Include Video in Your Hotel’s 2017 Social Media Marketing Plans.

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Visual content social media marketing speaks volumes and video is the most powerful storytelling tool your hotel can include in your 2017 social media marketing plans arsenal.

Through video, hotel digital marketers have a great opportunity to build guest loyalty, raise brand awareness, increase engagements and leverage your hotel’s place in this medium.

Video Marketing for Hotels

Trends are continuing to show that video marketing for hotels should have a significant role in your hotel marketing strategy and budget. Some recent Cisco predictions state that advertising spend is expected to grow by 31% in 2017 and, by the year 2020, 80% of internet traffic will be video.

■    500 million people are watching Facebook videos every day.

■    82% of Twitter users regularly watch video content on Twitter.

■    33% of tablet owners watch about an hour of video on their devices

■    28% of smartphone users watch a video on their devices at least once a day.

Hotel video message clear and relevant

Don’t forget to keep your hotel video message clear and relevant to your target audience. Videos can be incredibly engaging, helping you to build a bond between your hotel and your guest as well as be shared with people within your guest’s networks.

But video is not just YouTube anymore. The best place to share videos and gain exposure for your hotel is through social media channels like Facebook Live, Instagram stories, Twitter and Snapchat stories. Telling a story about your hotel, local attractions and/or staff through video will provide guests with good experiences that can make an impactful impression.

The new marketing is all about personalization and building relationships by offering a great guest experience. Hotels that focus on considerate and compassionate visual content marketing will touch guests’ hearts and minds every time. There is great potential for guests to make purchasing decisions based on the emotional connection they make with your hotel.

There is no special script. Stay one step ahead of the competition and use video to bring your message home to your guests and future guests. There is power in adding video to your social media marketing plans.

Medical Marketing in a Digital World: Content, Social Media, and Mobile

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For healthcare professionals, the days of hanging your shingle and waiting for the ravages of flu season to bring in a steady supply of patients is over. Like every other business model out there, the healthcare field, from community clinics to famous national brands, finds itself in flux as it adjusts its marketing to reflect the expectations of an increasingly technologically adept and mobile patient pool.

Healthcare consumers today are as likely to google your practice from your parking lot as they are to google your reputation before they even pick up the phone to schedule an appointment. Your content marketing must therefore not only demonstrate relevance to the end user but also deliver it in digestible morsels and on-the-go.

With that in mind, what are the best strategies for healthcare organizations, doctors, and physician practices for marketing their services?

The following list may sound like industry buzzwords, but they are content and social media best-practices:

●     Quality content

●     Authentic engagement

●     Brevity, brevity, brevity

●     Mobile access

Relevance and the Art of Quality Content

Organic content. An increasingly jaded shopping public is at the heart of the move toward organic and relevant advertising and content. With a constant barrage of images, messages, and sound bites from billboards, radio commercials, and even from elevators, we tend to tune out the noise of incessant advertising.

Quality over quantity. Engaging customers and potential customers in a meaningful dialogue means placing quality over quantity, which translates into providing genuine service and eschewing the delivery of canned commercial messages that people purposefully ignore.

Relevant resource. Today, most consumers turn first to the Web when seeking out answers to health-related questions. Accordingly, under the right circumstances, the Internet is the ideal platform on which to build a public relationship based on the most private of matters. Perhaps it is the anonymity afforded patients as they explore what ails them before committing to potentially expensive treatment options; regardless, by featuring salient and actionable advice on a variety of helpful topics, your site becomes the go-to resource for trusted medical information.

But, be clear that online content is not medical advice. Offering expert advice on healthcare can be challenging. Of course, the best course of action is for a patient to make an appointment. However, people’s need for instant gratification is even stronger when they are thinking about their health or the health of a loved one. Be clear that you, as a medical marketer, doctor, or healthcare organization, are not offering advice on your website—that research and facts on your site are merely medical best-practices. Encourage readers to contact their physician to discuss their individual needs. Your attorney is a great resource for protecting your ability to engage with prospective patients online safely and conscientiously. By providing expert content, you resonate with your readership and can transform your practice from a random Google search result to a trusted resource in healthcare.

Social Media and the Art of Conversation

For those clinicians and office managers looking to define their “voice” when reaching out to prospective clientele, experience on social media platforms such as Facebook can be highly instructive. The personal and sharing nature of social media makes the platform an ideal avenue for healthcare professionals who want to establish themselves with an increasingly engaged consumer-base.

Genuine engagement. Industry experts note that one of the rising trends in healthcare is the growth and reliance on these social media forums in the engagement of prospective patients. Successfully generating positive buzz regarding your practice’s performance and services is a powerful influencer. One of the major advantages of this format is that it allows for the display of third-party endorsements. When casting about for a medical service provider, consumers react favorably when presented with positive feedback from patients who are just like themselves.

Draw from trusted help. As a healthcare provider, caring for patients is your first job. One of the most empowering things you can do for your medical practice is to learn when to delegate. Enlisting the services of a professional public relations firm or integrated marketing agency can help ease the time-consuming nature of social media. These skilled cadres of experts know the ins-and-outs of engaging a distracted public so you can get on with the important work of helping patients feel better. These marketing professionals should also know how to use analytical tools designed to measure the efficacy of your online efforts.

Plan your content. Develop social media and content posts in advance and use a posting tool such as Buffer or Hootsuite. By creating a content calendar, you can be one step ahead of cold and flu season, allergy season, or potential snow-shoveling-induced injuries or heart attacks. Provide useful information and plan ahead. That way, you can spend more time monitoring conversations and responding to inquiries you may receive through social media.

Absorbable Amounts of Information in Exciting Formats

Attention is fleeting. The axiom that “less is more” has never been truer than in the delivery of actionable bits of information designed to hook the reader’s attention and carry them through to the end of an article or other piece of content. According to scientists, humans’ attention span is now even less than that of a goldfish! In the last 15 years, our attention span has fallen from 12 to 8 seconds. So grab their interest, and be brief! People want the information they want without resorting to reading entire medical journals for an idea of their treatment options.

Micro-content. Brevity, therefore, should be your watchword. For example, marketers have perfected the art of the infographic, and your medical practice should be using infographics to create engagement. Easily processed bits of information, aimed at delivering the greatest amount of information in the shortest amount of time, is the goal of medical marketers trying to engage new patients using infographics.

YouTube it. YouTube is the second-largest search engine after Google. It’s not just something kids use to watch funny videos. In fact, short videos are one of the strongest growing marketing trends within the healthcare industry. Information, offered in short video bursts that are easy to share, is the cutting-edge of medical marketing.

If Mobil Content Is King, Then Local Focus Is Queen

Mobile-friendly. According to the Pew Research Center, nearly 80% of the top 50 digital news outlets in the United States report that the bulk of their online visitors originate from mobile devices, and, significantly, those consumers of information spent considerably less time reading the average article than their desktop-computer-based peers.

It’s cellular. With more than 2.25 billion people accessing the Internet via their cell phones, and one billion of those admitting that they only use their cell phones to access the Web, customizing your site so it looks great across every platform is a critical consideration in developing a responsive design that caters to user experiences. Having to squint, pinch, scroll, and zoom will quickly dampen the enthusiasm of even the most ardent of fans, so offering a clean layout that is tailored to the mobile platform eliminates the threat of dropped traffic owing to an increased frustration level.

Location, location, location. Consumers are likely to shop at local establishments. A whopping 62% say they share locally based advertisements to friends and family, so you can expect that the real estate axiom “location, location, location” will have increasing importance within the medical marketing as well.

Medical Marketing in the Digital Age

A sophisticated potential patient market is conducting its own research and engaging in online conversations prior to making any choices about which doctor to visit. Wouldn’t it be better to be in on the conversation?

For medical professionals, the new frontier of patient outreach is on the pages of social media, search engine results pages, and website content. And they will be rewarded by optimizing content to operate on mobile platforms, and delivering that content in easily absorbable packets of information and videos.

Finally, you might want to consider help from a professional marketer, whether in-house or as an outside resource, to help manage this brave new world of digital marketing.

Social Media Video Marketing Must Know

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Video marketing is becoming increasingly important and profitable, particularly social media video marketing. Of course, to assume that video marketing is one and the same via all social platforms would be a mistake. Just like you wouldn’t post content the same way across all platforms, the video content that you create needs to be unique for each platform that you intend to use. Consider the differences and benefits discussed below for four of the major platforms when planning your social media video marketing strategy.

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Video Marketing via YouTube

Since YouTube is entirely video content, it makes video marketing on YouTube a no-brainer. Of course with most people trying to take advantage of video marketing on YouTube, standing out and achieving better results requires a few best practices. Creating unique or unconventional content will be your first priority. With hundreds of hours of video available for audience consumption on YouTube, yours has to stand out from the rest. Ultimately people are on YouTube to be entertained and will steer clear of anything that seems boring, unoriginal, or purely promotional. You want to ultimately tell a story, not overtly sell a product. Aside from content, there are some basic marketing strategies – sort of SEO tips if you will – that you can implement to improve your video ranking on YouTube. This article explains many of them in good detail if you’re keen on trying your hand at them. This includes things like contextual keywords used to be found through a standard search and optimizing your video advertisement. You should also experiment with video length and audience targets to see how your advertisements perform one against the other, then keep what works and build on it.

Video Marketing via Facebook

Despite YouTube’s video heavy content, when it comes to social networks and audience reach potential, nothing beats Facebook. With just under 2 billion users, the audience market and potential for exposure is just too big to ignore. And because Facebook videos begin playing automatically, you have added opportunity to hook your audience if you design your video correctly. Audio is only activated after a user clicks on the video, so don’t rely on sound to get your point across. Instead, use intriguing or compelling visuals to tell your story. Depending on the aim of your video, you need to create that video differently. Video on Facebook performs best, then, when it is focused – stick to one purpose and drive the message home. Since the option is there, you should be using audience targeting to your advantage. If your video won’t be appealing to everyone, then turn on custom audiences to ensure that you are reaching the correct target group. This will help you make more of an impact within your video reach. It is also best to keep videos concise and easy to consume.

Video Marketing via Twitter

Although often overshadowed by the likes of Facebook and YouTube, Twitter video marketing is not to be overlooked. In 2015 Twitter released some video statistics that showed a high engagement or 82% of users watching video on Twitter. The general consensus was that “Twitter users love video!” Twitter offers options to upload pre-made videos via file or YouTube link, or the added benefit of creating Twitter videos directly in the mobile app. This opens up the ability to harness spontaneity and create “in the moment.” The types of video content that tend to do well on twitter are informational how-to videos, product demonstrations, behind-the-scenes looks into brands, customer response videos from brands, interviews and events, and strangely enough even promotional videos – when done tastefully – are consumed well on Twitter.

Video Marketing via Instagram

Instagram is seeing video rise in popularity and importance, taking the “sharing content via images” backbone that Instagram has built to a new level. The major benefit of utilizing Instagram for video marketing is its very specialized audience. Instagram, with over 600 million users, is an extensive network of eager people who are there specifically to consume visual content. Videos on Instagram can be up to 60 seconds long and you are able to add filters – one of the Instagram claims to fame. Despite the fact that Instagram does offer video ads, your content should nevertheless not be purely promotional. The Instagram audience is there to be awed and amazed, not to consume advertisements. In order to make your 60 seconds count, it is better to create intriguing content that shows your brand personality and utilizes humor, as well as engages the community directly through user generated content.

Your Real Marketing Priorities for 2017

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At the beginning of every year, there are hundreds (thousands?) of blog posts sharing their top marketing priorities for the coming twelve months. There are also many similar ones for the priorities of creative content, digital marketing, strategy, economy or whatever else the blog covers.

When I was researching for this post, I was surprised to find, perhaps naively, that most articles about marketing priorities referred to digital marketing. While I agree that online is important, it is only one piece of the marketing puzzle for most brands.

CMO magazine online interviewed a number of analysts and executives about 2017 marketing priorities. The result was five main areas as shown in the chart on the right.

Once again customer experience is mentioned together with the importance of achieving a single view of the customer. Thank goodness that marketers are finally waking up to the fact that:

“There may be customers without brands, but there are no brands without customers.”

There may be customers without brands, but there are no brands without customers Click To Tweet

Here at C3Centricity, we have been measuring marketing priorities with our blog followers for several years. (Thanks if you completed this year’s survey by the way; the WINNERS of the five prizes are listed at the bottom of this post)

So here are this year’s top marketing needs of C3Centricity readers. Why not compare them with your own?

Topics Marketers Want to Learn More About in 2017

#1. Developing more actionable insights

#2. Understanding my category landscape and customers better

#3. How to be more customer centric

#4. Increasing my impact on the business

#5. Innovation and business growth

It is immediately clear that things have changed dramatically. This shouldn’t surprise us, as the world is moving ever faster and we all need to keep up. This has created a lot of tension for marketers, which is now showing up in their list of marketingchallenges for this year. But more about that in a future post.

What I also find interesting about this year’s list, is that many topics such as storytelling, business strategy development and segmentation are no longer in the top five. Hopefully, this means that progress has been made in these areas over 2016.

Let’s take a closer look at the top 2017 marketing priorities.

Insight Development

Insight development has moved from fourth position last year, to first place this year. It seems that even though we have been talking about it for decades, most marketers are still struggling to find insights in their information. This is such a pity with so much data and information readily available these days.

For this reason, I decided to record a short video class on the basics of insight development. It will be launched soon, so if you want to be invited to participate then please sign up HERE.

Insight development takes time and far more information than just a piece of market research. The major CPG companies spend weeks if not months with a team of experts from different specialities including psychology. I’m not saying you have to team up with psychologists but you do need to work as a group for insight development. Don’t leave it to just marketers and marketer researchers to work out.

You can read more on the topic of insight development in “Marketing solutions to more actionable insights” and “How the best marketers are getting deeper insights” that include all the basics.

If you would like to learn more about insight development and get the tools and templates I share with my private clients, then sign up for the forthcoming Insight Development Video Class. Just click the link below.


Understanding the Category and its Users

These are the foundations of marketing, so it may come as a surprise to you to see them in the top five priorities for this year. Not to me. Our customers are changing dramatically, as we ourselves are too. This means that it is vital to keep our fingers on the pulse of our markets.

Regularly update your brand personas and follow the changes in your customers as closely as you can.

Also, don’t forget that your competitors may also be changing and new ones are emerging as a result of these trends:

●     From ownership to sharing/rental; this is rapidly becoming the norm and industries that have witnessed the most impact to date include cars, hotels and tooling.

●     From service to data; telecoms now sell more data than phones, personalisation is coming to beds, clothing and nutrition.

●     From curing illness to prevention and wellness; this actually overlaps with the previous change. People are taking their wellbeing into their own hands with the purchase of wearable scanners, monitors and trackers for monitoring the heart, glucose levels and even employee time management! In fact, the wearables market is expected to double to reach over 4 billion in 2017. (Source)

Related Post 8 Marketing Essentials for 2014

Therefore it is vital to understand what business you are in today and how your industry is likely to change in the future. Whether changes will happen because of consumer preferences or technical innovation, the time to prepare is now. Whether change happens because of consumer preference or innovation, the time to prepare is now!Click To Tweet

How to be More Customer Centric

Almost everyone understands the importance of customer centricity today and most companies have it as an objective. However, there is a huge gap between those who are talking about it and those who are walking the talk. Are you one of them? If you are, apparently you’re not alone, based on the vote for top marketing priorities for 2017!

Why not decide now that this will be the year you really put your customers at the heart of everything you do? Every time you take a decision ask yourself this killer question: “What would our customers think of the decision we’ve just taken?” What would our customers think of the decision we’ve just taken? Click To Tweet

If you need to convince management or your boss about the importance of customer centricity, here are a few statistics to persuade anyone:

●     Customer centric organisations are 60% more profitable. (Source)

●     The average revenue growth of Customer Experience Leaders is 14% points higher than that of the laggards. (Source)

●     64% of people think that customer experience is more important than price in their choice of brand. (Source)

Customer centricity needs to be a company-wide objective, led by the leadership team, in order to succeed. These numbers will make any manager rethink his objectives for the year! Customer centricity needs to be a company-wide objective, led by the leadership team, in order to… Click To Tweet

Increasing my Impact on the Business

I love this priority because I believe we all dream of having more impact in our organisations. In particular, marketing and market research professionals feel the most pressure to provide substantiated ROI, which is still challenging, even in this age of Big Data.

The average tenure of a CMO in leading U.S. CPG companies has dropped from 48 months to just 44 months. (Source)

In comparison, market researchers often complain that they have too few opportunities to get promoted. As a result, businesses often have relatively inexperienced professionals in the department as more senior personnel move into marketing or sales. The majority of market research departments also still report into the CMO, at best, despite having a larger role to play in this information-rich age.

Millward Brown Vermeer’s Insight2020 research clearly demonstrated that overperforming organisations had insights and analytics managers leading the business in customer centricity. (Source) This is a huge opportunity for the market research and insights professionals to finally get the business impact they crave. What are you waiting for? There is a huge opportunity for MR&I professionals to get the business impact they crave. Click To Tweet

Innovation and Business Growth

Despite the continued abysmal success rates of new product launches in many industries, companies continue to regularly launch them. They hope that their next initiative will be the one. Companies continue to launch new products in the hope that this will be the one. Less than 10% succeed! Click To Tweet

According to HBR “Less than 3% of new consumer packaged goods exceed first-year sales of $50 million—considered the benchmark of a highly successful launch.” There must be a better way, no?

I suppose that is why innovation and business growth remain top marketing priorities. After all, they are intimately connected. Governments across the globe understand this and encourage it through support, training and incentives.

Business growth and the success of innovation rely heavily on the previous priorities of category and user understanding and insight development. You are unlikely to succeed with new product development if you don’t have these basics primed. Customer centricity will bring both of these automatically, which is why I am such a believer in bringing the customer to the heart of every business.

Conclusions

I want to finish this review with a comment on the recent Autopilot report. It stated that US marketers’ priorities for 2017 are to grow brand awareness (23%), convert more leads to sales (20.4%), and to generate more leads (18.4%). These top three surprised me by their consistency. I think these same three topics have been a priority since I first started in marketing many decades ago!

But, how they plan to accomplish these priorities are new. According to this same report, high-performing marketers are investing in customer events and marketing, referral and satisfaction programs, and analytics and attribution, rather than in online ads.

Related Post The Consumer is No Longer Boss. It’s the Customer who’s now the King!

This for me is a positive sign that customer centricity is now more important than ‘mere’ advertising. In other words, pull rather than push marketing. This is something which I and many other global marketers have been shouting about for years. Looks like our message is finally being heard by the masses!

By Denyse Drummond-Dunn

How to do Video Marketing

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It is one thing to use these awesome tools to create videos, but absolutely another to promote them for maximum exposure. Let’s read few projected video marketing trends for 2017.

●     A case study by Magnifyre states videos help 90 percent people to make purchasing decisions, and since the rise of the 360-degree video format in 2016, the average video viewing experience drastically increased.

●     The 18-34-year-old audience is inclined to drop their current activity to watch a video uploaded by their favorite YouTube artists, says the Think with Google

●     In 2016, Facebook paid $50 million to media companies for producing live videos on its platform. Combine this with the projects $1 billion projected revenues for Snapchat, and you see a growth potential with live streaming and temporary content.

Based on these three marketing trends, I am sharing some video marketing strategies. Whether you’re an influencer or working for a brand, these will be helpful. For detailed reading on video marketing statistics, read Alfred Lua’s article.

#1 Go Live!

With millions of active Facebook users, it’s a robust platform to generate influence through their LIVE option. Stream conferences, meetups, fun activities, award shows, or interact with followers at an opportune time to remain engaged with the fan base. Many standup comedians and entertainers use Facebook Live to announce new comedy skits, sponsorships, giveaways, and teasers.

#2 Social Media Tribe

Struggling to build a social media followership? Heed my advice and start following Lilly Singh aka iiSuperwomanii on YouTube. With 11 million followers and an active social media presence, her videos receive millions of views within a couple of hours of upload. Do an in-depth research, and you’ll find that her social media followers make her videos viral. She has specific tribes of ‘Unicorns’ around the world sharing and interacting with the videos. Success with video marketing is about creating a loyal following.

#3 Interactive Reviews

Use the 360-degree technology to create interactive videos. The 360-degree videos lend a real-time experience to the viewer of being on the location and viewing the happenings. View this gigapixel image of Trump’s inauguration from CNN – you can zoom in on everyone’s face with amazing clarity! Such image quality and interactive video technology will enhance the value of product reviews.

#4 Video Emails

As I mentioned in the beginning, 19% increase in email open rates when the word “video” is in the subject line. Let’s extend this a bit further. Stop sending boring texts in email newsletters. Instead, record and send a video in the newsletter. There will be incredible retention rate and engagement.

Endnote

With immense opportunities in the “video” niche as a form of content marketing, it is logical to explore video marketing in 2017. What are your favorite video tools? Share with us.

The Importance of Short Videos in 2017 to Grow Your Business

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By Amanda Strouse

Social media’s focus has been slowly morphing from images to video for a while now, with the uprising of video sharing sites like Vine (RIP) and Snapchat, the decade-long dominance of YouTube and recently, the development of Instagram Stories and Facebook Live.

Not only are video sharing platforms being used, they’re flourishing.

Consumers view videos as a convenient, easy and quick way to get useful information about a product, service, organization or idea.

Therefore, businesses need to understand that videos provide a special type of easily-consumed, detailed content that potential customers increasingly engage with, enjoy, share and use as an educational step in the buying cycle. It is now up to businesses to create captivating videos to help spread their messages and maximize their customer base. Viewers are standing by.

Shorter is better

The Internet, coupled with the breadth of portable devices, such as smart phones and tablets, convert every person into a potential consumer. Long lost are the days where businesses had to physically find their target audience and hope their brand messages reached them. (Think like billboards or print ads.) Now, we have analytical data on narrowed-down audiences, targeted online ads, landing pages and social sites that clearly and efficiently spread messages to specific groups of people to escalate interest or understanding.

While the everyday person travels to and from work, shopping centers, events or leisurely relaxes in front of the TV in the evenings, studies show that same person’s mobile device is by their side most of the time, if not, all of the time. This person is destined to browse the Internet on their phone, and when a long article or dense product description seems too tedious of a venture to pursue, a short video is often the preferred method of education. Easily-digestible content most often wins the hearts of consumers.

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These short videos are beneficial to businesses because they establish creditability for the business, enhance interest in the brand and have been proven to boost conversions. (They are also obviously less expensive to produce than longer.)

Marketing, especially online marketing, is a very fluid, active animal. It is not “one size fits all” and nothing about it is “written in stone.” Technology changes quickly, and thus, consumers’ behaviors change and the market must change accordingly. The best piece of advice I can give a business owner is to make sure you have at least one passionate marketing specialist who can keep your company up-to-date with modern marketing strategies, or hire a competent marketing agency.

No 21st century insult could be greater than a business having a lack of modern technology. A restaurant without a Yelp page? A car dealership without high-quality pictures of vehicles on its website? As a millennial, I wouldn’t even view those marketing failures as a “lack of technology” – I would just immediately discredit the business as not being trustworthy or legitimate.

To put it bluntly, if you’re not taking advantage of video marketing right now, you’re metaphorically pointing potential customers to your competitors.

Proof that video marketing can help your business:

• Approximately 100 million Internet users watch online videos every day

• People are 64% more likely to buy a product on an online retail website after watching a video about it

• Even 59% of senior executives would rather watch a video than read a whitepaper or brochure

• According to an Online Publishers Association study, 46% of Internet users who recalled viewing a video advertisement recently took some action after watching the ad

How long do you have to capture attention?

The first 10 seconds is everything.

An astonishing 20 percent of people who watch videos will close the video within the first 10 seconds. When a video reaches the 30 second mark, about 1/3 of the original viewers won’t be watching the video anymore. By one minute, 45 percent of the viewers are gone and roughly 60 percent by two minutes.

This brings up two of the most important rules about creating marketing videos:

1. The video must immediately capture people’s attention.

2. Marketing videos should be kept as short as possible.

For the video to instantaneously capture attention, the video has to be relevant to the people watching it. You should never make a marketing video just because you want to or solely because the circumstances are convenient. It should answer a pressing question, supply deeper understanding or provide a unique solution to a common problem. That is what gives the video value.

Additionally, videos need to clearly exclaim a clear and unique message, but the video must also be condensed, straightforward, intriguing or entertaining, story-focused and leaving the audience wanting more. Short videos are most effective when they are just long enough to garner attention and arouse curiosity, but short enough to leave viewers hungry to take the next step (AKA: call to action, which should be clearly pointed out in your video).

The sweet spot

The debate over the ideal online video length may never come to a close, because research has shown it depends on the video’s purpose, the audience, the platform (ex: Facebook) and the device (ex: iPhone) in which the video is being watched.

Some studies show that the video marketing so-called “sweet spot” is two minutes, while other studies reveal that the best length for an online video advertisement is only 15 seconds. A large study from 2010 revealed that social video advertisements of 15 seconds or less are shared nearly 37 percent more than video ads longer than that.

You can use Google Analytics to learn more about your website audience’s ages, devices they use to visit your website, duration they’re on your site, etc., to get a deeper understanding of what types of content they prefer.

My advice? Start by making a video as long or as short as you feel it needs to be. Experiment and analyze the results. An even better idea would be to create one video 1 to 2 minutes long and then a condensed version of 15 to 30 seconds, and see which video gets more engagement, such as shares, comments and clicks. (Or if you like this idea but don’t know how to do it, contact us for a free phone call!)

Most effective places online to put short videos:

• Website

• Company blog

• Email marketing

• Social media sites

• Online advertising

Click here to get some great ideas of short videos your company can produce.

Still have questions or want to learn even more about video marketing? For more tips and details, read my previous blog post about video marketing, in general, as an effective marketing trend for businesses of all sizes.

Make video marketing work for your business!

5 tips for getting started with real estate video marketing

Video Marketing.OM

Key Takeaways

●    Don’t try to be everything to everyone; pick an audience and tailor your content.

●    Pick your platform, mix up your media — and don’t forget about it!

Buzz about real estate video marketing is everywhere.

Almost every marketing-oriented session at Inman Connect New York mentioned it. And there’s a good reason for this: an overwhelming number of statistics point to video’s effectiveness as a marketing tool.

That holds true whether you’re trying to win listings, sell homes or build your brand.

If you’re not already using video for real estate marketing, however, the options can be overwhelming.

There are so many different ways to do it. Do you hire a pro or DIY? Record the video or go live? Share it on your website, Facebook, Snapchat or Instagram?

Don’t despair! If you’re telling yourself, “I need to get started with video marketing, but I have no idea where to begin,” this list of tips will help.

Tip No. 1: Don’t try to be all things to all people

All the other tips in this article follow from this one.

The real estate landscape has never been more diverse, both in terms of buyer/seller demographics and possible topics and platforms for video marketing.

Unless you have an entire team just for producing and distributing your videos, you can’t possibly cover all the bases. Instead, think in terms of identifying what works best for your brand and business, and focus your energies (and your budget) there.

Tip No. 2: Tailor your video content to your audience

“Know your audience” is the No. 1 rule of marketing.

Another marketing truism: Highly targeted content gets the best results.

So before you actually start producing videos, stop and ask yourself, “Who am I trying to reach?” Then do some research to find out what matters to your target audience, and tailor your video content accordingly.

(Good resources for market intelligence include the Zillow Consumer Housing Trends Report, Inman Market Intel or the National Association of Realtors’ Home Buyer and Seller Profile.)

Tip No. 3: Pick your video marketing platform(s)

This may be the hardest task of all. There are so many possible real estate video marketing platforms, and many of them provide multiple ways to use video.

On Facebook alone, for instance, you can upload videos to your page, embed videos in posts, share live-streaming video and create video ads.

Too many agents try to establish a presence on every platform and end up flaming out. You should always have video on your own website, but beyond that, go for quality instead of quantity.

Find out which social networks your target audience prefers. You’ll get better engagement — and, therefore, better return on your investment — if you focus on sharing quality video content consistently on those platforms.

Tip No. 4: Mix your media

Just as with investing, you’ll get the best return if you diversify your video marketing portfolio.

Mix professional and DIY videos, and produce video marketing content for a variety of purposes. Pay a pro when quality and polish make a major difference in ROI. Examples include:

●    Listing videos

●    In-depth community videos

●    Brokerage videos

●    In-depth agent bios

Shoot your own video if you’re being impromptu, informal or fun. Examples include:

●    Facebook Live

●    Instagram and Snapchat videos

●    Behind-the-scenes videos of your office

●    On-the-scene videos of community, charity or industry events

●    Short agent bios or video messages/greetings

●    On-demand showings

Tip No. 5: Don’t set it and forget it

We live in an age when consumers are bombarded with a constant stream of marketing and information. You have to produce new video content regularly to stay fresh and relevant.

It’s fine to refresh professionally produced video bios, brokerage videos or in-depth community videos just once a year. But other types of video marketing content have a shorter lifespan.

If you want to harness the engagement-boosting power of video on social media, aim to use video in at least 30 percent of your posts; 50 percent or more is even better.

However you go about it, though, just go about it.

Video has tremendous effectiveness as a real estate marketing tool. Make the effort to use it, and your bottom line will thank you.