The Latest Ad Formats Get Better Results
While social media has opened up more avenues than ever before for reaching your customers, it has also raised customer expectations for engaging advertising. This means that even high-quality static ads no longer have the same impact that they once did. However, there is no shortage of alternatives to traditional static ads. Whether you incorporate video, use a carousel format, or create interactive ads (i.e. virtual or alternate reality), it’s time to elevate your social media marketing.
Targeting the Right Audience is the Difference Between Success and Failure
It doesn’t matter how good your social media marketing is if it’s not reaching the right audience. In a sense, content creation is only half the battle. It is just as important to make sure you’re taking advantage of all the targeting strategies each platform provides. That means targeting by geolocation down to zip codes, creating custom audiences based on email addresses you already own, creating lookalike audiences to expand your targeting pool, and utilizing any other strategies available to you.
Don’t Be Afraid to Target the Audience of Your Competition
You shouldn’t think of the audience of your competition as unreachable. In reality, they are one of the best groups to be targeted through social marketing. For one thing, you already know that these customers are interested in what you’re selling since they’re buying it from a competitor. Within any customer base, there will inevitably be individuals who are unsatisfied with the product or service that is currently being provided to them. If your offering better meets their needs, then making them aware may be all that’s required for them to convert.
Tailor Copy and Creative to Each Platform
Almost three-quarters of Americans use more than one social media site, and you can be sure they’re savvy enough to recognize when copy is pasted from one to another. When you use the same content on multiple different sites you just end up watering down your overall impact and run the risk of annoying users with repetitive advertising. By tailoring the copy and content to each specific social platform you have the opportunity to present users with multiple different perspectives on your central message.
Leverage Organic and Paid Advertising
The best social campaigns find a good balance between paid and organic advertising. By focusing too much on one you miss out on the opportunity to reach individuals and groups that would be better engaged by the other. Paid advertising allows you to target those who are currently unaware or uninterested in your company and would not seek you out on their own. However, companies that only use paid advertising can come across as cold and unapproachable. Making use of organic as well can solve this problem, while simultaneously driving traffic to your page and engaging people that you already know to have an interest in your brand.
Get Your KPIs Straight
This is another area where finding the middle ground between two extremes is critical. Focusing too much on one metric can result in missing out on data that would give important insights into the success or failure of a social campaign. At the same time, trying to evaluate too many simultaneously will result in mixed feedback about what is and isn’t working. It may take some trial and error, but it is critical to find the KPIs that are most linked to the goals of your social campaign while weeding out any that would drown out the more important insights.
Marketing evolves down funnel
In the Customer Experience era, there is a growing need for content at the later stages of the funnel, including Customer Success, retention and sales enablement. The data shows the post-sales interaction impacts LTCV and marketers need to be included to generate high quality and brand coordinated content.
The Revenue Org
The great divide between Marketing and Sales is finally coming to an end—aligning in the “revenue” org. Carpe Diem!
Video is the king of content, but other formats like eBooks, blogs, customer content, are just as relevant. Video is also a good format to try some new things. What’s in your content maps?
One to one
One to one Marketing is the new normal. ABM is what got us here. You ought to be targeting down to the contact level in your marketing. If you’re not tackling precision, personalized marketing, you’re still in the billboard era.
Let the “marks” pay the price in social media. Savvy marketers’ arbitrage against the newbies by triangulating first party data, contextual targeting and firmographics. Don’t ignore the “legacy” online publishers. Publishers are hurting in the “brave new” social media world, where there are deals and audiences to be discovered.
All our campaign data shows personalization generates better results. Personalization can occur at many different levels, including industry or firmographic segmentation.
Viewstream has invented a new way to capture customer content using Facebook portals. It’s very high quality, and best of all significantly reduces the costs of video testimonials.
Viewstream has a new core value: Challenge Everything! This is the year to challenge the way things have always been done. Try new things. Iterate. Experiment. Exercise your marketing muscle! Let’s work on some new and innovative programs. Together.
Viewstream had a successful night at the 39th Annual Telly Awards garnered us seven statues, including two Silver Tellys. Take a look below for three ways that Viewstream manages to achieve the award-winning quality of our work.
1. Focus on your KPIs
Viewstream works flatter than other marketing agencies. What that means is that we cut down on the number of layers between you and the creative team. Every team member is fully aware of your goals and is able to gain a unique understanding that you can only get through direct communication. It’s with that understanding that Viewstream is able to create the highest quality tailored content, starting with your specific KPIs and building out from there. At Viewstream we take a customized, integrated approach to the way the team interacts.
2. Superior Storytelling
It’s not just telling a story about your product, it’s finding the story that your product tells. At Viewstream we’re not looking to fit your product into a preconceived narrative. By taking a step back first and looking at all the facts and research, we can gain a deeper understanding of what you’re trying to market, to whom, and the benefits it can bring them. Once the structure of the narrative begins to come into focus you can be sure it’s based on qualities that are inherent to your product, vision, and company.
3. Modern Approach to Design
The truth is a lot of videos are created by traditional video production teams. This may work for traditional video, but in marketing, it can lead to a lot of outdated looks. At Viewstream, our creative team works on more than just videos, producing award-winning content across mediums. This gets you a more sophisticated design look and modern visuals, thanks to creatives who pull their skills from multiple different disciplines rather than just video.
Award Spotlight—UPS: Where Business Takes Shape
Viewstream worked with UPS to create a video showcasing the services offered by their Logistics and Distribution division.
“The motion design aspect of this, and most projects was essentially a two-part process. Once we had a basic concept and specific language that went along with it, we translated that into potential visuals -simplified stills and rough animations. This helped the team validate the new creative before going on to the next step, which is execution. In this step, the color palette, backgrounds, timing, and content was refined and inserted into the main timeline. Because we had an existing “blueprint”, this process was replicated much more quickly.”
-Joel Yabrudy, Creative Manager
We would love to discuss what Viewstream can do for you. Let’s talk!
A community is easily one of the most important concepts in marketing. By making your customers feel they are not alone in their experience, but rather part of a larger group that shares the experience with them, you engender a feeling of being an important piece of a larger body.
Individual customers are the building blocks of a successful business, but by bringing them together and giving them a sense of being in a community you can connect with them in ways not seen in traditional business/customer relations. This will transform your customer base from a list of names into a useful tool that can be used to further your marketing goals.
1. Campaigns with Engaging Content
Rather than using generic campaigns to throw a wide net, aim for content that can speak to your customers on a personal level. Find out what they need that differs from others, and make sure that your campaigns convey that you can give it to them. A company with an engaging campaign that can address a customer’s needs before they bring them up will feel intensely personal and go a long way towards building a sense of community.
2. Foster a Sense of Friendship
As a customer of a large company, it is easy to feel like you are viewed as a statistic on a screen. You want your customers not to feel like stats, but rather like friends of the people acting as their points of contact. There are many ways to do this, and it can be as easy as having a conversation or asking them about something they mentioned the last time you spoke. If you remember that the customer’s daughter was having a birthday and ask them how it went, they will be reminded that they are talking to someone who genuinely cares about them and is interested in their needs.
3. Content and Community Hubs
Sometimes the best way to create a community is to literally create a community. Have an online community hub that will bring together all of your customers in one space, allowing them to interact with one another on forums. This not only allows them to more easily find solutions to any problems they might be having but also connects them with other customers who share the same experiences as them. A lot of times all a community needs to grow is the proper space to grow within. Here is just one example of the type of community hub that Viewstream can assist you in creating: http://civil-community.autodesk.com/
4. Hold In-person Events
Having your customers communicating on a forum is a great way to plant the seed of a community, but to truly begin to build bonds it is important to have them meet each other in person. Whether it be a large conference or a small mixer, having your customers see each other face-to-face can be the catalyst that takes them from being names on a forum to true members of a thriving community.
5. Improve the Customer Journey
Take a look at the journey a customer takes when using your company’s services. Does it feel like a cookie cutter approach that is applied to every new customer, or does it make them feel as if the entire experience was made just for them? In a real community, the specific needs of each customer are taken just as seriously as what is needed by every customerViewstream is here to help you to create everything from your own community hub to campaigns with engagement as the main objective.
The Telly Awards are like the Academy Awards for business video. Of the nearly 12,000 entries, Viewstream was recognized for its creative work supporting the products and brands of some of the largest companies in the world.
Viewstream was presented with two Silver Telly Awards for our work with UPS and Adobe in Promotional Video.
In addition, Viewstream was honored with five Bronze Awards for our work with Workfront, Isobar, Wipro, Autodesk AutoCAD, and UPS in Promotional Videos and Online Commercials.
“Our primary focus has always been to exceed our clients’ expectations with exceptional creative work,” says John Assalian, CEO of Viewstream. “Winning more awards demonstrates the high caliber of our creative work. We have an amazing team and visionary clients.”
If you want award-winning video, Viewstream would love to discuss what we can do for you. Let’s talk!
The future is blockchain and blockchain is the future. There is no doubt about this. Blockchain will be the technology that an array of industries is based upon, including forming contracts, keeping track of ownership, distributing data, and yes, marketing!
Blockchain is best known as the technology that cryptocurrencies are built upon, but they have nearly limitless uses outside of crypto as well. A blockchain is basically just a ledger that, instead of being stored in a single location, is distributed to all users so that each transaction can be verified by everyone who has a copy of the ledger. Large companies such as Walmart and JP Morgan are already investing in blockchain technology, a move that is mirrored on the start-up side as well with over $2 billion dollars invested into ICOs in 2017. It is only a matter of time before customers in all types of
businesses expect the value of blockchain technology to be a part of their user experience.
So, how do you approach the marketing of blockchain to various audiences? We set out to answer that question in our new eBook. Learn more about the future of blockchain marketing here: Ultimate Guide to Blockchain Growth
Viewstream has launched a blockchain marketing and communications practice to help bring the human touch to blockchain companies.
As early Bitcoin miners and investors, we get the tech. Our experience with marketing and communications with over 100 top companies like Microsoft, Adobe and Amazon mean we can help blockchain companies achieve exponential growth.
This past week, our Viewstream team was on-site at Palo Alto Networks live webcast: Epic Cloud Security.
With over 13,000 registrations for the event, Viewstream delivered a full HD video stream to offices all over the globe. The stream was fully integrated on the client’s page, with moderated social media interaction enabled. The recording was then re-purposed for a simulated screening in Sydney and Singapore. The event was a complete success.
Enjoy some behind the scenes look at our team making sure everything runs smoothly.
In a world where we spend a billion hours on YouTube every single day, video content isn’t going anywhere and will only continue to grow. This is especially true when it comes to explainer videos and tutorial content. We’re also seeing an increased shift towards mobile content.
For years non-mobile dominated the video ad market, but it looks like 2017 may be the final year of that being a reality. Zenith says that 2018 will be the first year in which mobile ad spending finally outpaces its non-mobile counterpart. According to Recode 25% more video will be watched by people on mobile in 2018, and in the coming year spending on mobile advertising is expected to increase by almost 50% to $18 billion.
Due to all these factors, it will be effective for companies to find new ways to incorporate video into their advertising. In social media, for example, big platforms like Facebook and LinkedIn often charge less on a CPM basis for video views. Also, think about places to use video that aren’t that traditional, in the example being Video Brochures created by Viewstream, which deliver HD-quality sound and video in the form of a paper brochure.
2. Artificial Intelligence Buzz
As Artificial Intelligence, machine learning, and customer data become more advanced and user-friendly, we are seeing them become much more a part of the successful marketers toolbox. A report from Salesforce shows that the most successful marketing teams are 2x more likely to include AI in their campaigns, so marketers expect more growth in this area than any other over the next two years.
Effective use of consumer data will be just important as AI over the same time period. Consumers prefer to be engaged in ways that feel personalized for them, and their data will play a critical role in creating content that has a genuine human touch. That extra spice that makes the difference.
3. Chatbots: The Voice of the Future
One specific aspect of artificial intelligence worth talking about on its own is the rise of chatbots as consumer agents. Moving forward you will continue to see an increase in companies large and small using chatbots to improve their customer service experience and, according to Gartner, the majority of buyer-business interactions will be facilitated by chatbots.
While chatbots may not be everyone’s vision of the future companies may be warming up to the idea of them. In a recent article, Forrester Research predicted that 70% of companies will expect to implement some kind of artificial intelligence in the next 12 months. Forrester claims this increase in AI-adoption can be attributed to improved user interfaces and analytics solutions for these AIs.
Chatbots are something that most people are already familiar with, but advancements in technology and chatbot personalization means that they will only become more widely used as we enter into 2018 and the years beyond.
4. Personalization Creates Engagement
It is really not possible to understate the effect that personalized communications can have on your marketing. Consumers are much more likely to be engaged and responsive to a message that is personalized in some way for them, making it critical that companies know what each individual needs. Even something as little as industry personalization of your campaigns will show an improvement in conversions.
Personalization is such a big influencer for buyers that a lack of it can affect their purchases going forward. Salesforce found that 65% of B2B consumers and 52% of B2C were likely to switch brands if the company in question did not personalize messages to their consumers. This is even true of traditional email marketing, Maven Commerce showed that personalizing emails can increase open rate from 15.03% to 56.43%, and CTR from 1.13% to 31.13%.
5. ABM Goes Beyond Hype to More Content Tailoring
Account Based Marketing has become one of those buzz words that means anything to anyone. ABM is essentially a strategy to focus on prospects that truly fit your ideal customer profile. Using a targeted account list (think the exact customer profile that buys your stuff) makes the whole marketing process, from strategy to creative to media, more focused on those likely to buy. It’s like a billboard that only your target customers can see.
Most companies have some ABM initiative in place for the last twelve months and will expand in 2018. We recommend really focusing on the target account list and keeping that constantly updated. This allows you to do more targeted content tailoring to specific industries, roles and account names. The more tailored the better the results. Due to ABM’s hyper-focused human strategy, be strategic when compiling “the list” and give more weight to warm leads with whom you’ve already established some type of relationship. Finally, stop doing billboard marketing, and use your Account Based Marketing list in your actual media spend, with such tools as Google AdWords Match, Facebook custom audiences, and your DMP custom segments.
6. Marketing in the Decentralized Era
Blockchain begins to mature in 2018 and is a megatrend that will change most aspects of computing as we know it. We are really in the infrastructure building stage of blockchain, so the tools for marketers don’t yet exist. With that said, there is a lot to learn for all marketers on the overall ecosystem for the decentralized era. To do so, check out this article “The Two Spheres of Blockchain Marketing” by Joshua Shane, Managing Director at Viewstream.