Mar
22
Video Marketing

Video marketing: why it works

March 22, 2018 5:03 pm Published by Comments Off on Video marketing: why it works

Are you using video marketing in your campaigns? According to Wyzowl, 63% of business wouldn’t be without it as part of their wider strategy. With good reason… it’s one of the most powerful, versatile marketing tools you can use. Include it on a landing page, and conversions can increase by up to 80%.

Why? Because videos are the quickest and most efficient way to digest information.

Five ways that video marketing benefits your business

  • Video boosts engagement. Research shows that adding a video to your home page attracts attention. It encourages sharing to Facebook, Instagram, Periscope and other social media channels.
  • Video gives a good return. You can make a video to an acceptable standard using just your smartphone. Content matters more than a perfect edit, in any case.
  • Video builds trust. Giving people interesting and useful information in an accessible and visually stimulating way makes customer confidence soar. Promotional videos present your products or services in a conversational way – bringing it to life rather than just words on a page.
  • Google loves video. Including videos increases the time visitors spend on your site and tells search engines you have good content – fabulous for ranking.
  • Video appeals to mobile users. Nine out of 10 people watch video on their smartphone: it lends itself to life on the move. We’re all too busy to read a long product description – let’s see it in action.

Make video marketing work for you

So what do you need to keep in mind when it comes to using video marketing in your next campaign?

First of all, get a cracking team on board. Choose Ketchup, and we’ll use our expertise and analytical tools to get a real insight into your target audience. Next, we’ll devise a strategy to help you win new business. See how we can do this here

Together we’ll think about the questions your customers will want your videos to answer – it’s a great way to kick off relevant topics.

We’ll choose your keywords carefully to help searches and keep titles and opening credits short. You’ll tell your audience in the first five to 10 seconds what they’ll learn. And you’ll pick clean images that reflect the content and avoid clutter. You don’t need to overthink timing… your video can be as long or as short as you want, whatever is reasonable for your topic.

We’ll end with a call to action – to share your video, watch more, call your team or visit your website. You could even throw in a special offer or incentive.

Finally we will embed your video on your website or in a blog post. We’ll upload it to YouTube , Facebook… wherever your target audience hangs out.

But this should be just the start. Generating regular new video content in a similar style consistent with your branding keeps things fresh.

Time for lights, camera, action? Don’t press pause on your marketing campaigns. Get in touch to fix a free consultation.

Jan
09
Marketing reach

A-Z of Marketing: Reach

January 9, 2017 10:35 am Published by Comments Off on A-Z of Marketing: Reach

It’s no good putting in lots of time and effort thinking about and planning your Marketing strategy, or spending hours writing a monthly newsletter or editing your website, if no one sees it.  This is why reach is so important when thinking about Marketing.  Reach is a term often used in advertising, and refers to the potential number of people exposed to your message or see a particular campaign.  Without reach, any active Marketing you do is unlikely to be successful.

There are many different ways of ensuring your marketing message reaches the right people.  For ease, I have split these into physical and digital marketing:

                                       Physical                                           Digital
                                Print advertising                                           Website
                                       Leaflets                                          Blogging
                                 Direct Mailing                                       Social Media
            ‘Outdoor’ Marketing – e.g. A-boards                                 Emailing Marketing
                                   Networking                                              SMS

Battling the ‘Noise’: Frequency

However, it is not only the way in which you reach people, but how often you do it.  Associated with reach, frequency refers to the number of times an individual is touched by your marketing message. There is a lot of brand ‘noise’ in our everyday lives as we are bombarded with advertising.  With this in mind, your marketing message must reach people at least 3 times to avoid being part of the ‘noise’, as reach without frequency is likely to give a low ROI.

Marketing Message: Stay Focused

Equally vital is what you are saying and to whom.  As explained in our Marketing message blog, you need to make sure you know who your target audience is and that your campaign is tailored to them.  Business owners often want to tell everyone everything about their business, which confuses the marketing material you are putting out there.  Different campaigns should have different messages for different people.  Ultimately, if you reach the right people enough times, but the message is wrong, you won’t achieve the results you want to.

In a nutshell, reach is limited by both frequency and your marketing message, so it is imperative you get them spot on.

To discuss how we can help you reach the right people with the right message, call the Ketchup team on 0330 088 9277, or use our contact form here

Apr
14

April Fool’s Day – why fooling your customers could be great for your brand

April 14, 2015 3:35 pm Published by Comments Off on April Fool’s Day – why fooling your customers could be great for your brand

We recently welcomed in April with the traditional April Fool’s Day antics and at Ketchup we even managed to fool a few people with our own email prank. This was very well received, and it made us think about the numerous benefits that being lighter hearted with your brand and marketing communications can bring to your business.

April Fools is seen by childish by some people, but it can be a great opportunity for brands to reconnect with their customers and potential customers by having a bit of fun. Remember, your customers are human beings, even when it comes to B2B marketing, and most people love a laugh.

Here are just a few of the benefits of taking part in April Fool’s Day

  1. It shows a humorous and more human side to your organisation – no matter what industry you operate in, people buy from people. Everyone loves a bit of fun, and playing a harmless joke on your customers on the 1st April can highlight the human side of your business and remind your customers that there are actually people behind your brand.
  2. You could make your customers laugh and improve relationships – leading on from the opportunity to highlight the more human side of your business, April Fool’s Day gives you the perfect excuse to make your customers laugh. This not only brightens their day, it will also paint you in a positive light and help you to build stronger relationships with your customers and prospective customers.
  3. It’s a great way to increase awareness and draw attention to your brand if you carry out your April Fool’s prank in the right way and it resonates with people, they will share it with their friends and colleagues. This is a fantastic way to increase awareness of your brand and make it memorable.
  4. Drive people to your website – your April Fool’s prank is the perfect opportunity to drive people to your website. Making your products and services part of the campaign means that you can easily encourage your customers and potential customers to click through to a landing page, or the relevant page on your website.

If you are going to play an April Fool’s Day prank on your customers and potential customers, try to make it relevant to your industry and the products and services that you provide. It’s also advisable to put yourself in your customer’s shoes and imagine how they would respond. Providing that the prank is amusing and in good taste then you should reap all of the benefits highlighted above.

If you are looking for an outsourced marketing department that can actively help you to grow your business, contact Ketchup today, pure marketing support with no unhealthy additives. Call 0330 088 9277, or complete our online form.

Apr
07

Do you need to go all Taylor Swift ..

April 7, 2015 7:47 am Published by Comments Off on Do you need to go all Taylor Swift ..

… when it comes to buying domain names?

When it comes to purchasing domain names for your business it used to be simple, all you had to do was purchase the .co.uk, or .com versions of your desired URL. However, from 1st June 2015 there will be even more variations available, from the useful and straightforward, such as .marketing and .nutrition, to the more outrageous, such as .porn and .adult.

This has started a spending spree in which both businesses and celebrities are snapping up domain names that could be used negatively if they got into the wrong hands. For example, it was reported this week that Taylor Swift has snapped up a couple of questionable domain names, i.e. .porn and .suck, to ensure that no one else can use them – smart girl, imagine the damage to her image and career if those domain names got into the wrong hands! The same approach has also been taken by software giant Microsoft and other large organisations are set to follow suit.

This approach might be slightly extreme for many businesses, but what these reports do highlight is the need to think about your strategy when it comes to purchasing domain names for your business.

What’s the best approach to take when buying domain names?

Purchasing multiple domain names is not a new practice, many businesses purchase both the .com and .co.uk versions of their domain name if they are available. Some businesses, usually larger organisations, purchase multiple domains using different variations of their company or product names. This is a great thing to do to ensure that a competitor doesn’t operate using a similar domain name.

There was even a time where companies would deliberately snap up the domain names of their competitors, simply to ensure that they couldn’t get access to them. However, this practice seems to have died out in recent years.

The danger with the multi-domain purchase approach is that as more options become available, and these will be more expensive that the .com, .co.uk, and .org variations, you could spend a sizable chunk of money snapping up every possible domain ending that relates to your business. If you are a company like Microsoft, and there is a real risk that another company or individual could use less than flattering domain names in a way that will negatively impact the company, then it’s probably a good strategy to follow.

However, smaller businesses don’t necessarily need to go down the same road and it’s probably wise to make sure that your approach is in line with your budget. For most businesses purchasing the .co.uk and .com versions, and maybe the ending that is most in line with their primary business offering, will be sufficient. There’s no need to go over the top, but at the same time, it’s wise to think about multiple domain purchase as an option. These additional domains can easily be redirected to your website and used on relevant marketing materials.

If you would like to talk to us about your website and online marketing strategy, contact the team today on 0330 088 9277, alternatively, complete our online contact form.

 

Oct
30
Digital marketing

A – Z of Marketing: Digital Marketing

October 30, 2014 5:10 pm Published by Comments Off on A – Z of Marketing: Digital Marketing

Digital marketing is essential to all businesses today. Can you imagine if you didn’t have a website or if customers weren’t able to find you on social media? In this day and age, that would make your business virtually non-existent to your customers.

What is digital marketing?

Digital marketing is the promotion of your products and services using electronic media channels. This can include email, online advertising, SMS, social media, and more.

Digital marketing offers a number of benefits to businesses today, not least the fact that it is easy to measure campaign response and success. Whether you run campaigns through your website, email social media, SMS, or apps, you can collect a huge amount of useful information, and not just around the campaigns’ performance, but also about your customers themselves. We mentioned in our earlier A-Z blog on data about the importance of this information and digital marketing is a prime way of collecting it.

Simply put, digital marketing will allow you to get to know your customers and tailor your offers to suit their requirements.

The relevance of digital marketing to growing businesses

As the digital world continues to grow, we as users take in more and more digital information every day. If you take this into consideration, it’s obvious that digital marketing will be the marketing of the future and will only become more complex as it goes on. Taking only one example, the amount of people that prefer to read the news online instead of going out and buying a newspaper has dramatically increased over the past few years and we’re only going to continue that way. We are becoming and online nation.

Now people buy online more than they do on the high street and more and more people are accessing the internet solely on their mobile device. Customers now do all their research into what to buy via online channels. Online is where your customers are and that’s where your business needs to be too.

As a business that wants to grow, you may be interested in knowing that digital marketing is actually a much more cost effective way of advertising than regular marketing methods and it will reach a much broader audience. Each campaign can constantly be tailored to increase its effectiveness as relevant data such as click through rates, registration numbers, etc… become available.

In a nutshell, ignoring the fact that your business needs to be part of the digital world will do it no good. It’s vital to have a digital presence with the amount of people that use laptops, tablets, mobiles, and other digital devices. It’s as important for B2B organisations as it is for B2C companies. Most households have at least three digital devices that are in daily use so there’s no avoiding the fact that your business will be noticed much quicker by having a digital presence than they would without one. Getting the word out to potential customers has never been easier or more effective, so using digital marketing should really be a no-brainer!

To discuss how we can help you to plan and execute the perfect digital marketing campaign, call the Ketchup team on 0330 088 9277 or use the contact form here.

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