5 Killer Content Ideas for Facebook Live Video_Prepare1 Image

Are you using live video in your marketing?

Has the fear of live video held you back?

With video marketing on the rise, coming up with a catchy and attractive video can be a huge challenge for those who lack the time (and money).

That’s where the beauty of Facebook Live comes in. Making its debut in 2016, the service has enabled users to make videos that stream live using only a minimum of your smartphone’s camera to capture it.

Brands and video marketers who want to step up their live content game don’t need to look any farther than Facebook Live. The broadcasting platform, which was officially introduced in April 2016 to all Facebook users, has become a favorite destination for the site’s users when they’re looking for live content to entertain and inform them.

However, the same type of content that works on YouTube Live, Instagram Live, or even Snapchat or Twitter won’t necessarily be what works best on Facebook Live. Depending on your particular brand, you’ll want to tailor a strategy specifically to the streaming platform to maximize your reach and marketing potential, and make the most out of your Facebook Live video content.

But as intimidating as streaming live might be, there is a variety of brand-boosting benefits to using the service that will only make you seem more trustworthy and credible as a company.

One of the most amazing opportunities Facebook Live offers is the ability to engage with your followers. With reactions, comments, and viewer numbers shown in real-time, you can prompt responses by asking and answering questions in your broadcast.

Facebook’s newsfeed algorithm also favors Live videos so if you’ve got an important message to get out, this is likely a better option than a traditional text update.

Here are 8 tips for better live video broadcasts.

1. BEHIND THE SCENES

Nine times out of ten, consumers only see the forward-facing side of your brand, the side that markets to them and wants to impress them enough to purchase your products or services. But if you use Facebook Live to take them behind-the-scenes, you’ll find brand loyalty and interest will grow.

You can do this by showing them preparations for a red carpet event, revealing the process of how their favorite product is made, or by letting them follow along with a particular employee’s daily duties.

Example: Dunkin’ Donuts hosted a live stream for Valentine’s Day where it took viewers on a tour of its test kitchen. The archived clip has more than 44,000 views.

2. EVENTS OR APPEARANCES

The biggest problem with events and appearances used to be their localized nature. But now brands can use Facebook Live to stream such events to viewers around the world. Bringing a big event or celebrity appearance to your Facebook page means you’re reaching consumers who might otherwise not be able to attend the event in person.

Example: The American Music Awards teamed with Coca-Cola to broadcast live from the red carpet and interview celebrities before the November 2016 awards ceremony. The first video of the night-long series pulled in over 171,000 views alone.

3. RETAIL

In this day and age, more and more people are looking for motivation to stick to their diet and workout plans (especially during colder seasons).

Luckily, Kohl’s understands that struggle and decided to help those looking for encouragement in 2017.

Kohls teamed up with ‘Tone it Up’ to host a live workout for their #GetActiveWithKohls campaign. The women behind Tone it Up took to a stage for basically a live workout video. Pulled in over 35,000 views.

4. PRODUCT & SERVICE ANNOUNCEMENTS

Much in the way live streaming events and appearances allows viewers to tune in regardless of their location in the world, product and service announcements can also be made via Facebook Live to immediately inform consumers of your newest offering. You’ll get to see fans’ reactions in real time, and answer any of their questions within chat to help them better understand the new product or service.

Example: Chevrolet used Facebook Live during its CES 2016 announcement of its new electric vehicle, the Bolt EV. Over 58,000 people have tuned into the archived video as of this writing.

5. HOW TO – DEMONSTRATIONS

While how-tos might be one of YouTube’s most-searched video types, they’ve become incredibly popular on Facebook Live, as well. You can use the live streaming platform to not only demonstrate how your own product or services work, but also to show how to perform tasks related to your industry. Doing so builds your reputation as a helpful, trustful brand.

Example: Tastemade, a top culinary brand, broadcast a live video of tiny food preparation in a tiny kitchen, and viewers went nuts. The clip has over 3.8 million views to date, and almost 8000 comments, and 18,000 shares.

HOW TO USE FACEBOOK LIVE FOR BUSINESS

Facebook Live’s growing popularity, especially among younger users, makes it a great tool for small businesses. What’s important for businesses is to understand how best they can use it to engage their audience.

By making this tool part of your digital marketing strategy, it is possible to leverage a sizable social media community. But before you get started, acquaint yourself with the tool and understand how its features can benefit you.

Once you have a thorough understanding, you can explore different ways in which you can use it to market your business. Whether it’s promoting an upcoming event or teasing a new product, Facebook Live can make a real difference.

FINAL THOUGHTS

One-fifth of the videos shared on the site are now Live videos.

With viewers spending on average 3X longer watching live video broadcasts than native video uploads, including Facebook Live video in your social video marketing strategy is becoming vital for generating engagement on the site.

It has been a year since Facebook made it possible for all its users to broadcast live. And within this period, the daily watch time for Facebook Live broadcasts has grown by more than four-times.

That’s quite an achievement considering Facebook has confronted serious competition on this front. Twitter, for example, made a big push into video when it acquired live streaming app Periscope.

But it was Facebook that ultimately managed to reach the youth demographic with exciting live streaming features.

In a recent eye-tracking test, Facebook discovered that people gaze FIVE TIMES longer at video than at static content on Facebook and Instagram.

“Getting from a live video broadcast to ROI is a process:

  • Engage
  • Distribute
  • Convert
  • and close.

Using a live video platform, you can distribute a live stream’s URL through ad units across the web.

Each ad unit has a cookie that tracks view time, engagement, conversions, etc. Then, marketers can track click-through rate, conversions, and other metrics within the platform’s dashboard and use those insights to inform their next action.”

Are you ready to take the next step to Facebook Live?

About Blair

 5 Golden Rules for Sharing on Social Media

Blair Evan Ball is a Social Media Coach and founder of Prepare1, a company that works with businesses, individuals and non-profits. He is a former executive with a Fortune 50 company, and his national division did $1Billion+ in sales annually.

Blair has written three e-books: Facebook for Business Made Easy, Facebook Pages for Business Made Easy, and WordPress Blog Setup Made Easy.

Blair also educates, trains entrepreneurs and business professionals how to amplify their brand, increase revenues, and raise more funds.

 5 Golden Rules for Sharing on Social MediaThe Race is ON! | PREPARE | Get into the Game and WIN!

 

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Time Spent Social Media Marketing_Prepare1 Image

How much time do you devote to social media each week?

How does that compare to other businesses? Your competitors?

The average internet user is now on social media and messaging services for over 2 hours per day. This shows the central role that social is playing in the daily lives of today’s internet users.

As the influence of social media continues to rise, we take a closer look at how this trend has evolved over time.

Social Media can be a total drain on resources if you don’t use it correctly. You can put in hours per day crafting the perfect Tweet, pinning things on Pinterest for your customers, or publicizing your latest viral video on Facebook; but if no one ends up buying anything from you, then it’s all been a waste of time.

So how do you know when enough’s enough?

It’s about what you post

If you just post trash ten times a day, people won’t care what you’re saying, and they’ll switch off. If you take the time to make something good, it’ll be worth it.

THINK QUALITY

But wait, lots of social media posts means lots of eyes on my brand…

Think about your goal – what is it you want to get from social media? It’s not just a case of “More sales, more money.”

  • Do you want to use it to build a brand?
  • Are you just looking to promote your products/services more directly?
  • Are you trying to become the authority in your industry?
  • Or simply be more interactive with your customers, as a means of customer service?

Used correctly, time spent on social media offers an excellent return on your investment. You can use it to create an image of your brand; coming across as relatable, empathetic and maybe even cool; rather than corporate and stuffy.

Think who your customers are

WEEKLY TIME COMMITMENT FOR SOCIAL MEDIA MARKETING

This is the first question that you need to ask yourself: How much time should I spend on social media marketing every week?

A study conducted by Social Media Examiner Industry Report 2017 asked 5,700 marketers how much time they allocate to social media marketing, and the entire report is worth reading, but here’s an overview of how much time marketers spend on social media marketing each week.

Weekly time commitment social media

The truth is, there’s no exact formula for deciding how much time to spend on your own social efforts. Large corporations can have multiple social media managers working around the clock, while smaller shops may only dedicate a few hours to social every week.

It’s all a matter of testing to see what works for you.

But no matter how much time you do decide to spend on social, you need to determine how to allocate your time to make sure that you’re working as efficiently as possible.

THE EXPERIENCE FACTOR

There’s a direct relationship between how long marketers have been using social media and their weekly time commitment.
For people just beginning with social media (less than 12 months of experience), 51% spend 5 or fewer hours per week.

However, of folks who have been doing this for 2 years or longer, at least 65% spend 6 hours or more per week on social media activities.

Social Media Experience

 

HOW TIME COMMITMENT VARIES WITH BUSINESS SIZE

Time commitment for social media by business size

A significant 64% of marketers are using social media for 6 hours or more and 41% for 11 hours or more weekly.

It’s interesting to note that nearly 20% of marketers spend more than 20 hours each week on social media.

Obviously the larger the business, the more resources they have to devote to social media marketing. Yet, I know many small businesses that have all there employees posting, with that said, they clearly define the field of play.

What’s in bounds, what’s out of bounds. No one wants to damage their brand with a wayward tweet.

30 MINUTES A DAY?

According to marketing automation software company Pardot, most marketers—or in the case of small businesses, owners or staff members tasked with social media—don’t know “how to tackle the mountain that is social media and wind up wasting a lot of time haphazardly updating and monitoring their social presence.” That’s why the folks at Pardot developed an infographic that outlines how to complete social media in just 30 minutes per day. I recommend checking out the full infographic, but here’s the jist:

  • Twitter: Devote ten minutes to responding to any direct tweets or messages; use an automation app to schedule tweets (I like Buffer) promoting any recent blog posts or other content, events, or specials; and scroll through your feed to re-tweet or share any relevant content.
  • Facebook: Spend six minutes responding to any comments, scrolling through your feed to engage with others’ comments, and sharing and promoting your own content.
  • LinkedIn: Take six minutes to share content and engage with your LinkedIn groups and your company page.
  • Pinterest: Devote four minutes to pinning any new content of your own, repinning others’ content that’s relevant to your brand, and engaging with those who’ve liked, commented on, or pinned your content—a quick “thanks” is all it takes.
  • Google+: Spend two minutes sharing content and posing questions in your status update.
  • Instagram: Take two minutes to post an interesting photo of your staff, facility, or presence within the community; also, scroll through your feed and like and comment on any images that are relevant.

Don’t have a profile on one of the above-mentioned social media sites? That’s totally fine. Devote that extra time to your other profiles.

Chris Brogan’s Social Media Time Management

This post is from 2009, but the advice is timeless. Chris Brogan, the CEO of Owner Media Group, recommends breaking your social media efforts into four chunks; then determine the total amount of time you can devote and go from there. While Brogan believes that two hours per day is the minimum for most efforts, that isn’t a hard-fast rule—although Americans spend an average of 3.2 hours per day on social, according to Ipsos, so maybe a couple hours isn’t too far-fetched. Here’s how Brogan divides up the social media time pie:

  • ¼ time = listening: “Start your day by listening and finding what the world is saying about you, your competitor, your marketplace, etc.”
  • ½ time = commenting and communication: Spend time commenting and replying back to people on the various channels where they reach you…I also include sharing [here].”
  • ¼ time = creating: “Your efforts in content creation are every bit as important as your connectivity and communication. This might include blogging, making video or audio, creating email newsletters…”

How to Save Time

According to Buffer, “Smaller companies, including many entrepreneurs and startups, spend a disproportionately larger amount of time on social media [than larger businesses] due to smaller staffs and lower budgets.” The team at Buffer also found that people waste a lot of time on social media—6 hours, 48 minutes to be exact. (Here is Buffer’s full pie-chart breakdown.)

I’m a big fan of Buffer, but also use Hootsuite which is my favorite.

Common sense says to cut out these time-sucks so you’re far more efficient and effective at social media, but how do you do that? Here’s what Buffer recommends:

  1. Automate your social media posting. Pardot recommended this in its 30-minute-a-day social media plan. And what do you know? Buffer is a social media scheduling and auto-posting tool.
  2. Budget a half hour—max—every day to scour the web for relevant content to share. (The article breaks it down further with specific time duration’s to devote to each social media platform.)
  3. Assign a customer service team member to address questions and inquires.
  4. Stop trying to gauge ROI by measuring “how many people liked or retweeted a post.” Instead, measure the right kind of metrics.

Source: Social Media Examiner

FINAL THOUGHTS

It’s clear the trend, businesses and individuals are spending more time on social media. That creates more noise, and sometimes can get us off track.

Be clear about your goals and objectives. Tie them to the social media platforms that work best for either your B2B or B2C business.

Guard your time wisely. It’s easy to get carried away with the latest trending article on Facebook, and lose track of your time and your goals and objectives.

Be clear about your social media strategies and the time it will take to accomplish your goals and objectives.

Think quality over quantity.

Remember these social media platforms are rented land! We live in changing times, and social media platforms are no exception.

Remember When MySpace was King?

Social Media sites will come and go. Point being…do not neglect your website. You have total control and last I checked most people like control.

Social Media Should NOT be Your Primary Web Presence

In fact, it should be used to support your website, not replace it. With so many different social media channels available, it makes sense to seek out which ones can support your website.

For example, you might use YouTube to host your product videos while embedding them on your website. Or use Twitter to promote your latest blog posts, while using Facebook to share how your business is active in the local community, and you could use create a B2B LinkedIn strategy to generate leads.

About Blair

 5 Golden Rules for Sharing on Social Media

Blair Evan Ball is a Social Media Coach and founder of Prepare1, a company that works with businesses, individuals and non-profits. He is a former executive with a Fortune 50 company, and his national division did $1Billion+ in sales annually.

Blair has written three e-books: Facebook for Business Made Easy, Facebook Pages for Business Made Easy, and WordPress Blog Setup Made Easy.

Blair also educates, trains entrepreneurs and business professionals how to amplify their brand, increase revenues, and raise more funds.

 5 Golden Rules for Sharing on Social MediaThe Race is ON! | PREPARE | Get into the Game and WIN!

 

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Content Marketing Ideas_Prepare1 Image

What marketing content do you use to engage your audience?

Are you using the right content in today’s business environment?

Maybe you are still skeptical that content marketing is right for your unique business/industry/size/audience.

Maybe you still think content marketing is just a buzzword. Maybe you are trying to learn from others by emulating what works for them.

And maybe your boss needs some convincing. Nothing gets executive buy-in like some solid fear-based examples of the competition being ahead of your company on the latest and greatest digital marketing trends.

Content marketing is not a piece of content. it is not marketing with content like brochures. It is not a native ad. It is not a “viral video.”

Content marketing means acting like a publisher, consistently creating content that your customers actually like to read and share. Content marketing is how to build an audience and attract subscribers who opt-in to allow you into their already over-crowded email inbox.

Content marketing is one of the most in demand skills of the year. And its influence just keeps on growing. According to a recent survey conducted by SkilledUp, 50% of businesses plan to increase their content marketing spend, and yet 34% claimed they had a difficult time finding job candidates with content marketing skills.

MOST IMPORTANT CONTENT

According to Social Media Examiner’s Industry Report 2017.

Types of Content

The top pick was visual images (41%) up from 37% in 2016, surpassing blogging for the first time.

  • Blogging dropped from 38% in 2016 to 32% in 2017.

Blogging is more important for B2B marketers (43% say it’s the most important) than B2C marketers (26% claim it’s most important). B2C marketers place more importance on visual content (45% say it’s the most important) than B2B marketers (32%).

HOW WILL MARKETERS CHANGE THEIR FUTURE CONTENT ACTIVITIES?

#1: Video

The use of video is a key part of most marketers’ plans in later part of 2017, with 75% planning on increasing their use of videos.

#2: Visuals

A significant 73% of marketers plan on increasing their use of visuals in 2017 and beyond.

#3: Blogging

The written word is still important for marketers. About two in three plan on increasing their use of
blogging.

#4: Live video

Considering that live video is a relatively new content option, it’s impressive that 61% of marketers
plan on increasing their use of live video in the next 12 months (up from 31% in 2016).

#5: Podcasting

Only 26% of marketers plan on increasing their use of podcasting and a significant 60% have no plans
to get involved in podcasting.

B2B marketers are more likely to increase podcasting activity (30%) than B2C marketers (23%).

CONTENT FORMS MARKETERS WANT TO LEARN MORE ABOUT

Creating videos took first place as the area marketers most want to learn about, followed by live video and creating visuals.
B2C marketers are more interested in learning about using videos (76%) than B2B marketers (67%).

Content Forms Marketers Want to Learn More

Video content can be a valuable asset in your inbound marketing content mix. In fact, by the end of this year, video content is expected to represent nearly three-quarters of all internet traffic.

But getting people to sit through your videos can be challenging, considering that the longer your video is, viewers will consistently drop off and stop watching, in most cases.

Your video is being judged on its content, presentation, production quality, style, and the valuable information it provides. What does this tell us? Your content must be truly remarkable to maintain your audience’s attention.

Here is a great article by Hubspot on video creation.

14 Video Production Tips for Your Next Marketing Video

SUCCESSFUL CONTENT MARKETING EXAMPLES

WHOLE FOODS MARKET

Content marketers are likely to notice one distinct and somewhat surprising aspect of Whole Foods’ homepage: Rather than hitting users with deals or a large search bar to find the nearest store, the homepage – and much of the site – features content.

Whole Foods Content

Beautiful food photos and recipes are at the core of Whole Foods’ website. Users can browse seasonal recipes, Instagram food photos from other Whole Foods shoppers, and tips for healthy eating and smarter shopping. Whole Foods knows that by presenting users with useful, compelling content, they’ll inspire visitors to shop – even if they don’t explicitly tell them to do so.

Whole Foods takes the same approach with its social channels. On Instagram (1.8 million followers), they’ll regram beautiful food photos from users, but rarely promote their own products or deals. Whole Foods is also a prolific video creator who updates its YouTube channel (53K followers) nearly every week. They have series on cooking how-tosfood trendsrecipessourcing, and more. In addition to providing existing customers with inspiration, Whole Foods is creating content that will be surfaced in search when people look for recipes or cooking tips. This will inspire existing customers to shop for ingredients – and introduce the brand to other potential customers.

GOOGLE


Google is one of the world’s most recognizable brands and it’s not just because of its unshakeable hold on the search market. (Google controls nearly 95% of the U.S. mobile search market and almost 86% of all U.S. mobile and desktops searches.)

Google is also a brand that has a great worldwide reputation. And that’s largely due to its smart marketing practices.

The company’s business goes way beyond search. Google has teams working on everything from work collaboration tools (G Suite) to a cultural institute (Google Arts + Culture) that strives to make the fine arts more accessible. Because it has so many lines of business that ladder up to the Google name, the brand appears to be everywhere. Dozens of Google teams produce and distribute various forms of content daily on multiple channels – including many of their own, including YouTube and the Google homepage.

More importantly, Google consistently delivers free content that people value. Their videos, apps, games, and written content speak to people at a human level. Most Google content is inspiring, entertaining, and informative, with subtle self-promotion. This is one reason people hold Google in such high esteem: Because the brand proves its value every time people interact with it.

For example, in August 2016, millions of people around the world were turned to Rio de Janiero for the Olympics. That month, Google released a video series, called “Beyond the Map,” that took viewers into favelas – Rio’s historically poor and crime-ridden shantytowns – and introduced them to locals. They included Luis, a teenage ballet student, who dreams of dancing at the Teatro Municipal, and Paloma, a young woman who hopes to study artificial intelligence. Some are 360-degree videos, and the whole series is meant to be watched on Google Cardboard for a VR experience. (At the very least, people who don’t have Cardboard can navigate through the videos on mobile or desktop.) Either way, by giving people compelling content, Google introduced people to its latest technology and provided impetus for them to interact with it.

In 2016, Google also made a prominent change to its global communications content strategy. When you wanted to find information about the company, well, you Googled it instead of going to a specific blog. Last September, Google acknowledged that was a problem and launched The Keyword, the official new Google blog. This hub aggregates content that was previously posted across 19 blogs, so users will have a much easier time finding information.

Those are just two content marketing examples amid many. Others include the marketing insights blog Think with Google, the Google Primer marketing lessons app, and, of course, Google’s “Year in Search” videos that go viral every year.

FINAL THOUGHTS

As content marketers, it’s our responsibility to provide our readers with valuable content. Developing strong frameworks for how we think about content and the process we use to create it are crucial to becoming better content marketers.

  1. Continue to build on your strategy.
  2. Focus on those forms of content that provide the most engagement
  3. Become an expert in those forms of content like VIDEO.
  4. Meet with your team weekly.
  5. Use different social media platforms.
  6. Be persistent day in and day out.
  7. Challenge yourself to take risks.

SOURCE: SOCIAL MEDIA EXAMINER INDUSTRY REPORT

About Blair

 5 Golden Rules for Sharing on Social Media

Blair Evan Ball is a Social Media Coach and founder of Prepare1, a company that works with businesses, individuals and non-profits. He is a former executive with a Fortune 50 company, and his national division did $1Billion+ in sales annually.

Blair has written three e-books: Facebook for Business Made Easy, Facebook Pages for Business Made Easy, and WordPress Blog Setup Made Easy.

Blair also educates, trains entrepreneurs and business professionals how to amplify their brand, increase revenues, and raise more funds.

 5 Golden Rules for Sharing on Social MediaThe Race is ON! | PREPARE | Get into the Game and WIN!

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How to Develop the Master Skill for Success

by Blair Evan Ball July 20, 2017

How do you define success? Is there a magic formula for this? How can you tell if you’ve paid the full price of success? Many people define success in different ways. Some define it by money and position. Some define it by family. Some define it by happiness. Some define it by health. Whatever you […]

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How B2C Companies Budget for Social Media

by Blair Evan Ball July 13, 2017

Do you advertise on Social Media for your B2C business? If so what channels are you advertising on? It feels like every month a social network unveils a new social media advertising tool. Facebook, Twitter, and LinkedIn have long planted their flags in this territory, while Instagram, Pinterest, and Snapchat are quickly gaining ground. This […]

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How B2B Companies Budget for Social Media

by Blair Evan Ball July 7, 2017

Do you advertise on Social Media for your B2B business? If so what channels are you advertising on? It feels like every month a social network unveils a new social media advertising tool. Facebook, Twitter, and LinkedIn have long planted their flags in this territory, while Instagram, Pinterest, and Snapchat are quickly gaining ground. This […]

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How to Measure B2C Content Marketing Goals

by Blair Evan Ball June 29, 2017

Are you measuring your B2C content marketing efforts? If so…Which B2C content marketing metrics are you measuring? Would you like to know what the most effective B2C companies are doing and measuring? In fact, some of the top challenges for B2C content marketers is measuring the effectiveness of content and the ROI of their efforts. More often […]

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How to Measure B2B Content Marketing Goals

by Blair Evan Ball June 22, 2017

Are you measuring your B2B content marketing efforts? If so…Which B2B content marketing metrics are you measuring? Would you like to know what the most effective B2B companies are doing and measuring? In fact, some of the top challenges for B2B content marketers is measuring the effectiveness of content and the ROI of their efforts. […]

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Seven Ways to Control Your Mental Life

by Blair Evan Ball June 15, 2017

Does all the daily noise get you off track? Is Social Media distracting you or are you using it for attaining your goals and dreams? Psychology often discusses mental health — but what’s not often discussed is a clear definition of mental strength and focus. Mental strength and focus means that you regulate; Your emotions […]

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7 Successful B2C Content Marketing Tactics

by Blair Evan Ball June 9, 2017

Do you know where the B2C content marketing industry is moving or why? Which channels does your organization use to distribute content? How will you adjust your own B2C content marketing strategy for growth? Without a doubt, content marketing, done correctly, can produce dramatic results for your business. But, it takes time and focus to become effective […]

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