Storytelling Marketing

Storytelling. It’s been a buzzword in marketing for the past 5 years, and while it would be easy to dismiss it along with all the other buzzwords that are either fads or trends, B2B marketers shouldn’t. One of the greatest assets a marketer has is their story. Companies have them, too. Pardot didn’t end up where we are here in 2016 without making plans and executing those plans, without our great people, and without leadership. Pardot has a story. Your company has a story. You have a story, and that story is your “story equity”, meaning it’s the value you bring to the table everyday. It started before your first day, and hasn’t ended yet – it’s still being written everyday.

WHY YOUR BRAND’S STORY MATTERS

Your personal, professional and company story answers the what, why, and how. It tells your clients and prospects exactly who you are, and what you do. It highlights your unique value proposition. Only you and your business have travelled THAT particular path that’s taken you to where you are today. The Salesforce story (which is documented in the book “Behind The Cloud”) helps frame who we are as a company, from how and why we donate our time to nonprofits, to how we help each other along our individual career journeys. Most companies are born out of a question, or a need, or something that just didn’t exist in the marketplace, and this is your chance to show off the reason you do what you do.

STORYTELLING CONNECTS YOU WITH YOUR CUSTOMERS

How do you show clients and prospects how you’re going to help them succeed? Tell them your story. Show them how you can help them grow their business the way that you grew yours. It’s important to connect who you are with the business of your customers. Send emails to mark occasions that are important to your customers – like holidays and their birthdays. Take a little time to send these personalized but not salesy little notes to show them that you care. Use what you’ve learned about them during the buying process to make it genuinely personal. That’s important because as you lead them through the buying cycle, they go from being a casual follower or observer in the marketplace to an active participant IN your story. At the end of that, you’ll both grow. When you really get down to it, your story is everything. It’s the people and the process and the values that your company cherishes that make you stand out from the crowd.

MAKING YOUR BRAND’S STORY PART OF YOUR STRATEGY

As customer experience becomes more and more important as a differentiating factor, the stories you can tell your clients and prospects need to take center stage, because they’re what sets you and your brand apart. You can share your stories through social media, tweeting pictures of your team, or creating Facebook posts to mark major internal milestones. Or you can share through your content, highlighting your appreciation for your customers, and sharing how your business came to be what it is. Telling your story should become a key part of your overall content strategy, because remember, people don’t buy from brands or companies, they buy from people, and your company’s story isn’t about a brand or a company, it’s about the people who helped create it and helped innovate and make it better every day.

Sources:
www.pardot.com/blog/storytelling-part-marketing-strategy

Advertising has always been visual, but when you augment this visual impact using videomarketing, the effect is even greater. With so many people today living fast-paced lifestyles, it’s essential to get your message across using carefully chosen text coupled with powerful moving images. When you combine the power of video marketing with the popularity ofFacebook, your business will go through the roof. As the VP of Public Relations at Americaneagle.com, I have personally experienced how effective Facebook video marketing can be. We believe in producing videos to market our company, so we have quite a large repository of these videos. To fully take advantage of the power of Facebook video marketing, understand why it’s so effective and how to create your own successful marketing videos. Consider these five reasons why you should start utilizing Facebook video marketing now: Greater Exposure Millions of people around the world are on Facebook daily; a quick survey of your office or group of friends on their Facebook habits will confirm this. Get your business under the noses of people from every corner of the globe for increased exposure and potential for more referrals. Social Connectivity Facebook is considered one of the strongest and most popular social media platforms today. And it just keeps growing! This is why you should ride the wave and use it for your own benefit. Keep in touch with prospective and existing customers, provide better customer service, build rapport and get to know your target audience. Potential For Virality When you post a video on Facebook, especially one that caters to a specific group of people and evokes a particular emotion, it has the potential to go viral. If people like it, it’s so easy to share with friends and expose it to networks you may not currently be reaching. Search Engine Visibility Did you know that Facebook videos are also easily searchable on Google? Just like YouTube videos, they appear on search engine results pages. Thus, these two powerful platforms are combined when using Facebook video marketing. Easier Conversions Social media has been proven effective not just in increasing traffic to your website, but also in boosting your conversion rate. When you post amazing, effective videos on your Facebook page, you’ll be able to convince more of your audience to purchase your service or product. If you don’t start using Facebook video marketing today, your business will get left behind. So start with the tips below, especially if you’re a beginner, to create a powerful Facebook video. Use Compelling Visuals To Engage Users Fast You might have noticed that Facebook videos play automatically, but they don’t have audio until a user activates it by clicking on the video. This is why it’s so important for you to use catchy, compelling visuals that will capture the interest of your target audience, even without sound. Create Different Videos For Specific Purposes Social media and video marketing experts recommend producing different videos that have distinct purposes. If you want your audience to sign up for your newsletter at the end of the video, then create a video with that goal in mind. If you want to promote a new service, then focus on that service in another video. You can easily direct viewers to an action by using a focused video. A single video that tries to tackle multiple purposes feels unfocused and isn’t as convincing. Plan Videos According To Audience It’s also good to create specific videos for varying target audiences. Let’s say you have some products that cater to the elderly, and you also have some that are more suitable for children. If you generalize your video to address both audiences, you’ll end up making less of an impact. You should remember never to treat videos as “one size fits all.” This is where Facebook Custom Audiences comes into play. Also, avoid going too heavy on the “sales talk.” Instead, make videos that a particular audience can relate to and that focus on topics of interest to that audience. You can even check out Facebook Audience Insights to help you pinpoint demographics and interests. Make Sure to Keep Your Videos Short And Sweet Another thing you ought to consider is the length of each video. Apart from the fact that Facebook only allows up to 20-minute videos, long ones are often ignored or not finished by viewers. What’s the use of having an amazing video that runs for 20 minutes, but is not watched by many, compared to a 30-second one that catches viewers’ attention and leaves them curious and wanting more? The shorter and more concise the video, the better and more effective it will be. Optimize Your Marketing Videos Through A/B Testing If you have been doing online marketing for a while now, you have probably already heard of A/B testing. This is often employed to measure which of your ads brings better results and actually fulfills your purpose. Take note that an A/B test only compares two ads or videos with one variable. It is therefore different from split testing, which involves more than one ad or video. With these simple tips, your business marketing strategies can go a long way. Don’t underestimate the power of Facebook and video marketing: blend them together for a greater impact and standout results.

Advertising has always been visual, but when you augment this visual impact using videomarketing, the effect is even greater. With so many people today living fast-paced lifestyles, it’s essential to get your message across using carefully chosen text coupled with powerful moving images. When you combine the power of video marketing with the popularity ofFacebook, your business will go through the roof.

As the VP of Public Relations at Americaneagle.com, I have personally experienced how effective Facebook video marketing can be. We believe in producing videos to market our company, so we have quite a large repository of these videos. To fully take advantage of the power of Facebook video marketing, understand why it’s so effective and how to create your own successful marketing videos.

Consider these five reasons why you should start utilizing Facebook video marketing now:

Greater Exposure

Millions of people around the world are on Facebook daily; a quick survey of your office or group of friends on their Facebook habits will confirm this. Get your business under the noses of people from every corner of the globe for increased exposure and potential for more referrals.

Social Connectivity

Facebook is considered one of the strongest and most popular social media platforms today. And it just keeps growing! This is why you should ride the wave and use it for your own benefit. Keep in touch with prospective and existing customers, provide better customer service, build rapport and get to know your target audience.

Potential For Virality

When you post a video on Facebook, especially one that caters to a specific group of people and evokes a particular emotion, it has the potential to go viral. If people like it, it’s so easy to share with friends and expose it to networks you may not currently be reaching.

Search Engine Visibility

Did you know that Facebook videos are also easily searchable on Google? Just like YouTube videos, they appear on search engine results pages. Thus, these two powerful platforms are combined when using Facebook video marketing.

Easier Conversions

Social media has been proven effective not just in increasing traffic to your website, but also in boosting your conversion rate. When you post amazing, effective videos on your Facebook page, you’ll be able to convince more of your audience to purchase your service or product.

If you don’t start using Facebook video marketing today, your business will get left behind. So start with the tips below, especially if you’re a beginner, to create a powerful Facebook video.

Use Compelling Visuals To Engage Users Fast

You might have noticed that Facebook videos play automatically, but they don’t have audio until a user activates it by clicking on the video. This is why it’s so important for you to use catchy, compelling visuals that will capture the interest of your target audience, even without sound.

Create Different Videos For Specific Purposes

Social media and video marketing experts recommend producing different videos that have distinct purposes. If you want your audience to sign up for your newsletter at the end of the video, then create a video with that goal in mind. If you want to promote a new service, then focus on that service in another video. You can easily direct viewers to an action by using a focused video. A single video that tries to tackle multiple purposes feels unfocused and isn’t as convincing.

Plan Videos According To Audience

It’s also good to create specific videos for varying target audiences. Let’s say you have some products that cater to the elderly, and you also have some that are more suitable for children. If you generalize your video to address both audiences, you’ll end up making less of an impact. You should remember never to treat videos as “one size fits all.” This is where Facebook Custom Audiences comes into play.

Also, avoid going too heavy on the “sales talk.” Instead, make videos that a particular audience can relate to and that focus on topics of interest to that audience. You can even check out Facebook Audience Insights to help you pinpoint demographics and interests.

Make Sure to Keep Your Videos Short And Sweet

Another thing you ought to consider is the length of each video. Apart from the fact that Facebook only allows up to 20-minute videos, long ones are often ignored or not finished by viewers. What’s the use of having an amazing video that runs for 20 minutes, but is not watched by many, compared to a 30-second one that catches viewers’ attention and leaves them curious and wanting more? The shorter and more concise the video, the better and more effective it will be.

Optimize Your Marketing Videos Through A/B Testing

If you have been doing online marketing for a while now, you have probably already heard of A/B testing. This is often employed to measure which of your ads brings better results and actually fulfills your purpose. Take note that an A/B test only compares two ads or videos with one variable. It is therefore different from split testing, which involves more than one ad or video.

With these simple tips, your business marketing strategies can go a long way. Don’t underestimate the power of Facebook and video marketing: blend them together for a greater impact and standout results.

Source:
www.forbes.com/sites/forbescommunicationscouncil/2016/07/07/facebook-video-marketing-why-you-need-it-and-how-to-do-it-well/#68c191116d84

6 Ways to Align Your Mission With Your Content-Marketing Strategy

You may have a strong, well-developed company mission, and a vision that summarizes your organization’s long-term plans and values. You may also have a brilliant content-marketing strategy, capable of attracting thousands of new people to your brand and keeping your current customers engaged. But, how well do these two areas of your brand strategy mesh?

My experience in working with small- to mid-sized businesses is that content-marketing strategies often get treated as separate entities, distinct from a brand’s core mission and objectives. Why? Because content marketing is seen as an external platform, an advertisement, when it should be seen as both an external display and a showcase of your company's internal values.

Muhammad Ali Was a Marketing Genius Who Also Happened to Be a Boxer

As a young boy, I used to watch Muhammad Ali's boxing matches on TV with my dad. I remember watching the “Thriller in Manila” and “The Fight of the Century” in Madison Square Garden, just a few miles from where I grew up.

I remember how excited my father, Joe, a New York City Police Officer, used to get by Ali’s poise and power. Seeing my dad be so riveted made an impression on me. At the time I thought I was just watching a guy who knew how to fight. I did not realize I was not just watching a boxing legend -- but also a marketing genius in the making.

5 Tools to Streamline Your Content Marketing Strategy

Content marketing can take up a lot of time. Typically, it’s considered a task that’s given to a single person, or is outsourced to a freelance worker. However, when you have tools available that will help you save time while continuing to post accurate content, you’ll be able to keep costs down and connect with your audience on multiple levels.

Fortunately, there are more than enough popular tools to make your content marketing strategy easier to execute. Check them out below to get started today.