The Essentials of Video Marketing for Ecommerce

Video marketing has successfully insinuated itself in almost every online experience and provides the perfect complement to content marketing. Regardless if the video is informative, comedic, or somewhere in between, videos are going to play a vital role in any brand’s future marketing strategy.

Demand Metric recently released a report that 70 percent of marketers are now using videos as part of their marketing strategies. Additionally, 82 percent of marketers surveyed indicated that video content marketing has proven successful when implemented. Given these figures, there is plenty of reasons to consider implementing video content marketing in your current marketing strategy. If you need any more proof of how essential video marketing has become to your marketing strategy, just check out the infographic below.

Video Marketing Infographic

Whether you’re going to implement video marketing in your current strategy or in the future, make sure to follow these essentials to make sure your video marketing achieves optimal success.

Identify Your Goals

Before you shoot your first take, begin by thinking about what you want to accomplish with your videos. Are you looking to boost awareness of one of your products or services? Are you trying to use the video to recruit talent? Or, are you trying to increase your brand awareness?

Whatever your goals are, make sure you define them so that you can accurately measure to see if your video marketing efforts have succeeded. Along with your goals you’re going to have to define what counts as a success? Is it how many times your video has been viewed? Or will it be based on an increased number of subscribers to your video channel?

Is It Relevant To Your Audience?

To ensure that your video is relevant, think about the audience you wish to reach when you’re developing your marketing strategy. Don’t overlook the opportunity to get creative in order to reach your audience.

It’s All About The Experience

Consider for a moment, that you’ve been confronted with something you’ve never heard of. Let’s say, you’re making a dish and it requires you to temper an egg. A cooking site or blog is your best friend right? Absolutely, but a video can really show you what the technique is used for and how to do it properly without scrambling the egg.

As Michael Litt, founder of VidYard says, “video is the next best thing to being in person.” That’s because it provides us with the feeling of being there and experiencing something first hand, even if, it’s still just a virtual experience.

Have A CTA

Regardless of how well your video is acted and produced, it may fail to yield the expected results if you don’t include a CTA (call-to-action). Think about the goals you defined for your video marketing strategy, how do you plan to achieve those goals? In order to achieve the most impact with your videos and in the process meeting your goals, including a call-to-action can help you maximize that impact. Make sure you include both a visual and audible call to action to help achieve this.

Distributing Your Video Marketing

Finally, when distributing your video, make sure to distribute it to the networks that will reach your target audience the best. Additionally, make sure that you don’t overlook social media, even B2B customers use YouTube and other social media platforms when doing research on products or services. Additionally, make sure the video is optimized for mobile viewing, as over 50 percent of internet traffic now comes from a mobile source.

What do you feel is essential to making your video marketing efforts a success? Need help getting your video marketing off the ground? Shoot us an email or give us a call, we’d be glad to discuss with you how to achieve your video marketing goals.

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The 3 C’s of Content Marketing

Content marketing has become the new buzz phrase in the digital space. It refers to the creation and distribution of media and published content in order to attract and engage a clearly defined target audience.

Most website owners understand the importance of unique web content. However, producing unique content that not only captures your audience’s attention, but also holds that attention, converting folks into profitable customers is still a budding concept. While most ecommerce websites do not rely heavily on content, they do use it to promote return visitors and customer loyalty.

The idea of content marketing is that you can communicate with potential customers without hard selling. Instead, you have a conversation with customers, giving them the information they need to make their own purchase decisions. In the process, you deliver a valuable message to customers who should reward you with their business and loyalty. The nuts and bolts of content marketing include social media, video and web.

You can develop an effective content marketing strategy by using, what we call, the “three C’s”: conversation, creativity and consistency.

Be Conversational

First things first, conversational content is jargon-free. Customers do not need to understand your industry, therefore they do not want to decipher your lingo. You should always write in a style that is straightforward and to-the-point.

The purpose of having a conversation is to engage in dialogue. Your content should stimulate a response from customers. Do this by asking your audience questions that will make them interact with you on a personal level. This will be rewarding to both you and the customer.

Get Creative

As a PR and SEO specialist, I get to wear many hats. One of my favorite hats is being able to get creative. Content marketing is the art of storytelling. The purpose of telling a story is to get the customer to take action. Unlike traditional advertising or sales, marketing is about soft action, like visiting your website.

Keep in mind, most customers visit a website for a particular reason. And when they do, they expect to be engaged in a business conversation (refer to C1). Therefore, if you can be entertaining and provide value, you can build customer loyalty, ultimately keeping customers coming back for more.

Practice Consistency

Probably the most difficult of the three C’s is being consistent. Constantly producing quality content while still meeting performance goals can be quite a challenge. We know. However, it’s important to develop a schedule that dictates when you should produce and publish content. We refer to this as an editorial calendar. An editorial calendar will hold you and your team accountable and ensure the work gets done.

In addition to increased online visibility and web traffic, the biggest benefit of being consistent is that you can establish yourself as an industry thought leader. And keeping your content fresh and consistent is the quickest way to portray yourself as an expert in your niche.

Content marketing is taking the digital world by storm. Don’t be left behind; educate yourself on the benefits of using content marketing. Become familiar with its tactics and most importantly, be consistent!

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Why Content is Still King For Ecommerce Sites

Here at Mountain Media, we often get asked the question: How can I make a website that people can enjoy and that ranks well in search engines? While the question is great, the answer is rather complicated.

As of late, Google has made changes to its algorithm to ensure quality websites outrank inferior websites. Through two Panda refreshers and one Penguin update, Google has made it easier to pinpoint and penalize those who create poor content by using keyword stuffing and unnatural language. At first, these updates left website owners at risk for big penalties including lowered rankings or being dropped altogether in Google’s search index. In turn, these websites risk a serious and costly drop in web traffic. For an ecommerce website, this can be extremely detrimental. These updates, as well as the inevitable future updates to search engine algorithms, are dramatically changing the role of SEO. While keywords are still important to a website, great content must be written for the benefit of the readers.

Now, back to the original question, the key to having a website that people can enjoy and that ranks well in search engines can be found in the Google guidelines. According to Google’s Webmaster guidelines, one should “create a useful, information-rich site, and write pages that clearly and accurately describe your content.” A useful website provides value or somehow benefits its visitors. It also includes information that cannot be found elsewhere on the Internet. Following these guidelines will help Google to find, index and rank your website. The challenging part is developing useful and interesting content. Now why is content important again?

Content attracts visitors

Unique content is important because it attracts visitor attention and builds interest in your website. Research shows that people are more likely to purchase products from a website that produces custom content. Where can you get unique content? Ask your boss! Business owners have a wealth of information regarding their particular product, service or industry. Unfortunately, this information often stays in their heads. Instead, take that knowledge and turn it into valuable web content. Publishing this information makes it tangible and a great resource for customers. Now that you have provided unique content to get them there, the challenge becomes keeping visitors on your website. You can do this by including video, photos and witty content. If you can provide this to your visitors, they will be more likely to stick around [Read: 3 Places for Video Love on Your Website].

Search engines score content

Publishing new and relevant content on your website is a way to show search engine spiders that your website is not stagnate. For example, Google measures all of your documents for freshness, then scores each page according to the type of search query. Search engines like Google want to provide the best user experience possible. Therefore, the goal of any major search engine is to return the most relevant results to users. Take an honest look at your website and see what pages will benefit most from freshness. Then, be fresh, relevant and most importantly, be useful.

Powerful inbound links

If you can write something useful and portray yourself as a thought leader within your industry, you create the opportunity for people to start writing about you and even linking to your articles. Having links from other websites to yours is a crucial SEO tactic. First, search engine robots follow links between websites. Therefore, the more inbound links you have the more often robots will visit your site. Secondly, many search engines consider inbound links as “votes” for you. They assume that if a lot of websites are linking to you, your site must be of high quality. Also, inbound links can bring more traffic to your website, which means potential leads and conversions. Essentially, the better your content is the more powerful the inbound links will be.

Content is an investment

Keep in mind, content is an investment in your site. Unlike Internet advertising, content is an investment that keeps bringing new visitors year after year. And all good things require effort. Writing web content is a skill that takes both practice and patience. As I’ve mentioned above, content should be both useful and interesting. It should also be SEO-rich. A good rule of thumb when it comes to writing web content is to use a keyword density of 3-5 percent—just enough to attract some new attention without sounding too redundant and disengaging. If your skills are not up to par, you may want to consider hiring someone well trained in the art [Read: PR & SEO: A Match Made in Cyber Heaven].

As you can see, the Google updates were quite alarming to the SEO professional who has always used traditional SEO techniques, like keyword stuffing, to help clients move up in the rankings. While there is still a need for optimization, good content is very important. This may mean hiring copywriters or public relations professionals to develop content strategies that include useful article topics, interesting blog posts, and website pages that engage readers in the future!

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The Benefits of User Generated Content and How to Implement It

This week, we’ve decided to try something a bit different and bring to you our very first ever video blog! In this week’s episode, we explain just why user generated content is so important for a website, especially in ecommerce, and how and where you can implement it on your own website for maximum benefit. Sit back, watch and enjoy!

Video Transcript:

Hi guys, I’m MacKenzie Liptak from Mountain Media and today I’ll be talking about user generated content in the world of internet marketing.

Often abbreviated as UGC, user generated content covers a fairly broad range of words, images and videos that you see and hear on the internet. A great example of UGC is Wikipedia, the human-created encyclopedia.

Why is UGC important? Well, it has the capacity to influence purchase decisions, brand affinity and brand loyalty.

Here at MM, we work with a lot of ecommerce clients, so I’m going to talk about the benefits of UGC in regards to your website. The first benefit of UGC is increased user engagement. When people have a place to speak their mind on your website, they tend to stick around longer. Also, people want to read about what others are saying about your products and services, therefore UGC has the potential of creating a great community for your online audience.

Another benefit of UGC is a more effective marketing strategy. As people, we tend to trust reviews more than we trust traditional marketing tactics. Therefore, if you can get a customer to write a review about your products or services, be that good or bad, it’s going to be a lot more effective than you telling customers how great your products or services are.

The third and final benefit of UGC is improved SEO. Of course, fresh content is good for your website, and your search engine optimization. With UGC, you get new content uploaded daily to your website, and you don’t have to do a thing – search engines like that!

Where do people find user generated content? Well, the number one place people find UGC is on social media. This includes Facebook, Twitter, blogs and review sites. The second most prevalent place people find UGC is search engines – that would be your Google, Bing and Yahoo.

Now that you’ve learned a little bit about UGC, here’s what you can do to include it on your website. For starters, you can make it easier for customers to write reviews on your products or services. You can do this by enabling comment functions on your blog or under your products, you can provide a star ratings system, which will allow people to vote on the quality of your products and you can also create customer forums, where people can post questions daily regarding your products or services.

Another thing you can do in regards to UGC is ask for customer testimonials or case studies. This is a form of supplement user generated content because it highlights a customer’s opinion. It’s still beneficial.

The next thing you can do in regards to UGC is to encourage social discussion. This means using social media to encourage discussion among your fans and followers. Ask people to share their experiences with your products and/or services. Talk about what they like and what they don’t like. Seeing your social network engaging with you will paint you in a very positive light.

Lastly, when it comes to UGC, it’s important to be transparent. Let’s face it, it’s inevitable that people will say something negative regarding your brand. Rather than deleting the comment, take this opportunity to connect with that customer. Respond quickly and in public, stay positive and deal with the details privately.

Thanks for stopping by the Mountain Media blog – I hope you found this video helpful and learned a little bit about user generated content. Stop by daily for some more helpful web tips.

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