Video Creates a Moving Difference

Originally published on Data Driven Investor on May 8, 2019

Going direct to video is a bad sign for movies, but it can spark marketing campaigns for businesses. Videos do more for brand storytelling than the printed word to engage potential customers.

Twitter is a great untapped platform for video, something Lindo Myeni intends to change. The award-winning influencer, content creator, social media strategist, and speaker explained during Africa Tweet Chat how video marketing and Twitter unite for success.

“It’s very important to consider that on Twitter, consumers are on the go and scrolling to discover what’s happening around the world now,” he said. “Short interesting video will do.”

If as the adage says, a picture is worth a thousand words, a video can explode a brand.

“As a digital marketer, video marketing means everything, if not a billion,” Myeni said. “If video consumers find it interesting, they’ll share with their followers via retweet.

“According to HubSpot, 64 percent of all video consumers are more likely to purchase a product online after seeing a video about it,” he said.

With the right tactics, entrepreneurs can maximize the use of videos on Twitter for their businesses.

“Video is Twitter’s fastest-growing advertising option,” Myeni said. “According to stats on Twitter, 79 percent of consumers would rather watch a video to learn about a product than read a written text. Brands should keep that in mind, especially when they launch new a product.”

Another option allows copying a whole tweet to video.

“It’s a great feature,” Myeni said. “It drives all the views to the owner of a video and serves as a reference to where you got it.”

With a high demand for content compressed in short videos, business owners need to get familiar with ways to beef up their Twitter marketing.

“Keep your tweet copy short. How short? Really short,” Myeni said. “Also keep your short video score high for engagement and completion rate. According to Twitter data, minimal tweet copy has a 13 percent higher brand and message recall.

“Always have a clear call-to-action,” he said. “As digital marketers, we’re technically trained to write copy that drives subsequent action. In terms of Twitter ads, video website cards generate better engagement. You’ll see double the click-through rates compared to mobile video ad benchmarks.”

Myeni advised businesses to show their branding or logo in the beginning of the video. This is a big help in a world where video completion rate is slow.

Going deeper, he described Twitter marketing strategies brands can incorporate through a marketing campaign.

“Always shoot vertical,” Myeni said. “Ninety-three percent of video views on Twitter happen on mobile devices. For that reason, it’s very important to create videos with mobile viewing in mind. Used closed subtitles in case your viewers watch it with the sound off.”

For return on investment, Twitter live streaming can boost content monetization.

“Twitter live video gives your audience real-time access to important moments and behind-the-scenes looks at preparation your product or before new product launch,” Myeni said. “Brands can go live to tease building up for a launch of your new range or product.

“At the South by Southwest conference, Twitter unveiled a new camera feature,” he said. “We can call it ‘Twitter Stories,’ simply swiping left on your timeline as you would on Instagram, but the opposite direction.”

If video marketing sounds intimidating, Myeni said it is relatively easy to start, resulting in great benefits.

“It’s no secret that video is among the most engaging content Twitter,” he said. “The good news is you don’t have to own a DSLR camera or expensive equipment to create an engaging, professional-looking video for your Twitter content. All you need is your phone.

“Engagement on videos on Twitter is amazing,” Myeni said. “Also consider that you will reach a larger audience and gain brand awareness.”

He noted that while almost all social media platforms support video marketing, Twitter, Facebook and Instagram do well for videos.

“It’s very important to experiment,” Myeni said. “Learn what works with your brand or your followers.”

About the Writer:
Jim Katzaman is a manager at Largo Financial Services. A writer by trade, he graduated from Lebanon Valley College, Pennsylvania, with a Bachelor of Arts in English. He enlisted in the Air Force and served for 25 years in public affairs – better known in the civilian world as public relations. He also earned an Associate’s Degree in Applied Science in Public Affairs. Since retiring, he has been a consultant and in the federal General Service as a public affairs specialist. He also acquired life and health insurance licenses, which resulted in his present affiliation with Largo Financial Services. In addition to expertise in financial affairs, he gathers the majority of his story content from Twitter chats. This has led him to publish about a wide range of topics such as social media, marketing, sexual harassment, workplace trends, productivity and financial management. Medium has named him a top writer in social media.

How to Create a Customer Experience that Increases Retention and Loyalty

Written by Jenny Beightol

It doesn’t matter what industry you’re operating in, competition is fiercer than ever. The Internet has made our world smaller and so connected that even small businesses must compete on a global scale if they want to stand out in a crowded marketplace.

Because of this, one of the most important assets you can leverage has nothing to do with the services you provide or the products you offer.

It comes down to the type of experience you can create for your customers.

This, above all else, is truly the thing that’s most unique to your business. Customer experience affects everything within your organization, from how successful your outreach programs are to increases in retention and loyalty and more.

In one recent study, it was revealed that an incredible 86 percent of buyers said that they were willing to pay more for a better customer experience. And by 2020, customer experience will be more important than price and even product when it comes to differentiating one brand from the next.

Furthermore, 66 percent of customers surveyed said that they’ve switched brands primarily due to a poor customer experience—not a poor product or service.

If you truly want to create an unparalleled customer experience that increases retention, encourages loyalty, and increases revenue, you’ll want to ask yourself a few core questions.

Do you fully understand the customer’s intent?

If you want to create a true customer experience that will define your brand and drive your efforts, you need to first understand where your customer is coming from—whether that’s the devices they’re using, to the channels they’re on, and even to why they’re interested in your brand in the first place.

Take this for example: According to the 2016 Index, 95 percent of all customers use at least three or more channels and devices to resolve a single issue related to customer service. A further 95 percent use up to five.

If they’re sending an email on their smartphone, you need to be ready. If they’re sending you a tweet or a Facebook message, you need to be ready. No matter what platform your customers use, you need to be there when they reach out to you.

Home Depot discovered that DIY fanatics were turning to their phones to learn about how to build furniture. Furthermore, they were looking to YouTube for their content. So they built a content marketing strategy on the platform, creating valuable how-to videos:

 Home Depot Video Thumbnails.jpg

Customer relationship management (CRM) tools can be a great way to create a smart, connected experience across these channels. Not only does it allow for all information about a customer and their issues to be funnelled through a single source that everyone can access, but it also allows you to view historical data as well.

This will allow you to anticipate not just what the consumer wants now, but also the needs and concerns that will arise during and even after their purchase.

Do you know where the buyer is in their journey?

Where a customer is in their journey will affect everything—from the way that you should talk to them to the type of care that they need at essential moments.

The discovery phase is about education, whereas the awareness phase is about showing what you can do for your customer that nobody else can. Consideration and decision phases make the sale, but the language you use here will vary wildly from that which you will use in the discovery phase.

Content that aligns with the awareness phase can come in the form of blog posts, infographics, and videos that educate. Ebooks, whitepapers, and webinars are typically used during the consideration and decision phases.

The Buyer's Journey.png

Image courtesy of Ahrefs

You don’t just need to know how to properly communicate with customers in general, you need to know how to pivot based on where they are at this precise moment. The importance of this cannot be overstated.

Are you tracking the right retention metrics?

Retention metrics are fantastic resources to tell you not only what you’re doing right, but more importantly what you could be doing better.

Focus on where customers are located. Are your efforts using local techniques to their full potential? Do you know which devices your consumers are using? How you interact with users on desktop will be significantly different from your interactions with someone on a smartphone.

Are you aware of the customer’s purchase frequency? This will provide you with the type of valuable insight you need to optimize not just the customer experience but also the customer journey, guaranteeing that you’re always contacting the right people at the right time, no exceptions.

Is your entire organization aligned around the customer experience?

An old saying tells us that a chain is only as strong as its weakest link. If every department in your organization is not aligned around optimizing the customer experience, all of your other efforts will ultimately mean nothing.

Structure your marketing team around nurturing your consumers as they enter the sales funnel, making their way towards that important purchase. Foster an environment where your customer service and sales teams aren’t considered separate at all, but are instead individual parts of a much larger whole.

Your teams must know when a customer should pass from one to the other. In that regard, communication is key. When a customer needs to move from the marketing team to the sales team, they need to do so at the right moment for the best results.

Omnichannel support software will not only help you in these efforts, but will also increase the reliability of your structure as well. Interactions across all channels like email, phone, social media, and live chat will all become one, allowing your customer to receive a single experience regardless of how they choose to make contact at a given moment.

Are you using the right tools to create a personalized experience?

People don’t like to feel like they’re just “one of many”. They like to be treated like the unique individuals they truly are.

Therefore creating personalized customer experiences will go a long way towards increasing both loyalty and retention. Even something as simple as using email automation to send out targeted emails tied back to specific customer actions or at essential moments in the customer journey will let that customer know you don’t just care about the sale—you care about them.

Again, omnichannel support software will become essential to meet this goal. Infusionsoft and BLUE are just a few options that will help you centralize your customer communications, streamlining the customer experience, and allow all of your departments to offer personalized interactions, no exceptions.

In the end

These are just a few of the major questions to consider if you want to create amazing customer experiences at your business. Make no mistake: customer experience is the new battleground for marketers in the digital age and factors like these are only going to get more important, not less, as time goes on.

About the author:
Jenny Beightol is the Director of Words & Reputations at Belly, the leading digital loyalty and marketing solution for businesses. Her expertise in brand identity and customer loyalty comes in handy when playing the “Loyal Brands” edition of Trivial Pursuit. Tweet her which brands you love here

When Broswers Say “Death to Flash”, We Respond! You’re Welcome!

Remember that fun Flash game you used to play back in 2002?  It was the perfect way to waste hours of your life and you weren’t alone.  Flash was ubiquitous for a number of years.  It was the only game in town when it came to being able to do anything interactive in the browser.  It had the market cornered on all things games, animated website intros, watching video and myriad other Internet activities.

Then, the market started to shift.  The trusty old friend that you went to whenever you had a few minutes of free time was to soon be overshadowed by HTML5 and Apps.  It was an all out war.  The antiquated, gaping security hole and ram hog that is Flash was starting to show it’s weakness.  All of the major tech companies that had been built on the back of Flash were now starting to give it the evil eye.   Right around 2007 things started to go mobile and the writing was on the wall for Flash.

Sorry Flash, you had a good run but it’s now time to fill that security hole and lighten the load that has been bogging down browsers for 15+ years.  “Death to Flash” and “Make it so” said the major browser developers.  It’s time for Flash to go up onto the mantle of tech we used to love, to sit right next to your favorite VCR and mixtape.

That’s right, soon all browsers will be blocking Flash by default.  Some will bury a setting that is hard to find to even enable it.  We’ve been monitoring this closely and were standing by, waiting for the final word.  We wanted to make sure we were out in front of the issue and weren’t stuck scrambling like other providers will be.

In anticipation of the browsers starting to block Flash by default, we have replaced the upload tool in eCommerce with a new version that does not rely on Flash.  This was rolled live last week.  In addition to the removal of Flash, it also comes with an improved user experience for assigning images to products.

You’re welcome!

By: Brett Ratner, COO at maWebCenters – http://www.busygalfridaywebsites.com