How Brands Use Video to Boost Awareness

What is brand awareness and how does it affect your larger business? As it turns out, it affects things a great deal. According to Harvard Business Review, 64% of people said that shared values were the main reason why they had a relationship with a brand in the first place. Regardless of the industry that you’re operating in, building brand awareness should essentially be one of your highest priorities at all times.

In many ways, brand recognition is about a lot more than whether someone instantly recognizes your logo when they see it or not. It’s about the long-lasting, meaningful relationship that you’re able to forge with your target audience. It’s about the feeling and emotion that you’re able to invoke at the mere mention of your company. It’s about loyalty, respect and honor – all in one convenient package.

In 2017, it’s clear that video is one of the best ways to build brand awareness that is currently available. Not only is most of the traffic on the Internet solely dedicated to video, but it’s also a terrific way to increase conversion rates, generate new leads, and boost engagement at the same time. All of this will be hugely beneficial when it comes to using video for that always-important goal of raising brand awareness.

 

how brands use video to boost brand awareness

 

First things first

If you really want to use video to increase brand awareness, you’ll need to first start by defining your target audience. It can’t be “everyone” – that will have you trying to essentially hit far too many moving targets. Think about your ideal customers and the specific types of people you’re trying to reach:

  • Where do they watch videos?
  • What type of videos do they watch?
  • What do they find helpful?
  • What do they need?

The answer to these questions will give you a better idea of how you must proceed when creating content moving forward.

Along these lines, you should always tailor your value proposition to different buying audiences. It’s difficult to get a Baby Boomer and a Millennial to agree on just about anything, even if they both inherently like the same idea. As a result, your video content will need to re-frame your message to better communicate with the specific people you’re trying to reach at the moment.

 

The power of “About Us” video

When it comes to building brand awareness, trust is one quality that you can never have too much of. As a result, your first priority should be in creating an “About Us” video in an effort to build trust with your audience. Tell your company story – talk about what your company does, why it does it and how you’re trying to make the world a better place. You can even create a video interview with company leadership to give a first-hand account to why your offering is better or more meaningful than that of your competitors.

 

Experimenting with other types of video content

The most important thing to remember about all this is that “video,” as a communications medium, is inherently malleable. Different types of videos can all accomplish different things, provided you approach things from an angle that is easily digestible to your target audience.

General explainer videos are a great way to help audiences understand not just your value proposition and what you’re offering, but why these things matter in their lives. This is the key to building brand awareness regardless of the product or service you are offering, and this is what makes each and every company create explainer videos for their audiences.

A product overview video, for example, can be a perfect way to spark interest for your product or brand by showing off what makes it unique and what problems it can solve. A demonstration video can be a huge boost to people who may be on the fence about a purchase (along with your sales teams) by explaining complicated technical details in an easy-to-understand way.

Customer testimonials are also great types of videos, as peer recommendations are very impactful for consumers. They’re essential for creating an emotional appeal for your brand, and more and more people today rely on online testimonials as much as on personal recommendations.

 

Digital outreach channels

Once you’ve taken steps to create your video content, distribution becomes your next focus. Video ads are a great way to get your content in front of the eyes of as many people as possible, by leveraging paid advertising, PPC channels, and social ads to your advantage.

Videos can also be a tremendous way to engage your audience through social media. Not only can social videos entertain, but also educate or inspire your followers, helping establish a thought leadership (or any other) position for your brand. A huge portion of your audience is hanging out on social media right now and you suddenly have a mechanism (video) to reach them every waking hour of the day, which makes social videos one of the most-used type of content so far.

 

The bottom line

It’s also important for you to remember that there is no real “one size fits all” way to generate brand awareness. Different audiences will need to be reached in different ways and even though video is powerful, a single video isn’t enough to get the job done. You will need to become intimately familiar with the folks you’re trying to reach so that you can get the right message in front of the right people in the right way at the right time.

Have you incorporated video content into your marketing and PR efforts so far? If so, how do the videos vary for different channels? Share your best practices in the comments below.

The post How Brands Use Video to Boost Awareness appeared first on GetResponse Blog – Online Marketing Tips.

How Hotjar Gained 60+ New Trial Signups a Month with a Single Overlay

Hotjar’s content experiment with overlays is turning website visitors into new customers. Here’s how.

If you Google “Content is king,” here’s what you’ll find: More than 37 million Google results that justify how important content is online.

It’s a tired phrase, but it’s true. At Unbounce, for instance, our blog has been invaluable in growing our digital footprint and our business.

Every once in a while, you hear a story about someone who uses content to earn new customers and new revenue. And, they make it seem pretty easy (like “Why didn’t I think of that?”).

Well, Nick Heim, the Director of Inbound Marketing at Hotjar, has done just that. He offered website visitors an ebook at just the right time and in just the right way by using an overlay.

Overlays are modal lightboxes that launch within a webpage and focus attention on a single offer. Still fuzzy on what an overlay is? Click here.

Overlays, a type of Unbounce Convertables, allow you to show relevant offers to specific users at the perfect time, making them less likely to leave your website without converting.

By implementing a Convertable into his campaign, Nick isn’t just bringing in new leads, he’s actually turning website visitors into paying Hotjar users. So how’s he doing it?

Let’s start from the beginning

The TL;DR? Hotjar implemented a new Convertable on their pricing page, which resulted in new signups. The overlay offered visitors an ebook, The Hotjar Action Plan, in exchange for their first name and email address.

Hotjar Pricing Page Overlay

The overlay converted 408 visitors in the first three weeks, 75% of which were not existing Hotjar customers.

Once a visitor converted on the overlay they received an email from Hotjar right away. Non-customers received an email with the ebook as a PDF, along with an offer to try out Hotjar for an extended period of time.

Nick explains:

For non-users, we sent them a quick instant thank you email followup that contained the asset and offered a 30 day trial of the Hotjar Business Plan. This is double the trial length a new user would usually receive by signing up through our site.

Here’s what the actual email looks like:

Hotjar follow up email

Hotjar makes good use of the email they sent to preexisting customers, too. That variation contains the ebook as well as a simple question about what type of content they’d like to see — allowing Hotjar to continue delivering value to their customers. #winwin

The overlay strategy

The overlay Nick built was set to appear only to first-time visitors who are exiting the Hotjar pricing page.

According to Nick,

This was more of a visitor experience decision than anything. We didn’t want to come off as badgering visitors in the research phase [of the buying process].

Hotjar Convertable Setup
Setting trigger rules in the Unbounce builder.

So, did it work?

“Absolutely, we’re getting 60-70 new users per month as a result of the Convertable,” said Nick.

From the overlay, about 3% of page visitors convert on the page.

Hotjar Convertable Results

Of those that converted on the overlay, 75% were not current Hotjar customers and about 19% of the non-users who received their follow-up email with the PDF have become new Hotjar customers.

Already an Unbounce customer? Log into Unbounce and start using Convertables today at no extra cost.

Experimenting the Hotjar Way

Nick explained that his team at Hotjar hadn’t implemented overlays into their lead gen strategy before using the Unbounce Convertable; “this was a total experiment. We wanted to be able to nurture the new leads coming from different channels and bring them back.”

Nick pointed out that, “these things [overlays] can be used really wrong. You need to be careful and consider the human on the other end. Think about the entire process.”

For their experiment, Nick said, “[we didn’t have] hard goals, but we wanted to prove whether there was a case for using overlays.” Nick pointed out that it can be difficult to measure the negative effects of user experience — especially without a baseline to measure your results against.

“We wanted to see if the risk was worth the reward. We did get the quantitative results — which for us, measure better than industry standards.”

Hotjar’s Golden Rules for Using Overlays

Through this trial experience, Nick and his team at Hotjar established some general guidelines for using overlays. Nick shared his golden rule for delighting visitors with overlays (opposed to pestering them).

Start by asking yourself these questions:

First, is it appropriate to use an overlay in this part of the user journey?

If the answer is yes, ask yourself “What’s the least annoying way to accomplish that?” If the answer is no, don’t use it.

Second, “Does it solve the problem [website visitors] are looking to solve?” Nick emphasized that the offer on the overlay needs to align to the problem that people are trying to solve.

Finally, how do you know if you’re offering the right thing? Nick says, “Ask people! This is an awesome way to improve your content.”

Hotjar's golden rules for using overlays

Should you use Convertables?

Overlays give us marketers an opportunity to present the right people with the right offer at the right time. Of course, they can also be used to do the opposite, and, as Nick says, “you don’t want to leave someone with a bad taste in their mouth,”

Like any good data-driven marketer, you’re going to want to take it for a test drive. Like Hotjar, try experimenting with overlays to decide they’re a good fit. At the end of the day, it’s your customers and your brand that will decide if overlays work in your marketing strategy.

Original Source: How Hotjar Gained 60+ New Trial Signups a Month with a Single Overlay

How to Use a Knowledge Base to Grow Your Social Presence

I can’t think of a day when I didn’t check my Facebook, let alone the other social channels like Twitter, Instagram, SnapChat and what not. Social media is not a trend anymore, it has become a habit and a way of life. If we analyze the involvement of social media in our day to day lives, you’ll see that even our conversations have multiple references of it.

“Did you check that article on Facebook?”

“I met this gorgeous woman on Instagram”

There are several more instances when we mention social media in our day to day conversations. It has taken people by storm and now, when we meet somebody who isn’t on social media, we start judging them.

According to the statistics by SimilarWeb, the following are the ten websites and apps with the most web traffic:

 

 

 

As shown above in the images, Facebook tops the chart with Instagram, Twitter, Whatsapp and Snapchat also taking their places in the top 10. This makes it pretty obvious that social media is the greatest stage on virtual web.

So, when it comes to businesses, social media should be a key channel in terms of marketing and engaging audience. Most businesses, whether product or service, have FAQ and help pages for their users. The typical tool to create such help sites is a knowledge base.

As an online repository of information, a knowledge base contains all the relevant information, from FAQs, user guides to help manuals. While businesses devise strategies to engage more people on social media, there is one method which is often overlooked – utilizing a knowledge base in social media tactics.

Here are some benefits of considering a knowledge base as a part of your social presence strategy:

 

Offer relevant content to promote on social channels

Every social media rep understands the value of high quality content on social channels. If the content is not up to the mark, chances of drawing traffic gets slim.  And it is not just about traffic, creating quality content is directly proportional to the conversion rate.

During the conversation audit, a social media representative uses different tools like Radian6 or Meltwater Buzz to mine the data for “product” or “brand” related conversations on the internet. After getting the data, one can find the following key statistics:

  • The platform of conversations (Facebook, Twitter etc.)
  • Nature of conversations
  • Influencer identifications, their community size and so on.
  • Competitors community sizes, reach etc.

After gathering such valuable data, the next step is to engage these channels and people with relevant content. If the content is not providing value or helping people out in anyway, then all the efforts can backfire.

This is where a knowledge base comes handy. Your knowledge base is a repository which consists all the information about your products and brand. For a social rep to coordinate with different teams to get the content can take up a lot of time. So instead, content can be taken from the knowledge base. This will benefit in the following ways:

  • As the content published on knowledge base is well researched and reviewed, it will save time.
  • Content on knowledge base is a contributed repository of a lot of minds in an organization which increases its relevance.

It allows social media reps to offer fresh content on social channels every time without any brainstorming.

 

Create a fun learning experience for customers on social channels

When you are a product/service provider, there will be cases when your customers may not know about your product completely. They may use it for a specific reason and never bother to know more as long as it is serving their primary purpose.

Such customers will never visit your knowledge base to read your perfectly authored user guides and manuals. And as a business owner, understand that the more your customers learn about your product’s functionality, the better are the chances of upselling and future references.

So, what do you do to educate them more about your products?

You bring the knowledge base to them!

Apart from making content relevant, posting KB articles of your products on social can create a learning environment for your customers. This is the same way gamification has done wonders in the learning field. When you create a casual environment to educate people, there is no pressure and people are able to grasp more than they will ever in a studious or disciplined learning environment.

Social media is a place where people come to “chill”. A smart business owner can easily use this “chilled” environment to his advantage. So, when you post KB articles and other information about your products in a fun and interesting way, you can educate your customers indirectly, which has some direct benefits as well:

  • You feed more information about your products to your users, making them realize the true potential of your products.
  • A lot of customers can resolve their queries on social media itself, without having to call your support or even landing on your knowledge base!
  • It makes the life of your social media reps easy as they can have better post scheduling and a more crisp roadmap to follow.

 

Make social channels a credible source for your organization 

I mentioned at the beginning of this post how social media is the biggest stage in the world of virtual web. And because now everybody counts in likes and shares, creating a social presence is very important.

It is as important for a business as it is for that high school kid who wants his first girlfriend but is condemned because there are less likes on his profile picture!

Seriously folks, it may sound exaggerated, but this is the reality of the world we are living in. Social media has that importance now.

So, when a potential prospect wants to do business with you, the chances of him/her checking out your social channels are quite high. If your social presence is not what the prospect thinks it should be then you have lost a potential customer.

When you are posting relevant content, engaging the right people with valuable information and also creating a learning experience on your social channels with the help of a knowledge base then it greatly increases the credibility of your organization.

The more engagement you have on your social channels, the more it looks active, increasing the chance of prospects trusting your organization (or at least giving it a thought). That is enough for conversion. To sum it up here is what you get:

  • Engagements on social channels gives out that you are active.
  • Relevant and valuable content adds to the credibility that you know what you’re doing.
  • It proves that you are a modern organization which glides with the trending strides.

 

Roll out product updates faster to your customers

All the authored wikis, user guides and manuals are saved and published on your knowledge base. So, when you roll out new updates, it gets difficult to let everyone know about them, which increases more tickets and inquiries from customers.

I hope I have stressed enough on the fact that social media is the most active part of the internet. No matter who you are or what you do, I can always spot you scrolling through your Facebook in trains, planes and even while walking.

So apart from a press release about your new updates, if you post those updates from your knowledge base to your social media channels, there more likely to reach to more audience. This also doesn’t put pressure on your customers and audience.

They might be scrolling through their best friend’s wedding photos and if your update comes in between the feed, there is a fair chance of them remembering about it. So, here’s what you get:

  • A faster channel to promote about your updates.
  • Offer the refined well written posts of your knowledge base.
  • Start a discussion and gather feedback on your updates.

 

Final thoughts

Even though there isn’t a direct connection of social media and a knowledge base but if played smartly and right, the above use cases can actually boost social engagements, quality of content and educate your customers.

Have you ever used your knowledge base’s content to help fuel your social media? How did it work for you? Tell us about it in the comments.

The post How to Use a Knowledge Base to Grow Your Social Presence appeared first on GetResponse Blog – Online Marketing Tips.