebook by interacting with your audience using those native Facebook videos. Facebook also has powerful user data that you can use to target your niche audience using sponsored ads. By using targeting options such age, gender, location, interests etc. you can tap into users that are most interested in your brand or service. By doing this, you are automatically increasing your engagement since folks that are interested in your brand are more likely to share and interact with your videos, giving you the maximum bang for your advertising and video marketing buck.

Marketing Videos: what is the ideal length?

Marketing videos are victims of short attention spans.

When considering the length of your marketing video it is vital to keep in mind that the average internet user has an ever-decreasing attention span and lots of distractions which stop them from focusing on any one thing for a long period of time. A study from SumoMe that looked at 650,000 user sessions concluded that only 20% of people actually read articles from start to finish.

That means that your readers are figuratively running for the exits well before they have finished reading your article.

run for the exit

Wistia – a leading video hosting company – conducted a similar study for videos hosted on their platform to find out the relationship between video length and viewer engagement.

Video Length vs. Engagement

Wisita looked at data for 564,710 video and more than 1.2 billion video plays to come up with the following conclusions:

Ideal Marketing Video Length

Engagement is steady for videos up to 2 minutes which means that on average, a 90-second video will have similar engagement as a 30-second video. So, during marketing video production, you should not worry about the length as long as it is under 2 minutes.

After 2 minutes, engagement seems to drop off significantly with every second, and the correlation between video length vs. engagement shows an exponential decay. So, if your video is exceeding 2 minutes you are probably better off cutting it down to under 2 minutes.

The exponential decay starts to level off after the 6-minute mark and the engagement is steady for videos between 6 minutes and 12 minutes. In this case, it is entirely up to you to decide whether to longer or shorter based on your audience and content.

Marketing videos should be under 2 minutes if possible.

To sum it up, the ideal video length depends entirely on the viewer, the context, and the quality of production, but it is best to keep your videos under 2 minutes when you are just starting out.

Online Videos are Key to Reaching Younger Clients

Online videos are a favorite medium for younger consumers.

Younger consumers are much more likely to watch online videos since they can access whatever content they want when they want it.

Gone are the days when children would get up to watch their favorite morning TV show on a kid’s network before school or on weekends. No, kids aren’t into that anymore. Instead they get comfortable, pull out their smart phone or tablet, and watch online videos on YouTube or other online platform. Children and youth have moved away from TV culture. And as writer Jennifer Van Grove puts it in her article in the San Diego Union Tribune, they have cut the cord.

Youngsters are increasingly better with new technology at younger ages, with many using cordless devices proficiently as toddlers.

Pre-teens and teens now are commonly owners of their own smart phones, meaning that they have full access to media and social media networks any place and any time. If they don’t have phones it is likely that they have access to tablets or even laptops- and on any of these devices YouTube and Netflix are at their fingertips.

online videos

Kid’s tend to have a preference towards YouTube, and are able to easily find the content they want. It’s basically their go-to entertainment resource. YouTube does have its benefits, with a number of tutorials and educational clips, and it also has a number of videos that could be deemed inappropriate for children, calling for parental guidance. But YouTube should be given credit for its web videos that are successfully targeted to the younger set.

YouTube has a number of video channels that are formed to deliver web videos to younger viewers, with many having tens of thousands of subscribers and millions of views.

Similarly, Netflix has family friendly options, the ‘kid safe’ areas, making it a bit of a safer place for children to browse. However, they still seem to be drawn more to YouTube, where they can pick and choose devices at their own preference and search for new interesting web videos that are either related to their preference or on topics and YouTube stars that are trending.

Google and YouTube are gigantic data mining organizations, and this includes gathering information across the internet, including web videos. This can actually help companies to advertise with web videos, not just to younger consumers but to those of all ages who watch web videos. And the numbers of people who do so is huge and growing every day.

Businesses that want to reach young consumers or consumers of all ages, should seriously consider exploring the potential of advertising on web videos.

There are a number of very inexpensive options that come with YouTube advertising, and we can help reach those for you. We’re sure that you’ll find the ROI strong and increasingly worth your while. Web videos have huge potential to effectively reach your target audience, regardless of their age group.

6 Ways to Create Social Media Brand Continuity

Creating social media brand continuity is crucial for serious businesses of all sizes.

With Facebook, Twitter, Pinterest, Snapchat, Vine, LinkedIn, Instagram, Reddit, YouTube, Digg, Google+ and so many other social networks at your fingertips it can get quite overwhelming to communicate with all of your followers at once.

social media brand continuity

Your social media brand continuity must have a common root.

And as if keeping everyone engaged wasn’t challenging enough, it is also crucial that you create brand social media brand continuity across all channels. In other words, while you should adapt to the different platforms and their various audience types, you will also have to stay true to your core message that unites your target audience and entice them to keep returning to your brand.

How can you do that? Let’s take a look at six ways to create social media brand continuity.

1- Editorial Voice

Your editorial voice can evolve over time, but it should be clearly defined early on. Should your posts sound playful, serious, educational, professional, or even sarcastic? Decide for yourself which tone fits your brand best and stick to it. Over time, your audience will get used to a certain way you “talk” to them and they will come to expect it.

Your voice will also need to shirt slightly due to the constraints of the different media platforms. So be aware of any restrictions and what audiences usually use each platform. See more on #6, below.

2- Images, Design and Colors

After defining an editorial voice that reflects your brand’s core values and social media brand continuity, do the same for all the images, design elements, and colors you want to use. If you have found the perfect Facebook cover image, for example, use that same image and reformat it to fit the featured image areas on other social media platforms. Consistency is key.

Additionally, as every graphic designer will tell you, it helps to define an overall color scheme that you stay within for all your images and graphic components (e.g. buttons and frames) in order to establish social media brand continuity. Ask yourself, “Is my brand better represented by warm colors like red, orange, and yellow or cool colors like blue, green, and violet?”

3- Customer Relationship

Some brands are very close to their customers and provide 24/7 customer service to be easily accessible; others prefer to keep a distance and establish more of an authoritative role as a result of which customers feel a sense of privilege when getting to “talk” to them.

Both works, but once you decide which role your brand will play in customer relations, you should stick to it so that your customer base learns what to expect. Social media platforms are a perfect way to establish this role by using a clear editorial voice and a certain frequency in posting content and replying to customer requests.

4- Re-post Other Content or Critique It

Before a small business owner can worry about social media brand continuity, they have to worry about getting enough content. When companies start out and still have to work with small staffs, it can be a daunting task to fill the walls of all your social media accounts with fresh content on a consistent basis.

Instead of letting the quality suffer by producing more content with less substance, consider re-posting content from other sites and companies that could be valuable to your audience. This not only portrays confidence that you trust your audience enough to return to your brand after sending them somewhere else (of course try to avoid direct competitors), but it also shows that you know your domain and what you are talking about.

Or course, you must ALWAYS give attribution to the original author. No use risking your whole social media brand continuity strategy for ripping someone off.

Another sub-approach to this method is to comment on (either pro or con) about the content of the article. It takes much less time to do so than develop content from scratch.

In a way, you are using other, compatible companies’ content to extend your brand continuity.

5- Stay Authentic

Once a company is growing and the customer base expanding, chances are that a larger amount of people and potential advertisers will pull you in all kinds of directions to fulfill their needs. It’s crucial – now more than ever – to stick to your guns and stay true to your core values, what you stand for as a brand.

While that big check from a potential advertiser seems pretty sweet, it could potentially alienate your customers if the product you endorse does not align with your brand promise.

6- Platform Focus

“The more the merrier” principle does not apply when it comes to selecting which social media platforms to focus on. In fact, it will hurt your brand (and search engine rankings) if you try to reach everyone everywhere and as a result start copy-pasting the exact same content.

That’s because each network’s audience has different interests and ways of communicating. So focus only on a handful of social media channels that your marketing team can become an expert in and represent your brand in a tailored way that is still consistent with your overall message.

Conclusion

In general, take your time to research which social network platform has the largest share of your target audience and aligns most seamlessly with your brand promise. It will be much easier to create and maintain social media brand continuity. Make that your primary focus, and add the others to support it.

We have a variety of standard and customized social media programs to help get you started.

 

Nick Rojas for Penrose Productions