Please ensure Javascript is enabled for purposes of website accessibility

Tag: digital marketing

5 Essential Strategies to Enhance Digital Customer Experience for eCommerce Success

If you run an online store, you don’t have the face-to-face opportunity to engage your customers and sell products. Instead, you need to make transactions easy and frictionless. These five digital customer experience strategies will show you how.

READ: Unlocking Brand Loyalty — Enhancing Customer Experience in the Digital Age

What is digital customer experience?

Digital customer experience refers to the range of online interactions your customers have with your brand, from social media to online support chats. 

When it comes to improving your digital customer experience, you have to take everything into account — from minute details of your branding to the requirements for enterprise architecture. After all, your business goals need to be aligned with your technology capabilities. One of the key benefits of an improved digital customer experience is increased transactions. 

Streamline your online transactions with these 5 strategies

1. Optimize for mobile users

How many purchases have you made using your smartphone? Chances are, many of your website visitors are using their mobiles, and you need to cater to them as much as you do to desktop users. 

Some simple steps you can take to keep your mobile users happy and streamline transactions include:

  • Mobile-friendly navigation: That means easy-to-use search bars and menus set up specifically for mobile users.
  • Multiple communication channels: If a mobile user needs customer support, they may prefer to email or even use live chat. Integrating a cloud-based virtual telephone system into your customer support tech can help you do this.
  • Mobile payment options: Apple Pay and Google Pay, as well as guest checkout options, are essential if you want to ensure mobile transactions are completed. 
  • Touch-friendly: Swipeable product carousels and tappable item customization are some simple ways you can make your website fun and engaging for smartphone users.

Ensuring intuitive website design and layout is crucial for mobile users. Incorporating touch-friendly features such as swipeable product carousels and tappable item customization can enhance the overall user experience, making your website more engaging and easier to navigate on smartphones.

READ: 11 Essential Questions to ask eCommerce Web Developers

2. Personalization

If a customer can find what they want or need right away, they’re more inclined to make a purchase.

We quickly get tired of searching for desired products. Personalization can help by allowing you to target products or services at customers based on their past behavior. This is also known as appealing to your target audience.Personalization tools and plugins for your website use data such as past purchases or browsing history to present relevant product recommendations or offers. 

Delivering personalized experiences not only simplifies the shopping process but also cultivates authentic connections with your customers. This personalized approach is at the heart of relationship selling, where understanding and meeting the individual needs of each customer builds trust and loyalty over time.

If you run a larger business, you might leverage customer data stored in your SAP systems or CRM (customer relationship management) software to implement targeted content on your website.  

READ: CRM-Metaverse Integration: What You Need to Know for 2024

3. Simplify the checkout process

We’ve already mentioned how guest check-out options and mobile payment can help streamline online transactions. But you should consider your checkout process as a whole and simplify it at every step. 

Some additional steps you can take to do this include:

  • Minimized forms: Customers don’t want to spend ages filling out forms, so simplify and minimize them as much as possible.
  • Progress indicators: We like to know when a dull task will end, so use an indicator to tell customers where they are in the checkout process (i.e. ‘review’, ‘address details’ and ‘payment’). 
  • One-click checkout: If customers can save their address and card details, give them the option to purchase with a single click. 

Rather than letting your customers abandon carts due to a frustrating checkout process, simplify it to increase online transactions to potentially increase your free cash flow by capturing more sales and minimizing costs associated with failed transactions. 

4. Provide real-time order tracking

Real-time order tracking offers customers visibility into their purchases from checkout to delivery, ensuring a smooth journey from start to finish.

Integrating a robust delivery management system can further enhance this feature, providing accurate updates on order status and delivery timelines.  Accurate updates on order status and delivery timelines can also help you reduce customer inquiries and mitigate potential issues. Consider implementing cloud-based solutions that improve the reliability of your order tracking and reduce IT costs associated with this service.

5. Optimize your online customer support

Optimizing online customer support is paramount for enhancing the overall shopping experience. You should implement live chat, chatbots and self-service options so your customers can resolve queries quickly. 

In addition to ensuring your online customer support is speedy and easy to use, consider leveraging analytics that can provide insights into support performance and improve your customer retention. Analytics can reveal patterns and trends in customer inquiries and help you anticipate common issues. For example, by tracking frequently asked questions or recurring support tickets, you can improve your self-service resources. 

Innovative technologies such as artificial intelligence can revolutionize online customer support by powering chatbots that provide instant assistance, anticipate customer needs and streamline query resolutions.

READ: AI for Customer Service — 5 Easy Ways to Help Your Customers

Make purchases simple

Simplicity is key to successful online transactions. Prioritizing streamlined processes and responsive support, so you can make purchases simple and enjoyable and ultimately improve customer satisfaction and loyalty.

 

Diana Nechita is the Director of Product Marketing at Ardoq. Her passion lies in fostering a deep understanding of Ardoq’s value in delivering tangible results for organizations navigating the complexities of digital transformation. Find her on LinkedIn.

Elevate Your Online Brand: How Social Media Marketing Can Boost eCommerce Sales

For eCommerce business owners, mounting competition in the virtual retail space makes it increasingly challenging to boost their online sales. Do you struggle when it comes to winning a new customer and retaining your existing ones? If so, you’re not alone.

Forward-thinking entrepreneurs and digital marketers are already leveraging the power of social media marketing in the eCommerce space. With 5.17 billion users on social media, why not capitalize on the immense potential and build your online clientele?

Social media has emerged as a powerful tool for brands to connect with their target audience, driving engagement to boost sales. With raging competition in the online retail space, social media marketing is no longer an add-on for digital entrepreneurs.

Rather, it’s a strategic tool to gain an edge over your competitors. 

On average, individuals spend 143 minutes on social media per day, which comes to roughly 2.5 hours. So, why not streamline your social media marketing strategy to present your offerings at their fingertips?

READ: eCommerce SEO – 6 Easy Tips to Drive Organic Sales

How does social media marketing strengthen eCommerce?

One of the best perks of using social media for marketing eCommerce products is the ability to track your customers’ online journey. Successful marketers are leveraging the power of social media platforms like Facebook, Instagram, Pinterest and Snapchat to understand their customers better. 

A recent study revealed that global eCommerce sales through social media marketing are projected to rise to $8.5 trillion in 2030 from just $992 billion in 2022. These numbers clearly define the tremendous potential of social media marketing for virtual retailers.

Benefits of social media marketing for online brands

Here’s how brand leaders leverage social media to boost online exposure and sales.

1. Enhancing brand awareness

As an active tool, social media engages millions of global users to enhance your brand awareness. As you interact with your target audience and discuss the launch of new products, the word spreads through likes, shares and comments. Social media marketers also create visually appealing graphics to narrate the story behind your brand.

Digital marketers also create content following popular social media trends that your followers find relatable. With increased brand awareness and recognition, traffic on your site gains traction, eventually leading to higher sales volumes.

2. Engaging your customers

Thanks to engagement metrics and data analytics tools, digital marketers can track social interactions and improve the overall virtual buying journey for their clients. 

Social media is one of the broadest platforms that connects eCommerce brands directly to potential buyers. Users can also raise queries about their grievances through social media channels for instant resolution.

Established virtual retailers like Ubuy also respond to customer inquiries on social media, review feedbac, and build brand loyalty. Eventually, this leads to better customer retention, as satisfied buyers tend to make repeat purchases from eCommerce websites.

A short response time on social media handles also creates a positive impression on your audience, reflecting agile customer service.

READ: How Brands Can Grow Customer Loyalty and Build a Positive Reputation

3. Targeted advertising

A wide range of advertising options is available on social media that help marketers target specific groups based on interests, online purchase behavior and demographics. Ecommerce brands, can, therefore, reach the right customers through advertisement for higher conversions and sales.

While potential customers use social media during their leisure hours, experienced marketers seize the opportunity to pitch their offerings informally through social media marketing.  That’s the reason users come across personalized recommendations of relevant products on their News Feed on Facebook.

This personalizes the user journey since these recommendations are based on their preferences and previous purchase history.

4. Social commerce

In the eCommerce domain, social commerce has turned out to be a popular trend.

Businesses sell their products directly on social media platforms. For instance, Facebook and Instagram allow virtual brands to create a shoppable feed of their merchandise. Followers can seamlessly access these products, leading to better sales and conversions. This innovative approach ensures that users need not leave social media platforms while making the purchase.

5. Online reputation management

As you try to gain traction in a competitive market, managing your online reputation is critical. Successful online brands showcase their reputation through social media marketing to build trust and instill confidence as they explore new shores.

Why not leverage positive feedback and testimonials of your existing customers on social media as you pitch your products to new ones? Words spread quickly through social media channels when your customers love your products!

The bottom line

Social media has evolved over the years, transforming from a mere platform for interacting with friends to a powerful tool to market your brand.

With new social media marketing strategies like influencer marketing, real-time streaming to sell products and personalization based on UGC (user-generated content) dominating recent trends, digital marketers have been proactive to spruce up sales. 

No wonder why established eCommerce brands and start-ups partner with professional social media marketing agencies to consolidate their position amidst raging competition. 

 

Fahad Khan is a Product Manager and digital marketing enthusiast at Ubuy Technologies.

Mastering Backlinks: The Key to SEO Success and Enhanced Online Visibility

Search Engine Optimization (SEO) is crucial for online business success.

Acquiring high-quality backlinks, which are inbound links from other websites, is a key factor in improving search engine rankings and driving organic traffic. Plus, the link between backlinks and SEO performance is well-established, with 55% of businesses relying on organic search for website traffic.

In today’s competitive digital landscape, understanding the strategic importance of backlinks is essential.

READ: What are Your SEO Content Gaps? Plus, 3 Ways to Fix Them

Analyzing the quality of backlinks

While backlinks undoubtedly play a pivotal role in SEO success, not all links are created equal.

Search engines have become increasingly sophisticated in assessing the quality and relevance of backlinks, emphasizing content value over sheer quantity. To build an effective backlink profile, businesses need to understand the criteria used by search engines to evaluate link quality.

Factors such as the linking domain’s authority, the relevance of the linking content to your website and the anchor text used in the link all contribute to the weight and value assigned to a backlink.

Analyzing your competitors’ backlink profiles and leveraging SEO backlink tools can provide valuable insights into the quality of your existing links and identify opportunities for improvement.

Building a Robust Backlink Profile

Building a strong backlink profile requires a strategic focus on quality content creation to attract high-quality backlinks organically. Effective techniques include guest blogging, industry discussions and influencer relationships. Black-hat tactics like link farms should be avoided due to potential search engine penalties.

Content marketing is a powerful, cost-effective strategy for lead generation and maintaining a healthy backlink profile. Partnering with a best link building service can streamline efforts and maximize competitiveness in the evolving SEO landscape.

READ: This is Why Your Website Isn’t Getting Any Traffic — And 3 Ways to Fix That

The impact of backlinks on business objectives

The benefits of a strong backlink profile extend far beyond improved search engine rankings. A robust backlink profile can directly impact key business objectives, such as increased web traffic and conversion rates. Look at the table below that shows the benefits of link-building techniques:

Technique Description Key Benefits
Guest Posting Write articles on reputable industry sites Brand exposure, referral traffic, authority, high-quality backlinks
Broken Link Building Suggest replacements for broken links Value for webmasters, high-quality backlinks, visibility
Infographic Promotion Create infographics, promote for backlinks Authoritative backlinks, social shares, brand awareness
Resource Page Link Building Suggest inclusion on resource pages Contextual backlinks, niche visibility, valuable resource
Content-Based Link Building Create shareable content attracting backlinks Organic backlinks, credibility, traffic, engagement
Link Roundups Contribute to curated industry roundups New audiences, contextual backlinks, brand visibility

Effective link-building techniques like guest posting, broken link building, infographic promotion, resource page link building, content-based link building and link roundups can contribute to achieving these objectives. Quality backlinks drive targeted traffic, signal trustworthiness and contribute to long-term growth and sustainability.

The future of backlinks in SEO

As the digital landscape evolves, the role of backlinks in SEO will adapt. While quality content and ethical link building remain pivotal, search engines may assess backlink context and intent more sophisticatedly using AI and machine learning. 

Ongoing monitoring and analysis of industry trends, consumer behavior (evidenced by the fact that 53% of shoppers research before making a purchase) and search engine updates are crucial for maintaining a competitive SEO edge and aligning backlink strategies with emerging technologies.

READ: eCommerce SEO — 6 Easy Tips to Drive Organic Sales

Frequently asked questions

  1. How many backlinks do I need to improve my website’s SEO ranking?

There is no fixed number of backlinks needed for improved SEO rankings. Focus on quality over quantity — a few high-authority, relevant backlinks are more valuable than numerous low-quality ones.

  1. Can backlinks from new websites or blogs positively affect my SEO?

Yes, backlinks from new but high-quality and relevant websites/blogs can positively impact SEO, as new domains can gain authority over time.

  1. How do I identify and remove toxic backlinks that are harming my website’s SEO?

To remove toxic backlinks:

  • Use backlink analysis tools to identify low-quality/spammy links.
  • Request removal from website owners.
  • Use Google’s Disavow Tool if owners are unresponsive.

The bottom line

In the ever-evolving digital landscape, the impact of quality backlinks on business websites and SEO cannot be overstated. By understanding the strategic importance of backlinks, analyzing link quality and implementing effective organic link-building techniques, businesses can gain a significant competitive advantage.

Embracing content marketing, fostering industry relationships and consistently monitoring and maintaining a robust backlink profile is key to achieving sustainable success in SEO and driving business growth.

How to Edit Product Videos that Boost Sales for E-commerce Businesses

Forget static product images, the future of e-commerce belongs to dynamic, engaging product videos. According to a Wyzowl report, 82% of people have been convinced to buy a product or service after watching a video.

Product videos have become a crucial part of any e-commerce business’s marketing strategy. However, creating compelling product videos that boost sales often requires expertise in cinematography, editing, graphic design and more.

READ: Using Video in Email Marketing Campaigns — Best Practices and Benefits

Why you need high-quality product videos for e-commerce

Consumers are increasingly demanding more engaging and informative content before they make a purchase; product videos cater to that demand. Creating high-quality product videos is one of the biggest e-commerce marketing trends. You should capitalize on it for the variety of benefits it offers, including:

  • Better customer experience: Product videos can provide a more immersive and interactive shopping experience for your customers. With a product demo video, your customers can see the product from all angles, zoom in on details and even watch it being used.
  • Increased brand awareness: Product videos are a great way to show off your brand personality and allow customers to experience the product and the brand. Videos provide an audiovisual experience that fosters a sense of familiarity and trust with your audience.
  • Higher conversion rates: Product videos give customers all the information they need to make a buying decision. Conveying key product features and benefits in an engaging video format can lead to higher conversion rates.
  • Easier product discovery: With product videos, you can showcase products in visually appealing ways that engage viewers and compel them to learn more. This leads to increased time spent on product pages.

READ: From Clicks to Conversions — How to Craft an Effective Online Advertising Strategy

How to edit product videos that boost sales

When creating product videos for your e-commerce business, the goal is to showcase the key product features to generate qualified leads and boost sales. Here are a few strategies to get you started.

1. Start With a Clear Storyboard

Before you start recording, take some time to plan out your video. What do you want to achieve with it? What key product features and benefits do you want to highlight? You need to brainstorm ideas and plan the timeline for your product demo video. Once you have a clear plan, it will be easier to create and edit product videos that boost sales.

2. Focus on the product itself and how it works

Dedicate the content of your product video to weaving a narrative around your product.

Focus on the features that solve customer pain points or differentiate the product in the market. One of the key video advertising strategies for your product is to show it being used in real-world scenarios. You can supplement the main product shots with a supplementary b-roll showing customers enjoying the product. This will help viewers visualize how it might fit into their lives.

3. Use High-Quality Visuals and Audio

If you want to create and edit videos that boost sales, your video should look and sound compelling. Ensure smooth transitions, consistent lighting and professional-looking graphics. Also, you can make use of brand-appropriate sound effects to accentuate product functionality in action. A subtle, upbeat soundtrack can create excitement and energy.

READ: How to Utilize Color Psychology to Boost Your Digital Marketing Efforts

4. Keep it Short and Concise

Attention spans are fleeting, hence you need to grab viewers from the jump. Most people won’t watch a video that is more than a few minutes long. 

Thus, aim for a video that is around one-two minutes long and gets straight to the point. Start with a captivating question or a relatable problem your product solves to hook your viewers. End your product video with a CTA directing your viewers to take a specific action. This can involve visiting your website, subscribing to your channel, or purchasing the product.

The bottom line

All in all, product videos are a great way to harness creativity, technology and the power of storytelling in marketing to boost your product sales. With some basic tools and strategies, you can create and edit product videos that boost sales and showcase your brand in an engaging way.

 

Gaurav Sharma HeadshotGaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions |  300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.

How Lighting and Color Impacts Your Brand Photography, for Better or Worse

The visual appeal of photographs, encompassing factors such as lighting and color schemes, holds substantial sway over consumers. This underscores the critical importance for small business owners to meticulously consider color and lighting when crafting their branding strategies and visual identities. Maintaining a consistent visual aesthetic not only fortifies a brand but also elevates its overall appearance, fosters coherence and trust, and more.

READ: How to Utilize Color Psychology to Boost Your Digital Marketing Efforts

The weight of lighting and color

Both lighting and color wield considerable influence on individuals. Colors, with their inherent meanings, play a pivotal role in shaping the perception of a business. Here are the symbolic representations of some common colors:

  • Orange: Warmth, confidence
  • White: Calmness, cleanliness
  • Green: Health, positivity
  • Blue: Corporations, trustworthiness
  • Pink: Femininity
  • Brown: Earthy, natural, stable, neutral
  • Yellow: Energetic, optimistic
  • Purple: Wisdom, royalty
  • Black: Sophistication

While these interpretations are broadly applicable in the U.S., small businesses with global aspirations or those catering to specific demographics must consider cultural nuances in color symbolism. For instance, red signifies luck in China, whereas in the U.S. it may convey power, boldness, or even danger.

Once a brand selects its colors, the subsequent consideration involves the role of lighting in photographs. Lighting dictates the mood, and balanced lighting can yield clear, corporate-style images, while dimly lit settings may evoke a moodier or darker atmosphere. Businesses must deliberate on the mood they wish to convey, deciding whether the imagery should exude brightness and cheerfulness or carry a sense of mystery.

READ: 3 Ways to Incorporate Branding in Your Packaging

Crafting a unified visual identity

Following the establishment of brand colors and lighting preferences, small business owners must focus on forging a cohesive visual identity.

The process is straightforward. Once a brand commits to specific colors, those exact hues should permeate all marketing materials, maintaining consistency through the use of precise hex color codes. However, a brand’s identity extends beyond color alone; it necessitates a distinctive logo, brand-specific fonts and a unique vibe

Determining whether the brand will project a professional, fun, lighthearted, or serious image is crucial, and this sentiment should resonate across all marketing materials.

Elevating brand perception through light and color

Color enables a brand to carve out its distinctive identity, while lighting contributes to the overall “feel” of the brand.

Ambient lighting, providing even illumination, is ideal for product photography, accentuating merchandise clearly. On the other hand, neon lights or darker mood lighting create a distinctly different ambiance. The choice depends on the desired mood — clear, bright images for trustworthiness and straightforward sales or exceptions that may require discussion with a commercial lifestyle photographer.

Tips for small businesses

Empowering small businesses to build a compelling brand that propels growth entails adhering to five key tips:

  1. Establish brand guidelines early on to maintain consistency in decision-making. Guidelines may encompass logos, colors, mission statements, typography, photography preferences, and brand voice.
  2. Define the brand identity by selecting colors and visuals that align with the business’s goals, origin story, and products.
  3. Develop visuals and marketing materials with a focus on consistency, a professional website featuring high-quality photographs, effective color utilization and a strong logo.
  4. Understand the target audience to create a visual identity that resonates with them, facilitating the creation of personalized content.
  5. Set the business apart by embracing uniqueness. Standing out in a competitive landscape can involve choosing unconventional colors or approaches that differentiate the business from its peers.

READ: Don’t be an “Average” Company — The Power of Prioritizing Team Happiness

Harness light and color to forge robust brands

Small businesses hold the advantage of crafting a potent brand from the ground up. Initiating this journey with a visually compelling identity is key. The selection of appropriate colors and lighting options represents just one facet of the process, yet it is instrumental in reaching and engaging the target audience while establishing a trustworthy and professional brand.

 

Jonathan Young of Jonathan Young Photography is a Los Angeles-based commercial photographer who creates clean and inviting images of people, food, and products that help to position them at the top of their genres.

A Beginner’s Guide to Social Media Marketing: Embracing The Wild West of the Internet

Social media is still the Internet’s Wild Wild West. Platforms change like the wind, measuring ROI regularly proves to be elusive, and the online territory as a whole is more massive than many understand. We sat down with Philosophy Communication’s social media manager, Libby Stauffer, to learn where she has found nuggets of metaphorical gold throughout her social media marketing career. Here’s some of her best advice.

READ: Don’t Get Left Behind — Top 8 Social Media Trends for 2023

What are some of the biggest lessons or takeaways you’ve learned about implementing effective social media marketing?

Check your ego at the door

We are all familiar with the Golden Rule, “Treat others how you want to be treated.” When it comes to social media marketing, engage with your brand’s content how you want others to engage with it. If you’re not going to be your brand’s #1 fan, who do you expect will be? 

Social media just wants to have fun

In a world of buttoned-up websites, brochures and emails, social media is like the cooler, funnier sibling who has only one motive… to have fun! Save the straight-edge professionalism for your other marketing outlets and really let your brand’s personality shine. 

The golden question

When creating your brand’s content, rather than asking the question “How is this going to help my business?”, ask “How is this going to help my audience?” Libby recommends curating content that implements some combination of the four fundamentals of content marketing: inspire, inform, entertain, persuade. 

Stay nimble

Always be prepared to change up your plan and add new content at a moment’s notice. With the fast-paced nature of social and the low longevity of its content, if you have the opportunity to jump on an emerging trend, don’t wait. Your other evergreen content will be just as relevant tomorrow as it is today. 

Another important aspect is maintaining a finger on the pulse of your content’s sentiment. Sustaining a continual understanding of how your brand and its content is being perceived helps shape effective future content and discern the type of messaging that best resonates with your audience. 

READ: How To Organically Grow Your Company’s Social Media Presence

Keep your friend close and your competitors closer

Some of your greatest inspiration for new content will likely come from keeping a close eye on your competitors’ socials. Take note of what type of content receives the highest engagement, which posts are a “flop,” the posting frequency they implement and how they interact with their audience. 

What do you feel are some of the biggest mistakes brands make when it comes to social media? 

Choose your channels wisely

The most important factors to consider when deciding on your socials are your audience, your services/products that you’re selling, your competitors and your business goals. 

Too often, companies make the mistake of thinking that just because they can be on every platform, that they should. Because each platform differs between hashtags, tone of voice, audience and optimal graphic sizes, it can prove to be extremely difficult to maintain a successful presence on multiple platforms. If you cannot sustain a consistent content strategy across numerous platforms, there is no shame in scaling back to allocate your time, energy and resources towards a single platform. 

How many cooks are in the kitchen? 

At most, your posts should be reviewed by two to three brand stakeholders before it has the green light to be posted. Creating an excessively laborious flow of approval will only do more harm than good by creating unnecessary roadblocks that prevent your brand from being first on the scene. 

Another factor to consider when there are too many cooks in the kitchen is the increased likelihood that your brand voice will become altered amidst the excessive rounds of edits. 

Are you true to you? 

Prioritize authenticity. Because there is an endless amount of content vying for everyone’s attention, people are craving real brands that are unapologetically unique and true to them. Evolution has led humans to develop an expert nonsense-detector. 

From your experience, what are some of the most impactful ways to best utilize a small social media budget? 

User-generated content is king

User-generated content is original content that is created by an individual and/or consumer, rather than by the brand itself. The beauty of this type of content lies in the positive influence it has on a consumer’s trust and loyalty to the brand and how it builds a sense of community amongst its buyers’, without the company having to spend a single penny.

 

Alli Westbrook HeadshotAlli Westbrook is the social media coordinator for Denver-based marketing and PR agency, Philosophy Communication. While she is a writer at heart, she is deeply curious about social media’s ever-evolving landscape and its role in businesses’ success.

Mastering Video Advertising: Strategies for Unbeatable Impact and ROI

In today’s digital landscape, video advertising has become an indispensable tool for businesses aiming to connect with their audience and drive exceptional results. The power of video to engage, inform and entertain is unparalleled, making it a key component of successful marketing campaigns. This article delves into the world of video advertising, exploring proven strategies to create an unbeatable impact and achieve remarkable returns on your investments.

READ: Using Video in Email Marketing Campaigns — Best Practices and Benefits

The Power of Video Advertising

Before diving into the strategies, let’s take a moment to understand the immense power of video advertising. According to recent statistics, more than 85% of internet users in the United States watch video content monthly, highlighting the tremendous potential for reaching a vast audience through this medium.

One of the most compelling aspects of video advertising is its effectiveness in capturing attention and engaging viewers. Studies have shown that users spend 88% more time on websites that feature video content, indicating higher user retention and brand recall compared to static images or text-based ads.

Defining your objectives

The first step in developing a successful video advertising campaign is to define your objectives clearly. Aligning your marketing goals with your video strategy will ensure that your efforts yield tangible results. Start by identifying your target audience and understanding their pain points, desires and preferences.

Moreover, set SMART goals for your video campaigns.

For instance, if your primary objective is to increase brand awareness, set a specific target for the number of views or impressions you want to achieve within a given timeframe. On the other hand, if your focus is on lead generation, aim for a specific number of sign-ups or conversions.

READ: How to Generate Qualified Leads for a Small Business — 3 Easy Tips

Crafting compelling video content

Creating compelling content is the cornerstone of an effective advertising strategy. Your video should tell a story that resonates with your audience, evokes emotions and sparks a connection with your brand. If full-service production is not an option, then we recommend considering various video editing options.

Consider using different types of video advertising strategies based on your objectives. For example:

  1. Explainer Videos: These are ideal for introducing your product or service and explaining how it solves a problem or meets a need.
  2. Product Demos: Showcasing your product in action helps potential customers understand its features and benefits.
  3. Customer Testimonials: Positive reviews from satisfied customers add authenticity and trust to your brand.

Additionally, if you’re looking to optimize file sizes for quicker online streaming or to save storage space, utilizing a reliable video compressor can be invaluable. This tool helps maintain video quality while reducing file size, ensuring smoother playback and faster loading times on various platforms.

Choosing the right platforms and channels

To maximize impact, choose the right video advertising platforms.

YouTube, the world’s second-largest search engine, provides vast reach and targeting options. Optimize videos with relevant keywords for YouTube search. Additionally, Facebook’s advertising platform offers immense potential with over 2.8 billion monthly active users.

READ: What are Your SEO Content Gaps? Plus, 3 Ways to Fix Them

Utilize audience targeting features for precise ad delivery. Embed video ads on your website or landing pages to increase conversions by up to 86%. Enhance your strategy with a video compressor tool. Compressing videos reduces file size without sacrificing quality, improving loading times and user experience. Achieve optimal engagement and maximize returns on your video ad investments.

Additionally, consider embedding video ads on your website or landing pages. Studies have shown that websites with videos on their landing pages experience an 86% increase in conversions.

Harnessing the power of social media

Social media is a treasure trove for promoting video content and engaging with your audience. Leverage social media platforms to share your video ads, generate buzz, and encourage user-generated content.

Collaborating with social media influencers can also amplify the reach of your video ads. Influencers can help introduce your brand to their followers, who are already interested in their content, leading to higher engagement and conversions.

READ: 12 Ways to Repurpose Social Media Content for Email Marketing 

The impact of mobile and responsive design

As mobile usage continues to grow, it’s essential to optimize your video ads for mobile devices. Research indicates that mobile users are more likely to watch videos on their smartphones than on other devices.

Ensure that your videos are formatted for mobile viewing and that they load quickly on mobile networks. Responsive design is equally important, as it ensures that your video landing pages adapt seamlessly to various screen sizes and devices.

Staying ahead of the curve

In the dynamic realm of video advertising strategies, embracing emerging trends and technologies is essential for a competitive edge. Key focus areas include:

  1. Interactive videos: Engage viewers with clickable elements, quizzes and branching narratives, creating personalized experiences that enhance brand recall and boost conversions.
  2. 360-degree videos: Offer unique perspectives, immersing viewers in captivating product showcases or storytelling for a deeper connection.
  3. Augmented reality (AR) experiences: Overlay digital elements in the real world, enabling interactive product visualization and informed purchase decisions.

READ: How the Metaverse is Revolutionizing Industries — From Sci-Fi Fantasy to Digital Reality

By adopting these innovations, brands elevate their video advertising, deliver unforgettable experiences and forge meaningful connections with their audience, ensuring unbeatable impact and returns.

The bottom line

Video advertising continues to be a formidable force in the digital marketing world, offering unbeatable impact and returns for businesses of all sizes.

By defining clear objectives, creating compelling content, leveraging the right platforms, optimizing for search engines and harnessing the power of social media, you can create a video advertising strategy that captivates your audience and drives impressive ROI.

Remember to continually analyze data, adapt to emerging trends and refine your approach to stay ahead in this dynamic and ever-evolving landscape. Embrace the power of video advertising, and unlock the immense potential it holds for your brand’s success.

 

Sanket Shah headshotSanket Shah is the Founder and CEO of Invideo who initiated this startup with the view of encouraging the creation and use of videos in all sectors of business as well as private lives. Sanket’s dedication has led Invideo to serve millions of users from 190 countries across the world. His continuous encouragement to all video users and desire to make video making and editing accessible to everyone has contributed largely to the video production industry.

AI Content and Human-Generated Copy: A Winning Combination for Social Media Marketing

The rise of AI content has some people fearing for their jobs. Programs like ChatGPT can produce reams of written prose in the blink of an eye. That’s why using AI for social media marketing can give you the boost you’ve been looking for. But, there are still limitations.

In reality, AI content tools can enhance the work of content creators, writers and artists. Using AI to write more compelling social content may increase engagement, generate more traffic and bolster sales, too.  

READ: AI in Mobile App Development — Top 8 Tools and Strategies

AI strengths

AI has some serious strengths. It can search the web, write pages of content and analyze data quickly. AI can also identify trends in social media. Using AI for social media marketing also helps marketers make better-informed decisions. 

1. Research

AI programs can automate tasks like lead generation and project management. This speeds up research and mitigates errors. Automation also helps marketers save time. Marketers who use AI don’t trawl through Google for useful results. Instead, they can use generative AI models to find answers to their queries. This is helpful for writers who are working with unfamiliar subjects. 

2. Idea generation

AI can also be useful during the idea-generation process. Writers can use AI programs to reboot their imaginations when facing writer’s block. This gets the creative process back on track and produces innovative ideas. 

AI limitations

Artificial intelligence tools are growing in power. Updates have increased accuracy, too. But, AI is unlikely to ever replace real-life writers.

READ: Chat GPT isn’t Always the Answer — 4 Reasons for Human-Generated Copy is Still a Marketing Essential

1. Penalties  

Social media marketers who rely on AI tools may be penalized. Google Search Central says content creators can use AI tools to generate some content. But, AI-generated content cannot be “used to manipulate search rankings.” This is spam and undermines rankings online. 

Generative AI art can produce some strange results. Viewers may notice anomalies like human models with six fingers or too many teeth. This has damaged the reputation of brands that include AI art in their content. 

The legal landscape of generative AI is murky. AI-generated content plagiarizes content produced by real writers. It also fails to attribute its work to any sources. This draws the ire of some content creators and readers. 

2. Creativity 

AI is incapable of completing research or revisions. Natural language programs (NLP) generate “false” sources that do not correspond to real research. These hallucinatory sources sound real but are fake. This can land writers in hot water. Instead, writers should follow up with a reference search of their own. 

Combining writers and AI

AI-generated content is a boon for busy pros. But, folks who want to use AI should see the software as an assistive tool. It cannot replace real writers and may produce sub-par results. 

1. Outlines and captions

Real writers can use AI to boost their productivity by asking NLPs for outlines. This is helpful, as idea generation can be mentally draining. AI can make the process easier by providing potential content ideas. 

AI can also help social media pros compile data. The best social posts are informed by data. Programs like GPT4 analyze large data sets and leverage underutilized information. This can help writers identify trends and adjust their work. 

2. Professional prompts

Real writers who make use of AI need further training. Programs like Google Bard are simple to use but difficult to master. Training can streamline the process. 

Using AI to write is simple. Real writers can start using AI by including: 

  • A clear prompt: A clear prompt puts AI on the right path. This will improve useability, too. Stick to simple sentences and clear questions. 
  • The target audience: AI programs need context. Tell GPT about the context of the article before pressing send. 
  • A call to action: A CTA refines the search. Including a clear CTA can help GPT understand your purpose, too. 

More context is always better. Before pressing send, tell the NLP where the text will appear. This increases response relevancy. 

Writers must understand the business before turning to AI for help. This is particularly helpful for technical writers on social media. AI helps technical writers take a more relaxed tone online. But, it cannot create industry and business-specific posts. Writers still need to lean on their creativity to produce engaging posts. 

The bottom line 

AI programs help writers create more engaging social content. This is important, as social media outreach is essential for all growing businesses. However, writers who use AI should guard against overreliance. An overreliance on AI can produce “spam-like” content. This damages SEO rankings and may undermine brand reputation.

 

Indiana Lee Bio PictureIndiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.

The Best Loyalty Program Promotion is Your Social Media — Here’s Why

In a 2022 study, 70% of Americans considered loyalty programs a top factor in loyalty toward their favorite brands. Loyalty programs improve customer retention, the lifetime value of a customer, customer satisfaction and brand reputation.

However, simply having a loyalty rewards program isn’t enough. You need to promote it regularly and ensure customers are aware of the benefits. One of the best ways to do that is on social media, where billions of people are active every day.

How can you use the company’s social media presence to maximize the benefits of its loyalty program? Here’s what you need to know.

READ: 12 Ways to Repurpose Social Media Content for Email Marketing 

Know the rewards your customers value

An effective rewards program has to offer something the customers find valuable, or no one will be interested in signing up. One of the ways to find out what your customers enjoy and spend time on is by paying attention to social media.

Social media listening tools can help you find the voice of the customer, which allows you to discover your customers’ needs, wants and expectations. This allows you to tailor the loyalty program to meet and exceed those expectations. 

Different customer bases have different values and priorities, and by discovering these, you can offer truly valuable, targeted loyalty rewards, which will improve the positive impact of the program.

Use social media to promote the loyalty program

Social media gives you a megaphone to share your message. However, everyone else also has a megaphone, so it’s important to promote your loyalty program in a targeted way that appeals to your target market.

One way to do this is through special giveaways on social media that involve your audience sharing information about your loyalty program with friends and family. You can have different ways to enter, and each one is worth a certain number of entries into the drawing.

Keep in mind that Colorado has strong laws around privacy when it comes to loyalty programs, so the information you collect needs to be kept confidential and secure. You’ll need a strong cloud security strategy that keeps your loyalty program data safe from cyberattacks and presents clear disclosures about what information you collect and how you use it.

READ: Inside the Colorado Privacy Act (CPA) — New Obligations for Businesses Processing Consumer Data

Make social media sharing part of the loyalty program

User-generated content is a great way to turn your customers into advocates for your brand, and you can leverage social media and your loyalty program to encourage customers to create it.

For example, a customer who posts a picture of themselves holding your product on social media could get a certain number of reward points. Someone who posts a short video about your product could earn more.

When social media becomes part of the loyalty program, you’ll increase the traction and reach that your company has online, allowing you to attract new customers and remind existing customers to buy another product or service. It’s a win for everyone involved.

Boosting loyalty online

Learning how to grow customer loyalty is essential, and loyalty programs play a big role. Taking advantage of social media allows your organization to learn more about its customers, offer better rewards, let more people know about the program and turn customers into brand advocates.

Using social media the right way will build consumers’ trust in your brand, build your brand reputation and showcase your company’s values. When you add your customer loyalty program to the mix, you are able to reward new and returning customers with prizes that matter most to them, encouraging them to continue engaging with your brand.

Millions of people use social media daily — your brand can meet them right where they are! 

 

Indiana Lee Bio PictureIndiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.

Chat GPT isn’t Always the Answer: 4 Reasons for Human-Generated Copy is Still Essential

There is a lot of trashy writing out in the world. For reference, please consider —well, almost anything online. There are many reasons why it’s so easy to find dreadful content. The main reason is that we now live in an age where gatekeepers are largely absent from the publishing process. 

Sure, if Joe Schmoe decides to write an article about how he thinks his neighbor looks better in loafers than tennis shoes, the New Yorker probably won’t spend too much time considering it for publication. 

But with little more than an internet connection, Joe can tell his story to the world. And because search engines are weird, people may actually wind up reading it. 

Of course, the recent emergence of generative AI isn’t helping things. AI-generated content is dry and often inaccurate, but it has the distinct benefit of being free. What do you get when you combine lax publishing standards with unlimited access to mediocrity?

The internet.

Good marketing requires a little bit more than just the standard dribble. If you want to produce successful copy, you should put your heart in it. Below, we discuss four reasons why true marketers will always give every sentence their all.

READ: Cracking the Code of Business Marketing — 10 Strategies for Success in a Dynamic Landscape

Reason 1: It’s what clients expect

Keep in mind that with the increasing prominence of Chat GPT, mediocrity is now free. Which means no one is going to want to pay a marketer for it. When clients put money on the table, they expect the product they receive in return to generate value. 

Strong writing will make them feel like they are being rewarded for their investment. Turn in bad copy even once, and you’re likely going to be replaced by a machine in the near future. 

READ: 4 Prompts and Tips for ChatGPT — A Comprehensive Guide for Marketers

Reason 2: It stands out

Did we mention that the internet is filled with garbage? Well, it is. So much garbage, in fact, that the average reader may not be used to reading well-written, thoughtfully produced content. When they do see it, it stands out.

You can toss around lots of thoughts and philosophies around marketing, but the bottom line is that standing out is what the job is all about. Write content that is worth being read. 

Reason 3: It stays evergreen

Digital marketing implements many tools and theories to boost the visibility of content. Search engine optimization is the process of using keywords, along with a variety of other strategies, to help get content seen on the search engines or social media. 

SEO is definitely important, but some marketers prioritize it above anything else. Who cares if the copy is bad because you used the phrase “new roofs in Michigan,” 33 times in 500 words? It ranked, didn’t it?

But here’s the thing: no one actually knows how Google ranks and prioritizes content. We take good guesses, many of which turn out to be correct. But the actual algorithm is secret, and constantly changing. 

The goal of that algorithm, however, is not so secret. Promote high-quality content. Marketers who punch out terrible but strongly optimized content may rank for a few weeks, but what happens when Google shakes up the algorithm?

It’s too easy to put all of your eggs in one basket with SEO. Good writing is a much more sustainable content production strategy. Why? Besides the fact that people will always prefer reading good copy to a bunch of garbled-up keywords, strong writing can organically help your content rise in online visibility. 

People will repost or share good content much more frequently than they will purely SEO-driven copy. While many marketers focus more on keywords because it is quantifiable, reposts and backlinks are just as valuable when it comes to rising through the search engine ranks. 

READ: What are Your SEO Content Gaps? Plus, 3 Ways to Fix Them

Step 4: It’s just better

That’s the bottom line. Writing at the professional level is a product. To stay competitive and effective, you should care about product development and improvement the same way anyone else in business would. 

If other people want to use keyword saturation and AI to mass produce mediocrity, let them do it. In fact, be thrilled when they do, because it only makes your stuff look better. Algorithms and social media publishing standards change daily. The desire for high-quality products does not. 

If you’re going to write, write well. 

Developing your writing skills

Naturally, there are many educational programs available to help you improve your writing skills. These are good ways to learn the basics in a structured environment. However, writing is something that you learn by doing. 

As Stephen King said, you can consider the first million words practice. 

Million?

Well, that’s what The King said. The average marketer who wants to punch up their copy might not need to take things quite so far. However, you should get comfortable with the idea that improving your writing isn’t something that happens overnight. It is a lifelong process that never truly ends. 

So sure. Take the classes. Study up on best practices. But most of all, start putting in the work. You’ll find that, while you may not go from zero to hero in a week, your skills will develop quite quickly when your efforts are focused and deliberate. 

Quality never goes out of style. Put in the work. Write deliberately. Write well. Write often. Just write. 

 

Andrew Deen HeadshotAndrew Deen has been a consultant for startups in a number of industries from retail to medical devices and everything in between. He implements lean methodology and is currently writing a book about scaling up business.