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Visual Content Marketing
 

Visual Content Marketing

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Content marketing is the key to getting found online and standing out in the crowd. Learn how to develop and use compelling visual content to drive traffic to your product listings. Part 1 of this ...

Content marketing is the key to getting found online and standing out in the crowd. Learn how to develop and use compelling visual content to drive traffic to your product listings. Part 1 of this 3-part series will focus on visual content marketing, including Pinterest, YouTube, infographics, and Instagram. Join eCommerce marketing expert Lisa Suttora, Founder and CEO of Lisa Suttora International, for this informative session on visual content marketing and learn:
• How to use visual content to attract customers, drive traffic to your online store, and convert sales
• How to use infographics to engage prospects with your products
• How to leverage visual content across channels to drive traffic to your products

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  • Attract new customersDrive traffic to your online storeConvert sales
  • Content encourages people to stay on your website longerEngaged visitors stay and buyDifferentiates you from the competitionContent rewards websites with quality contentContent gives you the ability to be found in different pockets of the web

Visual Content Marketing Visual Content Marketing Presentation Transcript

  • © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • AGENDA  Why Content is Essential  Three Content Channels  The Rise of the Visual Web  How to Develop Engaging Content  Pinterest  YouTube  Infographics  Instagram  Leveraging Visual Content Across Multiple Marketing Channels© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • CONTENT IS THE NEW BRAND CURRENCY Customers want content Google wants content Content feeds social media Source: Blueglass “Today’s web is an endless 24/7 cycle fed by content and social actions. In this cycle, brands are realizing that content is currency.” Bryan Rhoads, Global Content Strategy, Intel© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • THREE CONTENT CHANNELS  Today’s content is EVERYTHING you publish on the web. Social Visual Written Facebook Pinterest Blogs Twitter YouTube Articles Email Pinterest Infographics Marketing Crowd Press Instagram Sourced Releases© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • BIGGEST CONTENT CHANGE FOR 2013 AND BEYOND… The Rise of the Visual Web!© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • WHY VISUAL? Visual More Sharable Technology Humans Are Visual Than Text Advancements • Rather see the • Easier to consume • Increased message than read • Say more with less computing it • “A picture is worth a power/bandwidth • Approximately 65% 1000 words.” enable the of the population are average shopper visual learners to easily stream • Text saturated web product videos and download image heavy pages. • 70% of Internet users now consume content regularly via video© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • WHAT IS PINTEREST  Pinterest is an online, visual content platform  70% + of Pinterests 11+ million users use Pinterest for shopping inspiration and to keep up with trends  66% of users regularly follow and repin retailers  Compared to 17% of Facebook users who use Facebook for purchasing inspiration© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • PINTEREST POWER!  3rd largest social network  23 million unique monthly visitors  1.7 billion monthly pageviews.  Refers more traffic to external sites than YouTube, Google+ and LinkedIn COMBINED.© LISA SUTTORA AND STRATEGIC BIZMA R K E T I N G
  • PINTEREST BY THE NUMBERS  Pinterest users are 79 percent more likely to PURCHASE items they saw pinned on Pinterest versus Facebook users  16 of top 20 Pinterest users’ highest affinity categories are Retail-related  Pinterest ranks 2nd on the Buying Power Index, second only to LinkedIn. (Facebook is #4) Source: comScore, Steelhouse© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G © LisaSuttora.com
  • THE PINTEREST MARKETING COMMUNITY© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • FROM PIN TO SALEPinterest drives sales on… Marketplaces Websites Sold Out.
  • WHO IS ON PINTEREST?  Brands of all styles and sizes  User demographics: Women 80%, Men 20%  Women make or influence 85% of all purchasing decisions© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • PINTEREST BUSINESS ACCOUNTS http://business.pinterest.com/ Register or Convert http://pinterest.com/yourbusinessname© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • PINTEREST BOARDS  Pinterest boards are themed  Each board is made up of a collection of pins  A mix of your products, other pins, interesting content from around the web© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • PRODUCT SHOWCASE© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • IMAGES FROM MULTIPLE SOURCES© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • PINTEREST PROFILE  Verify your website URL  Inbound “follow” link back to your website© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • PINTEREST  Pin directly from your product page to Pinterest Pinterest followers click  Link buyers directly to your product directly to your product page Pinned to Board Add the Pin It button to your website© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • SEO YOUR PIN TITLE AND DESCRIPTION & ADD COLOR COMMENTARY Pins are indexed in Pinterest AND Google! Use #hashtags for better indexing.© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • BUILDING FOLLOWERS  Connect with Facebook friends (personal profile)  Follow others (like Twitter, non-reciprocal)  Search by keywords and find other Pinners in your niche  Add the Pin It Button to your website  http://pinterest.com/about/goodies/© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • DASHBOARD© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • PINTEREST “MARKETPLACE”© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • PINTEREST ACTION ASSIGNMENT  Set up a Pinterest for business account  Verify your website URL  Start building your anchor boards  Themed images  Product images© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • VIDEO EXPLOSION  48 of the top 50 online retailers are using product videos on their sites to help sell products and increase revenues.  By comparison, only 16 of those retailers were using product videos in 2011.  Descriptive product videos can boost conversion rates anywhere from 10-to-40 percent on average  YouTube is the 2nd largest search engine  An SEO optimized video can land your business on the first page of Google for free© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • GOOGLE© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • YOUTUBE CONTENT Product reviews Product demos Fun tips for your niche customer Doesn’t have to be professional quality SEO!© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • IMPACTFUL!  It’s free  It’s easy  Doesn’t require expensive equipment  It works!© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • YOUTUBE CHANNEL  http://youtube.com/potterybarn© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • EQUIPMENT  High-tech studio not required!  iPhone (high resolution camera)  Microphone  1/8” microphone adapter  Audio-Technica ATR-3350 Lavalier Omnidirectional Condenser Microphone  Inexpensive video lights (Amazon)© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • VISUAL CONTENT - VIDEOVideo Product Review Video Product Demo  Highlight the features  Showcase the product  Pin it to Pinterest  Post to a blog
  • VISUAL CONTENT - VIDEO Tell your story with video  Fastest way to break down barriers  Develop the know, like and trust factor
  • WHAT TIPS CAN YOU PROVIDE? © LisaSuttora.com© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • UNBOXING VIDEOS  One of the hottest trends in product videos  Simple unboxing videos drive thousands of views© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • “SEO 3”© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • PUSH VIDEOS OUT TO MULTIPLE CHANNELS One video, triple duty. © LisaSuttora.com© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • YOUTUBE ACTION ASSIGNMENT  Set up a YouTube channel in your brand name  Create your first video  Push it out to…  YouTube  Pinterest  Website  eBay© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • INFOGRAPHICS  Visual representations of information, data, knowledge or products  Highly shared  Likely to go viral  Get picked up by the media  A huge opportunity for online merchants!© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • Share tips on how to use your products Promote a lifestyle or experience Introduce people to new products© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • CREDIT SOURCES© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • INFOGRAPHIC DESIGN RESOURCES  http://piktochart.com/  http://infogr.am/  http://99designs.com© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • INFOGRAPHICS ACTION ASSIGNMENT  Identify a topic to create an infographic around  Choose compelling information and images  Post the infographic and encourage sharing© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • INSTAGRAM  Visual sharing platform  Smartphone App  Think Twitter w/ Pictures  Recently bought by Facebook for $1 Billion  Over 50% of the world’s top brands are on Instagram  Burberry  Nike  Gucci  Set up an Instagram account and see what brands are doing!© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
  • Thank you for your time and attention Visual Content Marketing For more information, visit: lisasuttora.com pinterestforecommerce.com monsooncommerce.com View this presentation at youtube.com/user/MonsoonCommerce© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G