A Blog on Why Video Marketing is Important. Isn’t that Ironic?

Published May 10, 2021

Here we go. A blog about video marketing. It is so ironic, yet, we are still writing about it. Think about the last time that you were on Facebook, Instagram or Twitter. How many videos did you see in your feeds? How many did you watch? Did you share any of them or tag someone in it? As our True Fit Marketing team scrolls through their own social media feeds right now, there are a ton of videos that pop up. Some are just for entertainment purposes, some are just friends, kids and animals, but others are for business purposes. The common theme? We are watching them! Video content marketing is at an all time high because people being online is at an all time high. But why should a business use video marketing?

According to Makenzie Walker of topfloortech.com…

97% of marketers claim that videos help their customers better understand products.
81% of businesses are now using video as a part of their digital marketing strategy.
Live videos account for 13% of total traffic.
90% of consumers claim a video will help them when making a purchasing decision.

Video Sells

From the early ages of commercials on television, to the late night infomercials, to the daytime talk shows, video has always been used to sell in many ways. Except in today’s world, commercials are fast forwarded through and popular streaming services offer options to purchase packages that don’t even have commercials. So where is video supposed to sell now? Online…on your computer and especially on your mobile device. Video is viewed more on mobile devices (phones) than television now than ever before. According to JWPlayer, more than 75% of worldwide video viewing is mobile. As a business, you have the ability to market your product or service directly to your customers on their social media, in their search engines, and directly on your website in front of their very eyes.

Is Video Marketing More Important Than Other Forms of Marketing?

Video isn’t necessarily more important than other forms of marketing, but it sure helps that video can be used in a variety of ways. Video comes in many different forms like webinars, live streams, courses online, and of course published on YouTube or other social media platforms. It can also stop you in your tracks, well scroll, if you see something moving and interesting. The longer someone watches a video, the longer they are on your website or social page. This means the viewer is now engaging more with your business/product. Did you know that when this happens, whatever social media platform they are on gets notified of the amount of time the potential customer viewed your video and the platform keeps pushing more of your business posts to them? This is because the social platform knows the person viewing the video for a longer period of time is interested in whatever you are showing. Now your other marketing content, i.e. blogs, articles, images and other social posts, will be shown on their social feeds more than before, allowing your product to be front and center, just waiting to be bought.

Video Versus Written Text

While articles, blogs and other written text serve a wonderful purpose, videos allow the viewer to comprehend the message much faster, especially if your product is in action. Customers will only buy your product/service when they understand what it does and how it will help them. Sometimes that product or service needs to be shown in action! But with action comes text. The written text is still important for search engines. According to Moovly, a brand is 53 times more likely to show up first on Google if you have a video embedded on your website. And with video comes the video title and the description, which you may also use on your social media post – all written text. So video and written text go hand-in-hand! Additionally, it may take many different forms of marketing to make the final sale. So a video, followed up with a blog, followed up with an image, followed up with a different video may all come together to entice the final sale.

Video is Personal

There are a lot of great writers in this world who have the ability to speak directly to the reader. But video allows the viewers to have a deeper glimpse inside your business world. Whether it is a video about the owner’s story, or a hands-on video about the product, viewers will get a front row ticket to whatever you are talking about, potentially from a familiar voice of the company. Video makes the product/service and business even more real than it was before. Additionally, pulling at the heartstrings or a feel good video hits home for a lot of people. Making your business or product relate back to your potential customer’s needs can help make the sale. Sometimes a relationship starts with a video. Say a potential customer saw your video about why you sell a certain product. They then came into your store and found you, the person in the video, and said that they really resonated with the reasoning for your business to sell this product. Now they are interested in the product and you can grow that personal relationship with them. What a win! And all because of a video.

Don’t Miss Out

Videos aren’t the one stop magical solution to a marketing plan. It is necessary to be realistic about your goals when it comes to planning, producing and sharing out video content. Always be thinking about who should view your videos (and at what point in the buying process they are in – i.e. they don’t know anything about you, they are aware of your brand, or they are already a customer), where you can find those people and how should you speak to them. Do they like funny videos or do they like more serious, informational videos? Do they want to see the owner or another familiar face like a mascot, or does the voice not matter at all?

If you aren’t creating video, you are at risk of missing out on one of the most popular ways that people consume content. Video does not have to be boring or long. You can have fun images and graphics incorporated, a spunky voice or a voice of an angel, engaging music (but always be careful of copyright!), or whatever you can think of. The possibilities are endless.

Need help on where to start with planning a video? True Fit Marketing is here to help! Contact us to discuss your ideas and how we can best serve you.

Google Update – Modified Broad Match is Out the Door

Published April 12, 2021

In February, Google announced yet another change to the structure of its keyword match types. Modified broad match is going away. This is the 5th time Google has made updates to the keyword match types. Some are saying these changes are positives and others are looking at them in an unfortunate negative light. What does it mean for you, your business or your clients?

What are Match Types?

There are (well were) 4 kinds of match types within Google Ads. These deal with how your keywords can trigger an ad to show:

Broad Match
Modified Broad Match
Phrase Match
Exact Match

For the purpose of this blog, just know that each type has their own stipulations as to which words are focused on within a search query. Users said that modified broad match and phrase match were often interchangeable and served the same purpose. Not that it matters now, but within modified broad match keywords, you would choose specific keywords that are required for your ad to show, through the use of a plus sign. The ads would only show for queries that contain all of the words you used with a plus sign in your keyword or phrase. Order did not matter.

Why This Matters

The big takeaway right now is that order will matter for how you place your keywords. Google will treat keywords as a phrase match type, but will expand it to cover the modifier traffic. In Google’s example below, the updated phrase match will not show ads for search queries in the opposite direction.

+moving +services +NYC +to +Boston may show up for the search query “moving services NYC to Boston.” Previously, the ad may also display when someone searches “moving services Boston to NYC,” which won’t help the advertiser because the searcher is moving in the opposite direction.

This change could save you time in the long run as it eliminates a step in building out an ad. It is time-consuming to put together all of the different keyword requirements per ad. But it could also cause an issue in that your keywords may not mean the same thing as what you want searched. An example provided by Allison Day, WordStream’s Lead Acquisition Specialist, is that “get more Google ads” does not mean the same thing as “get more conversions on Google ads.” Additionally, due to the change, your traffic could fluctuate. This is to be expected. Just keep that in mind and make adjustments to your new ads moving forward.

What Do I Have To Do?

Nothing right now if you are comfortable with that. In July, after this change has rolled out worldwide, advertisers won’t be able to create new modified broad match keywords. The current ones that are used will basically be grandfathered into the new behaviors. But really, keep alert to how this change does affect your ads and keyword searches in the coming months. Continue to use those negative keywords to block out bad traffic. You can also take the time now to revisit your account structure and potentially move around your ad spend budgets to make sure you aren’t focusing on modified broad searches.

Does this change make a difference for you, your business or your clients? If you aren’t sure or have questions on how to make sure your keywords are spot on, you can always ask us as we try to stay on top of all changes that affect our clients’ best interests.

The Newest Social Media Craze – What is Clubhouse?

Published March 9, 2021

We know what you are thinking. Another social media platform! Are you saying that with excitement or negativity? Anotherrrrr – yay! Anotherrrrrr- uhg!

Clubhouse is different from the other social media platforms that are out there currently. Our team believes that right now, it is extraordinarily rich in content (audio) from industry experts, leaders, business owners, and professionals. It seems big name artists, celebrities and athletes are also on the platform, but we are not sure if names are currently verified (think of that blue checkmark!) It has the feel of an educational tool and a place to learn from others without Googling or picking up a book. Almost like a round table discussion, but virtually. So what is Clubhouse?

Clubhouse Overview

Clubhouse is a live audio app (right now only available for iPhone or iPad users – March 2021). It’s like a never-ending conference that you don’t have to pay to attend and you can listen from anywhere, including the comfort of your own home! The app has a podcast feel to it, except you can chime in and potentially speak during the discussion (if the moderator allows).

Here’s the kicker – or the bonus: Nothing is recording. There’s no chat feature, no videos, no way to upload files, just plain old audio. There is a real sense of FOMO (Fear Of Missing Out) if you don’t join a room when a speaker is on (AKA – when a conference is happening).

TIP: Recording and transcribing conversations in Clubhouse rooms without every participant’s permission is strictly against the platform’s Terms of Use. The work around is that you can start a room (conference) for the purpose of obtaining information or content by adding your intentions to the room’s public title and description. Then you can use a room to ask questions, interview other members, or gain insight for whatever you need and can then use that information however you wish. We do recommend giving credit where and when credit is due.

Clubhouse Rooms

Clubhouse rooms are where all of the magic happens on the app. The content (the audio) is within the rooms. This is where you host a discussion, listen to people speak, see who else is in the room and chime in when allowed. You literally can listen to people live from all over the world. This is your chance to actually talk to your favorite author, the company CEO, or the marketing director from a Fortune 500 company. Just some examples.

You can add your friends into the rooms you are currently in if you think the discussion is something they would be interested in too. When you search for your friends, the people that have your phone number in their phones are the friends on the app that are going to show up first (creepy or not?).

Creating your own room starts your own conference. You are the host! Open rooms are for anyone, social rooms are only for people within your network, and closed rooms are only for people you follow (but you can change the setting when you start the room).

TIP – The name of a room can’t be edited after it has started. Choose the name wisely!

You can ask people to come up to the stage from the audience so you can work with others to add more content to the room. So really you could plan to start a room and have your business partners join in and speak! When users raise their hands, that means they would like to speak. There is a mute and unmute feature as well.

Clubhouse Clubs

This made our team think back to high school when there were after school clubs that you could be a part of. Clubhouse Clubs are groups that you can join and follow create a better experience and are tailored to your specific interests. Sports clubs, acting clubs, food clubs, the list goes on. Search for whatever you are interested in to see what comes up! The possibilities are already endless.

TIP: Creating a Club is simple, but you may have to wait for it to launch. Clubhouse has been taking special care to review Clubs before they launch.

Clubs have three types of users within them: founder/administrator, member and follower. In order to create a Club (in which you will be considered the founder), you must have already hosted a room at least three times. So don’t expect to be able to create a Club right off the bat when you join. It seems Clubhouse is really looking for users who are going to be engaging with the app and using it to its fullest potential.

You can start taking part in a Club once you’re a Club founder or member. You can create public or private rooms within your Club similar to how you can start a global room on Clubhouse. The difference between Clubs and general rooms is that Clubs will make it easier to find similar themed discussions. It is a place where people with similar interests will go to search for content. If you are a part of the Food Club (just an off the wall example), you may find a room within the Club that is specifically talking about types of cheese. Yum!

How Can Clubhouse Benefit You?

The True Fit Marketing team sees Clubhouse having a myriad of benefits depending on what you are looking for. If you are looking to gain a following because you have information you want to share, then you have the opportunity to be a host of your own “show” and garner that following. If you are researching something, wanting to learn more about a topic, or just have a general interest in a subject matter, you can listen to people speak about it in Clubhouse. And if you have questions during the conversation, you might have the opportunity to ask it right then and there. No emailing and hoping for a reply. Instant gratification!

It is also a big player in the networking realm. You have the ability to create connections within the app by following others. You can click on anyone’s bio in the rooms so make sure your own bio is rich in content. Share your resume, accomplishments, interests, and what opportunities you are looking for. Don’t be shy. This is where you have the chance to brag and shine! Keywords within your bio will help connect you with other like-minded users. An example keyword you could use is “business owner” and Clubhouse will show you other users with business owner in their bio. Follow only people that you are genuinely interested in because Clubhouse uses an algorithm that displays content (rooms) to you depending on who you follow.

TIP: The first three lines are the most important words in your Clubhouse bio. Make that text count because it is what people will see first. Additionally, make sure your photo is clear. The only clickable links on your profile are your Twitter and Instagram profile links but you can post other links in the bio.

The focus of Clubhouse feels like more of a professional conversation platform rather than a production platform. There is a LinkedIn vibe when using it. And sure, you can plan out what you are going to say, but it is still just audio. But it does make us think back to War of the Worlds type of content. Even though it is just audio, that doesn’t mean someone can’t play their guitar or have the waves from the ocean crashing in the background.

Clubhouse is giving you the ability to make connections with people all over the world, for free! If you are an industry expert, people will look to you for information, thus potentially reaching out for your services/products, etc. in the future. If you are looking for a job, you can connect with the big wigs of whatever business you are interested in and get your name out there. Remember to always be professional and courteous.

How Can I Get Invited?

Right now (March 2021), Clubhouse is an invite only platform. If you have invitations to give out, I’ve read that you will get more invitations when you share them and are more active on the platform. So don’t be afraid to invite people. Don’t worry if you can’t find an invitation. Download the app and set up your account. Someone who knows you might be notified in-app automatically and grant you access.

TIP: True Fit Marketing has invitations available to give to potential users. Please contact our team if you would like to try out this new platform and need an invite. Remember, this is currently only an iPhone app (as of this blog March 2021).

Is Clubhouse Here to Stay?

The chatter about Clubhouse being a big social media player is out there. It is already exploding and has only been around for a short period of time. It is also unique in that it is audio only. But the question still hangs in the air about what will happen once the app leaves private beta (invite only) and becomes public. Will marketers bombard the app pushing their clients on you constantly? Will eCommerce brands run their pitches in a room? Will the professional value and networking possibilities fade as more people get onto the app? Will it be heavily moderated? And of course, freedom of speech comes to mind with any social platform. Will you be free to say what you want and not see backlash? And who’s to say that what people are saying on the app is 100% true and fact. The conversation possibilities seem pretty open and endless at this point.

Even if you are not sure about using it, it may be a good idea to download the app (if you can) and see if you can get an invite to reserve your name/username. We are still learning about this platform and of course will share new tips as we come across them on our Facebook and Instagram.

#SocialMediaMarketing #Clubouse #ClubhouseApp #InviteOnly #SocialNetwork #AudioOnly

New Coronavirus Relief Bill

Published December 29, 2020

US Chamber of Commerce announces its Small Business Update to discuss the new coronavirus relief bill.

On December 22, 2020, our team had the amazing opportunity to sit in on the US Chamber of Commerce (CO- by U.S. Chamber of Commerce) update on the new coronavirus relief bill and how it relates to businesses. Topics included: a second PPP distribution, updated tax information and loan forgiveness, and other items to help US businesses.

U.S. Chamber Executive Vice President and Chief Policy Officer, Neil Bradley, and Content Director at CO— and host of their Blueprint series, Jeanette Mulvey, discussed how Congress is zeroing in on a new coronavirus relief deal that will include a new round of funds for small businesses across the country and what the new bill could mean for businesses.

This opportunity was brought to us locally by Peters Township Chamber of Commerce. If you are interested in updated business news and educational series like this seminar, we highly recommend that you connect with your local chambers and with networking organizations like Women’s Business Network, Inc.

Here are some of their top takeaways:

– Businesses can apply for PPP loans if they didn’t before
– A new ‘second draw’ PPP will offer businesses additional aid
– Eligible PPP expenses have changed
– Paycheck Protection Program loans are not taxable
– Changes to the employee retention tax credit (ERTC)
– EIDL grants will reopen
– A new grant program for live venues

Rewatch the US Chamber of Commerce event and see more details on their website here.

COVID-19 Communication Guide

Published December 17, 2020

A guide to help communicate with your consumers during COVID-19 business changes

Communicating with your customers and clients when a new mandate is released is vital to the success of your business. Some businesses are affected to the fullest extent and others are not affected at all, and it is our job as business owners, marketers, and PR directors to make sure that the community knows what the new mandates are, if they have affected your business or not, how they will be affected by those changes, and who they can contact for more information if they need it. The better you communicate with the consumers, the better chance you have to succeed in this ever-changing business climate that is currently being driven by the COVID-19 pandemic.

Below are some of the main general questions that consumers, clients and customers want to know about your business during COVID-19 and regarding new mandate changes. We have also listed some suggestions on how to answer them.

Remember that you might have different services or adjustments that may go to different audiences, so your messages and their mediums will need to be tailored to those specific people.

You will also likely send out your information in different rounds which include different levels of information. For example, your first round will be more broad as you digest the new mandate information and figure out how to adjust and your next rounds will include more details as you adjust your services based on the needs of your consumers during the new mandates.

General Consumer Questions:

ARE YOU CLOSING?
If NO → How does this affect your business?
→ Even if there are very little or no changes to your business, you should still communicate that there have been new mandates set forth by the state, and they do not affect your normal business operations and if anyone has any questions, how can they get a hold of you.

If YES:
→ Make it clear when you plan to close (date & time)
→ Make it clear when you plan to reopen (date & time)
*The mandate dates & times may not be specific enough to your business hours

Does your business generally charge a monthly fee?
If NO → Skip to the next question.
If YES:
→ Explain how you plan to move forward with the monthly fee?
→ WILL THEY STILL BE CHARGED?
→ Are you offering something different to make up for not having (some/all) your services available?

Are you adjusting your services?
→ These may be adjusting as you go, so be broad but let people know where they can go to keep updated on these adjusted services and then as they adjust – continue to communicate with your consumers.

Where can they go to get more information?
→ This can be your website, social media, client logins, emails, texts, etc.

Who can they contact for questions? (One point person.)
→ You may have one or more people taking questions while you are open, closed, or have adjusted services. Just make sure to be clear on who the public should contact.

Make sure to have help checking all of your public-facing information. It takes at least 2 sets of eyes (and brains) to make sure you get all of your bases covered!

Where to change this information: (UPDATE OFTEN AND WHEN THERE ARE ANY CHANGES)

Website:
– Website (Pop-up: we don’t like them, but they are really effective in this situation)
– Website – HOME PAGE
– Website – COVID-19 Update Page (Create or keep updated if you have a page)

Social media:
– Social Media – Create COVID-19 UPDATE (FB & GMB)
– Social Media – PIN THE POST
– Social Media – Change your Banner image to reflect the changes
– Social Media – Create Highlights (IG)
– Social Media – Change Profile and Info pages
– Social Media – Change Hours if needed
– Social Media – Change COVID Services if needed (FB)

Google Listing:
– Google Listing – Create COVID-19 Posts (1 per week with updates)
– Google Listing – Change Hours
– Google Listing – Change Services

DIRECT COMMUNICATION LINES TO YOUR CLIENTS & CUSTOMERS:
– Direct communication lines like Emails, Text Messages, and Business Apps are great ways to get your information out immediately but sometimes are forgotten in the hustle of distributing new information.
– Remember to use these more direct messages cautiously and consistently, but do not overwhelm your clientele by respecting their information and time.

COVID-19 has brought not only challenges to businesses and communities but also opportunities for increased communication with your business’s consumers, clients and customers. Whether the operations of your business have been altered because of the pandemic or they have stayed the same, it is important to provide information frequently. From your website to social media to your Google Listing, it is vital for your business to communicate consistently across multiple channels. In a time of uncertainty, make sure your business gives inquiring minds what they want to know.

Interested in Downloading the Covid-19 Communication Guide pdf? Fill out the form below!