Posts Tagged ‘web apps’

Are You Embarrassed by Your Video Marketing Efforts? Don’t Miss This Virtual Conference

How to Create Professional Video Ads with Zero Knowhow

If you are using video as part of your marketing strategy, #CouchCon wants you to pull up a chair and join the virtual conference on Tuesday, August 14, 2018.

You will learn how to optimize video marketing with experts from Wistia, HubSpot, LinkedIn, Unbounce, Buffer and others.

The conversation will include Wistia CEO Chris Savage, who will discuss new ways you should think about video, the marketing funnel and opportunities you might be missing out on.

The virtual conference will also cover conversion optimization, email marketing, social media, content strategy and more.

So make sure to click the register button and get your favorite couch, desk or lounge chair ready.

Register Now

Featured Events, Contests and Awards

CouchCon by Wistia: The Free Virtual Deep-Dive into MarketingCouchCon by Wistia: The Free Virtual Deep-Dive into Marketing
August 14, 2018, Online

Save your seat for CouchCon – a virtual conference on all things video marketing. Wistia’s lined up 13 industry leaders who’ve used video to solve some of their biggest marketing challenges and are eager to share how you can do the same. From creating successful video campaigns to engaging with your audience, each session is designed to help provide marketers like you with advanced techniques to take your video marketing game to the next level. Whether you’re watching CouchCon from your living room, the local coffee shop, or the office, it’s all completely free. That means you can get access to all sorts of awesome video marketing content without spending a penny or leaving your couch! Join thousands of other marketers and register today.

WEBINAR August 15, 2PM ET (11AM PT): How Mobile Ate the Web - and 7 Ways Small Businesses Can Capitalize WEBINAR August 15, 2PM ET (11AM PT): How Mobile Ate the Web – and 7 Ways Small Businesses Can Capitalize
August 15, 2018, Online

Browsing via mobile devices has overtaken and now exceeds desktop computer browsing. Sadly, most marketers and business owners still look at their company web presence using desktop devices – but that’s not what most of their visitors are seeing! Visitors are seeing it through mobile devices. In this webinar we’ll explore how users find and get to businesses using mobile devices. We’ll look at the latest trends, and whether your business needs them or should ignore them, including:
AMP (accelerated mobile pages), progressive Web apps vs true mobile apps, mobile templates vs responsive websites, the search engine “knowledge panel” for your business, the mobile-first Google index, leveraging third party reviews and their impact on mobile visitors, and much more. Join us on August 15, 2PM ET (11AM PT) by registering today!

Growth & Success ConGrowth & Success Con
September 17, 2018, Online

This small business virtual conference is dedicated to supporting entrepreneurs at all stages who are stuck in the daily grind of building their businesses and struggle to get solid advice and guidance. An amazing panel of experts in various disciplines and business coaches will share tips & tricks on topics including Growth, Marketing, Management & Business Building for Success. Register today!

More Events

NEW YORK FINTECH WEEK 2018
July 31, 2018, New York, United States
Online Small Business Skills Summit
August 06, 2018, Online
2018 #FlipMyFunnel B2B Marketing and Sales Conference
August 08, 2018, Online
Small Business Expo 2018 – SAN FRANCISCO
August 09, 2018, San Mateo, United States
CapCon 2018
August 11, 2018, Newport News, Virginia
SILICON VALLEY FINTECH WEEK 2018
August 13, 2018, Online
Nashville Lifestyles Women in Business
August 14, 2018, Nashville, Tennessee
IoT Forum on Logistics
August 16, 2018, East Palo Alto, CA
TECHSPO Singapore 2018
August 19, 2018, Singapore, Singapore
National Ergonomics Conference and ErgoExpo – August 2018 – Paris Las Vegas
August 21, 2018, Las Vegas, USA
TECHSPO Sydney 2018
August 22, 2018, Sydney, Sydney
DigiMarCon New Zealand 2018 – Digital Marketing Conference
August 22, 2018, Sydney, NSW
DigiMarCon Australia 2018 – Digital Marketing Conference
August 22, 2018, Sydney, Australia
Culture Talk: Culture and Cultural Identity
August 23, 2018, Online
The Sales Development Conference San Francisco August 30th 2018 Tenbound
August 30, 2018, San Francisco, California
TECHSPO London 2018
September 05, 2018, London, NSW
DigiMarCon Europe 2018 – Digital Marketing Conference
September 05, 2018, London, United Kingdom
DigiMarCon UK 2018 – Digital Marketing Conference
September 05, 2018, London, London
HR Technology Conference and Exposition
September 11, 2018, Online
DigiMarCon India 2018 – Digital Marketing Conference
September 19, 2018, Online

More Contests

Public Vote to Crown America’s Most Unique Small Business Underway
November 08, 2018,

This weekly listing of small business events, contests and awards is provided as a community service by Small Business Trends.

You can see a full list of events, contest and award listings or post your own events by visiting the Small Business Events Calendar.

Image: Shutterstock

This article, “Are You Embarrassed by Your Video Marketing Efforts? Don’t Miss This Virtual Conference” was first published on Small Business Trends

mobile New York Online Browsing Online DigiMarCon India
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No Lies: How to Get Content Marketing Right in E-Commerce

get-content-marketing-right-ecommerceContent marketing is a great, wonderful, powerful way to earn attention and loyalty online … but much of what the industry talks about comes from a B2B perspective.

A lot of the rules change when you move to the B2C sector, and still more change when you talk about businesses operating on the online marketplace.

I’m not here to tell you that everything you learned about content marketing is a lie and you need to ditch everything. I am here to offer a few options that will help you shake things up and make waves in the e-commerce sector.

Let’s get started.

1. Interactive content

One advantage in-store shopping still has over the online experience is, in most cases, interactivity. Shopping in person can be a more engaging experience, and many still find it relatively fun.

E-commerce retailers can change up this dynamic – and you can stand out from your online competitors – by investing in interactive content.

Take the cosmetics brand Sephora, which markets itself using the Sephora Virtual Artist app. Users can “apply” makeup to get an idea of what would look good on them. While the app isn’t a perfect substitute, it can help users decide if the colors are a good fit for them.

sephora-virtual-artist-app

Interactive content isn’t limited to fashion brands. The never-ending love of personality quizzes, the usefulness of web apps and calculators, and the cool engagement with 3D videos are options for nearly any e-commerce brand with an appropriately creative marketing approach.

Interactive content can stand out more and be more memorable than static content. Interactive video ads, for example, boost viewing time by 47%.

Interactive #video ads boost viewing time by 47% via @IPGLAB @TremorVideoDSP. #interactivecontentClick To Tweet

To incorporate and promote your interactive content: 

Identify the problems people are looking to solve which are most closely associated with your brand and your products.
Brainstorm interactive content that will help them solve those problems, including both mobile and web apps, video, quizzes, calculators, and others.
Identify keywords associated not only with the problem users are trying to solve, but the interactivity of your solution.
Create a dedicated page for your interactive content.
Put a call to action in your site navigation to your interactive content.
Place a call to action to your interactive content from related product pages, blog posts, and other content throughout your site.
Reach out to influencers who would take interest in the interactive content, and pin it to your social media platforms.

HANDPICKED RELATED CONTENT: Interactive Content: The Good, Bad, and Wicked Cool Quizzes and Games
2. Lifestyle storytelling

Much of content marketing is focused on the how-to blog post format because it works well. But this approach is often over-emphasized because it’s produced by content marketing agencies that exist in the B2B sector, where a how-to approach is most effective.

For many brands in the consumer market, especially in e-commerce, one important alternative is to tell stories that sell your audience on the lifestyle of your brand.

Take the outdoor lifestyle brand YETI. There’s no shortage of brands selling coolers, travel bags, and related accessories on the market, so YETI differentiated itself by producing high-quality stories, documentary-like videos of people living the outdoor lifestyle that sell the emotional appeal of the brand. Its YouTube videos regularly receive tens or hundreds of thousands of views, with high like-to-dislike ratios.

To incorporate more storytelling:

Interview and spotlight extraordinary people who embody the kind of person your product helps your consumers become.
Identify the emotional core of every story, putting the focus on what struggles were faced and how they changed the person in question.
Encourage customers to share their stories with contests or reach out to satisfied customers to learn more about their story.
Tell your own story, particularly if it relates to the core message of your brand and the impact you expect it to have on your customers.

Storytelling is very powerful, and most people want to see themselves as the hero in their own story. Associating your brand with these kinds of stories does a lot for building brand image, loyalty, and appeal.

HANDPICKED RELATED CONTENT:

How REI Is Unlocking the Power of Long-Form Video
How to Differentiate Content in a Crowded Field [Example from Adidas]

3. Stance-taking

Getting involved in politics in 2018 is, shall we say, a bit risky? At the same time, the politicization of nearly everything also means that people react much more strongly, good or bad, to brands that take a political stance.

This isn’t always a good idea, especially for brands that don’t want their image to be closely connected to a political cause, but there’s no denying that it works in the right situations.

Setting aside the obvious example of Tesla, look at the environmentally responsible outdoor apparel brand Patagonia and its blog The Cleanest Line. The risk-taking strategy has paid off. Its Instagram post declaring that “The President Stole Your Land” has received over 200,000 “likes” and a related 360-degree interactive video experience, This is Bears Ears (a national monument), has been well received by many (and there’s been some negative reaction too).

patagonia-stance-taking-example

Patagonia’s pledge to donate Black Friday sales resulted in $10 million for environmental groups, which almost certainly created some loyal customers and added to the over 3 million followers of its Instagram account.

If a cause is appropriate for your brand to support, it’s worth weighing the potential alienation of some customers against the attention and loyalty you could earn in return.

HANDPICKED RELATED CONTENT: Purpose-Driven Content Marketing: Brands That Give and Get
4. Email content

A lot of content marketing strategy lessons revolve around gaining visibility, with the goal of converting that traction into email leads or buyers. But customer retention is arguably a far more important goal for online retailers because a one-time sale likely doesn’t result in a big enough return.

In the B2B industry or some B2C, customer retention isn’t as important to or handled by content marketers. Thus, much of the talk about email isn’t the most effective for online retailers.

An email field should absolutely be a part of your cart checkout process, with a check mark option to receive special deals.

An #email field should be part of your cart checkout process for buyers to opt in to #content. @Manish_AnalystClick To Tweet

To incorporate more effective email marketing:

Send abandoned cart emails. If a would-be customer fails the checkout process, send an email reminder about the abandoned cart and give an option to explain why it was abandoned if the act was intentional.
Send product recommendations based on previous purchases. Options such as “people who bought this also bought this,” or reminders to repurchase products that periodically need to be replaced can be effective. Avoid recommending a direct replacement for an item previously purchased that isn’t periodically replaced.
Send promotional emails for on-sale items, especially if those items are a good match for the recipient’s buying history.

HANDPICKED RELATED CONTENT:

8 Copywriting Techniques to Boost Email Conversions
How to Deliver Emails That Will Increase Reach, Impact, and Subscriber Satisfaction

Closing advice

If you can find one common thread in the above recommendations, it’s probably this: Retail is far more about experience and identity than it is about practical advice.

#Retail is far more about experience & identity than it is about practical advice, says @Manish_Analyst.Click To Tweet

The traditional approach to content marketing – identifying problems associated with your core products and producing content that helps people solve those problems – still can be valuable for e-commerce brands. If it is working for you, I certainly wouldn’t recommend stopping.

That said, in general, e-commerce brands heavily rely on style and lifestyle appeal. Investing in that doesn’t mean ditching your more practical, use-focused content, but it does mean investing more in storytelling and creating memorable experiences.

Make that central to your brand and you will be miles ahead of most online-based brands.

HANDPICKED RELATED CONTENT: The Art of the Cart: How Retail Brands Can Cash in on Content Marketing

Selling products or services on your website? It’s time to buy online too. Register for Content Marketing World (use BLOG100 to save $100) and then get insight on how to better your sales with content marketing from over 100 presenters Sept. 4-7. And don’t miss registering for the retail/e-commerce industry lab on Sept. 7.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post No Lies: How to Get Content Marketing Right in E-Commerce appeared first on Content Marketing Institute.

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