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Marketing with Video Content

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Engaging your audience with video content is essential in today’s content rich, image rich environment. It’s also important to note that our workplaces will soon be flooded with true digital natives—people who grew up with smartphones and tablets. These communicate in a seemingly endless array of images and videos on platforms like YouTube, Snapchat, Instagram and using emoji, sometimes without any words at all.

It’s not likely that a professional services or B2B business will ever communicate to its audience without text, but we need to approach marketing from the perspective of an image rich background in order to capture the widest audience. And, when all is said and done, image and video rich content is simply more interesting to digest – we can all agree on that.

Video marketing comes in an array of styles and forms. Below are just a few types of video content that will contribute to a well-rounded video marketing campaign.

 

Video Interviews

Planning is essential when filming video interviews, so it’s recommended to work with a marketing agency to strategize about the goals for these videos, especially the final edited clips and multitude of applications for them. Plus, organizing a media library with your video content can maximize its potential.

You will need a list of questions that garner answers to generally describe your business and some deeper questions to cover the more complex aspects of your business. These will speak to the segment of your audience who is most knowledgeable and deeply engaged. Covering as much ground as possible during these interviews will pay off in the long run. You will spend a day or more of setup and filming, but end up with many options for arranging different interview clips for different purposes.

 

Environmental Video

Also known as “b-roll”, these short action clips are of your employees at work, interacting with clients, product demonstrations and applications in the “real world,” and your office as well as the city in which you are located. These capture the personality and essence of who, what, and where your business is, so plan on brief, dynamic shots that will captivate your audience. These clips can be used for website headers (without sound or music is recommended–it can be annoying to visit a website and have unwanted music blast suddenly), in conjunction with interviews to create more interest (rather than just a talking head), and as brief clips for social media ads or posts.

 

Event Video

These videos are usually a combination of both interview and environmental. For those businesses that have an annual or quarterly event such as corporate sales meetings, trainings, trade shows, workshops, etc, don’t miss the opportunity to capture video and record the event and your interactions. During events, there is usually a lot of interaction between your staff and clients or prospects, your employees collectively, and your products. These are perfect opportunities to capture environmental video of organic interactions with your business. Also consider preparing a list of questions to ask people you encounter—whether they are clients, prospects, or simply people passing by. You may be able to capture video testimonials that are invaluable.

Strategizing about the goals of your video campaign will maximize the use of your time and budget. This will help you create evergreen content that you can repurpose for other aspects of your content marketing. Pinstripe Marketing can create and execute a video content strategy that will enhance the visual content of your business and engage your clients on a deeper level. We’d love to hear from you if you have a project in mind and are interested in learning more.

Social Media Campaign Management Secret Sauce

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A social media campaign for business, whether large or small, is more than just posting photos, ideas, industry news or funny quips on your page. Save that for your personal Facebook page, although you still need to be conscientious here (more on this in another article). A business social media campaign needs to be carefully thought out, align with your business goals, and possess an authentic voice that is considered trustworthy by your readers, followers, and clients.

Planning your social media campaign should take the form of several steps to begin with, but of course you will probably need to adjust over time as your business goals change, your products change, and the business environment itself changes. As always, being agile and adaptable is an advantage when managing your social media accounts. Below are some steps to follow to get you started:

  • Define your target audience – who are your readers, followers, and ultimately, your clients? Start with determining this so that you can formulate a voice that speaks to those people authentically.
  • Set goals – do you want to drive more traffic to your site, a particular product or service page, or just raise general awareness of your business?
  • Create a keyword list that defines your business and appeals to the audience you want to reach – this list will inform everything you write, post and say on all social media accounts.
  • Create a timeline/calendar – how often do you want to publish blogs and post to social media? Create a calendar so that you always know when it’s time to post and the earlier you can define what it is you want to post, the better. This way you are not always scrambling to come up with something the day that you are supposed to post it.

This is the framework of your social media campaign. Once you have an understanding of all of these items and your calendar is in place, you can start gathering your content. Business social media is all about sharing content, stories, case studies, and ideas that are relevant, useful, and/or helpful to your audience. It’s not only about promoting your business. There is no better way to lose your audience’s interest than to constantly post about your products and why someone should purchase them, or even posting coupons or sales. People want information! We recommend a ratio of 10-15% business promotion and the rest is all content that the reader can actually use. In some cases that may even be giving away some of your business’ “secret sauce.”

A great example is this very blog and, in fact, most of the articles on our blog. We are experts in social media marketing and many of our clients hire us to do just what we describe in this article. Why would we give away these secrets? Because we sincerely want to help. If this information is useful to your company and can help you run your social media campaigns more efficiently, then we are happy to have impacted your business in a positive way. However, we also realize that taking the above steps can become time-consuming, and many business owners quickly realize they are in over their head. If that’s the case, we exist to help you in this way as well – to fill in the gap you have in social media marketing so you can work on your business. If that’s the case, please contact us and we can come up with a social media management plan that will fit your business and budget!

Public Relations Need to Be Transparent, Like Wonder Woman’s Jet

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Transparency is a very important policy for any public relations campaign. In this article we find a connection between transparency and Wonder Woman’s jet.

According to Wikipedia, it all started with an invisible plane that first appeared in 1942. Over the years, that plane evolved into a jet with the ability to travel almost three times the speed of sound and hover in place to allow for tricky landings. In the TV show, we could see Wonder Woman in her invisible jet depicted as a white wireframe that surrounded her. The symbolism of the invisible jet in the era in which it was born may still be relevant to this day, but today we’ll use it to explain a little bit about public relations.

The Principle of Transparency

Transparency in public relations is about how the public “can see how you got there.” People want to see through the fluff to the heart of the issue, just like we can see through Wonder Woman’s plane to find her and her passengers very much revealed. Bad things happen and often do, but it is how you handle those crisis situations that matters. It’s about openness and your ability to share the right information. This builds trust and makes everything you do visible to the public, so there are no questions or, even worse, insinuations from outsiders looking to mar the company’s reputation when something bad happens.

Building transparency shouldn’t appear contrived or fake, especially during a public relations crisis. Being open and honest about your challenges, as well as forthcoming with information, will demonstrate that you are managing the situation and lessen any damaging effects. Honesty, authenticity and requesting feedback are often used to show transparency. And it’s this transparency principle that builds trust and empathy.

Strategy for Communicating

The general public has become less trusting of advertising and marketing. That’s why it’s important to be honest or you may lose their trust and support.

Truth and honesty create authentic messages. You are being honest and forthcoming when you share your challenges alongside your successes. This humanizes your brand. Whether it’s during a crisis or not, clients can gain a deeper understanding of what’s going on, which allows them to be more forgiving and builds empathy for your situation.

Empathy is a powerful tool to help you gather feedback and build support. Gaining support can protect you against future challenges or repair any damage that may have occurred during a crisis.

Transparent Communications

The rise in social media has made it easier for PR campaigns to be more proactive and honest about challenges. These platforms can carry your authentic message to a larger audience and be a point of light during difficult times. To take advantage of this, make sure to be proactive rather than reactive. Social media is immediate – you must be agile and get ahead of any problems or social media can work against you. A great PR campaign spots potential issues and crises before they happen. Keep pushing out positive, honest messaging on all channels so when anyone searches for your company, they find the good things first, those authentic messages that build trust. It’s these kind of transparent communications that I believe in strongly, because they let others know that you really do care.

 

This article is part of a series on how Wonder Woman inspires our marketing philosophy. Throughout the year, we will be featuring more on this topic, so let us know how you feel about it in our comments section below.

 

Pinstripe Book Shelf: “Why Is Your Name Upside Down?”

A couple years ago the Pinstripe team attended an event hosted by American Advertising Federation of Tampa Bay. Held at the Art Institute of Tampa (always a wonderful place to visit), the event was called “An Evening With David Oakley: Stories from a life in advertising. By an award-winning creative director.”

When you don’t know who the person is that is presenting, you don’t know what to expect. We definitely didn’t expect David Oakley, at 6pm on a Thursday night in Tampa, to be an incredibly charismatic creative person who told some of the best advertising stories we’ve heard. He was simply hilarious. And to top it all off, he gave everyone a copy of his book, Why Is Your Name Upside Down, which we just finished after losing it in the shuffle and recently rediscovering. This turns out to be a good thing, because it reminded us all over again just how funny David Oakley is and how much we aspire to his lighthearted irreverence, passion for serving his clients, and ability to turn just about any project or proposal into a joyride for all involved.

Why Is Your Name Upside Down, David OakleyThe book recaps in short story form some of David Oakley’s best stories of his work with his own agency, the well-known and respected Boone/Oakley in Charlotte, NC. Seldom does one person possess the ability to both WRITE a great story and TELL a great story, but Oakley shines in both formats. He writes the way he speaks, which somehow works in his case. The stories are easy to read and you can put the book down for a couple weeks and not worry about forgetting where you were. Just pick up at the next story and you’ll remember why you loved this book in the first place.

If you’re an agency pro or work in advertising and marketing at all, you’ll appreciate the anecdotal accounts of the mishaps and successes of his agencies. Even if you’re not in the industry, you’ll get a kick out of his wild ideas and execution, his ability to create buzz out of blunders, and his seemingly tireless sense of positivity.

 

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