On Demand Advertising Solutions Video Podcast #88; Forget The Facebook Fracas, Five Ways To Get Prospects To Engage With Your Brand

There have been media reports about Facebook using customer data and messing up many business owners organic strategies of digital advertising on their platform.

Now we have to pay to play to effectively reach targeted prospects.

In the whole scheme of marketing things, it’s important to understand the main dynamic of your business marketing. There are many roads to Rome, and all will get you to your destination.

Some roads may have construction going on. Some may have potholes. Some may be washed out. But the persistence and testing of methods to get your prospects to engage your brand is at the heart of the matter.

On Demand Advertising Solutions newsletter card image1 cropped

Today’s Digital Marketing Update

In today’s On Demand Advertising SolutionsDigital Marketing Update Video Podcast #88, host John D. Verlin discusses Forget The Facebook Fracas, Five Ways To Get Prospects To Engage With Your Brand.

He comments on a post by Marty Weintraub in Inc.

As a part of the below infographic, social media is one avenue to small business advertising that makes up the marketing platform.

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

marketing platform infographic cropped

The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.

Check out our strictly audio podcasts here.

woman with phone shake

Enjoy The Video Podcast

(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)

Key Podcast Take Aways
  • Broadcast like a TV or radio station to your audience. (Rich media content like podcasts or video) on social media.
  • Test with animated videos on Facebook, etc has cost has come way down (or hire someone to create/test).
  • Sharing your rich media content into your target audience results in more Google and Bing searches for your business. (basic top of funnel branding–people getting to know who you are).
  • Driving value beyond the brand = more inbound calls, queries, applications, etc.
  • Look past social media changes and leverage cheap production, targeting and crossover impact on Google and Youtube searches.
podcast cover

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

Verlin Studios mock up sharp and smooth

On Demand Advertising Solutions Video Podcast #66; Small Business Marketing Trends for 2018

When it comes to marketing your small business to consumers, promoting business to business to get clients or using social media marketing to advance engagement; understanding how tools and technology that can boost your online engagement is vital.

This becomes more apparent as media companies merge to offer new content and engagement options for it’s customers.

On Demand Advertising Solutions newsletter card image1 cropped

Today’s Digital Marketing Update

In today’s Digital Marketing Update, Video Podcast #66, host John D. Verlin discusses Small Business Marketing Trends for 2018.

Implementing the latest digital tools into traditional media options continue to fuel small business growth for prospect engagement and is not going away anytime soon.

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

marketing platform infographic cropped

The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.

Check out our strictly audio podcasts here.

woman with phone shake

Enjoy The Video Podcast
(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)
Key Podcast Take Aways
  • Rich media content continues to be at the heart of a good marketing strategy, as more searches and rankings will be based on it.
  • Pricing for Facebook, Google and Twitter will continue to increase as usage of their platforms grow.
  • Social media engagement and promotion continues to build as relevant content is shared.
  • Websites, blogs, social media exposure are becoming a must-have for businesses to compete online for attention.
  • Emotional engagement continues to drive prospect response.
 podcast cover

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

Verlin Studios mock up sharp and smooth

 

On Demand Advertising Solutions, Video Podcast #72; How Does Your Business Adapt When Facebook Changes The User Experience?

When it comes to marketing your small business to consumers, promoting business to business to get clients or using social media marketing to advance engagement; adapting to changes made at Facebook or any other social platform can be challenging.

For small businesses who rely for day to day exposure on social media channels–this can impact their results and advertising budget.

Just as in other media–changes in their format and demographic are sure to disrupt marketing and advertising plans for businesses who struggle to maintain customer relationships and user experience.

On Demand Advertising Solutions newsletter card image1 cropped

Today’s Digital Marketing Update

In today’s Digital Marketing Update, Video Podcast #72, host John D. Verlin discusses How Does Your Business Adapt When Facebook Changes The User Experience?

Comments are his take on Manta’s article by Brian Lindamood.

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

marketing platform infographic cropped

The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.

Check out our strictly audio podcasts here.

woman with phone shake

Enjoy The Video Podcast
(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)
Key Podcast Take Aways
  • Providing on-going relevant content is key to “owning” your expertise and marketing platform in the event of future marketing channels.
  • Engage and interact with your current followers and customers. Facebook Insights can help discover what content your followers enjoy.
  • Join or create a Facebook Group that always you to connect with others in your industry, neighborhood or community.
  • Use Facebook Events to schedule open houses, festivals, specials, etc to your followers to stay top of mind.
  • Go over your ad budget and remain keenly aware of results in Facebook’s new “pay to play” advertising. 
 podcast cover

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

Verlin Studios mock up sharp and smooth

Digital Marketing Update; Marketing Your Business. I Just Took A Swipe At My Phone Carrier With A Four-Paragraph Rant, Importance of Social Media In Your Business. Podcast #32

In this new day and age of social media–one of the most important aspects for business owners is to pay attention to customer issues posted on the likes of Facebook, Twitter, Instagram, etc.

on-demand-advertising-solutions-newsletter-card-image1

Case in point. In past podcasts I’m discussed the importance social media plays in small business (even though many owners haven’t adopted it in the marketing yet).

Today’s Digital Marketing Update podcast discusses a real-case scenario albeit with a large phone carrier why this is becoming more critical for all businesses to pay attention to with their communication.

Most customers when satisfied with your service or product may never really tell you, or even rate you (unless you follow up and ask).

But when they are unhappy–they now have more than just a backyard neighbor to go to in venting their frustrations and dissatisfaction.

yelling

After cancelling a 24-month iphone 7 lease contract after it was paid up—and returning the phone to my carrier, I was charged a full months service+lease fee on my credit card.

This didn’t really surprise me, but I was only three days into the new billing cycle–but was billed for the entire month. So I thought I would go the social media route after I had talked to two people who said they would credit me back $53.

Here’s the original post I made on Facebook and their response. Now, imagine this is one of YOUR customers and you have over 1000 likes on your business Facebook page.

How would you feel and what would you do?

That’s the subject of today’s video podcast.

Here’s a screenshot of  the post and their comments:

sprint post

TEXT:

John David Verlin to Sprint
21 hrs · 

Sprint using deceptive billing practices, charging for a full months usage even though only 4 days were active in new billing cycle prior to cancellation? 
\
Here’s my vent.

Sprint has an opportunity to do the right thing with a KC customer.

Ended my two year iphone lease with them after lease period was paid up.

Was told I needed to pay anotehr $143 to “own” the phone.

Battery was dying otherwise I would have stayed with them especially since they were going to go with $35/mth free talk/text and up to 2G data plan rather than $60/month.

All I really wanted was to spend $100 or less on a new phone and a $35/mth plan (which I did get with a prepaid carrier and up to 5G data)! Many of these prepaid phones are Android perform similar to my $650 iphone 7s.

However, I noticed that after four days into my new billing cycle, i decided to cancel and go with a cheaper phone on prepaid. Then i saw an $87 charge on my credit card. when I call to talk to a rep–I told them that i cancelled after four days but they still charged me for a full month.

I was passed upward to another person who said that they would credit my card on Sept. 10 (today) for $53 (which is still not enough because prorated it was $2.90 per day or $13, not $33). I was told they needed my “phone” approval before they’d credit my card and i would be called today at 10:30a CST per my request.

It’s now after 10:50a and no word from anyone–which is leading me to post this.

IF THEY JUST WOULD HAVE TOLD ME UPFRONT–“sir, we’ll pro-rate your bill and only charge you $13 since you cancelled after four days into the new billing cycle and returned your phone two weeks ago…”

THIS WOULD NOT BE NECESSARY! SHAME ON YOU SPRINT!

This action would separate you from your competitors when it comes to how you treat customers.

Now, over 3.5 million “likes” are reading this on social media and my guess is others will chime in.

Is this how you want to be seen by customers?

This is why it’s crucial in this day of social media to be proactive in treating customers right!

I will UPDATE this post once I hear back from them.

 
 
 
Comments
Sprint
Sprint John David Verlin – Apologize for the inconveniences, we’d like to take a look at the situation, please send us a Private Message for further assistance. -Paola C
LikeShow more reactions

 · Reply · 20 hrs

Manage

John David Verlin
John David Verlin Would appreciate getting my credit card credited back the last month pro rated fee. Thank you
LikeShow more reactions

 · Reply · 19 hrs

Manage

Sprint
Sprint John David Verlin – We’d like to review the status of the situation. Please send us a Private Message so that we can further assist you. Just click ‘Message’ at the top of our profile. -Paola C
LikeShow more reactions

 · Reply · 18 hrs

In the first hour, there were 38 responses to my post. They have over 3.5 million “likes” on Facebook that were exposed to this message.
Most of those comments were angry at Sprint and I just opened up a small can of worms. I realize this is small potatoes for a huge corporation–but competition is fierce among carriers–no different probably for your business.
The key is to answer it swiftly and turn it into a marketing/sales opportunity.
 

It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors.

You may learn more about us and schedule a free appointment.

You may listen to all of our exclusive audio podcasts here.

Now, enjoy the video podcast!

podcast cover

Marketing Your Business; I Just Posted A Four-Paragraph Rant With My Phone Carrier, Importance of Social Media In Your Business. Podcast #32!

Host: John D. Verlin

Transcript:

Good afternoon, John Verlin with On Demand Advertising Solutions with Digital Marketing Update, podcast #32.

I’ve entitled this—I just posted a four paragraph rant against my phone carrier, the importance of social media.

Today ironically is the day Iphone 8 came out and the Iphone X at Apples big event and announced their new products. Which ties in to my rant basically with my phone carrier.

I’m kind of looking at this as a “teachable” moment.

And I’m seeing myself as more of an educator to business owners as well as a marketing individual, consultant.

But I’m having to educate as to why all of these elements tie in together in marketing, social media, your regular advertising, PR—all of these facets work together to create your branding platform, your marketing platform.

I had recently ended a twenty-four month lease on an Iphone 7 with Sprint.

No problems with the service, but the battery on the phone seemed like it started to hold less of a charge for what I needed.

I began to think maybe it’s time to trade up but I didn’t want to spend $700. So I decided, you know what, I don’t need all of the bells and whistles.

My actual usage has gone down than it was a year or two ago.

And I began to highlight like most of us do what the real features are that I really wanted.

So, bottom line is, I contacted them and they said, “yeah, your $87/mth fee is no longer applicable. It’s now down to $60/mth since you’ve finished your lease.

But, if you want to buy the phone, you pay $143 more and you own it.”

Or, “you upgrade to a new Iphone and that’s another $33/mth, on top of the $60/mth for up to 2gigs of data.

So, I thought about it and after 2-3 days, I decided I’m just going to turn it back in. I’m gambling on how long that battery is going to last cause the phone is sealed.

I’m just going to go ahead and get a $100 phone.

And that’s exactly what I did. And I love it! I actually got two phones. A $100 one and a $50 one to play around with.

Both have Android, same apps, same everything.

I kept the other one as a backup when this one dies, because I can change the battery in it, which a lot of these you can’t anymore.

But this is an older phone.

Brand new though. I went through a prepaid carrier. Virgin Mobile which I believe runs off of Sprints tower.

Basically I’m going from what I had to a lower cost plan, $35/mth for 5gig data which is four times more than I was using.

That was what I decided. I went ahead and sent the phone back to Sprint. Three weeks later, I see a $87 bill on my credit card.

I’m a little baffled, because I had paid everything off. I had sent the phone back and now they’re charging me for another month.

So I contacted them. Talked to somebody for twenty minutes.

They shifted me to someone else who, after waiting thirty minutes said, “we’ll go ahead and credit you $53 of that $87 because you were actually three days into the new billing cycle.”

And I thought, oh—ok. On September 10th, we’ll go ahead and credit your account. So, I’m waiting. Two weeks later I’m thinking I’ll be I won’t hear from them. We’ll guess what—I didn’t hear from them.

So I put it on my calendar and I thought—you know what, this irritates me. It’s not the money as much as the principle.

I came up with a four paragraph rant. I was going to wait to 10:30a CST (when they said they’d call). Then I was going to post it on their Facebook page.

And I have this as you can see on this blogpost. You can see the rant that I posted. After I posted it—within five minutes they responded.

“Please contact us through private messenger”. Standardized message. But there were 38 responses to my comment. I don’t know how many there are today.

It’s a few days later, I’m sure there are quite a few more.

People were going off on them, all this kind of thing. But I want to talk about why this is important for your business.

We sometimes overlook social media. We think, I’ll get around to it. I’ll post every now and then.

The problem is—if you have a guy like me who is not happy.

And I went ahead and conjured up a four paragraph negative post—basically accusing you of account misrepresentation and possibly fraudulent billing practices.

And that gets in print in front of their 3.5 million likes on their Facebook page, what do you think that’s going to look like? Do you think they really care? Maybe, maybe not.

But with that many people viewing that kind of commentary, from customers, that can get around.

That opens a can of worms. It could open a can of worms. And probably, realistically, they know most people are in debt and don’t looks at things, and they can go ahead and slip in that $87 charge.

Nobody is going to notice and they’ll pay.

And that irritates me.

Because I think that’s exactly what happened.

And particularly they say they’ll get back with you and put that back on your credit card.

Never heard a word. That irritates me even more is why I did this.

Why is this important?

Well, if you’re opening yourself up to not knowing what your customers think about you, your products or services.

And you don’t have some sort of engagement on social media.

You’re doing a couple of things in my opinion. You’re not able to get feedback from them. Good or bad.

But you’re not engaging them early on as we’ve talked about on other podcasts for future for growing your business.

Now, yes, you are going to get people upset—they’re going to rant.

But guess what? This gives you a chance to get back with them.

Find out what went wrong. Correct it. And this is all part of your marketing platform, because people will see that you’re engaged.

They see that you care about them. They see that you’re wanting to make an attempt to correct things.

And that’s all a part of your brand image.

Now, if you don’t have a Facebook business page, or a Twitter page or any way for them visibly online to get in touch with you, they’re still going to make the rounds.

At a chamber meeting or over a fencepost. At least by having some sort of engagement with them, you can prevent these kinds of things from having a backfiring effect on your business.

And you know that Sprint and all of these phone carriers are out there spending money to compete and bragging about how many new people they just got.

Well guess what.

If Sprint were to have read what I said. What I really wanted. They could take what I’m saying and turn that around and make it part of their marketing.

Well, the guy wants a $100 phone with a $35/mth plan—well, we already have a $35/mth plan. We can go ahead and match that with the competition.

Maybe we offer another type of phone or whatever—not to cannibalized prepaid businesses or whatever, that we let them run on our service.

Maybe we offer another option. If they get enough of these.

People saying I don’t want to spend that much.

I have a feeling we’re going to see more of that in spite of this Apple new release with the higher price tag.

I have a feeling there maybe some pushback or kickback to that.

They start to say, well the customer is telling us what they really want.

That’s how you can use that negative feedback you’re getting to turn it around. Maybe you don’t even have to do a survey anymore.

Just monitor your Facebook page.

The comments people are making. Answering them and getting back with them. Then turning that around to make it a marketable opportunity.

That’s what I’m talking about.

Now, Sprint can make this right.

By simply getting back…”we saw that you only used three days into your new plan cycle. We apologize (which they already said) for inconvenience.”

And what if they were to take that as a part of a marketing campaign?

We will not charge you for a full month usage—and we will prorate usage into the time, prior to cancellation if you ever do. We’re making it right with you.

What comes to mind is this big Wells-Fargo fiasco.

Where they made up accounts.

Charged customers for unknown accounts they didn’t even know they had. A huge, gigantic, fraudulent…I can’t even imagine anything worse.

As big of a bank as they are to stake their trust, reliability and reputation with their customers to so mislead them. To brag about it. I don’t quite get it.

At any rate, here’s four things why this is important for you to consider for your business:

Engage in a Facebook business page oer Twitter page. Start that engagement process with prospects and current customers.

Monitor the pages on a regular basis.

See if there are any questions or comments that you can respond to.

That’s again, part of your marketing platform. It shows people you care, you are engaged and you are alive.

You’re not hiding behind a website. Or hiding behind an unknown phone number. That you are for real.

You are answering them.

In answering questions and complaints, try to make it personal.

I know if you have a big business and a lot going on—well maybe it’s time to hire somebody in-house, or freelance it to a social media marketing person or agency. Because you need to answer these.

If you let them hang out there, and people see they were never answered, and it’s over a month old—a day old, two days old, three days old—that’s unacceptable.

That forms the brand impression on the marketing platform I’ve been talking about. And they are going to assume things about you and your business.

And finally, learn from this and incorporate this and what they’re saying into the marketing to enhance the customer experience.

This is what everybody is spending money on with artificial intelligence and data and all of these things is to enhance the customer experience.

That’s what it’s all about. I guess if you’re a big CEO and shareholder value and all.

It all comes down to that bottom line, the customer experience.

And you can use social media with the positive and negative comments on it from your customers and prospects to enhance that experience with them in a positive way to grow your business.

So, read my rant.

You can see what I was upset about. I spilled it out.

People jumped on my rant comment to respond and they were angry about other stuff. It opened a can of worms.

In the big scheme of things with all of the customers that they have it doesn’t really count much.

But, for a small business, you have a couple of customers doing this—this could effect your business.

So those are four things I wanted to leave with you to consider starting a Facebook business page or Twitter page. Start engaging prospects and customers.

Build a relationship with them by consistently posting. Responding to the questions and complaints.

Learn from these comments, questions and complaints. Incorporate it into your marketing to advance the customer experience.

John Verlin can be reached at johnverlin12@att.net.

Website: www.OnDemandAdvertisingSolutions.com.

And we’ll talk to you next week about more on demand thoughts, ideas and comments! Have a great day!

 

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

Verlin Studios mock up sharp and smooth

From the Blog: Digital Marketing Update, Why We Recommend Video, Our Testing On Facebook Boost, Podcast #20

As a part of our three-part strategy for small business marketing, we recommend including video promotion on social media as an element in the mix of marketing bridge.

on-demand-advertising-solutions-newsletter-card-image1Specifically, animated videos that we create for our clients as they’re inexpensive, fun and memorable which equals, effective (at least in theory).

Today, in Digital Marketing Update, Podcast #20,  we set out to test our own promotional video’s of On Demand Advertising Solutions

Most of these are between thirty-five for fifty-five seconds in length. We know that attention spans on Facebook our quite short.

youtube #2
“Post It On A Blog Or Just Call Us” animated video

But we anticipated that our target “small business owners/CEO’s” might take thirty seconds to see a video that automatically begins running on their Facebook newsfeed.

You can listen to our strictly audio podcasts here. Also, get our special first-time client offer!

Enjoy the video podcast!

digital-marketing-update-podcasts-john-v-square1-1-700-pixel-large

We tested these over a three day period, May 30th-June 3, 2017. Our target again were “small business owners/CEO’s” in a 30 mile radius of Overland Park, Kansas (near our Gardner, Kansas studio.

We pitted “Opportunities Abound-An Engaged Marketing Platform” with “Post Them On A Blog And Just Call Us”.

Here they are below:

After a three day test, we found the cost-effectiveness startling. We also monitored how many “Facebook” referrals came in to our site from the video’s.

This, after all is our goal for prospects to see our site and view/listen to our videos and podcasts (to sample what we can do for their small business). 

We know that like any service business, these can be produced and promoted by small business owners…but we also know that not everyone has the time, experience and capabilities to do so on a regular basis.

Much like an accountant doing your taxes–this is our goal to be a freelance marketing compliment to their overall marketing and advertising function. Providing not just social media promotion on-going, but innovative content that builds SEO, unlike other firms.

That, to us equates with real value to build fresh content and creatively promote it. That seems to be a major element many small businesses are not doing to showcase their expertise to new prospects.

As you can see below, the “Opportunities Abound–An Engaged Marketing Platform” video reached 401 people in our target, costing just $.02 per 3-second video view.

The second video, “Post Them On A Blog And Just Call Us”, reached 39 people in our target costing $.05 per 3-second video view.

During that three day test, we had 333 people reached in our target, with 132 :03 video views and 22 Facebook referrals from this $15, investment. 

So, let’s just say the video’s produced approximately 20% new Facebook referrals to our website (or $.68 per referral). 

And this paid video content is really a bonus to using these video’s on our blog, Facebook page, etc.

Our goal really is to get 2 clients per year, investing $1000/month (a One Day Offer package of services that includes customer surveys, monthly emails, podcast & video content creation, social media promotion year-round).

facebook video ads screenshot, may 29-31

Obviously, if we continued with these videos compared with straight Facebook posts (and we have tested a number of them, which averaged $.50+ per click were the most efficient.

But they didn’t come close to the animated videos. Thus, why we recommend them as an overall part of a winning strategy along with podcasts (just like you’re listening to now).

Another reason we recommend animated videos (although we have done actual video’s as well), is the fact that you can tell a story in less than sixty seconds. It is also a simple story, so prospects can “get it” and have good recall, much like a short jingle.

Animated videos allow you to place them on your Facebook business page, Linkedin business page, etc–in full view of new prospects that refer from your posts and tweets, as such:

facebook video shot.JPG
Animated videos can be pinned to the top of social media sites for visitors to view as an audience is built from paid boosts, posts and tweets.

In essence–small businesses have the power of Hollywood and Radio star imaging (granted on a smaller scale) to use in promoting their brand. 

By combining both podcast and video usage, small business owners can tell their story in short time spans and make a series out of it–all the while being promoted on a daily basis.

Part of the reason clients hire us is that creative content can be difficult to create on a weekly if not daily basis. This aspect of idea creation plus the amount of time in which to create, produce and promote is what we specialize in and offer to our clients in a very cost-effective manner. 

Why We Recommend Video, Our Testing On Facebook.
Podcast #20

Host: John D. Verlin

TRANSCRIPT:

Good afternoon, John Verlin with On Demand Advertising Solutions and another Digital Marketing Update, Podcast #20.

For a number of months now, we’ve been talking about various content that we can run for your small business. One of the things that we really like…actually, we stumbled across it, is videos.

And not just any video as you and I might think, but animated videos. They’re, I saw a new one on this, on a different platform, it’s more like real-life humans dancing around and that kind of thing.

For a fairly sizable fee, they’ll put your logo, and things like that on it. One reason we like them to recommend to our clients to help build their business, is several things—and today’s podcast I’m actually going to be including on our blogpost where you’re listening to this.

A couple of the videos we actually tested on Facebook, and we boosted those. We tested them over a three day period, and I have some data to share with you.

I’ve also got a couple of screenshots to show you, of costs and things like that. Keep in mind, all of this, whether it’s podcasting, social media promotion, blogging, everything you do…TV ads, radio ads, print ads, email marketing. All that you do works together.

One of them doesn’t just hang out there and do everything. It all works together as a part of the marketing bridge for your business.

Everything from your business cards, to uniforms, the look you have, the style. All of this should be symmetric and work together.

So, when I share information with you about podcasting or videos—I’m trying to zero in on some of the most effective things your small business can do.

What we’re trying to do to not only build traffic to your website, engaging your customers with creative content. But it all works together on an on-going basis.

It doesn’t just happen and you forget about it in six months. It has to be consistent and relentless. And the reason is you’ve got competitors out there doing what you’re doing, coming up with ideas…watching you.

I put some posts out there showing a lion stalking almost in wait. And that’s really kind of what it’s like.

Competitors are nipping at the heels. You have to be proactive and relentless with a lot of this to keep ahead. Be on top of your industry. Constantly seeking new information. I just recently had some information I gave to a client last week.

It was a great infographic of the clients’ clientele. Somebody did a lot of work to put together. I was out there doing my thing for the client on social media and promotion and I came across this.

Those are the kinds of things, and I know a lot of owners don’t have a lot of time to do this…but that’s where the marketing people can step in to do research and keep you informed.

And really, with social media, I found it’s really cool…you’re getting a lot of the latest stuff sent to you. When you’re tracking everything for a client, for example to do promotion. So you’re seeing a lot of cutting edge stuff.

Articles, and things like that. It’s really important that you stay on top of that, because you can bet your competitors will be. You’ve got to stay a step ahead of them all the way.

That’s why I kind of zero in on what I feel is the most effective for small businesses that they can use. It’s sort of new. I’m finding that a lot of small business owners may be intimidated by Facebook, Twitter, Pinterest, Instagram, social media promotion. Creating podcasts, videos, all of this.

Getting back to the Facebook testing we recently did. A couple of videos we tested are on this blogpost that you can look at. And what we found was, over three days, we found that the average video post, was about two to four cents per view.

Now Facebook has three-second views that they count as a view. Keep in mind, the shorter you can make a video, I usually try to make mine in thirty seconds, the better. It’s hard to do that.

I try to do mine between thirty to forty to fifty seconds. But the shorter you can do it, the better. Because when people are checking their feed, that video will automatically start—unless people have set their settings to prevent videos from running.

But it will just start going, and guess what—how many videos do you see out there on your Facebook page? Not a whole lot. So that’s why I feel this is very effective because you can target this.

Now I targeted CEO’s, small business owners, presidents—within a thirty-mile radius of my zip code area.

Knowing that these are the kind of people seeing this content—that’s all I cared about. So over three days, 332 people were reached, according to Facebook. About one-third, 132 viewed it for three-seconds or more. Now how many actually saw the whole video, I don’t know. They don’t tell you that. They just want your money. So they charge you for a view.

It was a $15 investment. But, on the back end of this thing—tracking on my website, I got 22 referrals over three days from Facebook. I’m going to say—there were some posts I put out there on Facebook as well. But I’m going to say just rounding numbers out-let’s say twenty percent, according to Facebook 132 that responded or did see it for at least three seconds. 22 of those who viewed it went to a page on my website. Which is what this is all about.

This is in addition to, in this case it was the videos as I didn’t do too many posts on Facebook on purpose. This is in addition to the posts that you or a marketing person does on a regular basis constantly. Because you’re gradually going to be building traffic.

So, how effective are these videos for Facebook in this case? Well, figure twenty percent of the people who viewed it—about $.68 per referral is what it costs to get those 22 people over three days. Guess what? I know that this is a building process. This whole branding/marketing thing doesn’t just happen.

The same thing when I was in radio. It takes time to build your brand. You need to be patient and you have to commit to it. Is it going to happen in two weeks? Six months? A year? You don’t know.

But I know based on the average cost of referral, that those videos were pretty darn good. In comparison to a typical boosted post, that I tested, they could be anywhere from $.50 to $2 or $3 if they didn’t score very well. People didn’t respond as well.

So you can kind of see the difference there. The effectiveness of video. Would you recommend them?

And this is a bonus folks! This is stuff that if you’re paying for it that’s great. But you can use these videos on your Facebook page. Pin them to the top of your Facebook feed. You have them on your blog. Each time we’ve done videos, we’ve put them on the clients blog, which again is more content for the search engines to see.

The animated videos have written content in them, and that is content that the Google search engine sees. That’s why we like the animated versions versus normal video. The place for “real” videos in my opinion is one or two things. They’re great for “how to” videos. You can post them on Vimeo and link them to your blog or Facebook page or your home page of your website.

However you want to do that. Keep in mind, those can be thirty minute videos. “How to Clean A Cat’s Teeth”, by a veterinarian which I actually did watch. It was fifteen or twenty minutes. It can be longer.

The good side is you can share your expertise with a real person doing it speaking directly to the customer. And they’re great. They all work together. The only difference I say…if you’re not attractive, that may be not a good thing! Whereas, an animated video doesn’t matter. They’re going to watch it.

But they will make suppositions. So if you’re a business owner that may not be attractive, I hate to be this blunt, it may not work well psychologically for customers or prospects first engagement with your website. If you are attractive, great. More power to you—that might work well.

I guess, the animated versions can be told shortly, quickly..not as much perceptional issues compared with actual customers, or owners talking. But, you can include that too. You can use them all—it’s your discretion as to how you want to use them.

But the animated—we grew up with cartoons. You think about all the little cartoon commercials you’ve seen over the years. I remember one for a heating and cooling company—in Kansas City that dates back to the ’50’s. I still remember the jingle and the little animated bird flying. They’re very memorable.

That’s pretty much what I wanted to share with you today. The test on Facebook, you can see the videos we tested here on the blogpost. You can try them yourself. But, when you create these—you can target key benefits, one at a time. Do a video on each one. It doesn’t have to be a big summary thing of all your benefits.

You can just break them down into little segments. A little minute or thirty second video. Animated videos. Test them on Facebook and constantly test with everything. Good marketers do. One thing may work great and you hate it. And the other one you thought would work well doesn’t. You just have to test.

Facebook posts, videos, testing. I had great results. I encourage you to consider to do that because they’re different. That’s one reason we recommend what we do and how we do it.

John Verlin is my name. jverlin1@yahoo.com is my email. Website: www.OnDemandAdvertisingSolutions.com.

We’ll see you next week when we’ll discuss some techniques I have found work well in not only promoting your videos, but podcasts and your website as well. Have a great day!

All podcasts produced by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin, 2017

Verlin Studios mock up sharp and smooth

From the Blog: How do we know Social Media works for small business? It’s all Relative!

 

Our Small Business Market Background, Strategy, Services and Pricing 

For many small business owners, understanding and utilizing digital elements and social media can be time consuming and frustrating.

More importantly, we want results and we want them now!

This post will demonstrate how we can measure results via the analytics of both Facebook and Twitter.

Both of these digital platforms–in addition to perhaps Linkedin are the current social media drivers to promote your marketing brand platform.

These posts of content will allow your business to engage customers and prospects, direct them to your website and provide a brand perception online and in your other marketing efforts.

But it will take time to develop these engagements as will they grow organically for search engines to discover.

light-coffee-pen-working

When you review options for marketing today–it is really a layered combination of marketing platform (website) image and function, social media outreach (which engages and promotes image) and other marketing venues like email, TV, print, etc.

It’s all relative for the investment and ROI.

What used to be effective with cable TV…is now so segmented it’s difficult to reach enough people engaged with programming.

The same is true with TV and in some cases radio (although it’s always been segmented due to station programming) print, newspapers, etc.

coffee-smartphone-working-technology

We live in a digital world that gives us the freedom to measure results which advertisers begged for just a decade ago. It’s all accessible on phones, tablets and laptops wherever we may be at a moments notice.

Below are some measurable results from my own Facebook and Twitter accounts which are less than 60 days old.

You can see a breakout of the past 28 days for both platforms.

For example, having started a Facebook business page for On Demand Advertising Solutions less than 60 days ago–and making 3-4 content posts per week, over the past 28 days, we saw the following (I was also testing various cartoon video and static Facebook ads for less than $20 each).

There were 17 page views, 8 likes, 1,022 post engagements and 215 video views.

The goal of Facebook is to get people to “like” your page so that they’re added to your viewer/engagement database so to speak.

Whenever you post content after that–they will be exposed to it:

on_demand_advertising_solutions_facebook_analytic_page1-resized

In evaluating these numbers…one must realize that I had just started posting a little over a month earlier. I have spent less than $20 so far in testing various paid ads.

This page was started from scratch and currently has 48 “likes”. It will continue to grow each month.

As far as ROI–my goal is to get 4 new clients this year. If I get more–so be it, although it could get hard to manage and I’d have to hire someone.

For my Twitter account over the pat 28 days–I posted 81 Tweets, impressions of the Tweets were up 89% over the previous month (the account is less than 90 days old), there were 236 profile visits to my Twitter page, 8 mentions and 44 new followers:

john_verlin_twitter_analytic_page1-resized

Now, let’s compare our results to one of our clients.

Here are the past 28 day analytics on their Facebook page. For 3-4 posts per week, they had 39 page views, 78 post engagements and 24 “likes”.

facebook-analytics

On their Twitter page (past 28 days)–their primary driver for social media reveals 701 Twitter profile visits (up 53% over previous month), 9 mentions and 42 new followers.

 

twitter-analytics-page

What’s more–this client also spends in excess of $100k/year on a Google Adwords campaign that also sends prospects to their website.

I ask you–how many small businesses have $100k to spend each year? And yet–this client sees the value in using both Facebook and Twitter to supplement their investment and build/promote their marketing platform. 

I repeat–it’s all RELATIVE to what channels you have to work with, your business goals and the overall investment you’re willing to make.

These results were achieved strictly through daily/weekly content media posts (without any Facebook or Twitter ads).

The main question most small business owners have to answer is how much time and effort can they afford to use in building out their marketing platform with social media?

Would it be better to hire a full-time employee and have them trained (all people have to be trained on social media as it is constantly changing). Or is it better to freelance to an experienced marketer?

Finding good content, preparing effective content, monitoring feeds with relevant content for your target customer and posting it each week is an on-going challenge for any business owner.

crowd-of-people

Over the past several years, we’ve witnessed the power of social media in uprisings, protests, marches and elections.

There is no longer any doubt as to the necessity for small businesses to be engaged via social media channels. That is where your prospects and customers will be expecting you! From product reviews to questions or complaints, social media plays a role that small businesses can no longer ignore.

Case in point, have you ever read a negative review on a Facebook post about a business you patronized? How did it make you feel?

One negative review can spread rapidly on social media. It’s that important!

At On Demand Advertising Solutions, we strive to provide valuable, creative and innovative content and effective customer engagement for our clients.

This, in the end is what our clients want, need and expect to help grow their businesses.

We have developed a three-point strategy to help our clients achieve cost-effective results–knowing their limitations and expectations.

Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!