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Quick Tip: Posting Consistently to Social Media Does Matter

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by Michael Premo, Senior Content Manager

Over the past 5 years, there have been countless articles regarding the “optimal frequency” for posting on social media. Unfortunately, many of these are flawed and misleading for B2B because they are solely based upon user activity. While this seems great for exposure and impressions, it does little for engagement that generates interest or leads for your business. It still matters when you post, but the focus should be on quality and consistency. Both will compensate for poor timing when you miss those optimal windows for posting.

 

The Magic Formula Doesn’t Exist

Before talking about frequency, we need to remember that what engages audiences matters. Knowing your audience will get more engagement, which leads to more exposure and impressions outside of your network. More clicks, more likes, more engagement equals greater exposure. It’s how the algorithms work.

This all happens organically, so you don’t need to “boost” those posts if you’re doing it right. So, focusing on what people want to see should be your main goal. There’s no magic formula for this. Some say social media should entertain. Others believe educating works better. A mix of both is always a good plan.

 

Consistency Matters – Not Frequency

Complex algorithms decide what the viewers should see. Not necessarily what they want to see, but it’s really close. Because of this, active profiles get more attention. When you think about it, it’s a way of rewarding the content generators for the platform. Without those posts, it would be boring. Posting during windows of opportunity will make you a regular feature in your clients’ news feeds. Being consistent means sending out the right message at the right time.

Posting too much actually has a negative effect on your audience. High frequency overwhelms the audience, causing disengagement and apathy. Here is a list of how frequent B2B companies should post:

  • Facebook = 1 per day
  • LinkedIn = 1 per day
  • Instagram = 1 or 2 times per day
  • Twitter = 3 to 5 times per day

There’s the frequency. Twitter’s tweets have a short lifespan, which requires frequent posts to get noticed. Now, let’s look at when you should post.

  • Facebook: The best time to post is 9 a.m. Or, you can also post between 12 p.m. and 3 p.m. (based on EST). Why? Because your clients have Facebook open while working and will check it frequently throughout the day. To dig deeper into your audience’s unique footprint, look on your company’s Facebook page under Insights > Posts to see a graph of “When Your Fans Are Online.”
  • LinkedIn: Between 10 a.m. and noon. The best day to post is Wednesday.
  • Instagram: During lunch and at the end of the day, so around noon and 5 p.m.
  • Twitter: Spread your tweets out throughout the day, starting from 8 a.m. to 5 p.m. At a minimum, that’s every 4 hours. For maximum effect, you should post 5 tweets every two hours.

 

Adapting to a Changing Environment

Social media is always changing the way users get and see content. Plus, newer platforms, such as Tik Tok or Caffeine, provide innovative ways for users to consume content. Fortunately, social platforms haven’t changed much for B2B industries, but there have been some significant changes in the way people want to get their content.

Currently, video leads the pack because it’s easy to use, and you don’t have to watch the video to get the content you need. Anyone could listen to a video and get the same message. Video should definitely be part of your mix for content. Just remember that it has to be either entertaining or educational to attract attention.

We’ve noticed a trend in written content – people love bulleted lists, especially those with action items. Try to incorporate some lists into your content calendar to capture some attention. This content itself is usually helpful in work or life. Articles like “10 Productivity Hacks” or “Preparing for a Video Interview” contain a collection of actionable items that readers can follow to make their lives easier. Who doesn’t love time saving or insider tips?

Pinstripe has helped local and nationally-based businesses with their social media and video production needs. We specialize in discovering their traits—their corporate character—and putting them on display. Our creative team consists of listeners and discoverers that have an innate ability to help you achieve your vision. Contact us to tell us more about your company and the content you envision.

Video Interview Tips

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More and more companies are placing video interviews on their websites. So, chances are sooner or later you may end up on the interview side of a video, especially if you are a thought leader or executive in your company.

If this sounds like the last thing you want to be doing, you are not alone. Many people, even great public speakers, hate being recorded on video. Being on video is awkward for everyone.

It’s frustrating when you stumble over sentences and phrases that you’ve repeated effortlessly in speeches, elevators, and at events countless times. You’ll eventually ask yourself, “What’s wrong with me? I should know this.” Absolutely nothing is wrong with you.

Below are a few tips to prepare yourself for your next video interview. These will help you get over any frustrations and the anxiety of being on camera.

  • Prepare your notes, but don’t over-prepare – You’ll end up making yourself nervous. Don’t try to recite word for word the answers you’ve typed up on a sheet of paper. It will sound unnatural. Instead review the questions and get a general idea of what you’d like to discuss, but let it flow naturally during the interview.
  • Videos can be cut and edited – Don’t think that you have to get it right on the first take.
  • Remember that you can also return to a question later, once you’ve warmed up – Sometimes the first questions need to be revisited because you were still getting the hang of it.
  • Keep it conversational – Talk to the interviewer as if you were chatting at a networking event or even talking to a close colleague/friend.
  • Sometimes you need to take a deep breath and grab a glass of water – Do this when you feel stuck with an answer, or you start to get caught up with overthinking what you’d like to say.
  • Leave the paper on the table, don’t use it as a crutch – It’s not going to look good if you keep looking down at your answers on a sheet of paper and the sound of the paper crinkling may be picked up by the microphone.
  • Dress comfortably – Wear what you would normally wear in a professional setting. Make sure to confirm with the video team if you will be filmed torso only or if you need to make sure your pants or skirt are pressed.
  • Patterns are ok as long as they aren’t too tiny – Consult your video team for styling tips.
  • Wear normal makeup + 10%

These tips should help you become more comfortable and relaxed in front of the camera. If you’re interested in creating a series of videos, Pinstripe can help you. We’re experienced with professional, high-quality production to make you look good enough to rise above the competition. Get in touch with us.

Video Tells a Meaningful B2B Company Story

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by Michael Premo, Content Strategist

People prefer watching a video to reading text on a screen. We process visual images faster than text—up to 60,000 times faster—and build strong emotional connections through the combination of sight and sound. What this means is that you can tell your company story quickly and in more meaningful ways when you use video.

 

Think about Your Audience

It’s safe to say that a potential client watching a video about your company is interested in your company. They are already aware of your products and services. The purpose of the video is to move them further down the sales funnel. So, when creating your company story, you want to think about common challenges they face and the value you bring.

Too many times, companies make the mistake of focusing on themselves and their services. Not only is this boring, but it also takes the viewer back up the funnel to where they started.

Your audience needs to know what makes you unique. Your services aren’t the only thing that separates you from your competition. Is it your mission? Your company culture? Or both? Video presents stories about your company through creative and original ways that do more than simply capture a viewer’s attention. It motivates them.

 

Bring It Together in a Story

Your audience wants an honest, authentic story, one they can relate to and believe. At this point in their journey, they are looking for someone they can trust. Good storytelling brings all of this information together in a highly engaging and meaningful way. The more emotionally compelling a story is, the more likely your audience will remember it.

 

How to Start

Two emotionally charged stories can start your video. The first being a story about the deeper reasons why your company does what it does. It has to have a strong “human element” to be engaging. Plus, it highlights your mission and purpose. Just remember that it will work only if the story is unique and not profit-driven.

The other one is about helping a client overcome a major challenge. These are highly relatable, which ignite an emotional connection to the challenges they are currently facing. Case studies focusing on particular clients are a great way to showcase this type of story.

What if you’re a start-up? Or, you don’t have compelling stories to tell? Then, you’ll need to be creative and talk about your vision for the future and how you’ll make their lives better. You can personify the problem or create conflict. There are other ways to bring your story to life.

 

Show, Don’t Tell

You have their attention, now what? Video makes your story creative and unique through the combination of images, motion, and sound. The story should come from what your audience wants to know, so stick to the emotions and values you need to communicate. Resist the urge to talk about yourself. Nobody wants to hear a lecture or a cheesy sales pitch.

 

Think about Platform and Pacing

There are many platforms where your video can appear:

  • Website
  • YouTube
  • Facebook
  • Instagram
  • Pinterest
  • LinkedIn

Each one requires different pacing. For example, your website can host a longer video, one that goes beyond two minutes. This requires a slow pace to tell a longer story so you can give an in-depth look at your company. Compare this with an Instagram story or LinkedIn video, which average 30 seconds. With these, you have to get to the point right away and make every second count!

 

Video Production Affects Storytelling

The quality of your video will have an impact on your story and the audience. Good stories have unique settings and compelling speakers. Good stories have seamless transitions, high-quality images, sound, and graphics. You probably don’t have a production team on staff that’s experienced enough to pull all of these together. That’s why you should consider hiring a video production company. Remember, your investment in a professional video will drive more traffic to your website, as well as tell an engaging story.

Pinstripe has helped local and nationally-based businesses with their video production needs. We specialize in discovering their traits—their corporate character—and putting them on display. Our creative team consists of listeners and discoverers that have an innate ability to help you achieve your vision. Contact us to tell us more about your company and the video you envision.

 

 

 

 

 

 

 

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.

Photography and Video: Building a Media Library

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Building a media library is to marketing what building a foundation is to a house. Nearly every marketing piece in your repertoire will utilize some asset from your media library. From your social media posts to your brochures and collateral, illustrations, icons, photos and video are at the core of your business, so having a media library is essential.

It can feel like a daunting process to build your media library, but it doesn’t have to be. Take small steps and make sure to stay organized, and you’ll be on your way in no time. Below are a few suggestions to get your media library up and running, whether you’re a large firm or a small company.

  • Take photos at events, product demonstrations, trade shows and any other events – start keeping these in folders with the date and name of the event to stay organized.
  • Hire a photographer or videographer – even small businesses should be able to fit a professional photographer in the budget, as long as you stay organized and know what you want. If you plan the shoot yourself, including making a shot list, organizing talent, and setting a timeline, you can hire the photographer for a half day and get a huge return. If you hire a person or agency that offers both still photography and video, even better. You can capture some b-roll to add to your library for future use.
  • Use stock photography – stock photography can be inexpensive, but still beautiful, so be sure to do some research and find photos that are unique. Before you purchase, keep an eye on competitor and industry websites to be sure you are not pulling from the same stock photo collections as your competition.
  • Find someone on your staff who is passionate about photography and see if they would be willing to take on the media library project, provided their work schedule allows for it. Use your resources when available! There are many hobby photographers who would love to break up their work day a bit with some photo sessions. Just make sure their new assignment isn’t cutting into their productivity.

We have helped many companies, large and small, develop their media libraries. Get in touch for help with building yours!