Does your company have a presence on YouTube? If not, consider these stats:
2 billion monthly active YouTube users
30 million daily active YouTube users
5 billion videos watched each day
500 hours of new videos are uploaded every minute
500 billion videos shared to date
We’re a visual society and everyone loves to watch videos. Of B-to-B companies who are using videos, 80% of them reported positive results. From a manufacturing perspective, this should be a no-brainer. The key is to have a strategy and create compelling content. How-to videos, troubleshooting, new product launches are just a few that come to mind.
Some of the biggest challenges many B-to-B firms face are lack of manpower and budgets, followed by creating compelling content. Videos don’t have to be long or be made into a Hollywood production. There are inexpensive cameras (including a recent iPhone) and simple editing software that enable most videos to be created in-house. The key is content. You must provide the viewer something he or she can use. Keep the message clear, to the point and short.
Here’s an example of one of our Marketing Minutes:
According to a recent study by Demand Metric, the most important objectives of videos are:
Certainly, these top three objectives fit into your marketing strategy. So, what are you doing about capitalizing videos to enhance your marketing efforts?
Being able to accurately show how well your efforts impacted a company’s bottom line is one of the biggest challenges marketing teams face every year. For years, the easiest indicator of a marketing team’s success was measured mostly in sales and lead generation. But with the rise of content marketing, influencer relations and social media in marketing plans, it’s sometimes difficult to accurately quantify exactly how all these tactics improve ROI. Regardless of where you stand on the value of these tactics, even the most stubborn skeptics will need to face the reality that content marketing, social media and other tactics for the digital age are here to stay. Unfortunately, most marketing budgets have yet to catch up with the financial and personnel resources necessary to successfully utilize these tactics.
Many of these challenges and concerns were addressed in IEEE GlobalSpec’s “Trends in Industrial Marketing Survey,” which surveyed 326 marketing and sales professionals in the industrial sector on marketing trends within the engineering, technical, manufacturing and industrial communities. Here are some of the most interesting tidbits from the survey:
Breakthroughs in marketing analytics have made it easier to calculate the ROI of a company’s marketing efforts.
“Marketers are under steady pressure to demonstrate ROI for their marketing programs. The need to improve ROI is one of the top challenges industrial marketers face. To meet this challenge, marketers use leads as their number one measure of success. But generating high-quality leads for sales is also one of the top marketing challenges. This may sound like a vicious cycle, and some marketers would agree, but the point is that measurement matters. Other measures of success include customer acquisition and sales attributed to marketing campaigns. Marketing automation software, which can improve tracking and measurement capabilities, is used by only 37 percent of industrial marketers.”(more…)
You’ve probably heard the word “viral” in relation to online marketing before. If you’re not quite sure what it means, here’s a very brief definition:
: becoming very popular by circulating from person to person, specifically on the internet.
If something “goes viral” that means it has been shared a great number of times; there is no threshold number of shares to be reached before something can be considered viral, but in general you know when something has gone viral by the way it is talked about.
So here’s the secret to going viral:
The one aspect that every viral thing has in common is that it is a quality piece of content that resonates with your audience. Content that goes viral is often in the form of blog posts, pictures or videos.
Content can resonate with your audience in many ways, most of the time viral content resonates through humor. Content that is controversial or sparks a debate, as well as timely, helpful information will also resonate.
In our industry, content doesn’t often achieve viral status, but that doesn’t mean it hasn’t resonated, sparked conversation or been effective.
As marketers, we cannot make content become viral. Content can only be made viral by your audience(s) – they have the power. Marketers and brands do not have the power to make anything viral.
Image via Scott Cresswell
If you’re disappointed that you know the secret to viral but can’t do anything about it, don’t lose heart!
The goal in any marketing initiative should not be creating viral content; it should be on creating quality content.
Marketers and brands have the power to create quality content that will resonate with audiences. If that content goes viral, then that is just a happy side effect.