How to increase engagement through video and blogging - CHS15
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Speaking at the conference and hospitality show in Leeds in 2015, I talked about the importance of video, and how vlogging could be at the core of your digital strategy. We talked editorial calendars, video blogs, good quality video, apps like vine and much more! (and of course
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How to increase engagement through video and blogging - CHS15
- 1. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How to increase engagement through video and blogging @jrconsultancy #CHS15
- 2. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Current social media usage?
- 3. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Introductions Jonny Ross โข Former optician โข Ran chain of opticians and ecommerce site โข Website, SEO, ecommerce
- 4. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 5. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 6. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 7. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 AIDA โข Attention โข Interest โข Desire โข Action โข (Return)
- 8. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 9. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 10. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 11. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 12. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 13. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Search Engine Optimisation โข Create great content โข Ensure this content is accessible to search engines. โข Make the content popular
- 14. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 15. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 The power of video
- 16. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 17. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Video Campaign Ideas โข YouTube advice series for exhibitors โ how to dress your stand for success, how to hit your sales target at exhibitions, top 5 exhibition stands etc โข YouTube advice series for delegates โ networking tips, getting the most out of events, how to plan your time at events โข Ask event speakers to produce a 1-minute video on their topic and use this to promote your event โข VOX pops-style short interviews with delegates and exhibitors from previous events saying why they found the event useful, what results they achieved
- 18. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Video Campaign Ideas โข Behind the scenes video clips of events being planned, put together, set up etc โข Interviews with key speakers โ ask people to tweet some questions โข Run a campaign encouraging people to send in photos and video content from previous events to create a collage and edit into a โwhy people come to [our event]โ video โข Live video streaming from events โข A live video screen at your event โ can add a live Twitter scrolling banner onscreen
- 19. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Conference and Hospitality Show
- 20. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Secret Garden Party
- 21. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? Itโs time to ask questions! โขFor Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com โขCarry on the conversation with me on twitter @jrconsultancy
Editor's Notes
- Who is on FB Who is on Twitter? Who uses lists in twitter? Who is blogging? Who is on G+? Who uses Instagram? (just a show of hands โ come back to them later) Who uses Pinterest? (just a show of hands โ come back to them later) Any other photo apps?
- Introduction So, for those of you who donโt know, I set up an ecommerce store back in 1999 selling sunglasses and for the first 6 years we were the biggest sunglasses e-tailor in the UK, based on volume and turnover, with a decent profit too. In 2004 Google decided they didnโt like us, we suffered a Google penalty, now Google penalties are talked about and most people have heard about them, or certainly penguins and pandas, but back then no one knew what they where. Overnight we went from top of Google for all our keywords to page 7 and 8! Going through 2 SEO agencies over an 18-month period and neither of them could solve the problem, which resulted in us losing 40% of our turnover. I then found a guy in New York who worked on a ridiculous hourly rate but within 2 weeks he solved the problem and got us back! Cutting a long story short, I became passionate about SEO and decided to change my career into helping others understand it and avoid the pitfalls of Google. So thatโs why Iโm here today, to aid you in creating a professional online personal brand that will hopefully enable you to begin networking and build relationships with potential employers. For those of you who didnโt see my last talk at MODA, I am going to do a quick recap of why social media and blogging can help retailers. But weโre then going to move away from the SEO and blog examples I talked about last time and focus on the POWER OF PICTURES to capture attention and convert. Weโre going to look at programmes like Instagram and Pinterest, which are becoming increasingly popular as business communication tools. And there will be time at the end for questions. So letโs get goingโฆ
- So how do we go about marketing? Everyone is marketing, we are all trying to do lots of different things We are busy bees trying to StunShockStartleSurpriseDumfoundStaggerAstonishFlabbergastAstoundAmaze w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- In fact is that not all we createโฆ A Maze There are 1000โs of similar websites Everyone is marketing in the same way trying to amaze and stun people into buying their products/services Weโre all at it, trying to compete, trying to be better. But all we are doing is creating A Maze w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- So with all that background noise, how do we: * STAND OUT from the crowd * Really GRAB THE ATTENTION of potential customers * Create enough INTEREST to make them want to buy our products And eventually turn them into LONG TERM CUSTOMERS? Today Iโm going to talk to you about how to do this through your social media And especially through the power of PICTURES
- Youโre probably all familiar with the AIDA process. In a retail environment, itโs important to cut through the noise and grab a potential customerโs ATTENTION But you then only have a fleeting moment to create an INTEREST or their attention will be lost So then they are interested, but you still need to convert So you also have to be compelling and create a DESIRE for your products Even that isnโt the end of the storyโฆ. Once the desire is there, you then need them to take ACTION And I would add a final point here: Whatever that action is โ make a purchase, share your offer with their friends etc โ you then want them to RETURN so you need to CAPTURE them This could be getting their contact details through your website OR it could be getting them to become a member of your ONLINE COMMUNITY SOCIAL MEDIA is brilliant at this โ social media makes it much easier to move potential customers through every stage of this process
- There is a key element here that runs through every stage of the AIDA process And especially for building long term customer loyalty Itโs a simple 5 letter word, that word is TRUST. When it comes to the decision process, what ever the sales and marketing process at some point we place trust into the equation In a face-to-face retail environment, this is easy โ you can talk to people, give great customer service But what about online? Can you build trust online? YES you can! And here is howโฆ. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- So how do you build trust? The answer is EDUCATION and SHARING Look at Apple's marketing strategy They are straightforward and honest Apple educate you to understand why the product was created, what the features are and how it will benefit you. educating us, developing a relationship and developing Trust ย They SHARE their brand story They SHOW you how their products work w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- This talk is about BLOGGING. ย And for me blogging is the core to any SEO or social media Campaign ย We will cover: Why blogging is great for SEO and Social Media How to use blogging to boost your webstore sales How to write great blogs to introduce your company and your product range How to create engagement How to add value with blogs How to convert your website visitors into customers How to create a following How to come up with ideas and blog titlesย
- So just to be clear what is a blog? a blog is the same as news or latest news I suppose itโs not called news because it gives the opportunity not just to write about the latest news, its an opportunity to talk about all the aspects of your products and services, to portray yourselves as thought leaders and to bring personality to your brand. Blog is short for web-log: a post โ or log โ made online. ย Blogs are a great way of engaging with customers and sharing information. Itโs a way to educate your audience all about your products and services Itโs your companies latest news An opportunity to show personality To give away advice to your existing client and customers And to engage with potential clients
- For me the Blog is the core of any social media or SEO campaign Blogs provide regular content to share through your other social media sites (which we will cover in detail in webinar 3). The sharable nature of product images is perfect for retail, with sites such as Pinterest seeing huge expansion as consumer demand for visual content has grown rapidly. User-generated content, โlikesโ and โsharesโ are now being ranked more highly by search engines, so it pays to invest in social media and blogging. ย Blogs provide Status updates for Facebook Tweets for Twitter- take a blog with the title โtop 5 tipsโ, well all of a sudden you have created 5 tweets, all with links to the blog, donโt tweet them alll in one go, spread them out over the week/month. Stuck for tweets, go back to blogs from 6 months ago! Updates for Linkedin personal and company profiles Statuss for Google Plus Email campaigns โ do you get to start of the month and think, what are we going to put into our email campaing this month? if you have fab blogs, there is your content already written!) They give content for your keywords to be found in Google, search engine optimisation, you will only be found if you mentino the keyword, and the more times you mentino it the more relevant you are (donโt mention for sake, it must be relevant) A blog should be an integral part of your marketing and comms strategy, but you need to set goals. What are you marketing goals? Need to sell more teenage products, what could we write that would engage with teenagers? Lets give them some information, lets become a resource and during the process, lets build trust with them and let them know what products we have that we could offer them.
- Geo Title Location etc
- For me there are two distinct sides to SEO, onsite and offsite Onsite being your own website and offsite being everything else online that has something to do with you w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- ย YouTube is the No.2 search engine in the world By 2017, video will account for 69% of all consumer internet traffic A third of all online activity is spent watching video Every day, 1 million internet users watch a video 75% of users visit the marketerโs website after watching a video Your website Is 50 times more likely to appear on the first page of a search engine results page if it includes video More statistics here: http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/
- And video isnโt just for B2C: ย 50% of business users watch business related videos on YouTube once a week 75% of executives watch work related videos on business websites at least once a week
- All of the above creates valuable video content that you can use in your social media and email campaigns. Create a week-by-week content schedule leading up to your event โ how and where will you share the content? What will you say in your tweets and Facebook posts? News and media companies are increasingly using video in lieu of (or in addition to) press release content. If you approach journalists with video content as well as a press release, you have a much greater chance of being featured on their website.
- (contโฆ) You can see from these statistics how much impact a good Instagram campaign can have So how are retailers achieving these sorts of sales? Letโs have a look at some successful Instagram retail campaignโฆ
- This annual music and performing arts festival is known for its beautiful festival site and the all-round sensory experience it delivers for visitors, so video is the perfect medium. SGP uses video effectively to make announcements, such as announcing the line-up: the background video tells the story of what people can expect from the event. https://www.facebook.com/secretgardenhq In line with its inclusive and collaborative brand values, SGP also shares videos from other individuals and organisations whose ethos matches its own โ ie on topics such as
- I hope this talk has given you some ideas and inspiration for your campaigns And that you know have an understanding of the power of pictures shared through Instagram and Pinterest to boost sales and reach new audiences. Feel free to carry on the conversation with me on twitter Subscribe to my blog for more tips, tricks and inspiration