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If you’re not including videos in your email campaigns, you’re missing out on a powerful engagement tool. “Oh yeah, Steve? Says who?” STATS. Here are a couple to back up the point. Having the word “video” in your email subject line may increase your email open rate by up to 19%.* 59% of executives say they are more likely to choose video over text.** What basics do you need to know about videos and emails? Even though we’re talking about video email campaigns, the video usually isn’t in the email itself. Why? Because most email clients aren’t designed to allow videos to play within the email. Instead, what you can do is link to the video using 1) a static, embedded image; 2) a call-to-action button (“Watch now”); or 3) hyperlinked text. For an embedded image, email services such as MailChimp or Constant Contact will create a screenshot from your video that’s ideal for this purpose. So where is the actual video? It can be embedded on your company landing page or hosted by a video platform such as YouTube or Vimeo. How can you get the most out of videos? No matter what type.
In the marketing world, predicting trends for the upcoming year is a common occurrence and provides some insight into how the industry is evolving. At the end of 2016, I scoured the internet to see what some reputable marketing experts were predicting for 2017, specifically content marketing (breaking news: the internet is yuuuuuge!) What was one of the most common predictions for this year? That native ads would skyrocket in popularity. What is a native ad? A native ad, also sometimes called a sponsored post, is an advertisement that mirrors the aesthetics of the page or environment in which it appears (see image below). Basically, it’s a method to get your ad in front of an audience without coming off as obtrusive—and ultimately, hope readers click the ad to get to your landing page of choice. By 2021, revenue from native ads and sponsored posts in the U.S. will make up 74% of total U.S. display ad revenue—a big jump from a 56% share in 2016.* Part of the reason for this upward trend is because of social platforms like Facebook, Twitter, Snapchat and Instagram who tailor their look and feel to accommodate these types of ads.
One of the most important strategies when marketing your product or service is determining who your target audience is—or who it should be. By defining your target audience, you can realistically aim for a higher return on investment by marketing to customers and prospects who are most likely interested in your product or service. So how do you determine who you should be marketing to? Research. Does it sound like a chore? Maybe. Is it worth it? Yes! Here are a few factors to consider when trying to find the appropriate target audience for your product or service: Narrow your audience based on demographics Take a minute to think about what you’re offering and who may be interested. Consider things like age, gender, income, hobbies, marital status, location and profession. Are you selling cribs? You’ll most likely have a lot more success marketing to mothers than millennials, for instance. Do you have a line of golf apparel? You’ll get more use speaking to golf enthusiasts than to the art class at the local college. Use existing data to your advantage Data is a powerful resource, and fortunately there’s a lot of it out there. Are you selling.
You might already understand the importance of content marketing, but knowing how to maintain a healthy content stream is another ballgame. Sound familiar? Fret not, marketers. I’m here to help you discover the magic of evergreen content and how you can use it to keep your content stream flowing like the Mississippi (my first river simile of 2017!) Wait, so you don’t know the importance of content marketing? Delivering valuable information to customers and prospects is key if you want to portray yourself or your company as an industry expert. In the digital age, this information comes in the form of content marketing for many companies. Blogs, blogs and more blogs, plus email campaigns, social media posts and landing pages to name a few common channels. What is evergreen content? It’s timeless information that can provide value to your audience. By having a library of evergreen content to tap into at any moment, your content marketing is made a lot easier. You’ll always have topics at the ready and won’t need to spend as much time spinning your wheels every time you’re trying to come up with content ideas. Types of evergreen content Evergreen content comes.
Hockey fans to a get a brand-new perspective of the game this NHL season You’ve probably seen the amazing footage GoPro cameras can provide, whether it be on a commercial or a YouTube video your friend sent you. Well, the camera company continues to make its presence known by forming relationships with major brands everywhere. The latest: The NHL. Viewers will get a chance to see what it’s like for a goalie to stop a 100-mph slapshot or a player to get loose for a breakaway.
Fans of NBC’s Parks and Recreation know Nick Offerman as Ron Swanson, the character with a hilariously dry sense of humor. Offerman is a self-proclaimed whisky lover, specifically Lagavulin, and the company captured the essence of Offerman/Swanson in a 45-minute ad (yes, 45 MINUTES) perfectly themed for the holidays. If you dare, set aside the time to watch Offerman sit beside the yule log in a fine leather chair, stare into the camera and not speak a word as he sips on his favorite whisky. The fact he is able to sit in silence for 45 minutes is quite impressive. The ad is sure to be a conversation-starter at any holiday parties where this replaces the generic yule log channel.
Longtime Philadelphia Eagles fan Bradley Cooper suited up as Eagles’ mascot Swoop for this comical FOX NFL promo. Take a look, just in time for a big Monday night rivalry matchup between the Eagles and New York Giants.