Friday, January 29, 2021

YouTube Shares 3 Keyword Research Tips For Videos - Search Engine Journal

 


at No comments:
Labels:

Saturday, January 23, 2021

What Marketers Need to Know About Influencer Marketing in 2021

 

What Marketers Need to Know About Influencer Marketing in 2021

a man sitting at a table in front of a window© South_agency | Getty Images

What’s on deck for influencer marketing in 2021?

CONSTELLATION BRANDS, INC.

From everything we’re seeing, it should be a year filled with demands for creative production and on-point strategy. Here’s what’s on our radar for the upcoming year.

1. Influencer marketing gains importance for ecommerce

Covid-19 has spurred ecommerce to record levels of use. Mega-retailers like Walmart report a 97% increase in ecommerce and this acceptance will trickle down throughout the ecommerce world.

Experts suggest the pandemic has accelerated the shift towards online shopping by about five years. 

Along with traditional retail, social shopping is impacting the retail market. Gen Z shoppers enjoy browsing and shopping from social sites, and 77% of them said they respond best to advertising that shows people in real-life situations.

Influencers already excel at this and they’ll be invaluable for social shopping campaigns on Instagram shops, Facebook Shops, Pinterest Shopping and more.

What brands should do in 2021

With so many options currently in the market and new ones being tested and rolled out daily, it is imperative for marketers to think about how influencer marketing campaigns will drive ecommerce sales along with awareness and engagement.

Platforms are making it easier for brands to sell on social media, so take advantage of it and use your influencers’ expertise to capitalize on opportunities with social media buying.

2. Influencer marketing for greater good

More than two-thirds of consumers expect brands to take a stand on important issues and to be honest and transparent in advocacy efforts. As an example, a recent “Madame President” ad from HP highlighted young leaders, and it was greeted heartwarmingly by reviewers and customers.

The pandemic only accentuated expectations for brands to be vocal about social causes, as people sought connection through their online relationships. It is likely the trend will continue through 2021 and beyond.

How brands can benefit this year

Brands are expected to have a sense of responsibility to consumers and society and act accordingly. As opinion and virtual community leaders, influencers are also being held to a higher standard.

Think about how you can prioritize social responsibility when partnering with influencers and find content creators who passionately support causes that align with your mission. Make sure your campaigns are not only sales-focused, but also purpose-driven. Keep in mind that Gen Z consumers in particular can be skeptical about a brand's good intentions.

3. Demand for video will keep growing

First, it was TikTok. Then Instagram Reels. Even LinkedIn got in the video rivalry with their Stories, and Twitter jumped in with Fleets. Facebook Live also boomed, with a 50% increase in viewership during the early months of Covid-19.

During a time when more people are feeling isolated at home, online video is helping them stave off the loneliness. People are scrolling and streaming more than ever before.

What brands should do next

Make video a priority in all your influencer marketing campaigns. Take advantage of the newness of emerging platforms and formats such as TikTok, Instagram Reels and Triller (with AI-powered video editing) to boost organic engagement and video play rates.

Because the space isn’t yet saturated, you can test and experiment, finding outreach options that best fit your brand.

4. Boom of influencer marketing in new niches

Blame it on being at home all the time and needing some form of living companionship, but plant influencers have become unlikely stars on the social media scene. Their pages range from humor to guidance to comfort, but they’re all at least a little green or leafy.

And they’re not the only niche booming: Influencer marketing continues to expand into areas that would frequently have been considered too dry or risk-averse to consider outside partnerships. For example, TikTok superstar Charli D’Amelio recently launched an influencer partnership with Step, an online personal finance platform.

This expansion of influence means many brands who have been playing it safe and waiting to dip into the influencer pool can feel braver about gaining additional exposure.

What brands should do this year

For marketers, the opportunity to connect in new niches means you can really think outside the box, get creative, and identify parallel industries that are not directly connected to what you do but who happen to share the same target audience.

5. Esports capitalizes on a captive audience.

Esports boasts millions of players, more than 1.5 million viewers at top events and influencer collaboration opportunities that target younger demographics.

Investors are eager to get in the game (more than $9.9 billion in industry investment this year), and esports face few of the crowd-limiting and social distancing pandemic precautions currently plaguing other sports-related industries.

What brands should do next

Brand partnerships with esports influencers can include either individual players or teams.

Your brand does not have to be part of the esports industry to take advantage of this growing sector. There are millions of users accessing gaming platforms, including 15 million using Twitch on a daily basis.

Find a way to create a connection and make sure that your product is a natural fit for the gamers. Because this space is rapidly growing and its users are passionate, it’s important to research and plan partnerships strategically so you can get it right and seamlessly activate successful campaigns.

6. More brands are using CGI influencers

CGI influencers continue to gain popularity and as technology improves, the lines continue to blur. In fact, 42 percent of Gen Z and millennials have followed a CGI influencer without realizing they weren’t a real human.

One of their most alluring characteristics is the capability to completely control messaging. They’re incapable of going off-message or taking rogue actions damaging to the brand.

What brands should do in 2021

Companies with money and design resources to spare can consider creating their own CGI influencers. Other brands may want to figure out a way to build a partnership with a CGI influencer in their niche.

CGI influencers may not be for everyone, but brands can learn from them. What are people engaging with? Is there something they’re drawn in by — a look, a storyline? Consider ways you can maximize that in your own posts and real-life influencer relationships.

7. Tighter regulations

As the industry matures and the call for greater transparency increases, countries worldwide are implementing new regulations for the rapidly growing influencer industry. In the U.S., for example, the Federal Trade Commission has continuously updated its guidelines and is expected to become stricter as influencer marketing grows.

What brands should do next

Stay on top of legal and regulatory guidelines, then ensure you’re working with influencers who are knowledgeable about specific industry requirements. Otherwise, you may end up with content you can’t use, or a lot of headaches recreating campaigns to avoid issues.

Instead of one-off campaigns, consider creating long-term influencer partnerships so you both have a strong knowledge of the rules and a shared interest in following them.

2020 has been an unusual year, but one that’s been powerful in terms of social media impact and advancement. Let’s hope 2021 brings even more value from technology and influencer partnerships.

Related:

What Marketers Need to Know About Influencer Marketing in 2021

Popular Digital A-listers to come together for the Influencer Awards Of 2021

Aquí te decimos por qué las marcas están fallando en las campañas de 'influencers' (y en qué centrarse en 2021)

at No comments:
Labels:

5 Ecommerce Marketing Strategies That You Should Try This Year

 

5 Ecommerce Marketing Strategies That You Should Try This Year

a man using a laptop© krisanapong detraphiphat | Getty Images Amazon was founded in 1995 in Jeff Bezos’s garage. Initially, it was just a company providing services as an online bookstore. Over the years, the business that started as a mere bookstore turned into a multinational company, started selling almost everything, and eventually became the biggest name in the entire ecommerce industry. 

But how did Amazon go from zero to hero?

Well, there’s certainly no single answer - it’s a blend of innovation, vision, hard work, and in-depth marketing.

No matter if you’re just starting out or running a well-established company in the ecommerce space, it’s imperative to stay up to date with the latest marketing trends that are going to help you reach your targeted audience, and thrive in the marketplace. 

Ecommerce marketing strategies that you need to know about:

The rise of voice search

Put simply, voice search allows users to search on the web through digital devices. It is growing as a search method because it reduces time and effort as users don't need to find and type the right terms for searching; they only need to vocally ask the search engine about their queries and get results. 

But how is voice search impacting the ecommerce industry?

It is expected that by the end of this year, half of online searches will be done using voice search, therefore, ignoring voice search for ecommerce is like giving an upper hand to the competition. 

As people have started to use voice search more in searching for products, businesses must optimize their content for voice search to attract organic traffic to their website, in turn acting as an advantage against their competitors. 

However, it’s still challenging to optimize content for voice search as there currently aren’t many tools to help analyze popular voice search terms. Nevertheless, it is expected that with the growing number of voice search users, more tools will be developed and available in the near future.

Related: Voice Search: Your New SEO Secret Weapon?

The video era is here

According to research by HubSpot, 78% of the population watch videos on a weekly basis, and 55% watch daily, which is why marketers are leveraging videos to reach their target audience. 

When there’s a need to buy something, buyers prefer to see what they will receive. 

While you can invest in high-quality images, product descriptions, and get product reviews, nothing is better than video to tell an engaging story about your product.

Your potential customers are more likely to buy from you if they relate to your story and believe that your products can actually solve their problems. 

Here’s how creating videos can help your business:

  • Allows you to explain the working of your products.

  • Explains all the features and functionalities.

  • Share customer reviews.

  • Create an engaging story about your company as well as the product.

  • Show the benefits of using your products.

  • Relate your product with current trends. 

    • Related: 7 Secrets of Super-Successful Video Marketing -

    Gallery: 10 Companies That Hire for Remote Project Management Jobs (Money Talks News)

    Affiliate marketing

    Getting leads as a new ecommerce business can be quite a strenuous job, and using tactics like SEO and content marketing can take long lead times. So what to do? Yes, you can always go for online advertisements but that would take a significant investment. 

    When you’re new, you need to find a way that is both expeditious and doesn’t involve substantial investment, which is where Affiliate Marketing comes into play.

    In a nutshell, affiliate marketing is a type of performance-based marketing in which a business gives a commission to every affiliate that either brings a visitor or a customer. 

    The sales are tracked through affiliate links that are created by various affiliate programs. 

    Moreover, the merchants can choose their commission rate, varying from 5 to 30%. 

    The top ecommerce marketplaces like Amazon and Flipkart have their own affiliate programs. 

    Related: How to Build a Reliable (and Profitable) Affiliate Network From Scratch

    The emergence of VR technology

    Targeting VR technology and wearables is currently one of the most trending marketing strategies. Approximately 75% of the world's leading brands are using Virtual Reality to attract and hold customers in new and better ways.

    VR marketing can bridge the gap between experience and action, providing a virtual experience to potential customers. It is a powerful marketing method underutilized by the majority of businesses in many sectors. 

    Businesses that are leveraging VR now gain advantages by testing the technology and innovating within this new marketing medium before competitors are onboard and implementing for their products.

    Related: Virtual Reality Is Already Changing How We Work and Communicate

    Google shopping ads are here

    Google is undoubtedly one of the most popular websites of our era. How can you make Google work for your ecommerce business? 

    Through Google Shopping Ads.

    Google shopping ads show users a list of products that are related to their search, and when they click on a product they are redirected to the seller’s website.

    If executed correctly, Google shopping ads can be a company's largest source of lead generation. However, as these are ads that cost budget commitments, a substantial investment of time and research is needed before getting started. 

    When starting a paid advertising campaign, do not initiate with heavy investments but rather use small amounts to experiment with various targeted markets, and whichever experiment works, then proceed with investing larger amounts.

    Related: Ultimate Guide to Google Adwords News & Topics - Entrepreneur

    To conclude

    2021 is now here, and many things are still going to change, thanks to the pandemic faced by the entire world. Starting or even growing an existing ecommerce business will need marketing more than ever. The above ecommerce strategies can be used to market your business in ways that could help lead to success. The more promotion, the more your potential audience is reached, the more sales are made.

    Related: Winning The Ecommerce Battle In The Post COVID-19 Era

      

    Related:

    5 Ecommerce Marketing Strategies That You Should Try This Year

    Opportunities and Challenges in the Ecommerce Sector in India

    How to Drive Conversions Without Relying on Intrusive Pop-Overs

    at No comments:
    Labels:
    Subscribe to: Comments (Atom)

    YouTube Shares 3 Keyword Research Tips For Videos - Search Engine Journal

      YouTube Shares 3 Keyword Research Tips For Videos - Search Engine Journal YouTube offers advice on competitive keyword research for videos...