The Rise Of Video Marketing (And How It Benefits Small Businesses)

Posted by on Jan 20, 2021 in Content Marketing, Digital Media Marketing |

Let’s take a minute and think about the video ads you’ve seen recently. Whether you get most of your video content on Facebook or YouTube, it’s safe to assume that most of the video ads you’ve seen represent huge brands. You can think about that from two different angles. First, those big companies are winning this “king of the hill” battle for ad space because they have the budget for it. Second, they are fighting for that ad space because it’s so valuable. Small businesses can learn a lot from international corporations. Of course, you won’t be able to replicate their marketing strategies. (Production value and market penetration are often locked behind budget limitations.) But what you can do is look for ways to scale down their strategies, fine tune a few of the details, and then turn it into a resource that does fit your unique company. Video marketing is one of the areas where you can still receive the benefits without trying to match the budget of Apple, Google, or Coca-Cola.  And since video marketing generates 66% more qualified leads (as well as a 54% increase in brand awareness), you really can’t afford to not take advantage of this channel — especially as a small business. A Value Proposition For Video Ads At face value, it’s easy to be intimidated by the thought of video creation. You can watch top ads from last year and get caught up in the famous actors, the expensive equipment, and the need for a full production team. But all of those things are completely scalable to your budget. Making good video content means taking advantage of the tools available to small businesses. That might mean using an online resource (like a shot list template) instead of hiring a production assistant. Or maybe you use an online video editing site to avoid paying for high-end software. These sort of tools can help you get that big-budget feel without, you know, a big budget. Because the truth is that video content is in high demand, no matter your industry. Let’s look at four video marketing-centric stats from HubSpot: People spend one-third of their “online time” watching video content. Two-thirds of people are more likely to buy something after seeing a video about it. 90% of customers list product videos as a major influencer in their buying habits. One-third of all online ad spend goes toward video ads. Those numbers build up a pretty clear narrative. People watch a lot of video content. And the videos they watch play a major role in the sort of products they buy and businesses they support. As a result, a big chunk of the global advertising budget...

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Social Media Marketing Image Size Best Practices

Posted by on Oct 24, 2020 in Digital Media Marketing, Social Media Marketing |

To be effective in digital marketing and social media marketing, you’ll want to use the correct image sizes when posting to these platforms. Here at WSI OMS, we’ve researched the optimal image sizes for all the major social media platforms. Follow this guide to get the most out of your social media marketing efforts.   The Social Media Platforms Covered In This Article  Facebook Instagram LinkedIn Pinterest Snapchat Twitter YouTube Facebook – The Social Media Marketing Behemoth  Facebook is the world’s largest social media platform with well over 2 billion active users in any given month. This number is fast approaching 3 billion. What’s important to remember is that these are the recommended image sizes. Anything smaller and Facebook will scale your images, making them look poor! Facebook Cover Image The recommended dimensions for the cover image is 820 x 312 pixels. Remember, if you’re using a logo, it’s always preferable to use Portable Network Graphic (PNG) images. While JPEG is fine for photos, their lossy compression is not suitable for flat graphics with steep transitions between colours. PNG images give you the added benefit of transparent backgrounds – so keep that in mind. Facebook Profile Image The profile image will scale differently depending on the device from which you’re viewing. This image must be at least 180 x 180 pixels and will render at 170 x 170 on your desktop, 128 x 128 on smartphones, and 36 x 36 on feature phones. Facebook Event Cover Image Event cover images are stock-standard 1980 x 1080 pixels in dimension. They will display as 470 x 174 in your feed. Facebook Highlighted Image Your upload size here should be 1200 x 717 pixels. It’s going to display at 843 x 504 pixels in your feed. Facebook Shared Image The recommended size for Facebook shared images is 1200 x 630 even though they will scale to a 1:1 aspect ratio. They will display at a max width of 470 pixels in your feed and 504 pixels on a page. Facebook Shared Link Image Similar (but not identical) in size to the shared image, you’ll want to aim for 1200 x 628 pixels when uploading. Not coincidentally, this is the recommended featured image size for WordPress blog posts. The shared link image minimum for square images in feed is 154 x 154 pixels and 116 x 116 for your page. Rectangular images have minimum display sizes of 470 x 246 in feed and 484 x 252 on a page. Instagram  Visual and effective at communicating your brand, Instagram is a great digital marketing medium for connecting with your followers. Instagram Stories Image Upload a minimum resolution image of 600 x 1067 pixels. It’s...

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How the Work-from-Home Trend Has Opened the Digital Marketing Floodgates

Posted by on Oct 1, 2020 in Digital Media Marketing |

As the world adjusts to a new normal brought on by the COVID-19 pandemic, more companies are allowing employees to work remotely. Others have had to adapt by going full e-commerce. Nobody knows what the future holds, but telecommuting looks like it’s here to stay even after companies start reopening, as the digital marketing world has been changed forever.  How has working remotely changed consumer spending? Three areas have seen a major shift in consumer spending thanks to remote work. The first is the space and physical surroundings of a home office. Interior design firm Storey Design told Recode that people are already starting to think about redesigning their homes in a way that better accommodates working remotely. Overstock.com has said that home office furniture sales have doubled. There’s been a drastic increase in the demand for laptops, monitors and webcams too.  The next category is the goods and services that support remote workers. Spending has shifted in this area as people don’t buy coffee on their way to work anymore for their colleagues, and no longer hit their local gym. Now, people stock up on their snacks beforehand and buy home gym equipment.  The third way that remote work has changed spending is the shift towards more convenient shopping methods. Grocery delivery has taken centre stage and is a convenient way to shop while also social distancing. On top of that, it takes extra stress away from someone who may already be juggling working from home and taking care of kids at the same time. What factors are relevant to the remote working movement? In specific, these products and services have made a world of difference in the working remotely trend: Home office goods. This helps people comfortably work from home with an environment that gives off a work feel for ultimate concentration. Technology/tech gadgets. Technology is essential in making sure work is done efficiently and communication flows as it should.  Food delivery apps. People don’t want the dreaded grocery run to add to their stresses, and it supports social distancing efforts. Healthy snacks have also become popular.  At-home training equipment has become popular due to gyms closing, as people still want to keep up with their fitness and stick to a routine as much as possible. How can your brand connect with the working remotely crowd? Companies that align with the work-from-home trend are set to benefit massively. Here’s what you can do to tap into this exploding market: Grow a loyal base of support  Growing brand relationships will give you repeat shoppers. Focus on growing customer loyalty and you’ll create a flowing pipeline with happy customers becoming brand advocates. They tell their friends, rave about you...

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Ideas to refresh your content marketing strategy

Posted by on Sep 22, 2020 in Content Marketing, Digital Media Marketing |

Running out of content marketing ideas for your blog? The good news is that you don’t have to search far and wide for fresh, informative content. Your blog should be focussed on telling the story of your business in a compelling way, so the ongoing development of your business has limitless potential for content marketing topics.   Armed with this ever-developing story, creating engaging blogs is then a matter of fitting the content into pre-existing paradigms and formats. These have already proven themselves reliable vehicles for marketing content, and offer you inspiration and a structure to help you organise and present your information. They are frameworks and general outlines, into which the story of your business can be molded. There is a saying among musicians that there are only 12 notes but thousands of ways of playing them. The same goes for blogs: there are only so many kinds of blogs, and the key to their substance, variety and level of engagement is your content. Here are four of the most popular blog post concepts or formats into which any business can fit its stories. Content marketing ideas and topics for your business blog  Your business story, the day to day activities, your industry and latest trends should give you plenty of inspiration to create relevant, exciting content for your audience. Let’s take a look at some of the topics that you can use to tell your business story: Share your successes  There’s nothing wrong with taking a moment to brag a little – provided you do it with style, of course! A well-chosen success story allows you to demonstrate how your products or services work in a real-world scenario. Pick an example, describe the salient details and use the moment to show, rather than tell your readers why they should buy your products. Delve deep with a series of posts  Sometimes a single blog, consisting of a few hundred words, is not enough to communicate the information you want to get across. You may want to explore the background of your industry, analyse complex market trends, or expound on the many uses and benefits of a particular product line. The best thing to do – both for your sake and your customers’ – is to break it up into shorter pieces that you can publish over several weeks or months. It would help if you didn’t let this run on for too long, however. Strike a balance between detail and sustained engagement.  Guide your audience through common mistakes in your industry  This is a very popular choice for almost all industries. Listicles that expound on the various ‘what not to dos’ of your industry enable direct and honest engagement...

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LinkedIn on marketing in the time of COVID-19

Posted by on Sep 16, 2020 in Digital Media Marketing, LinkedIn, Social Media Marketing |

LinkedIn recently published an incredibly helpful guide for the marketing industry. It aims to help businesses to create growth in this challenging time and prove their ROI from marketing spend. There are six key areas in the guide, and each area contains strategies, tips and information that could help your business get on track post-COVID-19. This post will focus on the first three areas, so be sure to subscribe to our blog so you don’t miss part 2.  LinkedIn’s key steps to showing the impact of your marketing activities: Part 1  1. Understand the role of marketing in the organisation  Marketing covers a range of aspects within the organisation. As a business owner, you need to be well versed on the role that marketing plays and the impact it can make in building the brand, creating a strategic plan, and managing change in the organisation as well as the media and message planning that needs to be undertaken in the business. The LinkedIn guide has a run-down of each of these aspects that were just mentioned. If you want to learn more about activities you should be paying attention to (such as creating human connections through your brand) and potential pitfalls you need to be aware of (such as restructuring without losing key employees in your department), it would be a good exercise to work through the guide. It will help you to understand how to use data for brand building and strategic planning. There are actionable tips for the immediate changes you can implement to protect your business, and explains how to apply the latest media findings to tailor your media strategy for the current circumstances.  Understanding the current market situation (through the findings mentioned in the guide) can help you to pivot your digital strategy to be more effective, especially if you have been neglecting your strategy recently.  2. Assess your business position If you’re creating a strategy for the way forward, you need to be fully informed about the current state of the business before heading off in a specific direction. Whether your budget has been eliminated, reduced or maintained, there are steps you should be taking to move your marketing activities forward as best possible.  The guide has recommendations based on each of these scenarios (eliminated, reduced or maintained budgets) that will help you to aim your post-COVID-19 planning in the right direction for your organisation. The recommendations are aimed at understanding how to strengthen your organic strategy by posting organic content consistently; how to follow best practices for paid campaigns (especially in lead-building) and how to effectively create new brand campaigns if your budget has not shrunk over the last few months.  Implementing drastic changes...

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Should you add TikTok to your B2B digital marketing arsenal?

Posted by on Sep 15, 2020 in Digital Media Marketing, Social Media Marketing |

With over 800 million active users worldwide, billions of downloads, and a highly engaged audience, TikTok is a digital marketing dream. It’s interactive, collaborative, and undeniably addictive. Recently, TikTok also outshined Facebook, Instagram, Messenger, and Snapchat in the App Store and Google Play downloads. Does this mean B2B marketers should be taking note? Possibly yes, considering the enormous success seen by the World Economic Forum. The WEF recently garnered over 3.5 billion views of one of their TikTok hashtags at this year’s Annual Meeting and has amassed over 1,5 million followers on the platform. Based on the demographics alone, TikTok does not seem like the most intuitive choice for B2B marketing. We continue to see growth in the popularity of TikTok with B2C brands as they look to reach their audiences in new ways but as the majority of the audience on TikTok is Gen Z, this means that it may not provide the results a B2B brand would hope to expect. Although, we do need to take into consideration that B2C and B2B buyers both want to experience content that is inspiring, engaging, or helpful that adds value to their lives. After all, much like your B2C buyers, B2B buyers are just regular people too with many studies indicating that B2B purchasing decisions aren’t as rationally driven as we might have previously thought. When you think about it that way, TikTok’s ability to deliver bite-sized entertaining pieces of content makes it a great tool for B2B businesses. It has allowed B2B brands to have a more flexible and engaging approach to video as an additional way to educate their audiences.   Digital marketing advice: is TikTok good for B2B? It appears that TikTok could be an interesting new opportunity for B2B brands and businesses. That’s not to say that TikTok will replace LinkedIn as the B2B marketers go to and for many, it probably won’t be a good fit. But whether or not you should try TikTok has less to do with the platform itself and more to do with your brand, the demographic your looking to reach and your resources available to create content.   Learn more about the TikTok phenomenon and find out if whether or not you should include it in your digital marketing strategy. Need help with your digital marketing and social media? Then contact WSI OMS today. Please follow and like...

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