There’s a new business model in town.
You may have heard us talking about content and commerce, but, most importantly, what do you need to know about it?
DigitalMarketer’s Director of Communications, Christine Haas, sat down with six ecommerce experts in 2016 to find out how they define content and commerce and why businesses need to be focusing their attention on this “new” initiative.
You’ll hear from…
Get the scoop in the video below:
Get more information and reserve your seat for Early Bird pricing for a limited time!
The post New Business Model? What IS Content & Commerce? (4 Minute Video) appeared first on DigitalMarketer.Read More
Get the Facebook video campaign strategy playbooks the experts use in their businesses to acquire new leads, scale campaigns, and increase conversions. Listen as they detail two video ad game plans you can quickly start using in your business.
IN THIS EPISODE YOU’LL LEARN:
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Episode 67: The Proven 3-Step Formula to Transform Your Business with Video Ads [Part 1]
Episode 68: 3 Elements of High-Converting Video Ads [Part 2]
Episode 86: UPSYD: The 5-Step Framework to Generate More Customers
Episode 99: Marketing & Traffic Advice from Facebook’s 30th Employee: Noah Kagan
3-Step Facebook Video Ad Formula
Molly’s Slides for the Facebook Video Ad Playbook
Thanks so much for joining us this week. Have some feedback you’d like to share? Leave us a review on iTunes!
The post Episode 101: 2 Killer Facebook Video “Traffic Plays” to Deploy in Your Business appeared first on DigitalMarketer.Read More
Facebook Live, YouTube Live, Periscope.
All the major social platforms are integrating live streaming in some form.
Several up-and-comers, like Meerkat and MeVee, are also creating buzz.
And this all means one thing: Live video is hot. Scorching hot.
It seems everyone is now using live video in some fashion to connect and interact with their audience in real time.
I’ve noticed a good chunk of the YouTube channels I’ve been subscribed to for years are now taking it live.
It’s definitely catching on.
But does using live video make sense for you?
Is it a viable means of making more money?
In this post, I’m going to take a close look at the state of live video, how people are using it and what kind of results they’re getting.
I’m also going to look at the benefits as well as the drawbacks that might not be very obvious.
By the end, you should have a pretty good idea whether or not you should add live video to your sales and marketing repertoire.
First, let’s see what the live video market looks like at the moment.
Of course, video in general is booming.
According to eMarketers.com, “digital-video ad spending will rise from $9.9 billion in 2016 to $20.08 billion in 2020.”
More than doubling over the course of five short years is pretty dramatic.
But live video is what’s really blowing up.
Socialbakers found that “half of all big media pages publish live video.”
And the number of videos is growing.
I can only imagine what the numbers will be like once 2020 rolls around.
Another interesting thing I’d like to point out is the engagement level that comes along with live video.
In fact, live video blows pre-recorded video out of the water.
Forrester reports that “live video gets three times the amount of engagement as non-live video.”
And it’s easy to see why.
There’s a certain buzz that comes along with watching a video in real time.
There’s a connection that isn’t there otherwise.
Not to mention that viewers can directly interact with the person recording the video via live chat.
It’s pretty cool and shows just how far video has come in a relatively short period of time.
Remember when simply watching videos on YouTube was cutting-edge and really big deal?
Live video has built upon the original concept and made it far more interactive.
It’s safe to say that content marketing isn’t going anywhere anytime soon.
And that’s fine by me.
Content marketing and inbound marketing in general have been a breath of fresh air in a world where conventional advertising mediums have become stale and quite obnoxious.
But the way I look at it, live video is poised to shake up content marketing.
Massive social networks, like Facebook and YouTube, could become a new form of TV big-name companies funnel more and more money into.
The traditional text-based blogging format could change as well.
Rather than always writing regular blog posts, people might start sprinkling in live videos here and there.
As you can see, there are some far-reaching implications.
Now, let’s get down to the nitty-gritty.
How can live video benefit you?
If you’re putting in the time and energy, it’d better be worth your time.
The way I see it, there are some huge advantages.
For starters, it allows your audience to get to know you on an incredibly deep level that’s simply not possible with any other medium.
Just think about it.
A live video combined with a real-time comment/Q&A session is arguably the most effective way to inject your true personality into your content.
Darren Rowse of ProBlogger uses live video fairly frequently to answer questions and connect with his viewers.
It adds a whole other dimension to his overall content.
And, in my opinion, it makes him more personable and relatable.
You feel like you know the guy.
Next, there’s the increased engagement.
If you’ve been blogging, active on social media, copywriting, etc. for any length of time, you know just how important engagement is.
And by all accounts, live video is a natural catalyst for boosting engagement.
As I mentioned earlier, live video gets triple the engagement of pre-recorded video.
More specifically, “streaming videos on Facebook are viewed at much higher durations (3x) than non-live content.”
And here’s the kicker.
Facebook’s per-video engagement rate is a whopping 6.3%!
That may not seem like a lot at first glance.
But keep in mind the normal engagement rate for many industries on Facebook is less than 0.15%.
That’s a massive difference!
The brilliant thing about live video is that it naturally begs for engagement.
It’s basically like sitting down and having a face-to-face conversation with your audience.
They can ask questions, leave comments and really get to know you.
Increased engagement naturally comes with the territory.
Live video is just about everywhere these days.
Scroll through your Facebook feed, it’s there.
In fact, “Facebook videos have increased 360% across everyone’s news feeds.”
Check out what your favorite YouTubers have been up to, and odds are someone is recording a live video.
Getting in on the action is virtually guaranteed to help you extend your overall reach.
It allows you to reach a larger percentage of your demographic that may have been inaccessible before.
When you put it all together, it translates into more leads coming your way on a regular basis.
Not only that, the quality of your leads should increase as well.
They know you, trust you, and have rapport with you.
Therefore, a sizable portion of your leads is already primed to buy.
And it’s not unrealistic to expect repeat sales and long-term brand loyalty.
The Funky Fairy, a children’s clothing store in England, ran three sales over four days on Facebook Live.
Their goal was to liquidate their overstock inventory and quickly crank up sales.
The owner, Vicki Stewart, displayed the items for sale, while chatting about them.
Viewers, using comments, were also able to request specific items they wanted.
And it totally worked!
Views increased from roughly 7,000 during the first two sales to 10,000 for the last one.
This enabled The Funky Fairy to quickly move stock that otherwise would have probably just sat there.
There’s one last thing I would like to point out.
Increasing sales isn’t the only way to make more money through live video.
There are several ways you can monetize your videos to make money directly.
I came across an article from DaCast that highlights some specific ways you can make money broadcasting live video.
I suggest approaching these monetization strategies with caution (you don’t want to create a rift between you and your audience), but I felt they were worth mentioning.
Under the right circumstances, they could definitely help you drive higher profits.
At this point, I think we can all agree the market outlook for live video is extremely promising.
It’s also clear that using live video can be highly beneficial to your brand and help you increase revenue.
But it doesn’t mean it’s right for every single brand.
Not to burst your bubble, but live video may not be viable if you have a small audience.
For instance, YouTube mandates that a channel must have a minimum of 1,000 subscribers in order to live-stream.
This number was reduced significantly: earlier in 2017, you had to have at least 10,000 subscribers.
And quite frankly, it could be embarrassing if you go live and no one shows up.
Another issue is it can hurt your brand equity if you don’t nail it.
You’re basically gambling on your image by live-streaming.
Putting yourself out there could potentially backfire, and people may not necessarily like what they see.
Or maybe it’s just not for you.
It’s pretty common for people to freak out once the camera is on them.
All of a sudden, your mind goes blank and the whole thing is just awkward.
Remember, there’s no editing with live video.
Viewers see everything in real time.
I’m not trying to kill your vibe, but it’s important to look at all the angles before you decide to start using live video.
Live video is a powerful new format, changing the content marketing game.
Most experts are predicting it will continue to grow and more companies will funnel big money into it.
The potential is huge.
If you follow the right formula and create engaging live video content, you can strengthen existing relationships, increase the size of your following, boost engagement, generate more leads and increase sales.
On top of this, there are several other ways to directly monetize your live videos.
But it’s important to note this medium isn’t viable for everyone.
I suggest giving it careful consideration before diving in head first.
If it’s something you’re seriously interested in and makes sense for your brand, give it a shot.
For examples and ideas, check out this post from IMPACT.
How often do you watch live videos?
Are you using video in your marketing strategy?
The dangerous answer: Well… no.
The correct answer: Of course!
Yes, I said dangerous.
This year at Traffic & Conversion Summit 2017, our Director of Communications Christine Haas sat down with some of the biggest brands in marketing to find out how they’re deploying video in their marketing strategy—their answers will have you drop what you’re doing and dive into video.
You’ll hear from…
Check it out below.
(NOTE: Can’t get enough of Traffic & Conversion Summit? Join the waitlist for Traffic & Conversion Summit 2018 and be among the first to receive details about next year’s event, including specials on tickets. Sign up here.)Read More
Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
The post SearchCap: Google Home users, Apple expands search ads & Google suggested video clips appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
Posted by Danielle_Launders
At MozCon Local we came, we learned, and now we share! We invited 16 speakers to dive into all aspects of local marketing and SEO in 13 keynote-style presentations and one Q&A panel with local search experts. Throughout the day we dove into such topics as link building, citation sources, reviews, industry trends, and more.
Ready to level up your local marketing skills? Feel free to jump ahead:
For those that attended this year’s event, you may want to double-check your inbox: There’s a special email waiting for you with steps on how to access your videos. If you’re having any trouble or if spam filters ate your email, feel free to reach out to the team at email@example.com.
MozCon Local 2017 was our biggest and best yet. We put a lot of heart into the program and are so excited to share all of the actionable tips and next-level knowledge with you. Harness the knowledge of industry leaders from the office or from the comfort of your sofa.
Here’s what our attendees thought of MozCon Local 2017:
We asked our attendees for their thoughts on the sessions and 80% of surveyed attendees found the content in the presentations to be advanced enough for them, while 72% of respondents found 80% or more of the sessions to be interesting and relevant to their field.
Included in the bundle is access to all of this year’s presentations, which include both the videos of the speakers and their slide decks.
For $99, the MozCon Local 2017 Video Bundle will give you instant access to:
It’s important to know what you are getting, which is why we are sharing one of this year’s highly rated sessions at MozCon Local for free. GetFiveStars’ Mike Blumenthal digs into factors that determine relevance of non link-based signals and develops a model for how Google might use them to determine rank. Even if you feel that the whole bundle is not for you, you won’t want to miss this informative session:
A huge thanks to the team members that worked hard to finish these videos. It takes a village and we appreciate all the efforts of designing, editing, and coding. We wish you all happy learning and hope to see you at MozCon 2017 in July!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
With the first quarter of 2017 behind you, how’s your ecommerce business doing?
Do you have…
Chances are, you didn’t shout a giant YES to all those questions, which means…
You need to watch this 3-minute video featuring 6 ecommerce experts sharing their insights on what’s working right now in ecommerce.
DigitalMarketer’s Director of Communications, Christine Haas, sat down to interview some of the brightest minds in the industry at Content & Commerce Summit 2016 and the result was plenty of actionable information you can implement in your business today.
You’ll hear from…
Content & Commerce Summit 2017 is right around the corner—have you reserved your seat yet?
The post What’s Working in Ecommerce? 6 Experts Discuss Video, Targeting, Engagement, and Attribution appeared first on DigitalMarketer.Read More
Scroll through your Facebook feed, and you can’t help but see video ads. Quite a few of them actually.
You may have even seen my video ads, which I’m using to promote my businesses.
I’m doing this, of course, because Facebook Video is huge right now.
One of the more recent studies found that there are “8 billion daily views for Facebook Video in November 2015—a 100% growth from 6 months prior to the study.”
And here’s another interesting stat.
Videos’ organic reach on Facebook is 135% greater than that of photos.
This means one thing. There is an insane number of opportunities out there.
Including Facebook Video ads in your marketing repertoire can yield big results.
But like with any form of paid advertisement, you’ll naturally want to lower your costs and maximize your ROI.
That’s a given.
I’ve done plenty of experimentation with Facebook Video ads and have come up with a recipe that gets me the most bang for my buck.
More specifically, I’ve come up with a way that will lower your CPM (cost per thousand) by as much as 81%.
Here are five clever Facebook Video ad hacks you need to know and implement right away.
Although this is an incredibly simple hack, it’s one many marketers overlook.
Often, they’re so thirsty to get their video content up and running on Facebook, they never take the time to perform some basic split-testing beforehand.
Here’s what I recommend.
Create a few different videos or variations of a single video (at least three), and do some basic split-testing to see which one is getting the best response.
However, place them on channels that won’t cost you a dime.
For instance, you might:
Then, take a look at some key metrics such as:
Here’s a graph that illustrates the various methods of measuring video success:
You get the idea.
Before you put your hard-earned money into Facebook Video ads, test the waters and see which video(s) your target audience responds most favorably to.
That way, you can approach Facebook Video ads with confidence.
That, right there, should lower your CPM considerably.
Wistia performed some fairly extensive research on the length of videos and engagement levels.
In fact, they examined 564,710 videos and more than 1.3 billion plays for their research.
Here’s what they found:
As you can see, there’s a steady level of engagement for up to 2 minutes:
But after the 2-minute mark, engagement drops off considerably until it hits 6 minutes.
At that point, engagement stabilizes once more until it reaches 12 minutes.
So, here’s the deal.
I wouldn’t recommend exceeding 2 minutes with your Facebook Video ads.
You probably won’t do yourself or your marketing budget any favors if you exceed this time limit.
Or as Wistia puts it,
Two minutes is the sweet spot.
But they also make another interesting point:
Engagement is steady up to two minutes, meaning that a 90-second video will hold a viewer’s attention as much as a 30-second video. This is surprising and actionable information for video marketers.
If you’re making short videos, you don’t need to stress about the difference of a few seconds. Just keep it under two minutes.
I find this to be great advice. You don’t need to sweat, getting your video length to an exact number of seconds.
Just keep it under 2 minutes, and it should maximize your engagement and lower your CPM.
But if you absolutely have to make a longer video, make it between 6 and 12 minutes because this is the “sweet spot number two.”
Anything longer than 12 minutes is just foolish.
Here’s the thing about Facebook. Most people aren’t in the buying mindset when they log in to their accounts.
Most people are simply checking in to see what’s going on with their social circles and what their friends and family are up to.
Their mindset isn’t usually,
I’m desperately looking to make a purchase.
They may be thinking that when they log in to Amazon—but not Facebook.
Or as Aaron Zakowski eloquently puts it,
They’re buying intent is low.
This graph shows how people spend their time on Facebook:
And guess what? None of these activities involve buying.
I think it’s really important to keep this in mind when approaching your video ad content.
The last thing you want to do is clobber users over the head with ads that have the subtlety of a slap in the face.
What you want to do is to promote your product/service/brand without making it seem like an advertisement.
You need to be cool about it. You need to be stealth.
How exactly can you deliver your message without being overly salesy or pushy?
Here are some suggestions:
In other words, ditch the pitch.
People hate being pitched to, and it’s only going to inflate your CPM.
Instead, try to be entertaining and strive to make a genuine connection.
There’s another phenomenon about Facebook videos that I’ve noticed.
It’s that many of us don’t watch videos with sound.
I know I find myself doing this quite a bit. And there are several reasons for this.
For instance, a person might be at work and “sneaking into” their account when they should be tending to more pressing matters.
Or a person might be accessing their Facebook account via mobile device in a public location where it’s simply not appropriate to have the sound blaring.
This means that a decent chunk of the people viewing videos are doing so without any sound.
If your video ads lack captions, this can obviously be a problem because it’ll be difficult for the viewer to decipher what you’re trying to promote.
One study of Facebook video ads even found that
41% of videos are basically meaningless without sound.
In turn, many people will simply gloss over your video ad and scroll down to the next interesting thing in their feeds.
If you haven’t been using captions thus far, I suggest including them right away.
This is almost guaranteed to improve engagement and, in turn, lower your CPM.
In fact, internal testing from Facebook found that
captioned video ads increase video time by an average of 12%.
I know it may sound a little contradictory to suggest adding music, considering my last point was about a great number of people viewing video ads without sound.
But there will be a portion of users who will view your ads with the sound on.
You’ll want to do everything within your power to increase their focus.
One of the most effective ways to go about this is to include music.
I’m sure you’ve heard about how helpful music is for aiding students in studying:
But you don’t want to include just any type of music.
You also don’t want the music to get in the way and drown out what someone is trying to say in the video.
It should simply accompany the video and enhance it.
But which type of music is ideal?
There have been several studies done to determine which kinds of music aid in focus and concentration.
By and large, classical music is the way to go.
According to a particular study, “researchers found that listening to classical music had the greatest effect on improving visual attention.”
This doesn’t necessarily mean that you have to use classical music. It just means that classical is one of the best “go-to’s” for capturing viewers’ attention.
Here’s my suggestion.
Play some type of background music throughout the duration of most of your ads.
If classical music happens to fit your message, brand, theme, etc., that’s great—stick with that.
But if not, go with something you feel would be suitable for optimizing your video ad.
I would recommend experimenting with a few different options until you find the one that meshes with your content the best.
The way I see it, Facebook Video ads are a fairly cost-effective form of paid advertising.
I get the fact that most people aren’t exactly “dialed in” to make a purchase when using their Facebook accounts.
But I have experienced first hand the results that video ads can get when they’re used effectively.
And, of course, you don’t want to just throw something at the wall to see what sticks with this, or any other, form of paid advertising.
It’s all about getting a solid ROI and lowering your CPM.
These hacks are great little loopholes for doing just that and will lower your CPM by as much as 81%.
Do you have any other Facebook Video Ad hacks that have helped you reduce your costs?
Video marketing has been growing for many years now, especially the “how-to” video type. Google says YouTube’s “how-to” searches are growing by 70 percent year-by-year. There are lots of reasons to add how-to videos to your content marketing strategy:
Yes, there are many solid reasons to create how-to videos and none to neglect it…
The huge demand makes a how-to video the perfect way to promote your product or site.
Keyword research is an effective way to brainstorm any type of content, including video content.
Try researching related questions to answer them in your video. Serpstat is a great tool to research questions. Check “Search questions” behind “Content Marketing” tab. It always provides hundreds of great topic ideas:
Serpstat also provides lots of alternative search queries to try (Inside its “Cluster Research” tab which shows terms that have overlapping search results with your core term):
Youtube Suggest is the greatest help when it comes to brainstorming a video topic that is likely to resonate with the audience.
There are lots of ways to expand your suggest query too:
This is where SEOchat Google Suggest tool will of be great help:
There’s also a neat FireFox addon that enables Youtube suggest within your FireFox search box (that lets you brainstorm on the fly).
Don’t forget that Youtube is run by Google – which also means you can do magic by just getting creative with search functionality.
Try advanced and boolean operators:
Note: now that you can play with search results to yield various related search results, pay close attention to video titles and notice which words are used next to your keyword: this is a great way to brainstorm an awesome video concept.
Do you need more ideas to create a related how-to video? Here are some video network focusing on exactly that:
|Expert videos||User-submitted videos||Best feature|
|HowCast||Yes||Yes||Active community, high rankings, powerful Youtube channel (for expert videos only but adds to branding)|
|Menkey See||Yes (experts have to adhere to the standards.||No (but videos can be added after you contact them)||Only features professional how-to videos|
|Wonder Howto||No||Yes||High moderating standards, advanced search functionality|
|eHow||No||Yes||High Google rankings, powerful Youtube channel|
|VideoJug||Yes||Yes||Active community; powerful Youtube channel|