Wednesday, August 8, 2018

Video Marketing: Tips for telling your best brand story

When it comes to quickly and effectively delivering a brand message, there is power in video marketing. According to data from Brightcove, social video generates 1,200% more shares than text and images combined; and video drives a whopping 157% increase in organic traffic from search engines.

Why is video important?

At Shamrock, we see video as an absolute essential for helping our clients tell their stories: Video provides instant brand gratification. And regardless of industry or budget, it’s a channel easily incorporated into your marketing program.

Above all, video is the trend in marketing: It is estimated that 80% of all internet traffic will be video by 2019. (Cisco)

How can you put video to work for your brand?

Creating original, compelling, relevant content that makes a brand connection with your audience—that’s the ultimate goal of video marketing. There’s a lot of great ideas for videos that meet that criteria: Roundup The Team—take a camera around the office and have people briefly speak about the latest product introduction or community service project; focus on Live Customer Service—create a montage that captures customer service and value in action; or develop an enticing How We Do It video that shows behind-the-scenes innovation. 

Click below to access social video marketing tips—this MarketingProfs infographic covers it all from video topics and recommended length, to the pros and cons of each channel: 

https://www.marketingprofs.com/chirp/2028/33411/social-video-marketing-tips-for-small-businesses-infographic
Click here to view
A recent study from Ascend2 concurs with MarketingProfs, citing the most effective video for converting sales leads include these topics:
  • customer testimonials
  • demo videos
  • explainer/tutorial videos
What’s great about these video themes is that the scripts practically write themselves: Capturing a testimonial or demonstrating a product or service are stories that authentically speak to your brand and its benefit to your customers. In other words: You know your brand best, so use that information to tell your story through video. Grab your device and get started.

All The Best,
Tim Connor

Wednesday, August 1, 2018

11 Tips For Successful Event Marketing 2018

A successful special event takes more than an engaging program and an open bar, it requires strategic marketing to drive attendance at, and create a buzz surrounding, the event experience.

Following is an essential event marketing checklist to keep the effort on track:
  1. Why/Who? Consider these questions first: Why and to whom are you marketing your event? Is this an annual meeting? A women in leadership event? The answers will shape messaging and drive marketing decisions.
  2. Invitations. Start with a save-the-date (card or email) 8 weeks out; and 4 weeks prior, follow with an invitation that provides complete event details.
  3. Survey. Send out a survey prior to the event—the responses will help shape content and can be used to generate ideas for session topics, speakers, etc.
  4. Content. Make it relevant to your audience. If it’s not, leave it out.
  5. Email. Take advantage of your regular email campaign schedule and use that as a platform to promote your event.
  6. Blog. Beginning four weeks prior to your event, blog weekly. Add videos to engage your audience: If you have footage from the previous year’s event, use that to drive interest and excitement; or create new video highlighting speakers, entertainment, venue, etc.
  7. Homepage link. In all communication (email, blog, social channels) provide a link back to your event homepage where people can register.
  8. Social media. Take advantage of all social media channels to market your event before, during and after. Facebook is the most popular social media choice leading up to and after an event, while Twitter holds the top spot during events. (Source: FreemanXP, Event Marketing Institute)
  9. Track results. Check to see what’s working from the links in different channels (i.e., email, blog, facebook). Redeploy as applicable.
  10. Promo items. Consider your audience and put thought into choosing a useful and/or unique gift.
    click here to view
  11. Branded convenience. In addition to gifts, make added brand impressions with on-site conveniences: Supply pens, notepads and device charging stations (how can they tweet with low battery?). Watch the video below:
Prior to the event, I always meet with my team to help outline individual charges: During the event, who do you want to meet? What are you hoping to glean? What does that conversation look like? 

This is the event marketing framework that I’ve found to be most useful. Are there other items that you would add? Connect with me
@ msmith@shamrockcompanies.net.

Megan Smith