Five Video Marketing Strategy Tips

5 Video Marketing strategy Tips

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Produce the proper content that suits them. Personalize each video and leave your viewers with something that gets stuck in their head. That mental note would then be used as a reference back to your brand and furthermore promotes the idea of thought leadership in your niche.

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    It should be a no-brainer that you need to use SEO keywords in every piece of distributed content. Use Google Adwords to search the most popular phrases in your niche, and add them into your title, URL, alt tags, link text, and video descriptions on YouTube and Vimeo.

 

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Also for SEO purposes, it’s a good idea to transcribe the text from the video in a blog post. That way, the keywords in the text can be found in Google searches.  This even works with podcasts, too. B2B Launcher is a great example of audio/video content with an accompanying transcript for each upload.

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Find out if your videos are being watched all the way through to the end or if your viewers are tuning out with marketing software such as Vidyard for Salesforce. Several other tracking tools also provide analytical information in order to measure clickthrough rates, actual revenue, etc. Click here to view one of my blog posts recommending a few options.

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Not only do your videos need to be engaging to the viewers, it should include a call-to-action to guide them along the sales process. Provide the next step for them to follow, whether it’s downloading an attached pdf, clicking on a link to sign up for a webinar, or simply providing a phone number and email address for an appointment.

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How To Master Your E-Commerce Product Descriptions

Whether you’ve just opened up a new e-commerce store with 100 products or you manage a booming online store with 10,000 new items to add into your inventory, your product descriptions are a vital component to your sales volume.

E-commerce product descriptions are essentially what can make or break a sale.

It’s basically a summary of an item that an online shopper sees before he or she makes the purchase. If that product description doesn’t tap into the shopper’s five senses, he or she will most likely ask, “What incentive is there to buy? How do I know that this is what I really need?”

Your descriptions should answer most of the following questions…

  • How does it feel?
  • How wide and long is it?
  • How much does it weigh?
  • What exact color is it?
  • Does it stretch?
  • Is it fragile or durable?
  • What kind of material is it made out of? Am I possibly allergic to it?
  • Can I handwash it or put it in the washing machine?

The key is to make your product descriptions feel as if your potential buyer is shopping in a brick & mortar store. When we walk into a store, say for example, Macy’s, and we go to the handbag section… we see one that we like and pick it up, get a feel for how much it weighs, how it looks on our shoulder, how many pockets it has, how the material feels on the inside and out, etc.

macys (via Macy’s)

And take Home Depot as another example. If we need some new lamps for our home, we’ll go to the lighting department, and thoroughly inspect the ones on display before we grab a box and head to the register with our purchase. We’ll pick it up to see how light, heavy or tall it is, and we’ll also rub the texture of it and check to see what kind of bulb it needs.

homedepot(via Home Depot)

All of those little details should be included in your e-commerce product descriptions as well. Try to include the answer to any question that your potential buyer may have, but the trick is to condense it into as few sentences as possible. Keep it under five sentences, but if it’s vital for you to add more information, do so in bullet points in order to make it easier for the shopper to read.

 

Quick note:  Search under Google Adwords to find the most popular SEO keywords for your niche. Use them sporadically throughout your product description copy in order for your pages to rank higher in Google searches.

 

Finalize your product sales page with a clear and bright call to action. This is the “Buy Now” button that should typically be a bold color to capture the shopper’s eyes and lead them to the checkout page. The “Buy Now” button shouldn’t blend in with all the other text on the page. Make it red, hot pink, green, or any other loud color to make it the target. Make sure that your checkout page is an easy walkthrough to purchase, directing your customer to each step along the way to a complete sales conversion.

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5 Essentials For Your Next Fashion Trade Show

B2B fashion trade shows are definitely in full swing this summer. The Project, Capsule, Agenda and Pool trade shows have already kicked off in Los Angeles and New York, and coming up right around the corner in August is Magic Market Week in Las Vegas.

Thousands of apparel brands from around the globe visit B2B trade shows every season to showcase their new collections to buyers and network with fashion industry manufacturers, editors, and other insiders.

Take a look at what’s going on at The Project Show in this video, courtesy of Instagram

If you’re ready to make the investment to feature your label at a fashion trade show, first choose where you’d like to present it. I’ve personally been to several in Los Angeles at the California Market Center and Cooper Design Space in order to network with designers. Here’s a list from Modem Online that provides some shows to attend in 2014 and 2015. There are a lot of smaller scale trade shows that make the circuit, as well. Just do a little digging in Google and see what may be coming to your area or where you’d like to travel to.

After you’re registered and ready to go, you’ll need a few essentials for your trade show booth. Here are five things that you absolutely must have in order to make some sales…

1. A stunning display, which should include dress forms, rolling racks, decorated tables and, of course, lots & lots of product samples. Take note from the Catherine Malandrino line, which had one of the brightest booths at WWD Magic earlier this year.

malandrino

(via WWD Magic)

2. Line sheets and order forms for retail and wholesale buyers to make their purchases.

3. Seasonal lookbooks with order numbers and product descriptions for each item.

caven

caven2

(via Caven + Etomi)
4. Company brochures, postcards and business cards for branding purposes and contact info.

5. Interactive tools for photos, videos, live blogging and social media. Give your followers at home an inside look on how well your brand is doing at the trade show. Bring the company laptop and camera to give some behind-the-scenes footage of your booth and travel experience. Make it fun!

wwd

(via WWD Magic)
Any other recommendations for first-time designers? Feel free to share.

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6 Content Marketing Books To Buy

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A fellow copywriter and I were recently discussing in our Instagram DMs a few recommended books in marketing and copywriting. We both had one author in common — Bob Bly — who’s written a ton of books on how to be successful as a freelance copywriter.

In my search for other authors that may help us propel our careers, I found more than a few publications with 4 star ratings.

Managing Content Marketing is one by Robert Rose & Joe Pulizzi (some of my favorite industry colleagues over at Content Marketing Institute) that’s been at the top of book sales since its release in 2011. It details the how-to’s on coming up with a content marketing strategy, determining the best marketing channels, and measuring results. You can find it here on sale at Amazon.

Youtility by Jay Baer is my most recent personal read… and I love his down-to-earth writing style. He talks about marketing your brand to other companies or consumers with the spirit of helping and being of value… not just putting out marketing fluff. In fact, you can read a nice-sized preview of it here at Google Books before picking it up at the bookstore.

The preview to Content Rules by Ann Handley & CC Chapman, who are the masterminds behind MarketingProfs, is also available at Google Books. This one discusses how sharing content, such as, webinars, podcasts, and ebooks, can ignite your business and bring in new customers.

And a few other recommendations include Content Is Currency by Jon Wuebben, Content Chemistry by Andy Crestodina, and Wired For Story by Lisa Cron.

Any others you’d like to suggest?

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Five Ways To Repurpose Your B2B White Paper Content

You’ve invested time and energy into writing a strong, compelling white paper, and it turns out to be a hit. Your target market is loving it, and your company has gained a tremendous amount of new leads and client interest.

Congratulations! That’s exactly what a successful white paper should do for a B2B brand: create buzz, pique interest, generate new leads, and educate your market on a topic that serves their needs.

You might be thinking of ways to keep the momentum going. Before the buzz wears off from your white paper, use these five ways to repurpose its content for continual use…

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