by Fronetics | Nov 5, 2019 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
LinkedIn has released a new guide to using video on its platform. Here’s what supply chain companies need to know to get the most out of video on LinkedIn.
Highlights:
- Effective B2B marketing videos start with an analysis of your prospects’ unique purchasing journey and needs.
- Videos for the awareness stage of the buyer’s journey should be concise and geared to forging an emotional connection.
- Bottom-of-the-funnel video types include product demonstrations, welcome videos, webinars, and FAQ sessions.
Visual content, particularly video, is the future of social media marketing. And video on LinkedIn is no exception. A recent report from Kleiner Perkins indicates that 62% of B2B marketers rate video as an effective content-marketing tactic. Not only that, but, according to internal data from LinkedIn, users are 20 times more likely to share a video on the platform than any other type of content.
Thanks to a recent guide published by the platform, leveraging video on LinkedIn for the supply chain has never been more attainable. The Tech Marketer’s Guide to B2B Video is an invaluable resource. Whether you’re relatively new to B2B video marketing, or a seasoned video creator, the guide contains useful nuggets of information, as well as examples of effective video on LinkedIn, for marketers at any stage.
We’ve pulled out key points for you.
6 steps to approaching video on LinkedIn
It’s worth pointing out that the six steps that LinkedIn identifies to building an effective video strategy are applicable elsewhere as well. Your strategy for video on LinkedIn should likely also apply to your strategy for video content across your digital assets.
1) Analyze your buyer’s journey
Consider the unique buyer’s journey for your company. What content do prospects want to see at each stage, and what actions do you want them to take?
2) Set your marketing strategy
What medium is optimal for delivering content at each stage? Which stages are particularly conducive to video content?
3) Establish metrics and KPIs
Choosing the right key performance indicators (KPIs) and metrics will allow you to determine how your content is performing.
4) Create video content
At the stages where video content is the best way to deliver, what type of video is most effective?
5) Target your content
Use your understanding of your target audiences, in combination with the targeting capabilities of LinkedIn, to ensure that your video is reaching the right people at the right times.
6) Optimize your campaign
Keep track of your data. Note what’s working. Adjust what isn’t performing.
Using video on LinkedIn throughout the buyer’s journey
Awareness
The first stage of the buyer’s journey, the awareness stage, is particularly opportune for video on LinkedIn. At this point, your goal is to tell a story, evoke a response, and introduce your brand and products.
Videos at this stage should be concise and geared to connecting with your audience, demonstrating an understanding of their challenges, and how your company is positioned to address those challenges.
LinkedIn’s guide points out a major advantage of video: its measurability. As opposed to text-based marketing, where your knowledge of audience behavior is limited to downloads and time on page, video on LinkedIn comes with richer data. You can tell, for example, when someone has watched your video and when they stopped. This means you can adjust your video length suit the preferences of your audience.
At the awareness stage, important video metrics include how many times your video was viewed, how much of the video was watched, and how many viewers responded to your call to action.
Consideration
Using video on LinkedIn for the second stage of the buyer’s journey, the consideration stage, is about introducing your products and their features, as well as giving a sense of what it’s like to work with your business. Ideal video formats at this stage include explainers, case studies, webinars, how-to videos, and virtual tours. Your foremost goal is to be authentic and to represent your business and the solutions it offers.
Key metrics at this stage are about engagement. Keep track of the number of interactions your videos get (comments, likes, clicks, shares, etc.), compared to the number of views. Also keep an eye on your estimated cost per view (eCPV) to track the efficacy of your video budget.
Decision
Because the decision phase of the buyer’s journey is all about personalization, video has traditionally been used less here. But that’s starting to change. Authentic, trust-building videos can be a powerful asset for the decision stage, reassuring your prospects that they’re making the right decision, using testimonials from existing customers. Welcome videos, FAQ sessions, and webinars are also effective in the decision phase, as well as full-length product demonstrations.
If you’re using lead-generation forms with your video on LinkedIn, keep track of which generate the most leads, as well as the quality of those leads. Otherwise, track click-through rates to gain insights into your estimated cost per click (eCPC).
Metrics for video on LinkedIn
LinkedIn offers a robust set of metrics for videos on its platforms:
- Views: At least one second of playback while the video is at least 50% on screen on desktop, or 300 milliseconds on mobile
- Views at 25%: The number of times your video was watched at 25% of its length, including watches that skipped to this point
- Views at 50%: The number of times your video was watched at 50% of its length, including watches that skipped to this point
- Views at 75%: The number of times your video was watched at 75% of its length, including watches that skipped to this point
- Completions: The number of times your video was watched at 97-100% of its length, including watches that skipped to this point
- Completion Rate: Completions divided by views as a percentage
- View Rate: Number of views divided by impressions, multiplied by 100
- eCPV: Estimated cost per view
- Full Screen Plays: Total number of clicks to view video in full screen
Do you use video on LinkedIn for your business? Let us know your experience in the comments.
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by Fronetics | Aug 28, 2019 | Blog, Content Marketing, Marketing, SEO
Being aware of the marketing acronyms being discussed on the internet is key to staying up with the latest digital marketing trends and ideas.
Highlights:
- Key performance indicators (KPIs) are the metrics you determine to be most important in measuring the success of a digital marketing campaign.
- All-important search engine optimization (SEO) is what allows your page to rank high among search engine results.
- A positive user experience (UX) is crucial to converting leads.
If you’re not up on internet language, the profusion of acronyms can sometimes make it feel like an unbreakable code. Being aware of some key marketing acronyms can go a long way toward helping your business generate online leads and revenue.
There are a seemingly endless supply of acronyms being thrown around out there, from the general to the highly specialized. These eight marketing acronyms are the ones you need to know to help you navigate digital marketing language and be on the cutting edge of best practices for your business.
8 marketing acronyms you need to know
1) KPI: Key Performance Indicator(s)
Effective digital marketing campaigns start with documented goals, accompanied by the metrics you will measure to determine how successful you are at reaching those goals. KPIs are your most important metrics. Choosing the right KPIs for a specific campaign is critical to its success, since these metrics are how you evaluate and tailor your efforts.
2) CTA: Call-to-Action
Even if you haven’t run across this particular one of our marketing acronyms, you’re probably aware of what it refers to. Your CTA is the vital step in which you ask your audience to take an action that moves them one step closer to your objective of connecting them with your company. Creating effective CTAs is key to converting leads.
3) SEM: Search Engine Marketing
SEM refers to the type of advertisements that appear on search engines such as Google, Bing, or Yahoo among the sponsored results. These advertisements can be effective if you choose your keywords wisely.
4) SEO: Search Engine Optimization
SEO is one of the most important marketing acronyms you’re likely to run across. All of your digital assets, particularly all website content, should be geared toward ranking highly when prospects search for keywords relevant to your business. There are mountains of material written on SEO, as it’s a crucial topic for digital marketers. Our four-part series on writing for SEO is a good starting place.
5) CRO: Conversion Rate Optimization
CRO refers to the idea of increasing the percentage of website visitors that take the desired action on your page – or, more specifically, the visitors that convert into leads. Optimizing your conversion rate means ensuring that your website design, content, and functionality make it easy and attractive to navigate, as well as being persuasive.
6) CTR: Click-Through Rate
Your CTR is the number of clicks an advertisement or post receives divided by the number of times it has been shown or shared. This metric not only lets you determine how effective your content is, but it also helps you measure engagement on social channels. An engaged audience and a high CTR means more opportunities to convert leads.
7) CPL: Cost Per Lead
When you’re paying for leads to be delivered to you through an ad campaign, your CPL refers to the amount you pay each time a user fills out a form, subscribes to your blog, or provides an email address.
8) UX: User Experience
When it comes to digital marketing, user experience refers to the ease and navigability of your website and other digital assets. CRO, for example, is one of many aspects of UX, which also is affected by the overall architecture of your site, how quickly your page loads, the quality of your content, how your website interacts with your social media accounts, and more.
What other marketing acronyms have you found useful?
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by Fronetics | Jun 4, 2019 | Blog, Data/Analytics, Marketing
There is a lot marketers can learn from data collection that can be helpful in the buyer’s journey. However, with all this information comes challenges. Here’s how to overcome the challenges of data-driven digital marketing.
Highlights:
- Data is a key component in driving decisions when it comes to digital strategies.
- Try using analytics tools that take into account all of your data activity and tracks it through all of your channels and platforms.
- The key to using data to optimize your marketing efforts is the ability to collect and analyze the data.
Video transcript:
I’m Jennifer Yim, the Director of Strategy here at Fronetics, and today we’re going to be talking about how to overcome the challenges of data-driven digital marketing.
Data is a key component in driving decisions when it comes to digital strategies. And there are a lot of things marketers can learn from data collection. Those can be helpful in identifying opportunities along the buyer’s journey. But all this information comes with its own set of challenges.
Here are the three of the biggest challenges of a data-driven strategy and how to overcome them.
1. Finding the right data and KPIs
There is no point in tracking data if it can’t be used to serve a purpose. Digital marketers need to give the data meaning by utilizing the numbers they’re collecting.
Once you finalize a strategy, start tracking the specific data points that contribute to those KPIs. Some of the most important KPIs are website traffic, engagement rates, and conversions. And remember, time is a key factor in analyzing data.
2. Having the right platforms and tools
As a marketer, you need the right tools to determine what’s working and what isn’t. Try using analytics tools that takes in all your data activity and tracks it through all of your channels and platforms. This will give you a full picture of what is happening throughout the buyer’s journey and will also help you make more informed decisions about tweaking your strategies.
3. Bringing it all together
The key to using data to optimize your marketing efforts is the ability to collect and analyze the data. Keep consistency in how you report and organize your results and use this insight to drive your marketing strategy. What’s working? What can you improve? Constantly be working to make your marketing plan to align with your top performing digital marketing efforts.
You can learn more at Fronetics.com.
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by Fronetics | Jan 12, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Competitive benchmarking should be part of your data-driven marketing strategy.
In August 2016, Elaine Thompson claimed the mantle of world’s fastest woman, and Michael Phelps became the most decorated Olympian of all time. Thompson and Phelps achieved these incredible feats by continuously pushing themselves to do better. To do this, they not only tracked and measured their personal performance, but they also tracked the performance of their peers and of their competitors. Together, this data gave Thompson and Phelps the knowledge and drive needed to improve their own performance.
When it comes to measuring marketing performance, most marketers look inward, focusing on key performance indictors (KPIs) such as website traffic, open rates, social engagement metrics, and conversion rates. While these inward facing KPIs are important, it is also important to look at what is happening outside your organization and to benchmark your marketing performance against peers and competitors. This will give you the knowledge and drive you need to improve your performance and chance of success. It can help you to identify threats and strategic opportunities.
WHO
When adding competitive benchmarking to your marketing strategy the first step is to determine who to benchmark against. I recommend not just benchmarking against direct competitors, but to also benchmark against industry leaders, and against a company or two that you think is excelling (this company does not need to be in your industry). By taking this more global view, you can gain ideas and intelligence from industry leaders and from the creative and strategic minds of top performers. A word of caution – be strategic and keep the number of companies to a reasonable number.
WHAT
While you should determine the KPIs to track and measure based on your business and marketing goals, here are some to consider:
- Traffic by channel
- Visits by source
- Bounce rate
- Keywords
- PPC activity and spending
- Social engagement
- Social reach
- Posting times
- Top performing content
- Meta description (company positioning)
As with your inward facing KPIs, action is key. Use the data you gather to inform your strategy.
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