It happens every day. People come to me and tell my agency that they want to go viral online. This used to drive me insane. Getting content to “go viral” online is complicated, sometimes expensive, and can be largely based on luck.
But, I get it.
The assumption is that you can post something online and within minutes you’ll quadruple the eyeballs on your startup.
In 2015 63% of global internet traffic consisted of video. By 2020 that number will climb all the way to 79%.
Brands get this. They know that they need to create video content for online consumption. The issue is that they’ve been creating video content (commercials) for television. With television taking it’s last gasps, there can be a steep learning curve as brands enter the digital landscape.
Here’s how you do it (at least on Facebook and Instagram).
1. keep it short
According to L2 Intelligence Report Video 2016 June 2016, videos that were less than 15 seconds on Facebook generate 50% more engagement than those videos longer than a minute.
You may ask yourself if you should consider posting your brand videos on Instagram, and YouTube.
Well, consider this first, Instagram videos have increased 109% year over year. Facebook videos have increased 46% year over year, and YouTube videos uploads have remained flat.
The average duration of a brands YouTube video has decreased by more than 60 seconds since April, 2015.
2. turn off the sound
2/3 of Beauty brand videos and 5/6 of luxury videos don’t have audio at all. They may have some background music, but other than that — nothing.
Our agency is drawn to video that place with time lapse, and slow motion. Leveraging powerful tools that can create visually compelling content like Flixel works well too.
Flixel is a magical tool for visual storytelling. They’re compelling, different and you can use them as ad units on Facebook also.
Wrapping it up. Focus on beautiful, short videos that will tell your brand story. Here’s the only issue. Simple is hard. Look for partners that can help extricate your brand’s zeitgeist, transfer that to video, and share with the world via Facebook or Instagram.
Keep the videos under 15 seconds, and stay off YouTube.
For anyone who isn’t familiar with the fable of “The Pied Piper,” it’s about a town called Hamelin that dealt with a horrible infestation of rats. To rid the town of the vermin, a piper who dressed in bright red clothing played his pipe to lure the rats into the river.
A company that can play the instrument of lead generation is much like the Pied Piper. All that’s required is the know-how to learn. A healthy combination of targeted content, email campaigns, display ads, webinars, social media, and keywords make a beautiful song that consumers will follow. This will lead to a larger audience and increased bottom line.
it’s a busy, busy online world
With everything transforming and becoming digital, the online world is busier than Grand Central Station. To navigate your way, it’s essential to understand how various programs complement each other. An opportunity to convert prospects into leads only exists when you know what to capitalize on.
Because people have more options than ever, you need to create an effective strategy that will lead consumers to your business over another. Enter, lead nurturing, an optimal process that differentiates your company from competitors by following up with consumers until they are ready to buy.
For example, when you think of a visit to a car dealership, odds are the car salesman will attempt to put you in a new car that day. If you walk away, you’ll get a call the next day to follow up on your experience…then again the next week to tell you about a new model you might like. The car salesman will follow up with you until you’re ready, and because of his persistence, he already has your business.
In essence, that’s what lead nurturing is. Only online, follow ups are done through emails, targeted ads, and newsletters. Determining where your customers are on the buying spectrum allows you to engage them in a meaningful way that will ultimately lead to a decision to work with you when the time is right.
You already have some of the insight you need if you have a blog or social media platform because you can physically see the types of content people engage with. Use this to tap into people’s behavior and patterns, and produce more of what your potential customers want. This will establish trust and build a strong relationship that leads to, well, leads.
start your lead generation journey
Because you already have some of the insight you need and the ability to tap into people’s behavior and patterns, you have the advantage of fully understanding the needs of your consumers and building on those relationships. Your relationship begins at the first engagement they make with your brand. From there, it’s all about nurturing that relationship, much how you would tend to a garden. By properly caring for your relationship with consumers, you’ll deepen your intuition of what works and what doesn’t while converting initial consumers into life-long customers.
First, though, it’s important to understand what your consumer is thinking when they first land on your website or brand. Initially they will look for a source of credibility. How reliable are you? What kinds of services do you offer and how well are they performed? Provide details of positive testimonials so you can speak to any concerns before a consumer moves on to another company.
Additionally, they are wondering how your services will benefit them, and if you offer short-term or long-term solutions. Along with that, they will wonder how much they need you, which is where cost often pops up as a potential hindrance. If you’re costly, speak to that by playing up your value and how it’s unlike any other competitor in the space.
If you know what your consumers are asking before they even have a chance to ask themselves, you can beat them to the punch by addressing those concerns. Write about the value of your business and the benefits of working together. Assurance is the best way to quell any concerns and gain trust.
choose your words carefully
Once a consumer is interested, you have the power to make them stay, or the power to make them leave. How you handle the next level of interaction is up to you, and it’s the place where most companies lose consumers.
The best way to further your relationships with potential clients is lead nurturing, as discussed above. Content is oftentimes the most premier way to deepen those relationships because you can positively and effectively use your words to grab people’s attentions.
Suggested ways are through consistent blog posts, social media updates, and monthly newsletters. This gives your business presence and staying power in a consumer’s mind. You can showcase your brand as an industry thought leader and a true source of industry knowledge.
create long-term customers
Lead nurturing isn’t about pitching or selling, it’s about becoming a helpful companion that consumers trust. Once you gain a buyer’s trust, you gain their business. And once you gain their business, you gain their future business. The common misconception about lead generation is that it’s cyclical–it’s not a one-off transaction.
Even though technology allows us to connect across the miles and conduct business without meeting face-to-face, there is a lot to be said for in-person meetings. In fact, as technology disconnects more and more, the idea of looking a prospective client or business partner in the eye is becoming more attractive
One way to connect with others is by attending trade shows and conferences. I’ve found great value in attending conferences for my business. If you hope to turn the (tax-deductible) cost of attending a conference into a net profit, here are some ideas for making your mark:
bring swag
Everyone loves swag. I regularly attend FinCon and Podcast Movement, and many companies come with unique branded swag to pass out on the expo floor. Identify a conference or trade show where prospective partners and clients can be found. Then, rent a booth and bring branded swag.
There are many companies that can help you create swag with your company logo. Choosing something unique and useful is more likely to be remembered. Plus, there is a good chance attendees will share it on their social networks, increasing your reach and boosting your brand’s visibility.
sponsor events
Many trade shows and conferences include different events, including awards shows, breakfasts, lunches, and keynotes. If you attend a conference, you can get your name in front of more people and earn a few gratitude points (and more social media mentions!) when you are involved at these conferences.
Every year at FinCon I help plan The Plutus Awards, which draws many of the conference attendees. Many of them live tweet the Awards ceremony and even record and rebroadcast it. It’s a fun event and it’s a good way for partners to gain the undivided attention of influential financial bloggers.
Look for different opportunities to sponsor events at a conference. Chances are you’ll be able to get extra mentions and visibility, connect with high-quality prospects, and generate good will.
wine and dine influential attendees
I’m not including this one just because I like to be wined and dined (although that’s fun). If you can identify influential attendees, business partners, or clients, invite them to meet with you. Take a prospective client to lunch. At FinCon, Fidelity held a very nice breakfast for women financial journalists. They provided a hashtag for the event and discussed issues of importance to us. More than 50 women were tweeting and posting images to Instagram and Facebook, mentioning the breakfast, the issues, and Fidelity’s part.
You don’t have to hold a big event, but it can make sense to set up meetings with those you are most interested in working with, since you’re all at the conference anyway.
general networking
Finally, don’t forget about general networking. Attend the networking opportunities offered at the trade show or conference. Be ready with business cards, an elevator pitch, and your winning personality. Get to know people and make it a point to show that you are a person with interest, and that you can be a valuable contact.
I met my business partner at a conference. We had networked a little bit online ahead of time, but when we met in person, we saw that there could be a benefit to partnering. But it took that extra connection in person to put things in motion.
Go to your next trade show or conference with a plan to connect and network–and maybe even wow the attendees to get their attention–and you’ll make back the cost of your attendance.
I’ve always been inquisitive, which has won me friends, who’ve been flattered by my interest, and annoyed others, who found it invasive. I’ve been working to figure out how to ask better questions, questions for which I’ll get interesting, surprising answers. Answers which teach me something, advance a story, reveal someone’s interests, or simply help me get to know someone better.I try to learn every day how to ask better questions and here are few things I have learnt.
inquire, don’t interrogate
The same question can sound like an attack or an invitation – it’s all about tone. And I am shocked by how much of a difference a smile makes when asking a question you know someone doesn’t want to answer.
don’t underestimate the power of surprise
Ask a question that’s out of left field. People are often so surprised, they’ll answer frankly and honestly, before they have a chance to think to go with the prepared babble that’s oh-so predictable and dull.
*really* listen
If I get through a list of questions I’ve prepared, it’s a sure sign that I’m not paying enough attention. What’s infinitely better is reacting specifically to what’s being said.
don’t “ask” with a statement – just get to the point already
Everyone has been at those Q&A sessions where someone inevitably stands up and “asks” a long, rambling question designed to demonstrate his own knowledge rather than seek to gain knowledge from the expert. It’s a waste of everyone’s time. An incisive question can itself imply the knowledge – if you’ve done your homework, it’ll be obvious, you don’t need to spell it out.
ask both the questions people are eager to answer, and those they’re absolutely not
I love to hear people talk about the stuff they’re most excited about – their eyes light up, they gesticulate and lean in. On the other end of the spectrum, don’t be dissuaded from asking about stuff people don’t want to discuss. Even if you know they won’t answer it, it’s worth trying. If I don’t get an answer, I’ll just keep trying by asking smaller pieces of the same question.
break up big questions into little bites
If you ask big, sweeping questions, you may get long, rambling answers, break it into something more manageable, A bunch of specific questions might be useful to help people build with concrete answers before they get to a big question.
Companies increasingly face the challenge of finding enough experienced recruits for departing managers and new executive positions.
It’s a challenge that also presents an opportunity for young managers looking for a big step up in their careers.Some participants are under 30. We often give them extremely challenging assignments that take them well outside their comfort zones. They may have to manage staff, most of whom are older than they are.
Here are the most valuable lessons I have learned about being a manager:
establish trust
Your first task is to establish bonds and trust with your team. Get out of your office and “walk the floor” to get to know all the core members of your team. Spend time with each member of management and ask them to identify the main problems they are struggling to solve and the main opportunities they see.
break down barriers
I’ve always been a big believer in the power of diversity. As you walk the floor, identify people with the ability to get the job done, regardless of their background or education. Usually the best ideas come from the factory floor. Solicit advice from a broad array of backgrounds. If you do this, your plan will apply to a wider number of people – and you are more likely to succeed.
be confident, yet humble
It’s easy to feel overwhelmed, but your superiors trust you, so trust in yourself. Don’t let self-doubt cloud your thinking. At the same time, never be cocky. Show employees your willingness to learn what you don’t know: Ask lots of questions. Learn all you can about what they do and why. Solicit and listen to feedback – particularly negative feedback. Turn to mentors (previous bosses, colleagues, professors, relatives) when you are stuck on a problem. A “mentor” might be someone you barely know or someone you haven’t talked to in years; you may be pleasantly surprised by the number of people willing to help if you simply ask.
Be demanding of yourself: Others are more willing to follow your direction if you show your willingness to work hard, to dive into a problem, to be open to new ideas. Show you care. Show that your own success is tied to the success of the entire team. Successful management is about creating a model for others. You will not accomplish anything if you do not inspire and motivate your team. Demand more of yourself than of your workers.
listen and communicate
Young managers often think they should talk a lot; in fact, they need to listen. Communication is a two-way street. Particularly in your first few weeks and months, take plenty of time to listen. Then develop a comprehensive plan. The plan should be difficult – but not impossible. The plan should establish one or two key priorities, with specific, quantifiable targets. Communicate these priorities and targets relentlessly and in multiple formats (face to face, in formal presentations, in casual meetings, in company videos).
deliver!
Your ability to exceed expectations is the most important element of all. Even if you perfect all of the above elements, you will still fail if you don’t deliver results. In the end, this is what management is all about: accomplishing your specific mission. Discipline yourself to focus on performance and avoid distractions.