doubledawnwriting

Advice for better writing and marketing

Posts Tagged ‘social media marketing

Finding a Really Great Marketing Company

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For every bad marketer, there is also a good one. The good ones don’t advertise as heavily, because quite frankly, they don’t need to. Word of mouth and referrals drive the business, so don’t be afraid to ask around.

Much like the mechanic that never fixes his own car, don’t dismiss a marketing company because it doesn’t have a flashy website. Instead, ask for references, links to client pages and a detailing of the work they will perform. Be specific. Ask if they use paid traffic services. Ask how they do keyword research. Read the content on the reference pages they have supplied.

Be Careful What You Wish For

As in any endeavour, view all promises with a healthy dose of skepticism. By the same token, keep expectations realistic. I’ve known too many people who’ve been duped by underhanded marketers, simply because legitimate marketing companies could not meet their demands.

Never demand that you must have the number one search engine ranking. Never act like you’re doing the company a favour by bringing them business. Never act like seo marketing is easy, painless and really no big deal. Never set unreasonable targets and deadlines. Never try to dangle the carrot on the stick.

Why?

You will offend the legitimate marketers, and they will turn down your business. Honest and trustworthy marketing companies put effort and time into the jobs they do, and should be treated with respect. When you hire a professional, treat them with professionalism.

Legitimate marketing companies will have a strategy, timeline and will work with you for the overall goals of your website. They will discuss different elements of your website, offer suggestions to improve the quality and possibly the design. They will help you market your business itself, not just the website.

Marketing your business is the key that separates the good from the bad. The fact is, being at the height of search rankings doesn’t guarantee sales increases. The value of a company is based on how much revenue it can generate, not how well it ranks in search engines.

A good marketing company will improve ranking, but it will also improve the customer experience and sales conversion. Social media presence, interactive contests, newsletters and other engaging activities are a large part of promoting your business and improving your profits. Marketing is not about Google, it’s about making money.

What it comes down to is this: if your marketing efforts haven’t improved your bottom line, then it’s time to look for a better marketing and seo company. Results matter.

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Making Videos Go Viral

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I was watching the Celebrity Apprentice the other night, and the task was to create a viral video. The entire concept of creating something with the intention of turning it into an internet phenomenon suggests it’s a daily business practice.

Yes, social marketing includes YouTube. Yes, many a marketing plan tries to lull in potential clients with the use of video. But can you really create a viral video? Is there a secret mix of creativity and clever distribution that can drive millions of views to a single broadcast?

Neither the men or the women on Celebrity Apprentice really seemed to nail the concept. I will say, good efforts were brought forth by both teams. No blame can be appointed, because it’s a tricky task. We rarely see commercialized product endorsements on the top 10 list of global viral videos.

That doesn’t mean it can’t be done. It means marketing companies often fall short, but not for lack of effort. It’s the nature of the beast. They are simply too focused on endorsing a product. After all, that’s what they’re paid for.

Two Key Elements of Viral Videos

  1. Emotional Connection:   Viral videos are passed around by internet users who happen upon them and are compelled to click that share button. It’s an absolute, 100%, genuine, emotional response. Videos that trigger this reaction have touched the viewer in some way.

   It might be laughter, it might invoke our sense of outrage, it might make us feel sentimental. It might remind us of our past, or inspire us about the future. There are a few well orchestrated exceptions, but most viral videos are not created by a marketing firm. They are amateur. They are imperfect and sometimes barely in focus.

  1. Utter Lack of a Large Target Audience:    Marketing companies focus on brand imaging and target markets. Converting viewers into buyers is the name of the game. While they have some success within the intended audience, the true nature of viral videos crosses all the demographical lines.The videos that take the internet by storm, also take the owners of the clip by surprise. They were never intended to be online sensations. It was just a little something to share with friends, relatives or school chums. It’s daily life. It’s misadventures. It’s social awareness.Whether the video breaks your heart, makes you laugh until you cry or leaves you numb with horror, the call to action comes when you are instantly moved to share it with others.

How to Make a Viral Video

If you really want to make a viral video, brand promotion needs to be an afterthought. The most important element is to reach people. Touch them on an emotional level.

Go ahead and make the commercially branded, polished video to uphold your professional image. But when you’re done, take a close look at the cutting room floor. The instructional video about how to properly paint a ceiling is a great accent to a website. Yet the clips showing the paint tray flying off the scaffolding and splattering the walls and crew are a lot more entertaining to the masses.

Clever videos have been created using a series of bloopers and spontaneous moments that have drawn huge numbers of views. Adding a soundtrack just adds to the entertainment value (and saves you from bleeping any curse words).

Get Real and Get Inspired

Creating a viral video is not about thinking outside the box. It’s about thinking inside human nature. We can all relate to the mishaps and fallacies of life. Which little anecdotes do you share with friends and family? What are the classic, “I-can’t-believe-that-happened” tales that have been passed around for years?

Need some inspiration? Take a look at Urlesque’s list of 100 Most Iconic Internet Videos. Take note of the relevance, the emotional impact, the use of music and the play on pop culture. If you want to be a millionaire, take advice from millionaires. If you want to be an internet icon, study those who are already there.

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