Best Digital Marketing Solutions for B2B Companies

While B2C and B2B marketing still require separate approaches, they’re becoming more similar than you think. As consumers influence the way we market to them, businesses have to adapt, too. While online marketing best practices constantly change all the time, we can give you an idea of what can work for you in the present. Read on to learn about some of the best digital marketing solutions for bringing in B2B customers.

Visual Content Marketing

Visual content like videos and images have usually fallen under the domain of B2C marketing, but B2B businesses have begun to join in on the fun. With an Internet full of plain text, more and more folks are looking for eye-catching and engaging content. B2B marketers don’t have to worry as much about visual content as B2C consumers do, but it could soon rise to the same level of importance.

Social Media Marketing

Just like with visual content, B2B businesses have started to implement more social media into their marketing strategies. The number of marketers who reported significant ROI from social media marketing grew by 30 percent between 2015 and 2016, and that number is bound to grow even more. Think of social media like an online networking event — it lets you get in touch with potential consumers who you couldn’t contact otherwise.

Influencer Marketing

With the rise of social media marketing comes influencer marketing, in which businesses connect with popular users to promote their brand. While we can apply influence marketing solutions to real life as well, both B2C and B2B companies tend to focus on social media influencers. After all, connecting with a potential advocate is a few clicks away.

Tying it All Together With Video

A common tool used for all three of these digital marketing solutions is online video. With video becoming more popular than ever, it could soon change marketing as we know it. While you may think that only consumers prefer video, consider the following statistics from Forbes on senior executives and video:

  • The majority of senior executives — fewer than 80 percent — watch more videos than they did the year before.
  • More than half of senior executives share videos with their coworkers at least once a week.
  • 65 percent of senior executives have visited a business’ website after watching a video.

The report that this data comes from also suggests that younger executives are even more likely to engage with video content, meaning that video works throughout the business corporate ladder. Business executives are also consumers to an extent, so why wouldn’t they react to video, too?

Get the Ball Rolling

If your business doesn’t have any online video in its marketing content, you’re missing out on a key advantage that many other companies have. Start your video content strategy today by getting in touch with a member of our team.

15 Key Video Marketing Statistics from 2017

Video marketing evolves at a lightning-fast pace. Over the course of the past year, online video marketing has become an even stronger force to reckon with than before. Check out the following video marketing stats to get a feel for the state of the medium in 2017.

  1. 91 percent of B2B consumers prefer visual and interactive content like videos over static content.
  2. 56 percent of all videos published in the previous year lasted less than two minutes.
  3. Videos influenced 64 percent of consumers to purchase a product.
  4. 69 percent of businesses plan to increase their video marketing budget in the near future.
  5. Watching videos is one of the most popular activities conducted online.
  6. On average, companies publish 18 videos per month.
  7. At 26 percent, online videos are the second most engaging content on social media, beaten narrowly by written articles.
  8. On average, Facebook provides a total of 8 billion views daily.
  9. 46 percent of marketers intend to add Facebook video to their content strategy next year.
  10. …And 48 percent want to add YouTube content.
  11. Single videos make up 25 percent of Instagram ads.
  12. Out of all the social video platforms currently online, YouTube gets the most traffic, while Facebook gets the second most.
  13. 86 percent of business-related video views happen on desktop computers.
  14. 75 percent of millennials watch an online video at least once a day.
  15. 80 percent of online consumer traffic will involve video by 2020.

The Main Takeaways

What lessons should we learn from these new stats about online video marketing?

  • Video has become an integral part of our online lives. More Internet users are watching videos than ever, and that number will grow even more in the future.
  • Video has changed the way we conduct business. Many companies are making room for video content in their work and budgets because more consumers watch online videos every day.
  • Social platforms are the biggest video publishers on the Internet. YouTube, Facebook and other social media sites provide a platform where you can get your videos in front of consumers’ faces.
  • Most importantly, video content works. A good video can convince a consumer to make a purchase. And buyers from other companies prefer dynamic content over static content.

What Are You Waiting For?

If you don’t include online video marketing in your content strategy, you’re missing out. Contact us for help with your next video project, or read our blog to get even more information about the power of video.

What’s Next for Video Marketing in 2018?

Video marketing is no longer an internet outlier. Many businesses now use video marketing in their advertising mix, and that number will grow in 2018.

Part of the reason is simply better technology. Video no longer glitches, and you can do so much more with it than just play preroll ads that air before YouTube videos. Video ads appear on just about any site, and they can take many forms. Your business should prepare to hop on the hottest ideas to stay relevant. Here are our video marketing predictions for next year.

More Live Video

Your Facebook feed is constantly telling you your friends are “going live.” This trend has begun to hit video ads, too. Starbucks, a pioneer in new ways of doing things, recently started experimenting with live video, and it drew a positive reaction.

Companies can do things such as:

  • Stream live from a conference
  • Unveil a prize winner
  • Film live from a big event, like the Super Bowl

Like so many things related to advertising, the possibilities for using live video on social media in 2018 are limited only by your imagination.

A Renewed Interest in Virtual Reality

We’ve been hearing that virtual reality is the next big thing on the web for years, and it hasn’t really happened. But it may be the next frontier in terms of video predictions.

Imagine letting your customers “walk” down your aisles or “tour” a new addition to your property. With virtual reality, they can. While VR can be a pricey investment, companies such as Heineken have used it with success. What’s more, when you try out an innovative strategy like this, you gain extra attention from the media, which will highlight your pioneering project.

Huge Social Media Influence

Social media trends will likely inform what you see gaining popularity in 2018. Keeping an eye on Twitter and Facebook trends is certainly a must for any business. But so is watching for what’s happening on Instagram and even Reddit, which has slowly become one of the nation’s most popular social networks. In fact, Reddit is such a trendsetter, you may want to look at its members’ video habits first to see what’s coming down the pike for video marketing.

The 360-Degree View

It’s no longer sufficient to present a video from one perspective. Today’s consumer has become used to 360-degree views with their videos, allowing them to soak up the entirety of a scene. You can offer a look at your showroom or simply capture a beautiful day. Whatever you choose to film, be sure to grab it from all angles.

Get Ready for 2018 With Your Own Video Marketing Campaign

Whether you have been dabbling in video marketing for years or you’re ready to attempt your first try, PixelFish can help. Get in touch to discuss your video marketing needs for the new year.

Best Practices for Optimizing Your YouTube Videos

Your company made a super YouTube video. It’s funny, relevant to your industry, motivating and concise. You put it on your channel and wait for the likes and shares to roll in. One problem — nothing’s happening.

Here’s the rub when it comes to YouTube. Making an outstanding video is only half the battle. To engage your audience and connect the video with the people you want to see it, you also need to optimize. What does that mean? It involves deploying a slew of best practices that will boost your video higher in searches, improve your conversion rates and bring in all those likes and shares. Here are a few tricks to help you with video optimization.

Use a YouTube Keyword Tool

People find videos, along with other information online, by using keywords. You want to tag your video with keywords your target audience might use in their searches. So, for instance, if you make a video about dog food, you will want to see what sort of keywords related to dog food are the most popular.

If you have an AdWords account, you can use a Google tool to find these. Otherwise, just look for a YouTube keyword tool on Google and search for the best keywords using it.

Include a Call to Action

Your video may be fun to watch, but it’s not effective if you aren’t telling people what to do when they finish watching it. You want to have a call to action directing them to your site or to specific product pages. When you provide this information, you give your audience directions that can help them further down your sales funnel.

Use Video Overlays

A video overlay essentially lets someone watch two images at once. Video ad overlays pop up during your video and can help with marketing and branding. Your click-through rates will rise when people have a chance to engage directly with this type of advertising.

Create Playlists for Your YouTube Channel

YouTube wants to keep people on its site for as long as possible, hence the appearance of related videos on the side and after the first video has played. You can ensure YouTube guides people to videos you have posted by creating a playlist for your channel. Be sure to use descriptive text in your playlist listing so as to grab greater search engine optimization benefits.

Publish Videos on a Regular Schedule

People will grow disinterested in your YouTube site if you do not publish new content consistently. The best way to foster your audience is to post regularly and create expectations and excitement for your next video. You might choose a day of the week to put up new content or start a series to keep you on task. Plus, the more your channel gets updated, the more the YouTube algorithm will favor you. Google sites love fresh content.

You can use these tips for optimizing video to increase your audiences and improve your conversion rates. Need more guidance on video? Contact PixelFish today to set up a consultation.

How to Utilize Educational Videos Within Your Company

Every company has a particular way of doing things. Whether you run a warehouse, make shoes or provide medical billing services, you have a culture and a set of procedures that help things run smoothly. When you hire someone new or shift a worker to a different department, they need to get up to speed on these processes. The problem is, every company is busy. You may not have the time or the personnel to spare on this necessary task.

How do you solve this problem? By using training videos. These educational films can help you save productivity and resources, while also providing the necessary training to new team members. Read on to learn tips on creating educational videos for your company.

Keep Your Work Videos Short

Is there anything worse than a movie that should have been 90 minutes running 100 minutes? No. You lose interest in the plot and let your mind wander when a video runs too long. This happens with work training videos as well. Try to focus on one or two main points, and cover them thoroughly. You can always make more videos to cover other questions.

Focus on the Big Picture

Educational videos should provide an overview of how to perform a task rather than the nitty gritty details. The latter is something your workers will pick up as they ease into their job. Your aim with the video should be to answer some of the most basic questions employees will have about their new tasks. Information should include:

  • Locations for people they may need to speak to
  • Placement of supplies to do their job
  • A demonstration of the job they will do
  • Faces of those they will work with, including their supervisor

Review the Content Every Six Months

Most businesses are in a perpetual state of flow. Methodologies change frequently as people figure out more efficient ways to work. Make sure your videos reflect your current procedures and policies by reviewing them every six months. If something has been updated, reshoot that part of the video rather than just talking to the employee about it after they watch. People retain visual information, and they may get mixed up about something they saw vs. what they were told.

Use Video to Introduce New Technology

It’s not just new employees who can benefit from educational work videos. You can also make them for existing staff when you change computer systems, upgrade your app or make other tech-related changes. Technology accounts for many of the questions in a workplace, and so giving your employees a step-by-step guide for what to expect during these changeovers can eliminate a lot of confusion and angst.

Approach the Videos in a Professional Manner

When you make videos for your company, you should keep them as polished as possible. These could be used well into the future, and you want to present the best possible image of your business. If you keep all these tips in mind, you can produce videos that offer a great service to your employees. Need more guidance on making your videos? Contact PixelFish to discuss your needs.

The Pros and Cons of Vertical Video

If you know anything about digital video, then you probably have an opinion on vertical video. For the uninitiated, vertical video is footage you shoot in portrait mode. It’s essentially the reverse of horizontal video, offering a final product that’s taller than it is wide. You generally see black rectangles on either side of the video filling up the blocked-out space.

There are some who love this style of video, but others can’t stand it. What side of the debate do you come down on? Let’s examine the pros and cons of vertical video.

Pro: Mimics the Way People Hold Their Phones

These days, a great deal of video gets consumed on smartphones. Video needs to be tailored to smartphones to be effective, and most people hold their phones vertically rather than horizontally;  fueling a rise in vertical video devotees.

Con: Vertical Video Syndrome

You may have seen the popular meme about “vertical video syndrome,” which claims those affected can shoot only in portrait style. People blame everyone from Apple to YouTube for the “syndrome,” which is supposedly less viewer-friendly, according to the people behind the meme. Whatever your take on the debate, some of the memes about “VVS” call attention to the problem in a clever way.

Con: It’s an Unrealistic Viewpoint

Artistic privilege can be invoked in all manner of circumstances. Still, many criticize vertical video because it’s not the way the human eye sees. We see on a horizontal plane. These critics argue it’s unnatural and confusing to shoot vertically because it throws off the eye.

Pro: Social Media Advantages

People overwhelmingly use smartphones to catch up on their social media feeds, and as we’ve already established, those devices are held vertically. So it follows that video appearing on social media will be vertical. Since the amount of social video has exploded — Snapchat alone serves up 10 billion videos a day — most social sites have even removed the black borders on videos.

Con: Offers Less Diversity of Capability

Vertical video puts certain limitations on shooters. They have to adapt their video techniques and change the way they compose their shots. This becomes frustrating when you have a set amount of time to shoot a set amount of content. It can also be difficult for those with less experience with the medium to make the transition.

Con: Not All Video Players Work With Vertical Video

While people debate the artistic merits of horizontal vs. vertical video, one problem is quite straightforward. Some video players don’t work with vertical video, limiting where you can post or requiring some serious back-end maneuvering to come up with a way to display the video.

Horizontal video has many advantages as the standard in the video industry. It doesn’t require any special machinations to play, and it’s usually the default approach for most shooters. Certainly, those who prefer an easy experience will prefer horizontal video to vertical, despite its recent trendiness. For more information about horizontal video and how to use it in marketing, get in touch with a member of the PixelFish team.

Five Reasons Why Your Company Needs a Video Marketing Strategy

When you miss the opening to the Oscars ceremony everyone’s buzzing about, what do you do? Head to your computer. When you want to watch a football game during a layover at the airport, what do you do? Pull out your phone. When the latest season of a popular TV show drops, what do you do? Fire up your tablet and binge.

Video has become arguably the hottest thing on the internet over the past decade. More than half of Americans watch digital video every day and nearly four in five watch it each week. It’s rising as rapidly as television did in the 1950s and making just as big an impact on advertising. If your company misses out, you miss big.

Still aren’t sure you need a corporate video marketing strategy? Here are five reason it pays to put one in place.

1. Get Better Results

If you don’t have a digital video strategy — or, equally bad, you are not deploying digital ads at all — you likely aren’t generating as much in sales as you could be. A clear, focused video strategy will result in more engagement with your brand, which will drive conversions. The more people who see your videos, the more potential customers you get.

2. Reach People Across Platforms

The internet isn’t just one vast entity. There are many smaller communities of the web. Luckily, video reaches across all of them. You can deploy it on social media sites, mobile devices, email blasts and more. When you adopt a video marketing strategy, you can plan which of those you’d like to target and how.

3. Produce Better Content

No one expects online video to be of Shakespearean quality, but once-low expectations are rising. Some companies produce standout content that has set the bar much higher for digital video. Keeping up with those high achievers will help your company’s videos stand out and draw attention, rather than having people click on the “skip ad” button.

4. Humanize Your Business

In the era of social media, humanization is everything. Corporations want customers to know there are people behind the big façade. Video offers a way to show that. When you feature your employees in your videos, it lets potential customers know more about who you are and what you value. Video has a unique way to showcase that.

5. Without a Strategy, You’re Shooting in the Dark

Just jumping into digital video advertising isn’t enough. You need a marketing strategy to give you specific goals to aim at. For instance, you need to know:

  • What sites to target
  • How many views you hope to get
  • How much you should budget
  • How many digital ads you should produce

If you don’t know the answer to these questions on your own, it may be time to enlist the assistance of an experienced digital marketing company that can assist you in forming your strategy. Take a look at some of our recent commercials, then contact PixelFish today to discuss your digital video marketing strategy and how you can implement it.

Tips for Creating a Successful TV Commercial Campaign

Think about an unforgettable television ad. Why was it so unforgettable? Perhaps it aired during the Super Bowl or the Olympics or the Academy Awards. Maybe it starred a famous actor, actress or athlete. Or it featured a memorable song you can still recite years later.

No matter what the ad was, it undoubtedly had one thing in common with other effective ads — it told a great story. Whatever product you are hawking, storytelling is essential to building memorable television ads.

Here are a few tips for making TV commercial advertising that will reel people in and get them to buy your product.

Tell a Story in Your TV Ad

You only have 30 seconds or a minute to get viewers interested in your commercial. You can do this by getting them invested in the outcome of the ad. Make them care. You can do this by:

  • Building strong characters: Show, in a short amount of time, what makes them tick.
  • Setting up big conflicts: You need a problem to drive your ad, and your product should be the solution.
  • Treating it like a half-minute play: All the elements of a great drama or comedy can come to light in 30 seconds if you have smart writing.

Better Yet, Tell a Serialized Story

One of the most popular TV commercials of all time was the early ‘90s instant coffee saga featuring a British pair whom viewers desperately wanted to get together. Each time a new installment was released, it would get loads of hype, almost like a new Marvel movie.

Play to Your Brand’s Strengths in Your Commercial Advertising

Consistency can help your brand connect with people in TV advertising. Does your brand cater to families? Then make sure your TV ad is family-friendly and not racy — that would be off-brand and off-putting for potential customers. Make sure your creative lines up with your company’s values, whatever those may be.

Stay Relevant to Your Product

Here’s a dirty little secret about Super Bowl ads. Many of them are funny, touching or otherwise memorable, but they often have no relevance to the product they’re selling. Think about the funny beer or chip ads. Do you remember, years later, what those ads had to do with the chips or beer? Probably not. You probably only remember the protagonist or the punchline.. Creating emotion is a key element in marketing, but unless you have $5 million dollars to place a thirty-second ad during this year’s Super Bowl, make sure your messaging is clear about the product you are selling.You want people to remember your product and not just the ad itself.

Use Professional Assistance to Perfect Your TV Advertising

Just as you want people to use your professional services, you shouldn’t be afraid to call in help when you need it. If you have never run a TV ad campaign before, you may need help envisioning your commercial and coming up with a focus that will engage viewers. Reach out to PixelFish. We have experience doing this for our clients and can help you find the right television ad approach for your brand.

Video Marketing and Social Media: Why It’s Important

Social media has gone from a medium focused on words to one obsessed with images to the current infatuation with video. Over recent years, video has become an integral part of the social media experience, with virtually every major platform now supporting video.

Whether you watch a new movie trailer on Facebook or a product demonstration on Snapchat, you run into video no matter where you browse. In fact, people watch more than 100 million hours of video each day on Facebook alone.

So why is it important to incorporate video into your social media campaign? Here we outline the reasons for this trend as well as how to keep your social media video marketing relevant.

The Rise of Social Video

Twenty years ago, no one would have imagined undertaking a successful advertising campaign without television. Video marketing is to social media as television was once to advertising — an essential ingredient no brand can afford to overlook. The proof is in the statistics. Videos have become an integral part of social media in the past few years because:

In short, you can’t ignore social video. It’s become in many ways the gateway to all video content. People discover video on social media and they share it there to continue to spread the word.

That’s something no brand can afford to pass up.

The Mobile Video Factor

More people look at the internet on mobile devices than desktops, so to remain relevant, any form of marketing must be mobile-friendly. Social video most definitely is. Consider that 93 percent of videos served up on Twitter come via mobile. That’s an overwhelming majority.

The Hipness Factor

For the past few years, any company that wasn’t on social media has been seen as way behind the times. People expect business to have a Twitter, Facebook and Instagram account. Social video has quickly become just such an expectation. It can damage your brand’s reputation if you fail to offer videos on your social accounts. You could be tagged as tech-deficient or out of the loop.

The Emotional Factor

Nothing gets feelings across quite like video, and emotion sells. If you can show instead of telling someone how your product can benefit them and what it makes the user feel like, then you can sell. And social video makes that testimonial shareable, making it a huge benefit for your company.

Address Your Social Media Video Marketing Strategy Today

Are you on social video, or do you have a social video presence you’d like to improve? Don’t be left behind in the social video field. Get in touch with PixelFish today to see how we can help you raise your profile.