Convince & Convert ON – Convince and Convert: Social Media Consulting and Content Marketing Consulting http://www.convinceandconvert.com Tue, 22 May 2018 13:46:54 +0000 en-US hourly 1 https://wordpress.org/?v=4.8.6 http://www.convinceandconvert.com/wp-content/uploads/2017/10/cropped-convince-convert_C-orange-32x32.png Convince & Convert ON – Convince and Convert: Social Media Consulting and Content Marketing Consulting http://www.convinceandconvert.com 32 32 Lies, Damned Lies, and Content Marketing Metrics http://www.convinceandconvert.com/content-marketing/lies-damned-lies-and-content-marketing-metrics/ Thu, 22 Jun 2017 14:30:00 +0000 http://www.convinceandconvert.com/?p=40345 Mark Twain had it right about content marketing metrics. No matter how objective your analysis seems to be, cognitive bias affects how every marketer interprets metrics.

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Mark Twain had it right about content marketing metrics. No matter how objective your analysis seems to be, cognitive bias affects how every marketer interprets metrics.

Takeaways

  • Cognitive bias can lead well-meaning marketers to misinterpret crucial data.
  • Content marketers should view metrics as guideposts for their next steps, rather than infallible indicators of success or failure.
  • Enlist an outside eye when analyzing data to limit the impact of your own cognitive bias.

Anna: Mark Twain once said there are three kinds of lies: lies, damn lies, and statistics. Now it’s been more than a hundred years since he last said that, but it still rings true today, especially when we’re talking about content marketing metrics.

Hey everyone, my name is Anna Hrach, and I am a Strategist at Convince & Convert, and today I wanna talk to you about content marketing metrics. Measuring content is consistently cited as a top challenge for marketers today, but the problem isn’t access to data—it’s actually how we misinterpret it, thanks to our cognitive biases.

Everyone has cognitive biases. It’s not something we can escape. Cognitive biases are when we take data and overlay subjective information or thoughts on top of it, and we unintentionally skew data, most likely in our favor. A good example of this is when we’re looking at two different data points, say in Google Analytics, they happen to be going the same direction, so we automatically assume that they have a relationship, and that they correspond, when in some cases, that’s not always true.

Now, as I mentioned, everybody has cognitive biases. There’s no escaping it. But I do have three quick tips for you today. The first tip is to just assume that you’re putting analytics together incorrectly. I know that sounds really negative, but it’s really gonna help you in the long run. Be critical. Put your data together, and then tear it apart. Make sure you’re looking at it from every way possible.

The second is to use data as more way-finding than hard and fast rules. We have this tendency in marketing to look at data as the end-all, be-all, when really we should be using them as guideposts for the direction we should go, rather than the only way to go.

Finally, have someone else look at your data if you can. Sometimes it just really helps having someone who’s not connected to the outcome of the data just take a look and tell you what they think is going on. It can really help change your perspective.

Now, for more information and tips and tricks on content marketing metrics, be sure to check out the Convince & Convert blog, or leave me a comment below and we can chat. Until then, see you next time.

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How to Use Paid Targeting to Align with Your Customer Profiles http://www.convinceandconvert.com/convince-convert-on/how-to-use-paid-targeting-to-align-with-your-customer-profiles/ Wed, 31 May 2017 20:00:00 +0000 http://www.convinceandconvert.com/?p=40031 Customer profiling is your best best for figuring out who the heck your consumer is and how you’re going to find them.

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No, “customer profiling” doesn’t involve mugshots or lineups. It’s your best best for figuring out who the heck your consumer is and how you’re going to find them.

Takeaways

  • Successful customer profiling goes beyond demographic data to include specific audience motivators and barriers.
  • A how-to guide from our friends at Help Scout offers a road map for building better customer profiles.
  • Facebook is a marketer’s playground when it comes to persona development.

Mary: Customer profiling. No, it’s not a mugshot lineup—it’s a strategy to figure out who the heck your consumer is, and helps you figure out how you’re gonna find them.

What’s up, guys? I’m Mary Nice, a senior strategist at Convince & Convert. Today I wanna explore the topic of mapping your customer profiles to your social advertising efforts so that you can start thinking outside of things like demographics and really start reaching in and aligning with your consumers and addressing their motivators and their barriers.

Our friends over at Help Scout wrote a fine article for the C&C blog about creating customer profiles. The link is in the email, so make sure that you check that out. The article walks you through three concrete steps for effectively creating personas, which is akin to a comprehensive how-to guide for reaching your ideal customers. It’s taking your audience that, today, you may define as something like the customer support manager for a large company, and actually explores her as Help Desk Heidi, a customer support manager for a large company who is quite knowledgeable about Help Desk, and she’s tried them all. She needs very little coaching, and her main concerns will center on the time and the cost of switching from her company’s current solution to a new one. She’s interested in reporting tools, she’s deeply analytical, and she loves data.

In typical campaigns, you may target this person by finding people who show an interest in customer service or have a job as a customer service managers, but using Greg’s key questions to start learning more, you’ll look into what websites does this customer visit, what blogs do they read, what are they likely using in search, what search terms are they using, what sort of content appeals most to them. So, as an example, instead of targeting people with a job customer service manager, we may now target people who follow Jay Baer, one of the leading experts in customer service, or Zendesk, one of their competitors.

One of the best places to explore this is Facebook audience insights. It’s like a playground for persona development. When you’re done creating your personas, actively test and figure out how those translate effectively into your targeting. Think about ways you can answer those key questions and turn those into targeting mechanisms and, finally, how your content and your ads will align to those things that Heidi really cares about. Talk to her individually. Address her main motivators and barriers.

So, what about you? Do you have personas set up? Are you effectively translating those personas into social media targeting? What qualification has worked the best for you? Let us know.

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Stories Are the New Social Media Newsfeed http://www.convinceandconvert.com/social-media-strategy/stories-are-the-new-social-media-newsfeed/ Wed, 10 May 2017 20:00:28 +0000 http://www.convinceandconvert.com/?p=39717 The social channels we use are less important now than ever before. Today, it’s all about how you tell your story.

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The social channels we use are less important now than ever before. Today, it’s all about how you tell your story.

Takeaways

  • Carefully choosing your social channels no longer has the impact it once had on your marketing success.
  • Many of the new feature roll-outs on top social platforms have focused on storytelling.
  • Forget about reaching your daily quota of posts, and focus more on the stories you share.

Lauren: The social media channels we use are actually less important now than ever before. Right now, it’s all about how you tell your story.

Hi, I’m Lauren Teague, Strategist at Convince & Convert, and today I want to explore the idea that stories are becoming the new newsfeed of social media. Think about all the social networks we are using. In the first decade of social media, we’ve put a ton of emphasis on being on the right social network or the hot new app, but today we have too many options, and channel selection does not guarantee success. It’s less about what social network you use to reach your customers. What is important today is how you tell a story.

Snapchat changed the game when it evolved from a messaging app to a storytelling platform. The best original Snapchatters were the ones who used stories creatively in the ways that the rest of us couldn’t imagine, until we saw what these creators were doing, and we started to copy them. But we aren’t the only ones copying Snapchat. In just the last few months, stories like we see in Snapchat have become a feature, not a destination. Now stories are integrated as part of Instagram, Facebook, Facebook Messenger, WhatsApp, and even on Clips by Apple and Medium’s Series. Stories are becoming the new newsfeed of social media, and you can’t avoid stories because your customers aren’t using Snapchat.

You see, hundreds of millions of people are being trained every day by their friends and their favorite big brands to consume stories across multiple social networks and content sites. So when we think about how to make content for social media, we need to be thinking in stories, and not in posts.

There are three things I’m gonna share that are essential to producing good stories. The first is that the videos and the photos we’re using are primarily vertical. It’s natural in our smartphone world, even though for years, videographers had been yelling at us to hold our phone sideways, right? Well, now you don’t have to. But you do need narration that is chronological in your stories. It’s even more important now to tell a story from beginning to end with the essential elements of narration. And finally, all of that visual content we are capturing is overlaid with text, filters, stickers, effects, emoji, and whatever the platform has to offer. Don’t underestimate the impact of using these things that help to narrate a story, create connections with your audience, and ultimately, get them to react or respond in the way you ask them to.

I challenge you to get out of your news feed habits for one week. Instead of scrolling down through a timeline, instead, tap to view the stories on Instagram or Facebook or on Snapchat. Start to identify what you like and what you don’t about how stories are presented, and begin to mimic the things that you see. And then, I’d like to know if you agree with me. Are stories replacing the news feed for you and for your audience? Answer me below or anywhere on social media, and we’ll keep chatting about this. Thanks for watching, and I hope to see you soon.

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What’s the New Social Media Skill Set? http://www.convinceandconvert.com/social-media-strategy/whats-the-new-social-media-skill-set/ Wed, 03 May 2017 20:00:18 +0000 http://www.convinceandconvert.com/?p=39575 Hire the wrong social media manager, and your business might be in trouble.

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Hire the wrong social media manager, and your business might be in trouble. Learn the most important traits and skills to look for when hiring a social media manager.

Takeaways

  • The importance of a top-notch social media manager is growing as social’s role in marketing continues to expand.
  • A great social media manager is naturally curious, adaptable, and teachable.
  • Great social media managers should also have experience with customer service, multimedia production, and analytics.

Christin: Get this hire wrong, and your business might be in trouble. Hi, I’m Christin Kardos, and I’m the Community Manager at Convince & Convert, and today I wanted to talk about some of the really important traits and skills for a good social media manager.

Recently, Jay Baer wrote a blog post that talked about how he thinks that agencies are about to experience a big boom due to the sheer number and variety of skills that a good social media manager might have today. The digital landscape is changing, along with customers’ consumption preferences. To be successful, businesses and their social media reps will have to stay in lockstep with these changes and continue to bring value to their customers and their leads. The days where lobbing out tweets and posts of your own content, magically resulting in sales, those are over. You also have to know what to do in the event something goes wrong. And you can’t do any of this if you don’t have the right philosophy and the right social media professional, or professionals, representing you.

If you’re a business owner or a decision maker, and you’re staffing for social media management, you’re going to need to carefully recruit and vet candidates for certain traits and skills that will help your business. Buffer has a recent post outlining what some of these are, and I want to talk through them just a little bit today.

Number one, you preferably want to hire someone who’s naturally curious. He or she needs to be willing to ask, “Why?” or, “What now?” or, “How can we help?” when dealing with customers or looking for ways to build your brand. Second, teachability and adaptability are also very key. The pace of content and the rate at which new platforms and technologies are emerging has been never been faster. So ultimately, it doesn’t even matter how much you know today or how great you are on a social platform. It’s far more important to be able to learn, to successfully navigate new platforms, new tools, as they become relevant to your customer.

So obviously, curiosity and teachability and adaptability are important, but those are more inherent traits. They’re not really skills. So the third thing that I would say is really important is to look to hire someone who has some skill with multimedia. Now we’re getting into skills that are actually learned and honed over time, but this one is important. Your social media manager is really going to have to know how to work with images, graphics, multimedia, to actually convey your message in different ways on different platforms. He or she might need to be able to make a video like this one. There are a lot of tools and resources out there that make this much easier for us today than it would have been in the past, but there’s still an amount of skill required, involved just to use those tools.

The fourth thing I would look for is skill and experience in customer service because that is utterly important to your social media efforts. Social media is much more for advocacy and awareness than it is for sales. So you need someone who really knows how to take care of your customer, someone who knows how to not only answer questions, but to ask questions and to read into and dig into things that are not said.

And finally, my number five top skill for a good social media manager today is analytics. A social media manager really needs to know far beyond just how to measure likes and clicks and that sort of thing, but to really get into the data and to understand what things mean and how to make recommendations based off of what they’re seeing in those numbers.

If you’re a business owner or a decision maker, you really should try to recruit and vet your candidates for social media management using these traits and these skills. They’ll be really important for your business. And if you’re a social media manager, or you’re aspiring to be one, then you might want to lean in to your existing curiosity and adaptability sides, and then also look at ways to strengthen your muscles with things like graphics and video. Also look for opportunities to go above and beyond with your current customers and think about your own experience as a customer, and keep those ideas and what was great and what was terrible really close for future reference. And if you’re not quite qualified to be hired for these things yet, don’t be afraid to volunteer. That’s actually how I got started.

So with that, let me ask a question: If you could only ask a candidate for a social media manager position one question, what would that be? Or if you are the candidate, what would be the one question you would ask a potential employer? Let me know your questions in the comments, and we will see you next week.

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Is There Such a Thing as Being Too Popular? http://www.convinceandconvert.com/influencer-marketing/is-there-such-a-thing-as-being-too-popular/ Wed, 26 Apr 2017 20:00:00 +0000 http://www.convinceandconvert.com/?p=39438 With influencer marketing, there's a trade-off between audience size and reach. That's where your brand can benefit from micro-influencers.

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When it comes to influencer marketing, there’s a serious trade-off between audience size and reach. That’s where your brand can benefit from micro-influencers.

Takeaways

  • Instagram micro-influencers receive double the engagement of accounts with millions of followers.
  • Popchips saw major success leveraging micro-influencers for their northeast launch.
  • Influencer marketing is proving to be less about campaigns and more about building relationships.

Zontee: Is there such a thing as being too popular? When it comes to influencer marketing, there’s a trade off between audience size and reach, and that’s where companies can benefit from working with micro-influencers.

Hi, I’m Zontee Hou, senior strategist at Convince & Convert, and today I wanna talk to you about why micro-influencers can be a great way to build credibility and reach niche audiences for many brands. A recent article from Digiday highlighted a study that showed that organic reach for accounts on Instagram that are one to 10 million followers have 1.7 percent engagement rate, which is less than half of the engagement rate that is found for posts from accounts that are only one to 10,000 followers.

Now, on one hand that doesn’t seem so surprising, right? But it means that we can focus on working with many individual niche influencers who can then total to have more deep connection and deep reach with their audiences than just one single, large influencer. And for companies, this can be really beneficial because these are influencers who can speak more credibly to their specific niches, and they are more likely to be influencers who are engaging on a more frequent basis with their audience, and so there’s a high level of credibility.

And this level of credibility with these micro-influencers doesn’t have to exist just online. In fact, I’m reminded of a case study from the book Cooking Up a Business by Rachel Hofstetter in which she talks about the snack company Popchips. Well, you might have seen Popchips products all over the place now, but back when they were rolling out, they focused on having a big micro-influencer outreach during their rollout into the northeast through New York City. And what they did was actually reach out to people across, not only media, but also arts and other influential spaces and send them just a killer snack box. And once they received that snack box and enjoyed it, there was also a card in there handwritten by somebody from their actual team that said, “Hey, you know, Jane, if you enjoyed the snack box, we’d love the names of three other people who you’d like to share this with, and we’ll send it on your behalf.” And so, it really allowed them to tap into the network effect of these micro-influencers, and reach, not only them, but other people. Because here’s the thing: It’s not just about reaching people with the biggest stage. It’s actually about reaching people who are going to be advocates for your brand over time, and winning them over.

And so, that brings me to my last fact about micro-influencers. A recent article in Adweek highlighted it in the best way, which was that they said we have a big blind spot when it comes to marketers and working with micro-influencers. We have a tendency of thinking about influencer marketing in terms of campaigns, but the truth is that we have to build relationships over time in order to get these people to talk about our products again and again and again, and to be those advocates who are gonna share and spread the word about our products.

So, that’s the takeaway that I’m gonna leave you with, and as always, we wanna hear from you. So, if your company has worked with micro-influencers, or is thinking about it, we’d love to hear about what you think are the main challenges. Leave a comment in our blog post, or shoot us a note, and I look forward to hearing from you. Thanks, and see you next week.

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How to Repurpose Content Without Getting in Trouble http://www.convinceandconvert.com/content-marketing/how-to-repurpose-content-without-getting-in-trouble/ Wed, 19 Apr 2017 20:00:10 +0000 http://www.convinceandconvert.com/?p=39307 What once was old can always be new again, and that includes your content. Here's what you need to know about repurposing content safely.

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What once was old can always be new again, and that includes your content. Here’s what you need to know about repurposing content safely.

Takeaways

  • Repurposing is great for both your bottom line and your content’s visibility.
  • Penalties for repurposing content don’t work quite how you think, and that’s a good thing.
  • Focus on adding value when repurposing old content, and your audiences won’t get bored.

Anna: Whoever said, “You can’t teach an old dog new tricks,” never repurposed their content. Hey, everybody, my name is Anna. And I am a strategist at Convince & Convert. Today, I wanna talk to you about repurposing content. Repurposing content is an approach that takes existing published content, refreshes it, remixes it, and puts an entirely new spin on it to create something totally new and wonderfully different. I’m a huge fan of repurposing content for, really, two main reasons.

The first one is that, contrary to popular belief, creating content isn’t free. In fact, it’s actually quite expensive. It costs a lot of time and a lot of money. And those are things that not every marketing department or brand has excess amounts of. So repurposing content can really help maximize the existing investments we’ve already made.

The second main reason I’m a huge fan of repurposing content is because thanks to the rise of content marketing over the years, most brands are sitting on mountains of content. And the problem is when we’re so focused on creating new content, we keep adding to that mountain. And that means that old content, even if it’s good, doesn’t get seen by users because it gets buried under all that new content. So repurposing content really can take a lot of that great old content and give it a breath of fresh air.

Now when it comes to repurposing content, there are a couple of myths that are swirling about out there. There’s a couple of reasons why maybe you’re not focusing so heavily on repurposing your content. I wanna talk about three of those myths today and help dispel them with you.

So the first myth for repurposing content is that you’re going to get penalized for having duplicate content. Well, this is a touchy subject. Because obviously we don’t wanna be penalized by any search engine or even cause any frustration to any users by having duplicate content. But, remember, repurposing isn’t just duplicating. Repurposing content isn’t a copy and paste approach. It’s a remix and refresh approach. So, if you’re taking a white paper and turning it into a blog post series or taking a blog post and turning it into an infographic. You’re not copying and pasting, you’re providing something new and different. So search engines and users aren’t going to see that as the same content. In addition, even if you do run into some duplicate content issues, which happens with repurposing content, you would have to repurpose incredibly large amounts of content and also be seen as being malicious with your intent for duplicating that content. So, it’s not even so much as duplicating a footer or a boilerplate language, it would have to be, sort of, copying and pasting acres worth of content in order to even get flagged by users or by any search engine.

So myth number two on repurposing content: You can’t reuse other people’s content. This actually just isn’t true. We take inspiration from everywhere. And we never really know where inspiration is gonna strike. So, sometimes this comes from other people. Now, this is okay. If somebody created a framework or published a blog or has an infographic that you have feedback on or you can provide your own take on, by all means, you should use that content and provide your point of view on it. But there are a few rules to follow in order to do so. And the first one is always, and I mean, always, give credit where credit’s due. In fact, you should probably just go ahead and ask that person for permission and let them know what you’re going to do with their content. And then, when they give you permission, make sure you credit them in the final published work. It’s really just the human thing to do. Also, remember, theft isn’t cool, but paying homage is.

Finally, the third, your audiences are going to be bored. This myth is quite common but it’s a myth. Remember, again, content repurposing isn’t copying and pasting. If you publish and post the same content, on every channel, over and over and over again, yeah, your audiences are gonna be bored. But, as we talked about before, if you take an infographic and you turn it into, maybe, some social teasers. Or if you take a white paper and turn it into that blog post series, it’s gonna be new and it’s gonna be different. And as long as you’re adding value and your providing a reason for readers to read that content again, you’re gonna be okay. They’re not gonna get bored. And also, focus on other channels as well. You don’t have to keep republishing in the same channel that that original content was published in.

Just like Doc Martens, vinyl records, and acid wash jeans, what once was old can always be new again, and that includes our content. So, I would love to hear: Now that you’ve heard, what do you think about repurposing content? And how are you using it today? Go ahead and leave me a comment below, and I’ll talk to you soon. Thanks, everybody. Cheers!

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How to Produce More Personalized Video by Breaking the Fourth Wall http://www.convinceandconvert.com/social-media-strategy/producing-more-personalized-video-by-breaking-the-fourth-wall/ Wed, 12 Apr 2017 20:00:00 +0000 http://www.convinceandconvert.com/?p=39154 Brands that break the fourth wall with their video content are personally connecting with their audiences in powerful ways.

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Brands that break the fourth wall with their video content are personally connecting with their audiences in powerful ways.

Takeaways:

  • Companies like Peloton are changing the game with highly personalized, live video content.
  • Live video is a powerful tool for humanizing your content.
  • Personally connect with your audience by breaking the fourth wall with your video content.

Mary: The same technique that Ferris Bueller famously used in 1986 has caused me today to lose 15 pounds and become a brand advocate for life. No, this is not an infomercial.

But I’m Mary Nice. I’m a senior strategist at Convince & Convert. And today I wanna explore the topic of getting more personal with your video content by breaking the fourth wall. It’s a topic recently explored on the C&C blog by Kathy Klotz-Guest.

I recently took a financial plunge and purchased a Peloton bike. For those that don’t know what a Peloton bike is, Peloton is a company based out of New York that’s a spin studio. There’s thousands of them all over the world. But the difference of Peloton is they make their money, the bulk of their money, by spelling spin bikes to at-home riders with tablets affixed to them that live stream video content based in the studio in New York. So you can be an at-home rider and feel like you’re in the spinning studio in New York.

And the reason that this is working so well for Peloton is, yes, they have wonderful classes, yes, they have wonderful instructors, but they have encouraged their instructors to break the fourth wall and given them the technology to do that to make you feel, as an at-home rider, connected individually and personally to the instructors and to the people in the class. When you are riding, the instructors’ tablets and the tablets of those who are riding with you have the names and locations of people all over the world really riding. And they treat their video streams not like a fitness studio with cameras in it, but they really treat it like a television studio, live streaming content directly to you.

We all know that video is important. We all also know that video is more prevalent than ever, and everybody is producing video today to reach consumers. So how can you do it more personally and get better at it? I encourage you to explore using that fourth wall and breaking that fourth wall to more personally connect with your audience. So take a look at your content topics, at your content themes, and identify one that would most authentically connect with your consumers in a more personal way. So I encourage you to test it out. What content topic would most authentically be delivered by breaking that fourth wall, by bringing your brand, your people, and your audience together?

Thanks so much for watching. And if you enjoyed this or you found this useful, please share with your friends, and we’ll be back in your inbox next week.

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Video Is the Now, but Short-Form Video Is the Future http://www.convinceandconvert.com/content-marketing/video-is-the-now-but-short-form-video-is-the-future/ Wed, 05 Apr 2017 20:00:56 +0000 http://www.convinceandconvert.com/?p=39108 Short, snackable video content is on the rise. New research reveals that when it comes to your video marketing, less is more.

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Video content is the now, but short-form video content is the future. New research reveals that when it comes to your video marketing, less is more.

Takeaways

  • Video is here to stay—we’ve got the research to prove it.
  • Audiences are consuming more and more short-form video content.
  • Convince & Convert is embracing short-form video in some exciting, new ways.

Jess: Video content is the now, but short-form video content is the future. Hey everyone, I’m Jess Ostroff, Managing Editor at Convince & Convert, and today I wanna talk to you about a few new statistics that prove that short-form video content is on the rise.

Now, we know that video works. According to a recent study by Animoto, over 76 percent of small businesses say they can measure a marked result from the video content that they’ve created. Plus, we have the anecdotal information from places like Facebook and Twitter and every single platform is integrating video into their application today. So that’s not the question. Video is here to stay. The question is, what should we put in our videos, and how long should they be?

Now, I know for myself, when I open a video on YouTube or Facebook or any other platform, one of the first things I do is I look at that little bar at the bottom and I try to find out how long this video is gonna be. And frankly, if it’s five minutes or more, I’m probably not going to watch it. Why? I just don’t have time. Nobody has time these days. In the attention economy, less is more.

And I know I’m not alone. According to another study by our friends at Vidyard, 56 percent of videos created by businesses today are two minutes or less. And the audiences are responding to this. 53 percent of videos that are 90 seconds or less are watched to completion. That means that over 50 percent of people who are watching videos that are 90 seconds or less are actually completing them, which is pretty good given our attention spans are now, what, seven seconds or less? But compare that to videos that are 30 minutes or more, and you’re only getting a 10 percent completion rate. So if you want people to watch your videos, shorter is better.

Now what does this mean for us? Well, here at Convince & Convert, we started producing this new video series that you’re watching right now. Also, Jay Bear has brought back his famous Jay Today series with snackable content marketing and social media advice in three minutes or less. You can find that on YouTube and Facebook, and we are also doing a series of webinines, which are webinars but truncated into nine minutes or less, and we feel like the content that we can put in nine minutes or less can still be super meaty, super helpful, and really, really great information and we don’t need a 45 or 60 minute webinar to do that.

So that’s what we’re doing. I love to hear how you’ve been experiencing short-form video marketing or how you’ve been experimenting with this new form of content. Let me know in the comments how is the short-form video going for you. Do you like it? Do you hate it? Are you doing this in your business? And we will catch you next week!

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Influencers Are Going Mainstream http://www.convinceandconvert.com/influencer-marketing/influencers-are-going-mainstream/ Wed, 29 Mar 2017 20:00:00 +0000 http://www.convinceandconvert.com/?p=38979 Sometimes, our life-changing influence happens by enabling others to do the influencing.

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Sometimes, our life-changing influence happens by enabling others to do the influencing. Explore how more brands are turning to ordinary, real-world influencers to reach their audiences.

Takeaways

  • Brands are focusing less on big-budget, high-profile endorsements and more on real-world influencers.
  • Everyday influencers like YouTube’s Casey Neistat and Chewbacca Mom are becoming the focus of influencer marketing campaigns.
  • Kelly’s round-up of influencer marketing resources and research will help you start honing your strategy today.

Kelly: “Sometimes our life-changing influence happens by enabling others to do the influencing.”—Rory Vaden

Hi, I’m Kelly Santina, Head of Operations and Media for Convince & Convert. Rory Vaden posted that quote earlier this week from one of his team members, and it relates perfectly to this week’s topic: influencers going mainstream.

Isn’t that what we’re already seeing? Big brands spending less energy and fewer dollars on large celebrity endorsements and looking for the real-world influencers that they can deliver brand messaging from? Look at Casey Neistat on the Oscar campaign for Samsung, or even Chewbacca mom Candace Payne.

In our consulting practice, we help clients each week figure out their exact influence marketing strategy, how to maximize it, how to create those relationships, and also determine the ROI. As our Jay Baer says, “True influence is not just about awareness, but action.” Check out the articles below and start to grow your influencer marketing campaign, extend the ones you already have, or figure out the right dashboard to deliver the ROI. Take care.

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Hug Your Haters: What’s Changed In One Year? http://www.convinceandconvert.com/social-media-customer-service/hug-your-haters-whats-changed-in-one-year/ Wed, 22 Mar 2017 21:10:27 +0000 http://www.convinceandconvert.com/?p=38914 Marketing and customer service continue to converge. Learn how the trends I uncovered in Hug Your Haters have changed, one year later.

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Marketing and customer service continue to converge. Learn how the trends I uncovered in Hug Your Haters have changed, one year later.

Takeaways

  • Today’s biggest customer service trend is live video.
  • Companies like Birchbox and Southwest Airlines are already using live video in fascinating ways.
  • The all-new Convince & Convert ON newsletter has arrived!

Jay: Marketing and customer service continue to converge.

Hey everybody, I am Jay Baer, President of Convince & Convert. Thanks so much for being part of the Convince & Convert ON email newsletter. Each issue we’re gonna do a short video like this, talk about trends that the team and I see in marketing, customer service, and related topics. Things that you need to know and be on top of.

Today, I want to talk about the fact that marketing and customer service continue to collide and intersect in ways that are very, very important. I wrote a book about this a year ago called Hug Your Haters, which really documented the rise of customer service as a spectator sport. In the research we did for the book, we found that about 40% of customers interact with brands in public forums like Twitter, Facebook, ratings and reviews sites, Yelp, Trip Advisor, et cetera, and discussion boards and forums. And that percentage continues to increase because people realize that in some cases they get better treatment in social media and it’s actually just easier to interact with somebody in that format as opposed to call or email.

But now, we’re seeing even greater intersections between marketing and customer service. And what’s one of the biggest trends in marketing and the last 12 to 18 months? Live video.

Now, we’re starting to see live video used as a customer service initiative in really interesting ways. Two examples. One, Birchbox, the monthly beauty delivery service does a Facebook Live videos on a regular basis across a whole series of countries. And it’s a combination of customer service, research and development, and marketing. They get on there and they interact with their customers in real time. Talk about what’s in the box, what customers would like to have in future boxes, answer questions, it’s really a terrific example. You can see a link to it down there.

Also, you may remember a few months ago Southwest Airlines had a major crisis. Their whole computer system went down. Thousands and thousands of flights were canceled. It was a real mess. And of course they went to Twitter and Facebook and their blog, et cetera, and told people what was happening and did the best they could. But the other thing that Southwest did in that scenario was really fascinating. They did a Facebook Live video and they took their actual Chief Operating Officer, just put an iPhone in his face. It wasn’t even on a tripod. And he just talked into the phone and said, “Hey guys, we’re really sorry we screwed up. Here’s what we’re gonna do next and we apologize, and here’s who to call and what to do.” So, this is a major American corporation using Facebook Live video in a social media crisis scenario. A convergence of a marketing tool, live video, with a customer service scenario.

We’re gonna see more of that. What I want you to do is start thinking about how this convergence of marketing and customer service impacts you and your business. In particular, how you might be able to use live video as a customer service tool. A bunch more resources underneath there that you might like. I hope you check it out. Some resources from us at Convince & Convert, others from around the web. I’m glad that you’re on the Convince & Convert ON email list. If there’s anything the team and I could ever do for you just reply to the email and let us know.

Thanks so much, I’m Jay Baer.

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