live platforms

Extend your reach with live platforms

live platforms


Video is critical to any marketing campaign and it’s just getting more prevalent. 74% of all internet traffic is predicted to be video in 2017 – and studies show that merely using the word “video” in your email subject line can increase open rates by 19% and click-through rates by 65%. We know you’re already embracing video. Why not take the next step to a hot live platform such as Facebook Live to reach your diverse audiences?


Great reasons to go live

Live-streaming takes your video marketing efforts to an entirely new, interactive level. Today’s live-streaming campaigns create a community out of your target audience and a stronger connection to your brand. Some of the benefits of going live include:

  • It’s still video, with all the appeal of your current video campaigns.
  • It adds an instant connection for social media users who love immediate, day-in-the-life experiences.
  • When you do it right, you get great user engagement and instant feedback.
  • It’s no more expensive than your current video marketing. All you need to live stream is a stable, strong internet connection and an HD quality camera.

Smart steps to max out your efforts

Before you hit “play,” remember that you want maximize your efforts and get as many people as possible tuning in to watch your live event. Some things would be better presented as a recorded video that can be watched anytime, including:

  • Product demos
  • Office tours
  • Exec / staff introductions
  • Live testimonials

Live-streaming works really well for something that people need to see right now – like a broadcast from a conference or celebration. Creating a sense of urgency and excitement brings in more viewers!

Here are some tips to get the most out of live-streaming:

  • Share breaking news, timely information and product or service launches.
  • Use advance scheduling when it makes sense. Set a weekly or monthly schedule so interested people can anticipate when the next one will happen.
  • If it’s a one-time event, promote it in advance on social media so people can put it on their calendar and know to attend, almost like a live webinar. Make use of Facebook’s ability to schedule a live video and announce to followers in advance when you place to go live.
  • Consider snackable clips or live “blog” posts for big announcements.
  • Don’t overlook SEO. Upload copies of those videos from live platforms to YouTube for more reach and searchability.
  • Be “camera ready,” available to chat about your products and services and take whatever opportunities come your way.
  • Experiment with content to find out what works best for your campaign.
  • Try different platforms. A few popular options are Facebook Live, Instagram Live, YouTube Live and Periscope. Not all platforms will fit your brand or audience, of course, so test what is best for you.

Marketers who are using live platforms say that the “unscripted, unedited and more authentic” medium helps engage customers like never before. So get real, go live and start reaping the benefits.

Proof Points - Walking the Talk

Proof Points – Walking the Talk

Rising above the din with proof points


The Oxford Dictionary named “post-truth” the international word of 2016, leading The Washington Post to declare truth dead and facts passé. We contend that the truth is very much alive and that it is vital to successful messaging in this data-driven world. As a marketing professional, you can’t just SAY your company is the best — you have to SHOW it with relevant proof points backing up every claim. Here’s how you demonstrate that your company can walk the talk.


The basics

The world is awash in marketing “noise.” Every day, hundreds of product claims batter potential customers, making them jaded and distrustful. Our collective craving for authenticity in marketing has increased. To rise above the din, marketers must offer compelling evidence that what they say is true, in the form of the proof point. “Think of it as a ‘don’t just take our word for it’ statement,” offers a recent article.

With just a few words and some data points, you can succinctly address customer challenges, solutions you delivered and the results satisfied customers received. The first step is choosing the right proof points – those which are thoughtfully targeted to a specific audience and need.

 

Where proof points fit into your messaging framework

Choosing proof points

There are essentially two main types of proof points worth having in your messaging platform or marketing data library.

#1 – Quantitative: Using numbers and statistics

The attention span of the average customer has decreased from 12 seconds in 2000 to only 8.25 seconds in 2015 – less than a goldfish. That means we need to get the point across fast. What better way than with a strong fact or figure?

Examples:

  • Have participated in 4,500 product launches since 2012.
  • Trials show that using our product offers an average of 12% increase in ROI.

#2 – Qualitative: Featuring third-party validation

This type of evidence draws upon awards, certifications, reviews and testimonials. Proof points from industry organizations are valuable, as are figures gleaned from trials, surveys and market analysis.

Customer testimonials, of course, are always effective – with good reason. Research shows that 78 percent of consumers trust peer recommendations.

Examples:

  • Voted #1 in the industry by 5 years in a row.
  • “This was the best product I ever used, and here’s why…”

The Do’s and Don’ts of Proof Points

No matter how you’re using proof points, keep these do’s and don’ts in mind.

Do’s

  • Keep your message short and sweet.
  • Use infographics to appeal to love of visuals. People are 80% more likely to read content that includes colored visuals!
  • Gear messaging toward product benefits. What’s in it for the customer?

Don’ts

  • Force proof points where they don’t fit.
  • Rely on only one type of proof point (figures, testimonials, etc).
  • Forget to target your proof points to a specific audience or communication.

Need more? Reach out for more ideas about how to find and use your organization’s unique proof points.