Tag Archives: Corporate marketing

Videos for content marketing

Whatever the intention, video has huge benefits as a communication medium. One of the obvious reason is that it can convey personality. People respond to people, whether for marketing, brand engagement or training purpose in an organization.

Videos are extremely useful for practical reasons, either to demonstrate products or procedures, these video presentations are consistent compared to the unpredictability of live demonstrations. The value of events such as conferences, seminars and trainings can be greatly enhanced and used again and again whether for training or promotion. Video can also be used to create effective live presentations and interactive productions.

Even if advertising is not the goal, inclusion of video on the company website can create a better user experience and add a touch of class. A recent study by Treepodia, an authority in video use in eCommerce found that the retailers surveyed were selling substantially more products when a video of the product was included. Further statistics also showed that even if the video wasn’t watched the sell will still happen. This means video creates customer confidence and trust. Brands using video is considered more reliable as they produce a quality user experience. Showing the product in a multidimensional format, the brand exhibits trust and confidence in the product. This is an interesting finding and it does have relevance to the use of video in websites in general and not just e-commerce.

Videos should not only be used for Content marketing strategy, lets see some of its advantages and how we could make use of it effectively.

The whole purpose of Content marketing is to get your message to your potential audience.  Written content means you can only publish it in one place. Design strategies to make sure that content that attracts eyeballs won’t get buried on your blog. Link it to significant posts in the side bar, tweet it, bookmark it through various bookmarking sites, etc. Of course your written content can be found via Long Tail Keyword search in Google. But Video is just much easier to syndicate. And the whole purpose of syndication is to try and get that video in front of as many eyeballs as possible. Post video to YouTube, post video to other video aggregators using Blip, Metacafe, etc., embed link on Facebook fan page, share link with affiliates, embed video on your website, get other people to embed your video on their websites, post video to iTunes as video podcast.

Videos are powerful tools and there are more platforms you can use. One video, dozens of places to share it. That’s the first advantage video enjoys.

Video establishes personality, if your content marketing is built around written content it takes a few articles or posts to truly start being perceived as your personality. But videos are out there right in front of them, audience can see and hear you. And your personality will come through the way you speak, facial expressions you use and your body language. That will turn some people away but the people who are attracted to your message will go ahead to see/view the message.

Video differentiates you from the competition, in most market areas there are still few people using video effectively. Picture speaks more than Words.

Video testimonials is the name game. Video testimonials don’t have to be given by the superstars, it would be nice if you had 10 or 20 or more video testimonials where regular people like ‘us’ are talking about your services and what you’ve been able to do for them. It will be a powerful instrument to use it in your content marketing.

Internet is going mobile, tablets are fine for texts but reading long blog posts on a Smartphone can be irritating. Whereas a video can be a big hit, hit play and it rolls. You can even consume on the move, plug in a headset and then anything that you want to watch you can stop, rewind the bit you need to say, and then move on.

We got to say, Videos are here to stay! For professional quality videos, corporate films, voice overs, recording, post production related queries, get in touch with us at info@industree.in

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Customer relationship and marketing

Promote your business by building relationships. Yes, its true, customer relationships drive your business. It’s about finding right people who believe in your products or services. You can spend big bucks but its like rolling boulder up a hill. You want to drive your business into new territory, but every step is hard and expensive. But there are ways to achieve the goal.

Develop an army to help you push that boulder up the hill instead. How do you do that? You develop relationships with people who don’t just understand your particular expertise, product or service, but are equally excited about what you do. You stay connected with them and give them value, and they’ll touch other people who can benefit your business. Powerful relationships don’t just happen from one-time meetings at networking events. You don’t need pocketful of random business cards to clutter your desk. What you need is a plan to make those connections grow and work for you. Here are few pointers you remember while you are out on a mission.

Build your network, it’s your sales lifeline. Your network includes business colleagues, professional acquaintances, prospective and existing customers, partners, suppliers, contractors and association members, as well as family, friends and people you meet in your community. Contacts are potential customers waiting for you to connect with their needs. Ofcourse, you need to understand that networking is a long-term investment. Do it right by adding value to the relationship, and that contact you just made can really pay off. Communicate like your business’s life depends on it.

Communication is a key here, so do it early and often. Relationships have a short shelf life. No matter how charming, enthusiastic or persuasive you are, no one will likely remember you from a business card or a one-time meeting. One of the biggest mistakes people make is that they come home from networking events and fail to follow up. Make the connection immediately. Send a “nice to meet you” e-mail or let these new contacts know you’ve added them to your newsletter list and then send them the latest copy. Immediately reinforce who you are, what you do and the connection you’ve made. Its a fact, you rarely meet people at the exact moment when they need what you offer. If you stay on their minds, it’s easier to keep a connection warm than to warm it up again once the trail goes cold. So take the time to turn your network of connections into educated customers.

E-mail marketing keeps relationships strong on a shoestring budget. It is cost-effective and easy way to stay on customers’ minds, build their confidence in your expertise, and retain them. Build your reputation as an expert by giving away some free insight. You have interesting things to say! An easy way to communicate is with a brief e-mail newsletter that shows prospects why they should buy from you. And it’s viral, contacts who find it interesting or valuable might forward your e-mailer or newsletter to other people, just like word of mouth marketing.

Reward loyal customers, according to Bain and Co., on average, repeat customers spend 67% more than new customers. So your most profitable customers are repeat customers. Now the question is, are you doing enough to encourage them to work with you again? Stay in touch, give them something of value in exchange for their time, attention and business. It doesn’t need to be too much, anything of their use will suffice like notice of a special event, helpful tips, advice or news, can be effective. Remember, if you don’t keep in touch with your customers, you are loosing out because your competitors will.

Customers are best sales agent, so spend time to build your customer relationship and do the follow-ups. Make use of cost effective tools like e-mailers. Send out simple newsletter, an offer or an update message of interest to your pool of networks. If they remember you and your offerings they will deliver value to you with referrals. They are in the market, and are aware of opportunities you’ll never hear about. That is why it is very important to remain in touch with your customers.

Thus, in order to close this we cannot deny the fact that small business is all about relationships, relationships and relationships.

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Human touchbase new marketing mantra – agree?

Its a fact, adding face and voice to a brand has become a necessity and has become a popular trend too. Businesses are realizing that customer interaction, engaging content and adding face to the brand are valuable and means a lot to their customers and business stakeholders. The connection of emotions has become beneficial to a business or a brand. Companies like Amazon take pride in customer service and their human touch is happily welcomed by customers. Over the years, they have not only become extremely powerful but very successful too because they adapted to the new trend of marketing that revolved around engagement and personal touch. Actually, this provides comfort to customers which ultimately drives sales and win brand loyalty over long term.

We have seen the success that has come to some product companies because of their human touchbase approach. But the question is, can other industries also reap the benefits using the personal touchbase approach? The answer is, yes. More than ever, financial services are seeking ways to brand themselves in the right light. And the only way to reach customers is  by producing engaging content with a personal feel that ultimately benefits the consumer is a strategy that financial service companies should adopt. According to Google’s Zero Moment of Truth study, consumers are using 10.8 sources of information prior to making a banking product purchase while consumers are using 11.7 sources prior to an insurance purchase. These statistics demonstrate the importance of producing positive, engaging and humanized content that consumers can make use of while making a decision. These sources can be anything in the form of informative videos, expert analysts guides to CEO blogs. The tactic of producing useful and appealing content is a strategy that will gain momentum in the financial world since customers are continuously looking for guidance and explanations, human touch and relatedness facet are becoming more and more crucial to the consumer when they are making financial decisions.

Showing the faces behind business and giving a voice to services through the art of storytelling is an outstanding marketing tactic. Videos are the most effective and engaging medium to display the face and voice of your company. Every company has employees with unique individual stories that their audience can relate to. Storytelling is such a versatile instrument and can be utilized within any type of industry. And as a matter of fact, personal touch approach in marketing is here to stay for a long long time.

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Brands are not built overnight

This is a guest post

I have good understanding of how businesses in America, UK, Europe and many other countries operate. For them, marketing is an important aspect and the whole company and its ideologies are based on it. And that’s also the reason why even the youngest companies also have a very strong value in the market place.

Here in India, its exactly the opposite. There is a gap in understanding the need of a brand. There are many reasons that support it, most important one is, companies are not funded and are very dependent on the sales report determined every month end. Which automatically deviates the resources towards increasing sales force and equipping the department with all they need leaving marketing far ashore. Let me share this, recently, I was in a meeting at a potential client’s office. The CEO says, ‘no we don’t want to brand’, then she added, ‘we are already a branded company, people know us, we get covered by various papers all the time’. Then she asks me, ‘what do you mean by branding’. I gave her the example of Nike’s Swoosh. She said, ‘well, we first need money coming in then we will think about branding’.

I just want to bring this to the notice that branding is not so expensive as many businesses are worried about. And as a matter of fact, brand is not built overnight, it needs time, patience and perseverance from its creators and visionaries. Its important to create a brand identity right in the beginning so that all communication, website, collateral, logo, etc. are in line with the brand identity from day one. For a start-up, a nice working logical website with information easily available on the website is a staple. Or else what’s going to happen is, a company operates for sometime, has different stationery and collateral. There is no clarity on what and when to use, and ultimately it comes to a situation when a staff send out a mail, it has a different look and when the other one communicates, its different. This kind of chaos only creates dilemma and questions in your counterpart. If you cannot manage your own communication, how are they going to manage work for others and this means it can also cost business.

Hence, professional vibe is extremely important for succeeding in business. In the past, we have experience of working with start-ups like PolicyBazaar and VitalWires. Lets focus on VitalWires, at that point of time it was known as Gravity Microsystems, a SAP consulting firm. In 2010 the company was looking for a partner to help them rebrand from scratch. Industree had the opportunity to be associated with the company right from name selection to setting brand identity, guidelines and marketing strategy. We had a couple of meetings with the board and team members to understand their ideas and vison for the company. In over a year’s time, VitalWires transition was a success. Today, they are a strong team of 40-50 employees based out of Gurgaon.

We helped them create a brand guideline which includes brand identity, objective, target, story and personality. I also realized that developing the guideline really helped the company because it clearly described what all they could perform. Since templates and product lines were also developed based on the guideline, all brand elements were used as mentioned in the guideline. Which meant all outgoing communication was consistent and focused. The color palette also addressed the need of showcasing VitalWires as a no nonsense company. The main color ‘blue’ stands for inspiration, sincerity and spirituality, which actually is the objective of VitalWires. We also managed their online activities, content development and time to time need basis work. It was a satisfying project and we made it happen.

This is for the readers, marketing is not so expensive as it is perceived to be. Of course, it will be a different story if you are going by Above the Line (ATL) activities to market. However, I have something in mind to say about ATL, which we shall do in the future post.

If you are a start-up, don’t wait for the last moment to start marketing your organization, because as I said earlier, start early and brand it right. You will save time, energy and money. When you are new, work pressure is less and you have the patience and time to spare. As time passes, you know what works and what does not and accordingly you may adjust when things when the business is still young. Hire a professional company to assist in creating a brand identity and they will suggest you the rest.

Hope this post is helpful to many small sized businesses because that’s where branding is mostly neglected.

Bijeta is the author of this article, she is the founder and director of Industree since its inception. You can follow her on Twitter

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Online presence is not enough to reach potential customers

The new rules of branding your business on the Web have shifted from presentation to engagement and interaction. It’s not enough to have a website, social media presence and consistent brand aesthetic online. We have listed some innovative but effective tips for a great start.

Even if you’re entering a flooded marketplace and online is certainly a very crowded, you always have a chance to make your brand and company stand out. People used to think water was all the same; now stores carry half-a-dozen brands or more. Marketers struggle with differentiation because they give up too soon. They think that this can’t be differentiated, it can’t be unique. Experts say the constantly shifting marketplace creates the need to be creative with your approach. The toothpaste market is one that professionals cite as a constantly changing product selection that requires vigilance on the part of brand managers.

Turn your face to online marketing, increase your connectivity, and gain traffic to you site from elsewhere. You don’t necessarily need to put out the next viral marketing video or hire an expensive marketing agency to achieve a high rate of traffic. All you need is a bit of effort, few tricks and commitment to make your site a quality destination for visitors. Add Facebook links, blog, SEO and build your site populated with links.

Pay attention to your About Us page because visitors always consider checking About Us to learn more about your company and the services you offer, it deserves a little more consideration and more respect. Sure, you need to include all the basics. But few tactics can make your About Us page a more exciting read and your company come across as more accessible. Avoid writing too much but focus on connecting with your site visitors. A more personalized page also means readily available contact information, it also shows customers that you want to hear from them.

Don’t start conversation for sake of doing it, once done you have to be an integral part of it. Social media has one very important perspective to share with brand management, the conversation. Like branding, social media is all about conversation and building effective relationships. The rules for brand messaging through new media versus traditional channels haven’t changed, but it sure got better and more interesting. It’s not enough to have a Facebook page or a Twitter account, you must participate in the conversation by making regular posts and replying to direct messages from your customers. Monitoring social media is a must for all companies, it has shortened the time frame for company responses to complaints or accusations. These days, companies need to acknowledge any issues and control the messaging in a matter of minutes instead of hours or days. You have 20,000 Twitter followers but it hardly matters to your customers. Experts say that Unless you’re in one of a handful of businesses like public speaking, managing a personal brand can be a huge distraction for company founders. Steve Jobs had a personal brand, but it is Apple’s product design that makes it a valuable company.

Brand name is very important for any business. Think about re-branding or another solution can be to acquire another brand. Appearing in the media as a source of expertise can go a long way toward building your brand. To gain media coverage, identify media outlets that are most applicable to your particular areas of expertise and send them targeted pitches. As with print, the Web has also democratized the world of radio. After you have become an area of expertise, you will find that there are plenty of opportunities to take your message on the road. Becoming active in professional organizations and attending conferences offer valuable opportunities for networking. Making an appearance as a vendor at an event can also offer long-term personal branding benefits.

Monitor your brand’s reputation and be ready to respond. Facebook, Twitter, and other networking sites have become essential components of many companies’ online marketing strategies, but there are countless other sites on which customers rant about their experiences. A question or complaint left unanswered on any of them has the potential to tarnish a company’s brand and scare away prospective customers. The most basic services, like Google Alerts, allow users to select keywords to track and to receive e-mail updates whenever they appear on the Web. Others like Social Mention and HootSuite clean profiles on social networks such as Twitter, Facebook and others for relevant comments.

Brand is all about trust and relationships, there’s no better way to build on that than by posting testimonials or listing big-name clients you’ve partnered with. That will lend your business a good amount of credibility. You might consider incorporating your clients’ logos somewhere on your page as an added visual element. Mentioning awards and recognitions received also make your business more appealing, company history, achievements interests readers.

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