Entertaining or inspirational content can be a great way to get their attention, but it’s time to move past the high-level brand video and get serious about targeting your message to distinct audience segments. It’s called ‘narrowcasting’ your content, and it’s the key to boosting audience engagement and conversion. Many features for branding your YouTube channel are free and should be taken full advantage of.
While other types of media are easy to automate, with video there’s always a real person in front of the camera. How valuable is a Facebook newsfeed ad versus an ad on the open ecosystem? How to decide on search investments versus the 30-second TV ad? How can marketers determine that the investment mix in their plan is driven by normalized outcomes across all their channels, and prove with certainty how their media investments are delivering returns for their business? Neutral third-party measurement tools are needed to help level the playing field. At the expansion stage, as companies shift from product development to customer development, they experience a surge of leads, but have limited resources to move these leads through the funnel.
On their first day of work I tell them about the branding story, the process we went through. We think of it as a field manual for how to talk about our company, and we measure the success of it in how often we hear it back from new employees.
Understand what moves the needle the MOST for your business and make sure there is focus on it. I feel like I need to say it again… Taking money from the wrong customer can kill your company and your brand. Especially in the early days, turning away sales is difficult. But no amount of cash can make up for selling to the wrong customers. In this section, our experts share their tips for developing a well-defined marketing strategy. We created a 300-page book that describes the origins of the company, why the founders started it, how we talk about us, how we visually represent us, and how we think about customer success.
Choose the tools that will not only deliver data and insights, but do so in a timely and relevant manner for your business. You must review the data, and with your colleagues, your coach, your running buddy – set clear, executable actions. First, when it comes to marketing, it’s hard to have long-term plans, and it’s difficult to map out all the moving parts ahead of time. It’s important to stay responsive to what’s going on in sales, the market, and the world as a whole for your strategies to succeed. Marketers do a nice job with segmentation for acquisition, but this same discipline sometimes drops off with customers. For example, at many organizations advocacy exists but there is no dedicated marketing energy to adoption, retention, and expansion.
Customizing the background of your channel, showcasing your other social networks and creating a custom header are just a few of the many ways to brand your presence on YouTube. A decade ago, blogging was typically the most important source of content for marketing teams. But as consumer preferences have evolved, producing video content has become more and more essential. Many consumers now prefer video over other types of media, and one reason for this preference is video’s authenticity.