Many marketers and business owners alike have made attempts to develop effective marketing strategies for promoting their brands. What many of them fail to realize is the psychology behind both sound and color, which should be taken into consideration when developing marketing plans that involve content, such as video. This is because both color and sound can elicit emotions that impact purchasing decisions. There is power in the right use of color and sound when creating marketing videos. The ways in which color impacts our brains may be used to impact consumer spending and purchasing decisions.
Sound also influences physical behavior. While fast music energizes, slower music provides a calm and soothing effect. This is great for leisurely shopping and decision making. In fact, calm and soothing music has been known for increasing sales by 38%, according to studies.
In this article we’ll discuss the psychology behind sound and color, and how using such marketing techniques can tap into the emotions of your target market. We’ll first start by discussing how using psychology in marketing can yield a desired emotional result within your audience. If you’re a business owner or marketer, you owe it to yourself to learn more about colors and sounds in an effort to determine the best, most effective combinations to use for your next marketing video. If you’d like some help producing your next video, this can be accomplished through help from DigitalLagos.tv, a professional corporate video film maker in Nigeria.
Colors That Elicit Certain Emotions
Color psychology, the study of the effect that color has on our behavior, reveals that different colors evoke different emotions and behaviors. Knowing how each color influences emotion can help you better plan your marketing strategies, and video production is no exception.
Colors, Sound and our Surroundings
When we are exposed to certain colors, they have an influence on our state of mind and our emotions. Some are relaxing and calming, whereas others appear loud and vibrant. There are two primary categories associated with colors:
Colors have a great impact on our mood, which is why they should be selected carefully when making marketing decisions. Another example includes the use of the color purple. Purple creates a fine balance between serenity and stimulation, which lends itself to creativity.
Like colors, music also evokes different emotions. Some music or sounds make us feel energetic, upbeat and happy, whereas others make us feel down, or sad. Music also triggers memories in the brain that cause us to respond differently. Not only does the right choice of music and sound make marketing videos more memorable, but it can also heighten absorption, attract attention, and help communicate messages.
The psychology behind music has an influence on the emotions, moods, perceptions, and preferences of consumers. It enhances both memory and association, while arousing emotions. Music has such an effect on our mood that it holds the power to influence the purchasing and decision making processes of consumers.
Savvy marketing experts and those who create business video productions understand the psychology behind both sound and color, its impact on marketing and advertising, along with its ability to display either positive or negative messages, produce high or low energy, trust, or other captivating emotions that trigger certain decisions.
If you want to add the right sound and color to your next marketing video, the professional video ad film makers at DigitalLagos.tv can help. We can shoot videos in 1080p, in 4K and the standard ultra-high definition video footage. To learn how we can integrate the best color and sound to evoke the right emotions for your target audience, contact DigitalLagos.tv today.
As more and more people turn to the Internet for marketing their businesses, video remains king of content. Video is no longer viewed as an up and coming marketing tactic—rather a proven strategy that’s become the go-to method for communicating to target audiences , and oftentimes with some help from corporate video filmmakers. Video has been known to play a key role in brand development, sharing stories, and so much more.
The demand for video marketing is rapidly growing, as 42% of online visitors prefer video content from marketers than any other format. Video not only captures and maintains viewers’ attentions, but according to 51.9% of marketing professionals worldwide, it’s also the format of choice for generating the highest conversions and increasing ROI.
In this article, we will share the importance of understanding the value of video marketing and the impact a well-produced professional business video production can have on your brand, with statistics to back them up.
Why Video Trumps Other Forms of Content Marketing
You should choose video marketing over other forms of content, as video has surpassed all other forms of content in leaps and bounds, and it’s favored by both professionals and customers alike.
Video generates an increase in organic traffic by 157%!
Maximizing on the power of video could translate into significant increases in leads and sales.
Video marketing captures viewers’ attentions, as their cravings for information are fulfilled in captivating and engaging ways. Marketing videos have now surpassed network television!
If your company doesn’t have plans underway to capture its share of the video marketing trend, it will be doing your company and brand a great disservice. Both clients, and potential clients, are awaiting content from your brand in video form. The process doesn’t have to be overwhelming, as there is guidance available from seasoned corporate video production professionals, such as DigitalLagos.tv, to help your company begin creating marketing videos of your own.
Meeting the Viewers Demands
Because most people have short attention spans, they’d rather take in information from videos, as opposed to reading. In fact, Forbes highlights a trend toward Video First. This means that consumers want to both watch and make videos as they relate to the products they use. Video offers what people are gravitating toward, as it makes it easier to consume and share information over short increments of time.
With nearly 1/3 of the combined Internet users being on YouTube(roughly 1 billion), video content produces strong customer engagement, according to Forbes. Video marketing is also the top driving force when consumers make purchasing decisions. This is why adding videos to your marketing strategy will help meet the demands of consumers more than traditional marketing efforts.
Now that you’ve been provided with more insight into the value of video marketing, it’s time to start a video catalog of your own.
No matter how you want to incorporate video into your marketing strategy, we offer an inspiring, customized, and creative approach to video marketing. We only use high-end HD footage for maximum impact and lasting effects on production. Our team is capable of shooting in 1080p and 4K, using the industry’s standard; resulting in ultra-high definition video. For more information, contact DigitalLagos.tv today.
As more people turn to the Internet for information, business owners are taking advantage of opportunities for showcasing content through a variety of formats. As it stands, video is the most preferred format—capturing the viewer’s attention, increasing traffic, and improving ROI. In fact, 54% of consumers prefer videos from their favorite brands over other formats. Videos are also 43% more memorable than text and images, which are only 18% and 36% memorable respectively.
In this article, we’ll share 5 kinds of marketing videos to learn from with examples. Such videos can be replicated for your own business with the help of a video production company, such as DigitalLagos.tv, in an effort to enhance your brand’s awareness, and increase ROI.
In one of Intel Edison’s five-part “Meet the Makers” video series, the story of a 13-year-old who became inspired to create a printer for the blind by using an Intel product was created. Intel used this video ad to share how new technology was created, and how everything came together perfectly by using their product in this heart-warming, story-based video ad.
Explainer videos have become increasingly popular, as realized by ZenCash. They explain their integrated software is designed to work with consumer accounting systems to monitor, and keep track of accounts receivables. This is done in an easy to understand manner, using simplistic hand-sketched images that increase clicks.
Grainger, an industrial supply company based in the US, is a fortune 500 company that supplies over 3 million customers with industrial supplies, equipment, and tools. They created a series of marketing videos that highlight their customers who use their products to assist them in their everyday line of work. Over the course of a year, they have been able to successfully put together and launch their YouTube channel titled “Grainger Everyday Heroes.” The marketing videos serve as a testament to the Grainger brand.
Training videos are a great way to explain difficult concepts, or highlight complex procedures that could be better understood, through simplifying how such methods are communicated. For example, EY’s Metro Email Service used a training video to simplify difficult to understand email problems. This was helpful to their trainees who needed to explain email and application processes to non-tech individuals in a simplified manner. This resulted in an effective, customized, easy to follow, yet memorable story-based training video.
Corporate videos are a growing trend that are used by corporations as a means to further promote their brand, while increasing sales. Some have used corporate videos as a way to align with issues that tap into their potential customer’s emotions. Similar to the way Dove used their corporate video series, “Dove Choose Beautiful,” to encourage women all over the world to choose beautiful, as opposed to outdated, unhealthy standards for beauty.
We hope you’ve enjoyed these 5 successful marketing videos. Now that you know more about the different types of video available for marketing your business, it’s time to start making some of your own! Whichever type of marketing video you believe is best for your marketing strategy—be it a trailer, a marketing ad, or a six-second video, our video production team can help your business shoot an impactful video in 1080p, and in 4K, as well as the standard ultra-high definition video footage.
Whether you’re making a brand positioning video, training video, promotional video… or all of the above, DigitalLagos offers a truly inspiring, creative⸻strategic approach, with beautiful HD footage to maximize impact on production. Our team can shoot in 1080p as well a 4K, the standard in ultra-high definition video footage. Contact DigitalLagos.tv
Augment reality is quickly becoming the hottest trend in digital marketing, as it offers companies a unique way to connect more deeply with customers and engage them more easily than ever before. Unlike virtual reality, which immerses viewers entirely into an alternate realm, augmented reality enhances the existing world around us, allowing us to see what is, and what could be. In this article I’ll explain how augmented reality is so easy to implement for Marketers and how its unique components are bringing data-driven results.
Augmented Reality versus Virtual Reality
You may have heard the term virtual reality (VR) more often than augmented reality (AR), but AR is actually more common and easier for companies to implement into their digital media strategy. While AR turns two-dimensional marketing to 3D, virtual reality requires a fully rendered world, which creates both cost and complexity issues that limit its advertising potential and market pool. AR, on the other hand, can be used by any consumer with a smart phone or a computer. What’s more, data has proved its effectiveness. A study conducted by the Journal of Interactive Advertising found that consumers preferred an augmented reality advertisement to a print ad for its novelty and effectiveness.
Ideal Markets for AR Implementation
AR technology offers costumers a live view of what they could have, rather than relying on their imaginations. This makes home projects and remodeling are optimal markets for AR. IKEA gained big success in the implementation of AR technology in their smart phone app, which allows customers to choose furniture from the site and place it virtually throughout their houses. Another great market for AR is the beauty and fashion industry, offering consumers a digital view of clothing items or accessories that are virtually projected onto their cameras. Designer Rebecca Minkoff implemented “magic mirrors” in various fitting rooms of her flagship stores, allowing customers to virtually shop through dozens of items in the store. One year later, the company saw a 50 percent sales increase in the stores with implemented AR technology.
Perks of AR for Digital Marketing
Interactivity: The new generation of consumers are extremely experience driven, and AR offers them a unique experience to traditional advertising. Their next-level interaction with the products is what will transform them into brand advocates.
Engagement: The ability engage customers with products leaves a more lasting impact than passing by a banner ad on the street. AR engages customers by allowing them to visualize their lives and themselves with market products.
Personalization: AR digital’s foundation offers myriad varieties and filters for customers to choose from. Allowing customers to create a tailor-made virtual image of their potential products not only increases their attention, but also their likelihood of purchase.
Shareability: AR is completely infused with major digital platforms, making it a breeze to share with large groups through social media platforms, increasing viewership.
The Future of AR
The value of the augmented reality market is projected to reach $117.4 billion by 2022. As AR continues to grow, it will expand the boundaries of the digital marketing industry, changing the roles of advertisers and consumers and possibly altering the modern day meaning of the word “advertisement.”
There is a lot of Bluff out there. With thousands of websites claiming to have the best content, tactics and what-not, how do you know which ones to follow in order to keep yourself in the loop? How can you be sure that the information there is genuine and reliable? And most important of all, how do you know which websites have the most actionable and useful content?
We know that video marketing is a little part of your marketing strategy and keeping up with something so advanced and quick paced can be quite a task. Hence, we have brought you a list of five blogs with most reliable, trending, useful and actionable – basically, THE best – content on Video Marketing, except for digitallagos blog of course.
SproutVideo: A virtual gold mine to anyone seeing to improve their reach through Video Marketing. As a Video host for business, Sprout Video hasn’t stayed back in the quest of quenching the thirst of its readers. It has very detailed profound posts like voiceover trends that make or break explainer video – explaining the little known facts and details about video – along with posts like the rise of artificial intelligence in business video to keep the readers in the loop with the current trends and happenings.
Hubspot: Hubspot is practically home for every marketer. Knowing that Video Marketing is the next big thing, they started educating their audience about it long ago. And now have many great blog posts on Video Marketing. While not all their posts are focused on video marketing it’ll definitely help you see the role of video in the huge globe of marketing.
Wistia: It is another professional video host and in their blog, they have spoken in-depth about very less spoken topics of Video marketing – which actually matter and can make a difference. For instance, we always presume that an expert’s words will be trusted the most, but it so happens that people don’t trust anyone but the ones they think have their best interests in mind. Now how do you make you brand that trusted source? How can you use this piece of to improve your marketing strategy? By using videos featuring humans! Because we are hardwired to respond on how trust worthy we determine a face to be. This, my boy, is what is called actionable useful blog.
Buffer: As a popular Social Media Management Platform, Buffer was quick to notice the rise of Video content’s power and has been busy keeping its audience aware of this very truth as well. Today, its blog has a little lot of useful content on Video marketing in social media ranging from guides on creating epic content for social media to general video marketing posts like Secrets of Super-Successful Video Marketing.
Vidyard: It is yet another video host for business with a ton of amazing posts on video marketing to its credit. Their blog concentrates on more technical aspects video and lead generation through video marketing. Their posts are to the specifically to the point and leave us with something to think about. What to use storytelling techniques for sales terms? Or simple tactics to build trust with video? It is all out there!
Literally everyone is aware that Video Marketing is a no-brainer marketing strategy today. With 65% of your audience being visual learners, you’d leave a lot on the table if you chose not to use this particular strategy. It is proven that people’s attention span increase by a whole of 46% while watching a video!
While these numbers are definitely exciting, it is what they represent that is most important of all – people engage the best with your brand through video. And this rate of engagement can favour your brand than anything else! Yes, Video marketing is the go-to strategy for effective marketing.
Without further ado let us jump straight into ways to help you use video marketing for effective brand building!
KEY TO EFFECTIVE VIDEO MARKETING:
Whatever your service or product might be, always – always – centre your video (or any content for that matter) on the story, not the sale. Use emotions and hidden desires of your audience to connect with them through your story.
Don’t let your brand be one among the sea of sales clutter on the internet! Connect and convert. This is the formula of marketing – use your story to connect, be sure to add a related call to attention and then effectively covert your viewers into customers.
OPTIMISING FOR SEARCH:
The importance of SEO needn’t be spoken about. While written content SEO is very widely spoken about, the same doesn’t stand true for video content. Though similar to written content, video SEO has a many additional factors and variable extends. Generally speaking, it depends on keywords, tags, how your video is taken, the host of your video and much more! I found this article of Forbes particularly useful in this matter.
Remember, SEO is to help the search engine bots find your content, but at the same time, try and make sure that it flows natural enough to appeal any human that might stumble upon it.
PROVIDE VALUE AND EDUCATE:
Educate your audience on their area of interest and, then, let them know how you can help – All in matter of minutes. People buy from whom they trust, not just like. And educating your audience – giving them something valuable for free – makes it easier for them to trust you. An average viewer watches 10 seconds of your video before deciding whether to watch the rest or simply close it. 10 seconds is all you have got – make each count. Leave them with something valuable by the end of the video and a little call to action, and that’s your work done well.
Video marketing can seem a little too much to handle at the beginning, but with many resources available just at the tip of your fingers, it can be a lot simpler and is really worth it once you get hold of things. Do you have a tip about video marketing that you found particular useful? Or a specific approach that you’d rather not use again? Still not sure where to start from? Contact DigitalLagos.TV
Visual content has gained dramatic popularity over the past few years. Videos, photos, and infographics have become essential components of a results-driven online marketing strategy. Visual assets are at the core of how progressive brands communicate their story and market their products and services. Today’s tech-savvy consumers have a very short attention span and can barely absorb text-heavy and lifeless content. Online consumers now prefer visually appealing and interactive content over the old content type. It is no exaggeration to say that a picture can tell your story more effectively than a 1000-words long text.
Leading online marketers and businesses put heavy emphasis on visuals in the online space. In fact, the use of visuals is a proven way to stand out in an increasingly competitive environment. As per Thomson Reuters, marketers who give due emphasis to visual content in their marketing strategies reap the reward in forms of more fans, followers, readers, leads, clients and, of course, revenue. So why are visuals so effective? Because we are visual beings and it is super easy for us to digest complex information when it’s presented in a visually appealing manner.
What follows are some of the ways you can utilize visual content to help nurture your digital marketing and lead funnel.
Visual communication has totally reshaped marketing or the way marketers and businesses interact with their audience. With the constantly evolving means of communication, consumers expect a visually appealing web experience. Have you ever analyzed the quality of your website from the standpoint of visual aesthetics? A strategic use of visuals on a site is essential to attract and retain visitors. It has been observed that content which is rich in visual elements receives more engagement and likes than content that lacks those elements.
Blog posts are one of the most important ways of educating and attracting audiences through content. However, your blog posts should present complicated information in an understandable and persuasive way. According to an observation by Webdam, blog posts which include images generate 650% higher engagement than text-only posts. Visual content not only helps your reader understand your message quickly but also retain it for a long period of time.
When you connect with your audience on the emotional level, it leaves a long-lasting impression. The right use of infographics, images, and other visual elements will drive your readers to share your content. Moreover, aligning your visual elements with the needs of your audience can bring about dramatic results and boost the overall effectiveness of your online marketing efforts.
Search engines do consider images, videos, presentations, etc. while calculating the position of a site in SERPs. According to Search Engine Land, “It’s true that when we think of content as part of our SEO plan, our brains often go right to text; but other forms of visual content — video and imagery — are the key to being found in more places for more queries more of the time.”
Therefore, optimize your carefully chosen visual elements for search engines. By doing so, you not only engage your audience but also help your website gain brownie points from the search engines.
According to an observation, 40% of people respond better to an image than 1,000 words. However, you still have to be very clear about what kinds of content resonate best with your audience. Once you are, you can put each of the visuals you deem fit for your online promotion to the test and figure out their usability based on the response they receive.
In every case, make sure that your visual content is engaging as well as relevant for the end users. The secret is to create content that your prospect would find interesting and helpful enough to to make their decision process easier. All the above techniques are crucial when it comes to leveraging your online marketing efforts with rich-media content.
Recent trends suggest that Disruptive campaigns are now becoming the new normal in the advertising industry globally. The case is not different in Nigeria, where advertisers are combining both technological innovations and experiential marketing alongside conventional/digital media platforms to not only advertise their products but to engage their audiences on personal levels.
Perhaps, advertisers have realised that reliance on conventional media and regular media messaging techniques can only go so far in driving brand expectations, which includes market penetration and gaining market share. They do not want to wait for audiences to return from a 9-5 job, then tune in to their favourite TV or Radio program, before catching the advert messages. Chances are that these audience might be tired and miss the show entirely or even skip the advert, as technology has made it easy to do so.
Now advertisers are going the way of innovative, penetrative and experience oriented marketing. These in many cases needs a fusion of conventional media and technology to make it quite disruptive and attention grabbing.
In an audacious move, Johnnie Walker, a leading Whisky brand, during its #ISeeYouLagos campaign, in commemoration of Lagos at 50, did the unusual with a disruptive activation at the Admiralty Lekki tollgate.
They flipped the script on Out of Home (OOH) adverting. Where a billboard advertising Johnnie Walker’s Lagos at 50 message is necessary and still effective, it is also likely to be ignored or missed by the millions of people who ply the toll gate, but paying for toll fees for drivers which allowed free flow of traffic has done much more for Johnnie Walker’s brand visibility. By way of innovation what Johnnie Walker has done was unusual and created a more memorable marketing experience for existing and new audience.
The campaign went viral; a priceless commodity in marketing communications. Many that experienced it could not stop talking about the “nice gesture” from Johnnie walker.
Posterscope, the OOH agency, that conceived, planned and executed it, described it as “an integrated out-of-home media campaign that showcased how a combination of digital out-of-home with experiential, mobile and social media can deliver earned reach many times the worth of paid media.”
Naturally, other brands will emulate this trend and this is one way to gauge its effectiveness. Pepsi has done the same with its #NoShakinCarryGo hour! From the early morning of August 11, to 6pm, it was a Zero toll at the Lekki Tollgate.
Digitally, advertisers are exploring highly targeted and effective Geo fencing technology. This is arguably the most disruptive tool for advertisers at the moment. This location-based mobile phone advertising technology targets users based on specific geographic areas and demography.
Using a filter, it tags all the smart phones in the area to acquire the required demography. Advertisers can now customize messages to specific audiences with high impact.
in Nigeria, Strata Media Limited is pioneering a Geo fenced ad campaign for Mall for Africa. This campaign that is running at Mbolaji Anthony and Murtala Mohammed Airport, Lagos is seeing people around that area at scheduled times receive ad notifications persuading them to do their shopping at Mallfor Africa. What this means is that anyone within these areas are compelled to view these messages. As intrusive as this method is, it is gaining popularity fast due to its accuracy in targeting the right audience and it is expected that other brands will latch on to this soon.
For advertisers, these innovations are just ways to counter the clutter of messages that are competing for the attention of audiences from different sources every day.
While Brands will continue to utilize traditional media, however, the race is on for strategies that are innovative and capable of making audiences stop and ask questions about what they are seeing and to go a step further by participating.
In order to stay ahead of the competition and gain success for your company, you need to have a solid digital marketing plan in place. Unfortunately, digital marketing is a very complex and versatile field and it’s hard to develop a strategy that works for your business if you don’t have knowledge and experience. There are some strategies that you should include in your marketing campaign, especially if you want your business to grow and your revenue to increase. These strategies are listed below.
It’s not really possible to make the perfect website and create an online presence that ticks all the boxes on social media, but you can try to optimize for as many ranking factors as possible.
Content Strategy-If you want to bring organic search traffic to your website, build a good reputation, get great backlinks, and increase your authority in your industry, you need good content. That requires time, effort, and research. The content should be relevant to your industry, informative, and as error-free as possible. For this, you need to plan carefully because you have to post content on a regular schedule as well.
You marketing campaign can easily grow as required from this point on, because you have a good foundation in place.
Just yesterday we learnt Nigeria ranked top in Africa. This was based on a study by the Alliance for Affordable Internet (A4Ai). Nigeria is the second leading country of the African emerging economies with the highest internet access and are accurately so in offering internet services at affordable rates.
Today though, one of Africa’s giant economies, South Africa, having seen the future, a possible shift of continental economic dominance, launched an ambitious plan to boost high-end practical IT skills among South Africans. The industry based partnership between one of South Africa’s top corporate organizations, KPMG and Digital Skill Academy will boost development of digital products and services including mobile phone applications.
Ok… let’s put this into context. About 313.2 million Africans have access to the internet. This is an estimated 6839.1% increase in internet access and use since the new millennium. According to A4Ai, Nigeria emerged second only to Rwanda with an estimated broadband penetration rate of 10%.
The study indicated Nigerian government had invested in plans to increase the penetration rate to about 30% by 2018. It showed the government had prioritized key drivers of int. affordability such as; regulatory independence, transparent policies, and regulatory capacity. However, this is expected to take a sharp increase by the year 2017.
According to MTN and the Nigeria Information Technology Reporters Association (NITRA), the Nigerian broadband penetration rate is expected to have risen way past the projected 30% by the year 2018. This would be based on implementation of the national broadband penetration plan by the government in collaboration with stakeholders, mass rollout LTE technology coupled with an increased rollout of smartphones at affordable costs to the Nigerian populace by the stakeholders.
With the increase in internet accessibility, broadband penetration, and a general use of technology, Nigeria cannot afford a slack. Not when notable other Africa’s top emerging economies like Kenya, Rwanda, Morocco and Uganda are up in arms in a competitive race to embracing that which may be termed commercial adoption & use of internet centered technology and a digital based marketing.
The IT skills shortfall is not a digital crunch limited to South Africa. The 313.2 million Africans using the internet hopefully on a daily basis is an online market not exploited in totality. Back home our own fast growing Nigerian market remains unexploited for reasons tech. Ask me then, why the future of Nigerian Marketing and by extension the economy lies on new generation of technology? I’ll tell you!
One key pillar of any successful business is demand. The other is availability of resources including capital and infrastructure. These two are guaranteed by the snowballing internet accessibility and affordability in Nigeria. What remains is the creation of several marketing platforms to match the growing online market and the ability to locate & manipulate digital data available online to suite the micro-and-macro enterprises.
This is the gap South Africa noted and is in the front line dealing with. In another place, the Kenyan government noted this too and launched an inspiring program to aid acquisition of technology skills by giving laptops to their grade one pupils so they too, like in the UK, can develop digital skills early on in their development.
In the face of the digital crunch, IT specialists are the most sought after. There are various thoughts we can draw from this. One of them is that we need these guys as soon as yesterday. And another is we need them now. However we must not forget we will need more of them in a near future. This is why our kids need to take computer studies very seriously. Proper investment by the Nigerian gov’t in the same is a step in the right direction. Early adoption of comp. programming skills and specific coding languages is key to getting them interested in software revolution and marketing innovation.
There are a few concerns that should be clear though: Coding is not so hard as is perceived often, most of the time it is exaggerated, it does not necessarily lead one to programming, it is an art, and that there is no final level to sit and relax a pro. There are so many methods around coding. It should be practiced routinely, especially since there are new innovations every day. And that new software applications hit the technology market every single day.
On a positive note the snowballing adoption of technology by the Nigerian consumers has begun to have a toll on the Nigerian market, making it the fastest with the potential, and more room for expansion. We have always said this. Increased broadband connectivity is also set to boost home networking in the near future. This coupled with the aspect of Internet of Things (IoT) will lead to high tech driven product, service delivery that will definitely come along with new challenges.
Other than the need for a new coding language taught in simple IT code alphabets to our next generation and the need to up our game in the increasingly growing online market, Nigerian marketers should jostle ready to take up the challenge. Notable is the fact some manufacturers are already catering for this new demand with IP-enabled devices that can provide appropriate insights on new customer demands. Others have taken a leap into the next level, they are making significant investments in marketing innovation, an aspect considered the next face of the digital advertising.
Here are a few tips that will not only ensure healthy competition between the Nigerian product service providers but also ensure the Nigerian marketers fare well at a global marketing stage.
They must not only perfect the art of product service delivery but also ensure a globally competitive customer experience.
According to Gartner, customer experience is the practice of designing for and reacting to customer interactions to meet and exceed customer expectations, to increase customer satisfaction, loyalty, and advocacy. So, why, exactly, is customer service the ultimate marketing tool? Let’s explore just that.
As technology evolves, the bar is being pushed higher for more intuitive user interactions and usability. Achieving a customer experience (CX) that exceeds the customers’ expectations is becoming increasingly challenging. But know that, in general, ease, speed, and accuracy are the 1-2-3 punch that will keep your customers loyal over the long haul. And that customer experience is more than just customer service or quickly answered queries. It encapsulates the entire lifecycle of your customers.
In the past, the responsibility of the customer experience has typically been divvied up between customer support, product, and other departments. Rarely has the responsibility rested squarely on one department, which means the authority to ensure top notch CX throughout every phase of the funnel or customer journey has been spread too thin.
A top-level view on CX reveals that it best fits under the umbrella of your marketing department (which is why marketing typically controls the majority of the customer experience budget).
So why the sudden focus on the customer experience? Offering great service has always been important, but is that what is really going to make a difference for your brand? Yes, the answer is an emphatic YES!
Your competition is growing and gaining more accessibility to your customers, learning where they hang out and how to ease their pain points. Meanwhile, there has been a customer-facing shift—they are now self-empowered, educating themselves thoroughly before each purchase decision, engaging your brand via whichever channel they deem fit and expecting the kind of service that is always there. This has disarmed the product battlefield and opened up a new realm for you to conquer in order to win and keep customers—the customer experience.
Branded, personalized moments at each and every point of customer engagement is what market leaders are seeking. The gap must be closed between customer demand and what brands are actually delivering.
With that being said, here are five checkpoints that your company should focus on in order to get your customer experience strategy up to snuff:
This is the first checkpoint you put your entire customer experience through. You can erase the need for other fixes along the journey by ensuring that your website/product/service is intuitively built to cater to your users’ expectations and needs.
You definitely need to hire some talent to stay abreast on the ever-changing reality of user behavior—having a smart design is only one fraction of this equation. Perhaps even more importantly, you need to test like crazy, analyze, adapt, and then test again. A/B testing is a brilliant approach for configuring the best marketing strategies for your business and it is also an incredibly intuitive method for testing your CX. User-centered design is crucial for learning about your customers’ needs and wants, enabling you to cater to the consumer through marketing strategies and, of course, providing optimal customer experience.
It’s true that sometimes, personalization isn’t crucial. Some engagements are general and don’t require the extra finesse of personalized content. However, when personalization matters, it really matters. This is important throughout the entire funnel or customer journey. If your visitors have to dig and search to find relevant information on your website, you are creating more effort and, in essence, driving a huge wedge of inconvenience between you and them. This is especially true if you consider the fact that your competition is likely investing in these top-funnel, personalized experiences.
By the same token, once your prospects have become paying customers, any query they present to you must be personalized. Don’t neglect your valued customers by displaying information that is geographically and contextually irrelevant to their account, needs, or past experiences with you. Seek out an automated solution that easily enables you to create a personalized experience for your customers.
Not every customer engagement with your brand will be cut and dried. Sometimes technology cannot satisfy your customers and the human touch is required for more urgent issues. When the path to resolution is anything but a seamless straight line, it adds effort to the customer journey and puts a damper on the customer experience.
Re-channeling should be intelligent and immediate. If the first engagement is with a dynamic contact center or other self-service platform, then escalation to phone, chat, or email should be easily accessible and targeted to the right agent, with the right skill set. Having a clear mind on your customer’s needs is a positive side effect of knowing your target audience. Naturally, the course of your customer intel will evolve as your company tests and grows. However, your initial target audience will tell a lot about the type of queries you may receive, and it’s wise to cater the design and CX accordingly. This is a customer’s dream—but it unfortunately does not occur often enough. Be the change!
As I eluded to in point #3, if you want to knock your customers’ socks off, then make them tell their story only once. Throughout the escalation process, each point of contact, or agent, should have the full customer story from every previous customer engagement. They also must show a high regard for customers’ time by referencing this information to speed up resolution. (As a consumer myself, I’m thinking YESYESYES when I read this!).
Remembering your customers is a process that harkens back to gathering and analyzing the details of your target audience through market research. Assuming that your company is not the first service they’ve used within your industry, learn the drawbacks of the previous companies they worked with and use these shortcomings to better your own service and hone your strengths in a highly saturated marketplace.
By the time your customers engage with you because of a problem, question, wrong service, or faulty product, they are probably not in a particularly chipper mood. Having to revisit and explain the issue over and over can, and likely will, exacerbate any frustration they may feel. It also is proven to decrease confidence in your brand as it shows a lack of care and indicates antiquated technology where your CRM is concerned. Show up for your customers and know what they want before they have to ask…again.
Mobile customer service is in the spotlight lately and your customers often defer to social channels when seeking resolution via mobile devices. According to the Wall Street Journal, Americans spend an average of 37 minutes daily on social media, which is more time spent than on any other internet activity, including email. It’s almost impossible to offer the kind of always-by-your-side support, across all social media platforms, that is necessary in order to pacify and even delight your customers.
If you have noticed unresolved questions, comments, and tweets on your social channels, or if your CRM is not syncing and recording these highly valuable customer engagements on social, it’s time to invest in a real solution.
Social customer service platforms, like Conversocial, can help put your mind and customer experience at ease. It’s the era of the customer, and they’re calling the shots. When they pull the trigger on social, you need to be there with the answers they need.
A friend asked me yesterday at a dinner party, “What do you do for business today?” When I looked surprised she quipped: “With all due respect, I never know your business. It morphs every time I talk to you”…and she is right!
We started the social media branch of our company when Facebook “grew-up” and opened its doors to the over 20-year-olds. We saw an opportunity with new age advertising and jumped on the bandwagon. Since then, every day is a new day! Social media platforms morph right before our eyes and we have to keep up with the changes. So we are continuously forced out of our comfort zones.
Now, how do you explain this to our clients who are paying good money to increase engagement, impressions and sales? Managing expectations is one answer but not the only answer. Most people come to us with the strong hopes of building their business and their brands. When we accept the contract there is a silent agreement that we will do what’s in our power to help them succeed.
Once we work with a new client, every aspect of their business is examined. We discuss goals and objectives and are very clear about what we would like to do and what we can do. Given that platforms change we make it very clear that what worked last month does not necessarily work this week. For example, Facebook makes changes on the fly and it sometimes affects the advertising budget. All of this including potential “hidden costs” have to be outlined from the start. Then a client has the choice to add to the budget or stay put. Financial control should always be on the customer side. Next we tackle sales.
If the client wants sales from our social media efforts, then we have to go to the source — the sales team.
Time to get under the hood; who are the customers, what do they want? We mostly work with consumer products that in turn work with retail and e-tail partners. In this changing climate we have noticed that as an advertising agency, we no longer tell the consumer what they want – rather,consumers tell us what they want! And, we have to listen. Social media makes it possible for their voices to be heard.
We strongly encourage the client’s sales team to check their social media channels to get an idea of what the consumer responds to and what he wants. We then collaborate to push promotions that will resonate with the consumers.
When a client comes on board they usually have previously worked with a social media team. Many times, there is confusion due to all the technology changes. As busy people they have no time to sit down and try to “figure out” what is happening; that’s why they are paying us! A strategic social media marketing plan is created with specific benchmarks and timelines for measurement.
You can’t blame your customers for being confused and suspicious when so many changes take place in the industry. We try to build trust by being crystal clear on what we can and can’t deliver.
Imagine this scenario: you offer a proposal to a client with a great campaign idea that is free…Wait, that was last week! Here is this unanticipated cost that is not in the budget. If we don’t want to add any money to the estimate then we include additional initiatives that are “optional” and out of the scope of the project.
Every so often we revisit all of our client’s marketing strategies and carefully go over changes and expectations. We make adjustments accordingly so a comfort zone is met on all levels.
It’s best to position yourself as your client’s partner or as a member of their team. In this business, flexibility is of the essence. But also keep in mind that you as an agency have been navigating tech changes for many years and you are in the best position to guide your clients.
Are you overwhelmed by social media marketing changes? You can continue to chat with me on Twitter @websuccess
Reblogged from www.business2community.com
How do you use keywords? If you’re only using them to optimize your website for search, then you’re missing out on many ways to get visibility amongst your target audience. In this post, I’m going to share with you the best ways to use keywords across your entire online (and even offline) marketing strategy.
I don’t want to spend a lot of time on this one, especially since you can read all about it in theBeginner’s Guide to SEO. But just for a quick review, here are the places that you should use your target keyword phrase on each page of your website that you’d like to optimize for search.
Now, let’s look at more ways you can utilize your keywords beyond simple website optimization.
Content topic development
If you are developing content (blog posts, podcasts, videos, etc.) in order to get more visibility in search, then you’ll want to create content that’s based on keyword phrases that people are searching for. There are two ways to go about this.
First, you can create great pieces of content with only your readers in mind. Once you’ve created your content, you can go back, find the keyword phrases that fit best, and optimize that content accordingly using the webpage optimization steps I’ve listed above.
Second, you can research keywords for your industry, determine which ones would make for great content, and use those as a basis for your topic ideas. For example, let’s say you wanted to create a website about dog training. If you search this on Google AdWords Keyword Planner, you can download 801 suggested keyword phrases, all with estimated search volume.
Take your downloaded spreadsheet and turn it into a content topic idea generator using the keywords that best fit your content goals.
Expand your spreadsheet to include additional notes about your topic idea, the content type you want to create (blog post, podcast, video, etc.), the best person to create the content, and much more. You can then use this spreadsheet to create content that you know your audience wants.
With this approach, you can use keywords to plan your content strategy, a side benefit of which will be creating content that has the potential to drive lots of organic search traffic to your website.
Do you want to create a strong brand for yourself or your business? If so, you need to think of the one keyword phrase that sums up your core offering and make sure it’s what you use everywhere you go, online and offline. I don’t mean in the anchor text kind of way, but in more of a “I am a freelance writer” or “Moz is a marketing analytics software” kind of way.
This will help you brand yourself or your business by what you want to be known for. When people ask who you are or what your business does, you’ll have a consistent answer, eliminating any confusion. You don’t want to be the subject of conversations where one person believes you’re a web designer, while another thinks you’re an SEO consultant. Regardless of what’s true, both people will end up confused as to whether they’re discussing the same person.
Once you have that one defining keyword phrase, you will definitely want to use it for the following:
Social media profile optimization
Want to increase the likelihood that people will find your social profiles and pages on social networks? Keywords are the answer. If you aren’t optimizing your social profiles and pages for your target keyword phrase, you may be missing out on the customers who are searching for you within each social network.
While you can’t optimize the “SEO title” field for your profiles and pages (those are reserved for your name or your business name), you can optimize other key elements within your profiles and pages with your target keywords and phrases. These include the following:
As with any other webpage, you shouldn’t overstuff your social profiles and pages with keywords. Doing so can cause visitors to assume you’re a spammer and move on. But adding your main keywords and phrases in a natural way to the above areas should help you rank better in searches on each respective network.
If you’re not sure how to best utilize your keyword phrase in your social media bios, look towards your competitors. Analyze each of their top social profiles to see what keyword phrase they use most. You can also use tools like Rival IQ to get a quick overview of their bios for faster analysis.
Social media update optimization
In addition to your profiles and pages, your social media updates themselves can be optimized with keywords. While most of the benefit will be seen on social search within each respective network, it never hurts to think about keyword optimization so your social updates can be found on Google search, like these tweets for current events:
Reblogged from www.moz.com
Navigation menu is a key element for any website. All design tricks and visual manipulations will be useless if a visitor won’t find the necessary information and leaves the site fast. Navigation menu is one of the most popular ways of conducting people to that info.
Many years menus were seen as a simple bar in the header that guided visitors through the site’s categories. The latest trends show that navigation menu design has changed and nowadays menus are not the same they were yesterday.
Prominency is a key concept in navigation design. To make navigation menu clear and visible, tabs are grouped into blocks that are created in one size and style. Such blocks are usually lined up and placed in a prominent part of the site.
Most menus are based on words. It’s a set of keywords or labels that are simple and easy-to-understand for most visitors (Home, Contacts, Shop, Blog etc.) Many sites use these standard labels or their synonyms that are associated with the page information. Today sites start using so-called “speaking” labels that include explanation texts. Such explanations make keywords more prominent and easier to perceive. They make sure the visitor will find exactly what he or she needs.
Another popular trend is addition of icons and pictograms to the menu tabs. The idea is the same as with “speaking” labels – to make the menu functions more clear, prominent and… fun. Nice attractive icons make menu a playful design element that makes site browsing a pleasing act. “Speaking” labels may be used in combination with icons to attract attention to the tabs and make their contain more comprehensible.
The only restriction: such icons and images should be clear and “speak” unambiguously about the content they link to. This example below shows not the best use of icons for the menu, because they don’t offer a clear recognition of the site category where this icon leads.
Menu position also changes today. Most websites are still placing the navigation blocks at the top of the screen, above the header. However, the responsive design trend requires moreflexible menu position. That means navigation menu tabs can be placed in any part of the screen to make it possible using menu on any type of device.
Modern designs include navigation menu positioning in center what makes it prominent for visitors and draws their attention. Left- and right-side positioning is also popular. It makes navigation menu not only functional but emphasizes the style of menu as a design element.
Reblogged from www.motocms.com
Free Online Marketing | In today’s economy, you need all the help you can get to make sure your company is noticed amid all the noise. In the digital world, where getting lots of attention means cash in the bank, it is getting more and more difficult to even get your target audience to notice you. Marketing is key, but which approach to use?
Not only do you have to compete with big businesses that have huge marketing departments, but you also have to compete with social media, and many other distractions. However, this does not mean your online marketing strategy has to be over the top, or cost you tons of money to get you in front of your potential clients.
Your marketing strategy will never be successful if you do not have a clearly defined target audience. Before you spend even a dime on marketing, define your target audience first. Once you have a thorough profile of your ideal client, deciding how and where to reach them is a lot easier. If you start marketing before you have a clear client profile though, you will most likely be wasting your money in places where you will never reach your clients.
Facebook, Twitter and Google Plus are all popular social platforms that you should be using to your own advantage. Create profiles on each of those sites as they are a good source of traffic. Don’t just sign up for these services and then forget about them. Start being active on social media websites. You should use these platforms to promote your blog posts, and communicate with clients.
This is a quick and simple way to solidify your online presence. Just by claiming your business on review websites and Google Places, for example, you’re letting people know where you’re located and that, yes, you’re indeed a real business. Claim, verify, and update your Google Local Business listing. This is very important. Google Local Listings have been implemented into Google+, and it can greatly improve your search engine rankings.
And don’t just start one – stay committed for at least 12 months so to give yourself a chance to see effects. This is a long-term project that deserves your attention, and dedication. The more content on your website, the more chances there are for search engines to pick it up. Blogging can be a great (and free!) way to create leads and links to your website by sharing blog posts across social platforms.
An easy way to get your business out there is to write guest blog posts on other people’s blogs. You can reach out to them by email, website forms, or phone, and simply offer to write a post for their blog. Make sure you already have a couple topics in mind, and that you’ve done your homework, before contacting them. You want to offer their blog substance, and value, so pick a topic that will blend nicely with the rest of their content.
When deciding what your company will give away, be sure it’s something your potential clients won’t want to throw away, or easily lose in their desk or bag. You can also offer an exclusive reward to your regular clients — only your regular clients. Notify them via email, or other contact methods, and direct them to an otherwise inaccessible page on your website where only they can see the offer.
Re-blogged from www.medianovak.com