What Can You Learn From The World’s Best Brands?
According to a new report, a lot.
The 2013 Brandz Top 100 Most Valuable Global Brands report was recently released, and in response, this blog has highlighted some important brand building lessons for small businesses. It’s a great read with some interesting points. You can read it here –http://ow.ly/luFg0
Find a few cute cats, put them in ridiculous situations, and superimpose your company’s logo. Hey presto – you have a viral video!
If only it were that simple. In reality, with over 72 hours of content being uploaded to Youtube every minute, the chances of a random video achieving even thousands of hits is minimal. Viral video marketing can be extraordinarily powerful, but it is rarely random. In fact, those businesses which think through their advertising strategy ahead of time are almost invariably the ones which attain runaway success in viral advertising.
What’s Your Story?
The first thing you need, before even going near to a camera or paying a director, is a strong story. Without this, you could cast Pacino and De Niro and you would still struggle to achieve viral status. This is, perhaps, the number one mistake made by companies struggling to tap into the power of online advertising. Simply put, adverts only go viral if they touch a nerve in the viewing audience. Whether you are aiming to shock, amuse, or tug at the heart-strings of your potential customers, your story must be strong. Without it, you have nothing.
Tap Into Popular Culture.
A strong story still needs a ‘hook’ – something which will make your audience feel that the company’s brand speaks to them. One of the best ways of providing this is to tap into popular culture memes, aligning your product or service with a particular view of the world. Audi have done this successfully in their most recent advertising campaign, which has gone viral across the Internet due to its use of Leonard Nimoy and Zachary Quinto, and its frequent references to geek culture. Whilst you are unlikely to be able to afford A-list Hollywood actors, similar access to popular culture is available to you through the references you utilise and the associations you allow your audience to make. Continue Reading
If you are in doubt about whether you should invest in a video for your website, read on. Online video can help to:
1. Drive traffic to your website
Just look at these key findings from a Forbes | Insights document published in 2010 in association with Google:
Video is becoming a critical information source for senior executives. More than 80% said they are watching more online video today than they were a year ago.
Senior executives are also turning to video more frequently. Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
Work-related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
Executives can be receptive to video advertising. Overall, executives notice ads that run alongside videos, and many are comfortable watching in-stream ads. Video-friendly younger executives are more comfortable with these ad formats.
The social element of online video is strong in the executive suite. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often. Younger executives appear very willing to share and view videos using social media.
And that’s not all. Google loves video (after all, it owns YouTube) and will give listings which contain video extra “Google juice”, ensuring that those websites enjoy higher rankings in organic search results. In fact, most of the major search engines give priority listings to websites that host video content. The chances of getting a page one listing on Google increase 53 times with video (source: Forrester Research, 2012) Continue Reading
This is normal text
This is heading 1
This is heading 2
This is heading 3
This is heading 4
This is heading 5
This is heading 6
Here is a list (with bullet points that don’t appear):
Here is a list with numbered items:
Here is a hyperlink with link text:
MarketingProfs estimate that 76% of senior marketing executives say campaigns that integrate video and email generate higher click-through rates.
The incredible effectiveness of web video.
The online world is a constantly changing landscape.
As a business owner, this makes it very difficult to keep up with current trends and to keep your website on that all-important page one of the search engines. Much of what we all learnt a few years ago is now outdated, and there are a host of companies trying to sell you their services to keep up to date with online marketing. But how do you decide what to focus on?
The good news is that with all these challenges come opportunities.