Category Archives: Social Media

The Use of Video in Marketing – Using an Agency

People respond to video. This of course includes your potential customers. This is particularly true online, where studies have found many users are reluctant to read extended pieces of text content. Whilst it may be important for your websites visibility through search engines to have text content on your page, when it comes to real users’ behaviour on your site, video content conveys information quickly, persuasively and keeps them there longer.

Agencies are the Cost Effective Solution

The vast majority of companies won’t have in house teams to put together video content, whether it is for online purposes, on the landing page or home page of a website for example, or whether it is for a broadcast commercial. This is both for reasons of budget (why pay for a team of experts on your wage bill for a whole year when you’re only likely to need them for short periods of it) and also because agencies offer a level of additional expertise having done this so many times before, and likely for clients, or purposes, like yours. This previous knowledge of what’s required to make your video work is part of the expertise that you pay for with an agency, whereas an in house team might not be able to boast experience from working with the breadth of projects.

Using an agency is the cost effective solution for creating tailored video content for your needs, without having to put up the money for a permanent in house team. Depending on your budget, there are also further ways to make your money go further.

Considering the Different Video Options

Many video agencies offer a variety of different services when it comes to the creation and style of the video. Using character animation and motion graphics for example is a very cost effective way of creating video. The reduced cost from camera equipment and editing, lighting and the need for a team either in the studio or on site is noticeable in the price. That’s not to say that all video that use some digital graphics are cheaper.

At the other end of the spectrum is the higher budget option of mixing camera footage with sophisticated animation or computer generated imagery. Some of the more spectacular adverts seen on television feature a mix of footage and animation, with the increase in cost of production largely dictated by the need for more photorealistic imagery to go along side real imagery. Whilst the blend of cartoon style graphics with organic footage might be an interesting look to play with, if the situation isn’t right, it can look incongruous.

Finding the Right Video Agency for your Needs

Ask colleagues or contacts in the industry for recommendations or search for an agency to work with in your area, most cities will have a concentration of video and content agencies to choose from, giving you options to consider and a variety of price points. In Leeds for example, there’s Manto Films , Motiv Productions  and Doodle Direct, who all specialise in creating video content, whether its animated ‘explainer’ videos, or client testimonials or case study films. So have a look at your agencies examples and consider whether the budget options might work for your campaign, or if you might need to invest in a top of the range piece of video.

Social Media is here to stay!

http://www.marketingdoctorleeds.co.ukLove it or hate it social media, including Facebook, Twitter, Instagram to name but a few, is here to stray. So the old adage “If you can’t beat them, join them” rings true. We asked Social Media Marketing Specialist, Jodie Klein for her top tips to improve how your small business uses Facebook.

1. Spruce up your page
With just a small effort at housekeeping on your Page, you can make a big difference. Make sure that your business information is all up to date, including contact details and hours of business. It’s also a good idea to update your Page’s cover photo. Using either approriate seasonal images or Small Business themed images show that you care about your business and your fans and these little steps let visitors to your page know that it is an active extension of your business.

2. Post regularly
Maintaining a steady rhythm of posts can help keep your business in your customers minds. This is particulalry important in the days leading up to a big event. Be sure to highlight your best merchandise or services, but don’t forget not to restrict yourself to just self-promotional posts. There is great benefit in posting content that gives people some kind of extra value, such as highlighting other great businesses either nearby or taking part in the same event. Sharing interesting and informative content that relates to your business is also important.

3. Create photo and video Page posts
They say a picture tells a thousand words. Posting great photo or video content is an easy way to make your business come alive on Facebook. Photo or video posts generally have good levels of engagement and can become a key part of an ongoing relationship with your customers. If you can combine quirky motion graphics or whiteboard videos (such as these) with your marketing strategy you have the potential to go viral.  Another idea is to create a photo album with images of products that people can preview before coming into the shop, a sort of shop-window. It might be worth appointing a video production company Leeds or UK wide.  Visit manto.tv for more information.

4. Try an Offer
Posting special offers or discounts is a fantastic way of offering your customers even more value. You can start by offering a discount to people that mention Facebook when they come into your shop, or if your a web-based business, people who “Like” your page.

Or, if you’re looking for more reach, you could subscribe to Facebook Offers which make it easy for you to distribute your promotions to an audience beyond your fan base. Redeeming these is simple for your customers too, making them more likely to participate.

5. Boost your important posts
Boosted Posts can help you reach wider audiences with greater accuracy. Simply enter whatever amount you can set aside for the promotion and Facebook will tell you instantly how many people your post will reach. Boosted Posts also has a built in feature which allows you to make sure the right people are seeing your posts. For example, you can direct your posts toward people who live nearby, or to people of the right demographic.

However you choose to use it Facebook is here to stay and with the right amount of effort and input from you, it could seriously improve not onlu how you engage with your customers, but the number of people who come to you.

Are you getting the most out of Twitter?

http://www.manto.tvThe idea behind Twitter is so simple: a great way to connect with clients or customers and get your message across in just 140 characters, Twitter is at the forefront of the social media revolution. However, although Twitter sounds simple, getting to grips with using it and then getting the most out of it can prove to be extremely confusing!
Whether you’re new to the world of Tweets and Twitter or have had an account for some time but feel that you’re not getting the most out of it, there are various things you can do to help you maximise the potential of what can be a powerful marketing tool.
The first thing to do is to fill in your Twitter profile as completely as you possibly can. Don’t try and get away with the bare minimum here: the more effort you put into this, the more success you’ll have and it’s worth bearing in mind that people (potential clients and customers) spend just three seconds deciding whether to follow someone or not. So make sure you what you write is well written.
The icon or image that you choose for your account needs to be good. Don’t use a ‘selfie’ that you’ve taken with your phone! If your business has a logo you should use it but if yours is to be a personal feed, a photo (ideally a professional photo) is the best option. Trust is important on Twitter and if you want to be trusted, respected and followed, you must include a link to your business website or blog. Without this vital link, people are unlikely to follow you.
Next we come to the potentially thorny issue of who to follow and whether to follow them back. When you start out on Twitter the temptation is to follow lots of people at random, organisations etc. However, if you connect with people you find genuinely interesting, friends, anyone connected with your field and organisations you respect, your feed will be of more interest and value to potential clients or customers. Following back is simpler: if someone follows you and you think that what they do seems interesting, following them back is a good way to find out more.
Advice can be found with http://www.marketingdoctorleeds.co.uk or similar UK wide and they will all tell you that Twitter is not the place to try and sell things. When thinking about what to write about, avoid a sales message at all costs. A little occasional promotion about your services every now and then won’t hurt but that’s all it should be: occasional. Telling people a little about you is good, though, and sharing news and views is great. Finding your Twitter voice can take time so try to relax and your ‘voice’ should begin to develop.
Last and by no means least is the question of how often you should Tweet. It doesn’t have to be a daily thing but you do need to make regular appearances. Make sure you keep tabs on what other people are saying about you and if you reply, make sure it’s quickly.

So What is Guerrilla Marketing?

animationSo what is Guerilla marketing and how does it help you marketing via social media?

Guerilla marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

The purpose of all marketing is to get the attention of your customers, drawing them away from your competition and converting sales. You probably wouldn’t want crazy marketing stunts to become the normal approach for your brand, but using them on an occasional basis occasionally can be highly fruitful.

Some big global brands have utilised the strategy with great success, but it is an approach which is also highly suited to small business enterprises. Lets take a look at how the big boys played it!

Challenge the competition!

If you’re confident that you have a number one product, you can gain a lot of attention by challenging your competition. Take Mini, the small UK-based car manufacturer. Having already successfully grown their presence in the USA with some outside-the-box marketing techniques, they upped the ante by challenging Porsche to a race. Porsche ultimately denied, making the other car company a winner, having broadcast their invitation on social media and in the press and making a huge deal out of Porsches refusal in the same way; double whammy!

Surprise surprise!

Collaboration paid off for dental hygiene giants Colgate when they appproached a local ice-cream manufacturer with a great marketing idea. They came up with a clever reminder for kids by having sticks shaped like a toothbrush inserted into ice cream bars. As kids licked down to the end, they saw Colgate’s logo and a reminder, “Don’t Forget.” A whimsical message from Colgate and a public service effort by the ice cream maker gave both companies a PR boost.

Deliver Happiness!

An extra special Coca-Cola vending machine was transformed to deliver surprising doses of happiness to unsuspecting university students in New York. The machine dispensed unexpected goodies including flowers, pizzas and sunglasses as well as the expected Coke and Diet Coke. Meanwhile hidden cameras filmed the spontaneous reactions of the campus students. The footage was used to create a video which became a global internet sensation.

Whilst these are examples of big comapnies who already have successful brands, the same approach can work well for smaller comapnies. Perhaps you can uniquely present your product, as one USA washing detergent did by sending out their product wrapped in a t-shirt. Maybe it’s simply about going the extra mile for clients by doing latte art rather than simply pouring lattes. Perhaps you can bind your presentations uniquely in materials which form a gift, or when handing a retail customer a bag, add something special like a ribbon to the handle.

However you go about it you should develop a balanced approach that includes tried and true marketing techniques, while supplementing these with the occasional attention-grabber. Create your crazy marketing plan with demographics in mind so you don’t sacrifice your audience in the process. The ultimate goal of a wild marketing scheme is similar to every other marketing ad…to draw the attention of potential customers and lead them to purchase your product or service.