by Elizabeth Hines | Sep 12, 2019 | Blog, Content Marketing, Marketing, Social Media, Video Marketing
Live video streaming offers businesses a cost-effective strategy for engaging with and appealing to today’s buyers.
With YouTube emerging as the world’s second largest search engine and video becoming themost popular form of online content,it is no surprise that businesses are looking for ways to engage their target audience through video. And they’re even diving into a growing trend in video marketing: publishing content in real time. It makes sense, given live video streaming now represents 33% of all online activity.
Live video was used more for niche markets in its early days. But 68% of marketers plan to start using live video in the next year, and 77% of marketers plan to increase their use of video overall.
(Made with Canva)
How can live video work for the supply chain?
Live video is an increasingly popular content medium for the millennial generation, which is important for supply chain marketers to note as the B2B purchasing landscape skews younger. Consider that around 73% of 20 to 35 year olds are involved in product purchasing decisions at their companies, with one-third reporting being the sole decision-maker for their department. And a 2015 Google/Millward Brown survey of buyers found that about half of purchasing researchers were between the ages of 18 and 24 — and that percentage has only grown in the last few years.
Another important trait to note about millennials? They’re immediately turned off by overt sales pitches. Instead, they expect vendors to offer them value outside the sales funnel by way of education, entertainment, inspiration, or knowledge. So instead of creating video content to promote products, supply chain companies should use the opportunity to provide viewers with these elements of value they expect.
Live video streaming is the ideal medium for doing so, as it offers the transparency, emotion, and personal elements millennial buyers desire. Vendors can connect with buyers on an emotional level while simultaneously communicating their companies’ expertise, which directly impacts the buyers’ opinions of their solutions.
4 reasons to try live video streaming
Live video streaming offers real benefits for supply chain companies in addition to the increasing opportunity to connect with prospective buyers. When clients ask about whether they should try live video, I give them these four reasons:
1. Earn customer/prospect engagement and feedback
Most live video platforms have features that allow for viewer interaction, meaning customers and prospects can ask you questions and get instant responses. (Talk about excellent customer service!) That generates a positive experience that strengthens their relationship with your company. Also, you get the benefit of hearing feedback from a portion of your audience, which you can use to drive change and growth.
2. Promote transparency
Live video can be unpredictable, raw, and honest — which, admittedly, can be scary for the person filming. But today’s buyers crave this kind of transparency. When you go live, things may not always go as planned, but that will work in your favor more often than not.
3. Appeal to those who love to be in-the-minute
Social media users love to feel on top of their information streams. Live video offers that sense of insider, up-to-the-minute scoop that appeals to them.
4. Publish video in a cost-effective way
High-production videos can be costly and can take weeks to produce. One of the best parts about live video is that you need only a smart phone, a Wi-Fi connection, and someone willing to appear on camera (which is sometimes harder than it sounds). Publishing happens in real time, and then most platforms allow you to archive the footage for viewers to access later.
The takeaway
We’ve seen clients have great success with live video streaming. It’s one of those trends that’s not going away anytime soon. In fact, social platforms are increasingly adding “live” and “Stories-like” features to satisfy users’ seemingly insatiable appetite for this format.
That means if you haven’t tried live video, you should think about it. Pretty soon you’ll be one of the only ones among your competitors who is not — if you’re not already.
This post originally appeared on EBN Online.
Related posts:
by Fronetics | Aug 28, 2019 | Blog, Content Marketing, Marketing, SEO
Being aware of the marketing acronyms being discussed on the internet is key to staying up with the latest digital marketing trends and ideas.
Highlights:
- Key performance indicators (KPIs) are the metrics you determine to be most important in measuring the success of a digital marketing campaign.
- All-important search engine optimization (SEO) is what allows your page to rank high among search engine results.
- A positive user experience (UX) is crucial to converting leads.
If you’re not up on internet language, the profusion of acronyms can sometimes make it feel like an unbreakable code. Being aware of some key marketing acronyms can go a long way toward helping your business generate online leads and revenue.
There are a seemingly endless supply of acronyms being thrown around out there, from the general to the highly specialized. These eight marketing acronyms are the ones you need to know to help you navigate digital marketing language and be on the cutting edge of best practices for your business.
8 marketing acronyms you need to know
1) KPI: Key Performance Indicator(s)
Effective digital marketing campaigns start with documented goals, accompanied by the metrics you will measure to determine how successful you are at reaching those goals. KPIs are your most important metrics. Choosing the right KPIs for a specific campaign is critical to its success, since these metrics are how you evaluate and tailor your efforts.
2) CTA: Call-to-Action
Even if you haven’t run across this particular one of our marketing acronyms, you’re probably aware of what it refers to. Your CTA is the vital step in which you ask your audience to take an action that moves them one step closer to your objective of connecting them with your company. Creating effective CTAs is key to converting leads.
3) SEM: Search Engine Marketing
SEM refers to the type of advertisements that appear on search engines such as Google, Bing, or Yahoo among the sponsored results. These advertisements can be effective if you choose your keywords wisely.
4) SEO: Search Engine Optimization
SEO is one of the most important marketing acronyms you’re likely to run across. All of your digital assets, particularly all website content, should be geared toward ranking highly when prospects search for keywords relevant to your business. There are mountains of material written on SEO, as it’s a crucial topic for digital marketers. Our four-part series on writing for SEO is a good starting place.
5) CRO: Conversion Rate Optimization
CRO refers to the idea of increasing the percentage of website visitors that take the desired action on your page – or, more specifically, the visitors that convert into leads. Optimizing your conversion rate means ensuring that your website design, content, and functionality make it easy and attractive to navigate, as well as being persuasive.
6) CTR: Click-Through Rate
Your CTR is the number of clicks an advertisement or post receives divided by the number of times it has been shown or shared. This metric not only lets you determine how effective your content is, but it also helps you measure engagement on social channels. An engaged audience and a high CTR means more opportunities to convert leads.
7) CPL: Cost Per Lead
When you’re paying for leads to be delivered to you through an ad campaign, your CPL refers to the amount you pay each time a user fills out a form, subscribes to your blog, or provides an email address.
8) UX: User Experience
When it comes to digital marketing, user experience refers to the ease and navigability of your website and other digital assets. CRO, for example, is one of many aspects of UX, which also is affected by the overall architecture of your site, how quickly your page loads, the quality of your content, how your website interacts with your social media accounts, and more.
What other marketing acronyms have you found useful?
Related posts:
by Fronetics | Jul 23, 2019 | Blog, Marketing, Social Media, Video Marketing
Videos drive greater conversion rates and increased leads. Here are four takeaways from Vidyard’s 2019 State of Video in Business Report.
Highlights:
- Over 82% of businesses reported greater investments in video last year
- Vidyard’s report stated that high-value video content has become a key factor in SEO and ranking.
- Aside from just tracking views, businesses will also track engagement time, drop-off rates, and reach across all channels, as well as the impact of video on lead generation and revenue.
Video Transcript:
Hi I’m Christy LeMire, the Director of Video Strategy at Fronetics, and today I’ll be sharing 4 takeaways from Vidyard’s 2019 State of Video in Business Report.
This report confirmed what us digital marketers already know, video is everywhere. Over 82% of businesses reported greater investments in video last year and it’s no surprise why. Videos drive more sharing, produce greater conversion rates and increase leads.
Here are the 4 key takeaways from the 2019 State of Video in Business Report
-
Video isn’t just for social media
Though Facebook and Snapchat saw over 8 billion video views every day on their platforms, video didn’t stop with social media. Video took center stage in digital marketing and brand awareness. Vidyard’s report stated that high-value video content has become a key factor in SEO and ranking. This trend will continue to grow as marketers begin using video for frequently asked questions and explanations of complex and intricate business details.
-
Short and sweet videos
Marketers used to create highly produced promotional videos for their websites and blogs. But now marketers are focusing on conversational and educational videos created specifically for social media. These casual videos give followers timely updates on industry trends, a behind the scenes look at projects, and interviews with clients and colleagues. The transparency created in these videos brings personality to your business. Marketers will continue to create video for social media, their blog and YouTube channels, resulting in a spike in short-form content like snackable video series.
-
Video experiences focus on engagement
New approaches to video—including series-based content, video podcasts, interactive video, and personalized video—are helping marketers boost engagement and expand audiences. Experts predict we’ll see these new approaches gain more traction as the tools to create them become more user-friendly and best practices become more widely understood.
-
Expanation of video analytics
As video has expanded, so have the needs of video analytics. Businesses will start making use of analytics tools to track video metrics that align with their digital marketing strategy. Aside from just tracking views, businesses will also track engagement time, drop-off rates, and reach across all channels, as well as the impact of video on lead generation and revenue. With more detailed reporting, businesses will see more efficiency and a higher ROI from their video content.
Check out the full report on our blog and find more digital marketing tips on our website at Fronetics.com.
Related posts:
by Fronetics | May 16, 2019 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
LinkedIn is a powerhouse B2B social media network and an ideal place for gaining industry insight. Here are 8 must-follow professionals on LinkedIn for the supply chain.
Highlights:
- 94% of B2B marketers are using LinkedIn to distribute content.
- With its publishing platform, LinkedIn lets users create long-form content.
- Follow industry thought leaders to fill your LinkedIn newsfeed with the most up-to-date insights and analysis.
LinkedIn is an overwhelmingly popular platform for B2B marketers when it comes to content distribution. In fact, recent reports indicate that 80% of B2B leads come from LinkedIn, as opposed to 13% from Twitter and 7% from Facebook. The platform isn’t just a powerhouse when it comes to content distribution and lead generation. LinkedIn, for the supply chain, is also an ideal place to keep up with industry news, trends, and thought leadership.
[bctt tweet=”Recent reports indicate that 80% of B2B leads come from LinkedIn, as opposed to 13% from Twitter and 7% from Facebook. ” username=”Fronetics”]
One of the features that sets LinkedIn apart is its Publishing platform. Through the network, users can create long-form posts and articles and share them with followers. This means your LinkedIn newsfeed can become a go-to resource for keeping pace with the latest in-depth industry analysis. Having the right connections in the industry is key to curating the most valuable content for your newsfeed. Here are our 8 favorite professionals to follow on LinkedIn for the supply chain and logistics industry.
Top 8 professionals to follow on LinkedIn for the supply chain
Don Tapscott, Co-Founder and Executive Chairman of the Blockchain Research Institute
A preeminent authority on the impact of technology on business and society, Don Tapscott has written 16 books and has a record of over three decades of thought leadership. In 2017, Tapscott and his son, Alex, co-founded the Blockchain Research Institute, with more than 70 projects doing definitive investigation into blockchain strategy, use-cases, implementation challenges, and organizational transformation. Blockchain has the potential to reshape the supply chain. Tapscott is a great resource for staying ahead of the changes that are coming.
Kelli Saunders, President of Morai Logistics Inc. at Mode Transportation Associates
Recently named as one of Canada’s Top 100 Most Powerful Women, Kelli Sanders is blazing a trail for women in the supply chain. Recognized for her extensive work in the Women’s Executive Network, Saunders actively speaks on encouraging women/young leaders to pursue rewarding careers in entrepreneurship, supply chain, and logistics. In 2016, we were fortunate enough to interview Saunders, who shared her insights on key issues within the supply chain.
Sean Griffey, CEO and Co-Founder at Industry Dive
A recipient of the Digital Hall of Fame and Media News Award, Sean Griffey specializes in strategic growth planning, financial management, technology strategy, online media, lead generation, business development, and B2B media. His company, Industry Dive, publishes business news and original analysis in 12 vertical markets. Griffey continues to run the Logistics and Supply Chain Professionals group on LinkedIn, with nearly 300,000 members.
Tim Debus, President & CEO of Reusable Packaging Association
Tim Debus brings his 20+ years of experience in bringing to market new technologies and leading industry initiatives to improve the production and supply of agricultural commodities. He focuses on promoting the use and value of reusable transport packaging systems and advancing the common business interests of members of the Reusable Packaging Association. He works to clearly demonstrate supply chain efficiencies, environmental benefits, ergonomic improvements, and cost advantages to end users in all industries.
Patrick Bian, Director of Supply Chain Management at Watts Water Technologies
Patrick Bian boasts an impressive track record developing supply chain strategic roadmaps and leading multi-national teams to support the business vision for global companies. In his work at Watts Water Technology, he provides solutions used to safely convey, conserve, and manage water. Standing president of the French American Chamber of Commerce, New England for the past four years, Bian is also a lecturer at Northeastern University for the Masters Program in Business and Engineering.
Yossi Sheffi, Professor of Engineering and Director of the MIT Center for Transportation and Logistics
An expert in systems optimization, risk analysis, and supply chain management, Dr. Yossi Sheffi is a leading academic in supply chain and logistics studies. He has authored numerous award-winning books, consulted with leading entrepreneurs, and founded or co-founded five successful companies. His LinkedIn publications highlight industry trends ranging from autonomous driving to the latest in retail and e-commerce.
Adrian Gonzalez, President at Adelante SCM & Founder/Host of Talking Logistics
Adrian Gonzalez is a well-respected, trusted, and influential supply chain and logistics analyst and strategic advisor to high-level executives in manufacturing, retail, third-party logistics, and technology companies. He is the founder, host, and creative force behind Talking Logistics, a weekly online video talk show. On both LinkedIn and Talking Logistics, he gives supply chain and logistics professionals interactive and engaging information about the industry, focusing on interviews with thought leaders and key players.
Bart De Muynck, Research Vice President at Gartner
Bart De Muynck is a prolific and insightful publisher on LinkedIn, where he analyzes complex technology topics that are currently impacting the transportation sector. He frequently writes about advanced transportation management systems, as well as the many ways blockchain will impact the supply chain industry.
Did we miss anyone? Who are your favorite professionals to follow on LinkedIn for the supply chain?
Related posts:
by Fronetics | May 1, 2019 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Social Media, Supply Chain
We get many queries from manufacturers about social marketing — mostly, why and how should I use it — so here are our answers to the most-popular questions manufacturers ask about social media.
Highlights:
- Facilitate networking opportunities, thought leadership, and prospect/client relationships.
- Consider using popular platforms like YouTube and Instagram to engage users and drive website traffic.
- Don’t use social media to push your products.
(Made with Canva)
B2B operations have increasingly embraced social media as a strategic marketing tool. In fact, 9 out of 10 companies are active on at least one platform. But manufacturers, in particular, have been reticent to jump on the social media bandwagon.
If your manufacturing operation isn’t making use of social media as a tool to engage with your audience, you’re missing out on big lead generation potential. Manufacturers like the Dow Chemical Company, ArcelorMittal, and CAT Products are among those that have figured out how to harness the power of social media.
To help you launch or refine your efforts, we’ve put together the following answers to the most-popular questions manufacturers ask about social media.
Why should manufacturing companies be on social media?
There are three major reasons that manufacturing brands should be all over social media:
- Establish thought leadership
- Network within the industry
- Develop and sustain client relationships
Notice that none of these involve selling products. As with content marketing in general, good social media marketing isn’t about pushing your products.
[bctt tweet=”The value of social media for manufacturers is in its potential to establish and expand thought leadership and to cultivate meaningful and fruitful relationships within your industry and among prospects and clients.” username=”Fronetics”]
To make the most of social media as a marketing tool, abandon the idea that it’s about blatant sales pitches. Instead, approach it from the perspective that it’s an inherently social tool – that is, its value for manufacturers is in its potential to establish and expand thought leadership and to cultivate meaningful and fruitful relationships within your industry and among prospects and clients.
Which social media platforms should manufacturers be using?
Not all social media platforms are created equal. Each requires its own strategy, content format, and media. We recommend that manufacturers consider these five platforms:
1) Facebook
Facebook is an excellent place to share content with a wide segment of your audience, to promote engagement (through likes, comments, and shares), and to engage with peers and prospects. Not only that, the savviest marketers are using Facebook to understand their industry better – everything from strategies of peer brands to a fuller picture of your target buyer persona to the informational or product needs of your prospects.
2) Twitter
Twitter’s format is about brief, pithy content, used to engage with and inform your audience. This is an ideal place to let customers know what you’re planning next, to establish your corporate personality, and to let your audience in on a slice of your day-to-day operations and values.
3) YouTube
Video marketing for manufacturers is skyrocketing. With video being the most popular form of content online today, YouTube is an obvious choice for marketers. Whether it’s “how to” videos, footage of your operations, or interviews with subject-matter experts, your brand should be using YouTube to drive search traffic and educate prospects.
4) LinkedIn
B2B marketers unequivocally rank LinkedIn as the most effective network for lead generation, follower engagement, and traffic to their websites. An ideal place to engage with industry leaders, LinkedIn is also great for distributing content to a focused audience.
5) Instagram
The popularity of this highly visual platform has continued to skyrocket – it’s currently the second-most-used social media platform (up from fourth just two years ago). And believe it or not, this picture-based network is a powerhouse for B2B brands. We’ve written extensively about how brands can leverage Instagram and Instagram Stories. Suffice it to say, this is a perfect place to post your most engaging visual content and actively engage with followers.
How can manufacturers be effective on social media?
As with any content marketing effort, a well-thought-out social media strategy is a big part of success. As you create and begin to implement your strategy, start with these five tips.
1) Listen.
Before you post even a single piece of content, start by listening to your audience. In the days before social media, marketers had it much harder when it came to determining audience needs and preferences. Use these platforms to research your target prospects, as well as how competitors are engaging followers. Make note of the questions your target audience has, frustrations or challenges they express, and what types of content they engage with.
2) Focus on offering value.
You’d be surprised how many manufacturers neglect to place a premium on simply being useful with their social media content. It’s not complicated: If you post relevant, valuable content for your target audience, you’ll boost engagement, grow brand awareness, and generate and convert more leads.
3) You don’t have to reinvent the wheel every time you post.
One of the great things about social media is that it rewards not only content creation, but content curation. While you do want to be posting original content most of the time (experts recommend about 60%), a good chunk of your posting activity should include curating relevant content from third parties to share with your followers.
4) Be creative.
Separating yourself from your competitors can be a challenge, but it’s one worth striving toward. Start by asking yourself what makes your operation unique, what’s special about your process, what industry-leading expertise does your executive team have, what unusual perspective can you offer? Next, start breaking these four rules.
5) Learn from your successes and setbacks.
There are many tools out there to help you track the results of your social media efforts. Determine the right KPIs for your business and keep track of your results relentlessly. These metrics will allow you to study your impact and frequently tailor your strategy accordingly.
It’s time for manufacturers to fully embrace the marketing potential of social media. Whether you create and implement your own strategy, or decide to outsource your social media efforts, social media is a powerful set of tools that manufacturers should be harnessing.
Are there other questions manufactures ask about social media that we missed? Let me know in the comments.
Related posts:
