In today’s In-Sites Thought Hive, we’re giving you the resources you need as a marketer right now with Hubspot help and tips for your marketing strategy.
To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.—Brian Halligan
Video content is the new royalty
If content is king, then video content is now a part of the royal lineage. From online video platforms hosts like Vimeo, Wistia and Vidyard to social video hosts like YouTube and Facebook, video is being created, hosted, and shared daily from the likes of individuals, small businesses and big brands.
Video's rise to content marketing power should not go unnoticed or underutilized as surmised by the following statistics:
- 37% of marketers said visual marketing was the most important form of content for their business, second only to blogging (38%).
- 62% of B2B marketers rated videos as an effective content marketing tactic in 2016.
- 4X as many consumers would prefer to watch a video about a product than to read about it.
- 92 percent of mobile video consumers share videos with others while social video generates 1200 percent more shares than text and images combined.
- By 2017, video content will represent 74% of all internet traffic.
Key takeaway for marketers: There has to be a shift from previous long form written content to visually engaging snackable content. Whether it’s an infographic or video, investing in the visual form is the next step for marketing strategy—if you haven’t included in your strategy already.
HubSpot video marketing resources for creating video content:
- 31 Video Marketing Statistics to Inform Your Strategy [Infographic]
- 16 Video Marketing Statistics Every Marketer Should Know [SlideShare]
- 12 Video Marketing & Advertising Campaigns You'll Actually Enjoy Watching
Business to human marketing through social media
As a brand, you can tell who has a difficult time conversing with their audience on social media. In fact, check out the following infographic to see the worst brand flops on social media due to brand unawareness:
The opposite of brand flops is obviously wins, and a brand that is currently jumping the brand awareness charts in 2017 is Wendy’s.
You may be wondering how can a fast food chain outside of McDonalds and Burger King can jump to new levels of virality.
Well, if you haven’t heard already, Wendy’s popularity has boosted recently due to their Twitter account. What started as a quick fire response between Wendy’s and a follower turned into a huge increase in their brand awareness. Even on YouTube through the Fine Brothers Entertainment channel, they posted a video with YouTubers reacting to the Twitter war while adding their own commentary as to what they want from brands as Internet influencers. The video is referenced below, and if you are aversed to strong language, some of the insight they provided is also listed:
It’s about being less robotic. I don’t want to just be, 'Promo, promo, promo. This is what I got going on. Watch my video.' I want to be like a real person ‘cause people connect with people...There has to be a personality behind your brand—Lilly Singh
So many people are on Twitter and social media that it’s just—having the one-on-one interaction, it makes it more personal.—Sonja Reid
This is a company that gets it. Whoever is the director of marketing and is letting this happen should have everybody looking at them...cause this is so much brand awareness to the new generation. It’s very smart.—Gabbie Hanna
Key takeaway for marketers: A blend of brand and social media awareness is key to audience engagement. That’s why it is within your best interest to learn the ins and outs of the many different social media platforms and use it in your own way. For instance, learn from the following statistics in order to improve your social media marketing:
- 41 percent of Americans say it’s important that the institutions they engage with have a strong social media presence.
- Of those Americans who have a social media account, 28 percent would rather engage with a brand/organization on social media than visit a physical location.
- Nearly one-third of Facebook users (32 percent) engage with brands regularly.
- Twitter is a place to interact with brands: 42 percent of users learn about products and services via Twitter, 41 percent of users provide opinions about products or services on Twitter, and 19 percent of users seek customer support on Twitter.
- Instagram has the highest per follower engagement rate of any of the major social networks at 2.3 percent.
- A whopping 68 percent of Instagram users engage with brands regularly.
HubSpot social media marketing resources for creating engaging content:
- How to Create a Sensible Social Media Strategy for Your Business [Infographic]
- 7 Trends That Will Change Social Media in 2017
- 6 Tips for Scaling Social Media Promotion With a One-Person Team
Think about what people are doing on Facebook today. They’re keeping up with their friends and family, but they’re also building an image and identity for themselves, which in a sense is their brand. They’re connecting with the audience that they want to connect to. It’s almost a disadvantage if you’re not on it now.—Mark Zuckerberg
Wait, there’s more.
Outside of video and social media, there’s so much more to marketing right now than meets the eye. It’s best to stay on top of all the latest and greatest insight that the marketing world has to offer not only you but also your audience. For more information on what you should know as a marketer in 2017, check out the following visual and read up on the latest marketing insight provided by HubSpot’s co-founder Brian Halligan: Inbound Marketing’s Second Act: 4 Things Every Inbound Marketer Should Do in 2017
Many companies have forgotten they sell to actual people. Humans care about the entire experience, not just marketing or sales or service. To really win in the modern age, you must solve for humans. Every process should be optimized for what is best for the customer—not your organization.—Dharmesh Shah
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