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Become Anything but Meek with This Trend Report

Insights for the Fall from Mary Meeker’s 2019 Internet Trends Report

The summer is a peak season for digital and internet specialists. While we don’t normally associate these warm months and hot sunny days with the technology industry, there is an almost overwhelming amount of conferences, conventions, and information releases that take place. Fortunately, we can spend the beautiful summer days to sift through all of these details for application and practice during the remainder of the year.

One of the biggest names in the world of internet technology is that of venture capitalist, Mary Meeker. She is most known for her annual ‘Internet Trends Report’. Based on its reliable track record in anticipating trends in marketing, stocks, purchasing, and internet usage, It is released every summer.

For those of you who don’t use Meeker’s name on a daily basis, we’ll give you a quick rundown on the “Queen of the Internet”.

Who Is Mary Meeker?

There isn’t a shortlist of Mary Meeker’s career highlights because, arguably, every step of her career has generously impacted the industry. Some of her foremost achievements are:

  • 1981 DePauw University B.S.
  • 1986 Cornell University M.B.A.
  • Merrill Lynch stockbroker
  • Morgan Stanley analyst
  • Annual ‘Internet Trends Report’ beginning in 1995
  • Lead Management Team for Google IPO in 2004
  • Kleiner Perkins Caufield & Byers partner from 2010-2018
  • Executive Board member for Docusign, Square Inc., and Lending Club
  • Released ‘USA Inc.’ government business analysis in 2011
  • Founder and partner of venture capitalist firm, Bond Capital, since 2018

In her Internet Trends Reports, Meeker has also supported the now-proven success of the following stocks: Dell, Microsoft, Intuit, Netscape, AOL, Amazon, Yahoo, eBay, and Google.

2019 Trend Breakdown

While much of Meeker’s analysis is centered around statistics and information, she does release her own educated assumptions and predictions based on the hard facts she gathers. Fortunately, for us, this leaves us with information that can track what will be best for you, your consumers, and your partners.

Based on her research, these are six of the biggest trends within the realm of digital marketing:

  1. 51% of the world was active on the internet in 2018
  2. One-quarter of adults were “almost constantly online”
  3. Images are driving online communications; over half of Twitter impressions involve images
  4. Internet ad spending increased by 22% in 2018
  5. American digital media usage increased 7%, an average of 6.3 hours per day
  6. Advertising is an increasingly expertised area due to a rise in industry regulation

Application within the Industry

With these key insights from Meeker’s 2019 report, the industry cannot only address the needs of the consumers but also improve the market for your business. Understanding user outreach, engagement, and retention to adapt current practices will boost your business’s success and longevity.

New precedents have been set based on the statistics mentioned. Look into the best ways to integrate this information into your strategy, whether that’s through high-quality photos, targeted videos, intentional branding, or another aspect of digital marketing. Operating with the trend application in mind will not only improve profits but can also provide heightened accessibility measures for new and existing market segments.

As Meeker addressed, the marketing industry is becoming more specialized and expert-oriented. Don’t settle for ‘good enough’ when there are digital marketing experts out there with the knowledge and know-how to get you in front of the right audience.

How to Differentiate Yourself from Competitors

A cluster of Lightbulbs, one being lit to be different

“Risk more than others think is safe. Dream more than others think is practical.”
— Howard Schultz, CEO of Starbucks

A business is built on an idea. This idea is what drives our risk. Stand out from the rest, don’t be afraid.

Be Different

The way your business is portrayed to the public relative to your competitors is a constant battle for any small business. Most people expect to gain traction right away, some businesses are even making ditch efforts to go “viral” with any sort of content they have. In the marketing world, not only do marketing agencies have to market for their clients, but they also must be consistent marketing themselves. Here are some tips on how marketing businesses differentiate themselves from the rest:

1. Don’t be too Broad

One way to stand out from the rest is to be an expert in one area. You may find that this one area is what is lacking across the board for other marketing companies. It’s better to be excellent at one thing, than mediocre at everything. If your business can pump out some high-quality results, then you can build a loyal client base on one factor, and then you can offer more features down the road.

2. Read the Reviews

It’s easy to put up the curtain and focus on what only you think is best for your business. However, there are many other people out there who have their opinions and are not afraid to share them. Especially in social media marketing, it is important to make a connection with your audience and clients. Building this relationship maintains your reputation and shows that you care what others think. If you can find your strengths and weaknesses through the use of reviews and client feedback, then you are on the right track for finding your area of strength.

3. Stir the Pot

As the quote mentions, risk more than others think is safe. This tip takes some more courage and willpower to stand above others. Being different in a controversial way has been a tactic used by a lot of companies such as Gillette. With their recent ad they may have lost out on some customers, but they built loyalty with others that share the same values they do. Sometimes digging into the heart of your business’s values will spark controversy, but in the end, it will reassure you that your business is making noise above the rest.

4. Emphasize Uniqueness

Try emphasizing your companies’ value through unique offers or catchphrases. Sometimes this can be environmentally friendly initiatives, high-quality equipment, or special offers. Whatever your marketing business does to stand out from the rest is a great focus to push. When you push this uniqueness people will begin to catch on to your repetition. This can prove to be a great way to differentiate yourself from other marketing agencies. If you offer something, no matter how small, that your competitors don’t, then customers are driven to engage with your business more.

The Sea of Marketing

The word “marketing” is a very broad term alone, so it can be just as hard to be a unique marketing agency. Boise marketing agencies are gaining more traction due substantial population growth, but they are also facing challenges differentiating themselves from each other. If you think it’s hard for a marketing agency in Boise Idaho, imagine how it is in larger cities. Hopefully, you’ve gained some inspiration or motivation to stand out from the crowd in this flooded market. Market your values, your beliefs, and build a business that attracts that type of audience.

What does SEO mean?

Two Men Planning a Website's SEO on a Clear Whiteboard

SEO is short for Search Engine Optimization. SEO is the process of driving traffic to your website from search engines through organic search engine results. The idea is to drive quality traffic in high quantities to your website. There are a variety of SEO techniques that are used to enhance the ranking of a website in search engine results pages. We will talk more about these techniques throughout this article.

How exactly does SEO work?

Search engines have crawlers that gather information from content all across the internet. These crawlers use algorithms to match data with your website. It is a fairly complex system with a lot of factors involved when it comes to the sorting of websites on search engines. Keep this in mind: user-friendly websites will usually rank higher if the search engine decides that the site is easy to read and navigate.

SEO vs. SEM

When it comes down to it, you have Search Engine Optimization (SEO) and Search Engine Marketing (SEM). The key difference here is that SEO concepts revolve around organic results – in other words, these are free search results. SEM uses paid services, such as Pay-Per-Click (PPC) advertising. Basically, you are paying the search engines to increase the visibility of your website when you use SEM. It all comes down to the approach of your business – either organic SEO or paying for services with SEM.

What is Organic Click-Through Rate?

Organic Click-Through Rate is the percentage of searchers that click on a search engine result. In other words, it shows you how often a person will click on your search result after it is viewed. There are many techniques that a Search Engine Optimization company can implement that will help improve organic click-through rates. We will talk more about that in the next section below.

What is a Search Engine Optimization Company?

A Search Engine Optimization company can help businesses improve their SEO strategies to better position themselves on search engine rankings. It often requires changes to content, images, coding and other pieces of a company website to improve SEO results. An SEO service is complete with SEO professionals who can properly analyze a company website to implement the necessary changes that will improve the visibility of a website.

What are Structured Snippets?

Structured snippets are ad extensions that allow you to highlight aspects of your product or service. These can basically give your customers a preview of what your business has to offer before they even click on the link. The goal is to entice people to click on the link to learn more. Utilizing structured snippets can help drastically improve your click-through rates.

What is the Purpose of a Google Analytics Report?

A Google Analytics report is a free web analytics service that gives you in-depth detail about the visitors that come to your website. This valuable tool will help you understand where visitors click, how long they stay and other aspects related to their visit. Using this report will help you better shape the strategy of your website if you notice particular weaknesses that show up in the reports.

Why is Web Marketing so Important?

Marketing your business online requires the use of search engines, social media, videos, email, blogging and other such online tools. Fortunately, these efforts allow you to reach a large audience. While you can certainly focus your marketing efforts locally in Boise, web marketing makes it easier to expand your services across the nation. For this reason, web marketing is essential to the modern business. In order to successfully market your business online, it is important to focus on website optimization. Along with SEO techniques, it is important to design your website content in ways that will ensure that it is clear, concise, and relevant to your products or services.

What is PPC Advertising and How Does it Work?

A person building a website on a computer

PPC stands for pay-per-click. PPC advertising is an internet advertising model that helps drive traffic to websites by charging an advertiser to pay a fee whenever the ad is clicked. In today’s competitive online marketplace, PPC marketing is an increasingly popular tool that many companies are utilizing to boost their online marketing efforts.

What is Google AdWords?

Google AdWords is one of the most popular forms of PPC marketing methods on the market. This is an online marketing platform where advertisers pay to display brief advertisements, service offerings, product listings, and video content within the Google ad network. If you have ever seen those ads that show up at the top or side of your screen, those are most likely Google ads.

How to Advertise on Google

Fortunately, advertising on Google is a fairly simple process, though it can take a long time to master. However, by utilizing Google Ads you put yourself in the position to advertise your business to reach thousands, if not millions of people. As we mentioned earlier, it all starts with the Google AdWords platform.

How to Use Google AdWords

Here are the steps to help you use Google AdWords:

  • Sign up for a Google AdWords account.
  • Define your daily budget. You will specify on average how much you would like to pay. You are only charged when someone clicks on your ad.
  • Specify your geographical location.
  • Choose between a Search Network and Display Network. Beginners will usually want to go with the Search Network. Ads will be shown to those who are searching for keywords related to your business.
  • Pick out your keywords. You can choose around 20 keywords that will allow your ad to pop up when someone types in those words in relation to your geographical location.
  • Select the amount of money that you are willing to pay per click.
  • Create your Google Ad.

What is CTR?

CTR stands for click-through rate. CTR is a ratio that shows you how often people click on your ad after they see it. CTR is a good tool to help you understand if your keywords and ads are working well or not. Increasing your company’s CTR should always be an ongoing initiative!

What is PPC Management?

PPC Management is when a marketer oversees a company’s PPC strategy. A PPC manager will make sure that your PPC campaign is effective and properly implemented to meet the needs of your business. PPC services will provide ongoing support and strategy to combine keywords, ad messaging and other components to increase your CTR.

What is Conversion Rate?

The conversion rate is the percentage of visitors who come to your website and complete a specific task. For example, this task could be filling out a form or completing an online sale. It all depends on what you need out of your site visitors to define your conversion. At the end of the day, you want that conversion rate to be as high as possible. If it’s a high percentage, then your website is functioning well in a way that gets your customers to achieve the goal that you are attempting to achieve.

What is Return on Ad Spend?

Return on Ad Spend (ROAS) is a marketing formula that tells you the amount of revenue that is generated for every dollar spent on your particular advertising method. The formula looks like this: (Revenue/Spend) = Return on Ad Spend.

What is Customer Acquisition Cost?

Customer Acquisition Cost (CAC) is another helpful formula that will give you an idea of what your business is spending on its marketing efforts. You simply divide your marketing expenses by the number of customers that were acquired during that time period. For example, if you spend $500 and you get 500 customers, then the CAC is $1.

Putting it all Together

A good PPC strategy takes a combination of the components that we talked about here in this article. Implementing tools such as Google AdWords, and following up with measurement, monitoring, and management through analytics will help drive more traffic to your company’s website.

Must Know Brand Marketing 101 for Startups and Entrepreneurs

A man lettering in a notebook

Starting a business can be an incredibly exciting experience. One mistake though is getting overexcited and forgetting about the basics, including brand marketing. A strong brand is vital for any company. It is how you are perceived and judged by anyone that views your business. Here’s how you can start off your brand marketing.

Make your brand stand out

One way to do is read up on the subject and get your hands on a guide to everything you need to know about branding. Branding is big and critical for your startup business so pay heed to professional advice.
Most professionals will tell you that by marketing yourself as a personal brand you are letting potential customers immediately know who you are and who they can trust. On the flip side, if you bungle up and market yourself poorly, it will lead to poor branding and misrepresentation of your business. That’s why it’s important to know what qualities you have that makes you stand out.
Another way to learn is observe and analyze famous brands. For example think of Disney, you’d immediately think of child-friendly movies. The same goes with Intel with high-quality computing equipment, Gillette with affordable razors and Rolex with luxury watches. There is more to these brands than what they sell.

Market to your niche

What’s common about those brands is that they know what type of product sells and who they’re marketing to. Disney wouldn’t advertise outside of a nightclub, Gillette wouldn’t market themselves as a luxury brand and Rolex wouldn’t have a stall in a convenience store.
It’s important to identify who you are and what your brand stands for. This can take some detailed research and patience. Trying to find your unique selling point (USP) is vital, especially if you have a small marketing budget. It’s important to note that winning a small targeted group of people is better than trying to swim and survive in a sea of unknown population.

Combine your brand with marketing

Your brand and your marketing are two separate aspects but are strongly bonded. You have to market with your brand in mind, and you have to develop your brand thinking about how you are going to market it.
So if you market without considering your brand you are going to risk confusing your customers. You need to create a marketing strategy that everyone can buy into in order to give yourself a consistent message across all platforms.

Don’t send mixed brand messages

Today, there are more ways to market your brand than ever before.
Your logo design and name are important so make sure you get them seen across as many platforms as possible. Facebook, Twitter, and LinkedIn are great tools to start with.
Your website can also be vital, as will any app that you have. Blogging is a great way to educate and convince your customers of your brand’s authority, and help your website show on search engines.
Across all these platforms, you want to make sure that you are marketing your brand message consistently in order to start growing your business with a solid foundation.

Final thoughts

Your brand is a powerful piece of intellectual property and you need to protect it at all cost. One bad marketing move and you could cause damage that could take awhile to recover. So pay heed to building your brand from ground zero.

Guest Author Bio
Bill Watson is a digital strategist whose passion is to promote startups and small businesses via online media. He loves creative tattoo designs, dogs and lots of coffee. Connect with him here.

What is Branding and Brand Development?

An Organizer to plan the branding through brand development

What is Branding?

Brand development is the process that a company goes through to maintain a consistent level of quality, value and trust amongst consumers. It’s important to understand that branding does not occur over night. It takes time for customers to become familiar with a brand.

Branding your Business

As we mentioned earlier, brand development is a process that occurs over a long period of time. Think of some of the most famous brands that are out there – they developed their images over time by consistently delivering a product or service that can be trusted and valued by its customers.

Take a look at these how-to steps to help brand your business:

  • Know your audience. You need to understand your target audience before you build your brand.
  • Write a mission statement. Don’t just write down flashy statements that sound good. Develop a mission statement that will provide your brand with a purpose.
  • Get to know your competition. It never hurts to know what your competitors are doing. In doing so, you may be able to establish some ideas that will outshine the competition.
  • Create a logo. This task is a calculated art form. It takes a lot of time and research to land on the right logo for your business.
  • Develop a tagline and a message that will resonate with your target audience.

What does a Brand Development Agency do?

A brand development agency specializes in creating, improving and managing brands. Branding services can help grow your business by providing expert assistance in brand development that is often required in order to develop meaningful content that will engage your target customers.

A brand development agency will conduct thorough market research, focus groups, graphic designs, content development and other components that will build your brand. Here’s another thing to consider – an outsider’s perception on your brand will always carry a lot of weight. It’s this outside perception that helps create innovation with your branding strategy.

What are some Brand Development Strategies?

When it comes to branding your business, you have a wide variety of brand development strategies to choose from. Here are some of the most effective brand development strategies to consider:

  • Increase exposure. This is about getting your brand out there any way you can. Take on more projects in the community, advertise on social media, create a blog, and look for other creative ways to get your brand out there to the public.
  • Create a unique personality for your brand. Maybe it’s funny taglines? Or maybe you want to create more serious ads that resonate with an important social issue? Regardless, creating a brand personality will help you stand out amongst the competition.
  • Extend your brand. Use an existing brand name to help extend a new brand. This is helpful when you are launching a new product or service. You are using a trusted brand from the past to introduce a new brand. Customers will be more willing to consider the new brand when they see that it is attached to a brand that they already recognize.
  • Don’t forget about digital marketing. Utilizing online marketing through search engines, social media, videos, websites, blogs and more will always go a long way to help your branding development strategy. Remember, digital marketing is the most efficient way to reach the largest amount of customers.

Be Patient with Brand Development

If there’s one thing to keep in mind during this process, it’s this: be patient with branding. With the right brand development strategy in place, customers will come to trust your brand over time. Branding your business takes time and effort to continuously develop and maintain brand development strategies that have a positive impact on your target audience.

SEO: What It Is and What It’s Not

A person working n a computer to build a website

What does SEO mean?

SEO is short for Search Engine Optimization. SEO is the process of driving traffic to your website from search engines through organic search engine results. The idea is to drive quality traffic in high quantities to your website. There are a variety of SEO techniques that are used to enhance the ranking of a website in search engine results pages. We will talk more about these techniques throughout this article.

How exactly does SEO work?

Search engines have crawlers that gather information from content all across the internet. These crawlers use algorithms to match data with your website. It is fairly complex system with a lot of factors involved when it comes to the sorting of websites on search engines. Keep this in mind: user-friendly websites will usually rank higher if the search engine decides that the site is easy to read and navigate.

SEO vs. SEM

When it comes down to it, you have Search Engine Optimization (SEO) and Search Engine Marketing (SEM). The key difference here is that SEO concepts revolve around organic results – in other words, these are free search results. SEM uses paid services, such as Pay-Per-Click (PPC) advertising. Basically, you are paying the search engines to increase the visibility of your website when you use SEM. It all comes down to the approach of your business – either organic SEO or paying for services with SEM.

What is Organic Click-Through Rate?

Organic Click-Through Rate is the percentage of searchers that click on a search engine result. In other words, it shows you how often a person will click on your search result after it is viewed. There are many techniques that a Search Engine Optimization company can implement that will help improve organic click-through rates. We will talk more about that in the next section below.

What is a Search Engine Optimization Company?

A Search Engine Optimization company can help businesses improve their SEO strategies to better position themselves on search engine rankings. It often requires changes to content, images, coding and other pieces of a company website to improve SEO results. An SEO service is complete with SEO professionals who can properly analyze a company website to implement the necessary changes that will improve the visibility of a website.

What are Structured Snippets?

Structured snippets are ad extensions that allow you to highlight aspects of your product or service. These can basically give your customer a preview of what your business has to offer before they even click on the link. The goal is to entice people to click on the link to learn more. Utilizing structured snippets can help drastically improve your click-through rates.

What is the Purpose of a Google Analytics Report?

A Google analytics report is a web analytics service that gives you in-depth detail about the visitors that come to your website. This valuable tool will help you understand where visitors click, how long they stay and other aspects related to their visit. Using this report will help you better shape the strategy of your website if you notice particular weaknesses that show up in the reports.

Why is Web Marketing so Important?

Marketing your business online requires the use of search engines, social media, videos, email, blogging and other such online tools. Fortunately, these efforts allow you to reach a large audience. While you can certainly focus your marketing efforts locally in Boise, web marketing makes it easier to expand your services across the nation. For this reason, web marketing is essential to the modern business. In order to successfully market your business online, it is important to focus on website optimization. Along with SEO techniques, it is important to design your website content in ways that will ensure that it is clear, concise, and relevant to your products or services.

What Is Digital Marketing?

Digital marketing is the advertising of products or services through digital technologies. Examples of these technologies include search engines, social media, email, and mobile apps. Today’s businesses utilize digital marketing as one of the most efficient forms of communication amongst their customers. While there are many forms of digital marketing, each digital marketing strategy can be customized for a particular target market.

What is a Digital Marketing Strategy?

As we mentioned above, there are many different types of digital marketing approaches. For this reason, it is important for every business to develop a digital marketing strategy that will help advertise the products or services for a particular group of customers. It is essential to narrow down ideas that can be executed within the different arenas of digital advertising; for example, these include content marketing, email marketing, social media marketing, and video marketing.

What are Marketing Analytics?

Marketing analytics are crucial to the development of any digital marketing strategy. The utilization of marketing analytics will help your business to measure, manage and analyze its marketing performance. These results will help you figure out how to be more efficient with your digital advertising methods.

How can a Digital Marketing Agency Help your Business?

A digital marketing agency strives to produce results-based marketing with digital strategies. In other words, traditional marketing strategies (such as cold calling and direct mail) are generally dismissed among digital marketing agencies. The idea is to provide digital marketing strategies through the use of an agency that is made up of digital marketing professionals with years of experience in this field.

B2B vs. B2C

There are two types of models that businesses usually adhere to: B2B and B2C. B2B stands for business-to-business. This is when you sell products or services to businesses. B2C stands for business-to-consumer. This is when you sell products or services to customers in the general public. Every business needs to establish one of these models in order to hone in on the proper type of digital marketing strategy. For example, B2B strategies are much different than those of B2C strategies. With a B2B strategy, the marketing efforts need to be designed in ways that are attractive to a business as a whole, rather than an individual consumer.

How to Develop a Successful Digital Marketing Strategy

Take a look at these how-to steps to help guide your forward with your digital marketing strategy:

  • Set your goals.Establishing your goals will help shape the overall strategy.
  • Evaluate the tools that you have on hand. It helps to understand the framework that you have in place when it comes to digital channels and assets. You can use these digital assets to help get started with your plan. You can add more assets along the way as you develop your plan further.
  • Create a content strategy. Develop your content and establish a landing spot for each piece of content that you develop. Whether it is social media, a video, or website content, an established guide will help you place these content pieces in the right spots.
  • Monitor your results. At the end of the day, you need to rely on analytics to get a handle on your results. If something isn’t working, you need to be aware of the issue so that it can be adjusted in a way that will improve your ROI (return on investment).

Keeping up with Digital Marketing

Let’s face it, technology moves fast in today’s world. Digital marketing is an ongoing component of every business that requires time and dedication. For this reason, many businesses will turn to a digital marketing agency for assistance. These are trained professionals who regularly keep up with all of the latest trends and tactics that are relevant in the world of digital advertising. At the end of the day, digital marketing is all about finding efficient ways to reach your customers. It takes a thorough, well-thought-out strategy to achieve this goal.

SEO Trends For 2019

In 2019 we have some new emerging trends in SEO as well as trends that have been on the rise for several years now. Let’s take a look at seven of the most important SEO trends to keep in mind in the coming months.

Less organic traffic to your site.

Because the use of search engine results page (SERP) features, that are becoming more and more commonly used by search engines, click through rates (CTR) are at an all-time low. One way you can avoid this is by not using simple keywords, basically nothing you could look up and be able to find the answer without clicking on a single link. An example of this type of query could be the searcher asking for the time in Tokyo, most search engines have features built into the results page that shows whatever time you searched for. (Plus advertising giants like Google are still looking to please their investors and reducing organic traffic means more money in their pockets.)

One way you can reduce the effects of SERP features is by building and maintaining your brand and creating brand loyalty among your customers. In the end, if you want to maintain or grow traffic to your sight, hiring a search engine optimization company may be your best bet!

Voice search gaining more and more popularity.

Voice search has been on the rise for quite a while now, but it’s just going to keep getting bigger and bigger. The good news is that there are little changes to be made to your current SEO process in order to optimize voice queries. One difference is that voice search requires simpler, easy to read content. In a case study done by Brian Dean, research found that most Google voice search results were written at a ninth-grade reading level. Plus, according to Bright Local, “58% of consumers have used voice search to find local business info in the last 12 months.” So, since local searches still depend more on the distance from searcher to business than, searchers may need to have more detailed queries to find your website if you’re not as close as the other guy. For instance, instead of “digital marketing Boise” they may have to say “search engine optimization Boise” to get the results they’re looking for.

Mobile searches still on top.

In today’s society, everyone seems to be constantly on the go, busier than ever. Due to this, mobile queries have been and will continue to be the majority of all internet searches. While mobile searching is really similar to desktop, it is critical that you make sure you are optimizing for mobile users and the UX needs to be on brand and easy to use… which brings us to our next trend of 2019.

Pretty matters and UX is more important than ever.

Ever come across a very poorly designed website? You know the type, tons of white space, confusing (or nonexistent) navigation features, just overall boring to look at and hard to use, maybe even glitchy. This can actually be detrimental to you and your organization because people generally make their decisions based on first impressions and aesthetics, not necessarily the content on your page. Make sure to keep UX in mind and keep your loading speeds high, your pop-ups and disruptive ads low, and your site mobile friendly and you should be in good shape. Another thing to keep in mind is user intent (UI). When considering keyword placement make sure your content matches the intent of the keyword and can actually be useful to the searcher or this can hurt you too.

Don’t discount backlinks.

So you’ve optimized for mobile, you’ve made sure your website is looking amazing, and your content is well written and easy for voice searches to use as a result, that’s all there is right? Wrong. Never ever forget about the importance of backlinking. While UX is extremely important to the success of your site, backlinking may be even more important. In a study of over 1 billion web pages in their content index, Ahrefs discovered that “there’s a direct correlation between total linking root domains and total organic search traffic.” So don’t get too caught up in UX that you forget that this is the most important ranking factor.

Need for accurate, well-written content.

The internet is HUGE. Trying to wrap our minds around the actual size of the entirety of the internet is pretty difficult. In order for your site to stand out amongst the billions of other web pages, you NEED to make sure your content is well written, accurate and easy to understand. Your information needs to come from a credible source or you will lose traffic to those who do.

More video.

YouTube reports that by 2021 80% of all web traffic will consist of video. If this doesn’t convince you that video is extremely important to your site’s success, it should. Owned by Google, Youtube is the second largest search engine, so it should not be forgotten. Plus, pages with video are 53 times more likely to show up on the first page of Google search results, so adding video can be a simple step in order to increase your site’s traffic.

How Video Can Help Your Marketing and Online Presence

We all enjoy a good YouTube video or even a funny commercial, but have you ever considered the benefits of using video as a marketing tool? Here are our top five reasons why not using video as a marketing tool can leave you in the dark ages:

It is highly digestible.

One of the best things about video is how, when used properly, information can be laid out in a way that is extremely easy to understand. Video requires much less effort from the audience and is therefore way more likely to be watched through completely than an article is to be read from start to finish. Plus, with 90% of consumers watching video on mobile devices, video content is ideal because it can be accessed and watched from anywhere in the world.

It can be entertaining and engaging.

While there are many different types of video, the best ones for online marketing are explainers, interviews, product reviews and demo videos, live video and video ads. While these may seem pretty straightforward, there’s a few key factors you may not have yet considered.

Types of Videos for Online Marketing:

  • Explainer
  • Interviews
  • Product Reviews and Demo
  • Live
  • Video Ads

1. Explainer Videos

These type of videos are great when you release a product that may need more explanation, for instance this video made by GTBank, a Nigerian financial institution, has a short anecdotal hook at the beginning and then proceeds to explain what their newest application is and how to use it. It is entertaining and funny and has almost two million views on YouTube, which is awesome exposure for the company. It’s also animated which can be a great choice for explainers and video ads as using storytelling as a marketing technique engages more people and is overall more memorable content than the alternative. After all, 97% of marketers say videos help customers understand products and help them to make purchasing decisions. (explainer videos are also great for social causes too, like this video that illustrates the dangers of texting or talking while driving)

2. Interviews

Say you work for a company that spells specialty shoes that are supposed to improve posture, circulation, etc. Making a video interviewing someone like a foot and ankle specialist who can give an expert recommendation for your product can be extremely useful. This is also a great opportunity to bring in social media influencers or celebrities who can vouch for your product and get your video more exposure as well.

3. Product Reviews and Demo Videos

Ever heard of user generated content, or UGC? This is the perfect opportunity to spread awareness of your product to potentially a previously untapped audience. You or your company can use brand ambassadors to make their own content or review of your product and promote it to their followers. This is especially important when trying to reach a younger audience as many college students are willing to be a brand or campus ambassador just for the experience. Another great thing about UGC is that because it is mainly posted and shared on social media, you can actually consider it a form of market research, helping you to identify key publics to appeal to and where to put out your main messaging. There is also a ton of YouTube videos that are product reviews and serve as free or earned advertising, assuming it’s positive feedback of course.

4. Live Video

Live video is great because it builds trust in your company or organization by letting your audience get to know the inner workings of your organization. This type of video is more engaging as it’s seen as a more face to face type of interaction than just you sending out messaging to your audience. It’s also fun and interesting for consumers to see a “behind the scenes” view of your company, it’ll make them feel more familiar with your company and in turn fosters brand loyalty.

5. Video Ads

As we mentioned before, storytelling is a great marketing technique, and while a picture is worth a thousand words, video ads that have a distinct beginning, middle and end are much more entertaining and memorable than their still counterparts. In 2017 84 Lumber wanted to increase brand awareness for their company so they created this video ad. It has an emotional appeal, grabs people’s attention and is very memorable. Another good approach for video ads could be illustrated or animated because they can advertise your product in a way that is understandable and retainable.

Videos give high ROI and Search Engines love websites with embedded videos.

To make a really professional, good looking video, you could either hire a video production company, or try to do it yourself. Now either way, it is going to cost you, but because video can reach such a large audience, you have the potential to make back the money you spent on the process and then some. Also, search engines like Google love videos embedded in websites. In fact, they love them so much that pages with video are 53 times more likely to show up on the first page of Google search results than those without. This is a great way for your company or organization to improve your search engine optimization, or SEO, because search engines see video as high quality content.

Video boosts conversions and can improve sales.

In a study conducted by Social Media Today, 90% of consumers claim a video will help them in making a purchasing decision. Since most people look at product reviews before making a purchase, having a video that stands out from the rest can boost sales and improve your conversion rates.

It is easily shareable.

Consumers prefer watching a video to reading an article, so keeping that in mind, creating a video that is entertaining, engaging, tells a story and is also consistently branded has the potential to go viral and in turn increase traffic to your website, which, once again, can lead to more sales and conversions.

If these reasons didn’t convince you that video is an excellent marketing tool, you might be interested to know that YouTube reports that by 2021 80% of all web traffic will consist of video. Another reason to get ahead of this trend is that 81% of businesses are already using video for marketing purposes. So, next time you sit down to write an advertisement, consider using a video instead.