Video-Marketing

16 Video Marketing Production Statistics for 2016

Forbes, Entrepreneur, and Inc. have made it clear and the fact is undeniable - Video has changed the way we interact with the world and market our businesses. We share links across social media and upload 6 billion hours of video to Youtube every month. That number doubles each year as we consume more and more video.

Video Marketing Statistics 2016

So what does that mean to you as a business owner, salesperson, or marketer? Let’s take a look: e video marketing statistics for 2016:

Video Marketing Statistics For 2016:

  1. Forrester, an authority on marketing data, published a report that states that video marketing has been proven to increase click-through rates in email by 300%
  2. Including video on your landing page will increase conversions by as much as 80%
  3. YouTube has reported that viewership has doubled every year
  4. The top 100 YouTube channels increased views by 110% in the past year reaching 14.7bn views in January alone
  5. Do you sell products online? 90% of customers find that video is a key factor in their decision process
  6. Do you focus on b2b marketing? 75% of c-suite execs watch work-related videos weekly
  7. 92% of video viewers share videos on mobile
  8. The Online Publishers Association has shown that 46% of viewers take an action after watching video - compare that with your current conversion rates
  9. 500 hours of video are uploaded to YouTube every minute
  10. YouTube has over a billion users, ⅓ of people on the Internet
  11. The average YouTube viewing session on mobile is over 40 minutes
  12. More than 50% of video views come from mobile devices
  13. The first video uploaded (watch video below) to YouTube was Me At the Zoo, garnering 33,456,515 views as of this post
  14. ReelSEO reports that 76% of b2b marketers report a positive ROI on video
  15. Forbes states that 50% of execs seek more information after learning about a product or service through video
  16. Looking to increase time on site? Visitors that watch video spend twice as much time each session onsite

Video marketing production can be a difficult task because it requires technical skills and expensive equipment, but by creating a strategy and through concerted effort, many businesses have managed to create successful videos in-house. If you are interested in creating your own videos, check out our Video Marketing Roadmap.

Get the video marketing road map

HARNESS offers a unique approach to video marketing services and analytics. From video ads on social to unique videos for each stage of your sales funnel, we create a custom strategy, produce results-driven videos based on your target verticals and goals.  It does not stop there as it does with many video production companies. We also optimize and manage content distribution with deep analytics to guide your decision-making process.


Facebook Offers Ads Changes September 2016

Facebook Offers Ad Changes

Facebook recently revamped its “Offers’ program, now allowing retailers to offer coupons for discounts that are redeemable in-store or online for e-commerce platforms such as Shopify. Originally launched in 2012, Offers hasn’t had the success that Facebook originally intended. That is especially true when compared to its mobile ad platform that accounts for 84% of the organization’s revenue.

So what Do Facebook Offers Ad Changes Mean To Marketers?

Well, everyone obviously loves to find a bargain, and as advertisers do more to stand out they use discounts and promotions to attract new customers. Further, the end-user wants to be able to easily redeem these offers anywhere, and this new addition to the Offers program makes that easier for them to do so.

As mentioned above, there are two types of offers (in-store and online), which can be shared in two ways: either promoted with an ad or organically with a post on the retailer’s Facebook page. Ads will appear in the Facebook feed by making use of the social networks targeting tools pushing the offer to those most likely to purchase.

Do the new Offers additions work?

While we need more data to determine the true viability of these ads, preliminary information points toward success. Testing the revamped ads, online retailer Maurices saw a 31% increase in return on advertising spend. By promoting a $15 discount, the retailer was able to capture a wider audience and turn those users into customers.

Facebook is also offering a new, dedicated offers tab that allows users to view current and past offers in a single location on the business page. Users can also access all of the offers that they have claimed by viewing their bookmarked offers. Additionally, Facebook will serve helpful notifications regarding offers that have been claimed but not yet redeemed by the user in order to push them further toward making the purchase.

In the future, Facebook will allow discrete codes for different users or groups so that a business can segment its followers. For instance, if a certain group is more likely to purchase high ticket items then the retailer would interact with them different regarding offers. The new Offers are currently available.

Check it out and let us know what you think!

 

 


Climbing Gym Marketing: Turn Buyers Into Loyal Customers

Community building and goal programs are a fun climbing gym marketing strategy that both support current customers and turn day pass buyers into loyal customers. There's a lot of room to be creative in a program like this. Start by encouraging your employees to get involved. If they are excited, you'll soon find your customers following a suit.

Here are 4 steps to creating a climbing gym goal program:

Climbing Gym Marketing: Turn Buyers Into Loyal Customers

1. Climbing Gym Marketing: Get Started

Your first steps are to name your program and announce it both in-house and through your outbound marketing channels. Come up with a fun hashtag to promote on social. Then, print paper flyers, post notices around the gym, send an email to your segmented email list with all details to prompt customers to take action.

2. Foster Healthy Community Competition

Dedicate a wall or poster board to the program, and incorporate a way to show your climbers' progress. A 'mountain to climb' is a simple metaphor to turn into an image and makes it easy to post goals at different levels on the mountain. Give members cutouts to write their name on, or use photos, and pin them on the board at the appropriate levels. Including an 'encouragement' section where climbers can write supportive messages and tips keeps things fun and upbeat.

3. Create a Reward Based Goal Structure

Set and post goals based on beginner, intermediate, and advanced climbing levels. Or consider creating a personalized goal program for customers taking classes or working with trainers. Once a goal is met, reward your climbers with a small gift or a one-time discount. Depending on your gym there are so many fun prizes to offer, from power bars to water bottles, merchandise and membership fee discounts, even having their photo posted on a program wall or being featured in a social media post. Mix up discounts and gifts at varying goal levels to keep your climbers motivated.

Depending on your gym there are so many fun prizes to offer, from power bars to water bottles, merchandise and membership fee discounts, or having their photo posted on a program wall and getting featured in a social media post. Mix up discounts and gifts at varying goal levels to keep your climbers motivated.

4. Spread the Word Together

Now that you've created your program, it's time to encourage your members to share with their online community. All social posts, e-communications, and printed material (like signs, brochures, posted charts etc.) should include your gyms social icons and the program hashtag with a call to action.

Your website and appropriate digital advertising should clearly display easy ways to share information about the program, celebrate when goals are met, and encourage other program participants. Most importantly, keep inspiring your customers to push themselves and have fun!

Need a little more help devising and implementing your marketing strategy? Get in touch with HARNESS here.


Climbing Gym Marketing Strategy: Marketing Automation and Customer Segmentation

Utilizing Segmentation and Automation Workflows to Create Recurring Revenue for Your Gym

As the industry continues to grow at a projected rate of 13% this year, an increasing number of owners and general managers are developing their climbing gym marketing strategy.  That is not only to differentiate from the competition, but also to reach an audience that is mostly unaware of climbing. At one time, core climbers would provide the revenue needed to sustain a profitable operation.  However, as the industry becomes more saturated and gyms grow into larger, full-service facilities, gym owners will feel the pressure to find solutions that generate new business, maintain relationships with core climbers, and maximize potential share-of-wallet from each customer.

So how does a gym owner with limited resources accomplish what the big brands are doing with their marketing? The full answer is beyond the scope of this article, but we will break down some of the high-level strategies to help maximize potential revenue from each guest.

Segmentation

The most important climbing gym marketing strategy you must understand is knowing your audience in order to have a more personalized conversation. As our culture continues to push toward customer-centricity, we can no longer simply push promotions about products and services to a mass audience. That simply does not work. The sales process has changed and customers are using powerful resources to find and evaluate options for spending their expendable income. If you fail to have conversations at the individual level based on a customer’s unique needs, then you will fail to capture that customer’s interest.

Consider this, only around 20% of a gym’s revenue comes from core climbers, the guests that have experience and would find a place to climb whether or not your gym was in business. The remaining 80% consists of varying personality types and interests, but our research has shown that most of these individuals fit into two categories: fitness-minded adults and youth guests.

Fitness-minded Adults - in many cases these are individuals that already hold a gym membership to a traditional gym, CrossFit gym, yoga studio, or other specialized training such as Pilates. They tend to be relatively affluent, educated, and resourceful. They also have a decent size social circle with which they share opinions and give referrals. For them, climbing presents an option to either supplement or replace more traditional (boring) workouts.

In the video below, we spoke with a great example of this type of guest. They love climbing and consider themselves to be somewhat “outdoorsy” people that like to hike. They also take their fitness seriously ,so they work out at traditional gyms regularly. They like climbing because it “does not feel like working out.” They are able to hang out, socialize, and get a workout over a couple of hours without ever feeling the boredom that comes with activities such as running on a treadmill.

Youth Guests - in many cases these kids already have multiple activities that they participate in. Often they find climbing because of hearing about it from friends. These kids are frequently not inclined to participate in more traditional team sports (or “ball sports” such as football, basketball, etc.) and find that climbing presents them with the opportunity to set and accomplish individual goals, build confidence and character, and to socialize with a team if they are part of a gym’s youth programs.

Your gym’s guest may vary based on your location. For instance, if you live in a mountain town the percentage of core climbers may be higher. In most cases, these ratios represent the average (even in the UK).

Once you understand these customer types, or personas, you are able to create content that speaks to their needs better than if you simply email your whole list with the same information about promotions and events. You should speak to individuals as people rather than yelling at your whole list through a megaphone. How do you do that in a way that is efficient in regard to both budget and time? The answer: marketing automation workflows.  Once you have properly segmented your customers this is the secret sauce that powers your climbing gym marketing strategy.

Automated Workflows

Let’s start with a quick primer on marketing automation. Automation is a great way to engage customers and future customers individually based on their exhibiting a series of behaviors. For instance, if someone came to our website and checked out our Inbound Marketing page multiple times, then we know that that person is likely interested in learning more. If that person has already subscribed to our list by providing their email in exchange for a piece of content, then we can automatically cater the information we send to them to focus on inbound marketing. Our system is designed to automatically segment customers into workflows that pertain to their exhibited interests.

As referenced above, a workflow is a series of events that take place based on if/then logic. For example,“If a customer visits the inbound page three times, then enter them into the inbound marketing workflow.” That workflow would include a series of emails that makes them aware of what inbound marketing entails, educates them on various facets of the methodology, and finally describes what makes us different from other marketing agencies. That process nurtures a relationship with a visitor being a stranger to an educated potential customer. Remember that “educated” part; it will be important later.

So after establishing your gym’s segments, you can create workflows that walk a customer through to a goal that you establish. A good example would be helping a day pass buyer to become a member. When you consider that most sales require three to five touch points before a future customer takes action, then you should design your workflow accordingly.

Establish Goals

Imagine you want to send all of the 50 North American classics in Steck and Ropers book in one year. You would need to establish short-term and long-term goals in order to accomplish this. Even the logistics of getting to each location would require some goal setting and prioritizing. Successful marketing automation is no different in this regard.

You must first establish what you want your user to accomplish through your workflow. Do you want them to sign up for a membership or enroll in your classes? Are you hoping to fill out your yoga classes with more guests? Would you like more members to attend your upcoming events? All of these present concrete goals that are possible to accomplish with automation.

Thus, you have first established your customer segments above and then set goals for each segment. Now you can move on to doing the work of creating the content and designing the emails.

Educating Guests

Like it or not, you are in the business of education. Guests will look to you to be an authority on climbing and present resources that will help them to dive into their newly acquired climbing hobby/lifestyle. Workflows present an excellent opportunity to establish yourself as a resource, build relationships, and maintain trust with guests.

While the ultimate goal of your workflow may be to get day pass buyers to become members, your focus should be on educating them about the sport and helping them to learn the basics of climbing. That way, next time they come to the gym they won’t pump out by pulling themselves up the wall gorilla-style. If climbing is more enjoyable, they are more likely to stick with it. Simple right?

We have had a lot of success by using videos in our emails. Immediately after someone comes in on a day pass, we send them a video that demonstrates how to climb with straight arms in order to avoid getting pumped and having sore forearms for days. A few days later we send them a video on the basics of footwork. After waiting for a few days, the workflow sends them a membership offer. If they reach our goal of buying a membership, they are removed from the workflow. If not, we continue with more emails focused on climbing tips and follow up with another offer. Typically we see around 10-13% click-through rates on these emails, while the industry average click-through rate is around 1-2%.

Keeping Your Lists Up to Date

Getting your list into your automation software can prove difficult unless you have an API in place that syncs customer information from your point of sale system with your email platform. If you are using Rock Gym Pro, you will need to manually export and upload your list to your automation software on a regular interval (weekly is ideal). That is done in order to reach customers at a time when the information is still relevant. If a guest climbed with a day pass a month ago and had not visited your gym again since, they are not likely to care about your climbing tips. Wouldn’t it be better to reach them just days after they climbed at your gym and your brand is still fresh in their mind?

Measuring Success

Recently, Rock Gym Pro made it possible to track conversions using Google Analytics. That is an excellent addition to the software and is critical to your digital marketing efforts. This will also be important to measuring the success of your workflows. By using UTM codes, it is possible to track the source of traffic from each email. Later, you can trace the path of those visitors through your site to conversion (using the conversion event available from Rock Gym Pro) with your analytics software.

Further, you should pay close attention to the open rate and click-through rates of each email in your workflow. If some of your emails are experiencing low click-throughs then it is likely that you need to either update your copy or another aspect of the content. This may require some experimentation to optimize each email to have the biggest impact on sales - that is part of the fun though!

Bring it Together For a Complete Climbing Gym Marketing Strategy

Although the overall strategy is somewhat straightforward, the implementation process takes some time to set up. The good news? It only needs to be set up once. It can be tweaked from there.

So start by understanding your customer segments. Next, establish a single goal for your workflow. Then you create the content that will be promoted with your workflow. Finally, pay close attention to your metrics in order to determine the success of each campaign.

Would you like more information on marketing your climbing gym? To see more posts in our series click on the button below.




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Climbing Gym Marketing: How to Get Climbers Offline and Into Your Gym

Climbing Gym Marketing and social media marketing is easy, right?  Put up a Facebook page, pin a few items on Pinterest, or put pictures of your facility on Instagram, and anyone who sees your social media presence will come right in. While social media marketing isn't quite that easy, it is a relatively simple way to create an opportunity to interact with potential members. It's the personal interaction that will ultimately get your online followers off the internet and into your climbing gym. Here are a few ways you can use social media to convert followers into loyal members.

female rock climber climbs on a rocky wall

Pin it to Win it

If you have a Pinterest site with followers, your pins are being "liked" and repinned, you might be wondering how to turn this into more members for your facility. Try a "pin it to win it" contest. Pinterest contests are a great way to get potential members to interact with your pins, and make the decision to join your gym.

Facebook Challenge Groups

Challenge groups on Facebook have become really popular, and they are a great way to get and keep people engaged for a predetermined time period. Offer a 30-day climbing challenge to encourage people to come into your gym to complete challenge tasks. You can assign point values for tasks, and the points go towards entries to win prizes.

Cross Promote On Instagram

Instagram is a great way to showcase your gym and its features, as well as show how much fun members are having while there. It's also a great way to team up with other local businesses to generate more traffic for everyone, and increase your membership. By joining forces with other businesses, you are getting your gym noticed by people who are already spending money elsewhere. Cross promote with a local sporting goods stores, health food markets, yoga studios, or massage parlors to catch the interest of people who are already interested in health and fitness, and may be more likely to take action, and join your gym.

Social media marketing offers limitless opportunity when it comes to being creative in your marketing. Contact us for more ways to use it to build your business.


Climbing Gym Marketing: Giving Incentive for Customers to Come in and Come Back

It's easy to get people excited about the idea of climbing, but getting those excited people in the door of your gym is another story. How do you take someone who might be interested and actually convince them to come in? How do you get the person who came in for a group outing or party to return?

Marketing Climbing Gym

Social media is a key of course to getting the word out about your gym. Definitely have an active presence online. An active presence doesn't just involve posting those great photos of your climbing walls. It's important to respond to people who reference your business. Be sure to comment on location-tagged pictures and thank people for coming in. Interacting with customers can go a long way towards loyalty by showing that there are people behind your business, people who truly appreciate loyal customers. Your responses can also include special offers if they choose to come back. A response to a great photo tagged at your gym might read: "Great pic! Thanks so much for coming in today! Here's a link to a coupon for $5 off your next visit!"
Online contests are a fun way to take people's competitive nature and turn that into a marketing opportunity. A photo contest will not only bring customers into the gym to take the necessary photo, but a great prize for the winner will encourage lots of entries.

It's also a great idea to reward repeat and return guests. Advertise blocks of passes at a reduced rate. These blocks guarantee a number of paid visits and the customer gets a discount, so it's a great situation for all involved. Consider also automatically entering climbers in a monthly drawing for a free private lesson. Repeat visits would give them a greater chance of winning, and if they do win that private lesson they'll definitely be back to practice their new skills.

For more ideas on building your customer base contact us or check out our blog.


4 Outdoor Brands To Inspire Your Inbound Marketing Strategies

3 Outdoor Brands To Inspire Your Inbound Marketing Strategies

The most successful companies today aren't creating siloed marketing strategies. They're combining inbound and outbound marketing to get the best of both worlds. This one-two punch gets your business in front of your target audience and then earns their full attention by providing them with the valuable information they want. Inbound marketing is especially important for niche areas, like the outdoor sports industry, which is packed with enthusiasts and experts. These customers frequently make purchase decisions based on a first-hand experience and trusted advice from other practitioners. They're loyal customers who are unlikely to be sold by advertising alone.
To support marketing dollars going toward paid ads and print promotions, forward-thinking companies are also providing their target audiences with valuable information to educate and inspire. That way, customers feel more confident buying from brands they can trust after performing their own due diligence. Here are three examples of brands that are embracing inbound strategies to offer buyers more value and stay ahead of the competition:

Therm-a-Rest - Engages Enthusiasts with Social Media

Therm-a-Rest has a healthy mix of written and visual assets on its website to offer a behind-the-scenes look at its camping mattress technology. In addition, it has strong social media presences on Twitter and Instagram that go a step further to engage its audience. How? The company posts pictures of rustic campsites and tents perched alongside striking landscapes. It offers camping tips and asks followers to write in with their favorite destinations.

http://www.cascadedesigns.com/therm-a-rest/blog/rickshaw-south-dispatch-3-no-fools-errand/

These kinds of posts establish Therm-a-Rest as an authority in outdoor adventures, but also give customers a reason to follow the brand organically. Prospects and customers want to be a part of the conversation and they want to stay connected with the company.

BioLite Energy - Content for Every Stage of the Sales Funnel

BioLite Energy is a newcomer to the outdoors scene. It's a startup that produces wood-fired stoves for biofuel and off-the-grid cooking. The company has a mature marketing plan, however, and a blog that's rich with content to addresses readers at every stage of the sales funnel.

  • Traffic: 5 Reasons to explore your own backyard
  • Engagement: What's your food philosophy?
  • Lead Generation: Inside the Technology
  • Conversion: A wildlife Biologist Puts the SolarPanel 5+ To the Test
  • Loyalty: Backpacking in the Moravia Woods with BioLite (A user story)

This is how inbound marketing works. You grab readers' attention with general-interest material and then follow up with educational pieces that show how products work and why they're the right solution.

Patagonia - Storytelling to Inspire Loyalty

In the past couple of years, the outdoor clothing company has gained attention for its serious approach to sustainability. It all started with a full-page ad placed in The New York Times on Black Friday. The Worn Wear program asked customers not to replace used Patagonia gear with new items, and instead, promised free repairs in order to extend their lives. To support this campaign and recognize patrons equally dedicated to wasting less and getting outside more, Patagonia now publishes stories that follow them on their adventures. It's an inspiring series that puts the customer in the spotlight, and it also establishes a narrative where the brand can easily talk about its focus on high-quality materials and environmentally friendly practices. Altogether, these messages generate a lot of interest in the brand and foster hard-core loyalty among users.

It's an inspiring series that puts the customer in the spotlight, and it also establishes a narrative where the brand can easily talk about its focus on high-quality materials and environmentally friendly practices. Altogether, these messages generate a lot of interest in the brand and foster hard-core loyalty among users. To be successful in a marketplace where consumers research first and buy later, companies can't afford to leave marketing opportunities on the table. Inbound strategies give businesses the chance to nurture prospects with the right information at the right time - until they're ready to make an educated decision about what to purchase.

Are you ready to take your marketing to the next level? Contact us to learn more about the best-in-class strategies we build for our clients to harness the power of both outbound and inbound marketing.


Business Lessons Learned From Climbing

Business Lessons Learned From Climbing

When I started climbing, business was the last thing on my mind. I was going to live the dirtbag climber’s life and travel the world existing only to climb peaks and rocks. I did for a while, and that was incredible. As time wore on, though, I started to crave some stability and grew tired of the financial stress of a jobless, van life existence. When I entered the business world, I quickly realized that climbing had given me a unique perspective to navigate. Here are a few crossover ideas that climbing brought to me for the business world.

Business Lessons Learned From Climbing

The risk is inherent, and foolish risk will end you

The risk is ever present in climbing. Being successful means accepting the risk and moving forward in spite of it. To leave it here would be an oversimplification of the process. A large part of the draw to climbing is learning to mitigate much of the risk while seeking the most rewarding climbs. If you climb something for the sake of taking the risk, you will get bitten and usually sooner rather than later.

Risk taking in business should be the same way. Too many flash-in-the-pan CEOs have written books and given talks espousing huge risk without discussing their efforts to mitigate that risk. You need to have your market research dialed, your business plan polished, and (most importantly concerning today’s marketplace) your marketing campaign together to get the word out about your product or service. I have seen too many businesses approach new concepts or markets with an “if you build it, they will come” attitude toward their marketing.

The willingness to venture beyond the norm is rewarded

The roadside attractions in climbing seem to have a siren call. The crowds flock to them, and the experience becomes diluted with competition to get on the route and find space on the way up. I have never found venturing out into the backcountry for a climb to be less rewarding than staying by the road. Yes, it is a lot more work to get there and in the beginning, you will ask yourself why you did not just do something easier. Once you settle into the task, you begin to notice the benefits… better views, a feeling of belonging, ownership of the area you are in.

Falling into the trap of providing product or service that is on par with the rest of your industry is understandable but unacceptable. Going beyond the norm for the quality of service and product will differentiate you from the rest. The extra effort will pay off quickly.

Technology will never replace knowledge

Climbing equipment has come a long way from the days of soft iron pitons and hobnailed boots. Modern equipment allows rank beginners to ascend pitches of rock that were unimaginable in the 50’s or 60’s. However, no matter how much the technology improves, if a climber does not know his way around the mountains, and the basics of ropework, his career is going to be a short one.

Technology has fundamentally changed every aspect of the business world. No one can deny that. What it has not done is replace the need for knowledge. Knowing your market, your product, your competition, and your customer will not ever be replaced.

Moreover, technology has not replaced the need for human interaction. People still buy from people even in the age of technology. No matter how fantastic your digital advertising campaign is, people are going to attach themselves to brands that have a unique mission and are represented by solid people.

The view from the top is amazing, but you cannot stay forever

The summit is a major motivator in climbing. Rightfully so. It is a symbol of accomplishment, and for some, it is a symbol of conquest. Stand on top, breathe in the thin air, simultaneously feel powerful and small all at the same time. It is a time to reflect on the path that was taken and take in the view of the surrounding summits. The feeling is fleeting, though, and the inevitability that you must come back down gnaws at the back of your mind. The longer you stay put on top, the more danger you face. Storms, frostbite, exhaustion, darkness, all of these await those who try to linger.

You seek to be at the top of our game in business as well. To stand at the top and see your competitors. Stagnation is a fatal flaw in business as well. Success in business depends on understanding that once you have gained the top in one area, it is time to look toward your next goal, start training, set milestones, and take the first step.

You seek to be at the top of our game in business as well. To stand at the top and see your competitors. Stagnation is a fatal flaw in business as well. Success in business depends on understanding that once you have gained the top in one area, it is time to look toward your next goal, start training, set milestones, and take the first step.


Inbound Marketing & Why It’s Essential In Your Strategy

Wouldn’t you agree that it is better to attract qualified, ideal prospects to your sales funnel rather than attempt to promote your business to everyone, creating “hit and miss” results? Alternatively, that it is advantageous to embrace an inbound marketing strategy that connects with, engages your audience, and builds long-term customer relationships versus just focusing on getting the sale?

Absolutely! You see, there is an entire methodology that not only brings potential customers to you but keeps them coming back for more! This approach has resolved multiple issues for businesses like time wasted on unqualified leads, little website traffic, and low lead conversions. The more efficient way to promoting your business is through inbound marketing!

This strategy has shown to be the best way to do business online. 3 out of 4 marketers across the globe prioritize an inbound approach to marketing (Source: Hubspot). Studies consistently reveal that inbound marketing successfully increases traffic, lead generation, sales and repeat business for brands who leverage this tactic.

What Exactly is Inbound Marketing?

The inbound marketing concept centers around creating and sharing valuable content that solves problems and answers questions for your ideal customer (or buyer persona). It naturally draws prospects in through education. Because of this noninvasive, selfless approach, prospects are instantly attracted to your brand and see you as the expert in your niche.

There are four key components to a powerful inbound marketing strategy. It includes:

  • Attract: Driving quality traffic to your content via blog posts, social media, SEO strategies, video marketing, etc.
  • Convert: Turning website visitors into leads through your lead offers; you giving visitors something valuable in exchange for their contact information
  • Close: Transforming leads into customers by using closing tools like email marketing and marketing automation to help seal the deal
  • Delight: Creating happy customers and loyal, raving fans of your brand, converting into repeat business. The major benefit to inbound marketing is the process of nurturing a “stranger” into an eventual promoter of your business.

Why It is Essential in Your Marketing Strategy

Inbound marketing, when done right, positions your business for long-term success. Consumers are fed up with overwhelming advertisements, yet they are always online seeking solutions to their problems. Search is the #1 source for content traffic generation, and it is the preferred choice for looking up information. Inbound marketing positions you to be found by your target audience when they are searching for you, making it essential for your business in 2016!

If your business is ready to start leveraging inbound marketing tactics to begin attracting qualified prospects into your sales funnel, contact us to request a free consultation. We are certified to help!

3 steps to creating great marketing content


7 Tips for a Snapchat Video Marketing Campaign

Snapchat is a hot social media platform that can be used for more than just sending pictures to your friends and playing with different filters. Snapchat is an extra feature in your video campaign that will bring it to success. Here’s how:

Reply to stories to increase user engagement

With new features like swiping up to reply to a story, marketers can receive feedback from their consumers. This is a way to measure how your campaign is progressing. It’s also a way to get feedback on your campaign. New companies use Snapchat already to conduct informal contests and host polls through the Story Reply feature.

A new Snapchat tip would be to utilize the Story Reply feature to host Q&A sessions to receive audience questions and feedback. Consider common questions, recommendations, and satisfaction level mostly.

Create customized on-demand Geofilters

You can now create and publish a Geofilter for your business or private events. Can you imagine how much exposure your business would get with a customized Geofilter? Here’s how it works:

  • Design – To create a filter, go through Photoshop or Illustrator to create compatible filters.
  • Map – Pick a location where your filter will appear, then choose time and dates when you want your Geofilter to appear.
  • Buy – You have to submit your Geofilter for approval to Snapchat, and then you buy it.

Offer exclusive discounts

Providing coupons and discounts through Snapchat is highly successful. This makes it an exclusive offer because it can only be found on your businesses Snapchat. This also gives an opportunity for one-day only promotions, since Snapchat stories last for 24 hours.

Target content to select followers.

If there is a social influencer who you want to promote your business or product, you can give that person promotional codes through Snapchat. This was, that social influence can inform the pubic about the product and let them know about the promotional code as an incentive to buy the product. If have avid users of your product, you can also offer them special codes as a thank you for using the product or giving business frequently.

 Activate Snapchat stories

Create Snapchat stories so your audience can see what their favorite brand is doing. This allows your audience to see what you’re doing every day.

Build up to a special event or moment

Snapchat is an excellent platform to spread the word about an upcoming event and get people buzzing about it. Make people excited about your upcoming events, moments and launches!

Back your marketing campaign with special ads

Jump on board by making Snapchat ads. This helps you to reach the demographic who has moved from Facebook to newer social media platforms. Plus, our ad is less likely to get lost in a Snapchat feed.