Professional photography is often put at the bottom of the list or forgotten about completely when investing in a new website. In our opinion, it should be seen as one of the most essential and important ways of promoting your brand.
And no, we don’t just mean a logo.
Every business has a brand, whether they mean to or not. Some may think the extent of their brand is their company name and logo. Others may have a 50-page document that was created 5 years ago and sits at the bottom of the drawer. All of these businesses most likely have a brand style, tone and personality ingrained in their everyday work, however they may have not yet identified it or figured out how to use it to their advantage.
One of the best ways to stand out from your competitors, capture attention and win new customers is to do video well. If you look at the websites of dentists, doctors, financial planners, lawyers and so many other professions dominated by small to medium sized businesses you will see a mountain of text, iStock imagery and layouts that are 5 – 10 years past their use by date.
A crafty video strategy will see you pop out of this bland background and appear more trustworthy, open, likeable and credible than your competitors.
So, how do you get started?
Here are some tips.
Year on year growth in site traffic is 7.8 times more for content marketing leaders than followers.
Content marketing costs on average 62% less than traditional marketing.
Content marketers enjoy an average 5x higher conversion rate than non-content marketers
78% of Chief Marketing Officers believe custom content is the future of marketing.
ADWORDS IS AN EXCELLENT WAY TO BRING IN LEADS FOR MANY BUSINESSES – IF IT’S SET UP AND RUN CORRECTLY!
If you’re not familiar with Adwords, it’s the group of ads that appear when you search for a product or service on Google (or on websites where Google places ads). Advertisers pay when their ads are clicked on and costs can very from a few cents per click to $50 or more depending on how competitive your industry is and how well your campaign is set up.
Speak, don’t write.
If you want your writing to be interesting, act like you’re speaking, not writing. And put that on the page. Wait – can you start a sentence with and?! Yes. Because from now on, we’re going to write the way we speak.
While marketing is getting more sophisticated, the folksy wisdom about not putting lipstick on a pig holds true more than ever.
You can have the most advanced copy, beautiful imagery and finely targeted media buying. However, if your offer is weak or generic, your campaign is not likely to be successful. So before you undertake any marketing, think about WHAT you’re offering and how it compares to other alternatives in your marketplace. Don’t assume the offer is what it is and it’s marketing’s job to dress up and sell it. Put as much energy and thought into your offer as you do your marketing. Split test different offers and continually refine them based on real sales data gathered from your marketing channels.
The move towards social media has created new opportunities for marketers and comedians to collaborate. After all, funny gets shared. Many businesses bombard their social media audiences with purely promotional content. That’s not what most users want and they will tune out. Most people are on social media to relax, escape and be with their friends. You wouldn’t turn up to a party and just talk shop and social networks should be treated the same.
Use social media to entertain your followers, educate them, build rapport and tastefully (perhaps 1 in 5 posts) make a sales pitch. You’ll find these pitches are much better received than if they are the only type of content you share.